A Project Report On

Comparative study on product analysis of

Cadbury VS Kinder

Submitted by

Karan Haresh Ramchandani

Roll no. 62078

TYBMS(Marketing)

1
 V/S

Index

Sr. No TITLE Page

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 No
INTRODUCTION :
1.1 Introduction to Project
1.2 Objective of study
1.3 Statement of the study
1.4 Review Literature 4
1.4( a) Scope & Importance of study
1 1.4 (b)Limitation of Study
COMPANY’S PROFILE :
2.1 Background of Cadbury company
2 2.2 Background of kinder company 9

3 RESEARCH DESIGN/ METHODOLOGY 21

DATA PRESENTATION ANALYSIS &
4 INTERPRETATION 23

5 FINDINGS & SUGGESTIONS 40

6 CONCLUTION 43

8 BIBLIOGRAPHY -

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 CHAPTER 1:
INTRODUCTION

“COMPARATIVE STUDY ON PRODUCT ANALYSIS OF CADBURY COMPANY

AND KINDER COMPANY.”

1.1 INTRODUCTION:

India is on the move and so are the markets in India. Apart from economic changes, India is also
facing social changes like changes in life style, hobbies, adventurous attitude is developed. There
is a great shift from seller market to the buyer market wherein consumers are consider as kings
of the market and their priorities are must. Today wanting easy life and easy availability of the
product have made people to go for more search and compatibility, comparison with other

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products further, food habits of Indians are changing rapidly. Reasons can be work life, dual
career couples etc. which have rigorously given chances known for their sweetness with
chocolate and other sweet product industry to grow in which two international companies with
leading brands Cadbury with a goodwill allover Indian market and Kinder growing fast and
being competitive to Cadbury in consumer market of India.

This Project gives information about the snacks industry in general, different products
offered by the Cadbury Company & Kinder Company. Also to study what attracts the consumers
most about the product with respect to the advertising strategies and pricing , positioning
strategies, Consumer preferences of product it is a very important aspect because consumers are
the final drivers, consumer satisfaction level with respect to quality and quantity of product
provided by these two companies again quality is a very important parameter today consumers
are ready to pay high but want quality in whatever they prefer and when it comes to food they
show more concern, and SWOT analysis of these companies.

To study the Consumer satisfaction level with respect to food product is very much
necessary as it is bought for the consumption purpose, consumer will never be ready to
compromise in the quality as well as quantity of the product and it is necessary for the companies
to study the Individual demands their tastes and preferences and gain feedback from the
consumers. As we all know India is a growing market place so are the businesses and
competitors so it is necessary for the company to position them at the top by providing
distinctive features regarding their offerings.

1.2 OBJECTIVE OF THE STUDY:

1. To study the different products available to the consumers of Cadbury Company & Kinder
Company.

2. To study the consumer preferences on product offered by Cadbury Company & Kinder
Company.

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3. Which of the two companies are performing better in Navi-Mumbai city at present condition

1.3 “EXECUTIVE SUMMARY”

The Report Entitled “Comparative Study between Cadbury and Kinder” Deals with the customer
behavior and their aspects towards the product and its acknowledgment, its shows us strategies
which company adopts for attracting the customers towards them.

The study makes us understand company’s background, their evolution and their current overall
management through reaching out to customers and making Goodwill in the market.

The study of these two brands helps us to understand the marketing strategies of one brand to
have a competitive advantage over other.

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This also shows the current market shares or consumption s rate of these two brands which helps
us to know that which brand is doing well in the present market.

The report will give the insights of these two brands individually and give you the basic idea of
these brands function.

This report helps the reader to understand the strengths, weaknesses, opportunities and threats of
Cadbury and kinder individually and helps the reader to know the comparative study in a easy
way.

The diagrams will help us to know about the real consumption rates of the consumers, from
whom we have conducted our survey on.

1.4 REVIEW LITERATURE:

1.4(a) SCOPE & IMPORTANCE OF THE STUDY:

The purpose of this project is to get an overview of International Chocolate making industry in
India, and the major brands dealing in, the benefits to consumer and their satisfaction level. This
project also gives an idea about consumer’s tastes and preferences in present situation. All this
information is important for the existing companies to expand and grow, also it is important for a
new entrant in the Indian market.

