Академический Документы
Профессиональный Документы
Культура Документы
Submitted to
S.R. LUTHRA INSTITUTE OF MANAGEMENT
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
In
Gujarat Technological University
UNDER THE GUIDANCE OF
Submitted by
Ms. Ami Patel [Batch No. 2014-16, Enrollment No.148050592044]
I, Ms. Ami Patel, hereby declare that the report for Summer Internship Project
entitled “To Analyze Retailers Experience of Selling Schmitten as a Brand
of Chocolate” is a result of my own work and my indebtedness to other work
publications, references, if any, have been duly acknowledged.
Place: Surat
Date: ____________
___________________
(Ami Patel)
Institute’s Certificate
Certified that this Summer Internship Project Report Titled “To analyze
retailers’ experience of selling Schmitten as a brand of chocolate” is the
bonafide work of Ms. Ami Patel (Enrollment No.148050592044), who has
carried out the research under my supervision. I also certify further, that to the
best of my knowledge the work reported here in does not form part of any
other project report or dissertation on the basis of which a degree or award
was conferred on an earlier occasion on this or any other candidate.
Place: Surat
Date: ________________
___________________
(Harshesh Patel)
Asst. Professor
___________________
(J. M. Kapadia)
Director
PREFACE
I received my training at Rajhans (Desai and Jain) Group, Surat as a
requirement of MBA curriculum. This training has provided me a clear insight
of the application of theoretical knowledge into practical scenario. To target
the respondent, it is imperative to understand their mind set and preference
toward the selling Schmitten.
From 8 June 2015 to 18 July 2015 this Research has been conducted by me.
Conclusion of the study revealed that most of the retailers selling experience
are neutral for selling schmitten brand; most of the respondents under study
are selling Cadbury in their store, while some of the respondents are not
selling schmitten because of some issues attached with the product.
ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals and organizations. I
would like to extend my sincere thanks to all of them.
I am highly indebted to Mr. Alpesh Balar for his guidance and constant
supervision as well as for providing necessary information regarding the
project & also for his support in completing the project.
I would like to express my special gratitude and thanks to industry persons for
giving me such attention and time.
It includes literature reviews which are referred for the research study.
Literature reviews are the previous study conducted by the other researcher.
It further describes the research methodology that researcher had used for
the purpose of this research. This includes problem statement, research
objectives and research design. The research design has used is descriptive
research design and non-probabilistic convenience sampling method has
used for the research.
Data collection method used was personal survey method in which
questionnaire is used as data collection tool. The sample size was 100
respondents i.e. retailers of surat. Further project includes finding, conclusion
and suggestion on the basis of data analysis.
Findings of the study revealed that most of the retailers are aware of
schmitten but some of them are not selling schmitten because of it packaging,
price, margin structure, distribution network etc. Conclusion of the study
revealed that most of the retailers selling experience are neutral for selling
schmitten brand, most of the respondents under study are selling Cadbury in
their store, while some of the respondents are not selling schmitten because
of some issues attached with the product.
TABLE OF CONTENTS
2 Milestones 3.1 23
21 Area 6.19 49
24 Store 6.22 50
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 5,000-crore chocolate market, the premium segment is small. Yet,
it is growing at a steady 30-40 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)
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:
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.
Figure No: 1.3 Top selling Chocolate types
Delicious forecast
Out of the three most popular categories in 2014, count lines are expected to
be the fastest growing segment in the next few years—with a 87% growth in
value by 2019. Boxed assortments and chocolates with toys will follow, with a
growth by over 68% between 2014 and 2019. Still, with Rs6,905.98 crore in
sales, tablets with continue to dominate India’s chocolate market in terms of
value.
Sweetmeats, long known in the Middle East and Asia and to the ancient
Egyptians, were at first preserved or candied fruits, probably made with
honey. One of the earliest functions of candy was to disguise unpleasant
medicine, and prior to the 14th cent. Confections were sold chiefly by
physicians. Medieval physicians often used for this purpose sugarplate, a
sweetmeat made of gum dragon, white sugar, and rosewater, beaten into a
paste. One of the earliest confections still surviving is marzipan, known
throughout Europe; it is made of almonds or other nuts, pounded to a paste
and blended with sugar and white of egg. In the Middle Ages it was
sometimes molded into fancy shapes and stamped with epigrams.
