Final Report On Positioning On Chocolate Brand

SEMESTER II
RESEARCH REPORT AND VIVA
2011-2013
A RESEARCH REPORT ON A STUDY ON BRAND POSITIONING OF VARIOUS BRANDS IN CHOCOLATE
Submitted in partial fulfillment for the award of the degree Master of Business Administration Chhattisgarh Swami Vivekananda Technical University, Bhilai
Submitted by: MOHD.MUEEN UDDEEN
MBA-Semester II (Session 2011-13)

Approved By, Dr. Sumita Dave Head of the Department Guided By, Mrs. Pooja Bahl Assistant Professor
SHRI SHANKARACHARYA GROUP OF INSTITUTIONS Faculty of Management Studies

Approved by AICTE (Managed by Shri Gangajali Education Society, Bhilai)
JUNWANI, BHILAI 490020 (C.G.) INDIA

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DECLARATION
We the undersigned solemnly declare that the report of the research work entitled A Study on Brand positioning of various brand in chocolate. is based on our own work carried out during the course of our study under the supervision of Prof. Pooja Bahl, Faculty of MBA Department. We assert that the statement made and conclusions drawn are an outcome of our research work. We further declare that to the best of our knowledge and belief the report does not contain any part of any work which has been submitted for the award of MBA degree or any other degree/diploma/certificate in this University or any other University of India or abroad.
MOHD. MUEEN UDDEEN MBA II semester
CERTIFICATE
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This is to certify that Ms.Vandana Sharma, Ms Vishakha Chauke, Mr.Mohd Mueen Uddeen, a student of MBA II semester at Faculty of Management studies shri Shankaracharya Group of Institute, Junwani, Bhilai have conducted the project titled A Study on Brand positioning of various brand in chocolate. . They have conducted their project under my guidance and supervision .
(Prof. POOJA BAHL) Assistant Professor FMS SSGI
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ACKNOWLEDGEMENT
The project has been made possible through the direct and indirect co-operation of various persons, for whom we wish to express our appreciation and gratitude, but a complete acknowledgement would be encyclopedic.
First and foremost we express our profound gratitude to our project guide Prof. Pooja Bahl for assigning us an interesting and challenging project. It is only because of her invaluable guidance and encouragement; we have dared to venture this task. If at all we have succeeded, we owe it to her and we are left with a deep sense of gratitude for her. Under whos able guidances had the privilege to work and who guide us at every stage.
We express our deep sense of gratitude towards Prof. Pooja Bahl, Lecturer of MBA Department, consistence guidance and morale encouragement helped us to complete the project successfully.
At last we offer my thanks to all those people and other whose efforts and contribution had made this possible.
MOHD. MUEEN UDDEEN VANDANA SHARMA VISHAKHA CHAUKE MBA II semester
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INDEX
Contents Declaration Certificate Acknowledgement Chapter 1 Introduction to the study About the study Literature review Chapter 2 Objectives Research plan Sampling plan Data collection Descriptive statistics Chapter 3 Data tabulation, analysis and results Type of analysis used and why Results of the analysis Chapter 4 Findings of the study Suggestions of the study Chapter 5 Limitations Chapter 6 Conclusions References Page | 5 Page Number
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Chapter 1 Introduction of the study
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INTRODUCTION
The purpose of this study is to create deeper consideration on the Factors that influence the consumer to purchase chocolate. Further through this study the basic purpose is to identify the influencing Factors by which consumers are satisfied by chocolate. A brand can maintain these factors in a way to capture market.
ABSTRACT OF THE STUDY

