A STUDY ON MARKETING STRATEGY OF MILKY BAR

CHOCOLATE

Submitted in partial fulfillment of the requirements for the award of the

degree of

Master of Business Administration (MBA -FA)

To

Guru Gobind Singh Indraprastha University, Delhi

GUIDE: SUBMITTED BY:

Ms REEMA MONGA GOVIND OJHA

ROLL NO -04516659421

Guru Gobind Singh, Indraprastha University

New Delhi – 110078

Batch (2021-2023)
 Certificate

I, Mr.Govind ojha , Roll No. 04516659421 certify that the Minor Project – I entitled “A study on
marketing strategy of milky bar chocolate ” is done by me and it is an authentic work carried out by
me at Guru Gobind Singh Indraprastha University. The matter embodied in this has not been
submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Minor Project – I entitled “A marketing strategy of milky bar chocolate” done by
Mr.Govind ojha, Roll No-04516659421, is completed under my guidance.

Signature of the Guide

DATE:

Name of guide:

Designation:

Countersigned

Director
 Acknowledgement

First of all, I would like to thank my institute, GGSIPU for giving me an opportunity to be a part
of the MBA FA programme and work on the Minor Project - I as part of my course curriculum.

I am grateful to my mentor and project guide, Ms Reema monga for allotting me this project
and providing the resources and input required for completion of the project as well as guiding
me throughout
 TABLE OF CONTENTS

S NO TOPIC PAGE NO

1 Certificate 1
Acknowledgement 2

2 Chapter 1 3

- Introduction 4
- Objectives of study 6
- Need of study 7
- Scope of study 8
- Methodology of study 9
- Limitations of study 11

3 Chapter 2 12

- Company profile

4 Chapter 3 18

- Theoretical frame work of the study

5 Chapter 4 21

- Data analysis and Interpretation

6 Chapter 5 34

- Findings & Suggestions

7 ANNEXTURE 36

- Biblography
- Questionnarire
CHAPTER- 1

 Introduction

 Objectives of the study

 Need for the Study
 Scope of the Study
 Methodology
 Limitations
 MARKETING MANAGEMENT

Introduction

Marketing in simple terms can be said to be “A human activity directed at satisfied

needs and wants through an exchange process.” Marketing as a functional area of
management is becoming extremely important as compared to other fields. All decisions in
modern business organization revolve around information related with marketing decision
making situations, which are characterized by Distribution Strategy, Channel members and
Product decisions. The Product Decisions, customers assess a product’s value by looking at
many factors including those that surround the product.

In a constantly changing business and market scenario, maintaining the channel

members becomes more challenging in such a situation only innovative technology, good
product and committed people, accompany can take the lead over its competitors.

Milky bar ltd has differentiated itself from its competitors and providing the total
“value for money” to its customers. Milky Bar ltd has integrated all the features to offer a
value for its products.

Value for the product and services refers to the quality of product and services offered
to the customers. Several surrounding features can be directly influenced by channel
members, such as customer service, delivery, and availability. Consequently, a channel
partner involves a value analysis in the same way customers make purchase decisions. This
area becomes the most important from the company as well as customer point of view. This
helps the company to know better their customers and provide them with what they are
expecting.

It is not possible for a market to have similar strategies for product promotion
amongst all individuals. Kids do not get attracted meant for adults and vice versa. Every
segment has a different need, perception and interest. No two segments can have the similar
idiocies or require products.
Market

A market is defined as the sum total of all the buyers and sellers in the area or region under
consideration. The area may be the earth, or countries, regions, states, or cities.

Marketing
Marketing is defined by the American Marketing Association as "the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large." The term developed
from the original meaning which referred literally to going to a market to buy or sell goods or
services. Seen from a systems point of view, sales process engineering views marketing as "a
set of processes that are interconnected and interdependent with other functions, whose
methods can be improved using a variety of relatively new approaches."

Marketing management

Marketing management is the organizational discipline which focuses on the practical

application of marketing orientation, techniques and methods inside enterprises and
organizations and on the management of a firm's marketing resources and activities.

