A PROJECT REPORT ON AMUL CHOCOLATES AND PROJECT WORK ENTITLED AS

“ EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT TOWARDS ITS SALES “ PREPARED AND PRESENTED
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS‘UNION LIMITED ANAND

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PREFACE
The PGDBM programme is well structured and integrated course of business studies. The main objective of practical training at PGDBM level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The PGDBM programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of PGDBM and each and every student has to undergo the training for 2 months in a company and then prepare a project report on the same after the completion of training. During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In today’s globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that “Experience is best teacher”.

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ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for Kaira District Co-operative Milk Producers’ Union Ltd., Anand. It has been an enriching experience for me to undergo my summer training at AMUL, which would not have possible without the goodwill and support of the people around. As a student of INSTITUTE OF RURAL MANAGEMENT I would like to express my sincere thanks too all those who helped me during my practical training programme. Words are insufficient to express my gratitude toward Mr. Rahul Kumar, the Managing Director of AMUL. I would like to give my heartily thanks to Mr. J. K. Joshi, Manager of Administration, who permitted me to get training at AMUL. I am very thankful to Mr. Pankaj Gadhavi, who helped me at every step whenever needed and Mr. G.D.Trivedi who arranged all possible visits for me at AMUL. As we know research work needs hard work, keen insight and long patience with scholarly vision based on content operation hence it becomes a humble duty to express my sincere gratitude to Mr. Dalveer Singh, Production incharge, and Mr. H.B Ramgadhia of chocolate plant at MOGAR. At last but not least my grateful thanks is also extended to Mr. Mukesh Mandun (Director’ FMS-IRM’ Jodhpur) and my thanks to all my faculty members for the proper guidance and assistance extended by them. I am also grateful to my parents, friends, Mr. Kartik Pandya & Mr. Kapil Pandya to encourage & giving me moral support. However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.

Date : 30 TH June, 2006 Place : Anand (GUJRAT) Duration : 1 ST May to 30 th June, 2006

CHANDRAJ PANDYA PGDBM SEM II

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CONTENTS Sr. 3. Introduction & History Marketing Research Research Design 7 17 21 4. Suggestions 47 7. Conclusion 48 8. 5. Bibliography 49 6 . Limitations My Findings 45 46 6. 1. No. Chapter Name Page No. 2.

ANAND MILK UNION LIMITED THE KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION LIMITED ANAND 7 .

8 . The main supplier of the milk was Polson dairy limited. Amulspray. Amul products have been in use in millions of homes since 1946. of the genesis of a vast co-operative network.INTRODUCTION AND HISTORY In the year 1946 the first milk union was established. the main sources of earning for the farmers of Kaira district were farming and selling of milk. In the year 1955 AMUL was established. Amul Shrikhand. Amul Butter. which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. In the year 1946 the union was known as KAIRA DISTRICT COOPERATIVE MILK PRODUCERS’ UNION. Nutramul. This system leads to exploitation of poor and illiterates’ farmers by the private traders. That time there was high demand for milk in Bombay. Amul Ice cream. of the triumph of indigenous technology. And have a proven model for dairy development (Generally known as “ANAND PATTERN”). This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. of the marketing savvy of a farmers' organization. This union selected the brand name AMUL in 1955. In the early 40’s. 6 billion in 2005). Amul Chocolates. Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices. (The total sale is Rs. A quality control expert in Anand had suggested the brand name “AMUL”. Amul Milk Powder. Amul Milk and Amulya have made Amul a leading food brand in India. Amul Cheese. This union was started with 250 liters of milk per day. Amul Ghee. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. The brand name Amul means “AMULYA”.

It was also resolved that the Government should be asked to buy milk from the union. on 4 th January 1946. the farmers were frustrated. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Instead of supplying milk to private traders. He advised the farmers to form a society for collection of the milk. 9 . They collectively appealed to Sardar Vallabhbhai Patel. The district union was also form to collect the milk from such village co-operative societies and to sell them. when the exploitation became intolerable. who was a leading activist in the freedom movement. These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. Shri Desai held a meeting at Samarkha village near Anand.However.

Mr.However. it was commonly resolved to sell the milk under the brand name AMUL. 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 milk commissioner of Bombay then visited Anand to assess the situation.. As a result the Bombay milk scheme was severely affected. the govt. Having seemed the condition. For 15 whole days not a single drop of milk was sold to the traders. did not seem to help farmers by any means. At the initial stage only 250 liters of milk was 10 . It gave the negative response by turning down the demand for the milk. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14 th December 1946. 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. Since farmers sold all the milk in Anand through a co-operative union. To respond to this action of govt. without the intervention of Government. the farmers of Kaira district went on a milk strike.

