A Project

ON

“ A STUDY ON MARKETING STRATEGY OF MILKY BAR CHOCOLATE”

In the partial fulfillment of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SUBMITTED TO

CHAUDHARY CHARAN SINGH UNIVESITY , MEERUT

Session: 2019-22

Project Guide:- Submitted By:-

Dr. Mehak Bushaa Khan
(Assistant Professor) BBA-VI Sem
Roll No-190665105013

DISHA BHARTI COLLEGE OF MANAGEMENT & EDUCATION

Opp.D.P.S.Delhi Road Saharanpur-247001

pg. 1
 CERTIFICATE

This is to certify that the content of this project entitled “STUDY ON MARKETING

STRATEGY OF MILKY BAR CHOCOLATE ” prepared by BUSHRA KHAN is the

bonfire work of her submitted to DR.MEHAK for consideration in partial
fulfillment of requirement of degree of BBA from DISHA BHARTI COLLEGE
OF MANAGEMENT &EDUCATION.

This original research work was carried out by him under my supervision in the
academic year 2019-2022. On this basis, if the declaration made by him, I
recommended this project for evaluation.

pg. 2
 DECLARATION

I undersigned , hereby declare that the project A STUDY ON MARKETING

STRATEGY OF MILKY BAR CHOCOLATE” submitted in partial
fulfillment for the award of degree of BACHELOR OF BUSINESS
ADMINISTRATION is a bonafide record of work done by me under the
guidance of Dr.Mehak, Disha Bharti College Of Management and Education
.This report has not previously formed the basis for the award of any degree,
diploma ,or similar title of any university .

Date Signature :

BUSHRA KHAN

BBA 6 sem.

pg. 3
 ACKNOWLEDGEMENT

Through is acknowledgement I express my sincere gratitude towards all those

people who helped me in this project , which has been a learning experience.
This space wouldn’t be enough to entend my warm gratitude towards my
project guide ‘ Dr.Mehak’ for her efforts in coordinating with my work and
guiding in right direction . I escalate a heart left regards to our institution
director Gaurav Sir , for giving me the essential hand in concluding this work .
I used this space to offer my sincere love to my parents and to all others who
had been there, helping me walk through this work.

pg. 4
 INDEX
Page no

CHAPTER- I : Introduction 1-7

 Introduction

 Objectives of the study

 Need of the Study
 Scope of the Study
 Methodology of the study

 Limitations of the study

CHAPTER- II : 8-13

 Company profile

CHAPTER- III : 14-15

 Theoretical frame work of the Study

CHAPTER -IV : 16-28

 Data analysis and Interpretation

CHAPTER – V 29-30

 Findings & Suggestions

ANNEXTURE
 Bibliography
 Questionnaire

pg. 5
CHAPTER-I

pg. 6
 Introduction


 Objectives of the study

 Need for the Study
 Scope of the Study
 Methodology
 Limitations 

pg. 7
 MARKETING MANAGEMENT

Introduction
Marketing in simple terms can be said to be “A human activity directed
at satisfied needs and wants through an exchange process.” Marketing as a
functional area of management is becoming extremely important as compared
to other fields. All decisions in modern business organization revolve around
information related with marketing decision making situations, which are
characterized by Distribution Strategy, Channel members and Product
decisions. The Product Decisions, customers assess a product’s value by
looking at many factors including those that surround the product.

In a constantly changing business and market scenario, maintaining the

channel members becomes more challenging in such a situation only
innovative technology, good product and committed people, accompany can
take the lead over its competitors.

Milky bar ltd has differentiated itself from its competitors and providing
the total “value for money” to its customers. Milky Bar ltd has integrated all
the features to offer a value for its products.

Value for the product and services refers to the quality of product and
services offered to the customers. Several surrounding features can be directly
influenced by channel members, such as customer service, delivery, and
availability. Consequently, a channel partner involves a value analysis in the
same way customers make purchase decisions. This area becomes the most
important from the company as well as customer point of view. This helps the
pg. 8
company to know better their customers and provide them with what they are
expecting.

