INTERNATIONAL PRODUCT PLANNING AND PRICING STRATEGIES
PROJECT REPORT ONINTERNATIONAL PRODUCT PLANNING AND PRICING
STRATEGIES
SUBMITTED BYPRADNYA SHETTYM.Com Part II- Semester IV2014-15
PROJECT GUIDEProf. PASMEEN KAUR SAINI
SUBMITTED TOUNIVERSITY OF MUMBAI
BUNTS SANGHA MUMBAIANNA LEELA COLLEGE OF COMMERCE &
ECONOMICSSHOBHA JAYARAM SHETTY COLLEGE FOR B.M.SShashi Manmohan
Shetty Higher Education Complex,Buntara Bhavana Marg, Kurla (East),
Mumbai 400 070
CertificateBUNTS SANGHA MUMBAIANNA LEELA COLLEGE OF COMMERCE
&ECONOMICSSHOBHA JAYARAM SHETTY COLLEGE FOR B.M.SShashi
Manmohan Shetty Higher Education Complex,
This is to certify thatMiss. PRADNYA SHETTY of M.Com Part II
Semester IV, has undertaken & completed the project work titled
INTERNATIONAL PRODUCT PLANNING AND PRICING STRATEGIES during the
academic year 2014-15 under the guidance of Prof. PASHMEEN KAUR
SAINI submitted to this college in fulfilment of the curriculum of
Master of Commerce, University of Mumbai.
This is a bonafide project work & the information presented
is true & original to the best of our knowledge and belief.
PROJECT COURSE EXTERNAL PRINCIPAL GUIDE CO-ORDINATOREXAMINER
DECLARATIONI, Mrs.PRADNYA SHETTY of Anna Leela College Of Commerce
& Economics, Shobha Jayaram Shetty College For B.M.S, M.Com
Part II Semester IV, hereby declare that I have completed the
project on International Product Planning and Pricing Strategies in
academic year 2014-15.The information submitted is true and
original to the best of my knowledge.
Signature of the Student
[PRADNYA SHETTY]
ACKNOWLEDGMENT
I hereby acknowledge all those who directly or indirectly helped
me to draft the project report. It would not have been possible for
me to complete the task without their help and guidance
First of all I would like to thank the principal, Dr. K.S.
Cheema and the coordinator Prof. Prashant Shinde, who gave me the
opportunity to do this project work. They also conveyed the
important instructions from the university from time to time.
Last but not the least; I am thankful to the University of
Mumbai for offering the project in the syllabus. I must mention my
hearty gratitude towards my family, other faculties and friends who
supported me to go ahead with the project.
INTRODUCTION TO PRODUCT PLANNING
Product planning is the ongoing process of identifying and
articulating market requirements that define a products feature
set. Product planning serves as the basis for decisions about
price, distribution and promotion.
What is Product Planning? In order to maximise his sales revenue
and profits, a business firm must continuously adjust and adapt its
products and services to the changing requirements of customers.
From time to time, it may have to design and develop new products.
Product planning is the process of searching ideas for new
products, screening them into tangible products and introducing the
new product in the market. It also involves the formation of
product policies and strategies. Product planning includes
improvements in existing products as well as deletion of
unprofitable or marginal products. It also encompasses product
design and engineering which is also called product planning
development. Product planning comprises all activities starting
with the conception of product idea and ending up with full scale
introduction of the product in the market.It is a complex process
requiring effective coordination between different departments of
the firm. It is intimately related with technical operations of the
organisation, particularly with engineering, research and
development departments. Any product has two board objectives-
immediate objectives and ultimate objectives. Immediate objectives
include satisfaction of immediate needs of consumers, increasing
sales, utilising idle plant capacity, etc. Permanent or ultimate
objectives consist of reduction in production costs, creation of
brand loyalty, monopolising the market, etc.
Meaning of Product Planning The process of coming up with a
business idea for a manufactured good, preparing the good for
production and then introducing it to the market. Product planning
involves managing the products manufacture and development by
selecting marketing and distribution approaches, making
modifications, setting and changing prices and offering
promotions.
Definition of Product Planning
Product planning is the process of creating a product idea and
following through on it until the product is introduced to the
market. Additionally, a small company must have an exit strategy
for its product in case the product does not sell. Product Planning
entails managing the product throughout its life using various
marketing strategies, including product extensions or improvements,
increased distribution, price changes and promotions.
