Shruti MPR Project

7/28/2019 Shruti MPR Project

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STUDY OF CONSUMER PREFERENCE IN

CONFECTIONARY INDUSTRY


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INTRODUCTION

In this research I had surveyed the product performance and buying behavior of two famous

brands of chocolatesNestle and Cadbury, which are consumed by people of all ages.

During this research I had interacted with people of South Delhi. After this research I have

come to know how people perceives these products on the variables like price, quality,

advertisement, satisfaction, taste, packaging, brand loyalty etc. I have also come to know which

particular brand of chocolate is most preferred by people of different age groups.

In this research I had to survey and find out how frequently and how much chocolate people

consume, whether they buy small, big or family pack. Trend of ongoing changes in their likings

would be shown in the report. In this report I have explained the entire research and facts product

wise with the help of graphs and would compare both companies.


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CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person to a marketer.

Consumer decides what to purchase, for whom to purchase, why to purchase, from where to

purchase, and how much to purchase.

In order to become a successful marketer, he must know the liking or disliking of the customers.

He must also know the time and the quantity of goods and services, a consumer may purchase,

so that he may store the goods or provide the services according to the likings of the consumers.Gone are the days when the concept of market was let the buyers beware or when the market

was mainly the sellers market. Now the whole concept of consumers sovereignty prevails.

The manufacturers produce and the sellers sell whatever the consumer likes. In this sense,

consumer is the supreme in the market. As consumers, we play a very vital role in the health of

the economy local, national or international. The decision we make concerning our consumption

behavior affect the demand for the basic raw materials, for the transportation, for the banking, for

the production; they effect the employment of workers and deployment of resources and success

of some industries and failures of others. Thus marketer must understand this. Preference (or

"taste") is a concept, used in the social sciences, particularly economics. It assumes a real or

imagined "choice" between alternatives and the possibility of rank ordering of these alternatives,

based on happiness, satisfaction, gratification, enjoyment, utility they provide. More generally, it

can be seen as a source of motivation.

In cognitive sciences, individual preferences enable choice of objectives/goals. The study of theconsumer preference not only focuses on how and why consumers make buying decision, but

also focuses on how and why consumers make choice of the goods they buy and their evaluation

of these goods after use. So for success of any company or product promotion it is very

necessary to depart its concentration towards consumer preference.


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History of chocolate:

The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in

Central America, who first enjoyed chocolati a much-prized spicy drink made from

roasted cocoa beans.

Throughout its history, whether as cocoa or drinking chocolate beverage or confectionary

treat, chocolate has been a much sought after food.

The Aztec empire

Chocolate(in the form of a luxury drink) was consumed in large quantities by the

aztecs: the drink was described as finely ground, soft, foamy, reddish, bitter with chilli

water, aromatic flowers, vanilla and wild bee honey.

The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain

supplies of cocoa beans from tribute or trade

Don Cortes

The Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a

powerful empire, and the Spanish armies conquered Mexico. Don Cortes was made

captain general and governor of Mexico.

When he returned to Spain in1528 he loaded his galleons with cocoa beans andequipment for making the chocolate drink. Soon chocolate became a fashionable drink

enjoyed by the rich in Spain.

Chocolate across Europe

An Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. He

had visited Central America and seen how the Indians prepared the cocoa beans and how

they made the drink, and by 1606 chocolate was well established in Italy.

Drinking chocolate

The secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 of


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Spain married king Louis 13 of France

The French court enthusiastically adopted this new exotic drink, which was considered

to have medicinal benefits as well as being a nourishing food. Gradually the custom of

drinking chocolate spread across Europe, reaching England in the 1650s

First chocolate for eating

Up until this point all chocolate recipes were based on plain chocolate. It was an English

doctor, sir Hanss sloane, who- after traveling in south America- focused on cocoa and

food values, bringing a milk chocolate recipe back to England.

The original Cadbury milk chocolate was prepared to his recipe.

Chocolate as we know it

The first mention of chocolate being eaten in solid form is when bakers in England began

adding cocoa powder to cakes in the mid 1600s. Then in 1828 a Dutch chemist, Johannes van houten, invented a method of extracting the bitter tasting fat or cocoa butter from

the roasted ground beans, his aim was to make the drink smoother and more palatable,

however he unknowingly paved the way for solid chocolate as we know it.

Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol,

Englandmixed sugar with cocoa powder and cocoa butter (made by the van houten

process) to produce the first solid chocolate bar then in1875 a Swiss manufacturer,

Daniel peters, found a way to combine (some would say improve, some would say ruin)

cocoa powder and cocoa butter with sugar and dried milk powder to produce the first

milk chocolate.

CONSUMPTION OF CHOCOLATES IN INDIA


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Chocolate consumption in India is extremely low. Per capita consumption is around 160 gms in

the urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even lower.

Chocolates in India are consumed as indulgence and not as a snack food. A strong volume

growth was witnessed in the early 90s when Cadbury repositioned chocolates from children to

adult consumption. The biggest opportunity is likely to stem from increasing the consumer base.

Leading players like Cadbury and Nestle have been

attempting to do this by value for money offerings, which are affordable to the masses.

NESTLE


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Nestle India

Nestle India is a subsidiary of Nestle S.A. of Switzerland. The company insists on honesty,

integrity and fairness in all aspects of its business and expects the same in its relationships.

Nestle India- Presence Across India

Beginning with its first investment in Moga in 1961, Nestls regular and substantial investments

established that it was here to stay. In 1967, Nestl set up its next factory at Choladi (Tamil

Nadu) as a pilot plant to process the tea grown in the area into soluble tea.

The Nanjangud factory (Karnataka), became operational in 1989, the Samalkha factory

(Haryana), in 1993 and in 1995 and 1997, Nestl commissioned two factories in Goa at Ponda

and Bicholim respectively. Nestl India is now putting up the 7th factory at Pant

Nagar in Uttaranchal.

Nestls Philosophy


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When Henri Nestle introduced the first commercial infant formula in 1867, he also

created a symbol of the Bird's nest, graphic translation of his name, which personifies the

company's business. The symbol, which is universally understood, evokes security, motherhood

and affection, nature and nourishment, family and tradition. Today it is the central element of

Nestls corporate identity and closely parallels the company's corporate values ad culture.

Mission Statement

At Nestl, our research makes it possible for everyone to enjoy better food for a better

life.

Good Food is the primary source of Good Health throughout life. We strive to bring

consumers foods that are safe, of high quality and provide optimal nutrition to meet

physiological needs. In addition to nutrition, health and wellness, Nestl products bring

consumers the vital ingredients of taste and pleasure.


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As consumers continue to make choices regarding foods and beverages they consume, Nestl

helps provide selections for all individual taste and lifestyle preferences.

Research is a key part of our heritage at Nestl and an essential element our future. We knowthere is still much to discover about health, wellness and the role of food in our lives, and we

continue to search for answers to bring consumers Good Food for Good Life.

Promote awareness of the effect of our lifestyle both on ourselves and on our environment. Exist as a financially successful, non-hierarchical, democratic organization where workers

participate in the creation and running of their working Environment, as an example to

encourage others to do likewise.

Provide an environment that encourages and helps people to develop and achieve theirpotential.

Actively support co-operatives, fair trade, environmental issues and community activities.

Vision Statement

To be a leading, competitive, Nutrition, Health and Wellness Company delivering improvedshareholder value by being a preferred corporate citizen, preferred employer, preferred supplier

selling preferred products.

BOARD OF DIRECTORS

NESTLE INDIA Ltd.


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Name

Designation

Antonio Helio Waszyk

Chairman and Managing director

Pradip BaijiaNon Executive Director

Ravinder NarainNon Executive Director

Rakesh MohanNon Executive Director

Christian Schmid

Director (Technical)

Name Designation

Shobinder DuggalDirector

Michael W O Garrett Non Executive Director

Richard Sykes

Alternate Director

Swati A Piramal Non Executive Director

Nestle Brands

Milk Products & Nutrition

Beverages
http://connect.in.com/antonio-helio-waszyk/profile.htmlhttp://connect.in.com/ravinder-narain/profile-501281.htmlhttp://connect.in.com/rakesh-mohan/profile.htmlhttp://connect.in.com/christian-schmid/profile.htmlhttp://connect.in.com/shobinder-duggal/profile-503160.htmlhttp://connect.in.com/michael-w-o-garrett/profile-497575.htmlhttp://connect.in.com/richard-sykes/profile.htmlhttp://connect.in.com/swati-a-piramal/profile.htmlhttp://connect.in.com/swati-a-piramal/profile.htmlhttp://connect.in.com/richard-sykes/profile.htmlhttp://connect.in.com/michael-w-o-garrett/profile-497575.htmlhttp://connect.in.com/shobinder-duggal/profile-503160.htmlhttp://connect.in.com/christian-schmid/profile.htmlhttp://connect.in.com/rakesh-mohan/profile.htmlhttp://connect.in.com/ravinder-narain/profile-501281.htmlhttp://connect.in.com/antonio-helio-waszyk/profile.html


