Celebrating Marketing

8/11/2019 Celebrating Marketing

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NIPS COLLEGE OF IT AND

MANAGEMENT

ALLAHABAD

A MARKETING PROJECTREPORT ON

NESTLE VS

CADBURY

Submitted to

Submitted b

1



M!" JITENDRA KES#ANI

ANIL MOHIT

BBA $TH Sem

Ro%% No"&'($)&(((*

DECLARATION

I ANIL MOHIT a student of NIPS COLLEGE

OF IT + MANAGEMENT ALLAHABAD BBA,

$TH-eme-te!. hereby declares that the nalyear research report entitled /A MARKETING

PROJECT REPORT ON NESTLE VS

CADBURY0 is my original work and the same

has not been submitted for the award of anyother diploma or degree.

2



(ANIL!"I#$

%%A& #" ''#)

)ollNo *2+&,*+++-

ACKNO#LEDGEMENT

I take this opportunity proect to place on record mygrateful thanks and sincere gratitude to all those whoga/e /aluable ad/ice and inputs for my study. y studycould not ha/e been completed if I had not been able toget the reference materials from the company.

I am immensely grateful to my esteemed guide M!"

JITENDRA KES#ANI whose continued and in/aluableguidance can ne/er be forgotten by me but withoutwhom this study could not ha/e got present shape.

0



#he success of this report is because of the cooperationof all. I take no credit for this achie/ement but take

responsibility for any mistakes and inaccuracies nallyas well I want thanks to !34 for being so kind to me andblessing me with you all.

1

ANIL MOHIT2

BBA $TH SEMESTER

Ro%% No &'($)&(((*

TABLES OF CONTENT

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Strategies of the Dominant Brands--------------------------------------------------- 44-51

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A MARKETING PROJECT

REPORT ONNESTLE VS CADBURY

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THE INDUSTRY SCENARIO

@ith the entry of multinationals and home companiessprucing up their act4 the confect ionery market isbooming. c>insey 7o. has estimated theconfectionery industry to touch a whopping )s. &-++ crore by theyear 2++:.

#ill the eighties4 the chocolate market was small and theproduct category i tse l f was fuBBy. In the e ight ies47adburyCs 8 the / i rtual monopol ist 8 had decided to

focus its eDorts on making chocolates a distinct categorywith an ident ity o f i ts own. And the marketer hadsharply posit ioned its product at children to do that."ence4 chocolates bore an E!nly for kidsF tag4 and keptadults at bay.

%y the end of the eighties4 7adburyCs still ruled the roost with o/er:+ percent market share. And though se/eral brands 8 likeAmul and 7amp co 8 tried to break into the market4 none of

them had succeeded in shaking the leaderCs grip. In fact47adburyCs had become a brand /irtually generic tochocolates. #hen chocolates were used to reward andreinforce positi/e beha/ior and hence were categoriBed as aluGury reser/ed for special occasions. #his was4 a stark contrast tothe west where chocolates were snacked on4 eaten as mini mealsor ust to suppress pangs of hunger.

%ut constant working by players like 7adburyCs (re8launch of 7adburyCs 3airy ilk targeting adults and as a casualany8time buy$ and Nest le towards eGploding the myth thatchocolates are meant for children only4 has resulted inthesegment booming.

T!e3d- i3 t4e I3du-t!

:



H @ith soc io8economic changes rapidly tak ing p lace4the young and not so young population willlead a new life style and chocolate eating is denitely goingto be widespread and acceptable.

H In the industry4 both population and family incomes as well asurbaniBation are on the increase.

H #here has been a s ignicant growth in the middleclass4 with -.: million people ha/ing upgraded to the uotedmiddle class.

H #here is uantied data on =7 usage ha/ing increased (N)'8

<I I)'C*:gures$

#hanks to the abo/e reasons the growth in the chocolate marketis estimated to be at 22J in 2++1. %ut marketers in the industry are lookingforward to a much higher growth rate4 as IndiaCs per capitaconsumption of chocolates is only 1- ms. <ersus & >g in thewest

T4e I3di53 C4o6o%5te m5!7et 653 be -%i6ed i3to 8ou!95!t-"

:" Mou%ded C4o6o%5te Se;me3t ,7omprising slab chocolates like 3airy milk chocolates4 etc.

#hese are made by pouring the ingredients into moulds.

'" Cou3t%i3e Se;me3t ,7omprising bars like - star4 %ar !ne4 ?erk4 >it >at4 etc. #hese ha/e ingredients other then chocolate and areusually %ar shaped4 making for chunky bites.

<" C 4 o 6 o , P 5 3 3 e d S e ; m e 3 t ,

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7 o m p r i s i n g c h o c o l a t e f o r m s l i k e % ut te r sc ot ch 4N u tt i e s4 # iK n C s4 e t c. ?a n ne d / a r i et y h a s d i D e re n tcorescenters which are co/ered with a layer of chocolate.

)" Su;5!,P533ed Se;me3t ,7omprising chocolate forms such as ems4 7hocolate Mclairs4etc. #hese generally ha/e a sugar coating on the outside.

RESEARCH

METHODOLOG Y

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RESEARCH METHODOLOGY

As mentioned earlier4 the obecti/e of the study is toformulate a arketing ' t r a t e g y f o r a n y n e w e n t r a n ti n t h e I n d i a n 7 h o c o l a t e I n d u s t r y. @ h i l erecommending the said strategy detailed information fromboth primary and secondary sources was collected andanalyBed. #his included

P!im5! Sou!6e- =our le/el primary information collections were undertaken.:" #o analyBe buying beha/ior and in order to gain anins igh t in to the buyer need 8sat isfact ion l e/el 4 auestionna ire was formu lated and administered among :+

people. #he prole of the respondents was as follows

:" 7onsumers of chocolates O 12 years P in L53"IANA. #his wassinceQ chocolate consumption was witnessed amongst allage groups.

'" A d is tr ibutor was a lso inter/iewed so as to getpert inent in fo rmat ion regarding the most important R?C of =7 marketing O ?lace.

<" Gtensi/e inter/iews were conducted with retailers in theL53"IANA a r e a . # h e s e i n c l u d e d p a n s h o p s 4g r o c e r y s h o p s 4 b a k e r i e s 4 departmental stores4 etc.

#hey pro/ided information on /arious facts of chocolatedistribution such as ?oint8of Opurchase material (dispensers etc.$4

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infrastructure problems4 crit ical informationalregarding the policies of the present players in the market4 etc.

Se6o3d5! Sou!6e- A number of secondary sources of information were used. #hesewere

HInformation Industry statistics4 problems facing theindustry4 future outlook4 etc. Also measures being adopted forcocoa production de/elopment.

HInternet websites !f 7adburyCs4 Nestle and indiainfoline.com4

askee/es.com

HGtensi/e use of secondary information in the form of magaBinesournalsnewspapers clippings4 such as %usiness@orld4 %usiness #oday4 %usiness India4 A4 %rand uity4 conomic

#imes4 etc.

#he methodology adopted was as follows

Industry 'cenario 'ketch (utiliBing secondary information$

Gtensi/e Inter/iews held with ?rimary'econdary 'ources(7ompanies7hocolate manufacturers Association$.

Gtensi/e retailer inter/iews in L53"IANA Area

=ormulation and administration of a uestionnaire

=ormulation of the )ecommended 'trategy on the basis of theabo/ementioned ?rimary and 'econdary Information

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OBJECTIVES OF THE STUDY

:" #o get familiar with their marketing strategies separately.'" #o /iew the segments being targeted by these brands in the

market.<" 5p to what eGtent do the public respond to their productsS)" #o prepare a marketing plan for any brand that is planning to

enter the India chocolate market.*" #o be a rele/ant guide for any brand launch in India.

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COMPANY PROFILE

Hi-to!

H'tarted business in 1*,: in India. #he company wasincorporated as 7adbury8=ry (India$ ?/t. Ltd.

H=ounder ;ohn 7adbury in %irmingham4 5> in 1:2,

H7urrent 3 r. )ai/ %akshi

1,



H#urno/er ,-+ 7r.

HNo. of oKces , 'taD 'trength O 2+++ approG.

:" %ranch anager is responsible for the entire %ranch=unction

' " ? ro m o t i o n a l a t e r i a l s O N e t w o r k a d 4 e d i a 4? ! ' a t e r i a l s l i k e posters4 danglers4 dispensers etc.

<" #arget O All age groups)" 3istribution #hrough 7= Agents T )e8distributors T)etailers Tconsumers odown 1 in 3elhi !Kce 1 in 3elhiA/g.No. of calls per day by '.!. 0-'ales )eporting O weekly basis

*" 'ales >it 3aily call report4 product folder4 price list4 calculator4etc.

$" !rganisational 'tructure

=" >ey products 7adburyCs 3airy ilk4 - 'tar4 =ruit Nut4%ourn /ita4 ?erk etc.

COMPANY BACKGROUND

In 1*0+ ) "udson and 7ompany nally oined with 7adbury. #his ga/e the U ourishing local rm a direct l ink withone of the g reates t i n in te rnationa l chocolatemanufacturing and marketing. !/er the years the companyhas been in/ol/ed with many other long standing brands

and entrepreneurs Onames such as =ry O a chocolate branddating back to 19-&4 and of course 'chweppes which is stillpart of the 7adbury group internationally although no tin NewVealand.

