(Submitted for The Degree Of B.Com.

Honours in Accounting & Finance Under the

University of Calcutta)

TITLE OF THE PROJECT

EFFECTIVENESS OF ADVERTISING OF C AD BURY

Submitted By
Name of the Candidate : Soumyarup Banerjee
CU Registration No. : 053-1111-0284-22
CU Roll No. : 221053-21-0025
Name of the College : Jogesh Chandra Chaudhuri College
College Roll No. : 100

Supervised By
Name of the supervisor : Dr. Debajyoti Dasgupta
Name of the college : Jogesh Chandra Chaudhuri College

Month & Year of Submission

May 2025
 Annexure-IA

Supervisor's Certificate

This is to certify that Mr. Soumyarup Banerjee a student

of B.Com. Honours in Accounting & Finance from Jogesh
Chandra Chaudhuri College under the University of
Calcutta has worked under my supervision and guidance for
his Project Work and prepared a Project Report with the title
of Effectiveness of Adverstising Of Cadbury which he is
submitting, is his genuine and original work to the best of
my knowledge.

Signature:

Name: Dr. Debajyoti Dasgupta

Designation: Assistant professor in commerce

Name of the College : Jogesh Chandra

Chaudhuri College

Place :Kolkata

Date:
Annexure- IB

Student's Declaration

I hereby declare that the Project Work with the title Effectiveness
of Adverstising of Cadbury submitted by me for the partial
fulfilment of the degree of B.Com. Honours in Accounting & Finance
under the University of Calcutta is my original work and has not
been submitted earlier to any other University for the fulfilment of
the requirement for any course of study.I also declare that no
chapter of this manuscript in whole or in part has been incorporated
in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this
report has been duly acknowledged providing details of such
literature in the references.

Signature:
Name : Soumyarup Banerjee
Address: 2/5 Sree colony , kolkata -700092
Registration No. : 053-1111-0284-22

Place: Kolkata

Date:
 ACKNOWLEDGEMENT
This project on " Effectiveness of Adverstising of Cadbury” could not see
the light if had I not received immense help from many persons associated directly
or indirectly with the title and conduct of the project at 6th Semester, B.Com
(Accounting & Finance) of our esteemed learning institution, Jogesh Chandra
Chaudhuri College. I am highly indebted to many persons for the successful
completion of my project. At the outset I would like to express my heartiest thanks
and gratitude to all of them; without whose continuous support and assistance
completion of this project would not have been possible.

It is my great pleasure to express my respect and gratitude to all esteemed faculties of

Department of Commerce, Jogesh Chandra Chaudhuri College. I am especially
grateful and thankful to my project guide Dr. Debajyoti Dasgupta for guiding me in
choosing my topic and having the patience to clear the innumerable doubts I had while
compiling the areas of project.

I would be failing in my duty if I do not acknowledge the contributions of different

authors and experts in this field. The entire project is the outcome of the ideas gained
from them. I am grateful to all of them. Last but not the least; I would like to thank my
parents and friends for their inconsistent support for the successful completion of my
project.
 INDEX
Serial No. Content Page No.

Chapter 1 INTRODUCTION 1-10

1.1 Background Of The Study
1.2 Literature Review
1.3 Objective Of The study
1.4 Methodology
1.5 Limitations of The Study
1.6 Chapter Planning

Chapter 2 Conceptual Framework 12-19

2.1 What Is Advertising ?

2.2 Designing Advertising Campaign
2.3 Stages In Advertising Campaign

Chapter 3 Data Analysis and Findings 21-31

3.1 Analysis of Study

3.2 Findings

Chapter 4 Conclusion & Recommendation 33-34

4.1 Conclusion
4.2 Recommendation

Bibilography 35-39

&
Questionarie
CHAPTER 1.

INTRODUCTION
 1.1 BACKGROUND OF THE STUDY

Cadbury is a company with a long history in Australia

and a passionate commitment to
making everyone feel happy. Cadbury

India can be termed as one of the best performing FMCG

companies today. Unlike its peer group, which is more of

complete food companies, Cadbury is a very niche player

with a dominant position in Indian chocolate Confectionery

market. This makes it different and more successful in

comparison with the peer companies. Now is the period of

the slowdown in the economy, where FMCG companies are

the first ones to be hit upon. Reduction in the real income

of the consumer has made its direct impact on the top- line

growth of the company. Still, Cadbury has been

1
able to drive its bottom- line growth. The reason for
the success is the Corporate Governance practiced in the

organization.

