THE UNIVERSITY OF BURDWAN
DIRECTORATE OF DISTANCE EDUCATION

Term Paper CONSUMER BEHAVIOUR
Paper : Consumer Behaviour (MMD-404) on RITABRATA BANERJEE
Enrolment No.: DDE/MBA/Jan2010/18 Session: 2010-2012

:: SUPERVISOR ::

PROF. DEVMALYA DUTTA
THE UNIVERSITY OF BURDWAN

CONTENTS

1. Declaration 2. Acknowledgement 3. Introduction 4. Consumption of Chocolate in India 5. Nestle 6. Cadbury

DECLARATION

RITABRATA BAHERJEE (Signature)

ACKNOWLEDGEMENT

QUESTION
Wafer chocolate has never been a success in India until Kitkat was launched. Cadbury has launched “Crisp” in 70’s and the brand was in reposition in 80’s. “Kitkat” was launched at Rs. 3/- per 8.5 gm the smaller version with a ‘have a break’ campaign. The campaign introduced the brand as a friendly, casual and humorous product. The brand also had a finger format which meant that chocolate could either be shared or stored. “Perks” from Cadbury was launched around same time at Rs.7/- for 35gm bar. The product format was similar to that of “5Stars” bar. The brand came out with the ‘Stomach worship’ campaign. While “Kitkat” was targeted at adult Perks seem to be targeted young people as made out from commercial. Perks formulation is slightly different from that of Kitkat. It had few ingredient other than wafers and also position as a snack food. Recently Cadbury has reposition a number of it’s brands like “Dairy Milk”, “5Stars”, “Gems” and festival offer; as it evident from various print and electronics commercial ads. 1. Comment on the segments chosen by these brands of Cadbury and Nestle and suggest their segmentation and positioning parameters. 2. Suggest appropriate marketing promotion strategies, other than advertising in case of promoting this brand to appropriate segments in tune with consumer behavioral patterns. strategy base on consumer behaviours

Introduction
All marketing