Whether snack industry has future scope to grow is another important question
that will be answered by this study. If the industry grows, it will contribute to the growing
economy of India by revenue generation, creating employment opportunities etc. It will help the

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domestic companies to face competition and develop them to compete globally. It can also help
the company to take complex decision related to pricing, advertising, packaging, to add new
flavors or not etc.

1.4(b) LIMITATION OF THE STUDY:

1. The area was large and it was not possible to deal with each and every customer.

2. Time was the major constraints as the area was very vast.

3. The area was restricted to Navi-Mumbai.

4. People were not willing to answer.

5. The answers of respondent may be affected due to good or bad experience of particular
product and it cannot be considered for the whole.

CHAPTER 2:
8
 COMPANY’s
PROFILE

2.1 Introduction & Background of Cadbury company.

Cadbury is a British multinational confectionery company wholly owned by Mondelez

International (originally Kraft Foods) since 2010. It is the second-largest confectionery brand in
the world after Wrigley's Cadbury is internationally headquartered in Uxbridge, West London,
and operates in more than 50 countries worldwide. It is famous for its Dairy Milk chocolate,
the crème Egg and Roses selection box, and many other confectionery products. One of the best-
known British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most
successful exports.

Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea,
coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin,
followed by his sons Richard and George. George developed the Bournville estate, a model
village designed to give the company's workers improved living conditions. Dairy Milk

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chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with
rival products. By 1914, the chocolate was the company's best-selling product. Cadbury,
alongside Rowntree's and Fry, were the big three British confectionery manufacturers throughout
much of the nineteenth and twentieth century’s.

Cadbury was granted its first Royal Warrant from Queen Victoria in 1854. It has been a holder of
a Royal Warrant from Elizabeth II since 1955. Cadbury merged with J. S. Fry & Sons in 1919
and Schweppes in 1969. Cadbury was a constant constituent of the FTSE 100 on the London
Stock Exchange from the index's 1984 inception until the company was bought by Kraft Foods
in 2010.1800–1900: Early history

An 1885 advertisement for Cadbury's Cocoa

In 1824, John Cadbury, a Quaker, began selling tea, coffee and

drinking chocolate in Bull Street in Birmingham, England. From
1831 he moved into the production of a variety of cocoa and
drinking chocolates, made in a factory in Bridge Street and sold
mainly to the wealthy because of the high cost of production.  In
1847, John Cadbury became a partner with his brother Benjamin and the company became
known as "Cadbury Brothers".

The brothers opened an office in London, and in 1854 they received the Royal Warrants
manufacturers of chocolate and cocoa to Queen Victoria. The company went into decline in the
late 1850s.

John Cadbury's sons Richard and George took over the business in 1861. At the time of the
takeover, the business was in rapid decline: the number of employees had reduced from 20 to 11,
and the company was losing money. By 1866, Cadbury was profitable again. The brothers had
turned around the business by moving the focus from tea and coffee to

Chocolate, and by increasing the quality of their products.

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Cadbury Factory, Bournville is located on the south side of Birmingham, England

The firm's first major breakthrough occurred in 1866 when Richard and George introduced an
improved cocoa into Britain. A new cocoa press developed in the Netherlands removed some of
the unpalatable cocoa butter from the cocoa bean. The firm began exporting its products in the
1850s. In the 1880s the firm began to produce chocolate confectioneries.

In 1878, the brothers decided to build new premises in countryside four miles from
Birmingham. The move to the countryside was unprecedented in business. Better transport
access for milk that was inward shipped by canal, and cocoa that was brought in by rail from
London, Southampton and Liverpool docks was taken into consideration. With the development
of the Birmingham Suburban Railway along the path of the Worcester and Birmingham Canal,
they acquired the Bourn brook estate, comprising 14.5 acres (5.9 ha) of countryside 5 miles
(8.0 km) south of the outskirts of Birmingham. Located next to the Stirchley Street railway
station, which itself was opposite the canal, they renamed the estate Bournville and opened the
Bournville factory the following year.