Sugarplums, made of boiled sugar, were known in England in the 17th cent.,
but it was not until the 19th cent. that candymaking became extensive. The
display of British boiled sweets at the national exhibition of 1851 stimulated
manufacture in other countries, especially in France. In the United States in
the middle of the 19th century about 380 small factories were making
lozenges, jujube paste, and stick candy, but most fine candy was imported.
With the development of modern machinery and the increasing abundance of
sugar, confectionery making became an important industry. In 2001,
estimated retail sales of chocolate, other candy, and gum in the United States
had reached $24 billion, and more 1,400 new items of candy were introduced.
CHAPTER
2
CONFECTIONARY
INDUSTRY PROFILE
CONFECTIONARY INDUSTRY AT GLOBAL LEVEL
The Indian confectionery market was valued at around INR 95 billion in 2012-
13, growing at an annual rate of 10-12% since 2009-10. Of the total market,
sugar confectionery holds a market share of around 46% and the rest by
chocolate and gum confectionery segments. Owing to lower unit price than
chocolate confectioneries, sugar confectionery segment has registered higher
volume sales over the recent years Traditionally, small domestic players
catering largely to a regional market accounted for a major share of the sugar
confectionery market. However, in the recent years, multinational players
have entered this market and have introduced quality products. Chocolate
consumption is mainly centered around semi-urban and urban areas due to
foreign exposure, rising disposable income and consumers’ impulse buying.
Players have identified age-specific niche market segments within the
chocolate confectionery market and are undertaking intense advertising
campaign to ensure effective brand communication and positioning.
Surat: Move over the sugary gharis and ghevars! Surat will start dishing out
Swiss chocolates too.
To be sold under the brand name Schmitten and Hoppits, the chocolates will
be available in the market by January. Schmitten will be in moulds and
Hoppits which will be sold as bars. The group is setting up the factory
sprawling on 1.5 lakh sq ft land.
The machinery and operating technology is imported from the UK, Denmark,
Germany and Switzerland. The factory is the first of its kind in Gujarat and
touted to be the third biggest in the country after Cadbury’s and Nestlé’s .
"The Swiss chocolate maker with whom we have tied up is number one in
Switzerland," said Jayesh Desai, chairman of the group. Desai said the
chocolates will be premium brands.
Shubhra Kallani, marketing head of Rajhans Nutriments, said, "We will launch
our products in eight states including Gujarat, Maharashtra, Tamil Nadu,
Punjab, Rajasthan , Karnataka, Delhi and West Bengal."
There are a number of trends within the chocolate industry that are driving
growth; and product innovation in 2010 brought a 16% increase in new
product releases over 2009. Increasing disposable incomes as well as
changing public sentiments regarding health and our global community are
the driving forces behind this growth in innovation.
Premium and specialty items have shown strong growth over the long-term.
During the recession, there had been a shift away from premium items, but as
the economy has continued to recover, sales of premium items have taken
the lead again. High-end varieties can be baked on the premises, come from
a renowned region or have a hidden secret recipe.
Seasonal and boxed assorted chocolates have been experiencing the fastest
growth, and sales are expected to expand 13% between 2010 and 2015.
Holidays, birthdays, retirement parties and more, chocolate is a versatile gift
for many occasions.
Over the last several decades there has been increased understanding of
what constitutes a healthy diet, and there has been a dramatic increase in
sales of sugar free, reduced fat and reduced calorie offerings.
Dark chocolate is known to lower both blood pressure and cholesterol, and
has nearly 8 times the number of antioxidants as found in strawberries.
The PESTEL model of analysis will be used to observe the external factors
and their impacts on the global confectionary industry. PESTEL represents a
total of six factors, namely Political, Economical, Social, Technological,
Ecological and Legal.
Economic Factors: The recent global economic crisis has affected the cost
of operations for companies as well as consumption by customers.
Consumers tend to spend very conservatively and purchase only times of
necessity during recessionary periods. This can have a negative effect on
sales of luxurious or premium products in the market, in which the
confectionary industry belongs. Adding to this burden, the increased price of
cocoa, which is typically a main ingredient of some confectionary products,
has had a significant impact on the confectionary industry.