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In 1*&* 7adbury =ry and 'chweppes merged internationallywith the New Vealand 7ompany becoming known as 7adbury'chweppes "udson Limited in 1*90.

In 1*:& 7adbury 'chweppes "udson merged wi th7adbury 'chweppes Australia. #he result was a trulyinternational operation with both the New Vealand andAustralian companies supplying each other. 7adbury 'chweppes

Australia is a fully owned subsidiary of 7adbury 'chweppesplc4 the 5nited >ingdom based parent company.ost recently4 in 1**+ 7adbury reuired the riKns confectionerybusiness4 and sold the "udson biscuit operation in a reciprocalagreement. #he riKns b us iness d at es bac k to be fo re

the tu rn o f the ce ntu ry.eo rge r iK n established the company when he opened asmall confectionery business at Nelson.

=inally4 in 1**1 we became known as 7adbury7onfectionery Ltd4 and can now boast dominance in NewVealandCs chocolate and sugar confectionery markets. @ithmanufacturing bases in both 3unedin and Auckland4 as well assales oKces in @ellington and 7hristchurch4 the 7ompany

employs nearly14+++ in total.

#he 7adbury group has also Uourished internationally.7adbury 'chweppes O the parent company O has manufacturingfacilities in 2+ countries and its famous brands are bought andenoyed in more than 11+ countries around the world. 7adbury isone of the worldCs leading chocolate makers and is number one inngland and Australia as well as in New Vealand.

PRODUCTION 7adbury IndiaCs rst manufacturing facility was set up at

#hane (umbai$ in1*&&. #oday4 the factory has grownmanifold and manufactures a range of p r o d u c t s t h a ti n c l u d e 7 a d b u r y 3 a i r y i l k 4 - ' t a r 4 N u t t i e s 4 e m s a n d %ourn /ita. #he factory employs about 9-+

1&



people and houses the )3 and engineering de/elopmentfacilities of the company.

In a mo/e towards backward integration4 7adbury bought Induri

3iary farm in ?u n e i n 1 * & , . ) e c e n t l y 4 a m a o ri n/ e s tm e nt p r og r a m re s u l t ed i n t h e installation of modern molding4 crumb and chocolate making facilities. #oday4the Induri =actory manufactures intermediate products like milkcrumb and arrange nished chocolates.

In 1*:*4 the company began operations in their newest andmost modern plant at malanpur. uipped with state8of8the8art technology and backed by constant in/estment4 this unitmanufactures Wclairs4 ems4 ?erk and ?icnic.

V I S I O N

#he go/erning obecti/e for 7adbury India is to deli/er

H'uperior 'hareholder <alue

H7adbury in e/ery pocket

ADVERTISING + SALES PROMOTION As we ha/e discussed the importance of Ad/ertising and 'alespromotion in introduction4 so we know how muchad/ert is ing aim sales promotion are important.

#he slogans of ad/ertising are the tools of sales promotionare so important which couples the customer to purchasethe product. Now we are going to discuss all these things one byone about 7adbury.

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=ollowing are a few ad/ertising slogans used by 7adbury forintroducing the product to the customers8

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(3AI)6 IL>$> #"!3I 'I ?# ?!!;A >A%"I %"I >A"I %"I(?)>$

H@"N <) !N "5N) '#)I>(?)>$ H#AN >I '"A>#I4 AN >I '"A>#I

(%!5)N<I#A$

H>57" VA3A "I '!LI3(?I7NI7$

H6" 7"!7!LA# >"A AA? IN" >"A(7LAI)'$

All these slogans used by 7adbury are beautifully preparedbecause they can compel the consumer to buy the product to

some eGtent.Now we wi l l d iscuss them in deta i ls wi th the help of whi ch we can easi ly understand how these slogans can lea/ethese impression on the customer.

>T4e Re5% T5-te o8 Li8e

#his slogan was prepared for the rst chocolate introduce by the7adbury rst time in India. #he chocolate was R3airy ilkC.

#his slogan says that there are many types of productspresent in the market4 they ha/e diDerent taste but 3airyilk is the best and the true taste of the life. #his slogan alsostands for the /ictory. !n electronic media4 the ad/ertisementshows that a cricketer wins the match and after that he and hisgirl friend eats this product. #herefore4 this stands for /ictory of any body eats this product will denitely win in his life.

1:



>T4odi Si Pet Poo?5 K5b4i B4i K54i B4i

@hen 7adbury introduced its neGt chocolate named R?erkC

this slogan were used. #his eGplains that if anybody is hungryand he do not ha/e any thing to eat accept this ?erk then hecan ha/e this. #his shows that ?erk is so good chocolatewhich can be used as a substitute of food and is a complete food.

>#4e3e@e! o3 Hu3;e! St!i7e

Later on 7adbury came out with new slogan on tele/isionQ thead/ertisement shows that few students are on hunger strike. %utthey had the chocolate. #his shows that nobody can control

himselfherself if this product of 7adbury is lying in front of that person. #his means that 7adbury product is so good thatnobody can lea/e it.

HT53 Ki S457ti. M53 Ki S457ti #his slogan was used for R%ourn /itaC. %ourn /ita is full of proteins4 /itamins4 minerals and all those necessary things

which are useful for our body and mind. #herefore4 this sloganstood best for %ourn /ita. #AN >I'"A>#I4 means the energy to the body. If anybody here thisproduct4 he she will remain acti/e for whole day. #hat person willlook healthy4 acti/e and will look smart.

>YEH CHOCOLATE KHAIN. AAP INHE KHAIN@hen Wclairs toDee came in the market4 this slogan was

used. Wclairs is a toDee lled with chocolate. It means thatinstead of ha/ing chocolate you can ha/ e Mc l a i r s t oD eet o o . I t a p e r s o n d o e s n o t w a n t t o h a / e 1 2 p i e c e so f chocolate4 can ha/e one or two Mclairs toDee.

>KUCH ADA HI SOLID Nowadays new chocolate has been introduced by the7adbury and this slogans going on creating demand for this

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new product. In this ad we can see that one chocolate falls ona car and damages the car. #his chocolate is sostrong due to lots of nuts4 caramel etc. etc. present in thischocolate. #his also shows that this is for ad/enturous people who

lo/e thrills4 ad/enture etc.

DISTRIBUTION SYSTEM ADOPTED BY CADBURY 7adbury 'chweppes pick the world number 0 soda market hasegged to sell most of its soft drinks business outside the 5' to7oca 7o. for X 1.:- billions to nance a head on battle with 7okein the No. 1 soda makers home market. #he agreementsincluded the 'howersC 3r. ?epper chanda dry and crushbrands and eGude 'outh Africa and =rance the pact which wasdependent on regulatory appro/al was likely to be concealed inmid 1*** 7adbury said. #he more will allow 7adbury to eGpand it3r. ?eeper business in 5' where it deri/es two8thirds of its softdrinks sales and was a 1- per cent market share at the same timeit get 7adbury out of markets where it is growing at aslower pace. #he shares rose as much as 9+.- per cent or9.- per cent or 9.- per cent 1++2.E#his sort out the placeswhere 7adburyCs systems werenCt strong enough to comp et e

w i t h 7 o c a 8 7 o l a 4 F s a i d r . 3 a / i d l o n g a n a n a l y s t a"en der son 7rosthwaite4 Ethey were ghting with proper forthis.

P 5 t t e ! 3 - o 8 d i - t ! i b u t i o 3 6 4 5 3 3 e % -5 3 d t 9 e - o 8 d i - t ! i b u t i o 3i3te!medi5!ie-

anufactureY'tockiest3istributorY

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'emi8wholesalerY )etailerY

5ser

FACTORS INFLUENCING PRICING OF CADBURY

I3te!35% F56to!-

H7orporate and marketing obecti/es of the rm.H#he image sought by the rm through pricing.H#he characteristics of the product.H?rice elasticity of demand of the product.H#he stage of the product on the product life cycle.H5se pattern and turn around rate of the product.H7ost of manufacturing and marketing.HGtent of distincti/eness of the product and eGtent of productiondiDerentiation practiced by the rm.H!ther elements of the market ing miG of the rm and

the ir interacti on with pricing.H7omposition of the product line of the rm.

Ete!35% F56to!-

Harket characteristics.H%uyerCs beha/ior in respect of the gi/en product.

H%argaining power of maor customers.H7ompetitors pricing policy.Ho/ernment controls regulations on pricing.H!ther rele/ant legal aspects.H'ocietal (or social$ considerations.H5nderstanding4 if any reached with price cartels.

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C5dbu! ob?e6ti@e o8 9!i6i3;

H?rot maGimiBation in the short8term.H?rot optimiBation in the long8term.HA minimum return (or target return$ on in/estment.HA minimum return on sales turno/er.H#argets sales /olume.H#arget market share.H3eeper penetration of the market.Hntering new markets.H#arget prot on the entire product line irrespecti/e of prot le/el in indi/idualproducts.H>eeping competition out4 or keeping it under check.H=ast turn around and early cash reco/ery.H'tabiliBing prices and margins in the market.

NESTLE INDIA LIMITED

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HISTORICAL HIGHLIGHTS Incorporated in 1*-* as =ood specialties4 Nest India (NIL$was promoted by Nestle Alimantana4 'witBerland4 which

presently holds -1J euity stake in the company. anufacturingin India began with the start up of the oga =actory in 1*&2.NestlMCs rst unit at oga4 ?unab is manufacturing

Hilk productsHInfant milk formulaeH@eaning cerealsH7ulinary productsH%e/erages

It is the main manufacturing unit of Nestle India Limited. #hesecond factory at 7holadi4 #amil Nadu to produce be/erages i.e.1++J !5 for instant tea wasset up in 1*&9.

