CONFECTIONARY

Submitted By:
Nidhi Mahajan
Nirbhay Sharma
Parav Gupta
Prerna Bali
Rachita Jain

Submitted To:
Prof. Anil Gupta
Prof. Alka Sharma

NESTLE

INTRODUCTION
Nestl is a Swiss company,
founded in 1866 by Henri Nestle.
manufactures a variety of food
products such as infant food, milk
products, beverages, prepared
dishes & cooking aids, and
chocolates & confectionary
Presently the world's largest and
most diversified food company

Did you know

Nestl markets its products in 130 countries
across the world
Nestl manufactures around 10000 different
products and employs some 250000 people
Nestl sells over a billion products everyday Head Office

Nestl India Limited

Nestl House
Jacaranda Marg, 'M'
Block,
DLF City, Phase II,
Gurgaon - 122002
(Haryana)

Brands of Nestle

Nestle chocolate &

confectionery

Nestle
Chocolates -24% market share
Chocolates 13-15% of total revenue
Product range includes Classic kit Kat, Munch, , Bar one,
alpino, milky bar, dark chocolates, eclairs, milkybar

MISSION
Continuously excel to achieve and maintain
leadership position in the chosen businesses; and
delight all stakeholders by making economic value
additions in all corporate functions

VISION
Being the best in everything they touch & handle

Major Competitors in
confectionery

AMUL

CADBURY

ROCHER

Marketing Mix
4Ps
Nestle Chocolates

Product
The chocolates have a wide range to suit
different targeted segments
Variety Classic, Munch, Milky bar, etc.
Design Plain bars, filled, chocolate
covered wafers,
Large number of Brand names
Sizes and Packages wide range to suit key
price points and occasions

Price
Pricing In line with Cadburys offerings
Incentive schemes eg. Maha munch give
more value for the same price
Priced at key price points like Rs.5

Promotion
Brand ambassador- Rani Mukherjee for
munch ( targeting youth)
ADVERTISING
Decreased dependence on childrens TV channels over
recent years
33% of total industry spend but near equal spend on
each brand with rival offerings from Cadbury.

Place
General FMCG distribution structure.
Strong coverage in urban areas, developing in
rural.
New Regional Sales Offices to increase width and
penetration and focus in rural areas.

Distribution
Nestle has worldwide distribution line
Nestle has good distribution line to retailer
Jammu Distribution channel:
Nestle India ltd.

Sadbhavna agency

48-transport nagar

Raghunath bazar

Narwal, Jammu

Jammu

Nestle depot,
Narwal jammu
Mr. Ashish
Sachdeva(Area Sales
Manager)
3 sales officers
(Jammu region
2 sales officers
(kashmir region)

Festive season
For nestle

Gift packs available at

stores

Festive season sales

Additional 2-4 % discounts to retailers
Increase in Net sales- 40 %

Launch of nestle alpino

Nestle Alpino was recently launched in

India on 31st august
tastes as good as Ferro Rocher and is
priced lesser than it.
Alpino costs 25 Rupees for 2 pieces (13
Rupees a piece), while Ferro Rocher costs
30 Rupees per piece.

Is based on the concept of sharing. to

pull the heart strings of couples as well as
friends, thereby targeting a specific
audience of those who are in a
relationship.

The global food giant is also

prepared for cashing in on the
festive season with their new
premium chocolates that are
available in a golden festive pack of
10 chocolates at a competitive price
of Rs. 175.
Calling it a Romance you can
taste,

Google Officially Launched 'KitKat,'

Its Latest Version Of Android

Android KitKat, the latest version of its

Android mobile operating system,
named after nestles popular
confectionery brand

INTRODUCTION ABOUT
FERRERO ROCHER
Ferrero Rocher is a spherical chocolate sweet
made by Italian Chocolatier Ferrero SpA
Chocolates consist of a whole hazelnut encased
in a thin wafer shell filled with hazelnut cream
including vegetable oil and covered in milk
chocolate and chopped hazelnuts.
Sweets contain 73 calories and individually
packaged inside a gold coloured wrapper.
Rocher comes from French and means rock

CONTD
Ferrero international launched its
flagship brand, Fererro Rocher in
India.
It sold like hot-cakes, especially
during festival season.
Imported chocolate brands
contributed 40-45% to overall
chocolate sales nationally in festive
season up from 30% last year.