Thus. assistance from the govt. 11 . the president of India laid the foundation on November 15. Milk is collected from almost 1073 societies. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period.Rajendra Prasad. Shri Pandit Jawaharlal Nehru. Dr. 50 millions for factory to manufacture milk powder and butter was planned. But with the growing awareness of the benefits of the cooperativeness. which would collect the milk and could chill it. 1954. of New Zealand under the Colombo plan. Besides when the milk was to be collected from the far places. of Rs. today Amul has more than 150 chilling centers in various villages. so as to preserve it for a longer period. the prime minister of India declared it open at Amul dairy on November 20. 1955. the collection of milk increased. there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions.collected everyday. With the financial help from UNICEF.

the following features make it a pattern and model for emulation elsewhere. 12 . when the profit of the business was cornered by the middlemen. it does not disturb the agro-system of the farmers. Looking back on the path traversed by Amul. 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. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good.PEOPLE POWER: 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. • Provide a support system to the milk producers without disturbing their agro-economic systems. Contrary to the traditional system. It also enables the consumer an access to high quality milk and milk products. • Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment.

Basically the union and cooperation of people brought Amul into fame i.all through the village societies. Amul is an example par excellence. veterinary care. 13 .e. growing with time and on scale. in the rural sector for the common good and betterment of the member producers and • Even though. a name which suggest THE TASTE OF INDIA. of an intervention for rural change.• Plough back the profits. The Union looks after policy formulation. the artificial insemination service. it has remained with the smallest producer members. provision of technical inputs to enhance milk yield of animals. better feeds and the like . by prudent use of men. material and machines. processing and marketing of milk. In that sense. AMUL (ANAND MILK UNION LIMITED).

butter. 14 . nutramul.Plants First plant is at ANAND. which engaged in the manufacturing of milk. Amul Ganthia and Amul lite. flavored milk and buttermilk. ghee. which engaged in manufacturing chocolate. Second plant is at MOGAR. milk powder.

15 are the brand name Amul. which engaged in producing cheese. Today Amul dairy is no.Third plant is at Kanjari. which is matter of proud for Gujarat and whole India. Today. 1 dairy in Asia and no. Fourth plant is at Khatraj. which produces cattelfeed. twelve dairies producing different products under world. 2 in the .

BOARD MEMBERS 16 .

M.F District Registrar Managing Director MARKETING RESEARCH Marketing research plays an important role in the process of marketing. Sarayuben Bharatbhai Patel Shri Ranjitbhai Kantibhai Patel Shri B. M.M. Vyas Shri Deepak Dalal Shri Rahul Kumar Chairman Vice-Chairman Director Director Director Director Director Director Director Director Director Director Managing Director G. Starting with market component of the total marketing talks.C. It helps 17 . Mansinh Kohyabhai Chauhan Shri Maganbhai Gokalbhai Zala Shri Shivabhai Mahijibhai Parmar Shri Pravinsinh Fulsinh Solanki Shri Chandubhai Madhubhai Parmar Shri Bhaijibhai Amarsinh Zala Shri Bipinbhai Manishankar Joshi Smt.Shri Ramsinh Prabhatsinh Parmar Shri Rajendrasinh Dhirsinh Parmar Shri Dhirubhai Amarsinh Zala Smt.

.This includes an effective job in planning and designing a research project that will provide the needed information. Identify the problem. MAIN STEPS INVOLVED IN MARKETING RESEARCH Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. Prepare research report.Coundiff & Still. 18 . (1) Define the problem and its objectives :. It also includes the establishment of a general framework of major marketing elements such as the industry elements.” . (1) (2) (3) (4) (5) (6) (7) (8) Define the problem and its objectives. Analyze and interpret the data. Follow-up the study.the firm to acquire a better understanding of the consumers. marketing elements and company elements. competitive elements. “Marketing research is a systematic problem analysis.Phillip Kotler. Decide research methods. recording and analysis marketing problem to facilitate decision making. DEFINITION “Marketing research is a systematic gathering. model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. Determine the sources of information. Determine the information needed. Tabulate. the competition and the marketing environment.