Cadbury has grown from strength to strength with new

technologies being introduced to make the Cadbury

confectionery business, one of the most efficient in the world.

The merge in 1969 with Schweppes and the subsequent

development of the business have led to Cadbury Schweppes

taking the lead in both, the confectionery and soft drink market

Intec UK and becoming a major force in the international

market.

Cadbury Schweppes today manufactures product in 60

countries and a trade in staggering 120. The Cadbury story is a

fascinating story of a family business that grew in one of the

biggest, most loved chocolate brand in the world.

2
Cadbury is the market leader in chocolates in India and
it also is a very popular brand which enjoyed the trust of its

consumers. Cadbury came up with a series of campaigns to target

the adult group, starting with the ‘REAL TASTE OF LIFE’ campaign, to

encourage people to bring out the child in them.

3
 1.2 LITRETURE REVIEW
Advertising plays a vital role in influencing consumer behavior and

brand perception, particularly in the fast-moving consumer goods

(FMCG) sector. Cadbury, one of the leading chocolate brands globally,

has consistently leveraged emotional and innovative advertising to

maintain a strong brand image and consumer loyalty.

1. Emotional Appeal in Cadbury's Advertising

According to a study by Kotler & Keller (2016), emotional branding

creates a deeper connection with consumers. Cadbury has consistently

used emotion-based advertising, such as the iconic “Kuch Meetha Ho

Jaaye” campaign, to associate chocolates with moments of happiness,

celebration, and togetherness. These campaigns have been shown to

significantly improve recall value and purchase intent (Kumar & Bansal,

2017).

2. Impact on Brand Recognition and Recall

A research paper by Sharma and Singh (2019) highlighted that

4
Cadbury's advertisements significantly enhance brand recall and

recognition among all age groups, particularly children and young

adults. The use of vibrant visuals, catchy jingles, and popular celebrities

has helped Cadbury maintain a unique identity in a crowded market.

3. Advertising Strategies and Sales Impact

Studies such as those by Gupta & Mishra (2020) found that Cadbury’s

creative and consistent advertising strategies lead to an increase in

short-term sales and long-term brand loyalty. For example, festive

campaigns during Diwali or Raksha Bandhan resulted in a noticeable

spike in sales, confirming the effectiveness of context-driven

advertising.

4. Digital and Social Media Advertising

With the shift toward digital platforms, Cadbury has adapted its

strategies by integrating social media advertising. Research by Roy &

Saha (2021) found that Cadbury’s engagement on platforms like

YouTube and Instagram has helped the brand connect with Gen Z and

millennials. Campaigns such as “Real Taste of Togetherness” gained

5
millions of views, contributing to increased digital engagement and

online sales.

5. Challenges and Criticisms

However, not all advertising efforts are equally effective. Some

researchers argue that over-dependence on emotional content can

sometimes overshadow product information (Verma & Gupta, 2018).

Furthermore, occasional controversies, such as product-related

concerns, can dilute the positive effects of advertising unless handled

promptly.

6
 1.3 OBJECTIVE OF THE STUDY

• To find out the reason for liking the advertisement

of Cadbury.
• To find out the most popular slogan of
advertisement regarding Cadbury.

• To know the effectiveness of advertising towards

Cadbury chocolates.

• To know the most effective media of

advertisement.

7
 1.4 METHODLOGY

The data, which is collected for this project

report is from primary data through online survey with the
help of structured

questionnaires from the 60 respondents.

The data collected from survey was analyzed with the help of

the pie charts.

8
 1.5 LIMITATION OF THE STUDY

• The project relied mainly on the primary data.

• The study is based on limited sample

• Its, begin my first attempt to undertake such a study, thus the
inexperience is also an obstacle to accomplish the project in a

proper way.

• Lack of response by some youths to provide the data.

9
 1.6 CHAPTER PLANNING

CHAPTER1. It deals with background of the of

Cadbury following with the objective. It reflects certain limitation

of the study as shown.it also shows the methodology from the

source where the data is collected.

CHAPTER 2. Deals with the conceptual framework

of the study.

CHAPTER3. Deals with the findings & analysis of the

survey done with the help of questionnaires.

CHAPTER4. Deals with the conclusions and

recommendation related to the study.

10
 CHAPTER 2.

CONCEPTUAL FRAMEWORK

11
 2.1 WHAT IS ADVERTISING
Advertising is derived from a Latin word ‘advertere’ which means

‘to turn the attention’. So, all

Types of advertisements made using different media try to turn

the attention of the reader or

Listener towards the product, service or idea being offered in

the advertisement. It is an act of

Persuading the customer to buy the product or service being offered

which will give him

Satisfaction and profit to the manufacturer.

