DECLARATIONWe, Somenath Panda and Gitanjali Ranjan, hereby declare that

this project entitled “New Channel Development and Modern

Trade” to access and create new channels, was carried out in the

whole city of Jaipur, according to the guidance and regulations

given to us.

This report is a bonafide record of work done by us during the

course of project work and is an authentic record of our work

carried out at, Cadbury India limited, Jaipur.

Date : Somenath Panda

Gitanjali RanjanPlace:

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ACKNOLEDGEMENT

The project bears the imprint of many people like Faculty of IIRM, associates of Cadbury India Limited, Jaipur and our batch mates.We are immensely pleased to express our heartily thanks to our corporate guide Mr. Chanakya Gupta, Area Sales Manager, Cadbury India Ltd. Jaipur for providing us an opportunity to do the project work at Cadbury India Ltd. Jaipur and for giving us all the help and guidance towards the accomplishment for the project entitled “New Channel Development and Modern Trade” to access and create new channels .With his support and guidance things went easy for us and this really helped us in putting our best. We would also like to thank Mr. Rajesh Pal Singh, sales officer, Cadbury India ltd. for his constant support and guidance and for always being with us to sort our problems. We would like to express our sincere gratitude and thanks to our faculty guides Col. C.D. Sharma, professor and director FMS – IIRM, and prof. Mr.Ramavtar Raghuvanshi.We also wish to extend our gratitude to all those who have directly or indirectly helped us in completing our project.

Somenath Panda

Gitanjali Ranjan

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TABLE OF CONTENTS1. EXECUTIVE SUMMARY2. INDUSTRY PROFILE3. COMPANY PROFILE4. COMPETITORS PROFILE5. RESEARCH OBJECTIVE6. RESEARCH METHODOLOGY7. PHASE 1

MODERN TRADE8. NEW CHANNEL DEVELOPMENT9. PHASE 2

HOTELS10. PHASE 3

BAKERIES11. PHASE 4

THEATER AND CLUBS12. PHASE 5

HOSPITALS AND ICECREAM COMPANIES 13. MARKET SUMMARY

14. MAJOR FINDINGS 15. S.W.O.T. ANALYSIS

16. SUGGESTIONS AND RECOMMENDATIONS17. ANNEXURE18. BIBLOGRAPHY

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EXECUTIVE SUMMARYThis project entitled new channel development and modern trade was

undertaken in Jaipur.

Trade has always been part of civilized society from time immortal. From

barter system to plastic cards, trade has slowly but steadily graduated to

a very sophisticated set up. New channel development and modern trade

are yet another addition to the modern set up.

In our project we studied the market potential of the new channels and

modern trade.

We surveyed hotels, bakeries, hospitals, theaters, clubs and ice-cream

companies as a part of new channel. We also covered the major

departmental stores in the city under the modern trade.

We analyzed the potential of each of the institution and also made some

of them Cadbury’s potential clients.

We also did a comparative study of all the new channels and ranked them

as according to their evaluated contribution to sales

In our study we also did a comparative study with competitors, found

their market reach and market penetration in the new channels. This

study was made by interviewing concerned persons in the new channels

through defined set of questions.

After collecting the data it was analyzed where Cadbury India Ltd. is

ahead of its competitors and where exactly it is lagging behind and who

all are interested in placing Cadbury in their premises and who aren’t.

The reasons for showing their disinterest were also noted down.

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A SWOT analysis was done to measure the same.

Industry profile&

Company profile

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Industry profile

Chocolate & Confectionery Industry: The size of the Indian chocolate & Confectionery industry is estimated to be Rs.2,500 million, which is totally dominated by MNCs accounting for more than 95%.

The industry has been growing at a compounded annual growth rate (CAGR) of 5% over the last decade out of this more than 100% growth came in the last two years. It is expected that the industry will grow at a rate of 15-20% per annum .

The penetration of chocolates amongst urban Indians is 19% as compared to 34% for soft drinks. Consumption of chocolate confectionery is around 21 gms, per person per year in India as compared to 8kgs in the US, UK, and Switzerland and around 5kgs in most of Continental Europe. Even if 5%, of the Indian populace were to consume 1kg of chocolate per person per year, the consumption of chocolate in India would more than double up overnight.

Chocolate consumption in India pales in comparison with estimated sweet sales of Rs.80-100 billion per year and sugar consumption of about 15 million tonnes per annum.The total production of chocolates and confectioneries in the world is valued at about $ 20 bn and India accounts for less than 0.01% of it. This is despite the fact that India boasts of 17% (990 million) of the total population in the world. Low investment in this sector is the main cause for this dismal picture.

Malted food drinks category consists of white drinks and brown drinks. White drinks account for almost two-thirds of the 90,000 ton market. South and East are large markets for food drinks, accounting for the

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largest proportion of all India sales. Cadbury’s Bournvita is the leader in the brown drink (cocoa based) segment. In the white drink segment, Smithkline’s Horlicks is the leader. Other significant players are Heinz (Complan), Nestle (Milo) and GCMMF (Nutramul). Market leader Smithkline also owns other brands such as Boost, Maltova and Viva.Cadbury's Bournvita has 18% market share, after Horlicks 43.1% and Complan 18.9%, in this segment and witnessed a growth of 50% during the last year.

Indian chocolate and confectionery sector has grown at a CAGR of 5% during the last ten years and at present the size of the chocolate and confectionery market is Rs.2,500 million. It is expected that the industry will grow at the rate of 15-20%.

Market leader in the chocolate & confectionery segment, dominates the industry with whopping 70% market share, Nestle is the nearest competitor with 20% market share. In malt health beverage segment Cadbury is ranked number three with a market share of 18% after Horlicks 43.1% and Complan 18.9%.

FOOD DRINKS

Market Statistics - Food Drinks

Market Size (Volume) 73,500 tpa

Growth rate (last 3 years) 8.5% p.a.

Share of white drinks 68%

Share of Brown drinks 32%

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Cadbury's share 14.2%

Branded Impulse Market includes: Chocolates, Biscuits, Ice Creams, Salted Snacks, Soft Drinks

There are over 1.5 million retail outlets for FMCG in India. Over two-third of these stock branded impulse products, but fewer than 25% sell chocolate.

Branded Impulse Market

Current chocolate value share of total impulse category is 6.1% (CIL 4.4%). Though this is relatively small, changing tastes and lifestyles of consumer offer tremendous scope for growth.

Chocolate confectionery is sold at premium in India compared to other branded impulse products.

