History Ever since 1947 the Cadbury is in India, Cadbury chocolates have ruled the hearts of Indians with their fabulous taste. Indian Chocolate Industry's The company is one of the oldest and strongest players in the Indian confectionary industry with an estimated 68% value share and 62% volume share of the total chocolate market. The brand of Cadbury is known for its exceptional capabilities in product innovation, distribution and marketing.

1. Market analysis on Chocolate
Industry
April 5, 2018

2. INDIAN CHOCOLATE INDUSTRY

3. History
• Ever since 1947 the Cadbury is in India, Cadbury chocolates have ruled
the hearts of Indians with their fabulous taste. Indian Chocolate
Industry's
• The company is one of the oldest and strongest players in the Indian
confectionary industry with an estimated 68% value share and 62%
volume share of the total chocolate market.
• The brand of Cadbury is known for its exceptional capabilities in product
innovation, distribution and marketing.

4. India Chocolate Market Outlook, 2017-2022
• Mondelez India, Ferrero and Nestle India top the charts with more than
65% of the overall chocolate market. International brands like Mars and
homegrown brand Amul are slowly trying to gain the momentum.
• Urban people are becoming more aware and conscious about chocolate
brands and thus dominate the chocolate consumption heavily.
• Affluent urban consumers are now even demanding premium chocolates
which are more costly than the regular ones.
• Manufacturers are keen to tap this section of consumers and are
introducing premium or higher-priced products into the market.

5. Competitive Landscape as per Research and
Markets
• Mondelez India Foods Pvt. Ltd.
• Nestle India Limited
• Ferrero India Pvt. Ltd.
• Mars International India Pvt. Ltd.
• Hershey India Pvt. Ltd.
• Gujarat Cooperative Milk Marketing Federation Ltd.
• Lotus Chocolate Company Ltd.
• The CAMPCO Ltd.
• Parle Products Pvt. Ltd.
• ITC Limited

6. Aim of the Research
To have a better understanding of how the competitors portrait their
products.
Sub - Objectives
• What was the Main product focus given by sample shops visited
• What is the average number days the product stock is replenished
• To specify the use of incentive to boost up sales (if any)
• To find out the demand for healthy chocolates such as dark and Sugar free Chocolates.
• To find out if any marketing strategy was used improve sales

7. Method of Collecting Data
Self-administered surveys
Sample of 24 Shops visited which consisted of
1. 6 Modern Trade Outlets
2. 7 Kirana Stores
3. 5 Bakery and other condiments
4. 8 pan Shops

8. Godrej Nature’s
Basket -
Koramangala

13. Inferences from the study
• On the interaction with their customer executive the following was
founded
1. More of their customer prefer the use of Foreign Chocolate’s.
2. The major shelf space was obtained by Mason and CO and then followed by Ferrero
Rocher .
3. The product shelf was replenished by new stock every 10-20 days
4. The customer’s prefer Dark Chocolate over milk Chocolate
5. There is also competition between Normal and Sugarless Chocolate.
The main product focus was given to the
Indian brand Mason and CO.

14. Problem Found
The ITC luxury Chocolate brand fabelle chocolate are kept on the back
side of cash counter which is not easily visible for the customers. And
also the placement of the product is also away from the chocolate
corner. This has a drastic effect on the sales of the product

15. Nilgiris
Koramangala

18. Inferences from the study
Lack of cooperativeness was found from the staff of Nilgiri store
Koramangala.
• During the study it was found out that major emphasis was given to
Cadbury dairy milk and it product.
• The major reason being the turnover and the percentage of the
commission which is given to the company of the amount of sales
which was being done by them.

19. • The major shelf space was obtained by Cadbury and then followed by
nestle.
• The product shelf was replenished by new stock every 15-20 days.
• The marketing strategy used by Cadbury was involving the children
who purchase the product with small toys and puzzles (Cadbury
Lickables)
• And also the turnover percentage commission also played a major
role.
• It was also found out that the company gives a credit period of 15
days on stock.

20. Big Bazar – HSR layout

23. • The marketing strategy utilized by Big Bazar is “Leverage influencers.”
• Here the pre-schooler are used as the leverage for the parent to
initiate the sales.
• The products are placed in such a way that it never misses the eyes of
the children.
• The outlet also uses the method of shelf strips to promote sales and
display offers.
• Another way of marketing the product is taken by TRESemme and
Pedigree, which tried to stand out from their respective product by
giving individual room space for their product.
Inferences from the study

24. • The major shelf space was obtained by Cadbury and then followed by
Galaxy & Nestle.
• The product shelf was replenished by new stock every 10-15 days.

