chokolate fnal

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PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I

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wish to express my deep sense of gratitude to all those who

generously helped in successful completion of this report by sharing

their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to

Respected HO Dr.Pramesh Gautam, Head of epartment of

!anagement "tudies # SVNU, SAGAR for allowing me to undertake

this project.

I feel extremely exhilarated to have completed this project

under the able and inspiring guidance of !iss Ritu $hatri she

rendered me all possible help me guidance while reviewing the

manuscript in finalising the report.

I also extend my deep regards to my teachers # family

members # friends and all those whose encouragement has infused

courage in me to complete to work successfully.

MOHD. ASIF

MBA 1 ST SEM..

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my

deep sense of gratitude to all those who generously helped in successful

completion of this report by sharing their invaluable time and knowledge.

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!anagement "tudies# SVNU, SAGAR +o the best of my knowledge the report does

not contain any work # which has been submitted for the award of any degree #

anywhere.

MOHD. ASIF

MBA IST SEM.

CERTIFICATE

+he project report titled " MARKETING STRATEG OF TOP FIVE

BRANDS OF !HO!O ATE " been prepared by MOHD. ASIF MBA IST

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SEM. # under the guidance and supervision of MISS RITU KHATRI for the

partial fulfillment of the egree of !,(.

S#$%ature &' the S#$%ature &' the S#$%ature &' the

Su(er)#s&r Hea* &' the De(artme%t E+am#%er

CONTENTS PREFACE ACKNOWLEDGEMENT CERTIFICATE

DECLARATIONCHAPTER I INTRODUCTION ABOUT PROJECT

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AN INSIGHTOF COMPANY HISTORY MISSION AND VISION STANDING POSITION OF COMPANY BRAND VALUE

CHAPTER II OBJECTIVE OF THE STUDYCHAPTER III RESEARCH METHODOLOGYCHAPTER IV MARKET ANALYSIS

OVERVIEW BRANDS

CHAPTER V CONSUMER GROUPS CONSUMER BEHAVIOUR

CHAPTER VI PRODUCT PROFILE PLAN FOR PRODUCT MIX PRODUCT RANGECHAPTER VII MARKETING STRATEGY PRICING POSITION AND DISTRIBUTION PROMOTION

CHAPTER VIII ABOUT COMPETITORS COMPETITOR FOR PRODUCT PRICE OF COMPETITOR PRODUCT

CHAPTER IX DATA ANALYSISAND INTERPRETATIONCHAPTER X LIMITATIONCHAPTER XI CONCLUSION SUGGESTIONBIBLIOGRAPHY!UESTIONNAIRE

INTRODUCTION

I" #$%& '(&()'*$ I $)+( &,'+(-(. #$( /'0.,*# /(' 0' )"*( )". ,-%" ($)+%0' 0 #$( ) 0,& ')".& 0 *$0*0 )#(& N( (6C). ,'- )". A , 67$%*$ )'(*0"&, (. - /(0/ ( 0 ) ) (&8 D,'%" #$%& '(&()'*$ I $)+( %"#(')*#(. 7%#$ /(0/ ( 0 9:0 :)#);)# .% ('("# )'()&8A #(' #$%& '(&()'*$ I *) ( #0 :"07 $07 /(0/ ( /('*(%+(& #$(&( /'0.,*#& 0" #$( +)'%) (& %:( /'%*(6


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).+('#%&( ("#6 &)#%& )*#%0"6 #)(6 /)*:) %" 6 ')". 0-) #- (#*8I ) &0 *:"07 7$%*$ /)'#%*, )' ')". 0 *$0*0 )#( %& 0 /'( (''(. - /(0/ ( 0.% ('("# ) ( '0,/&8I" #$%& '(&()'*$ I $)+( &,'+(-(. #$)# $07 '(/#$( ("#%'( '(&()'*$ )". )*#& /'0.,*# 7%&(8

Chocolate

Chocolate i/t k l t/ is a raw or processed food produced from the seed of thetropical Theobroma cacao tree. Cacao has been cultivated for at least threemillennia in Mexico , Central America and Northern South America . Its earliestdocumented use is around 1100 C. !he ma"orit# of the Mesoamerican peoplemade chocolate bevera$es, includin$ the A%tecs , who made it into a bevera$e&nown as xocoltl [o'kolat ], a Nahuatl word meanin$ 'bitter water'. !he seeds ofthe cacao tree have an intense bitter taste, and must be fermented to develop theflavor.

After fermentation, the beans are dried, then cleaned, and then roasted, and theshell is removed to produce cacao nibs. !he nibs are then $round to cocoa mass ,pure chocolate in rou$h form. ecause this cocoa mass usuall# is li(uefied thenmolded with or without other in$redients, it is called chocolate li(uor . !he li(uor alsoma# be processed into two components) cocoa solids and cocoa butter .*nsweetened ba&in$ chocolate +bitter chocolate contains primaril# cocoa solidsand cocoa butter in var#in$ proportions. Much of the chocolate consumed toda# is inthe form of sweet chocolate , combinin$ cocoa solids, cocoa butter or other fat, andsu$ar. Mil& chocolate is sweet chocolate that additionall# contains mil& powder orcondensed mil&. -hite chocolate contains cocoa butter, su$ar, and mil& but nococoa solids.

Cocoa solids contain al&aloids such as theobromine and pheneth#lamine , whichhave ph#siolo$ical effects on the bod#. It has been lin&ed to serotonin levels in thebrain. Some research found that chocolate, eaten in moderation, can lower bloodpressure. 1/ !he presence of theobromine renders chocolate toxic to some animals,

/ especiall# do$s and cats.