The market for confectionery in India increased between 1998-2003, growing at an average annual rate of 5.8%.The leading company in the market in 2003 was Cadbury Schweppes plc. The second-largest player was Campco, with Dabur India Limited in third place.

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Cadbury Schweppes

Cadbury Schweppes is the No.1 confectionery and third largest soft drinks company in the world. We manufacture, market and distribute branded chocolates, confectionery and beverages that bring smiles to millions of consumers across 180 countries.

The origin of the group goes back over two centuries. Some of the most loved international brands are from the stable of Cadbury Schweppes – Cadbury Dairy Milk, Dr Pepper, Flake, Trebor Basset, Snapple, Motts and… with the acquisition of Adams, brands like - Halls, Clorets, Trident, Dentyne and Bubbas bubble gum range will now be part of the Group’s portfolio. 55,000 people populate the humming offices of Cadbury Schweppes across the globe.

The Core purpose of Cadbury Schweppes is “Working better together to create brands people love”.

We are respectful of the social and natural environment in which we operate; supportive of our consumers, customers and colleagues; proud of our heritage, and passionate about success.

Cadbury Schweppes is one of the leading global companies in beverages and confectionery businesses. It has operations in over 190 countries.

Its leading global brands are:

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Beverages - Crush, Dr Pepper, Indian Tonic Water, Canada Dry, Crystal Light.

Confectionery/ chocolate - Dairy Milk, Mr. Big, Timeout, Twirl, Perk, Sour Patch, Hazel Nut.

Company profile

Cadbury was originally incorporated as a wholly owned subsidiary of Cadbury Schweppes Overseas Ltd (CSOL) in 1948. The company’s original name was Cadbury Fry (India) Ltd. In 1978, CSOL diluted its equity stake to 40% to comply with FERA guidelines. In 1982, the name was changed to Hindustan Cocoa Products. CSOL’s shareholding was increased to 51% in Jan ’83 through a preferential rights issue of Rs700mm. The current name was restored in Dec ’89. In 2001, Cadbury Schweppes made an open offer to acquire the 49% public holding in the company. The parent holds over 90% of the equity capital after the first open offer. A second open offer has been made to buyback the balance shareholding, after which the company would operate as a 100% subsidiary of Cadbury Schweppes Plc

Over the years, the company attempted several diversification in food category, albeit with little success. In 1986, Cadbury forayed into biscuits with Cadbury Butter, Glucose and Bournvita brands. The business however, could not take off and was discontinued 3-4 years later. In 1989, Cadbury diversified into ice creams with Dollops and Lopstop brands, which were sold off to Brooke Bond in 1994.

Plant locations

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Cadbury’s manufacturing operations started in Mumbai in 1946, which was subsequently transferred to Thane. In 1964, Induri Farm at Talegaon, near Pune was set up with a view to promote modern methods as well as improve milk yield. In 1981-82, a new chocolate manufacturing unit was set up at the same location in Talegaon. The company, way back in 1964, pioneered cocoa farming in India to reduce dependence on imported cocoa beans. The parent company provided cocoa seeds and clonal materials free of cost for the first 8 years of operations. Cocoa farming is done in Karnataka, Kerala and Tamil Nadu. In 1977, the company also took steps to promote higher production of milk by setting up a subsidiary Induri Farms Ltd near Pune. In 1989, the company set up a new plant at Malanpur, MP, to derive benefits available to the backward area. In 1995, Cadbury expanded Malanpur plant in a major way. The Malanpur plant has modernized facilities for Gems, Eclairs, Perk etc. Cadbury also operates third party operations at Phalton, Warana and Nashik in Maharashtra.]

Cadbury dominates the Indian chocolate market with a 65% market share. Besides, it has a 4% market share in the organized sugar confectionery market and a 15% market share in milk/ malted foods segment.

Changing product mix

  Contribution to turnover1994

Contribution to turnover2001

Chocolate 59% 65%

Sugar Confectionery 9% 10%

Food Drinks 32% 24%

Chocolates and confectionery products (75% of turnover)

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For more than five decades now, Cadbury has enjoyed leadership position in the Indian chocolate market to the extent that 'Cadbury’ has become a generic name for chocolate products. Cadbury has leading brands in all the segments viz bars (Dairy Milk, Crackle, Temptations), count lines (5 star, Milk Treat), panned confectionery (Gems) and wafer chocolates (Perk), éclairs (Cadburys' Éclairs), tofees (English Toffee).

During 2001, Cadbury’s chocolate sales (65% turnover) registered a 9% value growth, aided primarily by growth in the flagship brand Dairy Milk. Dairy Milk contributes an estimated 30% to Cadbury’s sales. Gems and Five Star were relaunched during the year to stem their degrowth. Perk registered a degrowth during 2001 despite launch of new variants. New brand initiatives included the launch of Temptations in the premium segment and Chocki a low priced chocolate confectionery targeted at children.

Cadbury entered the hard-boiled sugar confectionery market with the launch of Googly in 1996. In 1997, the company launched a coffee based sugar confectionery product Mocka. Cadbury has a 4% market share in the confectionery segment, largely contributed by Eclairs. Other confectionery brands such as Gollum, Frutus, Nice Cream, etc launched in the last two years did not receive a good market response and the company has decided to minimize focus on those brands. Eclairs was relaunched with unique packaging in cartons during 2001.

Food drinks (25% of turnover)

Cadbury’s Bournvita is the leading brand in the brown drinks segment of milk/ malted food products. Overall share in the malted food drinks market is estimated at 15%. Brown drinks earlier positioned as taste enhancers were losing market to white drinks during the last few years. Cadbury relaunched Bournvita with a new formulation and advertising campaign positioning it on the health benefit platform to compete with white drinks. The brand was relaunched in the South – the largest food drink market in the country, during 2001. Bournvita sales registered a 12% growth in value terms in 2001 to Rs , contributing 24% to total turnover.

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Cadbury’s other products include Cadbury’s Drinking Chocolate and Cadbury’s Cocoa powder. These account for only 1% of Cadbury’s turnover.

Strategy

Increasing the consumer base by focussing on the twin proposition of affordability and availability is being followed to drive future growth. Small affordable priced packs have been launched, which have helped improve penetration. Also advertising for chocolates is aimed at changing consumer perception and eating habits by creating new reasons for consumption.

OVERALL FUTURE STRATEGY

Focus on maintaining dominance on Chocolate Confy market and leadership in Brown Drinks.