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Prepared Dishes and Cooking Aids

Chocolates & Confectionary

MILK PRODUCTS AND NUTRITION:

NESTL EVERYDAY Dairy Whitener

NESTL EVERYDAY Slim

NESTL EVERYDAY Ghee

NESTL MILKMAID

NESTL Fresh 'n' Natural Dahi

NESTL Fresh 'n' Natural Slim Dahi

NESTL Jeera Raita

NESTL MILKMAID Fruit yoghurt

NESTL MilkNESTL Slim Milk

BEVERAGES:

NESCAF CLASSIC

NESCAF SUNRISE

NESTL MILO

NESCAF 3 in 1

NESCAF Koolerz

PREPARED DISHES AND COOKING AIDS

MAGGI 2-MINUTE Noodles

MAGGI Vegetable Atta Noodles

MAGGI Dal Atta Noodles

MAGGI Rice Noodles Mania

MAGGI Sauces

MAGGI Pizza Mazza

MAGGI Healthy Soups

MAGGI Healthy Soup- Sanjeevni

MAGGI MAGIC Cubes


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CHOCOLATES & CONFECTIONARY

NESTL KIT KAT

NESTL KIT KAT LITE

NESTL MUNCH

NESTL MUNCH POP CHOC

NESTL MILKYBAR

NESTL MILKYBAR CHOO

NESTL BAR-ONE

NESTL FUNBARNESTL Milk Chocolate

POLO

POLO Powermint

NESTL Eclairs

NESTLEKITKAT

Are crisp wafer fingers covered with choco layer? NESTL KIT KAT has a unique finger

format with a breaking' ritual attached to it.

NESTL KIT KAT is one of the most successful brands in the world and every

year over 12 billion NESTL KIT KAT fingers are consumed around the globe.

NESTLE MUNCH

NESTL MUNCH is wafer layer covered with delicious choco layer. NESTL MUNCH is so

crisp, light and irresistible that you just can't stop Munching.' NESTL MUNCH is the largest

selling SKU in the category!


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NESTLE MILKY BAR:

NESTL MILKYBAR is a delicious milky treat, which kids love. Relaunched in January 2006

with a Calcium Rich recipe, NESTL MILKYBAR is a favorite with parents to treat their kids

with.

NESTLE BAR-ONE

is a luscious nougat and caramel with delicious choco layer. NESTL BAR-ONE constantly

reminds you that it is Time for Action'.

CADBURY

CADBURY INDIA

Cadbury began its operations in 1948 by importing chocolates and then re-packing them before

distribution in the Indian market. After 59 years of existence, it today has five company-owned

manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior) , Bangalore and Baddi

(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The

corporate office is in Mumbai. Our core purpose Working together to create brands people

love captures the spirit of what we are trying to achieve as a business. We collaborate and work

as teams to convert products into brands. Simply put, we spread happiness! Currently Cadbury

India operates in three sectors viz. Chocolate Confectionery, milk food Drinks and in the Candy

category.

In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over

the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, clairs and


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Celebrations. Cadbury enjoys a value market share of over 70% the highest Cadbury brand share

in the world! Our flagship brand Cadbury Dairy Milk is considered the gold standard for

chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk food drinks segment our main product is Bourn vitathe leading Malted Food Drink

(MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader.

We recently entered the gums category with the launch of our worldwide dominant bubble gum

brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide. The Cadbury India Brand Strategy

has received consistent support through simple but imaginative extensions to product categories

and distribution. A good example of this is the development of Bytes. Crispy wafers filled with

coca cream in the form of a bagged snack, Bytes is positioned as The new concept of sweet

snacking. It delivers the taste of chocolate in the form of a light snack, and thus heralds the

entry of Cadbury India into the growing bagged Snack Market, which has been dominated untilnow by Salted Bagged Snack Brands. Bytes were first launched in South India in 2003.

