PREFACE

Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number o persons. I
1

wish to express my deep sense of gratitude to all those who

generously helped in successful completion of this report by sharing
their invaluable time and knowledge.
It is my proud and previledge to express my deep regards to
Respected HOD Dr.Pramesh Gautam, Head of Department of
Management Studies , SVNU, SAGAR for allowing me to undertake
this project.
I feel extremely exhilarated to have completed this project
under the able and inspiring guidance of Miss Ritu Khatri she
rendered me all possible help me guidance while reviewing the
manuscript in finalising the report.
I also extend my deep regards to my teachers , family
members , friends and all those whose encouragement has infused
courage in me to complete to work successfully.
MOHD. ASIF
MBA 1 ST SEM..

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate
enough to get support from a large number o persons. I wish to express my
deep sense of gratitude to all those who generously helped in successful
completion of this report by sharing their invaluable time and knowledge.
2

It is my proud and previledge to express my deep regards to Respected ,

Head of Department Dr.Pramesh Gautam, Department of Management
Studies SVN U, SAGAR for allowing me to undertake this project.
I feel extremely exhilarated to have completed this project under the able
and inspiring guidance of He rendered me all possible help me guidance while
reviewing the manuscript in finalising the report.
I also extend my deep regards to my teachers , family members , friends
and all those whose encouragement has infused courage in me to complete to
work successfully.

MOHD. ASIF
MBA IST SEM.

DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " MARKETING STRATEGY OF TOP
FIVE BRANDS OF CHOCOLATES." on Market Segmentation is nay own work
conducted under the supervision of MISS RITU KHATRI

Department of
3

Management Studies, SVNU, SAGAR To the best of my knowledge the report does
not contain any work , which has been submitted for the award of any degree ,
anywhere.

MOHD. ASIF
MBA IST SEM.

CERTIFICATE
The project report titled " MARKETING STRATEGY OF TOP FIVE
BRANDS OF CHOCOLATE" been prepared by MOHD. ASIF

MBA IST
4

SEM., under the guidance and supervision of MISS RITU KHATRI for the
partial fulfillment of the Degree of MBA.

Signature of the

Signature of the

Signature of the

Supervisor

Head of the Department

Examiner

CONTENTS
PREFACE
ACKNOWLEDGEMENT
CERTIFICATE
DECLARATION
CHAPTER I INTRODUCTION
ABOUT PROJECT
5

 AN INSIGHTOF COMPANY HISTORY

MISSION AND VISION
STANDING POSITION OF COMPANY
BRAND VALUE
CHAPTER II OBJECTIVE OF THE STUDY
CHAPTER III RESEARCH METHODOLOGY
CHAPTER IV MARKET ANALYSIS
OVERVIEW
BRANDS
CHAPTER V CONSUMER GROUPS
CONSUMER BEHAVIOUR
CHAPTER VI PRODUCT PROFILE
PLAN FOR PRODUCT MIX
PRODUCT RANGE
CHAPTER VII MARKETING STRATEGY
PRICING
POSITION AND DISTRIBUTION
PROMOTION
CHAPTER VIII ABOUT COMPETITORS
COMPETITOR FOR PRODUCT
PRICE OF COMPETITOR PRODUCT
CHAPTER IX DATA ANALYSISAND INTERPRETATION
CHAPTER X LIMITATION
CHAPTER XI CONCLUSION & SUGGESTION
BIBLIOGRAPHY
QUESTIONNAIRE

INTRODUCTION
In this research I have surveyed the product performance and buying behavior
of the famous brands of chocolates Nestle,Cadbury and Amul,which are
consumed by people of all ages. During this research I have interacted with
people of kolkataat different areas.After this research I came to know how
people perceives these products on the variables like price,quality,
6

advertisement, satisfaction, taste, packaging, brand loyalty etc.I also came to

know which particular brand of chocolate is most preferred by people of
different age groups.
In this research I have surveyed that how frequently and how much chocolate
they consume,whether they buy small, big or family pack.Trend of ongoing
changes in
their likings has been shown in the report. In this report I have tried to explain
the entire research and facts product wise.
Chocolate
Chocolate