#he third plant in Nanangud4 >arnataka was set up in 1*:* toproduce

HInstant 7oDeeH"ealth %e/erages

#he fourth plant at 'amalkha4 "aryana4 was set u in 1**04 toproduce

H@eaning cerealsH7ulinary productsH"ealth be/eragesHilk products

#he fth plant at ?onda4 oa was set up in 1**, to produce

H@afersH@aZes

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#he siGth plant at %icholine4 oa commenced construction formanufacture of a range of culinary products and this waseGpected to be commissioned in the latter part of 1**&.

Nestle India4 the largest food company in the country iscontinuously looking at new niches in the market place for its/arious products.

In milk products Nestle has made a considerable mark.=or instance4 the c o m p a n y w a s t h e r s t t oi n t ro d u c e a 3 a i r y @ h i t e n e r w i t h i t s p ro d u c t C/eryday[. And till today that product is a brand leaderdespite the presence of a host of other brands in the eld. INthe case of ilkmaid condensed milk4 Nestle relaunched the

product as desert maker and has seen the sales graph climbingsince.

In baby foods4 Nestle has made its strong hold withLactogen and 7erelac. Nestle is a lso popular in pureghee segment . I ts /eryday pure ghee has gained auite satisfactory market share4 Nestle has also entered intotness food p roducts . Nes t le today i s a househo ldna me . Ne st le eG te nd ed th e product line in coDee by

bringing in 3olco4 and then 'unrise.

In 1**+4 NIL entered the chocolate businessint roducing Nest le ?remium chocolate. NestlMCs products aresold under brand names such as a ilkmaid4 /eryday4 7erelac4Nescafe4 aggi4 Lactogen4 Wclairs etc. It launched the worldfamous >itkat chocolates in 1**-. 3uring the year 1**& ilo theworldCs largest selling chocolate energy food drink was launched.

MORE THAN A MOUTHFUL , CHOCOLATE INDUSTRY #he Indian chocolate market is getting bigger and better. @hile onone hand4 the premium segment (comprising imported/arieties$ is opening up4 on the other4 companies like 7adburyIndia are launching indigenous products made to internationalstandards. !f the 2+4+++8tonne chocolates market worth about

2,



)s. ,++ crores4 7adbury accounts for about 9+ percent4followed by Nestle4 with a share of around 2+ percent. Amul has/e per cent of the market4 with minor players taking the rest.

#he battle4 though4 is between 7adbury and Nestle. #hough

much smaller portfolios4 Nestle is putting up a touch ght. * St5!

Although positioned internationally as energy bar4 - 'tar waspositioned on an emotional platform in India during the late1*:+s. 'ymboliBing togetherness4 -' ta r was o r i g i na l l yt a rg e t e d a t t e e n ag e r s . I n ; u n e 1 * * , 4 t h e c o m p a nyreworked the strategy for - 'tar to make it a source of energy. Infact4 before the lau nc h of ?erk 4 - 't ar [s en erg y bar

po si t i on in g ma d e it a sn ac ki ng chocolate4 with Nestlepitching %ar !ne (launched in 1**0$ against it with the punchl ine [ fo r those in between t imes [. 7adbury w il l belaunching a new campaign for - 'tar shortly. #hey wouldlike to further - 'tar[s euity in the functional or snackingdirection. It is /ery nebulous one though.

E6%5i!-

7ompeting in the chewable toDees segment4 clairs wasrelaunched during the mid8nineties with a new name43airy ilk clairs. According to )a i/ %akshi4 anaging3irector (designate$4 7adbury India Ltd4 growth in thiss e g m e n t i s / e r y h i g h . I t i s w o r t h o / e r , + + + t o n e snow. Nes t l e a l so a presence here with Nestle[s clairs.

Gem-

%roadcasting ems4 though4 did not pro/e to be a feasibleproposition for 7 a d b u r y. #a r g e t e d a t c h i l d r e nu n d e r 1 2 y e a r s w i t h t h e [ e m s % o n d R a d / e r t i s i n g 47adbury decided to woo teenagers with the ['mart[. <erysmart campaign. %ut now4 the company is re8targetingchildren with its animated commercial. ems is the bestbrand to speak to children. 7olorful chocolate buttons appeal

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most to children and that is why we are re8targeting children.@hile 7adbury has successfully relaunched a host of its sub8brand4 it has not been able to pay attention to brands like r.?ops lillipop. As you grow and add more brands4 the ability to

spend on brands becomes lower. #herefore we ha/e selected afew critical brands to do a paper ob.

POLO

?!L! is one of Nestle[s key strategic confectionery brandsworldwide4 and represents Nestle[s rst entry into thelarge -+4+++ tonne p.a . (organi Bed sector$ Indian 'ugarconfectionery market

GRO#ING MARKETS """"""""""""FALLING MARGINS

Incorporated in 1*-* as =ood 'pecialt ies Ltd. 4 Nest leInd ia L td . (NIL$ i s promoted by Nestle A limentana8'witBerland4 which presently owns -1J euity stake ini t . Ni l is one of the top players in the processed foodand be/erages industry and the largest producer of

instant coDee with a ,*Jmarket share. Its marketdominance apart from instant coDee is spreado/er processed milk products (condensed milk4 milkpowders and dessert miG$4 infant foods and processed andculinary products (instant noodles4 sauces4 soups etc.$.

stablished in 1:&+4 its 'wiss parent Nestle4 '.A. with ownershipand a clutch of top selling global brands (>it8>at4 ?olo4 Nescafe4Nido4 aggi4 ?errier etc.$ is one of the la rgest and mostprotable players in the processed food and be/erageindustry. with sales at 5'X ,9.9 billion4 it ranks 0* th in the=o r tune-++ l i s t t ower i ng o/e r i t s compet i t o r s l i ke 4>e l l ogg C s 4 7onagra 4 ro up e8 3anone4 >raft8eneral =oodsand others.

2&



Increasing market dominance NIL[s portfolio comprisingo/er &- products4 marketed through a representati/e8network in0+++ towns and -9++++ outlets4 is manufactured at /e state8of8the8art manufacturing plants in India.

@hile its oga unit produces milk products4 infant milk food4weaning cereals4 culinary products and be/erages4 the 7holadiunit was set up to produce tea in 1*&9. #he third plant atnanangud was set up in 1*:* to manufacture instantcoDee and health be/erages. I ts other two plants areloca ted at 'amalkha in "aryana and ?onda in oa. It iscurrently sett ing up another plant at %ichol im4 oa toman u fac tu re cu l i na ry p roduc ts . # he gamuto f operations of NIL could be broadly classied into fourcategories.

Di!e6t Com9etitio3

At present there are three maor players Nestle4 7adburyCsand Amul in the Indian 7hocolate market. 7ampco initially triedto break into market but failed. %rief prole of the same has beenentailed below C5dbu!- I3di5 Ltd"

7adburyCs India Ltd4 has been in India since 1*,:. Itsbrands 3airy ilk4 -'tar4 ems and 7hocolate clairs are thehouseholds names in India today. In al l the segments i. e.molded choco la tes4 count choco la tes and pannedchocolates4 it is undoubtedly the market leader.

7adburyCs has its manufacturing units at #hane (umbai$4alanpur4 Indori(near ?une$4 ithuri and >olapur. It has a

strong distribution network with about -++ distributors inNorth India and more than 0 lac retail outlets beingser/icedall o/er India.

In 1**94 7adbury planned to pump in )s.:+8crore to up productioncapacity at a couple of 7adburyCs factories. #his cash iseGactly double of whatCs been in/ested in 1**&.

29



#he 7ompany launched ?erk4 a wafer enrobed chocolate in1**-. #his was reactionary to the launch of >it >at and has beenable to counter competition.

C5dbu!- D5i! Mi%7 1CDM2 , T4e F%5;-4i9 b!53d

734 the oldest of 7adburyCs brands was launched in 1*-&. Inthe early *+s4a rise in the prices of cocoa4 increase inthe eGcise duty and a fal l in the demand inspired theidea of repositioning. #wo years in the processafter relaunch 7adburyCs 3airy ilkCs market share stood at2- percent with sales rising by an a/erage ,+ percent perannum.

% e s i d e s 7 3 7 a d b u r y C s h a s a n u m b e r o fe n d o r s e r b r an d s s u c h as =rui tCnCNut4 Nut il k e tc ./en though contribution of these brands to thecompanyCs bottom8line is /ery small4 they are reuiredin order to make a complete portfolio of oDering.

#h e 7ompany de/e loped a con cen t r a t i on s t r a te gyon 73 4 =i/ e 't ar 4 7adburyC ems4 7adburyCs clairs4?erk and the latest of its oDering ?icnic(which has drawn a

good response in the market$.

#he 7ompany has also identied sugar confectionery4 as a growthsector. Itsrst oDeringoogly. Ne-t%e I3di5 Ltd" Nestle India Ltd. has been in India for more than 0- yearsnow. #he worldCs largest marketer of chocolates (becameworld number one when it acuired )own t re e ac in tosho f t h e 5 > $ 8 N e s t l e 4 m a d e i t s f o r a y i n t h e I n d i a nchocolate Industry in No/ember 1**+. It launched threeproducts 8 the milk chocolate4 the bitter chocolate and7rack le (a crunchy chocolate $ 8 in the slabs category and%ar !ne in count lines.

