094_Akash Bhowmick_CIP Report_Nabati

Indus Business Academy
Lakshmipura, Thataguni post

Kanakapura Main Road
Bengaluru, Karnataka, India – 560082
www.iba.ac.in
Internship Report on
“Nabati”
Project Title
To evaluate overall consumer
acceptance of Nabati chocolate coated
wafer and its competitors in India
A Project Report for the fulfilment of the requirement for

Corporate Internship Program
Under the supervision of

Prof. J B Shetty
Indus Business Academy, Bengaluru
Submitted by:
Akash Bhowmick
FPB2123/094
Indus Business Academy, Bengaluru, India
Contact information: +91 9163472878
Email id: fpb2123.094.akash@gmail.com
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CIP completion certificate
By – Kaybase
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DIRECTOR’S CERTIFICATE
This is to certify that Mr. Akash Bhowmick (FPB2022/094) is a bona-fide

student of Indus Business Academy (IBA), Bengaluru and he is
presently pursuing Post Graduate Diploma in Management (PGDM) at
this Institute. He has submitted his project entitled “To evaluate overall
consumer acceptance of Nabati chocolate coated wafer and its
competitors in India” in partial fulfilment of the requirement for the
“Corporate Internship Program (CIP)” for 90 days (from 01st June to
31st August 2022) of PGDM at IBA, Bengaluru. To the best of my
knowledge, this report has not been previously submitted as part of
another Post Graduate Degree or diploma or similar title of any other
Business school or Management institution or university.
Dr. Subhash Sharma

Dean & Director
Indus Business Academy,
Bangalore – 560082, India
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MENTOR’S CERTIFICATE
This is to certify that Mr. Akash Bhowmick (FPB2022/094) is a bona-fide student

of Indus Business Academy (IBA), Bengaluru and he is presently pursuing Post
Graduate Diploma in Management (PGDM) at this Institute. He has submitted
his project entitled “To evaluate overall consumer acceptance of Nabati
chocolate coated wafer and its competitors in India” in partial fulfilment of the
requirement for the “Corporate Internship Program (CIP)” for 90 days (from 01 st
June to 31st August 2022) of PGDM at IBA, Bengaluru. To the best of my
knowledge, this report has not been previously submitted as part of another
Post-Graduate Degree or diploma or similar title of any other Business school
or Management institution or university.
Prof. J. B. Shetty
Professor and Faculty Mentor
Banagalore-560082, India
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STUDENT’S DECLARATION
I Akash Bhowmick a bona-fide student of Indus Business Academy, Bangalore

and is presently pursuing a PGDM 2021-2023 batch and hereby declare that the
project report entitled “To evaluate overall consumer acceptance of Nabati
chocolate coated wafer and its competitors in India” submitted in partial fulfilment
of the requirements for the degree of Post-Graduate Diploma in Management
(PGDM) of Indus Business academy (IBA), Bangalore. This is my ORIGINAL
WORK and the finding and conclusions of this report are based on my personal
study and experience during internship assignment, which are not submitted
anywhere else for award of any other Post Graduate Degree/ Diploma/
Fellowship or any other similar title in any other Business School or Management
Institution or University.
Name: Akash Bhowmick

FPB2123/094
Bangalore - 560082, India
Date: 15th September 2022
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ACKNOWLEDGEMENT
Perseverance, inspiration and motivation have played a great role in the success of
any project. It is not possible to prepare a project report without the assistance &
encouragement of other people. This one is certainly no exception. It would be
incomplete to submit this report without acknowledging the people behind this
endeavor and without whose support I would not have been able to achieve this. It
gives me immense pleasure to express my gratitude to everyone who shared with me
their precious time and effort during the project.
I extend my sincere thanks to our CEO, Mr. Manish Jain and Dean, Dr. Subhash
Sharma, Indus Business Academy, Bangalore for offering such a unique platform to
learn.
I take this opportunity to extend my gratitude towards Mr. Ashok R. Sankethi, CEO,
Kaybase, & Ms. Poornima Bhaskaran, Director, Kaybase for providing the
opportunities to learn.
I’m feeling obliged in taking the opportunity to sincerely thank my mentor at Indus
Business Academy, Bangalore, Prof. J B Shetty for his continuous guidance and
advise throughout the process of Corporate Internship report titled: “To evaluate
overall consumer acceptance of Nabati chocolate coated wafer and its competitors in
India”
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TABLE OF CONTENT
S.no Contents Page No
1 Abstract 9
2 Industry Profile 10 – 14
3 PORTER 5 Forces Analysis 15 – 16
4 SWOT Analysis 17 – 18
5 Company Profile 19 – 26
6 Problem Definition & Key Result Areas (KRAs) 27 – 31
7 Literature Review 32 – 34
8 Research Methodology 35 – 38
9 Analysis & Interpretation 39 – 50
10 Limitations 51 – 52
11 Findings 53
12 Recommendation 54 – 55
13 Conclusion 55
14 References 56 – 57
15 Appendices (Questionnaire) 58 - 73
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INDEX FOR DIAGRAM, PICTURES & TABLE
Sl. Diagram or Content Page no.

No. Picture no.
1 Fig. 1 FMCG 11
2 Fig. 2 World’s largest FMCG companies 13
3 Fig. 3 FMCG: Key players in India 14
4 Fig. 4 Porter’s 5 forces 15
5 Fig. 5 SWOT Analysis 17
6 Fig. 6 Status of Indian FMCG market 18
7 Fig. 7 Kaybase Logo (Internship Company) 20
8 Fig. 8 Clients of Kaybase 21
9 Fig. 9 Top competitors in Market Research 22

in India
10 Fig. 10 Nabati Logo 23
11 Fig. 11 Nabati: Milestones 24
12 Fig. 12(a) to Nabati Products 25 – 26

(f)
13 Fig. 13 Literature Review 32
14 Fig. 14 (a) (b) Top competitors of Nabati 36
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Abstract:
“Fast-Moving Consumer Goods” (FMCG) refers to packaged goods that are bought or
sold often and in small quantities. The fourth-largest economic sector in India is
FMCG. Approximately 5% of all manufacturing employment in India, or about 3 million
people, are employed by it. It makes a significant contribution to India’s GDP
expansion. The improvement of demand and supply side conditions is a major driver
of the FMCG sector’s growth in the nation. From US$ 110 billion in 2020, the FMCG
market in India is projected to grow at a CAGR of 14.9% to US$ 220 billion by 2025.
The packaged food market in India is anticipated to grow by double to US$ 70 billion
by 2025. Urban and rural communities are becoming more connected to the internet,
which is increasing demand for FMCG (through e-commerce portals). There is
potential for growth as a result of rising disposable income in rural India and low levels
of market penetration. By 2030, it is anticipated that the e-commerce sector would
account for 11% of all FMCG sales.
The confectionery sector is a significant subset of the USD 110 billion India FMCG
industry. The Sweets and Confectionery industry comprise of food products such as
chocolates, gum and various sugar-based products and it represents one of the
strongest selling segments on the food market. Since 2010, the Indian confectionary
market has shown a CAGR of 12.15 percent. With a CAGR of 19.07%, the snack bar
category has shown the fastest increase since 2010, surpassing volume consumption
of 4.845 million kg in 2018.
According to this study, to find out whether the test product by Nabati is capable to
launch in the market or not. By analyzing the data collected by 103 respondents, from
there it is found that market samples which are Nestle Munch and Cadbury Perk has
performed far better as compared to the test product of Nabati. It is found that Nabati
needs to improve its test product in almost every parameter on which the research
has been done. Nabati test product couldn’t achieve the Action Standard of 70% set
by the company to launch the product or to proceed with the product. Therefore, Nabati
failed with the current test product but there is a scope for improvement of the product,
on which Nabati have to work to re-create this product in a better product than before
to make it capable to launch the product in the market.
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CHAPTER-1
INDUSTRY PROFILE
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Fast-Moving Consumer Goods (FMCG) Industry
Introduction
Consumer packaged goods, or CPG, or fast-moving consumer goods, is another

