Marketing Management Project Final Version

Market Research ProposalLaunch of White chocolate by Cadbury

Submitted toProf. Satya Bhushan Dash

Submitted by GROUP 1AGaurav Singh PGP25017 Hariharan D PGP25018 Himanshu Garg PGP25019 Karthik S PGP25021 Girish Sahani PGP25042 Saradha NandhiniPGP25047

Indian Institute of Management Indian Institute of Management

Table of ContentsIntroduction...........................................................................................................3 Management Decision Problem.............................................................................3 Marketing Research Problem.................................................................................3 Research Objectives..............................................................................................4 Research Design and Methodology........................................................................4 Research Tools......................................................................................................8 Research Questions and Hypotheses.....................................................................9 Questionnaire......................................................................................................10 Data Analysis Plan...............................................................................................16 Appendix 1...........................................................................................................18 Appendix 2...........................................................................................................19 Appendix 3...........................................................................................................19 Appendix 4...........................................................................................................20

March, 2010 Appendix 5...........................................................................................................22Appendix 5

Page 2 Indian Institute of Management

Market Research Proposal

IntroductionThe chocolate industry in India as it stands today is dominated by two companies, both multinationals. The market leader is Cadbury with a lion's share of 70 percent. The company's brands (Five Star, Gems, clairs, Perk, Dairy Milk) are leaders their segments. Till the early 90s, Cadbury had a market share of over 80 percent, but its party was spoiled when Nestle appeared on the scene. The latter has introduced its international brands in the country (Kit Kat, Lions), and now commands approximately 15 percent market share. The Gujarat Co-operative Milk Marketing Federation (GCMMF) and Central Arecanut and Cocoa Manufactures and Processors Cooperative (CAMPCO) are the other companies operating in this segment. Competition in the segment will get keener as overseas chocolate giants Hershey's and Mars consolidate to grab a bite of the Indian chocolate pie. Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, clairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country. Cadburys flagship brand Cadbury Dairy Milk is a brown milk chocolate which is being positioned to cater to the needs of people in all age groups. Cadbury Dairy Milk is marketed with number of brand extensions like Dairy Dairy Dairy Dairy Dairy Dairy Dairy Dairy Dairy Milk Milk Milk Milk Milk Milk Milk Milk Milk Lite Fruit n Nut Silk Wowie shots Temptations Crackle Roasted Almond Whole Nut

Despite having a wide brand portfolio Dairy Milk does not have a variant in the white chocolate or milk chocolate segment in India. The white chocolate segment in India is being led by Milky Bar, which is the flagship brand for Nestle chocolates in India. Though Dairy Milk Wowie has some while chocolate in it, Dairy Milk has not been able to capture the market share of Milky bar using Wowie.



Management Decision ProblemThe management decision problem faced by the management is Whether to launch a white chocolate variant of Dairy Milk to capture further market share in chocolate industry

Marketing Research ProblemThe marketing research problems are 1. To analyze the need and demand for white chocolate compared to brown chocolate 2. To identify the demographic and psychographic profiles of the target consumers who are the current consumers of chocolate 3. To identify the drivers for sales of chocolate (white chocolate in particular)

Research Objectives1. To understand the profile of current users and non-users of chocolate customers 2. To understand the buying behaviour of the various age groups in purchasing and consuming chocolates 3. To determine consumers mindset to current chocolate brands and scope for new variants of chocolate 4. To determine the impact of pricing and promotion as a driver in purchase of chocolates

Research Design and MethodologyAs shown by the MDP and MRP obtained via the FGD and in depth interviews the primary objective of Cadbury India Ltd is to explore the opportunity for a new chocolate variant( white chocolate for e.g.) in the confectionary market. At present a very small percentage of the confectionary market is white chocolate based.