/tklt/ is a raw or processed food produced from the seed of the

tropical Theobroma cacao tree. Cacao has been cultivated for at least three
millennia inMexico, Central America and Northern South America. Its earliest
documented use is around 1100 BC. The majority of the Mesoamerican people
made chocolate beverages, including the Aztecs, who made it into a beverage
known as xocoltl [o'kolat], aNahuatl word meaning "bitter water". The seeds of
the cacao tree have an intense bittertaste, and must be fermented to develop the
flavor.
After fermentation, the beans are dried, then cleaned, and then roasted, and the
shell is removed to produce cacao nibs. The nibs are then ground to cocoa mass,
pure chocolate in rough form. Because this cocoa mass usually is liquefied then
molded with or without other ingredients, it is called chocolate liquor. The liquor also
may be processed into two components: cocoa solids and cocoa butter.
Unsweetened baking chocolate (bitter chocolate) contains primarily cocoa solids
and cocoa butter in varying proportions. Much of the chocolate consumed today is in
the form of sweet chocolate, combining cocoa solids, cocoa butter or other fat, and
sugar. Milk chocolate is sweet chocolate that additionally contains milk powder or
condensed milk. White chocolatecontains cocoa butter, sugar, and milk but no
cocoa solids.
Cocoa solids contain alkaloids such as theobromine and phenethylamine, which
have physiological effects on the body. It has been linked to serotonin levels in the
brain. Some research found that chocolate, eaten in moderation, can lower blood
pressure.[1] The presence of theobromine renders chocolate toxic to some animals,
[2]
especially dogs and cats.
Chocolate has become one of the most popular food types and flavors in the world.
Gifts of chocolate molded into different shapes have become traditional on certain
7

holidays: chocolate bunnies and eggs are popular on Easter, chocolate coins
on Hanukkah, Santa Clausand other holiday symbols on Christmas, and
chocolate hearts or chocolate in heart-shaped boxes on Valentine's Day. Chocolate
is also used in cold and hot beverages, to produce chocolate milk and hot
chocolate.
Cocoa mass was used originally in Mesoamerica both as a beverage and as an
ingredient in foods. Chocolate played a special role in both Maya and Aztec royal
and religious events. Priests presented cacao seeds as offerings to the deities and
served chocolate drinks during sacred ceremonies. All of the areas that were
conquered by the Aztecs that grew cacao beans were ordered to pay them as a tax,
or as the Aztecs called it, a "tribute".[3]
The Europeans sweetened and fattened it by adding refined sugar and milk, two
ingredients unknown to the Mexicans. By contrast, the Europeans never infused it
into their general diet, but have compartmentalized its use to sweets and desserts.
In the 19th century, Briton John Cadbury developed an emulsification process to
make solid chocolate, creating the modern chocolate bar. Although cocoa is
originally from the Americas, today Western Africa produces almost two-thirds of the
world's cocoa, with Cte d'Ivoire growing almost half of it.

History
Mesoamerica history

A Mayan chief forbids a person to touch a jar of chocolate

Chocolate has been used as a drink for nearly all of its history. The earliest record of
using chocolate dates back before the Olmec. In November 2007, archaeologists
reported finding evidence of the oldest known cultivation and use of cacao at a site
in Puerto Escondido,Honduras, dating from about 1100 to 1400 BC.[9] The residues
found and the kind of vessel they were found in indicate the initial use of cacao was
not simply as a beverage, but the white pulp around the cacao beans was likely
8

used as a source of fermentable sugars for an alcoholic drink. [9] The Maya
civilization grew cacao trees in their backyards, [10] and used the cacao seeds it
produced to make a frothy, bitter drink. [11] Documents in Maya hieroglyphsstated
chocolate was used for ceremonial purposes, in addition to everyday life. [12] The
chocolate residue found in an early ancient Maya pot in Ro Azul, Guatemala,
suggests the Maya were drinking chocolate around 400 AD.

Mayan writing referring to cocoa.

The sweet chocolate residue found in jars from the site of Puerto Escondido in
Honduras from around 1100 BC is the earliest found evidence of the use of cacao to
date.[13] An early Classic (460480 AD) period Mayan tomb from the site of Rio Azul,
Guatemala, had vessels with the Maya glyph for cacao on them with residue of a
chocolate drink.[14] The Maya are generally given credit for creating the first modern
chocolate beverage over 2,000 years ago, despite the fact that the beverage would
undergo many more changes in Europe.[15]
By the 15th century, the Aztecs gained control of a large part of Mesoamerica, and
adopted cacao into their culture. They associated chocolate with Xochiquetzal, the
goddess of fertility,[16] and often used chocolate beverages as sacred offerings.
[14]

