Winter Projet

“To study of comparison between Cadbury, nestle and
Amul chocolates”: A survey of Surat city
A
WINTER TRAINING REPORT
ON
“TO STUDY OF COMPARISON BETWEEN CADBURY, NESTLE AND AMUL”
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF THE DEGREE
OF
BACHELOR OF BUSINESS ADMINISTRATION
IN
ALL DEPARTMENTS
SUBMITTED BY:
PATEL TWINKAL PATEL
ROLL NO: -70
TYBBA (MARKETING)
GUIDED BY:
PROF. GYAN PRAKASH
1
SUBMITTED TO:
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SHRI SHAMBHUBHAI V. PATEL COLLEGE OF COMPUTER SCIENCE & BUSINESS

MANAGEMENT, SURAT. VEER NARMAD SOUTH GUJRAT UNIVERSITY
ACADEMIC YEAR: -2017-201
Shree s. v. Patel collage of computer science and business

management
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Acknowledgement
At the time successful completion of my winter project. I get the
opportunity to acknowledge my feeling of thank toward veer Narmad south
Gujarat university to keep winter project as a part of BBA program. I sincerely
wish to express my thanks to the Mr. C. H.Thakkar the, principle of Shree s. v.
Patel collage of comp. sci. & bus. Mgt. who give me chance to measure
I also wish to express my sincere thanks to my guide prof. Gyan Prakash
for her effective guideline and constant encouragement through my research
report.
Lastly, I’m very thankful to all my faculty members and friends who
directly or indirectly help me in completion of my project work.
- Twinkal Patel
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DECLARATION: -
I undersigned Patel Twinkal declare that this project report “TO STUDY
COMPARISION BETWEEN CADBURY, NESTLE AND AMUL” is the result of my own
research work carried January and February 2018 and has not been previously
submitted to any other university/instituted for my any other purpose by any
other person.
I will not this project report in future to use as submission to any other
university/instituted or any publisher without written permission of my guide.
Date: -
Place: -
Signature
Twinkal Patel
T.Y.B.B.A. (MARKETING)
Semester – 6
Roll. No: - 70
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Table of content
No. Topic Page. no
1 Introduction
2 History
3 Marketing
department
4 Marketing research
mix
5 Research
methodology
6 Data analysis
7 Finding
8 Conclusion
9 Suggestion
10 Bibliography
11 Annexure
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INTRODUCTION 6 Page
CADBURY:-
Cadbury is a multinational company and the Cadbury dairy milk is a brand of
chocolate which is made by Cadbury. Cadbury made different types of
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chocolates and other products which is sold in several countries around the
world. It first sold its products in United States in 1905.
Nestle: -
Nestlé was founded in 1867 by pharmacist Henri Nestlé on the shores of Lake
Geneva in Vevey, Switzerland. One hundred and thirty-four years later, our
headquarters are still in Vevey, surrounded by the Swiss Alps in one of the
world’s best-preserved environmental settings. As they have grown from
humble beginnings into the world’s largest food company, they have attempted
to take the fundamental cultural values of environmental preservation and
cleanliness into every country where they operate.
-Company’s facilities reflect the environmental values basic to Nestle Company.

-Top management follow the Company’s environmental performance
-Company’s Environmental Officer reports directly to General Management to
ensure there is on-going awareness regarding environmental affairs.
Nestlé Environmental Advisory Group meets regularly to review current
environmental issues and to anticipate potential concerns. This allows them to
maximize control over their activities and contribute to sustainable
development in the countries where they operate.
The Nestlé Environment – Progress Report 2000 describes the results of
continuous improvement in its environmental practices and being a leader in
environmental performance.
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AMUL: -
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Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat,

India. Formed in 1948, it is a brand managed by a cooperative body, the
Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is
jointly owned by 3.6 million milk producers in Gujarat. Amul is actually the
abbreviated form of Anand Milk Union Limited. The white revolution was
spearheaded by Tribhuvandas Patel under the guidance of Sardar Patel and
VargheseKurian. As a result, Kaira District Milk Union Limited was born in 1946.
Tribhuvan das became the founding chairman of the organization which he led
till his last day of his life. He hired Dr. Kurien three years after the white
revolution. He convinced Dr. Kurien to stay and help with the mission. Amul
spurred India's White Revolution, which made the country the world's largest
producer of milk and milk products. In the process Amul became the largest
food brand in India and has ventured into markets overseas.Dr Varghese
Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006),
is credited with the success of Amul. Amul products are now available in more
than 60 countries in the world.
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History
Cadbury:-
1800-1900: - early history
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An 1885 advertisement for Cadbury’s cocoa. Cadbury factory, Bourneville is