Thus Product Planning is required for the following reasons:(i)
To replace obsolete products(ii) To maintain and increase the
growth rate/ sales revenue of the firm,(iii) To utilise spare
capacity(iv) To employ surplus funds or borrowing capacity, and(v)
To diversify risks and face competition.
PHASES OF PRODUCT PLANNING
The Phases of Product Planning are as follows:-
1) Developing the Product Concept:-
The First phase of Product Planning is developing the product
concept. Marketing managers usually create ideas for new products
by identifying certain problems that consumers face or various
customers need. For example, a small computer retailer may see the
need to create a computer repair division for the product it sells.
After the product idea is conceived, managers will start planning
the dimensions and features of the product. Some small companies
will even develop a product mock-up or model.
2) Studying the market:-
The next step in the product planning process is studying the
competition. Secondary research usually provides details on key
competitors and their market share, which is the percent of total
sales that they hold in the marketplace. The business can then
determine places in which it has an advantage over the competition
to identify areas of opportunity.
3) Market research:-
A small company should consider doing both qualitative and
quantitative marketing research for its new product. Focus groups
are an example of qualitative information. Focus groups allow
companies to ask their consumers about their likes and dislike of a
product in small groups. A focus group allows the company to tweak
the product concept before testing it through phone surveys- a more
quantitative marketing research function. Phone surveys enable a
company to test its product concept on a larger scale, the results
of which are more predictable across the general population.
Qualitative research is a method of inquiry employed in many
different academic disciplines, traditionally in the social
sciences, but also in market research and further contexts.
Qualitative researchers aim to gather an in-depth understanding of
human behaviour and the reasons that govern such behaviour. The
qualitative method investigates the why and how of decision making,
not just what, when, when. Hence, smaller but focused samples are
more often used than large samples. Quantitative research refers to
the systematic empirical investigation of social phenomena via
statistical, mathematical or computational techniques. The
objective of quantitative research is to develop and employ
mathematical models, theories and/or hypotheses pertaining to
phenomena.
4) Product introduction:-
If the survey results prove favourable, the company may decide
to sell the new product on a small scale or regional basis. During
this time, the company will distribute the products in one or more
cities. The company will run advertisements and sales promotions
for the product, tracking sales results to determine the products
potential success. If sales figure are favourable, the company will
then expand distribution even further. Eventually, the company may
be able to sell the product on a national basis.
5) Product Life Cycle:-
Product planning must also include managing the product through
various stages of its product life cycle. These stages include the
introduction, growth, maturity and decline stages. Sales are
usually strong during the growth phase, while competition is low.
However, continued success of the product will pique the interest
of competitors, which will develop products of their own. The
introduction of these competitive products may force a small
company to lower its price. This low pricing strategy may help
prevent the small company from losing market share. The company may
also decide to better differentiate its product to keep its prices
steady. For example, a small cell phone company may develop new,
useful features on its cell phones that competitors do not
have.
PRODUCT PLANNING IN INTERNATIONAL MARKETS
Product Planning involves a number of Product related decisions
such as product design, product-mix, branding, pricing, etc.
Therefore, the international marketer has to adopt various product
planning strategies such as:
1. Product Design Strategies:
International Marketers have the following options in respect of
product design strategies: (a) Product Innovation Strategy: A
totally new product is developed for foreign markets. For instanc,
low cost product may be developed for developing countries, and a
premium product may be produced for developed countries. The main
advantages are:
Enhancement of corporate image. Increase in customer
satisfaction.
(b) Product Adaption Strategy: The domestic product may be
modified to suit the requirements of overseas buyers. Even the
Brand name may be changed in different markets. For instance,
Nestle provide over 100 varieties of Nescafe to satisfy the tastes
of different customers in different countries. The Main advantages
are:
Helps to gain competitive advantage in overseas markets.
Increases export sales in overseas markets.
(c) Product Standardization Strategy: Same standard product sold
worldwide. For instance, Coca Cola, Pepsi, Rayban, Rolls Royce,
Rolex Watches, Etc., adopt this strategy. The strategy adopted is
One Product, One Message,- Worldwide. The main advantages are:
International marketers may get the economies of large scale
production and distribution. MNCs from developed countries can take
the advantage of Made in Image.