The Aztec adaptation of the drink was a bitter, frothy, spicy drink called xocolatl,

made much the same way as the Mayan chocolate drinks. It was often seasoned
with vanilla, chile pepper, and achiote, and was believed to fight fatigue, which is
probably attributable to the theobromine content, a mood enhancer. Because cacao
would not grow in the dry central Mexican highlands and had to be imported,
chocolate was an important luxury good throughout the Aztec empire, and cocoa
beans were often used as currency.[17] For example, the Aztecs used a system in
which one turkey cost one hundred cacao beans and one fresh avocado was worth
three beans.[18] South American and European cultures have used cocoa to treat

diarrhea for hundreds of years. [19] All of the areas ruled by the Aztecs were ordered
to pay a tax, leading those that grew the beans to offer cacao seeds as tribute. [20]

European adaptation
See also: History of chocolate in Spain

Chocolate soon became a fashionable drink of the nobility after the discovery of the
Americas. The morning chocolateby Pietro Longhi; Venice, 17751780.

The

first

European

contact

when Montezuma (then tlatoani of Tenochtitlan)

with

chocolate

introduced Hernn

came
Corts,

Spanish conquistador, to xocolatl in the 16th century.[14] Antonio de Sols, Philip IV's
official Chronicler of the Indies, described Montezuma customarily taking a
chocolate beverage after meals, as part of a sumptuous daily ritual:

He had Cups of Gold, and Salvers of the same; and sometimes he drank out of
Cocoas [i.e., coconut shells], and natural Shells, very richly set with Jewels.
[...] When he had done eating, he usually took a Kind of Chocolate, made
after the Manner of the Country, that is, the Substance of the Nut beat up with
the Mill till the Cup was filled more with Froth than with Liquor; after which
he used to smoak Tobacco perfum'd with liquid Amber.[21]

Jose de Acosta, a Spanish Jesuit missionary who lived in Peru and then Mexico in
the later 16th century, wrote of it:

Loathsome to such as are not acquainted with it, having a scum or froth that is
very unpleasant taste. Yet it is a drink very much esteemed among the
Indians, where with they feast noble men who pass through their country. The
Spaniards, both men and women that are accustomed to the country are very

10

greedy of this Chocolate. They say they make diverse sorts of it, some hot,
some cold, and some temperate, and put therein much of that "chili"; yea, they
make paste thereof, the which they say is good for the stomach and against
the catarrh.[22]
The first recorded shipment of chocolate to Europe for commercial purposes was in
a shipment from Veracruz to Sevilla in 1585.[16] It was still served as a beverage, but
the Europeans added cane sugar to counteract the natural bitterness and removed
the chili pepper while retaining the vanilla, in addition they added cinnamon as well
as other spices.[14]
What the Spaniards then called "chocolatl" was said to be a beverage consisting of
a chocolate base flavored with vanilla and other spices that was served cold. [23]
[24]

Montezuma's court reportedly drank about 2,000 cups of xocolatl per day, 50 of

which were consumed by Montezuma himself.

Until the 16th century, no European had ever heard of the popular drink from
the Central and South American peoples. [25] It was not until the Spanish conquest of
the Aztecs that chocolate could be imported to Europe. In Spain, it quickly became a
court favorite. In a century it had spread and become popular throughout the
European continent.[25] To keep up with the high demand for this new drink, Spanish
armies began enslaving Mesoamericans to produce cacao. [26] Even with cacao
harvesting becoming a regular business, only royalty and the well-connected could
afford to drink this expensive import. [27] Before long, the Spanish began growing
cacao beans on plantations, and using an African workforce to help manage them.
[28]

The situation was different in England. Put simply, anyone with money could buy

it.[29] The first chocolate house opened in London in 1657. [29] In 1689, noted
physician

and

in Jamaica which

collector Hans
was

initially

Sloanedeveloped
used

by apothecaries,

milk
but

chocolate
later

drink

sold

to

the Cadbury brothers in 1897.[30]

For hundreds of years, the chocolate-making process remained unchanged. When
the Industrial Revolution arrived, many changes occurred that brought about the
food today in its modern form. A Dutch family's (van Houten) inventions made mass
production of shiny, tasty chocolate bars and related products possible. In the 18th
century, mechanical mills were created that squeezed out cocoa butter, which in
turn helped to create hard, durable chocolate. [31] But, it was not until the arrival of the
11