Marketing strategy

Marketing strategy that measures how products or services supplied by a company

meet or surpass a customer's expectation. Marketing strategy is important because it
provides marketers and business owners with a metric that they can use to manage and
improve their businesses.
OBJECTIVES FOR THE STUDY

 To study the customer perception about the Milky Bar Chocolate.

 To determine the consumer buying behavior with respect to Milky Bar Chocolate.
 To know the customer perception towards the price of the Milky Bar Chocolate.
 To know there influence of advertising on buying behavior of customers towards
Milky Bar Chocolate .
 To identify the level of marketing strategy toward Milky Bar Chocolate.
NEED FOR THE STUDY

As retailer, each of has a vast number of perceptions toward products, toward

services, toward company or industry, etc. It is difficult to imagine in any research project
that does not include the measurement of some aspects of retailer’s s perceptions. The size of
the market is vast and constantly expanding, thus resulting in a vast number of competitors
entering the market. Billions of dollars were being spent on goods and services by tens of
millions of people. The growth of the retailer’s movements created urgent need to understand
how competitors form strategies and capture the market share and take strategic decisions.
For example, in order to discover how retailers respond to the promotional offer,
advertisement and distribution or service. (E.g. promotional appeals, package labels,
warranties, discounts, etc.).

The study of retailer’s perception and market share would provide the company with
necessary insights to develop the product, its pricing strategy, and to design persuasive
promotional strategy, distribution system and develop defensive strategies and elimination
strategies to remove the competitor’s product from the market or some promotional strategies
to increase the market share of particular products and brands. It would also support the
organization to analyze its drawbacks .
SCOPE FOR THE STUDY

 The scope of the study is limited. The study is a very minor contribution to the
company as it is only restricted to the twin cities. The study would only be a drop in
the ocean, Can help the distribution in this area.

 The study can be conducted on a national basic too with a large sample size
and interviewing many numbers of respondents.

.
Methodology

Research Design
Once the problem is identified, the next step is the research design. Research design is
the basic framework of rest of the study. A research design specifies the methods and
procedures for conducting particular study. In this project we are following descriptive
research design.

Source of Data

There are two types of data:

1. Primary data

2. Secondary data

Primary Data

The primary data is fresh information collected for a specified study. The primary
data can be gathered by observational, experimentation and survey method. Here the entire
scheme of plan starts with the definition of various terms used, units to be employed, type of
enquiry to be conducted, extent of accuracy aimed etc.,

Secondary Data
The secondary data refers to data, which already exists. The secondary data collect
from internal records, business magazines, company websites and Newspapers.

SAMPLE SIZE

For suing this research we selected a total of 20 students and conducted survey over
them.
SAMPLING METHODS

For doing this research we use the following research methodologies.

Convenience sampling method

The convenience sampling method is a type of sampling method in which the

researcher chooses the sampling units on the basis of convenience or accessibility. It is called
accidental samples because the sample – units enter by accident. The convenience sampling
method is very much use full because they are easily accessible.
LIMITATIONS

 The study was confined to limited consumers only

 The duration of the study was restricted for 8 weeks only, which is not sufficient to study
the entire consumer in the market.
 The analysis cannot be straight away used in decision making, as simple is very small
when compared to the total consumers in the market.
 The present study deals with Milky bar chocolate brand.
CHAPTER-2
( INDUSTRY PROFILE IN INDIA )

Nestle profile
Type : Public

Industry : Food processing

Founded : 1866

Founder : Henri Nestle, Charles Page, George Page

Headquarters : Switzerland

Key people : Peter Brabeck-Letmathe(Chairman)

Ulf Mark
Schneider(CEO) Parent company : Nestle Ltd

Area served : Worldwide

Products : Baby food, Coffee, Dairy products, Ice cream

Revenue : CHF89.46 billion (2016)

Operating income : CHF13.16 billion (2016)

Net income : CHF8.88 billion (2016)

Number of employees : 3, 35,000 (2016)

Slogan : Good Food, Good Life

Website : www.nestle.com
Milky Bar History

It is a brand of milk chocolate currently manufactured by Nestle. Milky Bar is one of

the UK and Ireland's best loved brands, and is the No.1 White Chocolate brand launched in
1936. Milky bar is enjoyed by both kids and adults alike, and is Nestle Confectionery's 11th
oldest brand.