name for the FMCG sector. Because the consumer sector is expanding—it is the
UK’s fastest-growing sector and a multibillion-dollar industry—FMCG production is
crucial. In both rich and developing nations, almost everyone makes a daily
purchase of an FMCG products.
Because consumer preferences and lifestyles are always changing, the fast-moving
consumer products market is developing at an extraordinarily quick rate.
Fig. 1
The largest FMCG producers are aware of how crucial it is to stay current with both
technology and informational trends. And it’s not just the products anymore—
factors like package kinds, personal health, and a whole lot more now influence
FMCG consumers’ decisions.
One of the most crucial things for an FMCG company is to stay on top of the FMCG
industry’s always changing and expanding trends. The three most important
developments for the fast-moving consumer goods sector that can aid
manufacturers in accelerating organic growth are listed below.
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1. Prioritizing Sustainability
One of the most important new trends in FMCG is sustainable practices.
Consumers are becoming more conscious of how their consumption affects the
environment both in the UK and globally. This indicates that they are
increasingly seeking out consumer goods made sustainably by businesses that
make sure to minimize their environmental impact.
This is particularly true of younger customers, who frequently look for the most
environmentally friendly solutions for fast-moving consumer goods to maintain
as green a lifestyle as possible, indicating that this trend will continue to expand
in the future.
The top producers of fast-moving consumer goods are altering the way they
package and market their products as consumers place more value on
sustainability. In addition to using more components from vegan-friendly,
cruelty-free sources, they are also employing more reusable, biodegradable,
and recyclable materials. For the most part, FMCG producers can increase
sustainability at relatively minimal costs to the company.
2. Expansion into e-commerce
An already booming e-commerce industry was propelled by the COVID-19

pandemic. Brand resilience required the use of e-commerce, which kept FMCG sales
strong.
E-commerce is crucial to the sector even after the uncertainty of lockdown since it
enables a direct link between the producer and the customer. Increased FMCG sales
and brand loyalty may result from this relationship, which ultimately supports organic
growth. E-commerce can also aid in lowering the expenses related to conventional
marketing and distribution channels.
Expanding into online sales can potentially assist boost the manufacturer’s market
share.
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3. Increased focus on Customer experience
Leading FMCG producers are enhancing customer experiences to foster brand

loyalty and increase revenues. E-commerce and sustainability are factors in this as
well because businesses are advertising their CSR initiatives and making it simpler
for shoppers to access information about their products online.
Additionally, many FMCG producers are deciding to use cutting-edge tools like
chatbots and online incentive programs in an effort to enhance customer service and
build enduring loyalty programs.
World’s Largest FMCG Companies:
Fig. 2
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Overview of FMCG Industry in India
The fourth-largest sector of the Indian economy is the fast-moving consumer goods
(FMCG) industry. Consumer packaged goods having a high turnover rate—i.e., those
that are created, delivered, advertised, and consumed quickly—are what define it.
Detergents, personal care items, dental care goods, cosmetics, and other FMCG
products currently rule the market. Pharmaceuticals, consumer electronics, soft
drinks, packaged food items, and chocolates are also part of India’s FMCG industry.
Due to the wide variety of products in the industry, different businesses control the
market in different sub-sectors.
The Indian FMCG market was valued at US $110 Bn. in 2020, and it is expected
to reach US $615.87 Bn. By 2027 with a CAGR of 27.9% during the forecast
period. Growing youth population, changing lifestyles, and increasing brand
awareness among the consumers are also contributed to the growth of India
FMCG sector.
Key players in India:
Fig. 3
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Porter’s Five Forces Analysis
Fig. 4
1. Threat of new entrants: MODERATE
 Huge investments in setting up distribution network and promoting brands.

 Spending on advertisement is aggressive.
2. Bargaining power of suppliers: LOW
 Big FMCG companies are able to dictate the prices through local sourcing
from fragmented group of key commodity suppliers.
3. Bargaining power of buyers: HIGH
 Low switching cost induces the customers product shift.

 Influence of marketing strategies.
 Availability of same or similar alternatives.
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4. Threat of substitute products: HIGH
 Presence of multiple brands

 Narrow product differentiation under many brands
 Price war
5. Competitive Rivalry: HIGH
 Private label brands by retailers are priced at discount to mainframe brands

limits competition for the weak brands.
 Highly fragmented industry as more MNCs are entering.
Note:
Positive Impact
Neutral Impact
Negative Impact
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SWOT Analysis
Fig. 5
STRENGTH:
 Moderate operating costs.

 Presence of established distribution networks in both urban and rural areas.
 Presence of well-known brands in FMCG sector.
 Favorable government policies.
WEAKNESS:
 Lower scope of investing in technology and achieving economies of scale, especially

in small sectors.
 Low exports levels
 Counterfeit products.
OPPORTUNITIES:
 Untapped rural market.

 Rising income levels i.e., increase in purchasing power of consumers.
 Large domestic market – a population of over one billion consumers.
 High consumer goods spending.
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THREATS:
 Intense and increasing competition from local as well as MNC players.