Advertising is a tool of marketing which is in a paid

form. It always has an identified sponsor.

12
TYPES OF ADVERTISING.

A. Product Advertising
The main purpose of such advertising is to
inform and stimulate the market about the advertisers’

products of services and to sell these. Thus, type of

advertising usually promotes specific, trended products in

such a manner as to make the brands seam more desirable it

is used by business government organization and private

non- business organization to promote the uses

features, images and benefits of their services and products.

B. Institutional Advertising
It is designed to create a proper attitude towards the

sellers to build company image or goodwill rather than to

sell specific product or services. Its purpose is to create a

frame of mind and to implant feeling favorable to the

advertiser’s company.

13
C. Other Types

1. Consumer advertising

2. Comparative advertising

3. Reminder advertising

4. Reinforcement advertising

ADVERTISING OBJECTIVES

• To do the entire selling job

• To introduce a new product

• To force middlemen to handle the product

• To provide rationalization

14
 2.2 DESIGNING ADVERTISING
CAMPAIGN

An advertising is an organized series of advertising

messages. It has been defined as a planned, co-ordinate series
of promotional efforts built around a central theme and

designed to reach a specified goal.

Campaign varies in length some may run for a few days,

other for weeks, yet other for a reason or the entire year.

Usually, a range of 3 to 6 months includes many

campaigns.

15
 2.3 STAGES IN ADVERTISING
CAMPAIGN

1. Identifying and Analyzing the

Advertising.

Under this step it is decided as to whom is the firm trying to

reach with message.

2. Determining the Advertising

Objectives

The objectives of advertising must be specifically and clearly

defined in measurable terms such as to communicate specific

qualities about a particulars product to gain a certain degree of

penetration in a definite audience of a given size during a given

period of time., increases sales by a certain percentage or

increase the firms market shares.

16
 3. Creating the Advertising Platform

An advertising platform consists of the basic issues or selling

points that an advertiser wishes to include in the

advertising campaign.

4. Determining The Advertising

Appropriation

It is the total amount of money which marketer

allocates for advertising for a specific time period.

5. Selecting the Media

It is the very important since it costs time and space.

6. Creating the Advertising Messages

This is also an important stage. The contents have to be very

carefully drafted in the advertisements.

1. Evaluating the Effectiveness of

Advertising

A. To determine whether a campaign accomplished its

advertising objects
17
 B. To evaluate the relative effectiveness of several
advertisement to ascertain which copy, illustrations or layout is
best.

C. To determine the strength and weakness of various

media and media plans.

the Cadbury Schweppes and employs over 2000 people across the
country.

Since 1965 Cadbury has pioneered the Cocoa cultivation in

India in association with the Kerala Agricultural University. The

research on Cocoa has resulted in numerous releases of clones and

hybrids improving the cocoa yield. Cadbury has formed a separate

Cocoa team which visits the farmers, conducts seminars and advises

them on cocoa cultivation. Hardly surprising then that the Cocoa tree

is called the Cadbury tree!

Cadbury is mainly into three segments

• Chocolates - Cadbury India is the market leader in the chocolate

confectionery market in India with over 70 per cent market share. The

18
leading brands in this category are Cadbury’s Dairy Milk, Fruit & Nut,

Crackle, Temptations, 5 Star, Perk & Celebrations Gift boxes.

• Sugar Confectionery – Cadbury Dairy Milk Eclairs is one of the

leading brands in this category. It is amongst the largest éclair brands

in the market in terms of value share. Cadbury also owns Halls (which

was acquired as a part of the global acquisition of the Adams

business from Pfizer in 2003). Halls is amongst the largest brands in its

segment of Minty/ Breath freshness brands in India.

19
 CHAPTER 3.

DATA ANALYSIS AND

FINDINGS

20
 3.1 ANALYSIS OF STUDY

1.Age

Fig.3.1

INTERPRETATION- 60% Of the Respondents Are in the

Age Group Of 21-40, 36.7% Are in The Group Of 11-20 And
3.3% Belongs to 41-60 Age Group.

2. Gender

Fig 3.2
INTERPRETATION- 58.3% Are Male Respondents
And 41.7% Are Female Respondents.

21
3. Do You Like to Eat Cadbury Chocolates?