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located on the south said of Birmingham, England

1900 – 1969: -
The packing room at Bourneville, circa 1903. Cadbury wharf, knight on,
Staffordshire. It was operated by Cadbury between 1911 and 1961 to process
locally collected milk and produce “chocolate crumbs” which was transported
to Cadbury’s in Bourneville.

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Cadbury’s started as a one man business, opened in 1984 by a Quaker, John

Cadbury, which becomes nowadays Cadbury Limited, and now becomes the
world’s largest chocolate producers. In 1831 the business had changed into
grocery shop and John Cadbury became the manufacturer of the company.
Cadbury Dairy Milk is a worldwide brand of chocolate of United Kingdom

Which made its different types of products and promote in different countries
like Pakistan, India, Italy, Canada, and France almost all countries.
The Indian Chocolate Industry has come a long way since long years. Ever since
1947 the Cadbury is in India, Cadbury chocolates have ruled the hearts of
Indians with their fabulous taste.
Indian Chocolate Industry’s Cadbury Company today employs nearly 2000
people across India. The company is one of the oldest and strongest players in
the Indian confectionary industry with an estimated 68% value share and 62%
volume share of the total chocolate market. It has exhibited continuously
strong revenue growth of 34% and net profit growth of 24% throughout the
1990s.
The brand of Cadbury is known for its exceptional capabilities in product
innovation, distribution and marketing. With brands like Dairy Milk, Gems, 5
Star, Bournvita, Perk, Celebrations, Bytes, Chocki, Delite and Temptations, there
is a Cadbury offering to suit all occasions and moods.
The company reaches millions of loyal customers through a distribution
network of 5.5 lakhs outlets across the country and this number is increasing
every day.
In 1946 the Cadbury’s manufacturing operations started in Mumbai, which
was subsequently transferred.
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In 1964, Induri Farm at Talegaon, near Pune was set up with a view to promote
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modern methods as well as improve milk yield.

In 1981-82, a new chocolate manufacturing unit was set up in the same
location in Talegaon.
The company, way back in 1964, pioneered cocoa farming in India to reduce
dependence on imported cocoa beans. The parent company provided cocoa
seeds and clonal materials free of cost for the first 8 years of operations.

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Cocoa farming is done in Karnataka, Kerala and Tamil Nadu. In 1977, the
company also took steps to promote higher production of milk by setting up a
subsidiary Induri Farms Ltd., near Pune.
In 1989, the company set up a new plant at Malanpur, MP, to derive benefits
available to the backward area.
In 1995, Cadbury expanded Malanpur plant in a major way. The Malanpur
plant has modernized facilities for Gems, Éclairs, and Perk etc.
Nestle: -
1866-1905
In the 1860s Henri Nestlé, a pharmacist, developed a food for babies who were
unable to breastfeed. His first success was a premature infant who could not
tolerate his mother's milk or any of the usual substitutes. People quickly
recognized the value of the new product, after Nestlé's new formula saved the
child's life, and soon, Farine Lactée Henri Nestlé was being sold in much of
Europe.
1905-1918
In 1905 Nestlé merged with the Anglo-Swiss Condensed Milk Company. By the
early 1900s, the company was operating factories in the United States, Britain,
Germany and Spain. World War I created new demand for dairy products in the
form of government contracts. By the end of the war, Nestlé's production had
more than doubled.
1918-1938
After the war Government contracts dried up and consumers switched back to
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fresh milk. However, Nestlé's management responded quickly, streamlining

operations and reducing debt. The 1920s saw Nestlé's first expansion into new
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products, with chocolate the Company's second most important activity