Industrial Revolution that these mills were put to bigger use. Not long after the
revolution cooled down, companies began advertising this new invention to sell
many of the chocolate treats we see today. [32] When new machines were produced,
people began experiencing and consuming chocolate worldwide. [33]
At the end of the 18th century, the first form of solid chocolate was invented
in Turin by Doret. This chocolate was sold in large quantities from 1826 by Pierre
Paul Caffarel in Italy. In 1819, F. L. Cailler opened the first Swiss chocolate factory.
In 1828, DutchmanCoenraad Johannes van Houten patented a method for
extracting the fat from cocoa beans and making powdered cocoa and cocoa butter.
Van Houten also developed the "so-called" Dutch process of treating chocolate
with alkali to remove the bitter taste. This made it possible to form the modern
chocolate bar. The German company Jordan & Timaeus sold the first known
chocolate bar made from cocoa, sugar and goat's milk in 1839. [34] In England, the
company, J. S. Fry & Sons discovered a way to mix some of the cocoa butter back
into the Dutched chocolate, and added sugar, creating a paste that could be
moulded. This led to the first British chocolate bar in 1847, followed in 1849 by
the Cadbury brothers.
In 1865, an unknown employee at the Ghirardelli Chocolate Company discovered
the Broma process of separating cocoa butter from cocoa solids (namely, that if
chocolate is hung in a bag in a warm room, the butter will drip out naturally over
time).
Daniel Peter, a Swiss candle maker, joined his father-in-law's chocolate business. In
1867, he began experimenting with milk as an ingredient. He brought his new
product, milk chocolate, to market in 1875. He was assisted in removing the water
content from the milk to prevent mildewing by a neighbour, a baby food
manufacturer

named Henri

Nestl.

Rodolphe

Lindt

invented

the

process

calledconching, which involves heating and grinding the chocolate solids very finely
to ensure that the liquid is evenly blended. This enabledMilton Hershey to make
chocolate even more popular by mass producing affordable chocolate bars.

Types
Main article: Types of chocolate

12

Chocolate is commonly used as a coating for various fruits and fillings, such ascherries.

Disk of chocolate (about 4cm in diameter), as sold in Central America, for making hot cocoa.
Note that the chocolate pictured here is soft, can easily be crumbled by hand, and already has
sugar added.

Several types of chocolate can be distinguished. Pure, unsweetened chocolate

contains primarily cocoa solids and cocoa butter in varying proportions. Much of the
chocolate consumed today is in the form of sweet chocolate, combining chocolate
with sugar. Milk chocolate is sweet chocolate that additionally contains milk powder
or condensed milk. In the U.K. and Ireland milk chocolate must contain a minimum
of 20% total dry cocoa solids; in the rest of the European Union the minimum is
25%.[35] "White chocolate" contains cocoa butter, sugar, and milk, but no cocoa
solids.

Chocolate

contains alkaloids such

astheobromine and phenethylamine,

which have some physiological effects in humans, but the presence of theobromine
renders it toxic to some animals, such as dogs and cats. [36] It has been linked to
serotonin levels in the brain. Dark chocolate has been promoted for unproven health
benefits[37], as it seems to possess substantial amount of antioxidants that reduce
the formation of free radicals.
White chocolate is formed from a mixture of sugar, cocoa butter and milk solids.
Although its texture is similar to milk and dark chocolate, it does not contain any
cocoa solids. Because of this, many countries do not consider white chocolate as
chocolate at all.[38] Although first introduced by Hebert Candies in 1955, Mars,
Incorporated was the first to produce white chocolate within the United States.
Because it does not contain any cocoa solids, white chocolate does not contain any
13

theobromine, meaning it can be consumed by animals. It is usually not used for

cooking.
Dark chocolate is produced by adding fat and sugar to the cacao mixture. The U.S.
Food and Drug Administration calls this "sweet chocolate", and requires a 15%
concentration of chocolate liquor. European rules specify a minimum of 35% cocoa
solids.[35] Dark chocolate, with its high cocoa content, is a rich source
of epicatechin and gallic acid, which are thought to possess cardioprotective
properties. Dark chocolate has also been said to reduce the possibility of a heart
attack when consumed regularly in small amounts. [39]Semisweet chocolate is a dark
chocolate with a low sugar content. Bittersweet chocolate is chocolate liquor to
which

some

sugar

(typically

third),

more

cocoa

butter,

vanilla

and

sometimes lecithin have been added. It has less sugar and more liquor than
semisweet chocolate, but the two are interchangeable in baking.
Unsweetened chocolate is pure chocolate liquor, also known as bitter or baking
chocolate. It is unadulterated chocolate: the pure, ground, roasted chocolate beans
impart a strong, deep chocolate flavor.
Raw chocolate, often referred to as raw cacao, is always dark and a minimum of
75% cacao. Because the act of processing results in the loss of certain vitamins and
minerals (such as magnesium), some consider raw cacao to be a more nutritious
form of chocolate.[40]
Some people who purchase chocolate off the store shelf can be disappointed when
they see whitish spots on the dark chocolate part. This is called chocolate
bloom and is not an indication of chocolate gone bad. Instead, this is just an
indication that sugar and/or fat has separated due to poor storage.

