Marketing Research. Chocolate Made by the 3 -rd year student of Management and Marketing department of group 3 -013 a Iuliia Kostenko
Introduction The results of research of the market of chocolate in Ukraine will be very useful because there are great perspectives for development of the native chocolate industry as the level of consumption per capita has huge potential for growth at the moment.
Introduction The object of the marketing research is the chocolate industry. And preferences of people, specifications of the product of different producers, advertizing, packaging are the subject of the research. Goal: to collect and analyze the data about producers of a chocolate, to define customers’ needs and preferences, to describe what factors influence on the choice and find the most profitable and suitable product for both: producers and customers.
Marketing research I have interviewed 30 respondents of different gender, age, social status and preferences using own questionnaire to define the leader of the market, the most important requirements for the product of the customers, to determine the most influencial advertisment.
Table of results
All respondents eat a chocolate! It is not a surprise because every person wants to indulge himself by something sweet! =) 25 23 6, 6 % (2) 20 10% (3) <40 g 1 -2 times a week 15 7 10 5 1 -2 times a mounth 36, 60% (11) 40 -60 g 46, 60% (14) 60 -100 g >100 g 0 1 23 persons (76, 6%) buy chocolate 1 -2 times a week and a majority (46, 6% and 36, 6%) can eat 40 -100 g of a chocolate at once.
Preferences according black, milky or white chocolate are divided almost equally between black and milky! Nobody chose a white one. 53, 4% (16) black 46, 6% (14) black milky Most 16, 7% ordinary erated 83, 3% people (83, 3%) chose ordinary slab chocolate, others (16, 7%) chose aerated one!
70% 63, 4% 60% 50% 40% 30% Series 1 20% 6, 60 20% 6, 6% 10% 3, 4% 0% Nuts Dry grape Fruits stuff Cream Any 76, 7% of respondents like a chocolate with additions, and you can see on the diagram what additions are the most demanded. The respondents were: 12 men and 18 women 1 Pensioner, 4 Pupils, 9 Employed and 16 Students
The half of interviewed people read a composition of a chocolate. For 56, 7% of respondents a nice packaging is important, 33, 3 consider it does not matter and 10% - a packaging is not important. 70% pay attention on advertising, but 13, 4% - don’t, and other 16, 6% say that it does not influence on their choice. Advertising 16. 60% influences 13. 40% doesn't influence 70. 00% no matter
80% 70% Price 70% 60% 50% 40% 30% Series 1 23. 40% 20% 6. 60% 10% 0% 0% <10 UAH 11 -16 UAH 17 -30 UAH >30 UAH The most suitable price is 11 -16 UAH The most memorable advertising is one of TM Milka!
43, 3% of interviewers prefer Ukrainian producers, it does not matter for 46, 7% and 10% prefer abroad production. 80% of people think that a chocolate is healthy product and it goes up mood! 43% 47% 10% Ukrainian Abroad No matter
40. 00% 36. 70% 35. 00% 30. 00% 23. 40% 25. 00% 16. 60% 20. 00% Series 1 15. 00% 10% 6. 70% 10. 00% 3. 30% 5. 00% 3. 30% 0. 00% tea coffee Majority milk ice-cream wine anything else of people prefer to eat chocolate or with tea or itself. The most demanded TM are Roshen (33, 4%) and Milka (26, 7%). itself
Competitors Producer «Kraft Foods Ukraine» (ТМ «Коrоnа» , «Milka» ) Corporation «Roshen» (ТМ «Roshen» , «Chaika» and «Alenushka» ) Producer «Svitoch» (ТМ «Svitoch» , «Nestle» )
Competitors Producer «Маlbi» (ТМ «Millenium» , «Lubimov» , «Furshetivska» ТМ «Premiia» , «Rainford» ) Corporation «Konti» (ТМ «Dolci» ).
Chocolate of TM “Paradise” Taste a small slice of chocolate and feel yourself as in Paradise! Only natural ingridients 67% of cacao
Conclusion Each Ukrainian consumes about 2 kg of chocolate. This figure is less than the level of annual consumption in Eastern Europe where it is 4 -5 kg of chocolate per capita. In Ukraine the consumption of chocolate is 7. 5% - 13% of the all confectionery market. In December 2010 production of chocolate was 40. 3 thousand tons, by 6. 5% more than in November of that year and by 8. 1% more than in December 2009. According to the research black chocolate is chosen more by older people, of course with exceptions. Young people prefer milky one.
Conclusion Also there is a tendency that women pay attention on advertising more than men. All children prefer a chocolate with additions. Most people eat 40 – 60 g of a chocolate at once, thus producer can decrease the weight of a bar of chocolate but if it doesn‘t increase the cost because of packaging and reconstruction of an equipment! The most memorable advertisment is Milka. I think it‘s so because of the bright character – violet cow!
Thank you for attention!
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