Chocolates Mr

8/14/2019 Chocolates Mr

1/26

A

MARKETRESEARCH

ON

CHOCOLATES

PRESENTED TO:- PRESENTED BY:-

Dr.V.Nagrani Mohan kant05-jvi-610

Vivek Talati

05-jvi-639


2/26

CONTENTS PAGE NO.

Acknowledgement....3

Introduction.....4

Objectives .....5

Research Methodology....6

Executive Summary..7

Question wise Detailed Report.8-20

Findings 21-22

Recommendations .....23-26

Conclusion .....27

Bibliography ..28

Appendix(sample questionnaire).29-30

2


3/26

ACKNOWLEDGEMENT: -

The report is the opportunity to thank those who

contributed towards its fulfillment.

We are thankful to AMIT CHAUHAN for their vital inputs

and valuable suggestions and continuous guidance, which

have gone a long way in providing necessary impetus to

our efforts in consummating this report.

We are thankful to the large number of consumers in

saharanpur who have supported us and played a very

important role in making this research physically happens

of saharanpur.

We are also thankful to our friends for providing their great

suggestions. Without their guidance and help it was not

possible to complete the report.

We would also like to thanks all of those who directly or

indirectly made this project successful and made it

presentable in front of anybody.

3


4/26

INTRODUCTION:-

Welcome to the world of chocolates, this is a product from thegroup FMCG. In chocolate market there is a vast competition

between various brands for existence in market as well as for

creating a benchmark. There are various companies like Cadburys,

nestle etc but few of them are getting success. Again most of the

cases rather then the whole brands some of the product gets

success, So success of a brand is measured in terms of

Market share.

Duration(number of years of stay in themarket).

So there is no question of taking profit as a factor because profit is

a function of

The staying power of the organization and

The objectives of the organization

There are also some criteria for the success of a brand. These are: At the product level it should deliver results.

It should offer some intangibles besides tangible

benefits such as satisfaction and enjoyment.

Then question arise about the success full product. A successful

products display one or more of the following three characteristics.

A significant price or performance advantage

Some significant difference from the existingbrands.

A new untried idea.

This survey is on a specified target people which are eating

chocolates.

4


5/26

OBJECTIVE

1:- To make a detailed study of chocolates market and determine the

consumer behavior pattern of buyers.

2:-To know how much electronic media influences a consumer.

3:-To record the most preferred brand of chocolate.

4:-To study the tastes and preferences, satisfaction, expected

improvement and suggestions by then consumers.

5:-To test consumer about the packaging of the chocolate.

6:-To understand what are the factors considered by a consumer whilebuying a chocolate.

7:-To see what happens with the demand of the chocolate if there is any

change in price.

8:-To know the consumption rate of consumers.

5


6/26

RESEARCH METHODOLOGY

Our Research is based on purely external data which are given below:-

External data: -

External data is based on two primary sources which are as follows.

Primary data collection:-

We have collected our all data from questionnaires andobservation methods.

Secondary data collection:-

We have collected our secondary information from News paper,

Internet and journals.

Sample size 30

6


7/26

EXECUTIVE SUMMARY

1. This project is based on market research ofCHOCOLATES.We havetry to study and understand the Consumer Behaviorof the chocolates.

2. Under this research, we have approach approx.55 different people in

which have tried to cover three income wise market segmentation. i.e.

HIG, MIG AND LIG.

3. We have covered

approx. 10 customer of

8 customer of bhagvati colony, HIG

11 of halimar garden MIG

and 16 of jail chungi LIG.

4. We have taken two brands of Chocolates they are Cadburys and Nestle.

5. In the research we have analyzed the each brand of chocolates in detail

according to the 4ps of marketing mix.

6.According to this research we have try to assess thestrong link of the

brandand theweak link of the brand.

7 .Then we have formulated thefindingsthe position of each brand in

which we have told about grabbing the market on the basis of:-

Qualityproduct rendered to customer.

To attain customer satisfaction.

To increase the tasteso as to attract new market customers. To advertisetheir product which is accepted by every age group.

8.On the basis of weakest link of the brand, we have given recommendation

in which we mentioned how to strengthen the weakest point of the brand.

7


8/26

CONSUMER RESPONSES

Q1. WHICH BRAND OF CHOCOLATES DO YOU PREFER TO

EAT?