CHOCOLATE
THE VERY WORD MAKES YOUR MOUTH WATER
CHOCOLATE IS MORE THAN JUST A FOOD: ITS A STATE OF MIND
Chocolates
Chocolates! Chocolates!Everybody has a liking for them,be they
in the form of barOr a tiny little gem,Or shaped like a
rectangle,Or a sphere, a brickor an clair.For chocolate lovers it
is fun,To have them during rain,breeze or sun.They are white and
brown in colour,And tastes sweet and bittersome have them in aglass
of cold coffee, Or in the form of atoffee.Some eat them when they
are sad Some relish them when they are happy or have sweet
dreams,But I feel, to have chocolatesWe dont need a reason,Cause we
can have itAnytime, any season!
2.1 HISTORY OF CHOCOLATE
The origin of chocolate can be traced back to the ancient Maya
and Aztec civilizations in Central America, who first enjoyed
chocolati a much-prized spicy drink made from roasted cocoa beans.
Throughout its history, whether as cocoa or drinking chocolate
beverage or confectionary treat, chocolate has been a much sought
after food.
The Aztec empire Chocolate(in the form of a luxury drink) was
consumed in large quantities by the Aztecs: the drink was described
as finely ground, soft, foamy, reddish, bitter with chilled water,
aromatic flowers, vanilla and wildbee honey. The dry climate meant
the Aztecs were unable to grow cocoa trees, and had to obtain
supplies of cocoa beans from tribute or trade
Don Cortes The Spanish invaded Mexico in the 16Th century, by
this time the Aztecs had created apowerful empire, and the Spanish
armies conquered Mexico. Don Cortes was made captain general and
governor of Mexico. When he returned to Spain in1528 he loaded his
galleons with cocoa beans and equipment for making the chocolate
drink. Soon chocolate became a fashionable drinkenjoyed by the rich
in Spain.
Chocolate across Europe An Italian traveller, Francesco
carletti, was the first to break the Spanish monopoly. He had
visited Central America and seen how the Indians prepared the cocoa
beans and how they made the drink, and by 1606 chocolate was well
established in Italy
Drinking chocolate The secret of chocolate was taken to France
in 1615, when Anne, daughter of Phillip 2 ofSpain married king
Louis 13 of France the French court enthusiastically adopted this
new exotic drink, which was considered to have medicinal benefits
as well as being a nourishing food. Gradually the custom ofdrinking
chocolate spread across Europe,reaching England in the 1650s
First chocolate for eating Up until this point all chocolate
recipes were based on plain chocolate. It was an English doctor,
Sir Hanss Sloane, who- after travelling in south America- focused
on cocoa and food values, bringing a milk chocolate recipe back to
England. The original Cadbury milk chocolate wasprepared to his
recipe.
History:
The earliest record of chocolate was over fifteen hundred years
ago in the central America rain forests, where the tropical mix of
high rain fall combined with high yearround temperatures and
humidity provide the ideal climate for cultivation of the plant
from which chocolate is derived, the cacao tree. Chocolate is made
from the cocoa bean, found in pods growing from the trunk and lower
branches of the cacao tree, Latin name the obroma cacao meaning
food of the gods Cacao was corrupted into the more familiar cocoa
by the early European explorers. The Maya brewed a spicy,
bittersweet drink by roasting and pounding the seeds of the cacao
tree with maize and capsicum peppers and letting the mixture
ferment. This drinkwas reserved for use in ceremonies as well as
for drinking by the wealthy and religious elite; they also ate
cacao porridge. The Aztecs, like theMayans, also enjoyed cacaoas
abeverage fermented from therawbeans, which again featured
prominently in ritual and as a luxury available only to the very
wealthy. The Aztecs called this drink xocolatl, the Spanish
conquistadors found this almost impossible to pronounce and so
corrupted it to the easier chocolat the English further changed
this to chocolate. The
Aztecsregardedchocolateasanaphrodisiacandtheiremperor,Montezuma
reputedly drank it fifty times a day from a golden goblet and is
quoted as saying ofxocolatl: the divine drink, which builds up
resistance and fights fatigue. A cup of thisprecious drink permits
a man to walkfor a whole day without food
2.2 CHOCOLATE PRODUCTION
2.3 CONSUMPTION OF CHOCOLATES IN INDIA Chocolate consumption in
India is extremely low. Per Capita consumption is around 160gms in
the urban areas, compared to 8-10kg in the developed countries. In
rural areas, it is even lower. Chocolates in India are consumed as
indulgence and not as a snack food. A strong volume growth was
witnessed in the early 90s when Cadbury repositioned chocolates
from children to adult consumption.The biggest opportunity is
likely to stem from increasing the consumer base. Leading players
like Cadbury and Nestle have been attempting to do this by value
for money offerings, which are Affordable to the masses.