It is not possible for a market to have similar strategies for product

promotion amongst all individuals. Kids do not get attracted meant for adults
and vice versa. Every segment has a different need, perception and interest. No
two segments can have the similar idiocies or require products.

pg. 9
Market

A market is defined as the sum total of all the buyers and sellers in the
area or region under consideration. The area may be the earth, or countries,
regions, states, or cities.

Marketing
Marketing is defined by the American Marketing Association as "the
activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large." The term developed from the original meaning
which referred literally to going to a market to buy or sell goods or services.
Seen from a systems point of view, sales process engineering views marketing
as "a set of processes that are interconnected and interdependent with other
functions, whose methods can be improved using a variety of relatively new
approaches."

Marketing management

Marketing management is the organizational discipline which focuses on

the practical application of marketing orientation, techniques and methods
inside enterprises and organizations and on the management of a firm's
marketing resources and activities.

Marketing strategy

Marketing strategy that measures how products or services supplied by

a company meet or surpass a customer's expectation. Marketing strategy is
pg. 10
important because it provides marketers and business owners with a metric
 OBJECTIVES FOR THE STUDY

 To study the customer perception about the Milky Bar Chocolate.

 To determine the consumer buying behavior with respect to Milky Bar
Chocolate.
 To know the customer perception towards the price of the Milky Bar
Chocolate.
 To know there influence of advertising on buying behavior of
customers towards Milky Bar Chocolate .
 To identify the level of marketing strategy toward Milky Bar Chocolate.

pg. 11
 NEED FOR THE STUDY

As retailer, each of has a vast number of perceptions toward products,

toward services, toward company or industry, etc. It is difficult to imagine in
any research project that does not include the measurement of some aspects of
retailer’s s perceptions. The size of the market is vast and constantly expanding,
thus resulting in a vast number of competitors entering the market. Billions of
dollars were being spent on goods and services by tens of millions of people.
The growth of the retailer’s movements created urgent need to understand how
competitors form strategies and capture the market share and take strategic
decisions. For example, in order to discover how retailers respond to the
promotional offer, advertisement and distribution or service. (E.g. promotional
appeals, package labels, warranties, discounts, etc.).

The study of retailer’s perception and market share would provide the
company with necessary insights to develop the product, its pricing strategy,
and to design persuasive promotional strategy, distribution system and develop
defensive strategies and elimination strategies to remove the competitor’s
product from the market or some promotional strategies to increase the market
share of particular products and brands. It would also support the organization
to analyze its drawbacks .

pg. 12
 SCOPE FOR THE STUDY
 The scope of the study is limited. The study is a very minor contribution
to the company as it is only restricted to the twin cities. The study
would only be a drop in the ocean, Can help the distribution in this area.

 The study can be conducted on a national basic too with a large

sample size and interviewing many numbers of respondents.

pg. 13
 Methodology

Research Design
Once the problem is identified, the next step is the research design. Research
design is the basic framework of rest of the study. A research design specifies
the methods and procedures for conducting particular study. In this project we
are following descriptive research design.
Source of Data
There are two types of data:

1. Primary data

2. Secondary

data Primary Data

The primary data is fresh information collected for a specified study. The
primary data can be gathered by observational, experimentation and survey
method. Here the entire scheme of plan starts with the definition of various
terms used, units to be employed, type of enquiry to be conducted, extent of
accuracy aimed etc.,

Secondary Data
The secondary data refers to data, which already exists. The secondary
data collect from internal records, business magazines, company websites and
Newspapers.
SAMPLE SIZE

For suing this research we selected a total of 20 students and conducted

survey over
them.

SAMPLING METHODS
pg. 14
 For doing this research we use the following research methodologies.

