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Comparative Study of Milma Chocolate with Other Brands

CHAPTER I INTRODUCTION
Milk is an unavoidable element in the life of the keralites. In olden days, Kerala was far ahead in production of milk. But due to several reasons production of milk declined. Milk is the ancient as mankind itself, as it is the substance created to feed the mammalian infant. All species all mammals from man to whales produce milk for this purpose. Terminology differs slightly between countries .in particular in the U.S dairy can be a facility that processes, distributes and sells dairy products. As an attributive the word diary refers to milk based products and derivatives and processes. The animals and workers involved are considered as dairy cattle and dairy workers respectively. A dairy farm produces milk and dairy products. These establishments constitute the dairy industry, a component of the food industry. Chocolate comes from the seeds of the cacao plant, which is native to South America''s tropical rain forest. At least 3000 years ago, the Mesoamericans discovered how to process the beans to release the distinctive chocolate flavor, and drank it as a sacred beverage. Cacao is now grown all over the world, which annually consumes more than a million tons of processed chocolate. But cacao yields around the world are falling, because the pollination rate of commercially cultivated cacao plants is extremely low. Plantations are also plagued by diseases, expensive to run, and consume precious rain forest. Scientists have recently learned that cacao flowers are

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Comparative Study of Milma Chocolate with Other Brands

pollinated exclusively by midges--small, gnat-like flies--which prefer moist rain forest to sunny plantations. Eager to cultivate cacao more efficiently, farmers are now starting to grow cacao in small patches within the forest ecosystem, as the original Mesoamericans did. This project is based on the comparative study of Milma chocolates with other chocolates. 1.1. STATEMENT OF THE PROBLEM The assigned task was to conduct a survey for a Milma. Research is concerned with the systematic and objective collection, analysis and evaluation of information about specific aspects in order to help management make effective decisions. Once the aspect is identified and defined it is the responsibility of the researcher to chalk out a comprehensive plan explaining each step required to conduct the research in a successful manner.

1.2.OBJECTIVE: The main objective of this study is


1. 2. 3.

To study comparison of Milma chocolates with other Brands. To understand the popularity of Milma among the customers. To understand the main competitors of Milma chocolates

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1.3 METHODOLOGY 1.3.1. PERIOD OF STUDY: The time period was one month for the study, starting from April to May 30. 1.3.2. DATA USED: The type of data collected comprises of Primary data and Secondary data. 1.3.2.1. Primary data is the first hand data collected from the customers and retailers. It was collected through questionnaire. 1.3.2.2. Secondary data for the study has been compiled from the reports and official publication of the organization, which have been helped in getting an insight of the present scenario existing in the operation of the company. 1.3.3. Research Instrument: The method used for data collection was questionnaire method. The questionnaire is a structured one. It was a mixture of open ended, close ended and multiple choice. The words used were simple and helps in avoiding confusion and misunderstanding among the respondents. 1.3.4. Research Design: The Research design is purely and simply the framework of plan for a study that guides the collection and analysis of data. Descriptive Research design was used for this research.

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1.3.5. Research Approach: Questionnaire survey method was adopted for completing the data collection in this research. 1.3.6. Sample Design: In designing the sample the researcher must specify three things. 1) Sampling Unit 2) Sample Size 3) Sampling Technique 1.3.6.1. Sample Size: The size of the sample is 100. 1.3.6.2. Sampling Technique: The technique adopted here is the probability sampling, simple random sampling was adopted. 1.3.7. The Statistical tools applied 1. Percentage 2. Chi-Square Test 1.3.7.1 Percentage: The earliest method used in analysis is percentage methods. No. of respondents for each response Percentage = ------------------------------------------------------ * 100 Total Number of respondents

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1.3.7.2. Chi-Square Test ( X2 ) : The X2 test is one of the simplest and most widely used non-parametric test in statistical work. 1.3.8. Charts: Charts are the graphical representation of data. It is mainly to give a clear picture of the collected data. Charts helps to communicate the data easily to the viewer without consuming much time. It is done with more care and well planned before representing the data in a pictorial form. 1.3.9. Report Presentation: Analysis and evaluation of data transform the raw data collected during the field survey into management information. This has communicated in an attractive and effective information. Report is planned and also relevant to the information needed. It is clearly represented, effectively illustrated with tables, diagrams etc. Printing and binding is done with special care.

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CHAPTER II PROFILES
2.1 INDUSTRY PROFILE 2.1.1. INDIAN DIARY INDUSTRY Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike. Indias dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing

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production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn 2.1.2. Background

India with 134mn cows and 125mn buffaloes, has the largest population of cattle in the world. Total cattle population in the country as on October'00 stood at 313mn. More than fifty percent of the buffaloes and twenty percent of the cattle in the world are found in India and most of these are milch cows and milch buffaloes. Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 70,000 village dairy cooperatives across the country. The co-operative societies are federated into 170 district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 72mn dairy farmers. In terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 1999-00 is estimated at

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78mn MT as compared to 74.5mn MT in the previous year. This production is expected to increase to 81mn MT by 2000-01. Of this total produce of 78mn cows' milk constitute 36mn MT while rest is from other cattle. While world milk production declined by 2 per cent in the last three years, according to FAO estimates, Indian production has increased by 4 per cent. The milk production in India accounts for more than 13% of the total world output and 57% of total Asia's production. The top five milk producing nations in the world are India ,USA, Russia, Germany and France. Although milk production has grown at a fast pace during the last three decades (courtesy: Operation Flood), milk yield per animal is very low. The main reasons for the low yield are

Lack of use of scientific practices in milching. Inadequate availability of fodder in all seasons. Unavailability of veterinary health services. Milk Yield comparison:

Country USA UK Canada New Zealand Pakistan India World (Average)

Milk Yield (Kgs per year) 7002 5417 5348 2976 1052 795 2021

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Source: Export prospects for agro-based industries, World Trade Centre, Mumbai

2.1.3.

Operation Flood

The transition of the Indian milk industry from a situation of net import to that of surplus has been led by the efforts of National Dairy Development Board's Operation Flood. programme under the aegis of the former Chairman of the board Dr. Kurien. Launched in 1970, Operation Flood has led to the modernization of India's dairy sector and created a strong network for procurement processing and distribution of milk by the co-operative sector. Per capita availability of milk has increased from 132 gm per day in 1950 to over 220 gm per day in 1998. The main thrust of Operation Flood was to organize dairy cooperatives in the milkshed areas of the village, and to link them to the four Metro cities, which are the main markets for milk. The efforts undertaken by NDDB have not only led to enhanced production, improvement in methods of processing and development of a strong marketing network, but have also led to the emergence of dairying as an important source of employment and income generation in the rural areas. It has also led to an improvement in yields, longer lactation periods, shorter calving intervals, etc through the use of modern breeding techniques. Establishment of milk collection centers, and chilling centers has enhanced life of raw milk and enabled minimization of wastage due to spoilage of milk. Operation Flood has been one of the world's largest dairy development programme and looking at the success achieved in India by adopting the co-operative route, a few other countries have also replicated the model of India's White Revolution.

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2.1.4.

Fresh Milk

Over 50% of the milk produced in India is buffalo milk, and 45% is cow milk. The buffalo milk contribution to total milk produce is expected to be 54% in 2000. Buffalo milk has 3.6% protein, 7.4% fat, 5.5% milk sugar, 0.8% ash and 82.7% water whereas cow milk has 3.5% protein, 3.7% fat, 4.9% milk sugar, 0.7% ash and 87% water. While presently (for the year 2000) the price of Buffalo milk is ruling at $261-313 per MT that of cow is ruling at $170-267 per MT. Fresh pasteurized milk is available in packaged form. However, a large part of milk consumed in India is not pasteurized, and is sold in loose form by vendors. Sterilized milk is scarcely available in India. Packaged milk can be divided according to fat content as follows, Whole (full cream) milk - 6% fat Standardized (toned) milk - 4.5% fat Doubled toned (low fat) milk - 3% fat Another category of milk, which has a small market is flavoured milk. 2.1.5. THE INDIAN MARKET - A PYRAMID

2.1.5.1. Consumer Habits And Practices Milk has been an integral part of Indian food for centuries. The per capita availability of milk in India has grown from 172 gm per person per day in 1972 to 182gm in 1992 and 203 gm in 1998-99.This is expected to increase to 212gms for 1999-00. However a large part of the population cannot afford

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milk. At this per capita consumption it is below the world average of 285 gm and even less than 220 gm recommended by the Nutritional Advisory Committee of the Indian Council of Medical Research. There are regional disparities in production and consumption also. The per capita availability in the north is 278 gm, west 174 gm, south 148 gm and in the east only 93 gm per person per day. This disparity is due to concentration of milk production in some pockets and high cost of transportation. Also the output of milk in cereal growing areas is much higher than elsewhere which can be attributed to abundant availability of fodder, crop residues, etc which have a high food value for milch animals. In India about 46 per cent of the total milk produced is consumed in liquid form and 47 per cent is converted into traditional products like cottage butter, ghee, paneer, khoya, curd, malai, etc. Only 7 per cent of the milk goes into the production of western products like milk powders, processed butter and processed cheese. The remaining 54% is utilized for conversion to milk products. Among the milk products manufactured by the organized sector some of the prominent ones are ghee, butter, cheese, ice creams, milk powders, malted milk food, condensed milk infants foods etc. Of these ghee alone accounts for 85%. It is estimated that around 20% of the total milk produced in the country is consumed at producer-household level and remaining is marketed through various cooperatives, private dairies and vendors. Also of the total produce more than 50% is procured by cooperatives and other private dairies.

