Aatif Nestle

8/11/2019 Aatif Nestle

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A SUMMER TRAINING PROJECTREPORT

ONMARKETING STRATEGIES OF NESTLE FOOD INDIA LTD. AND

ITS COMPARISON WITH ITS KEY COMPETITORS

Submitted to

U.P. Technical University, Lucknow

IN THE PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

2008-2010

Submitted by

AATIF TANVEER

MBA-3RDSemeste

R!"" N!#$%&&'($$$)

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INSTITUTE OF PROFESSIONAL EXCELLANCE & MANAGEMENT

GHAZIABAD

PREFACE

As a Part of M.B.A. Prora!" St#$%&t 'as to (#rs#% a (ro)%*t $#+, a((ro-%$ , t'%

Fa*#+t, of Co&*%r&%$ ar%a. I 'a$ t'% (ri-i+%% of #&$%rta/i& t'% (ro)%*t o&

Marketing Strategies of Nestle Foods India Ltd. & its om!arison "it# its ke$

om!etitors%. Mai& ai! of t'% Pro)%*t is to st#$, 'o0 to #i+$ a +o& t%r!

r%+atio&s'i( 0it' t'% *#sto!%r. A&$ *r%at% a0ar%&%ss a!o& t'% (ot%&tia+ *#sto!%r to

!a/% t'%! !or% %ffi*i%&t a&$ /&o0+%$%a+% ao#t t'% FMCG !ar/%t.

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ACN'(LE)*EMEN+

I 0o#+$ +i/% to %1(r%ss !, A*/&o0+%$%!%&t to t'os% (%o(+%" 0it'o#t 0'os%

*o&tri#tio&" S#((ort a&$ #i$a&*% t'is R%(ort 0o#+$ &ot 'a-% s%%& t'% +i't of t'% $a,.

Nota+% a!o& t'%! ar% Mr.P#r#s'otta! K#!ar 2Ar%a Sa+%s Ma&a%r La1!i Naar3"

Mr. N%sar A'!%$ 2Sa+%s Ma&a%r" G'a4iaa$3" Mr. 5is' Pra$'a& 2Asso*iat%

r%+atio&s'i( !a&a%r" G'a4iaa$3" 0'o 0as !, Pro)%*t G#i$% a&$ 0'o '%+(%$ !% i& a

+ot.

I a! a+so t'a&/f#+ to a++ ot'%r %!(+o,%%s of NESTLE 0'o #i$% !% $#ri& !, Pro)%*t.

I a! a+so t'a&/f#+ a&$ 0o#+$ +i/% to %1(r%ss !, Gratit#$% to t'% Ho&ora+% Dir%*tor

Co++. A.S.Ma+'otra" Mr. A'a, Mis'ra 2P+a*%!%&t Offi*%r3 a&$ t'% %&tir% I&stit#t% for

i-i& !% a P+atfor! to 'a-% t'is 0o&$%rf#+ o((ort#&it, a&$ %i& a+% to %t a

+i!(s% of t'% Cor(orat% Wor+$.

I a! a+so t'a&/f#+ to Dr. C''a,a T,ai 2Sr. L%*t#r%r M.B.A.3 for '%r *o&sta&t S#((ort

a&$ -a+#a+% s#%stio&.

Wit' R%ar$s6

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MR. AATIF TAN5EER

M.B.A.789::;


5/109


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=. S**ES+I'N 3 REC'MMEN)A+I'N.

>. ANNE?RE.

-@. ,I,LI'*RAP/0

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,RIEF /IS+'R0

:


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C'MPAN0 PR'FILE

NES+LE F'')S IN)IA L+).

N%st+% Foo$s I&$ia is a Tra&s&atio&a+ *o!(a&, 2TNC3 0it' its 0or+$0i$% o(%ratio&s i&

o-%r


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At (r%s%&t N%st+% i& t'% 0or+$@s +ar%st foo$ *o!(a&, 0it' its i&t%r&atio&a+

'%a$#art%rs at 5%-%," S0it4%r+a&$. Wit' a+!ost 88 fa*tori%s 0or+$ 0i$% it %!(+o,s

!a&, (%o(+% $ir%*t+, or i&$ir%*t+,.

N%st+% is #&$%r first 8 *o!(a&i%s of Fort#&%s fi-% '#&$r%$ +ist. It is (r%s%&t o-%r a++

fi-% *o&ti&%&ts of t'% +o% i& o-%r 98 *o#&tri%s. It is 'a-i& =88 o(%rati& *o!(a&i%s"

o&% asi* r%s%ar*' *%&t%r a&$ :< t%*'&o+oi*a+ $%-%+o(!%&t *%&t%rs a&$ aro#&$

="


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Aft%r t'% 0ar" o-%r&!%&t *o&tra*ts $ri%$ #( a&$ *o&s#!%rs s0it*'%$ a*/ to fr%s'

!i+/. Ho0%-%r" N%st+@s !a&a%!%&t r%s(o&$%$ #i*/+," str%a!+i&i& o(%ratio&s a&$

r%$#*i& $%t. T'% :=8s sa0 N%st+@s first %1(a&sio& i&to &%0 (ro$#*ts" 0it'

*'o*o+at% t'% *o!(a&,@s s%*o&$ !ost i!(orta&t a*ti-it,.

N%st+ f%+t t'% %ff%*ts of Wor+$ War II i!!%$iat%+,. Profits $ro((%$ fro! S=8

!i++io& i& :J9 to S? !i++io& i& :J. Fa*tori%s 0%r% %sta+is'%$ i& $%-%+o(i&

*o#&tri%s" (arti*#+ar+, Lati& A!%ri*a. Iro&i*a++," t'% 0ar '%+(%$ 0it' t'% i&tro$#*tio& of

t'% *o!(a&,@s &%0%st (ro$#*t" N%s*af" 0'i*' 0as a sta(+% $ri&/ of t'% S !i+itar,.

N%st+@s (ro$#*tio& a&$ sa+%s ros% i& t'% 0arti!% %*o&o!,.

T'% %&$ of Wor+$ War II 0as t'% %i&&i& of a $,&a!i* ('as% for N%st+. Gro0t'

a**%+%rat%$ a&$ *o!(a&i%s 0%r% a*#ir%$. I& :;< *a!% t'% !%r%r 0it' Mai

s%aso&i&s a&$ so#(s. Cross% > B+a*/0%++fo++o0%$ i& :8" as $i$ Fi&$#s 2:?J3"

Li,@s 2:


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I& :9;" N%st+@s i!(ro-%$ otto! +i&% a++o0%$ t'% *o!(a&, to +a#&*' a &%0 ro#&$ of

a*#isitio&s" &ota+, A!%ri*a& foo$ ia&t Car&atio& a&$ t'% Britis' *o&f%*tio&%r,

*o!(a&, Ro0&tr%% Ma*/i&tos' i& :99" 0'i*' ro#'t t'% Wi++, Wo&/a Bra&$ to

N%st+.

T'% first 'a+f of t'% :8s (ro-%$ to % fa-ora+% for N%st+6 tra$% arri%rs *r#!+%$

a&$ 0or+$ !ar/%ts $%-%+o(%$ i&to !or% or +%ss i&t%rat%$ tra$i& ar%as. Si&*% :?

t'%r% 'a-% %%& a*#isitio&s i&*+#$i& Sa& P%++%ri&o2:


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NES+LE '1ER +/E 0EAR

N%st+% 0as %sta+is'%$ %*a#s% of H%&ris *o&*%r& for 'is f%++o0 *iti4%&s. H%&ri" 0'o

'a$ a (assio&at% i&t%r%st i& (#rs#i& 'is 0or/ i$%a+s" 'o(%$ t'at 'is %fforts 0o#+$ o&%

$a, %&%fit so*i%t,. H% (ro$#*%$ t'% first !i+/ *%r%a+ foo$ for *'i+$r%&" a& a*'i%-%!%&t

t'at %-%& to$a," is r%*o&i4%$ as o&% of t'% !a)or a$-a&*%s i& (#+i* '%a+t' t'ro#'o#t

t'% 0or+$.

W'i+% t'% orii&a+ #si&%ss 0as as%$ o& !i+/ a&$ $i%t%ti* foo$s for *'i+$r%&"

!%ro#s ot'%r foo$ (ro$#*ts 'a-% %%& a$$%$ to t'% ra&% o-%r t'% ,%ars. T'%s%

i&*+#$% *'o*o+at%" i&sta&t %-%ra%s" *#+i&ar," r%fri%rat%$ a&$ fro4%& (ro$#*ts" i*%

*r%a!" !i&%ra+ 0at%r a&$ (%t foo$.

N%st+s ot'%r (ro$#*ts i&*+#$% !%ro#s *'o*o+at% ars as 0%++ as N%s*af% *off%% a&$

P%rri%r 0at%r.

IN)S+RIAL SCENARI'

T'% (ro*%ss%$ foo$s s%*tor" 0'i*' *#rr%&t+, a**o#&ts for +%ss t'a& = of tota+ foo$

*o&s#!(tio& i& t'% *o#&tr," is s+at%$ to ro0 at a fast (a*%. T'% I&$ia& Go-%r&!%&t 'as

i$%&tifi%$ Foo$ Pro*%ssi& as a 'i' (ot%&tia+ i&$#str, a&$ 'as %%& *r%ati& a (o+i*,

%&-iro&!%&t *o&$#*i-% to its ro0t'. Histori*a++," t'% (o+i*, fra!%0or/ fa-o#r%$ s!a++

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a&$ #&ora&i4%$ (+a,%rs 0'i+% t'% MNC (+a,%rs 0%r% r%stri*t%$ fro! a$$i& *a(a*iti%s.

T'is +%$ to t'% !#s'roo!i& of a -ast #&ora&i4%$ s%*tor. Lar% (+a,%rs 0it' stro&

!ar/%ti& &%t0or/ a&$ ra&$ %#it, 0%r% for*%$ to so#r*% fro! t'ir$ (art, (ro$#*%rs.

D#ri& t'% +ast f%0 ,%ars" 'o0%-%r" s%-%ra+ foo$ (ro$#*ts 'a-% %%& $%7r%s%r-%$ fro!

s!a++7s*a+% s%*tor. MNCs as 0%++ as $o!%sti* (+a,%rs 'a-% !a$% ar%ssi-%

i&-%st!%&ts i& t'% s%*tor. #a&titati-% r%stri*tio&s o& i!(ort of s%-%ra+ foo$ (ro$#*ts

'a-% %%& +ift%$" +%a$i& to r%at%r a-ai+ai+it, of i!(ort%$ (ro$#*ts. MNCs ar% a+% to

off%r a 0i$%r (ro$#*t ra&%" 0it'o#t t'% &%%$ to %sta+is' a !afa*t#ri& as%.

C'MPE+I+I'N

Ba, foo$ a&$ I&sta&t *off%% ar% *at%ori%s 0'%r% ra&$ +o,a+ti%s ar% -%r, stro& a&$

N%st+% is t'% !ar/%t +%a$%r. HLL is a si&ifi*a&t *o!(%titor to N%st+% i& i&sta&t *off%%Q

0'i+% H%i&4 is t'% !ai& *o!(%titor i& t'% a, foo$s !ar/%t. T'% !ar/%t for *#+i&ar,

(ro$#*ts" s%!i7(ro*%ss%$ foo$s s#*' as &oo$+%s" r%a$, !i1%s for I&$ia& %t'&i*

r%a/fast a&$ s0%%ts" is +ar%+, a& #ra& !ar/%t. HLL a&$ I&$o Nissi& Foo$s ar% t'%

!ai& *o!(%titors i& t'%s% (ro$#*t s%!%&ts. N%st+% 'as a+so a*'i%-%$ a si&ifi*a&t =

s'ar% i& t'% *'o*o+at%*o&f%*tio&%r, !ar/%t. T'% *o!(a&, 'as r%*%&t+, %1(a&$%$ its

$air, (ro$#*ts (ortfo+io to i&*+#$%" !i+/" *#r$ a&$ #tt%r. T'% *o!(a&, a+so fora,%$

i&to t'% ott+%$ 0at%r s%!%&t 0it' t'% +a#&*' of its Perrierra&$ i& t'% (r%!i#!!i&%ra+ s%!%&t a&$Pure Lifei& t'% (#rifi%$ 0at%r s%!%&t.

',5EC+I1ES 'F NIL


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B% i& %-%r, 0a, t'% +%a$i& *o!(a&, i& I&$ia& foo$ i&$#str,.

E&s#r% 'i' #a+it, sta&$ar$s i& %-%r,t'i& 0% #&$%rta/%.

Pro-i$% o#r *o&s#!%rs 0it' s#(%rior #a+it, (ro$#*ts.

Pro-i$% o#r s'ar%'o+$%rs 0it' ra(i$ ro0t' > fair r%t#r&s.

Pro-i$% o#r %!(+o,%%s a *'a++%&i& > satisf,i& 0or/ %&-iro&!%&t.

To % a oo$ *or(orat% *iti4%& > *o&tri#t% (ositi-%+, to t'% so*i%t, i& 0'i*'

0% o(%rat%.

)IS+IN*IS/ C/ARAC+ERIS+ICS 'F +/E IN)S+R0

FMCG *o!(a&i%s s%++ t'%ir (ro$#*ts $ir%*t+, to *o&s#!%rs. Ma)or f%at#r%s 0'i*'

$istiis' t'is s%*tor fro! t'% ot'%rs ar% as fo++o0s6

L'( CAPI+AL IN+ENSI+0

Most (ro$#*t *at%ori%s i& FMCG r%#ir% r%+ati-%+, !i&or i&-%st!%&t i& (+a&t a&$

!a*'i&%r, a&$ ot'%r fi1%$ ass%ts. T'%r%for% s'orta% of (ro$#*t for 0a&t of *a(a*it,

0o#+$ % a rar% ('%&o!%&o&. T'% t#r&o-%r is t,(i*a++, fi-% to %i't ti!%s t'%

i&-%st!%&t !a$% i& a Gr%%&fi%+$ (+a&t at f#++ *a(a*it,. T'is is a+so $#% to t'% fa*t t'at

t'% #si&%ss %i& !ar/%ti& $ri-%&" (+a,%rs $o &ot i&t%rat% a*/0ar$. A+so" t'%

#si&%ss 'as +o0 0or/i& *a(ita+ i&t%&sit, as #+/ of sa+%s fro! !afa*t#r%rs ta/%s

(+a*% o& a *as' asis.

/I*/ INI+IAL LANC/ C'S+

No&%t'%+%ss" t'%r% is a +ar% fro&t7%&$%$ i&-%st!%&t !a$% i& &%0 (ro$#*ts i&*+#$i&

*ost of (ro$#*t $%-%+o(!%&t" !ar/%t r%s%ar*'" t%st !ar/%ti& a&$ !ost i!(orta&t+, its

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+a#&*'. To *r%at% a0ar%&%ss a&$ $%-%+o( fra&*'is% for a &%0 ra&$ r%#ir%s %&or!o#s

i&itia+ %1(%&$it#r% is r%#ir%$ o& +a#&*' a$-%rtis%!%&ts" fr%% sa!(+%s a&$ (ro$#*t

(ro!otio&s. La#&*' *osts ar% as 'i' as 87:88 of r%-%% i& t'% first ,%ar a&$ t'%s%

*osts (ror%ssi-%+, r%$#*% as t'% ra&$ !at#r%s" ai&s *o&s#!%r a**%(ta&*% a&$

t#r&o-%r ris%s. For %sta+is'%$ ra&$s" a$-%rtis%!%&t %1(%&$it#r% -ari%s fro! 7 :=

$%(%&$i& o& t'% *at%ori%s. It is *o!!o& to i-% o**asio&a+ (#s' , r%7+a#&*'%s"

0'i*' i&-o+-%s r%(ositio&i& of ra&$s 0it' si4a+% !ar/%ti& s#((ort.