PRODUCT RANGE

FERRERO ROCHER PRODUCT

RANGE

Ferrero
Ferrero
Ferrero
Ferrero
Ferrero
Ferrero

Rocher
Rocher
Rocher
Rocher
Rocher
Rocher

3 pieces pack
16 pieces pack
24 pieces pack
30 pieces pack
36 pieces pack
48 pieces pack

FEATURES

Long shelf life

No refrigeration required
Attractive gift boxes
Premium brand image makes it a good
option to gift
People want to be seen gifting imported
chocolates because they show
premiumness
Price range varies from Rs. 95 to Rs. 900.

FEATURES
Availability :
Not only in modern retail stores
(Spencers, Food Bazaar, etc)
but also in several kirana
stores.
Many gift packs of Ferrero
Rochers are available online
for diwali at:
various online shopping sites
(myntra.com,
homeshop18.com,
shopping.indiatimes.com )
gifting sites (tajonline.com)

FERREROS STATEMENT
PRIOR DIWALI
A Ferrero Rocher spokesperson said, Ferrero
Rocher is a leading premium chocolate gifting
option during the festival season.
We are confident of a strong festival season
this year too and expect to grow over the
previous year.
We are focusing on all channels to drive
growth from modern trade and general retail
for consumer and in B2B through direct
sales.

ONLINE MARKETING

Ferrero Rocher started an online

competition to promote their brand.
It was in collaboration with Eastern Eye
Eastern Eye is Britains number 1 Asian
news website

Advertisement on the
Eastern Eye Website
Eastern Eye readers can get a festive golden
Ferrero Rocher cone, a great centrepiece of
any family feast and a delicious treat for
everyone to enjoy
For a chance to get your hands on one simply
send your name and phone number along
with the reasons why you love Ferrero Rocher
to competition@easterneye.eu
Winners will be chosen on a first come, first
served basis.

FERRERO ROCHER
TELEVISION ADVERTISEMENT
GOLDEN HERITAGE FOR
A GOLDEN DIWALI

Diwali
Ad
Campaign

DISCOUNTS IN
JAMMU
Normal Year
Discounts to
distributor by
Company :- 12.5%

Discounts to
Retailer :- 2% on
cash

During Diwali
Discounts to
distributor by
Company :12.5% + 5%
Discounts to
Retailer by :- 4%
on cash

DIWALI EFFECT OF
FERRERO ROCHER
Ferrero Rocher have sizzled retail
shelves during the diwali festive
season gifting, drawing the consumer
eye with their gilded packing
They tie with big retailers offering
BOGOs (Buy One Get One Free) for
fixed purchases made and so on.
This is like a top-up which helps in
driving sales further.

 In chocolates, retail chains like Spencers Retail and

Future Group say Ferrero Rocher has been the king of
Diwali gifting due to its similarity with the Indian Ladoo in
shape and golden color wrapper

CONTD.
The most frequently gifted brand in the
premium end during diwali season is
Ferrero Rocher, points out the sales head
of yet another Mumbai-based retail chain.
In Jammu the sales of Ferrero Rocher
increased to 25-30% during Diwali, by the
Jammu distributor Mr. Ravi Gupta.

TALKS ABOUT
FERRERO ROCHER
Spencers retail president and
CEO Mohit Kampani says Ferreros
share increased from 25% to 32%
in Diwali FMCG gifting this year
The round shape with the cover
resonated well with Indian
customers as it looked like a ladoo
wrapped in a golden cover, says
Davendra Chawla, President (Food
Bazaar), Future Group.

CADBURY

INTRODUCTION
Cadbury is a leading global
confectionary co. with a
outstanding portfolio of
chocolate,gum and candy
brands.
Cadbury selling their products
in almost every country around
the world.brands marketed in
around 165 counties.
$37 billion revenue.
110,000 employees worldwide.

CADBURY INDIA
Cadbury india a subsidiary of mondelez international.
In india, cadbury began its operations in 1948 by importing
chocolates.
After 60 years of existence, it today has 6 company-owned
manufacturing facilities at Thane ,Gwalior , Bangalore ,
Himachal Pradesh , Hydrabad and Pune.
It enjoys a market share of 70% in chocolates category in
india and the brand cadbury dairy milk(CDM) is considered
as the gold standard for chocolates in india.

 Cadbury india has 4 sales

offices in New delhi, Mumbai,
kolkota and Chennai with
headquaters in Mumbai.
It enjoys a value market share
of 70% in the chocolate
categories.
Ananda kripalu , ceo of cadbury
india.

BRANDS
Cadbury in india is operated in 5 categories:
Chocolates,beverages,biscuits,candy & gums.