1938-1944
Nestlé felt the effects of World War II immediately. Profits dropped from $20
million in 1938 to $6 million in 1939. Factories were established in developing
countries, particularly Latin America. Ironically, the war helped with the
introduction of the Company's newest product, Nescafé, which was a staple
drink of the US military. Nestlé's production and sales rose in the wartime
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economy.
1944-1975
The end of World War II was the beginning of a dynamic phase for Nestlé.
Growth accelerated and companies were acquired. In 1947 came the merger
with Maggi seasonings and soups. Crosse & Blackwell followed in 1960, as did
Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification came with a
shareholding in L’Oreal in 1974.
1975-1981
Nestlé's growth in the developing world partially offset a slowdown in the
Company's traditional markets. Nestlé made its second venture outside the
food industry by acquiring Alcon Laboratories Inc...
1981-1995
Nestlé divested a number of businesses1980 / 1984. In 1984, Nestlé's improved
bottom line allowed the Company to launch a new round of acquisitions, the
most important being American food giant Carnation.
1996-2002
The first half of the 1990s proved to be favourable for Nestlé: trade barriers
crumbled and world markets developed into more or less integrated trading
areas. Since 1996 there have been acquisitions including San Pellegrino (1997),
Spillers Pet foods (1998) and Ralston Purina (2002). There were two major
acquisitions in North America, both in 2002: in July, Nestlé merged its U.S. ice
cream business into Dreyer's, and in August, a USD 2.6bn acquisition was
announced of Chef America, Inc.
2003 +
The year 2003 started well with the acquisition of Mövenpick Ice Cream,
enhancing Nestlé's position as one of the world market leaders in this product
category. In 2006, Jenny Craig and Uncle Toby's were added to the Nestlé
portfolio and 2007 saw Novartis Medical Nutrition, Gerber and Henniez join the
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Company.
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Amul: -
1970s – Market leader
A classic 1970-80 advertisement
Amul ad on indrajal (1970-80)
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1990s: -
Shifted focus in 1990’s towards other milk products. Competition from
multinationals. Market share down to 2-3%. Introduced newer verities of
chocolates, like ‘bindas’, ‘nuts about you’, and others targeting teenagers.
2003: -
Increase in sales due to Cadbury worm controversy. (20% increase in sales). To
boost sales, Amul launched three new chocolates in under the brands Fundoo,
bindaas and almond bar. While the first two have been priced at Rs. 10 for a 30
gm stick. Almond bar carries a price tag of Rs. 10 for a 35 gm chocolate.
As a result, AMUL’s festival season pack “Rejoice” came with six chocolates. Up
from three during the festival season before
2004 – Repositioning
Launch of ‘Choco zoo’ – chocolates in shapes of motorcycles, aeroplanes,
animals and comic characters. Targeted kids. Introduced economic variants of
chocolates priced at Rs. 1, Rs. 3 and Rs. 5. A tub of ‘Choco zoo’ chocolates were
priced at Rs. 138 for 46 units of chocolates, but retailers can sell chocolates
loose, at Rs. 3 each. This, was done to attract kids.
Trendy look- removed the cut little butter girl and cheese boy from its
wrappers. New wrappers, designed by a US firm, trendy and colourful.
A new tag line: Amul chocolate – for someone you love.
Not merely gift, but make a more emotional pitch with emphasis on Amul
chocolates for love on all occasions.
2007: -
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Reworked its strategy in the chocolate category to push its chocolate product
sales. A new product portfolio. Strategy was to identify the market gaps and try
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and fill them as done in the past with their sugar free and Choco zoo, both of
which have been appreciated by the consumers. Placed its chocolate products
at lesser price points compared with its competitors. Concentrating on the
niche segment as health chocolates. Launched trix, a wafer biscuit coated with
rich milk chocolate. Cadbury’s perk and munch from nestle are other two
major players in the wafer chocolate flavours.

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Introduced father son advertisement, rose day advertisement, corporate image

advertisement. Market share increase to 10%.
CHCOLATE PRODUCTS: -
CADBURY: -
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Nestle:-
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AMUL: -
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Marketing
department
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Introduction: -
Marketing is the focus point of all business activities because the
objectives of all business enterprise are to satisfy the need and want of the
customers. Production and purchase has no meaning unless a firm is able to
market the goods and services. Nothing happens unless somebody sells
something. Marketing is the distinguishing features of business. A business is
essential part from all other human organization by the fact that it markets the
product or services. Marketing is the basic operative function of all business
firms. It serves on the basis of business planning and generates revenue for the
firm. Efficient marketing management is essential for the survival and growth of
every enterprise.
“Marketing is a system of integrated business activities designed to

develop marketing plans and programs leading to the satisfaction of customer
wants.”
-PETER F. DRUCKUR
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“Marketing department represent an important functional area of

business management efforts for the flow of goods and services from the
producer to the consumers.”

