MIS PROJECT REPORT ON
IN DEPTH ANALYSIS OF THE TWO MAJOR
NESTLE v /s CADBURY
ALONG WITH THEIR MARKETING STRATEGIES
SUBMITTED TO : SUBMITTED BY :
MR. DHEERAJ SHARMA NEERAJ MIDDHA
Professor: Deptt of Management RASHMI.V.R
MBA (III SEM)
ROLL NO. 7116223076
RIMT – IMCT, Mandi Gobindgarh
It is my pleasure to take this opportunity to thank all those who helped me directly or
indirectly in completion of this project. Of the numerous wizards I’ve met or asked of, I
would like to particularly thank Prof. Dheeraj Sharma, my MIS professor who helped me
in all the aspects of my project.
Special thank to the Director General – Dr. B. S. Bhatiaand all the other faculty
members of my college, RIMT – IMCT, for shaping my knowledge.
MBA (III SEM)
CERTIFICATE OF ORIGINALITY
(From PROJECT GUIDE)
This is to certify that the project titled “In Depth Analysis of two major Chocolate
Players in India – NESTLE v/s CADBURY along with their Market Strategies” has
been submitted by NEERAJ MIDDHA & RASHMI.V.R under my guidance and
This project is being submitted by him & her for the subject MIS in Business
Administration (SEM III) from Regional Institute of Management & Computer
This work is original and has not been submitted by him anywhere else for the award of
MR. DHEERAJ SHARMA
PROFESSOR OF DEPTT OF MANAGEMENT
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 etc. New fashions,
Adventures holidays, etc. are in today.
Further, food habits of Indians are changing rapidly. Chocolates which were believed to
be kid’s preference are now being consumed by kids, teenagers, and adults. Chocolate
market in India (Currently 20 000 tonnes) is growing at the rate of 22% annually.
To take advantage of the growing market, international confectionery companies are
getting ready to woo the proverbial Indian Sweet tooth. An influx of worlds leading
Chocolate players is expected.
Further, since Confederation of Indian Industry (CII) is a representative body of the
Indian Industry, it receives its inquiries for pertinent marketing information from various
domestic and international players, who want to invest in India.
In the above context, the prime objective of this report is to prepare a marketing plan for
any brand that is planning to enter the India Chocolate Market. Therefore, this report is
generic (broad-based) to the extent that it does not focus on any single brand. However,
this may prove to be a relevant marketing guide for any brand launch in India.
TABLE OF CONTENTS
S.NO CONTENT PAGE NO.
The Industry Scenario
Objectives of the Study
4. Limitations of the Study 12
Company Profile - CADBURY
Company Profile - NESTLE
7. More than a mouthful – Chocolate 27
Findings and Analysis
10. Recommended Marketing Strategy 54
11. Marketing Mix 57
12. Marketing Testing Plan 67
13. Conclusion 68
14. Appendix – Questionnaire 70
15. Bibliography 75