1. A
Marketing Research Report
On
Comparative Analysis of
Nestle v/s Cadbury
Prepared By : Parmar Ankur
Class : T.Y.B.B.A
Academic Year : 2010-11
Roll No. : 75
1

2. Guided by
Mr.Kuldeep Jobanputra
College
Shri 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 by
declare that the project work represented in this report is my own work and has been created by me under the
supervision 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)
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5. ACKNOWLEDGEMENT
We would like to thank Kuldeep Jobanputra for giving us an opportunity and proper
guidance to make market research project on perception of people towards chocolate consumption. We
have learnt many things from this research project and the errors we make curing the research and we
would work to improve the same. We also thank the institute for conducting such research project in
our curriculum which will help us in future.
Finally we want to thank our all the respondent for giving their fair response to make our
research work successful because without their response we would not be able to conduct our research
work.
At last, but not the least, Mr. Bill Gates and his Microsoft corp. for MSWORD. I could not have written
this without this software.
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6. PREFACE
BBA course is designed to give a student a broad knowledge of the functional areas of a
company, and their communication and allows specialization in a particular area. BBA programmed, thus
expose 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 and
business decision making capability and for this purpose, it incorporate training and practical experience in the
form 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 their
better performance in the real world.
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7. SR. NO. PARTICULARS
1. GENERAL INFORMATION
2. MARKETING DEPARTMENT
3. MARKETING RESEARCH
4. FINDINGS
5. SWOT ANALSYSIS
6. COCLUSION
7. SUGGESTION
8. BIBLIOGRAPHY
9. QUESTIONNAIRE
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8. 8

9. INTRODUCTION
NESTLE stands amongst one of the leading FMCG manufacturing products in the world. The
Switzerland 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 for
operations in almost every country of the world. There are 500 factories spread over 100 countries. Its products
range up to 8000 products.
NESTLE‟s existing products grow through innovation and renovation while maintaining a
balance in geographic activities and product lines. The company‟s motto is “long term potential is never
sacrificed for short term performance”.
The company‟s priority is to bring the best and most relevant products to people, wherever they
are, whatever their needs, through their lives, NESTLE products are tailored to suit tastes and habits of people
wherever they are.
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10. HISTORY
NESTLE began its operations in Switzerland in the mid 1860s when founder Henry Nestle
created one of the baby formulae. Henry realized the need for a healthy and economical product to serve as an
alternative for mothers who could not breastfeed their babies. Mothers who were unable to breastfeed often lost
their infants due to malnutrition. Henry‟s product was a mixture of cow milk, flour and sugar. It was first used
on pre-mature baby who could not tolerate his mother‟s milk. Miraculously the baby tolerated Henry‟s
products 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 it
difficult for NESTLE to buy raw ingredients and distribute products. Fresh milk was scares in Europe and the
factories 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 Nestea
followed 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.
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11. A LONG JOURNEY AT A GLANCE
1866 Foundation of Anglo-Swiss Condensed Milk Co.
1867 Henry NESTLE‟s Infant Cereal Developed
1905 NESTLE and Anglo-Swiss Condensed Milk Co. ( new name after merger )
1934 Launch of MILO
1938 Launch of Nescafe
1947 Merger with Maggie
1948 Launch of Nestea and Nesquik
1974 Associated with L‟oreal
1977 NESTLE S.A. (new name)
1988 Launch of Kitkat
1991 Joint Venture with Coca-cola
2006 Creation of Food Services Strategic Business Division
2010 Launch of Kraft Pizza
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12. A BIRD’S VIEW
Name of the company : NESTLE S.A.
Ticker : NSLE
Year of establishment : 1866
Size of unit : MNC
Form 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.
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13. Nature of Business : Food & Beverage
Employees : 2, 80,000
Contact No. : (+91) 1242389300
Range of products : 8000
Brands : Beverages Ice cream
Baby Foods Chocolates
Soups Frozen Foods
Snacks Candy
Market : 87 Countries, 485 Factories
Slogan : Good Food, Good Life
CEO : Paul Buckle
Sales in India : 15 Billion
Web Site : www.nestleindia.com
Global Web site : www.nestle.com
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14. NESTLE INDIA LTD.
Nestle India Ltd is a subsidiary of NESTLE S.A. of Switzerland. With 7 factories and a large
no. of co-packers. Nestle India is a vibrant company that provides consumers in India with products of global
standards and is committed to long term sustainable growth and share holders satisfaction. It employs 4983
employees.
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 and is
acknowledged amongst India‟s „most respected Companies‟ and amongst the „Top Wealth Creators of India‟.
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15. BRANDS
Nestle India continuously focuses on understanding changing life styles in India. This helps it to
foresee needs in its products offerings. The company innovates new products and renovates existing ones
providing with high quality, safe products at affordable prices.
The company‟s principle activities are to manufacture and distribute food products. The food
products include milk products and nutrition beverage, prepared dishes, and cooking aids, chocolates and
confectionary. 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
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16. PRODUCTS
16