In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and planned, at his
own expense, a model village which would 'alleviate the evils of modern more cramped living
conditions'. By 1900 the estate included 314 cottages and houses set on 330 acres (130 ha) of
land. As the Cadbury families were Quakers there were no pubs in the estate.

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In 1897, following the lead of Swiss companies, Cadbury introduced its own line of milk
chocolate bars. In 1899 Cadbury became a private limited company.

1900–1969

The packing room at Bournville, circa 1903

In 1905, Cadbury launched its Dairy Milk bar, a production of exceptional quality with a higher
proportion of milk than previous chocolate bars. Developed by George Cadbury Jr, it was the
first time a British company had been able to mass-produce milk chocolate. From the beginning,
it had the distinctive purple wrapper. It was a great sales success, and became the company's best
selling product by 1914. The stronger Bournville Cocoa line was introduced in 1906. Cadbury
Dairy Milk and Bournville Cocoa were to provide the basis for the company's rapid pre-war
expansion. In 1910, Cadbury sales overtook those of Fry for the first time.

Cadbury's Milk Tray was first produced in 1915 and continued in production throughout the
remainder of the First World War. More than 2,000 of Cadbury's male employees joined
the British Armed Forces, and to support the British war effort, Cadbury provided chocolate,
books and clothing to the troops. George Cadbury handed over two company-owned buildings
for use as hospitals – “The Beeches” and “Fircroft”, and the management of both hospitals
earned the War Office’s highest award. Factory girls, dubbed ‘The Cadbury Angels’, volunteered
to do the laundry of injured soldiers recovering in the hospitals. After the war, the Bournville
factory was redeveloped and mass production began in earnest. In 1918, Cadbury opened their
first overseas factory in Hobart, Tasmania.

In 1919, Cadbury merged with J. S. Fry & Sons, another leading British chocolate manufacturer,
resulting in the integration of well-known brands such as Fry's Chocolate Cream and Fry's
Turkish delight. In 1921, the many small Fry's factories around Bristol were closed down, and
production was consolidated at a new Somerdale Factory, outside Bristol.

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Cadbury's Somerdale Factory located in Keynsham near Bristol, south west England (1921–
2010)

Cadbury soon expanded its product range with Flake (1920), Creme eggs (1923), Fruit and

Nut (1928), and Crunchie (1929) (originally under the Fry's label). By 1930 Cadbury had
become the 24th-largest British manufacturing company as measured by estimated market value
of capital. Cadbury took direct control of the under-performing Fry in 1935. Dairy Milk Whole
Nut arrived in 1933, and Roses were introduced in 1938.

Chocolate ceased to be a luxury product and became affordable to the working classes for the
first time. By the mid-1930s, Cadbury estimated that 90 percent of the British population could
afford to buy chocolate. By 1936, Dairy Milk accounted for 60 percent of the UK milk chocolate
market.

During World War II, parts of the Bournville factory were turned over to war work,
producing milling machines and seats for fighter aircraft. Workers ploughed football fields to
plant crops. As chocolate was regarded as an essential food, it was placed under government
supervision for the entire war. The wartime rationing of chocolate ended in 1950, and normal
production resumed. Cadbury subsequently invested in new factories and had an increasing
demand for their products. In 1952 the Moreton factory was built.

Cadbury has been a holder of a Royal Warrant from Queen Elizabeth II since 1955. In 1967
Cadbury acquired an Australian confectioner, Mac Robertson’s, beating a rival bid
from Mars. As a result of the takeover, Cadbury built a 60 percent market share in the Australian
market.

Schweppes merger (1969)

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The Cadbury Schweppes logo used until the demerger in 2008

Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969. Head of

Schweppes, Lord Watkinson, became chairman, and Adrian Cadbury became deputy chairman
and managing director. The benefits of the merger were to prove elusive.

The merger put an end to Cadbury's close links to its Quaker founding family and its perceived
social ethos by instilling a capitalist venture philosophy in management.