Chocolate has become one of the most popular food t#pes and flavors in the world.ifts of chocolate molded into different shapes have become traditional on certain

?
http://upload.wikimedia.org/wikipedia/commons/9/98/En-uk-chocolate.ogghttp://en.wikipedia.org/wiki/Help:IPA_for_Englishhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_Englishhttp://en.wikipedia.org/wiki/Theobroma_cacaohttp://en.wikipedia.org/wiki/Mexicohttp://en.wikipedia.org/wiki/Central_Americahttp://en.wikipedia.org/wiki/Northern_South_Americahttp://en.wikipedia.org/wiki/Mesoamericanhttp://en.wikipedia.org/wiki/Aztechttp://en.wikipedia.org/wiki/Aztec_cuisinehttp://en.wikipedia.org/wiki/Help:IPA_for_Nahuatlhttp://en.wikipedia.org/wiki/Help:IPA_for_Nahuatlhttp://en.wikipedia.org/wiki/Help:IPA_for_Nahuatlhttp://en.wikipedia.org/wiki/Nahuatlhttp://en.wikipedia.org/wiki/Bitter_(taste)http://en.wikipedia.org/wiki/Fermentation_(food)http://en.wikipedia.org/wiki/Cocoa_masshttp://en.wikipedia.org/wiki/Chocolate_liquorhttp://en.wikipedia.org/wiki/Cocoa_solidshttp://en.wikipedia.org/wiki/Cocoa_butterhttp://en.wikipedia.org/wiki/Types_of_chocolatehttp://en.wikipedia.org/wiki/Sweet_chocolatehttp://en.wikipedia.org/wiki/Milk_chocolatehttp://en.wikipedia.org/wiki/White_chocolatehttp://en.wikipedia.org/wiki/Alkaloidhttp://en.wikipedia.org/wiki/Theobrominehttp://en.wikipedia.org/wiki/Phenethylaminehttp://en.wikipedia.org/wiki/Serotoninhttp://en.wikipedia.org/wiki/Chocolate#cite_note-JAMA-1http://en.wikipedia.org/wiki/Theobrominehttp://en.wikipedia.org/wiki/Chocolate#cite_note-dogs-2http://upload.wikimedia.org/wikipedia/commons/9/98/En-uk-chocolate.ogghttp://en.wikipedia.org/wiki/File:En-uk-chocolate.ogghttp://en.wikipedia.org/wiki/Help:IPA_for_Englishhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_Englishhttp://en.wikipedia.org/wiki/Theobroma_cacaohttp://en.wikipedia.org/wiki/Mexicohttp://en.wikipedia.org/wiki/Central_Americahttp://en.wikipedia.org/wiki/Northern_South_Americahttp://en.wikipedia.org/wiki/Mesoamericanhttp://en.wikipedia.org/wiki/Aztechttp://en.wikipedia.org/wiki/Aztec_cuisinehttp://en.wikipedia.org/wiki/Help:IPA_for_Nahuatlhttp://en.wikipedia.org/wiki/Nahuatlhttp://en.wikipedia.org/wiki/Bitter_(taste)http://en.wikipedia.org/wiki/Fermentation_(food)http://en.wikipedia.org/wiki/Cocoa_masshttp://en.wikipedia.org/wiki/Chocolate_liquorhttp://en.wikipedia.org/wiki/Cocoa_solidshttp://en.wikipedia.org/wiki/Cocoa_butterhttp://en.wikipedia.org/wiki/Types_of_chocolatehttp://en.wikipedia.org/wiki/Sweet_chocolatehttp://en.wikipedia.org/wiki/Milk_chocolatehttp://en.wikipedia.org/wiki/White_chocolatehttp://en.wikipedia.org/wiki/Alkaloidhttp://en.wikipedia.org/wiki/Theobrominehttp://en.wikipedia.org/wiki/Phenethylaminehttp://en.wikipedia.org/wiki/Serotoninhttp://en.wikipedia.org/wiki/Chocolate#cite_note-JAMA-1http://en.wikipedia.org/wiki/Theobrominehttp://en.wikipedia.org/wiki/Chocolate#cite_note-dogs-2


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holida#s) chocolate bunnies and e$$s are popular on 2aster, chocolate coinson 3anu&&ah , Santa Claus and other holida# s#mbols on Christmas, andchocolate hearts or chocolate in heart4shaped boxes on 5alentine6s 7a# . Chocolateis also used in cold and hot bevera$es, to produce chocolate mil& and hot chocolate .

Cocoa mass was used ori$inall# in Mesoamerica both as a bevera$e and as anin$redient in foods. Chocolate pla#ed a special role in both Ma#a and A%tec ro#aland reli$ious events. 8riests presented cacao seeds as offerin$s to the deities andserved chocolate drin&s durin$ sacred ceremonies. All of the areas that werecon(uered b# the A%tecs that $rew cacao beans were ordered to pa# them as a tax,or as the A%tecs called it, a 'tribute'. 9/

!he 2uropeans sweetened and fattened it b# addin$ refined su$ar and mil&, two

in$redients un&nown to the Mexicans. # contrast, the 2uropeans never infused itinto their $eneral diet, but have compartmentali%ed its use to sweets and desserts.In the 1:th centur#, riton ;ohn Cadbur# developed an emulsification process toma&e solid chocolate, creatin$ the modern chocolate bar. Althou$h cocoa isori$inall# from the Americas, toda# -estern Africa produces almost two4thirds of theworld6s cocoa, with C


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used as a source of fermentable su$ars for an alcoholic drin&. :/ !he Ma#a

civili%ation $rew cacao trees in their bacards, 10/ and used the cacao seeds it

produced to ma&e a froth#, bitter drin&. 11/ 7ocuments in Ma#a hiero$l#phs stated

chocolate was used for ceremonial purposes, in addition to ever#da# life. 1 / !he

chocolate residue found in an earl# ancient Ma#a pot in @ o A%ul, uatemala ,su$$ests the Ma#a were drin&in$ chocolate around ?00 A7.