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While for cooperatives of the total milk procured 60% is consumed in fluid form and rest is used for manufacturing processed value added dairy products; for private dairies only 45% is marketed in fluid form and rest is processed into value added dairy products like ghee, makhan etc. Still, several consumers in urban areas prefer to buy loose milk from vendors due to the strong perception that loose milk is fresh. Also, the current level of processing and packaging capacity limits the availability of packaged milk. The preferred dairy animal in India is buffalo unlike the majority of the world market, which is dominated by cow milk. As high as 98% of milk is produced in rural India, which caters to 72% of the total population, whereas the urban sector with 28% population consumes 56% of total milk produced. Even in urban India, as high as 83% of the consumed milk comes from the unorganized traditional sector. Presently only 12% of the milk market is represented by packaged and branded pasteurized milk, valued at about Rs. 8,000 crores. Quality of milk sold by unorganized sector however is inconsistent and so is the price across the season in local areas. Also these vendors add water and caustic soda, which makes the milk unhygienic. India's dairy market is multi-layered. It's shaped like a pyramid with the base made up of a vast market for low-cost milk. The bulk of the demand for milk is among the poor in urban areas whose individual requirement is small, maybe a glassful for use as whitener for their tea and coffee. Nevertheless, it

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adds up to a sizable volume - millions of litres per day. In the major cities lies an immense growth potential for the modern sector. Presently, barely 778 out of 3,700 cities and towns are served by its milk distribution network, dispensing hygienically packed wholesome, quality pasteurized milk. According to one estimate, the packed milk segment would double in the next five years, giving both strength and volume to the modern sector. The narrow tip at the top is a small but affluent market for western type milk products. 2.1.5.2. Growing Volumes The effective milk market is largely confined to urban areas, inhabited by over 25 per cent of the country's population. An estimated 50 per cent of the total milk produced is consumed here. By the end of the twentieth century, the urban population is expected to increase by more than 100 million to touch 364 million in 2000 a growth of about 40 per cent. The expected rise in urban population would be a boon to Indian dairying. Presently, the organized sector both cooperative and private and the traditional sector cater to this market. The consumer access has become easier with the information revolution. The number of households with TV has increased from 23 million in 1989 to 45 million in 1995. About 34 per cent of these households in urban India have access to satellite television channel. 2.1.5.3. Potential for further growth Of the three A's of marketing - availability, acceptability and affordability, Indian dairying is already endowed with the first two. People in India love to drink milk. Hence no efforts are needed to make it acceptable.

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Its availability is not a limitation either, because of the ample scope for increasing milk production, given the prevailing low yields from dairy cattle. It leaves the third vital marketing factor affordability. How to make milk affordable for the large majority with limited purchasing power? That is essence of the challenge. One practical way is to pack milk in small quantities of 250 ml or less in polythene sachets. Already, the glass bottle for retailing milk has given way to single-use sachets which are more economical. Another viable alternative is to sell small quantities of milk powder in mini-sachets, adequate for two cups of tea or coffee. 2.1.5.4. Marketing Strategy for 2000 AD Two key elements of marketing strategy for 2000 AD are: Focus on strong brands and, product mix expansion to include UHT milk, cheese, ice creams and spreads. The changing marketing trends will see the shift from generic products to the packaged quasi, regular and premium brands. The national brands will gradually edge out the regional brands or reduce their presence. The brand image can do wonders to a product's marketing as is evident from the words of Perfume Princess Coco Channel: In the factory, we pack perfume; in the market, we sell hope! 2.1.5.5. Emerging Dairy Markets

Food service institutional market: It is growing at double the rate of consumer market Defense market: An important growing market for quality products at reasonable prices

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Ingredients market: A boom is forecast in the market of dairy products used as raw material in pharmaceutical and allied industries Parlour market: The increasing away-from-home consumption trend opens new vistas for ready-to-serve dairy products which would ride piggyback on the fast food revolution sweeping the urban India.

India, with her sizable dairy industry growing rapidly and on the path of modernization, would have a place in the sun of prosperity for many decades to come. The one index to the statement is the fact that the projected total milk output over the next 15 years (1995-2010) would exceed 1457.6 million tonnes which is twice the total production of the past 15 years! 2.1.5.6. Penetration of milk products Western table spreads such as butter, margarine and jams are not very popular in India. All India penetration of butter/ margarine is only 4%. This is also largely represented by urban areas, where penetration is higher at 9%. In rural areas, butter/ margarine have penetrated in 2.1% of households only. The use of these products in the large metros is higher, with penetration at 15%. Penetration of cheese is almost nil in rural areas and negligible in the urban areas. Per capita consumption even among the cheese-consuming households is a poor 2.4kg pa as compared to over 20kg in USA. The lower penetration is due to peculiar food habits, relatively expensive products and also non-availability in many parts of the country. Butter, margarine and cheese products are mainly manufactured by organized sector.

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Similarly, penetration of ghee is highest in medium sized towns at 37.2% compared to 31.7% in all urban areas and 21.3% in all rural areas. The all India penetration of ghee is 24.1%. In relative terms, penetration of ghee is significantly higher in North and West, which are milk surplus regions. North accounts for 57% of ghee consumption and West for 23%, South & East together account for the balance 20%. A large part of ghee is made at home and by small/ cottage industry from milk. The relative share of branded products in this category is very low at around 1-2%. Milk powder and condensed milk have not been able to garner any significant consumer acceptance in India as indicated by a very low 4.7% penetration. The penetration is higher at 8.1% in urban areas and lower at 3.5% in rural areas. Within urban areas, it is relatively higher in medium sized towns at 8.5% compared to 7.7% in a large metros. 2.1.5.7. Market Size And Growth Market size for milk (sold in loose/ packaged form) is estimated to be 36mn MT valued at Rs470bn. The market is currently growing at round 4% pa in volume terms. The milk surplus states in India are Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu. The manufacturing of milk products is concentrated in these milk surplus States. The top 6 states viz. Uttar Pradesh, Punjab, Madhya Pradesh, Rajasthan, Tamil Nadu and Gujarat together account for 58% of national production.

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Milk production grew by a mere 1% pa between 1947 and 1970. Since the early 70's, under Operation Flood, production growth increased significantly averaging over 5% pa. About 75% of milk is consumed at the household level which is not a part of commercial dairy industry. Loose milk has a larger market in India as it is perceived to be fresh by most consumers. In reality however, it poses a higher risk of adulteration and contamination. The production of milk products, i.e. milk products including infant milk food, malted food, condensed milk & cheese stood at 3.07 lakh MT in 2009. Production of milk powder including infant milk-food has risen to 2.25 lakh MT in 2009, whereas that of malted food is at 65000 MT. Cheese and condensed milk production stands at 5000 and 11000 MT respectively in the same year. (Source: Annual Report 2009-2010, DFPI) 2.2.

ABOUT CHOCOLATES

2.2.1. History of chocolate: The earliest record of chocolate was over fifteen hundred years ago in the central.America rain forests, where the tropical mix of high rain fall combined with high year round temperatures and humidity provide the ideal climate for cultivation of the plant from which chocolate is derived, the cacao tree.