 Steadily rising fuel costs, leading to increased distribution costs.
 The declining value of rupee against other currencies may reduce margins.
Fig. 6
Source: https://www.maximizemarketresearch.com/market-report/indian-fast-
moving-consumer-goods-fmcg-market/29038/
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CHAPTER-2
COMPANY PROFILE
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Internship Company
Kaybase:
Fig. 7
Introduction:
It is a market research and analytics company that focuses on offering useful

information for more effective business decision-making. It is a Chennai based
company, was setup at 2005. The CEO of the company, Mr. Ashok R. Sankethi, an
alumnus of IIM Bangalore. He has over 30 years of experience in the field of MR and
has worked with prestigious, global research organizations. And the Director of the
company is Ms. Poornima Bhaskaran, an alumnus of IBS Hyderabad, who taches MR
as a visiting faculty at several colleges in Chennai. She has over 12 years of
experience in MR industry, and a veteran of over 200 projects. She is also a
statistician in the team and is an expert on SPSS. Currently teaching and guiding
students at XLRI.
Website: https://www.kaybase.com/
Mission and Vision:

Our main commitment is to deliver practical insights through conceptual rigour and
careful interpretation. We also guarantee to involve the senior team members
throughout the entire project.
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Clients:
Fig. 8
Services:
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Industries they have worked in:
 BFSI
 FMCG
 Leisure / Lifestyle
 E-Commerce
 Retail
 Manufacturing / Automotive / Infrastructure / Construction
 Health & Nutrition
 Media
 Employee Related
 Education
 Professional Services / B2B
Top competitors:
Fig. 9
During the summer internship in Kaybase, one major project was there for us,
i.e., NABATI from FMCG sector. On which this CIP report is being prepared.
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NABATI
Background:
Enerlife Private Limited is international business partner of Nabati Group, which

engaged in marketing and distributing brand of Nabati Group for international market
outside Indonesia. The company currently has a number of representative offices in
several countries: Vietnam, China, Philippines, Malaysia, India, Myanmar, Thailand,
Taiwan, South Korea, and KSA.
Enerlife Pte. Ltd. Is distributing a high quality and innovative brand in wafer, biscuit,
confectionery and snack category, such as Nabati Wafer, Rolls, Nextar, Mine and
Ahh. All products marketed by Enerlife Pte., Ltd. Are manufactured complying with
ISO standard, under stringent quality control of GMP.
Introduction:
Nabati Group is a group of businesses which focuses in fast moving consumer goods
(FMCG), especially on snacks and soft drinks. The company was established in 2002.
At first, it’s only snack business with industrial-scale households.
By having a modern innovation and professional business development, Nabati

Group becomes a company that has a broader business coverage. Nabati Group is
not only a FMCG industry but it also broads in other related industries.
Fig. 10
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Mission:
We innovate in producing nutritious food and beverages and also provide the added
value at every stage of human life.
Vison:
We improve the society’s quality of living through the high quality and beverage
production, innovation and oriented to the consumers need. Then all of these are
supported by competent human resources to be added value for our stakeholders.
Milestones:
Fig. 11
Source: https://www.nabatigroup.com/en/about-us/our-history/
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Products:
Richeese Cheese Wafer
Crunchy wafer combined with delicate

taste of original cheese cream packed
with Vitamin A, Vitamin B1, Vitamin B2,
Vitamin B6, and B12.
Product Line Depth – 8gm, 24gm, 50gm,
75gm, 125gm, 145gm, and 350gm.
Fig. 12 (a)
Richoco Chocolate wafer
Crunchy wafer combined with delicate taste

of original chocolate cream packed with
Vitamin A, Vitamin B1, Vitamin B2, Vitamin
B6, and Vitamin B12.
75gm, 125gm, 145gm, and 350gm.
Fig. 12 (b)
Pink Lava Cream wafer
Crunchy wafer combined with pink lava cream

sigmature of Nabati’s flavor variation you won’t find
in our competitors.
Product Line Depth – 24gm, 50gm, and 145gm
Fig. 12 (c.)
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White Vanilla wafer
Crunchy wafer combined with delicate taste

of original vanilla cream packed with
Vitamin A, Vitamin B1, Vitmin B2, Vitamin
B6, and Vitamin B12.
145gm, and 350gm.
Fig. 12 (d)
Maxi Hazelnut wafer
Nabati’s premium-edition wafer cream. Thick-

layered wafer with extra delicate, authentic
taste of hazelnut and greentea.
Product Line Depth – 145gm
Fig. 12 (e)
Maxi Greentea wafer
Nabati’s premium-edition wafer cream. Thick-

layered wafer with extra delicate, authentic
taste of greentea.
Product Line Depth – 145gm
Fig. 12 (f)
Currently the company considering to develop new brand Nabati (coated wafer biscuit
like Munch and Perk) in confectionary category for India Market.
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CHAPTER-3
PROBLEM DEFINITION
AND
KEY RESULT AREA (KRAs)
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Market Research:
CIP Objective:
To evaluate overall consumer acceptance on Nabati chocolate coated wafer

and its competitors in India.
Research coverage:
 Overall likeability and acceptance (product size, product texture, overall

taste, crispness of the wafer, main likes/dislikes)
 To measure purchase intension on overall product likeability.
 To investigate perceived price, based on product performance and to

gather inputs for the product improvement.
Problem definition:
 To launch a new chocolate coated wafer in this competitive market.
 Issues regarding pricing.
 Issues regarding acceptability of new product.
Key Result Areas:
 To prepare a questionnaire to get the feedback of the consumer on different

parameters of the product for further comparisons.
 Physical interview with the regular consumer of wafer to do blind testing of

the test product with the two competitors.
 Understanding the likeability of the consumers towards a wafer.
 To collect the feedback from the consumers for further modification or

improvement of the test product.
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The Context:
• The client plans to launch a new product in the confectionery segment

(chocolate-coated wafers). This would be in competition to brands such as
Cadbury Perk and Nestlé Munch. The client wanted to assess consumer
acceptance and likeability of the proposed new product
• While the primary requirement was to assess product acceptance, the client
also wanted to evaluate the proposed packaging and other marketing mix
elements
• A primary research study was required for this purpose.
About the study:
• The new product is aimed at the following:
• Youngsters
• Aged 13 to 21 years (school / college students)
• Male / Female
• NCCS A / B
• Regular consumers of Perk / Munch, at least once a week
• From Chennai
• The test product was evaluated in comparison with the current competition
product in the market, Cadbury Perk and Nestlé Munch.
• The samples were tested in a sequential monadic form. The products were
tested blind
• The samples were named as below
– Test sample (Nabati Chocolate coated wafer) – Sample T
– Market sample 1 (Nestlé Munch) – Sample M1
– Market sample 2 (Cadbury Perk) – Sample M2
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Researcher’s take:
 If the action standard score is high in Market sample in the blind test, then
the test sample does not meet the objective.
 Further, if the action standard includes a good score at the monadic taste
stage, then too the test sample does not meet the objective, but it should be
bear in mind that the Market sample also does not score very well at the
monadic stage.
 If the action standard is to score parity with the Market sample, then the test
sample meets the objective and the client can go ahead with the launch.
 The selling point for the test sample would be the taste, quantity of chocolate
coating and price.
The key research tasks were as below:
– To assess the level of liking for the product on taste and other relevant
dimensions (blind test).
– To assess the likeability for packaging design and form.
– To elicit price prepared to pay.
– To assess intention to buy after introducing brand name.
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Research Approach:
• The study was done in Chennai, with a target sample size of 100. The
achieved sample size was 103.
• The research approach used was the CLT route.
• The steps in the CLT were:
– Identification and recruitment of the respondents
– Inviting them for the CLT
– At the central location, testing of the product sample and getting

feedback using a structured questionnaire
– All COVID safety protocols were followed strictly
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Literature Review:
Sl. Author & Year Methodology Aims Industry