New growth drivers in new Choc consumer segments like Gifting, Child connectivity, low end VFM and new channels.

Grow sales volume around 10% p.a. (avg) over next 3 years. Best in class TMC in CSplc for CDM and Éclairs. Launch of one new major product every year.

Creating Value in Future

Effectively managing growth drivers 1. Gifting Child Connectivity and low end VFM.

2. New channels.

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Optimizing manufacturing efficiencies.

Aiming for best in class TMC in Cadbury Schweppes plc. (CS) for CDM and Éclairs.

Competitiveness in logistics and distribution using IT.

Exploiting mass media to create / maintain large brands.

10+% Advertising / Sales.

Cocoa Beans

About half of requirements bought locally. "Forward" purchases in case of imports. "Cash on delivery" purchases locally

1. Purchase Price declared by CIL, giving fair price to farmer. 2. Long term relationship

Local cocoa area development in progress 1. Expansion

2. Better yields

Chocolate Imports

Greater presence of imported products Low volume high trade margin segment Reducing restrictions and duties Threat as well as opportunity. CS International portfolio being evaluated.

Our Vision

Cadbury in every pocket Superior shareholder value.

This Requires

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Broadening our consumer appeal and extending our reach to newer markets.

Sustained growth of our market share through aggressive product development.

Striving for international quality in our products and processes. Focusing on cost competitiveness, productivity and innovative

utilization of assets. Energizing and developing our people.

CIL in relation to Competition

Stronger brands in Chocolates Defining Chocolate taste Dominant Chocolate market shares First mover advantage Established distribution network. Aggressive market development

Sugar Brand portfolio one among many

1. though dominant in Éclairs category

2. very strong price led competition

Only one player (Nestle) who competes across all categories.

Concentrated advertising campaign to ensure positioning and recall.

Increasing market share through

Broadening consumer appeal 1. 4,50,000 outlets

2. 2,100 + distributors.

3. Strategy aimed at fostering new users

4. 8 million new consumers added in 2000.

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Total now above 60 million

Aggressive product development.

Earnings sensitivity factors

Cocoa bean prices: Domestic as well as international prices of key raw material - cocoa have significant impact on margins.

Excise duties : Changes in excise levied on malt and chocolate influences end product prices and thereby volume growth as well as margins.

Changes in custom duties and foreign exchange fluctuations, as 20% of raw material is imported.

Competition from MNCs like Nestle as well as imported brands.

Increasing competition puts pressure on advertisement budget and margins. However on the positive side, it helps in expanding the market.

Focus areas for growth

Impulse snacking Child connectivity Gifting New channels & Institutional sales Further improve quality of products.

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SUGAR CONFECTIONERY

Growing market share

Optimum utilization of distribution network and reach Introduce technologically differentiated value added sugar

products Focus on quality and packaging Regular introduction of variants.

Current scenario

No. 2 in food drinks market. Positioned on platform of 'taste and energy'. Associated with children through programs such as 'Bournvita

Quiz Contest'.

Reaching one step up

Extend positioning of 'taste and energy' to adults. Continue programs for associations with kids. Increase association with kids through website 'bournvita.com'

1. Games

2. Education and information.

Plans for near term future

Increase share in impulse category Introduce new product offerings to grow overall business. Enhance Chocolate Confectionery products offer to drive growths

in wider consumer segments. Introduce differentiated value added Sugar Confectionery

products. Enhance share in Food Drinks market. High focus on Economic Profit

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Competitor’s profile

Competition: Cadbury has been losing market share, but continues to dominate the chocolate market with about 65% market share. Nestle has emerged as a significant competitor with about 24% market share. Other national players in segment include co-operative owned Amul and Campco, besides a host of unorganized sector players. The sugar confectionery segment is largely dominated by the unorganized players. Leading national players in this category include Nutrine, Parry's, Ravalgaon, Candico, Parle’s, Joyco India and Perfetti. The MNC’s such as Joyco and Perfetti have aggressively expanded their presence in the country in the last few years. but the major competitor of CIL is Nestle with its brand of chocolates, kit Kat and Munch.

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Nestle India Ltd , Nestle India Ltd, 51% subsidiary of Nestle SA , is among the leading branded food player in the country. It has a broad based presence in the foods sector with leading market shares in instant coffee, infant foods, milk products and noodles. It has also strengthened its presence in chocolates, confectioneries and other semi processed food products during the last few years. The company has launched Dairy Products like UHT Milk, Butter and Curd and also ventured into the mineral water segment in 2001. Nestle’s leading brands include Cerelac, Nestum, Nescafe, Maggie, Kitkat, Munch and Pure Life.

CIL in relation to Competition

Stronger brands in Chocolates Defining Chocolate taste Dominant Chocolate market shares First mover advantage Established distribution network. Aggressive market development

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Research Objective

Objective of the study and its importance

Objective

To access and develop new channels.

Research objective

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To find out new channels.

To analyze the potential of these channels.

To find Cadbury’s competitors and there share in the channels.

To find out interest rate of keeping/using Cadbury products and

reasons for disinterest.

Importance of the project

The project holds a special place for Cadbury India ltd. keeping in mind

the population profile of Jaipur, there is a huge potential for targeting the

people except those visiting normal retail shops.

Why to target new channels?

The normal channel that is, reaching to the consumers has become saturated. There is a huge market that has remained untapped. Chocolates {Cadbury} being an impulse buying product can be sold at any place where there are people and it is visible to them. So, its not necessary that people have to buy chocolates from normal retail shop only. Through new channels Cadbury is trying to expand its market, so that a consumer can get his ‘Cadbury’ from anywhere.

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Methodology

Methodology

To meet the research objective and finally the project objective, the whole research was divided into phases. Each phase had a particular objective and a particular time frame. To meet the project objective, it was divided

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in 5 phases which are discussed below. It was felt that the adoption of Descriptive research would be more appropriate. Descriptive research includes surveys and fact finding enquires of different kinds.

Phase 1:Objective:

To study the existing new channels and modern trade outlets. To know the market, the product rates and margins provided to the

intermediaries.

Time taken:9 days (including data collection)

Phase 2Objective:

To find out the opportunity for NCD in 3, 4,5 star hotels. To find out the acceptability of Cadbury products there. To find out Cadbury’s competitors and their share.

Sample design: Census method was followed while surveying .

Sample size:There are 33 hotels of 3, 4 and 5 star category and we surveyed them all.