(2) Identify the problem :. trade association’s executives & other businessman & even competitors. Secondary Data :.g. Primary data sources include company salesman. its business. (3) Determining the specific Information needed :. (4) Decide Research methods for collecting data :.These are generally published sources. consumers. reports & journals. collection of primary data become necessary. government publication.Primary datas are those which are gathered specially for the project at hand. the manufacturer.If it is found that the secondary data cannot be of much use. trade. Three widely used methods of gathering primary data are A) Survey 19 . which have been collected originally for some other purpose. reports & publication.Identifying the problem involves getting acquainted with the company. through questionnaires & interviews. middleman. advertising by means of library consultation and extensive interviewing of company’s officials. professional and business associations publications & reports.In general the producer. the wholesaler and the retailer try to find out four things namely :(1) (2) (3) (4) What to sell When to sell Where to sell How to sell (4) Determine the sources of information :(a) (b) Primary Data :. its products and market environment. buyers. Source are internal company records. directly – e.

This method involves carrying out a small scale trial solution to a problem. either through personal interviews or through mail questionnaires or telephone interviews. and the information obtained to find out if there has been any in their taste demand or they want any special quality. D) The Panel Research :. a) Preparation of questionnaire b) Presetting of questionnaire c) Planning of the sample (5) Tabulate. size.In this method.In this technique the same group of respondents is contacted for more then one occasion. information gathered directly from individual respondents. Analysis and Interpret the Data :The report must give/contain the following information:a) The title of research 20 .B) Observation C) Experimentation A) Survey Method :. This technique is highly accurate. It is rather an expensive technique. color. packing in the product. C) Experimental Method :.The research data are gathered through observing and recording their actions in a marketing situation. B) Observation Method :. 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. attempting to control all factors relevant to the problem. while at the same time.

should follow up this study to find if his recommendation are being implemented and if not. in the last stage.b) 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. why RESEARCH DESIGN 21 . instructions.The researchers.) (6) Follow-up the study :.

goods or services by an identified sponsor. RESEARCH PROBLEM  Increase the awareness level of AMUL CHOCOLATE.  To know the consumer psyche and their behaviour towards AMUL CHOCOLATE. RESEARCH OBJECTIVES & related sub objectives 22 .  To find the performance of AMUL CHOCOLATE vis-à-vis other Brands. 2.” 1.“Advertising is a paid form of non-personal presentation and promotion of ideas.  Seek the general perception of consumer towards AMUL CHOCOLATE.

 To know the relationship of sales with the advertisement.  To know in which segment chocolates are mostly like/preferred.  To know which advertisement tool is mostly preferred by people.  To know the preference of Amul chocolates with comparison to Other competitive brands.  To know the factors which affects consumer’s buying behaviour to purchase chocolates.  To know awareness of people towards Amul chocolates. 3. Information requirement 23 .

Cocoa Butter.• First. Chocolate mass. their calorific value and various other facts. the main information needed is the various types of chocolates available in the market. 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. • As chocolate is different product. Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market. Milk Solids. which mainly deals with people of various age groups. 24 . • • Since chocolate is a product that attracts children and youngsters hence I had to trace the market and segment it. AMUL CHOCOLATE is made from Sugar. I had to know about all the competitors present in the chocolate segment (Reputed and well established brands as well as Local brands).

Consideration of the different types.33% (Milk Fat + Cocoa Fat) Cocoa Solids 7.5% Milk Solids 20% • • 4. it is helpful to classify marketing research on the basis of the fundamental objectives of the research.Composition: • • • Milk Fat 2% Sugar 55% Total Fat 32. 25 . Choice of research design – alternatives & choice Despite the difficulty of establishing an entirely satisfactory classification system.

the natural procedure is to ask them. what they think of. or why they buy particular brands of cars.their applicability. the questionnaire method has come to be the 26 . emphasis on discovery of ideas. Thus. 5. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined. and their weakness will help the student to select the type best suited to a specific problem. television commercials. CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons.DETAILS & WHY? If one wants to know what type of dentifrice people use. their strengths. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis. The two general types of research are: EXPLORATORY RESEARCH Exploratory research seeks to discover new relationship. RESEARCH INSTRUMENT USED .

27 . It is faster. 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. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. however. Some interviews are conducted in person. others by telephone. has a number of pervasive advantages and disadvantages.more widely used of the two data collection method. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Many consumers are now familiar with the telephone caller who greets them with “We are making a survey”. time saving and less biased. Questionnaire can be used for the personal interviews. and then proceeds to ask a series of questions. It also simplifies the tabulating process. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question. and others by mail. Each of these has its special advantages and disadvantages and limitations. focus groups. written or oral. The questionnaire method in general. mails and telephonic interviews. Questionnaire in the project consists of:  Multiple choice questions  Dicthomus MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others.