In 1978, the company acquired Peter Paul, the third largest chocolate manufacturer in the United
States for $58 million, which gave it a 10 percent share of the world's largest confectionery
market. The highly successful Wispa chocolate bar was launched in the North East of England in
1981, and nationwide in 1984. In 1982, trading profits were greater outside of Britain than in the
UK for the first time.

In 1986, Cadbury Schweppes sold its Beverages and Foods division to a management
buyout known as Premier Brands for £97 million. This saw the company divest itself of such
brands as Typhoo Tea, Kenco, Smash and Hartle Chivers jam. The deal also saw Premier take
the license for production of Cadbury brand biscuits and drinking chocolate.

Meanwhile, Schweppes switched its alliance in the UK from Pepsi to Coca-Cola, taking a 51
percent stake in the joint venture Coca-Cola Schweppes. The acquisition of Canada Dry doubled
its worldwide drinks market share, and it took a 30 percent stake in Dr Pepper. As a result of
these acquisitions, Cadbury Schweppes became the third largest soft drinks manufacturer in the
world.

In August 1988, the company sold its U.S. confectionery operations to Hershey's for $284.5
million cash plus the assumption of $30 million in debt.

Snapple, Mistic and Stewart's (formerly Cable Car Beverage) were sold by Triarc to Cadbury
Schweppes in 2000 for $1.45 billion. In October of that same year, Cadbury Schweppes
purchased Royal Crown from Triarc.

Schweppes demerger

In March 2007, it was revealed that Cadbury Schweppes was planning to split its business into
two separate entities: one focusing on its main chocolate and confectionery market; the other on

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its US drinks business. The demerger took effect on 2 May 2008, with the drinks business
becoming Dr Pepper Snapple Group. In December 2008 it was announced that Cadbury was to
sell its Australian beverage unit to Asahi Breweries.

2003 name rebrand

In 2003, Cadbury dropped the’s’ from its name and renamed the brand to Cadbury. The company
found that it was a much more suited, rounded name than the previous "Cadbury's". This change
was announced on 19 December 2002.

2007–2010

In October 2007, Cadbury announced the closure of the Somerdale Factory, in Keynsham,

Somerset, formerly and part of Fry's. Between 500 and 700 jobs were affected by this change.
Production transferred to other plants in England and Poland.

In 2008 Monkhill Confectionery, the Own Label trading division of Cadbury Trebor Bassett was
sold to Tangerine Confectionery for £58 million cash. This sale included factories at Pontefract,
Cleckheaton and York and a distribution centre near Chesterfield, and the transfer of around 800
employees.

In mid-2009 Cadbury replaced some of the cocoa butter in their non-UK chocolate products
with palm oil. Despite stating this was a response to consumer demand to improve taste and
texture, there was no "new improved recipe" claim placed on New Zealand labels. Consumer
backlash was significant from environmentalists and chocolate lovers in both Australia and New
Zealand, with consumers objecting to both the taste from the cheaper formulation, and the use of
palm oil given its role in the destruction of rainforests. By August 2009, the company announced
that it was reverting to the use of cocoa butter in New Zealand and Australia, although palm oil
is still listed as an ingredient in Cadbury's flavored sugar syrup based fillings (where it referred
to as 'vegetable oil'). In addition, Cadbury stated they would source cocoa beans through Fair
Trade channels. In January 2010 prospective buyer Kraft pledged to honor Cadbury's
commitment.

Acquisition by Kraft Foods

On 7 September 2009, Kraft Foods made a £10.2 billion (US$16.2 billion) indicative takeover

bid for Cadbury. The offer was rejected, with Cadbury stating that it undervalued the

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company. Kraft launched a formal, hostile bid for Cadbury valuing the firm at £9.8 billion on 9
November 2009. The UK Business Secretary Peter Mandelson warned Kraft not to try to "make
a quick buck" from the acquisition of Cadbury.

On 19 January 2010, it was announced that Cadbury and Kraft Foods had reached a deal and that
Kraft would purchase Cadbury for £8.40 per share, valuing Cadbury at £11.5bn (US$18.9bn).
Kraft, which issued a statement stating that the deal will create a "global confectionery leader",
had to borrow £7 billion (US$11.5bn) in order to finance the takeover.

