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Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
Nestle vs cadbury
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Nestle vs cadbury

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  • 1. A Marketing Research Report On Comparative Analysis of Nestle v/s CadburyPrepared By : Parmar AnkurClass : T.Y.B.B.AAcademic Year : 2010-11Roll No. : 75 1
  • 2. Guided by Mr.Kuldeep Jobanputra CollegeShri R.P. Bhalodia College, Rajkot Submitted To Saurashtra University, Rajkot 2
  • 3. DECLARATION I under signed Ankur R. Parmar, student of R.P. Bhalodia college studying in T.Y.B.B.A here bydeclare that the project work represented in this report is my own work and has been created by me under thesupervision of our guide and lecturer Mr. Kuldeep Jobanputra of R.P.Bhalodia college, Rajkot. This report has not been submitted to any other university for any other examination. 3
  • 4. Date:Place: Rajkot Signature (Ankur R. Parmar) 4
  • 5. ACKNOWLEDGEMENT We would like to thank Kuldeep Jobanputra for giving us an opportunity and properguidance to make market research project on perception of people towards chocolate consumption. Wehave learnt many things from this research project and the errors we make curing the research and wewould work to improve the same. We also thank the institute for conducting such research project inour curriculum which will help us in future. Finally we want to thank our all the respondent for giving their fair response to make ourresearch work successful because without their response we would not be able to conduct our researchwork. At last, but not the least, Mr. Bill Gates and his Microsoft corp. for MSWORD. I could not have writtenthis without this software. 5
  • 6. PREFACE BBA course is designed to give a student a broad knowledge of the functional areas of acompany, and their communication and allows specialization in a particular area. BBA programmed, thusexpose students to a variety of “core subjects” and specialize in a specific academic area. The degree also develops the student‟s practical, managerial and communication skill andbusiness decision making capability and for this purpose, it incorporate training and practical experience in theform of case studies, projects, presentation, internships and industrial visits. Thus, the central theme of BBA degree is that of inculcating practical skills in students for theirbetter performance in the real world. 6
  • 7. SR. NO. PARTICULARS1. GENERAL INFORMATION2. MARKETING DEPARTMENT3. MARKETING RESEARCH4. FINDINGS5. SWOT ANALSYSIS6. COCLUSION7. SUGGESTION8. BIBLIOGRAPHY9. QUESTIONNAIRE 7
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  • 9. INTRODUCTION NESTLE stands amongst one of the leading FMCG manufacturing products in the world. TheSwitzerland based company is today the world‟s leading nutrition, health and Wellness Company. It is multinational company which employs around 2, 80,000 people and have factories foroperations in almost every country of the world. There are 500 factories spread over 100 countries. Its productsrange up to 8000 products. NESTLE‟s existing products grow through innovation and renovation while maintaining abalance in geographic activities and product lines. The company‟s motto is “long term potential is neversacrificed for short term performance”. The company‟s priority is to bring the best and most relevant products to people, wherever theyare, whatever their needs, through their lives, NESTLE products are tailored to suit tastes and habits of peoplewherever they are. 9
  • 10. HISTORY NESTLE began its operations in Switzerland in the mid 1860s when founder Henry Nestlecreated one of the baby formulae. Henry realized the need for a healthy and economical product to serve as analternative for mothers who could not breastfeed their babies. Mothers who were unable to breastfeed often losttheir infants due to malnutrition. Henry‟s product was a mixture of cow milk, flour and sugar. It was first usedon pre-mature baby who could not tolerate his mother‟s milk. Miraculously the baby tolerated Henry‟sproducts and saved his life. Within a few years the first NESTLE product was marketed in whole Europe. In 1905, the company added chocolate to its line of products. The start of world war-I made itdifficult for NESTLE to buy raw ingredients and distribute products. Fresh milk was scares in Europe and thefactories had to sell milk for public needs instead of using it as an ingredient in foods. Adding to the product line once again, NESTLE developed Nescafe in the 1930s and Nesteafollowed after. Nescafe, a soluble powder, revolutionized coffee drinking and became an instant hit. NESTLE expands across many different markets including beverages, ice cream, baby foods,soups, frozen foods, snacks and of course, candies. 10
