“Major Research Project”

(SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF MASTER OF BUSINESS

ADMINISTRATION AWARDED BY DEVI AHILYA VISHVAVIDHYALAYA, INDORE)

ON
TO STUDY THE MARKET STRATEGY OF NESTLE PRODUCT
(With special reference to Indore market)

BM COLLEGE INDORE

MBA IV SEM

2008-2010

GUIDED BY SUBMITTED BY
MRS RICHA DARSHAN MR. SAKET JAIN
Faculty Guide
INDEX

S. No. Page No.

(i)
Certificate (ii)
Declaration (iii)
Acknowledgement (iv)
Preface

1. Chapter One : Introduction 1-7

Introduction
2. Chapter Two : Structure of the company
2.1 Company profile 8-26
2.2 Organization Structure
2.3 Business principal
2.4 Executive profile
2.5 Product Profile

3. Chapter Three : Objective, Conceptual 27-29

framework & Limitation of Study
3.1 Objective
3.2 Conceptual framework
3.3 Limitation of Study
4. Chapter Four : Research Methodology 30-33
4.1 Research Design
4.2 Tool for Data Collection
4.3 Sample Design
5. Chapter Five : Data Analysis And Result
Subjective Analysis 34-42
Market share analysis

6. Chapter Six : Improvement and Suggestion 43-45

Improvement
Suggestion
7. Chapter Seven : conclusion and summary 46-47
Conclusion
Summary

Reference 48-49
Web Resource
Annexure : 50-54
A) Questionnaire
 B) Respondent sheet
C) Percentage analysis.
D) synopsis

BM COLLEGE OF MANAGEMENT AND RESEARCH

(i)
CERTIFICATE

This is to certify that Mr. Saket Jain has undergone project entitled “TO
STUDY THE MARKET STRATEGY OF NESTLE PRODUCT”

(With respect to FMCG Industry) towards the partial fulfillment of her two
years Master’s Degree of Business Administration (MBA) successfully. He
has carried out this project with full sincerity and dedication and the work is
original and genuine.

Director Faculty and guide

Dr. Prof. V. Iyengar Mrs. Richa Darshan
 BM COLLEGE OF MANAGEMENT & RESEARCH

( ii)
DECLARATION

I have tried my level best in making this project useful, pragmatic &
successful. I have tried to provide the accurate information to the best of my
knowledge. The data collected is primary, authentic & analyzed by me.

I hereby declare that project “TO STUDY THE MARKET STRATEGY OF

NESTLE PRODUCT( with special reference to Indore market)” entitled is
authentic & I have put in my efforts meticulously to make this project to
come up to the expectations and pragmatically viable.

(SAKET JAIN)
 BM COLLEGE OF MANAGEMENT & RESEARCH

(iii)
ACKNOWLEDGEMENT

This project is not one person’s solitary effort. Its successful completion is
the result of many different people to whom I owe a debt beyond repayment.
Unfortunately, I can not acknowledge my indebtedness to all these people,
so I must necessarily limit my thanks to those who have helped me directly
in making my project work an incredibly pleasant task and to give final
shape.

It is my duty as well as privilege to express my deep sense of gratitude to all

those who have been associated with me in this summer project.

First of all, I express my deep gratitude towards my project guide and

Director Dr. Prof. V. Iyengar BM COLLEGE OF MANAGEMENT
AND RESEARCH, INDORE, who initiated this study and also helped me
by giving their valuable comments at every stage of my project.
I am also deeply indebted to my faculty Member Mrs. Richa Darshan at
BM COLLEGE for the providing the required facilities for my project.

I am also thankful to my parents and friends for their constructive criticism

and constant encouragement and friendly co-operation.
(iv)
PREFACE

The survey has at late gained wide applications to the process at

business decision. Marketing today is the very stiff there is competition

between the same industries. So survey gives a perfect knowledge about

the market. Possibly because modern business problems are so cornice

the decision markers persona experience, intuition, insight, foresight and

judgment alone are no longer adequate find out an application solution to,

the complex business problems.

Survey gives a shape at business in future. Survey gives know edge

about: necessitating a chance the subject matter. Today every industry

winds to become a top position in market. Every industry uses some

techniques in marketing, so this is essential to take a feedback at; our

 effective strategies. So survey modes a better feature- and give accuracy

to our research .

The report is divided into seven chapters. The first part consist of History of
the Nestle, second contains the Introduction of the company Third is
objectives of the project. The middle part gives a brief overview about the
organization and the methodology use in the project. Fourth chapter is the
most important part as it contains the analysis of data. Last part contains the
findings and suggestions.

The Chapter1 consists History of the company about Nestle.all the

information Related to the product.

The Chapter2 consists Introduction of the company.about

profile, organization Structure, Business Principal, Executive profile, most
important in this chapter Is product profile.

The Chapter3 consists the rationale of the study. This chapter includes
topics of basic Conceptual Framework work related to Nestle product
objectives of the study, scope of the study. consist limitation of the study.

The Chapter 4 deals with research methodology used by me and explain

factors like Research design, The Research Process, The Research Literature
review. Research is the systematic exploration of the region of the unknown
to find satisfactory answers to the questions: what, how and why? It may be
diligent enquiry in a scientific manner for improvement of an existing
system or for development of a new one, or for improving a process.

The Chapter 5consists of data analysis and result through use of various
tools and techniques dealt through sections:
Section A: Subjective Analysis.
Section B: Market Share Analysis through Inferences.
The Chapter6 consist of improvement and suggestion.The suggestion is that
any research is time consuming and involves the basic knowledge of the
interpretation which may not be up to the mark all the time.

The Chapter 7 deals with various Summary and Conclusion drawn from the
data collected and the interpretation of response as given by the respondents.
My final conclusion is that the To know consumer expectation from the
product. To understand level of consumer satisfaction.

“TO STUDY THE MARKET STRATEGY OF NESTLE PRODUCT

( with special reference to Indore market)”

Chapter one
INTRODUCTION
 1

History

Nestlé headquarters in Vesey.

The company dates to 1867, when two separate Swiss enterprises were
founded that would later form the core of Nestlé. In the succeeding decades
the two competing enterprises aggressively expanded their businesses
throughout Europe and the United States.

In August of 1867 Charles A. and George Page, two American brothers from
Lee County, IL, established the Anglo-Swiss Condensed Milk Company in
Cham. Their first British operation was opened at Chippenham, Wiltshire in
1873.

In September 1867, in Vevey, Henri Nestlé developed a milk-based baby

food and soon began marketing it. Henri Nestlé retired in 1875, but the
company, under new ownership, retained his name as Farine Lactée Henri
Nestlé.

Henri Nestlé.