Time taken:1 week

Phase 3 Objective:

To find out the opportunity for NCD in bakeries To find out the acceptability of Cadbury products there. To find out Cadbury’s competitors and their share.

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Sample design:Simple random sampling method was followed while covering the bakeries.

Sample size:A sample size of 25 bakeries was taken.

Time taken:1 week

Phase 4Objective:

To find out the opportunity for NCD in Theaters and clubs To find out the acceptability of Cadbury products there. To find out Cadbury’s competitors and their share.

Sample design:Simple random sampling method was followed while covering the theaters and census method was followed while covering the best clubs.

Sample size:A sample size of 10 was taken in case of theaters and all 6 major clubs were covered.

Time taken:1 week

Phase 5Objective:

To find out the opportunity for NCD in hospitals and ice cream companies

To find out the acceptability of Cadbury products there. To find out Cadbury’s competitors and their share.

Sample design:

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Simple random sampling method was followed while covering the hospitals and census method was followed while covering the best ice cream manufacturing companies.

Sample size:A sample size of 10 was taken in case of hospitals and 2 major ice cream manufacturing companies were covered.

Time taken:3 days

Data collection method

Primary data

Primary data are those data which are collected afresh and for the first time, and thus happens to be original in character. The primary data was collected through administering schedule, observations and interviews.

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Secondary data

Secondary data are those which have already been collected by someone else and which have already been passed through the statistical processes. The secondary data were collected from websites and magazines.

Statistical tools applied

Average Percentage Mean Excel functions

New channel development

A marketing channel performs the work of moving goods from producers to consumers. It overcomes the time, place and possession gaps that separate goods and services from those who need or want them.

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To reach out to more and more customers company are going for developing alternative channels. These channels help in expanding the market coverage and gradually the market share of the company.Product like snacks, biscuit, chocolates, soft drinks come under impulse marketing, therefore the more the reach of the product the more will be its sales. The company should search for innovative marketing channels. One advantage of these channels is that company will encounter less competition during the initial move into this channel.

By creating new channels companies can gain three important benefits.

The first is increased market coverage.The second is low channel cost- selling by phone rather than personal visits.The third is more customized selling

Some examples on new channel development by other companies.

TIMEX WATCH COMPANYTimex Watch Company ventured into a new medium for selling its watches after selling it in jewelry stores .the new channel was the fast growing mass merchandise outlets.

Another example is of CHIODO CANDY COMPANY In 1980’s Chiodo candy company was getting clobbered by candy mega company E.J.Brach in the war for super market shelf space. The company began looking for alternative channels . In 1988 it came up as a winner in the new club and warehouse stores. Club stores did not require any shelving fees and were receptive to new products. Soon club members were ordering more than 8000 tubs at a time.

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Phase1

Modern Trade

MODERN TRADE

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Modern trade refers to the new ways of shopping also known as

convenience shopping or one stop shops. These kinds of shops are

commonly known as Departmental stores.

Now a days it is exhausting to shop, going from one shop to another .This

has made departmental stores a huge success.

Departmental stores are shops with variety of products under numerous

brands all assembled at one place. People find it convenient to shop in

these stores as they get everything they need under one roof at no extra

cost.

So, huge crowd visit these stores daily .departmental stores stands a big

opportunity for Cadbury chocolates to be placed there. One benefit of

these stores is that whole line of product is kept as people visit these stores

with their families. Another benefit of departmental stores is that

visuality of the products is superior. Cadbury being an impulse buying

product (Jo dikhta hai wohi bikta hai) is sold mostly on visuality.

Cadbury has already entered this market and is a huge success.

The major departmental stores to which Cadbury is catering are:

1. BIG SHOPPERS

2. SHOP N SAVE

3. GRAH SANGRAH

4. NATIONAL HANDLOOM

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Consumption of Cadbury products

0

20000

40000

60000

80000

100000

120000

140000

160000

BigShopper

Shop 'N'Save

GrahSangrah

NationalHandloom

In R

s.

FIG 23: Shows the consumption of Cadbury products in departmental stores

We covered all the major departmental stores in the city. Cadbury was

already present in Big Shoppers, Shop N Save, Grah Sangrah and

National Handloom where as Vishal Mega Mart and Shoppers Stop

showed interest and negotiations are going on.

Among the departmental stores that are being covered, Big Shopper has

the maximum consumption with Rs.1,50,000 monthly in its 2 outlets as

seen from the fig 23. National handloom comes second with an average

monthly consumption of Rs. 95,000 in its 2 outlets. Shop N Save and Grah

Sangrah both have an average monthly consumption of Rs.30,000.

* { The average monthly consumption was calculated on past 4 months

data }

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New Channel Development

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Phase 2

HOTELS

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HOTELS

Jaipur being a major tourist attraction is always flooded with

tourists. Needless to mention that because of the tourists there are

large no. of hotels. Our aim was to reach to these tourists through

the hotels.

We mainly concentrated our work on the 3 star, 4star and 5 star

hotels because of the presence of mini bars and bakery there.

We surveyed all 33 hotels, which were 3 stars, 4stars and 5 stars.

division of hotels

( 3 Star )46%

( 4 Star )16%

( 5 Star )38% ( 3 Star )

( 4 Star )( 5 Star )

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Out of these 33 hotels, 15 were 3 stars, 5 were 4 star and 14 were 5 star.

Data interpretation and analysis

Fig. 1: chart showing presence of mini bars and bakery in hotels

Out of all hotels covered 10 hotels had only mini bars, 15 had both mini bars and bakery and 8 had neither mini bars nor bakery. Out of these only 6 mini bars contain chocolates.

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presence of mini bars and bakery

only mini bar30%

no mini bar & bakery

24%

mini bar & bakery

46%

only mini barno mini bar & bakerymini bar & bakery

Fig 2: chart showing percentage of hotels using different brands

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percentage of hotels using covering

nestle29%

Cadbury14%

morday43%

others14%

nestleCadbury

mordayothers

consumption of covering in hotels

nestle17%

Cadbury22%

morday53%

others8%

nestleCadburymorday

others

Fig 3: chart showing percentage wise consumption of covering in hotels

The figure shows the percentage of hotels using different brands of covering. It was seen that the main competitors were Morday and Nestle with 43% and 29% respectively. Fig 2 shows the presence of different brands of covering chocolate in hotels.Morday was present in 6 hotels, nestle was present in 4 hotels while Cadbury was present in only 2 hotels. Others consist of local and weikfeild which were present in 1 hotel each.Fig 3 shows the consumption of covering chocolates in hotels. Consumption of Morday was 53% making it largest used covering in hotels, Cadbury following with 22% and nestle with 17%. Others consisting of only 8%.

