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TABLE OF CONTENTS Sr.
Particulars
Page
No.
No.
1.
Introduction
1
2.
Confectionary Industry Profile
5 6 7 9 10 11 13 13
3.
a. Global b. National c. State d. Current trends e. PESTEL f. Major Players g. Major Offerings Rajhans (Desai & Jain Group) Profile
16 19 19 23 24
4.
a. Company Profile b. Organogram c. Divisions/ Departments d. SWOT e. Market Position Review of Literature
5.
Research Methodology
6.
a. Problem Statement b. Research Objective c. Research Design i. Type of Design d. Sampling Plan e. Sources of Data f. Data Collection Method g. Data Collection Tool h. Hypothesis Testing i. Tools for Analysis j. Limitations of the Study Data Analysis & Interpretations
7
Findings
15
26 30 30 30 30 30 31 31 31 31 32 32 33 51
8
Conclusion
53
9
Recommendations
54
Bibliography
Annexure
LIST OF TABLE Sr. No.
Particulars
Table No.
Page No.
1
Major Players
2.1
13
2
Milestones
3.1
23
3
Tenure of Store
6.1
33
4
Brands of chocolates
6.2
34
5
Have you ever sold Schmitten chocolate
6.3
35
6
Experience of selling Schmitten chocolate
6.4
36
7
Comparison with the available brands of chocolate
6.5
37
8
Preference to sell among customer
6.6
38
9
Over all experience of selling Schmitten
6.7
39
10
associated with the Schmitten brand
6.8
40
11
sell other product of Schmitten
6.9
41
12
recommend others to sell Schmitten
6.10
42
13
(A) Scope of improvement
43 6.11 44
(B) Area of improvement 14
Reasons for not sold Schmitten yet
6.12
45
15
If issue solved, will you sell Schmitten?
6.13
46
16
Executive from Schmitten
6.14
47
17
Observed and Expected Frequency
6.15
48
18
Observed N and Expected N Frequency
6.16
48
19
Chi- Square Test
6.17
48
20
Observed N and Expected N Frequency
6.18
49
21
Area
6.19
49
22
Chi- Square Test
6.20
49
23
Observed and Expected Frequency
6.21
50
24
Store
6.22
50
25
Chi- Square Test
6.23
50
Figure no.
Page no.
LIST OF FIGURE Sr. No.
Particulars
1
Top chocolate confectioneries in India
1.1
2
2
Top chocolate brands
1.2
3
3
Top selling chocolate type
1.3
3
4
Most popular categories
1.4
4
5
Sales forecast of most popular categories
1.5
4
6
Schmitten chocolate photos
3.1
20
7
Brand Ambassador of Schmitten Chocolate
3.2
21
8
Variety of Schmitten chocolate
3.3
22
9
Varieties of Hoppits
3.4
22
10
Schmitten chocolate today
3.5
24
11
Tenure of Store
6.1
33
12
Brands of chocolates
6.2
34
13
Have you ever sold Schmitten chocolate
6.3
35
14
Experience of selling Schmitten chocolate
6.4
36
15
Comparison with the available brands of chocolate
6.5
37
16
Preference to sell among customer
6.6
38
17
Over all experience of selling Schmitten
6.7
39
18
associated with the Schmitten brand
6.8
40
19
sell other product of Schmitten
6.9
41
20
recommend others to sell Schmitten
6.10
42
21
(A) Scope of improvement
43 6.11
(B) Area of improvement
44
22
Reasons for not sold Schmitten yet
6.12
45
23
If issue solved, will you sell Schmitten?
6.13
46
24
Executive from Schmitten
6.14
47
CHAPTER 1 INTRODUCTION
INTRODUCTION A chocolate fantasy, like never before, Schmitten has been crafted with immense care. It’s not just about the world-class Swiss technology or the consistent taste. It’s not even about the unmatched quality that every tablet of Schmitten comes with. It’s all about the personal touch that each bite, each tablet of your favorite Schmitten offers. An experienced & inventive team works on making the chocolate a delight for your senses. Not one stone is left unturned when it comes to the machinery used, maintaining the process parameters, the raw materials and finally, the classy packaging. All this, to ensure that each Schmitten makes you want to immerse yourself into a fantasy world of your own.
