Survey done on chocolates
In order to find out the satisfaction level of the users I carried out a survey of 100 chocolate consumers randomly selected in the city of Mumbai.
These chocolate consumers were asked questions like the chocolate brands that they have heard of (aided as well as unaided recall was tested), the chocolate brand that they normally eat, and the features that they look for in a chocolate in the priority order.
Also among the 100 chocolate consumers, had ranked Cadburys as the best chocolate manufacturer and few consider Nestles and Amul as good chocolate manufacturer ranking second and third respectively. The questionnaire used for this study is attached at the end of the report.
The results of the study are as follows:
Out of the different brands of the chocolates that are present in the market today the top 10 unaided recalls happen to be:
1. Dairy Milk
2. Cadbury 5 Star
3. Nestle Classic
4. Cadbury Eclairs
5. Amul Milk Chocolate
6. Perk
7. Polo
8. Milk Treat
9. Picnic
10. Badambar
Out of the 100 respondents 83 people had heard about Dairy Milk and 72 of them had consumed it in their life. No other brand comes anywhere near Dairy milk.
After dairy milk consumers normally think and answers 5 star which is an old chocolate repositioned now in Indian market.
Other brands are normally second choice of the consumers. By name of chocolate the very first image created in the minds of people is dairy milk.
The top 10 qualities that people look out for in a chocolate are
1. Have a perfect taste or delicious to eat
2. Nutritious and healthy
3. For fun filled moment
4. Is value for money
5. Freshens you up
6. Price
7. Quality
8. Packaging
9. Replace snack
10. Able to be gifted or family chocolate
Of the person who consumes chocolate normally answer that they look out for great taste and is delicious to eat.
The very second feature said is that it is healthy and nutritious but it can be said this answer is mainly because of shyness. Many say it is for fun moments and also freshens your mood. Many consider its price, quality and attractive packaging also.
The survey also asked the respondents the kind of changes or variants in chocolates they would like to have. The following are some of the suggestions made by the respondents:
1. Chocolate should be available everywhere.
2. They should introduce calorie free or low calorie chocolate.
3. They should provide packs of all sizes so that it can be afforded by anyone.
4. The chocolate should have attractive packaging.
5. The chocolate should be energizing and healthy to eat.
6. Provide different taste of chocolates.
7. Inform about the ingredients on back of all packs. They should make absolutely vegetarian chocolates.
8. Price should be kept low even when the chocolate is successful.
9. It should be able to replace snack if consumed i.e. heavy when eaten.
Repositioning
Now on the basis of survey and SWOT analysis done we can reposition the chocolate in the Indian market as per the needs of the customers.
1. Distribution: Chocolate should be available in all i.e. even a small store in India. Even the rural market should be aimed at providing chocolates everywhere in India.
2. Awareness: Customer should be made aware about their presence. Creating brand image in the market can do this. Name of the company should be made trust worthy in the minds of the consumers and also non-consumers. Company should be able to make consumers brand loyal by its name. There should be sustained growth of their market share through aggressive product development. They should broaden their consumer appeal and extend their reach to newer markets.
3. Promotion: Since the Indian chocolate market is in growth stage there should be exclusive advertising on T.V., radio, magazines, hoardings, posters, cinema, shop displays etc. should be done to promote the product in the market.
4. Product: They should provide quality products as per the needs of the consumers. They should take care of the Indian customs by providing pure vegetarian products. Their product should be distinguishable among other brands in the market. They should be striving for international quality in their products and processes.
5. Price: The price of the product should be kept low as compared to its competitors. The product should be purchasable by all i.e. even a middle class family people can buy it. They should provide value for the money paid for the product. Initially they should cut on profits and keep prices low.
6. Packaging: The packaging of the product should be very attractive. By looking at the packet consumer should be tempted to buy it. The product should also be available in various sizes. The product package should create an image in the minds of the people like purple colour for Cadburys.
7. Responsibilities: They should fulfill all their responsibilities among the consumers, employees, shareholders, society, government, and others involved with them. They should also take care of the environment and provide environment friendly products and the covers should be recyclable. People should be encouraged to recycle and reuse the packets of the product.
8. Exhibitions: They should set up a promotion campaign, which would take care of exhibitions, and sponsorship on television program’s and festivals and fairs. As a promotional tool they should distribute free sample among people. This can be mainly done outside schools and colleges areas where they mainly find young people on whom the product is mainly aimed.
9. Positioning: The product should be positioned as per the consumers. Initially the product should be positioned for children and young people slowly moving towards adults also. There should not be anyone left out. It should be refreshing, anytime, anywhere, low calorie, nutritious and energy giving chocolate. The product should be positioned in urban, semi-urban, and rural market also.
10. Investment: There should be sustained growth of their market share through aggressive product development. Focusing on cost competitiveness and productivity in their operations and innovative utilisation of our assets. Investing to develop our people.
11. Collecting feedback: Company should encourage its customers to give their feedback (as to the level of their satisfaction) regarding the product. On the wrapper of the product the company suggests the customer to contact them either by mail or phone in case the consumer are dissatisfied with the product.
12. Communication channels: Due to its brand value company should win the hearts of consumer and thus enjoys word of mouth influence i.e. personnel communication-one consumer acts as the other consumer’s buying guide and advices him to buy the product. Non-personnel communication is media that carries message without personal contact with the consumer. Major media consists of print media, and display media, and broadcast media. Company should adopt the combination of all these three media. But they use the broadcast media and lastly the print media.