Ma#an writin$ referrin$ to cocoa.

!he sweet chocolate residue found in "ars from the site of 8uerto 2scondido in

3onduras from around 1100 C is the earliest found evidence of the use of cacao to

date. 19/ An earl# Classic +?B0 ?D0 A7 period Ma#an tomb from the site of @io A%ul,

uatemala, had vessels with the Ma#a $l#ph for cacao on them with residue of a

chocolate drin&. 1?/ !he Ma#a are $enerall# $iven credit for creatin$ the first modernchocolate bevera$e over ,000 #ears a$o, despite the fact that the bevera$e would

under$o man# more chan$es in 2urope. 1E/

# the 1Eth centur#, the A%tecs $ained control of a lar$e part of Mesoamerica , and

adopted cacao into their culture. !he# associated chocolate with Fochi(uet%al , the

$oddess of fertilit#, 1B/ and often used chocolate bevera$es as sacred offerin$s.1?/ !he A%tec adaptation of the drin& was a bitter, froth#, spic# drin& called xocolatl ,

made much the same wa# as the Ma#an chocolate drin&s. It was often seasonedwith vanilla , chile pepper , and achiote , and was believed to fi$ht fati$ue , which is

probabl# attributable to the theobromine content, a mood enhancer. ecause cacao

would not $row in the dr# central Mexican hi$hlands and had to be imported,

chocolate was an important luxur# $ood throu$hout the A%tec empire, and cocoa

beans were often used as currenc#. 1>/ Gor example, the A%tecs used a s#stem in

which one tur&e# cost one hundred cacao beans and one fresh avocado was worth

three beans.1D/

South American and 2uropean cultures have used cocoa to treat
http://en.wikipedia.org/wiki/Chocolate#cite_note-alc-9http://en.wikipedia.org/wiki/Chocolate#cite_note-mayanrule-10http://en.wikipedia.org/wiki/Chocolate#cite_note-11http://en.wikipedia.org/wiki/Maya_hieroglyphshttp://en.wikipedia.org/wiki/Chocolate#cite_note-12http://en.wikipedia.org/wiki/Maya_civilizationhttp://en.wikipedia.org/wiki/Guatemalahttp://en.wikipedia.org/wiki/Guatemalahttp://en.wikipedia.org/wiki/Sweet_chocolatehttp://en.wikipedia.org/wiki/Chocolate#cite_note-13http://en.wikipedia.org/wiki/Maya_civilizationhttp://en.wikipedia.org/wiki/Maya_scripthttp://en.wikipedia.org/wiki/Chocolate#cite_note-Riches-14http://en.wikipedia.org/wiki/Chocolate#cite_note-M.26M.27s-15http://en.wikipedia.org/wiki/Aztecshttp://en.wikipedia.org/wiki/Mesoamericahttp://en.wikipedia.org/wiki/Xochiquetzalhttp://en.wikipedia.org/wiki/Chocolate#cite_note-Etymology-16http://en.wikipedia.org/wiki/Chocolate#cite_note-Riches-14http://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Chile_pepperhttp://en.wikipedia.org/wiki/Achiotehttp://en.wikipedia.org/wiki/Fatigue_(medical)http://en.wikipedia.org/wiki/Theobrominehttp://en.wikipedia.org/wiki/Chocolate#cite_note-17http://en.wikipedia.org/wiki/Avocadohttp://en.wikipedia.org/wiki/Chocolate#cite_note-18http://en.wikipedia.org/wiki/File:Kakaw_(Mayan_word).pnghttp://en.wikipedia.org/wiki/File:Kakaw_(Mayan_word).pnghttp://en.wikipedia.org/wiki/Chocolate#cite_note-alc-9http://en.wikipedia.org/wiki/Chocolate#cite_note-mayanrule-10http://en.wikipedia.org/wiki/Chocolate#cite_note-11http://en.wikipedia.org/wiki/Maya_hieroglyphshttp://en.wikipedia.org/wiki/Chocolate#cite_note-12http://en.wikipedia.org/wiki/Maya_civilizationhttp://en.wikipedia.org/wiki/Guatemalahttp://en.wikipedia.org/wiki/Sweet_chocolatehttp://en.wikipedia.org/wiki/Chocolate#cite_note-13http://en.wikipedia.org/wiki/Maya_civilizationhttp://en.wikipedia.org/wiki/Maya_scripthttp://en.wikipedia.org/wiki/Chocolate#cite_note-Riches-14http://en.wikipedia.org/wiki/Chocolate#cite_note-M.26M.27s-15http://en.wikipedia.org/wiki/Aztecshttp://en.wikipedia.org/wiki/Mesoamericahttp://en.wikipedia.org/wiki/Xochiquetzalhttp://en.wikipedia.org/wiki/Chocolate#cite_note-Etymology-16http://en.wikipedia.org/wiki/Chocolate#cite_note-Riches-14http://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Chile_pepperhttp://en.wikipedia.org/wiki/Achiotehttp://en.wikipedia.org/wiki/Fatigue_(medical)http://en.wikipedia.org/wiki/Theobrominehttp://en.wikipedia.org/wiki/Chocolate#cite_note-17http://en.wikipedia.org/wiki/Avocadohttp://en.wikipedia.org/wiki/Chocolate#cite_note-18


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diarrhea for hundreds of #ears. 1:/ All of the areas ruled b# the A%tecs were ordered

to pa# a tax, leadin$ those that $rew the beans to offer cacao seeds as tribute. 0/

European adaptation

See also: History of chocolate in Spain

Chocolate soon became a fashionable drin& of the nobilit# after the discover# of the

Americas. The morning chocolate b# 8ietro Hon$hi 5enice, 1>>E 1>D0.