MALANPUR FACTORY

In 1989 the company stated manufacturing operations from its third and newest factory at

Malanpur near Gwalior in M.P.

Using the most modern state of the art technology, the unit today manufactures range of liquid

milk chocolate and a variety of enrobed chocolate products.

Factory in 8 phases

1988-89 - clairs & Gems

1994-95 - 5 Star


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1997 - Perk

2001 - Chocolate expansion

2005 - Fruity Gems

2006 - Ultra Perk

2008 - Short

2009 - clair Sticks

LOCATION : Plot No. 25, Malanpur Industrial area, Malanpur distt.Bhind.

Telephone No. : 07539-83803, 83804

Parent Company : Cadbury Schweppes International UK

Total Area 24 AcresConstructed 8.5 Acre

HISTORY OF ORGANISATION

Fifty years ago, the real taste of chocolate as we know it today, landed on Indian shores. An

event that carried forward the entrepreneurship and vision born as far back as 1824, when John

Cadbury set up shop in Birmingham (UK) to sell among other things his own cocoa

concoction. From these modest beginnings emerged Cadbury Schweppes that is today the

leading manufacturer of confectionery and beverages in the United Kingdom. A company that

has its presence in over 200 countries worldwide and has made the name Cadbury synonymous

with cocoa products in countries across the planet.

This is the brand that came to India in 1947 to a nation that was in its infancy, a market that was

ready for the world and a people that were open to new ideas, new products.

Within a year of being set up as a trading concern, Cadbury fry India was incorporated as a

Private Limited company, set up for processing imported chocolates and Bourn vita. The same

year saw the launch of Cadburys Milk chocolate for millions of Indians.


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Through 50 years of investment in capital and marketing, the scale and scope of our operations

has expanded to cover a range of brands in the chocolate, sugar confectionery and malted food

drinks segments. We have a majority share in the Indian chocolate market and a significant

presence in sugar confectionery and food drinks.

Today Cadbury India Ltd, a subsidiary of Cadbury Schweppes employs over 200 people across

the country. And operates in one of the fastest growing chocolate markets for Cadbury

Schweppes group across the globe.


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ORGANISATION STRUCTURE

Chairman

C Y PalChairman -Non Executive

Managing Director

Anand KripaluManaging Director

Non-Executive Directors

Harsh MariwalaRadhakrishnan B. MenonSuresh Talwar

ExecutiveDirectors

Atul BhatiaExecutive Director -

Science & Technology

Rajesh GargExecutive Director -

Finance & Commercial


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Jaiboy PhillipsExecutive Director - Supply Chain

Sanjay PurohitExecutive Director -

arketing

Sunil SethiExecutive Director -

Sales & Customer Development

V ChandramouliExecutive Director -

HR & Strategy


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Cadbury Brands:

Chocolates

Snacks

Beverages

Candy

SNACKS:

Bytes

BEVERAGES

Bournvita

CANDY

Halls

CHOCOLATES

Dairy Milk5 Star

Perk

Celebrations

Temptation

Eclairs

Gems


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DAIRY MILK

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey

with chocolate lovers in India began in1948. The variants Fruit & Nut, Crackle and Roast

Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are

very popular amongst teens & adults. Cadbury Dairy Milk has exciting products on offer -

Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury

Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving

consumers an exciting reason to keep coming back into the fun filled world of Cadbury. Today,

Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.


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5 STAR

the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves

from strength to strength every year by increasing its user base. Launched in 1969 as a bar of

chocolate that was hard outside with soft caramel nougat inside, Cadbury 5 Star has re-invented

itself over the years to keep satisfying the consumers taste for a high quality & different

chocolate eating experience. One of the key properties that Cadbury 5 Star was associated with

was its classic Gold colour. And through the passage of time, this was one property that both, the

brand and the consumer stuck to as a valuable association. More recently, to give consumersanother reason to come into the Cadbury 5 Star fold, Cadbury 5 Star Crunchy was launched. The

same delicious Cadbury 5 Star was now available with a dash of rice crispies.

PERK


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Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk

targeted the casual snacking space that was dominated primarily by chips & wafers. With the rise

of more value-for-money brands in the wafer chocolate segment, Cadbury Perk unveiled two

new offerings - Perk XL and XXL. In 2004, with an added dose of 'Real Cadbury Dairy Milk'

and an 'improved wafer', Perk became even more irresistible.