DIWALI FESTIVE
SEASON

DIWALI FESTIVE SEASON

CADBURY HAS TWO CLEAR CONSUMER GIFT SEGMENTS.
Segment 1: Value for Money
Seekers

Segment 2: Imagery Seeks

Brand: Needs Gifting credibility

Brand : Known & Acceptable.
with a strong call out premiumness
Brand/Product
Eg.DryFruits, Gourmet, Imported,
Category may not have strong Advertising, Packaging
Type of Content/ Product
gifting relevance.
Size of Pack delivers Value.
Credentials delivers Value.
Budget generally observed < Budget generally observed to be
Rs 250
above Rs 250

2013 DIWALI PACKS DESIGNS

RICH DRY FRUITS

TRAY PACK RS 250

A concept pack, an item
free in pack which suits
the buyer.
Configuration:
Panned 150 gms +1
Tray
(designed to serve dry
fruits in it)

Gifting pack rs 750

Trend: Increasing
premiumization and
status reflection.
Configuration:
Fine Assorted 4
trays , 48 Pieces, 432
gms
Attractive double
decker tray pack in
hard board and
premium finish to
justify premium.

 GEMS 80 GMS
Rs 50

CADBURY
CELEBRATIONS 119
GMS
RS 90

CADBURY ECLAIRS
The Greeting Pack, MRP Rs.80
128g
Contents 20 Rich Brownie clair +
Myntra voucher worth Rs. 80.
Inner surface of pack has space of
writing personalized message

The Tray Pack, MRP Rs.150 256g Contents 40u Rich Brownie
clair + Myntra voucher worth Rs.
150 + gift wrapped delivery of order
from Myntra to giftee.

 CADBURY
CELEBRATIONS 176
GMS
RS 150
(THE MOST SOLD IN
JAMMU, according to the
manager at jammu mr
rishab jain.)

THE ONLINE DIWALI OFFER on eclairs.

ADDITIONAL VALUE INSIDE THE PACK.
CABURY WITH MYNTRA,which is the biggest
online retailer in the country offered value to
customers.
About the offer:
Every eclairs gift pack will contain a gift
voucher worth the pack MRP inside it
with details on how to use/redeem the
offer
The giftee can redeem the offer by
shopping online at Myntra.com
There is no limit on minimum amount of
purchase

THE NEW
LAUNCH GEMS
New gems packaging
launched in the festive
time in october.
Cadbury also
launched the new
panda range in the
diwali time.

THE 4 PS CADBURY

PRODUCT
CADBURY world
operates in a service
industry and the products
it delivers is
exciting,memorable and
a great day out.
For the main cadbury
business the main
products are
chocolates,candy,gums
and drinking chocolates.

price
In indis price matters the most,it has been the deciding
factor many marketers fate in the market.
Cadbury has very convinient prices for all its products.
Cadbury world works with a number of third party
promoters and businesses to offer a discount on the
entry price.

Place
Cadbury produces chocolate for more than 200
countries so that they have a chance to enjoy it as well
as make profit.
Strong coverage and sales offices in almost all rural
and urban areas.

PROMOTION
Promotion of cadbury world to target audiences is
a vital part of the management function.
Uses television, print media,posters.
Brand ambassador amitabh bachan

DISTRIBUTION
Cadbury is directly sold to retailer and wholesalers.
Cadbury districution network encompasses 2100
distributors and 450,000 retailers.
Consumer base of over 65 million.

Jammu distributon
29 A nanak nagar,jammu,j&k
Manager- mr rishab jain.

JAMMU DISTRIBUTOR
As said by jammu distributor points manager
mr rishab jain:
On this diwali, diwali 2013,
In jammu there is 25 % increase in the
sales of cadbury.
3% to 4% discount given on diwali packs to
retailers.
There works around 15 people with cadbury
in jammu, who all got some incentives this
diwali festive season.

Profile
Britannia Industries Limited is an Indian food-products corporation
based in Kolkata.
The company was established in 1892, with an investment of Rs. 295.
Registered on March 21 1918.
Chairman of Britannia Industries is Mr. Nusli Wadia.
Managing Director of Britannia Industries
Vinita Bali.

Mrs.

 Britannia in May named Varun

Berry(COO) as the head of the
companys India business,
which accounts for over 90% of
its sales.

Vinita Bali, its Managing Director

for over eight years, would look after
the global business.

