Amul The Taste of India

M Marketing

Research on Amul Chocolates

Presented By: Parth sheth Class: Sy B.M.S. C Roll No: 2377

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 Cooperative 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 SHETH Sy B.M.S. C

CONTENTS

Sr. No. 1.

Chapter Name

Page No.

EXECUTIVE SUMMARY

2. 3.

Introduction Research Methodology

7 13

4. 5.

Data Collection & Analyze SUGGESTIONS

29 42

6.

Conclusion

44

7.

Bibliography

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ANAND MILK UNION LIMITED

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 thats why 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...

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 as KAIRA DISTRICT COOPERATIVE 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, 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).

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, 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,
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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.

10

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 producing different products under world, which is matter of proud for Gujarat and whole India.
12

are

the

brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the

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

(2)

Identify the problem :- Identifying the 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) (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 :- Primary datas are those which are gathered specially for the project at hand, directly e.g. through questionnaires & interviews. Primary data sources include company salesman, middleman, consumers, buyers, trade associations executives & other businessman & even competitors. 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 & reports.
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(4)

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 B) Observation C) Experimentation

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. a) Preparation of questionnaire b) Presetting of questionnaire c) Planning of the sample
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(5) Tabulate, Analysis and Interpret the Data :The report must give/contain the following information:a) The title of research 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, 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

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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 of AMUL CHOCOLATE. Seek the general perception of consumer towards AMUL CHOCOLATE. To find the performance of AMUL 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 of Amul chocolates with comparison to Other competitive brands.

To know the factors which affects consumers buying behaviour to 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. 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)
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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 fundamental objectives 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 Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.

CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

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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 more widely 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 Dicthomus

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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 means the answer can only be either Yes or No.

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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 is chosen 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.

NONDISGUISED, STRUCTURED TECHNIQUES The non structured techniques for attitude measurement are primarily of value in exploratory studies, where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. Structured techniques can provide a more objective measurement system, one which is more comparable to a scale or a yardstick. The term scaling has been applied to the efforts to measure attitudes objectively, and a number of useful scales have been developed.
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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) : People who buy chocolates available in retail outlets, superstores, etc : 200 respondents (Age ranging between 15 yrs to 65 yrs) : Direct interview through questionnaire.

2. Sample Unit 3. Sample size

4. Method

5. Data analysis method

: Graphical method.

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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

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.

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

Data Collection & Analyze

PRIMARY TABULATION & INTERPRETATION

[1] What kind of Chocolate do you eat? Branded Non branded 92 % 08%

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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, while 8% still consume non branded.

[2]

Who uses chocolates in your family? Children Teenager Young Old 34 % 33 % 26 % 07 %

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CHOCOLATE USERS
7% 0% 26% 34% Children Teenager Young Old

33%

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 Bar Wafer Other 14% 60% 20% 06%

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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. 60%, followed by wafer i.e. 20%, Cookies are all time favorites with 14% while other forms are preferred to the extent of 6%.

[4]

Which Television channel you like to watch most?

33

STAR ZEE SONY CARTOON Others

100 15 30 30 25

T.V.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. 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?

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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.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.

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[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. 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.

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[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 us ic ot io O th Jin M er s ns Em

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.

ra nd

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[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, while still 10% have not tried Amul Chocolates. Amul must use proper techniques in order to cater the needs of every common man.

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[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. Therefore Amul must use strong promotional activities and advertisement in order to retain their potential consumers.

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[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, 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 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, 22% weekly, 13% fortnightly, and there is a Hugh chunk of people who buy chocolate occasionally.

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[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%

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LIMITATIONS

Limited time available for interviewing the respondents. 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. As summer training is going under summer season so sometimes people are less interested in filling up questionnaire. Sometimes the problem which I face is language problem for which I have to make them understand. Non-cooperative approach and rude behavior of the respondents. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer.

SUGGESTIONS
In order to maintain and increase the sales in the city of Ahmedabad,

the following recommendations regarding Amul Chocolates; particularly

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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, Jadoo etc. 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 Children and 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. Company should launch chocolates in new flavors like
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Mix Fruit Pineapple Elaichi Coffee Strawberry Banana Mango

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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 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 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 )

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