Phases of the ResearchThe research will be carried out in the following distinct phases: Page 4 Indian Institute of Management Market Research Proposal

1. Literature review to determine various factors influencing the selection of chocolate and their consumption 2. Separate Focus Group Discussions of target users and prospective users (currently non users) of brown and white chocolates to gain insights into differences between preferences of users and non-users of chocolates. 3. In-depth interviews to determine consumers perception of the products and the latent needs required to be satisfied by the new product 4. Research questions and hypotheses created by the preceding steps and research tool (questionnaire) to be prepared and pre tested 5. Create a sampling plan, determine sample size and conduct survey using methods mentioned in the survey plan section. 6. Analyze data obtained from survey in order to establish the opportunity and expected product features. 7. Make recommendations on the basis of the research findings.

Exploratory ResearchMarket Share Cadbury( Dairy Milk, Perk, Gems, 5 clairs, clairs Crunch): 70% Nestle: 15% Others: GCMMF CAMPCO HLL ITC Star, Celebrations, Bytes, Dairy Milk

Per Capita Chocolate Consumption in India: 20gms per person Annual consumption: 22,000 tons The market size of chocolates was estimated to be around 16,000 tonnes, valued around Rs. 4.16 billion in 1998. Volume growth which was over 20% pa in the 3 years preceding 1998, slowed down thereafter. Both chocolate and sugar confectioneries have abysmally low penetration levels, in fact, even lower than biscuits, which reach 56 per cent of the households. Market growth in the chocolate segment has hovered



between 10 to 20%. In the last five years, the category has grown by 14-15% on an average and will expect it to continue growing at a similar rate in the next five years. The market presently has close to 60mn consumers and they are mainly located in the urban areas. Growth will mainly come through an increase in penetration as income levels improve. However, almost all of this consumption is in the cities, and rural India is nearly chocolate-free. But the fact is that three quarters of Indians live in Rural Areas. Average summertime temperatures reach 43 degrees Celsius in India. Chocolate melts at body temperature of 36 degrees. Per capita consumption of chocolates in India is minuscule at 20gms in India as compared to around 5-8 kg and 8-10 kg respectively in most European countries. Awareness about Chocolates are very high in urban areas at over 95%. Growth of other lifestyle foods such as malted beverages and milk food have actually declined by 3.7 per cent and 11.7 per cent, however the CHOCOLATES continue to grow at the rate of 12.6%. Chocolate Consumption Structure - 2004

Chocolate & Confectionery Market of India 2004



Source: AC Nielsen ORG Marg report Market Size (by value & by volume) The Indian chocolate market is valued at Rs. 650 crore (i.e. Rs. 6.50 billion) a year. The Indian chocolate bazaar is estimated to be in the region of 22,000-24,000 tonnes per annum, and is valued in excess of $ 80 million. Chocolate penetration in the country is a little over 4 percent, with India's metros proving to be the big draw clocking penetration in excess of 15 percent. Next comes the relatively smaller cities/towns where consumption lags at about 8 percent. Chocolates are a luxury in the rural segment, which explains the mere 2 percent penetration in villages. The market presently has close to 60mn consumers and they are mainly located in the urban areas. Focus Group Discussions Separate focus group discussions can be conducted for users and non-users of chocolates. The participants should be carefully selected from a pool of existing consumers and potential consumers and also consumers who are against chocolate. Such discussions can reveal useful insights into the important criteria which are used by consumers while selecting chocolate. Also drivers/ barriers to the purchase of chocolates will be revealed from such discussions. (Check Appendix 1) In-depth Interviews In-depth interviews with users and non-users of chocolate will provide information about consumers perceptions about the products and their latent and secret needs. The interviewer will be able to determine the key purchase drivers for purchase of chocolate. The interview will also provide information about consumers various types of usage

Sampling Design



Define Target Population The target audiences for the MR are divided on the basis of age, gender, marital status, etc into various groups. They all are from Sec-A, Sec-B households in tier I and tier II cities. 1. 2. 3. 4. 5. Children under 10 years of age Teenagers from 12-19 years of age Young adults from 20-28 years of age Adults from 30-45 years of age Middle aged people over 45 years of age

