Market Research ProposalLaunch of White chocolate by Cadbury
Submitted toProf. Satya Bhushan Dash
Submitted by GROUP 1AGaurav Singh PGP25017 Hariharan D PGP25018
Himanshu Garg PGP25019 Karthik S PGP25021 Girish Sahani PGP25042
Saradha NandhiniPGP25047
Indian Institute of Management Indian Institute of
Management
Table of
ContentsIntroduction...........................................................................................................3
Management Decision
Problem.............................................................................3
Marketing Research
Problem.................................................................................3
Research
Objectives..............................................................................................4
Research Design and
Methodology........................................................................4
Research
Tools......................................................................................................8
Research Questions and
Hypotheses.....................................................................9
Questionnaire......................................................................................................10
Data Analysis
Plan...............................................................................................16
Appendix
1...........................................................................................................18
Appendix
2...........................................................................................................19
Appendix
3...........................................................................................................19
Appendix
4...........................................................................................................20
March, 2010 Appendix
5...........................................................................................................22Appendix
5
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Market Research Proposal
IntroductionThe chocolate industry in India as it stands today
is dominated by two companies, both multinationals. The market
leader is Cadbury with a lion's share of 70 percent. The company's
brands (Five Star, Gems, clairs, Perk, Dairy Milk) are leaders
their segments. Till the early 90s, Cadbury had a market share of
over 80 percent, but its party was spoiled when Nestle appeared on
the scene. The latter has introduced its international brands in
the country (Kit Kat, Lions), and now commands approximately 15
percent market share. The Gujarat Co-operative Milk Marketing
Federation (GCMMF) and Central Arecanut and Cocoa Manufactures and
Processors Cooperative (CAMPCO) are the other companies operating
in this segment. Competition in the segment will get keener as
overseas chocolate giants Hershey's and Mars consolidate to grab a
bite of the Indian chocolate pie. Cadbury India is a food product
company with interests in Chocolate Confectionery, Milk Food
Drinks, Snacks, and Candy. Cadbury is the market leader in
Chocolate Confectionery business with a market share of over 70%.
Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star,
Perk, clairs, Celebrations, Temptations, and Gems. In Milk Food
drinks segment, Cadbury's main product - Bournvita is the leading
Malted Food Drink in the country. Cadburys flagship brand Cadbury
Dairy Milk is a brown milk chocolate which is being positioned to
cater to the needs of people in all age groups. Cadbury Dairy Milk
is marketed with number of brand extensions like Dairy Dairy Dairy
Dairy Dairy Dairy Dairy Dairy Dairy Milk Milk Milk Milk Milk Milk
Milk Milk Milk Lite Fruit n Nut Silk Wowie shots Temptations
Crackle Roasted Almond Whole Nut
Despite having a wide brand portfolio Dairy Milk does not have a
variant in the white chocolate or milk chocolate segment in India.
The white chocolate segment in India is being led by Milky Bar,
which is the flagship brand for Nestle chocolates in India. Though
Dairy Milk Wowie has some while chocolate in it, Dairy Milk has not
been able to capture the market share of Milky bar using Wowie.
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Market Research Proposal
Management Decision ProblemThe management decision problem faced
by the management is Whether to launch a white chocolate variant of
Dairy Milk to capture further market share in chocolate
industry
Marketing Research ProblemThe marketing research problems are 1.
To analyze the need and demand for white chocolate compared to
brown chocolate 2. To identify the demographic and psychographic
profiles of the target consumers who are the current consumers of
chocolate 3. To identify the drivers for sales of chocolate (white
chocolate in particular)
Research Objectives1. To understand the profile of current users
and non-users of chocolate customers 2. To understand the buying
behaviour of the various age groups in purchasing and consuming
chocolates 3. To determine consumers mindset to current chocolate
brands and scope for new variants of chocolate 4. To determine the
impact of pricing and promotion as a driver in purchase of
chocolates
Research Design and MethodologyAs shown by the MDP and MRP
obtained via the FGD and in depth interviews the primary objective
of Cadbury India Ltd is to explore the opportunity for a new
chocolate variant( white chocolate for e.g.) in the confectionary
market. At present a very small percentage of the confectionary
market is white chocolate based.
