PROJECT REPORT ON
SUBMITTED SUBMITTED BY Ms. ROMITA RANAUT
TO Bhawna
sharma MBA Sec. B
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BANARSIDAS CHANDIWALA INSTIUTE OF ROFESSIONAL STUDIES
Table of Contents Sr. Sr.
No. No.
Topi Topics cs
Topic Page No !. Cer" Cer"#$ #$#c #ca" a"e e 3 %. Ac Ac&n &n'w 'w(e (e)*e )*eme men" n" 3. E,ec-"#e S-mmar/ +. In"r')-c"#'n
+
1 . r'2ec" O2ec"#e 4 1. Re Research Me"h')'('*/ 5 4. An Oer#ew '$ Ch'c'(a"e In)-s"r/ 6 5. Mar&e" S#7e !0 6. Ma2'r (a/ers !! !0. Ca)-r/8s In)#a L#m#"e) !%9! !!. Nes"(e In)#a !19!4 !%. r'(ems Face) / In)#an Ch'c'(a"e In)-s"r/ !59!6 !3. E,"erna( Fac"'rs A$$ec"#n* :r'w"h %0
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BANARSIDAS CHANDIWALA INSTIUTE OF ROFESSIONAL STUDIES
Table of Contents Sr. Sr.
No. No.
Topi Topics cs
Topic Page No !. Cer" Cer"#$ #$#c #ca" a"e e 3 %. Ac Ac&n &n'w 'w(e (e)*e )*eme men" n" 3. E,ec-"#e S-mmar/ +. In"r')-c"#'n
+
1 . r'2ec" O2ec"#e 4 1. Re Research Me"h')'('*/ 5 4. An Oer#ew '$ Ch'c'(a"e In)-s"r/ 6 5. Mar&e" S#7e !0 6. Ma2'r (a/ers !! !0. Ca)-r/8s In)#a L#m#"e) !%9! !!. Nes"(e In)#a !19!4 !%. r'(ems Face) / In)#an Ch'c'(a"e In)-s"r/ !59!6 !3. E,"erna( Fac"'rs A$$ec"#n* :r'w"h %0
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'$ Ch'c'(a"e In)-s"r/ #n In)#a !+.: !+.:r' r'w w"h ';;' ';;'r" r"-n -n#" #"#e #es s #n In)#a n)#an n ch'c ch'c'( '(a" a"e e #n)#n)-s" s"r/ r/ %! !.C !.C'n 'nss-me merr eha eha# #'r 'r "'w "'war)s ar)s "he "he ch'c ch'c'( '(a" a"e e #n)#n)-s" s"r/ r/ %% !1. Da"a Ana(/s#s %39%1 !4.Rec'mmen)a"#'n %4 !5.C'nc(-s#'n %5 !6. <-es"#'nna#re %6 !6 .Ann .Anne, e,-r -res es 30
CERTIFICATE I
Romita Romita
Ranaut Ranaut
Cadbur Cadbury y and Nestle Nestle ”
certif certify y that that projec projectt enti entitle tle “Marke “Marketin ting g stra strateg tegies ies on submi submitte tted d in partial partial fulfill fulfillmen mentt of requirem requirement ent of
Master Master of Business Business dministra dministration tion !MB" !MB" course course of #uru #obind #obind $ingh $ingh Indraprastha %ni&ersity ' Ne( )elhi* +his is also certified that this project is done done by me as origi original nal (ork (ork and it it has not not been submit submitted ted or publ publish ished ed any(here else else for any other other purpose
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$tudent name, - Romita Ranaut $emester
, - MB .st semester
ACKNOWLEDGEMENT Co-operation and building up of moral are the essence of success. These are two factors that go a long way in achieving it. It is a Herculean task, which lacks these two determinants of success. It was an exposure to corporate environment. It was an opportunity and great pleasure for me to be in such an environment and having interaction with concerned people. I also wish to pay my sincere regards to my respected teacher who helped me build a concrete platform so that I can land out firmly in all respects.
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(ROMITA)
EXECUTIVE SUMMARY
S'me'ne has *rea"(/ sa#) "ha" ;rac"#ca( &n'w(e)*e #s $ar e""er "han c(assr''m "each#n*. D-r#n* "h#s ;r'2ec" I $-((/ rea(#7e) "h#s an) c'me "' &n'w a'-" "he ;resen" rea( w'r() '$ Ch'c'(a"e sec"'r. I" #nc(-)es a(( "he ac"##"#es #n'(e) #n ;r'#)#n* #ns-rance ;r')-c"s "' "he $#na( c-s"'mers. I am ;(ease) "' &n'w a'-" "he c'ns-mers8 wan"s an) c'm;e"#"'rs8 ac"##"#es. The s-2ec" '$ m/ s"-)/ #s "' ana(/7e "he ;resen" ch'c'(a"e sec"'r.