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Chocolate is made from the cocoa bean, found in pods growing from the trunk and lower branches of the cacao tree, Latin name theobroma cacao meaning food of the gods Cacao was corrupted into the more familiar cocoa by the early European explorers. The Maya brewed a spicy, bittersweet drink by roasting and pounding the seeds of the cacao tree with maize and capsicum peppers and letting the mixture ferment. This drink was reserved for use in ceremonies as well as for drinking by the wealthy and religious elite; they also ate cacao porridge. The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from the raw beans, which again featured prominently in ritual and as a luxury available only to the very wealthy. The Aztecs called this drink xocolatl, the Spanish conquistadors found this almost impossible to pronounce and so corrupted it to the easier chocolat the English further changed this to chocolate. The Aztecs regarded chocolate as an aphrodisiac and their emperor, Montezuma reputedly drank it fifty times a day from a golden goblet and is quoted as saying of xocolatl: the divine drink, which builds up resistance and fights fatigue. A cup of this precious drink permits a man to walk for a whole day without food Chocolate in Europe Xocolatl! or chocolat or chocolate as it became known, was brought to Europe by Cortez, by this time the conquistadors had learned to make the drink more palatable to European tastes by mixing the ground roasted beans with sugar and vanilla ( a practice still continued today), thus offsetting the spicy bitterness of the brew the Aztecs drank. The first chocolate factories opened in Spain, where the dried fermented beans brought back from the new world

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by the Spanish treasure fleets were roasted and ground, and by the early 17th century chocolate powder from which the European version of the drink was made- was being exported to other parts of Europe. The Spanish kept the source of the drink- the beans- a secret for many years, so successfully in fact, that when English buccaneers boarded what they thought was a Spanish treasurer galleon in 1579, only to find it loaded with what appeared to be dried sheeps droppings, they burned the whole ship in frustration. If only they had known, chocolate was so expensive at that time, that it was worth its weight in silver ( if not gold), chocolate was treasure indeed ! Within a few years, the cocoa beverage made from the powder produced in Spain had become popular throughout Europe, in the Spanish Netherlands, Italy, France, Germany and in about 1520 it arrived in England. The first chocolate house in England opened in London in 1657 followed rapidly by many others. Like the already well established coffee houses, they were used as clubs where the wealthy and business community met to smoke a clay pipe of tobacco, conduct business and socialize over a cup of chocolate. Back to the Americas Events went full circle when English colonists carried chocolate (and coffee) with them to Englands colonies in north America. Destined to become the united states of America and Canada, they are now the worlds largest consumers by far of both chocolate and coffee, consuming over half of the words total production of chocolate alone.

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The Quakers The Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans of English civil war and pilgrim fathers fame and a history of chocolate would not be complete without mentioning their part in it. Some of the most famous names in chocolate were Quakers, who for centuries held a virtual monopoly of chocolate making in the English speaking world fry, Cadbury and row tree are probably the best known. Its probably before the time of the English civil war between parliament and king Charles 1st that the Quakers who evolved from the puritans, first began their historic association with chocolate. Because of their pacifist religion, they were prohibited from many normal business activities, so as an industrious people with a strong belief in the work ethic (like the puritans), they involved themselves in food related businesses and did very well. Baking was a common occupation for them because bread was regarded as the biblical staff of life, and bakers in England were the first to add chocolate to cakes so it would be a natural progression for them to start making pure chocolate. They were also heavily involved in breakfast cereals but thats another story. What is certain is that the fry, row tree and Cadbury families in England among others, began chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol, England) is credited with producing and selling the worlds first chocolate bar. Frys have now all but disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle, to form the largest chocolate manufacturer in the world. Cadbury have stayed with chocolate production and are now, if not quite the largest, probably one of the bestknown chocolate makers in the world.

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Chocolate as we know it The first mention of chocolate being eaten in solid form is when bakers in England began adding cocoa powder to cakes in the mid 1600s. Then in 1828 a Dutch chemist, Johannes van houten, invented a method of extracting the bitter tasting fat or cocoa butter from the roasted ground beans, his aim was to make the drink smoother and more palatable, however he unknowingly paved the way for solid chocolate as we know it. Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to produce the first solid chocolate bar then in1875 a Swiss manufacturer, Daniel peters, found a way to combine (some would say improve, some would say ruin) cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate. 2.3. CHOCOLATE PRODUCTION

The cocoa-bean -- the heart of the sweetest delicacy in the world is bitter! This is why, up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit. They regarded the precious bean as waste or used it, as was the case among the Aztecs, as a form of currency. The Varieties There are two quite different basic classifications of cocoa, under which practically all varieties can be categorised: Criollo and Forastero cocoas. The pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. The seeds are of finer quality than those of the Forastero variety. They have a particularly fine, mild aroma and are, therefore, used only in the production of high-quality chocolate and for blending. However, Criollo cocoa

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accounts for only 10% of the world crop. The remaining 90% is harvested from trees of the Forastero family, with its many hybrids and varieties. The main growing area is West Africa. The cocoa tree can flourish only in the hottest regions of the world. The Harvest Immediately after harvesting, the fruit is treated to prevent it from rotting. At fermentation sites either in the plantation or at, collecting points, the fruit is opened. Fermentation The fermentation process is decisive in the production of high quality raw cocoa. The technique varies depending on the growing region. Drying After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of this has to be removed. What could be more natural than to spread the beans out to dry on the sun-soaked ground or on mats? After a week or so, all but a small percentage of the water has evaporated. Cleaning Before the real processing begins, the raw cocoa is thoroughly cleaned by passing through sieves, and by brushing. Finally, the last vestiges of wood, jute fibres, sand and even the finest dust are extracted by powerful vacuum equipment. Roasting The subsequent roasting process is primarily designed to develop the aroma. The entire roasting process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 C, is carried out automatically.

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Crushing and shelling The roasted beans are now broken into medium sized pieces in the crushing machine. Blending Before grinding, the crushed beans are weighed and blended according to special recipes. The secret of every chocolate factory lies in the special mixing ratios, which it has developed for different types of cocoa. Grinding The crushed cocoa beans, which are still fairly coarse are now preground by special milling equipment and then fed on to rollers where they are ground into a fine paste. The heat generated by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean) contained in the beans to melt, producing a thick, liquid mixture. This is dark brown in color with a characteristic, strong odour. During cooling it gradually sets: this is the cocoa paste. At this point the production process divides into two paths, but which soon join again. A part of the cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes through various blending and refining processes, during which some of the cocoa butter is added to it. The two paths have rejoined. Cocoa Butter The cocoa butter has important functions. It not only forms part of every recipe, but it also later gives the chocolate its fine structure, beautiful lustre and delicate, attractive glaze.

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Cocoa Powder After the cocoa butter has left the press; cocoa cakes are left which still contain a 10 to 20% proportion of fat depending on the intensity of compression. These cakes are crushed again, ground to powder and finely sifted in several stages and we obtain a dark, strongly aromatic powder, which is excellent for the preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk are the four basic ingredients for making chocolate. Kneading In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and kneaded. Rolling Depending on the design of the rolling mills, three or five vertically mounted steel rollers rotate in opposite directions. Under heavy pressure they pulverise the tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One micron is a thousandth part of a millimetre.) Conching But still the chocolate paste is not smooth enough to satisfy our palates. But within two or three days all that will have been put right. For during this period the chocolate paste will be refined to such an extent in the conches that it will flatter even the most discriminating palate. Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 C and, while being constantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa butter.

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2.4.

CONSUMPTION OF CHOCOLATES IN INDIA

Chocolate consumption in India is extremely low. Per capita consumption is around 160 gms in the urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even lower. Chocolates in India are consumed as indulgence and not as a snack food. A strong volume growth was witnessed in the early 90s when Cadbury repositioned chocolates from children to adult consumption. The biggest opportunity is likely to stem from increasing the consumer base. Leading players like Cadbury and Nestle have been attempting to do this by value for money offerings, which are affordable to the masses. 2.5. MAJOR PLAYERS

2.5.1. CADBURY The Cadbury story is a fascinating study of industrial and social developments covering well over a century and a half. It shows how a small family business developed into an international company combining the most sophisticated technology with the highest standards of quality, technical skills and innovational established by the founders. A one-man business opened in 1824 by a young Quaker, John Cadbury, in bull street Birmingham was to be the foundation of Cadbury limited, now one of the works largest producer of chocolate. By 1831 the business had changed from a grocery shop and Cadbury had become a manufacturer of drinking chocolate and cocoa. This was the star of the Cadbury manufacturing business, as it is know today.