Higher disposable incomes and a taste for richer chocolates are ensuring a steady growth of the premium chocolate market in India. At 10 per cent of the overall Rs 5,000crore chocolate market, the premium segment is small. Yet, it is growing at a steady 3040 per cent per annum, according to industry estimates. Consumption is likely to grow by 25 per cent annually and cross Rs 7,500 crore by 2017. Premium refers to those products whose average price is Rs 100 and above. Quite a few chocolates fall in this segment, including brands such as Lindt, Ferrero, Godiva, Mars, etc. Mostly imported and distributed in the country, some of them such as Ferrero are going a step further, by setting up local manufacturing facilities. Ferrero recently announced it was setting up its second manufacturing plant in the country through its wholly-owned subsidiary, Imsofer
Manufacturing. The unit would be located in Maharashtra, near its first one, which is near Pune. Moreover during festivals which are an occasion when sales of premium chocolates are seeing a spurt, mainly because of their ability to be fine gifting options. Also, premium chocolate makers are keen to initiate more consumers into the habit of having their products. In 2014, India’s chocolates sales are estimated to have crossed the Rs10,000 crore ($1.6 billion) mark, according to a report by market analyst Euromonitor, growing a solid 24% over the preceding year. And the leader of India’s chocolate pack, by far, was Mondelez India (as Cadbury India is now called) Figure No: 1.1 Top chocolate confectioneries in India
with a 55.5% share of the market. Nestle India, its nearest rival, recorded the fastest decline in marketshare. From 19% in 2013, its share fell to 17% in 2014 on the back of slow sales of its key brands, such as Munch and Bar One. Favorites brands: Almost half of Mondelez India’s brands—including Dairy Milk, 5 Star, Gems, Perk and Toblerone—were among the 15 highest selling chocolates in 2014. Much of that was because these brands are being sold in smaller units, priced at just Rs5 ($0.08), which helps them reach deeper into rural areas and Tier-III cities, where affordability is key. At the top of the economic pyramid, premium chocolates—such as Lindt and Mars— available in urban retail stores and supermarkets also drove growth in 2014. But the demand for premium chocolates is not dominated by children, instead it’s a particularly
adult craving. And chocolate companies are taking this growing market seriously. Both Mondelez and Nestle sell Toblerone and Alpino, respectively, in smaller
Figure No: 1.2 top chocolate brands
packs to encourage new customers to try their chocolates. Dark, White or Milk Despite all the newfound love for expensive foreign brands, the plain milk chocolate tablets remain the undisputed king in India with a value share of 60%. Meanwhile, there’s a serious fight underway between white and dark chocolates, which the latter
seems to be winning currently. And right on cue, both Mondelez and Nestle launched new dark chocolates in the last two years.
Particulars
Page
No.
No.
1.
Introduction
1
2.
Confectionary Industry Profile
5 6 7 9 10 11 13 13
3.
a. Global b. National c. State d. Current trends e. PESTEL f. Major Players g. Major Offerings Rajhans (Desai & Jain Group) Profile
16 19 19 23 24
4.
a. Company Profile b. Organogram c. Divisions/ Departments d. SWOT e. Market Position Review of Literature
5.
Research Methodology
6.
a. Problem Statement b. Research Objective c. Research Design i. Type of Design d. Sampling Plan e. Sources of Data f. Data Collection Method g. Data Collection Tool h. Hypothesis Testing i. Tools for Analysis j. Limitations of the Study Data Analysis & Interpretations
7
Findings
15
26 30 30 30 30 30 31 31 31 31 32 32 33 51
8
Conclusion
53
9
Recommendations
54
Bibliography
Annexure
LIST OF TABLE Sr. No.
Particulars
Table No.
Page No.
1
Major Players
2.1
13
2
Milestones
3.1
23
3
Tenure of Store
6.1
33
4
Brands of chocolates
6.2
34
5
Have you ever sold Schmitten chocolate
6.3
35
6
Experience of selling Schmitten chocolate
6.4
36
7
Comparison with the available brands of chocolate
6.5
37
8
Preference to sell among customer
6.6
38
9
Over all experience of selling Schmitten
6.7
39
10
associated with the Schmitten brand
6.8
40
11
sell other product of Schmitten
6.9
41
12
recommend others to sell Schmitten
6.10
42
13
(A) Scope of improvement
43 6.11 44
(B) Area of improvement 14
Reasons for not sold Schmitten yet
6.12
45
15
If issue solved, will you sell Schmitten?
6.13
46
16
Executive from Schmitten
6.14
47
17
Observed and Expected Frequency
6.15
48
18
Observed N and Expected N Frequency
6.16
48
19
Chi- Square Test
6.17
48
20
Observed N and Expected N Frequency
6.18
49
21
Area
6.19
49
22
Chi- Square Test
6.20
49
23
Observed and Expected Frequency
6.21
50
24
Store
6.22
50
25
Chi- Square Test
6.23
50
Figure no.
Page no.
LIST OF FIGURE Sr. No.