14

OBJECTIVES OF THE STUDY

This project is based on the comparative study of consumer behavior towards
Nestle,Amul and Cadbury chocolates.Objectives of the study are:
a)The objective is to know about the marketing strategies level associated
with the product and the customer preference level.
b)To increase marketing strategies and recapture the market share by
fulfilling the customer needs.
c)To study the factors affecting the consumption pattern.

15

RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of
the methods and procedures for acquiring the information needed. It is the
overall operational pattern or framework of the project that stipulates which
information is to be collected, from where it is to be collected and by what
procedures

16

This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.
I chose the primary sources to get the data. A questionnaire was designed
in accordance with our mentor in Chocolate. I chose a sample of about
30 corporate customers
I collected some data from the secondary sources like published
Company documents, internet etc.
Research Design
A research design is the arrangement of conditions for collections and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedures. It is a descriptive cross sectional design .It is the
conceptual structure with in which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data.
It is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible yielding maximal
information with minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of exploratory study
by which it is clear that the existence of the problem is obvious .So, I can
directly head for the conclusive research.
Sampling Plan
Sampling plan is a distinct phase of research process. In this stage I have to
determine who is to be sampled, how large should be the needed sample and
how sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of customers of
Sagar City.
Sample Survey

17

As compared to census study, a sample study has been conducted by us

because of:
Wide range of population, it was impossible to cover the whole
population
Time and money constraints.
Sample Unit
In this survey I took the list of customers from the dealers of Chocolate
Sampling Technique
Sampling technique implies the method of choosing the sample items, the two
methods of selecting sample are:
Probability method.
Non-probability method.
Probability method is those in which every item of the universe has an equal
chance of the inclusion in the sample. Non-probability methods are those that
do not provide every item in the universe with known cause of being included
in the sample. The selection process is partially subjective.
For my study, I employed the Non-probability sampling technique, in which I
got the data of the customers from the dealer of Chocolate.
Instrument of collection of data
I have used one set of questionnaire to collect data from the customers. This
questionnaire is structured and highly ordered. This includes both close ended
and open ended questions. The close ended questions included both
dichotomous and multiple choice questions.

CONSUMER BEHAVIOUR
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 successfulmarketer, 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
18

services according to the likings of the consumers.Today 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 the consumer 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.

PRODUCT PROFILE

Cadbury

19

Cadbury is a British confectionery company owned by Mondelz International

Inc. and is the industry's second-largest globally after Mars, Incorporated.
[2]

With its headquarters inUxbridge, London, England, the company operates in

more than 50 countries worldwide.

The company was known as Cadbury Schweppes plc from 19692008 until its
demerger, in which its global confectionery business was separated from its US
beverage unit (now called "Dr Pepper Snapple Group").[3] It was also a constant
constituent of the FTSE 100from the index's 1984 inception until its 2010 Kraft
Foods takeover.[4][5]
History
In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which
he produced himself, at Bull Street in Birmingham, England. He later moved
into the production of a variety of cocoa and drinking chocolates, made in a
factory in Bridge Street and sold mainly to the wealthy because of the high cost
of production. John Cadbury became a partner with his brother Benjamin and
the company they formed was called 'Cadbury Brothers of Birmingham'.[6]
The brothers opened an office in London and in 1854 they received the Royal
Warrant as manufacturers of chocolate and cocoa toQueen Victoria. In the
1850s the industry received a much needed boost, with the reduction in the
high import taxes on cocoa, allowing chocolate to be more affordable to
everybody.
Due to the popularity of a new expanded product line, including the "Cadbury's
Cocoa Essence", the company decided to cease trading in tea in 1873. Master
confectioner Frederic Kinchelman was appointed to share his recipe and
production secrets with Cadbury, which led to an assortment of chocolate
covered products.
Taking