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Now the leader in the UK confection market. Cadbury limited is confectionery division, of a major force in the confectionery and soft drinks international market., Quality has been the focus of the Cadbury business from the beginning as generations have worked to produce chocolate with that very special taste, smoothness and snap, so characteristics of Cadburys more forward to extend their business by introducing Health drinks. Now Cadburys is the brown drinks (Cocoa based) segment. 2.5.2NESTLE Nestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first product was Farine Lacte Nestl, an infant cereal specially formulated by Henri Nestl to provide and improve infant nutrition. From its first historic merger with the Anglo-Swiss Condensed Milk Company in 1905, Nestl has grown to become the worlds largest and most diversified food Company, and is about twice the size of its nearest competitor in the food and beverage sector. Nestls trademark of birds in a nest, derived from Henri Nestls 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 Nestls corporate identity but serves to define the Companys products, responsibilities, business practices, ethics and goals. In 2010, Nestl had around 3,47,000 employees worldwide, operated 500 factories in approx. 100 countries and offered over 8,000 products to millions of consumers universally. The Companys transparent business

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practices, pioneering environment policy and respect for the fundamental values of different cultures have earned it an enviable place in the countries it operates in. Nestls activities contribute to and nurture the sustainable economic development of people, communities and nations. Above all, Nestl is dedicated to bringing the joy of Good Food, Good Life to people throughout their lives, throughout the world. 2.5.3. AMUL In 1929, Peston Edul Polson established Polson Model Dairy at Anand to manufacture butter, ghee and casein and in 1944, the Bombay Municipal Corporation Milk Supply was inaugurated. Monopoly rights were awarded to Polson for Procuring milk from Kaira. Amul's genesis is linked to the freedom movement in India. Sardar Vallabhbhai Patel, an eminent Indian freedom fighter encouraged the dairy farmers from the Kaira district in Gujarat to form a cooperative to counter the 'exploitatively' low prices offered for their milk by the monopoly milk supplier of the area, Polson's Dairy. The dairy farmers met in Samarkha (Kaira district, Gujarat) on the 4th of January 1946. Initially, when the Bombay government refused to deal with the cooperative, the farmers called a strike. The government finally relented when Bombay went without milk for a fortnight. The successful union registered itself as the Kaira District Cooperative Milk Producers' Union Ltd. (KCMPUL), Anand, in Gujarat in December 1946. And so did GCMMF and brand AMUL establish consequently.

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COMPANY PROFILE- MILMA


Kerala Co-operative Milk Marketing Federation (KCMMF) popularly called milma was established in April 1980 with its Head Office at Thiruvananthapuram for the successful implementation of the Operation Flood which is a dairy program me launched in 1970 under the aegis of National Dairy Development Board (NDDB). Operation Flood, otherwise known as white revolution is one of the worlds largest rural development program. It has helped dairy farmers direct their own development, placing control of the resources they create in their own hands. According to this program a National Milk Grid links milk producers throughout India with consumers in over 700 towns and cities reducing seasonal and regional price variation, while ensuring that the producers gets a major share of the consumers rupee. The bedrock operation flood has been village milk producers co-operative which produces milk and provide inputs and services, making modern management and technology available to members. Kerala was introduced ill the operation flood project during the second phase (1980-1987). The eight southern districts from Trivandrum to Thrissur were included in the project area having a total layout of 29 crores. These projects were based at Trivandrum regional co-operative milk producers union (TRCMPU) and Ernakulam regional co-operative milk producers union (ERCMPU) formed in 1985. The third union via Malappuram regional co-operative milk producers union (MRCMPU) was formed in 1986.

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Main Milma products The name of milma and its motto Your Health is Our Concern, has become synonymous with assured quality. This is amply proved by the fact of all its products mainly Ghee, selling solely under the trade name of MILMA. Milma has a range of products from wholesome Pasteurized Milk to Pure, Ghee Creamy Butter, and Nourishing Sterilized Flavored milk and Icecrmes .All the products strictly adhere to the PFA rule and are sent to the market only after stringent quality checking etc. Pasteurized milk Milma is marketing liquid milk in pasteurized from only. There is variety in terms of fat content in the pasteurized milma milk. They are Toned milk which contains 3.0% fat and 8.5% other minerals, Standardized milk which has high fat content- and another type in which fat is totally removed. Pasteurized milk is available in 500ml and 1 liter sachets. Ghee Milmas ghee is produced from either crme or butter. Milma is now marketing ghee in different packs from 50gm to 15kg. Butter Milmas butter is prepared from crme separated from milk, Milams butter contains 81%fat and below 15.6% water content. It is distributed in pack size from 100gm to 500gm.

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Ice-cream Milmas Ice-cream now available in Vanilla, Chocolate, Mango and Strawberry flavours. Flavoured milk There is flavored milk available both in Tetra packs and carry home bottle .The flavours such as Cardamom Pineapple Mango and Strawberry etc are marketed by milma. A mango drink under the name Refresh is also a product of milma in tetra packs. These products can be kept without damage for a period of 6 months. Dairy whitener Dairy whitener is a partially skimmed dry milk powder which is easily soluble in both cold and hot water. It is used as a tea/coffee whitener and quality curd can be made out of it. Curd Milma sells skimmed milk curd in 500ml sachets which is well accepted by the customers. Sambharam Sambharam or buttermilk is an instant thirst quencher sold by milma in 200ml sachets.

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Milma cattle feed Milma now producing 500MT cattle feed a day. It is distributed at a very reasonable rate through the Anand Pattern Co-operative Societies and Dealers. National Dairy Development Boar NDDB, under Dr.V.Kuriens guidance set up KCMMF in 1980. Ever since then, there a very close co-operative between NDDB and the Federation. NDDB are the originators of the Operation Flood Program and had been the funding agent for the Operation Flood project in Kerala. Amul The Dairy Co-operative of Gujarat has been the inspiration for the development of such a vast network of dairy co-operatives in Kerala. Among the co-operatives in Gujarat, Kaira District Co-operative. The name milma represents 2,608 primary milk co-operative societies. 7.33 lakhs farmers members. Three Regional Co-operative Milk Producers Union. Fourteen Milk Chilling centers. Two cattle feed plants with cumulative capacity of 500 MT. One Milk Power Plant of 10 MT per day capacity.

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A well established Training Centers. 5000 retail outlets. Mission of Milma Farmers prosperity through consumers satisfaction. Objectives of Milma

To channelise marketable surplus milk from the rural areas to urban deficit areas to maximize the returns to the producer and provide quality milk and milk product to the consumers.

To carryout activities for promoting farming community.

production, procurement,

processing and milk and milk products for economy development of the

To build up a viable dairy industry in the state.

To provide constant market and stable price to the dairy farmers of their products.

Government of Kerala The phenomenal success of Dairy Co-operative in Kerala could not have been achieved without the foundation of Animal Husbandry Department, dairy development Department and Kerala Livestock Development Board, of the Government of Kerala. Milma The Farmers Organization

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Milma is an organization of farmers. They are the producers of the raw materials milk the shareholders in the organization and the Chairman and Board of Director are elected from among them. The Farmers are members of the APCOS (Anand Pattern Co-operative Societies).The president of the APCOS from the General Body of the Regional Milk Unions, which Federation to from KCMMF. Procurement of milk First and foremost, milma provides assured milk market and procures milk from even the remotest societies, twice a day the milk collection trucks go to the societies and collect milk. In areas which are not accessible by road other means of collection are employed. Veterinary service Veterinary services are the most popular component of input activities; the veterinary wing operates two types of veterinary routes regular and emergency. Cattle Feed Plant Balanced cattle feed is the major centralized input provided to the dairy farmers of the state from the federation .There are a high level of acceptability for this product in the market. Training Center In keeping with the ideology of placing the instruments of progress in the hands of the farmers themselves. An orientation program is offered to the

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farmers to equip them with the basic and fundamentals of co-operatives, accounting, testing, laws etc. A full-fledged training center is functioning at Trichur. Regional Milk Co-operative unions In order to affect efficiency and expedite the process procurement and marketing, KCMMF has three Regional Co-operative Milk producers Unions in Kerala TRCMPU, ERCMPU, and MRCMPU. These three unions cover the northern central and southern regions of the state respectively. These divisions have helped to decentralize and democratize the functioning of the organization. Role of competitors in the milk market Majority of the milk market remains with co-operative which was formed under operation flood all over India. The milk marketing federations and its affiliated districts milk unions control majority of the milk market in the organized sector. AMUL MILMA MOTHER ADAIRY VERKA NANDINI VIJAYA