17. ACHIEVEMENTS
As 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
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18. 18

19. INTRODUCTION
Marketing is the focus point of all business activities because the objectives of all business
enterprise are to satisfy the needs and wants of the customers. Production and purchase has no meaning unless
a firm is able to market the goods and services. Nothing happens unless somebody sells something. Marketing
is the distinguishing feature of business. A business is essential part from all other human organization by the
fact that it markets the product or services. Marketing is the basic operative function of all business firms. It
serves on the basis of business planning and generates revenue for the firm. Efficient marketing management is
essential for the survival and growth of every enterprise.
“Marketing is a system of integrated business activities designed to develop marketing plans
and programs leading to the satisfaction of customer wants.”
- PETER F. DRUCKUR
Marketing department represents an important functional area of business management efforts
for 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 can
achieve its subsidiary objectives along with the primary objectives with the help of marketing department. It
not only helps the company to achieve the goals that are directly related to marketing department but also helps
in achieving the goals that are related to other departments of the organiza
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20. ORGANISATION CHART
NESTLE INDIA LTD.
CEO (MARKETING)
MANAGING DIRECTORS
VICE PRESIDENT
GENERAL MANAGER (ALL REGIONS)
REGIONAL BUSINESS HEAD
DISTRIBUTORS
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21. MARKETING MIX
PRODUCT
Product mix is the list of all product offered for sale by a company. It is defined as “The
composite 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 a
sound marketing mix. Pricing policy provides guidelines to the marketing manager to evaluate appropriate
pricing decisions.
Pricing decision has strategic importance in any enterprise. It means decision of determining
price 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 the
manufacturer, 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 so
economical that it can be purchased by them at any interval of time without creating any burden.
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22. PLACE
Place mix is also known as Distribution Mix. This stands for the various activities the company
undertakes to make the producer easily available to the customer. In today‟s economy the producer‟s customer
are separated by vast distances. Place mix is nothing but marketing activities in which movements or flows of
goods 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 trade
practices adopted. The set of marketing institutions participating in the marketing activities which involves the
movement of all goods and services from the primary producer to the ultimate user or consumer is called the
distribution channel. In modern era, with the increase in size and production of the unit, it is very difficult to
sell the products directly to the consumer so they have to adopt, distribution channel with middlemen like
wholesalers, distributors, Retailers, etc.
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23. PROMOTION
The marketing mix activates or product and distribution are performed mainly with in business
or 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 services
to 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 this
purpose it undertakes a great deal of promotional activities. These include intense advertisement, high pressure
salesmanship, arrangement of different kinds of quizzes, sales contests, incentives to salesmen and tours, etc.
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24. 24

25. INTRODUCTION
Marketing research is any organized effort to gather information about markets or customers. It
is a very important component of business strategy. The term is commonly interchanged with marketing
research. However experts draw a distinction in that marketing research is concerned about marketing
processes, while market research concerned specifically with markets.
Market research is for discovering what people want, need or believe. It can also involve
discovering how they act. Once the research is completed, it can also be used to determine how to market our
product. 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, target
markets 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 those
needs.
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26. MARKETING RESEARCH MIX
INTRODUCTION:-
It was created in 2004 and published in 2007. It was designed as a frame work to assist
researchers to design or evaluate marketing research studies. The name was deliberately chosen to be similar to
the Marketing Mix. It has also 4 P‟s. Unlike the marketing mix, these elements are sequential and they match
the main phases that need to be followed.
population procedure
purpose publication
Marketing
Research
mix
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27. 1. PURPOSE:-
The purpose of research is the reason why it is being done? The word „purpose‟ is useful
because it has a wide coverage. It also embraces studies to gather marketing intelligence, where the manager‟s
role 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.
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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 the
help of internet has improved our ability to find such data. If secondary data does not solve the problem then
primary 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 be
met on how publication will take place? Will a written report be created? Will tabulation be provided? Or will
a personal presentation take place?
There are many different readers of research reports and these audiences all have
different expectations. Reports must be personalized, in written form and presentation style must be
customized and adapted to the users.
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29. Sample Survey
The gathering of primary data through experimentation involves use of sampling, survey
method and observations. The survey conducted on Retailers for Hutch Cellular Limited involved a survey
based 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
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30. OBJECTIVES
To 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.
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31. HYPOTHESIS TO BE TESTED
People 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. METHODOLOGY
Explorative research
As its name implies the objective of explorative research is search through problem or situation
to 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.
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33. LIMITATIONS OF STUDY
Reliability of Respondent
Many of the respondents do not give 100 % true information which may be due to ignorance of the
information being personal. They have to be prompted or coaxed so as to get much of the true information as
possible. 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
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34. 34

