Académique Documents
Professionnel Documents
Culture Documents
On
As a part of our course curriculum I had to go through a field study report on any topic get
the right exposure to the practical aspects of business management.
I want to express my gratitude for the experience and practical knowledge that I earned
during the field study. In this project report I had presented my great experience in the form
of words. In making the project report theoretical knowledge was needed more than the
practical which was given to us by my professors in my institute.
The project flows logically consisting of a questionnaire. I hope that the findings and the
suggestions will help the company, confidently to formulate its strategy in comparison to its
competitors. I have enjoyed my report preparation and have learnt lots of new things. I have
tried my level best to make this report a reader friendly & also did my level best to fulfil the
objective of the study.
2
ACKNOWLEDGEMENT
No project report ever reflects the efforts of a single individual. The report owes its existence
to the constant support and guidance of a number of people. I am grateful to all of them.
I owe a never-ending debt of gratitude to Ms. Stuti Gupta for his expert guidance and
support.
I would like to thank all the respondents for giving their valuable time and providing useful
information.
I am also grateful to all those who have either directly or indirectly contributed towards the
completion of the project, for their support and encouragement.
Tasneem Subhan
3
DECLARATION
Tasneem Subhan
4
TABLE OF CONTENTS
1. INTRODUCTION 6-7
2. INDUSTRY OVERVIEW 8 - 12
4. RESEARCH METHODOLOGY 14 - 15
5. DATA ANALYSIS 16 - 20
6. FINDINGS 21
7. CONCLUSION 22
8. SUGGESTION & 23
RECOMMENDATIONS
9. BIBLIOGRAPHY 24
10. QUESTIONNAIRE
25 - 27
5
INTRODUCTION
Advertising is how a company encourages people to buy their products, services or ideas. An
advertisement is anything that draws good attention towards these things. Ads of products
appear on television, as well as radio, newspapers, magazines, etc. They try to get people to
buy their products, by showing them the good rather than bad of their products. Advertising
happens in many different ways. Many products are advertised on television, although not all
channels permit advertising. The advertisements usually appear during breaks between
televisions shows. They are usually for products, other television shows or movies and are
not normally much longer than 30 seconds. Some radio stations have audio advertisements
that play between programmes.
Functions of Advertising
Confectionery means sweet, and confectionery products are sweet food products. Products
like biscuits, chocolates, wafers, noodles, sauces, health drinks, etc are confectionery
products. Confectionery products are very much advertised so as to make customers know
6
about it. Chocolate is a confectionery product (sweet food) which mostly every age group
people prefers whether we talk about children, teenagers, adults or even old people, everyone
likes chocolates. It is basically a sweet that is made of the mass of cocoa beans and cocoa
butter obtained by processing roasted cocoa beans and powdered sugar. Advertisement of
confectionery product like chocolates is very effective among the consumers. People get very
much influenced by the Ads. Advertisement plays an important role in the marketing of the
products.
Indian chocolate market is almost totally depended on purchases of kids. In recent times, the
chocolate majors, Cadburys and Nestle took major initiatives to bring in grown-ups into this
market. While Cadbury is trying to sell indulgence to adults, Kit Kat is selling ritualistic
break to teenagers/ young adults. This is reflected in the changing advertising patterns across
different channels.
Advantages of advertising
Limitations of advertising
Adds to costs
Undermines social values
Confuses the buyers
Some advertisement is in bad taste
Encourages sales of Inferior products.
7
INDUSTRY OVERVIEW
Chocolates are liked by everyone due to its creamy and chocolaty taste. The Indian Chocolate
industry is booming day by day as in India people are more conscious about their social status
and they prefer to gift chocolates with cashew or almond flavours instead of Mithai on
special occasions to show elegance. Chocolate can resist for more days as compared to
sweets and are much tastier than sweets. In India there are several brands of chocolate. We
have taken three top most brands Cadbury, Amul, Nestle which most of the people like to eat.
Dairy Milk: Dairy milk is a milk chocolate brand made by Cadbury. Every product in this
line is created only with milk chocolate. It was launched during 1905 in the UK. In Indian
8
market its advertisement deals with the sentiments which make people emotionally attached
to it as its tagline says Kuch meetha ho jaye
Bournville : Bournville is a dark chocolate bar. The chocolate derives its name from a
synonymous model village in Birmingham. It is primarily manufactured in France.
Duration : 55 seconds
Ad Message : Re-introducing the dark chocolate brand Bournville from Cadburys stable.