No.
1 A. K. Naik, 2015 Descriptive To study the Confectionery

packaging factor Industry
which influences
consumer buying
decision.
2 Rohit Ozarkar, Quantitative Analysis of Confectionery

2019 Confectionery Industry
market in India.
3 Shashi B. Quantitative To know about the Confectionery

Mishra, 2011 food regulations on Industry
confectionery
products in India.
4 SP Singh, T Quantitative Study of consumer Confectionery

Gupta, A Bhat, preference towards Industry
A K Isher & S chocolates brands
Sharma, 2019 in small cities in
India.
5 Jaydip Sen & T Descriptive To do a predictive FMCG

D Chaudhuri, analysis of the Industry
2016 Indian FMCG
sector.
Fig. 13
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1. Naik, A. K. (2015). Empirical study on packaging factor influencing consumer
buying decision in confectionary item.
The packaging has been shown to be the most crucial component, according to
the research study’s findings. It is further determined that when consumers are
making any kind of purchasing decision, the packaging’s elements—including its
graphics and font style, color, shape, and size—are all significant considerations.
Finally, it has also been determined that one of the most significant and potent
factors influencing a consumer’s purchasing decision is the packaging.
2. Ozarkar, R. (2019). Indian confectionary and candy market analysis.
With a significant revenue of USD 11.56 billion in 2019, the Indian confectionery
market has one of the highest rates of growth in the entire world. The market is
anticipated to expand by 6.7% yearly (CAGR 2019-23). India is among the top 10
countries in the world for this industry’s income generation. Several important
Indian cities, including Delhi/NCR, Mumbai, Hyderabad, Bengaluru, Chandigarh,
Chennai, and Kolkata, are among the top producers of candy demand in the
nation. A natural substance made from sugarcane is called jaggery. Its primary
application in the food processing sector is for sweets like toffees, chocolates, and
chewing gum. It is employed as a natural sweetener and taste for a variety of
confectionery products. More than 60% of the world's jaggery is already produced
in India.
3. Mishra, S. B. (2011). Food regulation on Confectionary products in India.
As food science develops, the importance of protecting consumers and ensuring

food safety grows. There is a need for a regulatory framework that supports the
creation of unique, wholesome, and healthful products while safeguarding the
health of consumers. The future expansion of the Indian food industry and foreign
trade depend on modernizing and harmonizing the country’s food laws.
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4. Singh, S. P., Gupta, T., Bhat, A., Isher, A. K., & Sharma, S. (2019). A
comparative study of consumer preference towards chocolate brands in
Jammu city.
This study examines consumer preferences for several chocolate brands. To

analyse the data, the percentage approach and Garrett ranking technique were
both employed. 150 people were included in the study’s sample. The results
showed that, at about 60% of the total, female consumers made up the majority.
And the findings showed that consumers’ preferences and purchasing decisions
are primarily influenced by the chocolates’ quality and flavor.
5. Sen, J. & Chaudhuri, T.D., (2016). A predictive analysis of the Indian FMCG
sector using time series decomposition-based approach.
To comprehend the behavior of the FMCG sector time series during the period of
January 2010 to December 2016, a time series decomposition approach is used.
Six forecasting techniques are developed based on the time series’ structural
analysis. The time series index values for the months of 2016 are predicted using
these approaches. The effectiveness of the six forecasting techniques and the
proposed decomposition procedures for time series are shown through extensive
findings.
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Research Methodology:
 Central Location Testing (CLT)
 Product to be evaluated:
o Nabati chocolate coated wafer
Vs.
o Nestlé Munch (Rs.5)
o Cadbury Perk (Rs.5)
 Consumer response to be evaluated:
o Product appearance and Size (Blind test)
o Product Texture (Blind test)
o Main likes/dislikes (Blind test)
o Purchase intention based on overall product likeability
o Perceived price based on overall package & product.
o Purchase intention based on overall package.
o Comparative likes & dislikes
Type of research: Quantitative Research.
Sampling Method: Systematic Sampling.
Population Size: 1000
Sample Size: 103
Area Coverage: Chennai, Tamil Nadu
Methods of data collection:
Primary Data: It is collected by physically interviewing a number of consumers who

are regular consumer of wafers, in a controlled environment within a certain age
group i.e., 13yrs to 21yrs.
Secondary Data: It is collected from several websites, articles and research papers.
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Top Competitors of Nabati wafers:
Nestlé Munch (M1)
Fig. 14 (a)
Cadbury Perk (M2)
Fig. 14 (b)
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Important terminologies:
Customer Decision Journey (CDJ):
The circular process of the consumer decision journey emphasizes increasing client
loyalty and fostering advocacy. It charts the steps a consumer takes from being
aware of a product to developing a loyal following.
Blind Testing:
Consumers can test goods or packaging in a process known as "blind testing," in

which they are not aware of the brand behind the product or package they are testing.
The goal is to concentrate on the inherent qualities of the product so that the path for
R&D product development may be clearly determined.
Action Standard:
It refers to the decision-making process and "decision criteria" is what market