The Hershey Company, based in Pennsylvania, manufactures and distributes Cadbury-branded

chocolate (but not its other confectionery) in the United States and has been reported to share
Cadbury's "ethos". Hershey had expressed an interest in buying Cadbury because it would
broaden its access to faster-growing international markets. But on 22 January 2010, Hershey
announced that it would not counter Kraft's final offer.

The acquisition of Cadbury faced widespread disapproval from the British public, as well as
groups and organizations including trade union Unite, who fought against the acquisition of the
company which, according to Prime Minister Gordon Brown, was very important to the British
economy. Unite estimated that a takeover by Kraft could put 30,000 jobs "at risk", and UK
shareholders protested over the mergers and acquisitions advisory fees charged by banks.
Cadbury's M&A advisers were UBS, Goldman Sachs and Morgan
Stanley. Controversially, RBS, a bank 84% owned by the United Kingdom Government, funded
the Kraft takeover.

On 2 February 2010, Kraft secured over 71% of Cadbury's shares thus finalizing the deal. Kraft
had needed to reach 75% of the shares in order to be able to delist Cadbury from the stock
market and fully integrate it as part of Kraft. This was achieved on 5 February 2010, and the
company announced that Cadbury shares would be de-listed on 8 March 2010.

On 3 February 2010, the Chairman Roger Carr, chief executive Todd Stitzer and chief financial
officer Andrew Bonfield all announced their resignations. Stitzer had worked at the company for
27 years.

On 9 February 2010, Kraft announced that they were planning to close the Somerdale
Factory, Keynsham, with the loss of 400 jobs. The management explained that existing plans to

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move production to Poland were too advanced to be realistically reversed, though assurances had
been given regarding sustaining the plant. Staff at Keynsham criticized this move, suggesting
that they felt betrayed and as if they have been "sacked twice". On 22 April 2010, Phil Rumbol,
the man behind the famous Gorilla advertisement, announced his plans to leave the Cadbury
Company in July following Kraft's takeover.

In June 2010, the Polish division, Cadbury-Wedel, was sold to Lotte of Korea. The European
Commission made the sale a condition of the Kraft takeover. As part of the deal Kraft will keep
the Cadbury, Hall's and other brands along with two plants in Skarbimierz. Lotte will take over
the plant in Warsaw along with the E Wedel brand.

On 4 August 2011, Kraft Foods announced they would be splitting into two companies
beginning on 1 October 2012. The confectionery business of Kraft became Mondelez
International, of which Cadbury is a subsidiary.

2.2 Introduction & background of Kinder Company.

In the Alpine foothills of northern Italy is a picture-perfect chocolate-box town, where the air
itself is thick with the aroma of roasted hazelnuts.
Locals with a refined palette can even tell exactly what sweets are thundering off the production
lines of the Ferrero chocolate factory, remarking 'it's orange Tic Tacs today'.
The overpowering tang is the sweet smell of success for the townspeople of Alba and an ever-
present reminder of the real life 'Willy Wonka' who built the factory, calling his aroma 'la
fragranza'.
Michele Ferrero, the worlds most eccentric and enigmatic candy man, invented Nutella, Kinder
Surprise and Ferrero Rocher, as well as Tic Tacs, before he died earlier this year aged 89.

Kinder Chocolate ("Kinder" is German for "children") is a confectionery product brand

line of Italian confectionery multinational Ferrero Spa. Kinder was developed and produced at
Ferrero Germany (Frankfurt) in 1967 for the German market. One year later (in 1968) it was sold
in Italy, before reaching the countries along the Mediterranean Sea.
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Products

1. Kinder Bueno is a duo set of chocolate wafer bars containing a hazelnut cream filling and
was released in the United Kingdom in 1999. These were marketed as the 'first kinder
chocolate for adults', and have gained the kinder brand greater recognition in the UK. Kinder
introduced a white chocolate version of Bueno in 2008. 2017 saw the release of the coconut
and dark chocolate variants of the Kinder Bueno.