Phases of the ResearchThe research will be carried out in the
following distinct phases: Page 4 Indian Institute of Management
Market Research Proposal
1. Literature review to determine various factors influencing
the selection of chocolate and their consumption 2. Separate Focus
Group Discussions of target users and prospective users (currently
non users) of brown and white chocolates to gain insights into
differences between preferences of users and non-users of
chocolates. 3. In-depth interviews to determine consumers
perception of the products and the latent needs required to be
satisfied by the new product 4. Research questions and hypotheses
created by the preceding steps and research tool (questionnaire) to
be prepared and pre tested 5. Create a sampling plan, determine
sample size and conduct survey using methods mentioned in the
survey plan section. 6. Analyze data obtained from survey in order
to establish the opportunity and expected product features. 7. Make
recommendations on the basis of the research findings.
Exploratory ResearchMarket Share Cadbury( Dairy Milk, Perk,
Gems, 5 clairs, clairs Crunch): 70% Nestle: 15% Others: GCMMF
CAMPCO HLL ITC Star, Celebrations, Bytes, Dairy Milk
Per Capita Chocolate Consumption in India: 20gms per person
Annual consumption: 22,000 tons The market size of chocolates was
estimated to be around 16,000 tonnes, valued around Rs. 4.16
billion in 1998. Volume growth which was over 20% pa in the 3 years
preceding 1998, slowed down thereafter. Both chocolate and sugar
confectioneries have abysmally low penetration levels, in fact,
even lower than biscuits, which reach 56 per cent of the
households. Market growth in the chocolate segment has hovered
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between 10 to 20%. In the last five years, the category has
grown by 14-15% on an average and will expect it to continue
growing at a similar rate in the next five years. The market
presently has close to 60mn consumers and they are mainly located
in the urban areas. Growth will mainly come through an increase in
penetration as income levels improve. However, almost all of this
consumption is in the cities, and rural India is nearly
chocolate-free. But the fact is that three quarters of Indians live
in Rural Areas. Average summertime temperatures reach 43 degrees
Celsius in India. Chocolate melts at body temperature of 36
degrees. Per capita consumption of chocolates in India is minuscule
at 20gms in India as compared to around 5-8 kg and 8-10 kg
respectively in most European countries. Awareness about Chocolates
are very high in urban areas at over 95%. Growth of other lifestyle
foods such as malted beverages and milk food have actually declined
by 3.7 per cent and 11.7 per cent, however the CHOCOLATES continue
to grow at the rate of 12.6%. Chocolate Consumption Structure -
2004
Chocolate & Confectionery Market of India 2004
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Source: AC Nielsen ORG Marg report Market Size (by value &
by volume) The Indian chocolate market is valued at Rs. 650 crore
(i.e. Rs. 6.50 billion) a year. The Indian chocolate bazaar is
estimated to be in the region of 22,000-24,000 tonnes per annum,
and is valued in excess of $ 80 million. Chocolate penetration in
the country is a little over 4 percent, with India's metros proving
to be the big draw clocking penetration in excess of 15 percent.
Next comes the relatively smaller cities/towns where consumption
lags at about 8 percent. Chocolates are a luxury in the rural
segment, which explains the mere 2 percent penetration in villages.
The market presently has close to 60mn consumers and they are
mainly located in the urban areas. Focus Group Discussions Separate
focus group discussions can be conducted for users and non-users of
chocolates. The participants should be carefully selected from a
pool of existing consumers and potential consumers and also
consumers who are against chocolate. Such discussions can reveal
useful insights into the important criteria which are used by
consumers while selecting chocolate. Also drivers/ barriers to the
purchase of chocolates will be revealed from such discussions.
(Check Appendix 1) In-depth Interviews In-depth interviews with
users and non-users of chocolate will provide information about
consumers perceptions about the products and their latent and
secret needs. The interviewer will be able to determine the key
purchase drivers for purchase of chocolate. The interview will also
provide information about consumers various types of usage
Sampling Design
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Define Target Population The target audiences for the MR are
divided on the basis of age, gender, marital status, etc into
various groups. They all are from Sec-A, Sec-B households in tier I
and tier II cities. 1. 2. 3. 4. 5. Children under 10 years of age
Teenagers from 12-19 years of age Young adults from 20-28 years of
age Adults from 30-45 years of age Middle aged people over 45 years
of age
Also among these audiences is divided on the basis of gender,
marital status, number of children, educational level etc.
