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ACKNOWLEDGEMENT

The making of this project has been a great experience for me on AMUL

INDIA Ltd. (Sales and Marketing) during partial fulfillment of my

course.

I like to thank Mr. P. Mudgal, Sr. DGM (Marketing), Office-incharge, Gujrat Co-

operative Milk Marketing Federation Limited, Ghaziabad for give me an opportunity to

do my training in their organization and helping me painstakingly.

Last but not least I would also thankful to all AMUL family and retailers

who helped me during my project work.

PARTH SHETHSy B.M.S. C

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CONTENTS

Sr.No.

Chapter Name Page No.

1. EXECUTIVE SUMMARY 6

2. Introduction 7

3. Research Methodology 13

4. Data Collection & Analyze 29

5. SUGGESTIONS 42

6. Conclusion 44

7. Bibliography 46

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ANAND MILK UNION LIMITED

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EXECUTIVE SUMMARY

This project was undertaken with the objective of promotion ofbrand AMUL in

. The study was conducted at AMUL India Ltd,

Indore branch. The retailer's preference was studied through using

questionnaire.

A sample size of 400 schools was taken for the study, whose

responses were studied and interpreted .The sampling design was used

descriptive sampling. The process of analysis was done through excel work

sheets,

frequency table, percentage analysis etc.

It was found that canteen holders are having the problem in storage

of AMUL products because company does not provide refrigerator to them

thatswhy they do not keep AMUL products in their canteens.

.

To consider the stocking decision of product in retail outlet, Trust of

the company was the first preference of the retailer s then credit on the

product.

Retailers want to keep AMUL products but they want some facilities from the

company side.

Finally the whole study of the research work, company needs the effective

advertisement of the product in the local channel and print media for awareness

of AMUL products...

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INTRODUCTION

In the year 1946 the first milk union was established. This

union was started with 250 liters of milk per day. In the year 1955

AMUL was established. In the year 1946 the union was known asKAIRA 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 ofhomes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,

Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul

Ice 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).

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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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Plants

First plant is at ANAND, which engaged in the manufacturing of

milk, butter, ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing

chocolate, nutramul, Amul Ganthia and Amul lite.

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Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Today,

twelve

dairies

are

producing

different

products

under the

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brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no.

2 in the world, which is matter of proud for Gujarat and whole India.

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Research Methodology

MARKETING RESEARCH

Marketing research plays an important role in the process ofmarketing. Starting with market component of the total marketingtalks. It helps the firm to acquire a better understanding of theconsumers, the competition and the marketing environment.

DEFINITION

Marketing research is a systematic gathering, recording andanalysis marketing problem to facilitate decision making.

- Coundiff & Still.

Marketing research is a systematic problem analysis, modelbuilding 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 themarket research problem involved in the task.

(1) Define the problem and its objectives.(2) Identify the problem.(3) Determine the information needed.(4) Determine the sources of information.(5) Decide research methods.(6) Tabulate, Analyze and interpret the data.(7) Prepare research report.(8) Follow-up the study.

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(1) Define the problem and its objectives :- Thisincludes an effective job in planning and designing aresearch project that will provide the needed information. Italso includes the establishment of a general framework ofmajor marketing elements such as the industry elements,competitive elements, marketing elements and companyelements.

(2) Identify the problem :- Identifying the probleminvolves getting acquainted with the company, its business,

its products and market environment, advertising by meansof library consultation and extensive interviewing ofcompanys officials.

(3) Determining the specific Information needed :-In general the producer, the manufacturer, the wholesalerand the retailer try to find out four things namely :-

(1) What to sell

(2) When to sell(3) Where to sell(4) How to sell

(4) Determine the sources of information :-

(a) Primary Data :- Primary datas are those whichare gathered specially for the project at hand,directly e.g. through questionnaires &

interviews. Primary data sources includecompany salesman, middleman, consumers,buyers, trade associations executives & otherbusinessman & even competitors.

(b) Secondary Data :- These are generallypublished sources, which have been collectedoriginally for some other purpose. Source areinternal company records, government

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publication, reports & publication, reports & journals, trade, professional and businessassociations publications & reports.

