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    CONTENTS

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    Sr.No.

    Chapter Name Page No.

    1. Introduction & History 7

    2. Marketing Research 17

    3. Research Design 21

    4. Limitations 45

    5. My Findings 46

    6. Suggestions 47

    7. Conclusion 48

    8. Bibliography 49

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    ANAND MILK UNION LIMITED

    THE KAIRA DISTRICT CO-OPERATIVE MILK

    PRODUCERS UNION LIMITEDANAND

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    INTRODUCTION AND HISTORY

    In the year1946 the first milk union was established. This union was started

    with 250 liters of milk per day. In the year1955 AMUL was established. In the

    year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE

    MILK PRODUCERS UNION. This union selected the brand name AMUL in

    1955.

    The brand name Amul means AMULYA. This word derived form the

    Sanskrit word AMULYA which means PRICELESS. A quality control

    expert in Anand had suggested the brand name AMUL. Amul products have

    been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder,

    Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, AmulIce cream, Nutramul, Amul Milk and Amulya have made Amul a leading food

    brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of

    many things like of the high-quality products sold at reasonable prices, of the

    genesis of a vast co-operative network, of the triumph of indigenous technology, of

    the marketing savvy of a farmers' organization. And have a proven model for dairy

    development (Generally known as ANAND PATTERN).

    In the early 40s, the main sources of earning for the farmers of Kaira district

    were farming and selling of milk. That time there was high demand for milk in

    Bombay. The main supplier of the milk was Polson dairy limited, which was a

    privately owned company and held monopoly over the supply of milk at Bombay

    from the Kaira district. This system leads to exploitation of poor and illiterates

    farmers by the private traders. The traders used to beside the prices of milk and the

    farmers were forced to accept it without uttering a single word.

    However, when the exploitation became intolerable, the farmers were

    frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was aleading activist in the freedom movement. Sardar Patel advised the farmers to sell

    the milk on their own by establishing a co-operative union, Instead of supplying

    milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in

    order to gain his co-operation and help. Shri Desai held a meeting at Samarkha

    village near Anand, on 4th January 1946. He advised the farmers to form a society

    for collection of the milk.

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    These village societies would collect the milk themselves and would decide

    the prices at which they can sell the milk. The district union was also form to

    collect the milk from such village co-operative societies and to sell them. It was

    also resolved that the Government should be asked to buy milk from the union.

    However, the govt. did not seem to help farmers by any means. It gave the

    negative response by turning down the demand for the milk. To respond to this

    action of govt., the farmers ofKaira district went on a milk strike. For 15 whole

    days not a single drop of milk was sold to the traders. As a result the Bombay milk

    scheme was severely affected. The milk commissioner of Bombay then visited

    Anand to assess the situation. Having seemed the condition, he decided to fulfill

    the farmers demand.

    Thus their cooperative unions were forced at the village and district level to

    collect and sell milk on a cooperative basis, without the intervention of

    Government. Mr. Verghese Kurien showed main interest in establishing union

    who was supported by Shri Tribhuvandas Patel who lead the farmers in forming

    the Co-operative unions at the village level. The Kaira district milk producers

    union was thus established in ANAND and was registered formally on 14th

    December 1946. Since farmers sold all the milk in Anand through a co-operative

    union, it was commonly resolved to sell the milk under the brand name AMUL.

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    AMUL'S SECRET OF SUCCESS

    The system succeeded mainly because it provides an assured market at

    remunerative prices for producers' milk besides acting as a channel to market the

    production enhancement package. What's more, it does not disturb the agro-system

    of the farmers. It also enables the consumer an access to high quality milk and milk

    products. Contrary to the traditional system, when the profit of the business was

    cornered by the middlemen, the system ensured that the profit goes to the

    participants for their socio-economic upliftment and common good.

    Looking back on the path traversed by Amul, the following features make it a

    pattern and model for emulation elsewhere.

    Amul has been able to:

    Produce an appropriate blend of the policy makers farmers board of

    management and the professionals: each group appreciating its rotes and

    limitations,

    Bring at the command of the rural milk producers the best of the technology

    and harness its fruit for betterment.

