Dessertation REPORT

ON
MARKETING STRATEGIES FOR
AMUL CHOCOLATES
AT
RISHIKESH
SUBMITTED IN THE PARTIAL FULFILLMENT OF THE
AWARD OF THE DEGREE OF
MASTERS DEGREE IN BUSINESS ADMINISTRATION
H.N.B.GARHWAL UNIVERSITY,SHRINAGAR,
UTTARANCHAL

OMKARANANDA INSTITUTE OF MANAGEMENT AND
TECHNOLOGY
SUBMITTED BY:- SUPPERVISED BY:-
MR. SUNIL PANDEY DR.D.S.CHAUBEY
M.B.A. IV SEMESTER ASST-PROFESSOR

SESSION-2004-06
OIMT-RISHIKESH
PROJECT REPORT ON MARKETING
STRATEGIES FOR AMUL CHOCOLATES
ACKNOWLEDGEMENT
I would li! "o #$#il "%i& o''o("u)i"* "o !+'(!&& ,* d!!'
&!)&! o- .(#"i"ud! #)d "%#)& "o ,* '(o/!0" .uid! ,(.
D.S.C%#u1!* -o( %i& 1!&" .uid#)0! du(i). "%! 0ou(&! o-
,* '(o/!0" #& i" 0ould )o" %#$! 1!!) ,#"!(i#li2!d wi"%ou"
%i& &*&"!,#"i0 .uid#)0!.
I !+"!)d ,* &i)0!(! (!.#(d& "o M(. R.S.M!%"#
3di(!0"o(, I)&"i"u"! o- ,#)#.!,!)" o- ,#)#.!,!)" #)d
"!0%)olo.*4 -o( '(o$idi). ,! "i,! #)d &u''o(" "o '(!'#(!
"%i& (!'o(".
Fi)#ll* I !+'(!&& ,* &i)0!(! "%#)& "ow#(d& #ll "%o&! w%o
di(!0"l* o( i)di(!0"l* %!l'!d ,!.

T%#)& # lo".
SUNIL PANDEY
MBA IV SEMESTER
EXECUTIVE SUMMARY
The Rs 2,500-crore Gujara !o-o"era#$e M#%& Mar&e#'( )e*era#o' L*
+G!MM),, or A-u%. A-u% /e(a' he *a#r0 coo"era#$e -o$e-e' #' I'*#a
a'* 1or-e* a' a"e2 coo"era#$e or(a'#3a#o', Gujara !o-o"era#$e M#%&
Mar&e#'( )e*era#o' L*. +G!MM),, 4h#ch #s jo#'%0 o4'e* /0 so-e 2.2
-#%%#o' -#%& "ro*ucers #' Gujara, I'*#a. No4, 'o o'%0 ha* he -#%&
co%%ec#o' a'* he 'u-/er o1 co-o"era#$e -e-/ers #'crease* /u A-u%
4ere a%so (#$#'( a s#11 cha%%e'(e o he -u%#'a#o'a%s.
!hoco%ae co'su-"#o' #' I'*#a #s e2re-e%0 %o4. Per ca"#a co'su-"#o' #s
arou'* 560(-s #' he ur/a' areas, co-"are* o 7-50 &( #' he *e$e%o"e*
cou'r#es. I' rura% areas, # #s e$e' %o4er. Chocolates in India are
consumed as indulgence and not as a snack ood!
The -a#' o/jec#$e 4as o &'o4 he -ar&e "os##o' o1 A-u% choco%aes
a'* o &'o4 srae(#es o1 he#r co-"e#ors. The A-u% choco%ae -ar&e #s
se(-e'e* #' 4o "ars ha #s SVS Mar&e#'( a'* R89P Mar&e#'(.
!urre'%0 A-u% #s ha$#'( 1#$e $ar#a's u'*er h#s u-/re%%a /ra'* ha are
Pure M#%& !hoco%ae, )ru#s a'* Nus, )u'*oo, B#'*aa3 a'* A%-o'*/ar, I'
a' ae-" o /oos sa%es, he co-"a'0 has %au'che* hree 'e4 choco%aes #'
Mar&e u'*er he /ra'*s )u'*oo, B#'*aa3 a'* A%-o'* Bar. :h#%e he 1#rs
4o ha$e /ee' "r#ce* "o#' a Rs 50 1or a ;0 (- s#c&, A%-o'* Bar carr#es a
"r#ce a( o1 Rs 50 1or a ;5 (- choco%ae, )u'*oo #s a$a#%a/%e #' Rs 5 "r#ce
"o#' a%so. Th#s #s o'e o1 he shorco-#'(s as !a*/ur0 ha$e "r#ce "o#'s
1ro- Rs 5 o 50 ra'(es. A-u% a%so ha$e $er0 1e4 $ar#a's as co-"ar#so' o
!a*/ur0 I'*#a. The co-"a'0<s 1es#$a% seaso' "ac& =Rejo#ce= 'o4 co-es
4#h s#2 choco%aes #' he c#0 u" *ur#'( he 1es#$e seaso' %as 0ear.

A1er co'*uc#'( sur$e0 o1 !uso-ers, a'* Dea%ers I a'a%03e* sa%e o1 A-u%
choco%aes are 'o >u#e (oo* #' -ar&e as #' 1ro' o1 # !a*/ur0 #s o'e o1 he
/#((es co-"e#or -ore o$er A-u% *oes'? "ro$#*e a'0 &#'* o1 ser$#ces %#&e
D#s"e'sers, G%ass o" 1r#*(es a'* Re"%ace-e' 1ac#%##es 1or he#r choco%aes
as he#r co-"e#or are "ro$#*#'( o he#r Rea#%ers. As "er our sur$e0,
rea#%ers %#s a cre*#/%e Re"%ace-e' "o%#c0 as a 1acor $er0 h#(h o' he#r
4#sh %#s. The0 4ou%* /e 4#%%#'( o -a&e 1urher #'$es-e's o'%0 1or ha