The present study is undertaken to understand the consumer satisfaction towards chocolate. To know whether they are satisfied or not by using chocolate as there are various factor that influence consumer while purchasing chocolate. Factors such as: Taste Packaging Price Quality Advertisement Availability
The data was processed using computer aided tools such as MS-EXCEL, SPSS frequency tables were used for analysis.
CADBURY
Cadbury, the global leader in the chocolate confectionery market, began in 1824 when a young Quaker named John Cadbury opened up a shop in Birmingham. John sold coffee, tea, drinking chocolate and cocoa at his shop. Believing that alcohol was a main cause of poverty, John hoped his products might serve as an alternative. He also sold hops and mustard. Like many Quakers John had high quality standards for all of his products.
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5Star
5 Star is special; behind every bar of 5 Star, you will find a delighted person relishing every bit of it. With over 40 years of being a favorite of the Indian consumer, 5 Star still continues to be what it was back then a novel concept in the chocolate world! Launched in 1969, 5 Star soon became the star of every refrigerator and pocket; people could not resist biting into one. What made 5 Star so irresistible was the unique combination of chocolate, caramel, and nougat that set a new revolution in the making of chocolates. Never before had people bitten into something so chocolaty and deliciously chewy at the same time! Walk into any local mart across the country and a golden bevy of chocolate beauties will arrest your eye! One of the key properties that Cadbury 5 Star is associated with, is its classic Gold color.
DAIRYMILK
Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury; except in the United States where it is made by The Hershey Company. It was introduced in the United Kingdom in 1905 and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate. In June 1905, Cadbury launched its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best selling product by 1913.
BOURNEVILLE
Bourneville is a model village on the south side of Birmingham, England, best known for its connections with the Cadbury family and chocolate including a dark chocolate bar branded "Bourneville". It is also a ward within the council constituency of Sally Oak and home to the Bourneville Centre for Visual Arts. Research by the Joseph Rowntree Foundation has claimed that it is "one of the nicest places to live in Britain. Originally the area that was to become Bourneville consisted of a few scattered farmsteads and cottages, linked by winding country lanes, with the only visual highlight being the Georgian built Bourn brook Hall.
Cadbury silk
Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades; but there was room for a more premium entrant in the category. And enter CDM Silk. Most CDM lovers thought that nothing could taste better, but CDM Silk came as a welcome surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack more chocolate and hence provide a superior eat experience Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM Silk delivered an exquisite chocolate eat experience in the Indian market.
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Cadbury fruit n nut

Cadbury Dairy Milk Fruit & Nut is a chocolate bar, that is made by Cadbury UK, and is sold in the United Kingdom and other countries. The bar launched in 1928 as Cadbury's Fruit & Nut, but was renamed Cadbury Dairy Milk Fruit & Nut in 2003.
PERK
Perk is neither a chocolate nor just another snack to be missed; it is a delightful combination of both! Come 1996 and Cadbury had one more surprise - Perk. Perk was launched as Anywhere. Anytime snack a perfect solution for a quick snack, which made both chocolate lovers and the frequent snackers happy.
The company dates to 1867 when two separate Swiss enterprises were founded that would later form the core of Nestl. In the succeeding decades, the two competing enterprises aggressively expanded their businesses throughout Europe and the United States .
KIT KAT
The origins of the "Kit Kat" brand go back to 1935, when Rowntree's, a confectionery company based in York in the United Kingdom, trademarked the terms "Kit Cat" and "Kit Kat". Although the terms were not immediately utilised, the first conception of the Kit Kat appeared in the 1920s, when Rowntree launched a brand of boxed chocolates entitled "Kit Cat". This continued into the 1930s, when Rowntree's shifted focus and production onto its "Black Magic" and "Dairy Box" brands. With the promotion of alternative products the "Kit Cat" brand decreased and was eventually discontinued.
BARONE
After a lengthy hiatus of six years, Nestl has re-launched its chocolate brand, Bar One. During this period, Nestl Bar One has been available in the market, but was not advertised at all. Bar One has now returned from the back-burner with a campaign titled 'Kaafi Hai'. The catchphrase bears a double meaning. At the surface level, the message is that the chocolate is loaded with caramel and nougat, and is, hence, filling enough. At a deeper level, the brand encourages youngsters to be themselves, as that would be enough (kaafi hai) to impress the opposite gender. Page | 9
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MUNCH
Nestl MUNCH was launched in 1999 and over the years, it has grown from strength to strength. Nestl MUNCH is a wafer covered in delicious chocolayer that gives consumers a chocolaty experience and a superlative Crunch - the key attributes of MUNCH. Thanks to the great response to the product, today Nestl MUNCH is the market leader in the chocolate wafer category and it is also the largest distributed chocolate brand in the country. Nestl MUNCH enjoys huge trust amongst its consumers and this got proven further when MUNCH was featured in the list of top 100 brands that consumers trust in the survey carried out by Brand Equity from Economic Times in 2011
LITERATURE REVIEW Consumer