    Provide a support system to the milk producers without disturbing their agro-

    economic systems,

    Plough back the profits, by prudent use of men, material and machines, in

    the rural sector for the common good and betterment of the member

    producers and

    Even though, growing with time and on scale, it has remained with the

    smallest producer members. In that sense. Amul is an example par

    excellence, of an intervention for rural change.

    The Union looks after policy formulation, processing and marketing of milk,

    provision of technical inputs to enhance milk yield of animals, the artificial

    insemination service, veterinary care, better feeds and the like - all through the

    village societies. Basically the union and cooperation of people brought Amul into

    fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest

    THE TASTE OF INDIA.

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    BOARD MEMBERS

    Shri Ramsinh Prabhatsinh

    Parmar

    Chairman

    Shri Rajendrasinh Dhirsinh

    Parmar

    Vice-Chairman

    Shri Dhirubhai Amarsinh Zala Director

    Smt. Mansinh Kohyabhai

    Chauhan

    Director

    Shri Maganbhai Gokalbhai Zala DirectorShri Shivabhai Mahijibhai

    Parmar

    Director

    Shri Pravinsinh Fulsinh Solanki Director

    Shri Chandubhai Madhubhai

    Parmar

    Director

    Shri Bhaijibhai Amarsinh Zala Director

    Shri Bipinbhai Manishankar

    Joshi

    Director

    Smt. Sarayuben Bharatbhai Patel DirectorShri Ranjitbhai Kantibhai Patel Director

    Shri B. M. Vyas Managing

    Director

    G.C.M.M.F

    Shri Deepak Dalal District Registrar

    Shri Rahul Kumar Managing

    Director

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    MARKETING RESEARCH

    Marketing research plays an important role in the process of marketing.

    Starting with market component of the total marketing talks. It helps the firm toacquire a better understanding of the consumers, the competition and the marketing

    environment.

    DEFINITION

    Marketing research is a systematic gathering, recording and analysis marketing

    problem to facilitate decision making.

    - Coundiff & Still.

    Marketing research is a systematic problem analysis, model building and fact

    finding for the purpose of important decision making and control in the marketing

    of goods and services.

    - Phillip Kotler.

    MAIN STEPS INVOLVED IN MARKETING RESEARCH

    Defining the Marketing Problem to be tackled and identifying the market research

    problem involved in the task.

    (1) Define the problem and its objectives :- This includes an effective job

    in planning and designing a research project that will provide the needed

    information. It also includes the establishment of a general framework of

    major marketing elements such as the industry elements, competitiveelements, marketing elements and company elements.

    (2) Identify the problem :- Identifyingthe problem involves getting

    acquainted with the company, its business, its products and market

    environment, advertising by means of library consultation and extensive

    interviewing of companys officials.

    (3) Determining the specific Information needed :- In general the

    producer, the manufacturer, the wholesaler and the retailer try to find out

    four things namely :-(1) What to sell ; (2)When to sell(2) Where to sell and (4)How to sell

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    (4) Determine the sources of information :-

    (a) Primary Data :- Primary datas are those which are

    gathered specially for the project at hand, directly e.g.

    through questionnaires & interviews. Primary data sourcesinclude company salesman, middleman, consumers,

    buyers, trade associations executives & other businessman

    & even competitors.(b) Secondary Data :- These are generally published sources,

    which have been collected originally for some other

    purpose. Source are internal company records, government

    publication, reports & publication, reports & journals,

    trade, professional and business associations publications

    & report.

    (5)Decide Research methods for collecting data :- If it is

    found that the secondary data cannot be of much use, collection of

    primary data become necessary. Three widely used methods of

    gathering primary data are

    A) Survey Method :- In this method, information gathered directly from

    individual respondents, either through personal interviews or through mail

    questionnaires or telephone interviews.

    B) Observation Method :- The research data are gathered through

    observing and recording their actions in a marketing situation. This technique is

    highly accurate. It is rather an expensive technique.