Frequency : Medium
9
Crunchie : Crunchie is a chocolate bar and comes with a honey laced sugary center.The
product is available in several sizes such a snack size, which is basically a small cube like
variation, and the king size. The single serve bar is the most commonly available version and
comes with a length of 7 inches, width of an inch, and depth of 3/4th of an inch.
Advertising- The Cadbury signature logo is derived from the signature of William Cadbury.
It was adopted as the worldwide logo in the 1970s.
Amul is also one of the top chocolate brands in India which is a part of Gujarat Cooperative
Milk Marketing Federation Limited (GCMMF), which is the biggest organisation in the
domain of food product marketing in India. The company procures 13 million litters of milk
on a daily basis in the peak period and has 16,117 milk cooperative societies that are based in
villages, 3.18 million members who produce milk, and 17 members unions that cover 24
districts. In 2011-12 its aggregate turnover was 2.5 billion US dollars. Its slogan is The
Taste of India.
10
Amul Bindass
Amul Chocozoo
These are available in several flavours like orange, milk, and chocolate.
Nestle is one of the top names in the world when it comes to nutrition, wellness, and health.
The organization was established by Henri Nestle at Vevey, Switzerland during 1866 and its
head officers are located over there. It has approximately 2,80,000 staff members and
operates in nearly all countries in the world. Its tagline also shows that Good Food, Good
Life.
11
Its leading chocolate products in India are as follows:
Kit Kat: Created originally by Rowntree,s based in York, England. Kit Kat is produced on a
global scale by Nestle that had acquired the company during 1988. Kit Kat is a wafer biscuits
bar covered in chocolate. Every bar is made up of fingers that contain 3 layers of wafer that
are covered by chocolate on the outside. Each bar can be eaten separately. Kit Kat bars with
only one finger are fairly popular as well. Its tagline says Have a break, Have a Kit Kat the
brand change their famous tagline to Kit Kat Khao Khush Ho Jao.
Milky Bar : Made by Nestle, Milky Bar is composed of white chocolate. It is also available in
the several countries in addition to India.
Nestle Crunch : A Nestle product made from crisped rice and chocolate. It was launched
during 1937.
12
OBJECTIVE OF THE STUDY
13
RESEARCH METHODOLOGY
Research methodology is the process used to collect information and data for the purpose of
making business decisions. The methodology may include publication research, interviews,
surveys and other research techniques.
Research Type:
Descriptive research includes surveys and fact-finding enquiries of different kinds. The major
purpose of descriptive research is description of the state of affairs as it exists at present. The
main characteristic of this method is that the researcher has no control over the variables.
Data Collection:
PRIMARY DATA is the data which has been collected through personal contact.
SECONDARY DATA is the data which are available in the form of fact and figures. The
sources of secondary data are:
Websites
Magazines
Articles
14
Sample Plan:
SAMPLE SIZE - Sample of 30 people was taken in order to conduct the research.
15
DATA ANALYSIS
6%
YES
NO
94%
From the above chart it has been shown that 94% customers eat confectionery products and
6% do not eat.
BISCUITS
20% 15%
5% CHOCOLATES
60% WAFERS
HEALTH
DRINKS
From the survey it has been found that 60% customers eat chocolates, 15% biscuits, 5%
wafers and 10% drinks health drinks.
16
Q3) Do you eat chocolate?
20%
YES
NO
80%
From the above chart it has been shown that 80% customers eat chocolate while the rest 20%
does not eat.
23% WEEKLY
It is shown that 34% customers eat chocolate daily, 26% weekly, 23% twice in a week, and
17% within 15 days.
17
Q 5) Which chocolate brand you know about?
30% CADBURY
40%
NESTLE
20% AMUL
ALL THE ABOVE
10%
From the above chart it is shown that 30% customers knows about Cadbury, 20% about Nestle, 10%
about Amul and rest 40% knows about all the above brand.
6%
10%
CADBURY
NESTLE
84%
AMUL
From the survey conducted it has been founded that 84% customers like Cadbury, 10%
Nestle, and 6% Amul.
18
Q 7) Which brands chocolate is more tasty?
17%
17% CADBURY
66% NESTLE
AMUL
From the above chart it has been shown that 66% customers says that Cadburys chocolate is
more tasty, 17% says Nestles chocolate is more tasty, and 17% says Amuls chocolate is
more tasty.
3% 4%
ADVERTISEMENT
SALES PROMOTION
93%
PERSONAL SELLING
From the survey it has been founded that 93% customers get influenced through
advertisements, 4% through personal selling, and 3% through sales promotion.