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ARVIN PARAG, ETC. There are few major private companies which are in the forefront of dairy product marketing such as Britania, Cadburys, and Nestle etc. New international players such as Anchor, Fronteero, Compine, Landolakers etc, are expected to enter in India market very soon either directly or through joint ventures. The change in retail formats and opening of big retail malls like Reliance, Bharati wall, Trinetra etc. has started the concept of store branding. Coming to Kerala milma still enjoys a near monopoly in the organized milk marketing. However there are 35 to 40 brands of packaged milk being sold in Kerala. Some of the brands are Penta, Cowma, Balaji, Kairali, Royal, Ambadi etc. Few charitable organizations such as PDDP, MALANADU etc, are also having their presence in the milk market. Most of the private brands of milk are bringing milk from other states and sell it in Kerala Through there are large number of brands the share of each of these brands are too small. Altogether these private brands sell around 3 lakhs liters of milk per day. In the dairy product category all the multinational brands are available. The total estimated milk consumptions in the state are around 85 lakhs per day. The organized sector caters to approximately 13 lakhs liters per day. The remaining is completely under un organized sector especially household sales, own consumptions sale by cycle vendors etc.

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Milmas social responsibility and Plan of Milma Milma being a framers organization catering to lakhs of milk consumer in the state has the twin responsibility of ensuring regular market and reasonable price to lakhs of consumer in the state at reasonable price. Milma has successfully carrying out this social responsibility in the last few decadesMilmas dream is to ensure prosperity through Milk be it for the producer or for the consumer. Milma look forward to a bright future for this farmers organization and reiterate Milma s resolve to strive relentlessly to make this a full-fledged co-operative of the farmers who would grow along with the organization.

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CHAPTER III LITERATURE SURVEY

Marketing is typically seen as the task of creating, promoting and delivering goods and services to consumers and business. According to Duddy and Revzan, Marketing is the economic process by which goods and services are exchanged and their values determined in terms of money prices. Traditionally a market was a physical place where buyers and sellers gathered to exchange goods. The term market is derived from the Latin word Marcatus which means Merchandise, trade or a place where actual buying and selling take place or where buyers and sellers personally meet together to effect purchase and sales. This clearly means that a market is a geographical area where commodities are exposed for sale. Market is the sum total of the situation or environment in which the resources, activities, attitudes of the buyers and sellers, affect the sale for the product in a given area. Economists now describe a market as a collection of buyers and sellers who transact over particular product or product class. But the marketers view the sellers as constituting the industry and the buyers as constituting the market. Now a days, the market has become buyers market. In the new sense, marketing means satisfaction of consumer needs.

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To apply marketing concept, an organization must meet three basic needs. First, it must truly believe in the customers importance. All marketing activities are focused on providing satisfaction on the customers. Second, marketing efforts must be integrated, specific and measurable goals should be set; all marketing activities should be co-ordinated. Finally, management must accept the assumption that profit goals will be reached through satisfied customers.

Key assumptions of the marketing concept

Brand positioning and overall customer attitude: Branding: A brand is a name, term, symbol or design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to difference them from those of the competitors.

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Branding refers to decisions about names, including brands, brand names, brand marks and trade marks. A brand name is the part of a rand that can be verbalized; it includes letters word and numbers. A brand name is sometimes a products only distinguishing characteristics. A brand mark is a symbol, design or other element of brand that cannot be spoken. When a brand name or brand mark is registered and legalized. It becomes a trade mark. Advantages of branding (Consumers) a) When a product is distinguishable by its brand, consumer has an assurance of quality and consistency in the products attributes being offered. b) Certain brands provide status and prestige to consumers, which endow them, a some what conspicuous psychological satisfaction otherwise not normally available. c) These are a considerable saving of time and energy in shopping for goods because a brand renders product identification much better. d) Price of ranted goods is uniform throughout the country. Disadvantages: a) Popularity of brand renders them out of the common mans reaches because they command a premium price. b) Brand royalty helps save time and energy in product selection but it discharges the consumer from trying out other new brands, which may possibly be more satisfying. c) Quality is not assured under all circumstances.

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Important functions of branding are below: 1) It helps in product identification and gives distinctive to product. 2) Indirectly it indicates the quality or standard of the product. 3) It eliminates the imitation of the product. 4) It ensures legal right on the product. 5) It helps in advertising and packing activities. 6) It helps to create and sustain brand loyalty to particular product. 7) It helps in price differentiation of the products.

Brand Positioning: Brand positioning refers to target consumers reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brands benefits/reasons to buy; and it focuses at all points of contact with the consumer. Brand positioning must make sure that:

Is it unique/distinctive vs. competitors? Is it significant and encouraging to the niche market? Is it appropriate to all major geographic markets and businesses? Is the proposition validated with unique, appropriate and original products? Is it sustainable - can it be delivered constantly across all points of contact with the consumer? Is it helpful for organization to achieve its financial goals?

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Is it able to support and boost up the organization?

In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customers views and opinions. Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customers mind. For instance-Kodak Mahindra positions itself in the customers mind as one entity- Kotak - which can provide customized and one-stop solution for all their financial services needs. It has an unaided top of mind recall. It intends to stay with the proposition of Think Investments, Think Kotak. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt. Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image. Brand Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and its similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It is the single feature that sets your service apart from your competitors. For instance- Kingfisher stands for youth and excitement. It represents brand in full flight.

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Customers attitude towards a particular brand: The direct formation of attitudes is linked to the experiential perspective. For forming attitude directly, the following elements are considered. - Classical conditioning/associative learning--positive affect is attached to object - Mere exposure--frequent exposure to stimulus increases liking for it. Derived from Butterfly effect. - Moods--mood at the time of exposure to object influences feelings about object. There are three major factors that are predictive of attitudes. They are Salient Beliefs Strength of the Belief Evaluation There exist two types of influences regarding the consumers attitude. They are internal and external influences. Internal influences: Customer attitude is influenced by demographic factors, psychographic factors, personality, motivation, knowledge, attitude, beliefs and feelings. Customer attitude concerned with consumer need, consumer actions in the

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direction of satisfying needs leads to thus behavior of every individual depend on thinking process. In simple terms attitude refers to what a person feels or believes about something. Additionally, attitude may be reflected in how an individual acts based on his or her beliefs. Once formed, attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a particular issue it will take considerable effort to change what they believe to be true. Marketers facing consumers who have a negative attitude toward their product must work to identify the key issues shaping a consumers attitude then adjust marketing decisions (e.g., advertising) in an effort to change the attitude. For companies competing against strong rivals to whom loyal consumers exhibit a positive attitude, an important strategy is to work to see why consumers feel positive toward the competitor and then try to meet or beat the competitor on these issues. Alternatively, a company can try to locate customers who feel negatively toward the competitor and then increase awareness among this group. External influences: Customer attitude or consumer behaviour is influenced by culture, subculture, locality, family, social class, reference group and marketing mix factors.

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It also includes perception and learning. Perception: It is a process of attaining awareness or understanding of sensory information. Learning: It is acquiring new knowledge, behaviour, skill, values, preferences or understanding and may involve synthesizing different types of information. The ability to learn is preceded by humans, animals and machines. Marketing Research Marketing research may be defined as the objective and systematic design, collection, and analysis and reporting of data and findings relevant to a specific marketing situation facing the company. According to G.B Giles, Marketing research may be defined as the objective and systematic collection, recording analysis, and interpretation and reporting of information aboutExisting potential markets Marketing strategies and tactics Interaction between markets Marketing methods and Current or potential products or services.

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Scope of Marketing Research The marketing research aids the marketers in ascertaining various factors. Some of them are, 1. Aids in manufacturing by of aids the manufacturers in product planning, product pricing etc. 2. Aids in the distribution of the product through ascertainment market conditions, understanding the market policies and strategies etc. Marketing research process: The following are the different steps in marketing research. 1. Define the problem and research objectives. The researcher must know what the management wants him to do. So the problem must be defined carefully and precisely. The research objectives are also to be set out in this page. 2. Develop the research plan. The second stage of marketing research calls for developing the most efficient plan for gathering the needed information. The cost of plan also specified in this stage. 3. Collect the information. This is the most expensive phase in marketing research. The data may be collected through survey method, interviews etc. The data may be collected by way of primary data collection or secondary data collection.