Fig.3.3
INTERPRETATION- 95% of the people Likes to Eat
Cadbury Chocolates and Rest of the 5% Don’t Like
to Eat Cadbury Chocolates.

4. Have You Seen the Advertisement of Cadbury?

INTERPRETATION- 91.7% of the respondents

Have Seen The Advertisement Of Cadbury.

22
5. From Which Media You Get To Know About
Cadbury Chocolates?

Fig.3.5
INTERPRETATION- 68.3% of the Respondents Are
Of Opinion That They Have Seen The
Advertisement On Tv And 28.3% Are Of Opinion
That They Have Seen The Advertisement On
Internet.

6. How Frequently You Eat Cadbury Chocolates?

Fig 3.5
INTERPRETATION- 73.3% of the Respondents
Don’t Eat Cadbury Chocolates Regularly, 10% of
the Repondents Eats Twice A Day Cadbury
Chocolates and 8.3% of the Respondents Eats
Once A Day.

23
 7. Why Do You Like The Advertisements Of
Cadbury Chocolates?

FIG 3.7
INTERPRETATION- 30% of the people Likes The
Advertisement Because Of Its Theme And Making
Is Appealable,20% of the Repondents Likes
Because Of Good Music,3.3 % Likes Because Of Its
Advertisement Has Film Stars And 46.7% Likes
Because Of Other Reson.

8. Which Of The Following Do You Prefer?

FIG 3.8

24
INTERPRETATION-38.3% people Likes the Plain
Chocolate, 26.7% Likes The With Fruits And Nuts
chocolates, 21.7%people Likes The Chocolates
With Caramel And 13.3% Likes The White Nuts
With Fruits chocolates.

9. Approximately,How Many Chocolates Bar Would

You Purchase In One Week?

FIG 3.9
INTERPRETATION- 66.7% of the Respondents
Purchase Chocolates Bar Less Than 5, 18.3%Buys
Bweteen 5-10 Chocolates Bar and 15% Buys More
Than 10 Chocolates Bar In One Week.

10. If There Was A Discount On Cadbury , You Think

You Would Buy It?

25
 FIG 3.10
INTERPRETATION- 65%Would Buy Chocolates
If There Was A Discount, 30%Won’t Buy it.

11. When You Think Of Cadbury, Which Chocolate

Comes To Your Mind?

FIG 3.11
INTERPRETATION- 42%Thinks Of Cadbury Dairy
Milk, 35% Of the peoplethinks of Cadbury Dairy
Milk Silk Chocolate, 13% About 5 Star 7% About Of
Perk.

12. Can You Give Your Favourite Chocolate One

Adjective?

FIG 3.12

26
INTERPRETATION- 53.3% Gave Yummy Adjective
To Their Cadbury Favourite Chocolate,26.7% Gave
Tasty Adjective, and 13.3% Gave Crunchy
adjective .

13. According To You, Which Is The Most Preferred

Chocolate After Cadbury?

FIG 3.13
INTERPRETATION- 48.3% of the Respondents
Thinks Nestle Is Most Preferred chocolate After
Cadbury And 36.7%Thinks Of Amul chocolate.

14. Which Tagline Of Cadbury Dairy Milk You Like

Most?

FIG 3.14
INTERPRETATION- 76.7% Likes The Khuch Meetha
Ho Jaye Slogan as compared to other solgans.

27
15. Is There Any Impact Of Advertisement On You
To Buy Cadbury Chocolates?

FIG 3.15
INTERPRETATION- 70% of the Respondents Have
Imapct On Them Of Cadbury Advertisement And
30% Don’t Have Any Impact.

16. Which Media Do You Think Is Necessary For

Advertisement For Sale Of Cadbury Chocolates?

FIG 3.16
INTERPRETATION- 48.3% Thinks Tv Is the Most
Impotant Media For Cadbury Chocolates And 46.7%
Thinks Of Internet As Important Media for the sale
of cadbury.

28
17. Is Advertisement Effectiveness Is Necssary For
Company?

FIG 3.17
INTERPRETATION-55% Strongly Agree
Advertisemest Is Necessary For Company And
13.3% Are Neutral About This.

18. Do You Believe The Product Is Reliable As

Shown In Advertisement?

FIG 3.18

INTERPRETATION- 61.7% Believes That The

Product Is Reliable As Shown In Advertisement
And 15% Don’t Think So.

29
19. Do You Change The Channel When It Showed
Cadbury Dairy Milk Advertisement?