Determine Sampling Frame The sampling frame used will be the
household list obtained from the city corporation or alternatively
the mobile numbers obtained from a telecom company depending on the
survey method chosen Select a Sampling Technique We would pick a
Stratified Random Sample which would meet our criteria in terms of
gender, age and social status. The strata are mentioned in the
definition of the target audience. There are a total of 5 strata.
The variables used to divide the population into strata are age,
gender, marital status, number of children, educational level.
Determine Sample Size All strata has to have equal no of
respondents ( Sample size is calculated using the formula
nh ) and nh
= N(total sample size)
nh = Z2 * p(1-p)/e2Here, Z = the abscissa of the normal curve
that cuts off an area at the tails (1 the desired confidence level,
e.g., 95%) = 1.96 (from Statistical table) p = estimated proportion
of an attribute that is present in the population = 0.9 (proportion
of chocolate users as obtained from FGD and in depth
interviews)
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e = desired level of precision = 5% Hence, SS = (1.96)2 * 0.9 *
0.1 / (0.05) = 138.2976 ~= 1402
Execute the survey of the sample The surveying methods intended
to be used are 1. Mall intercept interviews 2. Internet surveys 3.
In-Home interviews
Research ToolsFor this purpose the research tool intended to be
utilised is the questionnaire attached as Appendix A. the main
objectives of the questionnaire is to capture the following data
from the respondent i) Demographic details ii) Classification of
users and non users of chocolate iii) Frequency of chocolate
consumption or purchase iv) Preferences of chocolate consumers
amongst current variants v) Pricing effects on the current
customers and consumers of chocolate vi) Promotional effects on the
current consumers and customers of chocolate vii) Non users and the
reasons behind their not consuming chocolate viii) Brand awareness
and brand loyalty of current consumers ix) Consumers preference for
new variants of chocolate
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Research Questions and HypothesesRQ1: What are the consumption
and preference patterns of various age groups in chocolates? H0:
Women consume more chocolate than men in the age group of greater
than 20 H1: Unmarried adults of age greater than 20 years consume
more chocolate than married adults H2: Children below the age group
of 10 years prefer white (sweeter) chocolate over brown chocolates.
H3: Teenagers (Age groups 13 to 20 years) have changing preferences
in chocolates and look out for newer varieties H4: Young Adults
(20-28) working in the IT sector consume chocolate as a energy
snack or as a quick meal RQ2: What are the features in the product
that are drivers/barriers in consuming the product? H5: Adults of
age groups (30 45) are concerned about sugar levels and hence do
not prefer chocolates H6: Adults (20-28) years look at calorie
levels as a deciding factor H7: Children of age less than 10 years
prefer chocolates which have shapes and different colors embedded
(like cartoon characters, animals, pets, etc.) H8: Children from
age groups (less than 15 years) prefer bar chocolates to slab form
of chocolates H9: Adults of age greater than 20 years perceive
wafered chocolate as a healthier and tastier variant to normal
chocolates H10: Children from age groups (less than 15 years)
prefer add ons in the chocolate (nuts etc.) over normal variety
RQ3: How does pricing impact various customer segments and their
buying patterns? H11: Parents with children of age group less than
10 years do not care about the pricing of the chocolate
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H12: Frequency of buying chocolates is more with teenagers of
age groups 13 to 20 years H13: Teenagers of age groups 12 to 20
years think more on spending their pocket money on a single big SKU
of chocolate than on multiple small variants H14: Adults of age
groups of 24 30 years do not mind spending a premium price for
special chocolate variants (like Cadbury Bourneville, Dairy Milk
Silk, etc) RQ4: What are the promotion techniques popular among
customers for chocolate in the current market? H15: Children of age
groups less than 10 years relate to jingle advertisements rather
than print advertisements H16: Children below the age group of 10
years prefer attractively packaged chocolates (glittering packages
of bright colors like gold, silver, yellow, purple) H17: Peer group
advice (opinion leaders) exert more buying influence than family in
case of young adults (20-28 years)
Questionnaire1. Demographic Details 1.1 Age Groups
Less than 12 years 12 to 20 years 20 to 30 years 30 - 45
years
Greater than 45 years1.2 Gender
Male
Female
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1.3 Education Level
1 - Illiterate 2 - Primary Education (5th Std)
Junior High School (10th std) Secondary Education (12th Std)
Undergraduate/ Diploma Post Graduation1.4 Occupation Student
Private Service Software Industry Business Government Service
Unemployed 1.5 Marital Status
Single
Married
1.6 If married, how many children do you have? Less than 1 1 3
children Greater than 3 children 2. Users of Chocolate 2.1Do you
consume chocolates?