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Organization chart:-
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Marketing mix: -
Product: -
Product mix is the list of all product offered for sale by a company. It is
defined as “the composite of product offered for sale by a firm or a business
unit.”
The product mix of a company has three characteristics;
1. Depth
2. Width
3. Length
Depth depends on the number of productions items with in each

product line.
Width depends on the number of products group of products line
with in the company.
Length refers to the total no of the company.
Price: -
Price is an important element in marketing mix. Arrival at the right
selling price is essential in a sound marketing mix. Pricing policy provides
guidelines to the marketing manager to evaluate appropriate pricing decisions.
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Pricing decision has strategic importance in any enterprise. It means

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decision of determining price of a product. Price can be defined as the

exchange value of the goods or services in the terms of money. The price of
products should be determined in such a matter so as to offer a reasonable
amount of profit to the manufacturer, a reasonable remuneration on middle
man and the maximum satisfaction to the consumers.

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The prime focus of Cadbury and nestle is middle class people; so the
prices of its products are kept so economical that it can be purchased by them
at any interval of time without creating any burden.
Place: -
Place mix is also known as distribution mix. This stands for the various
activities the company undertakes to make the producer easily available to the
customer. In economy the producer’s customers are separated by vast
distances. Place mix is nothing but marketing activities in which movements or
flows of goods or services are there from primary producer to ultimate
consumer. It includes distribution channel;
Distribution channel: -
Channel of distribution generally depend upon the nature of product,
volume of sales and trade practices adopted. The set of marketing institutions
participating in the marketing activities which involves the movement of all
goods and services from the primary producer to the ultimate user or
consumer is called the distribution channel. In modern era, with the increase in
size and production of the unit, it is very difficult to sell the products directly to
the consumer so they have to adopt, distribution channel with middlemen like
wholesalers, distributors, retailers, etc.
Promotion: -
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The marketing mix activities or product and distribution are performed

mainly with in business or between a business and the member of its
distribution channel. However, through its promotional activities, a firm
communicates directly with potential customers and as well as we see, it is not
a simple process.

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“Promotion consists of those activities that are designed to being a

company goods and services to the favourable attention of customer.”
There are four forms of promotion are as follows.

1. Personal selling
2. Advertising
3. Sales promotion
4. Publicity and public relation
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Marketing
research
mix
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Marketing research mix:-

Introduction: -
It was designed as a frame work to assist researchers to designed or
evaluate marketing research studies. The name was deliberately chosen to be
similar to the marketing mix. It has also 4 P’s. Unlike the marketing mix, these
elements are sequential and they match the main phases that need to be
followed.
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1. Purpose: -
The purpose of research is the reason why it is being done? The
word ‘purpose’ is useful because it has a wide coverage. It also
embraces studies to gather marketing intelligence, where the
manager’s role is to scan the environment for useful data, and
there may be no specific objective.
2. Population: -
When considering any market sector, we need to ask
 “Who is involved in this market place?”
 “Who are the players?”
 “Who should be the centre of the investigation?”
This area considers the target audiences, customers, the users or

non-users.
3. Procedure: -
When considering the procedure, the key question is:
 How should the study be conducted?
 Will it be qualitative or quantitative?
 When will the field work take place?
Then best research starts by looking at secondary data.
Information technology, with the help of internet has improved
our ability to find such data. It secondary data does not solve the
problem then primary data is sought.
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4. Publication: -
Under the heading ‘publication’ the key question are:
 Who is the audience for their result?
 What should be communicated?
 When and how should they be communicated?

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Research is of no use if findings are kept within the research team.