The consumer is the one who consumes the goods and services produced. As such, consumers play a vital role in the economic system of a nation because in the absence of the effective demand that emanates from them, the economy virtually collapses. Mahatma Gandhi said a customer is the most important visitor in our premises. He is not dependant on us, we are on him. He is not an interruption to our work; he is the purpose of it.
Consumer Satisfaction
Consumer satisfaction, a business term, is a measure of how products & services supplied by a company meet or surpass consumer expectation. It is seen as a key performance indicator within business & is a part of the Balance Scorecard. In a competitive marketplace where business competes for customers, customer satisfaction is seen as a key differentiator & increasingly has become a key element of business strategy. According to Philip Kotler, Satisfaction is a persons feelings of pressure or disappointment resulting from products perceived performance (outcome) in relation to his or her expectations. Customer satisfaction is the level of a persons felt state resulting from comparing a products perceived performance (outcome) in relation to the persons expectations.
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BRAND
Brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.
BRAND POSITIONING
Brand positioning refers to target consumers reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brands benefits/reasons to buy; and it focusses at all points of contact with the consumer Kotler and Keller define brand positioning as an "act of designing the company's offering and image to occupy a distinct place in the mind of the target market."
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Chapter 2 Research methodology
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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. There are various steps that are generally adopted by us in studying our research problem.
OBJECTIVES
The purposes of the study are as follows: 1. 2. 3. 4. To identify different types of brand positioning of chocolates. To identify those brands of chocolates which consumer prefers most? To identify those factors which satisfy consumer towards chocolates? To identify the channels of advertisement which influence consumer?
RESEARCH PLAN
Research design Research method used Research technique used Data collection (location) Sampling plan Sample size Descriptive Survey Questionnaire From durg and bhilai Random sampling 300
SOURCES OF DATA:
Our study is based on primary data. The primary data are those which are collected afresh and for the first time, and thus happened to be original in character. i.e. structured questionnaire.
SAMPLE
It is neither feasible nor desirable for the researcher to go through the population there Sample Method was used and the researcher has taken 300 samples, while adopting Convenience Sampling.
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QUESTIONNAIRE
For the purpose of research the researcher has used this particular researcher instrument-Questionnaire. Keeping in mind the objective of the study questionnaire was prepared. Questionnaire is comprised of two parts, the first part contains the questions related to the topic of the research and second part contains the profile of respondent.
DATA COLLECTION
Data are the raw materials in which research works. The task of data collection begins after research problem has been defined and research design chalked out. The data has been collected by the researcher with the help of questionnaire while visiting the respective investor. Data collection is classified into two part, primary data and secondary data. Primary data Secondary data
The data referred to those which gathered for some other purpose and are already available in the firms initial records and commercial, trade or government, publication. On the other hand primary data dont exist in record and pub lication. The researcher has to gather primary data fresh for the specific study, undertaken by him. In this project primary data were collected by survey methods i.e. Questionnaire.
SAMPLING PLAN
The first step in sampling plan is to decide the population. Once the population is decided the research must concern him to fine: What sampling unit should be? What should be the sampling size? What sampling procedure should be used? What sampling method should be utilized in this project
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Chapter 3 Data Tabulation, Analysis and Results
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DATA ANALYSIS & INTERPRETATION:

Data collected during the research with the help of questionnaire is further analyzed and interpreted in the following lines in the same sequential can be understood more clearly with the help of interpretation then followed. The analysis techniques used have been on SPSS and the test was performed to ascertain the factor influencing the decision of consumer while consuming chocolate brand. We in our study used piechart to know the percentage of factors influencing the decision of consumer.
QUES: Which brand prefers the most by consumer while purchasing Chocolates?
PREFRENCE Frequency 5 Star Dairy milk Bar one Kit kat Nestle Milky bar Nestle Munch Perk Bourneville Cadbury silk Cadbury fruit n nut Total 35 81 11 24 22 19 20 14 34 40 300 Percent 11.7 27.0 3.7 8.0 7.3 6.3 6.7 4.7 11.3 13.3 100 Valid Percent 11.7 27.0 3.7 8.0 7.3 6.3 6.7 4.7 11.3 13.3 100 Cumulative Percent 11.7 38.7 42.3 50.3 57.7 64.0 70.7 75.3 86.7 100
PREFRENCE
Dairy milk N. Munch 5 Star Borneville Cadbury silk N.Milky bar 4% 5% 6% 8% 13% 11% 12% 7% 7% 27% Cadbury fruit & nut Perk Kit kat Bar one
Interpretation The Pie Chart shows that 27% consumers prefer Dairy milk while purchasing
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TASTE
Frequency 5 Star Dairy milk Bar one Kit kat Nestle Milky bar Nestle Munch Perk Bourneville Cadbury silk Cadbury fruit n nut Total 47 64 13 32 21 15 13 19 40 36 300 Percent 15.7 21.3 4.3 10.7 7.0 5.0 4.3 6.3 13.3 12.0 100 Valid Percent 15.7 21.3 4.3 10.7 7.0 5.0 4.3 6.3 13.3 12.0 100 Cumulative Percent 15.3 37.0 41.3 52.0 59.0 64.0 68.3 74.7 88.0 100
TASTE
Dairy milk N. Munch 5 Star Borneville 4% 7% 6% 5% 11% 12% 13% 16% 4% 22% Cadbury silk N.Milky bar Cadbury fruit & nut Perk Kit kat Bar one
Interpretation The Pie Chart shows that 22% the consumers like taste of Dairy milk
chocolate.
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PAKAGING
PAKAGING
Dairy milk N. Munch 5 Star Borneville Cadbury silk N.Milky bar Cadbury fruit & nut Perk Kit kat Bar one
7%
5%
4%
11% 10% 11%
24% 9% 4% 15%
Interpretation The Pie Chart shows that about 24% consumers like Bourneville packaging.
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PRICE
PRICE
15% 4% 4%
4%
18%
20% 10% 13% 6%
6%
Interpretation The Pie Chart shows that 20% consumers consider 5 Star for its price.
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QUALITY
Frequency 5 Star Dairy milk Bar one Kit kat Nestle Milky bar Nestle Munch Perk Bourneville Cadbury silk Cadbury fruit n nut Total 36 62 15 25 20 22 21 29 39 31 300
Percent 12.0 20.7 5.0 8.3 6.7 7.3 7.0 9.7 13.0 10.3 100
Valid Percent 12.0 20.7 5.0 8.3 6.7 7.3 7.0 9.7 13.0 10.3 100
Cumulative Percent 12.0 32.7 37.7 46.0 52.7 60.0 67.0 76.7 89.7 100
QUALITY
7% 7% 10%
5%
21%
12% 7% 8% 10% 13%
Interpretation The Pie Chart shows that 21% consumer considers the quality of Dairy milk.
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ADVERTISEMENT
Percent 19.0 19.3 3.7 10.0 2.3 8.3 6.7 10.3 17.0 3.3 100
Valid Percent 19.0 19.3 3.7 10.0 2.3 8.3 6.7 10.3 17.0 3.3 100
ADVERTISEMENT
2% 10% 8% 10% 3%
7%
4%
20%
19%
17%
Interpretation The Pie Chart shows that 20% consumers like the advertisement of Dairy milk.
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AVAILABILITY
Percent 13.3 37.3 4.0 7.3 2.3 9.3 10.7 2.3 8.3 5.0 100
Valid Percent 13.3 37.3 4.0 7.3 2.3 9.3 10.7 2.3 8.3 5.0 100
AVAILABILITY
2%
2%
11%
4% 38%
9% 7% 5% 8% 14%
Interpretation The Pie Chart shows that 38% consumers prefer the availability of Dairy milk.
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QUES: Which media influence the consumers to purchase chocolate? INFLUENCE