/ra'* 4h#ch o11ers re"%ace-e' 1ac#%##es. A'oher co-"e#or #' h#s 1#e%* #s
NESTLE
The "ro/%e-s ha hese Da#r0 choco%ae +A-u%, (#a's 1ace* 4ere #' he
4a0 he#r choco%aes 4ou%* /e *#s"%a0e* #' ur/a', "re-#u- a'* su"er
-ar&es. The choco%aes 4ere &e" 4#hou /o%ers a'* *#s"e'sers a'*
4#hou he "ro"er coo%#'( e>u#"-e' he choco%aes #' a%-os a%% he "%aces
4ou%* -e% s#'ce he0 4ou%* (e heae* a @0 ! a'* 4ou%* %ose #s ase.
Thus he su"er#or "ro*uc he0 4ou%* a#- o a'a%#3e he -ar&e 4#h,
4ou%* 'o 4or& 4#h /a* "#eces a'* -e%#'( *#sa*$a'a(es /0 o'%0
"ro$#*#'( *#s"e'sers /u s"ec#a% 0"es o1 a/%e o" coo%ers as !a*/ur0
"reser$e #s "ro*uc e$e' #' he re-oes o1 rura% ou%es a'* creae /ra'*
$#s#/#%#0 hrou(h he co%or1u% *#s"%a0 o"#o's.
These coo%ers o*a0 he%" #' sa%es (e'era#o' a'* /ra'* $#s#/#%#0 'o
#('or#'( e11#c#e' coo%#'( ha "roecs a'* "reser$es he rea% ase o1
!a*/ur0< s choco%aes #' a $er0 cos e11ec#$e -a''er, A-u% shou%* 'o
o$er%oo& h#s 1ac.
I' cuso-er se(-e's !h#%*re'?s a'* co%%e(e su*e' sho4e* -os
e-"#'( o4ar*s choco%aes. Mos o1 he !o'su-er #s 'o sa#s1#e* as he0
4a' #-"ro$e-e' #' "rese' Tase o1 choco%ae a'* -os%0 sa#s1#e*
co'su-ers sho4e* "os##$e a%%ure o4ar*s Pure M#%& choco%ae. Sur$e0 a%so
re$e%e* ha "r#ce #s 'o he #'1%ue'c#$e 1acor 1or choco%ae co'su-"#o' /u
#s !o-"a'0?s Bra'* 'a-e a'* ase o1 choco%ae 4h#ch #'1%ue'ce he-
-os. Prese'%0 he#r #s 'o sche-es 1or !uso-ers 1ro- A-u%, a'* as
ch#%*re' a'* ee'a(ers are he#r -a#' ar(e cuso-ers, he0 are -os
arace* /0 he sche-es a$a#%a/%e %#&e !a*/ur0 #s o11er#'( Te''#s Ba%% 4#h
"ac& o1 Aeros a'* Per& o1 Rs @0. :#h su- u" o1 a%% o1 hese reaso's
cuso-ers are 'o sa#s1#e* 4#h A-u% !hoco%aes.
A-u% #s (e#'( rea*0 o cha%%e'(e !a*/ur0 #' he -o%*e* choco%ae
-ar&e. The co-o"era#$e, 4h#ch has /ee' %0#'( %o4 1or a 4h#%e 4#h #s
(e'er#c choco%ae $ar#a's such as )ru# B Nu a'* M#%&, 'o4 #'e'*s
se(-e'#'( #s choco%aes, caer#'( o *#11ere' a(e-(rou"s a'* cae(or#es
ha are %#&e%0 o co'su-e #s /ra'*. E'coura(e* /0 he r#s#'( 'u-/ers,
G!MM) has *ra4' u" "%a's o -a&e #s choco%ae /us#'ess a se"arae
*#$#s#o' o1 he co-"a'0.

TABLE OF CONTENTS

CHAPTER NAME
PAGE NO.

CHAPTER 1: PROJECT BACKGROUND 8 1
1!1 OBJECT"#E OF THE PROJECT 8
1!$ AN O#ER#"E% OF THE ORGAN"&AT"ON 9 10
1! BACKGROUND OF THE CO'PAN( 11 13
CHAPTER $: PRODUCT PROF"LE 1) $)
$!1 PRODUCT RANGE 14 21
$!$ PRODUCT PROF"LE 22 24

CHAPTER : RESEARCH 'ETHODOLOG( $* +
!1 OBJECT"#E OF THE RESEARCH 25
!$ RESEARCH DES"GN $* $,
!$!1 SA'PLE DES"GN 25
!$!$ SEG'ENTAT"ON 26
3.3 SOURCES OF DATA 26
3.4 TOOLS OF ANAL(S"S 27
!* ANAL(S"S OF 'ARKET RESEARCH DATA 28 37
CHAPTER ): 'ARKET"NG STRATEG"ES 8 )8
)!1 DE#ELOP"NG A BRAND PLAN 39
)!$ NA'"NG A BRAND 40
)! SEG'ENTAT"ON 40 41
)!) 'ARKET"NG '"- 42 43
)!* PRO'OT"ONAL '"- 43 44
)!, AD#ERT"S"NG THE BRAND 45 46
)!+ PACKAG"NG 46 48
CHAPTER NAME
PAGE NO.
CHAPTER * : D"STR"BUT"ON CHANNEL ). */
CHAPTER , : STUD( OF CO'PET"TORS *1 ,)
,!1 CO'PARAT"#E STUD( OF CO'PET"TORS 51 52
,!$ CO'PARAT"#E STUD( OF CHOCOLATES
DEALERS 53 64
CHAPTER + : SU''AR( ,* +1
+!1 S%OT ANAL(S"S 65 67
+!$ F"ND"NGS FRO' RESEARCH %ORK 68 69
+! RECO''ENDAT"ONS 70 71
L"'"TAT"ONS +$
LEARN"NG E-PER"ENCES +
REFERENCES0 B"BL"OGRAPH( +) 8$
ANNE-URE0APPEND"CES 8
THE MAI" #$%ECTIVE #& THE 'R#%ECT
The -a#' o/jec#$e o1 he "rojec #s o &'o4 he -ar&e "oe'#a%s a'*
a4are'ess a/ou 'e4 $ar#a's o1 A-u% choco%ae #' R#sh#&esh !#0.
Cher o/jec#$es o1 -0 "rojec are
To 1#'* he -ar&e share o1 A-u% #' choco%ae se(-e'
To &'o4 !uso-er?s "erce"#o' o4ar*s A-u% choco%ae.
To -a&e co-"ara#$e su*0 o1 *#11ere' $ar#a's o1 choco%aes.
To &'o4 srae(#es o1 co-"e#ors a'* #-"%e-e' o' hose srae(#es.
To 1#'* ou he "oe'#a% -ar&e -a#'%0 1or 'e4 $ar#a's +%#&e )u'*oo,
B#'*aa3,.
To -a&e S:CT a'a%0ses o1 NESTLE
To #*e'#10 he /es seaso' 1or %au'ch#'( o1 'e4 $ar#a's .
To (#$e "ro"er su((es#o's or reco--e'*a#o' he co-"a'0 so ha
ca' o$erco-e 1ro- he#r 4ea&'ess a'* #'crease he#r sa%es
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
Gujara !oo"era#$e M#%& Mar&e#'( )e*era#o' +G!MM),
#s a' I'*#a?s %ar(es 1oo* "ro*uc -ar&e#'( or(a'#3a#o'. I
#s a sae %e$e% a"e2 /o*0 o1 -#%& coo"era#$es #' Gujara
ha a#-s o "ro$#*e re-u'era#$e reur's o he 1ar-ers a'*
a%so ser$e he #'eres o1 co'su-ers /0 "ro$#*#'( >ua%#0
"ro*ucs, 4h#ch are (oo* $a%ue 1or -o'e0. I #s res"ece*
1or #s cre*e'#a%s e$e' a1er 56 0ears a1er #s #'ce"#o'.
The !o-C"era#$e -o$e-e' sare* 4#h 4o $#%%a(es a'* 2@D %#ers o1 -#%&
#' 5E@6. I has /eco-e a ru"ee o'e /#%%#o'-/us#'ess 'o4. The success o1
A-u% e2"%a#'s he reaso's 1or h#s re-ar&a/%e (ro4h. )o%%o4#'( he
srae(#c a*$#ce 1ro- he 1ree*o- 1#(hers %#&e Sar*ar Va%%a/ha# a'* Morarj#
Desa#, he !o-C"era#$e -o$e-e' sare* 4#h he s%o(a' FRe-o$e
-#**%e-e'G #' Gujara /0 he $#%%a(e -asses. The co%%ec#$e 1ar-ers
succee*e* #' -a&#'( he Br##sh (o$er'-e' acce" he co'ce" o1 !o-
C"era#$e soc#e#es. The 8a#ra D#sr#c !o-C"era#$e M#%& Pro*ucers u'#o'
L*!( Anand )as *orn on +ec ,-(,.-/!
0CMM&1 is in a state )here it is gro)ing ra2idl3 and it is one amongst
the most res2ected Indian com2anies in 4556! It is *ecause o the 7alues
and s3stems that are in 2lace! As a !h#'ese "ro$er/ sa0s, FAs %o'( as he
ru'& #s 1#r-, 4orr0 'o a/ou he /ra'ches s4#'(#'( o he 4#'*.G
0CMM&1 is tr3ing to strengthen its rural *ase 8 The Village
Coo2erati7es 8 to ensure the lead in the dair3 *usiness!
Mem*ers9 52 *#sr#c coo"era#$e -#%&
"ro*ucers< U'#o'
"o! # 'roducer Mem*ers9 2.27 -#%%#o'
"o! # Village Societies9 55,5;2
Total Milk handling ca2acit39 6.D -#%%#o' %#ers "er *a0
Milk collection :Total 8 4554;56<9 5.76 /#%%#o' %#ers
Milk collection :+ail3 A7erage 4554;56<9 5.07 -#%%#o' %#ers
Milk +r3ing Ca2acit39 550 -er#c To's "er *a0
Cattle eed manuacturing Ca2acit39 5@50 Ms "er *a0
Ta*le ,
The o'%0 reaso' 1or he success o1 G!MM) as Dr.V.8ur#e' sae*H
=+etermination( +edication( +isci2line are orming the dri7ing orces o
the Amul> The G!MM) co's#ss o1 52 a11#%#ae* -e-/er Da#r#es I D#sr#c
-#%& u'#o's a'* # has #s o4' -a'u1acur#'( u'# ca%%e* Moher Da#r0 a
Ga'*h#'a(ar 4#h he %ar(es 'e4or& #' 1oo* #'*usr0 su""ore* /0
-ar&e#'( a'* *#sr#/u#o' o1 %#>u#* -#%& a'* a $ar#e0 o1 "ro*ucs u'*er he
/ra'*s J A-u% a'* Sa(ar. I #s a%so he so%e se%%#'( a(e' 1or he Na#o'a%
Da#r0 De$e%o"-e' Boar*?s +NDDB, e*#/%e o#% J KDAARA?. G!MM) a%so
coor*#'aes 4#h he -a'u1acur#'( *a#r0 u'#s 1or "ro*uc#o' "%a''#'( a'*
-#%& "rocure-e' a'* ha'*%es he *#sr#/u#o' o1 -#%& 1ro- sur"%us u'#o' o
he *e1#c# areas.
The $a%ue cha#' o1 G!MM) #s sho4' #' )#(.5
)#(ure 5