They introduce the subject and obtain general reaction. 6. SAMPLING TECHNIQUE USED & SAMPLE SIZE . such questions are good as first questions or opening questions. DICTHOMUS: These are the questions which are Boolean in nature.WHY? 28 .OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either ‘Yes” or ‘No’.

one which is more comparable to a scale or a yardstick. In marketing research practice. In the probability sampling methods. STRUCTURED TECHNIQUES The non structured techniques for attitude measurement are primarily of value in exploratory studies. each items in the sample is chosen one at a time from a complete list of universe elements. The sample design used in this project is two state sampling i. SAMPLING METHODS 29 . Cluster and convenience. and a number of useful scales have been developed. rather than to choose sample items individually. NONDISGUISED. Sampling methods in which universe elements are chosen in groups ---rather than individually -. Structured techniques can provide a more objective measurement system. The term scaling has been applied to the efforts to measure attitudes objectively.Sample design is a definite plan of obtaining some items from the whole population. where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. They are widely used in the sampling of human populations. it will sometimes be more expedient to select clusters or groups of universe elements.are called cluster-sampling methods.e. a type of sampling is called area sampling may be the only practically feasible form of probability sampling. When no complete universe listing exists.

Vastrapur. cluster sampling and convenience sampling. Ashram road.Sample design is a definite plan of obtaining some items from the whole population. Navrangpura. Theatres and Gymnasium. Sattelite. Parks. Maninagar and Narayanpura. The total sample size was 200. SAMPLING 30 . Usmanpura. The whole city was divided into some geographical areas and I have chosen Memnagar. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.I visited Garden. Bopal. CONVINIENCE SAMPLING This type of sampling is chosen purely on the basis of convenience and according to convenience. Superstores.e. Temple. The sample design used in this project is two state sampling i. Bodekdev.

00 pm to 8. Data analysis method : Graphical method.1. Timing of survey : 9. 7. Area of survey : Ahmadabad District.00 pm FIELD WORK. Method 5. superstores. 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) : People who buy chocolates available in retail outlets. etc : 200 respondents (Age ranging between 15 yrs to 65 yrs) : Direct interview through questionnaire. 6.METHOD USED FOR DATA COLLECTION 31 . Sample Unit 3.00 am to 12. 2.30 pm and 5. Sample size 4.

Theatres and Gymnasium. Temple. each and every question was filled personally by the respondents and checked properly. In order to collect accurate information I visited to Garden. • In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs. • The help of questionnaires conducted direct interviews. in order to get accurate information. Superstores. Parks. using and disposing goods and services”.00 pm to 5. I visited as many respondents as I can and asked them their real likings about any chocolate and also got an idea.• Questionnaire was prepared keeping the objective of research in mind. as the definition suggest. “Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating. How a chocolate should be? It is really a Herculean task to understand Consumer Behaviour. acquiring. • Questions were asked to respondents as regards to there willingness to purchase Chocolates. • • • • People were not willing to answer.00 pm. when they were contacted between 1. the time when most of the people take rest during the scorching heat. 32 .

“Advertising is a paid form of non-personal presentation and promotion of ideas.” 33 . goods or services by an identified sponsor.

34 . while 8% still consume non branded.PRIMARY TABULATION & INTERPRETATION [1] What kind of Chocolate do you eat? Branded Non branded 92 % 08% K IN D OF C H OC OLATE 8% bra nde d nonbra nde d 92% INFERENCE 92% respondents in the region of Ahmedabad consume Branded Chocolates.

35 .[2] Who uses chocolates in your family? Children Teenager Young Old 34 % 33 % 26 % 07 % CHOCOLATE USERS 7% 0% 26% 34% Children Teenager Young Old 33% INFERENCE Mostly children & teenagers likes chocolates in their families. Young people also using chocolates for consuming & for giving as a gift. So we should give stress on children & tenager segment to increase market share.

36 . 60%. 20%. followed by wafer i.[3] What form of Chocolate do you like? Cookies Bar Wafer Other 14% 60% 20% 06% Form of chocolate 6% 20% 14% Cookies Bar Wafer Other 60% INFERENCE The above diagram suggest that the most preferred form is bar i.e.e. Cookies are all time favorites with 14% while other forms are preferred to the extent of 6%.

