INTRODUCTION TO THE STUDY

INTRODUCTION

In this research I have survey the product performance and buying behavior of product

famous brands of chocolates Nestle and Cadbury, Mars, Lotus, parle, Amul which are consumed
by people of all ages.

During this research I have interacted with people of "Gorakhpur".

After this research I came to know how people perceives these products on the variables like
price, quality, advertisement, satisfaction, taste, packaging, brand loyalty etc.

I also came to know which particular brand of chocolate is most preferred by people of different
age groups.

In this research I have surveyed that how frequently and how much chocolate they consume,
whether they buy small, big or family pack. Trend of ongoing changes in their likings has been
shown in the report.

In this report I have tried to explain the entire research and facts product wise.

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 CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person to a marketer.
Consumer decides what to purchase, for whom to purchase, why to purchase, from where to
purchase, and how much to purchase. In order to become a successful marketer, he must know
the liking or disliking of the customers. He must also know the time and the quantity of goods
and services, a consumer may purchase, so that he may store the goods or provide the services
according to the likings of the consumers. Gone are the days when the concept of market was let
the buyer’s beware or when the market was mainly the seller’s market. Now the whole concept
of consumer’s sovereignty prevails. The manufacturers produce and the sellers sell whatever the
consumer likes. In this sense, “consumer is the supreme in the market”.

As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the demand for
the basic raw materials, for the transportation, for the banking, for the production; they effect
the employment of workers and deployment of resources and success of some industries and
failures of others. Thus marketer must understand this.

Preference (or “taste”) is a concept, used in the social sciences, particularly economics. It assumes
a real or imagined “choice” between alternatives and the possibility of rank ordering of these
alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they provide. More
generally, it can be seen as a source of motivation. In cognitive sciences, individual preferences
enable choice of objectives/goal

The study of the consumer preference not only focuses on how and why consumers make buying
decision, but also focuses on how and why consumers make choice of the goods they buy and
their evaluation of these goods after use. So for success of any company or product promotion it
is very necessary to depart its concentration towards consumer preference.

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 SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that

learning is all pervasive in our lives, psychologists do not agree on how learning takes

place. How individuals learn is a matter of interest to marketers. They want to teach

consumers in their roles as their roles as consumers. They want consumers to learn about

their products, product attributes, potential consumers benefit, how to use, maintain or

even dispose of the product and new ways of behaving that will satisfy not only the

consumer's needs, but the marketer's objectives.

The scope of my study restricts itself to the analysis of consumer preferences, perception and

consumption of Cadbury and Nestle Chocolates. There are many other brands of chocolates

available but my study is limited to two major players of chocolates leaving behind the others.

The scope of my study is also restricts itself to Sitapur region only.

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 OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior towards Nestle and Cadbury

, Mars , Amul , Lotus parle chocolates. Objectives of the study are:

❖ The know about the customer satisfaction level associated with the product and the

customer preference level.

❖ To increase customer satisfaction and recapture the market share by fulfilling the

customer needs.

❖ To study the factors affecting the consumption pattern.

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 LIMITATION OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of the topic was kept
in mind. Nevertheless, despite of fact constraints were at play during the formulation of this
project. The main limitations are as follows:

❖ Due to limitation of time only few people were selected for the study. So the

❖ Sample of consumers was not enough to generalize the findings of the study.

❖ The main source of data for the study was primary data with the help of self- administered
questionnaires. Hence, the chances of unbiased information are less

❖ People were hesitant to disclose the true facts.

❖ The chance of biased response can’t be eliminated though all necessary steps were taken
to avoid the same.

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 CHOCOLATE MARKET IN INDIA

The chocolate market estimated at around 33,000 tons valued at approximately Rs.8
billion. The counter market is estimated nearly Rs.2.5-3.5 billion and the rest is made up
of chocolate bars. Chocolates make up less than a fourth of the sweet tooth product’s
including sugar-boiled confectionery, mints and chewing gums. To push sales chocolates
major have been targeting adult audience. Chocolates are being represented as snack
food for new audience. Another strategy sought was the introduction of smaller
editions.

After the worm controversy in October 2003, there was a meltdown in chocolate sales.

6
 SWOT ANALYSIS

STRENGTHS

➢ Mars products outsells chocolate candy market internationally

➢ Variety of products available
➢ Highly brand preference
➢ Asset leverage
➢ Effective supply chain
➢ Sponsors global football team
➢ International brand name
➢ Great taste and packing

WEAKNESSES

➢ Less promotion for some brands

➢ Low sales percentage in domestic market
➢ Constantly changing campaigns
➢ Low research and development
➢ Not easily available
➢ Expensive chocolates

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OPPORTUNITIES

➢ Tap growing cities and retail chains

➢ Have more variety and smaller gift packages.
➢ Growing interest in dark chocolates
➢ Financial markets (raise money through debt, etc)
➢ Product innovations

THREATS

➢ Intense competition
➢ Cheaper technology
➢ Price wars
➢ Calorie conscious people

8
INTRODUCTION TO CHOCOLATES AND COMPANY PROFILE

9
 Our Brands

For generations, you and your family — including the four-legged members — have loved our
brands, products and services. Our Associates are working to ensure that everything you know
and love consistently evolves to deliver:

A Better World for Pets

Inspire Moments of Everyday Happiness

Better Food Today. A Better World Tomorrow.