researchers refer to as "action standards” whether to launch or introduce a product
in the market or not. Some companies have 60% to 70% as set action standard to
launch a product, but in this case Nabati has set 60% as the action standard to launch
the new Nabati chocolate coated wafer.
Central Location Test (CLT):
For the purposes of quantitative research, the central location test (CLT) is frequently
used. CLTs take place in a controlled environment, as opposed to home-use tests,
which are conducted in the participants' homes. CLTs, sometimes known as hall
tests, have a variety of benefits, one of which being the chance to speak with the
participants face-to-face.
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New Consumer Classification System (NCCS) or Socio-Economic
Classification (SEC):
The NCCS is used to categories households and characterize the overall consumer
behavior of a household, including what the family would strive for, the gender ratio,
and the life expectancy of a family member. It is adopted by IRS and will also be
incorporated into the upcoming BARC TV ratings algorithm. Similar to SEC, however
here an effort is made to comprehend consumer behavior aspects as well.
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CHAPTER – 4
ANALYSIS
&
INTERPRETATION
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Gender Ratio:
In the physical interview, the percentage ratio of male and female is 49:51
respectively. Which is a good gender diversity to test a product and to get the opinion
of both male and female of the same ratio, to get the best result for the research.
Age group:
Majority of the respondents are between the age bracket of 13yrs to 18yrs. And
according to Statista, the age group of 11yrs to 18yrs consumes more chocolate,
which is around 12grms per day as compared to other age groups.
40 | P a g e
Overall appearance:
According to the responses on overall appearance of all the three samples of wafer
i.e., T, M1 and M2. Majority of the respondents likes the appearance of M1 i.e., Nestlé
Munch with no 0 rating, and the least rated is M2 i.e., Cadbury Perk.
But as compared to other two well established products which has big market share
in India i.e., Munch and Perk, Nabati has done well and received a rating of 4.06 out
of 5.0. which means Nabati has done better as compared to Cadbury Perk as per
appearance.
Overall Taste:
One of the most important parameters which is “overall taste” of the product, on which
majority of the respondents have selected M2 i.e., Nestlé Munch with the rating of 4.5
out of 5.0, which is comparatively high as compared to the other two products. One
noticeable thing is that, majority of the respondents i.e., 53% have given 5.0 out of
5.0 in this parameter to Nestle Munch.
41 | P a g e
In this parameter Nabati failed to impress the respondents and gets the least rating
among all the samples i.e., 3.7 out of 5.0. But Cadbury Perk has got decent rating i.e.,
3.9 out of 5.0 as compared to Nabati. Therefore Nabati wafer needs more
improvement in the overall taste, then only it could enter and compete with the other
competitors in the market.
Size of the Wafer:
Another parameter which is “size of the wafer”, where the consumers expectations
are very high to get a good portion of wafer in less price.
So, according to the responses, consumers are not happy at all with the wafer size of
any of the given samples. By doing the comparison of the ratings, we got majority of
the respondents have given maximum rating i.e., 3.6 out of 5.0 to M1 i.e., Nestle
Munch, as compared to the other samples. And the least rating is given to M2 i.e.,
Cadbury Perk with 2.6 out of 5.0.
In this parameter, Nabati has got decent rating of 2.8 out of 5.0 as compared to a well-
established product i.e., Cadbury Perk.
In this parameter, respondents are not satisfied with the size of the wafer of any of
the samples.
According to the feedbacks for Nabati, there is a need to work on the portion size of
the wafer to get the near to expected wafer’s size by the consumers.
42 | P a g e
Texture:
According to the respondents, all the samples have uneven texture, which could
happen due to minor melting of the wafer in such hot weather in Chennai.
Temperature was controlled by putting all the samples in the refrigerator as per the
instructions after getting the samples.
Respondents are not very satisfied with the texture of any of the samples, but by
comparing the ratings, majority of the respondents gave highest rating of 3.2 out of
5.0 to T i.e., Nabati wafer and least rating of 2.8 out of 5.0 to M2 i.e., Cadbury Perk.
This is the first parameter, where Nabati has done better or well as compared to the
other two samples.
As per the open-ended feedbacks, respondents are not so focus on the texture of the
wafer, they don’t care much about the texture of the wafer. According to the
observations, consumers mostly don’t take much attention to the texture and mostly
they ignore it, but in the interview, such parameter was added to ask therefore they
had to focus on such parameter in a wafer.
43 | P a g e
Aroma:
In an edible product aroma is something which is very important, in other ways, aroma
is something which could attract customers to try the products, therefore aroma is
something which could make or break the game.
According to the responses, it is found that none of the samples has done well in this
particular parameter. But by comparing the overall rating, the highest rating among
these three samples which is 3.0 out of 5.0 is achieved by Cadbury Perk i.e., M2. And
the least rated product among these is the test product i.e., Nabati which scored 2.8
out of 5.0. which tells that Nabati have to work on the aroma to match with the
expectations of the consumers, then only it could be able to enter/launch in the
market.
44 | P a g e
Crispness:
This parameter is one of the most crucial for a wafer product, because wafer is all
about crispness. According to the responses, all the three samples have done a great
job to impress the respondents in terms of crispness, because all the ratings are above
4.0 for all the three samples.
M1 i.e., Nestle Munch has got the highest rating i.e, 4.2 out of 5.0 where 43% of the
ratings are 5.0 out of 5.0 which means repondents liked the crispness of Munch verty
much.
In this parameter, Nabati has done a great job and secured a rating of 4.1 out of 5.0
which is good as comoared to Cadbury Perk i.e., M2. Nabati has got 42% votes for
the rating of 4.0 out of 5.0
45 | P a g e
Buying Intention:
Purchase intention or buying intention is something which concludes the game for the
companies, because that is the time to decide which one to buy or whether buy it or
should move to another one. This is the decision for which all the companies does
wait for long to observe the decision of the consumers.
By analyzing the feedback of the respondents, it is found that both the market samples
have done a great job, where majority of the consumers have selected Nestlé Munch
i.e., M1 to buy as the first priority and given it 4.5 out of 5.0., similarly the second
market sample which is Cadbury Perk has secured a rating of 4.0 out of 5.0 from the
respondents. And on the other hand consumers have given the least rating to the test
product which is Nabati chocolate coated wafer with a rating of 3.7 out of 5.0.
Therefore, Nabati have to work hard on almost all the parameters to impress the
consumers and to get at least close to similar rating with the market samples.
46 | P a g e
Perceived Price:
Maximum Price willing to pay for test sample (Nabati Wafer

or T)
Base: 103 %
Upto Rs. 5/- 49%
Rs.10/- 35%
Rs. 15/- 10%
Rs.20/- 4%
More than Rs. 20/- 2%
By getting the feedback and responses of the respondents, it is obtained that majority
of the consumers are willing to pay up to Rs.5/- for the test sample (Nabati Wafer).
Around 49% of the consumers out of 103 respondents are willing to pay maximum of
Rs.5/- for the test sample.
Therefore, the perceived price is Rs.5/- for Nabati chocolate coated wafer test
product.
47 | P a g e
Open ended feedback:
Open Feedback
Base: 103 T (Nabati) M1 (Nestle M2 (Cadbury
Munch) Perk)
Color 27% 23% 50%
Qty. of chocolate coating 11% 44% 45%
Sweetness 19% 52% 29%

Taste of Wafer 26% 54% 20%
Taste of chocolate coating 15% 50% 35%
After taste 25% 49% 26%
 According to the consumers, Cadbury Perk had the best dark color as what
they want in a chocolate wafer with the highest acceptability of 50% out of 103
respondents. And the least percentage of consumers liked Nestle munch
which is around 23% of the respondents liked it. And in the cast of the Nabati
wafer i.e., test product has struggled to get good reviews for the color of wafer.
Therefore, Nabati needs to work on the color of the wafer and the color of
chocolate coating which could make a difference and could stand on the
expectations of the consumers.
 Quantity of chocolate coating is a major parameter for every consumer before

buying a wafer, therefore every company pays a major attention on filling the
wafer with good amount of chocolate coating. According to the responses of
the consumers, majority of the consumers liked the quantity of chocolate
coating of both Cadbury Perk and Nestlé Munch, by comparison Perk got
slightly higher votes. But in this important parameter, Nabati has done very
48 | P a g e
poor and got least score of 11% only. As this parameter is crucial for a wafer
company, therefore Nabati needs to work really very hard to increase the
quantity of chocolate coating in a good acceptable amount on the wafer to
compete with the other brands in the market.
 Sweetness of a wafer is something which differ person to person, some

consumers like very sweet taste or some don’t like too much sweet and
demand balanced amount of sweetness in a coated wafer. Therefore, it is very
tough for companies to make a product with balanced sweetness which will
be liked by majority of the consumers. According to the responses, only Nestlé
Munch has done a good job in this as compared to other two products or
samples, by securing 52% of vote out of 103 respondents. And both the other
samples have done a poor job in this where Nabati has got the least score i.e.,
19% out of 103 respondents, and Perk got 19% votes. Therefore, Nabati have
to work on the sweetness of the coated wafer and have to obtain the balanced
amount of sweetness to match the expectations of the consumers.
 Taste of wafer is something which confused the respondents, because they