Product/Brand Competitors
Nestle India Kit Kat Senses, Kit Kat Dark Senses, Alpino
Mars International Snickers, Galaxy, Mars, Milky Way, Skittles, M&M's, Twix
Hershey's Milk Chocolate & Almonds Giant Bar, Kisses Milk Cho
and Almonds,
Confectionery is the art of making confections, which are food items that are
rich in sugar and carbohydrates. Exact definitions are difficult. In general,
though, confectionery is divided into two broad and somewhat overlapping
categories, bakers' confections and sugar confections.
GROUP PROFILE
In the year 2000, the dynamism and foresight of the management gave a new
direction to the entertainment industry of Gujarat, setting up an ultra-modern,
luxurious and versatile Cinema House, RAJHANS PRIME CINEMA, at Surat.
With time and success on the group's side, the company soon ventured into
Real Estate - the fastest growing industry in India. In the short span of 10
years, the group has undertaken various projects ranging from Commercial
Complexes, Shopping Malls, Residential High-Rise Apartments, Bungalows
and Row Houses. Today, Rajhans Real estate's construction sites are spread
across Gujarat and run into millions of square feet, making it one of the most
trusted and valuable brand in the state.
MANAGEMENT
A group so well poised has to be driven by stalwarts who live their passion
every moment. Rajhans (Desai-Jain) Group is spearheaded by dynamic
leaders who imbibe their values in the workforce and thereby ensuring growth
in various verticals of the business. Adding more to it are technical expertise,
excellent domain knowledge and extensive cross-functional experience, which
turn crucial in smooth functioning of the group.
Often it's the values inside that create a personality, celebrity and an identity.
In this era of globalization, values matter more than volumes in creating a
corporate conglomerate. The Rajhans (Desai-Jain) Group too is result of its
invaluable values namely integrity, excellence, team work and customer
delight. The creative rendition of this is depicted in the form of value tree.
Integrity
Integrity goes a long way in practicing fair business in today's world. They
in turn ensure trustworthiness amongst customers, team members and
stake holders. At Rajhans (Desai-Jain) Group, integrity lies in the roots of
our business. Thus they are depicted through the roots in the value tree.
Passion
In today's world businesses are result oriented. Every day a new
benchmark is created. At Rajhans (Desai-Jain) Group, passion forms the
main trunk of our business. We passionately pursue our dreams. That
which paves a path for innovative products, excellence and customer
delights. Thus Passion is depicted through the main trunk of the value
tree.
Excellence
At Rajhans (Desai - Jain) Group, we believe in benchmarks. A team
member inspires a fellow team member. And thus excellence is the core
objective that can be seen by the outside world. In our value tree,
excellence is depicted through the leaves that symbolize the evergreen
and a blossoming business conglomerate.
Teamwork
Any business house is a result of unmatched teamwork by its team
members. At Rajhans (Desai-Jain) Group, every team member takes the
onus to accomplish the given task. The end result: Brand Rajhans wins
more hearts of people than awards and accolades. In our value tree,
teamwork is depicted through the tree which is a culmination of various
values and priceless team effort.
Customer delight
When values form the core, customer delight is the fruit borne by the
business house. We believe that customer delight forms the core essence
of our existence. Thus this value is depicted through the aerial roots of the
value tree.
ORGANOGRAM
(GROUP CHAIRMAN)
(Marketing
executives)
Profile of Rajhans Nutriments Pvt. Ltd:
SCHMITTEN (PREMIUM CHOCOLATES)
Figure: 3.1 Schmitten chocolate photos
“If there's no chocolate in Heaven, I'm not going.” Jane Seabrook, Furry Logic
Laugh at Life. The mere word ‘Chocolate’ has always fascinated us. It has
taken over as a special affinity in the culinary list of every culture and of
course, it’s a special treat that appeals to one and all.
With all the best-in class facilities, quality control unit and expert chocolate-
makers, our new brand of luxury chocolate, ‘Schmitten’ is in a class by itself
which is all set out on a delicious mission to spread happiness amongst the
chocoholics from across the world. Our range of best-tasting chocolate tablets
includes ‘Schmitten’ and for a variety of chocolate bars ‘Hoppits’ that are
available in varied ingredients with fantabulous taste and high on energy
values.
Adhering to the sheer words ‘Luxury Chocolates’, we source the richest cocoa
beans from Ghana and use only the highest quality elements with their very
own blend and recipes. Since we’re duly concerned over consumer choices,
we produce only a luxury range of both milk and dark chocolates with portion
sizes those are perfectly right for the customers and their families.