CADBURYS17 NESTLE11 ANY OTHER--02

MARKET SHARE

CADBURY'S

NESTLEOTHERS

INCOME WISE MARKET SEGMENTATION

0

2

4

6

8

10

12

1416

18

LIG MIG HIG

CADBURY'SNESTLEANY OTHER

8
http://opt/scribd/conversion/excel/CHOCOLATE%20SURVEY.xlshttp://opt/scribd/conversion/excel/CHOCOLATE%20SURVEY.xls


9/26

Q2. HOW MANY CHOCOLATES DO YOU EAT IN A WEEK?

DAILY--05 TWICE--18 THREE OR MORE--14

WEEKLY14

DAILY

TWICE

THREE OR MORE

WEEKLY

0

1

2

3

4

5

6

7

8

9

10

LIG MIG HIG

DAILY

TWICE

THREE OR MORE

WEEKLY

Q3. YOUR CHOCOLATE IS YOUR FAVORITE BECAUSE OF:-

9


10/26

TASTE--22 FAVORITE CELEBRITY--06 QUALITY15

ANY OTHER REASON--00

TASTE

FAVORITE

CELEBRITY

QUALITY

OTHER REASONS

INCOME-WISE MARKET SEGMENTATION

0

2

4

6

8

10

12

LIG MIG HIG

TASTE

FAVORITE

CELEBRITY

QUALITY

OTHER REASONS

Q4. HOW DO YOU RATE THE QUALITY OF YOUR CHOCOLATE?

10


11/26

EXCELLENT--17 VERY GOOD--07 GOOD--05

OK01

EXCELLENT

VERY GOOD

GOOD

OK


0

2

4

6

8

10

LIG MIG HIG

EXCELLENT

VERY GOOD

GOOD

OK

Q5. ARE YOU SATISFIED WITH THE COST OF YOUR

CHOCOLATE?

11


12/26

YES-- 24 NO--06

YES

NO


0

5

10

15

20

LIG MIG HIG

YES

NO

Q6. IF THE PRICE OF OTHER BRAND OF CHOCOLATES

BECOMES LESS

12


13/26

THAN YOUR FAVORITE CHOCOLATE THEN WHAT WOULD

YOU DO?

SHIFT TO OTHER BRAND-- 13 STICK TO YOUR

CHOCOLATE--39

SHIFT TO OTHER

BRAND

STICK TO YOUR

CHOCOLATE


0

2

4

6

8

10

12

14

16

LIG MIG HIG

SHIFT TO OTHER

BRAND

STICK TO YOUR

CHOCOLATE

Q7. HOW DO YOU RATE THE ADVERTISEMENT OF YOUR

CHOCOLATE?

13


14/26

PERFECT --14 GOOD--36 POOR02

PERFECT

GOOD

POOR


0

2

4

6

8

10

12

14

LIG MIG HIG

PERFECT

GOOD

POOR

Q8. WHAT DO YOU LIKE TO WATCH IN THE ADVERTISEMENT OF

YOUR CHOCOLATE?

14


15/26

CELEBRITY APPEARANCE-- 10 GOOD THEME AD--31

HUMOROUS (COMEDY TYPE) -- 18 ANY OTHER THING--00

CELERITYAPPEARANCE

GOOD THEME AD

HUMOROUS

ANY OTHER


0

2

4

6

8

10

12

14

LIG MIG HIG

CELEBRITY

APPEARANCE

GOOD THEME AD

HUMOROUS

OTHER

Q9. WHAT DO YOU THINK ABOUT THE PACKAGING AND

BRANDING OF YOUR FAVORITE CHOCOLATE?

EXCELLENT-- 15 GOOD--33 AVERAGE--03

POOR01

15


16/26

EXCELLENTGOOD

AVERAGE

POOR


0

2

4

6

8

10

12

14

LIG MIG HIG

EXCELLENT

GOOD

AVERAGE

POOR

Q10. DO YOU PREFER TO GIVE CHOCOLATES AS A GIFT PACK?

YES--39 NO13

16


17/26

YES

NO


0

2

46

8

10

12

14

16

LIG MIG HIG

YES

NO

Q11. HOW DO YOU RATE THE AVAILABILITY OF YOUR FAVORITE

CHOCOLATE ON RATING SCALE OF 1 TO 5?