Fig 4: shows the response of Cadbury covering chocolate in hotels

As seen from the above figure 14% i.e. 2 hotels are using Cadbury, 50% of the hotels having bakery of there own are interested to shift to Cadbury. While 36% that is 5 hotels are not interested.

The hotels that are not interested have the following reason:

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response of cadbury in bakeries of hotels

using 14%

not interested36%

interested50%

using not interested

interested

They are getting there covering at lower prices{ local covering costs around 50%less than Cadbury’s}

Covering companies have tie ups with hotel chains {for e.g. Morday has tie up with Taj group of hotels.}

Consumption is very less and requirement is unpredictable so it’s lucrative to get it from the nearby market.

*{choki dhani did not provide us with any information}

Only 25% that is 6 hotels had chocolate in there mini bar while 75%that is 18hotels had mini bar but were not keeping chocolate. The use of mini bar which were not keeping chocolates in it were for:

1. Mineral water

2. Alcoholic beverages

3. Soft drinks

We tried to add Cadbury chocolates to menu of mini bars.

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presence of chocolate in mini bars

present25%

not present75%

presentnot present

Fig 5: shows the presence of chocolate in different hotels

Fig 6: shows the consumption of chocolates in hotels

The consumption of chocolate in hotels is very less, only 6 hotels keep chocolate in there mini bar, out of which 5 keep Cadbury and 1 keep

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chocolates in mini bar

nestle17%

Cadbury83%

nestleCadbury

chocolates in mini bar in terms of amount

nestle11%

Cadbury89%

nestle

Cadbury

Nestle. From fig 5 it is seen that hotels keeping chocolates in there mini bar nestle is present only in 17 % of the hotels while Cadbury rules over the rest with 83%.The consumption of chocolates brand wise is shown in fig 6. It shows consumption in terms of amount. Cadbury consumption is 89% while the only competitor of it Nestle has 11%.The reason for Cadbury not having 100% share is because Nestle is having a tie up with OBEROI – VILLAS {Rajvillas in Jaipur}

Fig 7: shows the response of Cadbury in hotels

As seen from the above fig. 15% of the hotels that is 5 hotels are using Cadbury chocolates. 42.5% of the hotels are interested in keeping Cadbury while the same percentage that is 42.5% of the hotels are not interested in keeping Cadbury.

The hotels that are not interested in keeping Cadbury chocolates have the following reasons:

Many of the hotels do not have mini bars, so keeping chocolates is not possible. Only 25% of the hotels with mini bars had chocolate .

Some hotels with mini bars, are not interested in keeping chocolates and only get it on request from V.I.P. guests.

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response of cadbury in mini bars

using 15%

interested42.5%

not interested42.5%

using not interested

interested

Guests are not willing to pay extra for chocolates as they can get it cheaper outside. { chocolates are priced around 25% more in hotels}

Tie ups with hotels is also one of the reasons for not showing interest in Cadbury.

PHASE 3

BAKERIES

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Bakery

The market of bakery is well settled and running successfully. A bakery is a place which is visited by people of all age group. May be it a birthday party, a marriage anniversary or a farewell party, bakery is a place where we find people. People travel miles for getting the taste of good cakes and pastries. Jaipur is no exception, it is flooded with bakeries which are well known for their cakes and pastries. Among the cakes and pastries chocolate pastries and cakes hold a special position. We surveyed 25 bakeries through which we wanted to reach the whole city.

BASE CHOCOLATE OF CADBURY IN BAKERIES

IT WAS FOUND THAT NEARLY ALL BAKERIES HAD CADBURY’S BASE CHOCOLATE IN THERE RETAIL COUNTERS.

Nearly all bakeries were keeping chocolates of Cadbury in their retail counter. They were taking it from different distributors at normal margin. Average monthly sale of chocolates were around Rs 5000.

41

Data interpretation and analysis

Fig 8: shows percentage of bakeries using different brands of covering

42

covering chocolate used in bakeries

Cadbury57%

nestle14%

others29%

Cadbury

nestle

others

consumpution of covering in bakeries

Cadbury64%

nestle12%

others24%

Cadbury

nestleothers

Fig 9: shows the consumption of different brands of covering

Among the 25 bakeries covered there were 3 bakeries which were not using covering chocolate. Out of the 22 bakeries that were using covering chocolate 57% of the bakeries were using Cadbury. Nestle was being used by 14% of the bakeries while the rest 29% of the bakeries were using other brands. Maximum bakeries were using Cadbury only.This is very clear from fig.8.

Fig.9 shows the consumption of different brands used in bakeries. It was calculated according to the average monthly consumption of coverings in kilo. It was seen that consumption wise also Cadbury was the leader. Cadbury was used maximum in bakeries with 64%consumption, Nestle with 12% and others with 24%consumption.Others consisted wiekfield ,macro , and other local brands. Others also includes Bake hut which did no reveal which brand it was using.

Fig10 : shows the response of Cadbury covering in bakeries

43

response of cadbury in bakery

using48%

interested 24%

not interested28%

usinginterested

not interested

Out of the 25 bakeries 12 bakeries were using Cadbury covering that is 48%.

24% that is 6 bakeries were interested in using Cadbury while 28% i.e., 7 bakeries were not interested in using Cadbury.

The reasons for not using Cadbury covering in bakeries are as follows:

Covering chocolate of Cadbury comes in 500 gm slab which is not convenient to use as compared to other brands of covering which comes in 1 kg slab.

According to few bakeries the width of covering of Cadbury is less compared to others , and it makes the job easier if the width is at least 1 inch.

Bakeries using local brands are not ready to switch to Cadbury as the local coverings are cheaper than branded ones.

44

PHASE 4

THEATERS & CLUBS

45

THEATERS

Theaters are major crowd puller, huge mass of people visit theaters daily and frequently. It’s a place where crowd of all age group come together. Theater being a major source of entertainment is a roaring business now days as people come to enjoy themselves. People coming here for entertainment are ready to spend. Our aim was to cover the cinema halls and through them reach to the innumerous people visiting the theaters.

We surveyed 10 theatres, which includes 5 multiplexes and 5 cinema halls.

Serial no.