In 1877 Anglo-Swiss added milk-based baby foods to its products, and in

the following year the Nestlé company added condensed milk, so that the
firms became direct and fierce rivals.

In 1905 the companies merged to become the Nestlé and Anglo-Swiss

Condensed Milk Company, retaining that name until 1947, when the name
Nestlé Alimentana SA was taken as a result of the acquisition of Fabrique de
Produits Maggi SA (founded 1884) and its holding company, Alimentana
SA of Kempttal, Switzerland.

Maggi was a major manufacturer of soup mixes and related foodstuffs. The
company’s current name was adopted in 1977. By the early 1900s, the
company was operating factories in the United States, United Kingdom,
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.
After the war, government contracts dried up and consumers switched back
to fresh milk. However, Nestlé's management responded quickly,

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

Nestlé's logo used until 1970s.

Nestlé felt the effects of World War II immediately. Profits dropped from
US$20 million in 1938 to US$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 economy.

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 1950, as
did Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification
came with a shareholding in L'Oréal in 1974. In 1977, Nestlé made its
second venture outside the food industry by acquiring Alcon Laboratories
Inc.
In 1984, Nestlé's improved bottom line allowed the company to launch a
new round of acquisitions, notably American food giant Carnation and the

British confectionery company Rowntree Mackintosh in 1988, which

brought the Willy Wonka Brand to Nestlé.

The Brazilian president, Lula da Silva, inaugurates a factory in Feira de

Santana (Bahia), February, 2007.

The first half of the 1990s proved to be favorable 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 Petfoods (1998), and Ralston Purina (2002). There were two
major acquisitions in North America, both in 2002: in June, Nestlé merged
its U.S. ice cream business into Dreyer's, and in August a US$2.6 billion
acquisition was announced of Chef America, the creator of Hot Pockets. In
the same time frame, Nestlé came close to purchasing the iconic American
company Hershey's, though the deal fell through.Another recent purchase
includes the Jenny Craig weight loss program for US$600 million.
In December 2005 Nestlé bought the Greek company Delta Ice Cream for
€240 million. In January 2006 it took full ownership of Dreyer's, thus
becoming the world's biggest ice cream maker with a 17.5% market share

In November 2006, Nestlé purchased the Medical Nutrition division of

Novartis Pharmaceutical for $2.5B, also acquiring in 2007 the milk flavoring
product known as Ovaltine. In April 2007 Nestlé bought baby food
manufacturer Gerber for $5.5 billion.

In December 2007 Nestlé entered in a strategic partnership with a Belgian

chocolate maker Pierre Marcolini Nestlé agreed to sell its controlling stake
in Alcon to Novartis on 4 January 2010. The sale forms part of a broader US
$39.3 billion offer by Novartis to fully acquire the world’s largest eye-care
company.

6
 Nestlé India is a subsidiary of  Nestlé S.A.z of Switzerland. With
seven factories and a large number of co-packers, Nestlé India is a
vibrant Company that provides consumers in India with products of
global standards and is committed to long-term sustainable growth

The Company insists on honesty, integrity and fairness in all

aspects of its business and expects the same in its relationships. This
has earned it the trust and respect of every strata of society that it
comes in contact with and is acknowledged amongst India's 'Most
Respected Companies' and amongst the 'Top Wealth Creators of
India'.

“TO STUDY THE MARKET STRATEGY OF NESTLE PRODUCT( with

special reference to Indore market)”
Chapter TWO
“Structure Of The
Company”

7
Company Profile
 Nestlé - The World Food Company

The founder of Nestlé was Henri Nestlé, who, from a modest beginning,
founded the Company in 1867 at Switzerland for manufacturing Infant
cereal for babies. At that time Switzerland faced one of the highest infant
mortality rates and the milk formula lives of many infants whose mothers
were unable to breast feed successfully.
With the introduction of the infant formula came the symbol of the bird’s
nest, which personifies our business. The symbol which universally
understood represents motherhood, love, nourishment, family, tradition and
safety. Today the symbol is central to our corporate identity and closely
parallels the company’s culture.
At present Nestlé is the world’s largest food company, with its international
head quarters at Vevey, in Switzerland. With 468 factories in 84 countries, it
employs over 230,000 people.
Nestlé is often quoted as “the most multinational of multinationals”. There is
good reason, as less than 2% of the turnover comes from the domestic
market in Switzerland. Nestlé is very decentralized in its operations and
most markets are given considerable autonomy in its operations. It is more
of a people and products oriented company rather than a systems oriented
8
company. There are “unwritten” guidelines which are to be followed, based
on common sense and a strong set of moral principals emphasizing a lot on
respect for fellow human beings.
Nestlé has adapted to the local conditions and at the same time integrated its
Swiss heritage. It has always taken a long-term view in the countries in
which it operates. Therefore, one can se a lot of investment in Research and
Development and risk taken in new product areas. There is a great emphasis
placed on training by the company. It believes in rewarding and promoting
people from within.
Today its product brand name “Nestlé” is associated with “Quality
Products” in worldwide consumer markets.
When Henri Nestlé introduced the first commercial infant formula in 1867,
he also created a symbol of the bird’s nest, graphic translation of his name,
which personifies the company’s business. The symbol, which is universally
understood, evokes security, motherhood and affection, nature and
nourishment, family and tradition. Today it is the central element of Nestlé’s
corporate identity and closely parallels the company’s corporate values and
culture.
 9
Introduction of Nestle India limited and
Partnership

Nestlé’s relationship with India dates back to 1912, when it began trading as
The Nestlé Anglo-Swiss Condensed Milk Company (Export) Limited,
importing and selling finished products in the Indian market.

After India’s independence in 1947, the economic policies of the Indian

Government emphazised the need for local production. Nestlé responded to
India’s aspirations by forming a company in India and set up its first factory
in 1961 at Moga, Punjab, where the Government wanted Nestlé to develop
the milk economy. Progress in Moga required the introduction of Nestlé’s
Agricultural Services to educate, advise and help the farmer in a variety of
aspects. From increasing the milk yield of  their cows through improved
dairy farming methods, to irrigation, scientific crop management practices
and helping with the procurement of bank loans. Nestlé set up milk
collection centres that would not only ensure prompt collection and pay fair
prices, but also instil amongst the community, a confidence in the dairy
business. Progress involved the creation of prosperity on an on-going and
sustainable basis that has resulted in not just the transformation of Moga into
a prosperous and vibrant milk district today, but a thriving hub of industrial
activity, as well. Formore on Nestlé Agricultural Services.

Nestlé has been a partner in India's growth for over nine decades now and
has built a very special relationship of trust and commitment with the people
 10
of India. The Company's activities in India have facilitated direct and
indirect employment and provides livelihood to about one million people
including farmers, suppliers of packaging materials, services and other
goods.