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INTRODUCTION “Consumer bea!iour to"ar#s cocolates$
Th#s ;r'2ec" #s ma#n(/ $'c-se) -;'n s"-)/#n* "he c'ns-mer eha#'-r "'war)s ch'c'(a"es w#"h re$erence "' "he area '$ De(h#9NCR. The ch'c'(a"e #n)-s"r/ has *r'wn er/ m-ch as "#me has ;asse) /. Hence= "' >-'"e an/ 'ne ran) '$ ch'c'(a"e as a )'m#nan" 'ne w'-() e a er/ )#$$#c-(" "as&. The c'ns-mers "')a/= a(s' hae a ar#e"/ '$ "as"es an) ;re$erences. The#r eha#'-r "'war)s "he ch'c'(a"e #n)-s"r/ as a wh'(e #s a(s' >-#"e -n;re)#c"a(e. Th-s= "h#s ;r'2ec" re;'r" #s an e$$'r" "' ana(/7e "he ar#'-s ;(a/ers #n "he $#e() '$ ch'c'(a"es "hr'-*h "he c'((ec"e) )a"a an) hence= -("#ma"e(/= 'sere "he res;'nse '$ "he c'ns-mers "'war)s "he ch'c'(a"e #n)-s"r/. A(s'= "he #m;(#ca"#'n '$ ;r#c#n* ? )#s"r#-"#'n s"ra"e*#es an) #m;ac" '$ e,"erna( en#r'nmen" has een rec'r)e). The ;r'2ec" a(s' "hr'ws (#*h" 'n ;r'(ems an) cha((en*es '$ "he In)#an Ch'c'(a"e In)-s"r/= #"s *r'w"h= ';;'r"-n#"#es an) s"ra"e*#es "' e a)';"e) $'r *r'w"h '$ "h#s #n)-s"r/. The '"her "h#n* "ha" has een s"resse) -;'n are "he wa/s #n wh#ch In)#an c'ns-mers an) Ch'c'(a"e ;(a/ers are e,;er#men"#n* an) r#n*#n* #nn'a"#'ns #n "he ca"e*'r/ '$ ch'c'(a"es an) *##n* "he Ch'c'(a"e In)-s"r/ a new swee"ness.
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Pro%ect Ob%ecti!e Th#s ;r'2ec" has een )'ne ⅇ#n* #n m#n) cer"a#n '2ec"#es an) #ews. The ma#n '2ec"#es '$ ;r'2ec" are as $'(('ws@9 A Un)ers"an)#n* "he 'era(( ch'c'(a"e #n)-s"r/. B L''&#n* -;'n "he ;r')-c" ;'r"$'(#'s '$ )#$$eren" ;(a/ers #n "he mar&e". C Ana(/7#n* "he ar#'-s $ac"'rs a$$ec"#n* "he *r'w"h an) s-ccess '$ ch'c'(a"e #n)-s"r/ #n In)#a. D Oser#n* "he cha((en*es= ';;'r"-n#"#es an) "he chan*#n* "ren)s #n "he #n)-s"r/. E Ana(/7#n* "he ar#'-s $ac"'rs '$ eha#'-r $r'm "he ;'#n" '$ #ew '$ "he c-s"'mers.
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RESE&RC' (ET'ODO)O*+ Me"h')'('*/ #s "he m's" #m;'r"an" ;ar" $'r s-ch s"-)#es. The me"h') '$ s"-)/ a)';"e) #s "' #ncrease "he &n'w(e)*e ? "' *a"her m're #n$'rma"#'n re*ar)#n* "h#s ;r'2ec". The ma2'r em;has#s #n s-ch s"-)#es #s 'n "he )#sc'er/ '$ "he #)eas ? $r-#"$-( re(ean" #n$'rma"#'n. As s-ch "he research )es#*n a;;r';r#a"e $'r s-ch s"-)#es m-s" e $(e,#(e en'-*h "' ;r'#)e ';;'r"-n#"/ $'r c'ns#)er#n* )#$$eren" as;ec"s '$ a ;r'(em -n)er s"-)/.
(ET'ODS O, D&T& CO))ECTION &-
PRI(&R+ D&T&
Th#s me"h') was a)';"e) eca-se #" he(;e) #n sec-r#n* )e"a#(e) #n$'rma"#'n $r'm a sam;(e '$ res;'n)en"s. The #n$'rma"#'n rece#e) $r'm "he res;'n)en"s #s rec'r)e) 'n a $'rm ca((e) "he >-es"#'nna#re. Th#s #s 'n(/ me"h') "' meas-re a""#"-)e ? m'"#a"#'n. /-
SECOND&R+ D&T&
The sec'n)ar/ )a"a #s a(s' -se) wh#ch #nc(-)e) "he )e"a#(s $r'm (#"era"-res= #n"erne" an) '"her ;(aces. The )a"a c'((ec"e) $r'm "he a'e men"#'ne) s'-rces he(;e) #n *e""#n* #n$'rma"#'n a'-" "he mar&e".
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S&(P)IN* P)&N
Sam;(#n* s#7e
!00
Area '$ S-re/
an&a;-r#. New De(h#
&n O!er!ie" of Cocolate In#ustr0 in In#ia The ch'c'(a"e #n)-s"r/ #n In)#a as #" s"an)s "')a/ #s )'m#na"e) / "w' c'm;an#es= '"h m-("#na"#'na(s. Te mar1et lea#er is Ca#bur0 w#"h a (#'ns share '$ 40 ;ercen". The c'm;an/s ran)s F#e S"ar= :ems= Ec(a#rs= er&= Da#r/ M#(& are (ea)ers "he#r se*men"s. T#(( "he ear(/ 60s= Ca)-r/ ha) a mar&e" share '$ 'er 50 ;ercen"= -" #"s ;ar"/ was s;'#(e) when Nestle a;;eare) as a c'm;e"#"'r. The (a""er has #n"r')-ce) #"s #n"erna"#'na( ran)s #n "he c'-n"r/ #" a"= L#'ns= an) n'w c'mman)s a;;r',#ma"e(/ ! ;ercen" '$ "he mar&e" share. )o" price# unit pac1s2 increase# #istribution reac an# ne" pro#uct launces can be sai# to a!e fuele# tis gro"t. Te launc of lo"er3price#2 smaller bars of cocolate in te last t"o 0ears an# positioning of cocolate as a substitute to tra#itional s"eets #uring festi!als2 a!e booste# its consumption. Th#s #s a(s' eca-se ch'c'(a"e= wh#ch was c'ns#)ere) "' e an e(#"#s" $'')= has ca-*h" "he $anc/ '$ -/ers (''&#n* $'r a (#$es"/(e #"em a" an a$$'r)a(e c's". T#(( recen"(/= ch'c'(a"e c'ns-m;"#'n ha) een res"r#c"e) / ('w ;-rchas#n* ;'wer #n "he mar&e". Ch'c'(a"es an) '"her c'c'a9ase) snac& $'')s were (''&e) -;'n as $'') s-#"a(e 'n(/
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$'r "he we((9'$$. A$"er ec'n'm#c (#era(#7a"#'n #n !66!= ma2'r chan*es hae 'cc-rre) #n $'') ha#"s= ;ar"(/ 'n acc'-n" '$ r#se #n *r'ss )'mes"#c ;r')-c" :D *r'w"h an) h#*her ;-rchas#n* ;'wer #n "he han)s '$ "he m#))(e9c(ass re;resen"#n* a "h#r) '$ "he "'"a( ;';-(a"#'n. Aa#(a#(#"/ '$ ch'c'(a"e ;r')-c"s has a(s' e,;(')e).