CADBURY PROFILE
How Cadbury Chocolate is made
John Cadbury Milk chocolate for eating was first made by Cadbury
in 1897 by adding milk powderJohn paste to the dark chocolate
recipe of cocoa mass, cocoa butter and sugar. By today's standards
this chocolate was not particularly good: it was coarse and dry and
not sweet ormilky enough for public tastes. There was a great deal
of competition from continental manufacturers, not only the French,
butalsotheSwiss,renownedfortheirmilkchocolate. Led by George
Cadbury Junior, the Bourneville experts set out to meet the
challenge. A considerable amount of time and money was spent on
research and on new plant designed to produce the chocolate in
larger quantities.
Arecipewasformulatedincorporatingfreshmilk,andproductionprocesseswere
developed to produce a milk chocolate 'not merely as good as, but
better than' the imported milk chocolate'. Four years of hard work
were invested in the project and in 1905 what was to be Cadbury's
top selling brandwas launched. Three names were considered: Jersey,
Highland Milk and Dairy Maid. Dairy Maid became Dairy Milk, and
Cadbury's Dairy Milk, with its unique flavour and smooth creamy
texture, was ready to challenge the Swiss domination of the
milkchocolate market. By 1913 Dairy Milk had become the company's
bestselling line and in the mid twenties Cadbury's Dairy Milkgained
its status as the brand leader, a position it has held
eversince.
COMPANY OVERVIEW OF CADBURY INDIA
Cadbury began its operations in 1948 by importing chocolates and
then re-packing thembefore distribution in the Indian market. After
59 years of existence, it today has five
company-ownedmanufacturingfacilitiesatThane,Induri(Pune)andMalanpur(Gwalior),
Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New
Delhi, Mumbai, kolkota and Chennai). The
corporateofficeisinMumbai.
Currently Cadbury India operates in three sectors viz. Chocolate
Confectionery, MilkFood Drinks andin the Candy category.
IntheChocolateConfectionerybusiness,Cadburyhasmaintaineditsundisputed
leadership over the years. Some of the key brands are Cadbury Dairy
Milk, 5 Star, Perk, clairs and Celebrations. Cadbury enjoys a value
market share of over 70% - the highest
Cadburybrandshareintheworld!TheirflagshipbrandCadburyDairyMilkisconsidered
the "gold standard" for chocolates in India. The pure taste of CDM
defines the chocolate taste forthe Indian consumer. In the Milk
Food drinks segment their main product is Bournvita- the leading
Malted Food Drink (MFD) in the country. Similarly in the medicated
candy category Halls is the undisputed leader. The Cadbury India
Brand Strategy has received consistent support through simple but
imaginative extensions to product categories and distribution. A
good example of this is the development ofBytes. Crispy wafers
filled with cocacream in theform of abagged snack, Bytes is
positioned as "The new concept of sweet snacking". It delivers the
taste ofchocolate in the form of a light snack, and thus heralds
the entry of Cadbury India into the growing bagged Snack Market,
which has been dominated until now by Salted Bagged Snack Brands.
Bytes were first launched in South India in 2003. Since 1965
Cadbury has also pioneered the development of cocoa cultivation in
India. For over two decades, it has worked with the Kerala
Agriculture University to undertake cocoa research and released
clones, hybrids that improve the cocoa yield. Today, Cadbury is
poised in its leap towards quantum growth and new categories
ofbusiness,namelygums,mints,snackingandgifting.ItisapartoftheCadburySchweppes
Group, world's No.1Confectionery Company. CADBURY WORLD WIDE
Cadbury is the world's largest confectionery company and have a
strong regional presencein beverages inthe Americas and
Australia.