We work toward the world we want to see tomorrow by working toward our goals today.
At Mars Petcare, we believe that pets make the world a better place.

We have one Purpose: A BETTER WORLD FOR PETS

Through comprehensive veterinary care, nutrition, breakthrough programs in diagnostics,

wearable health monitoring, DNA testing and pet welfare, our 100,000 Petcare Associates help
pets in more than 130 countries. For decades we’ve supported research into the incredible
science of human animal interaction at the Waltham Petcare Science Institute where scientists
discover important advances in pet health and wellness. We are a part of Mars, Incorporated, a
global, family-owned business with a focus on becoming Sustainable in a Generation. Follow us
on LinkedIn and explore our open positions.
Snickers (stylized in all caps) is a brand of chocolate bar consisting of nougat topped with caramel
and peanuts, all encased in milk chocolate.[2] The bars are made by the American company Mars,
Inc., producer of 3 Musketeers and Dove. The annual global sales of Snickers is over $380 million,

10
HISTORY

In 1930, Mars introduced Snickers, named after the favorite horse of the Mars family.The
Snickers chocolate bar consists of nougat, peanuts, and caramel with a chocolate coating. The
bar was marketed under the name “Marathon” in the UK and Ireland until 1990, when Mars
decided to align the UK product with the global Snickers name (Mars had marketed and
discontinued an unrelated bar named Marathon in the United States during the 1970s which was
similar to the UK’s Curly Wurly). There are also several other Snickers products such as Snickers
mini, dark chocolate, white chocolate, ice cream bars, Snickers with almonds, Snickers with
hazelnuts, Snickers with pecans, Snickers peanut butter bars, Snickers protein and Snickers with
Extra Caramel, as well as espresso, fiery, and sweet & salty versions.

SNICKERS PRODUCT

The following variants are available in the United States.

➢ Snickers Original
➢ Snickers Milk Chocolate
➢ Snickers Almond
➢ Snickers Peanut Butter
➢ Snickers White Chocolate
➢ Snickers Peanut Brownie
➢ Snickers Almond Brownie Dark Chocolate
➢ Snickers Ice Cream
➢ Snickers Ice Cream Bars[59][60]
➢ Snickers 100 Calories Chocolate
➢ Snickers Creamy Peanut Butter
➢ Snickers Crunchy Peanut Butter

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GALAXY

When the Galaxy brand launched in 1960, we helped women choose a new kind of pleasure for
the first time, bringing a modern, sophisticated chocolate to a Britain finally free from the
constraints of rationing. Our silky, finely-milled chocolate was revolutionary, setting the gold
standard. That’s why everyone’s first bite of Galaxy® chocolate is so memorable.

And we have strived to empower each new generation to choose pleasure too, right up to today’s
heroines who juggle modern life.

Each piece of rich, creamy Galaxy® chocolate is an expression of effortless pleasure, evolving
along the way, and proving as timeless now as it was back in the 60s.

Combining pleasure with purpose We care passionately about our cocoa-growing communities.
That’s why we buy cocoa that is independently verified as sourced from Rainforest

12
Alliance Certified* farms, and why, through our suppliers, we’re helping farmers to develop skills,
grow their businesses and improve incomes. In Indonesia, for example, cocoa coaching was given
to over 20,000 farmers through a network of cocoa specialists.

We are also investing in women’s economic empowerment by promoting financial inclusion and
innovation, something that can benefit not just individuals but entire communities.

Education is another priority for us because we believe access to safe, quality education is an
important component of protecting children in cocoa-growing communities and helping to drive
better long-term futures for them. We work with the Jacobs Foundation and others with the aim
of providing access to quality primary education for 5 million children in Côte d’Ivoire.

Of course, it’s vital the environment is protected too. Through improved productivity we aim to
help farmers grow more cocoa on less land which in turn can help preserve forests and increase
income. We’re working towards a deforestation-free cocoa supply chain by 2025.

How we craft our chocolate

Whether it’s the 22.8 million Galaxy® Smooth Milk blocks purchased every year, the delicate
crispy shells of Minstrels® chocolates or the bold and adventurous flavours of our new Fusions®
product range, every Galaxy® product is carefully crafted to be savoured and enjoyed in a
moment of pleasure.

Our chocolatiers have spent years perfecting the elements of our Galaxy® products, with
thousands of hours designing even the tiniest details, from the soft corners and undulating flow
of our bar to the finely milled cocoa that makes every mouthful as silky as the last.

13
Through research, we have identified three distinct ‘stages of taste’ when enjoying a Galaxy®
moment:

1960
Galaxy® creates a sensation on launch, its finely milled chocolate setting a new gold standard.

1969
Galaxy® Ripple® launches, its delicate folds of chocolate bringing another revolution.

1992
Our iconic ad campaign features George Gershwin’s Rhapsody in Blue, with the immortal line:
“Why have cotton when you can have silk?”

