TABLE OF CONTENTS

Sr. Particulars Page

No. No.
1. Introduction 1
2. Confectionary Industry Profile 5
a. Global 6
b. National 7
c. State 9
d. Current trends 10
e. PESTEL 11
f. Major Players 13
g. Major Offerings 13
3. Rajhans (Desai & Jain Group) Profile 15
a. Company Profile 16
b. Organogram 19
c. Divisions/ Departments 19
d. SWOT 23
e. Market Position 24
4. Review of Literature 26
5. Research Methodology 30
a. Problem Statement 30
b. Research Objective 30
c. Research Design 30
i. Type of Design
d. Sampling Plan 30
e. Sources of Data 31
f. Data Collection Method 31
g. Data Collection Tool 31
h. Hypothesis Testing 31
i. Tools for Analysis 32
j. Limitations of the Study 32
6. Data Analysis & Interpretations 33
7 Findings 51
 8 Conclusion 53
9 Recommendations 54
 Bibliography
 Annexure
 LIST OF TABLE

Sr. Table Page

Particulars
No. No. No.

1 Major Players 2.1 13

2 Milestones 3.1 23

3 Tenure of Store 6.1 33

4 Brands of chocolates 6.2 34

5 Have you ever sold Schmitten chocolate 6.3 35

6 Experience of selling Schmitten chocolate 6.4 36

7 Comparison with the available brands of chocolate 6.5 37

8 Preference to sell among customer 6.6 38

9 Over all experience of selling Schmitten 6.7 39

10 associated with the Schmitten brand 6.8 40

11 sell other product of Schmitten 6.9 41

12 recommend others to sell Schmitten 6.10 42

13 (A) Scope of improvement 43

6.11
(B) Area of improvement 44

14 Reasons for not sold Schmitten yet 6.12 45

15 If issue solved, will you sell Schmitten? 6.13 46

16 Executive from Schmitten 6.14 47

17 Observed and Expected Frequency 6.15 48

18 Observed N and Expected N Frequency 6.16 48

19 Chi- Square Test 6.17 48

20 Observed N and Expected N Frequency 6.18 49

21 Area 6.19 49

22 Chi- Square Test 6.20 49

23 Observed and Expected Frequency 6.21 50

 24 Store 6.22 50

25 Chi- Square Test 6.23 50

LIST OF FIGURE

Sr. Figure Page

Particulars
No. no. no.

1 Top chocolate confectioneries in India 1.1 2

2 Top chocolate brands 1.2 3

3 Top selling chocolate type 1.3 3

4 Most popular categories 1.4 4

5 Sales forecast of most popular categories 1.5 4

6 Schmitten chocolate photos 3.1 20

7 Brand Ambassador of Schmitten Chocolate 3.2 21

8 Variety of Schmitten chocolate 3.3 22

9 Varieties of Hoppits 3.4 22

10 Schmitten chocolate today 3.5 24

11 Tenure of Store 6.1 33

12 Brands of chocolates 6.2 34

13 Have you ever sold Schmitten chocolate 6.3 35

14 Experience of selling Schmitten chocolate 6.4 36

15 Comparison with the available brands of chocolate 6.5 37

16 Preference to sell among customer 6.6 38

17 Over all experience of selling Schmitten 6.7 39

18 associated with the Schmitten brand 6.8 40

19 sell other product of Schmitten 6.9 41

20 recommend others to sell Schmitten 6.10 42

21 (A) Scope of improvement 43

6.11
(B) Area of improvement 44
22 Reasons for not sold Schmitten yet 6.12 45

23 If issue solved, will you sell Schmitten? 6.13 46

24 Executive from Schmitten 6.14 47

CHAPTER
1
INTRODUCTION
INTRODUCTION

A chocolate fantasy, like never before, Schmitten has been crafted with immense care.
It’s not just about the world-class Swiss technology or the consistent taste. It’s not even
about the unmatched quality that every tablet of Schmitten comes with. It’s all about the
personal touch that each bite, each tablet of your favorite Schmitten offers.

An experienced & inventive team works on making the chocolate a delight for your
senses. Not one stone is left unturned when it comes to the machinery used,
maintaining the process parameters, the raw materials and finally, the classy packaging.

All this, to ensure that each Schmitten makes you want to immerse yourself into a
fantasy world of your own.

Higher disposable incomes and a taste for richer chocolates are ensuring a steady
growth of the premium chocolate market in India. At 10 per cent of the overall Rs 5,000-
crore chocolate market, the premium segment is small. Yet, it is growing at a steady 30-
40 per cent per annum, according to industry estimates. Consumption is likely to grow
by 25 per cent annually and cross Rs 7,500 crore by 2017. Premium refers to those
products whose average price is Rs 100 and above. Quite a few chocolates fall in this
segment, including brands such as Lindt, Ferrero, Godiva, Mars, etc. Mostly imported
and distributed in the country, some of them such as Ferrero are going a step further, by
setting up local manufacturing facilities. Ferrero recently announced it was setting up its
second manufacturing plant in the country through its wholly-owned subsidiary, Imsofer
Manufacturing. The unit would be located in Maharashtra, near its first one, which is
near Pune. Moreover during festivals which are an occasion when sales of premium
chocolates are seeing a spurt, mainly because of their ability to be fine gifting options.
Also, premium chocolate makers are keen to initiate more consumers into the habit of
having their products.

In 2014, India’s chocolates sales are estimated to have crossed the Rs10,000 crore
($1.6 billion) mark, according to a report by market analyst Euromonitor, growing a solid
24% over the preceding year. And the leader of India’s chocolate pack, by far, was
Mondelez India (as Cadbury India is now called)

Figure No: 1.1 Top chocolate confectioneries in India

with a 55.5% share of the market. Nestle India, its nearest rival, recorded the fastest
decline in marketshare. From 19% in 2013, its share fell to 17% in 2014 on the back of
slow sales of its key brands, such as Munch and Bar One.

Favorites brands:

Almost half of Mondelez India’s brands—including Dairy Milk, 5 Star, Gems, Perk and
Toblerone—were among the 15 highest selling chocolates in 2014. Much of that was
because these brands are being sold in smaller units, priced at just Rs5 ($0.08), which
helps them reach deeper into rural areas and Tier-III cities, where affordability is key. At
the top of the economic pyramid, premium chocolates—such as Lindt and Mars—
available in urban retail stores and supermarkets also drove growth in 2014. But the
demand for premium chocolates is not dominated by children, instead it’s a particularly
adult craving. And chocolate companies are taking this growing market seriously. Both
Mondelez and Nestle sell Toblerone and Alpino, respectively, in smaller

Figure No: 1.2 top chocolate brands

packs to
encourage new customers to try their chocolates.

Dark, White or Milk

Despite all the newfound love for expensive foreign brands, the plain milk chocolate
tablets remain the undisputed king in India with a value share of 60%. Meanwhile,
there’s a serious fight underway between white and dark chocolates, which the latter
seems to be winning currently. And right on cue, both Mondelez and Nestle launched
new dark chocolates in the last two years.