CELEBRATIONS

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry-

fruits during festive seasons. Cadbury Celebrations is available in several assortments: An

assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits

enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew

magic, nut butterscotch and caramels. The super premium Celebrations Rich Dry Fruit

Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts

in various flavours and the premium dark chocolate range which is exotic dark chocolate in

luscious flavours.


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TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in fiveflavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black

Forest and Old Jamaica.

V I S I O N

The governing objective for Cadbury India is to deliver:

Superior Shareholder Value

Cadbury in every pocket

The company believe this requires:

Broadening our consumer appeal and extending their reach to newer markets

Sustained growth of their market share through aggressive product development

Striving for international quality in their products and processes

Focusing on cost competitiveness and productivity in their operations and

innovative utilisation of their assets

Investing to develop people.


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ADVERTISING & SALES PROMOTION

As we have discussed the importance of Advertising and Sales promotion in

introduction, so we know how much advertising aim sales promotion are

important.

The slogans of advertising are the tools of sales promotion are so important

which couples the customer to purchase the product. Now we are going todiscuss all these things one by one about Cadbury.

Following are a few advertising slogans used by Cadbury for introducing the

product to the customers:-

THE REAL TASTE OF LIFE(DAIRY MILK )

THODI SI PET POOJA KABHI BHI KAHI BHI(PERK)

WHEN EVER ON HUNGER STRIKE(PERK)

TAN KI SHAKTI, MAN KI SHAKTI(BOURNVITA)

KUCH ZADA HI SOLID (PICNIC)

YEH CHOCOLATE KHAE AAP INHE KHAE(ECLAIRS)

All these slogans used by Cadbury are beautifully prepared because they can

compel the consumer to buy the product to some extent.

Now we will discuss them in details with the help of which we can easily

understand how these slogans can leave these impression on the customer.


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DISTRIBUTION SYSTEM ADOPTED BY CADBURY

Cadbury Schweppes pick the world number 3 soda market has aggfed to sell

most of its soft drinks business outside the US to Coca Co. for $ 1.85 billions

to finance a head on battle with Coke in the No. 1 soda makers home market.

The agreements included the Schwoers Dr. Pepper chanda dry and crush

brands and exude South Africa and France the pact which was dependent on

regulatory approval was likely to be concealed in mid 1999 Cadbury said.

The more will allow Cadbury to expand it Dr. Peeper business in US where it

derives two-thirds of its soft drinks sales and was a 15 per cent market share

at the same time it get Cadbury out of markets where it is growing at a slower

pace. The shares rose as much as 70.5 per cent or 7.5 per cent or 7.5 percent 1002.

This sort out the places where Cadburys systems werent strong enough to

compete with Coca-Cola, said Mr. David long an analyst a Henderson

Croshtwaite, they were fighting with proper for this.

. FACTORS INFLUENCING PRICING OF CADBURY

Internal Factors

Corporate and marketing objectives of the firm.

The image sought by the firm through pricing.

The characteristics of the product.

Price elasticity of demand of the product.

The stage of the product on the product life cycle.

Use pattern and turn around rate of the product.

Cost of manufacturing and marketing.

Extent of distinctiveness of the product and extent of production differentiation practiced by the

firm.

Other elements of the marketing mix of the firm and their interaction with

pricing.


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Composition of the product line of the firm.

External Factors

Market characteristics.

Buyers behavior in respect of the given product.

Bargaining power of major customers.

Competitors pricing policy.

Government controls regulations on pricing.

Other relevant legal aspects.

Societal (or social) considerations.

Understanding, if any reached with price cartels.

Cadbury objective of pricing

Profit maximization in the short-term. Profit optimization in the long-term.

A minimum return (or target return) on investment.

A minimum return on sales turnover.

Targets sales volume.

Target market share.

Deeper penetration of the market.

Entering new markets.

Target profit on the entire product line irrespective of profit level in individual

products.

Keeping competition out, or keeping it under check.

Fast turn around and early cash recovery.

Stabilizing prices and margins in the market.


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CHAPTER-2

RESEARCH OBJECTIVES

& METHODOLOGY


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OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior towards Nestle and Cadbury

chocolates. Objectives of the study are:

1. To get familiar with their marketing strategies separately.

2. To view the segments being targeted by these brands in the market.

3. Up to what extent do the public respond to their products?

4. To prepare a marketing plan for any brand that is planning to

enter the India Chocolate Market.