Our passion towards making the best chocolates is absolutely evident and
thus, we take great pride in our constant endeavors and values for delivering
the best!
HOPPITS
SWOT ANALYSIS
Strengths
Recipes are designed and developed on Europe.
Pure cocoa based chocolate, not compound chocolate.
Value for money compared to imported chocolate.
Highly automated process lines and machineries imported from
Europe.
Free from non veg./ egg based ingredients
Premium chocolates made with a real cocoa ingredient.
Hoppits are made with the milk protein as emulsifier
Weaknesses
Opportunities
Threats
MARKET POSITION
The graphic above shows a brief overview of a company who launched its
premium brand of chocolate in the Indian Luxury chocolate market in
September 2014. Less than a year after its launch catering to only 3 states
namely Gujarat, Rajasthan and Maharashtra with a handful of distributors,
currently the company has presence in 12 states with 12 CFA and 233
distributors, hence having a robust sales and distribution network. The Indian
chocolate market is dominated by Mondelez, which commands a 62% share,
ahead of nearest rival Nestle on 18%. Mars and Ferrero with a share of 6%
and 3% respectively – both have a premium positioning in the market.
Mondelez recently premiumized its Bournville brand to appeal to the
increasingly affluent Indian consumer. Mars last year launched premium tablet
chocolate brand Galaxy in the country at a reduced price point and also
Ferrero’s Rocher brand has proved popular among Indian consumers.
CHAPTER
4
REVIEW OF
LITERATURE
Annika Lybeck, Maria Holmlund-Rytkonen & Maria Saaksjarvi
(September 2006) Studied on Consumer Perceptions and Buying of
Chocolate Bars in Finland. The researcher has used structured questionnaire
and open ended question for collecting qualitative and quantitative data.
Findings of the study reveals that the consumer would choose a store brand
every time or never when making a buying decision. Some significant findings
are that heavy-user store-brand chocolate bar buyers have more favourable
attitudes towards store brands, are more price sensitive, more often seek
price offers, and find availability and friends’ recommendations more
important. Thus, it seems as if store-brand buyers altogether are more
confident with retailers’ own products’ quality and are more sensitive to price
and value for money.
Prof. Ray Titus, Dr. Debashish sengupta, Ms. Alankrita Garg (February
2013) Studied on Leveraging Distribution Networks for Competitive
Advantage. A researcher has used an unstructured qualitative questionnaire
for the data collection. The information collected from the distributors, projects
that Britannia has a good hold on the market in terms of distribution strategies
and also that Britannia has managed to get a good market share in the
biscuits category and Parle’s glucose biscuits are very popular among the
rural population also as they are one of the oldest available glucose biscuits in
the market and the glucose biscuits are available at various prices which
makes it feasible for a larger population to buy it.
Some of the retailers are not aware about the Schmitten chocolate. Retailers
are known about that chocolate brand but the distribution channel are not
good and Hence Researcher analyzes “To analyze retailer experience of
selling Schmitten as a brand of chocolate.”
b. OBJECTIVE OF STUDY
To analyze retailer experience of selling Schmitten as a brand of
chocolate.
To do comparative study of Schmitten with other brands of chocolates.
To know retailer’s preference of selling brands of chocolates.
To know reasons why retailers are not selling Schmitten as a brand of
chocolate.
c. RESEARCH DESIGN
Research design is the plan structure and strategy if investigation conceived
so as to obtain answers to research question and to control variance.
d. SAMPLING PLAN
Population: All the retailers selling chocolates from their retail store in
Surat city can be considered as part of population for the study.
Sample Size: In this project 100 respondents as retailers were taken as
sample.
Sampling Method: In this study non probability, convenience sampling
method has been used.
e. SOURCES OF DATA
1. Primary Data:
Primary data means data collected directly from first-hand experience.
Means data collected for the first time by any researcher for any
research use. This study uses Questionnaire as a tool for the collecting
primary data.
2. Secondary Data
Secondary data are those, which have already been collected by some
other person for their purpose and publish. Secondary data are usually
in the shape of finished products.
In this project, the secondary data such as research paper, internet, and
websites etc. are used to collect for the preparation of research of project. In
the study primary and secondary data both type of data has been used.
For this project structured questionnaire was used as tool for data collection
from the respondent for the purpose of conducting research.