35. 35

36. 1.) Gender:-
Male Female
GENDER RESPONSE
MALE 57
FEMALE 43
TOTAL 100
RESPONSE
60
50
40
30
RESPONSE
20
10
0
MALE FEMALE
ANALYSIS:-
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 suggest
the 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 more
specific 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 as
the survey was on specific group i.e. younger generation.
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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 by
consuming 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.
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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 having
average liking.
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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 people
followed by toffee and milk.
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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 CRUNCHY
ANALYSIS:-
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 which
implies good advertising effectiveness and well channel of distribution of the company.
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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 of
Rajkot followed by Kitkat and Munch consequently.
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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 NO
ANALYSIS:-
The size of Cadbury chocolates are more justifiable than Nestle chocolates
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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 of
advertising 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 CADBURY
ANALYSIS:-
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 been
succeeded to win over the minds of people. The above chart shows that Nestle stands as No.1 brand in the
market.
53

54. 54

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 of
the business venture or project and identifying the internal and external factors that are favorable and
unfavorable to achieve that objective.
A SWOT analysis first must start with defining a state or objective. A SWOT analysis may be
incorporated in to the strategic planning model. Identification of SWOTs is essential because subsequent steps
in 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 threats
are presented by the external environment to the organization.
55

56. STRENGTH
Low Cost Operators:-
The company has low cost operators who allow them to not only beat competition by
producing 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‟oreal
which 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.
WEAKNESSES
Negative Effect on Brand Image:-
The investigation in to the controversial advertising campaign promoted infant milk
products 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. OPPORTUNITIES
Growing Middle Class:-
Growing middle class and the high percentage of youth population provides an excellent
opportunity 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 Asian
countries, Nestle India could become an export hub for the parent in certain product categories.
THREATS
Indian Perception towards Fresh Products:-
Indians believe in eating fresh foods instead of Ready To Eat Products, which provide
hurdle 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 as
the Indian govt. has reduced the import duty of food segment substantially.
57

58. 58

59. By making research report on the Comparative Analysis of Nestle v/s Cadbury, I came across a
large segment of people and tried to know their perceptions about the same topic. It was really a vast and
knowledgeable experience for me to go through this survey. After studying the mind of people on their
perception 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

60. 60

61. After studying the response of people about Nestle Chocolates I would like to give the
following 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.
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63. BIBLIOGRAPHY
BOOKS:-
 Marketing Management
- Philip Kotler
- S.A. Sherlekar
 Marketing Research
- William Stanton
WEBSITES:-
 www.nestle.com
 www.nestleindia.com
 www.wickipedia.com
 www.google.com
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65. ON
COMPARATIVE ANALISYS OF
NESTLE V/S CADBURY
Date._________________
Name: - ____________________________________________________
Gender: - Male Female
Age: - 5 to 16 26 to 45
17 to 25 46 to 65
Occupation: - Businessman Student
Professional Housewife
1. Do you eat chocolates?
Yes No
2. 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 month
3. On which occasion do you like to eat chocolates?
Birthday Wedding
Anniversary Religious Festival
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66. 4. How much do you enjoy chocolates?
Strong liking Average
Strong dislike can‟t say
5. Which of the following flavors do you like the most in a chocolate?
MILK DARK / PLAIN
NUTS TOFFEE WAFER MINT NUTS TOFFEE WAFER MINT
6. What do you feel while eating chocolates?
Greedy Chewy
Smooth Crunchy
7. What would attract you to try out new chocolate bar in the market?
Sample taste cheaper price
Promotional activities advertising campaign
8. Are you aware about Nestle Chocolates?
Yes No
9. Please rank the following in accordance with your preference. (from 1 to 6)
NESTLE CADBURY
Munch 5 Star
Kitkat Dairy Milk
Eclairs Perk
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67. 10. In comparison with Nestle, is the size of Cadbury chocolates justifiable to its price?
Yes No
11. In terms of price comparison, please share your views.
HIGH REASONABLE LOW
NESTLE
CADBURY
12. In comparison with Nestle, does Cadbury have a good advertising effectiveness?
Yes No
13. Do you think that Brand Ambassador of the company has any impact on customers‟ preference?
Yes No
14. In terms of sales promotion, which one of the following is good in your views?
Nestle Cadbury
15. Please give your overall rating to the followings.
Nestle Cadbury
16. Please state your valuable comments on NESTLE.
___________________________________________________
___________________________________________________.
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