couldn’t exactly realize the exact taste of only wafer, therefore this is a minor
thing for them. But when respondents put some efforts on the taste buds then
they gave highest score to Nestlé Munch i.e., 49% and the least vote is given
to the test product which is Nabati wafer with a score of 25% out of 103
respondents. Therefore, Nabati needs to work on their wafer taste and try to
make it more delicious for the consumers.
 In a chocolate coated wafer, the taste of chocolate coating is the soul of the
product. By analyzing the responses of the consumers, Nestlé Munch has got
the highest score i.e., 50% and Nabati has got the least score i.e., 15% out of
103 respondents. Therefore, Nabati needs to improve their chocolate taste
otherwise there is no sense to launch this product without a good chocolate
taste.
 After taste is something which no one talks about. According to the

respondents, majority have liked the after taste of Nestlé Munch as compared
49 | P a g e
to the other two samples. Other two samples have got poor rating on after
taste, where Nabati has got the least score with 25% votes out of 103
responses. And the feedback which is received is respondents felt some oily
aftertaste in Nabati wafer, which is not with the other two market products.
Therefore, Nabati needs to improve their wafers after taste to match with the
expectations of the consumers.
Final preference of respondents:
Majority of the respondents i.e., 61% have selected Nestlé Munch (M1) as their first
preference, as per their feedback Nestlé Munch has a good overall taste and stands
up on almost every parameter. Respondents second preference i.e., 25% is Cadbury
Perk (M2) and the least or the last preference for the respondents is the test product
or Nabati wafer (T). Therefore, Nabati failed to impress the respondents and couldn’t
stand on most of the parameters.
50 | P a g e
CHAPTER-4
SCOPE OF THE RESEARCH,

LIMITATIONS
&
FINDINGS,
51 | P a g e
Scope of the research:
The research enables Nabati to understand where it stands in launching a new

product. With Cadbury and Nestle dominating the Indian market. This research helps
in understanding the opinion of people towards the new product. The research takes
the following pointers into consideration:
i. The overall opinion of the respondents towards various factors including,

appearance, various parameters of taste and the intention to buy the product.
ii. The research takes the survey opinion of A and B categories of NCCS
classification.
iii. A comparative choice of the three test products.
Limitations of the research:
The limitations of this research were:
i. The sample size of 103 was not enough to assess a major chunk of the
population of Chennai, who otherwise, can alter the outcome of the results to
an extent.
ii. The survey questionnaire had to be detailed, so as to get a thorough

understanding of the respondents’ opinion. This meant that the questionnaire
had to be long, which further meant a compromise on time.
iii. The smaller number of surveyors also proved to be a factor to limit the
research. More surveyors meant interviewing more people.
52 | P a g e
Findings:
 By analyzing the data, it is found that majority of the respondents liked the
market product which is Nestle Munch over the other two products i.e.,
Cadbury perk and Nabati wafer.
 The things which are mostly liked by the respondents in Nestle Munch are:
o Overall appearance.
o Overall taste
o Size of the wafer
o Aroma
o Correct amount of sweetness and,
o After taste.
 Purchase intention of the respondents shows that, majority i.e., 61% of the
consumers would like to purchase Nestle Munch over the test product.
 The maximum price which respondents are willing to pay for the 17g pack of
Nabati chocolate coated wafer is under Rs. 5/-.
 The inputs from the respondents, for the improvement of test product are:
o Overall taste
o Overall appearance
o Size of the wafer
o Quantity of chocolate coating
o Amount of sweetness
o After taste
53 | P a g e
CHAPTER- 5
RECOMMENDATIONS
AND
CONCLUSIONS
54 | P a g e
Recommendations:
 My suggestion would be that a company which makes confectionery products

should focus on its overall appearance, overall taste and after taste. Because
these three parameters are the pillar of such products on which consumers
make their final decision.
 Ensuring availability of the products, especially the ones which are in high
demand in the market.
 To make different strategies for different segments of products.
 Should map the pricing of the competitors and have a clear stand on pricing.
 Offering customer specific products.
Conclusion:
 Through the research, I would like to conclude that in today’s world where
different people with different choice of taste are present, in this situation it is
very critical for a company to make a confectionary product which should stand
up on the expectations of the consumers.
 According to the comparative rating, it is found that majority of the respondents
first preference is Nestlé Munch over the other two products i.e., Cadbury Perk
and Nabati wafer.
 It is found that, consumers are not willing to buy the test product which is
Nabati wafer, again and they are considering Nabati as an alternate product,
if at that point of time their preferred product is not available in the market.
 Due to lack in overall likeability and acceptance, consumers are not willing to
pay up to Rs. 5 for the test product i.e., Nabati, if it is available in the market.
 As the company has set the Action Standard at 70% for this new upcoming
Nabati chocolate coated wafer, which they couldn’t achieve. Therefore, the
company needs to improve their product a lot to stand on the expectations of
the consumers to compete with the big players in the market, then only Nabati
could launch this product in the Market.
55 | P a g e
CHAPTER - 6
REFERENCE
OR
BIBLIOGRAPHY
56 | P a g e
References:
 Indian Brand Equity Foundation. Indian FMCG Industry Analysis.

https://www.ibef.org/industry/fmcg-presentation
 Maximizer market research. Indian FMCG Market – Industry Analysis and
forecast (2021-2027) by Product Type. Demographics, Sales Channel and
Region. https://www.maximizemarketresearch.com/market-report/indian-fast-
moving-consumer-goods-fmcg-market/29038/
 Nabati Group. Our History Milestone. https://www.nabatigroup.com/en/about-
us/our-history/
 Bry-Air. Indian Confectionery Industry Developing a sweet tooth.
https://www.bryair.com/media_coverage/indian-confectionery-industry-
developing-a-sweet-tooth/
 Research And Markets. Chocolate (Confectionery) Market in India – Outlook
to 2025; Market Size, Growth and Forecast Analytics.
https://www.researchandmarkets.com/reports/5390742/chocolate-
confectionery-market-in-india
 Drishti IAS. Fast-Moving Consumer Goods Sector in India.
https://www.drishtiias.com/daily-updates/daily-news-editorials/fast-moving-
consumer-goods-sector-in-
india#:~:text=FMCG%20is%20the%20fourth%20largest,contributor%20to%2
0India%27s%20GDP%20growth.
 Khan, Y. (2021, July 07). “Confectionery sector amidst the pandemic:
Extracting honey from the honeycomb”.
https://retail.economictimes.indiatimes.com/news/food-
entertainment/personal-care-pet-supplies-liquor/confectionery-sector-amidst-
the-pandemic-extracting-honey-from-the-
honeycomb/84018289#:~:text=The%20FMCG%20sector%20amidst%20the,
110%20billion%20Indian%20FMCG%20industry.
 Processed Food Industry. Recent Trends in Confectionery Industry.
https://www.pfionline.com/recent-trends-in-confectionery-industry/
57 | P a g e
CHAPTER - 7
APPENDICES
58 | P a g e
Recruitment questionnaire – Project Coated wafer – Product Test
Section 1: Basic details
1. Name : ____________________________
2. Phone number : ____________________________
3. Address : ____________________________
____________________________
____________________________
4. Pincode : ____________________________
Section 2: Recruitment criteria
1. Age-group
Less than 13 years 1 THANK AND TERMINATE
13-15 years 2
16-18 years 3
19-21 years 4
More than 21 years 5 THANK AND TERMINATE
2. Gender
Male 1 PROPORTION OF MALE : FEMALE TO BE IN THE RATIO
Female 2 OF 50:50
ASK THE PARENT

