Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Submitted to
Prof. Satya Bhushan Dash
Submitted by
GROUP 1A
Gaurav Singh PGP25017
Hariharan D PGP25018
Himanshu Garg PGP25019
Karthik S PGP25021
Girish Sahani PGP25042
Saradha NandhiniPGP25047
Research Objectives..............................................................................................4
Research Tools......................................................................................................8
Questionnaire......................................................................................................10
Appendix 1...........................................................................................................18
Appendix 2...........................................................................................................19
Appendix 3...........................................................................................................19
Appendix 4...........................................................................................................20
March, 2010
Appendix 5...........................................................................................................22
Appendix 5
Despite having a wide brand portfolio Dairy Milk does not have a variant in the white
chocolate or milk chocolate segment in India. The white chocolate segment in India is
being led by Milky Bar, which is the flagship brand for Nestle chocolates in India.
Though Dairy Milk Wowie has some while chocolate in it, Dairy Milk has not been able
to capture the market share of Milky bar using Wowie.
1. To analyze the need and demand for white chocolate compared to brown
chocolate
2. To identify the demographic and psychographic profiles of the target
consumers who are the current consumers of chocolate
3. To identify the drivers for sales of chocolate (white chocolate in particular)
Research Objectives
1. To understand the profile of current users and non-users of chocolate
customers
As shown by the MDP and MRP obtained via the FGD and in depth interviews the
primary objective of Cadbury India Ltd is to explore the opportunity for a new
chocolate variant( white chocolate for e.g.) in the confectionary market. At present a
very small percentage of the confectionary market is white chocolate based.
Exploratory Research
Market Share
Cadbury( Dairy Milk, Perk, Gems, 5 Star, Celebrations, Bytes, Dairy Milk
Éclairs, Éclairs Crunch): 70%
Nestle: 15%
Others:
GCMMF
CAMPCO
HLL
ITC
The market size of chocolates was estimated to be around 16,000 tonnes, valued
around Rs. 4.16 billion in 1998. Volume growth which was over 20% pa in the 3 years
preceding 1998, slowed down thereafter. Both chocolate and sugar confectioneries
have abysmally low penetration levels, in fact, even lower than biscuits, which reach
56 per cent of the households. Market growth in the chocolate segment has hovered
In-depth Interviews
In-depth interviews with users and non-users of chocolate will provide information
about consumers’ perceptions about the products and their latent and secret needs.
The interviewer will be able to determine the key purchase drivers for purchase of
chocolate. The interview will also provide information about consumers’ various types
of usage
Sampling Design
The target audiences for the MR are divided on the basis of age, gender, marital
status, etc into various groups. They all are from Sec-A, Sec-B households in tier I and
tier II cities.
Also among these audiences is divided on the basis of gender, marital status, number
of children, educational level etc.
The strata are mentioned in the definition of the target audience. There are a total of
5 strata. The variables used to divide the population into strata are age, gender,
marital status, number of children, educational level.
nh = Z2 * p(1-p)/e2
Here, Z = the abscissa of the normal curve that cuts off an area at the tails (1 – the
desired confidence level, e.g., 95%) = 1.96 (from Statistical table)
p = estimated proportion of an attribute that is present in the population = 0.9
(proportion of chocolate users as obtained from FGD and in depth interviews)
Research Tools
For this purpose the research tool intended to be utilised is the questionnaire attached
as Appendix A. the main objectives of the questionnaire is to capture the following
data from the respondent
i) Demographic details
vii) Non users and the reasons behind their not consuming chocolate
H1: Unmarried adults of age greater than 20 years consume more chocolate
than married adults
H2: Children below the age group of 10 years prefer white (sweeter) chocolate
over brown chocolates.
RQ2: What are the features in the product that are drivers/barriers in
consuming the product?
H5: Adults of age groups (30 – 45) are concerned about sugar levels and hence
do not prefer chocolates
H7: Children of age less than 10 years prefer chocolates which have shapes and
different colors embedded (like cartoon characters, animals, pets, etc.)
H8: Children from age groups (less than 15 years) prefer bar chocolates to slab
form of chocolates
H10: Children from age groups (less than 15 years) prefer add ons in the
chocolate (nuts etc.) over normal variety
RQ3: How does pricing impact various customer segments and their buying
patterns?
H11: Parents with children of age group less than 10 years do not care about
the pricing of the chocolate
RQ4: What are the promotion techniques popular among customers for
chocolate in the current market?