Name Seats Chocolate presence

Interested in cad. or not

consumption

1. Galaxy 2000 N Y

2. Golcha 1000 Y Rs 2000

3. Ankur 1000 N Y

4. Entertainment paradise

2500 N Y

5.Moti mahal

1200 Y Rs 500

6. 1000 N N

46

Raj mandir7.

Gem1120 N N

8.Space

1600 N Y

9.vaibhav

1500 Y Rs 2000

10.Cine star

1400 Y Rs 2000

Data interpretation and analysis

Fig 11: shows the seating capacity of different theaters

From the above figure it can be seen that Entertainment Paradise has the

largest seating capacity with 2500 seats, as it has got 3 screens. Galaxy

follows next with 2000 seats and has 2 screens .Space, Vaibhav and

47

seating capacity of different cinema halls

0500

10001500200025003000

Gal

axy

Gol

cha

Ank

ur

Ent

erta

inm

ent

para

dise

Mot

i mah

al

Raj

man

dir

Gem

Spa

ce

vaib

hav

Cin

e st

ar

Cinestar have 2 screens each and have 1600, 1500 and 1400 seats

respectively. Other cinema halls have more or less 1000 seats.

Entertainment Paradise, Galaxy, Rajmandir, Space, Vaibhav and

Cinestar have the largest number of footfalls as according to order.

Fig 12: shows the presence of chocolate in theaters

48

presence of chocolate

present40%

not present60%

present

not present

consumption of cadbury

0

500

1000

1500

2000

2500

Golcha Moti mahal vaibhav Cine star

name of cinema halls

cons

umpt

ion

in R

s.

Fig 13: shows the consumption of Cadbury from different theaters

Cadbury was present in 40% of the theaters. The remaining 60% did not keep chocolates at all. It was found out that the theaters having chocolate were keeping only Cadbury.

Fig. 13. shows the average consumption of chocolates from the theaters. The fig.is based on average monthly consumption of chocolates in terms of money.From the graph it is seen that Golcha, Vaibhav and Cine star have an average monthly consumption of Rs. 2000 while Moti Mahal has an average monthly consumption of Rs. 500.

Fig 14: shows the response for Cadbury in theaters

The fig above shows the response for Cadbury, 17% were only keeping

Cadbury that is 2 of the theaters. 4 theaters that is 33% were interested,

among them galaxy and Entertainment Paradise are very good crowd

pullers. 50% of the theaters were not interested in keeping Cadbury in

there premises .

49

response for Cadbury

interested33%

not interested50%

using17%

interestednot interested

using

The reason given by the theaters for not showing interest in Cadbury are

as following:

The businesses of the theaters are not constant as it depends on the

movie.

Had service problem earlier and they do not want to take any more

risks. {this was the scenario in Raj Mandir }

CLUBS

Clubs is a union of people where they come to share their views, but now a days people come here only for relaxation and enjoyment with their family. Our objective was to reach these families. These families are generally from upper middle class and upper class of income group with adequate income so that they can spend lavishly.

Serial no. Name Members Daily visit Interested or not1. Grass field club 300 50 Yes2. Jai club 950 200 Yes3. Ashoka club 800 100 Yes4. Jaipur club 1000 100 Yes5. Rotary club 1200 50 No6 Rajasthan club 1500 150 Yes

50

total members

0

200400

600

800

10001200

1400

1600

Grass fieldclub

Jai club Ashokaclub

Jaipur club Rotary club Rajasthanclub

No.

of m

embe

rs

Fig 15: shows the total no. of members in each club

We covered 6 clubs of Jaipur namely Grass field club, Jai club, Ashoka club, Jaipur club, Rotary club and Rajasthan club. The average members of all the clubs taken together was around 960.

Fig16: shows the daily footfalls of members in each club

From the above graph we can see that Jai club and Rajasthan club has

maximum no. of members visiting daily with 200 visitors and 150

members respectively. Jaipur club and Ashoka club have 100 members

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Daily visit of members

0

50

100

150

200

250

Grass fieldclub

Jai club Ashoka club Jaipur club Rotary club Rajasthanclub

No.

of m

embe

rs

visiting them daily. Grassfield club and rotary club is being visited by 50

members each day.

This shows a huge potential lying untapped in the clubs.

Fig 17: shows the response of Cadbury in clubs

From the above pie chart it is seen that 83% of the clubs were interested

in keeping Cadbury chocolates in their premises where as 17% of the

clubs were not interested in placing Cadbury or any chocolate there.

Out of the 6 clubs visited only 1 club i.e. rotary club wasn’t interested in

placing chocolates. The reason according to them was that it is a club for

social welfare and not for fun and entertainment.

52

response for Cadbury

interested 83%

not interested17%

interested

not interested

Chocolates were not present in any of the clubs surveyed.

PHASE 5

HOSPITALS&

ICE CREAM COMPANIES

53

Hospitals

We covered 10 hospitals major and average ones in the whole city of Jaipur .Placing of chocolates in the hospital premises was thought about as people of age group visit hospitals not as patients but as visitors.

Serial no.

Name Presence of chocolate Consumption Interested or not

1 Durlabh ji Yes Rs.3000 yes2 Sawai man singh No no3 Mahavir cancer hospital Yes Rs.15004 Soni hospital No No5 kailgiri No canteen6 Apex hospital No no7 Apolloclinic Yes Rs 20008 Manu hospital No yes9 Saket hospital No No10 Curewell hospital No canteen

54

Fig 18: shows the presence of canteen in hospitals

Of the 10 hospitals covered 7 hospitals had canteen , 2 hospitals didn’t have canteen and 1 hospital i.e. Apollo clinic had a medical store cum retail shop which we have included as canteen.

55

presence of canteen

present 80%

not present20%

present not present

120000

100000

2000012000 10000

100000

45000

20000

0

20000

40000

60000

80000

100000

120000

140000

In R

s

Fig. 19: shows the monthly sale of each canteen

As per the graph it can be seen that Durlabhji, Sawai Man Singh and

Apollo clinic have maximum sale of Rs 120000 Rs. 100000 and Rs. 100000

respectively.

Apart from these hospitals the others have an average monthly sale of

around Rs. 20000.

It must be noted that Durlabhji hospital has 4 canteen in its premises out

of which 1 is quite new and is not functional yet. Out of the remaining 3

canteens 2 of them are keeping Cadbury chocolates.

Except Cadbury there were no other chocolate present in the premises of the

hospitals.

Fig 20: shows the percentage of canteen keeping chocolates

56

presense of Cadbury

present 38%

not present62%

present not present

Fig20:shows the % of hospitals were Cadbury is present in its canteen. Only 3 hospitals had Cadbury in their canteen i.e. 38%. 62% of the hospitals did not keep chocolates.