  • 11. A LONG JOURNEY AT A GLANCE1866 Foundation of Anglo-Swiss Condensed Milk Co.1867 Henry NESTLE‟s Infant Cereal Developed1905 NESTLE and Anglo-Swiss Condensed Milk Co. ( new name after merger )1934 Launch of MILO1938 Launch of Nescafe1947 Merger with Maggie1948 Launch of Nestea and Nesquik1974 Associated with L‟oreal1977 NESTLE S.A. (new name)1988 Launch of Kitkat1991 Joint Venture with Coca-cola2006 Creation of Food Services Strategic Business Division2010 Launch of Kraft Pizza 11
  • 12. A BIRD’S VIEWName of the company : NESTLE S.A.Ticker : NSLEYear of establishment : 1866Size of unit : MNCForm of Org. : Public Ltd.Head Quarters : Vevey, Switzerland.Corporate office in India : Nestle House, Jacaranda Marg, M Block, DLF city Phase II, Gurgaon – 122 002 Hariyana, India. 12
  • 13. Nature of Business : Food & BeverageEmployees : 2, 80,000Contact No. : (+91) 1242389300Range of products : 8000Brands : Beverages Ice cream Baby Foods Chocolates Soups Frozen Foods Snacks CandyMarket : 87 Countries, 485 FactoriesSlogan : Good Food, Good LifeCEO : Paul BuckleSales in India : 15 BillionWeb Site : www.nestleindia.comGlobal Web site : www.nestle.com 13
  • 14. NESTLE INDIA LTD. Nestle India Ltd is a subsidiary of NESTLE S.A. of Switzerland. With 7 factories and a largeno. of co-packers. Nestle India is a vibrant company that provides consumers in India with products of globalstandards and is committed to long term sustainable growth and share holders satisfaction. It employs 4983employees. The company insists on honesty, integrity and fairness in all aspects of its business and expectsthe same in its relationships. This has earned it the trust and respect of every strata of society and isacknowledged amongst India‟s „most respected Companies‟ and amongst the „Top Wealth Creators of India‟. 14
  • 15. BRANDS Nestle India continuously focuses on understanding changing life styles in India. This helps it toforesee needs in its products offerings. The company innovates new products and renovates existing onesproviding with high quality, safe products at affordable prices. The company‟s principle activities are to manufacture and distribute food products. The foodproducts include milk products and nutrition beverage, prepared dishes, and cooking aids, chocolates andconfectionary. The company‟s brands include…… 1. Nestle Everyday Dairy whitener 2. Nestle Everyday Ghee 3. Nestle Milk 4. Nescafe classic 5. Nescafe Sunrise Special 6. Maggie Noodles 7. Maggie Sauces 8. Maggie Bhuna Masala 9. Nestle Kitkat 10. Nestle Munch 11. Nestle Munch Pop chock 15
  • 16. PRODUCTS 16
  • 17. ACHIEVEMENTSAs per market vise position, Nestle India stands…  1st In Instant Noodles And Ketch Ups  2nd In Healthy Soups  1st In Instant Coffee  2nd In Overall Chocolate Category AWARDS 1. CNBC Awaaz Consumer Awards has honored Nescafe as the most preferred coffee brand. 2. Business India has rated Nestle India as no 1 on Return On Capital Employed Amongst Super 100 Co 17
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  • 19. INTRODUCTION Marketing is the focus point of all business activities because the objectives of all businessenterprise are to satisfy the needs and wants of the customers. Production and purchase has no meaning unlessa firm is able to market the goods and services. Nothing happens unless somebody sells something. Marketingis the distinguishing feature of business. A business is essential part from all other human organization by thefact that it markets the product or services. Marketing is the basic operative function of all business firms. Itserves on the basis of business planning and generates revenue for the firm. Efficient marketing management isessential for the survival and growth of every enterprise. “Marketing is a system of integrated business activities designed to develop marketing plansand programs leading to the satisfaction of customer wants.” - PETER F. DRUCKUR Marketing department represents an important functional area of business management effortsfor the flow of goods and services from the producer to the consumers. Marketing department of the NESTLE is a crucial part of its organization. The company canachieve its subsidiary objectives along with the primary objectives with the help of marketing department. Itnot only helps the company to achieve the goals that are directly related to marketing department but also helpsin achieving the goals that are related to other departments of the organiza 19