The Company continuously focuses its efforts to better understand the

changing lifestyles of India and anticipate consumer needs in order to
provide Taste, Nutrition, Health and Wellness through its product offerings.
The culture of innovation and renovation within the Company and access to
the Nestlé Group's proprietary technology/Brands expertise and the
extensive centralized Research and Development facilities gives it a distinct
advantage in these efforts. It helps the Company to create value that can be
sustained over the long term by offering consumers a wide variety of high
Nestlé India manufactures products of truly international quality under
internationally famous brand names such as NESCAFÉ, MAGGI,
MILKYBAR, MILO, KIT KAT, BAR-ONE, MILKMAID and NESTEA
and in recent years the Company has also introduced products of daily
consumption and use such as NESTLÉ Milk, NESTLÉ SLIM Milk,
NESTLÉ Fresh 'n' Natural Dahi and NESTLÉ jeera raita.

Nestlé India is a responsible organization and facilitates initiatives that help

to improve the quality of the life in the communities where it operates.
 11

Organization structure

1.The strength of “Nestle India limited”

Over the years, Nestle India Limited has grown to become a multi-million
US Dollar company. Many of the Nestle’s products – dairy products and
beverage products are market leaders in their category and have won acclaim
at the Monde Selection, since1912.

Today, Nestle India Limited enjoys a big share of the total food items
market , in India. The Nestlé’s brands, such as, Nescafe, Maggi and
milkmaid and confectionery brands, such as, Eclairs, Polo, Munch and
Kitkat, enjoy a strong imagery and appeal amongst consumers.

Be it a big city or a remote village of India, the Nestle name

symbolizes quality, health and great taste! And yet, we know that this
reputation has been built, by constantly innovating and catering to new
tastes. This can be seen by the success of brands, such as, Maggi & nescafe,
or the single twist wrapping of Munch choclate.

In this way, by concentrating on consumer tastes and preferences and

emphasizing Research & Development, the Nestle brand grows from
strength to strength.
 12

2.The Quality Commitment

Nestle Products has one factory at ‘MOGA’ that manufactures Milk

products. Apart from it Nestle India Limited has FIVE another factories at
different location are as:- Samlakha, Nanjangud,Choladi,Bicholim, and
Ponda.

Today Nestle India limited is manufacturing & marketing the brands in

the following categories:-
. Milk and Infant dietetics
. Culinary
. Cereals
. Beverages ( Instant Drinks)
. Chocolates & Confectionery
. Child Dairy

All these factories are located at strategic locations, so as to ensure a

constant output & easy distribution. Each factory has state-of-the-art
machinery with automatic printing & packaging facilities.
All Nestle products are manufactured under the most hygienic conditions.

Great care is exercised in the selection & quality control of raw materials,

packaging materials & rigid quality standards are ensured at every stage of
the manufacturing process. Every batch of biscuits & confectioneries are

thoroughly checked by expert staff, using the most modern equipment.

13
The Marketing Strength

The extensive distribution network, built over the years, is a major

strength for Nestle Products. Nestlé’s products are available to consumers,
even in the most remote places and in the smallest of villages with a
population of just 500.

Nestle has many wholsellers, catering to approximately 40,000 retail

outlets directly or indirectly in Mumbai. A two hundred strong dedicated
field force services these wholesalers & retailers.

The Nestlé’s marketing philosophy emphasizes catering to the masses.

We constantly endeavor at designing products that provide nutrition & fun

to the common man. Most of Nestle’s product offerings are in the low&

mid-range price segments. This is based on our cultivated understanding of

the Indian consumer psyche. However, Nestle Products also manufactures

a variety of premium products for the up-market, urban consumers. And in

this way, caters a range of products to a variety of consumers.

 14

The Customer Confidence

The Nestle name conjures up fond memories across the length and
breadth of the country. After all, since 1961, the people of India have been
growing up on Nestlé’s Milk products & Beverages.

Today, the Nestle brands have found their way into the hearts and
homes of people all over India & abroad. Nestle products; continue to spread
happiness & joy among people of all ages.

The consumer is the focus of all activities at Nestle. Maximizing value

to consumers and forging enduring customer relationships are the core
endeavors at Nestle.

Our efforts are driven towards maximizing customer satisfaction and

this is in synergy with our quality pledge. "Nestle India Limited” will strive
to provide consistently nutritious & quality food products to meet
consumers' satisfaction by using quality materials and by adopting
appropriate processes. To facilitate the above we will strive to continuously
train our employees and to provide them an open and participative
environment."

15

Overall feed back of customer about

company

70%
60%
50%
40%
30%
20%
10%
0%
Nestle Good Nestle Average Nestle poor

MODEL:1-This Figure shows that Nestle company Performance in the

Market. Customer Feedback shows that performance of the company.
 16

Business Principle

Our Corporate Business Principles will continue to evolve and adapt to a

changing world, our basic foundation is unchanged from the time of the
origins of our Company, and reflects the basic ideas of fairness, honesty, and
a general concern for people.

Nestlé is committed to the following Business Principles in all countries,

taking into account local legislation, cultural and religious practices:

1. Nutrition, Health and Wellness

Our core aim is to enhance the quality of consumer lives every day,
everywhere by offering tastier and healthier food and beverage choices and
encouraging a healthy lifestyle. We express this via our corporate
proposition Good Food, Good Life.

2. Quality Assurance and product safety

Everywhere in the world, the Nestlé name represents a promise to the
consumer that the product is safe and of high standard.

3. Consumer Communication
We are committed to responsible, reliable consumer communication that
empowers consumers to exercise their right to informed choice and
promotes healthier diets. We respect consumer privacy.

4. Human rights in our business activities

We fully support the United Nations Global Compact’s (UNGC) guiding
principles on human rights and labour and aim to provide an example of
good human rights’ and labour practices throughout our business activities.
International Labour Organisation.

17

5. Leadership and personal responsibility

Our success is based on our people. We treat each other with respect and
dignity and expect everyone to promote a sense of personal responsibility.
We recruit competent and motivated people who respect our values, provide
equal opportunities for their development and advancement, protect their
privacy and do not tolerate any form of harassment or discrimination.

6. Safety and health at work

We are committed to preventing accidents, injuries and illness related to
work, and to protect employees, contractors and others involved along the
value chain.

7. Supplier and customer relations

We require our suppliers, agents, subcontractors and their employees to
demonstrate honesty, integrity and fairness, and to adhere to our non-
negotiable standards. In the same way, we are committed towards our own
customers.

8. Agriculture and rural development

We contribute to improvements in agricultural production, the social and
economic status of farmers, rural communities and in production systems to
make them more environmentally sustainable.