Milky bar is available in different packs, including Milky bar Buttons, Milky bar Kid
Bar and Milky bar Giant Buttons Sharing Bag. Each year they sell over 1.9 billion Milky
bar Buttons in the UK. Milky bar does not contain any artificial colours, flavours or
preservatives

Milky bar profile :

Parent company : Nestle Ltd

Category : Chocolate

Sector : Food products

Tag line : Good Food Good Life

Target Group : All age groups Lower, Middle and Upper class people

Positioning : Power of milk for champions

Competitors : 1.Cadbury
2.Amul White
3.Imported White chocolate
Price Index

Weight Price

Rs.1/-

10gm Rs.5/-

13gm Rs.10/-

Product Images
Market Growth Rates

1990-91 - 1996-97 6.9%

1996-97 - 2001-02 8.9%

2001-02 - 2006-07 11.5%

2004-05 - 2009-10 7.2%

2009-10 - 2014-15 6.0%

2015-16- 2020-21 8.2%

Demand: Past and Future

Year MT

2011-12 505

2012-13 535

2013-14 570

2014-15 605

2015-16 640

2016-17 685

2017-18 730

2018-19 780

2019-20 830

2020-21 1165 Source: Ministry of Food Processing Industries

 COMPANY PROFILE

The chocolate industry offers a wide variety of opportunities for the small business
owner, weathers economic recession well and is growing despite increased health-
consciousness and calorie counting. One of the primary demand drivers for chocolate and
other sweets is consumer taste, and consumers continue to love chocolate. Long a beloved
treat in the western world, a recent study in Great Britain showed that 91% of females and
87% of males consume chocolate products. But the taste for chocolate is now expanding into
highly populated nations with a growing middle class, such as China and India. Rising
disposable incomes and changing tastes will continue to drive growth in the industry
overseas, just as improving domestic economic conditions increase sales at home.

The chocolates market is estimated at around 33,000 tonnes valued at approximately

Rest. 8.0 billion. The counter market is estimated at about nearly Rest. 2.5 to 3.5 ban and the
rest is made up of chocolate bars. Chocolates make up less than a fourth of the sweet-tooth
products including sugar-boiled confectionery, mints and chewing gums. Sugar confectionery
is by far the largest segment. To push sales, chocolate majors have been targeting adult
audiences. Chocolates are being presented as snack food for the new target audiences.
Another strategy sought was the introduction of smaller editions.

Although the players resorted to very aggressive promotional drives, the overall
penetration levels in 1999 and 2000 did not register any significant increase. Perhaps, the
increases by 5% to 15% in selling prices due to increase in cocoa prices caused the
stagnation.

CHOCOLATE COMES TO INDIA

Indian chocolates industry is growing at a rapidly18-20% per annum.

Cadbury's occupy about 72% of the chocolate/confectionery market with Dairy Milk, Five
Star, Perk, Gems The organized sector in chocolates constitutes 40%.Chocolate consumption
in India is low, per capita consumption in urban India is estimated at about 250g compared to
8-10 kg in Switzerland. Indian chocolate market is estimated to be close to Rs.2500 cry /-. of
which metros like Mumbai and Delhi occupy a major share.
 In 1765 first chocolate factory was established in the USA and in1800
chocolates have become an industry. In 1819 the Swiss investors invest in a chocolate
factory. In 1956 Cadbury milk chocolates are launched all over the world and in 1957
Cadbury chocolates has launched a new product named 5 STAR and it was a big hit. In 1974
Cadbury launched a new product named Éclairs which are small in size and are available to
everyone. In 1986 Cadbury milk chocolates has re-launched as Cadbury dairy milk
chocolates and these chocolates won the all hearts of the people and stood in the top position
in the market and from then to now these chocolates become more popular and so many sub-
brands are released and become big big hit.