2:



7adburyCs was uick to react 4 and launched a wholehost of products in succession All 'ilk milk chocolate4 7reamy%ar4 and a new /ersion of - 'tar.

Nestle4 in the beginning did not ha/e its own manufacturingfacility. It had an alliance with 7amp co to manufacturechocolates. Later4 in 1**- a state8of8art manufacturing plant wasset up at ?onda4 oa at a cost of )s. -+ crores. #his unit took careof the entire >it >at production. "owe/er4 the production tie8upwith 7amp co still continued.

L5u364 o8 Kit K5t

>it >at4 one of worldCs most popular chocolate4 was launched inIndia in 1**-.@ithin months of its launch4 it fullled e/erytarget Nestle had set. Its launch was accompanied by thelaunch of 7adburyCs ?erk in order to counter >it >at andsafeguard the Uagship brand O 73. >it >at has been ableto dene anew segment in the industry in the form of the waferenrobed any time snack.

>it >at outsells ?erk in the outlets where both are a/ailable.In the crucial markets of %ombay and 3elhi both arerunning neck8and8neck. It has e/en said to ha/e threatenedthe mother brand4 7adbury 3airy ilk.

NESTLE- Ne L5u364e- B!53d L5u364 Allen 'plash 'elected 7ities('ugar 7andies$ After ight ints 3elhi umbai

Lion @afer %ars 3elhi umbai

2*



INDIRECT COMPETITION

'ince the target audience includes4 consumers of not onlychocolates but also of biscuits and confectionery4 it faces indirectcompetition from these product categories. Also4 otherconfectionery products l ike toDees4 candies etc ha/epro/ed to be indirect competit ion (howe/er would bel imited since we are targeting small kids segment$.

MARKET RESEARCH

In orde r to recommend and eGecute an eDect i/es trategy fo r market ing of goods and ser/ices4 asystematic market research needs to be undertaken. #hebuyer preference research would play a /ital role in theassessment of c o n s u m e r s t a s t e p u r c h a s e h a b i t sa n d a b e t t e r u n d e r s t a n d i n g o f t h e consumersmind. In fact the strategy formulationrecommendations in

this report of the marketing miG relies hea/ily on these researchndings.

A u e s t i o n n a i r e w a s a d m i n i s t e r e d ( a s m e n t i o n e din th e e th odo lo gy $amongst people of diDerent agegroups and professions. )esults from this research pro/idedinteresting cues4 which were eGtremely benecial in theformulation of the recommended marketing miG.

#he main obect of this researchuestionnaire was as follows

H#o nd out the current the current tastechocolate eating habits.H#o nd out the eGtent of brand loyalty.H#o get feed back of consumers perception about Ua/orsand con/entional outlets.H#o nd out eGtent of price sensiti/ity

0+



H)etail outlet preference.H%rand preference etc.

OBSERVATIONS + FINDING

01



OBSERVATIONS

%ased on the basis of the uestionnaire research4 some of thefacts that came to the fore ha/e been listed below. #heseresearch ndings played a key role in the de/elopment of the

recommended marketing strategy.

H>it >at and 73 had a high unaided awareness le/el andalso4 both these brands enoyed a h igh consumerpreference . Amul is percei/ed fo r gi /ing /alue for money.

H7hocolates are no more a childrenCs item.

Host o f people buy chocolate by impulse decis ion.

7hocolates are e/en considered as a good gift option.H7ons umer s p re fe rence / i s 8 \ 8/ i s p l ace o f pu rch as e4 s i Be f orm t as te of chocolates4etc

Host of the respondents had a high ad. )ecall le/el for 7adburyCs3airy ilk and >it >at.

H@hen it comes to gifting4 usually the recei/ers are1. A friend of opposite seG2 . 7 h i l d r e n

H#he idea of making chocolates a/ailable at sweet shops4 giftshops4 ice cream parlors4 fast food ointsrestaurants was

02



asked to be rated. #he concept of eGclusi/e chocolate parlorswas rated fa/orably (around &0J$.

H#he product category does not enoy high brand loyalty le/els.

H?eople are not price sensiti/e and consider the prices of chocolates a/ailable in India4 Ereasonably !.>.F. #hey are ready topay a premium for good uality. 'uitable price for a ,+gmchocolate was felt to be between )s1+8 to )s1-8.

D5t5

535%-i-

+

00



I3te!9!et5ti

o3

:" Do ou 6o3-ume 64o6o%5te

!?#I!N' No != )'?!N3N#' 6' 9+N! 0+

0,



INTERPRETATION

#his chart shows that 0+J of respondents does not consumechocolate

@hile 9+J of respondents

'" Ho o8te3 do ou bu 64o6o%5te"

!?#I!N' N! != )'?!N3N#'?er day ,+@eek 0+onth 2+No 1+

0-



INTERPRETATION

#his chart shows that ,+J of respondents buy chocolate per day40+J on

@eekly basis4 2+J on monthly and 1+J respondents does notbuy chocolate.

<" #45t b!53d o8 64o6o%5te 5!e ou 55!e o8

!?#I!N' N! != )'?!N3N#'7adbury ,-Nestle 2-Amul 2+

0&



!ther 1+

INTERPRETATION

#his chart shows that ,-J of respondents are aware of 7adburybrand42+J of

respondents are aware of amul42-J of nestle and 1+J awarenessof other brand.

)" #45t i3ue36ed ou to bu t4e 5bo@e -t5ted b!53d

!?#I!N' N! != )'?!N3N#'Ad/ertising &+3ealer 1+Attracti/e packing 1+

09



'hop display 2+

INTERPRETATION

#his chart shows that &+J of respondents are inUuenced byad/ertising4 1+J by

dealer4 1+J by attracti/e packing4 and the rest 2+J by shopdisplay.

*" I8 5 95!ti6u%5! b!53d i- 3ot 5@5i%5b%e it4 !et5i%e!" You

i%%

!?#I!N' N! != )'?!N3N#'

0:



3rop the idea 0+%uy another brand 9+

INTERPRETATION

#his chart shows that 0+J of respondents drop the idea if theparticular brand

Is not a/ailable with retailer4 and the rest 9+J go with the anotherbrand.

$" You 9u!645-e o8 64o6o%5te

0*



!?#I!N' N! != )'?!N3N#'!ccasion led (birthday etc.$ 0+As a gift 0+7asual purchase 2+Any other 2+

INTERPRETATION

#his chart shows that 0+J respondents purchase chocolate onoccasion

Led4 0+J as a gift 42+J on casual purchase4 and 2+J on anyother occasion.

=" I8 ou bu 64o6o%5te

,+



!?#I!N' N! != )'?!N3N#'A gift 2+'pouse 1+7hildren 0+=riends ,+

INTERPRETATION

#his chart shows that 2+J respondent buy chocolate for a gift

purpose41+J for their spouse4 0+J respondents buy chocolate forchildren4 and ,+J for

their friends.

,1



" #45t 566o!di3; to ou i- t4e -uit5b%e 9!i6e 8o! )( ;m64o6o%5te

!?#I!N' N! != )'?!N3N#']1+ 1-1+ to 1, 2-1, to 2+ ,+^2+ 2+

INTERPRETATION

#his chart shows that 1-J respondents prefer less than 1+rs for,+ gm

7hocolate4 2-J respondent prefers 1+ to 1,rs4 ,+J prefer 1, to2+rs4 2+ J prefer

,2



ore than 2+rs.

&" Ide5% 64o6o%5te ou%d t5-te 5- 8o%%o

!?#I!N' N! != )'?!N3N#'%itter 0+@afer enrobed ,+7aramels nuts inside 2+Any other 1+

INTERPRETATION

#his chart shows that 0+J respondents prefer bitter taste4 ,+Jprefer wafer

,0



nrobed4 2+J prefer caramels nuts inside4 1+J prefer any tastechocolates.

:(" O3e 53 o665-io3 I ou%d %i7e to 5 ;i8t 564o6o%5te to %o@ed o3e

!?#I!N' N! != )'?!N3N#' 6es 9+No 0+

INTERPRETATION

#his chart shows that 9+J respondents say yes that they wouldlike to gift a

,,



7hocolate to a lo/ed one4 and0+J say no.

::" A!e ou 4599 it4 t4e 7i3d o8 64o6o%5te b!53d-5@5i%5b%e i3 I3di5

Tod5

!?#I!N' N! != )'?!N3N#' 6es 9&No 2,

INTERPRETATION

,-



#his chart shows that 9&J respondents say yes that they happywith the

7hocolate brands in India4 and 2,J respondents are not happy.

:'" I8 ou 53t to bu 5 58e! 64o6o%5te. -5 KitK5t53d i8 it i- 3ot 5@5i%5b%e.

ou ou%d -ett%e 8o! 5 B5!Mou%ded 64o6o%5te -5 *-t5! o! CDM"

!?#I!N' N! != )'?!N3N#' 6es &9No 00

,&



INTERPRETATION

#his chart shows that &9J respondents say yes4 and 00Jrespondents are says no.

Strategies of the Dominant Brands

It is important to understand the strategies of dominant brands inthe market before we go on to analyBe the brand communication.7adbury is the biggest player followed by Nestle4 and they co/eramongst themsel/es o/er *-J of the market share1. #heperception map in Ghibit 1 shows the positioning of popularbrands graphically.