    C) Experimental Method :- This method involves carrying out a small

    scale trial solution to a problem, while at the same time, attempting to control all

    factors relevant to the problem. The main assumption here is that the test

    conditions are essentially the same as those that will be encountered later when

    conclusions derived from the experiment are applied to a broader marketing area.

    D) The Panel Research :- In this technique the same group of respondents

    is contacted for more then one occasion; and the information obtained to find out if

    there has been any in their taste demand or they want any special quality, color,

    size, packing in the product.

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    a) Preparation of questionnaire

    b) Presetting of questionnaire

    c) Planning of the sample

    (4) Tabulate, Analysis and Interpret the Data :-

    The report must give/contain the following information:-

    a. The title of researchb. The name of the organization for which it has been Conducted

    c. The objectives of research

    d. The methodology used

    e. Organization and the planning of the report

    f. A table of contents along with charts and diagrams used in the reports

    g. The main report containing the findings

    h. Conclusion arrived at end recommendations suggested

    i. Appendices (containing questionnaire / forms used sample design,

    instructions.)

    (6) Follow-up the study :- The researchers, in the last stage, should follow up this

    study to find if his recommendation are being implemented and if not, why.

    RESEARCH DESIGN

    Advertising is a paid form of non-personal presentation and promotion of ideas,

    goods or services by an identified sponsor.

    1. RESEARCH PROBLEM

    Increase the awareness level ofAMUL CHOCOLATE.

    Seek the general perception of consumer towards AMUL CHOCOLATE.

    To find the performance ofAMUL CHOCOLATE vis--vis other Brands.

    To know the consumer psyche and their behaviour towards AMUL

    CHOCOLATE

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    2. RESEARCH OBJECTIVES & related sub objectives

    To know the relationship of sales with the advertisement.

    To know awareness of people towards Amul chocolates.

    To know in which segment chocolates are mostly like/preferred.

    To know which advertisement tool is mostly preferred by people.

    To know the preference ofAmul chocolates with comparison to

    Other competitive brands.

    To know the factors which affects consumers buying behaviour

    to purchase chocolates.

    3. Information requirement

    First, I had to know about all the competitors present in the chocolate

    segment (Reputed and well established brands as well as Local brands).

    Before going for the survey I had to know the comparative packs and

    prices of all the competitors existing in the market.

    Since chocolate is a product that attracts children and youngsters hence I had

    to trace the market and segment it, which mainly deals with people of

    various age groups.

    As chocolate is different product, the main information needed is the various

    types of chocolates available in the market, their calorific value and various

    other facts. They can be termed as :

    As Amul chocolate advertisements are mainly done through hoardings but

    on television the advertisement is being telecasted timely and on the proper

    time or not.

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    AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids,

    Chocolate mass.

    Composition:

    Milk Fat 2%

    Sugar 55%

    Total Fat 32.33%

    (Milk Fat + Cocoa Fat)

    Cocoa Solids 7.5%

    Milk Solids 20%

    4. Choice of research design alternatives & choice

    Despite the difficulty of establishing an entirely satisfactory classification system,

    it is helpful to classify marketing research on the basis of the fundamentalobjectives of the research. Consideration of the different types, their applicability,

    their strengths, and their weakness will help the student to select the type best

    suited to a specific problem.

    The two general types of research are:

    EXPLORATORY RESEARCH

    CONCLUSIVE RESEARCH

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    5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

    If one wants to know what type of dentifrice people use, what they think of,

    television commercials, or why they buy particular brands of cars, the natural

    procedure is to ask them. Thus, the questionnaire method has come to be the morewidely used of the two data collection method. Many consumers are now familiar

    with the telephone caller who greets them with We are making a survey, and

    then proceeds to ask a series of questions. Some interviews are conducted in

    person, others by telephone, and others by mail. Each of these has its special

    advantages and disadvantages and limitations. The questionnaire method in

    general, however, has a number of pervasive advantages and disadvantages.

    Discussion of particular variations will be more meaningful if these characteristics

    of the general methods are brought out first.