(ar1et Si4e 5b0 !alue 6 b0 !olumeThe In)#an ch'c'(a"e mar&e" #s a(-e) a" Rs. 10 cr. #.e. Rs. 1.0 #((#'n a /ear. I" #s es"#ma"e) "' e #n "he re*#'n '$ %%=0009%+=000 "'nes ;er ann-m= an) #s a(-e) #n e,cess '$ US 50 m#((#'n. Ch'c'(a"e ;ene"ra"#'n #n "he c'-n"r/ #s a (#""(e 'er + ;ercen"= w#"h In)#as me"r's ;r'#n* "' e "he #* )raw c('c&#n* ;ene"ra"#'n #n e,cess '$ ! ;ercen". Ne,"= c'mes "he re(a"#e(/ sma((er c#"#esG"'wns where c'ns-m;"#'n (a*s a" a'-" 5 ;ercen". Ch'c'(a"es are a (-,-r/ #n "he r-ra( se*men"= wh#ch e,;(a#ns "he mere % ;ercen" ;ene"ra"#'n #n #((a*es.
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(a%or Pla0ers The ma2'r ;(a/ers #n "he In)#an Ch'c'(a"e In)-s"r/ are@
Ca#bur07s3 Da#r/ M#(& ? ar#an"s 9S"ar M#(& Trea" er& :ems Tem;"a"#'ns Ce(era"#'ns
Nestle3 M#(&/ Bar
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Bar One Cr-nch #" a" M-nch
C&D/UR+7S INDI& )I(ITED3 Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. Cadbury is currently the world's o.! confectionery and biscuit company. Cadbury also the world"s second#largest food company with sales in appro$imately !%& countries. Cadbury employ appro$imately !&,&&& people . (ith an incredible brand portfolio, Cadbury contri)e to make a delicious difference, today and e)eryday.
W#"h ran)s (#&e Da#r/ M#(&= :ems= S"ar= B'-rn#"a= er&= Ce(era"#'ns= B/"es= Ch'c&#= De(#"e an) Tem;"a"#'ns= "here #s a Ca)-r/ '$$er#n* "' s-#" a(( 'ccas#'ns an) m'')s.
(ar1eting Strateg0 Ca)-r/s mar&e"#n* s"ra"e*/ #s a#me) a" ach#e#n* "he #s#'n '$ “& Ca#bur0 in e!er0 poc1et$ / *r'w#n* "he mar&e"= / a;;r';r#a"e
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;r#c#n* s"ra"e*/ "ha" w#(( crea"e a mass mar&e" an) "' hae '$$er#n*s #n eer/ ca"e*'r/ "' w#)en "he mar&e".
8ISION “)ife ,ull Of Ca#bur0$ Ca#bur0 is an organi4ation "ic interacts "it te consumers. Ca)-r/ #s ;resen" #n m's" ha;;/ 'ccas#'ns #n "he (#$e '$ "he c'ns-mers. The ran) e,c#"es c'ns-mers. Ca)-r/ #s an e,;ress#'n '$ a c'ns-mers (#$e.
/usiness Ca)-r/ )'m#na"es "he In)#an ch'c'(a"e mar&e" w#"h a'e 1 40 J mar&e" share. Bes#)es= #" has a +J mar&e" share #n "he 'r*an#7e) s-*ar c'n$ec"#'ner/ mar&e" an) a !J mar&e" share #n m#(&Gma("e) $'')s se*men". Ca)-r/s In)#an ';era"#'ns are n'" 2-s" "he (ar*es" #n As#a -" a(s' "he chea;es". In In)#a= Ca)-r/ has "he (ar*es" mar&e" share an/where #n "he w'r() an) has een "he $as"es" *r'w#n* FMC: C'm;an/ #n "he (as" "hree /ears w#"h a c'm;'-n) ann-a( *r'w"h ra"e '$ !%. ;er cen".
PRODUCT (I9 : C'OCO)&TES PRODUCT /&S;ET
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Ca#bur07s Dair0 (il1 5CD(Ca)-r/8s Dair0 (il1 #s "he $(a*sh#; ran) '$ Ca)-r/8s n'" 'n(/ #n In)#a -" w'r() w#)e. CDM #s "he s#n*(e (ar*es" se((#n* -n#" #n In)#a. I" has ann-a( sa(es "' "he "-ne '$ Rs %00cr. CDM n'" 'n(/ acc'-n"s $'r 30 ;er cen" '$ "he "'"a( ch'c'(a"e mar&e" #n a(-e= -" c'mman)s near(/ %1 ;er cen" #n '(-me "erms an) c('se "' <= per cent of Ca#bur07s annual turno!er. M'#n* $r'm a ;re)'m#nan"(/ a)-(" ;'s#"#'n#n* #n "he )a/s '$ "he (e*en)ar/ )anc#n* *#r( a)= "' "he "eens an) "he "weens= when "he C/r-s Br'acha a)s h#" "he a#rwaes= CDM has ma)e a ('n* swee" 2'-rne/. In s;#"e '$ "he new ca"e*'r#es e#n* e,;('re) / Ca)-r/= #"s s"ar ran) rema#ns Ca)-r/ Da#r/ M#(& CDM wh#ch c'n"#n-es "' c'rner a(m's" 30 ;er cen" '$ "he ch'c'(a"e mar&e". Ca#bur07s Temptation3 Ca)-r/8s Tem;"a"#'n #s ;rem#-m ch'c'(a"e ran) a#me) $'r h#*h a(-e c'ns-m;"#'n. ar#'-s ar#an"s aa#(a(e are A(m'n)= R-m= Cashew ? Oran*e. Ca)-r/8s "em;"a"#'n #s ;r#ce) a" Rs. +0.