Yes
No
(If the answer is Yes Proceed with Question 2.2 or else directly
proceed to Section 4) 2.2Which are the chocolate varieties that you
generally purchase?
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-------------------------------------------------------------------------------------2.3Do
you buy same varieties of chocolates every time? Yes No 2.4What are
the kinds of chocolates do you prefer to eat?
Brown Chocolate ( Dairy Milk, 5 Star, Bar One) White Chocolate (
Milky Bar, Wowie) Waffered Chocolate ( Kit Kat, Milky Bar Choo,
Perk, Munch) Dark Chocolates ( Bournville) Mixed varieties OthersIf
Others Please Specify ______________________________ 2.5How often
do you consume chocolate in a week? Less or equal to one time Two
to four times a week Greater than 4 times a week 3 Product
Features/Attributes 3.1Please rank the following attributes of
chocolates from 1 to 8 according to their importance levels ( Rank
1 being the Most Important and Rank 8 being the Least Important)
Taste Purity Packaging Price Healthy/ Nutritious Add Ons (Nuts,
Wafers, etc.) Brand Image Flavour 3.2Please rank the following
chocolate brands on the attributes (Rank 1 denotes the highest Rank
and Rank 7 the lowest) Attributes Chocolate Brands Dairy 5
Bournevil Milky Perk Kit Bar
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Milk Taste Purity Packaging Price Health/Nutritio n Flavours Add
Ons (Nuts, Wafers, etc.) Brand Image
Star
le
Bar
Kat
One
3.3What kind of chocolates do you buy often? Toffees (clairs,
Coffee Bite) Slabs (Diary Milk, Milky bar) Bars (Bar One, 5 Star)
Wafers (Kit Kat, Munch, Perk) 3.4Please rank the following
chocolate variants according to the attributes they provide (Rank 1
denotes highest Rank 4 denotes the Lowest) Attributes Toffees Taste
Purity Packaging Price Health/Nutrition Flavours Slabs Bars
Wafers
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Add Ons (Nuts, Wafers, etc.)
Brand Image
3.5Are you happy with current variants of chocolate available in
the market? Yes No 3.6If new flavours of chocolate are introduced
would you be willing to try them? Yes No 3.7Would you be willing to
try a new variant of white chocolate? Most Willing Willing Neutral
Unwilling Will not try 3.8Do you often pick up chocolates when you
purchase other items? Yes No 3.9What influenced you to buy the
above mentioned brand(s) of chocolates? Advertising Word of Mouth
Attractive Package Shop Display Family Friends Others Please
Specify _______________________________ 3.10How would you like your
chocolate to be packaged? Golden Package Silver Package Bright
Colours (Yellow, Purple, Red) Packaging does not matter 3.11Would
you like having your chocolates in different shapes and sizes? Yes
No 3.12If you would what are the different shapes and sizes?
Cartoon Characters embedded Animal shapes Celebrity faces
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Famous buildings Different Colours Others Please specify
____________________________________________ 3.13 What do you
remember most in the chocolate advertisements?