!he first 2uropean contact with chocolate came

when Monte%uma +then tlatoani of !enochtitlan introduced 3ernJn CortKs , a

Spanish con(uistador , to xocolatl in the 1Bth centur#. 1?/ Antonio de Sol s , 8hilip I5 6s

official Chronicler of the Indies, described Monte%uma customaril# ta&in$ a

chocolate bevera$e after meals, as part of a sumptuous dail# ritual)

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888 W$(" $( $). .0"( ()#%" 6 $( ,&,) - #00: ) K%". 0 C$0*0 )#(6 ).() #(' #$( M)""(' 0 #$( C0,"#'-6 #$)# %&6 #$( S, )"*( 0 #$( N,# ()# ,/ 7%#$

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'((.- 0 #$%& C$0*0 )#(8 T$(- &)- #$(- ):( .%+('&( &0'#& 0 %#6 &0 ( $0#6&0 ( *0 .6 )". &0 ( #( /(')#(6 )". /,# #$('(%" ,*$ 0 #$)# *$% % -()6 #$(-

):( /)( #$('(0 6 #$( 7$%*$ #$(- &)- %& 00. 0' #$( )*$ )". ) )%"#$(*)#)''$822

!he first recorded shipment of chocolate to 2urope for commercial purposes was in

a shipment from 5eracru% to Sevilla in 1EDE. 1B/ It was still served as a bevera$e, but

the 2uropeans added cane su$ar to counteract the natural bitterness and removed

the chili pepper while retainin$ the vanilla, in addition the# added cinnamon as well

as other spices. 1?/

-hat the Spaniards then called 'chocolatl' was said to be a bevera$e consistin$ of

a chocolate base flavored with vanilla and other spices that was served cold.9/

?/ Monte%uma6s court reportedl# dran& about ,000 cups of xocolatl per da#, E0 of

which were consumed b# Monte%uma himself.

*ntil the 1Bth centur#, no 2uropean had ever heard of the popular drin& from

the Central and South American peoples. E/ It was not until the Spanish con(uest of

the A%tecs that chocolate could be imported to 2urope. In Spain, it (uic&l# became a

court favorite. In a centur# it had spread and become popular throu$hout the

2uropean continent. E/ !o &eep up with the hi$h demand for this new drin&, Spanisharmies be$an enslavin$ Mesoamericans to produce cacao. B/ 2ven with cacao

harvestin$ becomin$ a re$ular business, onl# ro#alt# and the well4connected could

afford to drin& this expensive import. >/ efore lon$, the Spanish be$an $rowin$

cacao beans on plantations, and usin$ an African wor&force to help mana$e them.D/ !he situation was different in 2n$land. 8ut simpl#, an#one with mone# could bu#

it. :/ !he first chocolate house opened in Hondon in 1BE>. :/ In 1BD:, noted

ph#sician and collector 3ans Sloane developed a mil& chocolate drin&in ;amaica which was initiall# used b# apothecaries , but later sold to

the Cadbur# brothers in 1D:>. 90/

Gor hundreds of #ears, the chocolate4ma&in$ process remained unchan$ed. -hen

the Industrial @evolution arrived, man# chan$es occurred that brou$ht about the

food toda# in its modern form. A 7utch famil#6s + van 3outen inventions made mass

production of shin#, tast# chocolate bars and related products possible. In the 1Dth

centur#, mechanical mills were created that s(uee%ed out cocoa butter, which inturn helped to create hard, durable chocolate. 91/ ut, it was not until the arrival of the

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http://en.wikipedia.org/wiki/Catarrhhttp://en.wikipedia.org/wiki/Catarrhhttp://en.wikipedia.org/wiki/Chocolate#cite_note-22http://en.wikipedia.org/wiki/Veracruz_(city)http://en.wikipedia.org/wiki/Sevillahttp://en.wikipedia.org/wiki/Chocolate#cite_note-Etymology-16http://en.wikipedia.org/wiki/Chocolate#cite_note-Riches-14http://en.wikipedia.org/wiki/Chocolate#cite_note-23http://en.wikipedia.org/wiki/Chocolate#cite_note-Rediscover-24http://en.wikipedia.org/wiki/Central_Americahttp://en.wikipedia.org/wiki/Chocolate#cite_note-Jus-25http://en.wikipedia.org/wiki/Chocolate#cite_note-Jus-25http://en.wikipedia.org/wiki/Chocolate#cite_note-26http://en.wikipedia.org/wiki/Chocolate#cite_note-27http://en.wikipedia.org/wiki/Chocolate#cite_note-28http://en.wikipedia.org/wiki/Chocolate#cite_note-ten-29http://en.wikipedia.org/wiki/Chocolate#cite_note-ten-29http://en.wikipedia.org/wiki/Chocolate#cite_note-ten-29http://en.wikipedia.org/wiki/Hans_Sloanehttp://en.wikipedia.org/wiki/Jamaicahttp://en.wikipedia.org/wiki/Apothecarieshttp://en.wikipedia.org/wiki/John_Cadburyhttp://en.wikipedia.org/wiki/Chocolate#cite_note-30http://en.wikipedia.org/wiki/Industrial_Revolutionhttp://en.wikipedia.org/wiki/Coenraad_Johannes_van_Houtenhttp://en.wikipedia.org/wiki/Chocolate#cite_note-31http://en.wikipedia.org/wiki/Catarrhhttp://en.wikipedia.org/wiki/Chocolate#cite_note-22http://en.wikipedia.org/wiki/Veracruz_(city)http://en.wikipedia.org/wiki/Sevillahttp://en.wikipedia.org/wiki/Chocolate#cite_note-Etymology-16http://en.wikipedia.org/wiki/Chocolate#cite_note-Riches-14http://en.wikipedia.org/wiki/Chocolate#cite_note-23http://en.wikipedia.org/wiki/Chocolate#cite_note-Rediscover-24http://en.wikipedia.org/wiki/Central_Americahttp://en.wikipedia.org/wiki/Chocolate#cite_note-Jus-25http://en.wikipedia.org/wiki/Chocolate#cite_note-Jus-25http://en.wikipedia.org/wiki/Chocolate#cite_note-26http://en.wikipedia.org/wiki/Chocolate#cite_note-27http://en.wikipedia.org/wiki/Chocolate#cite_note-28http://en.wikipedia.org/wiki/Chocolate#cite_note-ten-29http://en.wikipedia.org/wiki/Chocolate#cite_note-ten-29http://en.wikipedia.org/wiki/Hans_Sloanehttp://en.wikipedia.org/wiki/Jamaicahttp://en.wikipedia.org/wiki/Apothecarieshttp://en.wikipedia.org/wiki/John_Cadburyhttp://en.wikipedia.org/wiki/Chocolate#cite_note-30http://en.wikipedia.org/wiki/Industrial_Revolutionhttp://en.wikipedia.org/wiki/Coenraad_Johannes_van_Houtenhttp://en.wikipedia.org/wiki/Chocolate#cite_note-31