$ACK0R#U"+
?!; H#@ +I+ THE AMU1 $RA"+ $EC#ME @HAT IT ISA
A"S@ER; 4e -us jour'e0 /ac& #' #-e, o he h#sor0 /oo&s, o he #-e
o1 I'*#a?s #'*e"e'*e'ce /ecause A-u%?s /#rh #s #'*e%#/%0 %#'&e* o he
1ree*o- -o$e-e' #' I'*#a. I 4as Sar*ar Va%%a/h/ha# Pae% 4ho sa#* ha #1
he 1ar-ers o1 I'*#a are o (e eco'o-#c 1ree*o- he' he0 -us (e ou o1
he c%uches o1 he K-#**%e-e'?.
The 1#rs A-u% coo"era#$e 4as he resu% o1 a 1ar-ers? -ee#'( #'
Sa-ar&ha +8a#ra *#sr#c, Gujara, o' @ 9a'uar0 5E@6, ca%%e* /0 Morarj#
Desa# u'*er he a*$#ce 1ro- Sar*ar Va%%a/h/ha# Pae%, o 1#(h ra"ac#ous
-#%& co'racors. I 4as Sar*ar?s $#s#o' o or(a'#3e 1ar-ers, o ha$e he-
(a#' co'ro% o$er "ro*uc#o', "rocure-e' a'* -ar&e#'( /0 e'rus#'( he
as& o1 -a'a(#'( hese o >ua%#1#e* "ro1ess#o'a%s, here/0 e%#-#'a#'( he
-#**%e -e', he /a'e #' 1ar-ers? "ros"er#0.
The *ec#s#o' 4as a&e' ha *a0 #' 9a'uar0 5E@6H M#%& "ro*ucers?
coo"era#$es #' $#%%a(es, 1e*erae* #'o a *#sr#c u'#o', shou%* a%o'e ha'*%e
he sa%e o1 -#%& 1ro- 8a#ra o he (o$er'-e'-ru' Bo-/a0 M#%& Sche-e.
Th#s 4as he or#(#' o1 he A'a'* "aer' o1 coo"era#$es. The co%o'#a%
(o$er'-e' re1use* o *ea% 4#h he coo"era#$e. The 1ar-ers ca%%e* a -#%&
sr#&e. A1er 1#1ee' *a0s he (o$er'-e' ca"#u%ae*. Th#s 4as he /e(#''#'(
o1 8a#ra D#sr#c !oo"era#$e M#%& Pro*ucers? U'#o' L*., A'a'*, re(#sere*
o' 5@ Dece-/er 5E@6.
Cr#(#'a%%0 he A'a'* "aer' #'c%u*e* *a#r0 coo"era#$e soc#e#es a
he $#%%a(e %e$e%, a'* a "rocess#'( u'# ca%%e* a Ku'#o'? a he *#sr#c %e$e%.
I's"#re* /0 he 8a#ra U'#o', s#-#%ar -#%& u'#o's ca-e u" #' oher *#sr#cs
oo. I' 5ED;, #' or*er o -ar&e he#r "ro*ucs -ore e11ec#$e%0 a'*
eco'o-#ca%%0, he0 1or-e* he Gujara !oo"era#$e M#%& Mar&e#'(
)e*era#o' L#-#e* +G!MM) L*.,. G!MM) /eca-e he so%e -ar&eer o1
he or#(#'a% ra'(e o1 A-u% "ro*ucs #'c%u*#'( -#%& "o4*er a'* /uer. Tha
ra'(e has s#'ce (ro4' o #'c%u*e #ce crea-, (hee, cheese, choco%aes,
Shr#&ha'*, "a'eer, a'* so o'. These "ro*ucs ha$e -a*e A-u% a
%ea*#'( 1oo* /ra'* #' I'*#a.
'R#%ECT 0#A1S #& 0CMM&BS
Success o1 a'0 "rojec #s *ec#*e* /0 he o/jec#$es a'* $#s#o' # has
e'$#sa(e* a he #'ce"#o' "hase. The rura% IT e-"o4er-e' "rojec sare*
/0 G!MM) ha* he 1o%%o4#'( o/jec#$esH
To /u#%* ra's"are'c0 a-o'( he 1ar-ers o4ar*s coo"era#$e soc#e0
To /u#%* he co-"ee'c#es #' he area o1 #
Tra#'#'( he rura% "eo"%e o4ar*s he >ua%#0 su""%0 o1 -#%&
Ge#'( he 4ho%e ac#$#0 cha#' o1 G!MM) u'*er u'#'erru"e*
#'1or-a#o' 1%o4 'e4or& To re*uce he "#%1era(e
To re-o$e he co-"%e2#0 assoc#ae* 4#h he $#%%a(e coo"era#$e
soc#e0 -#%& !o%%ec#o' "rocess
E-"o4er#'( he rura% -asses o4ar*s se%1-*e$e%o"-e' ac#$##es
To /u#%* he ra's"are'c0 a'* rus a-o'(s he rura% "eo"%e o4ar*s
he coo"era#$e s0se-
To 1ace he (%o/a% co-"e##o' /0 e11ec#$e *ec#s#o'--a&#'(.
#R0A"ICATI#"A1 ACHIEVEME"TS
G!MM)L, Gujara !o-C"era#$e M#%& Mar&e#'( L#-#e* #s /e#'( *r#$e'
/0 he $#s#o' o1 he housa'*s o1 Gujara )ar-ers. Th#s s"ec#1#c or(a'#3a#o'
has a "ur"ose 1or #s e2#se'ce. G!MM)L /eer *escr#/e* as he o'e
coo"era#$e or(a'#3a#o' 4or&#'( 1or he 4e%% /e#'( o1 -#%%#o's o1 1ar-ers.
The co--#-e' o1 G!MM) o he $#%%a(e 1ar-ers a'* $#ce $ersa #s
re-e'*ous. G!MM) cha'(e* he o"era#o's %oo&#'( #'o he 'ee*s o1 he
1ar-ers. To*a0 G!MM) #s ahea* o1 a%% #s co-"e#ors -ee#'( he
e2"eca#o's o1 he#r su""%#ers a'* he cuso-ers.