Also among these audiences is divided on the basis of gender, marital status, number of children, educational level etc. Determine Sampling Frame The sampling frame used will be the household list obtained from the city corporation or alternatively the mobile numbers obtained from a telecom company depending on the survey method chosen Select a Sampling Technique We would pick a Stratified Random Sample which would meet our criteria in terms of gender, age and social status. The strata are mentioned in the definition of the target audience. There are a total of 5 strata. The variables used to divide the population into strata are age, gender, marital status, number of children, educational level. Determine Sample Size All strata has to have equal no of respondents ( Sample size is calculated using the formula

nh ) and nh

= N(total sample size)

nh = Z2 * p(1-p)/e2Here, Z = the abscissa of the normal curve that cuts off an area at the tails (1 the desired confidence level, e.g., 95%) = 1.96 (from Statistical table) p = estimated proportion of an attribute that is present in the population = 0.9 (proportion of chocolate users as obtained from FGD and in depth interviews)



e = desired level of precision = 5% Hence, SS = (1.96)2 * 0.9 * 0.1 / (0.05) = 138.2976 ~= 1402

Execute the survey of the sample The surveying methods intended to be used are 1. Mall intercept interviews 2. Internet surveys 3. In-Home interviews

Research ToolsFor this purpose the research tool intended to be utilised is the questionnaire attached as Appendix A. the main objectives of the questionnaire is to capture the following data from the respondent i) Demographic details ii) Classification of users and non users of chocolate iii) Frequency of chocolate consumption or purchase iv) Preferences of chocolate consumers amongst current variants v) Pricing effects on the current customers and consumers of chocolate vi) Promotional effects on the current consumers and customers of chocolate vii) Non users and the reasons behind their not consuming chocolate viii) Brand awareness and brand loyalty of current consumers ix) Consumers preference for new variants of chocolate



Research Questions and HypothesesRQ1: What are the consumption and preference patterns of various age groups in chocolates? H0: Women consume more chocolate than men in the age group of greater than 20 H1: Unmarried adults of age greater than 20 years consume more chocolate than married adults H2: Children below the age group of 10 years prefer white (sweeter) chocolate over brown chocolates. H3: Teenagers (Age groups 13 to 20 years) have changing preferences in chocolates and look out for newer varieties H4: Young Adults (20-28) working in the IT sector consume chocolate as a energy snack or as a quick meal RQ2: What are the features in the product that are drivers/barriers in consuming the product? H5: Adults of age groups (30 45) are concerned about sugar levels and hence do not prefer chocolates H6: Adults (20-28) years look at calorie levels as a deciding factor H7: Children of age less than 10 years prefer chocolates which have shapes and different colors embedded (like cartoon characters, animals, pets, etc.) H8: Children from age groups (less than 15 years) prefer bar chocolates to slab form of chocolates H9: Adults of age greater than 20 years perceive wafered chocolate as a healthier and tastier variant to normal chocolates H10: Children from age groups (less than 15 years) prefer add ons in the chocolate (nuts etc.) over normal variety RQ3: How does pricing impact various customer segments and their buying patterns? H11: Parents with children of age group less than 10 years do not care about the pricing of the chocolate



H12: Frequency of buying chocolates is more with teenagers of age groups 13 to 20 years H13: Teenagers of age groups 12 to 20 years think more on spending their pocket money on a single big SKU of chocolate than on multiple small variants H14: Adults of age groups of 24 30 years do not mind spending a premium price for special chocolate variants (like Cadbury Bourneville, Dairy Milk Silk, etc) RQ4: What are the promotion techniques popular among customers for chocolate in the current market? H15: Children of age groups less than 10 years relate to jingle advertisements rather than print advertisements H16: Children below the age group of 10 years prefer attractively packaged chocolates (glittering packages of bright colors like gold, silver, yellow, purple) H17: Peer group advice (opinion leaders) exert more buying influence than family in case of young adults (20-28 years)