+EC/N'L'*0

Basi* t%*'&o+o, for !afa*t#ri& is %asi+, a-ai+a+%. A+so" t%*'&o+o, for !ost

(ro$#*ts 'as %%& fair+, sta+%. Mo$ifi*atio&s i!(ro-%!%&t rar%+, *'a&% t'% asi*

(ro*%ss. No&%t'%+%ss" !a)or +oa+ (+a,%rs s(%&$ %&or!o#s s#!s o& R>D $#% to t'%ir

ai+it, to s(r%a$ *ost o-%r t'% 0i$%r as% of t'%ir +oa+ o(%ratio&s. T'%ir R>D %fforts

ar% to0ar$s6

Cost %ff%*ti-% !afa*t#ri& (ro*%ss 0it'o#t *o!(ro!isi& o& #a+it, a&$

f#&*tio&a+ (%rfor!a&*%.

R%s%ar*' $ri-%& for!#+atio&s" 0'i*' i-% *#tti& %$%.

Hi' sta&$ar$s of ',i%&% (#rit, for (%rso&a+ *ar% a&$ foo$ (ro$#*ts.

Sta&$ar$i4%$ for!#+atio&" 0'i*' *a& % #s%$ a*ross *o#&tri%s.

MARE+IN* )RI1E

I& r%+ati-% t%r!s" !ar/%ti& f#&*tio& 'as r%at%r i!(orta&*% i& FMCG *o!(a&i%s. T'%

(+a,%rs 'a-% to r%a*' o#t to !ass (o(#+atio& a&$ *o!(%t% 0it' s%-%ra+ ot'%r ra&$s


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0'i*' %ss%&tia++, off%r si!i+ar (ro$#*ts. T'% (%r*%i-%$ $iff%r%&*%s ar% r%at%r t'a& t'%

r%a+ $iff%r%&*%s i& t'% (ro$#*t.

MARE+ RESEARC/

Co&s#!%rs@ (#r*'as% $%*isio&s ar% as%$ o& (%r*%(tio&s ao#t ra&$s. T'%, a+so /%%(

o& *'a&i& 0it' fas'io&" i&*o!% a&$ *'a&%s i& +if%st,+%. &+i/% i&$#stria+ (ro$#*ts"

it is $iffi*#+t to $iff%r%&tiat% (ro$#*ts o& t%*'&i*a+ or f#&*tio&a+ ro#&$s. Wit'

i&*r%asi& *o!(%titio&" *o!(a&i%s s(%&$ %&or!o#s s#!s o& (ro$#*t +a#&*'%s. Mar/%t

r%s%ar*' a&$ t%st !ar/%ti& %*o!% i&%-ita+%.

,ALANCE S/EE+S ARE MISLEA)IN*

T'% !ost *riti*a+ ass%t for FMCG *o!(a&i%s is r%(r%s%&t%$ , its ra&$s a&$

$istri#tio& &%t0or/. Bra&$s ar% o#'t a&$ so+$ +i/% a&, ot'%r ass%ts. T,(i*a++," 0'%&

a& FMCG #si&%ss is so+$" t'% -a+#% of t'% ra&$ is s%-%ra+ ti!%s of t'at of ta&i+%ass%ts. Ho0%-%r as (%r t'% *#rr%&t a**o#&ti& (ra*ti*%s i& !ost *o#&tri%s" i&-%st!%&t

!a$% i& #i+$i& of ra&$s ar% 0ritt%& off as r%-%% %1(%&$it#r%. T'is is $#% to 'i'

ris/ i&-o+-%$ 0it' a &%0 ra&$" s#)%*ti-it, i&-o+-%$ i& its -a+#atio&" +a*/ of

*o&sist%&*, a&$ $iffi*#+t, i& s%(arati& a ra&$@s -a+#% fro! t'at of ta&i+% ass%ts

%!(+o,%$ i& t'% #si&%ss. W'i+% a s#**%ssf#+ ra&$ 0i++ (a, a*/ t'% i&-%st!%&t

s%-%ra+ ti!%s" i& *as% of ra&$ fai+#r%" %&tir% i&-%st!%&t 'as to % 0ritt%& off. Hi'

r%t#r& o& &%t 0ort' of !ost %sta+is'%$ *o!(a&i%s is a+so !is+%a$i& $#% to t'% fa*t

t'at t'% ass%ts sa&s ra&$s ar% *o&si$%ra+, #&$%rstat%$ i& t'% a+a&*% s'%%t.

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+/IR)BPAR+0 MANFAC+RIN*

Mafa*t#ri& of (ro$#*ts , t'ir$ (art, -%&$ors is #it% *o!!o&. T'ir$ (art,!afa*t#ri& #s%$ to i-% fis*a+ a$-a&ta%s (arti*#+ar+, of %1*is% $#ti%s. T'%s% 'a-%

%%& *o&si$%ra+, $i+#t%$ i& t'% (ast < ,%ars of r%for!s. I& t'% +ast #$%t t'%

o-%r&!%&t (ro(os%$ to *'a&% t'% asis of %1*is% +%-, to MRP asis. A tota+ of ;J

(ro$#*t *at%ori%s 'a-% %%& ro#'t #&$%r t'% MRP &%t i& t'% s#s%#%&t #$%ts.

B%si$%s %1*is% %&%fits" t'ir$ (art, !afa*t#ri& a+so (ro-i$%s ot'%r %&%fits .

+/E IN)S+R0 C/R'N'L'*0

YEARS DEMAN

DS

RPEES

TERMS

GROWTH

RATE:8 := 888

to&%s

J8 *ror%s =

Mar*'

7:

E1*is% D#t, i&*r%as%$ to :

(%r*%&t

J

E1*is% $#t, f#rt'%r i&*r%as%s

to =9.


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=88 Mar/%t 4oo!s #( $#% to r%at%r

!ar/%ti& t'r#st , (+a,%rs

2%s(%*ia++, Ca$#r,@s3

C'o*o+at%s7S%+%*t%$ i!(ort

It%!

=

J

=88? C'o*o+at%s7O(%& G%&%ra+ Li*%&s% =8 888

to&%s

=

J =88< #a&titati-% r%stri*tio& +ift%$ J=888

to&%s

=

J.?

:=


19/109

T'% I&$ia& C'o*o+at% !ar/%t *a& % s+i*%$ i&to fo#r (arts.

-. MOLDED CHOCOLATE SEGMENT 7 *o!(risi& s+a *'o*o+at%s +i/% Dair, !i+/

*'o*o+at%s" %t*. T'%s% ar% !a$% , (o#ri& t'% i&r%$i%&ts i&to !o#+$s.

4. CONT LINE SEGMENT 7 *o!(risi& ars +i/% star" Bar O&%" P%r/" Kit Kat"

%t*. T'%s% 'a-% i&r%$i%&ts ot'%r t'%& *'o*o+at% a&$ ar% #s#a++, Bar s'a(%$" !a/i& for

*'#&/, it%s.

6. CHOCO7PANNED SEGMENT 7 *o!(risi& *'o*o+at% for!s +i/% B#tt%rs*ot*'"

N#tti%s" Tiffi&s" %t*. Pa&&%$ -ari%ti%s 'a-% $iff%r%&t *or%s*%&t%rs 0'i*' ar% *o-%r%$

0it' a +a,%r of *'o*o+at%.

7. SGAR7PANNED SEGMENT 7 *o!(risi& *'o*o+at% for!s s#*' as G%!s"

C'o*o+at% *+airs" %t*. T'%s% %&%ra++, 'a-% a s#ar *oati& o& t'% o#tsi$%. T'%

r%)#-%&atio& %1%r*is% of Ca$#r,s" 0as o&% of t'% /%, r%aso&s %'i&$ t'% *'#r&i& #(

of t'% *o#&tr,s Rs.J87*ror% *'o*o+at% !ar/%t to a ro0t' rat% of J= (%r*%&t i& =88"

fro! a !%r% a f%0 ,%ars %ar+i%r .

:J


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*+!,!"-te M-.et s+-es

CADBURY

74%

NESTLE

20%

AMUL

5%

OTHERS

1%

CADBURY

NESTLE

AMUL

OTHERS

NES+LE F'')S IN)IA LIMI+E)B /IS+'RIAL

/I*/LI*/+S

I&*or(orat%$ i& : as Foo$ s(%*ia+ti%s" N%st I&$ia 2NIL3 0as (ro!ot%$ , N%st+%

A+i!a&ta&a" S0it4%r+a&$" 0'i*' (r%s%&t+, 'o+$s : %#it, sta/% i& t'% *o!(a&,.

Mafa*t#ri& i& I&$ia %a& 0it' t'% start #( of t'% Moa Fa*tor, i& :?=. N%st+s

first #&it at Moa" P#&)a is !afa*t#ri&6

Mi+/ (ro$#*ts

I&fa&t !i+/ for!#+a%

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W%a&i& *%r%a+s

C#+i&ar, (ro$#*ts

B%-%ra%s

It is t'% !ai& !afa*t#ri& #&it of N%st+% I&$ia Li!it%$. T'% s%*o&$ fa*tor, at

C'o+a$i" Ta!i+ Na$# to (ro$#*% %-%ra%s i.%. :88 EO for i&sta&t t%a 0as s%t #( i&

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22/109

N%st+% I&$ia a&$ +i/% t'% ot'%r (+a&ts" t'is (+a&t 0i++ a+so % of i&t%r&atio&a+ sta&$ar$s.

T'is fa*tor, at Pa&t Naar 0i++ i&itia++, !afa*t#r% *#+i&ar, (ro$#*ts i&*+#$i& its

-%r, (o(#+ar MAGGI. T'% fa*tor, 0i++ %&%fit fro! a&$ 0i++ % *+os%+, a+i&%$ 0it'

t'% r%s%ar*' a&$ D%-%+o(!%&t Fa*i+iti%s of N%st+% Gro#( a&$ its (ro(ri%tar," 0or+$

*+ass t%*'&o+o,.

N%st+% I&$iaQ t'% +ar%st foo$ *o!(a&, i& t'% *o#&tr, is *o&tio#s+, +oo/i& at &%0

&i*'%s i& t'% !ar/%t (+a*% for its -ario#s (ro$#*ts.

I& !i+/ (ro$#*ts N%st+% 'as !a$% a *o&si$%ra+% !ar/. For i&sta&*%" t'% *o!(a&, 0as

t'% first to i&tro$#*% a Dair, W'it%&%r 0it' its (ro$#*t @E-%r,$a,@. A&$ ti++ to$a, t'at

(ro$#*t is a ra&$ +%a$%r $%s(it% t'% (r%s%&*% of a 'ost of ot'%r ra&$s i& t'% fi%+$. IN

t'% *as% of Mi+/!ai$ *o&$%&s%$ !i+/" N%st+% r%+a#&*'%$ t'% (ro$#*t as $%s%rt !a/%r

a&$ 'as s%%& t'% sa+%s ra(' *+i!i& si&*%.

I& a, foo$s" N%st+% 'as !a$% its stro& 'o+$ 0it' La*to&%s a&$ C%r%+a*. N%st+% is

a+so (o(#+ar i& (#r% '%% s%!%&t. Its E-%r,$a, (#r% '%% 'as ai&%$ a #it%

satisfa*tor, !ar/%t s'ar%Q N%st+% 'as a+so %&t%r%$ i&to fit&%ss foo$ (ro$#*ts. N%st+%

to$a, is a 'o#s%'o+$ &a!%. N%st+% %1t%&$%$ t'% (ro$#*t +i&% i& *off%% , ri&i& i&

Do+*o" a&$ t'%& S#&ri%.

I& :8" NIL %&t%r%$ t'% *'o*o+at% #si&%ss i&tro$#*i& N%st+% Pr%!i#! *'o*o+at%.

N%st+s (ro$#*ts ar% so+$ #&$%r ra&$ &a!%s s#*' as a Mi+/!ai$" E-%r,$a," C%r%+a*"

N%s*af%" Mai" La*to&%s" a&$ *+airs %t*. It +a#&*'%$ t'% 0or+$ fa!o#s Kit Kat

*'o*o+at%s i& :. D#ri& t'% ,%ar :? Mi+o t'% 0or+$@s +ar%st s%++i& *'o*o+at%

%&%r, foo$ $ri&/ 0as +a#&*'%$.

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23/109


24/109

I& :9?< a (',si*ia& (%rs#a$%$ H%&ri N%st+% to i-% 'is (ro$#*t to a& i&fa&t 0'o 0as

-%r, i++U'% 'a$ %%& or& (r%!at#r%+, a&$ 0as r%f#si& 'is !ot'%rs !i+/ a&$ a++

ot'%r t,(%s of &o#ris'!%&t. N%st+s &%0 foo$ 0or/%$" a&$ t'% o, s#r-i-%$ fro! t'%

-%r, %i&&i&" N%st+%@ (ro$#*t 0as &%-%r i&t%&$%$ as a *o!(%titor for !ot'%rs !i+/.

I& :9?" '% 0rot%Q D#ri& t'% first !o&t's" t'% !ot'%rs !i+/ 0i++ a+0a,s % t'% !ost

&at#ra+ tri%&t" a&$ %-%r, !ot'%r a+% to $o so s'o#+$ '%rs%+f s#*/+% '%r *'i+$r%&.

T'% fa*tor t'at !a$% a, foo$s s#**%ss i& t'% %ar+, $a,s of t'% N%st+%@ *o!(a&,U

#a+it, a&$ s#(%rior tritio&a+ -a+#%Uar% sti++ as -a+i$ to$a, for t'% 0i$% ra&% of

i&fa&t of i&fa&t for!#+a" *%r%a+s a&$ a, foo$ !a$% , N%st+%@. T'% Wor+$ H%a+t'

Ora&i4atio& 2WHO3 r%*o&i4%s t'at t'%r% is a +%iti!at% !ar/%t for i&fa&t for!#+a"

0'%& a !ot'%r *a&&ot or *'oos%s &ot to r%ast f%%$ '%r *'i+$. N%st+%@ !ar/%ts i&fa&t

for!#+a a**or$i& to t'% (ri&*i(+%s a&$ ai!s of t'% WHO I&t%r&atio&a+ Co$% of

Mar/%ti& Br%ast Mi+/ S#stit#t%s" a&$ s%%/s $ia+o#% a&$ *oo(%ratio& 0it' t'%

i&t%r&atio&a+ '%a+t' *o!!#&it, a&$ i& (arti*#+ar 0it' t'% WHO a&$ NICEF" to

i$%&tif, (ro+%!s a&$ t'%ir so+#tio&. N%st+s %1(%rtis% as t'% 0or+$s +%a$i& foo$

!afa*t#r%r

Gai&%$ o-%r !or% t'a& := ,%ars" is (#t t'% $is(osa+ of '%a+t' a#t'oriti%s" t'% !%$i*a+

(rof%ssio& a&$ !ot'%rs a&$ *'i+$r%& %-%r,0'%r%.

