synopsis marketing

8/4/2019 Synopsis Marketing

1/12

MARKETING PROJECT REPORT

On

A study to analyze the significance and potential of packaging

in chocolate industry

Institute of Productivity & Management, Meerut

Submitted By

Vishal Kumar Singh

Specialization- Marketing

Session-2010-12

IPM, Meerut

Address: Institute of Productivity & Management

Resource HousePocket G, Pallavpuram-I

Meerut- 250110

E-Mail ID:[email protected],

[email protected]

Mobile No: +91-7669547233
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


2/12

PREFACE

Every research is to achieve certain solution to a research problem. If there is no problem

then, the meaning of research is of no use. The research problem that I was supposed to deal

with was the significance and potential of packaging in chocolate industry. The research is

based upon certain objectives. The sample unit taken was mainly the consumers and retailers

of chocolate in Delhi/ NCR region. Research is a feedback that any organization sought for

the purpose of effective policy and decision making. It is the systematic problem analysis,

model building & fact finding for the purpose of important decision-making & control in the

making of goods and services.

I am thankful to the management of Paharpur-3P for assigning such a challenging project to

me to know about the significance and potential of packaging in chocolate industry.


3/12

ABSTRACT

History of packaging is as old as trading of commodities. Earliest packaging of products was

done with natural materials. However, with passage of time and development of technologies

significant improvements were introduced in packaging also. Chocolate being a perishable

commodity needs specialized packaging. At present packaging of chocolates is done with a

view not only to ensure preserving quality and ease of handling but also to create customer

preference and to boost business. Packaging material and style of major products of three

chocolate manufacturing industries in Indian market namely Cadbury India Ltd. Nestle India

and Amul have been surveyed in this study. It was observed that packaging material and

styles of the three companies are more or less similar and some differences exist in colour

combinations only.


4/12

OBJECTIVE OF THE STUDY

To understand the influence of packaging on brand preference of customers.

To find out the impact of packaging on the pricing strategy of the products.

To make out the influence of packaging in communicating the quality image of the

brand.

To determine the role of packaging as a promotional tool of the product.

To make out the environmental, legal and hygienic issues regarding packaging.


5/12

SCOPE OF THE STUDY

Scope is simply boundary of the research. What can be bounded are of course coverage,

data, analytical method and applicability of output.

Scope of coverage defines areas around the subject matter the research covers. Since my

research project covers the packaging format, packaging materials, color combination and

aesthetics and innovation in packaging style which is taking place with changing consumer

perception.

Data scope defines the source of data for the research. For that purpose I gathered data from

consumer and retailers simultaneously secondary sources is also used.

Scope of method defines the type of analytical method adopted. In this case prediction

method selected is mathematical and is based on deterministic method to get more accurate

and effective picture of overall scenario of packaging in chocolate industry. Here I used

Likert scale and rating parameters to get the maximum and accurate data.

Scope of applicability to this research work for packaging companies its give insight about

the innovation that could take place in packaging industry in coming years. On the other hand

for chocolate companies its important from marketing and communication point of view.

Also for both of them when the whole world become environment conscious Go Green to

be a sustainable and competitive player in market" is success mantra.


6/12

LIMITATION OF THE STUDY

The study is concentrated in Delhi/NCR region only so the findings are generalization

for this region only.

It is possible that some potential source might have remained untapped.

This study is limited to time, and is based on a study for 60 day.

Biased information is also a constraint for the study.


7/12

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problems. When we talk

about the research methodology we dont talk about the research method but also consider the

logic behinds the method use in the context of research results are capable of beings

evaluated either by the researcher himself or by others. Here I used exploratory research

design. In this type of research method researchers are supposed to describe the research, it is

done for existing products but for the first time by the researcher. Since this type of research

is completely new for me and for the company and done for the first time. At the same point

of time I had also gone through the literature survey of Business Insights about Future

Foods and Drinks Packaging.

It helps segment and target markets, in some cases describing the situation may provide

information and descriptive information is all that is needed to solve business problems. The

major emphasis in such studies is on the discovery of the ideas and insights. Research design

for such studies must be flexible enough to provide opportunity for considering different

aspects of the problem under study.


8/12

DATA ANALYSIS

Large volume of raw data was collected through questionnaire and Interview in my research.

This raw data has been further converted into significant statistical information then carefully

interpreted to fulfill the research objectives. The Collected raw data was then edited and

coded by us to eliminated errors and assign a data pertinent category and the data analysis

technique applied is:

PIE CHART BAR GRAPH


9/12

RESEARCH FINDINGS

In chocolate packaging people gives weight-age to packaging because it preserves the

chocolate from distortion and contamination of product.

Most of the consumers get influence by the packet and then go for a particular brand

of chocolate. This shows that the packaging influences the brand preference of

customers.

Regarding the impact of packaging on the pricing strategy of the products. The data

that we collected on the basis of Likert scale shows that 70% of respondents are agree

that packaging affect the pricing of chocolate.

Regarding the influence of packaging in communicating the quality image of the

brand. The finding on the basis of Likert scale shows that 40% of respondents are

disagree whereas another 40% respondents are neither agree or disagree. So the mixed

interpretation is that packaging somehow affects the quality of chocolate.

Regarding the role of packaging as a promotional tool of the product. The finding is

that marketing of chocolate is heavily depends upon the packaging and it shows in our

research study where 45% of respondents say that for marketing and promotion of

chocolate packaging of chocolate is important.

While the environmental, legal and hygienic issues regarding packaging. Most of the

people are not aware of the legal and hygienic issues of chocolate packaging. Whereas

from the responses regarding the eco-friendly packaging is to be made legal in order


10/12

to resolve environmental issues and global warming almost everyone is in that favor

this shows that people are environment conscious.


11/12

RECOMMENDATION

Company should focus more on the research and development work to come with the

new concept of packaging so that environmental and global issues of packaging could

be taken care.

Company should also focus more on some good tie-ups with the chocolate companies

like Cadbury, Nestle, and Amul etc. to boost the sales of the company and must have

to build good reputation among chocolate industry.

Company has to look after the operational features, design, price and performance of

their products in order to continue and grow their business with the chocolate

companies.

Company has to also go for other packaging solutions in the plant like paper

packaging, tin, thermoform and foil wrapping because of changing trend of packaging

which comes in flexi industries.

Company should organize annual conferences of packaging and they should invite all

of their customers and other companies to participate in these conferences to discuss

the changing trends in packaging in context with the global packaging trends. With

that company can well establish their name & image in packaging industry as well as

it enhances their customers base.


12/12

CONCLUSION

Outcome of this research work is that in flexible industries the significant growth can be seen

and chocolate industry is still a long way to go as many new brands is also making their way

to India. The average consumption of chocolate is India is 300 grams/year in comparison to

developed countries where average consumption is 1.8 kg/year. So there is still six fold of

growth can be seen in near future also the level of competition for innovative packaging

styles and format among the leaders in chocolate manufacturing in India is low.

There exists a scope for growth of chocolate industry as well as the packaging companies in

India. Hence there is huge opportunity and potential of packaging in chocolate industry and

significance has been already seen through the research study. So, Paharpur-3P can make

more of this opportunity.

synopsis marketing

Documents