    A questionnaire consists of list of questions to be asked from the respondents and

    the space provided to record the answer / responses. Questionnaire can be used for

    the personal interviews, focus groups, mails and telephonic interviews. The choice

    among these alternatives is largely determined by the type of information to be

    obtained and by the type of respondents from whom it is to be obtained. The

    common factor in all varieties of the questionnaire method is this reliance on verbal

    responses to question, written or oral.

    Questionnaire in the project consists of:

    MULTIPLE CHOICE QUESTIONS:

    Questions of this type offer the respondents an alternative to choose the right

    answer among others. It is faster, time saving and less biased. It also simplifies the

    tabulating process.

    OPEN END QUESTIONS:

    In this type respondents are free to answer in their own words and express the ideas

    they think are relevant, such questions are good as first questions or opening

    questions. They introduce the subject and obtain general reaction.

    DICTHOMUS:

    These are the questions which are Boolean in nature. These answers are

    straightforward and respondents have to answer them in a straight way. That meansthe answer can only be either Yes or

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    6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

    Sample design is a definite plan of obtaining some items from the whole

    population. The sample design used in this project is two state sampling i.e. Cluster

    and convenience. In the probability sampling methods, each items in the sample ischosen one at a time from a complete list of universe elements. In marketing

    research practice, it will sometimes be more expedient to select clusters or groups

    of universe elements, rather than to choose sample items individually.

    Sampling methods in which universe elements are chosen in groups ---- rather than

    individually -- are called cluster-sampling methods. They are widely used in the

    sampling of human populations. When no complete universe listing exists, a type

    of sampling is called area sampling may be the only practically feasible form of

    probability sampling.

    SAMPLING METHODS

    Sample design is a definite plan of obtaining some items from the whole

    population. The sample design used in this project is two state sampling i.e. cluster

    sampling and convenience sampling. The whole city was divided into some

    geographical areas and I have chosen Memnagar, Ashram road, Sattelite, Bopal,Bodekdev, Vastrapur, Navrangpura, Usmanpura, Maninagar and

    Narayanpura. The total sample size was 200.

    CLUSTER SAMPLING

    Here the whole area is divided into some geographical area and a definite number

    of consumers were to be surveyed.

    CONVINIENCE SAMPLING

    This type of sampling is chosen purely on the basis of convenience and according

    to convenience.I visited Garden, Parks, Temple, Superstores, Theatres and

    Gymnasium.

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    SAMPLING

    1. Sampling Technique : Non probability sampling

    (A non probability sampling technique is

    that in which each element in the

    population does not have an equal

    chance of getting selected)

    2. Sample Unit : People who buy chocolates available

    in retail outlets, superstores, etc

    3. Sample size : 200 respondents (Age ranging

    between 15 yrs to 65 yrs)

    4. Method : Direct interview through questionnaire.

    5. Data analysis method : Graphical method.

    6. Area of survey : Ahmadabad District.

    7. Timing of survey : 9.00 am to 12.30 pm and 5.00 pm to

    8.00 pm

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    FIELD WORK- METHOD USED FOR DATA COLLECTION

    Questionnaire was prepared keeping the objective of research in mind.

    Questions were asked to respondents as regards to there willingness to

    purchase Chocolates.

    The help of questionnaires conducted direct interviews, in order to get

    accurate information.

    In order to get correct information I had to approach consumers ranging from

    15 yrs to 65 yrs.

    I visited as many respondents as I can and asked them their real likings about

    any chocolate and also got an idea, How a chocolate should be?

    It is really a Herculean task to understand Consumer Behaviour, as the

    definition suggest, Consumer behaviour is a physical activity as well as

    decision process individual engaged in when evaluating, acquiring, using

    and disposing goods and services.

    In order to collect accurate information I visited to Garden, Parks, Temple,Superstores, Theatres and Gymnasium, each and every question was

    filled personally by the respondents and checked properly.

    People were not willing to answer, when they were contacted between 1.00

    pm to 5.00 pm, the time when most of the people take rest during the

    scorching heat.