With origins stretching back over 200 years, today their
products -which include brands such as Cadbury, Schweppes, Halls,
Trident, Dr Pepper, Snapple, Trebor, Dentyne, Bubblicious and
Bassett - are enjoyed in almost every country around the world.We
employaround60,00people.
Their heritage starts back in 1783 when Jacob Schweppes
perfected
hisprocessformanufacturingcarbonatedmineralwaterinGeneva,Switzerland.
And in 1824 John Cadbury opened in Birmingham selling cocoa and
chocolate.
These two great household names merged in 1969 to formCadbury
Schweppesplc. Since then they have expanded their business
throughout the world by aprogramme of organic and acquisition led
growth.
Concentrating on their core brands in beverages and
confectionery since the1980s, they have strengthened their
portfolio through almost fifty acquisitions, including brand icons
such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious,
Trebor, Bassett, Dr Pepper, 7 Upand Snapple.
SWOT ANALYSIS OF CADBURY
STRENGTHS Large teeming population of kids and teenagers Well
established market Vast variety of Product Easy availability of
cocoa in India
WEAKNESS Large Portion of Population suffers from diabetes,
cholesterol disorders etc Dental Problems associated with
consumption of Chocolates.
OPPORTUNITIES Innovative un captured chocolates in market-(such
as sugar free chocolate sector) Large number of occasion
celebrations and festivals in which chocks are used as a medium to
convey happiness Increasing acceptance of globalisation and better
relationship with foreign companies
THREATS Competition- cut throat competition from nestle and
international choc brands Negative publicity and contravacies New
entrance and individual players (rise in sale in homemade
chocolates) Preference and availability of other substitutes
(sweets and desert)
PRODUCT LINE The major market of chocolates offers the following
products in the market:-1) Chocolates:- Cadbury dairy milk, Perk,
Celebrations, Temptation, Five stars and many more2) Snacks:-
Cadbury Bytes3) Beverages:- Bourn Vita, Cadbury Delight4) Candy:-
Cadbury Halls5) Ice- Cream:- Cadbury Dairy Milk Stick, Cadbury
Crunchy Blast Stick, Cadbury Flake 99 cone and many more
NESTLE PROFILE
Nestle India Nestle India is a subsidiary of Nestle S.A. of
Switzerland. The company insists on honesty, integrity and fairness
in all aspects of its business and expects the same in its
relationships.
Nestle India- Presence Across India
Beginning with its first investment in Moga in 1961, Nestls
regular and substantial investments established that it was here to
stay. In 1967, Nestl set up its next factory at Choladi (Tamil
Nadu) as a pilot plant to process thetea grown in the areainto
soluble tea. The Nanjangud factory (Karnataka), became operational
in 1989, the Samalkha factory (Haryana), in 1993 and in 1995 and
1997, Nestl commissioned two factories in Goa at Ponda and Bicholim
respectively. Nestl India is now putting up the 7th factory at
PantNagar in Uttaranchal.
Nestle Story
Nestl was founded in 1867 on the shores of Lake Geneva in Vevey,
Switzerland and its first product was Farine Lacte Nestl, an infant
cereal specially formulated by HenriNestl to provide and improve
infant nutrition.
From its first historic merger with the Anglo-Swiss Condensed
Milk Company in 1905, Nestl has grown to become the worlds largest
and most diversified food Company, and is about twice the size of
its nearest competitor in the food and beverage sector.Nestls
trademark of birds in a nest, derived from Henri Nestls personal
coat of arms, evokes the values upon which he founded his
Company.
Namely, the values ofsecurity, maternity and affection, nature
and nourishment, family and tradition. Today, It is not only the
central element of Nestls corporate identity but serves to define
theCompanysproducts,responsibilities,businesspractices,ethicsandgoals.In
2004, Nestl had around 247,000 employees worldwide, operated
500factories in approx. 100 countries and offered over 8,000
products to millions ofconsumersuniversally.
TheCompanystransparentbusinesspractices,pioneeringenvironment
policy and respect for the fundamental values of different cultures
have earned it an enviable place in the countries it operates in.
Nestls activities contribute to andnurturethe
sustainableeconomicdevelopment ofpeople, communities andnations.