2. Kinder Surprise is a hollow milk chocolate egg shell containing a toy. The outside surface of
the egg is milk chocolate, and the inside is a milky interior. A capsule containing a toy is
inside the chocolate egg

3. Kinder Joy is similar in shape to the Kinder Surprise; it has a plastic egg-shaped packaging
that is internally divided into two halves. One half contains two soft creamy chocolate layers,
one milk-chocolate flavored, one white-chocolate flavored, which are eaten with an included
spoon. Embedded in the ganache are two round, chocolate-covered wafers, which are filled
with the same hazelnut cream found in Kinder Bueno. The other half contains a small toy.

4. Happy Hippos are a wafer coated hippo-shaped biscuit, filled with both a white filling and a
hazelnut filling. Happy Hippos are also available in Chocolate flavor.

5. Kinder Chocolate is a fine milk chocolate with a milky filling, ranging from 4 to 40 bars.

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6. Kinder Delice is a chocolate cake with a layer of milk inside and a milk chocolate covering.

7. Kinder Pingui is similar to Kinder Delice with the exception of a complete chocolate
covering and milkier filling inside.

8. Milky Bites are small milk chocolate eggs, with a hazelnut and white chocolate filling and
are also known as 'Schoko-Bons'.

9. Country Crisp, similar to the Kinder Schokolade, containing small pieces of cereal and grain
within the chocolate filling, as well as a wafer casing. (Also known under the name 'Kinder
Country' and 'Kinder Cereali').

10. Kinder Maxi is a larger version of the Kinder Chocolate.

11. Kinder Riegel is a milk chocolate stick with extra creamy milk filling.

12. Kinder Maxi King is a milk cake with a layer of caramel inside and a hazelnut chocolate
covering.

13. Kinder Paradiso is a slightly lemon flavored sponge cake, with creamy milk filling in
between and powdered sugar on the top.

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14. Kinder Milk Slice is a chocolate sponge cake that has a creamy, milky filling in the middle.

15. Kinder Chocó Fresh is a 2 layered chocolate bar. In the bottom, a layer of hazelnut cream
then, a whipped cream base, then it’s coated with pure chocolate. (Available in some
European countries)

CHAPTER 3:
RESEARCH
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 DESIGN /
METHODOLOGY

RESEARCH METHODOLOGY:

1) PRIMARY DATA: The data required for this study was regarding the customer satisfaction
level and their preference for Cadbury Chocolates & Kinder Chocolates. Primary research
has been conducted through survey by self made questionnaires.

2) SECONDARY DATA: The secondary data was collected with the help of various websites.
The secondary data did not provide any personal views of the customer preference or
satisfaction but were of great help for the completion of the project report and getting details
about the background of the companies, its benefits, and its worldwide reach.

3) AREA OF STUDY/ SAMPLE UNIVERSE: The area of study for research is Navi-
Mumbai city (Vashi, Sanpada, and Seawoods).

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4) SAMPLE STUDY: The sample size taken was of 50 customers.

5) ANALYTICAL TOOLS: Random sampling method is selected.

CHAPTER 4:
DATA
PRESENTATION,
22
 ANALYSIS,
&
INTERPRETATION

Q. Age analysis of the people who Eat Chocolate?

Age No. of people

1.5-3years 12.8%

4-10years 21.6%

11-18years 26.4%

19-64years 20.8%

65+ 18.3%

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 Interpretation:

1. Age Group of 1.5 to 3 years of age Children consume 36.1 Grams of sweet
(Chocolate).
2. Age Group of 4 to 10 years of age Children consume 60.8 Grams of sweet
(Chocolate).
3. Age Group of 11 to 18 years of Teenagers consumes 74.2 Grams of sweet
(Chocolate).
4. Age Group of 19 to 64 years of Adults consumes 58.8 Grams of sweet (Chocolate).
5. Age Group of 65+ Aged People consumes 51.6 Grams of sweet (Chocolate).

Q. Gender analysis of people being a part of this survey.

Gender No. of people

Male 23

Female 27

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Interpretation:

1) 35% of the total sample collected was male

2) 65% of the total sample collected was female.