1994
Galaxy® Smooth Caramel is launched, with a luxurious liquid filling in a silky milk chocolate bar.

THE JOURNEY CONTINUE

14
2004
Galaxy® sponsors the release of Bridget Jones: The Edge of Reason

2008
Galaxy® sponsors Sex and The City: The Movie

2010
We partner with Rainforest Alliance to commit to further improving sustainability across our
Smooth Milk chocolate bars.

2013
Our incredible Audrey Hepburn advert, featuring Moon River, is a sensation.

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2019
We introduce our podcast, Sorry Not Sorry, embodying the unapologetic attitude of today’s
superwomen as they choose pleasure. We also launch our vegan range, so more people can
experience that silky Galaxy® texture.

2021
Our newest launch, Galaxy® Fusions, offers an exquisite new twist, with adventurous flavours
that evoke pleasure beyond imagination.

By end 2021
In Indonesia, we’re aiming to give cocoa coaching to over 20,000 farmers through a network of
cocoa specialists. The aim is to help them farm more responsibly and improve their incomes.

Looking to the future – 2025 and beyond

Our journey continues...

We are working to ensure that 100% of our cocoa is responsibly sourced, traceable* and
deforestation-free by 2025.

Orbit is a brand of sugarless chewing gum from the Wrigley Company. In the United States,
where it was re-launched in 2001,[1] it is sold in cardboard boxes with 14 individually wrapped
pieces per package. In the

16
UK, where it was launched in 1899[2] it was originally sold as a traditional long-stick gum, later
replaced by the same format as the US.

Orbit White, packaged in blister packs of 20 pieces, was released to compete with Cadbury
Adams’ Trident White gum in 2001

Orbit was originally released in 1899. It was launched in 1944 in the United States as a
replacement brand by Wrigley due to rationing of gum-making ingredients in World War II. The
brand was discontinued after the war ended, when Wrigley’s three established gum brands, Juicy
Fruit, Wrigley’s Spearmint and Doublemint, returned to the US market.

The gum was reintroduced 30 years later in 1976, when it was introduced in Germany, Switzerland
and The Netherlands. This marked the first time that a sugar-free gum was marketed under the
Wrigley name. The brand was later introduced in other countries, including Canada, Australia, the
UK, Norway, Poland, Israel and Serbia.

The gum returned to American shelves in the late 1970s, but was removed from

17
the shelves in the 1980s due to a suspicion that the sweetener might cause cancer.[citation
needed] The gum was relaunched in the US in 2001.Orbit gum is now sold in the UK as Wrigleys
Extra, alongside the ‘real’, hard shell Extra gum.

Orbit

EDIT

❖ Peppermint
❖ Spearmint
❖ Eucalyptus
❖ Mint
❖ Bubblemint
❖ Wintermint
❖ Winterfresh
❖ Sweetmint
❖ Freeze Mint
❖ Citrusmint

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❖ Apple Remix
❖ Tropical Remix
❖ Strawberry Remix
❖ Wildberry Remix
❖ Peppermint DoublePak
❖ Spearmint Double-pak
❖ Citrus Remix
❖ Melon Remix
❖ Crystal Mint
❖ Lemon Lime
❖ Mint Mojito
❖ Maui Melon Mint
❖ Positively Pomegranate
❖ Raspberry Mint
❖ Fabulous Fruitini
❖ Sangria Fresca (discontinued)
❖ Strawberry Mint
❖ Lime Melon
❖ Piña Colada
❖ Orange Cardamom
❖ Mixed Fruit
❖ Coca Cola
❖ Blueberry
❖ Raspberry Pomegranate

19
Edit

Orbit White was launched in 2002 as a sugar-free pellet gum and sub brand of Orbit
gum. Packaged in blister packs of 12 pieces, it was released to compete with
Cadbury Adams’ Trident White gum in 2001.[3]

❖ Mint
❖ Peppermint
❖ Spearmint
❖ Wintermint
❖ Orbit for Kids

Edit

❖ Bubblegum
❖ Strawberry and Banana
❖ Grapes (hard/impossible to find in stores, only able to be bought reliably on
the internet)

Excel Mist in Canada had “micro-bursts” which are small polka dot chips filled with
a flavor contrast to the rest of the stick. The “micro-bursts” were meant to create
“a hydrating sensation”, as claimed on the box. Orbit discontinued the Orbit Mist
subline in 2013.

➢ Peppermint Spray
➢ Watermelon Spring
➢ Mango Surf.

20
 INDUSTRY OVERVIEW

History of Chocolate

The first recorded evidence of chocobie as a food product goes back to Pro-Colantun
Mexico. The Mayans and Atecs were known so make a drak called call on the beam of the
cocos wee. In 1528, the conquering Spaskands rohaned to Spain with chocolate still
commed as a beverage. A inthar chocolate drink was brought to a royal wedding in France
in 1615, and Englend wekumed chacune in 1662. Tie this poet chocolate” as we quelli
shay, had been splied. Variously as “chuscalatall, Jocolata, Jacobime”, and “Shoukoken.