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    KIND OF CHOCOLA

    92%

    8%

    branded

    nonbrande

    PRIMARY TABULATION & INTERPRETATION

    [1] What kind of Chocolate do you eat?

    Branded 92 %

    Non branded 08%

    INFERENCE

    92% respondents in the region of Ahmedabad consume Branded Chocolates,

    while 8% still consume non branded.

    [2] Who uses chocolates in your family?

    Children 34 %

    Teenager 33 %

    Young 26 %

    Old 07 %

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    Form of chocolate

    14%

    60%

    20%

    6%Cookies

    Bar

    Wafer

    Other

    0%0%0%0%

    35%

    32%

    26%

    7%

    CHOCOLATE USERS

    Children

    Teenage

    rYoung

    INFERENCE

    Mostly children & teenagers likes chocolates in their families. So we should give

    stress on children & tenager segment to increase market share. Young people also

    using chocolates for consuming & for giving as a gift.

    [3] What form of Chocolate do you like?

    Cookies 14%

    Bar 60%

    Wafer 20%Other 06%

    INFERENCE

    The above diagram suggest that the most preferred form is bar i.e. 60%, followedby wafer i.e. 20%, Cookies are all time favorites with

    14% while other forms are preferred to the extent of 6%.

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    [4] Which Television channel you like to watch most?

    STAR 100

    ZEE 15

    SONY 30CARTOON 30

    Others 25

    T .V .CHANNE L PR EFER

    100

    15

    30

    30

    25

    0 20 40 60 80 100 120

    Star

    Ze e

    Sony

    Cartoon

    Others

    INFERENCE

    Mostly people like STAR channel. This channel is very popular among all the age

    group people. SONY & CARTOON channels are also popular but not as STAR. In

    other channels sports and news channels are preferred. CARTOON channel is

    specially preferred by children. So it will be more beneficial top give

    advertisements on STAR & CARTOON channels, it covers all the age groups.

    [5] In between what time you like to watch television?

    Timings _____________

    5 to 8 pm 33 %

    8 to 11 pm 37 %

    Late Night 10 %

    Morning 15 %Afternoon 05 %

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    32%

    38%

    10%

    15%

    5%

    TIMING PREFERENCE

    5 to 8pm

    8 to 11pm

    Late night

    Morning

    After noon

    INFERENCE

    From the survey it was found that 37% of the respondents likes to watch T.V. after

    8 pm to 11 pm. Because Mostly people belong to service class & females in the

    families got their work by this time. At 5 to 8 pm 33% respondents in which

    especially children watch cartoon channel & etc. so it is good to advertise on

    preferred channels on these timings.

    [6] By which media you prefer to watch advertisements?

    Television 67 %

    Hoardings 17 %

    Newspapers 08 %

    Magazines 05 %

    Others (Mention) 03 %

    0%0%0%0%0%

    67%

    17%

    8%5%3%

    MEDIA PREFERENCE TO WATCH ADVERTISEMENT

    Television

    Hoardings

    Newspapers

    Megazines

    Others

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    INFERENCE

    Mostly people like to watch an advertisement through Television because most of

    them belongs to service class. Children are getting attracted through advertisement

    on television and hoardings. Company tries to give attractive advertisement

    through T.V. and hoardings because advertisement through hoardings is less costly.

    [7] What factors effects you in a chocolate advertisement?

    Brand ambassador 60

    Jingles 30

    Comedy 45

    Music 40

    Emotions 20

    Others (Mention) 05

    EFFECTIVE FACTORS

    0

    10

    20

    30

    40

    50

    60

    70

    Bran

    damb

    assa

    dor

    Jingle

    s

    Come

    dy

    Music

    Emotion

    s

    Othe

    rs

    INFERENCE

    Good Brand Ambassador generally effects peoples perception towards a product

    and create an image in their mind. Mostly people likes to see celebrities like

    Amitabh Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya Mirza etc. as a Brabd

    Ambassador in chocolate advertisements.At the same time people like comedy,

    slow music & specially children like jingles in advertisements.