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Industrial @evolution that these mills were put to bi$$er use. Not lon$ after the

revolution cooled down, companies be$an advertisin$ this new invention to sell

man# of the chocolate treats we see toda#. 9 / -hen new machines were produced,

people be$an experiencin$ and consumin$ chocolate worldwide. 99/

At the end of the 1Dth centur#, the first form of solid chocolate was invented

in !urin b# 7oret. !his chocolate was sold in lar$e (uantities from 1D B b# 8ierre

8aul Caffarel in Ital#. In 1D1:, G. H. Cailler opened the first Swiss chocolate factor#.

In 1D D, 7utchman Coenraad ;ohannes van 3outen patented a method for

extractin$ the fat from cocoa beans and ma&in$ powdered cocoa and cocoa butter .

5an 3outen also developed the 'so4called' 7utch process of treatin$ chocolate

with al&ali to remove the bitter taste. !his made it possible to form the modern

chocolate bar. !he erman compan# ;ordan L !imaeus sold the first &nownchocolate bar made from cocoa, su$ar and $oat6s mil& in 1D9:. 9?/ In 2n$land, the

compan#, ;. S. Gr# L Sons discovered a wa# to mix some of the cocoa butter bac&

into the 7utched chocolate, and added su$ar, creatin$ a paste that could be

moulded. !his led to the first ritish chocolate bar in 1D?>, followed in 1D?: b#

the Cadbur# brothers.

In 1DBE, an un&nown emplo#ee at the hirardelli Chocolate Compan# discovered

the roma process of separatin$ cocoa butter from cocoa solids +namel#, that if

chocolate is hun$ in a ba$ in a warm room, the butter will drip out naturall# over

time .

7aniel 8eter , a Swiss candle ma&er, "oined his father4in4law6s chocolate business. In

1DB>, he be$an experimentin$ with mil& as an in$redient. 3e brou$ht his new

product, mil& chocolate, to mar&et in 1D>E. 3e was assisted in removin$ the water

content from the mil& to prevent mildewin$ b# a nei$hbour, a bab# food

manufacturer named 3enri NestlK . @odolphe Hindt invented the process

called conching , which involves heatin$ and $rindin$ the chocolate solids ver# finel#

to ensure that the li(uid is evenl# blended. !his enabled Milton 3ershe# to ma&e

chocolate even more popular b# mass producin$ affordable chocolate bars.

Types

Main article: Types of chocolate

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http://en.wikipedia.org/wiki/Chocolate#cite_note-32http://en.wikipedia.org/wiki/Chocolate#cite_note-33http://en.wikipedia.org/wiki/Turinhttp://en.wikipedia.org/wiki/Pierre_Paul_Caffarelhttp://en.wikipedia.org/wiki/Pierre_Paul_Caffarelhttp://en.wikipedia.org/wiki/Fran%C3%A7ois-Louis_Caillerhttp://en.wikipedia.org/wiki/Swiss_chocolatehttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Coenraad_Johannes_van_Houtenhttp://en.wikipedia.org/wiki/Cocoa_solidshttp://en.wikipedia.org/wiki/Cocoa_butterhttp://en.wikipedia.org/wiki/Dutch_process_chocolatehttp://en.wikipedia.org/wiki/Alkalihttp://en.wikipedia.org/wiki/Chocolate#cite_note-34http://en.wikipedia.org/wiki/J._S._Fry_%26_Sonshttp://en.wikipedia.org/wiki/Dutch_process_chocolatehttp://en.wikipedia.org/wiki/Cadbury-Schweppeshttp://en.wikipedia.org/wiki/Ghirardelli_Chocolate_Companyhttp://en.wikipedia.org/wiki/Broma_processhttp://en.wikipedia.org/wiki/Daniel_Peterhttp://en.wikipedia.org/wiki/Switzerlandhttp://en.wikipedia.org/wiki/Henri_Nestl%C3%A9http://en.wikipedia.org/wiki/Conchehttp://en.wikipedia.org/wiki/Milton_Hersheyhttp://en.wikipedia.org/wiki/Types_of_chocolatehttp://en.wikipedia.org/wiki/Chocolate#cite_note-32http://en.wikipedia.org/wiki/Chocolate#cite_note-33http://en.wikipedia.org/wiki/Turinhttp://en.wikipedia.org/wiki/Pierre_Paul_Caffarelhttp://en.wikipedia.org/wiki/Pierre_Paul_Caffarelhttp://en.wikipedia.org/wiki/Fran%C3%A7ois-Louis_Caillerhttp://en.wikipedia.org/wiki/Swiss_chocolatehttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/Coenraad_Johannes_van_Houtenhttp://en.wikipedia.org/wiki/Cocoa_solidshttp://en.wikipedia.org/wiki/Cocoa_butterhttp://en.wikipedia.org/wiki/Dutch_process_chocolatehttp://en.wikipedia.org/wiki/Alkalihttp://en.wikipedia.org/wiki/Chocolate#cite_note-34http://en.wikipedia.org/wiki/J._S._Fry_%26_Sonshttp://en.wikipedia.org/wiki/Dutch_process_chocolatehttp://en.wikipedia.org/wiki/Cadbury-Schweppeshttp://en.wikipedia.org/wiki/Ghirardelli_Chocolate_Companyhttp://en.wikipedia.org/wiki/Broma_processhttp://en.wikipedia.org/wiki/Daniel_Peterhttp://en.wikipedia.org/wiki/Switzerlandhttp://en.wikipedia.org/wiki/Henri_Nestl%C3%A9http://en.wikipedia.org/wiki/Conchehttp://en.wikipedia.org/wiki/Milton_Hersheyhttp://en.wikipedia.org/wiki/Types_of_chocolate