  • 20. ORGANISATION CHART NESTLE INDIA LTD. CEO (MARKETING) MANAGING DIRECTORS VICE PRESIDENT GENERAL MANAGER (ALL REGIONS) REGIONAL BUSINESS HEAD DISTRIBUTORS 20
  • 21. MARKETING MIX PRODUCT Product mix is the list of all product offered for sale by a company. It is defined as “Thecomposite of product offered for sale by a firm or a business unit.” The product mix of a company has two 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 items of the company. The length of products of NESTLE ranges up to 8000 products. PRICE Price is an important element in marketing mix. Arrival at the right selling price is essential in asound marketing mix. Pricing policy provides guidelines to the marketing manager to evaluate appropriatepricing decisions. Pricing decision has strategic importance in any enterprise. It means decision of determiningprice 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 themanufacturer, a reasonable remuneration to middle man and the maximum satisfaction to the consumers. The prime focus of Nestle is middle class people, so the prices of its products are kept soeconomical that it can be purchased by them at any interval of time without creating any burden. 21
  • 22. PLACE Place mix is also known as Distribution Mix. This stands for the various activities the companyundertakes to make the producer easily available to the customer. In today‟s economy the producer‟s customerare separated by vast distances. Place mix is nothing but marketing activities in which movements or flows ofgoods or services are there from primary producer to ultimate consumer. It includes Distribution Channel: - Distribution Channel: - Channels of distribution generally depend upon the nature of product, volume of sales and tradepractices adopted. The set of marketing institutions participating in the marketing activities which involves themovement of all goods and services from the primary producer to the ultimate user or consumer is called thedistribution channel. In modern era, with the increase in size and production of the unit, it is very difficult tosell the products directly to the consumer so they have to adopt, distribution channel with middlemen likewholesalers, distributors, Retailers, etc. 22
  • 23. PROMOTION The marketing mix activates or product and distribution are performed mainly with in businessor between a business and the member of its distribution channels. However, through its promotional activities,a firm communicates directly with potential customers and as well as we see, it is not a simple process. “Promotion consists of those activities that are designed to bring a company goods and servicesto the favorable attention of customer.” There are four forms of promotion are as follows. Personal selling Advertising Sales promotion Publicity and public relation Nestle Group is very conscious regarding the promotional activities of its products. For thispurpose it undertakes a great deal of promotional activities. These include intense advertisement, high pressuresalesmanship, arrangement of different kinds of quizzes, sales contests, incentives to salesmen and tours, etc. 23
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  • 25. INTRODUCTION Marketing research is any organized effort to gather information about markets or customers. Itis a very important component of business strategy. The term is commonly interchanged with marketingresearch. However experts draw a distinction in that marketing research is concerned about marketingprocesses, while market research concerned specifically with markets. Market research is for discovering what people want, need or believe. It can also involvediscovering how they act. Once the research is completed, it can also be used to determine how to market ourproduct. Questionnaires and focus group discussion surveys are some of the instruments for market research. Various methods of marketing research are used to find out information about markets, targetmarkets and their needs, competitors, market trends, customer satisfaction with products and services etc.businessmen can learn a great deal about customers, their needs and how the business is going to meet thoseneeds. 25