(4) Decide Research methods for collecting data :- If itis

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

primary data become necessary. Three widely used methodsof

gathering primary data are

A) SurveyB) ObservationC) Experimentation

A) Survey Method :- In this method, information gathereddirectly from individual respondents, either through personalinterviews or through mail questionnaires or telephone interviews.

B) Observation Method :-The research data are gatheredthrough observing and recording their actions in a marketingsituation. This technique is highly accurate. It is rather an expensivetechnique.

C) Experimental Method :- This method involves carryingout a small scale trial solution to a problem, while at the same time,attempting to control all factors relevant to the problem. The mainassumption here is that the test conditions are essentially the same

as those that will be encountered later when conclusions derivedfrom the experiment are applied to a broader marketing area.

D) The Panel Research :- In this technique the same groupof respondents is contacted for more then one occasion; and theinformation obtained to find out if there has been any in their tastedemand or they want any special quality, color, size, packing in theproduct.

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a) Preparation of questionnaireb) Presetting of questionnairec) Planning of the sample

(5) 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

Conductedc) The objectives of researchd) The methodology usede) Organization and the planning of the reportf) A table of contents along with charts and diagrams used

in the reportsg) The main report containing the findingsh) Conclusion arrived at end recommendations suggestedi) 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 beingimplemented and if not, why

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RESEARCH DESIGN

Advertising is a paid form of non-personal presentation and promotion of ideas, goods orservices by an identified sponsor.

1. RESEARCH PROBLEM

Increase the awareness level ofAMUL CHOCOLATE.

Seek the general perception of consumer towards AMULCHOCOLATE.

To find the performance ofAMUL CHOCOLATE vis--vis other

Brands.

To know the consumer psyche and their behaviour towardsAMULCHOCOLATE.

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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 bypeople.

To know the preference ofAmul chocolates with comparisontoOther competitive brands.

To know the factors which affects consumers buying behaviourto purchase chocolates.

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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.

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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 throughhoardings but on television the advertisement is beingtelecasted timely and on the proper time or not.

AMUL CHOCOLATE is made from Sugar, Cocoa Butter, MilkSolids,

Chocolate mass.

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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 satisfactoryclassification system, it is helpful to classify marketing research onthe basis of the fundamental objectives of the research.Consideration of the different types, their applicability, theirstrengths, and their weakness will help the student to select thetype best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

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Exploratory research seeks to discover new relationship, emphasison discovery of ideas.

Marketing researches devote a significant portion of their work onexploratory studies when very little is known about the problembeing examined.

CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with whichsomething occurs or the relationship between two phenomenons.Usually conclusive studies assume certain under underlying

characteristics of the market or have some precise statement ofresearch questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what theythink of, television commercials, or why they buy particular brandsof cars, the natural procedure is to ask them. Thus, thequestionnaire method has come to be the more widely used of the

two data collection method. Many consumers are now familiar withthe telephone caller who greets them with We are making asurvey, and then proceeds to ask a series of questions. Someinterviews are conducted in person, others by telephone, and othersby mail. Each of these has its special advantages and disadvantagesand limitations. The questionnaire method in general, however, hasa number of pervasive advantages and disadvantages. Discussion of

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particular variations will be more meaningful if these characteristicsof the general methods are brought out first.

A questionnaire consists of list of questions to be asked from therespondents 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 amongthese alternatives is largely determined by the type of informationto be obtained and by the type of respondents from whom it is to beobtained.

The common factor in all varieties of the questionnaire method isthis reliance on verbal responses to question, written or oral.

Questionnaire in the project consists of:

Multiple choice questions

Dicthomus

MULTIPLE CHOICE QUESTIONS:

Questions of this type offer the respondents an alternative to choosethe 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 andexpress the ideas they think are relevant, such questions are good

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as first questions or opening questions. They introduce the subjectand obtain general reaction.

DICTHOMUS:

These are the questions which are Boolean in nature. These answersare straightforward and respondents have to answer them in astraight way. That means the answer can only be either Yes orNo.

6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from thewhole population. The sample design used in this project is two statesampling i.e. Cluster and convenience. In the probability samplingmethods, each items in the sample is chosen one at a time from acomplete list of universe elements. In marketing research practice, it

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will sometimes be more expedient to select clusters or groups ofuniverse 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 areasampling may be the only practically feasible form of probabilitysampling.