Mi+/ as%$ (ro$#*ts a&$ a, foo$ *o&tri#t%s to J; of N%st+s t#r&o-%r. For

%&s#ri& r%#+ar (ro*#r%!%&t of oo$ #a+it, !i+/" N%st+%@ 'as $%-%+o(%$ a &%t0or/

aro#&$ its Moa fa*tor, for *o++%*tio& of fr%s' !i+/ %-%r,$a, fro! t'% far!%rs. N%st+%@

'as a $o!i&ati& 9


25/109

Bra&$ +o,a+ti%s ar% -%r, 'i' i& *at%ori%s s#*' as i&fa&t foo$ a&$ 0%a-i& *%r%a+s"

%&a+i& t'% *o!(a&, to *o!!a&$ a (ri*% (r%!i#!.

Ot'%r !i+/ (ro$#*ts i&*+#$% $air, 0'it%&%rs 2=: !ar/%t s'ar% 3 so+$ #&$%r t'%Every

Day a&$ Tea Make ra&$s" s0%%t%&%$ *o&$%&s%$ !i+/ a&$ r%a$, to *oo/ !i1%s for

tra$itio&a+ I&$ia& s0%%ts so+$ #&$%r t'%Milkmaid ra&$s. T'% *o!(a&, a+so !ar/%ts

'%% 2? !ar/%t s'ar%3 #&$%r t'% Every Day) ra&$. N%st+%@ 'as %1(a&$%$ its !i+/

(ro$#*t (ortfo+io 0it' t'% +a#&*' of &%0 $air, (ro$#*ts s#*' as HT !i+/" C#r$ a&$

B#tt%r. H#% i&-%st!%&ts art% %i& !a$% i& #i+$i& a $i-%rsifi%$ $air, #si&%ss a&$

t'% $istri#tio& i&frastr#*t#r% for t'% sa!%. Mi+/ (ro$#*ts sa+%s r%ist%r%$ a :8.?

ro0t' $#ri& =88?. T'% !a)or *o!(%titors ar% HLL 0it' Milkana A!#+ 0it'

!mulya " Brita&&ia 0it' "ritannia Dairy #$itener K0a+it, 0it' %ream %ountry&

Brita&&ia 0it' :: of !ar/%t s'ar%" A!#+ 0it' :" a&$ HLL 0it' 9" K0a+it, 0it'

; of it" R%st of t'% !ar/%t s'ar% +i%s 0it' +o*a+ (+a,%rs +i/% No-a" I&$ia&a %t*. +o*a+

(+a,%rs ar% -%r, a*ti-% > so!% of t'%! ar% o(%rati& #&$%r t'% s!a++ s*a+% i&$#stri%s.

N%st+%@ is sti++ t'% !ar/%t +%a$%r i& t'% +o& t%r! > is *o&tio#s+, o& t'% ;7Ps to ro0

f#rt'%r.

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26/109

)AIR0 ,RAN)S

N%st+%@ 'as +o& %%& a !a)or (+a,%r i& t'% $air, i&$#str," orii&a++, 0it' 0%++ /&o0&

s'%+f sta+% ra&$s s#*' as Ni$o" N%s(ra," La L%*'%ra a&$ Car&atio&" t'%& #i+$i& a

stro& i&t%r&atio&a+ (r%s%&*% i& C'i++%$ $air, a&$ I*% *r%a! #&$%r t'% N%st+%@ ra&$.

I&&o-atio& a&$ r%&o-atio& (+a, a !a)or ro+% i& t'% $%-%+o(!%&t of !i+/ as%$ (ro$#*ts

as 0%++ as of r%a/fast *%r%a+s" !a&a%$ as a )oi&t -%&t#r% 0it' G%&%ra+ Mi++s.

T'% ar%a of tritio&" 0it' its %&%fits to '%a+t' a&$ 0%++%i&" is 'a-i& a si&ifi*a&t

i!(a*t o& t'% $%-%+o(!%&t of o#r #si&%ss. A 0i$% ra&% of (ro-%&" s*i%&*% as%$

so+#tio&s s#*' as start%r a&$ fo++o07#( for!#+as" ro0i&7#( !i+/s" *%r%a+s" %t%r&a+

$i%ts" ora+ s#((+%!%&ts a&$ (%rfor!a&*% foo$s ar% a*ti-%+, $%-%+o(%$ a&$ s#**%ssf#++,

ro#'t to !ar/%t #&$%r t'% N%st+%@ ra&$.

,REAFAS+ CERAELS

a+t'o#' *%r%a+s 'a-% %%& 0it' !a&/i&$ i& for! or a&ot'%r for !i++%&&ia" it 0as &ot

#&ti+ t'% !i$ :t' *%&t#r, t'at s*i%&tifi* r%s%ar*'" t%*'&o+oi*a+ i&&o-atio& a&$ t'%&

i&f+#%&*% of a ro#( of A!%ri*a& '%a+t' r%for!%rs" a-% ris% to t'% *#rr%&t+, foo$st#ff

0% /&o0 to$a, as r%a/fast *%r%a+.

N%st+%@ 'as a )oi&t -%&t#r% 0it' G%&%ra+ Mi++s o#tsi$% Nort' A!%ri*a" C%r%a+ Par$o&%rs

Wor+$0i$%" 0'i*' is a*ti-% i& !or% t'a& 98 *o#&tri%s.

T'% )oi&t -%&t#r% %a& i& :8 a&$ its ra(i$ ro0t' 'as %%& *'ara*t%ri4%$ ,

ra&$i& a&$ +at%+, t'% +a#&*'i& of r%a/fast *%r%a+ ra&$s i&to t'% fast7ro0i& *%r%a+

ar !ar/%t.

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27/109

ICE CREAM

T'%r% ar% !a&, !,t's a&$ stori%s as to t'% i&-%&tio& of i*% *r%a!6 0as it Ma*ro Po+o

0'o ro#'t it a*/ fro! C'i&a 2a+o& 0it' (asta3V Proa+, &ot" *o&si$%ri& '% !ost

+i/%+, &%-%r -isit%$ C'i&a.

T'% stor, of its (o(#+arit, is 'o0%-%r *o&&%*t%$ 0it' t'% i&-%&tio& of t%*'&o+o, to

!a/% it o& a& i&$#stria+ s*a+% a&$ to /%%( it *o+$ o&*% !a$%. B%for% r%fri%ratio&

t%*'&i#%s" foo$ 0as fro4%& 0it' t'% ai$ of i*% !i1%$ 0it' sa+t 0'i*' 0as %it'%r stor%$

i& i*% 'o#s% or s'i((%$ fro! *o+$ *o#&tri%s. B#t t'%& at t'% %&$ of t'% :t'*%&t#r," ot'

!a/i& a&$ fr%%4i& it %*a!% %asi%r a&$ to%t'%r 0it' t'% i&-%&tio& of t'% i*% *r%a!

*o&% !a$% t'% (ro$#*t oo!.

To$a, t'% &it%$ Stat%s is t'% aso+#t% +%a$%r i& t%r!s of -o+#!% *o&s#!%$ #t t'%

'i'%st (%r '%a$ *o&s#!%rs ar% i& N%0 %a+a&$. F+a-ors ,o#$ &%-%r t'o#'t of a&$

,%t t'%,r% *o!!%r*ia++, a-ai+a+%6

Sor%ts7 S!o/%$ Sa+!o&" To!ato" C#*#!%r I*%7Cr%a!s Gar+i*" A-o*a$o" S0%%t

Cor&.

T'% i*% *r%a! *o&% is t'% !ost %&-iro&!%&ta++, fri%&$+, for! of (a*/ai&. A s,st%!

fro! Da!as*#s" Er&%st E Ha!0i is *r%$it%$ 0it' its i&-%&tio&. A((ar%&t+, $#ri& t'%

:8; St L#is Wor+$s fair. His 0aff+% oot' 0as &%1t to a& i*% *r%a! -%&$or 0'o ra&

s'ort of $is'%s. Ha!0i ro++%$ a 0aff+% to *o&tai& i*% *r%a! a&$ t'% *o&% 0as or&.

C/'C'LA+E & C'NFEC+I'NAR0

T'% stor, of *'o*o+at% %a& i& t'% N%0 Wor+$ 0it' t'% Ma,a&s" 0'o $ra&/ a $ar/

r%0 *a++%$ *a*a'#a#*'t+. Lat%r" t'% A4t%*s *o&s#!%$ *'a*a'o#a a&$ #s%$ t'% *o*oa

%a& for *#rr%&*,. I& :=J" t'%, off%r%$ *o*oa %a&s to Cort%4" 0'o i&tro$#*%$

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28/109

*'o*o+at% to t'% O+$ 0or+$" 0'%r% it s0ift+, %*a!% a fa-orit% foo$ a!o& t'% ri*' a&$

&o+% of E#ro(%.

Fro! t'% %i&&i&" t#r&i& ra0" itt%r *o*oa %a&s i&to 0'at o&% :


29/109

STARS6 As %&%r, ar" %ar+i%r tar%t%$ to t%%&a%r" %for% +a#&*' of (%r/ star

%&%r, ar (ositio&i& !a$% it s&a*/i& *'o*o+at% 0it' N%st+%@ (it*'i& Bar7o&% i&

:J aia& it For t'os% i& %t0%%& ti!%s.

MNCH6 M#&*' is t'% !ar/%t +%a$%r i& t'% *'o*o+at%s. It is t'% +ar%st s%++i&

*'o*o+at% i& I&$ia > is fo++o0%$ , Ca$#r,s Dair, Mi+/.

ECLAIRS6 *o!(%ti& i& t'% *'%0a+% toff%% s%!%&t" E*+airs 0as r%+a#&*'%$ ,

Ca$#r,s $#ri& t'% !i$78 0it' a &%0 &a!% !i+/7%*+airs. Its 0ort' is ;888 to&%s

&o0. N%st+%@ a+so (r%s%&ts '%r% NE'TLE( ECL!*+'& D#% to +a#&*' of !#+tira&$s

Ca$#r, *a& &aot (a, att%&tio& to ra&$s +i/% Mr. Po( Ca&$, Lo++,(o(.

KIT7KAT6 Kit7 Kat 0'i*' 0as +a#&*'%$ i& I&$ia i& :" to$a, +%a$s t'% *'o*o+at%

*oat%$ 0af%r ars *at%or,. It 'as ::. s'ar% of *'o*o+at% !ar/%t. B#t Ca$#r,s (%r/

is 0it'.

PRODCT PRICE WEIGHT

KIT7 KAT Rs. :; J? !.

PERK Rs. :8 =1:


30/109

ra&$ is t'% +ar%st s%++i& *'o*o+at% ra&$ i& t'% 0or+$. Ot'%r ra&$s i&*+#$% Milky

"ar Mar-les Crunc$ Nestle +ic$ Dark "ar,one Munc$ %t*.

A!#+ is a+so *o!(%ti& i& t'is *at%or, %s(%*ia++, i& 0%st%r& r%io&s of I&$ia. B#t

N%st+%@ sti++ 'as its o0& (ositio& i& t'% !ar/%t. T'% s#ar *o&f%*tio&ar, (ortfo+io

*o&sists ofPolo 'oot$ers and Frootos& A++ s#ar *o&f%*tio&ar, (ro$#*ts ar% so+$ #&$%r

t'% #!r%++a ra&$!llens& N%st+%@ 'as a+so !ar/%,s so!% of its i!(ort%$ ra&$s +i/%

.uality 'treet Lions a&$!fter Eig$t& N%0 +a#&*'%s s#*' as Nestle C$oco 'tick a&$

Milky "ar C$oo at attra*ti-% (ri*% (oi&ts to 0oo &%0 *o&s#!%rs *'o*o+at%

*o&f%*tio&ar, sa+%s r%ist%r%$ a stro& =:. of ro0t' i& =88? ai$%$ , oo$ -o+#!%

ro0t' i& Munc$ %it,%at a&$ Classic sa+%s. N%st+%@ r%+a#&*'%$ Bar,/ne $#ri& t'%

,%ar :J.

PREPARE) F'')S

Co&-%&i%&*% foo$sU(a*/a%$ so#(s" fro4%& !%a+s" (r%(ar%$ so#s%s a&$ f+a-ori&s7777

$at% a*/ !or% t'a& a *%&t#r,. Wit' t'% i&$#stria+ r%-o+#tio& *a!% fa*tor, )os for

0o!%& a&$ +%ss ti!% to (r%(ar% !%a+s.

T'% (ro+%! 0as so 0i$%s(r%a$ t'at it %*a!% t'% o)%*t of i&t%&s% st#$, i& :99= ,

t'% S0iss P#+i* W%+far% So*i%t," 0'i*' off%r%$ a s%ri%s of r%*o!!%&$atio&s" i&*+#$i&

a& i&*r%as% i& t'% *o&s#!(tio& of -%%ta+%s.

T'% so*i%t, *o!!issio&%$ #+i#s Mai" a !i++%r 0it' a r%(#tatio& as a& i&-%&tio& a&$

*a(a+% #si&%ss!a&" to *r%at% a -%%ta+% foo$ (ro$#*t t'at 0o#+$ % #i*/ to (r%(ar%

a&$ %as, to $i%st. T'% r%s#+ts t0o i&sta&t (%a so#(s a&$ a& i&sta&t %a& so#( 777

'%+(%$ +a#&*' o&% of t'% %st /&o0& ra&$s i& t'% 'istor, of t'% foo$ i&$#str,. B, t'%

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31/109

t#r& of t'% *%&t#r," Mai > Co!(a&, 0as (ro$#*i& &ot o&+, (o0$%r%$ so#(s" #t

o#i++io& *#%s" sa#*%s a&$ f+a-ori&s.

Mai !%r%$ 0it' N%st+%@ i& :; $istri#tio& strat%, ar% oo$ %&o#' to s'att%r t'% *o!(%titio&" so

N%st+%@ is 0or/i& as a& %ar+, 0or/%r to r%!ai& a&$ +%a$ i& t'% !ar/%t.

T'% $istri#tio& &%t0or/ of I&$o Nissi& foo$ is stro& %&o#' > it 'as *o-%r%$ a +ar%

(ortio& of !ar/%t i& -%r, s'ort ti!%. Its $istri#tio& &%t0or/ is &ot -%r, +o& > t'%

=


32/109

(ri*%s ar% a+so +o0. T'% *o!(a&, 'a$ a$o(t%$ a +o0 #$%t (ro!otio&a+ strat%, a&$ is

-%r, fi&% at !%r*'a&$isi&. T'%s% a++ ar% 0or/i& to%t'%r for t'% oo$ of t'% *o!(a&,.

N%st+%@ 'as t'% a$-a&ta% of r%at ra&$ i!a% > it is a*t#a++, 0or/i& for !ai&t%&a&*%

a&$ ro0i& it.

,E1ERA*ES

N%st+%@ Foo$ S%r-i*%s (ro-i$%s foo$ a&$ %-%ra%s (rof%ssio&a+s 0it' a 0i$% s%+%*tio&

of ra&$%$ (ro$#*ts. O#r so+#tio&s !%%t t'% ro0i& o((ort#&iti%s to s%r-i*%*o&s#!%rs i& o#t7of7'o!% *'a&&%+s.

B%-%ra%s so+#tio&s f%at#ri& 0%++ /&o0& *o&s#!%r ra&$s s#*' as N%s*af%" N%st%a

a&$ N%s#i/ as 0%++ as 'ost (rof%ssio&a+ ra&$s i&*+#$i& Mi&ors" C'i%f a&$ Da-i%+

ar% (art of t'% $i-%rs% (ortfo+io of N%st+%@ Foo$ S%r-i*%s.