Jingles/ Songs/ Tunes New variants introduced Packaging
Celebrities Story Line/ Theme
3.14Which of the following chocolate units do you generally
prefer buying? Greater than Rs. 20 Rs. 20 Rs. 15 Rs. 10 Rs. 5 Rs. 2
and Re 1 3.15If prices of these chocolate units are raised, would
you still be happy to purchase them? Yes No 3.16How important is
the price of a single chocolate unit to you on a scale of 1 to 5?
Most Important 1 2 3 4 5 Least Important 3.17On a single purchase
how many chocolate units do you typically buy? One or Less than one
Two to four units Super Saver packs Chocolates with limited offers
bought in higher numbers Small size chocolates in bulk 3.18If your
preferred chocolate brand(s) is not available in the store what
would you consider doing?
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Move to another shop to find the same brand of chocolate Buy
another variant of the same brand Buy another brand of chocolate
Leave the idea of buying chocolate4 Non Users Reasons 4.1 Have you
regularly consumed chocolate before deciding to stop consuming? Yes
No 4.2Choose your reasons for stopping to consume chocolates
Doctors Advice Taste differences Diabetic traits Calorie
Consciousness Dental Problems Stopped liking chocolates Others,
please specify __________________________________ 4.3 Would you
consider consuming chocolates again? Yes No 4.4If yes, rate the
importance of each of the following parameters in a new white
chocolate on a scale of 1 to 5 Attributes 1 2 3 4 5 Taste Less
Calories Calcium compoun d Sugar Free Purity
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4.5Do you currently purchase chocolates for someone else? Yes No
4.6If yes, whom do you purchase it for? Spouse Girl friend/ Boy
friend Friends Children Other, Please Specify
________________________ If the answer is for
Children/Friends/Spouse continue questioning full of Section 3
End of Questionnaire
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Data Analysis PlanResearch objective1. To understand the profile
of current users and non-users of chocolate customers
Question No
Variabl e code
Description of Information
Data Analysis plan
1
1-6
Demographic profile of the consumer Users/Non users of chocolate
Frequency of Usage Preferences of chocolate consumers and customers
Reasons for not using chocolates
Frequency count, cumulative percentage Frequency count,
cumulative percentage
2
7-15
3.1 - 3.8
16-119
Frequency count, ANOVA Frequency count, cumulative
percentage
4.1 - 4.4
149-182
Research objective
Question No
Variabl e code
Description of Information
Data Analysis plan
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2. To understand the buying behaviour of the various age groups
in purchasing and con-suming chocolates
1.1 - 1.4
1-4
Age groups of users/ non users of chocolate Pricing and
packaging criteria for users to buy chocolates Non users buying
chocolates for others
Median rank of attributes,Cross tab analysis
3.13 - 3.18
138-148
Stepwise regression Frequency Distribution
4.5 - 4.6
183-188
Research objective3. To determine consumers mindset to current
chocolate brands and scope for new variants of chocolate
Question No
Variabl e code
Description of Information
Data Analysis plan
3.1 - 3.4
16-115
Consumption preferences of current chocolate brands existing in
the market Assessment of new opportunities in the chocolate
market
Correlation
3.5 3.7,3.18
116118,148
Frequency Distribution
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4.3 - 4.4
157-182
Assement of chocolate needs for current nonusers
Cross Tab Analysis
Research objective4. To determine the impact of pricing and
promotion as a driver in purchase of chocolates
Question No
Variabl e code
Description of InformationImpact of promotion and new features
on chocolate consumers Assement of price points and pricing needs
of consumers and customers
Data Analysis plan
3.9 - 3.13
120-138
Correlation,Cross tab analysis
3.14 - 3.16
107-110
Crosstab analysis,ANOVA
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Variable Nos. 1 to 6 7 to 15 16 to 23 24 to 79
Description Demographic information of respondent Usage
Information of chocolate Importance rank of eight attributes in a
chocolate Importance rank of eight attributes in choosing among 7
brands of chocolate Form factors of chocolate Importance rank of
eight attributes in choosing among 4 form factors Market
opportunity for new variant Impulse purchase decisions Promotion of
chocolate Price senstivity in chocolate purchases Price senstivity
in chocolate purchases Preference among SKU's Brand loyalty status
Prior usage status if any for Non user Reason for non usage