Convenience sampling method

The convenience sampling method is a type of sampling method in

which the researcher chooses the sampling units on the basis of convenience or
accessibility. It is called

pg. 15
accidental samples because the sample – units enter by accident. The
convenience sampling method is very much use full because they are easily
accessible.

pg. 16
 LIMITATIONS

 The study was confined to limited consumers only

 The duration of the study was restricted for 8 weeks only, which is
not sufficient to study the entire consumer in the market.
 The analysis cannot be straight away used in decision making, as
simple is very small when compared to the total consumers in the
market.
 The present study deals with Milky bar chocolate brand.

pg. 17
CHAPTER-II

pg. 18
 INDUSTRY PROFILE IN INDIA

Nestle profile

Type : Public

Industry : Food processing

Founded : 1866

Founder : Henri Nestle, Charles Page, George Page

Headquarters : Switzerland

Key people : Peter Brabeck-Letmathe(Chairman)

Ulf Mark Schneider(CEO)
Parent company : Nestle Ltd

Area served : Worldwide

Products : Baby food, Coffee, Dairy products, Ice cream

Revenue : CHF89.46 billion

(2016) Operating income : CHF13.16

billion (2016) Net income : CHF8.88

billion (2016) Number of employees :

pg. 19
3, 35,000 (2016)

Slogan : Good Food, Good Life

Website : www.nestle.com

pg. 20
Milky Bar History
It is a brand of milk chocolate currently manufactured by Nestle. Milky
Bar is one of the UK and Ireland's best loved brands, and is the No.1 White
Chocolate brand launched in 1936. Milky bar is enjoyed by both kids and
adults alike, and is Nestle Confectionery's 11th oldest brand.

Milky bar is available in different packs, including Milky bar Buttons,

Milky bar Kid Bar and Milky bar Giant Buttons Sharing Bag. Each year they
sell over 1.9 billion Milky bar Buttons in the UK. Milky bar does not contain
any artificial colours, flavours or preservatives

Milky bar profile :

Parent company : Nestle Ltd

Category : Chocolate

Sector : Food products

Tag line : Good Food Good Life

Target Group : All age groups Lower, Middle and Upper class

people Positioning : Power of milk for champions

Competitors : 1.Cadbury
2.Amul
White
3. Imported White chocolate

pg. 21
Price Index

Weight Price

Rs.1/-

10gm Rs.5/-

13gm Rs.10/-

Product Images

pg. 22
Market Growth Rates

1990-91 - 1996-97 6.9%

1996-97 - 2001-02 8.9%

2001-02 - 2006-07 11.5%

2004-05 - 2009-10 7.2%

2009-10 - 2014-15 6.0%

Demand: Past and Future

Year MT

2000-01 470

2001-02 505

2002-03 535

2003-04 570

2004-05 605

2005-06 640

2006-07 685

2007-08 730

2008-09 780

2009-10 830

2014-15 1165

Source: Ministry of Food Processing Industries

pg. 23
 COMPANY PROFILE
The chocolate industry offers a wide variety of opportunities for the small
business owner, weathers economic recession well and is growing despite
increased health- consciousness and calorie counting. One of the primary
demand drivers for chocolate and other sweets is consumer taste, and consumers
continue to love chocolate. Long a beloved treat in the western world, a recent
study in Great Britain showed that 91% of females and 87% of males consume
chocolate products. But the taste for chocolate is now expanding into highly
populated nations with a growing middle class, such as China and India. Rising
disposable incomes and changing tastes will continue to drive growth in the
industry overseas, just as improving domestic economic conditions increase
sales at home.

The chocolates market is estimated at around 33,000 tonnes valued at

approximately Rest. 8.0 billion. The counter market is estimated at about nearly
Rest. 2.5 to 3.5 ban and the rest is made up of chocolate bars. Chocolates make
up less than a fourth of the sweet-tooth products including sugar-boiled
confectionery, mints and chewing gums. Sugar confectionery is by far the
largest segment. To push sales, chocolate majors have been targeting adult
audiences. Chocolates are being presented as snack food for the new target
audiences. Another strategy sought was the introduction of smaller editions.