NONDISGUISED, STRUCTURED TECHNIQUES

The non structured techniques for attitude measurement areprimarily of value in exploratory studies, where the researcher islooking for the salient attributes of given products and the importantfactors surrounding purchase decisions as seen by the consumer.Structured techniques can provide a more objective measurementsystem, one which is more comparable to a scale or a yardstick. Theterm scaling has been applied to the efforts to measure attitudesobjectively, and a number of useful scales have been developed.

SAMPLING METHODS

Sample design is a definite plan of obtaining some items from thewhole population. The sample design used in this project is two statesampling i.e. cluster sampling and convenience sampling. The wholecity was divided into some geographical areas and I have chosen

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Memnagar, Ashram road, Sattelite, Bopal, Bodekdev,Vastrapur, Navrangpura, Usmanpura, Maninagar andNarayanpura. The total sample size was 200.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and adefinite number of consumers were to be surveyed.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenienceand according to convenience.I visited Garden, Parks, Temple,Superstores, Theatres and Gymnasium.

SAMPLING

1. Sampling Technique : Non probability sampling

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(A non probability samplingtechnique is

that in which each element in thepopulation does not have an equalchance of getting selected)

2. Sample Unit : People who buy chocolatesavailable

in retail outlets, superstores, etc

3. Sample size : 200 respondents (Age rangingbetween 15 yrs to 65 yrs)

4. Method : Direct interview throughquestionnaire.

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 pmto

8.00 pm

FIELD WORK- METHOD USED FOR DATA COLLECTION

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Questionnaire was prepared keeping the objective of researchin mind.

Questions were asked to respondents as regards to therewillingness to purchase Chocolates.

The help of questionnaires conducted direct interviews, in orderto get accurate information.

In order to get correct information I had to approach consumersranging from 15 yrs to 65 yrs.

I visited as many respondents as I can and asked them theirreal likings about any chocolate and also got an idea, How a

chocolate should be?

It is really a Herculean task to understand ConsumerBehaviour, as the definition suggest, Consumer behaviouris a physical activity as well as decision processindividual engaged in when evaluating, acquiring, usingand 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 therespondents and checked properly.

People were not willing to answer, when they were contactedbetween 1.00 pm to 5.00 pm, the time when most of thepeople take rest during the scorching heat.

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Advertising is a paid form of non-personal presentation and promotion of ideas, goods orservices by an identified sponsor.

Data Collection & Analyze

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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?

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Children 34 %Teenager 33 %Young 26 %Old 07 %

CHOCOLATE USERS

0%0%0%0%

34%

33%

26%

7%

Children

Teenager

Young

Old

INFERENCE

Mostly children & teenagers likes chocolates in their families. So weshould give stress on children & tenager segment to increasemarket share. Young people also using chocolates for consuming &for giving as a gift.

[3] What form of Chocolate do you like?

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Form of chocolate

14%

60%

20%6%

Cookies

Bar

Wafer

Other

Cookies 14%Bar 60%Wafer 20%Other 06%

INFERENCE

The above diagram suggest that the most preferred form is bar i.e.60%, followed by wafer i.e. 20%, Cookies are all time favorites with14% while other forms are preferred to the extent of 6%.

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

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STAR 100ZEE 15SONY 30CARTOON 30

Others 25

T.V.CHANNEL PREFERENCE

100

15

3

0

30

25

0 20 40 60 80 100 120

Star

Zee

Sony

Cartoon

Others

INFERENCE

Mostly people like STAR channel. This channel is very popularamong all the age group people. SONY & CARTOON channels arealso popular but not as STAR. In other channels sports and newschannels are preferred. CARTOON channel is specially preferred by

children. So it will be more beneficial top give advertisements onSTAR & CARTOON channels, it covers all the age groups.

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[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 %

TIMING PREFERENCE

33%

37%

10%

15%

5%

5 to 8pm8 to 11pm

Late night

Morning

After noon

INFERENCE

From the survey it was found that 37% of the respondents likes towatch T.V. after 8 pm to 11 pm. Because Mostly people belong toservice class & females in the families got their work by this time. At5 to 8 pm 33% respondents in which especially children watchcartoon channel & etc. so it is good to advertise on preferred

channels on these timings.

