Professional Documents
Culture Documents
CHOCOLATE
ROLL NO -04516659421
Batch (2021-2023)
Certificate
I, Mr.Govind ojha , Roll No. 04516659421 certify that the Minor Project – I entitled “A study on
marketing strategy of milky bar chocolate ” is done by me and it is an authentic work carried out by
me at Guru Gobind Singh Indraprastha University. The matter embodied in this has not been
submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.
Date:
Certified that the Minor Project – I entitled “A marketing strategy of milky bar chocolate” done by
Mr.Govind ojha, Roll No-04516659421, is completed under my guidance.
DATE:
Name of guide:
Designation:
Countersigned
Director
Acknowledgement
First of all, I would like to thank my institute, GGSIPU for giving me an opportunity to be a part of
the MBA FA programme and work on the Minor Project - I as part of my course curriculum.
I am grateful to my mentor and project guide, Ms Reema monga for allotting me this project and
providing the resources and input required for completion of the project as well as guiding me
throughout
TABLE OF CONTENTS
S NO TOPIC PAGE NO
1 Certificate 1
Acknowledgement 2
2 Chapter 1 3
- Introduction 4
- Objectives of study 6
- Need of study 7
- Scope of study 8
- Methodology of study 9
- Limitations of study 11
3 Chapter 2 12
- Company profile
4 Chapter 3 18
5 Chapter 4 21
6 Chapter 5 34
7 ANNEXTURE 36
- Biblography
- Questionnarire
CHAPTER- 1
Introduction
Introduction
Milky bar ltd has differentiated itself from its competitors and providing the total
“value for money” to its customers. Milky Bar ltd has integrated all the features to offer a
value for its products.
Value for the product and services refers to the quality of product and services offered
to the customers. Several surrounding features can be directly influenced by channel members,
such as customer service, delivery, and availability. Consequently, a channel partner involves
a value analysis in the same way customers make purchase decisions. This area becomes the
most important from the company as well as customer point of view. This helps the company
to know better their customers and provide them with what they are expecting.
It is not possible for a market to have similar strategies for product promotion amongst
all individuals. Kids do not get attracted meant for adults and vice versa. Every segment has a
different need, perception and interest. No two segments can have the similar idiocies or require
products.
Market
A market is defined as the sum total of all the buyers and sellers in the area or region under
consideration. The area may be the earth, or countries, regions, states, or cities.
Marketing
Marketing is defined by the American Marketing Association as "the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large." The term developed from
the original meaning which referred literally to going to a market to buy or sell goods or
services. Seen from a systems point of view, sales process engineering views marketing as "a
set of processes that are interconnected and interdependent with other functions, whose
methods can be improved using a variety of relatively new approaches."
Marketing management
Marketing strategy
As retailer, each of has a vast number of perceptions toward products, toward services,
toward company or industry, etc. It is difficult to imagine in any research project that does not
include the measurement of some aspects of retailer’s s perceptions. The size of the market is
vast and constantly expanding, thus resulting in a vast number of competitors entering the
market. Billions of dollars were being spent on goods and services by tens of millions of
people. The growth of the retailer’s movements created urgent need to understand how
competitors form strategies and capture the market share and take strategic decisions. For
example, in order to discover how retailers respond to the promotional offer, advertisement and
distribution or service. (E.g. promotional appeals, package labels, warranties, discounts, etc.).
The study of retailer’s perception and market share would provide the company with
necessary insights to develop the product, its pricing strategy, and to design persuasive
promotional strategy, distribution system and develop defensive strategies and elimination
strategies to remove the competitor’s product from the market or some promotional strategies
to increase the market share of particular products and brands. It would also support the
organization to analyze its drawbacks .
SCOPE FOR THE STUDY
The scope of the study is limited. The study is a very minor contribution to the
company as it is only restricted to the twin cities. The study would only be a drop in the
ocean, Can help the distribution in this area.
The study can be conducted on a national basic too with a large sample size and
interviewing many numbers of respondents.
.
Methodology
Research Design
Once the problem is identified, the next step is the research design. Research design is
the basic framework of rest of the study. A research design specifies the methods and
procedures for conducting particular study. In this project we are following descriptive research
design.
Source of Data
1. Primary data
2. Secondary data
Primary Data
The primary data is fresh information collected for a specified study. The primary data
can be gathered by observational, experimentation and survey method. Here the entire scheme
of plan starts with the definition of various terms used, units to be employed, type of enquiry
to be conducted, extent of accuracy aimed etc.,
Secondary Data
The secondary data refers to data, which already exists. The secondary data collect
from internal records, business magazines, company websites and Newspapers.
SAMPLE SIZE
For suing this research we selected a total of 20 students and conducted survey over
them.
SAMPLING METHODS
The duration of the study was restricted for 8 weeks only, which is not sufficient to study
the entire consumer in the market.
The analysis cannot be straight away used in decision making, as simple is very small
when compared to the total consumers in the market.
The present study deals with Milky bar chocolate brand.
