1

Pr
ojectRepor
t

(
Submitt
edfort
heDegr eeofBcom Honoursi
n
Accounti
ng&FinanceundertheUniv
ersi
tyof
Cal
cutta)

TI
TLEOFTHEPROJECT

CONSUMER’SBEHAVI
OURTOWARDS
CADBURYANDNESTLECHOCOLATES

Submi
tt
edby

Nameoft heCandidate-AyushiLohani
Regist
rat
ionNo.-235-1211-0155-17
NameOft heCollege-THKJai nCollege
Coll
egeRollNo.163
Univ
ersit
yRollNo.-171235-11-0042

Super
visedby

Nameoft
heSuperv
isor-Pr
of.Bandanasi
nha
Nameoft
heColl
ege-THKJaincoll
ege

Mont
h&y
earofSubmi
ssi
on
 2

2020
 3

Annexur
e-I
A
SUPERVI
SOR’
SCERTI
FICATE

Thisist ocerti
fythatMs.AYUSHILOHANIa
studentofB. Com.Honour sinAccount ing&
Fi
nanceTHKJAI NCOLLEGEundert he
Universit
yofCal cuttt
ahaswor kedundermy
supervisionandgui danceforherPr oj
ectWork
andpr eparedaPr ojectReportwi t
hthet i
tl
e
CONSUMER’ SBEHAVI OURTOWARDS
CADBURYANDNESTLECHOCOLATESwhi ch
sheissubmi tti
ng, i
shergenui neandor i
ginal
worktot hebestofmyknowl edge.

Si
gnature:
Name:prof.
Bandanasi
nha
Pl
ace:
Kol
kat
a Desi
gnat
ion:
Facul
tyof
Commer ce
Dat
e: Nameoft
heCol
l
ege:
THKJai
n
Col
lege
 4

Annexur
e-I
B

STUDENT’
SDECLARATI
ON
Iherebydecl arethatthePr oj
ectwor kwi t
ht het
it
le
CONSUNER’ SBEHAVI OURTOWARDSCADBURY
ANDNESTLECHOCOLATESsubmi ttedbymef or
thepar t
ialf
ulfil
mentoft hedegr eeofB. COM.
Honour sinAccount ing&Fi nanceinBusi nessunder
theUni v
ersit
yofCal cut t
aismyor i
ginalworkand
hasnotbeensubmi ttedearli
ertoanyot her
Universi
ty/Instit
uti
onf orthefulfi
l
mentoft he
requir
ementf oranycour seofstudy.

Ialsodecl ar
et hatnochapt erofthismanuscr i
ptin
whol eorinpar thasbeeni ncorporatedinthisrepor
t
fr
om anyear l
ierworkdonebyot hersorbyme.
Howev er,
extractsofanyl i
terat
urewhi chhasbeen
usedf orthisreporthasbeenusedf ort hi
sreport
dulyacknowl edgedpr ovidi
ngdet ai
lsofsuch
l
iteratureinthereferences.

Si
gnature-
Name-Ay ushi
Lohani
Place:Kol
kat
a Address-SouthSant
inagar
sapuipar
a
Date: Ball
yhowrah
Regist
erat
ionNo.
:
235-
1211-
0155-17
 5

ACKNOWLEDGEMENT

Thisproj
ectr
eporti
nther esul
tofmywor kat
Tara Devi Harakh Chand kanar i
ka Jain
Coll
ege and Uni ver
sit
y of Cal cut
ta for
r
d
Bachel
or of Commer ce ( 3 y ear Hons.
)
progr
ammed.

Iwouldl
iket
oexpr essmyspeci
althanksto
Dr.MousumiSingh(Sengupt
a)(
Pri
ncipal)f
or
gi
v i
ng me an oppurt
uni
tyforpursui
ng the
proj
ect
.

My speci althanks words forappreci

ation
goest omysuper v
isorProf.Bandanasinha
whopr ov
idedmewi thconti
noussupportand
guidance f or compl eti
ng t his project
successfull
y and making each cl
ass mor e
meani ngf
ull
.If el
t deeply honoured that
bandanamam asmysuper visor
.

Lastbutnottheleast,Iwoul dliketothansmy
famil
ymember s,fri
ends, special
lyDol l
yjain,
andallt hosepeoplewhohel pedmef orthe
completionandunder standingoft heconcept
ofprojectwork.Wor kingont hisprojecthas
 6

pr
ovedt
obeanenl
i
ght
eni
ngexper
iencef
or
me.
 7

1.BackgroundofChocol ates
2.AshortHist or
yonchocol at
es
3.Justi
fi
cati
onoft heproject
4.Li
terat
urer evi
ew
5.Object
iveofst udy
6.Reasearchmet hodol
ogy
7.Li
mi t
ati
onofst udy
8.Chapterplanning
 8

1BACKGROUNDOF
1.

CHOCOLATES

Gonear etheday ,whenpeopleuset osay“Mithai

Lao,MuhMi t
haKar naHai”,
“Diwali
Aagay i
,
Mithai
y onkaor derdenahai
”etc.
Thescenar i
ohaschangedcompl etel
y,though
peoplestil
lgracetheoccassionwithsweets,but
theform ofsweethaschanged.Nowt hesweeti s
chocolate.

Beitabirthday
,wedding,Diwali,
Christ
masorany
occasi
onchocol ateshavetakenupt hemarket
.
Beitaninfant,
ay oungones, col
legegoer
,adul
tor
ol
dpeopl ealll
i
ket oeatchocolates.
 9

1.
2HI
STORYONCHOCOLATES

Theoriginofchocolatescanbeyracedtoancient
MayaandAzt eccivi
l
iazati
onsofcentr
alAmer i
ca,
whoenj oyed“CHOCOLATI ”asamuchpr izedspicy
dri
nkmadeoutofr oastedcocoabeanswhi chwas
fi
nelyground,foamy,reddi
sh,bi
tt
erwithchill
ywater,
aromaticflower,v
anil
laandwildbeehoney .

By1606chocolatewaswel lestabli
shedinI
tal
y,
sl
owlyitfurt
hermov edtowardsFranceby1615.
Thecustom ofdrinki
ngchocolateslowl
yspread
acr
ossEur opereachingEngl
andi n1650s.
t
h
Thef i
rsteati
ngchocol
atecameupi nlat
e16
cent ury.Dr.
Han’sSl
oane,af
tert
ravel
li
nginSouth
Amer i
caf ocusedoncocoaandfoodv al
ues,
bringingaMi l
kChocol
atewaspreparedtohis
recipe.

By1840sstepsweretakentoremov ebit
tert
ast
e
fr
om cocoa,addi
ngsugartoitandthenmaking
chocol
ateBarsasweseet hem today.
 10

1.
3JUSTIFI
CATI
ONOFTHE
PROJECT

Intherecentpastithasbeenobser v
edt hatweI ndi
ans
areattr
actedtowardswest er
ncul ture,chocolat
eshav e
gainedmoment um i
nthemar ket,ast heproductwhi ch
wasaspeci alfood20y earsagohast urnedintofavouri
te
passtimesnacks, toki
llshortpunchesofhungerf or
peopleofallages.

Sot hi
sbei ngthemostdemandedpr oducttodayi nany
functi
onwhet herabirthday ,wedding,anniversary,orto
kil
lofficeorcollegebor edom, alsoit
sav ail
abl ei
ngr ocery
shops, shoppingmal l
s, restaurant
s,fastfoodj oi
ntset c.
hascr eatedcur i
osi
tyinmet oknowaboutconsumer ’
s
behav iourtowardschocol ateconsumpt i
on,andsi nce
CADBURYandNESTLEar et wobasiccompani esdealing
i
nt hissegmentofeconomy .
Alsot odayaround4500cr orerupeesar ebeingspenti n
i
ndiaonchocol ateconsumt ionanditst i
ll
isgr owing@ of
18t o20%ev eryyear.
Myst udyi sbasedonconsumerbehav i
ourtowar ds
CADBURYandNest l
echocol ate.
Enoughst epsandcar ehasbeent akent owar dsjusti
fying
thesel ecti
onoft hi
stopi casmypr oject.
Thecont entofmypr ojectwi ll
be:-

 I
ntroduction
 Companypr of
il
e
 Li
teraturerevi
ew
 Researchmet hodology
 Presentati
onofDat a
 AnalysisandInter
pretat
ion
 Fi
ndings
 11

 Concl
usionandRecommendat
ions
 Bi
bli
ography
 12

1.
4LI
TERATUREREVI
EW

1Ast udyonconsumerpr efer

encest owards
Cadbury&Nest lechocol
ateswasconduct edbyDr.
DCM Pattanaikin2009withobject
ive-tostudy
Marketi
ngappr oachofbothcompani estomake
prof
it
sbysat isf
yingneedsandwant sofpeople,
knowingtheirneeds,want
sandat t
itudes.