  • 26. MARKETING RESEARCH MIX INTRODUCTION:- It was created in 2004 and published in 2007. It was designed as a frame work to assistresearchers to design or evaluate marketing research studies. The name was deliberately chosen to be similar tothe Marketing Mix. It has also 4 P‟s. Unlike the marketing mix, these elements are sequential and they matchthe main phases that need to be followed. population procedure purpose publication Marketing Research mix 26
  • 27. 1. PURPOSE:- The purpose of research is the reason why it is being done? The word „purpose‟ is usefulbecause it has a wide coverage. It also embraces studies to gather marketing intelligence, where the manager‟srole 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, players, the users or non- users. 27
  • 28. 3. PROCEDURE:- When considering the procedure, the key question is:  How should the study be conducted?  Will it be qualitative or quantitive?  When will the field work take place? The best research starts by looking at secondary data. Information technology, with thehelp of internet has improved our ability to find such data. If secondary data does not solve the problem thenprimary data is sought. 4. PUBLICATION:- Under the heading „Publication‟ „the key questions are:  Who is the audience for their result?  What should be communicated?  When and how should they be communicated? Research is of no use if findings are kept within the research team. Choices need to bemet on how publication will take place? Will a written report be created? Will tabulation be provided? Or willa personal presentation take place? There are many different readers of research reports and these audiences all havedifferent expectations. Reports must be personalized, in written form and presentation style must becustomized and adapted to the users. 28
  • 29. Sample Survey The gathering of primary data through experimentation involves use of sampling, surveymethod and observations. The survey conducted on Retailers for Hutch Cellular Limited involved a surveybased on personal intervie The details of the selected samples for the survey are as under: City chosen for Sample Survey :- Rajkot Sample size :- 100 Samples Area selected :- Kotharya road, Kalawad road, Raiya road, Dhebar road, Palace road, Sardar nagar road, Dr. Yagnik road, Kuvadva road, Schedule Questioner preparation : 1 day Data collection : 7 days Data analysis : 2 days Total time require : 10 days 29
  • 30. OBJECTIVESTo understand the people perception towards the consumption of chocolates.To identify the frequency of chocolate consumption by the consumer.To identify the chocolate consumption by different age groups and genders.To identify which brand is more consumed by the consumer.To identify whether people are consuming during special occasion or not. 30
  • 31. HYPOTHESIS TO BE TESTEDPeople are consuming chocolate regularly.Children consuming chocolates more than elder.People are brand loyal.People are consuming more chocolate on particular occasion.People are buying chocolates on the bases of flavor, size, color, brand, taste and price. 31
  • 32. METHODOLOGYExplorative researchAs its name implies the objective of explorative research is search through problem or situationto provide insights and understanding. Purposes of explorative research are: • Identify the alternative courses of action. • Develop hypothesis. • Isolate key variables and relationships for further examination. 32
  • 33. LIMITATIONS OF STUDYReliability of Respondent Many of the respondents do not give 100 % true information which may be due to ignorance of theinformation being personal. They have to be prompted or coaxed so as to get much of the true information aspossible. This is one of the barriers of the study.Time bound This study is time bound and the results of the study may not be applicable with the passage of time. I 33