Although the players resorted to very aggressive promotional drives, the

overall penetration levels in 1999 and 2000 did not register any significant
increase. Perhaps, the increases by 5% to 15% in selling prices due to increase
in cocoa prices caused the stagnation.

pg. 24
 CHOCOLATE COMES TO INDIA

Indian chocolates industry is growing at a rapidly18-20% per annum. Cadbury's

occupy about 72% of the chocolate/confectionery market with Dairy Milk, Five
Star, Perk, Gems The organized sector in chocolates constitutes 40%.Chocolate
consumption in India is low, per capita consumption in urban India is estimated
at about 250g compared to 8-10 kg in Switzerland. Indian chocolate market is
estimated to be close to Rs.2500 cry /-. of which metros like Mumbai and Delhi
occupy a major share.

In 1765 first chocolate factory was established in the USA and

in1800 chocolates have become an industry. In 1819 the Swiss investors invest
in a chocolate factory. In 1956 Cadbury milk chocolates are launched all over
the world and in 1957 Cadbury chocolates has launched a new product named 5
STAR and it was a big hit. In 1974 Cadbury launched a new product named
Éclairs which are small in size and are available to everyone. In 1986 Cadbury
milk chocolates has re-launched as Cadbury dairy milk chocolates and these
chocolates won the all hearts of the people and stood in the top position in the
market and from then to now these chocolates become more popular and so
many sub- brands are released and become big big hit.

pg. 25
 Nestle History
Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company,
established in 1866 by brothers George and Charles Page, and Farine Lactée
Henri Nestlé, founded in 1866 by Henri Nestlé . 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. In 2011, Nestlé was listed No. 1 in the Fortune Global 500
as the world's most profitable corporation. With a market
capitalisation of US$239.6 billion, Nestlé ranked No. 11 in the FT Global 500
2014.

Nestle (India)

Nestlé India is a subsidiary of Nestle S.A. of Switzerland. With seven

factories and a large number of co-packers. From its first historic merger with
the Anglo-Swiss Condensed Milk Company in 1905, Nestlé has grown to
become the world’s largest and most diversified food Company, and is about
twice the size of its nearest competitor in the food and beverages sector.
Nestlé’s trademark of birds in a nest, derived from Henri Nestlé’s
personal coat of arms, evokes the values upon which he founded his Company.
Namely, the values of security, maternity and affection, nature and nourishment,
family and tradition.
Today, it is not only the central element of Nestlé’s corporate identity
but serves to define the Company’s products, responsibilities, business
practices, ethics and goals. In 2004, Nestlé had around 247,000 employees
worldwide, operated 500 factories in approx. 100 countries and offered over
8,000 products to millions of consumers universally.

pg. 26
CHAPTER-III

pg. 27
 THEORETICAL FRAME WORK

Marketing strategy (often abbreviated as CSAT, more correctly CSat) is a

term frequently used in marketing. It is a measure of how products and services
supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.

The Marketing Accountability Standards Board (MASB) endorses the

definitions, purposes, and constructs of classes of measures that appear in
Marketing Metrics as part of its ongoing Common Language in Marketing
Project. In a survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customer satisfaction metric very useful in
managing and monitoring their businesses.

It is seen as a key performance indicator within business and is

often part of a Balanced Scorecard. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy.

"Within organizations, customer satisfaction ratings can have powerful

effects. They focus employees on the importance of fulfilling customers'
expectations. Furthermore, when these ratings dip, they warn of problems that
can affect sales and profitability. These
metrics quantify an important dynamic. When a brand has loyal customers, it
gains positive word-of-mouth marketing, which is both free and highly
effective.