Choice need to be met on how publication will take place? Will
tabulation be provided? Or will a personal presentation take
place?
There are many different readers of research reports and these
audiences all have different reports must be personalized, in
written form and presentation style must be customized and
adapted to the users.
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Objectives: -
Cadbury: -

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 Cadbury successfully turned its mission statement into its overall

objectives and goals.
 Cadbury says Cadbury is the name of quality and the Cadbury dairy milk
chocolate and also different products is the biggest example of it.
 It says our commitment to continuous improvement and the demand
and customer’s satisfaction shows that its products successfully fulfil the
needs wants and demands by continuous improvement in the features of
products.
 In short we can say that company turned its mission statement into
practical form and set its overall objectives and goals as Cadbury do and
now a day become a market leader.
Nestle:
 Nestlé’s purpose is to offer safe, tasty, convenient and nutritious foods to
improve health and well-being of consumers of all ages all over the
world.
 To meet the needs and desires of today’s and tomorrow’s consumers,
Nestlé is strongly committed to Research and Development (R&D) to
improve existing products and develop new foods with specific health
benefits.
 Nestlé’s objective is to be the recognized leader in nutrition, health &
wellness, and the industry reference for financial performance.
Amul: -
 To gauge the awareness of people towards Amul chocolates.
 To find out in which segment chocolates are mostly liked/ preferred.
 To understand which advertisement medium must Amul chocolates in
comparison to other competitive brands.
 To formulate an IMC strategy for Amul chocolate.
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 To know the preference of Amul products with comparison to other

competitive brand.
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 To study various factors such as quality, price, easy available etc. is

influencing lot and inferences positively.

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Research
methodolog
y
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Research methodology: -
As maintained earlier, the objective of the study is to formulate a marketing
strategy for any new entrant in the Indian chocolate industry. While
recommending the said strategy detailed information from both primary and
secondary sources was collected and analysed. This included:
Primary sources: -
Four level primary information collections were undertaken.
To analyse buying behaviour and in order to gain an insight into the buyer
need-satisfaction level, a questionnaire was formulated and administered
among 150 peoples. The profile of the respondents was as follows:
1. Consumers of chocolates in Surat and Vadodara. This was since;
chocolate consumption was witnessed amongst all age groups.
2. A distributor was also interviewed so as to get pertinent information
regarding the most important ‘P’ of FMCG marketing –place.
3. Extensive interviews were conducted with retailers in the Surat area.
These included pan shops, grocery shops, bakeries, departmental stores,
etc. they provided information on various facts of chocolates distribution
such as point of purchase material, infrastructure problems, critical
informational regarding the policies of the present players in the market,
etc.
Secondary sources: -
1. A number of secondary sources of information were used. These were:
2. Informati on: Industry stati sti cs, problems facing the industry,
future outlook, etc. Also measures being adopted for cocoa production
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development.
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3. Internet websites Of Cadbury’s, Nestle and indiainfoline.com,

askjeeves.com

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Sampling: -
Sample unit: - people who buy chocolates available in retail outlets

superstores, etc. (convenience
Sampling.
Sample size: - 150 respondents (Age ranging between 12+ all)
Method: - Questionnaire
Data analysis method: - graphical method
Sample area: - in Surat
City light
Katargam
Varachha road
Nanpura road
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Data
analysis
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1. Gender
Female Male
Option Gender Percentage
Female 90 60%
Male 60 40%
Total 150 100%
Gender
90
80
70
60
50
34
40
30
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20
10
0
female male

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Analysis: - The survey was nearly equally carried out by inquiring from female
and male population.
2. What is your age group?

12 TO 16 17 TO 20
21 TO 24 25 TO 28
29+
Age Response Percentage
12 to 16 23 15.33%
17 to 20 17 11.33%
21 to 24 28 18.67%
25 to 28 26 17.33%
29+ 56 37.33%
total 150 100%
Age group
60
50
40
35
30
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20
10
0
12 to 16 17 to 20 21 to 24 25 to 28 29+

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Analysis: - The survey was conducted on the people from 29+ age group in
grad craze among both boys & girls.
3. Do you eat chocolate?
Yes No
Option Response Percentage
Yes 150 100%
No 0 0%
Total 150 100%
RESPONSE
160
140
120
100
80
36
60
Page
40
20
0
YES NO
Analysis: - There is no doubt about this question as there was no

sample found who dislike chocolates as the survey.
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4. How many times do you buy chocolates?