Potential for usage by non users Ranking of Expected benefits by nn
users in new variant Purchase by non users for others
Q.No. 1 2 3.1 3.2
Scale Type Nominal Nominal Ordinal Ordinal
80 to 83,131 to 137 84-115 116 to 118 119 120 to130,138 139 to
145 146 147 148 149 150 to 156 157 158-182 183 to 188
3.3, 3.11, 3.12 3.4 3.5, 3.6, 3.7 3.8 3.9, 3.10, 3.13 3.14, 3.15
3.16 3.17 3.18 4.1 4.2 4.3 4.4 4.5,4.6
Nominal Ordinal Nominal Nominal Nominal Nominal Interval Nominal
Nominal Nominal Nominal Nominal Ordinal Nominal
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Appendix 1Code Sheet
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Appendix 2
Appendix 3
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Appendix 4Focus Group Discussions: Group Size = 6Group Size 1 2
3 4 5 6 Age Range 22 24 23 26 25 24 Occupation Student Student
Student Student Student Student Education level Graduate Graduate
Graduate Post Graduate Graduate Graduate Gender Male Female Male
Female Male Male
Initial Topic: Liking of chocolates and choosing among various
chocolate brands The group discussed their preferences for
chocolate over other snack foods to begin with. Then the discussion
turned to various brands of chocolates and their perceived
benefits. The issue of brand loyalty was discussed upon. The topic
was then diverted to the different types of usage of chocolates as
a gift, celebratory occasions, energy snack etc. Then the group
discussed the various features they like in the current Cadbury
dairy milk and its competitors and their latent needs. Finally the
various ad campaigns were discussed and the recall tested with a
short quiz. The group then discussed their preferences for white
chocolates compared to brown chocolates and discussed possible new
features for the proposed new product. Key Findings from the
discussion Product White chocolate is a sweeter alternative to
brown chocolate Dark chocolate was a considered as a premier
chocolate Chocolate considered as a source of quick energy Add ons
in chocolates are preferred Chocolates ranked no 1 as an option for
gifting
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Price Price was not considered an option Premium chocolates were
preferred ahead of normal chocolate despite high price differential
Promotion Brand ambassadors were not a primary source of influence
TV ads were the major drivers of buying influence Attractive
packaging did not matter People Health consciousness was not a
deciding factor among males Ladies felt chocolate induced weight
gain
Focus Group Discussions: Group Size = 7Group Size 1 2 3 4 5 6 7
Age Range 9 10 8 10 9 10 10 Occupation Student Student Student
Student Student Student Student Education level Primary School
Primary School Primary School Primary School Primary School Primary
School Primary School Gender Male Female Male Female Male Male
Male
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Initial Topic: Liking of chocolates and choosing among various
chocolate brands The groups of children were offered different
brands of brown chocolate and were asked to choose their favourite
and reasons were asked for their selection. The reasons given were
colourful attractive packaging which they play with and sweet
taste. Add ons were not considered much. High brand recall was
present for CDM more than nestle. Milky bar was chosen when offered
and reasons given were its full f milk which indicated an effective
reach of milky bar ads. Respondents were asked to name advertising
jingles and brand ambassadors and Amitabh Bachchan enjoyed a huge
level of popularity. Key Findings from the discussion Product White
chocolate is full of milk Cadbury chocolate has better looks
Chocolates in bar shapes was preferred Add ons in chocolates are
not significant Price Parents usually buy them small SKUs.
Promotion Brand ambassadors were a primary source of influence
Attractive packaging did matter People The more sweet the better
Chocolate is considered as birthday celebrations and gifts.
Appendix 5In Depth InterviewsThe structure of the interview
follows the flowchart given above. Interviewee Details: Male, 34
years, Married, Post Graduate, 2 kids The interviewee is a
chocolate user from his childhood. The interviewee considers white
chocolate to be a healthier alternative to brown chocolate because
of the calcium content. He buys chocolate for his kids twice a week
and to reward them for
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good grades. He also gifts chocolate for occasions. He believes
price doesnt play a part in his decision making. He is brand
conscious and makes a store choice rather than a pre choice.