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4. Analyze the information. It is the important stage in the research process. Correct analysis and interpretation of the data makes the research meaningful and purposeful. Various statistical tools may be used for the research analysis. So investor should have an adequate knowledge of various techniques like correlation, measures of central tendency, averages etc are a must. 5. Present the findings At the last step, the research should present findings that are relevant to the major marketing decisions facing management. 6. Make the decision. The manager knows that the findings could suffer from variety of errors. If their confidence is low they may decide against the research findings. They may even decide to conduct a further study. Limitations of marketing research. 1. Marketing research cannot predict future market behaviour accurately in many areas. In fact, many predictions go wrong and become untrue. 2. 3. Lack of qualified personnel is another problem related to market research. Marketing research using the technique of science, but it itself is not an exact science, therefore the result obtained are not very accurate as compared to physical and chemical science. 4. Market research is carried out in open market place where so many variables are acting on the research setting. It is not comparable to the

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controlled laboratory situation as available in physical and other exact science. 5. Marketing research is carried out on consumers, dealers etc who are human beings. Human beings have a tendency to behave artificially when they know that they are being observed, so the attitudes, opinion, believes etc are being studied. This aspect of human behaviours distorts the market research results. 6. The marketing research projects take generally long period than other ones. The time by which the research results are represented market situations also undergoes changes. Hence the time gap affects the successful implementation of research results. 7. Relatively a few business personal are competent to undertake research projects. 8. Lack of appropriate training to search leads to misrepresentation of data collection. 9. In India, research is taken as time wasting and resource wasting activity. Time and money remain the major limitations worth mentioning in all sorts of marketing research studies. This discourages the researches and in term them do not give their to the organization.

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CHAPTER IV ANALYSIS AND INTERPRETATION


4.1. LOCATION OF THE RESPONDENTS 4.1.1. TABLE -LOCATION OF THE RESPONDENTS

LOCATION NO. OF RESPONDENTS PERCENTAGE

Rural

Urban

TOTAL

36 36%

64 64%

100 100%

4.1.2. FIGURE - LOCATION OF THE RESPONDENTS

Inference:

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The table above shows the location to which the respondents belong. In the above analysis it is shown that 82% of respondents belong to urban area and 18% belong to rural area. 4.2. MODE OF PURCHASE 4.2.1. TABLE - MODE OF PURCHASE Once in a Daily Weekly Monthly Quarterly TOTAL fortnight 61 61% 18 18% 39 39% 25 24% 13 13% 100 100

MODE

NO. OF RESPONDENTS PERCENTAGE

4.2.2. FIGURE - MODE OF PURCHASE

Inference:

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The above table shows that the majority (39%) of the respondents purchases chocolates in a weekly base.

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4.3. FORM OF CHOCOLATE LIKES TO CONSUME 4.3.1. TABLE - FORM OF CHOCOLATE LIKES TO CONSUME Choice NO. OF RESPONDENTS Percentage Hard Nutties Crunchy Chew Others Total 17 17% 34 34% 42 42% 7 7% 0 0 100 100%

4.3.2. FIGURE - FORM OF CHOCOLATE LIKES TO CONSUME

Inference: The above table shows that the 42% of the respondents like to consume crunchy chocolates, 34% like to consume Nutties, 17% like hard and the rest 7% of the respondents like to consume chewy chocolate.

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4.4.

SOURCE OF CHOCOLATES

INFORMATION

ABOUT

THE

MILMA

4.4.1. TABLE - SOURCE OF INFORMATION ABOUT THE MILMA CHOCOLATES


SOURCE Advertisement Retailers Marketing executives Friends /relatives Others TOTAL

NO. OF RESPO NDENT S PERCE NTAGE

24

45

23

100

24%

45%

23%

8%

100%

4.4.2. FIGURE - SOURCE OF INFORMATION ABOUT THE MILMA CHOCOLATES

Inference: The above table shows that the majority (45%) of the respondents got information about the Milma chocolates from the retailers.

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4.5. AMONG MILMA CHOCOLATES WHICH CHOCOLATE DID THE RESPONDENT MORE LIKE? 4.5.1. TABLE - AMONG MILMA CHOCOLATES CHOCOLATE DID THE RESPONDENT MORE LIKE? WHICH

Choice NO. OF RESPONDENTS Percentage

Milma White Milky chococha Chocobeats Others Total clairs thunder t 23 23% 34 34% 19 19% 15 15% 9 9% 100 100% WHICH

4.5.2. FIGURE - AMONG MILMA CHOCOLATES CHOCOLATE DID THE RESPONDENT MORE LIKE?

Inference: From the above table, 34% of the respondents like White clairs, 23% like Milma chocochat, 19% like Milky Thunder, 15% like Chocobeats, and 9% of the respondents like other chocolates of Milma.

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4.6. REASON FOR PURCHASING MILMA CHOCOLATES 4.6.1. TABLE - REASON FOR PURCHASING MILMA CHOCOLATES Reason Taste Brand name 22 22% Low price 17 17% Quality 21 21% Others 9 9% Total 100 100%

NO. OF 47 RESPONDENTS Total 47%

4.6.2. FIGURE- REASON FOR PURCHASING MILMA CHOCOLATES

Inference: From the above table shows, 47% of the respondents are opinioned that taste is the main reason for purchasing Milma chocolates, 22% of the respondents prefer to purchase Milma chocolates because of its brand name, 21% purchase Milma because of quality, 17% are opinioned that low price as the reason for purchasing, and 9% of the customers have other reasons to purchase Milma chocolates.

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4.7. SATISFACTION LEVEL OF THE CUSTOMERS 4.7.1. TABLE - SATISFACTION LEVEL OF THE CUSTOMERS

Opinion

No. Of respondent s Total 14% Source: Primary data

Highly Satisfie d 14

Satisfie d 77 77%

Highly Dissatisfie d 1 1%

Dissatisfie d 2 2%

No opinio n 6 6%

Total 100 100%

4.7.2. Figure - SATISFACTION LEVEL OF THE CUSTOMERS

Interference: The above table shows that majority(77%) of the respondents are satisfied with using Milma chocolates, 14% of the respondents are highly satisfied, 2% are dissatisfied and 1% are highly dissatisfied in using Milma chocolates. 4.8. BRANDS OF CHOCOLATES USED OTHER THAN MILMA

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4.8.1. TABLE - BRANDS OF CHOCOLATES USED OTHER THAN MILMA

Brands No. Of respondents Percentage

Cadbury Nestl 47 47% 31 31%

Lotte 7 7%

Mars 15 15%

Others 0 0%

Total 100 100%

4.8.2. Figure - BRANDS OF CHOCOLATES USED OTHER THAN MILMA

Inference: The above table shows that the chocolates respondents use other than Milma. 47% of the respondents use Cadbury, 31% use Nestle, 15% use mars and 7% are using Lotte chocolates. 4.9. RESPONDENTS OPINION ABOUT REASONABLE PRICE OF THE CHOCOLATES

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4.9.1. TABLE - RESPONDENTS OPINION ABOUT REASONABLE PRICE OF THE CHOCOLATES Price No. Of respondents Percentage Below 5 12 12% 5-10 43 43% 10-15 30 30% 15-20 13 13% 20Above 2 2% Total 100 100%

4.9.2. FIGURE - RESPONDENTS OPINION ABOUT REASONABLE PRICE OF THE CHOCOLATES

Inference: From the above table, it is clear that most (43%) of the customers are opinioned that the reasonable price of the chocolate products is 5-10 rupees, 30% of the respondents are of the opinion that the reasonable price of chocolates is between 10-15 Rupees.

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4.10. RESPONDENT OPINION ABOUT THE CURRENT PRICE OF MILMA CHOCOLATES 4.10.1. TABLE - RESPONDENT OPINION ABOUT THE CURRENT PRICE OF MILMA CHOCOLATES Opinion No. Of respondents Percentage Excellent 52 52% Good 23 23% Average 16 16% Bad 9 9% Very Bad 0 0 Total 100 100%

4.10.2. FIGURE - RESPONDENT OPINION ABOUT THE CURRENT PRICE OF MILMA CHOCOLATES

Inference: The above table shows the customers opinion about the current price of the Milma chocolate products. From the 100 respondents, majority (52%) of the total respondents are opinioned that the current price of Milma chocolates is excellent.