CHANNEL PREFERENCE Others Cartoon Sony Zee Star 0 20 40 15 100 60 80 100 120 25 30 30 INFERENCE Mostly people like STAR channel.[4] Which Television channel you like to watch most? STAR ZEE SONY CARTOON Others 100 15 30 30 25 T. it covers all the age groups. In other channels sports and news channels are preferred. 37 . So it will be more beneficial top give advertisements on STAR & CARTOON channels. This channel is very popular among all the age group people. SONY & CARTOON channels are also popular but not as STAR.V. CARTOON channel is specially preferred by children.

38 .V. Because Mostly people belong to service class & females in the families got their work by this time. so it is good to advertise on preferred channels on these timings. after 8 pm to 11 pm.[5] In between what time you like to watch television? Timings _____________ 5 to 8 pm 8 to 11 pm Late Night Morning Afternoon 33 % 37 % 10 % 15 % 05 % TIMING PREFERENCE 5% 33% 5 to 8pm 8 to 11pm Late night Morning After noon 15% 10% 37% INFERENCE From the survey it was found that 37% of the respondents likes to watch T. At 5 to 8 pm 33% respondents in which especially children watch cartoon channel & etc.

[6] By which media you prefer to watch advertisements? Television Hoardings Newspapers Magazines Others (Mention) 67 % 17 % 08 % 05 % 03 % MEDIA PREFERENCE TO WATCH ADVERTISEMENT 8% 17% 3% 5% 0% 67% Television Hoardings Newspapers Megazines Others INFERENCE Mostly people like to watch an advertisement through Television because most of them belongs to service class. and hoardings because advertisement through hoardings is less costly. Company tries to give attractive advertisement through T. 39 .V. Children are getting attracted through advertisement on television and hoardings.

Mostly people likes to see celebrities like Amitabh Bacchan. Sachin Tendulkar.Dhoni. B ra nd 40 . Saniya Mirza etc. M.At the same time people like comedy.[7] What factors effects you in a chocolate advertisement? Brand ambassador Jingles Comedy Music Emotions Others (Mention) 60 30 45 40 20 05 EFFECTIVE FACTORS 70 60 50 40 30 20 10 0 am ba ss ad or gl es Co m ed y O th er s us Jin M ot io Em ns ic INFERENCE Good Brand Ambassador generally effects people’s perception towards a product and create an image in their mind. slow music & specially children like jingles in advertisements.S. as a Brabd Ambassador in chocolate advertisements.

Amul must use proper techniques in order to cater the needs of every common man. 41 . while still 10% have not tried Amul Chocolates.[8] Have you ever tasted Amul Chocolate? Yes No 90 % 10 % Ever Tasted 10% Yes No 90% INFERENCE The chart shows that 90% respondents have tasted Amul Chocolate.

42 . Therefore Amul must use strong promotional activities and advertisement in order to retain their potential consumers.[9] Can you recall AMUL Chocolate advertisement? Yes No 32 % 68 % Advertising Effectiveness 32% Yes No 68% 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.

[10] Which Chocolate do you like most? Nestle Cadbury Amul Any other 28% 58% 13% 01% Market share 13% 1% 28% Nestle Cadbury A ul m A other ny 58% INFERENCE We can clearly gauge from the pie chart that Cadbury being on the top slot with 58% market share dominates the chocolate market. whereas Amul have only 13% market share and thus lags behind. followed by Nestle with 28% share. 43 .

and there is a Hugh chunk of people who buy chocolate occasionally. 22% weekly. 13% fortnightly.[11] What is the frequency of purchasing Chocolate? Daily Weekly Fortnightly Occasionally 17 % 22 % 13 % 48 % Frequency of purchase 17 % 48 % 13 % 22 % Daily Weekly Fortnightl y Occasionally INFERENCE The frequency of chocolate differ a lot where 17% respondents buy it daily. 44 .

[12] How do you scale your Chocolate? 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% AVAILABILIT Y 12% 15% 23% 50% LIMITATIONS 45 .

 Limited time available for interviewing the respondents. 46 .  Sometimes the problem which I face is language problem for which I have to make them understand. As a result of this it was not possible to gather full information about the respondents.  When I interviewed children and teenagers. sometimes they use to give answers under the influence of their parents or elders.  Non-cooperative approach and rude behavior of the respondents.  As summer training is going under summer season so sometimes people are less interested in filling up questionnaire.  If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.