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  • 36. 1.) Gender:- Male FemaleGENDER RESPONSEMALE 57FEMALE 43TOTAL 100 RESPONSE 60 50 40 30 RESPONSE 20 10 0 MALE FEMALEANALYSIS:-The survey was nearly equally carried out by inquiring from male and female population. 36
  • 37. 2.) Age:- 5 to 16 26 to 45 17 to 25 46 to 65 AGE RESPONSE 5 TO 16 4 17 TO 25 65 26 TO 45 31 46 TO 65 0 TOTAL 100 RESPONSE 70 60 50 40 30 RESPONSE 20 10 0 5 TO 16 17 TO 25 26 TO 45 46 TO 65 ANALYSIS:- The survey was conducted on the people from children to middle aged and the findings suggestthe a great craze among younger generation, both boys and girls. 37
  • 38. 3.) Occupation:- Businessman Student Professional Housewife OCCUPATION RESPONSE BUSINESSMAN 0 STUDENT 100 PROFESSIONAL 0 HOUSEWIFE 0 Total 100 Response 120 100 80 60 Response 40 20 0 Businessman Student Professional Housewife ANALYSIS:- The survey was totally carried out on the category of students for the purpose of coming at morespecific conclusion. 38
  • 39. 4.) Do you eat chocolates? Yes No OPTION RESPONSE YES 100 NO 0 TOTAL 100 RESPONSE 120 100 80 60 RESPONSE 40 20 0 YES NO ANALYSIS:- There is no doubt about this question as there was no sample found who disliked chocolates asthe survey was on specific group i.e. younger generation. 39
  • 40. 5.) If yes, how often do you eat chocolates? Once a day 2/3 times a day occasionally OPTION RESPONSE ONCE A a week 1/2 timesDAY 1/2 times a50 month 2/3 TIMES A DAY 0 OCCASIONALLY 30 1/2 TIMES A WEEK 20 1/2 TIMES A MONTH 0 TOTAL 100 RESPONSE 60 50 40 30 20 10 0 RESPONSE ANALYSIS:- Near about half of the samples found consuming the chocolate once a day followed byconsuming chocolates occasionally. 40
  • 41. 6.) On which occasion do you like to eat chocolates? Birthday Wedding Anniversary Religious Festival OPTION RESPONSE BIRTHDAY 75 WEDDING 15 ANNIVERSARY 6 RELIGIOUS FESTIVAL 4 TOTAL 100 Response 80 70 60 50 40 30 Response 20 10 0 Birthday Wedding Anniversary Religious Festival ANALYSIS:- The most favored occasion of consuming was found was Birthday followed by wedding,anniversary and other religious festivals. 41
  • 42. 7.) How much do you enjoy chocolates? Strong liking Average Strong dislike Can‟t say OPTION RESPONSE STRONG LIKING 95 AVERAGE 5 STRONG DISLIKE 0 CAN‟T SAY 0 TOTAL 100 RESPONSE 100 80 60 40 RESPONSE 20 0 STRONG AVERAGE STRONG CAN’T SAY LIKING DISLIKE ANALYSIS:- 95 % of the samples were having a strong liking towards chocolates. And only 5% swere havingaverage liking. 42
  • 43. 8.) Which of the following flavors do you like the most in a chocolate? MILK DARK / PLAIN NUTS TOFFEE WAFER MINT NUTS TOFFEE WAFER MINT 55 35 10 0 60 20 20 0 NUTS NUTS TOFFEE TOFFEE WAFER WAFER MINT MINT ANALYSIS:- In both the flavors the Nuts chocolates were having preferably more liking from peoplefollowed by toffee and milk. 43
  • 44. 9.) What do you feel while eating chocolates? Greedy Chewy Smooth Crunchy OPTION RESPONSE GREEDY 10 CHEWY 0 SMOOTH 68 CRUNCHY 22 TOTAL 100 RESPONSE 80 70 60 50 40 30 RESPONSE 20 10 0 GREEDY CHEWY SMOOTH CRUNCHYANALYSIS:-A large portion of samples feel smooth while they are consuming chocolates. 44
  • 45. 10.) What would attract you to try out new chocolate bar in the market? Sample taste cheaper price Promotional activities advertising campaign OPTION RESPONSE SAMPLE TASTE 63 CHEAPER PRICE 5 PROMOTIONAL ACTIVITIES 0 ADVERTISING CAMPAIGN 32 TOTAL 100 RESPONSE 70 60 50 40 30 RESPONSE 20 10 0 SAMPLE TASTE CHEAPER PRICE PROMOTIONAL ADVERTISING ACTIVITIES CAMPAIGN 45
  • 46. 11.) Are you aware about Nestle Chocolates? Yes No OPTION RESPONSE YES 100 NO 0 TOTAL 100 RESPONSE 120 100 80 60 RESPONSE 40 20 0 YES NO ANALYSIS:- The above chart suggests that all the samples are aware about Nestle chocolates whichimplies good advertising effectiveness and well channel of distribution of the company. 46
  • 47. 12.) Please rank the following in accordance with your preference. (From 1 to 6) NESTLE CADBURY Munch 5 Star Kitkat Dairy Milk Eclairs Perk OPTION 1ST 2ND 3RD 4TH 5TH 6TH Total MUNCH 31 22 32 15 0 0 100 KITKAT 45 27 28 0 0 0 100 ECLAIRS 9 17 15 27 12 20 100 5 STAR 34 38 15 10 3 0 100 DAIRY MILK 52 29 12 7 0 0 100 PERK 15 17 25 13 12 18 100 60 50 MUNCH 40 KITKAT 30 ECLAIRS 5 STAR 20 DAIRY MILK PERK 10 0 1ST 2ND 3RD 4TH 5TH 6TH ANALYSIS:- st From the above chart, it is clear that Cadbury‟s Dairymilk stands 1 among people ofRajkot followed by Kitkat and Munch consequently. 47