In 1947, Fry & Sem in England introduced the first “eating chocobay, but did not much
attention due to its hiter taste. In 1874, Daniel Peter, a flamed Swas chocolateor,
experimented with varsen mistires an an afflict to babince chocolates might flavor, and
eventually shaniled spoon that landing prodatmik. The changed everything chocobe’s
acceptance aller that was quick and enthusiastic

GROWING COCOA BEANS

Coona beans are usually grown on small plamatiom instablir lead arcas 20 degrees worth
or south of the Equator. One mature coons tree can be exported to yield about the pounds
of chocolate per your. These are planod Be shade of larger trees such as batattes or mung
about 1000 lentos por hastane (2,471 aux)

Cocoa trees taky five to cight years to mature. Affer furvesting from the trees, the pode
(which commit the coussa beans) are spit open, heans removed, and the beans are put
on trays

21
 Covered with burlap for about a week until they brown. Then they are sas dried

until themoisture content is below 7%. This normally takes another three days.

Affer cleaning, the beans are weighed, selected and blended before roasting at 250
degrees Fahrenheit for two hours. Then shells are removed leaving the “hin.” Nibs are
crushed to create a chocolate muss. This is the base raw material from which all chocolate
products are made.

KINDS OF CHOCOLATE

Milk Chocolate

This cosmist’s of at least 10% chocobte liquor (“taw chocolate pressed from carob nbs)
and 12% milk solds combined with sugar, cocoa butter (ft from nibs), and vanilla, Sweet
and Semi-Sweet Chocolate Are made from 15-35% chocolate liquor, pha sugar, cocoa
butter, and vanilla. Imprecision of the two terms causes them to commonly be called
“dark” or “plain” chocolate. Dark chocolate has a large following anong dessert makers,
and for this reason is referred to as “baking chocolate

Bittersweet and Bitter Chocolate

Bittersweet usually contains 50% chocolate liguor and has a distinct “bize to the taste.
Hiter or sweetened chocolate liquor ako is used in baking and is abo referred to as
“bakers” chocolate.

22
 Creams and Variations

Bite sized and chocolate covered. They are filled with caramck, nats, creams, jellies, and

so forth. White Chocolate

Is not really chocolate as it contains no chocolate liquor, Carob This is a brown powder made from
the pulverized fait of a Mediterranean evergreen. It is used by some as a substitute for chocolate
because & can be combined with vegetable fat and sagar, and made to approximately the color
and consistency of chocolate.

PRODUCTION OF CHOCOLATE

Chocolate is a key ingredient in many bods such as milk slukes, candy bans, cookies and
cereals. It is ranked as one of the most favourite flavours in North America and Europe
(Swill, 1998). Despite its popularity, most people do not know the uniquae origins of this
popular treat. Chocolate is a product that requires complex procedures to produce. The
process involves harvesting coca, refining coca to cocoa beans, and shipping the cocoa
beans to the manficturing factory for cleaning, coaching and grinding. These cocoa beans
will then be imported or exported to other countries and be transformed into different
type of chocolate products (Allen, 1994). Harvesting Cocoa & Cocoa processing

Chocolate production starts with harvesting coca in a forest. Cocna comes from ropical
evergreen Cocoa trees, such as Theobroma Cocoa, which grow in the wet lowland tropics
of Central and South America, West Africa and Southeast Asin (within 20 C of the equator)
(Walter, 1981) Cocoa needs to be harvested manually in the forest. The seed pods of coca
will first be collected; the beam will be selected and placed in ples. These cocoa beans will
then he ready to be shipped to the manufacturer for mass production.

23
Step #1: Plucking and opening the Pods

Cocoa beans grow in pods that sprout off of the trunk and branches of cocoa trees. The
pods are about the size of a football. The pods start out green and nan orange when
they’re ripe. When the pods are ripe, harvesters travel through the cocoa orchards with
machetes and hack the pods gently off of the trees.

Cocosa Pods and harvesting

Machines could damage the tree or the coasters of flowers and pods that grow from the
trunk, so workers must be harvest the pods by hand, uning short, hooked bades mounted
on long poles to reach the highest fruit.

After the cocoa pods are collected into basket, the pods are taken to a processing house.
Here they are split open and the cocoa beans are removed. Pods can contain upwards of
50 cocoa beans each. Fresh cocoa beans are not brown at all, they do not teste at all like
the sweet chocolate they will eventually produce.

Step #2: Fermenting the cocoa seeds

Now the beans undergo the fermentation processing. They are either paced in large,
shallow, heuted trays or covered with large harana kaves. If the climate is right, they may
be simply heuted by the sun Workers come along periodically and stir them up so that
all of the beans come out equally fermented. During fermentation in when the beans
tarn brown. This process may take five or eight days.

24
 Step #3: Drying the cocoa seeds

Affer fermentation, the cocoa seeds mant be dried before they can be scooped into
sacks and shipped to chocolate manufacturers. Farmers samply spread the fermented
seeds on trays and leave them in the sun to dry. The drying process usually takes about a
week and results in seeds. That are about half of their original weight.