over

the

business

in

1861,

John

Cadbury's

sons Richard and George decided in 1878 that they needed new premises.
20

Better transport access for milk that was inward shipped by canal, and cocoa
that was brought in by rail from London, Southampton and Liverpool docks
was taken into consideration. With the development of the Birmingham West
Suburban Railway along the path of theWorcester and Birmingham Canal, they
acquired the Bournbrook estate, comprising 14.5 acres (5.9 ha) of countryside 5
miles (8.0 km) south of the outskirts of Birmingham. Located next Stirchley
Road railway station, which itself was opposite the canal, they renamed the
estate Bournville and opened the Bournville factory the following year.
In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works
and planned, at his own expense, a model village which would 'alleviate the
evils of modern more cramped living conditions'. By 1900 the estate included
313 cottages and houses set on 330 acres (130 ha) of land. As the Cadbury
family were Quakers there were no pubs in the estate;[7] in fact, it was their
Quaker beliefs that first led them to sell tea, coffee and cocoa as alternatives to
alcohol.[8]

Nestl

Nestl S.A. is a Swiss multinational nutritional, snack food, and healthrelatedconsumer goods company headquartered in Vevey, Switzerland. It is the
largest food company in the world measured by revenues.[3][4]
Nestl's products include baby food, bottled water, breakfast cereals, coffee,
confectionery, dairy products, ice cream, pet foods and snacks. 29 of Nestl's
brands have annual sales of over 1 billion Swiss francs (about $ 1.1 billion), [3]
[5]

includingNespresso, Nescaf, KitKat, Smarties, Nesquik, Stouffer's, Vittel,

and Maggi. Nestl has around 450 factories, operates in 86 countries, and
employs around 328,000 people. It is one of the main shareholders of L'Oral,
the world's largest cosmeticscompany.[6]
21

Nestl was formed in 1905 by the merger of the Anglo-Swiss Milk Company,
established in 1866 by brothers George Page and Charles Page, and Farine
Lacte Henri Nestl, founded in 1866 by Henri Nestl. The company grew
significantly during the First World War and again following the Second World
War, expanding its offerings beyond its early condensed milk and infant
formula products. The company has made a number of corporate acquisitions,
including Crosse

&

Blackwell in

1950, Findus in

1963,Libby's in

1971, Rowntree Mackintosh in 1988 and Gerber in 2007.

Nestl has a primary listing on the SIX Swiss Exchange and is a constituent of
theSwiss Market Index. It has a secondary listing on Euronext. In 2011, Nestl
was listed No. 1 in the Fortune Global 500 as the world's most profitable
corporation.[7] With a market capitalization of $ 200 billion, Nestl ranked No.
13 in the FT Global 2011.[8]

Perfetti Van Melle

Perfetti Van Melle is a privately held Italian global manufacturer

of confectionery andgum. It was formed in 2001 with the acquisition of Van
Melle of the Netherlands, by the Italian group Perfetti of Italy and having its
corporate headquarters in Lainate (Milan),Italy. Perfetti Van Melle bills itself
as the third largest confectionery manufacturer in the world after Kraft
Foods (owners of Cadbury plc) and Mars, Incorporated (owners ofWrigley). It
employs 17,000 people via 30 subsidiary companies and distributes its products
in over 130 countries.
22

The company owns a major subsidiary in the United States, (Perfetti Van Melle
USA), as well as several others in large markets around the world.

Parle Agro
From Wikipedia, the free encyclopedia

Parle Agro is an Indian private limited company that owns several popular
brands including Frooti, Appy, LMN, Hippo and Bailley.
Several

Parle

soda

brands

including Citra Thums

Up, Limca, Gold

Spot and Maaza were sold to Coca Cola in 1993 for a reported $40 million.[1]
[2]

At the time of sale, the Parle brands together had a 60% market share in the

industry.[3] The brand was strong in South India.[4] Citra was phased out by
2000 to make way for Coke's international brand,Sprite.[5]
23

History
Parle Products was founded in 1929 in British India. It was owned by
the Chauhan family of Vile Parle, Mumbai. The Parle brand became well
known in India following the success of products such as the Parle-G biscuits
and Thums Up soft drink.
The original Parle company was split into three separate companies owned by
the different factions of the original Chauhan family:[6]

Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the
brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack)

Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha
and Nadia (owner of the brands such as Frooti and Appy)

Parle Bisleri, led by Ramesh Chauhan

All three companies continue to use the family trademark name "Parle".