Questionnaire1. Demographic Details 1.1 Age Groups

Less than 12 years 12 to 20 years 20 to 30 years 30 - 45 years

Greater than 45 years1.2 Gender

Male

Female



1.3 Education Level

1 - Illiterate 2 - Primary Education (5th Std)

Junior High School (10th std) Secondary Education (12th Std) Undergraduate/ Diploma Post Graduation1.4 Occupation Student Private Service Software Industry Business Government Service Unemployed 1.5 Marital Status

Single

Married

1.6 If married, how many children do you have? Less than 1 1 3 children Greater than 3 children 2. Users of Chocolate 2.1Do you consume chocolates?

Yes

No

(If the answer is Yes Proceed with Question 2.2 or else directly proceed to Section 4) 2.2Which are the chocolate varieties that you generally purchase?



-------------------------------------------------------------------------------------2.3Do you buy same varieties of chocolates every time? Yes No 2.4What are the kinds of chocolates do you prefer to eat?

Brown Chocolate ( Dairy Milk, 5 Star, Bar One) White Chocolate ( Milky Bar, Wowie) Waffered Chocolate ( Kit Kat, Milky Bar Choo, Perk, Munch) Dark Chocolates ( Bournville) Mixed varieties OthersIf Others Please Specify ______________________________ 2.5How often do you consume chocolate in a week? Less or equal to one time Two to four times a week Greater than 4 times a week 3 Product Features/Attributes 3.1Please rank the following attributes of chocolates from 1 to 8 according to their importance levels ( Rank 1 being the Most Important and Rank 8 being the Least Important) Taste Purity Packaging Price Healthy/ Nutritious Add Ons (Nuts, Wafers, etc.) Brand Image Flavour 3.2Please rank the following chocolate brands on the attributes (Rank 1 denotes the highest Rank and Rank 7 the lowest) Attributes Chocolate Brands Dairy 5 Bournevil Milky Perk Kit Bar



Milk Taste Purity Packaging Price Health/Nutritio n Flavours Add Ons (Nuts, Wafers, etc.) Brand Image

Star

le

Bar

Kat

One

3.3What kind of chocolates do you buy often? Toffees (clairs, Coffee Bite) Slabs (Diary Milk, Milky bar) Bars (Bar One, 5 Star) Wafers (Kit Kat, Munch, Perk) 3.4Please rank the following chocolate variants according to the attributes they provide (Rank 1 denotes highest Rank 4 denotes the Lowest) Attributes Toffees Taste Purity Packaging Price Health/Nutrition Flavours Slabs Bars Wafers



Add Ons (Nuts, Wafers, etc.)

Brand Image

3.5Are you happy with current variants of chocolate available in the market? Yes No 3.6If new flavours of chocolate are introduced would you be willing to try them? Yes No 3.7Would you be willing to try a new variant of white chocolate? Most Willing Willing Neutral Unwilling Will not try 3.8Do you often pick up chocolates when you purchase other items? Yes No 3.9What influenced you to buy the above mentioned brand(s) of chocolates? Advertising Word of Mouth Attractive Package Shop Display Family Friends Others Please Specify _______________________________ 3.10How would you like your chocolate to be packaged? Golden Package Silver Package Bright Colours (Yellow, Purple, Red) Packaging does not matter 3.11Would you like having your chocolates in different shapes and sizes? Yes No 3.12If you would what are the different shapes and sizes? Cartoon Characters embedded Animal shapes Celebrity faces



Famous buildings Different Colours Others Please specify ____________________________________________ 3.13 What do you remember most in the chocolate advertisements?