The dried and roasted Cocoa bears

Manufacturing Chocolate

Once the cocoa beans have reached the machinery of chocolate factories, they are ready
to be refined into chocolate Generally, manufacturing processes differ slightly due to the
different species of cocoa trees, but most factories se similar machines to break down the
cocoa bears into cocoa butter and chocolate (International Cocos Organization, 1998).
Firstly, fermented and

Dried cocoa beans will be refined to a roasted nib by winnowing and roasting. Then, they
wil heated and will melt ano chocolate iquor, Lastly, manufacturers blend chocolate liquor
with sugar and milk to add flavour. After the blending process, the liquid chocolate will be
stored or delivered to the molding factory in tanks and will be poured imo neouids for
sale. Finally, wrapping and packaging machines will pack the chocolates and then they will
be ready to transport.

25
Step #1: Roasting and Winnowing the Cocoa

The first thing that chocolate manufacturers do with cocoa beans is roast them. This
develops the cobur and flavour of the heans into what our modem palates expect from
fine chocolate. The outer shell of the beans is removed, and the imer cocoa bean meat is
broken into small pieces called “cocoa nbs..”

The masting process makes the shells of the cocoa britle, and cocoa nês pass through a
series of sieves, which strain and sort the nibs acconfing to sive in a process called
winnowing”

Step #2: Grinding the Cocoa Nibs

Grinding is the process by which cocoa nbs are ground ieto “cocoa liquor”, which is abo
krown as unsweetened chocolate or cocoa muss. The grinding process generates heat and
the dry grammar consistency of the cocoa nih is then turned into a liquid as the high
amount of fit contained in the nih

melts. The cocon liquor is mined with cocoa butter and sugar. In the case of milk chocolate,
fresh, sweetened condensed or roller-dry low-heat powdered whole milk is added,
depending on the individual manufacturer’s formula and manufacturing methods.

Step #3: Blending Cocoa liquor and molding Chocolate

After the mising process, the blend is father refined to bring the particle size of the
added milk and sugar down to the desired fineness. The Cocoa powder or ‘mass’ is
blended back with the hutter and liquor in varying quantities to make different types of
chocolate or couvertare. The basic blends with ingredients roughly in order of highest
quantity first are as follows:

26
Milk Chocolate sugar, milk or milk powder, cocoa powder, cocoa liquor, cocoa butter,
Lethicin and Vanila.

White Chocolate-supar, mik or milk powder, cocoa iquor, cocoa butter, Lethicin and
Vanilla. Plain Dark Chocolate-cocoa powder, cocoa liquor, cocoa butter, sugar, Lethicin
and Vanilla. After blending is complete, molling is the final procedure for chocolate
processing. This step allows cocoa liquor to cool and harden ato different shapes
depending on the mold. Finally the chocobte is packaged and distributed around the
world.

CONSUMPTION OF CHOCOLATES IN INDIA

Chocolate consumption in India is extremely low. Per capita consumption is around

160gms in the urban areas, compared to 8-10kg in the developed countries. In rural areas,
tis even lower.. Chocolates in India are consumed as indulgence and not as a snack food.
Astrong sokane growth was witnessed in the carly 90’s when Cadbury
repositismedchocolates from children to adult consumption. The biggest opportunity is
likely to stemfiom increasing the comater base. Leading players key Cadbury and Nestle
have beenattempting to do this by value for mоnеу offerings, which are affordable to the
masses.

27
 OUR SNACKING BRAND

Mars is the world’s leading manufacturer of chocolate, chewing gum, mints and fruity
confections.

BOUNTY

Available in whole milk and dark chocolate varieties, the moist, tender coconut in
chocolate coating tempts your senses with the Taste of Paradise

M&M’S

M&M’S® chocolate candies have been a famous candy treat since 1941. The snack-sized pieces
of chocolate in a colorful candy shell are instantly recognizable all over the globe. M&M’S®
chocolate candies are available in flavors, such as Milk Chocolate, Peanut, Dark Chocolate,
Almond and Peanut Butter.

M&M’s (stylized as m&m’s) are color-varied sugar-coated dragée chocolate confectionery, each
of which has the letter “m” printed in lower case in white on one side, consisting of a candy shell
surrounding a filling which varies depending upon the variety of M&M’s. The original candy has

28
a semi-sweet chocolate filling which, upon introduction of other variations, was branded as the
“plain, normal” variety. Peanut M&M’s, which feature a peanut coated in milk chocolate, and
finally a candy shell, were the first variation to be introduced, and they remain a

regular variety. Numerous other variations have been introduced, some of which are regular
widespread varieties (peanut butter, almond, pretzel, crispy, dark

chocolate, and caramel) while others are limited in duration or geographic availability. M&M’s are
the flagship product of the Mars Wrigley Confectionery division of Mars, Incorporated

DOUBLEMINT

Doublemint® was launched in the U.S. in 1914 and has since become one of the
world’s best-selling chewing gums, enjoyed by generations of consumers
worldwide. Today, the classic Doublemint flavor lasts longer than ever. Doublemint®
is one of the largest-selling gum brands in the world, available in more than 140
countries.

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DOVE

Smooth and creamy DOVE® chocolate is your perfect partner in chocolate indulgence. The DOVE®
brand — which includes DOVE® chocolate bars to DOVE® PROMISES® chocolate candies — stands
for empowerment, commitment, and inspires women to commit to pleasure.