For the purpose of analysis various analytical approaches have been used
like simple percentage, frequency, charts and Chi Square Test by using SPSS
software.
j. LIMITATION OF THE STUDY
Respondent may give bias data which may make result of the study
inaccurate.
Sample size chosen for the study was small which may not be good
representative of the universe under the study.
CHAPTER
6
DATA ANALYSIS
&
INTERPRETATIONS
1. Since how long you are running the retail store?
[ ] less than 1 year [ ] 1 Year-3 years
[ ] 3 Year-5 year [ ] 5 Year-7 years
[ ] more than 7 years
Table: 6.1 Tenure of store
Particular Respondent
1-3 year 8
3-5 year 34
5-7 year 17
34
35
30
25 22
19
20 17
15
8
10
5
0
Less than 1 1 -3 year 3-5 year 5-7 year More than 7
year year
Respondent
Interpretation
From the above graph and data, it can be stated that 34 stores were running
from last three to five years, while 22 stores were running from more than
seven years and 19 stores of Surat city were running for less than one year.
2. Which brand of chocolates do you keep in your store?
[ ] Cadbury [ ] Kit Kat
[ ] Amul [ ] Snickers
[ ] Schmitten [ ] Hoppits
[ ] 5-star [ ] Munch
[ ] Perk [ ]
Others………………………………..
Cadbury 100
Amul 42
Schmitten 54
5- Star 3
Perk 1
Kit Kat 5
Snickers 34
Hoppits 4
Munch 65
Other 11
80 65
54
60
42
34
40
20 11
3 1 5 4
0
Cadbury Amul schmitten 5 star Perk Kit Kat Snickers hoppits Munch Other
Respondent
Interpretation
From the above graph it can be stated that all of 100 stores were keeping
Cadbury their store, 65 out of 100 stores were keeping munch in their store,
while 54 stores out of 100 are keeping Schmitten in their store for selling and
so on.
3. Have you ever sold Schmitten as a brand of chocolate?
[ ] Yes [ ] No
Yes 54
No 46
46%
54%
Yes No
Interpretation
From the above data it can be found that 46 % respondents have sold
Schmitten brand, while 54% respondents have not sold Schmitten yet.
4. Describe your selling experience of Schmitten on following criteria and
scale:
Particulars Very good Good Average Poor Very Poor
Product Awareness 1 24 27 2 0
Consumer 0 22 25 7 0
acceptance
Product quality 8 41 3 2 0
Product taste 13 38 3 0 0
Price 0 1 49 4 0
Packaging 2 8 36 8 0
Margin 1 7 43 2 1
10 7 8 8 8 7
32 3 4
5 1 2 2 21
0 0 0 0 00 01 0 0 1
0
product consumer product product price packaging margin
awareness acceptance quality taste
Interpretation
Quality of product 47 6 1 0 0
Product variants 41 1 6 4 0
Good in taste 26 28 0 0 0
Small units 26 0 1 27 0
Price 47 0 5 2 0
Service of distributors 49 0 4 1 0
Promotional offers 48 1 3 1 1
49 49 48
50 47 47
45 41
40
35
30 28 27
26 26
25
20
15
10 6 6
4 5 4
5 212 2 3
100 1 0 000 0 01 0 0 0 0 10 1 11
0
Qulity of Product Good in test attractive Small units Price Service of Promotional
product variants package distributors Offers
design
Interpretation
Schmitten 6 23 17 8 0
Amul 0 12 21 7 14
Mars 0 8 14 4 28
49
50
45
40
35
30 27 28
25 23
20 21
20 17
14 14
15 12
10 8 8 7
5 6 5 4
5
0 0 0 0 1 0 1 0
0
Mostly Preferred Neutral Less Preferred Not Preferred
Preferred
Interpretation
From the above table 49 respondents out of 100 said that they mostly
preferred Cadbury to sell among customer, 28 respondents said that they will
not prefer mars to sell among the customers and 27 respondents agreed on
nestle and 23 respondents agreed on Schmitten that they will prefer to sell
among customers.
Very satisfactory 0
Satisfactory 21
Neutral 31
Dissatisfactory 2
Very dissatisfactory 0
35
31
30
25
21
20
15
10
5 2
0 0
0
Very Satisfactory Neutral Dissatisfactory Very
Satisfactory Satisfactory
Interpretation
From the above table 31 respondents said that their experience is neutral of
selling Schmitten while 21 respondents were satisfied with selling Schmitten
among customers.