Products line
Biscuits
Good Day Cookies
Tiger Glucose Biscuits
Tiger Cookies Krunch
Marie Gold
Bourbon Cream Biscuit (Cappuccino, The Original)
Treat Jim Jam
Treat Orange
Little Hearts
Pure magic

 50-50 Biscuits
50-50 Maska Chaska Biscuits
Nice Time
Milk Bikis
Nutri Choice Cookies
Nutri Choice Hi Fibre Digestive
Nutri Choice 5 Grain
Nutri Choice Classic Lite
Time Pass

 Cakes

1.Britannia Cakes - Fruit

2.Britannia Cakes - Choco
3.Britannia Cakes - Butter Sponge
4.Britannia Cakes - Orange
5.Britannia Cakes - Milk
6.Britannia Cakes - Pineapple

MARKET SEGMENTATION
Age Group : Different product for different age groups. eg
Tiger and Treat for kids, little hearts for youth and Good day
for elder ones.
Niche snacking segment : the company introduced small packs.
It is priced between Rs 1 to Rs 5 range.
Occasions : Britannia's Subh Kaamnayein
is for special occasions.

Britannia Shubhkamnaye
1. Britannia Chocolate Delights Gift Pack
2. Britannia Chocolate Delights Gift Pack
3. Britannia Dryfruit Delights Gift Pack
4. Britannia Meetha Namkeen Delights
5. Britannia Gift Pack - Cake Delights

Britannia Jammu
Paul Packing Corporation and Global Corporation are
distributors in Jammu.
Distributors in Jammu has given an additional discount to
various retailers between 1% to 3%.
Sales during the festive season increased by 18%.

 Britannia has lost some market share in Jammu and also at

national level in the recent year to rivals Parle and
Sunfeast maker ITC Ltd. due to these main factors:
1. Bad distribution network.
2. Lack of innovation.
3. No value for money.
4. Lack of promotional activites .

SUNFEAST

In July 2003, ITC forayed into the Biscuits market with

the Sunfeast range of Glucose, Marie and Cream
Biscuits.
Sunfeasts brand essence, "Spread the Smile"
connotes happiness, contentment, satisfaction and
pleasure.

 The mascot Sunny reinforces the emotional

aspects of the brand. In a span of 11 years
Sunfeast has launched many new varieties and
has its presence in almost all types of biscuit
categories.

Products of Sunfeast
1. Sunfeast Milky Magic
2. Sunfeast Marie Light
3. Sunfeast Golden Bakery
4. Sunfeast Dark Fantasy
5. Sunfeast Dark Fantasy Choco Fills
6. Sunfeast Glucose
7. Sunfeast Dream Cream
8. Sunfeast Snacky
9. Sunfeast sweet 'n salt
10.Sunfeast Nice
11.Sunfeast Benne Vita Flaxseed Biscuits
12.Sunfeast Special
13.Sunfeast Pasta
14.Sunfeast Yippee!

 In a unique marketing move, FMCG major ITC has

launched a new range of Sunfeast Biscuits:
Sunfeast Sachin's Fit Kit. The brand's uniqueness
lies in the fact that first time in India a product is
being co-created by the company and the brand
ambassador. In a world cup Googly ,
Sunfeast Sachin's Fit Kit is the first Indian brand
where the celebrity has been actively involved in
the product development

Promotion: In August 2003, a month after its launch, the company

undertook a major sampling exercise to promote the product. For two years then,
the brand did all the usual rounds - riding behind buses, blocking television spots,
corner space in newspapers P

Pricing:

The biscuits industry now has two clear models. Parle

products plays the low price game at all varieties of biscuits from glucose to cream.
Parle plays a high volume, low margin game. But Britannia and Sunfeast look at a
two-pronged strategy. High margins in cream variants and volumes from the Marie
and Glucose segments. For instance, cream biscuits from both Britannia and
Sunfeast cost Rs 10 for 100 grams. Parle, however, only charges Rs 5 for its cream
variants. Except for Hide & Seek, all of Parle's products lie in the price range
between Rs 4 and Rs 6 for 100 gram packs. Biscuit consumer is willing to pay more
only when he sees a clearly differentiated product. Hence companies have little
choice in terms of pricing. No wonder all the Glucose and Marie variants straddle
price points of Rs 4-6 (for 100 grams)

DISTRIBUTOR

ANGEL TRADERS :SANJAY NAGAR

Brand Ambassador
ITC Limited - Foods Business
has appointed Shah Rukh Khan
as the brand ambassador for its
flagship brand Sunfeast.
The super-star will be endorsing
the entire range of snacks under
the umbrella brand Sunfeast.

 Sunfeast sponsored the world 10k run held

at Bangalore