30
TWIX

TWIX® Caramel Cookie Bar was first introduced in the United States in 1979. With crunchy cookie,
smooth caramel, and creamy chocolate to savor twice each time, TWIX® allows you to make
whatever you’re doing more fun.

WRIGLEY’S EXTRA

Launched in 1984, Extra® gum was our first sugar-free gum offered in the U.S. Extra® is known
for its incredible, long-lasting flavors. It is available in a variety of distinctive flavors, tailored to
local tastes around the world.

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Wrigley’s Spearmint

Launched in 1893 just months after Juicy Fruit®, Wrigley’s Spearmint™ is the classic chewing gum.
The great spearmint taste has been providing refreshment for more than 100 years. When you
want that classic, spearmint flavor that you’ve always enjoyed, there’s only one Wrigley’s
Spearmint™.

SKITTLES

A variety of bite-sized chewy candies with a colorful candy shell, fans have been
enjoying Skittles® candies for decades. Taste The Rainbow®

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 COMPETITORS ANALYSIS

Major competitors for Mars chocolates are

• Cadburys
• 5 star
• Nestle

Among this Cadburys is the major competitor for Mars chocolates. The comparisons are as follows

Cadburys products are available at different locations and even small shops where as Mars
chocolate are available only in retail shops

Cadburys are have effective communication about their product

and also have more promotional strategies than Mars

Cadburys products are available in the market for fewer prices where as Mars chocolates

Are relatively expensive.

Mars is having only a strength compared to Cadburys is the healthy product

33
 MARKET POTENTIAL ANALYSIS

The concept of market potential

It is defined as “the maximum dermand response possible for a given mup of customers’ within
a well defined geographic area fir a given product or service over a specified period of time
under well defined competitive environmental conditions.”

We will further split up this definition.

1. Marker potential is the maximum demand response under certain assumptions

(ultimate demand

2. Relevant customer for the product and service. It is not merely the present
consumer but also the potential consumer so that maximum possible demand is
achieved

3. The geographic area for which market potential is to be determined should be

well destined.

4. There should he a clear understanding about the product & service for which the
market potential is to be estimated.

5. The time period for which market potential is estimated should be specitie

34
 6. Finally, a clear understanding of environmental & competitive conditions relevant
in case of a particular product or service is also necessary.

It is important to remember that the estimated market potential sees an upper boundary on the
market size and can be expressed in either units and/or sales. Market potential consists of the
upper limit of knal demand which would theoretically be converged on at (finite) rise of
marketing expenditures of all relevant providers (see figure)

Why Market Potential Analysis?

Estimating the market or market potential for a new business or business expansion is critical in
determining the economic feasibility of a ventare. Estimating the market potential for a business
is critical in evaluating its viability and provides an estimate of the maximum total sales
potential for a given market. Estimating the market potential will determine if the maricer is
large enough to support your businesses. Hence we get precise and reliable: information in this
ares after conducting a market potential analysis.

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Difference between Sales & Market Potential

Sales potential is for an individual company where as market potential is for the entire industry
of product class, but both represerits maximum demand response and are boundary condition.
Hence market potential und sales potential are different.

Formula for Estimating Market Potential

Estimating the market potential for a business requires specific information on the number of
people or potential buyers, an average selling price, and an estimate of Consumption or usage
for a specific period of the. Once this information has heen collected, it can be plugged into the
following formula to derive the estimated market potential.

MP-NPC where

MP-market potential

N number if possible bayers

Paverage selling price

Quverage annual consumption:

Estimating Market Potential Check-List

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This check-fit will address a number of questions that need to he answered before an estimate
can be calculated.

1. What type of customer will buy the product or service?

2. Where are these customers located?
3. How many potential customers (N) are there?
4. Low often do they consume of use it!
5. What is the Competition?
6. What are people paying ?
7. What is the Potential for the Market to Develop?
8. What is my share of the Market?

Target Market

One of the most important components of estimating the market potential for a hastiness is to
determine its target market. A target market can be thought of as the customers who are most
likely to buy from you and generally are described using demographic variables

(gender, age, education) as well as psychographic variables (lifestyle and relief system variables).
In many cases, a business may have more than one target market. Think about the automobile
industry, automobile manufacturers have a number of target markets, ie, truck hairs, luxury car

buyers, economy buyers. A business should be able to develop specific profiles for each of its
target markets taking demographic and psychographic variables.

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 I. Set of demographic variables include Age, Marital Status, HH Income, Gender,
Race/Ethnicity, Family Life CY, Education, Religions, and Affiliation.

The second profile is referred us as psychographic lifestyle and describes your target market
segment by their activities (work and leisure), interests (family, animals, environment, home, and
community), and opinions, The lifestyle profile is more important in predicting future patronage
than the demographic profile because it will determine what type of experience they secking. The
following are a few psychological descriptirs: Political affiliation, socially conscious, Cutting-edge,
Family-oriented Conformist, Power-wielding, Trend follower. Thrill seeker. “Green”. Fun-loving,
Fashion-forward, Sports enthusiast.