CHAPTER-2
( INDUSTRY PROFILE IN INDIA )
Nestle profile
Type : Public
Founded : 1866
Headquarters : Switzerland
Milky bar is available in different packs, including Milky bar Buttons, Milky bar Kid
Bar and Milky bar Giant Buttons Sharing Bag. Each year they sell over 1.9 billion Milky
bar Buttons in the UK. Milky bar does not contain any artificial colours, flavours or
preservatives
Category : Chocolate
Target Group : All age groups Lower, Middle and Upper class people
Competitors : 1.Cadbury
2.Amul White
3.Imported White chocolate
Price Index
Weight Price
Rs.1/-
10gm Rs.5/-
13gm Rs.10/-
Product Images
Market Growth Rates
Year MT
2011-12 505
2012-13 535
2013-14 570
2014-15 605
2015-16 640
2016-17 685
2017-18 730
2018-19 780
2019-20 830
The chocolate industry offers a wide variety of opportunities for the small business
owner, weathers economic recession well and is growing despite increased health-
consciousness and calorie counting. One of the primary demand drivers for chocolate and other
sweets is consumer taste, and consumers continue to love chocolate. Long a beloved treat in
the western world, a recent study in Great Britain showed that 91% of females and 87% of
males consume chocolate products. But the taste for chocolate is now expanding into highly
populated nations with a growing middle class, such as China and India. Rising disposable
incomes and changing tastes will continue to drive growth in the industry overseas, just as
improving domestic economic conditions increase sales at home.
Although the players resorted to very aggressive promotional drives, the overall
penetration levels in 1999 and 2000 did not register any significant increase. Perhaps, the
increases by 5% to 15% in selling prices due to increase in cocoa prices caused the stagnation.
Nestle History
Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company,
established in 1866 by brothers George and Charles Page, and Farine Lactée Henri Nestlé,
founded in 1866 by Henri Nestlé . The company grew significantly during the First World War
and again following the Second World War, expanding its offerings beyond its early condensed
milk and infant formula products. In 2011, Nestlé was listed No. 1 in the Fortune Global 500 as
the world's most profitable corporation. With a market capitalisation of US$239.6 billion,
Nestlé ranked No. 11 in the FT Global 500 2014.
Nestle (India)
Nestlé India is a subsidiary of Nestle S.A. of Switzerland. With seven factories and a
large number of co-packers. From its first historic merger with the Anglo-Swiss Condensed
Milk Company in 1905, Nestlé has grown to become the world’s largest and most diversified
food Company, and is about twice the size of its nearest competitor in the food and beverages
sector.
Nestlé’s trademark of birds in a nest, derived from Henri Nestlé’s personal coat of
arms, evokes the values upon which he founded his Company. Namely, the values of security,
maternity and affection, nature and nourishment, family and tradition.
Today, it is not only the central element of Nestlé’s corporate identity but serves to
define the Company’s products, responsibilities, business practices, ethics and goals. In 2004,
Nestlé had around 247,000 employees worldwide, operated 500 factories in approx. 100
countries and offered over 8,000 products to millions of consumers universally.
CHAPTER-3
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
"Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers' expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability.... These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.
"In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget motel—even though its facilities and
service would be deemed superior in 'absolute' terms
SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from frame. Sampling
design in general refers to method or technique the researcher adopts in selecting the sample
unts from the frame or population.
The sampling design provides the basic plan and methodology for selecting the
sample. A sample design can be simple or complex
SAMPLING TECHNIQUES
There are different types of sampling designs based on two factors, the
representation basis and the element selection technique. On the representation basis, the
sample may be probability sampling or it may be non- probability sampling
The purpose of research is the main determinant of the level of accuracy required in the results,
and this level of accuracy or exactness is the main determinant of a sample size. The sample
size of a statistical sample is the number off observations that constitute it. It is typically
denoted by ‘n’, a positive integer.
CHAPTER-4
1 Regularly 15 25
2 Occasionally 21 35
3 Rarely 24 40
4 Total 60 100
Table 1
14
12
10
0
Rs. 1 Rs. 2 Rs. 5
Graph 1
Interpretation
From the above graph, it is interpreted that 5 of respondents prefer to have Milky Bar
Regularly, 7 of respondents prefer to have Occasionally and remaining 8 prefer to have Rarely.
1 Price 9 15
2 Quality 30 50
3 Brand 6 10
4 Advertisement 15 25
5 Total 60 100
Table 2
14
12
10
0
Rs. 1 Rs. 2 Rs. 5 Rs. 10
Graph 2
Interpretation:
From the above graph it is interpreted that, 3 respondents are using Milky Bar Chocolate
based on Price, 10 on Quality, 2 on Brand and the remaining 5 on Advertisement.
1 Yes 54 90
2 No 6 10
3 Total 60 100
Table 3
2.5
1.5
0.5
0
Rs. 1 Rs. 2
Graph 3
Interpretation:
From the above graph it is interpreted that 18 respondents said that it is easily
available in shops, and the remaining 2 said that it is not available in shops.