Particulars
1
Top chocolate confectioneries in India
1.1
2
2
Top chocolate brands
1.2
3
3
Top selling chocolate type
1.3
3
4
Most popular categories
1.4
4
5
Sales forecast of most popular categories
1.5
4
6
Schmitten chocolate photos
3.1
20
7
Brand Ambassador of Schmitten Chocolate
3.2
21
8
Variety of Schmitten chocolate
3.3
22
9
Varieties of Hoppits
3.4
22
10
Schmitten chocolate today
3.5
24
11
Tenure of Store
6.1
33
12
Brands of chocolates
6.2
34
13
Have you ever sold Schmitten chocolate
6.3
35
14
Experience of selling Schmitten chocolate
6.4
36
15
Comparison with the available brands of chocolate
6.5
37
16
Preference to sell among customer
6.6
38
17
Over all experience of selling Schmitten
6.7
39
18
associated with the Schmitten brand
6.8
40
19
sell other product of Schmitten
6.9
41
20
recommend others to sell Schmitten
6.10
42
21
(A) Scope of improvement
43 6.11
(B) Area of improvement
44
22
Reasons for not sold Schmitten yet
6.12
45
23
If issue solved, will you sell Schmitten?
6.13
46
24
Executive from Schmitten
6.14
47
CHAPTER 1 INTRODUCTION
INTRODUCTION A chocolate fantasy, like never before, Schmitten has been crafted with immense care. It’s not just about the world-class Swiss technology or the consistent taste. It’s not even about the unmatched quality that every tablet of Schmitten comes with. It’s all about the personal touch that each bite, each tablet of your favorite Schmitten offers. An experienced & inventive team works on making the chocolate a delight for your senses. Not one stone is left unturned when it comes to the machinery used, maintaining the process parameters, the raw materials and finally, the classy packaging. All this, to ensure that each Schmitten makes you want to immerse yourself into a fantasy world of your own.
Higher disposable incomes and a taste for richer chocolates are ensuring a steady growth of the premium chocolate market in India. At 10 per cent of the overall Rs 5,000crore chocolate market, the premium segment is small. Yet, it is growing at a steady 3040 per cent per annum, according to industry estimates. Consumption is likely to grow by 25 per cent annually and cross Rs 7,500 crore by 2017. Premium refers to those products whose average price is Rs 100 and above. Quite a few chocolates fall in this segment, including brands such as Lindt, Ferrero, Godiva, Mars, etc. Mostly imported and distributed in the country, some of them such as Ferrero are going a step further, by setting up local manufacturing facilities. Ferrero recently announced it was setting up its second manufacturing plant in the country through its wholly-owned subsidiary, Imsofer
Manufacturing. The unit would be located in Maharashtra, near its first one, which is near Pune. Moreover during festivals which are an occasion when sales of premium chocolates are seeing a spurt, mainly because of their ability to be fine gifting options. Also, premium chocolate makers are keen to initiate more consumers into the habit of having their products. In 2014, India’s chocolates sales are estimated to have crossed the Rs10,000 crore ($1.6 billion) mark, according to a report by market analyst Euromonitor, growing a solid 24% over the preceding year. And the leader of India’s chocolate pack, by far, was Mondelez India (as Cadbury India is now called) Figure No: 1.1 Top chocolate confectioneries in India
with a 55.5% share of the market. Nestle India, its nearest rival, recorded the fastest decline in marketshare. From 19% in 2013, its share fell to 17% in 2014 on the back of slow sales of its key brands, such as Munch and Bar One. Favorites brands: Almost half of Mondelez India’s brands—including Dairy Milk, 5 Star, Gems, Perk and Toblerone—were among the 15 highest selling chocolates in 2014. Much of that was because these brands are being sold in smaller units, priced at just Rs5 ($0.08), which helps them reach deeper into rural areas and Tier-III cities, where affordability is key. At the top of the economic pyramid, premium chocolates—such as Lindt and Mars— available in urban retail stores and supermarkets also drove growth in 2014. But the demand for premium chocolates is not dominated by children, instead it’s a particularly
adult craving. And chocolate companies are taking this growing market seriously. Both Mondelez and Nestle sell Toblerone and Alpino, respectively, in smaller
Figure No: 1.2 top chocolate brands
packs to encourage new customers to try their chocolates. Dark, White or Milk Despite all the newfound love for expensive foreign brands, the plain milk chocolate tablets remain the undisputed king in India with a value share of 60%. Meanwhile, there’s a serious fight underway between white and dark chocolates, which the latter
seems to be winning currently. And right on cue, both Mondelez and Nestle launched new dark chocolates in the last two years.
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