II. Market or Trade Area

The market area can be thought of as the geographic area where the business intends to operate,
ie, a city block, between the rivers or the globe. Defining the market area is important because it
defines the geographic where potential consumers live and or work There are a number of ways
to define a market area, some are easy and others are more difficult and require the services of
a marketing professional. A market area is generally defined by geography, radius, trade area or
drive-time.

1. The geographical areas include Neighbourhoods, Zip codes, City or County Boundaries,
Metropolitan Statistical Arcas, State (malti state) Boarders, Nation Continent, World.

2. A ring or radius defined market area is performed by crating a circle a

specified number of mics from a business location.

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Drive Time Analysers Drive time analysis more sophisticated analysis than the radius analysis as a
number of variables are used to estimate the drive time to a given location.

1. The geographical areas include Neighbourhoods, Zip codes, City or County Boundaries,
Metropolitan Statistical Arcas, State (malti state) Boarders, Nation Continent, World.

2. A ring or radius defined market area is performed by crating a circle a specified number
of mics from a business location.

3. Drive Time Analysers Drive time analysis more sophisticated analysis than the radius
analysis as a number of variables are used to estimate the drive time to a given location.

iii. Market Size

Once the market area and larget market has been defined, it is possilile to determine the number
of potential customers for your business. This will allow you to estimate the N (number of
potential customers) in the market potential equation. This total market potential will typically
have to be adjusted dowriward to account for non-users.

Example: An agritourism operator has decided, it will target its market towards

Children under 9 years old. The business has concluded its market area is Wake County which has
101,768 children under 9 years olil. Therefore, N 101,600 potential customers. These numbers
were obtained from the US Cerisus Bureau.

However, not all children under 9 years of age will visit an agricultural facility. It is important to
adjust these figures to get a more accurate estimate of the actual market potential. A survey of

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elementary school teachers found that only 68% of kindergarten through Hand grade teachers
indicated they would take an agriculturally-related field trip in the next year.

Iv .Consumption or Usage

A business need to determine how often its target market segment uses its product of vice. This
figure will have a significant impact on the estimated market potential For instance, is the product
purchased frequently, occasionally, or infrequently! Obviously the frequently the product is
purchased, the larger the market potential. Durable goods products that can be used over a long
period of time, are purchased less frequently than perishable nets. As a result, the annuaal
consumption of apples is greater than the annual consumption of television sets.

V . Competition Analysis

One of the best sources of information is to investigate competing assesses. These businesses can
provide a wealth of information that can be used in evaluating the potential for your business. Ry
evaluating how a corapany markets its business, it is possible to determine the markets it is
targeting. For example, if competing businesses are advertising in Southern Living, they are
targeting affluent, middle age females. However, if they are advertising in the sports section of a
metropolitan newspaper, they are most likely targeting males.

In addition to collecting information on the markets they are targeting, a competitor analysts can
reveal packaging preferences, target market information, pricing strategies, distribution channels

and marketing strategies. Simply evaluate the products and services your competitor is providing..
Are they producing family packs or individual serving sizes ul their processed food product? How
are they getting their products to their customer’s? Are

Their products value prices on are they priced for the high-end market? Are they focused on
quality or quantity? What type of packaging material see they using?

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Ví. Pricing

A product’s pricing has a direct impoст the bottom line of a business and its inccess. Therefore
investigate what others are charging and what the cus price when setting your price. Gets at that

Investigate your competition. Are your prices in alignment with theirs? What is the value of your
product relative is theas? Do not be a price taker or implement a “me, too” pricing strategy if your
product can be differentiated and offers a higher value than competing products. If your price is
too high to compete directly in the market, look for a niche market that desires your product’s
attributes and charge accordingly.

vii. Market Outlook

The situational analysis can be thought of as a comprehensive investigation into the business
environment in which your company will be operating. This analysis will allow you to determine
the health of the industry is it expanding, declining or stagnate. This should include an industry
overview focused on industry trends and should provide a general review of the industry as well
as research into regulatory and social implications that would directly or indirectly impact the
demand or perception of your business. One important aspect is to determine if the market is
saturated or if there is room for businesses. Using the Market Development Index (MDI) it is
possible to determine a product’s lifecycle. The formula for estimating this is as follow

MDE (Current market demand+Maximum Market Potential) * 100

1. MDI33 (Considerable growth potential. High growth market, high prices and basic
benefits.
2. MDI 33-67 Growth potential but need to offer more than basic product and compete at
lower price
3. MDI 67 Mature market, still room for growth but becoming commodity products. Need to
have very differentiated products to meet specific customer needs.

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viii. Market Share

The percentage of a market (either in units or revenue) accounted for by an individual business.
This figure is important since it provides insight into how much of the total market potential a
business might capture. If the market share is not large enough to support the business, then
there is a problem, Also, if the mamber of units needed for the messiness in break-ever financially
is known, it is possible to determine what share of the market will have to be captured for the
business to achieve this break-even point.

Market share information is very difficult to obtain and may need to be estimated using various
scenarios.