2Ast udyoncadbur ycompanywasconduct edto

studyimpactofcelebrit
yadvert
isementby
Erdogan-wherethef act
orsconsideredf
or
select
ionandretenti
onofcelebrit
iesbycompanies
foradvert
isementwasst udi
ed.Exampl e-Ami
tabh
BacchanforCadbur ycompany.

3Ast udybySwedi shUniversi

tywasalso
conductedonNest leCompany ,wit
hobjecti
veto
fi
ndcompet i
ti
veadv antagethroughcustomer
sati
sfacti
on,
trustandconf i
denceinconsider
ati
on
ofinf
luenceofGREENMARKETI NG.

Sot houghseveral
st udi
esareconductedby
diff
erentpeopl
eov ertimeonr el
atedtopi
cs.My
projecti
smyownpi eceofwor kcarry
ingno
resemblancetoany one’sworkanditisgenui
nel
y
myownst udy.
 13

1.
5OBJECTI
VEOFTHE
STUDY

Thisproj
ectisbasedoncomparati
vest
udyof
consumer’sbehavi
ourtowar
dsCADBURYand
NESTLEchocol at
es.Theobj
ect
ivesoft
hestudyar
e
mentionedbelow-

1.Toknowaboutcustomer’
ssatisfacti
onl
evel
associ
atedwit
hproduct
sandcust omer’
s
pref
erencel
evelt
owardschocolatesof
CADBURYANDNESTLE.

2.Tostudythefact
orsaf
fecti
ngconsumpti
on
pat
ternofconsumerstowardsNESTLEAND
CADBURYchocolates.

3.Tofindoutaboutt
hevari
ousvar
iet
iesof
chocolat
esoff
eredbyCADBURYandNESTLE
chocolat
es.

4.Thev ari
ousfact
orswhichar etakeninto
considerat
ionwhil
emaki ngapur chasing
decisi
onofachocol at
eandt hesat i
sfact
ionlev
el
tothisfact
orsofpurchasingdecisi
ont othe
cosumer s.

5.
Toknowaboutthemar ketshar
ecapt
ivi
tyof
var
iet
iesofchocol
atesoffer
edbybot
ht het
wo
 14

br
andst
hati
sCADBURYandNESTLE.

1.
6RESEARCHMETHODOLOGY

Dat
acol
lect
ion:

 Pr
imar
ydat
a
Primarydat areferstothedat acollectedt hroughpr imary
sourcesl i
kethroughsur veying,quest i
oning, pr
imar i
lyby
theper sonspossessi nginformationt hroughasetof
self-
preparedquest ionscalledquest i
onnai re.Primary
sourcesofdat aar egener al
lyfr
eef r
om exagger ati
on,but
theymaybei nfluencedbyper sonal biasednessofper son
givi
ngt heinformation.Forex ampl e:Inmysur veythere
wer epeoplewhol i
ket oeatchocol ate,butdonot
consumei tbecauseofdi etconciousness, sot his
biasednessi ninformationcannotber emov e

 Secondar
ydat
a
Secondarydatarefer
stothedatacol
lect
edthrough
secondarysourcesli
kethr
oughvari
ouswebsi tes,
books,
newspapers,art
icl
es,et
c.Andinmypr oj
ectprepar
ati
on
websites,ar
ticl
esandjournal
swereofgreathelp.

Sampl
ingt
echni
que
Random sampl ingi susedforresearchproj
ect.Ihave
givenequalweight agetomyal lrespondentandchose
them randomlywi thoutanybiasedlikegender,age,
i
ncome, cul
tur
eet c.
Sampl
esi
ze
 15

I
nor dert
oaccompli
shmyst udy
,Ihadchosenasampl
e
of50peoplecompri
singofagegroup10to50year
sin
whicharound34werefemalewhil
e16weremale.
Dat
arepr
esent
ati
ont
echni
queandt
ool
Columnschart,
Piechar
tandDoughnutchar
tusedf
or
Represent
ati
on.

1.
7LI
MITATI
ONSOFSTUDY

Inattempttomaket hispr
ojectauthenti
cand
rel
iable,
everypossi
bleaspectofthestudytopic
hasbeenkepti nmind.Neverthel
essdespiteoffact
someconst rai
ntswereatplayduringthe
for
mul ati
onofthisproj
ectThemai nli
mi t
ati
onsof
thi
spr oj
ectareasfoll
ows--
-

1.Duetoli
mit
ati
onoftime,onl
yfewselect
ed
pl
acesandpeopleweresel
ectedf
orthestudy
.
Sothesampleofconsumerswasnotenoughto
gener
ali
zet
hefindi
ngsoftheproj
ect
.

2.Themai nsourceofdat af orthest udywas

pri
mar ydata,whichwasf ollowedbysel f
-
administ
eredquest i
onaire.Hencet hechances
ofunbiasedinformati
onar eless,soprimary
sourceofdatai sanotherlimitati
onoft hi
s
proj
ect.

3.Al
sothereexi
stssomecostl
i
mit
ati
oni
n
pr
eparat
ionofthi
sproj
ect
.
 16

4.Peopl
ear
ehesi
tantt
odi
scl
oset
het
ruef
act
s.

5.Secondar
ydat
ausedmaynotber
eli
abl
e.

6.Thechancesofbi asedresponsescannotbe
eli
minatedthoughallnecessar
ystepswere
takentoavoidthesame.

1.
8CHAPTERPLANNI
NG

Theprojecti
soncompar at
ivestudyonconsumer
behavi
ourtowardsCADBURYANDNESTLE
CHOCLATES.Fort heproperandcompl et
e
enhancementofmypr ojectcert
ainchapter
shav e
beenplanned.Thechapterplanningoft
hepr oj
ect
i
sgivenbelow:-

Chapt
er2 ConceptualFr
amework/
Nati
onalandinter
nat
ional
scenar
io.

Chapt
er3 Present
ati
on,
Anal
ysi
s
andFindi
ngs.

Chapt
er4 Concl
usi
onsand
Recommendat
ions
17
 18

1.Intr
odut i
onofCadbur yIndi
alt d.
2.Variet
iesofchocolatesof f
eredbycadburyin
I
ndi a
3.Intr
oduct i
onofNestleIndialtd.
4.Variet
iesofchocolatesof f
eredbyNest l
einI
ndia
5.Adv er
tisementst
rategyofcadbur yandNest
le
chocolates.
 19

6.Thei
nter
nat
ional
scenar
ioofchocol
ates.

2.
1INTRODUCTI
ONOFCADBURYI
NDI
A

LTD.

CADBURY

Cadbur ywasest abli

shedinBirmingham,
Englandi n1824,byjohnCadbur ywhosol dt
ea,
coff
eeanddr inki
ngchocolate.Cadbury
developedt hebusinesswithhisbrother
Benjami nfoll
owedbyhi ssons.

Diar
ymil
kchocolatei
ntr
oducedin1905useda
hi
gherproduct
ionofmilk,
withi
ntherecei
pe
comparedwithri
valpr
oducts.
 20

By1914, thechocol
atewast hecompany’s
bestsell
ingproductandinthemidt went
ies
Cadbury’sDiar
ymi l
kgaineditsst
atusasthe
brandleader,a
 21

COMPANYOVERVI
EW OFCADBURY

I
NDI
A

Theoperati
onsofCadbur yI
ndiaini
ti
atedin1948.I
thasfiv
e
manufactur
ingunit
salloverIndi
aatThane(Maharashtr
a),I
nduri
(Maharasht
ra),
Malanpur(Madhy aPradesh)
,Bangal
ore(Karnat
aka)
andBaddi (
HimachalPradesh).I
thasonecocoaoperati
onsof f
ice
atDharapuram (
TamilNadu)

CadburyIndi
ahasashar
eof
ov
er70%int
hemar
ket
,whi
chi
sthehighestCadbur
ybr
andshar
e
gl
obal
l
y.

