Executive Summary
This project is a comparative study on the marketing mix of the two major
confectionery companies prevalent in India Cadbury and Nestle. The research was
conducted in the city of Madurai using distributor’s response and retailer’s
response. It was found from the research that Cadbury possessed a better marketing
mix and hence topped the comparison in sales figures and net profits. Nestle is
currently ranked second behind Cadbury in terms of sales, market share, brand
equity etc.
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