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Chocolate is commonl# used as a coatin$ for various fruits and fillin$s, such as cherries .

7is& of chocolate +about ?cm in diameter , as sold in Central America, for ma&in$ hot cocoa.

Note that the chocolate pictured here is soft, can easil# be crumbled b# hand, and alread# has

su$ar added.

Several t#pes of chocolate can be distin$uished. 8ure, unsweetened chocolate

contains primaril# cocoa solids and cocoa butter in var#in$ proportions. Much of the

chocolate consumed toda# is in the form of sweet chocolate , combinin$ chocolate

with su$ar. Mil& chocolate is sweet chocolate that additionall# contains mil& powder

or condensed mil&. In the *. . and Ireland mil& chocolate must contain a minimum

of 0 total dr# cocoa solids in the rest of the 2uropean *nion the minimum is

E . 9E/ '-hite chocolate' contains cocoa butter, su$ar, and mil&, but no cocoa

solids. Chocolate contains al&aloids such as theobromine and pheneth#lamine ,

which have some ph#siolo$ical effects in humans, but the presence of theobromine

renders it toxic to some animals, such as do$s and cats. 9B/ It has been lin&ed to

serotonin levels in the brain. 7ar& chocolate has been promoted for unproven health

benefits 9>/, as it seems to possess substantial amount of antioxidants that reduce

the formation of free radicals.

-hite chocolate is formed from a mixture of su$ar, cocoa butter and mil& solids.

Althou$h its texture is similar to mil& and dar& chocolate, it does not contain an#

cocoa solids. ecause of this, man# countries do not consider white chocolate as

chocolate at all. 9D/ Althou$h first introduced b# 3ebert Candies in 1:EE, Mars,

Incorporated was the first to produce white chocolate within the *nited States.

ecause it does not contain an# cocoa solids, white chocolate does not contain an#

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http://en.wikipedia.org/wiki/Cherryhttp://en.wikipedia.org/wiki/Cherryhttp://en.wikipedia.org/wiki/Sweet_chocolatehttp://en.wikipedia.org/wiki/Chocolate#cite_note-Europa-35http://en.wikipedia.org/wiki/Alkaloidhttp://en.wikipedia.org/wiki/Theobrominehttp://en.wikipedia.org/wiki/Phenethylaminehttp://en.wikipedia.org/wiki/Chocolate#cite_note-autogenerated1-36http://en.wikipedia.org/wiki/Chocolate#cite_note-autogenerated1-36http://en.wikipedia.org/wiki/Dark_chocolatehttp://en.wikipedia.org/wiki/Chocolate#cite_note-37http://en.wikipedia.org/wiki/Antioxidanthttp://en.wikipedia.org/wiki/Free_radicalhttp://en.wikipedia.org/wiki/Chocolate#cite_note-38http://en.wikipedia.org/wiki/Hebert_Candy_Mansionhttp://en.wikipedia.org/wiki/Mars,_Incorporatedhttp://en.wikipedia.org/wiki/Mars,_Incorporatedhttp://en.wikipedia.org/wiki/File:Chocolate_to_make_drink_2012.jpghttp://en.wikipedia.org/wiki/File:Chocolate_to_make_drink_2012.jpghttp://en.wikipedia.org/wiki/File:Cella-Chocolate-Cherries.jpghttp://en.wikipedia.org/wiki/File:Cella-Chocolate-Cherries.jpghttp://en.wikipedia.org/wiki/Cherryhttp://en.wikipedia.org/wiki/Sweet_chocolatehttp://en.wikipedia.org/wiki/Chocolate#cite_note-Europa-35http://en.wikipedia.org/wiki/Alkaloidhttp://en.wikipedia.org/wiki/Theobrominehttp://en.wikipedia.org/wiki/Phenethylaminehttp://en.wikipedia.org/wiki/Chocolate#cite_note-autogenerated1-36http://en.wikipedia.org/wiki/Dark_chocolatehttp://en.wikipedia.org/wiki/Chocolate#cite_note-37http://en.wikipedia.org/wiki/Antioxidanthttp://en.wikipedia.org/wiki/Free_radicalhttp://en.wikipedia.org/wiki/Chocolate#cite_note-38http://en.wikipedia.org/wiki/Hebert_Candy_Mansionhttp://en.wikipedia.org/wiki/Mars,_Incorporatedhttp://en.wikipedia.org/wiki/Mars,_Incorporated


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theobromine, meanin$ it can be consumed b# animals. It is usuall# not used for

coo&in$.

7ar& chocolate is produced b# addin$ fat and su$ar to the cacao mixture. !he *.S.