Firms need reliable and representative measures of satisfaction to

effectively manage customer satisfaction.
pg. 28
"In researching satisfaction, firms generally ask customers whether their product
or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls
short, they will be disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive a lower
satisfaction rating than a budget motel—even though its facilities and service
would be deemed superior in 'absolute' terms

pg. 29
SAMPLING DESIGN

A sample design is a definite plan for obtaining a sample from

frame. Sampling design in general refers to method or technique the researcher
adopts in selecting the sample unts from the frame or population.

The sampling design provides the basic plan and methodology for
selecting the sample. A sample design can be simple or complex

SAMPLING TECHNIQUES

There are different types of sampling designs based on two factors,

the representation basis and the element selection technique. On the
representation basis, the sample may be probability sampling or it may be non-
probability sampling

Probability sampling techniques

It is also known as RANDOM SAMPLING or CHANCE
SAMPLING. Under this sampling design, every item of the universe has an
equal chance of inclusion in the sample. The results obtained from this random
sampling technique can be assured in terms of probability. The various
probability techniques are sample random sampling, systematic sampling,
stratified random sampling, cluster sampling, multi-stage sampling, area
sampling.

Non - Probability sampling techniques

Non – probability sampling is that sampling procedure which does
not afraid any basis for estimating the probability that each in the population
has been included in the sample. It is also known by different names such as
“DELIBERATE SAMPLING”, “judgment sampling”. pg. 30
SAMPLE SIZE
The purpose of research is the main determinant of the level of accuracy
required in the results, and this level of accuracy or exactness is the main
determinant of a sample size. The sample size of a statistical sample is the
number off observations that constitute it. It is
typically denoted by ‘n’, a positive integer.

pg. 31
CHAPTER-IV

pg. 32
 DATA ANALYSIS AND
INTERPRETATION

1. How often will you have Milky Bar Chocolate?

S.N Customer No. of Percenta

o opinion respondents ge
1 Regularly 15 25

2 Occasionally 21 35

3 Rarely 24 40

4 Total 60 100

Table 1

1
4
1
2

1
0

8
6

2
Rs. Rs. Rs.
0 1 2 5

Graph 1

pg. 33
Interpretation

From the above graph, it is interpreted that 5 of respondents prefer to have

Milky Bar Regularly, 7 of respondents prefer to have Occasionally and
remaining 8 prefer to have Rarely.

pg. 34
1.Which of these factors influencing you to buy Milky Bar?

S.No Customer opinion No. of respondents Percentage

1 Price 9 15

2 Quality 30 50

3 Brand 6 10

4 Advertisement 15 25

5 Total 60 100

Table 2

1
4

1
2

1
0

2
Rs. Rs. Rs. Rs.
0 1 2 5 10

Graph 2

Interpretation:

From the above graph it is interpreted that, 3 respondents are using Milky
Bar Chocolate based on Price, 10 on Quality, 2 on Brand and the remaining 5
on Advertisement.

pg. 35
 1. Is Milky Bar easily available in shops?

Percentage Percentage Percentage Percentage

1 Yes 54 90

2 No 6 10

3 Total 60 100

Table 3

2.
5

1.
5

0.
5

0
Rs. Rs.
1 2

Graph 3

Interpretation:

From the above graph it is interpreted that 18 respondents said that it

is easily available in shops, and the remaining 2 said that it is not available in
shops.
pg. 36
2. Which factor you will enjoy most while consuming Milky Bar?

S.No Customer opinion No. of respondents Percentage

1 Colour 9 15

2 Taste 36 60

3 Nutritional Values 9 15

4 Hidden puzzle 6 10

5 Total 60 100

Table 4

1
4

1
2

1
0
8

6
4

2
Rs. Rs. Rs. Rs.
0 1 2 5 10
Graph 4

Interpretation

From the above graph it is interpreted that 3 of the respondents enjoy

Colour during the time of consumption, 12enjoys Taste, 3 enjoy Nutritional
values and the remaining 2 enjoys the Hidden puzzle inside it.

pg. 37
3. Do you think Milky Bar is consumed by children only?