AMU1 @ITH ITS $RA"+ "AME 8 DTHE TASTE #& I"+IAB HAS
$EC#ME THE $I00EST &##+ $RA"+ I" I"+IA!
The Rational *ehind The $utter 0irl
The mo22et )ho 2ut Amul on IndiaEs *reakast ta*le
50 0ears a1er # 4as 1#rs %au'che*, A-u%<s sa%e 1#(ures ha$e
ju-"e* 1ro- 5000 o''es a 0ear #' 5E66 o o$er 25,000 o''es a
0ear #' 5EED. No oher /ra'* co-es e$e' c%ose o #. A%% /ecause
a hu-/-s#3e* (#r% c%#-/e* o' o he hoar*#'(s a'* "u a s"e%% o' he -asses.
Bo-/a0H Su--er o1 5E6D. Mrs. Shee%a Ma'e, a 27-0ear-o%* house4#1e #s
ou #' he /a%co'0 *r0#'( c%ohes. )ro- her seco'* 1%oor 1%a she ca' see her
'e#(h/ors o' he roa*. There are oher "eo"%e oo. The cro4* see-s o /e
(ro4#'( %ar(er /0 he -#'ue. U'a/%e o cur/ her cur#os#0 Shee%a Ma'e
hurr#es *o4' o see 4ha a%% he co--o#o' #s a/ou. She e2"ecs he 4ors
/u ca' see 'o s#('s o1 a' acc#*e'. I #s her 1our-0ear-o%* 4ho *ra4s her
ae'#o' o he hoar*#'( ha has co-e u" o$er'#(h. =I 4as he 1#rs A-u%
hoar*#'( ha 4as "u u" #' Mu-/a#,= reca%%s Shee%a Ma'e. =Peo"%e %o$e* #.
I re-e-/er # 4as our 1a$or#e o"#c o1 *#scuss#o' 1or he 'e2 o'e 4ee&L
E$er04here 4e 4e' so-eho4 or he oher he ca-"a#(' a%4a0s see-e* o
cro" u" #' our co'$ersa#o'.=
!a%% her he )r#*a0-o-)r#*a0 sar. Rou'* e0e*, chu//0 chee&e*,
4#'&#'( a 0ou, 1ro- srae(#ca%%0 "%ace* hoar*#'(s a -a'0 ra11#c %#(hs.
She #s he A-u% -o""e e$er0o'e %o$es o %o$e.
While most people agree that the Amul ads were at their peak in the Eighties
they still maintain that the Amul ads continue to tease laughter out of them where
does Amul's magic actually lie? Many believe that the charm lies in the catchy
lines. That we laugh because the humor is what anybody would enoy. They don't
pander to your nationality or certain sentiments. !ts pure and simple everyday
fun.
Today" after becoming everyone's favorite little #utterly buttery delicious# girl
through print and television ads" the Amul $utter %irl has finally come alive
'R#+UCT RA"0E
AMUL The Taste of India, a /ra'* so *#s#'c#$e%0 I'*#a', has /ee' a
"ar o1 our %#$es 1or 'ear%0 1#$e *eca*es 'o4 a'* s#%% #s a/%e o ouch a chor*
#' our hears. As a /ra'* A-u% has (ro4' 1ro- /e#'( -ere%0 a
*#11ere'#a#'( 1acor o "roec he #'eress o1 "ro*ucers a'* co'su-ers, a'*
has 'o4 /eco-e a cr##ca% success 1acor #' he $er0 e2#se'ce a'* (ro4h o1
a -o$e-e' ha sare* 4a0 /ac& #' he "re-#'*e"e'*e'ce I'*#a.
The Amul Era
A-u% ca-e #'o /e#'( as a co'se>ue'ce o1 a re$o%u#o' a'* # has co'#'ue*
o /e re$o%u#o'ar0 #' e$er0 sa(e o1 #s %#1e. I #'##a%%0 sare* a as -ea's o
/a%a'ce he 1%ucua#'( -#%& su""%0 a'* (re4 a a "he'o-e'a% rae as a
%#>u#* -#%& su""%#er. The 8a#ra U'#o' /e(a' "aseur#3#'( -#%& 1or he
Bo-/a0 M#%& Sche-e #' 5E@7. Ao4e$er /0 he 5E50s # 4as a-"%0 c%ear
ha he 1uure %a0 #' -a'u1acure* *a#r0 "ro*ucs. A-u% res"o'*e* /0
e-/ar&#'( o' a 4#*e ra'(e o1 *a#r0 "rocess#'( ac#$##es, #'$o%$#'( 'e4
Tech'o%o(#es, a'* /0 e2"a'*#'( #s "rocess#'( 1ac#%##es. I cha%%e'(e* he
esa/%#she* Po%so' /ra'* #' /uer -a'u1acur#'(, a'* he' -o$e* o' o
s4eee'e* co'*e'se* -#%& #' *#rec co'1ro'a#o' 4#h he #'er'a#o'a%
(#a' Nes%e. I a%so %oc&e* hor's 4#h G%a2o o$er he "ro*uc#o' o1 /a/0
1oo* #' I'*#a. C' a%% o1 hese occas#o's A-u% 'o o'%0 *#s"%a0e* 1eas o1
res#%#e'ce /u a%so #' 1ac ca-e ou -uch sro'(er ha' e$er /e1ore.
A-u% rea%#3e* # as ear%0 as %ae 5E60s ha he o'%0 4a0 # cou%* #'crease he
share o1 he -ar&e 4as /0 -a#'a#'#'( he reaso'a/%e "r#ces o1 #s "ro*ucs,
/u 4#*e'#'( he ra'(e. Dur#'( 5E66-5ED0, A-u% a**e* s4ee /uer-#%&
"o4*er, a seco'* /ra'* o1 /a/0 1oo* +A-u%s"ra0, a'* a h#(h "roe#'
4ea'#'( 1oo* +Ba%a-u%,. I' 5ED@ he A-u% M#%& !hoco%ae 4as re%ease*
co--erc#a%%0 a'* 4as 1o%%o4e* /0 se$era% $ar#e#es o1 choco%aes a'*
choco%ae co'1ec#o'ar#es. A%so Nura-u%, a -a%e* cocoa /e$era(e 4as
%au'che* #' 5ED6.!heese "o4*er 4as re%ease* co--erc#a%%0 #' he ear%0D0s.
As *#sr#c u'#o's -u%#"%#e*, 8a#ra !oo"era#$e reco('#3e* he
/e'e1#s o1 a -ar&e#'( 1e*era#o' a'* hus he Gujarat Cooperative Milk
Marketing Federation (GCMMF) 4as esa/%#she* #' 5ED;. G!MM)
co--e'ce* -ar&e#'( o' A"r#% 5, 5ED@u'*er he s#'(%e /ra'* 'a-e o1
A-u%. I' 5ED7-DE # re(#sere* a ur'o$er o1 Rs. 500 crore, 4h#ch (re4 o
Rs. 5;E.6D crore #' 5E7D-7E. I' 2002-0; he ur'o$er soo* a Rs. 2D@5.D0
crore. A "rese' G!MM) ha$e 2.27 -#%%#o' "ro*ucer -e-/ers 4#h a oa%
-#%& co%%ec#o' #' 2002-0; /e#'( 5.76 /#%%#o' %#res. The success rae has
/ee' o he e2e' ha G!MM) has 'o4 /eco-e I'*#a<s %ar(es 1oo*
"ro*ucs -ar&e#'( or(a'#3a#o'. G!MM) es -ar&ee* A-u% !heese
s"rea* #' 5E7; 1o%%o4#'( # 4#h a 'e4 so1er cheese s"rea*. I' 5E72, #
#'ro*uce* A-u% Shr#&ha'* #' Bo-/a0, a'* /rou(h ou 'e4 1%a$ors
/e4ee' 5E76 a'* 5E7E. A-u% UAT -#%& #' era "ac&s, 4#h a she%1 %#1e o1
*a0s, 4as re%ease* #' 5E7; a'* /0 5E77-7E UAT -#%& 4#h she%1 %#1e o1 60
*a0s ha* /eco-e a$a#%a/%e. Be4ee' 5E7D a'* 5E7E, A-u% !hoco Sha&e,
A-u% E%a#ch# Sha&e, a'* A-u% Lass# 4ere success1u%%0 -ar&ee* #' era
/r#c&s.
I' he 5EE0s, A-u% co'#'ue* o' a' e2"a's#o' "ah a'* se$era% 'e4
"ro*uc ra'(es 4ere a**e* o #s "or1o%#o. A -uch *ee"er A-u% !heese
ra'(e 4#h A-u% Ma%a# Pa'eer a'* A-u% P#33a !heese, e2e'*e* A-u%
M#haee ra'(e 4#h Gu%a/ja-u's a'* 8u%1# -#2, a 4#*er UAT -#%& ra'(e
A-u% Taa3a -#%& a'* A-u% )resh !rea-, 1resh -#%& ra'(e 4#h /ra'*s %#&e
A-u% Go%*, A-u% S-ar a'* A-u% Sha&#, a 'e4 !ur* ra'(e 4#h A-u%
Mas# Dah#, a'* a 'e4 M#%& *r#'& J A-u% Sha&# )%a$ore* M#%&. A-u% a%so
sare* a((ress#$e -ar&e#'( o1 #s 4#*e arra0 o1 Ice crea-s "os#'( s#11
co-"e##o' o esa/%#she* "%a0ers %#&e ALL?s 84a%#0 :a%%s a'* Moher
Da#r0. Rece'%0 # a%so #'ro*uce* rea*0 o ser$e sou"s u'*er he /ra'* 'a-e
o1 Mas# To*a0 A-u% Buer, A-u% M#%& Po4*er, A-u% Ghee, A-u%s"ra0,
A-u% !heese, A-u% !hoco%aes, A-u% Shr#&ha'*, A-u% Ice crea-,
Nura-u%, A-u% M#%& a'* A-u%0a ha$e -a*e A-u% a %ea*#'( 1oo* /ra'* #'
I'*#a. A-u% has e$o%$e* 1ro- #s ra*##o'a% #-a(e a'* 'o4 #s a s0-/o% o1
-a'0 h#'(s. C1 h#(h->ua%#0 "ro*ucs so%* a reaso'a/%e "r#ces. C1 he
(e'es#s o1 a $as co-o"era#$e 'e4or&. C1 he r#u-"h o1 #'*#(e'ous
ech'o%o(0. C1 he -ar&e#'( sa$$0 o1 a 1ar-ers< or(a'#3a#o'. A'*
ha$e a "ro$e' -o*e% 1or *a#r0 *e$e%o"-e'.
LIST OF PRODCTS MAR!"T"D:
$REA+ S'REA+S9
A-u% Buer
A-u% L#e Lo4 )a Brea* s"rea*
A-u% !oo&#'( Buer
CHEESE RA"0E9
A-u% Paseur#3e* Processe* !he**ar !heese
A-u% Processe* !heese S"rea*
A-u% P#33a +Mo33are%%a, !heese
A-u% Shre**e* P#33a !heese
A-u% E--e'a% !heese
A-u% Gou*a !heese
A-u% Ma%a# Pa'eer +coa(e cheese, )ro3e' a'* T#''e*
Uer%0 De%#c#ous P#33a
MITHAEE RA"0E :ETH"IC S@EETS<9
A-u% Shr#&ha'* +Ma'(o, Sa11ro', A%-o'* P#sach#o, !ar*a-o-,
A-u% A-ra&ha'*
A-u% M#haee Gu%a/ja-u's
A-u% M#haee Gu%a/ja-u' M#2
A-u% M#haee 8u%1# M#2
UHT MI1K RA"0E9
5, A-u% Taa3a ;M 1a M#%&
2, A-u% Go%* @.5M 1a M#%&
;, A-u% S%#--'-Tr#- 0M 1a -#%&
@, A-u% !hoco%ae M#%&
5, A-u% )resh !rea-
6, A-u% S'o4ca" So10 M#2
D, A-u% Taa3a Dou/%e To'e* M#%&
'URE 0HEE9
A-u% Pure Ghee
Sa(ar Pure Ghee
A-u% !o4 Ghee
I"&A"T MI1K RA"0E9
A-u% I'1a' M#%& )or-u%a 5 +0-6 -o'hs,
A-u% I'1a' M#%& )or-u%a 2 + 6 -o'hs a/o$e,
A-u%s"ra0 I'1a' M#%& )oo*
MI1K '#@+ERS9
A-u% )u%% !rea- M#%& Po4*er
A-u%0a Da#r0 :h#e'er
Sa(ar S&#--e* M#%& Po4*er
Sa(ar Tea a'* !o11ee :h#e'er
S@EETE"E+ C#"+E"SE+ MI1K9
A-u% M#ha#-ae S4eee'e* !o'*e'se* M#%&
&RESH MI1K9
A-u% Taa3a To'e* M#%& ;M 1a
A-u% Go%* )u%% !rea- M#%& 6M 1a
A-u% Sha&# Sa'*ar*#se* M#%& ;M 1a
A-u% S-ar Dou/%e To'e* M#%& 5.5M 1a
CUR+ 'R#+UCTS9
A-u% Mas# Dah# +1resh cur*,
A-u% Buer M#%&
A-u% Lassee
AMU1 ICECREAMS9
o Ro3al Treat Range +Raj/ho(, !a""uch#'o, !hococh#"s,
Buerscoch, Tu# )ru#,
o "ut;o;Mania Range +8aju Dra&sh#, 8esar P#sa, Roase* A%-o'*,
8esar !ar'#$a%, Ba*shah# Ba*a- 8u%1#, Sh#sa P#sa 8u%1#,
o Utsa7 Range +A'j#r, Roase* A%-o'*,
o Sim2l3 +elicious Range +Va'#%%a, Sra4/err0, P#'ea""%e, Rose,
!hoco%ae,
o "atureEs Treat +A%"ha'so Ma'(o, )resh L#ch#, A'j#r, )resh
Sra4/err0, B%ac& !urra',
o Sundae Range +Ma'(o, B%ac& !urra', !hoco%ae, Sra4/err0,
o Millennium Icecream +!heese 4#h A%-o'*s, Daes 4#h Ao'e0,
o Milk $ars +!hoco/ar, Ma'(o Do%%0, Ras"/err0 Do%%0, Shah# Ba*a-
8u%1#, Shah# P#sa 8u%1#, Ma4a Ma%a# 8u%1#, Gree' P#sa 8u%1#,
AMUL TOPICALS FROM 2003-2004
Cool Candies +Cra'(e, Ma'(o,
Cassatta
Tricone Cones +Buerscoch, !hoco%ae,
Mega*ite Almond Cone
&rostik - ; %a0er choco%ae Bar
&undoo Range - e2c%us#$e%0 1or &#*s
SlimScoo2 &at &ree &roFen +essert +Va'#%%a, Ba'a'a, Ma'(o,
P#'ea""%e,
Health H Isa/coo%
CH#C#1ATE G C#"&ECTI#"ERY9
A-u% M#%& !hoco%ae
A-u% )ru# B Nu !hoco%ae
A-u% Ec%a#rs
A-u% )u'*oo
A-u% B#'*aa3
A-u% A%-o'*/ar
$R#@" $EVERA0E9
o Nura-u% Ma%e* M#%& )oo*
MI1K +RI"K9
A-u% Sha&# )%a$ore* M#%&
Read3 to Ser7e Sou2s9
Mas# To-ao Sou"
Mas# Ao B Sour Sou"
Mas# cha'ch
'R#+UCT 'R#&I1E
Research 1or a$a#%a/#%#0 a'* acce"a/#%#0 o1 A-u% !hoco%ae a'* he#r
*#11ere' $ar#a's #'c%u*#'( Ne4 Lau'che*
CH#C#1ATES9 MA%#R TY'ES G $RA"+S
Typ! B"#$%
Molded hoolates !air" Milk# Truffle# A$ul Milk
Choolate# %estle &re$iu$# %estle
Milk" 'ar# %estle Classi
Count lines ( )tar# &erk# *it *at# &ini# Munh
&anned produts Ge$s (Cad+ur")# %utties# Mar+les (%estle)