,9



Exhi bit 1 ?ositioning of 3ominant 7hocolate brands in theIndian arket

C5dbu!

7adbury is the market leader with around &+J of the /alue sales.It boasts of se/eral strong brands in the category co/ering almost

the entire spectrum of consumer needs.D5i! Mi%7

3airy milk is the megabrand of the 7adbury =amily focusing onconsumers of all ages. #he core proposition is [something tocelebrate all the good occasions in life with[. #he communicationproposes that no matter what the occasion of your happiness43airy ilk is the perfect way to celebrate.

Si%7

'ilk is a premium /ariant of dairy milk and aims to gi/e an upmarket stretch to the core brand. #he positioning of 'ilk is['moother4 7reamier and 7hunkier[. #he communication focuseson the eGperience of eating chocolate with childlike innocence

,:



and unabashed oy. #he tagline ["a/e you felt 'ilk latelyS[ tries togi/e a refreshing feel to the entire eGperience of chocolate eating.

Pe!7

?erkCs target market segment in India is the causal snack spacethat has primarily been dominated by chips and wafers. #hetarget consumers are teenagers and the ad/ertising usthighlights its role as a mini snack. [#hodi8'i8?et8?ooa[ campaign4featuring mischie/ous teenagers4 dened its brand personality.

Ce%eb!5tio3-

7elebrationsC target market was to replace the traditional gift

options like traditional sweets and dry8fruits during festi/als. #hecommunication focused on the emotions related to gifting.

* St5!

#he target segment for this brand has been the youth andchildren. #he brand has continuously focused on /ariants to addan element of surprise in the chocolate8eating eGperience.

Ne-t%e

Nestle ranks second with 01J of the /alue sales. A large productportfolio and a strong distribution network ha/e helped thecompany in maintaining its leadership along with 7adbury.

Kit K5t

#he brand[s commercial focuses on ["a/e a break4 ha/e a >itkat[.Nestle >it >at was well recei/ed by consumers in early yearsowing to both the no/el [nger format[ of the chocolate as well as

the way its ad/ertising celebrated the [consumption ritual[.

Mu364

unch is the largest distributed brand in its category. It is a waferchocolate. #he campaigns of unch focus on its crunchy taste.

,*



?riced at )s. - it targets the middle class in metros and smallertowns.

Pe!-o35%it T!5it-

7onsider how you would describe the personality of a close friend.7hances are that you would list a number of traits4 such asoutgoing4 kind or e/en8tempered. A trait is a relati/ely stablecharacteristic that causes indi/iduals to beha/e in certain ways.

#he #rait theory suggests that indi/idual personalities arecomposed of broad dispositions called traits. 7attle came up with1& key personality traits that he uses to describe most aspects of human personality,.

@e tried to map the personality traits targeted or representedthrough /arious commercials. 'imultaneously4 we tried to matchthe o/erall personality of a brand as reUected by o/erallmarketing communication and consumer perception on thesepersonality traits.

An interesting nding was the diDerence in traits obser/ed forNestle unchCs recent commercial featuring the boGer <iendra'ingh from their o/erall brand image. =or traits like [openness tochange[ and [pri/ateness[4 not only was the ad in8consistent butalso con/eyed a brand personality signicantly diDerent from theo/erall brand personality built o/er the years.

unchCs proected brand personality has shifted in siG of se/enrele/ant traits from the last ad campaign to the current one.

#hese inconsistent brand personality proections may lead toconfusion in the minds of consumers who will rather shift toanother related brand with a more consistent personality. Ghibit2 shows the diDerences in positioning of Nestle unch from old to

new ads with two of these traits as dimensions.

-+



Exhibit 2 3iDerences in Nestle unch[s newly communicated and eGistingpersonality traits

Im9u%-i@e Bui3; Be45@io! 53d P!i6i3;

Impulsi/e beha/ior occurs when the consumer is looking for

immediate hedonic benets. It is commonly associated with urgesto smoke4 drink4 o/erspend or o/ereat. [Impulsi/e beha/ior[ isdened by [7onsumers eGperiencing an irresistible urge toconsume[4 which they might e/en regret later.

@hether an indi/idual focuses on cost or the benet of impulsi/eness depends on the chronic /alues of the consumer4which forms the core of its personality. "edonic personalities willfocus selecti/ely on the benets than the cost of impulsi/enessand are considerable uninUuenced by the costs. "ence4 such

indi/iduals become insensiti/e to price aspect when their hedonicurge is dri/ing the purchase decision.

Let us eGplain the growth of the market at the higher end of thespectrum in recent years in chocolate category with thisargument. #he product oDerings on the higher end are of richchocolate (e.g. silk$ based products (associated with taste and

-1



pleasure$ instead of wafer8based oDerings (which ser/e as asnack$. #his shows that brands command a better premium whenan impulsi/e urge rather than functional benets are the primemoti/ators for purchase.

/en though chocolate buying beha/ior is impulsi/e4 researchsuggests that the relati/e accessibility of inputs such as costs/ersus the benets of impulsi/eness inUuences impulsi/ebeha/iour-. Impulsi/eness is unaDected by cost highlightingarguments which eGplains the ineDecti/eness of ad/ertisementsdiscouraging cigarettes4 alcohol4 etc.

@hen the benet of impulsi/eness was the pleasure of yielding totemptation4 the ad/ertisements4 that [triggered the desire[ or

[highlighted the benets of gi/ing in to the temptation[ appealedmost to the hedonic indi/iduals. "owe/er4 the prudentpersonalities gi/e more /alue to the cost than the benets. #hus4the benets are relati/ely non8inUuential in udgment. #hus4ad/ertisements that ustify the cost of impulsi/eness can helppro/oke impulsi/eness in such consumers.

RECOMMENDED MARKETING STRATEGY DESIGN

#he market strategy of the rm is a complete andunbeatable p lan or an ins t ru ment des ign ed spe c ia l lyfo r a t ta in ing the market ing ob ec t i /e o f company.

#he formulation of the marketing strategy consists of two steps8

1. 'egmentation target market selection.2. Assembling the marketing miG.

M5!7et Se;me3t5tio3 53d T5!;et M5!7et Se%e6tio3

a r k e t s e g m e n t a t i o n a n d t a r g e t m a r k e ts e l e c t i o n h a / e a n i n t i m a t e relationship with marketstrategy formulation.

#h e comp an y may fo cus on th e f o l l ow i ng f ac to r swh i l e l a y ing down the target market.

-2



:" Geo;!594i6 Se;me3t5tio3 eographical ly the country can be broadly di/ided into

0 sub segments8)ural4 'uburban and 5rban.In the rst phase (after the test launch$4 5rban parts of thecountry should be targeted. #he chosen segment is targetedbecause O

HLack of infrastructure4 like refrigeration8not to /enture ruralmarkets.H#he consumpt ion pattern beha/ior in )ural Ind iadoes not t with the product attributes and percei/ed

benets.H#he limitation of disposable income is another factor thathampers entry in rural areas.H' em i8 5r ba n m ay b e c on si de re d i n t he s ec on dph as e. An ye ar aft er th e launch.

@ithin 5rban India4 the cities with 1 million P population i.e. top20 metros will be targeted. A soft launch of the brand should beundertaken before taking the brand to these areas. #his (test

launch$ will be undertaken in %ombay4 since it(%ombay$ is ahigh consumption city for chocolates. ('ource Nestle (I$ LtdOinfect NestlMCs sales peaked out in %ombay4 during its initiallaunch$.

'" Demo;!594i6 Se;me3t5tio3

#he demographic /ariables ha/e been separately addressedto arri/e at the target audience.

HA;e12 years P segment of the population isrecommended to be targeted. 'mall kids may not betargeted 4 because o f the nature o f the percei/edproduct benet by consumers in that age group4 who areinclined towards sweeter and creamier snacks. =urther4 itmay not be easy to get youngsters oD the ir tuck money.

-0



Also4 ch i ldren today a l ready ha/e an array of cheapdomestic and international confectionery ( in the formof chewing8gums4 lollipops4 rolls4 loBenges and toDees$.

HF5mi% Li8e C6%e I3 terms of family l ife cycle it isaddressed at all of the following1. 6oung'ingle or arried (withwithout >ids$2. atriculates and 7ollege goers0. arried with no children under 1:.,. arried old coupleold single.- . mpty nes t coup les .

#he brand may positioned such that it ts all stages of family lifecycle.

>I36ome #he income segmentation may be all householdswith an annual income eGceeding )s. one lakh. #argetedaudience may be all households that can aDord a tele/ision orha/e access to satellite tele/ision.

<" P-64o;!594i6 Se;me3t5tio3

So6i5% C%5-- In terms of psychograph the social class

targeted is the educated upwardly mobile urban middle andupper class.?ersonality #raits

#his segment essential ly consists of emulators i.e.4upwardly mobile4 pioneers4 freaky4 fun lo/ing type of people. #hese are the people who like to enoy life and belie/ein tra/eling and ad/enture.

Li8e St%e In terms of lifestyle4 it may be aimed at thosewho fa/or buying con/enience products. #hey are alsowill ing to eGper iment with alte rnate products in place of con/entional food items4 as the uni/erse of chocolateconsumption is changing from occasion led to more casualconsumption.