9. Environmental sustainability
We commit ourselves to environmentally sustainable business practices. At
all stages of the product life cycle we strive to use natural resources
efficiently, favour the use of sustainably-managed renewable resources, and
target zero waste.

10. Water
We are committed to the sustainable use of water and continuous
improvement in water management. We recognise that the world faces a
growing water challenge and that responsible management of the world’s
resources by all water users is an absolute necessity.

Nestlé continues to maintain its commitment to follow and respect all

applicable local laws in each of its markets.
18

Board of Directors
Mr. Antonio Helio Chairman and Managing Director
Mr. Shobinder Director  - Finance & Control
Duggal
Mr. Christian Schmid Director - Technical
Mr. Pradip Baijal Non Executive Director
Dr. Rakesh Mohan Non Executive Director
Mr. Ravinder Narain Non Executive Director
Dr. Swati A. Piramal Non-Executive Director
Mr. Richard Sykes Alternate Director to Mr. Michael
W.O Garrett
Company Secretary
Mr. B. Murli Senior Vice President -
Legal & Company Secretary

Shareholder / Investor Grievance Committee

Mr. Ravinder Narain Chairman

Mr. Antonio Helio Member
 19

Confectionery Industry

Mints /
Chewing Gums
12%
Chocolates Sugar boiled
24% Chocolates
Sugar boiled
Mints / Chewing Gums
64%

Model:2-This figure shows that In confectionery industry

64% sugar boiled, 24%chocolates,12%mints/chewing gums.

 20

Product Range of Nestle

NESCAFÈ CLASSIC is a 100% pure coffee and is made

from carefully selected coffee beans picked from the
finest plantations, blended and roasted to perfection to
created the unique rich and smooth NESCAFÈ taste.

NESCAFÈ SUNRISE is an Instant Coffee-Chicory

blend, popular for its robust body and a flavor akin to
fresh roast-and-ground coffee. The secret lies in the
right blend of flavourful coffee and roasted chicory to
give you an incomparable experience.
NESTEA Tea Bags are made from the finest blend of
Assam Teas, which give a refreshing cup of bright,
coloury tea of fair strength and superior taste. They are
available both in individually enveloped and non-
enveloped formats.
21

We manufacture high quality Hot & Cold Water

Soluble Black and Green Tea Powders at our state-of-
the-art factory in Choladi, located in the midst of tea
plantations which ensure availability of fresh green
leaves. With their high polyphenol content resulting in

enhanced anti-oxidant properties, our teas can be used

to produce premium products.

The improved new NESTLÈ MILO gives children

the energy they need to enjoy their active lifestyle.
Packed with Actigen - E, a unique mix of B-
vitamins and other key micro nutrients which help
optimise  energy release effectively.  In addition its
extra cocoa and rich malt makes it so chocolaty and
irresistible that they will always be asking for
more.

A wide range of premixes for the vending

machines. The basket of products include
NESCAFÈ Classic, NESCAFÈ Frappe, Tea Premix
(Plain, Cardamom), Hot Chocolate, Iced Tea
(Lemon, Peach, Apple), and Badam (Almond) Milk
vending mixes.
 22

NESTLÉ KITKAT are delicious crisp wafer fingers

covered with chocolayer. Our special tropicalized
recipe ensures that NESTLÉ KITKAT is preserved
even in warmer climates.

NESTLÉ MILKYBAR is a delicious milky treat

which kids love. With its Calcium Rich recipe,
NESTLÉ MILKYBAR is a favourite with parents to
treat their kids with.

Extremely popular in India, NESTLÉ MUNCH is

wafer layer covered with delicious chocolayer. A
crispy light irresistible snack!
 NESTLÉ Milk Chocolate is a milk chocolate with
a delicious taste for you to savour.

2323

NESTLÉ BAR-ONE is a luscious nougat and

caramel core covered with a delicious chocolayer.

NESTLÉ offers a bouquet of three exciting éclair

variants: NESTLÉ Eclairs are rich milky caramel
Eclairs with a soft center. NESTLÉ Chocolate
Eclairs are a delicious delight with luscious creamy
chocolate inside. NESTLÉ MILKYBAR Eclairs are
delightful Eclairs with a creamy milky chocolate
center.

POLO is a mint roll popularly described as ‘The

Mint with the hole’. Now also in the new extra
strong singles format as POLO Powermint.
 24

NESTLÉ EVERYDAY Ghee is 100% pure Clarified

Butter hygienically packed to preserve its rich aroma
and granular texture. As a cooking medium,
NESTLÉ EVERYDAY Ghee helps you add that
authentic ethnic aroma and flavor to Indian
preparations every time, everyday.

A Partly Skimmed Sweetened Condensed Milk,

NESTLÉ MILKMAID is a versatile product and
excellent as a dessert ingredient. With MILKMAID,
you can whip up lip-smacking desserts for your
family in the shortest possible time.

NESTLÉ EVERYDAY Dairy Whitener is a creamy

Dairy Whitener specially made to add a rich, smooth
taste to your tea. Every time, every day.
 25

 
MAGGI 2-MINUTE Noodles is one of the most popular
brand of instant noodles in India. Available for export in
5 authentic Indian flavours (spicy Masala, tangy
Chatpata, Chicken, Tomato and Curry), it is a delicious
anytime snack that’s ready in just 2 minutes.

MAGGI Chinese Noodles makes it so simple to prepare

delicious ‘Indian Style’ Chinese Noodles at home in a
jiffy! Offered in two exciting flavours, Veg Chowmein
and Lemon Chicken. These packs are for export only.

MAGGI Vegetable Atta Noodles is a unique

innovative product with the goodness of whole wheat
and real vegetables. Available in the popular Masala
flavour.
 26

In addition to the nutrition from whole wheat,

MAGGI Dal Atta Noodles offers the goodness of Dal
(lentils) in the deliciously ethnic Sambar Tastemaker.

MAGGI offers a wide range of specialty Indian Sauces

which are relished for their unique taste. Available in the
following delightful variants: Tomato Ketchup, Tomato
Sauce, Tomato Chilli, Masala Chilli, Chilli Garlic,
Tamarina, Tomato Chatpat, Tomato Pudina and the all-
time-favourite MAGGI Hot & Sweet Sauce.

MAGGI ‘Taste of India’ Pastes are a delicate blend of

traditional spices and freshly ground pastes, offering the
convenience of preparing authentic Indian recipes at
home, in no time at all! The range includes Biryani
Paste, Curry Paste, Korma Paste, Tandoori Paste and
Tikka Masala Paste.

New MAGGI Healthy Soups are even more delicious,

quick to prepare, convenient and healthy. They contain
real vegetables, are low fat and cholesterol free. They
also do not have added MSG, preservatives or artificial
colours.
 