Above all, Nestl is dedicated to bringing the joy of Good Food,
Good Life to people throughout their lives, throughout the
world.
Nestle Brands
Milk Products & Nutrition
Beverages
Prepared Dishes and Cooking Aids
Chocolates & Confectionary
MILK PRODUCTS AND NUTRITION:
Nestle Everyday Dairy Whitener
Nestle Everyday Slim
Nestle Everyday Ghee
Nestle Milkmaid
Nestle Fresh n Natural Dahi
Nestle Fresh n Natural Slim Dahi
Nestle Jeera Raita
Nestle Milkmaid Fruit Yoghurt
Nestle Slim Milk
BEVERAGES:
Nescafe Classic
Nescafe Sunrise
Nestle Milo
Nescafe 3 in1
Nescafe koolerz
PREPARED DISHES AND COOKING AIDS
Maggi 2- Minute Noodles
Maggi Vegetable Atta Noodles
Maggi Dal Atta Noodles
Maggi Rice Noodles Mania
Maggi Sauces
Maggi Pizza Mazza
Maggi Health Soups
Maggi Magic Cubes
CHOCOLATES AND CONFECTIONERY
Nestle Kitkat
Nestle Munch
Nestle Miklybar
Nestle Bar-one
CHAPTER 3
RESEARCH DESIGN METHODOLOGY
This chapter describes the methodology of the study. This
project is based on information collected from primary sources.
After the detailed study, an attempt has been made
topresentcomprehensiveanalysisofconsumptionofCadburyandnestlechocolatesconsumedbythepeople.Thedatahadbeenusedtocovervariousaspectslike
consumption, consumers preference and customers satisfaction
regarding Cadbury andNestlechocolates.
Incollectingrequisitedataandinformationregardingthetopicselected, I
went to the residents of Chembur and collected the data.
Survey design: The study is a cross sectional study because the
data were collected at a single point oftime. For the purpose of
present study a related sample of population was selected on
thebasis of convenience.
Sample Size and Design: A sample of 100 people was taken on the
basis of convenience. The actual consumers were contacted on the
basis of random sampling.
Research Period: Research work is only carried for 2 or3
weeks.
Research Instrument: This work is carried out through
self-administered questionnaires. The questions included were open
ended, dichotomous and offered multiple choices
Data Collection: The data, which is collected for the purpose of
study, is divided into 2 bases:
Primary Source:
The Primary data comprises information survey of Study of
Consumer Behaviour towards Nestle and Cadbury Chocolates. The data
has been collected directly from respondent with the help of
structured questionnaires.
Secondary Source:
The Secondary data was collected from Internet References.
Data Analysis:
The data is analysed on the basis of suitable tables by using
mathematical techniques. The technique that I have used is bar
technique.
CHAPTER 4
FINDINGS AND ANALYSIS
ANALYSIS OF DATAFINDINGSCONCLUSIONSUGGESTIONS AND
RECOMMENDATIONSMETHODOLOGY OF THE STUDY
4.1 ANALYSIS OF DATA
1) Liking of the Chocolates
Ans
Liking of the ChocolatesYesNo
Number of Respondent9010
From the above analysis of the givensample of 100 respondents it
is concludedthat out of 100 people 90 people likes to eat chocolate
while only 10 people dont prefer to eat chocolate2) Difference age
groupAnsAge group0-1010-2020-30Above 30
Number of Respondent11332828
According to the above analysis it is concluded that I have
surveyed 100 respondents out of which 11, 33,28, 28 belongs to age
group 0-10, 10-20, 20-30, above30respectively.
3) Preference according to the age
groupAnsBrands0-1010-2020-30Above 30
Cadbury6211515
Nestle212712
No Consumption3_61
According to the aboveanalysis it is concluded that people of
different age groups prefermostly Cadbury brand of chocolate while
Nestle brandis least preferred by the age groupbetween 10-20.People
of age group above 30 equallylikes to haveboth brands.4) Brand
PreferenceAnsBrandPreference by Consumers
Cadbury57
Nestle33
From the above analysis of given sampleof 90 respondents who eat
chocolates it is concluded that only 33 people prefer to eat Nestle
chocolates while 57 people likes to eat Cadbury
chocolates.5).Purchase of Cadbury ChocolatesAnsSub-BrandsNumber of
Respondents
Dairy Milk42
5-Star17
Perk14
Celebrations10
Temptation7
From the above analysis of given sampleof 57 respondents who eat
Cadbury chocolates it is concluded that mostly people haspurchased
Dairy Milk sub-brand of Cadbury while Temptation is least
purchasedby the people.