FIG 3.19

INTERPRETATION-66.7% Don’t Change the Channel

When There Is Any Advertisement of Cadbury on
Tv and Where as 33.3% Respondents Changes the
Channel.

30
 3.2 FINDINGS

➢ 95% of the respondents likes to eat

the chocolates. Specially, the plain
chocolates.
➢ 92% have seen the advertisement of
the Cadbury.
➢ 68%of the respondents said that tv
is the most effective media of
advertisement.
➢ Majority of the respondents likes the
‘KHUCH MEETHA HO JAYE’ slogan of
the Cadbury chocolates.
➢ 48% of the respondents thinks
nestle chocolates are most preferred
after Cadbury chocolates.
➢ 42% likes the dairy milk chocolates
of Cadbury.
➢ Majority of respondents are in the
view that advertisement is very
necessary for Cadbury chocolates.

31
 CHAPTER 4.

CONCLUSION
AND
RECOMMENDATIONS

32
 4.1 CONCLUSION
With the passage of time, it is evident that Cadbury has been
keeping innovative changes and regularly upgrading its
advertisements related to its various products. Human mind is
very much forgetful. Unless something new is represented in
front of them, people tend to forget or lose interest on the
existing product. In such a competitive age, when every
manufacturer is busy in attracting the consumers / customers
/ general mass in different ways as per their best, the Dairy Milk
brand of Cadbury is also not an exception. It is a proven fact that
to attract the customers, advertisers must try their best to
present their products in such a way which will place them as a
new identity compared to the previous one. In
Cadbury Dairy Milk product advertising, the same is witnessed.
The company has tried its best to change the ad copy every time,
in terms of words and expression. In audio visual
advertisements, it is very much necessary to leave an impact in
the audience mind within a very short period of time as the
audio-visual advertisements last for few seconds only. In this
case, the ad of Cadbury obviously leaves a lasting impression in
the minds of audience through its different types of attractive
and conspicuous presentations.

33
 4.2 RECOMENDATION

• Advertisement should not be too expensive.

• Advertisement should be attractive one so that

people are attached towards the advertisement.

• In rural Area’s media should be according to the choice of

the people.

• To give attention on the weak media advertisement so

that the consumers come to know about the product.

34
 BIBLIOGRAPHY

❖ www.google.com
❖ www.wikipedia.com
❖ www.cadburyindia.com
❖ www.economicstimes.com
❖ www.youtube.com

35
 QUESTIONNARIES
Survey on Effectiveness of
Advertising (Cadbury)
1.Name

2.Age

o 11-20
o 21-40
o 41-60

3. Gender

o Female
o Male

4. Do you like to eat Cadbury?

o Yes
o No

5. Have you seen the advertisement of Cadbury?

o Yes
o No
6. From which media you get to know about Cadbury
chocolates?

o Tv
o Newspaper
o Magazine
o Internet

7. How frequently you eat Cadbury chocolates?

36
 o Once a day
o Twice a day
o More than twice
o Not regular
8. Why do you like the advertisements of Cadbury
chocolates?

o It has film stars

o because of good music
o Its theme and making is appealable
o Any other

9. Which of the following do you prefer

o Plain chocolate
o White nuts with fruits(raisins)
o With fruits and nuts
o With caramel
10. Approximately, how many chocolates bars would you
purchase in one week?

o Less than 5
o 5-10
o More than 10
8. If there was a discount on Cadbury chocolates you
think you would buy it?

o Yes
o No
o Maybe
9. When you think of Cadbury, which chocolate comes to
your mi9nbd?

o Dairy milk
o Dairy milk silk

37
o Perk
o 5 star
o Any other

13. Can you give your favourite chocolate one adjective

o Yummy
o tasty
o crunchy
o other
14. According to you which is the most preferred chocolate
after Cadbury?

o Amul
o Nestle
o Any other

15. Which tagline of Cadbury dairy milk you like most?

o Khuch meetha ho jaye

o Shubh aarambh
o Tastes like this feels
o Pure happiness and pure Cadburyness
16. Is there any impact of advertisement on you to buy
Cadbury chocolates?

o Yes
o No
17. Which media do you think is necessary for
advertisement for sale of Cadbury chocolates?

o Internet
o Tv
o Newspaper
o Magazines

38
18. Is advertisement effectiveness is necessary for
company?

o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly disagree
19. Do you believe the product is reliable as shown in
advertisement?

o Yes
o No
o Maybe
20. Do you change the channel when it showed Cadbury
dairy milk silk advertisement?

o Yes
o No

39