Ca#bur07s Celebration3
Ca)-r/ In)#a (a-nche) #"s ;rem#-m Celebrations ran*e= wh#ch c'n"a#ns "ra)#"#'na( In)#an )r/ $r-#"s wra;;e) #n Da#r/ M#(& ch'c'(a"e. Th#s *#$"#n* ';"#'n c'm#nes "he ;(eas-re '$ *##n* awa/ )r/ $r-#"s K wh#ch In)#ans "ra)#"#'na((/ c'ns#)er a ;rem#-m= hea("h/ *#$" K w#"h ch'c'(a"e. Ca#bur0 no" as >= per cent mar1et sare in tis profitable segment.
PRODUCT INNO8&TIONS3 ? ST&R C'ns-mer $ee)ac& s-**es"e) "ha" "he ol# ? Star was "'' chew/= an) ;e';(e c'm;(a#ne) '$ #" s"#c&#n* "' "he#r "ee"h. I" was ma)e s'$"er an) me("e) eas#(/ #n "he m'-"h ? #n"r')-ce) as ? Star Crunc0. PER;
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er& was ma)e m-ch (#*h"er an) "he s#7e '$ "he ar #ncrease) "' ma"ch Nes"(8s M-nch. er& ha) een -n)er $#re $r'm Nes"(8s )ea)(/ )-' '$ #" a" an) M-nch= -" a$"er "he re(a-nch= #"s mar&e" share #s "w' ;er cen" m're "han #" a"8s. An)= "he $#e9/ear9'() ran) #s n'w a(m's" as #* as "he )eca)es9'() S"ar #n s#7e= '"h #n "he re*#'n '$ Rs 09 cr. *E(S
Ca)-r/ :ems 'cc-;#es a er/ s;ec#a( ;(ace #n "he hear"s '$ &#)s ;resen" an) ;as". I"s -n#>-e sha;e= s#7e= c'('-rs an) $'rma" #ns"an"(/ se" #" a;ar". These "as"/= c'('-r$-(= ch'c'(a"e -""'ns hae ec'me an #n"e*ra( ;ar" '$ "he (#es '$ '"h ch#()ren an) a)-("s.
Pricing A$"er "he r'ar#n* s-ccess '$ Nes"(e8s M-nch an) Ch'c's"#c&= Ca)-r/8s em;#re s"r-c& ac& har). The Rs ? price point accounts for more tan alf of all cocolate sales . Nes"(e ha) se#7e) "he #n#"#a"#e a" "h#s ;r#ce ;'#n"= w#"h #"s (a-nch '$ M-nch= n'w a r'ar#n* s-ccess an) "he (ar*es" se((#n* ;r')-c" a" "ha" ;r#ce ;'#n". T')a/= Ca)-r/ has $'-r ;r')-c"s a" "h#s ;r#ce ;'#n"@ CDM= er&= s"ar an) :ems K an) "he fi!e3rupee CD( bar is its single largest3selling S;U.
Distribution Cocolates nee# to be #istribute# #irectl02 unli1e oter ,(C* pro#ucts li1e soaps an# #etergents2 "ic can be sol# troug a "olesale net"or1. >=@ of cocolate pro#ucts are sol# #irectl0 to retailers. Ca)-r/s )#s"r#-"#'n ne"w'r& -se) "' enc'm;asses %!00 )#s"r#-"'rs an) +0=000 re"a#(ers. The c'm;an/ has a "'"a( c'ns-mer ase '$ 'er 1 m#((#'n. Bes#)es -se '$ IT "' #m;r'e )#s"r#-"#'n ('*#s"#cs= Ca)-r/ #s a(s' a""em;"#n* "' #m;r'e )#s"r#-"#'n >-a(#"/. T' a))ress "he #ss-es '$ ;r')-c" s"a#(#"/= #" has #ns"a((e) 8ISI coolers a" seera( '-"(e"s.
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Promotion T/;#ca((/ #" #s sa#) "ha" ch'c'(a"es are e#n* ea"en when eer/'ne #s ha;;/. An) "h#s #s s'me"h#n* a)er"#s#n* has a(wa/s ;'r"ra/e). B-" #" #s $'-n) ch'c'(a"es are ea"en -n)er )#erse c'n)#"#'ns an) m'')s 9 when ;e';(e are an,#'-s= when "he/ are sa)= when ha;;/ 9 a wh'(e ran*e '$ em'"#'ns. C'n)ens#n* "hese #ews ? "h'-*h"s= #" can e sa#) ch'c'(a"e #s a "r-e soul mate. S'me'ne wh' #s w#"h /'- "hr'-*h "he -;s an) )'wns '$ (#$e= he(;#n* /'- '-nce ac&. An) "ha"s wha" Ca)-r/s Da#r/ M#(& CDM ;'s#"#'ne) #"se($ as 9 a s;ec#a( $r#en).
C&D/UR+ &D8ERTISE(ENTS D#( &' 2a &-sh# ch'' 2a/e......&-ch mee"ha 2' 2a/e.. A&h#r ar# ;ass h' h# *a/a. &-ch mee"ha 2' 2a/e.. L'* Ca)-r/ /'n ha"e Ha#.haane waa('n &' &haane &a ahaana. Ca)-r/8s Da#r/ M#(&..As(# swa) 7#n)a*# &a..