Q. What Brand of Chocolate do you prefer?

Options No. of
people

Cadbury 52%

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 Nestle

Kinder 36%

12%

Interpretation

1) 52% of the people prefer Cadbury Chocolates.

2) 36% of the people prefer Nestle Chocolates.

3) 12% of the people prefer Kinder Chocolates.

Q. How frequently do you Eat Chocolate?

Options No. of people

26
 Everyday 29%

Weekly 42%

Monthly 19%

Occasionally 10%

Interpretation:

1) 29% of the people Eat Chocolate every day.

2) 42% of the people Eat Chocolate on a weekly basis.

3) 19% of the people Eat Chocolate Monthly.

4) 16% of the sample population prefer on monthly basis.

Q. Which Brand gives us high amount of nutrition?

Option % of Nutrients

Cadbury 31% (Calories, Fat, Trans Fat

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 indulged is of very high
Amount)

Kinder 69%(Rich only with its context,

Healthy)

Interpretation:

1) Nutrition found in Cadbury is 31%.

2) Nutrition found in Kinder is 69%.

Q. Is Nutrition that Important? When it comes to chocolate.

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 Option No. of people

YES 87%

NO 9%

Others 4%(optional)

Interpretation:

1) 87% of the people believe in Chocolate Nutrition.

2) 9% of the people don’t believe in Chocolate Nutrition.

3) 4% of the people don’t really think about Nutrition.

Q. who has the more price? As compared to Quantity.

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 Option No. of people

Cadbury 13%

Kinder 87%

Interpretation:

1) 87% of the people believe kinder is much costlier.

2) 13% of the people think Cadbury is much costlier.

Q. Who gives us a better Quality?

Option No. of people

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Cadbury 47%

Kinder 52%

Others 16 %

Interpretation:

1) Cadbury gives you a Quality of 47%.

2) Kinder as the highest gives you a Quality of 52%.
3) Others doesn’t give you that good quality but with 16%.

Q. Which Product is selling on a High Demand?

Option No. of people

31
Cadbury 72%

Kinder 21%

Others 44%

Interpretation:

1) Cadbury gives you a Quality of 47%.

2) Kinder as the highest gives you a Quality of 52%.
3) Others doesn’t give you that good quality but with 16%.

Q. Does the Advertisement attract you? Cadbury.

Option No. of people

32
 Yes 44%

No 13%

Some-what 22%

Interpretation:

1) 44% People said they were attracted to the Advertisement.

2) 13% People were not attracted just because of the Advertisement
3) 22% of the people find the advertisement some-what attractive.

Q. Does the Advertisements of Kinder attract you?

Option No. of people

Yes 61%
33
No 7%

Some-what 14%

Interpretation:

1. 74.4% of the people say yes.

2. 8.5 % of the people say no.

3. 17.1% of the people say somewhat

34
Q. How to pick up between the Brands?

Option No. of people

Mood 45%

Reference 63%

Advertisement 78%

Other 34%

Interpretation:

1. 20.1% of people pick brands as per their Mood.

2. 28.1% of people pick brands through References.
3. 34.8% of people pick their brands through Advertisements.

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Q. Do you prefer Toys or Gifts inside the packet?

Option No. of people

Yes 64%

No 12%

Maybe 36%

Interpretation:

1) 64% of the People prefer Toys or Gifts inside their packet.

2) 12% of the people don’t prefer any of such.
3) 36% of the people are Ok with yes and no.

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Q. which chocolate brands do you buy?

Option No. of people

Cadbury 74%

Nestle 21%

Kinder 43%

Interpretation:

1) People tend to buy Cadbury brands more with 74%.

2) Nestle brand is sold on a 21% which is less.
3) Kinder brand is sold more than Nestle which is 43%.

Q. If we compare both the products which do you rate the most.

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 Basis Cadbury (average of 50) Kinder (average of 50)

Price 9.12 6.35

Quality 7.33 9.26

Quantity 9.65 4.53

Flavor 7.92 8.76

Interpretation:

As we compare among them we see that each of them are good in themselves in a particular
way.