25. Spencer’s -
Koramangala

28. • On visiting Spencers Supermarket one is able to notice the various
discount offers and price reductions which is offered by the
supermarket which attract the customers for the purchase of a
product the overall product sale price of the product is lesser lower
than the MRP of the product
• In the case of chocolates, the maximum retail space was taken by
Cadbury Dairy Milk along with its various products and then It was
followed by sneakers, Kitkat and other Nestle products.
• Spencer supermarket uses the similar apporoach of placement of
FMCG product like the other supermarkets such as the modern
brand outlets .
Inferences from the study

29. • The chocolates is place near the cashier and also is placed at a height of a
pre-schooler (ages 4–6 years).
• The main idea of placing this chocolate near the cashier's to provide an
impulse towards the preschooler to Grab the chocolate and place it as a
cashier during the process of billing of the products.
• Also the marketing strategy used by spencer Supermarket is similar to that
which is used by Big Bazaar which is “leverage influencers”.
• Also the credit period which is given by the company that is the Cadbury
company also plays an important role in the placing of the product.
• Also it was found out that the product was replenished by Company
Executives every 10 to 12 days by Cadbury.
• Also the demand for healthy options like dark in sugar free chocolates are
also plays a very important role in the sales or the marketing of the
product.

30. More
-Forum MALL

33. • In More , The Visicooler for Dairy milk is kept on the left and side of the
entrance next to bags(keeping) area, which may at times go unnoticed.
• The visicooler used in a western SRC220 with ambient space for the storage
of the product.
• The product is replenished every 30-45days.
• Also the chocolates are placed near to the cashier area which is kept at a
height of a child which creates an impuse on the child for grabbing the
chocolate during the time of billing the product.
• Also the Main Product In Focus given by More is towards Cadbury Dairy
Milk Silk.
Inferences from the study

34. Spar Hypermarket
-Bannerghatta Road

39. • It was found out that major emphasis was given to Cadbury dairy milk
and it product.
• The major reason being the market leader and the percentage of the
commission which is given to the company of the amount of sales which
was being done by them.
• The major shelf space was obtained by Cadbury.
Inferences from the study

40. • The product shelf was replenished by new stock every 7-10 days.
• The store displayed a wide variants of Visicooler and it helped in
making the product superior in quality and also helps in attracting the
customers towards the product.

44. Inferences from the study
• During the market survey it was found out that only a limited amount of
customers were willing to go to bakeries and other stores in order to
purchase chocolates a majority of the customers prefer going to modern
supermarkets such as More, Spencer ,Godrej nature basket etc.
• Customers usually visit these store for purchasing eatables and Snacks such
as chips, Biscuits etc.
• The major reason for this is being that bakeries in other stores are not able
to a willing to provide space for the implementation of visicoolers out of
the five bakeries visited it was found out that only a few were given the
provision of Visicooler's

45. • And the other reason being was that even though these bakeries
procure the raw material in a considerable quantity much of the
incentives such as the credit period was denied towards them.
• There were also complaints that even after the stock gets completely
sold the company executives takes up to 15 to 20 days for the delivery
of the product.
• The major reason for the major delay of delivery is that the
companies try to impose sale of their product mainly through the
help of modern brand outlets which is facilitated with modern
visicoolers which increases the shelf life of the product.

46. • The majority of the turnover is obtained from Modern brand outlets this
has a drastic effect on the Bakery and other shops in respect to the sale of
the product and also the incentive which is given by the company.

47. Kirana Stores

54. The following is the general idea which is obtained by visiting 8 Kirana
shops it was found out that out of that visited only two of the shops
were able to have coolers or Visicooler's which is mostly provided by
Cadbury.
• It was found out that 95 percentage of the Kirana shops was placing Cadbury
Dairy Milk and its products In top shelf and only 5 % of the shops was able of
placing foreign chocolates such as Galaxy, sneakers, M&M chocolates etc.
• Coming towards the availability of new stock it was found out that even
though these shops doesn't occupy any of visicooler, the stock was replaced
with new stock once in every week this states that there was a huge turnover
for sales for the chocolate industry in kirana store.
Inferences from the study

55. • Also it was found out that since the stores doesn't contain any Visa
colours only a certain amount of stock of these products was kept in
hand by the store old owners.
• Also the providing a Credit period of 15 to 20 days on stock of product
gives the motivation for the store owners for the placing of the
product.
• Further it was founded in the study that major proportion of the
kirana Store posses famous Chocolate brands such as Cadbury,
Nestles, and some posses international brands such as Snickers,
Galaxy, M&M’s etc.

56. PAN Shop’s

60. Inferences from the study
Out of the 5 pan Shops visited by me the following inferences was
found out :
• Main idea of placing chocolate bar to remove the driness in the mouth after
smoking and also to remove the smell .
• After the sales of cigarettes the major proportion of sales is held by mouth
fresheners chewing gums another small chocolates.
• The companies have place the product in such a manner that the customers
who was basically purchase of cigarettes apparently buying chewing gums
and other chocolate in order to remove the smell of cigarette smoke and also
to reduce the dryness of the throat after the smoking.

61. • Only a few number of customer purchase chocolates from these
stores.
• The major revenue for these stores is from the sale of Cigarrates.

62. Conclusion
1. There is an Increasing presence of international brands
2. It is found out that out of the vendors visitied the major focus was given to
Cadbury and its products
3. The average period of stock replenishment was between 10-15 days
4. Certain companies used the technique of use of credit sales incentive to
boost their sales.
5. Customization of chocolates for exclusivity and luxury
6. New brand launches and extension of product portfolios
7. Demand for healthy options like dark and sugar free chocolates
8. And most important for the purchase of chocolate is that it is a perfect gift
substitute.