Good and 7ru$ Administration calls this 'sweet chocolate', and re(uires a 1E

concentration of chocolate li(uor. 2uropean rules specif# a minimum of 9E cocoa

solids. 9E/ 7ar& chocolate, with its hi$h cocoa content, is a rich source

of epicatechin and $allic acid , which are thou$ht to possess cardioprotective

properties. 7ar& chocolate has also been said to reduce the possibilit# of a heart

attac& when consumed re$ularl# in small amounts. 9:/Semisweet chocolate is a dar&

chocolate with a low su$ar content. ittersweet chocolate is chocolate li(uor to

which some su$ar +t#picall# a third , more cocoa butter, vanilla and

sometimes lecithin have been added. It has less su$ar and more li(uor thansemisweet chocolate, but the two are interchan$eable in ba&in$.

*nsweetened chocolate is pure chocolate li(uor , also &nown as bitter or ba&in$

chocolate. It is unadulterated chocolate) the pure, $round, roasted chocolate beans

impart a stron$, deep chocolate flavor.

@aw chocolate, often referred to as raw cacao, is alwa#s dar& and a minimum of

>E cacao. ecause the act of processin$ results in the loss of certain vitamins and

minerals +such as ma$nesium , some consider raw cacao to be a more nutritious

form of chocolate. ?0/

Some people who purchase chocolate off the store shelf can be disappointed when

the# see whitish spots on the dar& chocolate part. !his is called chocolate

bloom and is not an indication of chocolate $one bad. Instead, this is "ust an

indication that su$ar andOor fat has separated due to poor stora$e.

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http://en.wikipedia.org/wiki/U.S._Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/U.S._Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/Chocolate#cite_note-Europa-35http://en.wikipedia.org/wiki/Epicatechinhttp://en.wikipedia.org/wiki/Gallic_acidhttp://en.wikipedia.org/wiki/Chocolate#Health_benefitshttp://en.wikipedia.org/wiki/Chocolate#Health_benefitshttp://en.wikipedia.org/wiki/Chocolate#cite_note-cbs-39http://en.wikipedia.org/wiki/Lecithinhttp://en.wikipedia.org/wiki/Chocolate_liquorhttp://en.wikipedia.org/wiki/Chocolate#cite_note-40http://en.wikipedia.org/wiki/Chocolate_bloomhttp://en.wikipedia.org/wiki/Chocolate_bloomhttp://en.wikipedia.org/wiki/U.S._Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/U.S._Food_and_Drug_Administrationhttp://en.wikipedia.org/wiki/Chocolate#cite_note-Europa-35http://en.wikipedia.org/wiki/Epicatechinhttp://en.wikipedia.org/wiki/Gallic_acidhttp://en.wikipedia.org/wiki/Chocolate#Health_benefitshttp://en.wikipedia.org/wiki/Chocolate#Health_benefitshttp://en.wikipedia.org/wiki/Chocolate#cite_note-cbs-39http://en.wikipedia.org/wiki/Lecithinhttp://en.wikipedia.org/wiki/Chocolate_liquorhttp://en.wikipedia.org/wiki/Chocolate#cite_note-40http://en.wikipedia.org/wiki/Chocolate_bloomhttp://en.wikipedia.org/wiki/Chocolate_bloom


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OBJECTIVES OF THE STUDY

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a The objective is to k o! abo"t the #a$keti % st$ate%ies &eve& associate'

!ith the ($o'"ct a ' the c"sto#e$ ($e)e$e ce &eve&*

b+To i c$ease #a$keti % st$ate%ies a ' $eca(t"$e the #a$ket sha$e b,

)"&)i&&i % the c"sto#e$ ee's*

c+To st"', the )acto$s a))ecti % the co s"#(tio (atte$ *

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http://en.wikipedia.org/w/index.php?title=Chauhan_family&action=edit&redlink=1http://en.wikipedia.org/wiki/Vile_Parlehttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Parle-Ghttp://en.wikipedia.org/wiki/Parle_Agro#cite_note-TOI_lock_2009-6http://en.wikipedia.org/wiki/Parle_Productshttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Bislerihttp://en.wikipedia.org/w/index.php?title=Chauhan_family&action=edit&redlink=1http://en.wikipedia.org/wiki/Vile_Parlehttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Parle-Ghttp://en.wikipedia.org/wiki/Parle_Agro#cite_note-TOI_lock_2009-6http://en.wikipedia.org/wiki/Parle_Productshttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Bisleri


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AMUL CHOCOLATE

25


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Amul

This article is about the Indian dairy cooperative. For the ancient city of

mul along the !xus" see T#r$menabat . For the city in Iran" see %mol .

!he Amul 8lant at Anand featurin$ the Mil& Silos

Amul is an Indian dair# cooperative, based at Anand in the state

of u"arat , India. / !he word %mul is derived from

the Sans&rit word %mulya meanin$ invaluable. 9/!he co4operative is also

sometimes referred to b# the unofficial bac$ronym: %nand Mil$ &nion

'imited .

Gormed in 1:?B, it is a brand mana$ed b# a cooperative bod# , the

u"arat Co4operative Mil& Mar&etin$ Gederation Htd. + CMMG , which

toda# is "ointl# owned b# 9.09 million mil& producers in u"arat. ?/

Amul spurred India6s (hite )evolution , which made the countr# the

world6s lar$est producer of mil& and mil& products. E/ In the process Amul

became the lar$est food brand in India and has also ventured into

mar&ets overseas.