Nestle History

Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company,
established in 1866 by brothers George and Charles Page, and Farine Lactée Henri Nestlé,
founded in 1866 by Henri Nestlé . The company grew significantly during the First World
War and again following the Second World War, expanding its offerings beyond its early
condensed milk and infant formula products. In 2011, Nestlé was listed No. 1 in the Fortune
Global 500 as the world's most profitable corporation. With a market capitalisation of
US$239.6 billion, Nestlé ranked No. 11 in the FT Global 500 2014.

Nestle (India)

Nestlé India is a subsidiary of Nestle S.A. of Switzerland. With seven factories and a
large number of co-packers. From its first historic merger with the Anglo-Swiss Condensed
Milk Company in 1905, Nestlé has grown to become the world’s largest and most diversified
food Company, and is about twice the size of its nearest competitor in the food and beverages
sector.
Nestlé’s trademark of birds in a nest, derived from Henri Nestlé’s personal coat of
arms, evokes the values upon which he founded his Company. Namely, the values of
security, maternity and affection, nature and nourishment, family and tradition.
Today, it is not only the central element of Nestlé’s corporate identity but serves to
define the Company’s products, responsibilities, business practices, ethics and goals. In 2004,
Nestlé had around 247,000 employees worldwide, operated 500 factori100d over 8,000
products to millions of consumers universally.
CHAPTER-3

( THEORETICAL FRAME WORK )

Marketing strategy (often abbreviated as CSAT, more correctly CSat) is a term

frequently used in marketing. It is a measure of how products and services supplied by a
company meet or surpass customer expectation. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified satisfaction goals.

The Marketing Accountability Standards Board (MASB) endorses the definitions,

purposes, and constructs of classes of measures that appear in Marketing Metrics as part of its
ongoing Common Language in Marketing Project. In a survey of nearly 200 senior marketing
managers, 71 percent responded that they found a customer satisfaction metric very useful in
managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a

Balanced Scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers' expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.

Firms need reliable and representative measures of satisfaction to effectively manage

customer satisfaction.

"In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.
When customers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for
example, might receive a lower satisfaction rating than a budget motel—even though its
facilities and service would be deemed superior in 'absolute' terms
SAMPLING DESIGN

A sample design is a definite plan for obtaining a sample from frame.

Sampling design in general refers to method or technique the researcher adopts in selecting
the sample unts from the frame or population.

The sampling design provides the basic plan and methodology for selecting
the sample. A sample design can be simple or complex

SAMPLING TECHNIQUES

There are different types of sampling designs based on two factors, the
representation basis and the element selection technique. On the representation basis, the
sample may be probability sampling or it may be non- probability sampling

 Probability sampling techniques

It is also known as RANDOM SAMPLING or CHANCE SAMPLING. Under this
sampling design, every item of the universe has an equal chance of inclusion in the sample.
The results obtained from this random sampling technique can be assured in terms of
probability. The various probability techniques are sample random sampling, systematic
sampling, stratified random sampling, cluster sampling, multi-stage sampling, area sampling.

 Non - Probability sampling techniques

Non – probability sampling is that sampling procedure which does not afraid
any basis for estimating the probability that each in the population has been included in
the sample. It is also known by different names such as “DELIBERATE SAMPLING”,
“judgment sampling”.
SAMPLE SIZE

The purpose of research is the main determinant of the level of accuracy required in the
results, and this level of accuracy or exactness is the main determinant of a sample size. The
sample size of a statistical sample is the number off observations that constitute it. It is
typically denoted by ‘n’, a positive integer.
CHAPTER-4

( DATA ANALYSIS AND INTERPRETATION )

1. How often will you have Milky Bar Chocolate?

S.No Customer opinion No. of respondents Percentage

1 Regularly 15 25

2 Occasionally 21 35

3 Rarely 24 40

4 Total 60 100

Table 1

14

12

10

2
Rs. 1 Rs. 2 Rs. 5
0

Graph 1
Interpretation

From the above graph, it is interpreted that 5 of respondents prefer to have Milky Bar
Regularly, 7 of respondents prefer to have Occasionally and remaining 8 prefer to have Rarely.