5. To be a relevant guide for any brand launch in India.

RESEARCH METHODOLOGY

As mentioned earlier, the objective of the study is to formulate a Marketing Strategy for any new

entrant in the Indian Chocolate Industry.

The methodology adopted was as follows:

Industry Scenario Sketch (utilizing secondary information) Extensive Interviews held with Primary/Secondary Sources

(Companies/Chocolate manufacturers Association).

Extensive retailer interviews in SOUTH DELHI Area Formulation and administration of a questionnaire


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Formulation of the Recommended Strategy on the basis of the above mentioned Primaryand Secondary Information.

Types of Research:

There are certain types of research which can be classified according to their very purpose as

well as by the research strategy used. A research can be classified into the following categories:

Exploratory research Conclusive research (Descriptive research ) Explanatory research

1. Exploratory research:

Exploratory research is an initial research which explores the possibility of obtaining as

many relationships as possible between different variables without knowing their end-use

applications. Here, a general study will be conducted without having any specific objectives.

2. Conclusive research (Descriptive research):

In this type of research, problem of a research is formulated and specific objectives are

established. This type of research may be a result of exploratory research. At the, the research

draws definite and concrete conclusion(s) for implementation.

3. Explanatory research:

Here, in this type of research, the emphasis is given on studying a situation or a

problem in order to explain the relationship between two or more than two particular variables.

In short, situation is there, and you are just expected to explain the situation in order to reveal the

solutions.

Our research project falls in the both second and third categories. Its a combination of both

types of research. As the project has definite problems and specific objectives, our project is of

descriptive, in nature. At the end of our research, an attempt would be made to explain the

preference of customers towards NESTLE & CADBURY.


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METHOD OF DATA COLLECTION

Data gathering is a very important part of the research project process. It is through data, withthe help of which we would be able to analyze the problem in terms of facts and figures.

Actually, the reliability of research decisions depends on the quality of data gathered. By

taking this concept into consideration, the data can be classified into primary data and secondary

data.

While recommending the said strategy detailed information from both primary and secondary

sources was collected and analysed. This included:

Primary Sources

To analyse buying behavior and in order to gain an insight into the buyer need-satisfaction level,

a questionnaire was formulated and administered among 80 people.

A distributor was also interviewed so as to get pertinent information regarding the most

important P of FMCG marketing Place.

Extensive interviews were conducted with retailers in the SOUTH DELHI area. These included

pan shops, grocery shops, bakeries, departmental stores, etc. They provided information on

various facts of chocolate distribution such as Point-ofpurchase material (dispensers etc.),

infrastructure problems, critical informational regarding the policies of the present players in the

market, etc.

Secondary SourcesA number of secondary sources of information were used. These were:

Information: Industry statistics, problems facing the industry, future outlook, etc. Also measures

being adopted for cocoa production development.

Internet websites Of Cadburys, Nestle and indiainfoline.com, askjeeves.com


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Extensive use of secondary information in the form of magazines/journals/newspapers clippings,

such as Business World, Business Today, Business India, A&M, Brand Equity, Economic

Times, etc.

SAMPLE SIZE

At the planning stage of a statistical investigation part, the question of sample size is very

critical. If the sample size is large, there could be a waste of money, energy and resources, and if

it is small, it doesnt make any sense of practical use in making good decisions. So, the sampleshould be taken in such a way that it can bring fair, accurate level of accuracy and unbiased

results.

The objective of taking sample was to obtain desirable level of accuracy and confidence with

minimum of cost, time, and energy.

A sample of 100 people was taken on the basis of the formula calculation. The actual consumers

would be contacted on the basis of random sampling. The target people will be anyone who eats

Cadbury or nestle chocolate only.

SAMPLING METHOD

A sample is a representative part of the population. In sampling technique, information is

collected only from a representative part of the universe and the conclusions are drawn on that

basis for the entire universe.

A convenience sampling technique was used to collect data from the respondents.


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CHAPTER-3

DATA PROCESSING ,

ANALYSIS &

INTERPRETATION


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Data Analysis:

The data is analyzed on the basis of suitable tables by using mathematical techniques.

The technique that I will use is bar technique for comparing the different chocolates under each

brand i.e. Cadbury and nestle.

figure:1

PREFER CHOCOLATES?