In order to find out the satisfaction level of the users I carried out a survey of 100 chocolate consumers randomly selected in the city of Mumbai.
These chocolate consumers were asked questions like the chocolate brands that they have heard of (aided as well as unaided recall was tested), the chocolate brand that they normally eat, and the features that they look for in a chocolate in the priority order.
Also among the 100 chocolate consumers, had ranked Cadburys as the best chocolate manufacturer and few consider Nestles and Amul as good chocolate manufacturer ranking second and third respectively. The questionnaire used for this study is attached at the end of the report.
The results of the study are as follows:
Out of the different brands of the chocolates that are present in the market today the top 10 unaided recalls happen to be:
1. Dairy Milk
2. Cadbury 5 Star
3. Nestle Classic
4. Cadbury Eclairs
5. Amul Milk Chocolate
6. Perk
7. Polo
8. Milk Treat
9. Picnic
10. Badambar
Out of the 100 respondents 83 people had heard about Dairy Milk and 72 of them had consumed it in their life. No other brand comes anywhere near Dairy milk.
After dairy milk consumers normally think and answers 5 star which is an old chocolate repositioned now in Indian market.
Other brands are normally second choice of the consumers. By name of chocolate the very first image created in the minds of people is dairy milk.
The top 10 qualities that people look out for in a chocolate are
1. Have a perfect taste or delicious to eat
2. Nutritious and healthy
3. For fun filled moment
4. Is value for money
5. Freshens you up
6. Price
7. Quality
8. Packaging
9. Replace snack
10. Able to be gifted or family chocolate
Of the person who consumes chocolate normally answer that they look out for great taste and is delicious to eat.
The very second feature said is that it is healthy and nutritious but it can be said this answer is mainly because of shyness. Many say it is for fun moments and also freshens your mood. Many consider its price, quality and attractive packaging also.
The survey also asked the respondents the kind of changes or variants in chocolates they would like to have. The following are some of the suggestions made by the respondents:
1. Chocolate should be available everywhere.
2. They should introduce calorie free or low calorie chocolate.
3. They should provide packs of all sizes so that it can be afforded by anyone.
4. The chocolate should have attractive packaging.
5. The chocolate should be energizing and healthy to eat.
6. Provide different taste of chocolates.
7. Inform about the ingredients on back of all packs. They should make absolutely vegetarian chocolates.
8. Price should be kept low even when the chocolate is successful.
9. It should be able to replace snack if consumed i.e. heavy when eaten.
Repositioning
Now on the basis of survey and SWOT analysis done we can reposition the chocolate in the Indian market as per the needs of the customers.
1. Distribution: Chocolate should be available in all i.e. even a small store in India. Even the rural market should be aimed at providing chocolates everywhere in India.
2. Awareness: Customer should be made aware about their presence. Creating brand image in the market can do this. Name of the company should be made trust worthy in the minds of the consumers and also non-consumers. Company should be able to make consumers brand loyal by its name. There should be sustained growth of their market share through aggressive product development. They should broaden their consumer appeal and extend their reach to newer markets.
3. Promotion: Since the Indian chocolate market is in growth stage there should be exclusive advertising on T.V., radio, magazines, hoardings, posters, cinema, shop displays etc. should be done to promote the product in the market.
4. Product: They should provide quality products as per the needs of the consumers. They should take care of the Indian customs by providing pure vegetarian products. Their product should be distinguishable among other brands in the market. They should be striving for international quality in their products and processes.
5. Price: The price of the product should be kept low as compared to its competitors. The product should be purchasable by all i.e. even a middle class family people can buy it. They should provide value for the money paid for the product. Initially they should cut on profits and keep prices low.
6. Packaging: The packaging of the product should be very attractive. By looking at the packet consumer should be tempted to buy it. The product should also be available in various sizes. The product package should create an image in the minds of the people like purple colour for Cadburys.
7. Responsibilities: They should fulfill all their responsibilities among the consumers, employees, shareholders, society, government, and others involved with them. They should also take care of the environment and provide environment friendly products and the covers should be recyclable. People should be encouraged to recycle and reuse the packets of the product.
8. Exhibitions: They should set up a promotion campaign, which would take care of exhibitions, and sponsorship on television program’s and festivals and fairs. As a promotional tool they should distribute free sample among people. This can be mainly done outside schools and colleges areas where they mainly find young people on whom the product is mainly aimed.
9. Positioning: The product should be positioned as per the consumers. Initially the product should be positioned for children and young people slowly moving towards adults also. There should not be anyone left out. It should be refreshing, anytime, anywhere, low calorie, nutritious and energy giving chocolate. The product should be positioned in urban, semi-urban, and rural market also.
10. Investment: There should be sustained growth of their market share through aggressive product development. Focusing on cost competitiveness and productivity in their operations and innovative utilisation of our assets. Investing to develop our people.
11. Collecting feedback: Company should encourage its customers to give their feedback (as to the level of their satisfaction) regarding the product. On the wrapper of the product the company suggests the customer to contact them either by mail or phone in case the consumer are dissatisfied with the product.
12. Communication channels: Due to its brand value company should win the hearts of consumer and thus enjoys word of mouth influence i.e. personnel communication-one consumer acts as the other consumer’s buying guide and advices him to buy the product. Non-personnel communication is media that carries message without personal contact with the consumer. Major media consists of print media, and display media, and broadcast media. Company should adopt the combination of all these three media. But they use the broadcast media and lastly the print media.