)" Be45@iou!5% Se;me3t5tio3

-,



#he moulded segment of the market is percei/ed to be thegrowth engine of the market. "ence4 this segment is uitelucrati/e for a new brand launch. Also4 chocolate purchases

ha/e mo/ed from being occasion8led to a casual snack."ence4 anytime anyplace snack aspect needs to be established. #his segment comprises of people who like to ha/e chancesand want to try new things.

*" Le5!3i3;,I3@o%@eme3t

#he purchase of a chocolate is of a low8in/ol/ementcategory. It is an impulse purchase and decision to buy is notpre8planned.

$" U-5;e R5te

#h e m ar ke t may be fu r th er s eg mented on usagera th e r th an at t i tu d e8 Anytime Anyplace 'nack. #his is agroup of consumers that nd traditional snacks too hea/y./en though a range of chocolates may be oDered4 a core brand(concentrated strategy mentioned later$ may be launched

in the count l ine segment. 'ince this segment is tippedto be the growth engine of the industry (according toindustry sources O r. 'anay <erkey4 7adburyCs India and r.%ohidar$ and this segment has a substant ia l share of the market (00J$.

TARGET AUDIENCE

=ollowing from the abo/e4 it is recommended to target consumerswho found traditional snacks too hea/y. 5sage rather attitude isbeing used to segment. #his is the segment that tended topick up biscuits instead8something they could munch whilecontinuing with their schedule.

--



#here are 1:1 million urban indi/iduals in India !ur targetsegment is people li/ing in the top 20 metros (1 millionPpopulation$4 which implies &0 million people. =urther4 '7A8% in these 20 metros with 7able 'atellite at home are

targeted (*,., J of '7 A8% ha/e a cable satel l i teconnection$.

SUGGESTIVE MARKETING MI FORINTRODUCING A NE# PRODUCT

#he obecti/e of the marketing miG de/eloped is/To de@e%o9 5 9!odu6t t45t i- 5@5i%5b%e. 5o!d5b%e.b5-ed o3 %o65% !5 m 5t e! i5 %. 53 d 5d 59 te d to t4 et5-te 53d t4e 3ut ! i t io35% 45b i t- o 8 t4e9o9u%5tio30"

#he elements of the miG 8 ?roduct4 ?r ice4 ?lace ?romotion ha/e been entailed below

P!odu6t

As mentioned earl ier4 the two most importantsegments of the market are oulded and 7ount linesegment (segments ha/e a high share of the market$.Also4 it canbe seen in the ndings4 the Indian consumer does notrecogniBe the diDerence between oulded and 7ountline segment. =urther4 a key decision that needs to betaken is to decide whether to ha/e a core brand focus or

ha/e a plethora of brands. "ere4 it would be ad/isable tolaunch a complete basket of products co/ering both thecount line and the oulded chocolate segment (at leastif not ?anned$. A range of brands can help cushion outrisks o/er the entire oDering. Also4 it has been that to sustain in the long term4 acomplete portfolio of chocolates for e/ery taste is essential.

-&



"owe/er4 a concentration strategy may be adopted in the rstphase4 focusing on one core Uagship brand.

#he /arious product attributes ha/e been mentioned below

H'tipulations regarding the use of "ydrogenated <egetable!il8"<! (since it contains nickel$ may be adhered to. Nickelin chocolates can cause cancer. "owe/er4 research is stillon to pro/e this. ?roduct formulation should keep this aspectin mind.

>P5675;i3; #he packages or the co/er packs4 of the brands can be in%lue4 reen and )ed color which represents a fun element. #he

packaging should keep the product crisp4 fresh and protectedfrom the harsh climatic conditions in the country4 and hencepro/ide a longer shelf life.

>Sie-A s c a n b e s e e n i n t h e n d i n g s t h e m o s t p o p u l a rsi B e i s ,+ gm s. "owe/er4 in order to pro/ide a goodassortment of oDering4 the following siBes may be introduced

_1- gm _0-,+ gm _:+ gm.

_'uper 'a/er (1+- gms.$

_2++ gms _ift packages since4 chocolates is a /ery popular gifting option4attracti/e gift packs may be introduced. #he oDering is alsoplanned to be distributed through gift shops4 hence4attracti/e packs on the E'wiss 7oatsF (small local player$concept be de/eloped.

HAny foreign brand formulation needs to be EtropicalisedF andhence4 adapted to the Indian conditions. 3ropping of theEinternationalF formula (Nestle had faced problems because

-9



of this as product could not take the Indian heat$may beconsidered.

>T5-te

'ince4 Indians ha/e a preference for soft chocolates withcaramels4 wafers etc inside (see ndings$4 and the productshould appeal to the Indian pala te by incorporating thesein the oDer ing . In th is segment there wi l l be d i rectcompetit ion only from #ruZ e. A panel of targetconsumers may be called in to sample any fresh batch of chocolates4 so as to ensure that the product de/elopedappeals to the Indian palate.

#he milk and creams in India are diDerent4 and workers no way as

well trained as abroad. "ence4 the product de/elopment mustkeep this fact in mind.

H#he product should also ha/e a high shelf life with a goodshelf appeal as well. #his so since4 chocolates is an impulse buyand a good distinct product look can attract a customer.

P!odu6t Die!e3ti5tio3

'ince4 there eGists strong competition from hea/y weights such asNestle and 7adburyCsQ the product oDering should be welldiDerentiated. Nestle4 when it launched its chocolatebrands in I nd ia 4 ensured tha t each b rand was wel ldiDerentiated 8 @hite chocolate(not con/entional brown$with a sugary taste that appealed to kids4 i lky barmarbles diDerentiated as they had white chocolate centreinstead of the brown chocolate core in ems.

P!i6i3;

-:



=actors like competition4 internal costs4 and the positioningand corporate obecti/e of the company need to be takeninto consideration by a company before pricing a product.

?remium pricing (relati/e to the competing brands O not designerchocolates$4 with special emphasis on taste and uality(most important attr ibutes8see ndings$ isrecommended. #he premium pricing does not suggest thatthe oD e ring is made unaD o rdable to the targetconsumer. A high pri ce wou ld accompany a promise for abetter taste and uality. #herefore4 the brand(s$Ctaste uality needs to ustify the high price.

=urther4 the product category is relati/ely inelastic i.e.

consumers would not stop buying their fa/orite brands if the price is increased by a few rupees(see ndings$.7onsumers feel that e/en if the price of their fa/orite brand isreduced4 they might not buy more of it. Also4 there is ageneral perception of chocolates being E)easonably !.>.F('eendings$.

According to 'arura %usiness4 the high priced (relati/e to otherbrands in the market$ imported foreign brands ha/e been able to

draw a decent response. ?rimarily4 because of their high foreignbrand euity.

As can be seen in the table (on brand comparison Oon price4 gi/enon the neGt page$4 Nestle and 7adburyCs are pitted againsteach other and Amul is the cheapest brand in the market.

7onsidering the abo/e4 a premium pricing strategy4 with theassurance of good uality and better taste4 in a market thatis not high on price sensiti/ity may pro/e to be a success.

It may be noted that the price should be only )s28 or )s 08eGpensi/e than 7adburyCs or NestleCs oDering. =or instance

73 is priced at )s 1-8 for ,+ gms

-*



NestleCs ilk 7hocolate at )s 108 for ,+ gms

Amul is priced at )s 1+8 for ,+ gms

#he oDering in this segment may4 therefore4 be around )s 1&8@hile pricing the product4 the following duty structure may beconsidered

H1: percent eGciseH!ther state le/ied duties (after eGcise$ such as 'ales taG4etc. (which /ary from state to state$8within 1+ to 2+ percent.

P%56eme3t

#h e succe ss o f any =7 p roduc t th r i / es ond i s t r i bu t i on . =ac to r s l i ke nancial costeDecti/eness$ per ish abi li ty o f the product Q repeato rde r s Q manager i a l capac i t y and un i t /a lue o f t hepr od uc t ne e d to be ca re fu l l y analyBed while setting upthe distribution framework of the company. #he productc a t e g o r y i s e s s e n t i a l l y a E p u l l F m a r k e t . " o w e / e r 4

th e channe l members pro/ide greater /isibility to the product. #his is eGtremely important s i nce choc o la tes i s a l owin/o l / eme nt impu l se purchase p roduc t . #herecommended distribution framework has been entailed below Re6omme3ded Di-t!ibutio3 Lo;i-ti6-

#he rst task in hand should be4 to eDecti/ely map theterritory into smaller more accessible and controllable units. AneDecti/e territory mapping needs tobe done not only to pro/idean eKcient co/erage of the market but also to pro/idegrowth opportunities to the constituents (stockiest$4 as thecompany grows. #he recommended distribution chain would beas follows

#he 7ompany

&+



7arrying =orwarding Agents

'tockiest 3istributors

@hole sellers)etailers

C5!!i3; + Fo!5!di3; A;e3t-

#hese may be appointed at two or more 'tate(s$ of operation of the company. 7arrying =orwarding agents work ona c o mm i s s i o n b a s i s O 0 J ( i nd u s t r y n o rm s $ o f t h e g o o d s h a n d l e d . I t i s recommended that the

country keeps about , to & weeks of in/entory at the 7=le/el and a commission structure which is in keeping withthe industry no rm. # he re fo re a 0 percen tco mmi ss io n on th e in /o ic e /a lu e ma y be pro/ided tothe agents.

Sto67ie-t

A s t o c k i e s t p r o / i d e s a l o c a l d e l i / e r y

p o i n t f o r t h e manufacturermarketer. #hey store theproducts4 break bulk4 and distribute to the retailers. @ith greaterno. of retailers now seeking credit from the retailer4 eK cientmanagement of collection has become a /ital part of thestockiestC ob.