Frequency T.V Newspaper Peer Radio Magazine Internet Total 262 3 11 1 8 15 300 Percent 87.3 1.0 3.7 .3 2.7 5.0 100 Valid Percent 87.3 1.0 3.7 .3 2.7 5.0 100 Cumulative Percent 87.3 88.3 92.0 92.3 100
INFLUENCE
T.V Newspaper 0% 1% 4% 3% 5% Peer Radio Magazine Internet
87%
Interpretation The Pie Chart shows that 87% people are influenced by television
advertisement for chocolate.
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QUES: Which brand of chocolate consumer prefer for gifting purpose? GIFTING
GIFTING
Dairy milk N. Munch 5 Star Borneville 3% 4% 3% 11% 5% 7% 21% 19% 6% 21% Cadbury silk N.Milky bar Cadbury fruit & nut Perk Kit kat Bar one
Interpretation The Pie Chart shows that 21% consumers consider the Dairy milk & Cadbury silk for gifting purpose.
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Chapter 4 Findings & Suggestions
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FINDINGS
We have got some points as follows: 1. 87% of the consumers are influenced by television for buying chocolates. 2. 22% of the consumers prefer dairy milk because of its taste. 3. 24% of the consumers prefer Bourneville because of its packaging. 4. 20% of the consumers buy 5star because of its price. 5. 21% of the consumers are highly satisfied with the quality of dairy milk. 6. 20% of the consumers like the advertisement of dairy milk. 7. 38% of the consumer are agreeing to prefer the availability of dairy milk. 8. 21% of the consumers prefer the dairy milk and Cadbury silk for gifting purpose.
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SUGGESTIONS
BAR-ONE: - Quality must be improved, advertise & availability also increased. BOURNVILLE: - Quality & advertisement, availability is poor.it must be increase. PERK: - Taste, packaging, quality & advertisement must be improved. NESTLE MILKY BAR: - Price may be low. Availability & advertise must be increased. NESTLE MUNCH: - Packaging, taste must be improved. Whenever price & advertisement is average. KITKAT: - People say that its quality is not so good & not better option for gifting purpose. CADBURY SILK: - Price must be low & availability increased. 5 STAR: - People didnt like it for gifting purpose. CADBURY FRUIT N NUT: - Mostly people like & prefer it but advertisement & availability must be improved. DAIRY MILK: - People say that packaging is not so good.
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Chapter 5 Limitations
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LIMITATIONS:
During conducting period this research We came across the following limitations: As the sample size taken was small, the conclusion cannot be generalized. The research period was short. The survey was limited to a small area of Chhattisgarh. Respondents may become bias and may not give righteous information. Sample chosen may not represent population properly. Respondent may sometime give socially desirable answers which may not be able to clarify his/her true desire.
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Chapter 6 Conclusion & References
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CONCLUSION:
As repositioning is one of the complex activities in the branding. Cadbury has been doing it since long & is very successful in repositioning itself from a chocolate of kids to a salary day sweet, a moment of great feelings & a great gift also
REFERENCE: Books:
1. Kotler Philip, Kevin Keller, Koshy Abraham, Jha Mithileshwar.Marketing Management, Dorling Kindersley Publishers, 12th Edition, 2007. 2. Dr. C. R. Kothari. Research Methodology (Methods & Techniques), New Age International Publishers, 2nd Edition, 2004. 3. Rajan Saxena. Marketing Management. Published by the Tata McGraw Hill Education Pvt. Ltd., First Edition, 2009 4. David L. Loudon, Albert J. Della Betta. Consumer Behavior, Tata McGraw-Hill Publishers, 5th Edition, 2007.
Websites:
www.wikipedia.org http://www.scribd.com
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QUESTIONNAIRE
I am student of FACULTY OF MANAGEMENT STUDIES SHRI SHANKRACHARYA GROUP OF INSTITUTION BHILAI (C.G). As a part of my curriculum I am conducting a product on Brand positioning of various brand in chocolate. I would be grateful to you for providing candidate response. 1. Please tick the chocolate you prefer the most. 5star Dairy milk Bar one Kit Kat Nestle Milky bar Nestle Munch Perk Bourneville Cadbury Silk Cadbury fruit n nut
2. For the following Chocolate please indicate which brand would you prefer the most?
5star Nestle Barone Kit Nestle Perk Bourneville Cadbury Cadbury Dairy Milky Kat Munch silk fruit n milk bar nut 1.Taste 2.Packaging 3.Price 4.Quality 5.Advertisement 6.Availability
3. From the following please indicate media which influence you the most towards buying of any brand of
chocolate? T.V Radio Newspaper Magazine Peer Internet
4. For Gifting Purpose which brand of chocolate would you prefer?