Cadbur
yIndi
a’
soneoft hemostpopularbr
ands,Cadbur
yDair
y
Mil
kisabenchmar kforotherchocol
atesi
nIndi
aandisregar
ded
asthe“
goldstandard”.

Someoft heot herpopularbrandsare5St ar,

Per k,Bournvi
l
le,
Celebrat
ions, Hall
s,Écl
airs,TangandOr eo.Themai nbrandinthe
MilkFooddr inkssegmenti sBournvi
ta,whichisknownast he
l
eadingMal tedFoodDr i
nk( MFD)i nt
hecount ry
.I nthemedicated
category
, HallsisafavoritecandywhileCadburyI ndiahasalso
enteredthebi scui
tscategor ybyl
aunchingWor ldsno. 1bi
scuit
brandOreo.

Cadburyhasalsobeent heleader
sint hedev el
opmentofcocoa
cul
ti
vati
oninIndiasince1965.Ther esearchwor khasbeen
car
ri
edoutincollaborati
onwi t
htheKer al
aAgr i
cultur
alUniv
ersi
ty.
Theteam fr
om Cadbur yalsoconductstraini
ngsessionsforthe
 22

cocoafarmersoncul
ti
vat
ionaspect
stohav
eani
ncr
easedcocoa
product
ivi
ty.
 23

2.
2VARIOUSVARI
ETI
ESOF
CHOCOLATES
OFFEREDBYCADBURYI
NINDI
A
ARE:
-

CHOCLATES

Di
arymi
lk
a)Si
lk
b)Fr
uitandnut
c)Al
mondnr ai
sin
d)Andvari
ousotherv
ari
ant
s

5st
ar
 Per
k
 Cel
ebrat
ions
 Temptat
ion
 Ecl
air
s
 Gems

DI
ARYMI
LK
Thest oryofCadbur ydiarymi l
kstartedbacki n1905at
Bournev il
le,U.K.,
butthej ourneywithchocol atel
oversin
i
ndiabegani n1948.
Thev ariantsFr ui
t&nut ,crackl
eandr oastedAlmond,
combi net heclassictasteofcadbur ydi arymil
kwitha
vari
etyofi ngredientsandar ever
ypopul aramongstteens
&adul ts.Cadbur ydiarymi l
khasexci tingproduct
son
off
er-Cadbur yDiarymi l
kWowi e,chocol at
ewithDisney
charactersembossedi nit,andcadbur ydiarymil
k2i n1.,
adelight f
ulcombi nati
onofmi lkchocol ateandwhite
 24

chocol
ate.Gi
vi
ngconsumer
sanexci
ti
ngreasons.To
keepcomingbacki
ntothef
unf
il
ledworl
dofcadbury.

Todaycadburydi
arymi
lkalonehol
ds30%v
alueshar
eof
thei
ndianchocol
atemarket

5STAR

Thechocol atebari slaunchedi n1969.I tist hesecond

l
argestchocol atebr andaf terCadbur yDi aryMi l
kwi tha
mar ketshareof14%.Cadbur y5st arCr unchyand
Cadbur y5St arFruitandnutar et hevar i
ant sint hisbrand.
Cadbur y5starhasr e-invent edi t
selfov erthey earst okeep
sati
sfyingtheconsumer st astef orhighqual it
yand
dif
ferntchocolateeat ingex perience.
Oneoft hekeyproper tiest hatcadbur y5st arwas
assosiatedwi t
hwasi tscl assi cGoldcol ourandt hrough
thepassageoft i
me, t
hi swasonepr pper t
yt hatbot h,the
brandandconsumerst uckt oasav aluabl eassoci ation.I
t
hasasl ogganat tachedt oit“khaoget ohkhoj aoge” .

Morerecent
lyt
ogi
veconsumersanotherr
easontocome
i
ntotheCadbur
y5starworl
d,Cadbur
y5starcrunchywas
 25

l
aunched.
Thesamedel
ici
ousCadbury5st
arwasnow
avai
l
ablewit
hadashofri
cecr
ispi
ness.
PERK

Cadbur ylaunchedper kin1996.Wi t

hi tsli
ghtchocol
at e
andwaf erconst r
uct,Cadburyperkt argetedthecasual
snackingspacet hatwasdomi nat edpr i
mar i
lybychi
ps
andwaf ers.Withther i
seofmor ev alueformoneybr ands
i
nt hewaf erchocolat
esegment ,Cadbur yperkunvei
led
twonewof fer
ings-perkXLandXXL.I n2004, wi
thand
addeddoseof‘ RealCadburyDiaryMi lk’andan‘ i
mpr oved
wafer’
, perkbecameev enmor eirresisti
ble,al
sothev
energygl ucosev ari
antisalsolaunched.

CELEBRATI
ONS
Cadburycel
ebr
ati
onswasl aunchedwi
that
argetof
repl
aci
ngtheconventi
onal
giftit
emsassweet
setcon
occasi
onsli
keDiwali
Rakhietc.

Cadbur
ycelebrat
ionsi
saval
iablei
nsev er
alassortments:
Anassort
mentofchocolat
eslike5star
,perk,Gems,Diary
mil
kandNut t
iesandri
chdryfrui
tsenrobedinCa dbury
 26

di
arymi
l
kchocol
atei
n5v
ari
ant
s,Al
mondmagi
c,r
aisi
n
magic,Cashewmagi c,nutbutt
erscotchandcar r
amel s.
Thesuper-
premi um cel
ebrati
onsRichdr yfr
uitcoll
ecti
on
whichisafest i
veoffer
ingisanex oti
crangeofchocol ates
covereddryfrui
tandnuti nvari
ousf l
avoursandt he
premium darkchocolateCadburycelebrati
onsbr andwas
l
aunchedwi t
ha
rangewhichisex ot
icdarkchocolateinlusci
ousf lav
ours.

ECLAI
RS

ThecadburyDai
rymil
kEclai
rsi
soneofthemostpopular
brandsi
ntheecl
air
scategor
y.Thenewl
ylaunchedbr
abd
i
nt hi
scat
egoryi
stheCadburyecl
air
sri
chbrowmie.

BOURNEVI
LLE

Bournevi
l
leisthedar
kchocol
ateoff
eredbyCadbury
whichisavai
labl
einsever
alsubvar
iant
sli
keRich
Cocoa,Hazelnut,
Raisi
n&nut.
27
 28

2.
3INTRODUCTI
ONOFNESTLEI
NDI
A

LTD.

NESTLEsrel
ati
onshipwit
hIndiadatesbackto1912,when
i
tbegantr
adingasTheNESTLEAngl o-
SwissCondensed
Mil
kCompany( Export
)Li
mited,i
mpor t
ingandsel
li
ng
f
ini
shedproductsi
ntheIndi
anmar ket.

Nest l
e’st rademar kofbi r dsinanest ,derivedf rom Henri
Nest l
e’sper sonalcoatofar ms, evokest hev alueupon
whi chhef oundedhi scompany .Namel yt hev alues of
secur i
tybandmat ernityandaf fectin,natureand
nour ishment ,
familyandt r
adtion.Todayi tisnotonl ythe
cent ral elementofNest le’scor porateident i
tybutser ves
todef inet hecompany ’
spr oduct sandr esponsi bil
it
ies,
busi nesspr actices,ethicsandgoal s.
Nest l
epr esent lyoperatesi naround100count riesand
offer edov er8000pr oduct st omi ll
ionsofconsumer s
univ ersally.Thecompany ’stranspar entbusi ness
pract ices, pioneeringenv ir
omentpol icyandr espectfor
thef undament alvaluesofdi fferentcultureshav eearned
i
tanenv i
abl eplaceint hecount ri
esitoper atesi n.Nestl
e’
s
activ i
tiescont r
ibutetonur turet hesustainabl eeconomi c
dev elopmentofpeopl e,communi t
iesandnat ions.Above
all
,Nest lei sdedicatedt obr i
ngingt hejoyof‘ GoodFood,
GoodLi fe’topeopl ethr oughoutt heiroper ati
on.
 29

NESTLEI
NDI
A

NestleI
ndiaisasubsi di
aryofNestl
eS.A.of
Switzer
land.
Thecompanyi nsi
stsonhonesty,i
ntegr
it
yand
fai
rnessinal
l aspectsofit
sbusinessandexpect
s
thesamei ni
tsr el
ati
onship.