8. How long do you see yourself associated with the Schmitten brand?
[ ] I will always sell as long as Schmitten brand is available.
[ ] It depends on brand performance in coming time.
[ ] I cannot commit long time.
Table: 6.8 Associated with the Schmitten brand in Future
Particulars No. of
Respondents
33
35
30
25
20 12
15 9
10
0
I will always sell as It depends on brand I cannot commit long
long as brand is performance in time
available coming time
Interpretation
From the above table 33 respondents out of 100 said that they will associate
with Schmitten as per its brand performance, while 12 respondents said that
they will sell Schmitten as long as possible while 9 respondents said that they
can’t commit long time with Schmitten.
Yes 49
No 5
9%
91%
Yes No
Interpretation
From the above table 49 respondents that mean 91% said that they were
ready to sell other products of Schmitten while a 9% respondent that means 5
respondents were not ready to sell other brands of Schmitten.
10. Will you recommend others to sell Schmitten brand?
[ ] Yes [ ] No
[ ] Can’t say
Yes 30
No 5
Can’t say 19
35%
56%
9%
Interpretation
Yes 52
No 2
4%
96%
Yes No
Interpretation
Package Design 10
Price 48
Promotional activity 48
Service of distributor 35
Taste 1
Margin structure 14
48 48
50
45
40 35
35
27
30
25
20 14
15 10
10
5 1
0
Package Price Promotional Service of Taste Margin After sales
Design activity Distributor Structure service
Interpretation
From the above table 48 respondents found scope of improvement in price
and promotional activity, while 35 respondent and 27 respondents found
scope of improvement in distributor and after sales service respectively.
12. Why have you not sold the Schmitten yet, state the reasons:
[ ] I was not aware about the brand of Schmitten.
[ ] Nobody has ask me about the Schmitten.
[ ] I find better alternative brands of chocolate.
[ ] I find less margin compare to other brand.
[ ] If other please specify………………………………………
Others 0
20
20
18
16 13
14 11
12
10
8
6
4 2
2 0
0
I was not Nobody has I find better I find less Others
aware about ask me about alternatives margin
the brand of the Schmitten brands of compare to
Schmitten chocolates other brand
Interpretation
From the above table 20 respondents were not selling Schmitten because
they were not aware about the Schmitten, 13 respondents were not selling
Schmitten because customers have not asked for it, while 11 respondents
were not selling because they have better alternative brand of chocolates than
Schmitten.
13. If company able to work on above mentioned issues, will you be ready to
sell Schmitten from your store?
[ ] Yes [ ] No
[ ] Can’t say
Table: 6:13 if issue solved, will you sell Schmitten
Yes 27
No 17
Can’t say 2
4%
37%
59%
Interpretation
From the above table 27 respondents will ready to sell Schmitten if company
will work on issues like customer acceptance, awareness of brand and its
offerings etc... While 17 respondents were not ready to sell in future, and 2
respondents were unable to decide on the matter.
14. If Yes, would you like an executive from Schmitten to contact you for the
same?
[ ] Yes [ ] No
[ ] Can’t say
Table: 6.14 executive from Schmitten
Yes 26
No 1
Can’t say 2
3%
7%
90%
Interpretation
0 46 25.0 21.0
Total 100
0 46 33.3 12.7
No 5 33.3 -28.3
Total 100
Table No:6.17 Chi-square Test
Q.7 Q.9
Df 3 2
Interpretation
From the above test it can be found that the p value is less than level of
significance i.e. 0.000<0.05 so that null hypothesis is rejected, so there is
significant relationship between experience of selling Schmitten and selling of
other product of Schmitten.
H0: There is no significant association between area and selling of Schmitten
brand.
no 46 50.0 -4.0
Total 100
Observed Expected
N N Residual
0 46 16.7 29.3
Total 100
Table No: 6.20 Chi- square
Q.3 area
Df 1 5
Interpretation
From the above test it can be found that the p value is more than level of
significance i.e. 0.424>0.05 so that null hypothesis is accepted, so there is no
significant relationship between area and selling of Schmitten brand.
no 46 50.0 -4.0
Total 100
provision
4 13.5 -9.5
store
Total 54
Q.3 store
Df 1 3
Interpretation
From the above test it can be found that the p value is more than level of
significance i.e. 0.424>0.05 so that null hypothesis is accepted, so there is no
significant relationship between type of store and selling of Schmitten brand.