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4.11. RESPONDENT OPINION ABOUT THE AVAILABILITY OF MILMA PRODUCTS IN THE STORES 4.11.1. TABLE - RESPONDENT OPINION ABOUT AVAILABILITY OF MILMA PRODUCTS IN THE STORES Availability Excellent No. Of 2 respondents Percentage 2% Good 8 8% Average 53 53% Bad 24 24% Very Bad 13 13% THE

Total 100 100% THE

4.11.2. FIGURE - RESPONDENT OPINION ABOUT AVAILABILITY OF MILMA PRODUCTS IN THE STORES

Inference: The above table shows the availability of Milma products in the stores. 53% of the total respondents are having the opinion that the availability of Milma products is average, 24% are of the opinion that the availability of Milma products is bad.

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4.12. RESPONDENT OPINION ABOUT THE POPULARITY OF THE PRODUCT 4.12.1. TABLE - RESPONDENT OPINION ABOUT THE POPULARITY OF THE PRODUCT Popularity No. Of respondents Percentage Excellent 11 11% Good 20 20% Average 37 37% Bad 23 23% Very Bad 9 9% Total 100 100%

4.12.2. FIGURE - RESPONDENT OPINION ABOUT THE POPULARITY OF THE PRODUCT

Inference: The above table shows about the popularity of the chocolate products of Milma, 37% of the respondents are opinioned that it have an average popularity, 23% are opinioned that popularity is bad.

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4.13. RESPONDENT OPINION ABOUT THE BRAND NAME 4.13.1. TABLE - RESPONDENT OPINION ABOUT THE BRAND NAME Choice No. Of respondents Percentage Excellent 26 26% Good 43 43% Average 31 31% Bad 0 0 Very Bad 0 0 Total 100 100%

4.13.2. FIGURE - RESPONDENT OPINION ABOUT THE BRAND NAME

Inference: The above table shows that 43% of the total respondents are of the opinion that brand name of Milma is good, 31% are opinion that the Milma is having an average brand, 26% of the respondents are of the opinion that the brand name of Milma is excellent.

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4.14. RESPONDENT OPINION ABOUT THE QUALITY OF MILMA CHOCOLATES 4.14.1. TABLE - RESPONDENT OPINION ABOUT THE QUALITY OF MILMA CHOCOLATES Choice No. Of Respondents Percentage Excellent 26 26% Good 41 41% Average 33 33% Bad 0 0 Very Bad 0 0 Total 100 100%

4.14.2. FIGURE - RESPONDENT OPINION ABOUT THE QUALITY OF MILMA CHOCOLATES

Inference: The table above shows the quality of the Milma chocolates, here 41% are having good opinion regarding the quality of the products, 33% have an average opinion about the quality and 26% have an excellent opinion regarding the quality of the Milma chocolates.

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4.15. TO SHOW THE DEGREE OF CORRELATION BETWEEN THE MALE AND FEMALE RESPONDENTS AND THE TASTE OF MILMA CHOCOLATES 4.15.1. TABLE - TO SHOW THE DEGREE OF CORRELATION BETWEEN THE MALE AND FEMALE RESPONDENTS AND THE TASTE OF MILMA CHOCOLATES Choice Excellent Good Average Bad Very bad X 10 40 0 0 0 Rx 2 1 0 0 0 Y 40 10 0 0 0 Ry 1 2 0 0 0 D = Rx- Ry 1 -1 0 0 0 D2 1 1 0 0 0 D2 = 2 Where X = Male respondents R = 1 6D 2 N3 N

Rx = Ranks of male respondents Y = Female respondents Ry = Ranks of female respondents

Here N = 5, D2 = 2 R=1R = 0.9


6 2 53 5

The coefficient or rank correlation states that the responses of male and female are positively correlated. That is, the opinions regarding the taste of milma chocolates are somewhat similar, ie, there exists a positive correlation.

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4.16. RESPONDENT OPINION ABOUT THE PACKAGING OF THE MILMA CHOCOLATES 4.16.1. TABLE - RESPONDENT OPINION ABOUT THE PACKAGING OF THE MILMA CHOCOLATES Choice No. Of Respondents Percentage Excellent 3 3% Good 33 33% Average 48 48% Bad 16 16% Very Bad 0 0 ABOUT Total 100 100% THE

4.16.1. FIGURE - RESPONDENT OPINION PACKAGING OF THE MILMA CHOCOLATES

Inference: The table above deals with the packing of the Milma chocolates, here it is clearly understood that 48% of the respondents are having an average opinion regarding the packing of the Milma chocolates.

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4.17. CHI-SQUARE TEST THE PACKING OF THE CHOCOLATES MAKE ANY INFLUENCE ON THE SALES OF THE CHOCOLATES Strongly agree Male (%) Female (%) Total 10 20 28 56 38 Strongly disagree 0 0 0 0 0 Disagre e 2 4 0 0 2 No opinion 0 0 0 0 0

Agree 38 76 22 44 60

Total 50 100 50 100 100

H0

Packing is do not make any influence on the sales of the chocolates.

H1

packing influence on the sales of the chocolates.

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EXPECTED FREQUENCY Male O Strongly agree Agree Strongly disagree Disagree No opinion Calculated value of X2 Degree of freedom Table value of X2 Decision From the above analysis, the calculated value of X2 is greater than the table value and hence, the null hypothesis is rejected. So there is an influence of packing on sales of the products. = = = 10 38 0 2 0 14.8 4 9.488 (at 5% level of significance) E 19 30 0 1 0 O 28 22 0 0 0 Female E 19 30 0 1 0

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4.18. RESPONDENT OPINION ABOUT THE PRESENT ADVERTISEMENT OF MILMA CHOCOLATES 4.18.1. TABLE - RESPONDENT OPINION ABOUT THE PRESENT ADVERTISEMENT OF MILMA CHOCOLATES Choice No. Of Respondents Percentage Excellent 3 3% Good 33 33% Average 48 48% Bad 16 16% Very Bad 0 0 Total 100 100%

4.18.2. FIGURE - RESPONDENT OPINION ABOUT THE PRESENT ADVERTISEMENT OF MILMA CHOCOLATES

Inference: The table above deals with the advertisement of the Milma chocolates, here it is clearly understood that 41% of the respondents are having an average opinion regarding the advertisement of the Milma .

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4.19. CHI-SQUARE TEST ADVERTISEMENT IS A METHOD FOR CREATING DEMAND AND POPULARITY Strongly agree Male (%) Female (%) Total 10 20 25 50 35 Strongly disagree 8 16 6 12 14 Disagre e 0 0 0 0 0 No opinion 2 4 4 8 6 Total 50 100 50 100 100

Agree 30 60 15 30 45

H0 H1

: :

Advertisement is not a method for creating demand and popularity Advertisement is a method for creating demand and popularity

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Expected Frequency Male O Strongly agree Agree Strongly disagree Disagree No opinion Calculated value of X2 Degree of freedom Table value of X2 Decision From the above analysis the calculated value of X2 in greater than the table value and hence the null hypothesis is rejected. So advertisement affects the demand and popularity of the products. = = = 10 30 8 0 2 12.38 4 9.488 (at 5% level of significance) E 17.5 22.5 7 0 3 O 25 15 6 0 4 Female E 17.5 22.5 7 0 3

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4.20. THERE IS A NEED FOR ACTION ORIENTED ADVERTISEMENT IS REQUIRED FOR BUILDING A BRAND IMAGE 4.20.1. TABLE - THERE IS A NEED FOR ACTION ORIENTED ADVERTISEMENT IS REQUIRED FOR BUILDING A BRAND IMAGE Choice No. Of Respondents Percentage Strongly agree 68 68% Agree 21 21% Neutral 10 10% Disagree 1 1% Strongly disagree 0 0 Total 100 100%

4.20.2. FIGURE - THERE IS A NEED FOR ACTION ORIENTED ADVERTISEMENT IS REQUIRED FOR BUILDING A BRAND IMAGE

Inference:

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The above table shows that 68% of the total respondents are of the opinion that action oriented advertisement are required for building up a brand image. 4.21.RESPONDENT OPINION ABOUT THE PRESENT DEMAND OF MILMA CHOCOLATES 4.21.1. RESPONDENT OPINION ABOUT THE PRESENT DEMAND OF MILMA CHOCOLATES Choice Highly demanded 1 1% Demande d 20 20% Mediu m 41 41% Poor demand 26 26% Very poor demand 12 12% Total