Fig21: shows the consumption of Cadbury in hospital canteensFrom the above figure it can be seen that the maximum sale of chocolates is in durlabhji hospital which amounts to Rs. 3000. Apollo clinic has a monthly sale of Rs 2000 and that of mahavir cancer hospital is Rs. 1500.

57

consumption of cadbury in canteen

0

500

1000

1500

2000

2500

3000

3500

Mahavir cancerhospital

Durlabh ji Apolloclinic

In R

s

Series1

response of Cadbury

interested 22%

not interested45%

using33%

interested not interested

using

Fig 22:shows the response of hospitals for Cadbury

Out of the 10 hospitals covered only 3 of them were keeping Cadbury chocolates in their canteen i.e.33% as seen from fig. 22.only 2 hospitals i.e. 22% were interested in placing Cadbury chocolates in their canteen and the rest 45% were not interested.No other chocolate was present in these hospitals.

The reasons for not showing interest were as follows:

Service of Cadbury was not proper.

Monthly sale of canteens were very low .

ICE CREAM COMPANIES

We covered 2 ice-cream companies that were present in Jaipur .The

major requirement of ice-cream companies are of chocopaste. The other

requirement of these ice-cream companies is covering chocolate which

they are using of Cadbury only.

Serial no. Name Consumption Brand Consumption

58

of covering of chocopaste

1 Frozen fun 10 kg/mth. Cadbury 15lit/mth

2 OMNI 15kg/mth Cadbury 60lit/mth

It must be noted that Saras Jaipur Dairy also sells ice-creams but they do

not produce on their own. Saras markets the ice-creams of OMNI by its

name.

Both the ice-cream companies were interested in using

chocopaste of Cadbury.

Major findings1. It was observed that few years back Cadbury was

present in many hotels like Trident Hilton, Hotel Neelam, Holiday

Inn etc. but was discontinued because of improper service provided

by the distributor.

2. Credit pay period of many hotels range from 30-45

days where as the distributors maximum credit days are 15 days,

this makes the distributors reluctant in supplying to these hotels.

3. The hotels have a policy to withdraw the chocolates

from the mini bars before one month of expiry {Rajputana

Sheraton}, while the company generally takes it back after expiry.

59

4. Cadbury products are available in the market below

NCD rates.

5. Half kilo. Slab of covering chocolate is inconvenient for

use as said in bakeries.

6. Most of the canteens of cinema halls are on lease and

40%of the sale has to be given to the owner. So it leaves a very less

margin for the canteen owners.

7. Visi coolers were present were average monthly sale was below Rs.

1500 where as outlets with more potential are lacking Visi coolers.

for ex. Hotels like Maya intercontinental and Umaid bhawan asked

for visi coolers to place in antique product shop and reception

counter respectively.

60

MARKET SUMMARY

MARKET SUMMARY

There lies a huge potential in the market for Cadbury India ltd., in the

form of new channels. There are places where Cadbury is not present and

even there are places where no chocolate is present. Covering these areas

would enhance the sale of Cadbury products.

Observations in hotels

61

Lack of sale during off season i.e. summers

People are not ready to pay extra for chocolates.

Consumption level in hotels

A total of 470kg of covering was being used monthly.

Chocolates were being used of Rs.4500 monthly.

Observations in bakeries

Most of the bakeries were using covering chocolate of Cadbury

Most of them were keeping base chocolates of Cadbury in there

retail counters.

Consumption level in bakeries

a total of 557kg of covering were being used in 25 bakeries

Average sale of chocolates of Cadbury was of Rs.5000 per bakery.

Observations in theaters

Sale was dependent on how popular the movie is.

Sale was more on the first week of the movie released.

Only multiplexes and good cinema halls had good sale in their

canteens.

Consumption level in theaters

Overall consumption of chocolates was of Rs.6500 monthly.

Observations in clubs

62

No chocolate was present in the clubs.

Total footfalls daily in the 6 clubs covered were 650.

Observations in hospitals

Not all hospitals had canteen.

Medical store was present in all the hospitals .

Visit to the medical store was more than the canteen.

Consumption level in hospitals

Total sales of the canteen in hospitals were of Rs.6500 monthly.

Observations in icecream manufacturing companies

Companies were using more of chocopaste than covering.

Saras Jaipur dairy was marketing the icecreams of OMNI

Consumption level in ice-cream manufacturing companies

Total consumption of chocopaste was of 75lit. monthly.

Total consumption of covering chocolate was of 35 kg /month.

NEW CHANNEL DEVELOPMENT: IT’S POTENTIAL

HOTELS

Hotels are a market which is very potential in the long run for Cadbury.

While surveying it was of season and guests were rare. Still the

consumption of covering chocolate was of 470kg/mth. and chocolates of

Rs.4500/mth. It should be noted that the season for hotels is winters when

people come to stay. Adding on to this in festivals like Diwali hotels give

63

gifts to their staff, if relationship is maintained it may be that the gifts

given to the staff includes Cadbury chocolates.

BAKERIES

This was fond to be a very good channel. The bakeries were already using

Cadbury chocolates, except that, out of the all the bakeries in Jaipur 25

bakeries that we covered were using 557kg./mth. of covering.

There are around more than 50 bakeries spread all over Jaipur .If all the

bakeries are covered there is a huge market for Cadbury.

Theaters

Theaters are a place where people come to enjoy. This channel has also a

good potential but not as compared to the others. Among the 10 major

cinema halls and multiplexes covered by us the total seats in these

theaters were 14,320. Taking 4 shows daily it comes to huge crowd

visiting daily. The only problem is that it all depends on the popularity

and quality of the movie.

CLUBS

We covered 6 major clubs in Jaipur and it was found that not a single

club had chocolates in there canteen. The daily footfalls of these 6 clubs

are 650. So catering to clubs would also be a major addition to sales.

HOSPITALS

64

Covering 10 hospitals it was found that monthly consumption of Cadbury

comes to Rs.6,500/mth. To be noted that the sale of Cadbury was from

only 3 hospitals where canteen was present.

Assuming this data to be true, there lies a huge market for Cadbury and

an unimaginable boost in its sale as there are 200 hospitals in Jaipur.