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    Ever Tasted

    90%

    10%

    Yes

    No

    [8] Have you ever tasted Amul Chocolate?

    Yes 90 %

    No 10 %

    INFERENCE

    The chart shows that 90% respondents have tasted Amul Chocolate, while still

    10% have not tried Amul Chocolates.

    Amul must use proper techniques in order to cater the needs of every common

    man.

    [9] Can you recall AMUL Chocolate advertisement?

    Yes 32 %

    No 68 %

    AdvertisingEffectiveness

    32%

    68%

    Yes

    No

    INFERENCE

    Here it was observed that only 32% respondents in the city of Ahmedabad were

    able to recall Amul Chocolate advertisement. This shows how much Amul lags

    behind in promotional activities and advertisement. Therefore Amul must usestrong promotional activities and advertisement in order to retain their potential

    consumers

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    Market share

    28%

    58%

    13% 1%

    Nestle

    Cadbury

    Amul

    Any other

    [10] Which Chocolate do you like most?

    Nestle 28%

    Cadbury 58%

    Amul 13%

    Any other 01%

    INFERENCE

    We can clearly gauge from the pie chart that Cadbury being on the top slot with

    58% market share dominates the chocolate market, followed by Nestle with 28%

    share, whereas Amul have only 13% market share and thus lags behind.

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    [11] What is the frequency of purchasing Chocolate?

    Daily 17 %

    Weekly 22 %

    Fortnightly 13 %

    Occasionally 48 %

    INFERENCE

    The frequency of chocolate differ a lot where 17% respondents buy it daily, 22%

    weekly, 13% fortnightly, and there is a Hugh chunk of people who buy chocolate

    occasionally

    24

    Frequency ofpurchase

    17%

    22%

    13%

    48%

    Daily

    Weekly

    Fortnightly

    Occasionally

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    [12] How do you scale your Chocolate?

    ATTRIBUTE POOR AVERAGE GOOD EXCELLEN

    T

    PRICE 48% 22% 23% 07%

    SWEETNESS 20% 14% 20% 46%

    PACKAGING 33% 18% 12% 37%

    SOFTNESS 12% 16% 23% 49%

    SCHEMES 37% 13% 17% 33%

    AVAILABILIT

    Y

    12% 15% 23% 50%

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    FINDINGS

    During the survey it was found that still there are 10%people whohave not tasted Amul Chocolate.

    Lake of Awareness in consumers. Many people are not know about Amul

    chocolates specially children and teenagers.

    As I found that the main product of Amul is Milkand company firstly

    wants to capture maximum market share in milk market which is approx.

    66%, after it Amul is concentrating upon butter & cheese which has market

    share of approx. 88%, so it is not concentrating upon chocolates.

    When I interviewed people then many of the people can not recall Amul

    chocolate advertisement. It shows Lake of Advertisement or

    advertisement is not timely given oradvertisement is not given on right

    time.

    In its advertisement is not using any brand ambassador which attracts all

    age group people like Cadbury.

    There is lake ofSales PromotionalActivities i.e. free tattoo, extra weight,

    toys, quiz contest etc.

    Cadbury is main competitor and strategically better performer then Amul.

    I find the main thing is that Amul brand name has very good image in

    consumers mind and they consider it as Pure & Good Product.

    People who have tasted Amul Chocolate are not ready to purchase the sameagain.

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    SUGGESTIONS

    In order to maintain and increase the sales in the city ofAhmedabad, the

    following recommendations regarding Amul Chocolates; particularly

    regarding advertisement, distribution, promotional policies, etc, are hereby

    suggested:

    First and foremost Amul should take proper action in order to improve

    service, because although being on a top slot in Butter and milk supplies it

    does not get the sales in chocolate, which it should get.

    Company should use brand ambassador which attracts each age segment

    i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadooetc.

    Amul should give local advertisements apart from the advertisements given

    at the national level. Local advertisement must mention the exclusive Amul

    shops of the city.

    Try and change the perception of the people through word of mouth about

    Amul in advertisements, because they are the best source to reach Childrenand families.