 People who have tasted Amul Chocolate are not ready to purchase the same again.  In its advertisement is not using any brand ambassador which attracts all age group people like Cadbury. 66%. free tattoo.  As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. after it Amul is concentrating upon butter & cheese which has market share of approx.  I find the main thing is that “Amul” brand name has very good image in consumer’s mind and they consider it as Pure & Good Product. Many people are not know about Amul chocolates specially children and teenagers. quiz contest etc. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not given on right time. 47 .MY FINDINGS  During the survey it was found that still there are 10% people who have not tasted Amul Chocolate.e. 88%. extra weight.  Lake of Awareness in consumers.  Cadbury is main competitor and strategically better performer then Amul.  When I interviewed people then many of the people can not recall Amul chocolate advertisement. toys. so it is not concentrating upon chocolates.  There is lake of Sales Promotional Activities i.

tattoo.  Company should introduce sales promotion schemes like free weight. Superman. Local advertisement must mention the exclusive Amul shops of the city. It shows that there is only need to give advertisement only to rememorize customers. Saniya Mirza. Krrish.  Try and change the perception of the people through word of mouth about Amul in advertisements. Amitabh Bacchan.e. Shaktimaan. which it should get. promotional policies. the following recommendations regarding Amul Chocolates. because they are the best source to reach Children and families. contest.  Company should use brand ambassador which attracts each age segment i.  Though Amul chocolate advertisements are rarely shown on television yet many people could recall it as per the data of research. because although being on a top slot in Butter and milk supplies it does not get the sales in chocolate. distribution. Jadoo etc.SUGGESTIONS  In order to maintain and increase the sales in the city of Ahmedabad. 48 . Because Amul is very strong brand name.  Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind. pranky. particularly regarding advertisement. etc.  Amul should give local advertisements apart from the advertisements given at the national level. free gifts etc. are hereby suggested:  First and foremost Amul should take proper action in order to improve service.

 Company should launch chocolates in new flavors like – Mix Fruit Pineapple Elaichi Coffee Strawberry Banana Mango 49 . Advertisement can be done with the help of animations that attracts children and teenagers because chocolates are consumed largely in this segment.

but for the existence in the local market Amul must use aggressive selling techniques.CONCLUSION As we know that Amul is very big organization and market leader in dairy products. company can find out its week points in chocolate product and can increase its market share through rectify mistakes. People have believed in Amul’s product and they will accept its chocolates also if effective actions were taken. the other players such as Cadbury. Butter and Cheese. Nestle. and Fundoo. but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. With the help of research. Bindaaz.  Quality is the dominating aspect which influences consumer to purchase Amul product. and Perfetti provide a better availability and give competition to the hilt. which are its main/core products.  People are mostly satisfied with the overall quality of Amul Chocolate. As we know Amul is a co-operative organisaion but chocolate industry is a profitable industry we can’t ignore it.  In comparison to Amul Chocolate. The survey resulted into following conclusions :  Amul must come up with new promotional activities such that people become aware about Amul Chocolates like Chocozoo. It has maximum market share in Milk. 50 .

marketresearch.Boyd.com 4.com 2.com 5. www. Kothari ) 51 . R. Research Methodology. www. C. www.com 3. www.dairy. ( Harper W.amuldairy.com 6.google.BIBLIOGRAPHY 1. www.amul.

APPENDIX QUESTIONNAIRE I am a student of PGDBM from INSTITUTE OF RURAL MANAGEMENT. [1] [2] What kind of Chocolate do you eat? Branded ______ Non-branded ______ Who uses chocolates in your family? Children Young [3] Teenager Old What form of Chocolate do you like? Cookies _____ Bar _____ Wafer _____ Other _____ Which Television channel you like to watch most? STAR SONY Others _______ _______ _______ ZEE CARTOON ________ ________ [4] [5] In between what time you like to watch television? Timings _____________ [6] By which media you prefer to watch advertisements? Television Newspapers Others (Mention) Hoardings Magazines 52 . JODHPUR conducting a survey on Effectiveness of advertising towards sales of Chocolates.

[7] Which advertisement you like the most? _______________ [8] What factors effects you in a chocolate advertisement? Brand ambassador _______ Comedy _______ Others (Mention) _______ Jingles ________ Music ________ [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 _______ [12] How do you scale your Chocolate? ATTRIBUTE PRICE SWEETNESS PACKAGING SOFTNESS SCHEMES AVAILABILITY POOR AVERAGE GOOD EXCELLENT 53 .

[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 THANK YOU _________________ ______________ ____________ 54 .

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