  • 48. 13.) In comparison with Nestle, is the size of Cadbury chocolates justifiable to its price? Yes No OPTION RESPONSE YES 58 NO 42 TOTAL 100 RESPONSE 70 60 50 40 30 RESPONSE 20 10 0 YES NOANALYSIS:-The size of Cadbury chocolates are more justifiable than Nestle chocolates 48
  • 49. 14.) In terms of price comparison, please share your views. OPTION HIGH REASONABLE LOW NESTLE 4 91 5 CADBURY 24 72 4 100 90 80 70 60 50 NESTLE 40 CADBURY 30 20 10 0 HIGH REASONABLE LOW ANALYSIS:- The chart shows that the prices of Nestle chocolates are more reasonable than that of Cadbury.So in terms of price comparison, Nestle stands 1st among people. 49
  • 50. 15.) In comparison with Nestle, does Cadbury have a good advertising effectiveness? Yes No OPTION RESPONSE YES 53 NO 47 TOTAL 100 RESPONSE 54 53 52 51 50 49 48 RESPONSE 47 46 45 44 YES NO ANALYSIS:- The survey suggested that Cadbury has been successful in attracting customers by the way ofadvertising though there is a slight difference. 50
  • 51. 16.) Do you think that Brand Ambassador of the company has any impact on customers‟preference? Yes No OPTION RESPONSE YES 68 NO 32 TOTAL 100 RESPONSE 80 70 60 50 40 RESPONSE 30 20 10 0 YES NO ANALYSIS:- Most of the people think that the brand ambassador has influence on the mind of the people. 51
  • 52. 17.) In terms of sales promotion, which one of the following is good in your views? Nestle Cadbury BRAND RESPONSE NESTLE 49 CADBURY 51 TOTAL 100 RESPONSE 51.5 51 50.5 50 49.5 RESPONSE 49 48.5 48 NESTLE CADBURYANALYSIS:-In the terms of sales promotion, there is no significant difference between Cadbury and Nestle. 52
  • 53. 18.) Please give your overall rating to the followings. Nestle Cadbury BRAND RESPONSE NESTLE 55 CADBURY 45 TOTAL 100 RESPONSE 60 50 40 30 RESPONSE 20 10 0 NESTLE CADBURY ANALYSIS:- By concluding the overall survey, I can draw the conclusion that both the brands have beensucceeded to win over the minds of people. The above chart shows that Nestle stands as No.1 brand in themarket. 53
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  • 55. SWOT analysis is strategies planning method used to evaluate the strengths, weaknesses,opportunities and threats involved in a project or in a business venture. It involves specifying the objective ofthe business venture or project and identifying the internal and external factors that are favorable andunfavorable to achieve that objective. A SWOT analysis first must start with defining a state or objective. A SWOT analysis may beincorporated in to the strategic planning model. Identification of SWOTs is essential because subsequent stepsin the process of planning for achievement of the selected objective may be derived from SWOTs. The strengths and weaknesses are internal to the organization while opportunities and threatsare presented by the external environment to the organization. 55
  • 56. STRENGTHLow Cost Operators:- The company has low cost operators who allow them to not only beat competition byproducing low cost products but also edging ahead with low operating cost.Product Portfolio:- Nestle has a wide product portfolio encompassing baby foods & dairy foods, chocolates& breakfast, ready to eat products. The product line ranges up to 8000 products spread over different countries.Joint Ventures:- It holds joint ventures with leading businesses like coca-kola, general mills and L‟orealwhich allows it to access their technical knowledge to further develop its own brand.Established Brand:- With an employee base over 280000, annual revenues of more than 100 countries.Nestle brings with it a strong brand name and knowledge of different markets all over the world. WEAKNESSESNegative Effect on Brand Image:- The investigation in to the controversial advertising campaign promoted infant milkproducts over breast feeding and a usage of slave labors for plants in African countries.Non Existence In USA Market:- It has however not been succeed to win over the minds of investors in the USA. 56