Wor/i& to !%%t t'% &%%$ of Foo$ S%r-i*% o(%rators a*ross a 0i$% s(%*tr#! of #si&%ss

*'a&&%+s s#*' as #i*/ s%r-i*% r%sta#ra&ts s#((orts o#r *o!!it!%&t to i-i&

*o&s#!%rs t'% ra&$s a&$ #a+it, t'%, *o!% to %1(%*t a&$ r%+, o& i& t'% 'o!% as 0%++

as o#t of t'% 'o!%.

,'++LE) (A+ER

N%st+%@ ra& its %&tr, i&to t'% 0at%r #si&%ss i& :? 0it' a J8 sta/% i& t'% o0&%rs

of t'% So*i%t% G%&%+% D%s Mi&%ra+%s D% 5itta+. It a*#ir%$ a *o&tro++i& i&t%r%st i&

SGEM5 i& aar, :=" a&$ 0%&t o& i& Ma, of t'% sa!% ,%ar to #, t'% %&tir% P%rri%r

Gro#(.

I& :=" N%st+%@ 0as t'% first *o!(a&, to $ar% to +a#&*' a !i&%ra+ 0at%r" 5a+-%rt" i& fi-%

$iff%r%&t *o#&tri%s at o&*%. Its orii&a++, +i%$ i& t'% #s% of a& a++7&%0 (+asti*" P.E.T.

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2Po+,%t',+%&% t%ra('t'a+at%3" 0'i*' is stro&%r a&$ !or% %+asti* t'a& t'% P5C #s%$

si&*% :?9. B%si$%s P.E.T. is r%*,*+a+%.

B, t'% %&$ of :


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N%st+%@ %&t%r%$ t'% (%t *ar% #si&%ss 0it' t'% (#r*'as% of *ar&atio& i& :9" a&$ 0%

*o&so+i$at%$ o#r (ositio& i& E#ro(% 0it' a*#isitio& of t'% s(i++%rs ra&$ i& :9" a&$

f#rt'%r 0it' t'% a*#isitio& of Ra+sto&7P#ri&a i& =88: *r%ati& N%st+%@ P#ri&a P%t Car%.

Car&atio& for its (art $%-%+o(%$ t'% Fris/i%s ra&$ i& t'% &it%$ Stat%s i& t'% :J8s a&$

i& s%+%*t%$ !ar/%ts i& E#ro(% a&$ Asia si&*% t'% :?8s. To$a, N%st+%@ is 0%++7

(ositio&%$ 0it' a a+a&*%$ (ortfo+io of i&t%r&a++, $%-%+o(%$ a&$ r%*%&t+, a*#ir%$

ra&$s.

T%*'&o+oi%s to $%-%+o( a&$ a$$ -a+#% *o&tia++, for (%ts a&$ t'%ir o0&%rs ar%

%&i&%%r%$ i&to o#r *#rr%&t (ro$#*t ra&%. T'%s% i&*+#$% stat%7of7t'%7art tritio&a+

i&&o-atio&s" s#*' as (ro$#*ts 0'i*' '%+( !ai&tai& f%+i&% #ri&ar, tra*t '%a+t' or

i&&o-atio&s for t'% !ost $is*ri!i&ati& of (%ts a&$ t'%ir o0&%rs. N%st+%@ 'as a+r%a$,

%*o!% a& i&$#str, +%a$%r a&$ 0% *o&ti% to $%-%+o( o#r i&t%r&atio&a+ (r%s%&*%.

C'NSMER SER1ICES

At N%st+%@ 0% ar% *o!!itt%$ to off%ri& *o&s#!%rs 'i'7#a+it, foo$ (ro$#*ts t'at ar%

saf%" tast, a&$ affor$a+%. T'% N%st+%@ s%a+ of #ara&t%% is a s,!o+ of t'is

*o!!it!%&t.

W% a+so %+i%-% i& !ai&tai&i& r%#+ar *o&ta*t 0it' o#r *o&s#!%rs. T'is a((+i%s ot' to

'o0 0% (r%s%&t o#r (ro$#*ts a&$ to 'o0 0% a$$r%ss o#r *o&s#!%rs #%stio&s a&$

*o&*%r&s. W'%& H%&ri N%st+%@ (r%(ar%$ 'is first o1%s of i&fa&t for!#+a for sa+%" '% (#t

'is a$$r%ss o& t'% (a*/a%s so (%o(+% 0o#+$ /&o0 0'%r% to o if t'%, 'a$ #%stio&s.

To$a, o#r *o&s#!%r r%+atio&s'i( (a&%+ 0it' t'% 0or$s Ta+/ to N%st+%@ %1(r%ss%s t'%

sa!% *o!!it!%&t.

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T'is is 0', 0% 'a-% a 0or+$0i$% N%st+%@ *o&s#!%r s%r-i*%s &%t0or/ $%-ot%$ to *ari&

for o#r *o&s#!%rs. O#r (%o(+% 'a-% %1(%rtis% i& a 0i$% ra&% of ar%as s#*' as tritio&"

foo$ s*i%&*%" foo$ saf%t, a&$ *#+i&ar, %1(%rtis%. T'%, (ro-i$% t'% (ro!(t" %ffi*i%&t a&$

'i' #a+it, s%r-i*% t'at *o&s#!%rs %1(%*t fro! N%st+%@.

I& a$$itio& 0% t%a*' t'%! ta+/ 0it' *o&s#!%rs a&$ ao-% a++" to +ist%&. List%&i& '%+(s

#s to #&$%rsta&$ 0'at (%o(+% 0a&t. N%st+%@ #s%s t'% i&si'ts ai&%$ fro! r%+atio&s'i(s

0it' *o&s#!%rs to $ri-%r (ro$#*t $%-%+o(!%&t.

At N%st+%@ 0% *ar% for o#r *o&s#!%rs %*a#s% o#r s#**%ss $%(%&$s o& !%%ti& t'%ir

&%%$s a&$ %1(%*tatio&s. T'ro#' +ist%&i& a&$ #&$%rsta&$i& 0% *a& !a/% (ro$#*ts

t'at t'%, 0i++ 0a&t to #s% a++ t'ro#' t'%ir +i-%s.

PR'M'+I'N

Pro!otio& is a& att%!(t to i&f+#%&*% *#sto!%rs. Its ai! is i&for! > r%!i&$ t'%

(ros(%*ti-% *o&s#!%rs of t'% *o!(a&,s off%r > to a$-o*at% t'% *a#s% of its (ro$#*tio&

i& t'% !i&$s of its a#$i%&*%. T'#s i&for!i&" r%!i&$i& > a$-o*ati& ao#t t'%

*o!(a&,s (ro$#*t ar% r%a+ (#r(os% of t'% (ro!otio& *o!(o&%&t of t'% !i1.

NIL 'as ri't+, #&$%rstoo$ t'% (ro$#*tio& of a oo$ (ro$#*t is &ot %&o#' to %&s#r%

s#**%ss i& t'% !ar/%t" #&+%ss tar%t *#sto!%rs ar% a0ar% of its %1ist%&*%" f%at#r%s a&$

(ro$#*ts. So *o!(a&, 'as fra!%$ a -%r, stro& a&$ -%r, 0i$% *o!!#&i*atio& (+a&.

A)1ER+ISIN*

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NIL is asso*iat%$ 0it' MDRA a$-%rtisi& *o!(a&, i& I&$ia. It 'as (ro(%r+, st#$i%$

t'% !ar/%t a&$ $%-%+o(%$ t'% *o!!%r*ia+s i& s%-%ra+ +aa%s. NIL 'as oo/%$ s(ot

for t'% a$-%rtisi& i& a+!ost a++ t'% *'a&&%+s.

E?/I,I+I'NS & +RA)E S/'(S

It a+so (arti*i(at%s i& tra$% s'o0s > %1'iitio&s.

IN : is t'% oo$ so#r*% of its

r%-%%.

FOOD EXPO 9" ora&i4%$ , CII > att%&$%$ , o-%r :88888 (%o(+%. T'% M#!ai

ra&*' of NIL %&s#r%$ 'i' -isii+it, for its (ro$#*ts +i/% (ro$#*ts #&$%r Mai%

ra&$" MILO > *'o*o+at%s , s%tti& t'% -%% a+a4% 0it' N%st+s '#%s 5i* a&&%rs"

#!r%++as (ost%rs > (ro$#*t $is(+a,s.

INTERNATIONAL FOOD CONFEDERATION :96 IFCON (ro-i$%$ o((ort#&it,

for t'% +%a$i&" i&t%r&atio&a+ foo$ s*i%&tists" t%*'&o+oists > r%s%ar*' i&stit#t%s to

r%f+%*t !assi-% *'a&% s0%%(i& a*ross t'% foo$ (ro*%ssi& s%*tor.

FOOD EXPO :6

I& O*to%r i& C'i*ao NIL (arti*i(at%$ t'%r% a+so.

CHILDREN SPORT MEET 96

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At DPS R. K. P#ra! *'i+$r%& %t0%%& a% ro#( of ;7:J ,%ars (#t t'%ir %st foot >

ar! for0ar$. Attir%$ i& *o+orf#+ MILO T7S'irts > Ca(s t'%, (arti*i(at%$ i& := %-%&ts.

FREE GIFTS

Li/% i-i& s*'oo+ Kit i.%." (%& s*a+% %t*" 0it' Mai%.&oo$+%s > *'o*o+at%s" Fr%%

Cri*/%t a or a s(ort 0at*'" a$!i&to& ra*/%t" a %t* o& t'% (a,!%&t of a -%r,

!i&i!a+ a!o#&t of Rs. :8 0it' Mi+o.

OTHERS

So!% ot'%r %1a!(+%s of %1'iitio& i& 0'i*' NIL (arti*i(at%$ ar%6

I&$ia i&t%r&atio&a+ tra$% far% 2IITF3.

N%st+%@ H#&a!a :9.

Mai% Dis(+a, Co&t%st.

S(+%&$or :.

Boar$i& S*'oo+ D%-%+o(!%&t Ca!(ai&.

Moa S#!!%r S*'oo+ Ca!(.

T'% *o!(%titors of NIL ar% a+so -%r, A*ti-% a&$ t'%, a+so (arti*i(at% i& t'%s% %-%&ts

a&$ s(o&sor so!% %-%&t i& t'%r% o0& 0a,s > !%t'o$s. HLL (arti*i(at%s i& !ost of t'%

r%io&a+ tra$% s'o0s t'ro#' its r%tai+%rs. It $is(+a,s its &%0 (ro$#*ts at +ar%. HLL is

t'% :st+ar%st *o!(a&, of I&$ia i& t%r!s of a$-%rtisi& > (ro!otio&a+ %1(%&$it#r%. It

a+so i&-%&ts +ar%+, o& 0i&$o0 $is(+a, *o&t%sts r%tai+ +%-%+.

A!#+ (ro!ot%s its (ro$#*ts , #si& %!otio&a+ a((%a+ i& or$%r to #s% t'% %!otio&a+

as(%*ts if I&$ia& *iti4%&. It #s%s /ios/s a&$ 'oar$i&s to (ro!ot% its (ro$#*t ra&%. T'%

J:


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(ro!otio&a+ %1(%&s%s of A!#+ ar% &ot so i as t'at of t'% MNCs #t sti++ it is a

r%s(%*t%$ fir! i& o#r %,%s.

Ca$#r,s #&$%r its (ro!otio&a+ *a!(ai& t'at ar% $%si&%$ , Oi+-, > Mat'%r t'%

a$- s'o0s t'% (o0%r of (ositio&i& 0it' %!otio&a+ %&%fits a&$ it r%a++, 0or/s for

Ca$#r,s > +%a-%s it 0it' $ra!ati* i&*r%as% i& sa+%s.

PLACE

P',si*a+ $istri#tio& is a+so *a++%$ as !ar/%t +oisti*s. It i&-o+-%s6

P+a&&i& I!(+%!%&ti&

Co&tro++i& t'% (',si*a+ f+o0 of t'% !at%ria+s a&$ fi&a+ oo$s fro! (oi&t of orii& to

(oi&t of #s% to !%%t *#sto!%rs r%#ir%!%&ts at a (rofit. O-%r t'% +ast s%-%ra+ ,%ars"

NIL 'as i&tro$#*%$ a !%r of &%0 (ro$#*ts. T'%s% i&*+#$%6 Kit7/a" Po+o" Mi+o"

C%r%+a*" Mai%" Dosa Mi1%s" Bar7o&% %t*.

T'% s#**%ss of t'%s% (ro$#*ts is i& (art as%$ i& N%st+s &atio& 0i$% $istri#tio&

s,st%! a&$ its stro& r%+atio& 0it' *'a&&%+ !%!%rs" 0'i*' a++o0 it to #i*/+, (+a*%

&%0 (ro$#*ts i& t'% !ar/%t.

C'a&&%+s of $istri#tio& t%&$ to % tra$itio&a+ for a !%r of (ro$#*t *at%ori%s. For

i.%. i& t'% %-%ra%s a&$ foo$ i&$#str," !afa*t#r%rs &or!a++, s%++ t'ro#'

0'o+%sa+%rs" 0'o $%a+ 0it' r%tai+%rs. B#t t'% $istri#tio& strat%, of N%st+%@ is &ot a

tra$itio&a+ o&%. T'% (ro$#*ts !afa*t#r%$ i& -ario#s (ro$#*tio& #&its ar% (ass%$ o& to

C>F a%&ts. Pra*ti*a++, %a*' C>F a%&t *o-%rs )#st o&% stat%. T'% (ro$#*ts ar% t'%&

s%&t to -ario#s $istri#tio&s" t'% *o!(a&, its%+f 'as $%fi&%$ t'% (arti*#+ar ar%a to %

*o-%r%$ , %a*' $istri#tor. Sa+%s!a& fro! t'% $istri#tors offi*% t'%& a((roa*'%s

-ario#s r%tai+%rs of t'%ir ar%a > oo/ t'% or$%r. T'% (ro$#*ts ar% $%+i-%r%$ to o& t'%

J=


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&%1t $a, as aai&st t'% or$%rs. For i&sta&*% MILO is !afa*t#r%$ at Kar&ata/a. C>F

a%&ts +o*at%$ at -ario#s (+a*%s *o++%*t t'% (ro$#*t fro! (ro$#*tio& #&it. I& D%+'i C


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)IS+RI,+I'N NE+('R 'F NIL

DISTRIBUTOR (4%-7%)

C & F AGENTS (1%-3-%Marg!)

SUPER STOC"IST (3%-#%)

MANUFACTURER

STOC"IST (3%-$%)

ORGANISED RETAILER (#%-

1%)

J;


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NESTLES MOST LIKED PRODCTS

PRODCTS PERCENTAGE

CHOCOLATE :8

COFFEE =9

MILKMADE

MAGGIE ;8

MINERAL WATER =

INFANT FOODS

SOPS ;

SACES ?

J


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:8 (%o(+% +i/% *'o*o+at%s as N%st+s %st (ro$#*t. A!o& *'o*o+at%s t'% Kit7Kat >

M#&*' ar% t'% !ost +i/%$ o&%s. M#&*' is t'% +ar%st s%++i& *'o*o+at%s i& I&$ia&

*'o*o+at% !ar/%t fo++o0%$ , Ca$#r,s Dair, !i+/. Coff%% is *o&si$%r%$ as t'% %st

(ro$#*t of N%st+%@ , =9 of r%s(o&$%&ts. T'%, +i/% t'% tast% > aro!a as it %st #a+it,.