5--24 4--15 3--11 2--1 1--1

17


18/26

5(VERY EASILY)

4(EASILY)

3(SOMETIMES AVAILABLE)

2RARELY AVAILABLE)

1(NOT AVAILABLE)


0

1

2

3

4

5

67

8

9

LIG MIG HIG

5(VERY EASILY)

4(EASILY)

3(SOMETIMES

AVAILABLE)

2(RARELY

AVAILABLE)

1(NOT AVAILABLE)

FINDINGS:-

18


19/26

SURELY, CADBURYS IS A MARKET LEADER, BUT HAND

BY HAND NESTLE IS EMERGING AS A HEALTHY

COMPETITOR FOR CADBURY. IN HIG MARKETCADBURY

AND NESTLE ARE THE CLOSEST COMPETITOR.

AMUL IS WAY BEHIND FROM THESE TWO MAJOR

PLAYERS IN ALL THE INCOME SEGMENT OF THE

MARKET.

FOREIGN PLAYERS HAVE STARTED TAKING ENTRY IN

THE INDIAN MARKET .THEY ARE IN THE

INTRODUCTION STAGE OF THE PRODUCT LIFE CYCLE.

MOSTLY PEOPLE EAT 2 TO 3 CHOCOLATES IN A WEEK.

INCOME WISE:-

IN HIG

PEOPLE USUALLY EAT CHOCOLATES ONCE IN A WEEK

THE REASON CAN BE HEALTH CONSCIOUSNESS OR THE

OTHER REASONS LIKE DRINKING JUICES, EATING FAST

FOODS(AS MONEY IS NOT A BIG PROBLEM HERE).

IN MIG

PEOPLE GENERALLY EAT 2 TO 3 CHOCOLATES IN A

WEEK.

AND IN LIG

PEOPLE EAT MOST CHOCOLATES I.E. MORE THAN

THREE IN A WEEK.

IN ALL THE SEGMENT I.E. LIG, MIG, HIG TASTE IS THE

GIVEN PREFERENCE OVER QUALITY.

ALTHOUGH THE QUALITIES OF CHOCOLATES ARE GOOD

BUT TO MAKE IS MORE DELICIOUS THERE IS STILL LONG

WAY TO GO.

19


20/26

GENERALLY PRICES ARE AFFORDABLE BY THE

CONSUMERS BUT A LARGE NUMBER OF PEOPLE IN MIG

WANTS TO LOWERING THE PRICE.

ANY PRICE INCREASE IN THE CHOCOLATES WILL

INFLUENCE THE HIG AND MIG CUSTOMERS TO SWITCH

OVER TO LESS PRICED SUBSTITUTES AND WITH THE NO

SWITCHING AND BRAND LOYALIST IN THE CASE OF HIG

CUSTOMERS.

CADBURYS AND NESTLE ADS ARE CONSTANTLY

APPEARING IN THE ELECTRONIC MEDIA, BUT THERE IS NO

SUCH CASE ABOUT AMUL AS FAR AS AD ARE CONCERNED.

IN ALL THE SEGMENTS PEOPLE GENERALLY WANTS

GOOD THEME AD WITH SOME HUMOROUS BYTES AND

THERE IS NO HUGE DIFFERENCES ARE APPEARED BY THE

CELEBRITY APPEARANCE.

BRANDING AND PACKAGING ARE NO MAJOR CONCERN

FOR THE COMPANIES BUT THE CRISIS OF PESTICIDES AND

GERMS PRESENCE IN THE CHOCOLATE WHICH TOOK

PLACE 2-3 YEARS BACK HAS CREATED A GAP BETWEENQUALITY TRUST AND REALITY.

THE GIFT PACKS OF CHOCOLATE HAD PROVEN TO BE

THE BEST INNOVATION FOR THE COMPANY AS THE ENTIRE

INCOME GROUP LIKED THIS CONCEPT.

CADBURYS AND NESTLE ARE GENERALLY EASILY

REACHABLE TO THE CUSTOMERS BUT AMUL IS MOST

RARELY AVAILABLE CHOCOLATE IN THE MARKET.

RECOMMENDATIONS:-

FOR CADBURYS

20


21/26

CUSTOMER IS THE KING, DELIGHTS THE CUSTOMER

DEFINITELY CADBURY IS RUNNING ON THIS PATTERN BUT

THERE ARE SOME AREAS WHICH ARE TO BE CONSIDERED

ARE:

MARKET SHARE: -

THE MAJOR CONCERN OF CADBURYS IS THAT IT IS LOSING

IT MARKET SHARE. IT IS NOT ALWAYS THAT YOU HAVE DONE

SOMETHING WRONG BUT SOMETIMES YOUR COMPETITOR

DOES THE WORK TOO WELL THAT YOU CANT DO

ANYTHING.