NEST)E INDI&3 Nes"(e In)#a was ;r'm'"e) / Nes"(e A(#men"ana= Sw#"7er(an)= a wh'((/ 'wne) s-s#)#ar/ '$ Nes"(e H'()#n*s L").= Nassa-= Bahama Is(an)s. Nes"(e #s 'ne '$ "he '()es" $'') MNC ';era"#n* #n In)#a= w#"h a ;resence '$ 'er a cen"-r/ Nes"(e has a ;resence #n 53 c'-n"r#es w'r()w#)e. I" has a "'"a( n-mer '$ 06 $ac"'r#es '-" '$ wh#ch %%0 are ('ca"e) #n E-r';e= !3 #n Amer#ca an) !31 #n A$r#ca= As#a an) Ocean#a.
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/usiness Nes"(e has a ;resence #n "he $'(('w#n* ca"e*'r#es 9 Ba/ F'')= M#(& ;r')-c"s= Beera*es C'$$ee= ma("e) eera*e= Ch'c'(a"es ? c'n$ec"#'ner/ an) '"her ;r'cesse) $'') ;r')-c"s.
Cocolates 6 Confectioner0 Nes"(e $'ra/e) #n"' ch'c'(a"es ? c'n$ec"#'ner/ #n !660 an) has c'rnere) a $'-r"h share '$ "he ch'c'(a"e mar&e" #n "he c'-n"r/. Cocolates contributes AB@ to Nestle7s turno!er . I" has e,;an)e) #"s ;r')-c"s ran*e "' a(( se*men"s '$ "he mar&e". In fact2 Nestle is te fastest gro"ing compan0 for cocolates in In#ia. The ;it ;at ran) #s "he (ar*es" se((#n* ch'c'(a"e ran) #n "he w'r(). O"her ran)s #nc(-)e (il10 /ar (arbles Crunc Nestle Ric Dar1 /ar3One (unc e"c. New (a-nches s-ch as Nestle Coco Stic1 an) (il10 /ar Coo were ma)e a" a""rac"#e ;r#ce ;'#n"s "' w'' new c'ns-mers. The c'm;an/ #n"r')-ce) "w' new ran)s= Char*e an) Cr-nch= #n !665. The c'm;an/ has )#sc'n"#n-e) ;r')-c"s Ch'c's"#c&= as #" )#) n'" a)) a(-e "' "he #"s ;'r"$'(#'. ,
,
,
,
,
Ne"
Pro#uct
Intro#uction
6
Inno!ations The C'm;an/ s-s"a#ne) m'men"-m )-r#n* "he /ear / )r##n* )#s"r#-"#'n "hr'-*h #nn'a"#e c'ns-mer ;r'm'"#'ns an) "ra)e '$$er#n*s an) s-;;'r"#n* &e/ ;r#ce ;'#n"s. 'ig temperatures are a "/;#ca( charac"er#s"#c '$ In)#an s-c'n"#nen". Ch'c'(a"e s"ar"s me("#n* a" s-ch h#*h "em;era"-res "h-s ma&#n* ch'c'(a"e -n$#" $'r c'ns-m;"#'n. Hence= Nes"(e #n"r')-ce) an #nn'a"#e )IUID C'OCO)&TE : C'OCO STIC; a" a ;r#ce "a* '$ Rs. %G9 wh#ch was an #ns"an" h#".
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NEST)E (UNC'2 "ic is te largest selling unit in te "afer segment an# te most "i#el0 #istribute#2 continue# to gain in !olumes. NEST)E C'OTU (UNC' = wh#ch was (a-nche) a" Rs. %G9 ;r#ce ;'#n"= was we(( rece#e). A ran*e '$ '"her #nn'a"#e an) ren'a"e) ;r')-c"s were (a-nche) wh#ch #nc(-)e) NEST)E (il1 Cocolate2 NEST)E ,ruit 6 Nut2 NEST)E ;runc02 NEST)E (I);+/&R ST&R2 NEST)E C'OO2 NEST)E Cocolate Eclairs2 NEST)E Coffee Eclairs an) ar#'-s $(a'-rs $'r C'OCOSTIC;.
NEST)E C'OCO)&TE PRODUCT PORT,O)IO NESTLE MAHAMUNCH@ R-& Na a/e R-& Na a/e Nes"(e MAHA M-nch'n(/ Rs.