3. Can you please tell me up to what level the Chief Wage Earner of your household has studied? By this I mean the
educational qualification of the person who contributes the maximum money towards the household expenses.
RECORD VERBATIM FIRST. RECORD IN GRID BELOW.
____________________________________________________________
Illiterate 1
Literate but no formal education 2
School – up to 4 years 3
School – 5-9 years 4
School - SSC/HSC 5
Some college but not a graduate 6
Graduate/Post graduate – General 7
Graduate/Post graduate – Professional 8
4. Please take a look at this list and tell me which of these items do you have at home? (It could be owned by you,
your family, or provided by the employer or it could be available in the house you live in; but it should be for the
use of just you or your family)
EXPLAIN, IF NECESSARY: We have a standard list of items that we use in all kinds of cities and villages. So don’t
worry if an item appears irrelevant for you, or too ordinary - just go ahead and tell me which items you do have.
We need this information just for survey purpose only.
Do you have a…(ITEM) in your home (which is in working condition)?
CIRCLE ITEMS OWNED / HAVE AT HOME. TICK THE ITEM IF OWNED. ADD THE NO. OF TICKS IN THE BOX.
5. Does your family own any agricultural land, by agricultural land I mean land that is currently under cultivation or
plantation? SHOW CARD / READ OUT
59 | P a g e
Items owned / have access at home CIRCLE TICK
Electricity connection 1
Ceiling fan 2
LPG stove 3
Two-wheeler 4
Colour TV 5
Q4
Refrigerator 6
Washing machine 7
Personal computer / Laptop 8
Car / Jeep / Van 9
Air conditioner 10
Q5 Agricultural land 11
NUMBER OF STANDARD 11 OWNED
NCCS GRID
School
upto 4 Graduate
Graduate
yrs / Some / Post
No. of / Post
literate School 5 SSC / College Graduate
Durables Education Illiterate Graduate
but no -9 years HSC but not -
(TRANSFE -
formal Graduate Professio
R General
schoolin nal
FROM Q2)
g
CODE 1 2/3 4 5 6 7 8
None 1 E3 E2 E2 E2 E2 E1 D2
1 2 E2 E1 E1 E1 D2 D2 D2
2 3 E1 E1 D2 D2 D1 D1 D1
3 4 D2 D2 D1 D1 C2 C2 C2
4 5 D1 C2 C2 C1 C1 B2 B2
5 6 C2 C1 C1 B2 B1 B1 B1
6 7 C1 B2 B2 B1 A3 A3 A3
7 8 C1 B1 B1 A3 A3 A2 A2
8 9 B1 A3 A3 A3 A2 A2 A2
9+ 10 B1 A3 A3 A2 A2 A1 A1
6. RECORD NCCS HERE

A1 1
A2 2 PROPORTION OF NCCS A :
A3 3 CONTINUE NCCS B TO BE IN THE RATIO
B1 4 OF 50:50
B2 5
C1 / C2 / D1 / D2 / E1 / E2 / E3 6 THANK AND TERMINATE
60 | P a g e
7. Do you have chocolate coated wafers? If yes, how often do you have them?
Do not have chocolate coated 1
wafers
THANK AND TERMINATE
Less often than once in two weeks 2
Around once in two weeks 3
Around once a week 4
Around two to three times a week 5 CONTINUE
Almost every day / daily 6
8. And which brand(s) do you normally have?

Kitkat 1
Munch 2 CONTINUE
Perk 3
Any others (please specify:
THANK AND TERMINATE
……………………………………………..)
ASK THE SELECTED RESPONDENT – We are doing a research study to get feedback about a new snack product like
this. I request you to come and taste this product and give us your feedback. Thank you.
61 | P a g e
Main questionnaire – Project Choco coated wafer – Product Test
Section 1: Basic details of the respondent (FOR INTERVIEWER TO NOTE)
1. Respondent serial no : _____________________________________
2. Respondent name : _____________________________________
3. Age-group
13-15 years 1
16-18 years 2
19-21 years 3
4. Gender
Male 1
Female 2
5. Product rotation followed

T first, then M1, then M2 1
M1 first, then M2, then T 2
M2 first, then T, then M1 3
6. NCCS (to be noted from RQ)

A1 1
A2 2
A3 3
B1 4
B2 5
7. Interviewed by : _____________________________________
8. Date of interview : _____________________________________
9. Time of interview : _____________________________________
62
Section 2: Feedback about T
PLACE THE PRODUCT IN FRONT OF THE RESPONDENT AND ASK

1. Please look at this product. Before you taste it, please tell me what would you say about the overall appearance of
this product? Please give a score from 1 to 5 where 1 is the lowest and 5 is the highest. RECORD IN GRID BELOW.
a. Why do you say so? RECORD VERBATIM
Q1 Q1a
I don’t like it at all 1
2
3
4
I like it very much 5
ASK THE RESPONDENT TO TASTE THE PRODUCT – ONE BITE - AND THEN ASK.
2. Can you now tell me what you would say about the overall taste of this product? Please give a score from 1 to 5
where 1 is the lowest and 5 is the highest.
Q2 Q2a
2
3
4
3. Based on the taste of the product now, do you want to buy it / do you want your mother to buy it for you and have it
again at home? Please give a score from 1 to 5 where 1 is the lowest and 5 is the highest. RECORD IN GRID BELOW.
Q3 Q3a
Definitely not buy 1
2
3
4
Definitely buy 5
4. And what would you say about….(ASK FOR EACH PARAMETER MENTIONED IN TABLE BELOW). Please give a score
from 1 to 5 where 1 is the lowest and 5 is the highest. RECORD IN GRID BELOW.
# Parameter Scale
Very small compared to Very large compared to
2 Just right 4
1 Size of this product what I like what I like
1 2 3 4 5
Very light compared to Very dark compared to
Colour of this 2 Just right 4
2 what I like what I like
product
1 2 3 4 5
Very mild aroma Very strong aroma
Aroma of this 2 Just right 4
3 compared to what I like compared to what I like
product
1 2 3 4 5
Very smooth compared to Very rough compared to
Texture of this 2 Just right 4
product
1 2 3 4 5
63
5. What would you say about the crispness of the wafer inside? Please give a score from 1 to 5 where 1 is the lowest and
5 is the highest. RECORD BELOW.
2
3
4
5a. ASK IF RESPONDENT MENTIONS 1 / 2 / 3. How crisp do you find it?