Jingles/ Songs/ Tunes New variants introduced Packaging Celebrities Story Line/ Theme

3.14Which of the following chocolate units do you generally prefer buying? Greater than Rs. 20 Rs. 20 Rs. 15 Rs. 10 Rs. 5 Rs. 2 and Re 1 3.15If prices of these chocolate units are raised, would you still be happy to purchase them? Yes No 3.16How important is the price of a single chocolate unit to you on a scale of 1 to 5? Most Important 1 2 3 4 5 Least Important 3.17On a single purchase how many chocolate units do you typically buy? One or Less than one Two to four units Super Saver packs Chocolates with limited offers bought in higher numbers Small size chocolates in bulk 3.18If your preferred chocolate brand(s) is not available in the store what would you consider doing?



Move to another shop to find the same brand of chocolate Buy another variant of the same brand Buy another brand of chocolate Leave the idea of buying chocolate4 Non Users Reasons 4.1 Have you regularly consumed chocolate before deciding to stop consuming? Yes No 4.2Choose your reasons for stopping to consume chocolates Doctors Advice Taste differences Diabetic traits Calorie Consciousness Dental Problems Stopped liking chocolates Others, please specify __________________________________ 4.3 Would you consider consuming chocolates again? Yes No 4.4If yes, rate the importance of each of the following parameters in a new white chocolate on a scale of 1 to 5 Attributes 1 2 3 4 5 Taste Less Calories Calcium compoun d Sugar Free Purity



4.5Do you currently purchase chocolates for someone else? Yes No 4.6If yes, whom do you purchase it for? Spouse Girl friend/ Boy friend Friends Children Other, Please Specify ________________________ If the answer is for Children/Friends/Spouse continue questioning full of Section 3

End of Questionnaire



Data Analysis PlanResearch objective1. To understand the profile of current users and non-users of chocolate customers

Question No

Variabl e code

Description of Information

Data Analysis plan

1

1-6

Demographic profile of the consumer Users/Non users of chocolate Frequency of Usage Preferences of chocolate consumers and customers Reasons for not using chocolates

Frequency count, cumulative percentage Frequency count, cumulative percentage

2

7-15

3.1 - 3.8

16-119

Frequency count, ANOVA Frequency count, cumulative percentage

4.1 - 4.4

149-182

Research objective

Question No

Variabl e code


Data Analysis plan



2. To understand the buying behaviour of the various age groups in purchasing and con-suming chocolates

1.1 - 1.4

1-4

Age groups of users/ non users of chocolate Pricing and packaging criteria for users to buy chocolates Non users buying chocolates for others

Median rank of attributes,Cross tab analysis

3.13 - 3.18

138-148

Stepwise regression Frequency Distribution

4.5 - 4.6

183-188

Research objective3. To determine consumers mindset to current chocolate brands and scope for new variants of chocolate

Question No

Variabl e code


Data Analysis plan

3.1 - 3.4

16-115

Consumption preferences of current chocolate brands existing in the market Assessment of new opportunities in the chocolate market

Correlation

3.5 3.7,3.18

116118,148

Frequency Distribution



4.3 - 4.4

157-182

Assement of chocolate needs for current nonusers

Cross Tab Analysis

Research objective4. To determine the impact of pricing and promotion as a driver in purchase of chocolates

Question No

Variabl e code

Description of InformationImpact of promotion and new features on chocolate consumers Assement of price points and pricing needs of consumers and customers

Data Analysis plan

3.9 - 3.13

120-138

Correlation,Cross tab analysis

3.14 - 3.16

107-110

Crosstab analysis,ANOVA







Variable Nos. 1 to 6 7 to 15 16 to 23 24 to 79

Description Demographic information of respondent Usage Information of chocolate Importance rank of eight attributes in a chocolate Importance rank of eight attributes in choosing among 7 brands of chocolate Form factors of chocolate Importance rank of eight attributes in choosing among 4 form factors Market opportunity for new variant Impulse purchase decisions Promotion of chocolate Price senstivity in chocolate purchases Price senstivity in chocolate purchases Preference among SKU's Brand loyalty status Prior usage status if any for Non user Reason for non usage Potential for usage by non users Ranking of Expected benefits by nn users in new variant Purchase by non users for others