None
Once every day
Once a week
2-3 times a week
On special occasion only
None 2 1.33%
Once every day 22 14.67%
Once a week 45 30.00%
2-3 times a week 28 18.67%
On special occasion only 53 35.33%
total 150 100%
Response
60
50
40
30
20
37
10
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0
ne ay e k e k ly
No yd we we on
ver a a n
e c e es s io
e
nc on tim ca
o 3 l oc
2- ia
c
s pe
on

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Analysis: - Near about half of the sample found consuming the chocolates n
special occasion and the followed by the once a week.
5. How much do you enjoy chocolates?

Strongly liking
Average
Strongly dislike
Can’t say
Strongly liking 120 80%
Average 30 20%
Strongly dislike 0 0%
Can’t say 0 0%
total 150 100%
Response
120
100
80
38
60
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40
20
0
Strongl y l i ki ng Avera ge Strongl y di s l i ke Can't s ay

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Analysis: - There is no doubt about the chocolate strongly like people and
20% people will like average.
6. Which of the following flavours do you like most in chocolates?

Milk Dark / plain
Nut Toffee Wafer Mint Nuts Toffee Wafer mint
s
15 54 23 0 92 42 63 0
Milk
Nuts Toffee Wafer Mi nt
dark/plain
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Nuts Toffee Wafer Mi nt

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Analysis: - people will like better nuts, toffee and wafer is comparison with
mint.
7. What would attract you to try out new chocolates bar in the market?
Sample taste
Promotional activities
Cheaper price
Advertising campaign
Sample taste 62 41.33%
Promotional activities 36 24.00%
Cheaper price 11 7.33%
Advertising campaign 41 27.33%
Total 150 100%

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Response
70
60
50
40
30
20
10
0
Sampl e taste Promotional a ctivi ties Cheaper pri ce Advertis i ng ca mpai ngn
8. Are you aware about the chocolates of Cadbury, nestle and Amul?
Yes
No
Yes 150 100%
No 0 0%
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Total 150 100%

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Response
160
140
120
100
80
60
40
20
0
Yes No
Analysis: - The above chart suggest that all the samples are aware about
Cadbury, nestle and Amul chocolates.
9. How much importance do you give the following factors when you
purchase chocolates?
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Cadbary
160
140
120
100
Does n't i mporta nt
80 Importa nt
Very i nmportant
60
40
20
0
ou
r
ic
e i ty tit
y
in
g
an
d
ri e
s ts
av Pr al n ag Br i en
Qu Qu lo
Fl ck Ca ed
Pa gr
In
Nestle
160
140
120
100
80 Importa nt
Very i mportant
60
40
20
43
0
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r y ty
ou ic
e
lit ng an
d
ri e
s ts
av Pr a nti gi en
Fl Qu
a a Br lo i
Qu ck Ca red
Pa g
In

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Amul
160
140
120
100
80 Importa nt
Very i mportant
60
40
20
0
r
u ic
e i ty tit
y
in
g
an
d
ri e
s ts
vo Pr al n ag Br i en
la Qu
a lo
F Qu ck Ca ed
Pa gr
In
Analysis: - The above chart is showing the important factors of purchasing

chocolates.
In flavour, price and quality is most important n Cadbury and
nestle behalf of Amul is very important to seen to factors.
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10. Please rank the following in accordance with your preference

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(From 1to 5)
CADBARY NESTLE AMUL
5 star Munch Milk chocolate
Dairy milk Kit Kat Fruit &nut
Park Éclairs Dark chocolate
option 1st 2nd 3rd 4th 5th Total
5 star 125 20 5 0 0 150
Dairy 124 19 7 0 0 150

milk
Park 85 20 25 18 2 150
Munch 89 36 25 0 0 150
Kit Kat 96 54 0 0 0 150
Éclairs 62 11 19 12 20 150
Milk 10 9 24 45 88 150
chocolate
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Fruit 16 19 34 24 93 150
&nut
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Dark 12 18 16 49 95 150
chocolate

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Response
140
120
100
5 star
Dai ry mi l k
park
80 munch
ki t kat
ecla i rs
mil k chocol ate
60 frui t & nut
Dark chocol ate
40
20
0
1st 2nd 3rd 4th 5th
Analysis: - people like a Cadbury and nestle chocolates but Amul chocolates
will not more people like in Surat.
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11.In terms of quality comparison, which brand is more quality conscious?