Mi+/!ai$ is +i/%$ , of (%o(+% > t'is *ro0$ i&-o+-%s 0o!%& > s#r(risi&+,

*'i+$r%&. Mai% &oo$+% is t'% !ost +o-%$ (ro$#*t , ;8 r%s(o&$%&ts %s(%*ia++,

!ot'%rs > *'i+$r%& as t'%, *o&si$%r it as t'% a++ ti!% $is' 2Fast to *oo/" oo$ to %at3.

I&fa&t (ro$#*ts ar% +i/%$ , of r%s(o&$%&ts" !ost of t'%! 0%r% !ot'%rs #t" it is

-%r, i&t%r%sti& to #ot% t'at so!% !ot'%rs t'%! > t'%ir %+$%r *'i+$r%& +i/%$ t'% tast%

of *%r%+a* > it i&*r%as%$ t'% (#r*'asi& fr%#%&*, of t'% (ro$#*t.

REASONS TO LIKE NESTLES PRODCTS

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FEATRES PERCENTAGE

COLOR =

TASTE ?;

PACKAGING ;

PRICE =8

AD5ERTISEMENT :8

Most of t'% r%s(o&$%&t 2?;3 +i/%$ t'% (ro$#*ts %*a#s% of t'% r%at tast% of (ro$#*ts

+i/% Mai%" M#&*' " Kit7Kat" Coff%%" Fra((%" S+i! Mi+/ > sa#*%s. = of t'%

r%s(o&$%&ts sa, t'at t'%, +i/% t'% *o+or of t'% (ro$#*t !ost as it s'o0s t'% fr%s'&%ss of

t'% (ro$#*t. =8 (%o(+% ar% satisfi%$ 0it' t'% (ri*%.

BRAND LOYALTY FOR NESTLES

LOYALTY STATS CONTRIBTORS

HARD CORE LOYALTY J

SHIFTING LOYALS :

SWITCHERS =9

J


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J9


45/109

BRAND LOYALTY FOR NESTLE

Bra&$ +o,a+t, is -%r, 'i' for N%st+%@ as J of r%s(o&$%&ts $%&i%$ to s0it*' o-%r to

ot'%r (ro$#*t" 0'%& a&, ift or s*'%!% is off%r%$ , t'% *o!(%titors. Pro$#*ts t'at

'a-% 'i'+, +o,a+ *#sto!%rs ar% Mai% &oo$+%s" *off%%" !#&*' > %-%r,$a,. P%o(+%

a+so +i/% > ar% +o,a+ for sa#*%s a&$ it is s'o0i& a& i&*r%asi& tr%&$ 2H%i&4 r%*%&t+,

start%$ t'% Di0a+i off%r to i-% 88 ! o&+, for Rs. J. (%o(+% r%s(o&$%$ t'at t'% off%r

0as&t so i&t%r%sti& to s0it*' fro! Mai% > a+so it 0as a s'ort7t%r! off%r. :

r%s(o&$%&ts sai$ t'at t'%, 0i++ so!% ti!% s0it*' o-%r if t'%, fi&$ a r%a++, attra*ti-%

off%r. T'%, a+so sai$ t'at N%st+%@ is t'% *o!(a&, t'at #s%s +%ast of t'% !ar/%ti&

i!!i*/s to (ro!ot% its (ro$#*ts > (%o(+% %+i%-% i& #a+it, of N%st+%@. =8 (%o(+%

sai$ t'at t'%, s0it*' i& !ost of t'% *as%s.

SHOLD NESTLE IMPRO5E SOME OF ITS PRODCTS

PRODCTS OPINION

CHOCOLATES ?J

SOPS =:

COFFEE :

MAGGIE :

J


46/109

?J of r%s(o&$%&ts 0a&t t'% *o!(a&, to 0or/ o& t'% tast% of Mi+/, ar a&$ C+assi*.

=: (%o(+% 0a&t t'% so#(s to % off%r%$ i& !or% f+a-ors" at (r%s%&t

t'%r% ar% := f+a-ors. T'%, a+so 0a&t to !a/% t'% so#(s *r%a!i%r.

:? (%o(+% sa, t'at N%s*af% is t'% !ost (o0%rf#+ ra&$ of N%st+%@" #t t'%, sa, t'at

(ri*%s ar% too 'i' to affor$" a+t'o#' N%s*af% r%$ !i1 is a i r%+i%f #t it is &ot so

*r%a!,.

ALITY WISE POSITIONING

#a+it, 0is% N%st+%@ a&$ A!#+ ar% t'% !ost a$!ir%$ *o!(a&i%s. T'%, +a!%$

Ca$#r,s %*a#s% of t'% r%*%&t iss#% of 0or!s i& t'% Ca$#r,s *'o*o+at%. T'%, sa,

t'at N%st+s #a+it, is tr#st%$.

COMPANY OPINION

NESTLE J


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A5AILABILITY

N%st+%@ (ro$#*%s t'% (ro$#*ts t'at ar% (art of !ost of t'% (%o(+%s $ai+, +if%. So

a-ai+ai+it, of fr%s' N%st+%@ (ro$#*t is s!oot'.

COMPANY OPINION

NESTLE =?

AML ::

BRITANIA =9

CADBRYS J

;=


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PRICE

T'% (ri*i& (o+i*i%s of N%st+%@ r%ar$i& (ro$#*ts +i/% Coff%%" Da'i > Mi+/ &%%$s

r%-isio&.

PRICE WISE COMPARISON

COMPANY OPINION

NESTLE =J

AML J9

BRITANIA =:

CADBRYS :9

;J


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MARE+ SE*MEN+A+I'N AN) +AR*E+ MARE+ SELEC+I'N

Mar/%t s%!%&tatio& a&$ tar%t !ar/%t s%+%*tio& 'a-% a& i&ti!at% r%+atio&s'i( 0it'

!ar/%t strat%, for!#+atio&.

T'% *o!(a&, !a, fo*#s o& t'% fo++o0i& fa*tors 0'i+% +a,i& $o0& t'% tar%t !ar/%t.

:. GEOGRAPHIC SEGMENTATION

G%ora('i*a++, t'% *o#&tr, *a& % roa$+, $i-i$%$ i&to J s# s%!%&ts 7R#ra+"

S##ra& a&$ ra&.

I& t'% first ('as% 2aft%r t'% t%st +a#&*'3" ra& (arts of t'% *o#&tr, s'o#+$ % tar%t%$.

T'% *'os%& s%!%&t is tar%t%$ %*a#s%

La*/ of i&frastr#*t#r%" +i/% r%fri%ratio&7&ot to -%&t#r% r#ra+ !ar/%ts.

T'% *o&s#!(tio& (att%r& > %'a-ior i& R#ra+ I&$ia $o%s &ot fit 0it' t'% (ro$#*t

attri#t%s a&$ (%r*%i-%$ %&%fits.

T'% +i!itatio& of $is(osa+% i&*o!% is a&ot'%r fa*tor t'at 'a!(%rs %&tr, i& r#ra+

ar%as.

S%!i7ra& !a, % *o&si$%r%$ i& t'% s%*o&$ ('as%. A& ,%ar aft%r t'% +a#&*'.

Wit'i& ra& I&$ia" t'% *iti%s 0it' : !i++io& (o(#+atio& i.%. to( =J !%tros 0i++ %

tar%t%$. A soft +a#&*' of t'% ra&$ s'o#+$ % #&$%rta/%& %for% ta/i& t'% ra&$ to

t'%s% ar%as. T'is 2t%st +a#&*'3 0i++ % #&$%rta/%& i& Bo!a," si&*% it 2Bo!a,3 is a

'i' *o&s#!(tio& *it, for *'o*o+at%s. 2So#r*%6 N%st+% 2I3 Lt$ i&fa*t N%st+s sa+%s

(%a/%$ o#t i& Bo!a," $#ri& its i&itia+ +a#&*'3.

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=. DEMOGRAPHIC SEGMENTATION

T'% $%!ora('i* -aria+%s 'a-% %%& s%(arat%+, a$$r%ss%$ to arri-% at t'% tar%t

a#$i%&*%.

A%6 := ,%ars s%!%&t of t'% (o(#+atio& is r%*o!!%&$%$ to % tar%t%$. S!a++ /i$s

!a, &ot % tar%t%$" %*a#s% of t'% &at#r% of t'% (%r*%i-%$ (ro$#*t %&%fit ,

*o&s#!%rs i& t'at a% ro#(" 0'o ar% i&*+i&%$ to0ar$s s0%%t%r a&$ *r%a!i%r s&a*/s.

F#rt'%r" it !a, &ot % %as, to %t ,o#&st%rs off t'%ir t#*/ !o&%,. A+so" *'i+$r%& to$a,

a+r%a$, 'a-% a& arra, of *'%a( $o!%sti* a&$ i&t%r&atio&a+ *o&f%*tio&%r, 2i& t'% for! of

*'%0i&7#!s" +o++i(o(s" ro++s" +o4%&%s a&$ toff%%s3.

I&*o!%6 T'% i&*o!% s%!%&tatio& !a, % a++ 'o#s%'o+$s 0it' a& a&a+ i&*o!%

%1*%%$i& Rs. o&% +a/'. Tar%t%$ a#$i%&*% !a, % a++ 'o#s%'o+$s t'at *a& affor$ a

t%+%-isio& or 'a-% a**%ss to sat%++it% t%+%-isio&.

J. PSYCHOGRAPHIC SEGMENTATION

So*ia+ C+ass6 I& t%r!s of (s,*'ora('i* t'% so*ia+ *+ass tar%t%$ is t'% %$#*at%$

#(0ar$+, !oi+% #ra& !i$$+% a&$ #((%r *+ass.

P%rso&a+it, Traits6 T'is s%!%&t %ss%&tia++, *o&sists of %!#+ators i.%. #(0ar$+, !oi+%"

(io&%%rs" fr%a/," f#& +o-i& t,(% of (%o(+%. T'%s% ar% t'% (%o(+% 0'o +i/% to %&)o, +if%a&$ %+i%-% i& tra-%+i& a&$ a$-%&t#r%.

Lif% St,+%6 I& t%r!s of +if%st,+%" it !a, % ai!%$ at t'os% 0'o fa-or #,i&

*o&-%&i%&*% (ro$#*ts. T'%, ar% a+so 0i++i& to %1(%ri!%&t 0it' a+t%r&at% (ro$#*ts i&

(+a*% of *o&-%&tio&a+ foo$ it%!s" as t'% #&i-%rs% of *'o*o+at% *o&s#!(tio& is *'a&i&

fro! o**asio& +%$ to !or% *as#a+ *o&s#!(tio&.

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'# BEHA5IORAL SEGMENTATION

T'% !o#+$%$ s%!%&t of t'% !ar/%t is (%r*%i-%$ to % t'% ro0t' %&i&% of t'% !ar/%t.

H%&*%" t'is s%!%&t is #it% +#*rati-% for a &%0 ra&$ +a#&*'. A+so" *'o*o+at%

(#r*'as%s 'a-% !o-%$ fro! %i& o**asio&7+%$ to a *as#a+ s&a*/. H%&*%" a&,ti!%

a&,(+a*% s&a*/ as(%*t &%%$s to % %sta+is'%$. T'is s%!%&t *o!(ris%s of (%o(+% 0'o

+i/% to 'a-% *'a&*%s a&$ 0a&t to tr, &%0 t'i&s.

/# LEARNING7IN5OL5EMENT

T'% (#r*'as% of a *'o*o+at% is of a +o07i&-o+-%!%&t *at%or,. It is a& i!(#+s% (#r*'as%

a&$ $%*isio& to #, is &ot (r%7(+a&&%$.

0# SAGE RATE

T'% !ar/%t !a, % f#rt'%r s%!%&t%$ o& #sa% rat'%r t'a& attit#$%7A&,ti!% A&,(+a*%

S&a*/. T'is is a ro#( of *o&s#!%rs t'at fi&$ tra$itio&a+ s&a*/s too '%a-,. E-%& t'o#'

a ra&% of *'o*o+at%s !a, % off%r%$" a *or% ra&$ 2*o&*%&trat%$ strat%, !%&tio&%$

+at%r3 !a, % +a#&*'%$ i& t'% *o#&t+i&% s%!%&t. Si&*% t'is s%!%&t is ti((%$ to % t'%

ro0t' %&i&% of t'% i&$#str, 2a**or$i& to i&$#str, so#r*%s Mr. Sa&)a, 5%r/%,"

Ca$#r,s I&$ia a&$ Mr. Bo'i$ar3 a&$ t'is s%!%&t 'as a s#sta&tia+ s'ar% of t'%

!ar/%t 2JJ3.

TARGET ADIENCE

Fo++o0i& fro! t'% ao-%" it is r%*o!!%&$%$ to tar%t *o&s#!%rs 0'o fo#&$

tra$itio&a+ s&a*/s too '%a-,. sa% rat'%r attit#$% is %i& #s%$ to s%!%&t. T'is is t'%

s%!%&t t'at t%&$%$ to (i*/ #( is*#its i&st%a$7so!%t'i& t'%, *o#+$ !#&*' 0'i+%

*o&tii& 0it' t'%ir s*'%$#+%.

;?


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T'%r% ar% :9: !i++io& #ra& i&$i-i$#a+s i& I&$ia O#r tar%t s%!%&t is (%o(+% +i-i& i&

t'% to( =J !%tros 2: !i++io& (o(#+atio&3" 0'i*' i!(+i%s ?J !i++io& (%o(+%. F#rt'%r"

SEC A7B i& t'%s% =J !%tros 0it' Ca+% > Sat%++it% at 'o!% ar% tar%t%$ 2;.; of

SEC A7B 'a-% a *a+% > sat%++it% *o&&%*tio&3 A++ t'%s% ar% NRS 75I > IRS

fi#r%s.

AD5ERTISING > SALES PROMOTION

W'%& a !ar/%t%r or a fir! 'as $%-%+o(%$ a (ro$#*t to satisf, !ar/%t $%!a&$

aft%r t'oro#'+, a&a+,4i& t'% !ar/%t " t'%r% is a &%%$ for %sta+is'i& *o&ta*t

0it' t'% tar%t !ar/%t to %-%&t#a++, s%++ t'% (ro$#*t . Mor%o-%r" t'is 'as to % a

!ass *o&ta*t 0'i*' !%a&s t'at t'% !ar/%t%r is i&t%r%st%$ i& r%a*'i& a +ar%

!%r of (%o(+% so t'at 'is (ro$#*t !a, r%*%i-% o(ti!#! %1(os#r% . Nat#ra++, "

t'% %st 0a, to r%a*' t'is !ass !ar/%t is t'ro#' !ass *o!!#&i*atio& a&$

a$-%rtisi& is o&% of t'% !%a&s of s#*' !ass *o!!#&i*atio& a+o& 0it' s#*'

ot'%r !%a&s as (#+i*it," sa+%s (ro!otio& a&$ (#+i* r%+atio&s .A$-%rtisi& as a

!%a&s of !ass *o!!#&i*atio& 'as " t'%r%for%" !a$% !ass s%++i& (ossi+% . It is

(%r'a(s t'% %st /&o0& !ass *o!!#&i*atio& *'a&&%+. Mar/%t%rs a&$ fir!s %&a%$ i&

s%++i& t'%ir (ro$#*ts a&$ s%r-i*%s t'ro#'o#t t'% *o#&tr, a&$ or i& ot'%r &atio&s

ar% f#++, a0ar% of t'% &%*%ssit, a&$ i!(orta&*% of a$-%rtisi& .

