Market Research Proposal - Cadbury

4876 Words Aug 20th, 2010 20 Pages
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

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
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Literature review to determine various factors influencing the selection of chocolate and their consumption 2. Separate Focus Group Discussions of target users and prospective users (currently non users) of brown and white chocolates to gain insights into differences between preferences of users and non-users of chocolates. 3. In-depth interviews to determine consumers’ perception of the products and the latent needs required to be satisfied by the new product 4. Research questions and hypotheses created by the preceding steps and research tool (questionnaire) to be prepared and pre tested 5. Create a sampling plan, determine sample size and conduct survey using methods mentioned in the survey plan section. 6. Analyze data obtained from survey in order to establish the opportunity and expected product features. 7. Make recommendations on the basis of the research findings.
Exploratory Research
Market Share
Cadbury( Dairy Milk, Perk, Gems, 5 Star, Celebrations, Bytes, Dairy Milk Éclairs, Éclairs Crunch): 70%
Nestle: 15%

Per Capita Chocolate Consumption in India: 20gms per person
Annual consumption: 22,000 tons

The market size of chocolates was estimated to be around 16,000 tonnes, valued around Rs. 4.16 billion in 1998. Volume growth which was over 20% pa in the 3 years preceding 1998, slowed down thereafter. Both chocolate and sugar confectioneries have
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