ICE CREAM COMPANY

Ice Cream Company wasn’t a feasible channel, because the use of

covering chocolate was very low 35kg/month and they were using

Cadbury only. The major consumption of ice cream companies was of

chocopaste 75lit./mth. but supply of Cadbury chocopaste was not there in

Jaipur. It was not profitable for Cadbury India ltd., to supply to Jaipur,

chocopaste below 1 tonne. More over the ice cream companies were not

interested in making any contract that they will be regular customers

which Cadbury co. wanted.

MAJOR FINDINGS

The findings are as follows:

8. It was observed that few years back Cadbury was

present in many hotels like Trident Hilton, Hotel Neelam, Holiday

Inn etc. but was discontinued because of improper service provided

by the distributor.

65

9. Credit pay period of many hotels range from 30-45

days where as the distributors maximum credit days are 15 days,

this makes the distributors reluctant in supplying to these hotels.

10. The hotels have a policy to withdraw the chocolates

from the mini bars before one month of expiry {Rajputana

Sheraton}, while the company generally takes it back after expiry.

11. Cadbury products are available in the market below

NCD rates.

12. Half kilo. Slab of covering chocolate is inconvenient for

use as said in bakeries.

13. Most of the canteens of cinema halls are on lease and

40%of the sale has to be given to the owner. So it leaves a very less

margin for the canteen owners.

14.Visi coolers were present were average monthly sale was below Rs.

1500 where as outlets with more potential are lacking Visi coolers.

for ex. Hotels like Maya intercontinental and Umaid bhawan asked

for visi coolers to place in antique product shop and reception

counter respectively.

66

S.W.O.T. ANALYSIS

Swot analyisis

Strength

Stronger brands in Chocolates Defining Chocolate taste

67

Dominant Chocolate market shares First mover advantage Established distribution network.

Aggressive market development Only one player (Nestle) who competes across all categories.

Weaknesses

Bakeries and hotels do not appreciate the policy of price

difference between wholesalers and distributors.

It doesn’t have tie ups with big hotel chains { like Oberoi and

Taj }

The company does not distribute samples to potential users.

Service provided by the distributor is not up to the mark.

Visi coolers provided by the company are not adequate in

number. Because of which many outlets refuse to keep

chocolates.

Opportunities

Impulse snacking is an Indian habit. Attitude and disposable income changes are favourable to

impulse foods.

68

Large youth population, 47% of urban India is growing

dominant chocolate consuming segment. Child and gifting segments expected to grow at faster rate. Great opportunity lies in the untapped new channels (school,

colleges , clubs, hotels etc.)

Threats

Competitors like Nestle and Morday are making tie ups with

hotels; this is making Cadbury’s market smaller and smaller

day by day.

Aggressive marketing by competitors in hotels.

Foreign chocolates have entered the market, and are eating up

the market share of Cadbury. Foreign chocolates have

already found a place in Cadbury’s visi coolers.

69

SUGGESTIONS&

RECOMMENDATIONS

Recommendation and suggestions

70

1. Tie ups in hotels for covering as well as base chocolates should be

done. This will help the company expand its market coverage. It

will also prevent the entry of the competitors.

2. Company should make yearly contracts with the big outlets. It will

make the outlet loyal towards the company. The contract should be

revised yearly .the contract should contain the price and yearly

consumption.

3. The width of covering chocolate should be increased to at least 1

inch as many bakeries complained of inconvenience in using the

slab of covering chocolate of Cadbury.

4. Sample of covering chocolate should be provided to the new

potential outlets. Base chocolates of Cadbury are well recognized

and they don’t need sampling but covering chocolate of Cadbury is

not well known.

5. Cadbury should participate in local festivals organized in Jaipur

like Rajasthan diwas and other fests. These festivals are major

crowd pullers.

6. Visi coolers should be provided to more and more outlets and take

away the Visi coolers from unproductive outlets.Visi coolers were

present were average monthly sale was below Rs. 1500 where as

outlets with more potential are lacking Visi coolers.

71

7. Schemes in modern trade should be small attractive gifts for

children on purchase of certain amount of Cadbury product

instead of providing chocolates on the same. The retailer doesn’t

show the scheme and sells the chocolates individually.

8. Hotels with less consumption should also be catered as this will help

in building relationship with them, and help the company in the

long run, as consumption rises in the seasons and festivals {winters

in the case of hotels}.

9. People visiting the hospitals may or may not visit the canteen but its

sure they will visit the medical store. Many hospitals do not have a

canteen so it would be more appropriate to target the medical store

of the hospital than the canteens.

10. The company should also try to target the airport canteen as well as

the different airways, as surveyed by us only foreign brands of

chocolate are being used in the airport canteen.

11. Chocolates should also be placed in amusement parks , clubs and

restaurants.

MODEL FOR RETAINING AND MAKING NEW CHANNEL BASE

72

NEW CHANNELS DEVELOPED BY CADBURY

The model below explains the process of retaining customers and

making new customers base. This effort will help the company to

develop the goodwill

ANNEXURE

73

Database of NEW CHANNEL CUSTOMER

Making quarterly phone calls to the potential customer and keeps updating them for the new product launch

Retained customer becoming the new customer as well as creates new customers for the new product line.

Keep updating the customer’s profile

NEW CHANNEL customer base for CADBURY

Distribution network

There are many distributors under 1 C and F agent i.e. carrying and forwarding agent of Rajasthan. From the distributor the goods move to the wholesalers and retailers, and also from the wholesalers to retailers.From the retailers the goods reaches to the final consumers.The distributor has salesmen who take the order and reaches the goods to the concerned person. The distributor has to take the goods from the CnF agent on presenting a D.D. to the CnF agent.

MANUFACTURING PLANT

C AND F AGENT

DISTRIBUTOR DISTRIBUTOR DISTRIBUTOR

RETAILER RETAILER RETAILER

WHOLE SALER

WHOLE SALER

WHOLE SALER

74

The distributor gets a margin of 5% on all the products.The retailers get a margin of:

13% on bytes12% on chocolates of above Rs.16 10% on chocolates of Rs 16 and below9% on Bournvita and Delight 7.5% on cocoa powder and drinking

chocolate.

N C D {new channel development}

Under this the company is giving extra 5% margin to the retailers.

The distributor gets his 5% margin only.

All N C Ds in Jaipur get 5% extra margin except Big Shopper which gets

10% extra discount seeing its visuality and stock availability.

BIBLOGRAPHY

75

Marketing management: By Philip Kotler

Research methodology: By Kothari

www.cadburyindia.com

www.indiainfoline.com

www.nestleindia.com

and other related websites

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