“TO STUDY THE MARKET STRATEGY OF NESTLE PRODUCT( with

special reference to Indore market)”
 Chapter Three
“Objective”
“Conceptual Framework”
“Limitation of the study”
 27

Objective

Every human effort should have pre-determined objective. I conducted my

survey of Chocolate with the following objectives: -

 To know various brands available in the market.

 To collect information from various customer

 To measure effect of advertisement on sale of product.

 Financial analysis of the company.

 To know customer expectation from the product.

 To understand level of customer satisfaction.

 To analysis information from wholesale of retailer.

 28

CONCEPTUAL FRAMEWORK

The Starting point is every one who might conceivably buy the

product that is called suspects and from these the company determines the

most likely prospects which it hopes to convert into first time customers

then repeat customers and then clients ..

Following figure shows the main steps of attracting and keeping

customers .

Suspects

Prospects Disqualified Prospects

First Time Customers

Repeat Customers

Clients
Inactive or ex customer

Members

Advocates

Partners

29
 Limitation of study

Nothing in this world is perfect. Everything has its limit, so has this
survey. The main limitations encountered are: -

 It is sample survey and sample taken randomly and has covered

limited number of respondent.

 It was hard to gather all information about project from Internet

due to some technical problem.

 Time is short to carry out the survey is more detail as well as with

more respondent.

 Language is also one of the barriers.

 The respondent was unwilling towards the questionnaire.

 Some time people take it as a fun and do not provide correct

information
 Chapter Four

“ Research Design”
“ Tool for Data Collection”
“Sample Design”
 30

Research Methodology

Introduction

Research Methodology is a way to systematically solve the research

problem. Research in commonplace refers to a search of knowledge.

Research is an original contribution to the existing state of knowledge

making for its advancement. The role of research in several fields of applied

economics whether related to business or economy as a whole has greatly

increased in modern times.

Firstly we should know what is a research methodology. Every project

repeat conducted scientifically had specified framework for controlling data

collection. This framework is collect research design accurately and

economically.

4.1 Research Design:

 Type of study:-
Descriptive
 Nature of study:-
Qualitative & Quantitative
 31

 Type of questionnaire: -
Structured
 Type of questions:-
Open & Closed ended (as per Company guidelines)
 Type of analysis:-
The percentage method will be used by the researcher
in order to analyze the data collected and then interpretation through pie-
charts will be done.

There are generally two types of research design: -

1. Exploratory

2. Conclusively Research.

These types of research design used in this project are exploratory.

Exploratory research is that in which new relationship, are discovered,

and looking to the objective of the research that is finding out the most

dominant attribute and also the market leader in respect to brand vs price.

4.2 Tool for Data Collection:-

 Both primary and secondary data’s was considered and studied for the

project.

32

Primary Data

These are the data’s which are not readily available to the user or

researcher but these data’s has to be collected by some one primarily for

their own use. They are specifically Collected for certain research. I have

taken 100 Consumers as a sample and used questionnaire method to

know the Consumer preferences.

Sample Size =100

Secondary Data

Refers of those data, which are collected and distributed is parts and are

already available in firm company internal needs and commercial trades

and private publication.

In the study secondary data were used for required information like:-

1. Marketing strategy of Milk products.

2. Getting information about the mode of marketing strategy of

Nestle product.
 3. Population of customer.

33
REVIEW OF LITERATURE

Nestlé were used to investigate the companies’ ways to respond to

environmental concern and how they deal with green issues and ecological
responsibility. The interviews provide valuable insights of the success of
green marketing depending on the confidence between company and
customer.

Findings: By analyzing the results of the interviews with the literature

review, the thesis reveals that environmental responsibility and ecological
orientation needs to be based upon the entire business strategy of a company
and implemented in its core principles in order to deal effectively and
efficiently with this issue.

Conclusions: Companies respond in different ways to ecological issues,

through eco-labeling, cooperation with NGOs and energy-saving production
processes. In conclusion, it can be said that the need for customer
relationship commitment, trust, confidence and loyalty as a result of
satisfaction are as important in customer relationship management as in
green marketing, because competitive advantage can be achieved by
environment-related activities and motivates companies to go green to
promote ecologically sustainable practices.

Research Limitations/Implications: There is a number of literature focusing

on customer relationship management and implications of green issues for
business strategy, but there are only a few on green marketing yet and the
interaction between green marketing and CRM is missing attention, so far.

Originality/Value: This work seeks to make a contribution towards bridging

the ends of CRM and green marketing. It indicates a relationship between
eco-orientation and company performance and implicates, on the basis of the
theoretical and empirical findings, that integrating ecological features and
good performance in a company is not impossible. Trust and confidence are
as important concepts in green marketing as in CRM.
 34

RESPONDING TO MARKET RESEARCH

Nestlé is continually monitoring customer requirements through market

research.

Market research helps the company to keep in touch with an ever

changing environment in which social attitudes and buying patterns are

continually shifting.

Market research takes two main forms:

Qualitative research. This involves setting up small focus groups of

consumers who express their ideas and opinions about their needs and views

on different products.

Quantitative research. Whereas qualitative research involves only

relatively few people, quantitative research involves much bigger numbers.

“TO STUDY THE MARKET STRATEGY OF NESTLE PRODUCT( with

special reference to Indore market)”

Chapter Five

“Subjective Analysis”
“Market Share analysis”
 35

Analysis of Data & Result

Qus:-Which type of taste in Nestle Product?

General Compliments about Nestle's

product
10%
10%

40%

20%
Different variety

good taste

First choice of customer, Satisfied with Nestle, better than

others competitors
No response

Model 3:-

Different variety 10%

good taste 10%

First choice of customer, Satisfied with

Nestle, better than others competitors 20%
No response 40%
 35

Qus:-How much satisfied with quality in Nestle product?

customer satisfied with 'Quality'

provided by Nestle

80

70

60

50
80
40

30

20

10 16
4
0
Customer Customer not No Response
Satisfied Satisfied

Model 4:-This figure show that Customer satisfaction(80%)

aboutCompany product quality and some customer are not
satisfied(16%)Product quality. And (4%) customer are no
Response.
 36

Qus:-Which medium to aware about the Nestle product?

Model:5-

Inference: According to the result revealed by above charts,

NESTLE use various type of advertisement. In all of this, most
effective tool of advertisement is Newspaper and after this Hording
and Small Shop Banner is also effective tool for NESTLE
Advertisement.

37

Qus:-Which type of Age-wise Market Segmentation In Nestle Product?

Age-wise Market Segmentation

Over 55 years 2-8 years

25-54 years 7% 16% 2-8 years
22%
8-25 years
25-54 years

8-25 years over 55 years

55%

Model:6-This figure show that Age-wise Market segmentation

2-8 years 16%,8-25 years 55%,25-54 years 22% and over 55
Years 7%.
 38

Qus:-What is the sale of Nestle product in Region –wise Distribution?