Nest
leI
ndi
a-Pr
esenseAcr
ossI
ndi
a

Beginningwit
hi t
sf i
rsti
nvestmentinMogain1961,
Nestle’
sregularandsubtantiali
nvest
ments
establi
shedthatitwasheret ostay.I
n1967,Nest
le
setupi t
snextfactoryatTami lNaduslowl
yby1997
i
thadmade7f actor
iesinIndia.
 30

2.
4VARIOUSVARIETI
ESOF
CHOCOLATESOFFEREDBY
NESTLEI
NINDIAARE:
CHOCOLATES

NESTLEKI
TKAT
Nestl
eki
tkatl
ite
Nestl
eki
tkatsenses
Nestl
eki
tkat70%dark

NESTLEMUNCH
Nestl
eMunchpopchoc

NESTLEMI
LKYBAR
Nestl
emil
kybarchoo

NESTLEBAR-
ONE

NESTLEFUNBAR

NESTLEMI
LKCHOCOLATE

NESTLEECLAI
RS
31
 32

NESTLEKI
TKAT

Nestl
ekitkati
soneoft hemostsuccessfulbr
ands
i
nt hewor l
dandev er
yy earover14bill
i
onnest l
e
ki
tkatf
ingersar
econsumedar oundt
heglobe.

Therear
ecr i
spwaferfi
ngerscov
eredwithalayer
ofchocolat
e.Nestl
e ki
tkathas a uni
que f
inger
for
matwithabreaki
ngri
tual
att
achedtoi
t.

NESTLEMUNCH

Nestl
eMunchi ssocri
spy,l
ightandirresi
stibl
et hat
you j
ustcan’tstop munching’.Nestle Munch i s
waferl
ayercover
edwithdel
iciouschocolatelayer.

Nestl
e munch i
sthe l
argestsel
l
ing SKU i
nthe
cat
egory
.

NESTLEMI
LKYBAR

Nest
lemi l
kybarisadel i
ciousmi l
kyt r
eat,which
ki
ds lov
e.Re-launched i
nj anuary 2006 wit
ha
Cal
cium Ri
chrecei
pe,Nestl
emi l
kybarisafavouri
te
 33

wit
h par
ent
st otreatthei
rkids wit
h.Ithas a
compl
etemi
lkcomposit
ion,
ri
chandheal
thy
.

NESTLEBAR-
ONE

Nestl
eBar-oneisal uciousnougatand car
amel
wit
h del i
cious chocol ay
er. Nest
le Bar -
one
const
ant
lyremindsy
out hatiti
s“Ti
meforActi
on”.

KI
TKATSENSES

I
tisadar
kchocol
atesubv
ari
antofki
tkat
.

NESTLEMI
LKCHOCOLATE

Nestl
emil
kchocolat
ei sami l
kchocol
atewi
tha
del
ici
oust
ast
e.Ki
dsjustlov
eit
.
34
 35

2.
5THEADVERTI
SEMENTSTRATEGYOF
CADBURYANDNESTLECHOCOLATES

Cadbur y Dai ry Milk has l aunched some v er

y creat i
ve
adv ert
isement si nI ndia ov er the y ears.Mor et han
i
nnov ative,theadshav ebeenv eryrelevantt otheI ndian
ethos.The‘ shubharambh’adswhi chcapt ur edtheI ndian
tradit
ionofhav i
ngsomet hingswwetbef oreani mpor tant
occassi on or ‘ kuchmeet ha hojaye’whi ch associ ated
Cadbur yDi aryMi l
koncel ebrat
oryoccassi ons.
Recent ly,
Cadbur yDai ryMi lkhasbeenai ri
ngt he’meet hemekuch
meet hahoj aye’campai gnswhi chhav ef oundal otof
favourwi ththeaudi ence.
Theads, int
ypi cal
Cadbur yst yl
e,
areveryheartwar mingandcr
eative.

Ifwel ookt hr oughthey ears,wecancl earlyseet hat

Cadburyisdoi ngeveryt
hingpossi bl
et omai ntainast rong
hol
dont heI ndianchocolatemar ket .Whilei tr emainsa
dominantleaderwi t
hov er70% oft hemar ketshar e,t his
haser oded ov erthey earsascompet it
or sl ikeNest l
e,
AmulandCAMPCOhav emadest rongf oray s.Therewas
atimebef or
eanddur i
ngt heear ly90swhenCadbur y’s
enj
oyedanev enhighermar ketshar e.Thiswast het i
me
whenchocol ateswer everyclearl
yposi ti
onedf orchil
dr en.
Howev er,witht heentryofglobal
giant Nestle,t wot hings
happened.
 36

First
ly,t her e was a sudden spur tofcompet et
ion f or
Cadbur y .Butmor eimportantly,themarketbegant ogr ow
ata f asterpace.Cadbur ysiz ed t
his oppur
tunit
yand
started cr eatin g adverti
sement st hatwer et argeted
towar dst he‘Kidsi
nall
ofus’.Thiswasav er
ysmar tmov e
Ast heyal readyhadt hechi ldren’
ssegmental ltiedup.
Mor eov er,thechil
drenofthe90shav enowgr ownup, and
Cadbur yst i
lloffer
sthem reasonst oeatDiaryMilk.

Hence,whi let heirmar ketshar ehaser oded byaf ew

poi nts,Cadbur yhassi gnificantlyimpr ovedi t
srev enuesi n
absol utet ermsbyev olvingal omgt erm adv er
tisingpl an
andonet hatisv eryr elevantt ot heIndiancont ext.Wi th
predomi nantly I ndian t hemes, speci al moment s
(remembert he gi r
ldanci ng on t he cricketfield)and
soul fulmusi c,Cadbur yhasr eall
ymanagedt oconnect
wi tht heaudi ence.Ther ecent‘ meethemekuchmi t
haho
j
ay e’ campai gni ssimpl yacont i
nuat i
onoft hisstrategyt o
ex pandt hemar ket.I nconcl usions,Cadbur yDai ryMi l
k
hasmanagedt ot akeasi mpl echocol atebarandcr eate
numer ousassoci ati
onswi t hitov erthey ears.Ithasbui l
t
up di f
ferentaudi ences ov ert he years,and t o ev ery
audi encei toffersadi f
ferentmeani ngbutonet hati sv ery
relevant

. Cadbur
yIndi
aLi
mit
ed(
CIL)
,apar
toft
heCadbur
y
 37

Schweppes Gr oup, is Indi

a’
s leadi
ng conf
ecti
nary
manufact
urerandisisesti
medtohavea65%shareofthe
I
ndianchocol
atesmar ket
.

Chocol ates hav e usual l

y been v i
ewed as somet hing
meantonl yf orchi ldren.Per hapsr ealizingt hatchi ldren
woul dbeat t
ract edt oanychocol ate,irrespect iveoft he
brand,CI Lt ar getedadul tswi t
ht hei radv ertisingsi ncet he
early1990s.Most ,ifnotal l
,ofCadbur y’sadv er ti
sement s
i
nI ndiaf eat urepeopl eov er18y ear sofage.
Themessaget hatCI Lseemst obeat tempt ingt oput
acrossi st his:”Inev eryadult,ther eisachi ld-lett hatchi l
d
expr essitsel f,givei nt otempt ation,andsat isfyhi sorher
desi r
et o si nk t eet hi nto a smoot h,creamy ,delicious
chocol ate”.Thi s appr oach appear st o be uni que t o
Cadbur y’sCI L’sbiggest compet i
tor,Nest l
e,of tenst r
esses
theener gygi v i
ngaspect sofchocol ate( forexampl e,in
adv erti
singf orNest leChar ge) ,oronot herat tri
butesof
thechocol at e-t astei nt hecaseofNest l
eCr unch,asa
l
ightsnack i nt he case ofNest le BarOne.Nest l
e
speci fi
callytar getchi ldrenint headv erti
singofmi l
ky bar,
i
tswhi techocol ate,agai nemphasi zingi tsener gygiv i
ng
proper t
ies.
Tocount erMi l
ky bar,CI Lhast heDai ryTr eat -wher ei t
targetst hemot hersofchi ldrenbyt ryi
ngt oconv eyt he
messaget hati t
spr oducti sfulloft hegoodnessofmi l
k,
andsoequi valentt oconsumi ngmi l
ki t
sel fbuti snotv er
y
popul arinI ndi anmar ket.

