Market Research Proposal - Cadbury
Market Research Proposal
Launch of White chocolate by Cadbury
Submitted to
Prof. Satya Bhushan Dash
Submitted by GROUP 1A
Gaurav Singh PGP25017
Hariharan D PGP25018
Himanshu Garg PGP25019
Karthik S PGP25021
Girish Sahani PGP25042
Saradha Nandhini PGP25047
March, 2010
Table of Contents
Introduction 2
Management Decision Problem 2
Marketing Research Problem 2
Research Objectives 2
Research Design and Methodology 2
Research Tools 2
Research Questions and Hypotheses 2
Questionnaire 2
Data Analysis Plan 2
Appendix 1 2
Appendix 2 2
Appendix 3 2
Appendix 4 2
Appendix 5 2
Introduction
The chocolate industry in India as it stands today is dominated by two companies, both multinationals. The market leader is Cadbury with a lion's share of 70 percent. The company's brands (Five Star, Gems, Éclairs, Perk, Dairy Milk) are leaders their segments. Till the early 90s, Cadbury had a market share of over 80 percent, but its party was spoiled when Nestle appeared on the scene. The latter has introduced its international brands in the country (Kit Kat, Lions), and now commands approximately 15 percent market share. The Gujarat Co-operative Milk Marketing Federation (GCMMF) and Central Arecanut and Cocoa Manufactures and Processors Cooperative (CAMPCO) are the other companies operating in this segment. Competition in the segment will get keener as overseas chocolate giants Hershey's and Mars consolidate to grab a bite of the Indian chocolate pie.
Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country. Cadbury’s flagship brand Cadbury Dairy Milk is a brown milk chocolate which is being
Launch of White chocolate by Cadbury
Submitted to
Prof. Satya Bhushan Dash
Submitted by GROUP 1A
Gaurav Singh PGP25017
Hariharan D PGP25018
Himanshu Garg PGP25019
Karthik S PGP25021
Girish Sahani PGP25042
Saradha Nandhini PGP25047
March, 2010
Table of Contents
Introduction 2
Management Decision Problem 2
Marketing Research Problem 2
Research Objectives 2
Research Design and Methodology 2
Research Tools 2
Research Questions and Hypotheses 2
Questionnaire 2
Data Analysis Plan 2
Appendix 1 2
Appendix 2 2
Appendix 3 2
Appendix 4 2
Appendix 5 2
Introduction
The chocolate industry in India as it stands today is dominated by two companies, both multinationals. The market leader is Cadbury with a lion's share of 70 percent. The company's brands (Five Star, Gems, Éclairs, Perk, Dairy Milk) are leaders their segments. Till the early 90s, Cadbury had a market share of over 80 percent, but its party was spoiled when Nestle appeared on the scene. The latter has introduced its international brands in the country (Kit Kat, Lions), and now commands approximately 15 percent market share. The Gujarat Co-operative Milk Marketing Federation (GCMMF) and Central Arecanut and Cocoa Manufactures and Processors Cooperative (CAMPCO) are the other companies operating in this segment. Competition in the segment will get keener as overseas chocolate giants Hershey's and Mars consolidate to grab a bite of the Indian chocolate pie.
Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country. Cadbury’s flagship brand Cadbury Dairy Milk is a brown milk chocolate which is being