Application of Market Potential Analysis

Marker potential analysis offers decision support for specific questions for which such as

1. Exploration of potential (target) markets.

2. Determination of company locations
3. Evaluation of ideas (screening)
4. Designation of sales arcas

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RESEARCH AND DESIGN METHODOLOGY

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 RESEARCH METHODOLOGY

This chapter describes the methodology of the study. This project is based on information
collected from primary sources. After the detailed study, an attempt has been made to present
comprehensive analysis of consumption of Cadbury and nestle ,Mars chocolates consumed by
the people. The data had been used to cover various aspects like consumption, consumer’s
preference and customer’s satisfaction regarding Cadbury and Nestle chocolates. In collecting
requisite data and information regarding the topic selected, I went to the residents of Gorakhpur
and collected the data.

Survey design:

The study is a cross sectional study because the data were collected at al single point of time. For
the purpose of present study a related sample of population was selected on the basis of
convenience.

Sample Size and Design:

A sample of 50 people was taken on the basis of convenience. The actual consumers were
contacted on the basis of random sampling.

Research Period:

Research work is only carried for 2 or 3 weeks.

Research Instrument: This work is camed out through self-administered questionnaires. The
questions included were open ended, dichotomous and offered multiple choices.

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Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases.

Primary Source:

The primary data comprises information survey of “Comparative study of consumer behavior
towards Mars,Nestle and Cadbury chocolates”. The data has been collected directly from
respondent with the help of structured questionnaires.

Secondary Source:

The secondary data was collected from internet, References from Library.

Data Analysis:

The data is analyzed on the basis of suitable tables by using mathematical techniques. The
technique that I have used is bar technique.

DATA COLLECTION

a)SAMPLING DESIGN

It is true that it is very difficult to do research with whole universe. As we know that it is not
feasible to go with population survey because of the numerous Doctors and their scattered
location. So for this purpose sample size has to be determined well in advanced and selection of
the sample also has to be scientific

So that it represents the whole universe. So far as this research is concerned, the sample size is
50,

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b) INSTRUMENT

Taking into consideration research instrument selected by me is questionnaire because it gives

more flexibility in terms of data and it has been asked to the responder personally and has an
idea of getting an important unknown data that can be collected through their behavior

C ) MODE OF DATA COLLECTION

Data collection mode is personal visit and filling up of the questionnaire: SAMPLE UNIVERSES
Gorakhpur AREA SAMPLING TECHNIQUE STRATIFIED RANDOM SAMPLING SAMPLE SIZE 100
RESEARCH INSTRUMENT A STRUCTURED FORMATTED QUESTIONNAIRE RESEARCH PERIOD 10
DAYS

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All the consumers why they continue to buy the old brand gave various important
reasons. The most important reasons given by the consumers were:

❖ Taste/Flavor

❖ Brand

❖ Image

❖ Quality

❖ Packaging

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 FINDINGS

CONSUMER RESEARCH:

Consumer research deals with consumer and their problems and solution to the problems. In this
I came to know about the consumers need and expectation levels regarding products and
ascertainable levels of consumer satisfaction.

PRODUCT RESEARCH:

Under product research I came to know about the modification which consumers wants as to the
quafity, packing, shape, color, and quantity etc of their favorite chocolate

PRICING RESEARCH:

This includes ability to consume, to pay for the product, how much a person can spend on
his/her favorite chocolate. In this I have tried to find out consumer’s price expectations and
reactions.

ADVERTISING RESEARCH:

Under this I have concluded that whether the advertisement appeals the consumers or not. This
also includes evaluating and selecting the proper media- mix and measuring advertising
effectiveness.

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 SUGGESTIONS AND RECOMMENDATIONS

Company should concentrate more on television for advertisement, as mostly people get
attracted through television only.

For promotional offers, company should go for free gifts rather than going for other ways.

Nestle company should concentrate on its packing as people are least satisfied with it while
Cadbury should concentrate on the shape of a chocolate.

People are unsatisfied with the price and quantity of chocolate so companies should concentrate
in this regard also.

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 CONCLUSION

A survey of the people has been conducted to know the liking pattern of the three products
Cadbury and Nestle, Mars. It is observed that overall people like to eat Cadbury brand rather than
Nestle , Mars

It is concluded that mostly people preferred Dairy Milk of Cadbury due to its flavor taste, quality
and image and due to its hard form. Some people often like to have a chocolate with good flavor,
quality and crunchiness so they are going towards Kit Kat and Munch of Nestle due to its taste
and crunchiness

It is thus concluded from the facts collected that mostly people refer to buy big pack of their
favorite chocolate, and sometimes some of them go for small and family pack.

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 BIBLIOGRAPHY

https://www.mars.com/about
https://www.britannica.com/topic/Mars-Incorporated
https://en.m.wikipedia.org/wiki/Mars_Inc.

https://www.scribd.com/doc/95273408/Galaxy-Chocolate-final-Report
https://en.m.wikipedia.org/wiki/Orbit_(gum)#:~:text=Orbit%20was%20originally
%20released%20in,ingredients%20in%20World%20War%20II.
https://en.m.wikipedia.org/wiki/Doublemint

https://en.m.wikipedia.org/wiki/Orbit_(gum)#:~:text=Orbit%20was%20originally
%20released%20in,ingredients%20in%20World%20War%20II

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