YES

NO


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Analysis & interpretation:

Chocolate is a product which is like by the all age group of people. According to the survey 83%

of people says yes they eat chocolate and 17% say no they are not eating chocolate. May be the

reason behind that is they are not eating chocolate on daily or weakly basis or may be they are

eating any other brand of chocolate.

Preference of brand


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figure:2

Analysis & Interpretation:

There are many brands available in the market. But the market leaders in India are basically two

brands like Cadbury & Nestle. According to survey 64% of the market is captured by the

Cadbury and only 36% of the market is covered by the Nestle. To capture the market the

PREFERENCE OF BRAND

CADBURY

NESTLE


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company should do more advertising and sales distribution. And also should maintain quality of

the product compare to the competitors.

Consumption of sub-brands of NESTLE & CADBURY

figure:3

figure:4

NESTLE

KITKAT

MUNCH

MILKY BAR

BAR ONE

MILK CHOCOLATE

CADBURY

DAIRY MILK

5 STAR

PEARK

CELEBRATION

TEMPTATION


37/44


In this survey nestle is having five sub-brands like kitkat, Munch, Milkybar, Barone,milk

chocolates and their consumption are like kitkat 33% ,munch 56 ,milky bar 3% ,bare one 5%

,and milk chocolate 3%. And if we talk about Cadbury the sub-brand of the Cadbury is

dairymilk, 5 star, perk, celebration and Temptation and their consumption are like dairy milk

62%, 5 star 17%, perk 14%, celebration 2% and Temptation 5%. According to the survey the

highest selling product is Cadbury.

Rank the sub-brands of chocolates according to your preference

NESTLE

figure:5

CADBURY

RANKING SUB BRAND

KIT KAT

MUNCH

MILKY BAR

BAR ONE

MILK CHOCOLATE


38/44

figure:6

Analysis & Interpretation

In this survey I found that the most selling product is Munch the sub-brand of Nestle the Munch

has capture the 50% of the market as compared to the Cadbury product the highest selling

product of Cadbury is Dairy milk which captured the market stake of 47% which is as compared

to Much 20%less which is a good sigh for Nestle and the less consumption of the Nestle product

is Milk bar & Milk Chocolate the market share is only 3% and in Cadbury less selling product

are Celebration and Temptation the reason behind

this is they are too Costly to consume. And it can only use occasionally.

RANKING SUB BRAND

DAIRY MILK

5 STAR

PERK

CELEBRATION

TEMPTATION


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Which form of a chocolate do you like?

figure:7

Analysis & interpretation:

Every person have there own taste and preferences towards the eatable product in chocolates

there are four varieties available in the market among this 47% of the consumer like hard

FORM OF CHOCOLATES

HARD

CRUNCHY

NUTTIES

CHEW


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chocolates, 29% of the consumer like crunchy chocolates, 18% of the consumer like nutties

chocolates & only 6% of the consumer like Chew chocolates.

What pack do you purchase?

figure:8

SIZE OF PACK

SMALL

BIG

FAMILY PACK


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The chocolates are available in the market in different packaging like small, big, & family pack,

from the survey we can say that the consumption of the chocolates are more eaten by the teenage

group so they more prefer the small packaging because of there availability in market is good

and most important thing is its very much affordable. According to the survey 73% are using

small pack, 17% are using big pack of the chocolates, 10% are consuming family pack because

of there high price. So we can easily see that the consumption of small pack is having boom in

the market compare to other packaging


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Which promotional offers attract you most?

figure:9


To sell out the product there are many promotions activity conducted by the company to

face the competition the offer give by the company are like free gift, price offer, or any

other scheme. In this 12% are giving the free gift offer (scratch the card scheme), 84%

are directly giving the price offer, and 4% giving the any other kind of scheme.

Sales

FREE GIFT

PRICE OFFER

ANY OTHER


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Which of these factors affects your purchase?

figure:10


There are many factors affecting at the time of purchase. So company is doing

promotional activities to acquire the desired target of the product. Basically there are six main

type of the promotional activities like 69% of the advertisement, 1% of the suggestions, 2% of

Sales

INGREDIENCE

ATTRACTIVE DISPLAY

BRAND AMBASSADOR

ADVERTISEMENT


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the attractive display, 0%of the doctors advice, 21% of the companies are using Brand

Ambassadors in there advertisement, 7% of the ingredients. So all this factors are affecting the

purchase.

Documents

Shruti MPR Project