AMUL CHOCOLATE
=GIFT FOR SOMEONE YOU LOVE>
AMU1 CH#C#1ATE #s -a*e 1ro- Su(ar, !ocoa Buer, M#%& So%#*s, a'*
!hoco%ae -ass
Com2osition9
M#%& )a 2M
Su(ar 55M
Toa% )a ;2.;;M
+M#%& )a N !ocoa )a,
!ocoa So%#*s D.5M
M#%& So%#*s 20M
AMU1 MI1K CH#C#1ATE
AMU1 &RUIT A"+ "UT CH#C#1ATE
Rich Milk Chocolates rom the House o Amul!
U2holding +ecades o Trust and Satisaction
AMU1 &U"+##
Choti bite. Badi Masti.
Milk Chocolate Enriched )ith 0lucose or EHtra Energ3!
AMU1 $I"+AAC
BINDAAZ KA! "N#AMA MACA!
A Rare $lend o +ark Chocolate and Milk
Chocolate laced )ith Cris23 Chocolate Crum*s!
A1M#"+$AR
BI$% BI$% M%IN D"M
Rich and Che)3 Almond "ougats Coated )ith Rich Milk
Chocolate!
'roduct S2eciication9
Mees a%% re>u#re-e's u'*er he P)A 1or /o#%e* su(ar co'1ec#o'ar0.
+I&&ERE"T VARIA"TS #& AMU1 CH#C#1TES
A"+ THEIR RE1ATIVE 'RICI"0
S1!
"#
BRANDIPA!8
MR' TRA+E
'RICE
+ISC#U"TE+
'RICE
"ET
MAR0I"
,! A-u% M#%& !hoco%ae ;5( Rs.50 Rs. E.5; Rs. 7.D0 55 M
4! A-u% M#%& choco%ae 57( Rs. 5 Rs. @.56 Rs. @.;@ 55.5 M
6! A-u% )BN choco%ae ;0( Rs. 55 Rs. 5;.7D Rs. 5;.25 5;.5 M
-! A-u% )u'*oo ;0( Rs. 50 Rs. E.00 Rs. 7.5D 56.DM
I! A-u% )u'*oo 55( Rs. 5 Rs. @.50 Rs. @.27 56.D M
/!
Amul $indaa& chocolate '(g
Rs. 50 Rs. E.00 Rs. 7.5D 56.D M
J! A-u% A%-o'* Bar ;5( Rs. 50 Rs.E.00 Rs. 7.5D 56.D M
Ta*le 4!
RESEARCH METH#+#1#0Y
#$%ECTIVE #& RESEARCH
Assessment o 2resent Amul chocolate market
S#3e o1 Mar&e J A$a#%a/#%#0, A4are'ess, Acce"a/#%#0 o1 A-u%
!hoco%aes.
Share o1 A-u% J Share o1 A-u% !hoco%aes.
!uso-er?s E2"eca#o's J Re>u#re* !ha'(es, De1ecs
+Shorco-#'(s, o1 A-u% !hoco%aes.
!o-"e#ors J S#3e, Share, Ne4 "ro*uc %au'ch#'(.
RESEARCH +ESI0"
SAM'1E +ESI0"9