Q.No. 1 2 3.1 3.2

Scale Type Nominal Nominal Ordinal Ordinal

80 to 83,131 to 137 84-115 116 to 118 119 120 to130,138 139 to 145 146 147 148 149 150 to 156 157 158-182 183 to 188

3.3, 3.11, 3.12 3.4 3.5, 3.6, 3.7 3.8 3.9, 3.10, 3.13 3.14, 3.15 3.16 3.17 3.18 4.1 4.2 4.3 4.4 4.5,4.6

Nominal Ordinal Nominal Nominal Nominal Nominal Interval Nominal Nominal Nominal Nominal Nominal Ordinal Nominal



Appendix 1Code Sheet



Appendix 2

Appendix 3



Appendix 4Focus Group Discussions: Group Size = 6Group Size 1 2 3 4 5 6 Age Range 22 24 23 26 25 24 Occupation Student Student Student Student Student Student Education level Graduate Graduate Graduate Post Graduate Graduate Graduate Gender Male Female Male Female Male Male

Initial Topic: Liking of chocolates and choosing among various chocolate brands The group discussed their preferences for chocolate over other snack foods to begin with. Then the discussion turned to various brands of chocolates and their perceived benefits. The issue of brand loyalty was discussed upon. The topic was then diverted to the different types of usage of chocolates as a gift, celebratory occasions, energy snack etc. Then the group discussed the various features they like in the current Cadbury dairy milk and its competitors and their latent needs. Finally the various ad campaigns were discussed and the recall tested with a short quiz. The group then discussed their preferences for white chocolates compared to brown chocolates and discussed possible new features for the proposed new product. Key Findings from the discussion Product White chocolate is a sweeter alternative to brown chocolate Dark chocolate was a considered as a premier chocolate Chocolate considered as a source of quick energy Add ons in chocolates are preferred Chocolates ranked no 1 as an option for gifting



Price Price was not considered an option Premium chocolates were preferred ahead of normal chocolate despite high price differential Promotion Brand ambassadors were not a primary source of influence TV ads were the major drivers of buying influence Attractive packaging did not matter People Health consciousness was not a deciding factor among males Ladies felt chocolate induced weight gain

Focus Group Discussions: Group Size = 7Group Size 1 2 3 4 5 6 7 Age Range 9 10 8 10 9 10 10 Occupation Student Student Student Student Student Student Student Education level Primary School Primary School Primary School Primary School Primary School Primary School Primary School Gender Male Female Male Female Male Male Male



Initial Topic: Liking of chocolates and choosing among various chocolate brands The groups of children were offered different brands of brown chocolate and were asked to choose their favourite and reasons were asked for their selection. The reasons given were colourful attractive packaging which they play with and sweet taste. Add ons were not considered much. High brand recall was present for CDM more than nestle. Milky bar was chosen when offered and reasons given were its full f milk which indicated an effective reach of milky bar ads. Respondents were asked to name advertising jingles and brand ambassadors and Amitabh Bachchan enjoyed a huge level of popularity. Key Findings from the discussion Product White chocolate is full of milk Cadbury chocolate has better looks Chocolates in bar shapes was preferred Add ons in chocolates are not significant Price Parents usually buy them small SKUs. Promotion Brand ambassadors were a primary source of influence Attractive packaging did matter People The more sweet the better Chocolate is considered as birthday celebrations and gifts.

Appendix 5In Depth InterviewsThe structure of the interview follows the flowchart given above. Interviewee Details: Male, 34 years, Married, Post Graduate, 2 kids The interviewee is a chocolate user from his childhood. The interviewee considers white chocolate to be a healthier alternative to brown chocolate because of the calcium content. He buys chocolate for his kids twice a week and to reward them for



good grades. He also gifts chocolate for occasions. He believes price doesnt play a part in his decision making. He is brand conscious and makes a store choice rather than a pre choice.