#he main problems that new product faces is that of gettingeGperienced and eDecti/e channel members. As eGistingmarketing marketermanufacturer can piggy back on theeGist ing channel structure. A new company wi l l ha/eto pro/ide greater incenti/es con/ince channel members tostock the product oD e r i ng . "ence 4 an i nno/a t i /emea ns of ch an ne l ha nd l in g ne ed s to be adopted

&1



H7 o m p et i t i / e c o m m is s i o n t o t h e s t o c k i es t 8 a ro u n d- . && J on the i n/ o i ce (industry standards -.&&J$

H#he eDorts of the sale representati/es employed by the stockiest

to get orders may be supplemented by the manufacturerCs salesforce.H)etail outlets to be ser/iced at least four times in a month(at least once a week$H3istributors (stockiest$ to maintain stock of not more than 1- to2+ daysH'ince4 distributors are to maintain air8conditioned godowns4 in summers the A7 eGpenses may be borne by the 7o.

HT4e Me!6453di-e! 6o36e9t erchandisers may be appointed

by the company(salary to be borne by the 7o.$ in order to keep aconstant touch4 and to Efeel t h e p u l s e F o f t h e m a r k e t .

# h e s e m e r c h a n d i s e r s w o u l d a l s o f a c i l i t a t eimplementation of /arious schemes of the co. )egular ob wouldinclude

_ #o check if products ha/e reached eGpiry4_ ?roper setting of shelf space

_ ?!? material displays4 etc.

_ore transparent and clearer claims handling policy

#4o%e-5%e!

@hole sellerCs prime concern is buy in bulk and sell at the fastestrate. #he aim of any distribution chain of mass8marketproduct category like chocolates would be to eGpand itsreach i .e. the no. of out lets stor ing i ts products. #hismay not be possible e/en w ith a wel l estab li shed

&2



stockiest network. "ence4 wholesalerCs play a signicantrole in supplementing the stockiestC eDort send in pro/iding abetter reach to the product.

Ret5i% Out%et-

It is eGtremely important for any chocolate brand to ha/e awel l ent renched re ta il p resence. )each I the key.7onsider4 eneral 3e7onfetaria (marketer of %oomer %ubblegum$ ha/ing its products a/ailable in,+++++ outlets around thecountry4 and ?erfetti with 2-+4+++ outlets. #he aim would be toeGpand the retail network as wide and deep as possible.

A EblitB forceF tactic for retail chain enhancement may be

followed. A blitB force is a EcommandoF unit hired to targetspecic work. About - to 1+ salesmen4 recruited from thesame locality will be roped in to penetrate a specic area.%eing far more familiar with the area4 they are eGpected to createabout 1+ to12 new out lets dai ly. #his task on a laterstage may be entrusted to the distributorCs salesman.

#he biggest problem in distributing a product category likechocolates is lack of infrastructure. #he product needs to be

kept in refrigeration (more so4 in summers$8limiting the pointsat which it is a/ailable (ideal temperature needed for chocolatesis 1: to 2- degrees$. "ence4 summer see sales suDer. 3emandfalls by almost two8thirds in the summer months. #o counter this4the 7o. can O

H7oolchilled /ans may be operated in summers (for 7= to'tockiest transit of goods$. %ecause of only a seasonalreuirement4 these may be out sourced.HInsulated boGes4 Icechilled pads and packs4 Icesurrounded 'inteG tanks4 towels etc may be used toensure that the product reaches the retai lers withoutlosing its form.H7onsidering the importance of refrigeration (specically insummers$4 <iBBy coolers may be installed. #hese coolers notonly pro/ide refrigeration but also a good ?!? /alue. =urther4

&0



while distributing chocolates4 it must be ensured that the brandhas a deep retail co/erage not a selecti/e presence. =inally4 whiledeciding onto the selling outlets4 certain uncon/entional outletsmay be considered. #hese include O

5" Seet S4o9- #he product may be kept at traditional 'weet 'hops. oreso4 during festi/al times. b" Gi8t S4o9-As the idea of gifting chocolate is becoming more popular amongthe targeted segment4 i t would be protable to ensurethe a/ailability of chocolate chocolates at /arious gift shops.

6" St5tio35!Boo7 S4o9- #eenagers4 is a lucrati/e segment with a high consumptionrate. #hey freuent book shops and magaBine storesuite often. "ence4 making chocolate a/ailable at these outletsmay be considered.

d" I6e C!e5m P5!%o!- In India4 ice cream is treated as a fun product and a sweet dishor a desert after meals. %oth these attributes match with

chocolate consumption habits. "ence4 ice cream parlors maypro/e to be bene cial in pro/iding greater reach to theproduct. "ere again4 chains l ike 3ol lops4 etc. may beused in order to facil i tate greater reach. A strategicdistribution tie8up may be reached with ice creamcompanies such as >wali ty @all s4 <adi la lC s e tc fordistribution of c hoco la tes a l ong w i th t hed i s t r i bu t i on o f i ce c re ams th ro ug h the <ending #rolleys.

e" F5-t,8ood Joi3t-Re-t5u!53t-

A s a d i s c u s s e d a b o / e t h a t o n o u r country thechocolates can be ser/ed as a sweet after meals4 henceseparate counters may be installed at /arious fast food

oints such as ac 3onaldCs4 NirulaCs etc. #his wouldpro/ide the brand4 not ust greater /isibi lity but also

&,



/aluable sales. Also4 these outlets possessadeuateinfrastructure to store chocolates.

8" Jee%%e! S4o9-

#he leading ewellery shops in the city entertain their customerswith cold drinks and or tea. #hese are not suited to all. #hecomplimentary chocolate treat at the particular shop would onlystatus of treating his clients diDerently and the children folkwould also enoy th i s spec ia l t rea tment and lea/e dd l i ng wi th the pre c i ous go l d garments.

;" E6%u-i@e C4o6o%5te P5!%o!- As can be seen in the ndings4 there has been ano/erwhelming response to the idea of buying chocolates

from eGclusi/e chocolate outlets. "ence4 de/elopmentof eGclusi/e chocolate parlors may be considered.

P!omotio3

#his in/ol/es communicating persuasi/ely to theconsumers4 in o rder to a rouse the i r i n te res t i n thep ro du ct . A d et a i le d p ro mo ti on p la n in/ol/ingad/ertisement4 sales promotion and public relations is proposed.

Po-itio3i3;

#he posit ioning of the /arious brands in the markethas been listed below

C5dbu!-B!53d-

Po-itio3i3;

Ne-t%e-b!53d

Po-itio3i3;

7adburyCs3airy milk

E#he )eal #asteof LifeF

7lassic ilkchocolate

?ositioned asan aDordable4enriched milkchocolate

=ruit n Nut ?ositioned at7reamy %ar Adults as an

&-



)oast Almond Impulseanytime

Nut ilk purchase7rackle 'elf eGpression

%oon/ille <aluesattached

- 'tar ?erk ?erk8?ositionesed asa snackingconsumption.

>it >at ?ositiond as asnackingconsumption

%reak7risp3ouble 3ecker

E#hodi 'i ?et?ooaF-'tar8nergy%ar

E"a/e a %reak4 "a/e a >it>atF

)each for the'tars

%ar !ne ?ositioned as atrendy4coolanytime snack

emsclairs

?ositioned as%utterscotch <ariety4 gifting

7aramels!/ertures

and tastepreference

NuttiesAll 'ilk #iKns)elish

#he Uagship brand may be positioned as a premium (seepricing$ anyplace4 anytime snack. 'ince4 snackingproposi ti on i s the g rowth eng ine for the indus try4

posit ioning should hence4 be focused on that. #he twodri/ers8impulse purchase and need to snack.

Ad@e!ti-eme3t P%53

#he Ad/ertisement plan could be as under

&&



Co!9o!5te ob?e6ti@e #he corporate image should be builto/er a period of time4 so as to reinforce consumercondence in the brands of the company. #his is also

essent ia l to counter competit ion4 s ince o/er a per iodof t ime4 names such as 7adburyCs4 Nestle ha/e attained highle/els of recognition and assurance.

Ad@e!ti-eme3t Ob?e6ti@e-

H#o position the product as a Ehigh uality brand4 with a widerange of oDering4 pro/iding4 fun anytime4 anyplace productsF.H#o create awareness about new Ua/ors.HInduce consumer trials.H%uild corporate imageH#o undertake competiti/e ad/ertisement.

T4e Bud;et

7onsidering the fact that the market is dominated by big8wigs such as 7adburyCs and Nestle4 aggressi/e competiti/ead/ertising needs to be undertaken.

'ince both >it >at and ?erk are allocating &+ to 9+ percentof their total ad budget on chocolates4 an allocation of about 2+to 2- percent of the proected turno/er may be suKcient in therst year. After which about 1+ to 12 percent may be used tosustain the brands.

essage #he message design will be consist of followingQ

HA99e5% 7hocolate is basically a fun product and eGchange

chocolate as gifts is gett ing popular these days. An!#I!NAL appeal of ELo/eF can be designed. Apartfrom it chocolate can be highlighted by fun elements in lifecan be positioned as !!3 L<A#!)'. An A'?I)A#I!Nappeal would also be helpful.HP!e-e3t5tio3 #he design of ad/ertisement will be thesetup of fun scene like picnic4 college4 campus4 sports.