No. Of Respondents Percentage

100 100%

4.21.2. RESPONDENT OPINION ABOUT THE PRESENT DEMAND OF MILMA CHOCOLATES

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Inference The table above shows the present demand of the Milma chocolates, here 41% are having medium opinion regarding the demand of the products. 4.22. RESPONDENT OPINION ABOUT THE MAJOR COMPETITORS OF MILMA CHOCOLATES 4.22.1. TABLE - RESPONDENT OPINION ABOUT THE MAJOR COMPETITORS OF MILMA CHOCOLATES Choice No. Of Respondents Percentage Nestley 35 35% Cadbury 44 44% Lotte 8 8% Mars 11 11% Others 2 2% Total 100 100%

4.22.2. FIGURE - RESPONDENT OPINION ABOUT THE MAJOR COMPETITORS OF MILMA CHOCOLATES

Inference:

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The above table shows that the competitors of Milma chocolates here 44% are of the opinion that Cadbury is the major competitors of Milma, 35% are of the opinion that nestle is the major competitors of Milma, 22% are of the opinion that mars is the major competitors of Milma chocolates. TABLE NO. 21 4.23. RESPONDENT OPINION ABOUT THE FACTORS THAT MILMA DIFFER FROM OTHERS 4.23.1. TABLE - RESPONDENT OPINION ABOUT THE FACTORS THAT MILMA DIFFER FROM OTHERS Choice No. Of Respondents Percentage Trust worthy 39 39% Brand image 14 14% Product Goodwill s 9 9% 25 25% Others 13 13% Total 100 100%

4.23.2. FIGURE - RESPONDENT OPINION ABOUT THE FACTORS THAT MILMA DIFFER FROM OTHERS

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Inference: The table shows the factors that differs Milma from others, here 39%of the respondents are giving the opinion that trust worthy is the main factors that make Milma products different from others

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CHAPTER VI FINDINGS SUGGESTIONS AND CONCLUSION


Findings 1. Majority of the respondents purchases chocolates in a weekly base. 2. Majority of the respondents like to consume crunchy chocolates. 3. Majority of the respondents got information about the Milma chocolates from the retailers 4. Most of the respondents like White clairs 5. Majority of the respondents are opinioned that taste is the main reason for purchasing Milma chocolates. 6. Majority(77%) of the respondents are satisfied with using Milma chocolates, 7. Majority of the respondents use Cadbury 8. Most (43%) of the customers are opinioned that the reasonable price of the chocolate products is 5-10 rupees, 9. Majority (52%) of the total respondents are opinioned that the current price of Milma chocolates is excellent

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10.Most of the total respondents are having the opinion that the availability of Milma products is average, 24% are of the opinion that the availability of 11.Majority popularity 12.Majority of the total respondents are of the opinion that brand name of Milma is good 13.Most of the respondents are having good opinion regarding the quality of the products. 14.Majority of the respondents are having an average opinion regarding the packing of the Milma chocolates 15.It is found out that there is an influence of packing on sales of the products. 16.Majority of the respondents are having an average opinion regarding the advertisement of the Milma chocolates 17.Advertisement affects the demand and popularity of the products. 18.Majority of the total respondents are of the opinion that action oriented advertisement are required for building up a brand image, 19.Most are having medium opinion regarding the demand of the products 20.Most of the respondents are of the opinion that Cadbury is the major competitors of Milma of the respondents are opinioned that it have an average

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21.Majority of the respondents are giving the opinion that trust worthy is the main factors that make Milma products different from others

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Suggestions
1.

The company should indulge in giving more advertisement to attract customers.

2.

Mostly the chocolates are attracted by childrens, So the company should focus on such kinds of customers.

3. The company should improve the quality of the products.


4.

The company should produce variety of products to attract the peer group.

5.

The company should increases distribution channel of Milma chocolates to increase the sales and demand of the product.

6.

More attractive designs and packing should be introduced by the company.

7.

Regular advertisement on TV should be given. Hoardings and other methods of advertisement should be introduced by the company for increasing the sales.

8.

Attractive promotional offers should be given by the company to attract more customers.

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Conclusion Chocolates are a weakness not only to the children but for everyone. That is why most of the chocolate companies are flourishing in the market. It mainly depends on the taste of the product. Here in our country the major producers of chocolates are the Cadbury, Nestle, Mars etc. so it is difficult for a new industry to flourish in the market. Milma is an existing industry in milk products but the market is limited to Kerala. The major aim of the company is to increase the market to a higher range. From the analysis done its is found that the Milma chocolates is not having much popularity among the customers. The main reason for this is that it is not having a good marketing strategy and the competition is also high, the company should enlarge the market and should take necessary steps to get into the market of chocolates and to compete with the chocolate giants.

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BIBLIOGRAPHY

Books:-

1.

Kotler Philip, Marketing management, Prentice-Hall of India Pvt Ltd, New Delhi, 8th e.d., 2006. Kothari C.R, Research Methodology, New Age International(P) Ltd, New Delhi,2nd e.d., 2007. Schoell F William & Guiltinan P Joseph, Marketing: Contemporary Concepts & Practices, 5th e.d., 2006.

2.

3.

4. Periodicals, Magazines, Notices, Brochures, Books etc, of the Company 5. Joshi R.L., Manoria C.B, Principles and practices of marketing in India, Kitab Mahal 1985 6. R.L Potti., Quantitative Techniques, Yamuna Publications, 2002.

Web-sites visited:1.

www.milma.com

2. www.milkindustry.com 3. www.wikipedia.edu 4. http://en.wikipedia.org/wiki/Textile_manufacturing

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ANNEXURE

Comparative study of milma chocolate with other brands

QUESTIONNAIRE TO CUSTOMERS 1. Name: 2. Age: 3. Gender: 4. Occupation: 5. Family income:


6.

MF

Location: Rural

Urban

7. How frequently do you purchase chocolates? Once in a fortnight Quarterly 8. Which form of chocolates do you like? Hard Nutties Crunchy Chew Daily Weekly monthly

9. Do you Use Milma Chocolates? Yes


10. Where

No

did you get information about the Milma Chocolates? Friend/Relatives Others

Advertisement

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11. Among

Milma chocolates which chocolates you have used? Milky thunder Chocobeats Others

White clairs Milma Chocolate

12.What are the brands of chocolates used by you other than Milma? Nestle
13. What

Cadbury

Others

is the reason for purchasing Milma chocolates? Taste Quality Low price Brand name

14.

Are you satisfied with Milma chocolates? Highly Satisfied Dissatisfied Satisfied No opinion Highly Dissatisfied

15. What according to you is the reasonable price of the chocolate? Below 5 5-10 10-15 15-20 20-above

16.What is your opinion about the current price of the Milma products? Excellent Good Average Bad Very Bad

17.What is your opinion about the availability of Milma products in stores?

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Excellent

Good

Average

Bad Very Bad

18. What is your opinion about the popularity of the product? Excellent Good Average Bad Very Bad

19.What is your opinion about the brand name? Excellent Good Average Bad Very Bad

20.What is your opinion about the packaging of the Milma chocolates? Excellent Good Average Bad Very Bad

21. What

is your opinion about the quality of Milma chocolates? Excellent Good Average Bad Very Bad

22.

What is your opinion about the promotional offers provided by Milma Chocolate? Good Average Poor

23.

What is your opinion about the advertisement of Milma chocolates? Excellent Good Average Bad Very Bad

24.

Do you think the packing of the chocolates influence the sales of the product? Strongly Agree Agree Strongly Disagree Disagree

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No Opinion
25. Do

you think that advertisement is a method for creating demand and

popularity?

Strongly Agree No Opinion

Agree

Strongly Disagree

Disagree

26. Do

you agree that there is a need for Action oriented advertisement is

required for building a brand image? Strongly Agree No Opinion Agree Strongly Disagree Disagree

27. According

to your opinion is there demand for Milma chocolates? Demand Medium

Highly demanded Poor demand

Very poor demand

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28.Who do you think are the biggest competitors of milma chocolates? Nestley Cadbury Lotte Mars Others

29. Do you think that the marketing strategy adopted by milma is adequate to overcome the tough competition? Yes
30. What

No

are the factors that make Milma differ from others? Brand image Products Goodwill

Trust worthy Others


31.

Will you recommend the Milma chocolates to your relatives and friends? Yes No

Give suggestions if any. Thank you for your time and effort.

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