  • 57. OPPORTUNITIESGrowing Middle Class:- Growing middle class and the high percentage of youth population provides an excellentopportunity for Nestle to use its existing range of products.Urbanization and Nuclear Families:- With the Indian society moving towards a more urban and nuclear family societies,Nestle has huge market for its products like Maggie and other milk products.Low Labor Cost in developing Countries:- Since manufacturing of some products is cheaper in India than in other South-East Asiancountries, Nestle India could become an export hub for the parent in certain product categories. THREATSIndian Perception towards Fresh Products:- Indians believe in eating fresh foods instead of Ready To Eat Products, which providehurdle in the marketing of the Nestle products across the country.Liberalization of trade and investment policies:- Nestle faces immense competition from the organized as well as unorganized sectors asthe Indian govt. has reduced the import duty of food segment substantially. 57
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  • 59. By making research report on the Comparative Analysis of Nestle v/s Cadbury, I came across alarge segment of people and tried to know their perceptions about the same topic. It was really a vast andknowledgeable experience for me to go through this survey. After studying the mind of people on theirperception about Nestle, I conclude the following points:  Nestle stands amongst no. 1 chocolate brand in the people of Rajkot and it has been clear from the survey that Nestle has been succeed to create a strong brand image in Rajkot and is known to every people, included in the survey.  The strong brand name of the company is real advantage for the company, but another brand has also succeeded to win over the people of Rajkot i.e. „Cadbury‟. It stands a close competitor of Nestle at each and every stage whether it may be product quality, price, packaging, advertising and promotional activities. 59
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  • 61. After studying the response of people about Nestle Chocolates I would like to give thefollowing suggestions:- 1. The company should expand its promotional activities in USA and create its own market because USA is having a wide scope of growth for the company. 2. With the help of its R & D department, the company should introduce more and more products and enrich its products portfolio to decrease the walks of competitors. 3. Nestle should expand its promotional activities during the times of religious festivals like Diwali etc. 61
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  • 63. BIBLIOGRAPHYBOOKS:-  Marketing Management - Philip Kotler - S.A. Sherlekar  Marketing Research - William StantonWEBSITES:-  www.nestle.com  www.nestleindia.com  www.wickipedia.com  www.google.com 63
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  • 65. ON COMPARATIVE ANALISYS OF NESTLE V/S CADBURYDate._________________Name: - ____________________________________________________Gender: - Male FemaleAge: - 5 to 16 26 to 45 17 to 25 46 to 65Occupation: - Businessman Student Professional Housewife1. Do you eat chocolates? Yes No2. If yes, how often do you eat chocolates? Once a day 2/3 times a day occasionally 1/2 times a week 1/2 times a month3. On which occasion do you like to eat chocolates? Birthday Wedding Anniversary Religious Festival 65
  • 66. 4. How much do you enjoy chocolates? Strong liking Average Strong dislike can‟t say5. Which of the following flavors do you like the most in a chocolate? MILK DARK / PLAIN NUTS TOFFEE WAFER MINT NUTS TOFFEE WAFER MINT6. What do you feel while eating chocolates? Greedy Chewy Smooth Crunchy7. What would attract you to try out new chocolate bar in the market? Sample taste cheaper price Promotional activities advertising campaign8. Are you aware about Nestle Chocolates? Yes No9. Please rank the following in accordance with your preference. (from 1 to 6) NESTLE CADBURY Munch 5 Star Kitkat Dairy Milk Eclairs Perk 66
  • 67. 10. In comparison with Nestle, is the size of Cadbury chocolates justifiable to its price? Yes No11. In terms of price comparison, please share your views. HIGH REASONABLE LOW NESTLE CADBURY12. In comparison with Nestle, does Cadbury have a good advertising effectiveness? Yes No13. Do you think that Brand Ambassador of the company has any impact on customers‟ preference? Yes No14. In terms of sales promotion, which one of the following is good in your views? Nestle Cadbury15. Please give your overall rating to the followings. Nestle Cadbury16. Please state your valuable comments on NESTLE. ___________________________________________________ ___________________________________________________. 67
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