5star Dairy milk Bar one Kit Kat Nestle Milky bar Nestle Munch Perk Bourneville Cadbury Cadbury Silk fruit n nut
5. Please provide the following details which would help in supporting our research. The
information will be kept strictly confidential and for the purpose of analysis only. Please tick the appropriate option. 5-1 5-3 5-5 Name. 5-2 Gender. Male Female 5-4 Occupation. Age. <20 Annual <1 lakh Income. Student Housewife 20-29 1-2.99 lakh Employee 30-39 3-4.99 lakhs Self Employee 40 5 lakhs Others
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SEMESTER II

RESEARCH REPORT AND VIVA

A RESEARCH REPORT ON A STUDY ON BRAND POSITIONING OF VARIOUS BRANDS IN CHOCOLATE

Submitted by: MOHD.MUEEN UDDEEN

MBA-Semester II (Session 2011-13)

SHRI SHANKARACHARYA GROUP OF INSTITUTIONS Faculty of Management Studies

JUNWANI, BHILAI 490020 (C.G.) INDIA

RESEARCH REPORT AND VIVA

MOHD. MUEEN UDDEEN MBA II semester

RESEARCH REPORT AND VIVA

(Prof. POOJA BAHL) Assistant Professor FMS SSGI

RESEARCH REPORT AND VIVA

MOHD. MUEEN UDDEEN VANDANA SHARMA VISHAKHA CHAUKE MBA II semester

RESEARCH REPORT AND VIVA

RESEARCH REPORT AND VIVA

Chapter 1 Introduction of the study

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ABSTRACT OF THE STUDY

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Cadbury fruit n nut

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LITERATURE REVIEW Consumer

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Chapter 2 Research methodology

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Chapter 3 Data Tabulation, Analysis and Results

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DATA ANALYSIS & INTERPRETATION:

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11% 10% 11%

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20% 10% 13% 6%

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12% 7% 8% 10% 13%

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QUES: Which media influence the consumers to purchase chocolate? INFLUENCE

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Chapter 4 Findings & Suggestions

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Chapter 6 Conclusion & References

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4. For Gifting Purpose which brand of chocolate would you prefer?

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