Interviewee Details: Female, 23 years, Single, Graduate The
interviewee is also a chocolate user although in her child hood she
wasnt allowed by her parents to eat chocolate due to dental braces.
The interviewee is indifferent towards white chocolate and is price
insensitive. She buys chocolates as an impulse purchase and to
celebrate occasions. She considers add ons as a non essential part
of chocolates. She is brand indifferent and buys chocolates once a
week on average.
Interviewee Details: Male, 40 years, Married, Graduate, 2 kids
The interviewee is a chocolate non user due to health reasons
although he will consume if a sugar free variant comes up. The
interviewee is against white chocolate due to high sugar content
and is price insensitive. He prefers nutritious chocolates for his
kids and buys chocolates for them very rarely.
Key Learnings Parents prefer healthier versions of chocolates
for their kids and they are willing to pay a price premium for
that. Price doesnt play a part in chocolate consumption In recent
years chocolate has gone from being just a snack to a gift, a
celebratory purchase and an energy snack. TV ads were the major
drivers of buying influence There is very little brand loyalty
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Market Research Proposal
Manageme Marketing Research nt Decision Research Questions
Problem Problem
Hypotheses
Referen ce Transcri pt
Whether to launch a white chocolate variant of Dairy Milk to
capture further market share in chocolate To analyze industry the
need and demand for white chocolate compared to brown chocolate
H0: Women consume Focus GD 1 more chocolate than men in the age
group of greater than 20 Focus GD 1 H1: Unmarried adults of age
greater than 20 years consume more Focus GD 2 chocolate than
married adults RQ1: What are the consumption patterns of various
groups in chocolates? H2: Children below the age group of 10 years
In-depth prefer white (sweeter) Interview 1 chocolate over brown
chocolates. H3: Teenagers (Age Focus GD 1 groups 13 to 20 years)
have changing preferences in chocolates and look out for newer
varieties H4: Young Adults(2028) working in the IT sector consume
chocolate as a energy snack or as a quick meal
To identify
RQ2: What
H5:
Adults
of
age In-depth
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the demographic and psychographi c profiles of the target
consumers who are the current consumers of chocolate
are the features in the product that are drivers/barrier s in
consuming the product?
groups (30 45) are Interview 3 concerned about sugar levels and
hence do not prefer chocolates Focus GD 1 H6:Adults (20-28) years
do not look at calorie levels as a Focus GD 2 deciding factor H7:
Children of age less than 10 years prefer chocolates which have
shapes and different colours Focus GD 2 embedded (like cartoon
characters, animals, pets, etc.) Focus GD 1 H8: Children from age
groups (less than 15 years) prefer bar chocolates to slab Focus GD
2 form of chocolates H9: Adults of age greater than 20 years
perceive wafered chocolate as a healthier and tastier variant to
normal chocolates H10: Children from age groups (less than 15
years) do not prefer add ons in the chocolate(nuts etc.) over
normal variety
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To identify the drivers for sales of chocolate (white chocolate
in particular)
H11: Parents with children of age group less than 10 years do
not care about the pricing of the chocolate
In-depth Interview 1
In-depth Interview 1
RQ3: How does pricing impact various customer segments and their
buying patterns?
H12: Frequency of buying chocolates is more with teenagers Focus
GD 1 of age groups 13 to 20 years H13: Teenagers of age groups 12
to 20 years Focus GD 1 think more on spending their pocket money on
a single big SKU of chocolate than on multiple small variants H14:
Adults of age groups of 20 30 years do not mind spending a premium
price for special chocolate variants (like Cadbury Bournville,
Dairy Milk Silk, etc)
RQ4: What are the promotion techniques popular among customers
for chocolate in the current
H15: Children of age Focus GD 2 groups less than 10 years relate
to jingle advertisements rather than print advertisements Focus GD
2 H16: Children below the age group of 10
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Market Research Proposal
market?
years prefer attractively packaged chocolates (glittering
packages of bright Focus GD 1 colours like gold, silver, yellow,
purple) H17: Peer group advice (opinion leaders) exert more buying
influence than family n case of young adults (20-28 years)
Page 34 Indian Institute of Management
Market Research Proposal