S.No Customer opinion No. of respondents Percentage

1 Yes 18 30

2 No 27 45

3 May be 15 25

4 Total 60 100

Table 5

1
4
1
2
1
0
8
6
4
2 Rs. Rs. Rs.
1 2 5
0
Graph 5

Interpretation

From the above graph it is interpreted that 6 of the respondents said that
it is consumed by children only, 9 said that it is No, and the remaining 5 said
that it May be.

pg. 38
4. What is your opinion about the packing of Milky Bar?

S.No Customer opinion No. of respondents Percentage

1 Attractive 27 45

2 Average 30 50

3 Not Attractive 3 5

4 Total 60 100

Table 6

1
4

1
2

1
0

2
Rs. Rs. Rs.
0 1 2 5

Graph 6

Interpretation

From the above graph it is interpreted that 9 of the respondents said that
the packing is Attractive, 10 said that it is Average and the remaining 1 said that
it is Not Attractive .

pg. 39
5.How do you perceive Nestle products?

S.No Customer opinion No. of respondents Percentage

1 Highly satisfied 18 30

2 Satisfied 36 60

3 Average 6 10

4 Not at all satisfied 0 0

5 Total 60 100

Table 7

1
4

1
2

1
0

2
Rs. Rs. Rs. Rs.
0 1 2 5 10

Graph 7

Interpretation

From the above graph it is interpreted that 6 of the respondents are Highly
satisfied with the Nestle products, 12 said they are Satisfied, 2 said they feel
Average and 0 respondents are Not at all satisfied.

pg. 40
.5Do you have awareness regarding the ingredients used in Milky Bar?

S.No Customer opinion No. of respondents Percentage

1 Yes 27 45

2 No 33 55

3 Total 60 100

Table 8

2.
5

1.
5

0.
5

0
Rs. Rs.
1 2

Graph 8

Interpretation

From the above graph it is interpreted that 9 of the respondents are

aware of the ingredients used in Milky Bar and the remaining 11 said No.

pg. 41
5.What is your opinion regarding price of Milky Bar?

S.No Customer No. of Percentage

opinion respondents

1 High 9 15

2 Economical 39 65

3 Low 12 20

4 Total 60 100

Table 9

1
4

1
2

1
0

2
Rs. Rs. Rs.
0 1 2 5

Graph 9

Interpretation

From the above graph it is interpreted that 3 of the respondents feel that
the price of Milky Bar is High, 13 feel it is Economical, and the remaining 4
feel it is Low.
pg. 42
5. Generally which flavours of Milky Bar do you prefer?

S.No Customer opinion No. of respondents Percentage

1 Strawberry 27 45

2 Chocolate 21 35

3 Plain Milky Bar 12 20

4 Orange 0 0

5 Total 60 100

Table 10

9
8
7
6
5
4
3
2
1
0
1 08- 06- <
0 Sep Jul 5

Graph 10

Interpretation

From the above graph it is interpreted that 9 of the respondents are preferring
Strawberry flavour, 7 prefer Chocolate, 4 prefer Plain Milky Bar and the remaining 0 prefer
Orange flavour.
pg. 43
6. Are you expecting any changes in Milky Bar?

S.No Customer opinion No. of respondents Percentage

1 Yes 33 55

2 No 27 45

3 Total 60 100

Table 11

10 08/Se
p

Graph 11

Interpretation

From the above graph it is the interpreted that 11 of the respondents are
expecting changes in Milkybar Chocolate, and the remaining 9 does not
expect changes in it.

pg. 44
 7. Rate Milky Bar chocolate for its taste?