24

AMUL CHOCOLATE

25

Amul
This article is about the Indian dairy cooperative. For the ancient city of
mul along the Oxus, see Trkmenabat. For the city in Iran, see Amol.
The Amul Plant at Anand featuring the Milk Silos
Amul is an Indian dairy cooperative, based at Anand in the state
of Gujarat,

India.[2] The

word Amulis

derived

from

the Sanskrit word Amulya meaning invaluable.[3]The co-operative is also

sometimes referred to by the unofficial backronym: Anand Milk Union
Limited.
Formed in 1946, it is a brand managed by a cooperative body, the
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which
today is jointly owned by 3.03 million milk producers in Gujarat. [4]
Amul spurred India's White Revolution, which made the country the
world's largest producer of milk and milk products. [5] In the process Amul
became the largest food brand in India and has also ventured into
markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30
years (1973-2006), is credited with the success of Amul. [6]
NESTLEKITKAT

26

 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.

MARKETING STRATEGY

27

PRODUCT:
Satisfaction suffices. But delight dazzles the average company will compete for
customer byconforming to her expectation consistently. But the winner will
surpass them by constantlyexceeding her expectation, delivering to her door
step additional benefits which she would never have imagined possible.
Cadburys offer such product. The wide variety products offered by thecompany
include
PRICING
Second P of marketing is not another name for blindly lowering prices and
relying on thisstrategy alone to increase sales dramatically. The strategy used
by Cadburys is for matching thevalue that customer pays to buy the product
with the expectation they have about what the production is worth to them.
AMUL has launched various products which cater to all customer segments.
So everycustomer segment has different price expectation from the product.
Thereforemaximizing the returns involves identifying right price level for each
segment, and then progressively moving through them.
Place
In a product and price parity situation, the brand that sells more is the one that
reaches thehighest number of customers. India 1 billion people, 155 million
household has over 4 millionretail outlets in 5351 urban markets and 552725
villages, spread cross 3.28 million sq.
Promotion
If an advertisement is to communicate effectively, the receiver must at least
half want it to, and be prepared too take step toward the sender. Effective
advertising is rarely hectoring or loudlyexplicit. It often both attracts and
generates arm feelings. More often than not, a successfulcampaign has a
stronger element of the unexpected a quality that good advertising shares
28

withmuch worthwhile literature.To penetrate into the inner recesses of her

memory, communication must first ensure exposure,grab her attention evoke
her comprehension, grab her acceptance and then extract retentioncompeting
with thousands of other units of communication trying to do the same

\
DATA ANALYSIS AND INTERPRETATION
Que1. Do you eat chocolate?

29

Yes

83%

No

17%

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.

Que2. Which brand of chocolate do you prefer?

Cadbury

64%
30

Nestle

36%

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 company should do more advertising
and sales distribution. And also should maintain quality of the product compare
to the competitors.

Que3. Which sub-brand you have purchased?

31

Analysis & Interpretation:

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.

Que4. Rank the sub-brands of chocolates according to your preference? (1

for most
preferred)

32

CADBURY

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.
Que5. How much importance do you give to the following factors when
you
purchase a chocolate? (Tick in the desired column)
33

Taste/ Flavor
Quantity
Very Imp.
88
Important
9
Normal
2
Least
Imp.
1

Price

Packaging

1
3
96

12
6
4

81
12
6

78

Analysis & Interpretation:

Whenever we are consuming any food product our main focus in on the quality
and price in India there is more concentrating on the quality of product rather
than other parameters of the product in this survey I found that the basic
concentration of the consumer is on taste 88% says that they purchase if they
like the taste of the product. 96% says if normal price would be there a taste is
good than price dose not matter. 78% of the consumer says that if they are
getting best quality product at nominal price than the packaging is least
important. 78% says that they are mainly seeing the quality of the product if the
product is qualitative than they are ready to pay any price for that product.

Que6. Which form of a chocolate do you like?

Hard

47%
34

Crunchy

29%

Nutties
Chew

18%
6%

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 chocolates, 29% of the consumer like crunchy
chocolates, 18% of the consumer like nutties chocolates & only 6% of the
consumer like Chew chocolates.

Que7. What pack do you purchase?

Small

73%
35

Big

17%

Family Pack

10%

Analysis & Interpretation:

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.

Que8. Which promotional offers attract you most?

Free Gifts

12%
36

Price Offer

84%

Any Other

4%

Analysis & Interpretation:

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.

Que9.Which of these factors affects your purchase?

Advertisement

62%
37

Attractive Display

5%

Brand Ambassador

26%

Doctor Advise

0%

Ingredients

7%

Analysis & Interpretation:

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 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.