C1 he oa% sa-"%e *es#(' !uso-er a'* Rea#%ers sur$e0
4as 1or-u%ae* o' /as#s o1 Se%ec#$e sa-"%#'( a'* he D#sr#/uors
sur$e0 4as /ase* o' oa% !e'sus sa-"%#'( J
A oa% 550 !uso-er Sur$e0e*.
A oa% 50 Rea#%ers Sur$e0e*.
A oa% 5 D#sr#/uors 4ere Sur$e0e*.
SEGMENTATICNH
The oa% research area co$ere* 4ere se(-e'e* #'o 4o
Su/-se(-e',
5. REGICN :ISE.
2. GRCUP :ISE.
RE0I#" @ISE
B0 re(#o' 4#se he sur$e0 4as carr#e* ou accor*#'( o /ea "%a' o1
AMUL #' Dehra*u'.
:h#ch 4as *#$#*e* #'o 4o P%a's
5. SVS PLAN. 2. R89P PLAN.
SVS '1A" AREAS
Tr#$a'# (ha
Su/hash cho&
Ba'&ha'*#
Dha% 4a%a.
RK%' '1A" AREAS
Sha-"ur
#*"%
#%a& roa*
(a'(a'a(ar
&a#%ash (ae
SCUR!ES C) DATA
Daa 4ere co%%ece* 1ro- 4o sources J
'rimar3 sources O
:h#ch #'c%u*e Pues#o''a#re, D#rec #'er$#e4
a'* *aa co%%ece* o' "erso'a% o/ser$a#o'. These are he *aa,
4h#ch are co%%ece* o' se%1-/as#s.
Secondar3 +ata O
:h#ch I'c%u*e 9our'a%s, Ma(a3#'e, Ne4s Pa"er
A'* Ne. These are he *aa, 4h#ch are co%%ece* o 1ro- he
seco'*ar0 sources, 4h#ch are -a*e a$a#%a/%e /0 oher or(a'#3a#o'
or co-"a'0 hrou(h he#r a''ua% re"or?s or jour'a%s or 'e4s
-a(a3#'e.
TCCLS C) ANAYSIS
The Major oo%s o1 a'a%0s#s 4ere
Pues#o''a#re
D#rec I'er$#e4I C/ser$a#o' Meho*
The >ues#o''a#re 4as 1or-u%ae* 1or hree cae(or#es ; he0 are
+EA1ERS
,! ?UESTI#""AIRE RETAI1ERS