6).Purchase of Nestle ChocolatesAnsSub-BrandsNumber of
Respondents
Kit-Kat38
Munch25
Milky- bar12
Bar-one8
Milk Chocolate7
From the above analysis of given sampleof 33 respondents who eat
Nestle chocolates it is concluded that mostly all sub-brands are
purchased by people but top most is Munch followed by Milky Bar and
Kit Kat. While surveying we havefound that many people are not
aware of Milk Chocolate
7). Pack of Chocolates Preferred
Pack SIZEGrandTotal of Preference
Small42
Big36
Family pack12
According to the aboveanalysis it is concluded that out of
sample of 90 people who eat chocolates likes to buy Small Pack.
Family pack is mostly preferred by aged people only.
8). Pack of Chocolates Preferred
Promotional OffersNumber of Respondents
Free Gifts26
Price Offer48
Any other16
According to the aboveanalysis it is concluded that out of
sample of 90 people who eat chocolates 26 are attracted by free
gifts, 48 by prices offers while 16 were attracted by some other
reasons.
9). Factors Affecting Purchase
FactorsNumber of Respondents
Advertisement 43
Suggestion From Friends and Relatives11
Attractive Display10
Doctors Advice3
Brands Ambassadors 3
Ingredients20
10). Media of Advertisement
Media of Advertisement Number of Respondents
Television 70
Newspaper5
Brochures5
Hoarding5
Display3
Ingredients2
11) Frequency of Consumption
Frequency of ConsumptionNumber of Respondents
Once in a Fortnight3
Daily34
Weekly12
Monthly38
Quarterly3
12) Reasonable Price Price of ChocolateNumber of Respondents
Below 56
5-1035
10-2036
20-309
Above 304
13) Consumers Brand LoyaltyBrand Loyalty ActionsNumber of
Respondents
Postpone your Purchase33
Switch Over to other Brands15
Go to Other Shop for Search of Preferred Brand42
14) Reaction of Consumers if New Brands is IntroducedShift to
New Brands of the Preferred ProductNumber of Respondents
No, Not at all27
May Consider10
No, shall not13
Cant Say40
15) Reasons for Not Switching over to Other BrandsAns. All the
consumers why they continue to buy the old Brand gave various
reasons. The most important reasons give by the consumers were:
Taste/Flavour Brand Image Quality Packaging
4.2 FINDINGS
Consumer Research: Consumer research deals with consumer and
their problems and solution to the problems. In this I came to know
about the consumers need and expectation levels regarding products
and ascertainable levels of consumer satisfaction. Product
Research: Under Product research I came to know about the
Modification which consumers want as to the quality, packing,
shape, colour, and quantity etc of their favourite chocolate
Pricing Research: This includes ability to consume, to pay for the
product, how much a person can spend on his/her favourite
chocolate. In this i have tried to find out consumers price
expectations and reactions. Advertising Research: Under this I have
concluded that whether the advertisement appeals the Consumers or
not. This also includes evaluating and selecting the proper
media-mix and measuring advertising effectiveness.
4.3 CONCLUSION
A survey of the people has been conducted to know the Liking
pattern of the two products Cadbury and Nestle. It is observed that
overall people like to eat Cadbury brand rather than Nestle Brands.
It is concluded that mostly people preferred Dairy Milk of Cadbury
due to its flavour/taste, quality and image and due to its hard
form. Some people often like to have a chocolate with good flavour,
quality and crunchiness so they are going towards Bar-one and Milk
Chocolates of Nestle due to its taste and crunchiness. It is thus
concluded from the facts collected that mostly people refer to buy
big pack of their favourite chocolate, and something some of them
go for small and family pack.
4.4 SUGGESTIONS RECOMMENDATIONS
Company should concentrate more on television for
adverstisement, as mostly for other.For promotional offers, company
should go for free gifts rather than going for other waysFor
Promotiomn
TheEurocurrencyMarket has its roots in the World War II era.
While the war was going on,
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