Region-wise Distribution of Sales

South
20% North
35% North
East
West
West South
East
33%
12%

Model 7:-Nestle company sales distributed Region-wise.

In south region 20% sale of the product,35% sale in region North,
35% sale in west region.and 12%in east region.
 39

Qus:-In Nestle india limited What is the total revenue in different types of
product?

Share of different types of products in

total revenue of Nestle India Limited

15%

18% 45%

22%

Milk Products beverage prducts

Dishes & coocking aids chocolates

Model 8:- shows that Different type of the product generate different type
Of revenue in the market.Milk product generate 45%,beverage product 22%
Chocolate product 15%,and dishes and coocking aids 18%.
 40

Qus:-How much aware to consumer in Nestle Fresh n Natural?

Awareness of Consumers about

Nestle's 'Fresh n Natural'

15%

85%

Aware Not Aware

Model 9:- This figure show that awareness about Nestle

Product.85% consumer aware about n fresh.and 15% not aware.
 41

MARKET ANALYSIS

Leading Player's Share (%)

Amul
8%
Nestle
22% Cadbury's
Nestle
Amul
Cadbury
70%

Product Variants Share (%)

Choco panned
4%
Sugar panned
13% Moulded Chocolates
Moulded Countline bars
Chocolates Sugar panned
Countline bars 50%
33% Choco panned
 42

Qus:- Which type of complaints regarding to Nestle Product?

Model:10-
Inference: According to the result revealed by above charts,
NESTLE Product is good in Quality and Quantity means his
Quality and quantity of NESTLE product is standard.

“TO STUDY THE MARKET STRATEGY OF NESTLE PRODUCT( with

special reference to Indore market)”
Chapter Six

“Suggestion”
“Improvement”
 43

Suggestion and Recommendation

Target market must focus age group between the 8-25& above
years of people.

• The pricing of product(chocolate) should be reduced by nominal

percentage.

• The company should try to enter into the ‘personal Selling’.

• The retailers must be satisfied with the company.

During the survey I had face many problem to complete my work. I

anyhow overcome the barriers. There are many suggestions with regard to
change in survey method but the main recommendation and suggestion are: -

 Consumers always see for fresh quality so always should try to keep
stock in retail stores be fresh.
 The retailers must be satisfied with the company.
 Many consumers want more taste in chocolate.
 Company should give time to time in center to its client i.e. dealer
for achieving a particular sales target.
 At least once in a year every brand should launch a particular
scheme to attract marginal customer.
 Effective advertising companies through print as well as electronic
media.
 44

 Manufactures must keep consisting about the quality of product.

 However the suggestions are many never the less. All the
manufactures should also pay its attentions towards.
 Packaging so the product can attract more consumer.

RESPONDING TO MARKET CHANGE

Using this market-led approach, Nestlé introduced and developed its

Sveltesse ('slimness' or 'elegance' in French) range.

The range began with yoghurts and dairy products and globally now
includes bottled water, ice cream, cereal bars and frozen prepared
meals.

In developing Sveltesse, the emphasis is concentrating on an appealing taste

combined with a low or no fat, low calorie option

“TO STUDY THE MARKET STRATEGY OF NESTLE

PRODUCT( with special reference to Indore market)”
Chapter Seven

“Conclusion”
“Summary”

45
 Conclusion

• Consumer interest in the good quality and health impact of foods has
probably never been greater and for good reason.

• Nestlé is one of the world's leading food companies and intends to

remain so.

Its commitment to high quality market research ensures that it remains fully
aware of changes in consumer behaviour and consumer tastes

 People like ‘chocolate,maggi,dahi’ very much.

 Different people have different basis of making decision.

 Maximum consumers of ‘chocolate are of age in between 8-25 years.

 Most families’ consumes ‘Nestle product’ daily.

 Maximum people obtain for Quality products.

 Fresh ‘n’ Natural is one of the most famous brands in demand by

consumer.

 Fresh ‘n’ Natural is liked mostly to its good and delicious taste.

 People expect low price by Nestle product.

 Retailers should have maximum satisfaction from company.

Mostly peoples see quality than price

46
 Results

• Consumer research shows that people are looking to adopt healthier

lifestyles.

• Newspapers and television channels bombard about the benefits of

healthier living.

• Governments, in order to ease the burden on public health services,

are also reinforcing these messages.

• As a result, many people are taking positive steps to lead healthier

lives.

• Nestlé is the world's biggest food and beverage company and

produces a wide range of products.

• To collect information from various consumers.

• To know consumer expectation from the product.

• To understand level of consumer satisfaction.

• To identify buying behaviour of consumers

47
Bibliography

Books

Kotler Philip :Marketing Management .

Sharma D.D. : Marketing Research.
Rajendra saxsena: Marketing Management
Rajagopal: Marketing
Krishna k havaldar: Marketing Research
Johnson: Sales Management
S.J. Poliwoda :-“International Marketing”.

Gordon Lewis:- “Direct Marketing Strategies and Tactics”.

Mary Robert:- “Direct Marketing Management”.

 Websites

www. google.com
www.nestle.in
www.wikipedia.com
www.yahoo.com
www.msnsearch.com
www.amazen.com
www.freebooks.com
 48

Summary

The idea behind the project is to know about the MARKET STRATEGY
ON NESTLE PRODUCT” and make the customer aware about the different
variant of product that is provided by the Nestle. As the customers purchase
a type of product and he is not satisfy with it, so under this project it is my
responsibility to suggest them good product.

This project represents information regarding company’s brand awareness

and the customer perceptions about the various products which the
organization provides. It is also helpful for organization to know about
actual consumer like and dislike related the product. The main objective of
the project is to study the various products of available in the market and
suggest the customer to prefer best amongst them. For execution of the
project methodology adopted is the collection of data through questionnaire,
processing and analyzing the data.
 49

Annexure

Questionnarie

. Do you use NESTLE Chocolate?

 Yes ( ) 48
 No ( ) 12
If “No” don’t proceed.
If “Yes”…Thank you for future proceeds

Personal details:-

Name……………………………….

Address…………………………………………………..

Age………………..

Bet 0-10 10-20

20-30 above

Gender ………………………

Phone/mob…………………………..

Profession…………………………….

1.Do you eat chocolate?

a. Yes b. No
 50

2. Which kind of chocolate do you prefer?

a. Cadbury b. Nestle

3.Which sub –brand you have purchased?