Problems 6 Callenges in In#ian Cocolate In#ustr0 A. TE(PER&TURE A ;ec-(#ar ;r'(em "ha" h#n)ers "he )#s"r#-"#'n "' $ar9'$$ ;(aces #s "he "en)enc/ '$ ch'c'(a"es "' me(" -n)er een m')era"e hea". The "em;era"-res can reach as h#*h as B #egrees #n s-mmers= whereas ch'c'(a"e s"ar"s me("#n* a" bo#0 temperature 5about
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.Man-$ac"-rers hae "' "a&e ;reca-"#'nar/ meas-res "' ens-re "he ;resera"#'n '$ ch'c'(a"es es;ec#a((/ #n s-mmer. G.UN&8&I)&/I)IT+ O, CONTRO))ED RE,RI*ER&TION In)#a )'es n'" hae c'n"r'((e) re$r#*era"e) )#s"r#-"#'n. A#r9c'n)#"#'n s-;ermar&e"s are rare. Ca#bur0 loses A.? percent of annual sales of Rs. H. billion to eat #amage. C'm;an#es re#se #n*re)#en"s "' ma&e ch'c'(a"e w#"hs"an) hea"= an) s' In)#an ch'c'(a"es are m're res#(#en" "' hea" "han E-r';ean ch'c'(a"es / a $ac"'r '$ % )e*rees. Ir'n#ca((/= "he ch'c'(a"e mar&e" has *r'wn recen"(/ eca-se sma((er re"a#(ers hae s"-$$e) $r#)*es an) c''(ers s-;;(#e) / "he c'(a c'm;an#es C'&e an) e;s# w#"h ch'c'(a"es. Nes"(e an) Ca)-r/ hae "r#e) "' ;r'#)e ('ans $'r re"a#(ers "' -/ $r#)*es= -" "' h'() )'wn ;'wer c's"s "he sh';ⅇers sw#"ch '$$ "he $r#)*es a" n#*h". As a res-(" "he c'c'a $a" me("s an) m#*ra"es "' "he ma#n ')/ '$ "he ch'c'(a"e ar. When "he c''(#n* #s sw#"che) 'n #n "he m'rn#n*= "he c'c'a $a" s'(#)#$#es an) "-rns wh#"e= ;resen"#n* a #7arre= -n9se((a(e wh#"e 'n (ac& $'rm. <. R& (&TERI&)S C'c'a #s "he &e/ raw ma"er#a( an) acc'-n"s $'r ar'-n) 3J '$ "he "'"a( ma"er#a( c's" #nc(-)#n* ;ac&a*#n* '$ ch'c'(a"es . The ;r#ce '$ c'c'a has een h#""#n* a new h#*h '$ (a"e. C'c'a ;r#ces are a" a near %09/ear h#*h a" %35 ;er "'n= -; $r'm 600 a /ear ac&. In)#a )'es n'" ;r')-ce c'c'a "' an/ n'"ew'r"h/ e,"en" -" #s a (ar*e c'ns-mer '$ ch'c'(a"es. C'ns-m;"#'n '$ ch'c'(a"es an) '"her c'c'a9ase) ;r')-c"s= es;ec#a((/ am'n* "he m#))(e c(ass= has een *r'w#n*.
B. TR&NSPORT&TION Ch'c'(a"e nee)s "' e )#s"r#-"e) )#rec"(/= -n(#&e '"her FMC: ;r')-c"s. 60J '$ '-r ;r')-c"s are s'() )#rec"(/ "' re"a#(ers. B-#()#n* s-ch a )#rec" ne"w'r& #n r-ra( areas #s a )a-n"#n* "as& s#nce "he #n$ras"r-c"-re #s ;''r #n In)#a #n r-ra( areas. ?. T'RE&T ,RO( I(PORTED /R&NDS
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Free aa#(a#(#"/ '$ #m;'r"e) ran)s '-*h" "hr'-*h #((e*a( r'-"es ;'se a "hrea" "' "he )'mes"#c ch'c'(a"e #n)-s"r/. Us-a((/= "hese #m;'r"e) ch'c'(a"es "as"e e""er "han )'mes"#c ch'c'(a"e )-e "' rec#;e )#$$erence. Hence c'ns-mers wh' are w#((#n* "' s;en) a (#""(e m're= ;re$er "hese #m;'r"e) ch'c'(a"es. H'weer= "he ;rem#-m ran)s= wh#ch c'me "hr'-*h '$$#c#a( channe(s= )' n'" ;'se a "hrea" "' "he mar&e"= as "hese ca"er "' a sma(( n#che mar&e". H'weer "here #s a ('" '$ )-m;#n* $r'm ne#*h'r#n* c'-n"r#es (#&e D-a#= Ne;a(= e"c '$ #n$er#'r ran) '$ #m;'r"e) ch'c'(a"es. These are n'" 'n(/ '$ ('w >-a(#"/= -" are r'-*h" er/ near "' "he#r e,;#r/ )a"es. M's" '$ "he chea; ch'c'(a"e ran)s "ha" are aa#(a(e )' n'" mee" In)#an F'') Re*-(a"#'ns.
Eternal ,actors affecting *ro"t of Cocolate In#ustr0 in In#ia
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Good monsoon ens-res a)e>-a"e aa#(a#(#"/ '$ raw ma"er#a(s= wh#ch are ma#n(/ a*r#c-("-ra( #n na"-re. Raw ma"er#a( ;r#ces hae s#*n#$#can" #n$(-ence 'n mar*#ns.
Government policies #n "erms '$ (#cens#n*= )-"#es= m'emen" '$ a*r#c-("-ra( c'mm')#"#es e"c. a(s' a$$ec" "he #n"r')-c"#'n '$ ;r')-c"s= "#me (a* $'r a ;r')-c" (a-nches= "a,es= e,c#se= e"c a(( #n$(-ence "he -s#ness.
Market growth )r#en / 'era(( ec'n'm#c *r'w"h an) -ran#7a"#'n a(s' c'n"r#-"es. An 'era(( ''m#n* ec'n'm/ w#(( c'ns-me "'nnes '$ ch'c'(a"es eca-se c'ns-mer s;en)#n* #ncreases. A(s'= "he as'(-"e n-mer '$ c'ns-mers #n m#))(e c(ass ? -;;er m#))(e c(ass #ncreases.
Rupee depreciation #m;r'es e,;'r" rea(#7a"#'ns= h'weer #" a(s' ma&es #m;'r" '$ raw ma"er#a( es;. c'c'a e,;ens#e.