Cadbury
Nestle
Amul
Cadbury 76 50.67%
Nestle 61 40.66%
Amul 13 8.67%
Total 150 100%
Responce
80
70
60
50
40
30
20
47
10
Page
0
Cadbury Nestl e Amul
Analysis: - The quality comparison Cadbury and nestle brand is more

quality conscious with related to Amul.

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12.In terms of sales promotion, which one of the following is good in your
views?
Cadbury 78 52%
Nestle 69 46%
Amul 3 2%
Total 150 100%
Response
80
70
60
50
40
30
20
48
10
Page
0
Cadbury Nestl e Amul
Analysis: - In the sales promotion activities Cadbury and nestle is good

promotional activities with comparison to Amul in the sample
survey.

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Finding
49Page
This research shows majority of the Surat city has aware about the
Cadbury, nestle and Amul chocolates.

management
This research shows that in Surat city, majority of the people are aware
about Cadbury, nestle and Amul but numbers of people doesn’t prefer Amul
chocolates in Surat city.
Result indicated that five dimensions were significant: tangible,
reliability, responsiveness, recovery, assurance and empathy. Quality of
chocolate main determinants of the consumer satisfaction.
Market target plane: -

The company should test the product before it goes national (23 Metros with
million+ population). This is so because;
1. It would reduce the risk of failure in the market where it goes national,
by validating the marketing mix.
2. Facilitate validation of positioning.
3. Allow correction action through incorporation of consumer feedback.
For test marketing the chocolates, the plan may be as follows:

1. Test objectives: - to validate the brand name, new outlets, etc. and to
measure the sales volume, pricing and promotion policy. Competitor
reaction can also be analysed.
2. The product may be launched in Bombay (as a soft (test) launch). This
selection was based on:
 Bombay is uniformly represented by the target segment.

 Competitor activity is high. Bombay is representative of the target
50
segment.
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Implementation: -
A well designed marketing plan count for nothing, if not implemented properly.
Success in the market place depends upon the way the plan is implemented.
management
The launch is recommended to be before winters-say September or October,

since-
 That period would facilitate high Diwali sales, and
 During winter there would not be much need for refrigeration. Hence
company would get valuable time it’s infra in place.
The success of the brand would largely depend on the following;

 Sales distribution network
 Quality standard
 Research and development- continuous innovative products
 Technology support 51Page

management
Conclusion
The growth and expansion of the Indian chocolate market in the

past has been hampered, due to stiff excise duties on chocolates (at 18
percent – while other agro based products are being charged as low as
8% and a few, even 0% excise) and non- availability of quality cocoa in
52
the country.
Page
Also, import of chocolates has been put in the OGL category, with
duties being reduced (in phased manner). The industry has made
recommendations to the Indian government to go back to the special
item list category, in order to safeguard the domestic industry.

management
However, continuous marketing focus by the players in the market

has resulted in the industry looking up like never before. These
companies /brands have become much more market savvy. The Indian
chocolate market is transforming and new players (Sara lee is planning to
set up base in India) are entering the market. Hence, considering the low
per capita consumption of chocolates, the future of the industry seems
too upbeat.
53
Page

management
Suggestion
Chocolates product at Mumbai city is available in comparison to previous

years, but still there is requirement of development in chocolate products. Due
to increasing overall cost in chocolate products everywhere, cost format should
be made as such that it is affordable to each and everyone in the society. In this
we also found that if the demanded brand is not available, so at that time the
customers switch over the brand of the chocolate so, here the company should
build up the healthy distribution channel by which company can attract the
customers and company loose the fear from the market. Company should
54
concentrate more on television for advertisement, as mostly people get attract

though television only. For promotional offers, company should go for free gifts
Page
rather than going for other way.

management
55
Bibliography
Page

management
Web site: -
www.quickmba.com/strategy/matrix/bcg/
www.wikipedia.org/wiki/Swot-anaysis
www.cadburyindia.com
www.nestleindia
www.rediff.com
www.amul.com
www.amuldairy.com
www.thehindubusinessline.com
Books: -
56
Naresh Malhotra “marketing research”

Page
Research methodology “C.R.kothari”

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Annexure
57
Page

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TO STUDY OF COMPARISION
BETWEEN CADBARY, NESTLE AND
AMUL
Dear respondent,
I am Twinkal Patel that student of shree s.v Patel College of computer science
and business management, Surat studying in T.Y.B.B.A. Sem-6th going to
conduct survey on “To study of comparison between Cadbury, nestle, and
Amul” so kindly help to fill this questionnaire. Your response is for the study
purpose.
Thank you
58Page
Name: -
___________________________________________________________
Mobile no. : - ____________________________

management
Gender
A. Female
B. male
What is your age group?