19
Q 9) Which chocolate advertisement you like the most ?
7%
33% CADBURY
60% NESTLE
AMUL
As it is shown from the above chart that 60% customers like Cadburys Ad, 33% like Nestle
Ad, and 7% like Amul Ad.
Q 10) Does the advertisement of chocolate makes any change on your buying
behaviour?
46%
54% YES
NO
As the above chart shows that 54% customers says that advertisement makes changes on
there buying behaviour and the rest 46% do not feel any changes on there buying behaviour.
20
FINDINGS
From the survey conducted I had find out the following result:
Most of the people in the survey eat confectionery products. The customers like
different types of confectionery products such as biscuits, chocolates, wafers, health
drinks, etc, but customers like chocolate more than other confectionery products.
In the survey conducted it has been founded out that almost all the customers eat
chocolate or likes to eat chocolate and in the survey it was found that most of the
customers like to eat chocolate daily and then weekly.
Customers know about various brands of chocolate like Cadbury, Nestle, Amul and
more than half of the customers likes Cadburys chocolate such as dairy milk,
bournville.
We have also finded out that Cadbury is the first choice of customers when it comes
to taste and then Nestle then Amul. Many customers like the advertisement of
chocolate made by Cadbury brand as they are always different and they easily attract
the customers attention towards their ads. The ads are short and eye catching.
Advertisement has a great effect on the buying behaviour of customers and they get
very much influenced from the ads as a result their buying habit gets affected from the
advertisement.
21
CONCLUSION
From the report we have come to the conclusion that advertisement has major and minor
effects on customers. With the help of advertisement we come to know about the various
verities of chocolates. Advertisement helps in introducing a new product in the market. It
creates awareness among the customers and help the brand to promote its product. Attractive
advertising of chocolate increases the demands of public which directly boost sales of the
brand.
The major consumers of chocolate apart from kids are teenagers and people between the age
of 15 35. Chocolates which were considered expensive once have now become affordable
by one and all. Most of the chocolate brands in India produce chocolates in different sizes
that are prized according to their sizes. Chocolates like dairy milk and five star can be got for
Rs 10. Chocolates in India are slowly and steadily substituting the mithai or traditional Indian
sweets.
Factors like modern trade, increasing levels of income among the middle class, economic
liberalization, and present microeconomic situations have been major contributors to the
prominent status enjoyed by the top chocolate brands in India.
The chocolate industry is presently valued at INR 3200 crore and 70% of the market is in
Cadburys control. Nestle is a distant second with 20% share and the remaining companies
together take up 10% of the available market. Advertisement plays an important role in
capturing the market share.
22
SUGGESTIONS & RECOMMENDATIONS
As it is obvious from the study that the advertisement of chocolate effects the customers
both in a positive or negative way. As it makes the customer aware about the product, it tells
us about the availability of the product. Sometimes advertisement showcases the good
features of their product and neglects the bad. A few suggestions can be made so that the
chocolate brands can improve their product and advertisement technique in order to create
more customers and lead the market. These can be summed up as follows:
An attempt should be made to advertise the chocolate on a more wider scale in order
to grab more customer.
The chocolate brand like Nestle and Amul should focus more like Cadbury to target
the youth/teenagers, adults in order to increase the sales in the Indian market.
An attempt should also be made to make the chocolate more health conscious.
Brands like Amul must carry out proper promotion activities and produce variety of
chocolates to give consumer more option.
23
BIBLIOGRAPHY
BOOKS:
Business Research Methods - by Cooper and Schindler (Tata Mc Graw Hill, 9th
edition)
WEBSITES:
www.cadbury.com
www.nestle.com
www.amul.com
www.wikipedia.com
www.slideshare.com
www.chron.com
24
QUESTIONNAIRE
NAME
GENDER..
AGE
OCCUPATION.
CONTACT NO.
EMAIL ID
o Yes
o No
o Biscuits
o Chocolates
o Wafers
o Health Drinks
o Yes
o No
25
4. How frequently you like to eat chocolate?
o Daily
o Weekly
o Twice a week
o Within 15 days
o Cadbury
o Nestle
o Amul
o Cadbury
o Nestle
o Amul
o Cadbury
o Nestle
o Amul
o Advertisement
o Personal selling
o Sales promotion
26
9. Which chocolate advertisement you like the most?
o Cadbury
o Nestle
o Amul
o Yes
o No
27