*ro"t Opportunities in In#ian Cocolate In#ustr0
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Untappe# (ar1et 6 )imite# Consumption The $ac" "ha" ch'c'(a"e #s n'" a "ra)#"#'na( $'')= h#*h ;r#ces an) )'mes"#c ;r')-c"#'n ;r'(ems w#(( ;r'#)e "he ma#n ;r'(ems "' mar&e" *r'w"h. As "hese mar&e"s )ee(';= ;r#ces w#(( $a(( ma&#n* "hese ;r')-c"s m're access#(e "' "he w#)er ;';-(a"#'n. H'weer "he In)#an mar&e" #s s"#(( -n"a;;e) an) ;r'#)es #mmense sc';e $'r *r'w"h= '"h *e'*ra;h#ca((/ as we(( as ;r')-c" as&e" w#se. Ch'c'(a"es r#*h" n'w reaches a'-" 40mn "' 4mn c'ns-mers. I" #s es"#ma"e) "ha" ch'c'(a"es hae a ;'"en"#a( mar&e" '$ a'-" !!1mn c'ns-mers. Cocolate consumption #n In)#a #s e,"reme(/ ('w. er ca;#"a c'ns-m;"#'n #s ar'-n) !10*ms #n "he -ran areas= c'm;are) "' 59 !0&* #n "he )ee(';e) c'-n"r#es. The ;er ca;#"a ch'c'(a"e c'ns-m;"#'n #n In)#a #s s"#(( m-ch e('w "he Eas" As#an s"an)ar)s. Hence ;er ca;#"a c'ns-m;"#'n has a #mmense sc';e $'r #m;r'emen". In r-ra( areas= #" #s een ('wer. Ch'c'(a"es #n In)#a are c'ns-me) as #n)-(*ence an) n'" as a snac& $''). A s"r'n* '(-me *r'w"h was w#"nesse) #n "he ear(/ 60s when Ca)-r/ re;'s#"#'ne) ch'c'(a"es $r'm ch#()ren "' a)-(" c'ns-m;"#'n. The #**es" ';;'r"-n#"/ #s (#&e(/ "' s"em $r'm #ncreas#n* "he c'ns-mer ase. Lea)#n* ;(a/ers (#&e Ca)-r/ an) Nes"(e hae een a""em;"#n* "' )' "h#s / a(-e $'r m'ne/ '$$er#n*s= wh#ch are a$$'r)a(e "' "he masses. We a(s' e(#ee "ha" "he near "erm ';;'r"-n#"/ (#es #n #ncreas#n* ;ene"ra"#'n ra"her "han #ncreas#n* #n"ens#"/ '$ c'ns-m;"#'n. In te past fi!e 0ears2 te cocolate business gro"n b0 AB3A?@ on an a!erage an# is epecte# to gro" furter for at least net fi!e 0ears.
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Consumer /ea!iour To"ar#s Te In#ustr0 Canging &ttitu#es 6 Consumption pattern In "he ;as"= ch'c'(a"e c'ns-m;"#'n ha) een res"r#c"e) / ('w ;-rchas#n* ;'wer #n "he mar&e". Ch'c'(a"es an) '"her c'c'a9ase) snac& $'')s were (''&e) -;'n as $'') s-#"a(e 'n(/ $'r e(#"#s" c'ns-m;"#'n "#(( recen"(/. B-" w#"h "he (a-nch '$ ('wer9;r#ce)= sma((er ars '$ ch'c'(a"e #n "he (as" "w' /ears an) ;'s#"#'n#n* '$ ch'c'(a"e as a s-s"#"-"e "' "ra)#"#'na( swee"s )-r#n* $es"#a(s= hae ''s"e) c'ns-m;"#'n. Ch'c'(a"es wh#ch were c'ns#)ere) "' e an e(#"#s" $'') h#" "he $anc/ '$ masses (''&#n* $'r a chan*e #n (#$e s"/(e a" a$$'r)a(e c's".
Rural epansion R-ra( mar&e" an) sma(( "'wn mar&e"s are seen as "he &e/ "' s;-rr#n* )'-(e9)#*#" *r'w"h. r')-c"s s-ch as (#>-#) ch'c'(a"e ;ac&s $r'm "he e,#s"#n* ;'r"$'(#' are e,;ec"e) "' ena(e ra;#) acce;"ance.
)e!erage In#ia for offsoring In)#a #s e#n* (eera*e) $'r e,;'r" '$ $#n#she) *'')s= as a s-;er#'r )es"#na"#'n $'r man-$ac"-r#n* es" ;rac"#ces= an) $'r BO ';;'r"-n#"#es. A(( "he a'e ;'#n"s r#n* -s "' a c'nc(-s#'n "ha" "here8s an #mmense sc';e $'r *r'w"h '$ ch'c'(a"e #n)-s"r/ #n In)#a n'" 'n(/ #n #"s '$$er#n* ;a""ern -" a(s' $'r #ncremen" #n #"s "'"a( c'ns-m;"#'n a(-e an) s#7e.
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D&T& &N&)+SIS &ND INTERPRET&TION
Do 0ou eat cocolates
Yes %3
N' 4
+*
+&
!*
!&
*
& yes
no
I" sh'ws "ha" 44J '$ c'ns-mer hae ch'c(a"es.
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The ra"#' #s 3.%5@! wh#ch means a(m's" 3 '-" '$ + #n)##)-a(s ea" ch'c(a"es
ic /ran#
Nes"(e Ca)-r/
O"her
%0 40 !0
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I"s sh'ws "ha" ma2'r ;ar" '$ mar&e" share has een ca;"-re) / Ca)-r/.The ch'c(a"es '$ ca)-r/ (#&e Tem;"a"#'n= Da#r/ M#(&=Ec(a#rs are m's" ;re$erre)ne," #s nes"(e wh#ch ;'ssess m's" '$ mar&e" share.
,actors "ile bu0ing cocolates
F(a'r
%5
r#ce
!5
<-a(#"/
%1
ac&a*#n* Bran)
C'('-r
%0 !0
Sha;e
!6
5
<-an"#"/ %%
Fal)or rice -uality ackaging rand Colour /hape -uantity
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Fr'm "he s-re/ #" can e #n"er;re"e) "ha" m's" '$ "he c'ns-mers hae ch'c'(a"es $'r #"s $(a'r an) >-a(#"/. The ;ac&a*#n* #s a(s' an #m;'r"an" $ac"'r $'r "he s-ccess '$ ac>-#r#n* mar&e" share.