As a !%a&s of for*%f#+ *o!!#&i*atio& " a$-%rtisi& (ro!ot%s t'% sa+% of oo$s "

s%r-i*%s " i!a%s a&$ i$%as t'ro#' i&for!atio& a&$ (%rs#asio& .

A$-%rtisi& is &ot a (a&a*%a t'at *a& r%stor% a (oor (ro$#*t or r%)#-%&at% a

$%*+i&% !ar/%t . It o&+, '%+(s i& s%++i& t'ro#' t'% art a&$ #si&%ss of

(%rs#asi-% *o!!#&i*atio& .

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T'% A!%ri*a& Mar/%ti& Asso*iatio&" C'i*ao" $%fi&%s a$-%rtisi& as

ANY PAID FORM OF NON PERSONAL PRESENTATION OF IDEAS

GOODS AND SER5ICES BY AN IDENTIFIED SPONSOR .

A$-%rtisi& ai!s at $ra0i& att%&tio& to a (ro$#*t. It s%%/s to *r%at% a& a0ar%&%ss

ao#t t'% %1ist%&*% of a$-%rtis%$ (ro$#*t . It (ass%s o& i&for!atio& ao#t t'%

(ro$#*t i& s#*' a 0a, t'at i&t%r%st is *r%at%$ i& t'% !i&$ of t'% (ros(%*ti-%

*o&s#!%r ao#t t'% (ro$#*t .

;9


55/109

)IREC+ C'MPE+I+I'N

NES+LE2 CA),R0 & AML

At (r%s%&t t'%r% ar% t'r%% !a)or (+a,%rs N%st+%" Ca$#r,s a&$ A!#+ i& t'% I&$ia&

C'o*o+at% !ar/%t. Ca!(*o i&itia++, tri%$ to r%a/ i&to !ar/%t #t fai+%$. Bri%f (rofi+%

of t'% sa!% 'as %%& %&tai+%$ %+o06

CA),R0DS IN)IA L+).

Ca$#r,s I&$ia Lt$" 'as %%& i& I&$ia si&*% :;9. Its ra&$s6 Dair, Mi+/" Star" G%!s

a&$ C'o*o+at% *+airs ar% t'% 'o#s%'o+$s &a!%s i& I&$ia to$a,. I& a++ t'% s%!%&ts i.%.

!o#+$%$ *'o*o+at%s" *o#&t *'o*o+at%s a&$ (a&&%$ *'o*o+at%s" it is #&$o#t%$+, t'%

!ar/%t +%a$%r.

Ca$#r,s 'as its !afa*t#ri& #&its at T'a&% 2M#!ai3" Ma+a&(#r" I&$ori2&%ar

P#&%3" Mit'#ri a&$ Ko+a(#r. It 'as a stro& $istri#tio& &%t0or/ 0it' ao#t 88

$istri#tors i& Nort' I&$ia a&$ !or% t'a& J +a* r%tai+ o#t+%ts %i& s%r-i*%$ a++ o-%r

I&$ia.

I& :


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CDM" t'% o+$%st of Ca$#r,s ra&$s 0as +a#&*'%$ i& :?. I& t'% %ar+, 8s" a ris% i&

t'% (ri*%s of *o*oa" i&*r%as% i& t'% %1*is% $#t, a&$ a fa++ i& t'% $%!a&$ i&s(ir%$ t'%

i$%a of r%(ositio&i&. T0o ,%ars i& t'% (ro*%ss aft%r r%+a#&*' Ca$#r,s Dair, Mi+/s

!ar/%t s'ar% stoo$ at = (%r*%&t 0it' sa+%s risi& , a& a-%ra% ;8 (%r*%&t (%r a&!.

B%si$%s CDM Ca$#r,s 'as a !%r of %&$ors%r ra&$s s#*' as Fr#it&N#t" N#t

Mi+/ %t*. E-%& t'o#' *o&tri#tio& of t'%s% ra&$s to t'% *o!(a&,s otto!7+i&% is

-%r, s!a++" t'%, ar% r%#ir%$ i& or$%r to !a/% a *o!(+%t% (ortfo+io of off%ri&.

T'% Co!(a&, $%-%+o(%$ a *o&*%&tratio& strat%, o& CDM" Fi-% Star" Ca$#r, G%!s"

Ca$#r,s *+airs" P%r/ a&$ t'% +at%st of its off%ri& Pi*&i* 20'i*' 'as $ra0& a oo$

r%s(o&s% i& t'% !ar/%t3.

T'% Co!(a&, 'as a+so i$%&tifi%$ s#ar *o&f%*tio&%r," as a ro0t' s%*tor. Its first

off%ri& 1oogly&

NES+LE IN)IA L+).

N%st+% I&$ia Lt$. 'as %%& i& I&$ia for !or% t'a& J ,%ars &o0. T'% 0or+$s +ar%st

!ar/%t%r of *'o*o+at%s 2%*a!% 0or+$ !%r o&% 0'%& it a*#ir%$ Ro0&tr%%

Ma*i&tos' of t'% K3 7 N%st+%" !a$% its fora, i& t'% I&$ia& *'o*o+at% I&$#str, i&

No-%!%r :8. It +a#&*'%$ t'r%% (ro$#*ts 7 t'% !i+/ *'o*o+at%" t'% itt%r *'o*o+at%

a&$ Cra*/+% 2a *r#&*', *'o*o+at%3 7 i& t'% s+as *at%or, a&$ Bar O&% i& *o#&t +i&%s.

Ca$#r,s %%& #i*/ to r%a*t" a&$ +a#&*'%$ a 0'o+% 'ost of (ro$#*ts i& s#**%ssio&6 A++

Si+/ !i+/ *'o*o+at%" Cr%a!, Bar" a&$ a &%0 -%rsio& of Star.

N%st+%" i& t'% %i&&i& $i$ &ot 'a-% its o0& !afa*t#ri& fa*i+it,. It 'a$ a& a++ia&*%

0it' Ca!(*o to !afa*t#r% *'o*o+at%s. Lat%r" i& : a stat%7of7art !afa*t#ri&

8


57/109

(+a&t 0as s%t #( at Po&$a" Goa at a *ost of Rs. 8 *ror%s. T'is #&it too/ *ar% of t'%

%&tir% Kit Kat (ro$#*tio&. Ho0%-%r" t'% (ro$#*tio& ti%7#( 0it' Ca!(*o sti++ *o&ti%$.

LANCH OF KIT KAT

Kit Kat" o&% of 0or+$s !ost (o(#+ar *'o*o+at%" 0as +a#&*'%$ i& I&$ia i& :. Wit'i&

!o&t's of its +a#&*'" it f#+fi++%$ %-%r, tar%t N%st+% 'a$ s%t. Its +a#&*' 0as

a**o!(a&i%$ , t'% +a#&*' of Ca$#r,s P%r/ i& or$%r to *o#&t%r Kit Kat a&$ saf%#ar$

t'% f+as'i( ra&$ CDM. Kit Kat 'as %%& a+% to $%fi&% a &%0 s%!%&t i& t'%

i&$#str, i& t'% for! of t'% 0af%r %&ro%$ a&, ti!% s&a*/.

Kit Kat o#ts%++s P%r/ i& t'% o#t+%ts 0'%r% ot' ar% a-ai+a+%. I& t'% *r#*ia+ !ar/%ts of

Bo!a, a&$ D%+'i ot' ar% r#&&i& &%*/7a&$7&%*/. It 'as %-%& sai$ to 'a-% t'r%at%&%$

t'% !ot'%r ra&$" Ca$#r, Dair, Mi+/.

NESTLS NEW LANCHES

BRAND LANCH

A++%& S(+as'2S#ar Ca&$i%s3 S%+%*t Citi%s

Aft%r Ei't Mi&ts D%+'i > M#!ai

Lio& Waf%r Bars D%+'i > M#!ai

FTRE OTLOOK

Fo*#s 0i++ % o& *'o*o+at%s a&$ *o&f%*tio&%r, fo++o0%$ , *#+i&ar, (ro$#*ts 0'i*'

i&*+#$% t'% Mai ra&% a&$ *off%%.

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AML

G#)arat Coo(%rati-% Mi+/ Mar/%ti& F%$%ratio&2GCMMF3 +a#&*'%$ t'% A!#+

C'o*o+at% 0a, a*/ i& :


59/109

IMPORTED BRANDS

Co&si$%ri& t'% 'i' ro0t' (ot%&tia+" -ario#s !#+ti&atio&a+s 0a&t%$ to s%t #( fa*i+iti%s

i& I&$ia 2Mars %i& o&% of t'%!3. Ho0%-%r" s'orta% of *o*oa" s%aso&a+it, i& $%!a&$"

a&$ t'% as%&*% of a (ro(%r *o+$ *'ai& $%t%rr%$ t'%! fro! i&-%sti& i& I&$ia. T'%

o-%r&!%&t a+so !o-%$ t'% i!(ort of *'o*o+at%s fro! s(%*ia+ it%! +ist to o(%& %&%ra+

+i*%&s% *at%or,. T'% $#t, str#*t#r% 0as a+so r%$#*%$. T'is r%s#+t%$ i& !a/i& i!(ort

of for%i& ra&$s %asi%r a&$ (ri*% *o!(%titi-%.

D#% t'% ao-%" Mars I&*.7t'% S ia&t" 0'o 'a$ $%*i$%$ to s%t #( fa*i+iti%s i& :2t'%

sit% for 0'i*' 0as a+so s%+%*t%$3" $%*i$%$ to (ost(o&% its i&-%st!%&t (+a&s.

A& a+t%r&at% strat%, 0as for!#+at%$ to i!(ort Mars *'o*o+at% ra&$s i&to I&$ia

t'ro#' Sar#ra B#si&%ss 2I3 Lt$. Sar#ra" 0'i*' *a!% i&to %1ist%&*% ao#t a& ,%ar ao"

i!(orts Mars ra&$s a&$ s%++s t'ro#' its o0& $istri#tio& &%t0or/. Hi'+i'ts of t'%

strat%, %i& fo++o0%$ ar% !%&tio&%$ %+o06

I!(orts Mars ra&$s %-%r, ;8 $a,s" aft%r *ar%f#+ $%!a&$ a&a+,sis. Ta/%s =8 to ==

$a,s to r%a*' I&$ia.

DTY STRCTRE

C#sto!s D#t, ;8

Co#&t%r7-ai+i& D#t,2 a for! of %1*is%3 =

S(%*ia+ D#t,2S#r*'ar%3 J

T'% i!(ort $#t, o& fi&is'%$ (ro$#*t is %1(%*t%$ to *o!% $o0& to =87= (%r*%&t i& a

('as%$ !a&&%r.

OTHER FOREIGN BRANDS

J


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N%st+% 'as a+so r%*%&t+, +a#&*'%$ its for%i& ra&$s , i!(orti& t'%! i&to I&$ia.

T'%s% i&*+#$% Lio& a&$ Aft%r Ei'ts.

FTRE OF THE IMPORTED BRANDS

T'% f#t#r% of t'is s%!%&t is 'i'+, $%(%&$%&t o& %1tra&%o#s fa*tors +i/%" o-%r&!%&t

(o+i*i%s r%ar$i& i!(ort of *'o*o+at%s a&$ t'% $#ti%s str#*t#r% t'%r%i&. A&, !o-%!%&t

*a& !a/% t'%s% (+a,%rs (ri*% *o!(%titi-%. I& D%*%!%r :


61/109

'R*ANISA+I'NAL S+RC+RE


62/109


63/109

Pro!ot% a0ar%&%ss of t'% %ff%*t of o#r +if%st,+% ot' o& o#rs%+-%s a&$ o& o#r

%&-iro&!%&t.

E1ist as a fi&a&*ia++, s#**%ssf#+" &o&7'i%rar*'i*a+" $%!o*rati* ora&i4atio& 0'%r%

0or/%rs (arti*i(at% i& t'% *r%atio& a&$ r#&&i& of t'%ir 0or/i& E&-iro&!%&t" as a&

%1a!(+% to %&*o#ra% ot'%rs to $o +i/%0is%.

Pro-i$% a& %&-iro&!%&t t'at %&*o#ra%s a&$ '%+(s (%o(+% to $%-%+o( a&$ a*'i%-%

t'%ir (ot%&tia+.

A*ti-%+, s#((ort *o7o(%rati-%s" fair tra$%" %&-iro&!%&ta+ iss#%s a&$ *o!!#&it,

a*ti-iti%s.

NestlDs P#iloso!#$

W'%& H%&ri N%st+% i&tro$#*%$ t'% first *o!!%r*ia+ i&fa&t for!#+a i& :9?


64/109

PERF'RMANCE

N%st+% I&$iaQ t'% +ar%st foo$ *o!(a&, i& t'% *o#&tr, is *o&tio#s+, +oo/i& at &%0

&i*'%s i& t'% !ar/%t (+a*% for its -ario#s (ro$#*ts.

T'% N%st+ Gro#(@s *o&so+i$at%$ sa+%s for t'% first t'r%% !o&t's of =88< a!o#&t%$ to

CHF :.< i++io&. I& *o&sta&t *#rr%&*i%s" sa+%s i&*r%as%$ , ?.J" r%f+%*ti& ora&i*

ro0t' of ;.? 2r%a+ i&t%r&a+ ro0t' =." (ri*i& a&$ ot'%rs =.:3" as 0%++ as a s!a++

*o&tri#tio& fro! a*#isitio&s" &%t of $i-%stit#r%s. As a r%s#+t of t'% stro& S0iss fra&*"

t'% a$-%rs% for%i& %1*'a&% %ff%*t 0as :J.9.

9


65/109

PR')C+S


66/109

?8


67/109

'R ,RAN)S

Milk Produts & Nutrition

NESTL E5ERYDAY Dair, W'it%&%r

NESTL E5ERYDAY S+i!