A. 12-16
B. 17-20
C. 21-24
D. 25-28
E. 29+
Do you eat chocolate?
A. Yes
B. No
How many times do you buy chocolates?

A. None
B. Once every day
C. Once a week
D. 2-3 times a week
E. On special occasions only
How much do you enjoy chocolates?

A. Strongly liking
59
B. Average
C. Strongly dislike
Page
D. Can’t say
Which of the following flavours do you like most in chocolates?

Milk Dark / plain
Nuts Toffee Wafer Mint Nuts Toffee Wafer mint

management
What would attract you to try out new chocolates bar in the market?
A. Sample taste
B. Promotional activities
C. Cheaper price
D. Advertising campaign
Are you aware about the chocolates of Cadbury, nestle and Amul?
A. Yes
B. No
How much importance do you give the following factors when you purchase a
chocolates?
Cadbury Nestle Amul

Very Import Doesn’ Very import Doesn’ Very import Doesn’t
import ant t import ant t import ant importa
ant import ant import ant nt
ant ant
Flavour
Price
Quality
Quantit
y
60
Packagi
ng
Page
Brand
Calories
Ingredie
nts

management
Please rank the following in accordance with your preference (from 1to 5)
CADBARY NESTLE AMUL
5 star Munch Milk chocolate
Dairy milk Kit Kat Fruit &nut
Park Éclairs Dark chocolate
In terms of quality comparison, which brand is more quality conscious?

A. Cadbury
B. Nestle
C. Amul
In terms of sales promotion, which one of the following is good in your views?
A. Cadbury
B. Nestle
C. Amul
61
Page

management
Thank you
62
Page

management

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“To study of comparison between Cadbury, nestle and

Amul chocolates”: A survey of Surat city

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

SHRI SHAMBHUBHAI V. PATEL COLLEGE OF COMPUTER SCIENCE & BUSINESS

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

-Company’s facilities reflect the environmental values basic to Nestle Company.

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat,

Shree s. v. Patel collage of computer science and business

An 1885 advertisement for Cadbury’s cocoa. Cadbury factory, Bourneville is

located on the south said of Birmingham, England

Shree s. v. Patel collage of computer science and business

Cadbury’s started as a one man business, opened in 1984 by a Quaker, John

Cadbury Dairy Milk is a worldwide brand of chocolate of United Kingdom

modern methods as well as improve milk yield.

Shree s. v. Patel collage of computer science and business

fresh milk. However, Nestlé's management responded quickly, streamlining

products, with chocolate the Company's second most important activity

Shree s. v. Patel collage of computer science and business

Introduced father son advertisement, rose day advertisement, corporate image

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

“Marketing is a system of integrated business activities designed to

“Marketing department represent an important functional area of

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Depth depends on the number of productions items with in each

Pricing decision has strategic importance in any enterprise. It means

decision of determining price of a product. Price can be defined as the

Shree s. v. Patel collage of computer science and business

The marketing mix activities or product and distribution are performed

Shree s. v. Patel collage of computer science and business

“Promotion consists of those activities that are designed to being a

There are four forms of promotion are as follows.

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Marketing research mix:-

Shree s. v. Patel collage of computer science and business

This area considers the target audiences, customers, the users or

Shree s. v. Patel collage of computer science and business

Research is of no use if findings are kept within the research team.

Shree s. v. Patel collage of computer science and business

 Cadbury successfully turned its mission statement into its overall

 To know the preference of Amul products with comparison to other

 To study various factors such as quality, price, easy available etc. is

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

1. A number of secondary sources of information were used. These were:

3. Internet websites Of Cadbury’s, Nestle and indiainfoline.com,

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Sample unit: - people who buy chocolates available in retail outlets

Shree s. v. Patel collage of computer science and business

Shree s. v. Patel collage of computer science and business

Option Gender Percentage

Total 150 100%

Shree s. v. Patel collage of computer science and business