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A study on the Indian chocolate industry

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  1. Introduction: Market characteristics
  2. Major players in chocolate industry
    1. Cadbury
    2. Nestle
  3. Competition ? Performance trends
    1. Market share
    2. Differentiation
    3. Consumer habits and preferences
    4. Consumer awareness and penetration
  4. Industry structure ? Five forces analysis
    1. Bargaining power of suppliers
    2. Bargaining power of customers
    3. Threat of new entrants
    4. Threat of substitutes
  5. Overall attractivenss of the industry
  6. Research methodology
    1. Data analysis
    2. Instrument design
    3. Scaling design
    4. Type of population
    5. Sampling method
    6. Needs identified
  7. Findings of the study
  8. Points of expenditure of the target segment
  9. Chocolates consumption
  10. Perceptions of different brands
  11. Associations with breaks
  12. Loyalty levels and switching patterns
  13. Conclusions and suggestions

The size of the market for chocolates in India was estimated at 30,000 tones in 2008. Bars of moulded chocolates (like dairy milk, truffle, amul, milk chocolate, nestle premium, and nestle milky bar(comprise the largest segment, accounting for 37% of the total market in terms of volume. The count segment (which as brands such as 5 star, perk, kitkat and picnic) is the next biggest segment, accounting for 30% of the total chocolate market. The count segment has been growing at a faster pace during the last three years driven by growth in perk and kitkat volumes. Wafer chocolates such as kit kat and perk also belong to this segment. Panned chocolates accounts for 10% of the total market.

The chocolate market is primarily dominated by cadbury and nestle, together accounting for 90% of the market.

[...] Our immediate suggestion to Nestle is to consider the cyber café revolution as an opportunity Tie-ups with Satyam info way / or any other national player Distribution through Nestle channels itself Advantage of co branding with Satyam Restaurants can also be considered as a huge potential out-of-home consumption channel. Upcoming retail outlets like Barista or even Nirulas can be huge business opportunities. Nestlé's own cafes already stock Kit Kat abroad, and co promotions with Nescafe Coffee and Chocolate, should be continued. [...]

[...] Munching a chocolate gives them the feeling of doing something on their own and not being entirely dependent on an external factor. Findings of the study Profile of the respondents 39% female 70% school students 30% college Median pocket Money (weekly) Rs 200/- Average Pocket Money Rs 425/- Adequate care was taken to get the respondents from the correct set of school and colleges that belong to the medium and low medium segment in terms of educational standards and the financial position of the students. [...]

[...] Competition Performance Trends: Market Share: The market share of each of the companies is shown in the table below: Moulded segment Count segment Éclairs Differentiation: All the major firms in the chocolate industry have been aggressively pursuing a differentiation strategy. This has resulted in a large variety of brands launched by different companies across all segments. The various brands available in each of the different categories are shown below. COMPANY BRANDS Bars or Moulded Chocolates The factor analysis on being performed clubbed the above mentioned need states into five primary factors viz: Hunger (Hungry, During Lunchtime) Energy (Refreshment, After School) Friends (Girlfriend, Parties, B'day Parties, Seeing others) Time Pass (Time Pass, Travelling, Theatres) Feel Good (To overcome Sadness, As Impulse) Some explanation is needed here regarding the inclusion of the different variables and the naming of the factors. [...]

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