H15: Children of age groups less than 10 years relate to jingle advertisements
rather than print advertisements
H16: Children below the age group of 10 years prefer attractively packaged
chocolates (glittering packages of bright colors like gold, silver, yellow, purple)
H17: Peer group advice (opinion leaders) exert more buying influence than
family in case of young adults (20-28 years)
Questionnaire
1. Demographic Details
1.1 Age Groups
Less than 12 years
12 to 20 years
20 to 30 years
30 - 45 years
1.2 Gender
Male Female
1 - Illiterate
Undergraduate/ Diploma
Post Graduation
1.4 Occupation
Student
Private Service
Software Industry
Business
Government Service
Unemployed
2. Users of Chocolate
2.1Do you consume chocolates?
Yes No
(If the answer is Yes Proceed with Question 2.2 or else directly proceed to
Section 4)
2.2Which are the chocolate varieties that you generally purchase?
Mixed varieties
Others
3 Product Features/Attributes
3.1Please rank the following attributes of chocolates from 1 to 8 according to their
importance levels ( Rank 1 being the Most Important and Rank 8 being the
Least Important)
Taste
Purity
Packaging
Price
Healthy/ Nutritious
Add Ons (Nuts, Wafers, etc.)
Brand Image
Flavour
3.2Please rank the following chocolate brands on the attributes
(Rank 1 denotes the highest Rank and Rank 7 the lowest)
Attributes Chocolate Brands
Taste
Purity
Packaging
Price
Health/Nutritio
n
Flavours
Add Ons
(Nuts, Wafers,
etc.)
Brand Image
Taste
Purity
Packaging
Price
Health/Nutrition
Flavours
Brand Image
3.5Are you happy with current variants of chocolate available in the market?
Yes No
3.6If new flavours of chocolate are introduced would you be willing to try them?
Yes No
3.7Would you be willing to try a new variant of white chocolate?
Most Willing
Willing
Neutral
Unwilling
Will not try
3.8Do you often pick up chocolates when you purchase other items?
Yes No
3.9What influenced you to buy the above mentioned brand(s) of chocolates?
Advertising
Word of Mouth
Attractive Package
Shop Display
Family
Friends
Others Please Specify
_______________________________
3.10How would you like your chocolate to be packaged?
Golden Package
Silver Package
Bright Colours (Yellow, Purple, Red)
Packaging does not matter
3.11Would you like having your chocolates in different shapes and sizes?
Yes No
3.12If you would what are the different shapes and sizes?
Cartoon Characters embedded
Animal shapes
Celebrity faces
Packaging
Celebrities
Taste
Less
Calories
Calcium
compoun
d
Sugar
Free
Purity
End of Questionnaire
1. To understand
the profile of
current users and
non-users of Demographic Frequency count,
chocolate profile of the cumulative
customers 1 1-6 consumer percentage
Users/Non users
of chocolate - Frequency count,
Frequency of cumulative
2 7-15 Usage percentage
Preferences of
chocolate
consumers and Frequency count,
3.1 - 3.8 16-119 customers ANOVA
Frequency count,
Reasons for not cumulative
4.1 - 4.4 149-182 using chocolates percentage
Pricing and
packaging criteria
for users to buy
3.13 - 3.18 138-148 chocolates Stepwise regression
3. To determine
consumers mindset
Consumption
to current chocolate preferences of
brands and scope current chocolate
for new variants of brands existing in
chocolate 3.1 - 3.4 16-115 the market Correlation
Assessment of
new opportunities
3.5 - 116- in the chocolate Frequency
3.7,3.18 118,148 market Distribution
Assement of price
points and pricing
needs of
consumers and Crosstab
3.14 - 3.16 107-110 customers analysis,ANOVA
116 to 118 Market opportunity for new variant 3.5, 3.6, 3.7 Nominal
Appendix 3
Product
• White chocolate is a sweeter alternative to brown chocolate
• Dark chocolate was a considered as a premier chocolate
• Chocolate considered as a source of quick energy
• Add ons in chocolates are preferred
• Chocolates ranked no 1 as an option for gifting
Promotion
• Brand ambassadors were not a primary source of influence
• TV ads were the major drivers of buying influence
• Attractive packaging did not matter
People
• Health consciousness was not a deciding factor among males
• Ladies felt chocolate induced weight gain
Product
• White chocolate is full of milk
• Cadbury chocolate has better looks
• Chocolates in bar shapes was preferred
• Add ons in chocolates are not significant
Price
• Parents usually buy them small SKUs.
Promotion
• Brand ambassadors were a primary source of influence
• Attractive packaging did matter
People
• The more sweet the better
• Chocolate is considered as birthday celebrations and gifts.
Appendix 5
In Depth Interviews
Key Learning’s
• Parents prefer healthier versions of chocolates for their kids and they are willing
to pay a price premium for that.
• Price doesn’t play a part in chocolate consumption
• In recent years chocolate has gone from being just a snack to a gift, a
celebratory purchase and an energy snack.
• TV ads were the major drivers of buying influence
• There is very little brand loyalty