NESTL E5ERYDAY G'%%

NESTL Mi+/

NESTL S+i! Mi+/

NESTL Fr%s' @&@ Nat#ra+ S+i! Da'i

NESTL %%ra Raita

NESTL NES5ITA

NESTL NIDO

NESTL MILKMAID

NESTL MILKMAID Fr#it ,o'#rt

NESTL MILKMAID FNSHAKES

,eerages

NESCAF CLASSIC

NESCAF SNRISE

?:
http://www.nestle.in/MilkProduct.aspx?OB=1&id=65http://www.nestle.in/MilkProduct.aspx?OB=1&id=42http://www.nestle.in/MilkProduct.aspx?OB=1&id=41http://www.nestle.in/MilkProduct.aspx?OB=1&id=43http://www.nestle.in/MilkProduct.aspx?OB=1&id=49http://www.nestle.in/MilkProduct.aspx?OB=1&id=50http://www.nestle.in/MilkProduct.aspx?OB=1&id=47http://www.nestle.in/MilkProduct.aspx?OB=1&id=48http://www.nestle.in/MilkProduct.aspx?OB=1&id=109http://www.nestle.in/MilkProduct.aspx?OB=1&id=108http://www.nestle.in/MilkProduct.aspx?OB=1&id=44http://www.nestle.in/MilkProduct.aspx?OB=1&id=102http://www.nestle.in/MilkProduct.aspx?OB=1&id=112http://www.nestle.in/Beverages.aspx?OB=2&id=21http://www.nestle.in/Beverages.aspx?OB=2&id=22http://www.nestle.in/MilkProduct.aspx?OB=1&id=65http://www.nestle.in/MilkProduct.aspx?OB=1&id=42http://www.nestle.in/MilkProduct.aspx?OB=1&id=41http://www.nestle.in/MilkProduct.aspx?OB=1&id=43http://www.nestle.in/MilkProduct.aspx?OB=1&id=49http://www.nestle.in/MilkProduct.aspx?OB=1&id=50http://www.nestle.in/MilkProduct.aspx?OB=1&id=47http://www.nestle.in/MilkProduct.aspx?OB=1&id=48http://www.nestle.in/MilkProduct.aspx?OB=1&id=109http://www.nestle.in/MilkProduct.aspx?OB=1&id=108http://www.nestle.in/MilkProduct.aspx?OB=1&id=44http://www.nestle.in/MilkProduct.aspx?OB=1&id=102http://www.nestle.in/MilkProduct.aspx?OB=1&id=112http://www.nestle.in/Beverages.aspx?OB=2&id=21http://www.nestle.in/Beverages.aspx?OB=2&id=22


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NESTL MILO

NESCAF Mi+$

RECEN+L0 LANC/E) PR')C+S

S%t Da'i

N%0 To!ato a&$ C#rr, F+a-ors i& Mai% Noo$+%s

N%0 Da+ a&$ Atta i& Mai% Noo$+%s

A &%0 *o&f%*tio&%r, N%st+% C'o*o Sti*/

Soft C'%0, f#$% Mi+/, ar C'oo

N%st+% r%*%&t+, +a#&*'%$ (ro$#*ts T%a I*%$ T%a

N%st+% s+i! !i+/

T'% *o!(a&, is a+so s%tti& #( ZCAF NESCAFE a&$ ZCOFFEE CORNERS a*ross !%tros

a&$ !i&i7!%tros i& I&$ia.

NESTL6 ;.? ORGANIC GROWTH IN FIRST ARTER

Gro#(70i$% ora&i* ro0t' of ;.?

?.J sa+%s i&*r%as% at *o&sta&t %1*'a&% rat%s

S0iss fra&* sa+%s $o0&


69/109


70/109

o&% Asia" O*%a&ia a&$

Afri*a J@=: @?JJJ.= :.

N%st+ Wat%rs:@


71/109

A!o& t'% (ro$#*t ro#(s" %-%ra%s" %s(%*ia++, so+#+% *off%% a&$ *off%% !i1%s #&$%r t'%

N%s*af% ra&$" a&$ (o0$%r%$ %-%ra%s" #&$%r ra&$s s#*' as Mi+o a&$ Mos#%" $i$ 0%++" as

$i$ t'% s(%*ia+t, roast > ro#&$ *off%%s. T'%r% 0as oo$ (ror%ss a+so i& t'% *'i++%$ a&$ t'%

fro4%& *#+i&ar, s%*torQ t'% r%*%&t+, a*#ir%$ C'%f A!%ri*a a*'i%-%$ $o#+%7$iit ro0t'. T'%

(%rfor!a&*% of *'o*o+at% a&$ *o&f%*tio&%r, 0as i!(a*t%$ , t'% +at% East%r" as 0%++ as ,

(ri*% i&*r%as%s.

4@@;

4@@M" E*o&o!i* Ti!%s" %t*.

?


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)A+A +0PE

I& t'is r%s%ar*' t'% t,(% of $ata *o++%*tio& is6

Primar$ data

)A+A S'RCE

T'% so#r*%s of *o++%*tio& of Pri!ar, Data ar%6

Guestionnaire

'bseration

FaeBto fae interation

SAMPLIN* PLAN

It is -%r, $iffi*#+t to *o++%*t i&for!atio& fro! %-%r, !%!%r of a (o(#+atio&. Asti!% a&$ *osts ar% t'% !a)or +i!itatio& t'at t'% r%s%ar*'%r fa*%s.

T'% sa!(+% si4% *o&sist%$ of !a+%sf%!a+%s %t0%%& t'% a% ro#( :7;8 ,%ars.

T'% s%!%&t 0as s%+%*t%$ fro! #((%r !i$$+% *+ass" #((%r *+ass a&$ !i$$+%

*+ass.

T'% sa!(+% 0as $ra0& o& ra&$o! asis fro! $iff%r%&t ar%as *o-%ri& #rao&"NCR

SAMPLE )ESI*N

Co&-%&i%&*% > stratifi%$ ra&$o! sa!(+i& !%t'o$s 0as #s%$ to *o++%*t t'% $ata

ao#t t'% f%at#r%s" %1(%*tatio&s" satisfa*tio&" (ro+%!s %t*. t'% *#sto!%rs.

?9


75/109


76/109

+/E ME+/')'L'*0 A)'P+E) (AS AS F'LL'(S

INDSTRY SCENARIO SKETCH 2TILIING SECONDARY INFORMATION3

EXTENSI5E INTER5IEWS HELD WITH PRIMARYSECONDARY SORCES

2COMPANIESCHOCOLATE MANFACTRERS ASSOCIATION3

INTER5IEW WITH EX7DISTRIBTOR OF NESTLE INDIA LTD

EXTENSI5E RETAILER INTER5IEWS IN NARAINA INDL. AREA

FORMLATION AND ADMINISTRATION OF A ESTIONNAIRE

FORMLATION OF THE RECOMMENDED STRATEGY ON THE BASIS OF THE

ABO5E MENTIONED PRIMARY AND SECONDARY INFORMATION


77/109

ANAL0SIS

T'% A&a+,sis s'o0s t'% r%+atio&s'i( %t0%%& *riti*a+ -aria+%s of t'% *o!(a&,. T'%

!atri1 'as a 0i$%r s*o(%. T'% TWOS !atri1 is a *o&*%(t#a+ fra!%0or/ for a

s,st%!ati* a&a+,sis t'at fa*i+itat%s t'% %1t%r&a+ t'r%ats a&$ o((ort#&iti%s 0it' t'%

i&t%r&a+ 0%a/&%ss%s a&$ str%&t's of t'% ora&i4atio&.

It 'as %%& *o!!o& to s#%st t'at *o!(a&i%s i$%&tif, its str%&t's a&$ 0%a/&%ss%s as

0%++ as o((ort#&iti%s a&$ t'r%ats i& t'% %1t%r&a+ %&-iro&!%&t. B#t 0'at is oft%&

o-%r+oo/%$ is t'at *o!i&i& t'%s% fa*tors !a, r%#ir% $isti&*t strat%i%s *'oi*%s. To

s,st%!ati4% t'%s% *'oi*%s" t'% TWOS !atri1 'as %%& (ro(os%$. ZT sta&$s for t'r%ats"

ZW sta&$s for 0%a/&%ss%s" ZO sta&$s for o((ort#&iti%s a&$ ZS sta&$s for str%&t's. A

!ar/%ti& o((ort#&it, is a0ar% of #,%r &%%$ i& 0'i*' a *o!(a&, *a& (%rfor!(rofita+,. A& %&-iro&!%&t t'at 0o#+$ +%a$" i& t'% as%&*% of $%f%&si-% !ar/%ti&

a*tio&" to $%t%rioratio& i& sa+%s or (rofit. A& i$%a+ #si&%ss is 'i' i& ot' !a)or

o((ort#&iti%s a&$ +o0 i& !a)or t'r%ats.

A s(%*#+ati-% #si&%ss is 'i' i& ot' !a)or o((ort#&iti%s a&$ t'r%ats.

A !at#r% #si&%ss is +o0 i& o((ort#&iti%s a&$ 'i' i& t'r%ats.


78/109

T'% TWOS !atri1 starts 0it' t'% t'r%ats %*a#s% i& !a&, sit#atio&s a *o!(a&,

#&$%rta/%s strat%i* (+a&&i& as a r%s#+t of a (%r*%i-%$ *risis" (ro+%!s or t'r%ats.

S('+ ANAL0SIS

STRENGTHS

Hi' ra&$ %#it, \\\ *o&s#!%r > $%a+%r r%ar$i& N%st+%@ as *o!(a&,

$%+i-%r, #a+it, (ro$#*t.

Co!(a&, (ro*%ss%s a& %1t%&si-% (o0%rf#+ $istri#tio& &%t0or/.

Co!(a&, (ro*%ss%s a $%$i*at%$ > %1(%ri%&*%$ sa+%s staff.

Stro& as% i& !o&itori& > *o&tro++i& !ar/%t.

Distri#tio&s ar% 'i'+, $%$i*at%$ to0ar$s (%rfor!a&*% > %1(%ri%&*%.

N%st+% I&$ia Li!it%$ 2NIL3 'as a -%r, stro& (ar%&t *o!(a&, N%st+% S.A.

s#((ort 0it' : of %#it, s'ar% 'o+$i&" 0'i*' is t'% 0or+$@s +ar%st foo$

*o!(a&,.

NIL@s !i+/ (ro$#*ts so+$ #&$%r Mi+/!ai$ a&$ E-%r,$a, ra&$s ar% !ar/%t

+%a$%rs. NIL 'as stro& ra&$ -a+#% i& ot'%r (ro$#*ts +i/% Kit7Kat" Po+o" Mi+o"

Mai a&$ N%s*af%.

NIL 7 Stat% of t'% Art T%*'&o+o, a&$ (ro$#*tio& s,st%!s %&s#ri& 'i'

t%*'&o+oi*a+'i' -a+#% a&$ o(ti!#! *ost a$-a&ta% to its (ro$#*t (ortfo+io.

I$%a+i4atio& of (ro$#*ts to s#it +o*a+ tast%s ar% *riti*a+ for s#**%ss a&$ NIL is

*o&-%rti& its i&t%r&atio&a+ (ro$#*ts i&to I&$ia& tast%s (ro$#*ts.


79/109

N%st+% 'as a+to%t'%r


80/109

NIL@s (ro$#*ts ra&% is so +ar% t'at it is &ot a+% to i-% (ro(%r att%&tio& to a++

t'% (ro$#*ts" t'%ir !ar/%ti& strat%i%s ar% &ot (ro(%r+, 0or/%$ o#t as !a&, of

its (ro$#*ts ar% $i%i&. T'%r% 0as a& %!arrassi& start%r +i/% N%st%a a& i*%$

t%a" N%sfit 7 a +#*os% ri*' %&%r, $ri&/" Bos" Mi+o is &ot i-%& !#*' of

(ro!otio&.

R%*%&t+," t'%r% ar% $iff%r%&*% %t0%%& t'% N%st+% S.A. (ar%&t *o!(a&, a&$

N%st+% I&$ia Li!it%$ a&$ %*a#s% of t'is t'%r% ar% i& t'% to( !a&a%!%&t of t'%

NIL. E-%& its M.D Dara-is E. Ar$%s'i& 'as a+so r%si&%$.

Proof fi&a&*ia+ $istri#tio& as t'% NIL is #&&%*%ssari+, i-i& its s'ar%'o+$%rs

'i' $i-i$%&$" 0'i*' *o#+$ % a-oi$%$ a&$ % #s%$ for i&-%st!%&t i& (+a&ts for

t'%ir *a(a*it, %1(a&sio&.

OPPORTNITIES

Gr%at #a+it,.

Mass !ar/%t is ro0i& 0it' %sta+is'%$ (%rfor!a&*%s.

Gro0i& !i$$+% *+ass is i&*r%asi& o((ort#&iti%s.

Gr%at tast%.

Lo0 $iff%r%&tiatio& i& !ar/%t ra&$s.

Cr%$it fa*i+it, i-%& to $%a+%rs.

I&$ia %i& t'% s%*o&$ !ost (o(#+at%$ *o#&tr, i& t'% 0or+$" NIL 'as +ot of

o((ort#&iti%s of +a#&*'i& a&$ s%++i& &%0 (ro$#*ts a&$ %ar&i& a r%*or$ (rofit

fro! t'is *o#&tr,.


81/109

As NIL 'as %%& i& I&$ia si&*% +ast J ,%ars" it 'as #&$%rstoo$ t'% *#+t#r%"

-a+#%s" tast%s a&$ (s,*'o+o, of t'% I&$ia& *o&s#!%r a&$ so it *a& %asi+,

$%-%+o( I&$ia&is%$ (ro$#*ts t'at 0i++ % a**%(ta+% to t'% I&$ia& *o&s#!%r.

Foo$ i&$#str, is t'% s%*o&$ 'i'%st ro0i& i&$#str, i& I&$ia a&$ off%rs a +ot of

o((ort#&iti%s for NIL i& I&$ia.

THREATS

To#' *o!(%titio& %s(%*ia++, i& (r%!i#! s%!%&t.

C'ara*t%risti*s of (r%!i#! s%!%&t t'at it is &%-%r ra&$ +o,a+.

To#' *o!(%titio& 2i&$ir%*t3 0it' arista" *af *off%% $a,.

M%r% a-ai+ai+it, of %st s%++%rs fro! t'% (ar%&ts (ortfo+io $o%s &ot #ara&t%% a

0i&&%r. Si&*% !ost of t'%s% (ro$#*ts 0o#+$ % fi'ti& it o#t 0it' t'%ir +oa+

*o!(%titors a&$ t'%& I&$ia& *o#&t%r(arts o& t'% I&$ia& t#rf.

It fa*%s fi%r*% *o!(%titio& i& a+!ost a++ t'% s%!%&ts it (arti*i(at%s i& +i/%. It

$#%+s 0it' To( Ra!%& i& t'% i&sta&t &oo$+% !ar/%t" Kit7Kat -s. P%r/" Po+o -s.

Mi&to" Mi+/!ai$ -s. Mit'ai Mat% 2+a#&*'%$ , A!#+ at a sta%ri& ?8

$is*o#&t to t'% !ar/%t +%a$%r3" Mi+o -s. Hor+i*/s" Co!(+a& a&$ Bo#r&-ita.

R%*%&t t#r!oi+ a&$ i&*r%as%$ i&t%r&a+ (o+iti*s to%t'%r 0it' +a*/ of a(at', fro!

t'%ir (ar%&t *o!(a&, is oi& to aff%*t t'% (%rfor!a&*% of t'% *o!(a&, i& t'%

s'ort to !i$ t%r!.

B%*a#s% of t'% (r%s%&t S0a$%si (ri!% a&$ *'a&i& (#+i* o(i&io& to0ar$s

MNCs 0i++ aff%*t NIL@s f#t#r%


82/109

AWARENESS 7 PRCHASE PREFERENCE

TOP OF MIND AWARENESS

Basi*a++, !ost of t'% *#sto!%rs i&f+#%&*%$ , t'% 'i'+, %ff%*ti-% a$-%rtis%!%&t

i!(a*t of a&, (arti*#+ar ra&$. B#t so!%ti!% t'%, (r%f%r #a+it," tast% a&$ ot'%r

attri#t%s. H%r% 0% *a& s%% t'at (%o(+% a0ar% ao#t t'% /it/at a&$ +%ast ao#t r%a/.

0

10

20

30

40

50

60

70

80

90

Picnic

F!i"n#N!" C

DM

F$%i&n'(n)*

+i"+("

P%,

A-!.