4. Which factor you will enjoy most while consuming Milky Bar?
1 Colour 9 15
2 Taste 36 60
3 Nutritional Values 9 15
4 Hidden puzzle 6 10
5 Total 60 100
Table 4
14
12
10
0
Rs. 1 Rs. 2 Rs. 5 Rs. 10
Graph 4
Interpretation
From the above graph it is interpreted that 3 of the respondents enjoy Colour during
the time of consumption, 12enjoys Taste, 3 enjoy Nutritional values and the remaining 2 enjoys
the Hidden puzzle inside it.
1 Yes 18 30
2 No 27 45
3 May be 15 25
4 Total 60 100
Table 5
14
12
10
8
6
4
2
0
Rs. 1 Rs. 2 Rs. 5
Graph 5
Interpretation
From the above graph it is interpreted that 6 of the respondents said that it is consumed
by children only, 9 said that it is No, and the remaining 5 said that it May be.
Table 6
S.No Customer opinion No. of respondents Percentage
1 Attractive 27 45
2 Average 30 50
3 Not Attractive 3 5
4 Total 60 100
14
12
10
0
Rs. 1 Rs. 2 Rs. 5
Graph 6
Interpretation
From the above graph it is interpreted that 9 of the respondents said that the packing is
Attractive, 10 said that it is Average and the remaining 1 said that it is Not Attractive .
1 Highly satisfied 18 30
2 Satisfied 36 60
3 Average 6 10
5 Total 60 100
Table 7
14
12
10
0
Rs. 1 Rs. 2 Rs. 5 Rs. 10
Graph 7
Interpretation
From the above graph it is interpreted that 6 of the respondents are Highly satisfied with
the Nestle products, 12 said they are Satisfied, 2 said they feel Average and 0 respondents are
Not at all satisfied.
1 Yes 27 45
2 No 33 55
3 Total 60 100
Table 8
2.5
1.5
0.5
0
Rs. 1 Rs. 2
Graph 8
Interpretation
From the above graph it is interpreted that 9 of the respondents are aware of the
ingredients used in Milky Bar and the remaining 11 said No.
1 High 9 15
2 Economical 39 65
3 Low 12 20
4 Total 60 100
Table 9
14
12
10
0
Rs. 1 Rs. 2 Rs. 5
Graph 9
Interpretation
From the above graph it is interpreted that 3 of the respondents feel that the price of
Milky Bar is High, 13 feel it is Economical, and the remaining 4 feel it is Low.
1 Strawberry 27 45
2 Chocolate 21 35
4 Orange 0 0
5 Total 60 100
Table 10
9
8
7
6
5
4
3
2
1
0
10 08-Sep 06-Jul <5
Graph 10
Interpretation
From the above graph it is interpreted that 9 of the respondents are preferring
Strawberry flavour, 7 prefer Chocolate, 4 prefer Plain Milky Bar and the remaining 0 prefer
Orange flavour.
1 Yes 33 55
2 No 27 45
3 Total 60 100
Table 11
0
10 08/Sep
Graph 11
Interpretation
From the above graph it is the interpreted that 11 of the respondents are expecting
changes in Milkybar Chocolate, and the remaining 9 does not expect changes in it.
1 10 12 20
2 8-9 15 25
3 6-7 24 40
4 <5 9 15
5 Total 60 100
Table 12
0
10 08-Sep 06-Jul <5
Graph 12
Interpretation
From the above graph it is the interpreted that 4of the respondents rate 10 points for
Milky bar Chocolate, 5 rate 8-9, 8 rate 6-7, and the remaining 3 gave <5.
CHAPTER-5
( FINDINGS )
From the research we find that people are preferring chocolates more than biscuits
Milk bar chocolates are more preferable by people.
By taste people are preferring Cadbury more
It is found that, more respondents are influenced to buy Milky Bar chocolate because
of its quality.
it is found that, respondents agree that they are influenced to buy Milky Bar through
advertisement.
It is found that majority of customers are influenced to buy Milky Bar due to the
availability.
It is found that majority of the customers purchase Milky Bar chocolate Rarely.
It is found that majority of customers express that the price of Milky Bar Chocolate is
economical.
It is found that majority of the customers don’t know about the ingredients used in
preparation of Milky Bar Chocolate.
It is found that, most of the respondents opinion about packing is Average.+
People want government to introduce sugar-free chocolates.
SUGGESTIONS
It is suggested that most of the customers prefer Milky Bar choco rather than Plain
Milky Bar so the company should take promotional steps to improve sales. .
It is suggested to the company that should improve their product as usually buying
product
As it is found that advertising is having only 24% influence, it is suggested to the
company that more concentration should be put on its effectiveness.
Milky bar should bring out new products for health conscious people
It should bring sugar-free chocolates.
It is suggested to the company that it should give the information about ingredients used
in Milky Bar Chocolate.
It is suggested that the company should increase the quality of packing of Milky Bar
chocolate because many respondents are not satisfied with its packing.
As it is found that Dairy Milk is very close competitor to Milky Bar, it is suggested to
the company that promotional measures are to be taken to protect its position in the
market.
It should continue to promote itself as substitute to mithai.
Should use Indian adds and avoid global ads in India.
ANNEXTURE
BIBLIOGRAPHY
BOOKS
www.milkybar.com
www.cadbury.com
www.nestle.com
www.chocolates.com
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY
DWARKA,DELHI