    Though Amul chocolate advertisements are rarely shown on television yet

    many people could recall it as per the data of research. It shows that there is

    only need to give advertisement only to rememorize customers. Because

    Amul is very strong brand name.

    Company should launch chocolate in new attractive packing to change

    image of Amul chocolate in consumers mind.

    Company should introduce sales promotion schemes like free weight,

    pranky, tattoo, contest, free gifts etc.

    Advertisement can be done with the help of animations that attracts children

    and teenagers because chocolates are consumed largely in this segment.

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    Company should launch chocolates in new flavors like

    Mix Fruit

    Pineapple

    Elaichi

    Coffee

    Strawberry

    Banana

    Mango

    CONCLUSION

    As we know that Amul is very big organization and market leader in

    dairy products. It has maximum market share in Milk, Butter and Cheese, which

    are its main/core products. As we know Amul is a co-operative organisaion but

    chocolate industry is a profitable industry we cant ignore it. With the help of

    research, company can find out its week points in chocolate product and can

    increase its market share through rectify mistakes. People have believed in Amuls

    product and they will accept its chocolates also if effective actions were taken.

    The survey resulted into following conclusions :

    Amul must come up with new promotional activities such that people

    become aware about Amul Chocolates like Chocozoo, Bindaaz, and

    Fundoo.

    Quality is the dominating aspect which influences consumer to purchase

    Amul product, but prompt availability of other chocolate brands and

    aggressive promotional activities by others influences the consumertowards them and also leads to increase sales.

    In comparison to Amul Chocolate, the other players such as Cadbury,

    Nestle, and Perfetti provide a better availability and give competition to

    the hilt.

    People are mostly satisfied with the overall quality of Amul Chocolate, but

    for the existence in the local market Amul must use aggressive selling

    techniques.

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    BIBLIOGRAPHY

    1. www.amul.com

    2. www.amuldairy.com

    3. www.google.com

    4. www.marketresearch.com

    5. www.dairy.com

    6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

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    http://www.webexhibits.org/http://www.amuldairy.com/http://www.google.com/http://www.marketresearch.com/http://www.dairy.com/http://www.webexhibits.org/http://www.amuldairy.com/http://www.google.com/http://www.marketresearch.com/http://www.dairy.com/
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    QUESTIONNAIRE

    [1] What kind of Chocolate do you eat?

    Branded ______ Non-branded ______

    [2] Who uses chocolates in your family?

    Children Teenager

    Young Old

    [3] What form of Chocolate do you like?

    Cookies _____ Bar _____

    Wafer _____ Other _____

    [4] Which Television channel you like to watch most?STAR _______ ZEE ________

    SONY _______ CARTOON ________

    Others _______

    [5] In between what time you like to watch television?

    Timings _____________

    [6] By which media you prefer to watch advertisements?

    Television Hoardings Newspapers Magazines

    Others (Mention)

    [7] Which advertisement you like the most?

    _______________

    [8] What factors effects you in a chocolate advertisement?

    Brand ambassador _______ Jingles ________

    Comedy _______ Music ________Others (Mention) _______

    [9] Have you ever tasted Amul Chocolate?

    Yes _____ No ______

    [10] Can you recall AMUL Chocolate advertisement?

    Yes ____ No ____

    [11] What is the frequency of purchasing Chocolate?

    Daily ______ Weekly _______

    Fortnightly ______ Occasionally _______

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    [12] How do you scale your Chocolate?

    ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

    PRICE

    SWEETNESS

    PACKAGING

    SOFTNESS

    SCHEMES

    AVAILABILITY

    [13] Which Chocolate do you like most?

    AMUL ____________

    CADBURY ____________

    NESTLE ____________

    PERFETTI ____________

    OTHERS ____________

    [14] What would you like to see in a chocolate advertisement?

    ______________________________________________

    ______________________________________________

    ______________________________________________

    ______________________________________________

    NAME: ___________

    AGE: ___________

    10-15 15-25 25-35 35-45 45 and above

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