Interviewee Details: Female, 23 years, Single, Graduate The interviewee is also a chocolate user although in her child hood she wasnt allowed by her parents to eat chocolate due to dental braces. The interviewee is indifferent towards white chocolate and is price insensitive. She buys chocolates as an impulse purchase and to celebrate occasions. She considers add ons as a non essential part of chocolates. She is brand indifferent and buys chocolates once a week on average.

Interviewee Details: Male, 40 years, Married, Graduate, 2 kids The interviewee is a chocolate non user due to health reasons although he will consume if a sugar free variant comes up. The interviewee is against white chocolate due to high sugar content and is price insensitive. He prefers nutritious chocolates for his kids and buys chocolates for them very rarely.

Key Learnings Parents prefer healthier versions of chocolates for their kids and they are willing to pay a price premium for that. Price doesnt play a part in chocolate consumption In recent years chocolate has gone from being just a snack to a gift, a celebratory purchase and an energy snack. TV ads were the major drivers of buying influence There is very little brand loyalty



Manageme Marketing Research nt Decision Research Questions Problem Problem

Hypotheses

Referen ce Transcri pt

Whether to launch a white chocolate variant of Dairy Milk to capture further market share in chocolate To analyze industry the need and demand for white chocolate compared to brown chocolate

H0: Women consume Focus GD 1 more chocolate than men in the age group of greater than 20 Focus GD 1 H1: Unmarried adults of age greater than 20 years consume more Focus GD 2 chocolate than married adults RQ1: What are the consumption patterns of various groups in chocolates? H2: Children below the age group of 10 years In-depth prefer white (sweeter) Interview 1 chocolate over brown chocolates. H3: Teenagers (Age Focus GD 1 groups 13 to 20 years) have changing preferences in chocolates and look out for newer varieties H4: Young Adults(2028) working in the IT sector consume chocolate as a energy snack or as a quick meal

To identify

RQ2: What

H5:

Adults

of

age In-depth



the demographic and psychographi c profiles of the target consumers who are the current consumers of chocolate

are the features in the product that are drivers/barrier s in consuming the product?

groups (30 45) are Interview 3 concerned about sugar levels and hence do not prefer chocolates Focus GD 1 H6:Adults (20-28) years do not look at calorie levels as a Focus GD 2 deciding factor H7: Children of age less than 10 years prefer chocolates which have shapes and different colours Focus GD 2 embedded (like cartoon characters, animals, pets, etc.) Focus GD 1 H8: Children from age groups (less than 15 years) prefer bar chocolates to slab Focus GD 2 form of chocolates H9: Adults of age greater than 20 years perceive wafered chocolate as a healthier and tastier variant to normal chocolates H10: Children from age groups (less than 15 years) do not prefer add ons in the chocolate(nuts etc.) over normal variety



To identify the drivers for sales of chocolate (white chocolate in particular)

H11: Parents with children of age group less than 10 years do not care about the pricing of the chocolate

In-depth Interview 1

In-depth Interview 1

RQ3: How does pricing impact various customer segments and their buying patterns?

H12: Frequency of buying chocolates is more with teenagers Focus GD 1 of age groups 13 to 20 years H13: Teenagers of age groups 12 to 20 years Focus GD 1 think more on spending their pocket money on a single big SKU of chocolate than on multiple small variants H14: Adults of age groups of 20 30 years do not mind spending a premium price for special chocolate variants (like Cadbury Bournville, Dairy Milk Silk, etc)

RQ4: What are the promotion techniques popular among customers for chocolate in the current

H15: Children of age Focus GD 2 groups less than 10 years relate to jingle advertisements rather than print advertisements Focus GD 2 H16: Children below the age group of 10



market?

years prefer attractively packaged chocolates (glittering packages of bright Focus GD 1 colours like gold, silver, yellow, purple) H17: Peer group advice (opinion leaders) exert more buying influence than family n case of young adults (20-28 years)



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Marketing Management Project Final Version