AS THE OTHER FOREIGN COMPETITORS (E.G.TOURBULENE

ETC.)ARE ENTERING INTO THE INDIAN MARKET CADBURYS

HAS TO BECOME MORE CONCIOUS ABOUT THEIR BRAND

LOYALIST.

FOR NESTLE

21


22/26

RESEARCH AND DEVELOPMENT:-

THEY MUST SPEND CONSIDERABLE AMOUNT ON THEIR R & D

DEPARTMENT TO IMPROVE THEIR TASTE AND QUALITY OF

THE EXISTING PRODUCT LINE (LIKE THE MAIN REASON OF

FAILING OF MILKYBAR IS THE TASTE OF THE CHOCOLATE)

AND MUST INTRODUCE NEW PRODUCTS IN THE MARKET AND

MUST INCREASE THEIR PRODUCT LINE.

MARKET SHARE:-

AS NESTLE HAS THE 2ND BEST MARKET SHAREOF THE

CHOCOLATE MARKET, WHAT THEY CAN SPEND MORE

MONEY ON ADVERTISING THEIR WHOLE PRODUCT LINE(NOT ONLY FEW PRODUCTS LIKE WE HARDLY SEE ANY

PROMOTION OF BAR-ONE OR MILKYBAR) AND THEIR

ADVERTISEMENT SHOULD BE MADE CONSIDERING ALL AGE

GROUPS AND INCOME GROUPS.

FOR AMUL

22


23/26

TASTE: -

FIRST OF ALL TASTE IS THE MAJOR WORRYING FACTOR FOR

THEM, PEOPLE DONT LIKE THEM EITHER THEY HAVE TO

CHANGE THEIR TASTE OR THEY WILL BE THROWN AWAY

DIRECTLY.

PRODUCT LINE: -

MORE PRODUCTS ARE REQUIRED TO BE LAUNCHED, THEY

CANNOT STICK TO ONE OR TWO PRODUCTS UNTILL AND

UNLESS THEY ARE TOO GOOD FOR NO CLOSER SUBSTITUTE.

BRANDING:-

ALTHOUGH AMUL ITSELF IS A BIG BRAND NAME IN THEMARKET BUT THAT IS NOT ENOUGH TO MAKE YOUR

CHOCOLATE POPULAR, YOU HAVE TO GIVE THE PROPER

BRANDING PRODUCT-WISE (AMUL BUTTER, AMUL MILK IS

KNOWN TO EVERYONE BUT HARDLY NO ONE REMEMBER

AMUL CHOCOLATES).

PACKAGING: -

THEY ARE FAR BEHIND IN THE PACKAGING, PEOPLE

ATTRACT TO THE PRODUCT ONLY WHEN THERE IS CATCHYPACKAGING.THAT MUST BE IMPROVED.

ADVERTISEMENT:-

PEOPLE DONT EVEN REMEMBER ANY AD OF AMUL

CHOCOLATES IN ANY MEDIA (I.E. ELECTRONIC OR PRINT

MEDIA) .TO MAKE REMEMBER THE PRODUCT THE AD ARE

PLAYING IMPORTANT ROLE IN RETAINING THE NAME OF

THE PRODUCT.

DISTRIBUTION:-AMUL SHOULD BE AVAILABLE AT ALL THE OUTLETS AS

CADBURYS AND NESTLE ARE EASILY REACHABLE TO EACH

AND EVERY TYPE OF CUSTOMER.

23


24/26

TRY AND INTRODUCE SOME PROMOTIONAL CAMPAIGNS SO

AS TO MAKE THEIR PRODUCT RECOGANISABLE IN THE

PUBLIC.

CONCLUSION:-

24


25/26

In the end we would like to conclude that Cadburys is the market leader

with 60% share of the total chocolates companies.

Nestle is emerging as a big market player with currently 26% market share.

Amul will fade away if no changes are made.

New foreign companies are coming to dominate the Indian market.

BIBLIOGRAPHY

25


26/26

Market research through questionnaires

Internet (company website).

Guidance taken from Prof. VIJAY NAGRANI.

Documents

Chocolates Mr