5S"(

B(On%

B%(,

C!nc/

C()'!0#*

N%*".%


83/109

PRCHASE PREFERENCE6 WHAT INFLENCED YO TO BY THE

SELECTED BRAND

Most of t'% *#st#!%rs ar% i&f+#%&*%$ , t'% a$-%rtisi&" #t so!%ti!%s t'%, a+so

i&f+#%&*%$ , ot'%r !%a&s +i/% attra*ti-% (a*/ai&" 0or$ of !o#t'" s'o( $is(+a, a&$

i&for!atio& (ro-i$%$ , t'% r%+ati-%s a&$ $%a+%rs.

0

10

20

30

40

50

60

70

80

90

A)% "i*in& $) $ M$!"/ A""(c"i%

P(c,(&in&

D%(.% S/$ Di*.( F(-i. i%n)*

%.("i%*


84/109

PRC/ASE ,E/A1I'R 6 (/A+ ARE +/E )IFFEREN+ REAS'NS

F'R PRC/ASIN* H

T'% 'i'%st !%r of (#r*'as% is $o&% *as#a++," so!%ti!%s it is $o&% , t'%

*#sto!%rs as a ift" so!%ti!% o**asio&a++, asis" a&$ f%0 *#sto!%rs (#r*'as%s it as

%&%r, s&a*/.

0

10

20

30

40

50

60

70

Occ(* i$n .%) A * ( &i " C(*!(. P!c/(*% En%& Sn(c,


85/109

I OFTEN PICK P CHOCOLATES WHILE I MAKE OTHER PRCHASES

REINFORCING IMPLSE PRCHASE

I& t'% *o&*%(t of (#r*'asi& a *'o*o+at% ra&$ !ost+, (%o(+% (#r*'as% it

0'%& t'%, (#r*'as% t'% ot'%r it%!s" -%r, +%ss &o. of (%o(+% (#r*'as% it

s(%*ifi*a++,.

N!)'1

2es

(01


86/109

ON THE BASIS OF TASTE > PREFERENCE" SIE SAGE WHAT SIE OF A

CHOCOLATE YO NORMALLY BY7777

Nor!a++, *#sto!%rs (#r*'as% !%$i#! si4% *'o*o+at%s 0'i*' ar% a-ai+a+% i& J8 to ;8

!s. Pa*/. I& -%r, rar% *as%s *#sto!%r +i/% to (#r*'as% -%r, s!a++ (a*/ a&$ -%r, +ar%

(a*/ of *'o*o+at%s.

0

10

20

30

40

50

60

70

1525 &-* 3540 &-* 80 &-* S!% *(% 105

&-*

200 &-*

98


87/109

SITABLE PRICE FOR A ;8 GMS CHOCOLATEPRICE PERCEPTION. THE

PRICE OF MOST PREFERRED BRAND IS7777

Most of t'% *#sto!%rs a((ro1 = +i/% to (#r*'as% ;8 !s. C'o*o+at% i& Rs. :8 to :;"

a&$ -%r, +%ast &o. of *#sto!%rs +i/% to (#r*'as% it %+o0 Rs. :8.

Gete t+3 Rs#

)$4-/1

Bet5ee3 Rs# &$4-

6 Rs# &'4-

/)1

Bet5ee3 Rs# &'4-6

Rs# )$4-

)71

Be"!5 Rs# &$4-

&'1

9:


88/109


89/109


90/109

MOST LIKE AD5ERTISEMENTS

Most+, *#sto!%rs +i/% t'% a$-%rtis%!%&t of /it/at > *a$#r, $air, !i+/.-%r, f%0

*#sto!%rs +i/% t'% a$-%rtis%!%&t of a!#+ > star.

0

50

100

150

200

250

P%, +i"+(" CDM Picnic A-!. 5 S"(

9;


91/109

WHETHER" SALES PROMOTION WOLD AFFECT YOR PRCHASE

DECISION

Sa+%s (ro!otio& t%*'&i#% '%(+s i& i&*r%asi& t'% sa+%s of t'% (ro$#*t > it $%fi&it%+,

i&f+#%&*%s t'% (#r*'as% $%*isio& of t'% *#sto!%rs.

9


92/109

BRAND LOYALTY IF A PARTICLAR BRAND IS NOT A5AILABLE" YO WILL6

If (arti*#+ar ra&$ of a (arti*#+ar (ro$#*t is &ot a-ai+a+% t'%& !ost *#sto!%r s'ift to

a&ot'%r ra&$ " so!% *#sto!%r o to a&ot'%r $%a+%r for t'at ra&$ > so!% $ro( t'% i$%a

to (#r*'as% t'at (ro$#*t.

9?


93/109

IF YO WANT TO BY A WAFER CHOCOLATE" SAY KITKAT AND IF IT IS

NOT A5AILABLE" YO WOLD SETTLE FOR A

BARMOLDED CHOCOLATE SAY STAR OR CDM

Most (%o(+% (#r*'as% t'% ar!o#+$%$ *'o*o+at% if t'%ir fa-o#rit% ra&$ of t'%ir 0af%r

*'o*o+at% is &ot a-ai+a+%.

9


94/109

PLACE RELATED7777OTLET PREFERENCE

Most+, *#sto!%rs (r%f%r to (#r*'as% *'o*o+at%s fro! %1*+#si-% *'o*o+at%s (ar+o#r >

t'%& t'% &o. *a!% of t'os% *#sto!%rs 0'o 0o#+$ +i/% to (#r*'as% fro! i*% *r%a!

(ar+o#rs > fast foo$ )oi&ts > -%r, f%0 *#sto!%rs 0a&ts to (#r*'as% fro! !i+/ oot's.

0

100

200

300

400

500

600

P an sho S!""# Shos $% shos S#a#%ona'(

shos

)*"+*'"a,

a'-o.'s

/as# /oo

o%n#s

M%- oo#hs R"s#a.'an#s E*-.s%"

*ho*o-a#"

a'-o.'s

Roa+s%"

%oss

99


95/109

DEMOGRAPHIC PROFILE OF THE RESPONDENTS

AGE

A**or$i& to $%!ora('i* (rofi+%" t'% 'i'%st &o. of *#sto!%rs is fro! t'% a% ro#( of:9 to = ,%ars i.%.JJ > +%ast fro! t'% a% ro#( of = to J ,rs > J to ; ,rs i.%.

:.

Bet5ee 3/ ys 6

'/ ys

&71

Bet5ee ) ys

&( ys)71

Bet5ee &% ys 6

)/ ys

331

Bet5ee )/ ys 6

3/ ys

&71

9


96/109

A**or$i& to s%1

A**or$i& to %&$%r" f%!a+%s *o&s#!% !or% *'o*o+at%s t'a& !a+%s.

FEMALE

MALE

8


97/109

MARITAL STATS

As 0% *a& s%% a**. to !arita+ stat#s #&!arri%$ (%o(+%s *o&s#!%s !or% *'o*o+at%s

i.%.?


98/109

OCCPATION

A**or$i& to t'% o**#(atio&" 'i'%st &o. of (%o(+% 0'o *o&s#!%s *'o*o+at%s ar%

st#$%&ts > t'%& t'% (rof%ssio&a+s .

=


99/109

MONTHLY INCOME

A**or$i& to !o&t'+, i&*o!%" = (%o(+% ar% t'os% 0'o 'a-% sa+ar, !or% t'a& rs

:=888 > :8 (%o(+% *o!%s fro! 0'o 'a-% sa+ar, +%ss t'a& rs 888.

ess 3 s#

/$$$4-

&$1Bet5ee3 Rs# /

6 Rs# %$$$4

&'1

Bet5ee3 Rs# %$$$4

6 Rs# &)$$$4-

)'1

M!e t+3 &)$$$4-

/)1

J


100/109

FIN)IN*S

N%st+% 0a&ts to o r#ra+ as !a&, FMCG *o!(a&i%s ar% $oi& so" i&*+#$i& its

*o!(%titors.

Ma&a%!%&t $%*isio& (ro+%! is 0'%t'%r to ta/% st%( to *arr, o#t t'%

(%&%tratio& t'ro#' 0'o+%sa+%rs or &otV

Ma&a%!%&t is #&a0ar% of t'% *#rr%&t +%-%+ of (%&%tratio& i& t'% #(7*o#&tr,

!ar/%tV

If P%&%tratio& t'ro#' 0'o+%sa+%rs is (ossi+% t'%& 'o0 to o ao#t itV

T'% *#sto!%rs *a& % ta((%$ $ir%*t+, t'ro#' t'% $istri#tio& *'a&&%+ or &ot or

(%&%tratio& %&7ro#t% 0'o+%sa+%rs 0o#+$ % t'% o(ti!#! so+#tio&V

W'at is t'% (rofi+% of t'% *#sto!%rs to 'a-% t'% /&o0+%$% r%ar$i& t'%

*o&s#!%r %'a-ior a&$ t'%ir #,i& %'a-iorV

I& +i&% 0it' t'% Co!(a&,@s o)%*ti-% to (ro-i$% s#(%rior -a+#% i& %-%r, (ro$#*t

*at%or, a&$ !ar/%t s%*tor" %fforts 0%r% fo*#s%$ to (ro-i$% #a+it, (ro$#*ts to

*#sto!%rs at attra*ti-% (ri*% (oi&ts. W'i+% t'% Co!(a&, *o&ti%$ to %&%ra++,

!ai&tai& (ri*% (oi&ts a*ross a++ t'% (ro$#*t *at%ori%s" t'% (ri*i& of so!% (ro$#*ts

0%r% a+so r%$#*%$ to !%%t *o&s#!%r %1(%*tatio&s.

N%st+%s $o!%sti* sa+%s r%ist%r%$ a :9. -o+#!% ro0t' $#ri& t'% first !o&t's of

=88?. E1(orts r%ist%r%$ a J: ,o, -o+#!% ro0t'. I& -a+#% t%r!s" $o!%sti* sa+%s

r%0 , :.9 ,o, to Rs:=.:&" 0'i+% E1(orts r%0 , =?.; ,o, to Rs=.;&

;


101/109

.RE*OMMENDATION

A+t'o#' (ro$#*t +i&% is -%r, oo$ > 'as oo$ 0i$t' > $%(t'" #t NIL s'o#+$ tr,

to !a/% stro&%r ra&$ %#it, i& Dair, (ro$#*ts" A!#+ is sti++ +%a$%r.

It s'o#+$ 0or/ !or% o& *o&*%(t of CRM 2Ma/i& &%0 *#sto!%rs > r%tai&i& o+$

o&%s.

Cas' $is*o#&ts !#st % i-%&.

Mor% *o!(%titi-% (ri*i& to % $o&% i& t'% (r%!i#! s%!%&t.

I&*r%as% t'%ir sa+%s for*% to !a/% !or% fr%#%&t -isits to t'% sa+%s (%rso&.

S'o#+$ a+so +oo/ for r#ra+ !ar/%ts.

#i*/ 'a&$+i& of (ro+%!s of sto*/i%st > $%a+%rs.

O&+i&% or$%ri& fa*i+it, > %+%*tro&i* (a,!%&t t'ro#' 0%sit% *a& sa-% a +ot of

ti!%.

D#% to s+#is'&%ss i& a FMCG !ar/%t" !ost of t'% *o!(a&i%s ar% #&$%r (r%ss#r%

to !ai&tai& -o+#!% > !ar/%t s'ar%. NIL s'o#+$ $ra0 o#t a& a*tio& (+a& to i!(ro-%

sa+%s t'ro#' &%0 (ro$#*t +a#&*'%s.

Co!(a&, s'o#+$ *o&*%&trat% o& a++ ro#&$ *ost sa-i& > (ro$#*ti-it, ai&" to

&%#tra+i4% t'% a$-%rs% i!(a*t of i&*r%as%$ %1*is% of *o&f%*tio&ar,.


102/109

T'% !ar/%t strat%, of t'% fir! is a *o!(+%t% a&$ #&%ata+% (+a& or a& i&str#!%&t

$%si&%$ s(%*ia++, for attai&i& t'% !ar/%ti& o)%*ti-% of *o!(a&,. T'% for!#+atio&

of t'% !ar/%ti& strat%, *o&sists of t0o st%(s67

:. S%!%&tatio& > tar%t !ar/%t s%+%*tio&.

=. Ass%!+i& t'% !ar/%ti& !i1.

?


103/109

LIMI+A+I'NS

:. T'% st#$, 0as +i!it%$ i& its s*o(% %*a#s% of t'% r%+ati-%+, s'ort ti!% a-ai+a+%

2T0o !o&t's 3 for *o!(+%ti& t'% 0'o+% st#$, i&*+#$i& +it%rat#r% s#r-%," *o++%*tio& of

$ata" a&a+,sis of $ata. D#% to *o&strai&ts of ti!% a&$ o((ort#&it," t'% sa!(+% for t'%

st#$, 'a$ %%& *o++%*t%$ fro! f%0 s%+%*t%$ ar%as. For t'% sa/% of si!(+i*it, f%0

-aria+% 0%r% ta/%& i&to a**o#&t.

=. T'% Data 0'i*' 'as %%& *o++%*t%$ fro! Co&s#!%r !i't &ot % -%r, *orr%*t to ta/%

strat%i* $%*isio& as t'%, !a, 'i$% a +ot of i&for!atio&.

J. La*/ of i&t%r%st i& i-i& r%s(o&s%s , Co&s#!%r.

;. T'% sa!(+% si4% 0'i*' 0as ta/%& is too s!a++ to !a/% a #&i-%rsa+ stat%!%&t.

. T'% *o&*+#sio& *a& % aff%*t%$ , so!% of t'% %1tra&%o#s -aria+%s +i/%

Pro!otio&a+ off%r a&$ &%0 +a#&*' of (ro$#*t.

?.La*/ of s#ffi*i%&t i&for!atio& ao#t t'% *o!(a&, %*a#s% 0% *a&&ot a**%ss*o&fi$%&tia+ $ata of *o!(a&,.


104/109

ANNE?RES

GES+I'NNAIRE

:. Do ,o# *o&s#!% *'o*o+at%sV

YES NO

=. If ,%s" 0'at a++ ra&$s $o ,o# &or!a++, #,V

J. Ho0 oft%& $o ,o# #, *'o*o+at%sV

2No.3 *'o*o+at%s (%r $a, 0%%/ !o&t' 2(+%as% ti*/3

;. W'at ra&$s of *'o*o+at%s ar% ,o# a0ar% ofV

. P+%as% ra&/ t'% fo++o0i& attri#t%s i& a *'o*o+at% o& a s*a+% of :7< a**or$i& to

t'%ir i!(orta&*% to ,o#V 2:7!ost i!(orta&t"


105/109

] #a+it,

] Pa*/ai&

] Pri*%

] F+a-or

] A$$7o&s 2Waf%rs" ts" %t*.3

] Bra&$ I!a%

?. I oft%& (i*/ #( a *'o*o+at% 0'i+% I !a/% ot'%r (#r*'as%s.

YES NO


106/109

9. Ho0 $o ,o# rat% t'% i$%a of *'o*o+at%s %i& !a$% a-ai+a+% at t'% fo++o0i&

o#t+%ts.2P+%as% rat% o& a s*a+% of :7" 0'%r% : is !ost (r%f%rr%$ a&$ is

+%ast (r%f%rr%$3.

] Pa& S'o(s

] S0%%t S'o(s

] Gift S'o(s

] Statio&ar, S'o(s

] I*%7*r%a! Par+o

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