2. Which of these factors influencing you to buy Milky Bar?

S.No Customer opinion No. of respondents Percentage

1 Price 9 15

2 Quality 30 50

3 Brand 6 10

4 Advertisement 15 25

5 Total 60 100

Table 2

14

12

10

0
Rs. 1 Rs. 2 Rs. 5 Rs. 10

Graph 2
Interpretation:

From the above graph it is interpreted that, 3 respondents are using Milky Bar Chocolate
based on Price, 10 on Quality, 2 on Brand and the remaining 5 on Advertisement.

3. Is Milky Bar easily available in shops?

Percentage Percentage Percentage Percentage

1 Yes 54 90

2 No 6 10

3 Total 60 100

Table 3

2.5

1.5

0.5

0
Rs. 1 Rs. 2

Graph 3
Interpretation:

From the above graph it is interpreted that 18 respondents said that it is easily
available in shops, and the remaining 2 said that it is not available in shops.

4. Which factor you will enjoy most while consuming Milky Bar?

S.No Customer opinion No. of respondents Percentage

1 Colour 9 15

2 Taste 36 60

3 Nutritional Values 9 15

4 Hidden puzzle 6 10

5 Total 60 100

Table 4

14

12

10

2
Rs. 1 Rs. 2 Rs. 5 Rs. 10
0

Graph 4
Interpretation

From the above graph it is interpreted that 3 of the respondents enjoy Colour during
the time of consumption, 12enjoys Taste, 3 enjoy Nutritional values and the remaining 2
enjoys the Hidden puzzle inside it.

5. Do you think Milky Bar is consumed by children only?

S.No Customer opinion No. of respondents Percentage

1 Yes 18 30

2 No 27 45

3 May be 15 25

4 Total 60 100

Table 5

14
12
10
8
6
4
2
0

Rs. 1 Rs. 2 Rs. 5

Graph 5
Interpretation

From the above graph it is interpreted that 6 of the respondents said that it is consumed
by children only, 9 said that it is No, and the remaining 5 said that it May be.

6. What is your opinion about the packing of Milky Bar?

Table 6
S.No Customer opinion No. of respondents Percentage

1 Attractive 27 45

2 Average 30 50

3 Not Attractive 3 5

4 Total 60 100

14

12

10

0
Rs. 1 Rs. 2 Rs. 5

Graph 6
Interpretation

From the above graph it is interpreted that 9 of the respondents said that the packing is
Attractive, 10 said that it is Average and the remaining 1 said that it is Not Attractive .

7. How do you perceive Nestle products?

S.No Customer opinion No. of respondents Percentage

1 Highly satisfied 18 30

2 Satisfied 36 60

3 Average 6 10

4 Not at all satisfied 0 0

5 Total 60 100

Table 7

14

12

10

0
Rs. 1 Rs. 2 Rs. 5 Rs. 10

Graph 7
Interpretation

From the above graph it is interpreted that 6 of the respondents are Highly satisfied
with the Nestle products, 12 said they are Satisfied, 2 said they feel Average and 0
respondents are Not at all satisfied.

8. Do you have awareness regarding the ingredients used in Milky Bar?

S.No Customer opinion No. of respondents Percentage

1 Yes 27 45

2 No 33 55

3 Total 60 100

Table 8

2.5

1.5

0.5

0
Rs. 1 Rs. 2

Graph 8
Interpretation

From the above graph it is interpreted that 9 of the respondents are aware of the
ingredients used in Milky Bar and the remaining 11 said No.

9. What is your opinion regarding price of Milky Bar?

S.No Customer No. of Percentage

opinion respondents

1 High 9 15

2 Economical 39 65

3 Low 12 20

4 Total 60 100

Table 9

14

12

10

0
Rs. 1 Rs. 2 Rs. 5

Graph 9
Interpretation

From the above graph it is interpreted that 3 of the respondents feel that the price of
Milky Bar is High, 13 feel it is Economical, and the remaining 4 feel it is Low.