MessageExecut
ion

Cadbur
y’s mult
i-award winning campaign-‘THE REAL
TASTEO LIFE’
-launchedint he90sat temptstocaptur
e
thechi
l
dlikespontanei
tyineveryadult
.
 38

Cadbury’
sperk,thel i
ghtsnack,addr essest hehungr y
chi
ldin everyadult
,as ex emplif
ied bythe br i
de who
ni
bblesataper kundert he‘pal
lu’
.Cadbury’sDairyt r
eat
convey
si tsmessaget hrought hemot herwhor efuses
chocol
atesandot hertreat
st oherson,t i
l
lDai r
yTr eat
comes along and qui
ckly changes heropi nion about
chocol
ates.

Cat
chylinessuchas‘Therealtasteoflif
e’,‘
khanewalo
kokhanekabahanachahiy
e’,or‘reachforthestar
s’,ar
e
al
sousedext ensi
vel
y,andtogoodef f
ecti nCadbury’
s
adver
ti
sements.

Televi
sion,t
hepr intmedi
aandpost ershav ebeenthe
mai n medi a of communi cation f or Cadbury’
s
advert
isements.However,wit
ht heirunderstandi
ngsof
the pecular
it
ies ofthe Indi
an mar ket,CIL has al
so
explor
edmanynewway sogget t
ingt heirmessageacr
oss
totheconsumer s.

Concl
usi
on

Cadbury’
s st r
ategyt o at t
ractconsumer si s somewhat
uniqueinasense,i nsteadoff ocusingont hepr oduct,i
t
seeks tot ap into emot ions normallyassociated with
chocolat
es.Theyhav eal soadopt edtheirst
rategi
est othe
uniquedemandsoft heI ndianretai
lsector
.Thest r
ategy
hasclearlypr ovedsuccessf ul
,ast heyhav ebeenbui l
d
andmai ntainal eadershi pposi t
ioni nthemar ketwith
manyl oy
al customer s.

NESTLE-Nestlehassomepopul archocolat
eproducts,
mostpopularbeing Nestl
e Kitkat
,Munch,Mi lky bar,
Eclai
rsandPol
o.Thenewlyint
roducedAlpinoist
argeti
ng
thegif
ti
ngsegmenti
nresponsetov ar
iouschocol
atesli
ke
 39

Dai
ryMi
l
kandBour
nev
il
lebyCadbur
y.

Thechocol
atessegmentofNest l
eisast ar
,wheret
he
compet
it
ionishighandt heexpensei
shi ghbutatt
he
sameti
met hemarketsi
zeishugeaswel
l.

The appr eci

abl
e f actor in Nestl
e i s that qual
it
y
maintai
nenceofpr oduct sisupto markand t her
eare
har
dly any complaints aboutNestle product
si nthe
market.Thereisamaj orachiev
ementf oraacompany
whi
chr el
iesmajor
il
yonf oodpr
oduct
s.

Thechallengef orNest leisi nt hechocol atesegment

whereitfacesstiffcompet i
tionf r
om Cadbur yandhence
sel
li
ng the chocolates becomes di f
ficul
t.Kitkatmight
haveit
sownbr andposi ti
oning, butisnotbetterthanDair
y
mil
k.Thus,conv erti
ngr et
ailerst osellNestleinsteadof
Cadburyisthetoughfesttaskf orNestle.Thisisconvert
ed
mainl
ythroughpr omotions.

Promotions forotherpr oduct

st oo are done smartl
y.
Kit
katfocuseson“Takeabr eak”andhasdonesome
goodmar ket
ingf
ort hesame.Ki t
katwebsi t
etooisv er
y
i
nnov at
iveandshowsnot hi
ngbutasksthervisi
tort
otake
abr eakandhav eaki tkat.Themajorpushexpect edof
peopleistohaveabr eakandhaveakitkat.
 40

2.
6THESCENARI
OOFCHOCOLATESI
N
I
NDI
A

Chocolateconsumpt ioni ni ndiaisextremelylow.

The
percapitaconsumpt i
oni sar ound160gr amsi n
urban
areas,
compar edto8t o10ki logramsindevelobed
countr
ies.Inrur
alareasi t
’sev enlessert
hant hati
n
urbanIndia.
Thistopic basicall
y deal s wi t
h orf ocuses om
i
mpactof
chocolat
esonami lt
iculturalcountryli
keI ndi
a.In
Indi
a
there are several br ands of chocol at
es l i
ke
CADBURY,
NESTLE, AMUL, CAMOCO, etc.

Chocolat
ei nindi
ai sconsumedasani ndul
gence
and
notasasnackf ood.Ear l
i
erchocolateswer
e
concentr
atedtochildren’
swor l
donlybutwit
h
reposi
ti
oningoft r
end,f rom chil
drentoadult
s,by
1990s
demandf orchocolatesup-sur
ged.

Chocol
ate consumpti
on i
nIndi
a has i
ncr
eased
sl
owly,
andnow ithaspeggedat4500cror
esanditsti
l
l
growi
ng
 41

att
her
ateof18t
o20%perannum.

Increasi ng consumer base at t

ract
s v ari
ous
compani es
l
ikeCadbur yandNest l
et opr ovi
debestv al
uefor
money
offeringswhi char eaffordabletomasses.Though
there
are sev er
alot hercompani es butCadbur y and
Nest l
e
witht hei
r best taste,sincer i
ty,and consumer
orient
ed
appr oach hav et aken up t he enti
re marketfor
chocolate
i
nI ndi a.
 42

2.
7THEI
NTERNATI
ONALSCENARI
OOF
CHOCOLATES

Chocol
ates basi
cal
ly ori
ginat
ed in Swizer
land.
Chocol
atesasweknow t odayappeared f
ir
stin
1847wheninEnglandsugar,mil
k,andcocoawer e
mixedt
ogethert
oform sol
i
dbarofchocolat
e.

Chocol atesbei ngahi ghl yener gygi vingf ood,i na

shor t per i
od of t i
me because of Gl ucose,
carbohy drates,andf atspr esenti nitar eani nstant
sour ce ofener gyt o peopl e globall
yar ound t he
wor l
d and si nce peopl ei n Eur opean and ot her
Amer ican Count ri
esst aybusyal lthet ime,t hey
consumechocol ateasapar toft heirmeal regularly.
Dar kchocol ateshar dandnut t
yf orm, caramelf il
led
bar f orm of chocol ates ar e mor e pr eferably
consumedi nternationaly.Inasur veyi twasf ound
thatan Eur opeonon aav eragespendsatl east
one-t hirdofhi sincomeonchocol ates.
Thepercapi taconsumpt ionofchocol atesi s8t o
10ki logr amsbypeopl ei nAmer i
canandEur opeon
count r i
eswhi chi sappr oximately100t i
mesmor e
than i nI ndiat hati s ar ound 160 gr ams onl y
.
Internat i
onal l
y t here ar e sev eral chocol ates
produci ngcompani esbutCadbur yandNest lebei ng
domi nantpl ayers wi t
h huge v ari
eties,cust omer
orient edappr oachr ul
et hemar ket.
 43

BACKTOAMERI
CA

Events wentf ullcir

cle when Engl ish colonist
s
carr
ied chocolate (and cof fee) with them t o
England’
scolonieswithNor thAmer i
ca.Destinedto
becomet heUnitedSt at
esofAmer icaandCanada,
theyarenowt heworld’slargestconsumers-byf ar-
ofbothchocolatesandcof fee,consumingov erhalf
ofthewordstotalp[r
oduct i
onofchocol at
ealone.

BACKTOEUROPE

Xocolat!Orchocol at
easi tbecomeknown,was
broughtt o Europe by Cor tez,by t hi
st i
me the
conquistadorshadlearnedt omal kethedrinkmore
palat
ablet oEuropeonTast esbymi x i
ngtheground
roastedbeanswi t
hsugarandv anill
a(apr act
ce
sti
llcont i
nued today)
,t hus of f
setti
ng the spi
cy
bit
ternessofthebrewt heAz tec’
sdr ank.