7r 5er$hese urien , founder4chairman of the CMMG for more than 90

#ears +1:>94 00B , is credited with the success of Amul. B/

NEST/E5IT5-T

2=
http://en.wikipedia.org/wiki/T%C3%BCrkmenabathttp://en.wikipedia.org/wiki/Amolhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Anandhttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Amul#cite_note-2http://en.wikipedia.org/wiki/Sanskrithttp://en.wikipedia.org/wiki/Amul#cite_note-3http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Cooperativehttp://en.wikipedia.org/wiki/Amul#cite_note-4http://en.wikipedia.org/wiki/White_Revolution_(India)http://en.wikipedia.org/wiki/White_Revolution_(India)http://en.wikipedia.org/wiki/Amul#cite_note-5http://en.wikipedia.org/wiki/Dr_Verghese_Kurienhttp://en.wikipedia.org/wiki/Amul#cite_note-6http://en.wikipedia.org/wiki/T%C3%BCrkmenabathttp://en.wikipedia.org/wiki/Amolhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Anandhttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Amul#cite_note-2http://en.wikipedia.org/wiki/Sanskrithttp://en.wikipedia.org/wiki/Amul#cite_note-3http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Cooperativehttp://en.wikipedia.org/wiki/Amul#cite_note-4http://en.wikipedia.org/wiki/White_Revolution_(India)http://en.wikipedia.org/wiki/Amul#cite_note-5http://en.wikipedia.org/wiki/Dr_Verghese_Kurienhttp://en.wikipedia.org/wiki/Amul#cite_note-6


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A'( *'%&/ 7) (' %" ('& *0+('(. 7%#$ *$0*0 )-('8 NESTL KIT KAT$)& ) ,"%


28/45

1R O DUCT6

S)#%& )*#%0" &, %*(&8 B,# .( % $# .) (& #$( )+(') ( *0 /)"- 7% *0*, (' -*0" 0' %" #0 $(' (>/(*#)#%0" *0"&%("# -8 B,# #$( 7%""(' &,'/)&& #$( - *0")"# -(>*((.%" $(' (>/(*#)#%0"6 .( %+('%" #0 $(' .0(/ )..%#%0") ("( %#& 7$%*$ &$( 70, . "(+(' $)+( % ) %"(. /0&&C). ,'-& 0 (' &,*$ /'0.,*#8 T$( 7%.( +)'%(#- /'0.,*#& 0 ('(. - #$(*0 /)"-%"* ,.(1RICIN G

S(*0". P 0 )':(#%" %& "0# )"0#$(' ") ( 0' %". - 07('%" /'%*(& )"'( -%" 0" #$%&')#( - ) 0"( #0 %"*'()&( &) (& .') )#%*) -8 T$( ')#( - C). ,'-& %& 0' )#*$%" #$(+) ,( #$)# *, (' /)-& #0 ,- #$( /'0.,*#7%#$ #$( (>/(*#)#%0" #$(- $)+( ) 0,# 7$)# #$( /'0.,*#%0" %& 70'#$ #0 #$( 8

AMUL $)& ),"*$(. +)'%0,& /'0.,*#& 7$%*$ *)#(' #0 ) *, (' &( ("#&S0 (+('-*, (' &( ("# $)& .% ('("# /'%*( (>/(*#)#%0" '0 #$( /'0.,*#8T$('( 0'( )>% % %" #$( '(#,'"& %"+0 +(& %.("#% -%" '% $# /'%*( (+(&( ("#6 )". #$(" /'0 '(&&%+( - 0+%" #$'0, $ #$( 81&ace

I" ) /'0.,*# )". /'%*( /)'%#- &%#,)#%0"6 #$( ')". #$)# &( & 0'( %& #$( 0"( #'()*$(& #$($% $( ", (' 0 *, ('&8 I".%) 1 % %0" /(0/ (6 155 %$0,&($0 . $)& 0+(' 4 % %0"'(#)% 0,# (#& %" 5351 ,' )" )':(#& )". 552

+% ) (&6 &/'(). *'0&& 382@ % %0" &/(*#(. )


29/45

7%#$ ,*$ 70'#$7$% ( %#(')#,'(8T0 /("(#')#( %"#0 #$( %""(' '(*(&&(& 0 ( 0'-6 *0 ,"%*)#%0" , %' ("&,'( (>/0&,'(6 ') $(' )##("#%0" (+0:(

$(' *0 /'($("&%0"6 ') $(' )**(/#)"*( )". #$(" (>#')*# '(#("#%0"*0 /(#%"7%#$ #$0,&)".& 0 0#$(' ,"%#& 0 *0 ,"%*)#%0" #'-%" #0 .0 #$( &) (

7

D-T- -N-/YSIS -ND INTER1RET-TION

8"e9* Do ,o" eat choco&ate:

2


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N0 1?

- a&,sis ; i te$($etatio 6

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8"e


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N( ( 3=

- a&,sis ; i te$($etatio 6

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- a&,sis ; I te$($etatio 6

I" #$%& &,'+(- "( ( %& $)+%" %+( &, ')".& %:( :%#:)#6 M,"*$6 M%B)'0"(6 % : *$0*0 )#(& )". #$(%' *0"&, /#%0" )'( %:( :%#:)# 33 6 ,"*$5= 6 % :- )' 3 6 )'( 0"( 5 6)". % : *$0*0 )#( 3 8 A". % 7( #) : ) 0,#C). ,'- #$( &, ')". 0 #$( C). ,'- %& .)%'- % :6 5 )'6 /(':6 *( ( ')#%0"

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8"e?* Ra k the s"b4b$a 's o) choco&ates acco$'i % to ,o"$ ($e)e$e ce: @9)o$ #ost

($e)e$$e'+

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C-DBURY

- a&,sis ; I te$($etatio

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8"eA* Ho! #"ch i#(o$ta ce 'o ,o" %ive to the )o&&o!i % )acto$s !he

,o"("$chase a choco&ate: @Tick i the 'esi$e' co&"# +

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L()I /8 1 ?@ 1


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