CUST#MERS
All the three Kuestionnaire are attached )ith anneHure
4! #$SERVATI#" METH#+ 8
Dur#'( he research 4or&, I o"e* /oh he >ues#o''a#re a'* o/ser$a#o'
-eho*.
I' o/ser$a#o' cu- #'er$#e4 -eho* I ha$e $#s#e* o *#11ere'
*#sr#/uors a'* rea#%er #' a'* arou'* Dehra*u'.
:ho *ea%s 4#h *#11ere' /ra'* choco%aes a'* *ur#'(
I'er$#e4 sess#o', I #'erace* 4#h he- a'* "u $ar#ous re%e$a'
>ues#o's re%ae* o !hoco%aes Rea#%#'( a'* r#e* o o/a#' *aa
re%ae* o !o'su-"#o' o1 !hoco%aes #' R#sh#&esh Mar&e area.
A'* a'a%03e* a'* co-"#%e* he "ro$#*e* *aa hrou(h Gra"h#ca%
re"rese'a#o'.
A"A1YSIS #& MARKET RESEARCH
+ATA9
CUST#MERS SURVEY
A&&I"ITY T#@AR+S CH#C#1ATES
97%
3%
YES
NO
#'TI#" "#! #&
RES'#"+E"TS
'ERCE"TA0E
YES
5@6 ED
NC @ ;
A"A1YSIS9 The a'a%0s#s sho4s ha a%-os EDM o1 co'su-er sur$e0e*
co'su-es !hoco%aes. :h#ch sho4s !hoco%aes are 4e%%
"re1erre* #' !o'su-er Mar&e.
USA0E RATE
12
30
48
60
0
10
20
30
40
50
60
Dai! T"i#$ i% a
"$$&
'$$&! O##a(i)%a!
Dai!
T"i#$ i% a "$$&
'$$&!
O##a(i)%a!
#'TI#"S "#! #& RES'#"+E"TS 'ERCE"TA0E
DAILY 52 7
T:I!E IN A :EE8 ;0 20
:EEL8Y @7 ;2
C!!ASICNALLY 60 @0
A"A1YSIS9 The raes o1 co'su-"#o' o1 !hoco%aes are %ess )re>ue' #.e.
occas#o'a%%0 so co-"a'#es shou%* r0 o -a&e co'su-"#o'
o1 a !hoco%aes a *a#%0 ha/# o1 co'su-er as 1ore#('
co-"a'#es *o.
M#ST 'RE&&ERE+ CH#C#1ATE TY'ES
)(*
'+*
,-*
Waffers
.utties
/ure 0hocolate
#'TI#"S "#! #&
RES'#"+E"TS!
'ERCE"TA0E
:A)ERS ;0 20
NUTTIES @D ;5
PURE !AC!CLATE D; @E
A"A1YSIS9 Pure !hoco%ae #s -os "o"u%ar #' a%-os a%% se(-e's o1
!o'su-er sur$e0e* a'* Nu#es 'e2 "re1erre* a1er #.
M#ST '#'U1AR $RA"+
23%
24%
53%
AMUL
NESTLE
CAD*URY

#'TI#"S "#!#&
RES'#"+E"TS
'ERCE"TA0E
AMUL ;@ 2;
NESTLE ;6 2@
!ADBURY 70 5;
A"A1YSIS9 !a*/ur0 #s he -os "o"u%ar /ra'* #' he -ar&e a'* #s he
/#((es co-"e#or o1 A-u% !hoco%aes, 4h#ch ho%*s -ore ha'
50 M share #' Toa% -ar&e o1 !hoco%aes.
C#"SUMER A@AR"ESS
C)%(+,$- A"a-$%$((
YES
88%
NO
12%
#'TI#" "#! #&
RES'#"+E"TS
'ERCE"TA0E
YES
5;2 77
NC 57 52
A"A1YSIS9 Peo"%e are 4e%% a4are o1 A-u% !hoco%aes. As a/ou 77 M
o1 cuso-er sur$e0e* are co'su-#'( A-u% !hoco%aes.
:h#ch -ea's ha A-u% #s >u#e "o"u%ar Bra'* #' I'*#a.
SATIS&ACTI#" 1EVE1 #& C#"SUMERS
44
78
10
0
10
20
30
40
50
60
70
80
.$-! /))0 Sa1i(2a#1)-! P))-
.$-! /))0
Sa1i(2a#1)-!
P))-
#'TI#" "#! #&
RES'#"+E"TS
'ERCE"TA0E
VERY GCCD @@ ;;
SATIS)A!TCRY D7 5E
PCCR 50 7