The firstchocol atef act

ori
es opened in Spain,
wheret he dr
ied fermented beans broughtback
from thenew wor l
dSpani shtreasur
ef l
eetswere
t
h
roast
edandgr ound,andbyt heear l
y17 cent ury
chocolate powder -f rom whi ch the Europeon
versi
onoft hedr i
nkwasmade-wasbei ngexpor
ted
tootherpartsofEur ope.
44
 45

1.
Analysi
sandI
nter
pret
ati
on
2.
Findi
ngs
 46

3.1ANALYSI
SAND
I
NTERPRETATI
ON

1.
)Doy
oueatchocol
ate?

Opt
ion:
(yes/No)

Opti
on Peopl
e Per
cent
age
Yes 38 76
No 12 24

Int
er pretat
ion-Outof50per sons38persons
pref
er seat i
ngchocolate,I
.e.76%whi ler
ests12do
notpr efereati
ngchocol at
eI .
e.24%.Thereaoson
for24%peopl enotpreferi
ngchocol at
eduet o
medi cal r
easons,di
etconci ousness,whi
lesome
don’tpr ef
ereatingchocolatesbeacusetheysimpl
y
don’tliketoconsumet hem.

2)Whi
chbr
and’
schocol
atedoy
oupr
efert
oeat
?
 47

Opti
on:(Cadbur
y/Nest
le/Ot
her
s)
CHOCOLATE PEOPLE
Cadbury 42
Nestl
e 8
Other
s -

Interpretati
on-Outof50per sons42preferCadbury
,8
preferNest l
ewhi leotherbrandsni
lI.
e,84%,16%,0%
respect i
vely.
Sot hisshowst hatCadburychocol
atesaremor e
prefferedbypeopl eov ernestl
eandotherbrands
chocol ates.

3)
Whi
chsubbr
andsy
ouhav
epur
chsed?

Opti
ons:
Cadbur y Pur
chaseper
cent
age
Dai
rymi lkandit
svari
ants 100%
Fi
vest arandit
svari
ants 76%
Perk 24%
Cel
ebrations 86%
Tempt ati
on 6%
Bournevil
le 4%
Gems 90%
 48

CadburyShot
s 10%
Ecl
air
s 65%

Cadbur y Nest
le
Diarymi l
kandit
svari
ants
Fi
v estarandit
svari
ants Ki
tkatandi
tsvari
ants
Perk Munchanditsvar
iant
s
Celebr
at i
ons Mil
kybar
Tempt ati
on Barone
Bournev i
ll
e
Gems
Cadbur yshot
s
Eclai
rs

Int
erpretati
on-Ithasbeenobser vedt
hatdiar
ymi lkhas
beenpur chasedbyev ery
oneI.e.,
-100%whi l
efivestar
76%per k24%cel ebrati
onshav i
nggooddemandi s
purchased86%whi l
ecelebrat
ionsbeingalargesize
chocolat
ei sdemandedar ound6%, ontheotherhand
Bournevil
lebeingadar kchocolat
eislesspopularamong
peoplewi t
honly4%demand, gemsbei ngsmallanddiary
 49

milkfi
ll
edchocolateisinhugedemandt hatis90%and
al
sobecauseofi tssizeasitsavali
ableinoner upee4
pi
eces.Cadburyshotsar eanothervari
ati
onofdi ar
ymilk
i
nsmal lsi
zeandl owcopsta“dor upayekedol addu”has
10%demandswhi leEclai
rsbeingsmal l
sizedchocol at
e
avali
ab;
leononer upeehashugedemand65%.
Nest
le Purchaseper centage
Kit
katanditsvari
ants 100%
Munchandi tsvari
ants 70%
Milkybar 20%
Barone 8%

Interpretati
on-Amongnestlechocol
ateskitkatismost
pref f
eredbyconsumer sasithas100%demand, whi
le
Munchi sbeingpurchasedby70%peopl e,
mi l
ky barI
themi l
kchocolateofnest
lewith10%popular i
tyamong
consumer s,andbaroneunabletomakeagoodi magein
mindsofpeopl eisbei
ngpurchasedonlyby8%cosumer s
oft hemar ket.

4)
Rankt
hev
ari
ant
saccor
dingt
oyourpr
efer
ance?
Opti
on:
Cadubry Nestl
e
Di
arymilkandit
svari
ants Ki
tkatandi
tsvari
ants
Fi
vestarandit
svari
ants Munchanditsvar
iant
s
 50

Perk Mil
kybar
Cel
ebrat i
ons Barone
Tempt ati
on
Bournev i
l
le
Gems
Cadbur yshot
s
Ecl
airs

Int
erpretation-Onr anki ngt hecadbur ychocolat
esasper
consumer ’
stast eandpr eferencesdi arymilkwithit
ssub
vari
antsisatnumberonposi ti
on(100%) ,f
oll
owedby
nd
smallsizedGemsi sat2 posi t
ion(90%),fol
lowedby
r
d
l
argesizedcel ebr at
ionsat3 posi ti
on(86%),whileon4th
posti
oni sFi vest ar(76%) ,Eclair
si sanothersmal l
th
chocolateon5 posi tion(65%) ,foll
owedebyper kat6th
posit
ion( 24%) ,on7thposi tionisdi arymilkshots(10%),
t
h
whil
eon8 post ion( 6%)i st empt ati
onwi thbournevi
ll
e
havi
ngl eastat9thposition p.
 51

Interpretation-Whil
eonr ankingnestl
echocol at
esasper
theirpopul ari
tyamongconsumer sont hebasisoftaste
st
andpr ef
erancekitkattakesupt he1 posi t
ion(100%),
whi l
eonnumber2posi ti
oni smunchwi thi
tssubv ari
ant
s
r
d th
(70%) ,milkybarisat3 posi tion(
10%) ,per
kisat4
th
position,whi l
eothervarieti
esar eat5 orl astposi
tion.

5)
WhosePackagi
ngdoy
ouf
indmor
eat
tact
ive?

Opt
ion:
(Cadbur
y/Nest
le)

Chocolat
e Peopl
e
Cadbury 46
Nestl
e 4
 52

Interpr
etat
ion-Onanal y
zingtheabov echar
titwas
obser v
edthatamong50per sons46oft hem saythatthey
findCadbur ychocol
atestohav eatt
racti
vepackaging
whi l
e4oft hem saythesamef orNest l
echocolat
es.Soi t
s
i
nf er
redthatCadburychocolatespossessmor eattract
ive
packagingt hennest
lechocolates.

6)WhoseAdver
ti
sement
sforchocol
atesy
ouseemost
fr
equent
ly?

Opti
on:(Cadbur
y/Nestl
e)
cadbur
y Nest
le
People 48 2

Interpr etat
ion-Onanal yzingt
hef oll
owi ngpiechar ti
tis
seent hatamongt hesampl eof50per sons48oft hem
sayt hatt heyseeadv ert
isementsofcadbur ychocolates
mor ef requentlythant hatofNestlechocol ateswhi l
e2of
them suppor tnestlechocolatesinthisr egard.Soitis
concl udedt hat96%peopl efi
ndcadbur ychocolates
adv ertisementsmor eoftenfrequentl
ywhi l
e4%sayt he
 53

samefornestl
echocol
ates.Soul
ti
mat
elyCadbur
ywi
ns
thegameinthi
scase.

7)
Whichbrandofchocol
atedoyouf
eelbr
ingsout
moreofi
tsvari
eti
es/var
iant
s?

Opti
on:(
Cadbur
y/Nestl
e)
Cadbur
y Nest
le
People 50 0

Int
erpretati
on-Onasking50per sonsaboutt hebr andof
chocolatewhichbri
ngsoutmor ev ariantsandsub
vari
antsofchocolate50peopler epli
edthattheyf i
nd
cadburyt obebri
ngingmoreofv arieti
esorsayv ar
iantsof
chocolates,notasi
nglepersonrepliestothisquesr i
onin
thefavourofnestl
echocolates.Soi tisi
nferr
edt hat
Cadburybr i
ngsoutmor eofvari
et i
esorsubv arieti
esof
chocolatesthannestl
eas100%peopl esupportCadbur y
i
nt hi
sr egard.

8)Whi
chbr
anddoy
ouf
eelgi
vesv
aluef
ormoney
?