Que10. Which media of advertisement influence your purchase?

Television

66%
38

Hoarding

6%

Newspaper

4%

Display

24%

Analysis & Interpretation:

In todays competitive market advertisement is the main tool for selling the
product because every single person is watching or reading the advertisement.
So it becomes easy to make people aware about the product. So companies are
using advertisement media like 67% of the television adds, 7% of the
Hoardings, 3% of the advertisement given on local as well as national
newspapers, & 23% are using display ads.

Que11. If your preferred brand is not available for repeat purchases then
what will
you do?
39

Analysis & Interpretation:

Every person is having there own taste & preferences. Some consumer are
compromising with there taste and preferences and some are not according to
the survey 11% of the consumer are postponing the purchase of the product, 40
% of the consumer are switch over to any other product, & 49 % will search the
product at any other place they dont compromise for the same.

SUGGESTIONS AND RECOMMENDATIONS

Chocolates products at Mumbai city are available in comparison to previous
years, but still there is requirement of development in Chocolate products. Due
40

to increasing overall cost in Chocolate Products everywhere, cost format should

be made as such that it is affordable to each and everyone in the society. In this
we also found that if the demanded brand is not available, so at that time the
customers switch over the brand of the chocolate so, here the company should
build up the healthy distribution channel by which company can attract the
customers and company loose the fear from the market. Company should
concentrate more on television for advertisement, as mostly people get
attracted through television only. For promotional offers, company should go
for free gifts rather than going for other ways. Nestle company should
concentrate on its packing as people are least satisfied with it while Cadbury
should concentrate on the shape of a chocolate. People are unsatisfied with the
price and quantity of chocolate so companies should concentrate in this regard
also.

CONCLUSION
A survey of the people has been conducted to know the liking pattern of the
two products Cadbury and Nestle. It is observed that overall people like to eat
Cadbury brand rather than Nestle. It is concluded that mostly people preferred
41

Dairy Milk of Cadbury due to its flavor/taste, quality and image and due to its
hard form. Some people often like to have a chocolate with good flavor, quality
hard form. Some people often like to have a chocolate with good flavor, quality
taste and crunchiness. It is thus concluded from the facts collected that mostly
people refer to buy big pack of their favorite chocolate, and sometimes some of
them go for small and family pack.

BIBLIOGRAPHY
REFERENCES
Web sites:
www.nestle.in
www.business-standard.com
42

 www.cadburyindia.com
www.scribd.com
www.managementparadise.com
www.google.com
Books:
1. Marketing Management
- Philip Kotler
2. Research Methodology
- C. R. Kothari
Appendix

QUESTIONNAIRE
(Please tick wherever necessary)
1. Personal Profile:Name :
Address :
43

Age :
Between 0-10

Between10-20

Between 20-30

Above 30

Gender :
Male
Educational Qualification:
Profession :
Que1. Do you eat chocolate?
Yes
No
Que2. Which brand of chocolate do you prefer?
Cadbury
Nestle
Que3. Which sub-brand you have purchased?
Cadbury
Nestle
Dairy Milk
Kit Kat
5Star
Perk

Munch
Milky Bar

Celebrations

Bar-One

Female

Temptation
Milk Chocolate
Que4. Rank the sub-brands of chocolates according to your preference? (1 for
most preferred)
Cadbury
Nestle
Dairy Milk
Kit Kat
5Star
Munch
Perk
Milky Bar
Celebrations
Bar-One
Temptation
Milk Chocolate
Que5. How much importance do you give to the following factors when you
purchase a chocolate? (Tick in the desired column)
Factors
Very
Important
Normal
Least
Flavor/taste
Price
Quality
Packaging
Que6. Which form of a chocolate do you like?
Hard
Nutties
Crunchy
Chew
Que7. What pack do you purchase?
Small
Big Family
Pack
Que8. Which promotional offers attract you most?
44

Free gifts
Price Offer
Any other: ___________
Que9. Are you influenced by advertisements to buy or change a particular
brand of chocolate?
Yes
No
Que10. Which media of advertisement influence your purchase?
Television
Newspapers
Brochures
Hoarding
Display
Que11. If your preferred brand is not available for repeat purchases then what
will you do?
Postpone your purchase
Switch over to other brand
Go to other shop to search for your preferred brand
Que12. Do you feel that the product characteristics match with those mentioned
in the advertisement?
Yes
No
Que13. Any Suggestions if you want to give us:
_______________________________________________________________
_______________________________________________________________
_________________

45