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

Television 67 %Hoardings 17 %Newspapers 08 %

Magazines 05 %Others (Mention) 03 %

MEDIA PREFERENCE TO WATCH

ADVERTISEMENT

0%0%0%0%0%

67%

17%

8%5%3%

Television

Hoardings

Newspapers

Megazines

Others

INFERENCE

Mostly people like to watch an advertisement through Televisionbecause most of them belongs to service class. Children are gettingattracted through advertisement on television and hoardings.Company tries to give attractive advertisement through T.V. andhoardings because advertisement through hoardings is less costly.

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

Brand ambassador 60Jingles 30Comedy 45Music 40

Emotions 20Others (Mention) 05

EFFECTIVE FACTORS

0

1020

30

40

50

60

70

Bran

damb

assado

r

Jingle

s

Come

dy

Music

Emotion

s

Othe

rs

INFERENCE

Good Brand Ambassador generally effects peoples perceptiontowards a product and create an image in their mind. Mostly peoplelikes to see celebrities like Amitabh Bacchan, Sachin Tendulkar,M.S.Dhoni, Saniya Mirza etc. as a Brabd Ambassador in chocolateadvertisements.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 ofevery common man.

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[9] Can you recall AMUL Chocolate advertisement?

Yes 32 % No 68 %

Advertising Effectiveness

32%

68%

Yes

No

INFERENCE

Here it was observed that only 32% respondents in the city ofAhmedabad were able to recall Amul Chocolate advertisement. Thisshows how much Amul lags behind in promotional activities andadvertisement. Therefore Amul must use strong promotionalactivities and advertisement in order to retain their potentialconsumers.

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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 buyit daily, 22% weekly, 13% fortnightly, and there is a Hugh chunk ofpeople who buy chocolate occasionally.

[12] How do you scale your Chocolate?

41

Frequency ofpurchase

17%

22%

13%

48%

Daily

Weekly

Fortnightly

Occasionally

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ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

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%

AVAILABILITY 12% 15% 23% 50%

LIMITATIONS

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Limited time available for interviewing the respondents. As aresult of this it was not possible to gather full information aboutthe respondents.

When I interviewed children and teenagers, sometimes theyuse togive answers under the influence of their parents or elders.

As summer training is going under summer season sosometimespeople are less interested in filling up questionnaire.

Sometimes the problem which I face is language problem forwhich I have to make them understand.

Non-cooperative approach and rude behavior of therespondents.

If the respondents answer does not falls between amongst theoptions given then it will turn up to be a biased answer.

SUGGESTIONS

In order to maintain and increase the sales in the city ofAhmedabad, the following recommendations regarding Amul

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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 inButter and milk supplies it does not get the sales in chocolate,which it should get.

Company should use brand ambassador which attracts eachage segment i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan,Superman, Krrish, Jadoo etc.

Amul should give local advertisements apart from theadvertisements given at the national level. Local advertisementmust mention the exclusive Amul shops of the city.

Try and change the perception of the people through word ofmouth about Amul in advertisements, because they are thebest source to reach Children and families.

Though Amul chocolate advertisements are rarely shown ontelevision yet many people could recall it as per the data of

research. It shows that there is only need to giveadvertisement only to rememorize customers. Because Amul isvery strong brand name.

Company should launch chocolate in new attractive packingto change image of Amul chocolate in consumers mind.

Company should introduce sales promotion schemes likefree weight, pranky, tattoo, contest, free gifts etc.

Advertisement can be done with the help of animations thatattracts children and teenagers because chocolates areconsumed largely in this segment.

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Company should launch chocolates in new flavors like

Mix FruitPineappleElaichiCoffee

StrawberryBananaMango

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CONCLUSION

As we know that Amul is very big organization and

market leader in dairy products. It has maximum market share inMilk, Butter and Cheese, which are its main/core products. As weknow Amul is a co-operative organisaion but chocolate industry is aprofitable industry we cant ignore it. With the help of research,company can find out its week points in chocolate product and canincrease its market share through rectify mistakes. People havebelieved in Amuls product and they will accept its chocolates alsoif 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 consumer towards 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.

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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 )

http://www.webexhibits.org/http://www.google.com/http://www.marketresearch.com/http://www.webexhibits.org/http://www.google.com/http://www.marketresearch.com/