10. Generally which flavours of Milky Bar do you prefer?

S.No Customer opinion No. of respondents Percentage

1 Strawberry 27 45

2 Chocolate 21 35

3 Plain Milky Bar 12 20

4 Orange 0 0

5 Total 60 100

Table 10

9
8
7
6
5
4
3
2
1
0

10 08-Sep 06-Jul <5

Graph 10
Interpretation

From the above graph it is interpreted that 9 of the respondents are preferring
Strawberry flavour, 7 prefer Chocolate, 4 prefer Plain Milky Bar and the remaining 0 prefer
Orange flavour.

11. Are you expecting any changes in Milky Bar?

S.No Customer opinion No. of respondents Percentage

1 Yes 33 55

2 No 27 45

3 Total 60 100

Table 11

10 08/Sep

Graph 11
Interpretation

From the above graph it is the interpreted that 11 of the respondents are expecting
changes in Milkybar Chocolate, and the remaining 9 does not expect changes in it.

12. Rate Milky Bar chocolate for its taste?

S.No Customer opinion No. of respondents Percentage

1 10 12 20

2 8-9 15 25

3 6-7 24 40

4 <5 9 15

5 Total 60 100

Table 12

1
10 08-Sep 06-Jul <5
0

Graph 12
Interpretation

From the above graph it is the interpreted that 4of the respondents rate 10 points for
Milky bar Chocolate, 5 rate 8-9, 8 rate 6-7, and the remaining 3 gave <5.
CHAPTER-5

( FINDINGS )

 From the research we find that people are preferring chocolates more than biscuits
 Milk bar chocolates are more preferable by people.
 By taste people are preferring Cadbury more
 It is found that, more respondents are influenced to buy Milky Bar chocolate because
of its quality.
 it is found that, respondents agree that they are influenced to buy Milky Bar through
advertisement.
 It is found that majority of customers are influenced to buy Milky Bar due to the
availability.
 It is found that majority of the customers purchase Milky Bar chocolate Rarely.
 It is found that majority of customers express that the price of Milky Bar Chocolate is
economical.
 It is found that majority of the customers don’t know about the ingredients used in
preparation of Milky Bar Chocolate.
 It is found that, most of the respondents opinion about packing is Average.+
 People want government to introduce sugar-free chocolates.
ANNEXTURE

BIBLIOGRAPHY

BOOKS

 BUSSINESS RESEARCH METHDOLOGY –(THAKUR

PUBLICATIONS) TARAPATLA. LOKESWARA RAO
 MARKETING MANAGEMENT – DR. OLETI VENKATESWARA RAO
AND ANAND RAO

 www.milkybar.com
 www.cadbury.com
 www.nestle.com
 www.chocolates.com
 GURU GOBIND SINGH INDRAPRASTHA

UNIVERSITY. DWARKA, DELHI

QUESTIONNAIRE ON MARKETING STRATEGY ON

MILKYBAR CHOCOLATE
Name :
Gender :
Age :
Occupation :
Location :

1. How often will you have Milky Bar Chocolate?

a) Regularly b) Occasionally c) Rarely
2. Which of these factors influencing you to buy Milky Bar?
a) Price b) Quality c) Brand d) Advertisement
3. Is Milky Bar easily available in shops?
a) Yes b) No
4. Which factor you will enjoy most while consuming Milky Bar?
a) Colour b) Taste c) Nutritional Values d) Hidden puzzle
5. Do you think Milky Bar is consumed by children only?
a) Yes b) No c) May be
6. What is your opinion about the packing of Milky Bar?
a) Attractive b) Average c) Not Attractive

7. How do you perceive Nestle products?

a) Highly satisfied b) Satisfied c) Average d) Not at all satisfied
8. Do you have awareness regarding the ingredients used in Milky Bar?
a) Yes b) No
9. What is your opinion regarding price of Milky Bar?
a) High b) Economical c) Low
10. Generally which flavors of Milky Bar do you prefer?
a) Strawberry b) Chocolate c) Plain Milky Bar d) Orange
11. Are you expecting any changes in Milky Bar?
a) Yes b) No
If Yes specify
12. Rate Milky Bar chocolate for its taste?
a) 10 b) 8-9 c) 6-7 d) <5