S.No Customer opinion No. of respondents Percentage

1 10 12 20

2 8-9 15 25

3 6-7 24 40

4 <5 9 15

5 Total 60 100

Table 12

7
6

4
3

1 08- 06- <

0 Sep Jul 5

Graph 12

Interpretation

From the above graph it is the interpreted that 4of the respondents rate
10 points for Milky bar Chocolate, 5 rate 8-9, 8 rate 6-7, and the remaining 3
gave <5.

pg. 45
CHAPTER-V

pg. 46
 FINDINGS
 From the research we find that people are preferring chocolates more than
biscuits
 Milk bar chocolates are more preferable by people.
 By taste people are preferring Cadbury more
 It is found that, more respondents are influenced to buy Milky Bar
chocolate because of its quality.
 it is found that, respondents agree that they are influenced to buy Milky
Bar through advertisement.
 It is found that majority of customers are influenced to buy Milky Bar
due to the availability.
 It is found that majority of the customers purchase Milky Bar chocolate
Rarely.
 It is found that majority of customers express that the price of Milky Bar
Chocolate is economical.
 It is found that majority of the customers don’t know about the
ingredients used in preparation of Milky Bar Chocolate.
 It is found that, most of the respondents opinion about packing is Average.+
 People want government to introduce sugar-free chocolates.

pg. 47
 SUGGESTIONS
 It is suggested that most of the customers prefer Milky Bar choco rather
than Plain Milky Bar so the company should take promotional steps to
improve sales. .
 It is suggested to the company that should improve their product as
usually buying product
 As it is found that advertising is having only 24% influence, it is
suggested to the company that more concentration should be put on its
effectiveness.
 Milky bar should bring out new products for health conscious people
 It should bring sugar-free chocolates.
 It is suggested to the company that it should give the information about
ingredients used in Milky Bar Chocolate.
 It is suggested that the company should increase the quality of packing of
Milky Bar chocolate because many respondents are not satisfied with its
packing.
 As it is found that Dairy Milk is very close competitor to Milky Bar, it is
suggested to the company that promotional measures are to be taken to
protect its position in the market.
 It should continue to promote itself as substitute to mithai.
 Should use Indian adds and avoid global ads in India.

pg. 48
ANNEXTURE

pg. 49
 BIBLIOGRAPHY
BOOKS

 BUSSINESS RESEARCH METHDOLOGY –(THAKUR

PUBLICATIONS) TARAPATLA. LOKESWARA RAO
 MARKETING MANAGEMENT – DR. OLETI VENKATESWARA
RAO AND ANAND RAO

 www.milkybar.com
 www.cadbury.com
 www.nestle.com
 www.chocolates.com

pg. 50
 DISHA BHARTI COLLEGE OF MANAGEMENT &
EDUCATION

QUESTIONNAIRE ON MARKETING
STRATEGY ON MILKYBAR
CHOCOLATE
Name :
Gender :
Age :
Occupation :
Location :

1. How often will you have Milky Bar Chocolate?

a) Regularly b) Occasionally c) Rarely
2. Which of these factors influencing you to buy Milky Bar?
a) Price b) Quality c) Brand d) Advertisement
3. Is Milky Bar easily available in shops?
a) Yes b) No
4. Which factor you will enjoy most while consuming Milky Bar?
a) Colour b) Taste c) Nutritional Values d) Hidden puzzle
5. Do you think Milky Bar is consumed by children only?
a) Yes b) No c) May be
6. What is your opinion about the packing of Milky Bar?
a) Attractive b) Average c) Not Attractive

7. How do you perceive Nestle products?

a) Highly satisfied b) Satisfied c) Average d) Not at all satisfied
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8. Do you have awareness regarding the ingredients used in Milky Bar?
a) Yes b) No

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9. What is your opinion regarding price of Milky Bar?
a) High b) Economical c) Low
10. Generally which flavors of Milky Bar do you prefer?
a) Strawberry b) Chocolate c) Plain Milky Bar d) Orange
11. Are you expecting any changes in Milky Bar?
a) Yes b) No
If Yes specify
12. Rate Milky Bar chocolate for its taste?
a) 10 b) 8-9 c) 6-7 d) <5

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THANK YOU

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