Not at all crisp enough for my liking 1
2
Just the right level of crispness 3
4
Too crisp for my liking 5
6. And, what would you say about the quantity of the chocolate coating in this product. Please give a score from 1 to 5
where 1 is very little coating, 3 is just right and 5 is too much coating. RECORD BELOW.
Very little chocolate coating compared to what I like 1
2
Just the right amount of chocolate coating 3
4
Too much chocolate coating compared to what I like 5
7. And, what would you say about the sweetness of this product? Please give a score from 1 to 5 where 1 is the lowest
and 5 is the highest. RECORD BELOW.
2
3
4
7a. ASK IF RESPONDENT MENTIONS 1 / 2 / 3. How sweet is it?

Not sweet enough for my liking 1
2
Just the right level of sweetness 3
4
Too sweet for my liking 5
# I don’t like it I like it very
at all much
1 Taste of the wafer 1 2 3 4 5
2 Taste of the chocolate coating 1 2 3 4 5
ASK THE RESPONDENT TO FINISH THE PRODUCT - AND THEN ASK

64
9. Can you please tell me what you would say about the after taste / mouth feel after you finished having this product?
Please give a score from 1 to 5 where 1 is the lowest and 5 is the highest.
2
3
4
10. Based on the overall taste of this product, do you want to buy it / do you want your mother to buy it for you and have
it again at home? Please give a score from 1 to 5 where 1 is the lowest and 5 is the highest. RECORD IN GRID BELOW.
Q10 Q10a
2
3
4
Definitely buy 5
GIVE WATER. ASK THE RESPONDENT TO RINSE MOUTH BEFORE THE NEXT SAMPLE IS GIVEN FOR TASTING.
65
Section 3: Feedback about M1

Q1 Q1a
2
3
4
Q2 Q2a
2
3
4
Q3 Q3a
2
3
4
Definitely buy 5
# Parameter Scale
2 Just right 4
1 2 3 4 5
product
1 2 3 4 5
product
1 2 3 4 5
product
1 2 3 4 5
66
2
3
4

2
4
2
4
2
3
4

2
4
at all much

67
2
3
4
Q10 Q10a
2
3
4
Definitely buy 5
68
Section 4: Feedback about M2

Q1 Q1a
2
3
4
Q2 Q2a
2
3
4
Q3 Q3a
2
3
4
Definitely buy 5
# Parameter Scale
2 Just right 4
1 2 3 4 5
product
1 2 3 4 5
product
1 2 3 4 5
product
1 2 3 4 5
69
2
3
4

2
4
2
4
2
3
4

2
4
at all much
70
2
3
4
Q10 Q10a
2
3
4
Definitely buy 5
71
Section 5: Comparative rating
1. On the whole, which of the three samples do you like the most?
Sample given first 1
Sample given second 2
Sample given third 3
ASK Q2 FOR THE SAMPLE MENTIONED IN Q1 ABOVE
2. Why do you like that sample the most? RECORD VERBATIM
3. As I read out a list of parameters you may be looking for, can you tell me which sample is the best on each of those
parameters?
# PARAMETER First sample is the Second sample is the Third sample is the
best best best
1 Overall appearance of the product 1 2 3
2 Size of the product 1 2 3
3 Colour of the product 1 2 3
4 Aroma of the product 1 2 3
5 Texture of the product 1 2 3
6 Overall taste 1 2 3
7 Crispness of wafer inside 1 2 3
8 Quantity of chocolate coating 1 2 3
9 Sweetness 1 2 3
10 Taste of the wafer 1 2 3
11 Taste of the chocolate coating 1 2 3
12 After taste / mouth feel 1 2 3
4. And can you please tell me which one of the three would you like to buy if it was available?
Sample given first 1
Sample given second 2
Sample given third 3
72
Section 6: About price
1. Can you please tell me how much would you be prepared to pay for the sample T that you tasted SHOW SAMPLE T?
Please indicate the maximum amount you would be willing to pay.
Rs.
2. If the price is Rs.5/- for the sample T you tasted, does this make you feel like buying this product? Please give a score
from 1 to 5 where 1 is the lowest and 5 is the highest. RECORD IN TABLE BELOW.
2
3
4
Definitely buy 5
THANK AND CLOSE THE INTERVIEW.
73

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094_Akash Bhowmick_CIP Report_Nabati

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Indus Business Academy

Lakshmipura, Thataguni post

A Project Report for the fulfilment of the requirement for

Under the supervision of

This is to certify that Mr. Akash Bhowmick (FPB2022/094) is a bona-fide

Dr. Subhash Sharma

This is to certify that Mr. Akash Bhowmick (FPB2022/094) is a bona-fide student

Professor and Faculty Mentor

Indus Business Academy

I Akash Bhowmick a bona-fide student of Indus Business Academy, Bangalore

Name: Akash Bhowmick

S.no Contents Page No

3 PORTER 5 Forces Analysis 15 – 16

6 Problem Definition & Key Result Areas (KRAs) 27 – 31

9 Analysis & Interpretation 39 – 50

Sl. Diagram or Content Page no.

2 Fig. 2 World’s largest FMCG companies 13

3 Fig. 3 FMCG: Key players in India 14

4 Fig. 4 Porter’s 5 forces 15

5 Fig. 5 SWOT Analysis 17

6 Fig. 6 Status of Indian FMCG market 18

7 Fig. 7 Kaybase Logo (Internship Company) 20

8 Fig. 8 Clients of Kaybase 21

9 Fig. 9 Top competitors in Market Research 22

10 Fig. 10 Nabati Logo 23

11 Fig. 11 Nabati: Milestones 24

12 Fig. 12(a) to Nabati Products 25 – 26

13 Fig. 13 Literature Review 32

14 Fig. 14 (a) (b) Top competitors of Nabati 36

Consumer packaged goods, or CPG, or fast-moving consumer goods, is another

One of the most important new trends in FMCG is sustainable practices.

2. Expansion into e-commerce

An already booming e-commerce industry was propelled by the COVID-19

Leading FMCG producers are enhancing customer experiences to foster brand

World’s Largest FMCG Companies:

Key players in India:

1. Threat of new entrants: MODERATE

 Huge investments in setting up distribution network and promoting brands.

2. Bargaining power of suppliers: LOW

3. Bargaining power of buyers: HIGH

 Low switching cost induces the customers product shift.

 Presence of multiple brands

5. Competitive Rivalry: HIGH

 Private label brands by retailers are priced at discount to mainframe brands

 Highly fragmented industry as more MNCs are entering.

 Moderate operating costs.

 Lower scope of investing in technology and achieving economies of scale, especially

 Untapped rural market.

 Intense and increasing competition from local as well as MNC players.

It is a market research and analytics company that focuses on offering useful

Mission and Vision:

Enerlife Private Limited is international business partner of Nabati Group, which

By having a modern innovation and professional business development, Nabati

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Pink Lava Cream wafer

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Maxi Hazelnut wafer

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Maxi Greentea wafer

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