(e#ia Influence
T
40
News;a;er H'ar)#n* O"her
+0 0 30
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RECO((END&TION !. Re!amp "he ;r')-c" "' ⅇ "he e,c#"emen" a(#e. %. Companies sh'-() (''& a" ne" a!enues= wh#(e e,;an)#n* "he reach '$ #"s ;r')-c"s. 3. Distribution w#(( h'() "he &e/. C'm;an#es nee) "' reach '-" "' sma((er "'wns= where "hree9$'-r"hs '$ "he ;';-(a"#'n )'es n'" een &n'w "he ;r')-c". +. (erger 6 &cKuisitions w#"h c'm;an#es "ha" ma"ch "he ;r')-c" ;'r"$'(#' ? 'era(( *r'w"h s"ra"e*/ sh'-() e c'ns#)ere) wh#ch w#(( n'" 'n(/ s"ren*"hen "he c'm;an/ "' es"a(#sh a s"r'n*er h'() #n "he c'-n"r/ -" a(s' war) '$$ ;'ss#(e c'm;e"#"#'n #n "he se(ec" ca"e*'r/. S-ch
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c'((a'ra"#'ns w#(( a(s' $ac#(#"a"e c'm;an#es "' -se each '"her8s )#s"r#-"#'n ne"w'r&s.
CONC)USION
The In)#an Ch'c'(a"e In)-s"r/ #s a -n#>-e m#, w#"h e,"reme c'ns-m;"#'n ;a""erns= a""#"-)es= e(#e$s= #nc'me (ee( an) s;en)#n*. A" 'ne han)= we hae )es#*ner ch'c'(a"es "ha" are c'ns-me) when ;r#ce) a" een Rs %00G&* wh#(e "here are ;(aces #n In)#a where ;e';(e hae neer een "as"e) ch'c'(a"es 'nce. Un)ers"an)#n* "he c'ns-mer )eman)s an) ma#n"a#n#n* "he >-a(#"/ w#(( e essen"#a(. C'm;an#es w#(( hae "' ⅇ "hemse(es areas" w#"h "he )ee(';men"s #n '"her ;ar"s '$ "he w'r(). RICIN: #s "he &e/ $'r c'm;an#es "' ma&e "he#r ;r')-c" reach c'ns-mers8 ;'c&e"s. R#*h" ;r#c#n* w#(( ma&e 'r rea& "he ;r')-c" SUCCESS. Ec'n'm#ca( )#s"r#-"#'n '$ "he
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;r')-c"s w#(( a(s' e e>-a((/ #m;'r"an". The c'm;an#es8 s"ra"e*#es sh'-() $'c-s 'n )r##n* sa(es "hr'-*h a r#*h" ;r')-c" m#,= e$$#c#en" ma"er#a(s ;r'c-remen"= re)-ce) was"a*es= #ncrease) $ac"'r/ e$$#c#enc#es an) #m;r'e) s-;;(/ cha#n mana*emen". There8s an #mmense sc';e $'r *r'w"h '$ ch'c'(a"e #n)-s"r/ #n In)#a 9 *e'*ra;h#ca((/ as we(( as #n "he ;r')-c" '$$er#n*. The In)#an Ch'c'(a"e In)-s"r/ #s )es"#ne) "' *r'w an) w#(( )' s' #n "he $-"-re.
uestionnaire for Stu#0 of Consumer /ea!iour to"ar#s Cocolates3 N&(E3............................................................ &*E3............................................................... *ENDER3......................................................... OCCUP&TION3.................................................. &DDRESS3....................................................... CONT&CT3........................................................
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!. D' /'- ea" ch'c'(a"esP [ ] Yes
[ ] N'
%. Wh#ch ran)s )' /'- ;re$er an) wh/P [ ] Ca)-r/ [ ] Nes"(e [ ] O"hers
#$ '"hers= ;(ease s;ec#$/........................
3. H'w m-ch ch'c'(a"es )' /'- c'ns-me #n a wee&P [ ]Less "han 3
[ ] 39 [ ] 9!0 [ ] M're "han !0
+. H'w m-ch can /'- s;en) 'n ch'c'(a"es #n a wee&P [ ]Rs. 090 [ ] Rs. 09!00 [ ] Rs. !009%00
[ ]Rs. %00 an) a'e
. D' /'- -/ ch'c'(a"es as *#$"sP [ ] Yes
[ ] N'
1. Are /'- w#((#n* "' -/ s'me '"her ran) #n case /'-r ;re$erre) ran) #s n'" aa#(a(eP [ ] Yes
[ ] N'
I$ /es= ;(ease s;ec#$/...........................
4. Are /'- sa"#s$#e) w#"h "he ;r#ces a" wh#ch "he ch'c'(a"es are aa#(a(eP [ ] Yes
[ ] N'
5. Wh#ch '$ "he $'(('w#n* $ac"'rs )' /'- c'ns#)er when /'- ;-rchase a ch'c'(a"eP T#c& #n "he )es#re) c'(-mnGs F(a'rG"as"e Q r#ce
Q
<-a(#"/
Q
ac&a*#n*
Q
Bran)
Q
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Ima*e
Q
C'('r
Q
<-an"#"/
Q
6. Wh#ch me)#a '$ a)er"#semen" #n$(-ence /'-r ;-rchaseP T#c& #n "he )es#re) c'(-mn Te(e#s#'n Q
News;a;ers Q
H'ar)#n* Q
D#s;(a/ Q
!0. Are /'- sa"#s$#e) w#"h "he ar#e"/ '$ ch'c'(a"es aa#(a(e #n "he mar&e"P [ ] Yes
D&TE -
[ ] N'
P)&CE
annexures /ibliograp0 www.re)#$$.c'm
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SI*N&TURE 5