Opt
ion:
(Cadbur
y/Nestl
e)
Cadbur
y Nest
le
 54

Peopl
e 39 11

Int
erpretati
on-Onbei ngaskedby50per sonsaboutt hei
r
opini
onont hequest i
ont hatwhichbrandofchocol ate
giv
esv alueformoney39per sonsrepli
edinf avourof
Cadburychocol ateswhil
et her
ewer e11per sons
supporti
ngNest leinthi
sr egar
d.Sowhenpeopl e’sopini
on
expressedinper cent
agei mpli
esthat78%peopl ebeli
eve
Cadburyt obegi vi
ngvauef ormoneypr oductswhi l
e22%
supportNest l
echocolatesont hi
squest i
on.

9)Howmuchimpor
tancedoyougivet
othe
f
oll
owi
ngf
actor
swheny oupur
chaseachocol
ate?
Fact
ors Ver
y I
mpor
tant Nor
malLeast None
i
mport
ant i
mportant
Fl
av our/ 50 - - - -
Taste
Pri
ce 43 7 - - -
Qualit
y 50 - - - -
Packaging 3 35 12 - -
Form - 46 4 - -
quantit
y 46 4 - - -
Colour - - 2 48 -
Shape - - - 44 6
 55

Int
erpretat
ion-Onanal ysisofvariousfactorsandtheir
wasf oundt hattasteisav er
yimpor tantfactort
oall,
whil
epr i
cei sveryimportantfor43per sonswhi l
e
i
mpor t
antf or7per sons,quali
tyisofprimeconcer ntoall,
packagingisal soi
mpor tanttolargenumberoft hem also
formisimpor tanttohugemass, quantit
yisanothervery
i
mpor t
antf actorwhilecolorandshapel eastimportantfor
almostofthem.

10)Howmuchy ouaresat
isf
iedwit
hthef
oll
owi
ng
fact
orsi
nthepr
effer
edchocolat
e?
Fact
ors Ver
y Sat
isf
ied Nor
mal Least
Sat
isf
ied Sati
sfi
ed
Fl
av our/ 50 - - -
Taste
Pri
ce - 45 5 -
Qualit
y 2 48 - -
Packaging - 50 - -
Form - 43 7 -
Quant i
ty 5 33 12 -
Colour - 50 - -
Shape - 50 - -
 56

Interpretati
on-Onanal ysisoftheconsumer ’
ssat i
sfact
in
l
ev eltowar dsv ari
ousf actorsaff
ect i
ngt hei
rpur chaseit
wasf oundt hatallofthem ar esatisf
iedbyt het asteof
chocol atetheypur chaseofanybr and.,withpr i
ceal so
l
argenumberoft hem aresat i
sfi
ed, qualit
y,packaging,
form alsosat isfymostoft hem thoughsomeoft hem
hav eissuesont hesefact ors,wi
thcol orandshapeal l
seem sat isfi
edast herei snotmuchex pectati
oni nthis
regard.

11)Whatsi
zeofpackdoy
oupur
chase?

Pack Cadbur
y Nestl
e
Small 89% 11%
Big 76% 24%
Famil
y 95% 5%
 57

Interpretati
on-Oncompar ingthesizeospacksof
chocol atespurchaseditwasf oundthatsmal lpack
chocol atesofCadbur yarepur chasedby89%peopl ewhil
e
Nest le’
s11%t henf orbi
gsi zedchocol atesCadbur yis
pur chasedby76%oft hem whi lenestle24%onl y .Againin
fami lypacksectionCadbur yisthewi nnerwi t
h95%whi l
e
Nest leonly5%.Soi tisconcludedt hatwhet heritissmal l
,bigorFami lypack,inallsizes
Cadbur yhasmor edemandt hanchocol atesoffer edby
Nest le.

12)Howf
requent
lydoy
oupur
chasechocol
ate?

Opti
on:(Occasi
onal
ly
/NonOccasional
l
y )
Occasi
onal
ly Nonoccasi
onal
l
y
People 17 33
 58

Inter
pretation-Onaski ngpeopleint hesampl e
spacet hequest i
onrelati
ngtot heirpurchaseof
chocolatewhet heroccasionallyornon-
occasionally,17personsrepliedtheypur chase
occasionallythati
s34%oft hem, whi l
erest33
personsr epli
edthattheypur chasechocol ates
withoutwai ti
ngforoccasionornonoccasi onal
ly
thatis66%oft hem.
13)Whi chbr andofchocol atedoy oufeelhas
goodcol lecti
onandv ari
etyofFami l
ypacksof
chocolates?

Opt
ion:
(Cadbur
y/Nest
le)

Cadbur
y Nest
le
Peopl
e 46 4
 59

Int
erpr et
ation-I
nanswertomyquest i
onitwasfoundthat
outof50per sons,46personsfindtheFamilyPacksof
Cadbur ytobemor etastyandpreferabl
eandwi t
hmor e
vari
eties.Itwasalsofoundthatonly4personsfind
Nestl
e’ sFami l
yPackstobewor th,sothi
scanbe
concludedt hat92%peoplepreferCadbury’
sFami l
yPack
overthatofNest l
e.

14)
Whi chbr
andofchocol
atehasr
icht
ypeand
var
iet
yofDryFrui
tcol
lect
ion?

Opt
ion:
(Cadbur
y/Nest
le)

Cadbur
y Nest
le
Peopl
e 45 5
 60

Interpretati
on-Amongpeopl edryfruitcoll
ecti
onof
chocol atesareverypopular
.SoInanswert omyquest i
ons
rel
atingt owhosedr yfr
uitcoll
ecti
oni smor erichand
preferableitwasfoundthat45peopl ethatis90%people
suppor tCadburyforit
srichDryFruitscol l
ecti
onwhile
only5peopl eorsay10%peopl epreferNest l
e.Thusits
concl udedthatCadburyisbetteri
nt histermst hanNestl
e.

15)WhichBrandsprovi
desyouwithmoreof
compl
eteMilkChocolat
esenri
chedwit
hGoodness
ofmil
kprot
ein?
Opti
on(Cadbur
y/Nest
le
Cadbur
y Nest
le
People 6 44
 61

Int
erpretat
ion-Onquestioningrelati
ngMi l
kchocol
atesit
wasf oundthat44peoplepr eferNestlefori
tsMil
k
ChocolatesCollect
iont
hatisar ound88%, whil
eonly6
peoplefavourCadburythatisar ound88%, Whi
leonly6
peoplefavourCadburythatisar ound12%.Soits
concludedthatMi l
kchocolateCol l
ecti
onofNestl
eis
bett
erthant hatofCadbury.

16)Whi chbrandofchocolat
eaccordi
ngt oyoui
s
aval
iabl
einvarioussizest
osatisf
yyourneedsas
peryourbudgetI.e.
,1Rupees,2Rupees,5Rupees,
10Rupeesandsoon?
Opti
on(Cadbur
y/Nest
le
Cadbur
y Nest
le
People 43 7

Interpretati
on-Onbeingaskedquestionrelat
ingto
thebr andofchocolatewhichisavali
ableinvari
ous
sizest osatisf
yourneedswi t
hourrespective
monet ar
ycapacityitwasfoundthat76%peopl e
findthatCadbur ychocol
atesbeingavali
ablein
varioussi z
est omatchourallki
ndsofmonet ary
capaci ti
es,whil
e14%suppor tNestl
einthisregar
d.
Soi tcanbeconcl udedthatCadburyismor e
 62

popul
aramongpeopl
eal
sobecauseofi
tsv
ari
ous
si
zes.
 63

3.
1FI
NDI
NGS

Asur veyoft hepeopl ehasbeenconduct edt oknow

thel ikingpat ternoft het wopr oduct sCadbur yand
Nest l
e.I tisobser vedt hatov erallpeopl eli
ket oeat
Cadbur ybr andr athert hanNest leIti
sconcl uded
thatmost l
ypeopl epr efferedDi ar yMi l
kofCadbur y
duet oi tsf l
av our /taste, qual i
ty,imageandduet o
i
t shar df orm.Somepeopl eof tenl i
ket ohav ea
chocol atewi thgoodf lav our,qual i
tyand
crunchi nesssot heyar egoi ngt owardski t
katand
MunchofNest l
eduet oi tstasteandcr unchiness.
Itisduet husconcl udedf r
ont hef actscol lected
thatmost l
ypeopl epr efert obuybi gpackoft hei
r
favour itechocol ate, andsomet imessomeoft hem
gof orsmal l.
I thasbeenf oundt hatqual i
tyandpr icepl aya
ver yi mpor tantr oleinpeopl e’schi cesof
chocol ates.
 Dai rymi l
kofCadbur ybr andal onecapt ures
ar ound30%mar ketshar eofchocol atesoutof
70%mar ketofCadbur y.
 Fami lyPacksandDr yFr uitscol l
ectionsof
Cadbur yar emor epr eferablet hant ahtofNest l
e.
 Cadbur y’
sadv erti
sement s,varieti
esand
av aliablityinal lsi
zesandal ltypesofpr i
ces
makesi tmor epopul aramongconsumer s.
 Mi lkchocol atesofNESTLEar emor econsumed
thant hatofCADBURY.
 Gemsandecl airsofCadbur yhav eav erygood
mar keti nl owcostr ange.
 64