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Q. Compared to other snack (such as Nestle, Parle, Amul, Ferrero Rocher etc) that are
available would u say that:

Cadbury is: No. of people Kinder is : No. of people

Much better 61 Much better 42

Somewhat 20 Somewhat better 9

better

About the 14 About the same 6

same

Average 2 Average 3

Interpretation:

We can state that Cadbury and Kinder is comparatively performing well than any other
brands in the market.

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CHAPTER 5 :
FINDINGS
&
SUGGESTIONS

40
After assessing the overall market scenario and survey of the consumers following things came
into picture:

1. Cadbury is in expanding Company with its product, pricing strategy and even its quality.
2. There are end numbers of Customers when it comes to Cadbury Chocolates.
3. Previously Customers have to face problems such as, (Getting worms in the Packet) though;
the company had a fresh start and now it Booming.
4. It is said that the Company is very determined, in pricing and have a very good Marketing
Strategy.
5. The cost is rising, making product more costlier compared to other products
6. Cadbury is an International Product Based Company which Mostly makes profit in India.
7. The products are easily available and the taste overall is good, Cadbury has a goodwill in the
market because of which mostly people prefers this company.
8. Kinder Company is internationally worldwide Famous; it has turned out to India Recently.
9. Kinder has a better quality as compared to other quality chocolates, which makes it costlier
than other products.
10. As we see (Kinder Joy) one of the products of kinder, the price varies from the quantity they
offer.

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11. It has Marketing Strategies which attract Kids the most (Toys inside the packet), which was
started by them only in the chocolate field.
12. It is still to Adopt by the Indian Citizens.
13. They don’t do lot of Marketing of their products, which they should adopt gradually.
14. The Company is wider worldwide but still needs to spread its ground in India and in peoples
mind too.
15. Cadbury and Kinder Both are rival companies which have their own Strategies getting into
the market.
16. It is been Noticed that Cadbury is copying Kinder (Kinder joy) idea making it (Cadbury
Lickables) with similar identities.
17. Though Cadbury has taken all the chances to not give up when it comes to Marketing.
18. Kinder should focus on better Advertisements and Making its product reach more widely
across.
19. The distribution system/channel is much wider for Cadbury because as people don’t know
much about the Chocolate (Kinder) Retailers doesn’t wish to buy them or to sell because of
lack approach.
20. Cadbury Company has self esteem, and there are huge no. of people from the Age of 1.5 to
65+ still trusting and Eating Cadbury.
21. In terms of flavor and quality Kinder is better in health and overall its content
22. Both Cadbury and Kinder are International Companies and position the same state.
23. Both the company should analyze their strengths and enhance it and eliminate its weakness
as much as possible for efficient working.
24. Today consumer market is one of the most dynamic place and anything can happen at any
point of time therefore its necessary to have a close check on the competitors activities and
the environment they carry out business activities
25. Online business is a rising trend and the business can use it as per their interest and make the
product efficiently available to the customer as per their likings and preference.

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 CHAPTER 6:
CONCLUSION

43
In today’s dynamic environment wherein the likes and preferences are changing
every now and then it is very difficult to find out the reason behind it. It can be
differentiated on the basis of the cost of the product, Its quantity, quality, due to no
easy availability or just the consumers past experience, and his/her behavior or
attitude towards products. If we talk in concern about food industry its very crucial
for the marketer to study the consumer preference cause the consumer show very
less involvement in the product and are variety seekers, if they get better eye
catching options they will easily switch on to other alternative. To study the
consumer satisfaction and their behavior towards product and the company and
design the product accordingly to meet the need of the customer is a very big
challenge cause whenever it comes to measure customer need it will differ from
person to person, If the company also deal in international market then the
preferences will change from country to country, Its qualitative in nature will
involve heavy cost, research and analyzing, large no. of data is needed and even
after so much of efforts you can’t guarantee the results are going to be in your
favor. Hence it’s very much necessary that the research is done efficiently as much
as possible to gain maximum result out of it. After analyzing the survey done in
this report we can say Cadbury is Running the Market, as from so many years
there has been no such competitor until Kinder came up, As Both the Companies
are International and Kinder is new to the Market both the Companies Should
come up with their customers needs and with Innovative ideas.

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