CHAPTER
7
FINDINGS
From the analysis it was found that most of the stores were running from
last three to five years, while some stores were running from more than
seven years and some stores of Surat city were running for less than one
year.
From the analysis it can be stated that all of store were keeping Cadbury,
the second brand is munch which was kept by majority of store and the
third brand was Schmitten.
As stated above, selling experience of retailers, most of the retailers
agreed that product quality was good, while some respondents agreed that
price and margin provided by the company was average.
Most of the retailers that Cadbury’s product quality was good than all other
chocolates, while retailer feels that taste of Schmitten was better than
Cadbury and all other chocolates, further more Amul and Cadbury are the
two brands which has small units than other brands and service of
distributors and promotional offers were better in Cadbury than other
chocolates and so on.
Most of the respondents agreed that they mostly preferred Cadbury to sell
among customer, some respondents said that they will not prefer mars to
sell among the customers and some respondents agreed on Schmitten
and nestle that they will prefer these two brands to sell among customers.
Most of the respondents surveyed agreed that their experience was
neutral of selling Schmitten, while some respondents were satisfied with
selling Schmitten among customers.
Most of the respondents agreed that they will associate with Schmitten as
per its brand performance, while some respondents said that they will sell
Schmitten as long as possible while very few respondents said that they
can’t commit long time with Schmitten.
Most of the respondents agreed that they were ready to sell other products
of Schmitten while some respondents that were not ready to sell other
brands of Schmitten.
Most of the respondents were ready to recommend Schmitten to other
while very few respondents were not ready to recommend and 19
respondents were unable to decide.
Most of the respondents found scope of improvement in Schmitten, while
two respondents were unable to find any scope of improvement in
Schmitten.
Majority of the respondents found scope of improvement in price and
promotional activity, while some respondent found scope of improvement
in distributor and after sales service respectively.
Most of the respondents were not selling Schmitten because they were not
aware about the Schmitten, some respondents were not selling Schmitten
because customers were not asking for it, while very few respondents
were not selling because they have better alternative brand of chocolates
than Schmitten.
Most of the respondents were ready to sell Schmitten if company will work
on awareness issue, consumer acceptance, and comparative
performance, margin issue, mentioned in while some respondents were
not ready to sell.
Most of the respondents were ready to meet an executive of company to
sell Schmitten while one respondent was not ready and 2 respondents
were not cleared about that.
It was also statistically proven by using chi square test that there is
significant relationship between experiences of selling Schmitten and
selling of other product of Schmitten.
It was also statistically proven by using chi square test that there is no
significant relationship between areas, type of store and selling of
Schmitten brand.
CHAPTER
8
CONCLUSIONS
The problem of the research is that most of the respondents were aware of
the Schmitten brand but distribution network was not proper so the researcher
aim is to find retailer experience of selling Schmitten brand and the conclusion
is as below:
It is concluded that most of the respondent surveyed has agreed that they
were having neutral experience for selling Schmitten, while some respondent
were satisfied with it.
It is concluded that most of the respondents agreed that product quality of the
Cadbury’s good, while taste of Schmitten is good among all other chocolate.
Amul and Cadbury are the two brands which has small units and good service
of distributor. Most of the respondent has agreed that Schmitten has good
quality as well as taste among all other brands like Cadbury, Amul, Mars,
Nestle etc…
It is concluded from the study that most of the respondent were ready to sell
the Cadbury among the customer, while some of the respondent were not
ready to sell mars and some the respondent were ready to sell the Nestle and
Schmitten among the customer.
Prof. Ray Titus, Dr. Debashish Sengupta, Ms. Alankrita Garg. "Leveraging
Distribution Networks For Competitive Advantage: A Case Of Fmcg
Channel Management At Itc Ltd."
AsiaPacificJournalofMarketing&ManagementReview (2013): 76 -86.
Williams, Omari Nekoro. "Retail Distribution Within the New York City
Organic Cacao Market." Dissertations and Doctoral Studies (2015): 1-121.
ANNEXURE
Product Awareness
Consumer acceptance
Product quality
Product taste
Price
Packaging
Margin
Quality of product
Product variants
Good in taste
Attractive package
design
Small units
Price
Service of distributors
Promotional offers
Cadbury Dairymilk
Schmitten
Amul
Mars