Cadbury Nestle

a. Dairy milk kitkat

b. 5 star munch

c. Perk milky bar

d. Celebration bar one

4.Rank the sub-brands of chocolate according to you preference?

a. Cadbury b. Nestle

5.Which form of a chocolate do you like?

a. Hard b. notties

c. Crunchy d. chew
 51

6.What pack do you purchase?

a. Small b. Big c. Family pack

7.Which promotional offers attract you most?

a. Free gifts

b. Price offer

c. Any other

8. Which media of advertisement influence you purchase ?

a. Television

b. Newspaper

c. Brochures

d. Hoarding

e. Display

9. If your preferred brand is not available for repeat purchases then what will

you do?

a. Postpone your purchase

b. Switch over to other brand

52

c. go to the other shop to search for your preferred brand.

10. Any Suggestions for improvement:-

__________________________________________________________
 More Variety improvement.
 Comprehensive Pricing.
 Try to come with more small packs.
 All most product lying Coffee taste so try to be chocolatier.
 53

PERCENTAGE ANALYSIS

S. No. a b c d e
Q. 3 60(a) 40(b)

Q. 5 70(c) 30(d)

Q. 6 80 15 5

Q. 7 80 15 5

Q. 9 65 35

Q 1 70 30

Q 8 25 5 10 40 20

S. No. YES NO Can Not Say

Q. 2 60 35 05

Q. 4 60 30 10
 54

Respondent Sheet II

Q.3 Q.5 Q.6 Q.7 Q.8 Q.9 Q.1

R:1 1 1 2 1 1 3 1
R:2 1 1 4 2 1 1 1
R:3 1 2 2 2 2 1 1
R:4 1 2 1 2 3 1 1
R:5 1 2 1 1 2 2 2
R:6 1 1 3 2 3 3 2
R:7 1 1 2 2 2 3 3
R:8 1 1 2 1 1 3 3
R:9 1 1 2 2 1 1 1
R:10 2 1 2 2 3 1 1
R:11 1 2 4 2 2 1 1
R:12 1 2 3 2 2 1 2
R:13 1 1 1 2 2 1 2
R:14 1 1 1 1 1 2 2
R:15 2 1 1 1 1 2 3
R:16 1 1 2 2 1 3 1
R:17 1 2 2 2 4 1 1
R.18 1 1 2 2 2 1 2
R.19 1 1 1 1 3 3 2
R.20 1 2 1 2 2 2 2
R.21 1 2 1 2 1 3 3
R.22 1 2 3 2 1 1 1
R.23 1 1 3 2 3 2 1
R.24 1 2 2 1 2 3 2
R.25 1 1 2 2 2 2 1
 “ Major Research Project Synopsis ”

ON
“Market Strategy Of Nestle Product”

BM COLLEGE INDORE

MAJOR RESEARCH PROJECT SYNOPSIS

SUBMITTED TOWARDS THE PARTIAL FULFILLMENT

OF MASTER OF BUSINESS ADMINISTRATION
AWARDED BY DEVI AHILYA VISHVAVIDHYALAYA,
INDORE
GUIDED BY SUBMITTED BY
MRS. RICHA DARSHAN Mr. SAKET JAIN
MBA III SEM.
(BATCH 2008 – 2010)

BM COLLEGE OF MANAGEMENT AND RESEARCH

Declaration

I have tried my level best in making this project useful, pragmatic &
successful. I have tried to provide the accurate information to the best of my
knowledge. The data collected is primary, authentic & analyzed by me.

I hereby declare that project “MARKET STRATEGY OF NESTLE

PRODUCT” entitled is authentic & I have put in my efforts meticulously to
make this project to come up to the expectations and pragmatically viable.

(SAKET JAIN)
 BM COLLEGE OF MANAGEMENT AND RESEARCH

ACKNOWLEDGEMENT

This project is not one person’s solitary effort. Its successful completion is
the result of many different people to whom I owe a debt beyond repayment.
Unfortunately, I can not acknowledge my indebtedness to all these people,
so I must necessarily limit my thanks to those who have helped me directly
in making my project work an incredibly pleasant task and to give final
shape.
It is my duty as well as privilege to express my deep sense of gratitude to all
those who have been associated with me in this summer project.

First of all, I express my deep gratitude towards my project guide and

Director Dr. Prof. V. Iyengar BM COLLEGE OF MANAGEMENT
AND RESEARCH, INDORE, who initiated this study and also helped me
by giving their valuable comments at every stage of my project.
I am also deeply indebted to my faculty Member Mrs. Richa Darshan at
BM COLLEGE for the providing the required facilities for my project.

I am also thankful to my parents and friends for their constructive criticism

and constant encouragement and friendly co-operation.

63

CHAPTER SCHEME

PAGE NO:

Executive Summary………………………….………………….…….1
Chapter one:
1.1 Introduction………………………………………………………………….. 2
1.2 Conceptual framework……………………………………………………… 3
1.3 Statement problem ………………………………………………………… 4
1.4 Purpose of the study …………………………………………………….….. 4
1.5 Objectives…………………………………………………………………….. 4
1.6 Scope of the study…………………………………………………………… 4
1.7 Reaearch Timeline……………………………………………………………4
1.8 Limitations of the study………………………………………………………4

Chapter two: RESEARCH METHODOLOGY

3.1 The study………………………………………………………………………6
3.2 The sample design…………………………………………………………… 6
3.3 Tools for data collection……………………………………………………... 6
3.4 Tools for data analysis………………………………………………………. 6

Chapter four: RESULT AND DISCUSSION

4.1 Results………………………………………………………………………… 7
4.2 Discussions…………………………………………………………………… 7

Chapter five: IMPLICATIONS AND SUGGESTIONS

5.1 Implications…………………………………………………………………. 7
5.2 Suggestions…………………………………………………………………. 7
Chapter six: SUMMARY AND CONCLUSIONS
6.1 Summary……………………………………………………………,,…… 7
6.2 Conclusions………………………………………………………..……… 7

REFERENCE……………………………………………………………8
BIBLOGRAPHY……………………………………………………… 8
ANNEXURE…………………………………………………………… 9

Executive Summary

The idea behind the project is to know about the MARKET STRATEGY
ON NESTLE PRODUCT” and make the customer aware about the different
variant of product that is provided by the Nestle. As the customers purchase
a type of product and he is not satisfy with it, so under this project it is my
responsibility to suggest them good product.