 Ki
tkatandFi
vest
artakeupal
argemar
ketshar
e
amongNestl
echocolat
es.
 65

Concl
usi
onsandr
eccomendat
ion
 66

4.
1)CONCLUSI
ONAND
RECOMMENDATION

Aft
eraccompl ishi
ngmyst udyandunder standi
ngpeople’s
perspectiv
eandchi ce.Iwouldconcludet hatCADBURY
chocolatesar emor epreff
eredbyconsumer sthusit
occupies70%chocol atem,arketinI
ndiawhi leNestle25%.
Howev erIf eelthi
scanbef urtheri
ncreasedbysi ncere
eff
or t
soft hetwocompani es,aft
erstudyingpeople’s
att
itudesIliket osuggestfol
lowingRecommendat ions:
-

1.SUGARFREEChocol atescanbel aunchedbyboththe

cpmpani est
oincreasetheirmarketshareaspeopl
e
now-a-daysarepronetodiabetesandalsohave
reducedeati
ngchocolatesdespitethei
rli
kings
becauseofhealthconciousness.

2.Cadburycanstepstowardsl aunchingsomecompl
ete
milkchocol
atestofulf
ilpeopl e’
sneeds.
3.Togetmor epopularamongconsumer sNestl
ecan
l
aunchchocolatesinsmal lsizesli
ke1and2rupee
chocol
ates.

4.Nestl
ecanbet t
ercompletewi thCadbur
ybylaunching
somesmal l
mout hsmoot hingChocolat
esl
ikegems
mil
kshot
set c.
5.Nestl
ecanlaunchsomet hinglikef
ivest
arwit
hnut s,
carammels,andsoot
hingt exturet
ocompetewithits
hugemarketdemand.

6.Si
ncefami l
ypacksar
emor epopularnowaday s
Nestl
eanf urt
heri
mprosi
veandbringfurthervar
iet
ies
ofFAMI LYPACKSalsoDRYFRUI Tcollecti
onstobe
promotedwell.
 67

7.Sincecosti
simportantf
actoreff
ect
ingconsumpti
on
bothcompaniesshouldtr
ytokeeppr i
cest
ableand
reasonabl
yaffor
dabletopeople.

BI
BLI
OGRAPHY

Ar
ti
cles:

 DrDCM Pat tanai

k,”studyofconsumer
prefer
encest ostudymar ket
ingapproachof
compani esforconsumersat i
sfacti
on.”
 Erdogan,”st
udyofi mpactofcelebrit
y
advert
isement s”
.
 Vikr
amj i
tRoy :
”Turningchocolatesi
ntocakes
anddesser t
s.”

Newspaper
s:

 TheTi
mesofIndia
 TheTel
egr
aph(t2magazi
ne)

Si
tes:

 htt
p:/
/www.cadburyindi
a.com
 htt
p:/
/www.nestl
e.com
 htt
p:/
/www.aphrodite-
chocolates.co.uk/
hist
ory
c
hocol
ates.
htm
 htt
p:/
/www.google.com
ht t
p:/
/www.cadbury.co.
nz /
carnival/i
ndex.ht
m
 68

 ht
tp:
//www.
packaging-
techonol
ogy
.com/
…/cadb
ur
y4.
html
http:
//www.
chocolatev
iew.co.
uk
ANNEXURE:
QUESTI
ONAI
RESAMPLE:

DearCust
omer
NAME:-

OCCUPATI
ON:
-

GENDER:
-MALE/
FEMALE

AGE:
-(10-
20)
,(20-
30)
,(30-
40)
,(40-
50)

1.
)Doyoueatchocol
ate?
Opti
on:
(yes/No)

2)Whichbrand’
schocol
atedoyoupref
ert
oeat
?
Opt
ion:
(Cadbury
/Nestl
e/Other
s)

3)Whi chsubbrandsyouhav
epur chsed?
Opti
ons:
Cadbur y Nestle
Diarymi l
kandit
svari
ants
Fi
v estarandit
svari
ants Ki
tkatanditsvari
ants
Perk Munchandi tsvar
iant
s
Celebr
at i
ons Mil
kybar
Tempt ati
on Barone
Bournev i
ll
e
Gems
Cadbur yshot
s
Eclai
rs

4)
Rankt
hev
ari
ant
saccor
dingt
oyourpr
efer
ance?
 69

Option:
Cadubr y Nestl
e
Diarymi l
kandit
svari
ants Ki
tkatandi
tsvari
ants
Fi
v estarandit
svari
ants Munchanditsvar
iant
s
Perk Mil
kybar
Celebrati
ons Barone
Tempt ati
on
Bournev i
ll
e
Gems
Cadbur yshot
s
Eclair
s

4)WhosePackagingdoyouf
indmor
eat
tact
ive?
Opt
ion:
(Cadbur
y/Nestl
e)

6)WhoseAdvert
isementsforchocol
atesy
ouseemost
fr
equent
ly?
Opt
ion:(
Cadbury/Nest
le)

7)Whichbrandofchocolat
edoy
ouf
eel
bri
ngsoutmor
e
ofit
sv ar
iet
ies/v
ariant
s?
Opti
on:(
Cadbury/Nestl
e)

8)Whichbranddoy ouf
eelgi
vesv
aluef
ormoney
?
Opt
ion:(Cadbur
y/Nest
le)

9)Howmuchi mport
ancedoy ougiv
et ot
hefol
lowing
factor
swhenyoupurchaseachocolat
e?
Factors Very Import
ant NormalLeast None
import
ant i
mpor t
ant
Fl
av our/ 50 - - - -
Taste
Price 43 7 - - -
Qual i
ty 50 - - - -
Packaging 3 35 12 - -
 70

Form - 46 4 - -
quanti
ty 46 4 - - -
Colour - - 2 48 -
Shape - - - 44 6
10) Howmuchy ouaresati
sfi
edwiththefol
lowi
ng
factorsint
hepreffer
edchocolate?
Factors Ver y Sat
isf
ied Normal Least
Sat
isfi
ed Sat
isf
ied
Flavour/ 50 - - -
Tast e
Pr i
ce - 45 5 -
Qual i
ty 2 48 - -
Packaging - 50 - -
Form - 43 7 -
Quant i
ty 5 33 12 -
Colour - 50 - -
Shape - 50 - -

11)Whatsi
zeofpackdoy oupur
chase?
Pack Cadbury Nestl
e
Small 89% 11%
Big 76% 24%
Famil
y 95% 5%

12)Howfrequent
lydoyoupur
chasechocol
ate?
Opti
on:
(Occasional
ly
/NonOccasi
onall
y)

13)Whichbrandofchocolat
edoy oufeelhasgood
col
lect
ionandv ari
etyofFamil
ypacksofchocolat
es?
Opti
on:(Cadbury
/Nestl
e)

14)Whichbrandofchocol
atehasr
icht
ypeandv
ari
etyof
DryFrui
tcoll
ecti
on?
Opti
on:(Cadbury
/Nest
le)
 71

15)WhichBrandsprovidesy
ouwit
hmor eofcomplete
Mil
kChocolatesenr
ichedwit
hGoodnessofmil
kprotei
n?
Opt
ion(Cadbury/
Nestl
e)

16)Whi chbr
andofchocol
ateaccor
dingt
oy ouis
aval
iabl
einvari
oussi
zestosat
isfyy
ourneedsasper
yourbudgetI
.e.
,1Rupees,
2Rupees,5Rupees,10
Rupeesandsoon?
Opti
on(Cadbury/
Nest
le)