&9



round4 partly time can be suitable so that people canEAssociateF the chocolate with fun.HMe--5;e Sou!6e =or print media the message source willbe the copy part and creati/e ad/ertisement design. =or

electronic media4 the source will be whole family unit4younger enoying eGchanging and eating chocolate.

Medi5 P!i3t Medi5 @ill be the maor magaBines read by thetarget segment i.e..4 India today4 society4 famine4 stardust etc.H?.!.?.aterial induce impulse purchase.

E%e6t!o3i6 Medi5 'ince the whole of target segment watch

'atellite #< during prime time and ad/ertisement will befeaturing share for 0 or more t ime to lea/e an impact.Apart f rom i t company w il l be sponsor ing the funrelated programmes on 33 and 'atellite #<.

Pub%i6 Re%5tio3-

I . # h e c o m p a n y w i l l h o l d a p re s s c o n f e re n c ea n n o u n c i n g i t s a r r i / a l i n India and will highlight its

global achie/ements.I I " 7 o m p a n y h a s p l a n t o s p on s o r e / e n t s l i ke 2/ i B . 4 s k i i n g r i / e r r a f t i n g 4 yachting etc.I I I . 7omp any w i l l a l so sponsor f un bas ed # <prog rams .

S5%e- 9!omotio3 A6ti@itie-

#o induce consumers to try the new chocolate and to get theproduct pushed in the market the sales promotion plan shouldinclude the following

T!5de 9!omotio3 #he 7ompany will ha/e to oDer lucrati/e trade promotionschemes4 in order to push primary sale. #hese include incenti/esto stockiest for pushing the sale of chocolates. At the

&:



retail le/el4 the following trade promotion measures maybe adopted

H'chemes such as4 a certain percent oD on the purchase of

)s -+++ or )s1+4+++ worth of chocolates.HA boG of chocolates free with e/ery doBen purchased.H'hop 3isplays<iBBy 7oolers Olinking them to sales

Apart from these4 @indow 'helf space may be purchased outright.Co3-ume! P!omotio3'ome of the consumer oDers that could be introduced are:" =ree gifts like pen4 comics etc.4 on return chocolatewrapper.' " o n e y ' a / e r s<" 7hocolates in a toy truck etc.) " # h e 7 o m p a n y c a n a n n o u n c e c o n s u m e rE c o n t e s t s F ( w i t h p ro o f o f purchase$ with attracti/epriBes4 supplemented by an ad/ertisement campaign.

Poi3t O8 Pu!645-e M5te!i5% ?!? is of eGtreme importance4 to a product category like this. #hisis so4 since sales are impulse casual dri/en. "ence4 hea/y point

of purchase ad/ertising in the form of danglers4 chocolatedispensers4 etc. may be used.

M5!7et Te-ti3; P%53

#he company should test the product before it goes national (20metros withmillion P population$. #his is so because:" It would reduce the risk of failure in the market where itgoes national4by /alidating the marketing miG.

'"=acil itate /alidation of positioning.<"Allow correcti/e action through incorporation of consumerfeedback.

=or test marketing the chocolates4 the plan may be as follows

&*



1.#est !becti/es #o /alidate the brand names4 new outlets4 etcand tomeasure the sales /olume4 pricing and promotionpolicy. 7ompetitor reaction can also be analysed.2.#he product may be launched in %ombay ( as a soft(test$

launch$. #hisselection was based on H%ombay is uniformally represented by the target segment

H7ompetitor acti/ity is high. Also4 Nestle was able to wrest asignicant marketshare from 7adburyCs when it was launched.H%ombay is representati/e of the target segment.

IMPLEMENTATION

A we l l des i gned mar ke t i ng p lan coun t s f o rnoth ing4 i f not implemented proper ly. 'uccess in themarket place depends upon the way the plan isi m p l e m e n te d . # h e l a u n c h i s r ec o mm e n d e d t ob e b e f o r e w i n t e r s 8 s a y 'eptember or !ctober4 since O

H#hat period would facilitate high 3iwali sales4 and

H3ur ing w in te r s t he re wou ld no t be much need f o rre f r i ge ra t i on . " ence company would get /aluable time itsinfra in place.

#he success of the brand would largely depend on the following

H'ales 3istribution Network

H`uality standardsH)esearch and 3e/elopment8continuous inno/ati/e products

H#echnology support

9+



CONCLUSION

#he growth and eGpansion of the Indian chocolatemarket in the past has8been hampered4 due to stiD eGciseduties on chocolates (at 1: percent O while other agro basedproducts are being charged as low as :J and a few4e/en+J eGcise$ and non8a/ailability of uality cocoa in thecountry.

Also4 import of chocolates has been put in the !L category4 with

duties being reduced (in a phased manner$. #he industry hasmade recommendations to the Indian go/ernment to go backto the 'pecial item list category4 in order to safeguard thedomestic industry.

"owe/er4 continuous marketing focus by the players inthe market has resulted in the industry looking up like ne/erbefore. #hese companiesbrands ha/e become much moremarket sa//y. #he Indian chocolate market is

transforming and new players ('ara Lee is planning to setup base in India$are entering the market. "ence4 consideringthe low per capita consumption of chocolates4 the future of theindustry seems to upbeat.

91



ANNEURE

92



:" ?lease rank the following attributes in a chocolate on a scale

of 189According to their importance to youS (18most important4

98least

Important$

a. #aste

b. `uality

c. ?ackaging

d. ?rice

e. =la/our

f. Add8ons (wafer4 nuts4 etc$

g. %rand image

'" If particular brand is not a/ailable with the retailer4 you wil8

a. 3rop the idea of buying a chocolate

b. o to another retail outlet

90



c. #ry another (competitorCs$ brand

<" 6ou purchase (of a chocolate$ isa. !ccasion8led (say on a birthday4 etc.$

b. As a gift

c. 7asual purchase

)" If you fa/ourite brand is a few )s eGpensi/e than it is4 you

would still

o for it.

a. 6es

b. No

*" A sale promotion scheme like )s 2 oD4 1+gms eGtra4 a candyfree4 etc.

@ould aDect your purchase decision.

a. 6es

b. No

$" An ideal chocolate would taste as follows8

a. %itter

c. @afer enrobed

9,



d. 7aramels4 nuts inside

e. "igh on sweet

f. Any other (please specify$

=" ost of my chocolate purchases are pre8planned.

a. 6es

b. No

" @hat siBe of a chocolate do you normally buyS

a. 1-gms

b. 2-gms0+gms

c. :+gms

d. 'uper sa/er packs(1+-gms$

e. 2++gms

&" #he price of your fa/ourite brand or preferred brand ofchocolate is

a. "igh eGpensi/e 99b. )easonably ok

c. cheep

9-



:(" Are you happy with the kind of chocolate brands in

India4 todayS

a. 6es

b. No

::" If the price of your fa/ourite brand is reduced4 you willbuy more of itS

a. 6es

b. No

:'" If you want to buy a 58e! chocolate4 say kitkat and if it is not a/ailable

you would settle for B5!Mou%ded chocolate4 say -star or7adburyCs dairy

milk.

a. 6es

b. No

:<" !n an occasion I would like to gift a chocolate to alo/ed one.

a. 6es

b. No

9&



:)" @hat according to you is the suitable price for a ,+

gm. 7hocolate which is

!f good uality and Ua/or(which will be a/ailable for the rsttime$.

a. %elow )s.1+8

b. %etween )s.1+8to1,

c. )s. 1,8to)s2+8

d. ore than )s.2+8

:*" 3o you consume chocolate

a. 6es

b. No

:$" "ow often do you buy chocolate

a. ?er day

b. @eek

c. onth

d. No

:=" @hat brand of chocolate are u aware of

99



a. 7adbury

b. Amul

c. Nestle

d. !ther

:" @hat inUuenced you to buy the abo/e stated brandsS

a. Ad/ertising

b. 3ealer

c. Attracting packing

d. 'hop display

:&" If a particular brand is not a/ailable with retailer. 6ouwillS

a. 3rop the idea

b. %uy another brand

'(" Ideal chocolate would taste as follow

a. %itter

b. @afer enrobed

9:



c. 7aramels nuts inside

d. Any other

':" If you buy chocolateS

a. A gift

b. 'pouse

c. 7hildren

d. =riends

BIBLIOGRAPHY

>otler ?hillip4 arketing anagement4 illennium edition.(?rentice hall of India$.

%usiness today

%usiness @orld4

9*



%usiness India4

conomic #imes

7I reports indiainfoline.com

Internet sources

www.indiainfoline.com

www.domainb.com

www.agencyfas.com

www.nil.comwww.cadburys.com

www.web8enable.comindustryenabling8scm.asp

www.cadbury.co.in

www.nancialeGpress.com

www.business8shandard.com

http://www.indiainfoline.com/

http://www.domain_b.com/

http://www.agencyfaqs.com/

http://www.nil.comwww.cadburys.com/

http://www.web-enable.com/industry/enabling-scm.asp

http://www.cadbury.co.in/

http://www.financialexpress.com/

http://www.business-shandard.com/

http://www.domain_b.com/

http://www.agencyfaqs.com/

http://www.nil.comwww.cadburys.com/

http://www.web-enable.com/industry/enabling-scm.asp

http://www.cadbury.co.in/

http://www.financialexpress.com/

http://www.business-shandard.com/

http://www.indiainfoline.com/

Celebrating Marketing

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