This project represents information regarding company’s brand awareness

and the customer perceptions about the various products which the
organization provides. It is also helpful for organization to know about
actual consumer like and dislike related the product. The main objective of
the project is to study the various products of available in the market and
suggest the customer to prefer best amongst them. For execution of the
project methodology adopted is the collection of data through questionnaire,
processing and analyzing the data.
 Chapter One

1.1 Introduction

Nestlé - The World Food Company

The founder of Nestlé was Henri Nestlé, who, from a modest beginning,
founded the Company in 1867 at Switzerland for manufacturing Infant
cereal for babies. At that time Switzerland faced one of the highest infant
mortality rates and the milk formula lives of many infants whose mothers
were unable to breast feed successfully.
With the introduction of the infant formula came the symbol of the bird’s
nest, which personifies our business. The symbol which universally
understood represents motherhood, love, nourishment, family, tradition and
safety. Today the symbol is central to our corporate identity and closely
parallels the company’s culture.
At present Nestlé is the world’s largest food company, with its international
head quarters at Vevey, in Switzerland. With 468 factories in 84 countries, it
employs over 230,000 people.
Nestlé is often quoted as “the most multinational of multinationals”. There is
good reason, as less than 2% of the turnover comes from the domestic
market in Switzerland. Nestlé is very decentralized in its operations and
most markets are given considerable autonomy in its operations. It is more
of a people and products oriented company rather than a systems oriented
company. There are “unwritten” guidelines which are to be followed, based
on common sense and a strong set of moral principals emphasizing a lot on
respect for fellow human beings.
Nestlé has adapted to the local conditions and at the same time integrated its
Swiss heritage. It has always taken a long-term view in the countries in
which it operates. Therefore, one can se a lot of investment in Research and
Development and risk taken in new product areas. There is a great emphasis
placed on training by the company. It believes in rewarding and promoting
people from within.
Today its product brand name “Nestlé” is associated with “Quality
Products” in worldwide consumer markets.
When Henri Nestlé introduced the first commercial infant formula in 1867,
he also created a symbol of the bird’s nest, graphic translation of his name,
which personifies the company’s business. The symbol, which is universally
understood, evokes security, motherhood and affection, nature and
nourishment, family and tradition. Today it is the central element of Nestlé’s
corporate identity and closely parallels the company’s corporate values and
culture.
1.2Conceptual framework

The Starting point is every one who might conceivably buy the

product that is called suspects and from these the company determines the

most likely prospects which it hopes to convert into first time customers

then repeat customers and then clients ..

Following figure shows the main steps of attracting and keeping

customers .

Suspects

Prospects Disqualified Prospects

First Time Customers

Repeat Customers

Clients
Inactive or ex customer

Members

Advocates

Partners
1.2 Statement of the Problem

In this project I have touched upon several aspects of Market development

issues and problems
 The growth of confectionary industry.
 The features of occupational distribution

1.4 Purpose of the study

The purpose of this study is that how to satisfy to consumer with company
product.
what is effect on current scenario.

1.5 Objectives

Every human effort should have pre-determined objective. I conducted my

survey of biscuit with the following objectives: -

 To know various brands available in the market.

 To collect information from various customer

 To measure effect of advertisement on sale of product.

 Financial analysis of the company.

 To know customer expectation from the product.

 To understand level of customer satisfaction.

 To analysis information from wholesale of retailer.

1.6 Scope of the study

The purpose of this research is to inform about various developments from

the field of Marketing.

1.7 Research Timeline

Research will have been completed within three months.

1.8 Limitations of the study

It is sample survey and sample taken randomly and has covered

limited number of respondent.

It was hard to gather all information about project from Internet due to

some technical problem.

Time is short to carry out the survey is more detail as well as with

more respondent.

Language is also one of the barriers.

he respondent was unwilling towards the questionnaire.

Some time people take it as a fun and do not provide correct

information
 Chapter Three

RESEARCH METHODOLOGY

3.1 The study: -

The study was exploratory in nature. All published and unpublished

available on the subject matter was consulted. Interview and discussions
were held with the various executive/ Managers/ staff employed. Primary
and secondary data also used for this project study.

3.2 The sample design

The final questionnaire was administered in person to the extent possible

and through mail if needed. The 60 respondents were selected among the
executives and staff working in various organizations. The convenient
random sampling technique was used for the selection of the respondents.

3.3 Tools for data collection

In order to measure the employee’s perceptions of market in different

confectionary organization, the survey was undertaken. The survey was
based on structured questionnaire. The questionnaire was mainly based on
objective type close-ended question, but few open ended questions were also
included.

3.4 Tools for data analysis

Finally, the results of the survey has been presented in Tabular form,
analyzed and interpreted to meet the required needs of this project study and
presented in Report form.
 70

Chapter four

RESULT AND DISCUSSION

4.1 Results

4.2 Discussions

Chapter five

IMPLICATIONS AND SUGGESTIONS

5.1 Implications

5.2 Suggestion

Chapter six

SUMMARY AND CONCLUSIONS

6.1 Summary

6.2 Conclusion
 APPENDIX

QUESTIONNAIRE FOR

 PROJECT STUDY ON EMERGING MARKET TRENDS

IN INDIAN

Dear Sir/Madam,

I am a management student of BM College of Management and research.

As part of course I am undertaking this project study. I would a request you
to kindly answer a few questions. This questionnaire gives you the
opportunity to express your opinion regarding various aspects of emerging
market trends in Indian.

As you are all aware that industry is achieving a great success in Indian
employment context. As you are to a part of industry and must be observing
that the Market trends are quite different from the conventional old economy
sectors.

The results shall be submitted to the university in the report format for the
usage of researchers and other concerned authorities. As is the case for entire
study, no individual will be identified. Only group averages will be reported.

Thanking You 

. Do you use NESTLE Chocolate?

 Yes ( )
  No ( )
 If “No” don’t proceed.
If “Yes”…Thank you for future proceeds

Personal details:-

Name……………………………….

Address…………………………………………………..

Age………………..

Bet 0-10 10-20

20-30 above

Gender ………………………

Phone/mob…………………………..

Profession…………………………….

1.Do you eat chocolate?

a. Yes b. No

2. Which kind of chocolate do you prefer?

a. Cadbury b. Nestle

3.Which sub –brand you have purchased?

Cadbury Nestle
b. Dairy milk kitkat

c. 5 star munch

d. Perk milky bar

e. Celebration bar one

4.Rank the sub-brands of chocolate according to you preference?

a. Cadbury b. Nestle

5.Which form of a chocolate do you like?

a. Hard b. notties

c. Crunchy d. chew

6.What pack do you purchase?

a. Small b. Big c. Family pack

Ans:Most Preference Small

7.Which promotional offers attract you most?

a. Free gifts

b. Price offer
c. Any other

8. Which media of advertisement influence you purchase ?

a. Television

b. Newspaper

c. Brochures

d. Hoarding

e. Display

9. If your preferred brand is not available for repeat purchases then what will

you do?

a. Postpone your purchase

b. Switch over to other brand

c. go to the other shop to search for your preferred brand.

10. Any Suggestions for improvement:-

__________________________________________________________