A"A1YSIS9 The Gra"h sho4s ha #-a(e o1 A-u% !hoco%aes are >u#e
Sa#s1acor0 #' he e0e o1 !o'su-ers Sur$e0e*. The
co-"a'0 Shou%* re>u#re #-"ro$#'( #s Bra'* I-a(e #'
!hoco%ae Mar&e B0 #'creas#'( sa#s1ac#o' %e$e% o1
co'su-"#o'.
REAS#"S &#R $UYI"0 AMU1 CH#C#1ATES
35%
42%
11%
12%
/))0 Ta(1$
*-a%0 Na,$
A03$-1i($,$%1
R$a()%a4$ C)(1
#'TI#" "#! #&
RES'#"+E"TS
'ERCE"TA0E
GCCD TASTE @5 ;5
BRAND NAME 55 @2
ADVERTISEMENT 5@ 55
REASCNABLE
!CST
57 52
A"A1YSIS9 Th#s sho4s ha Pr#ce #s 'o he reaso' 4h#ch a""ea%s
!o'su-ers o Bu0 !hoco%aes /u #s Goo* ase a'*
Bra'* 'a-e aracs !o'su-ers, 4hereas A*$er#se-e's
a'* Reaso'a/%e ca' /e he seco'*ar0 1acor o /u0
!hoco%aes.
BRAND LOYALTY
79%
21%
YES
NO
CPTICN
"#! #&
RES'#"+E"TS
'ERCE"TA0E
YES 557 DE
NC ;2 25
A"A1YSIS9 )ro- h#s 4e ca' a'a%03e ha #' s"#e o1 #'crease #' "r#ce DE M
o1 co'su-ers sur$e0e* 4#%% s#%% suc& o he#r 1a$or#e
Bra'* !hoco%aes. There1ore re*uc#o' #' "r#ce 4#%% har*%0
-aer #' he !o'su-"#o' o1 !hoco%ae.
C#"SUMERBS VIE@S #" IM'R#VEME"T #& AMU1
CH#C#1ATES
80%
20%
YES
NO
CPTICN
"#! #&
RES'#"+E"TS
'ERCE"TA0E
YES 520 70
NC ;0 20
A"A1YSIS 9 Th#s sho4s ha -os o1 he A-u% choco%aes co'su-er
sur$e0e* are u'sa#s1#e* 4#h he "rese' $ar#a' a'* 4a's
I-"ro$e-e's.
TYPES OF IMPROVEMENTS DEMANDED BY CONSUMERS IN AMUL
CHOCLATES
29%
53%
18%
C5a%6$ i% Pa#&a6i%6
C5a%6$ i% Ta(1$
R$a()%a4$ P-i#i%6
CPTICN
"#! #&
RES'#"+E"TS
'ERCE"TA0E
!AANGE IN
PA!8AGING
;5 2E
!AANGE IN TASTE 6@ 5;
REASCNABLE
PRI!ING
25 57
A"A1YSIS9 I' h#s a'a%0s#s -ore ha' 50 M o1 !o'su-ers ha$e
*e-a'*e* 1or cha'(e #' Tase o1 A-u% !hoco%aes
here1ore he co-"a'0 shou%* r0 o #-"ro$e he ase o1 !hoco%aes
SU00ESTE+ MARKETI"0 STRATE0IES
:Theoretical conce2t<
The er-, -ar&e#'(, #s co'$e'#o'a%%0 assoc#ae* 4#h "ro-o#o' a'*
se%%#'( o1 "ro*ucs or ser$#ces o co'su-ers, 4here he "ro-o#o' #s *o'e
us#'( -ass -e*#a %#&e 'e4s"a"ers, -a(a3#'es, T.V. or /#%%/oar*s. Bu #s h#s
a%%Q No. The co'ce" o1 -ar&e#'( ca' /e e'%ar(e* o #'c%u*e #' #s "ur$#e4
he 4ho%e (a-u o1 co--u'#ca#o' "rocess (eare* o4ar*s "ersua*#'(
ohers. Marketing( *roadl3 deined( is getting 3our ideas across to the
2eo2le and inluencing them to act accordingl3( there*3( achie7ing )hat
3ou )ant! I #s 'o ha -ar&e#'( #s *o'e o'%0 /0 he cor"orae a he
-ar&e"%aceR e$e' 0ou a'* I #'*u%(e #' -ar&e#'( #' *a0-o-*a0 %#1e. Sa0,
0ou 4a' o 4#' ha cruc#a% su*e' /o*0 e%ec#o' or 0ou 4a' o -o#$ae
0our re%uca' 1r#e'*s o co-e a%o'( 4#h 0ou o Goa. :ha 4#%% 0ou *oQ
You 4#%% -ar&e 0ourse%1 or 0our #*eas co'$#'c#'(%0 a'* succ#'c%0, so ha
0ouI0our #*eas sa'* ou a-o'( he cro4*. Th#s -ea's 0our se%%#'( "#ch
shou%* /e u'#>ue, so ha he ohers s# u" a'* a&e 'o#ce. I shou%* eas#%0 /e
*#scer'#/%e 1ro- he ohersR #' oher 4or*s, # shou%* sa'* ou #' -u%#u*e.

$rand +einition
Bra'*, A' #*e'#10#'( s0-/o%, 4or*s, or -ar& ha *#s#'(u#shes a
"ro*uc or co-"a'0 1ro- #s co-"e#ors. Usua%%0 /ra'*s are re(#sere*
+ra*e-ar&e*, 4#h a re(u%aor0 auhor#0 a'* so ca''o /e use* 1ree%0 /0
oher "ar#es. )or -a'0 "ro*ucs a'* co-"a'#es, /ra'*#'( #s a' esse'#a%
"ar o1 -ar&e#'(
Bra'*#'( a%%o4s a co-"a'0 o *#11ere'#ae he-se%$es 1ro- he
co-"e##o' a'*, #' he "rocess, o /o'* 4#h he#r cuso-ers o creae
%o0a%0. So a "os##o' #s creae* #' he -ar&e"%ace ha #s -uch -ore
*#11#cu% 1or he co-"e##o' o "oach. A sa#s1#e* cuso-er -a0 %ea$e. Bu a
%o0a% o'e #s -uch %ess %#&e%0 o.
Ho) To Make Your $rand EH2ressi7e!
Segmentation - *e-o(ra"h#cs, /eha$#ors, 'ee*s B $a%ues, s#ua#o'a%
se(-e'a#o'
!hoose 0our trademark arch#ecure
De$e%o" 0our /ra'* ra*e-ar& =%oo& a'* 1ee%=

Ad7ertising
'romotions
'u*lic relations
+eine 2ricing 2olic3
+esign 2ackaging
E'sure he legal 2rotection o1 ra*e-ar&s
De$e%o" a "%a' 1or 1or-a% co--u'#ca#o's
+irect marketingI-a#%Icaa%o(s
E$e'sIeHhi*itionsI1a#rs
L#eraureI*rochuresI*aa sheesI"r#ce "a(es
+e7elo2 store designLla3out
Tracking 2erormance and eecti7eness o the 7alue o *rand
Trac& /ra'* e>u#0
I*e'#10 1uure e$e's B 'ee*s
Trac& he e11ec#$e'ess o1 "ro*uc "or1o%#o
Trac& he e11ec#$e'ess o1 ser$#ce
Trac& he e11ec#$e'ess o1 co--u'#ca#o's
Trac& he e11ec#$e'ess o1 "ac&a(#'(
Trac& he e11ec#$e'ess o1 "r#c#'( srae(0
+e7elo2ing a $rand 2lan
The 1ases -o$#'( co-"a'#es o*a0 "%a' o' a co'#'uous /as#s
raher ha' o' a' a''ua% o'e, a'* use /us#'ess scorecar*s o -a" he#r
"er1or-a'ce #' each area o1 he ac#o' "%a' 1ro- oa% /us#'ess o
#'*#$#*ua% "er1or-a'ce %e$e%.
8e0 e%e-e's o1 a /ra'* "%a' 4ou%* #'c%u*eH
Bra'* $#s#o' +%o'( er-,
Bra'* -#ss#o' +-#* er-,
Mar&e *e1#'##o'
S#ua#o' a'a%0s#s
Mar&e s#3e a'* 1orecass
Mar&e *0'a-#cs a'* re'*s
Mar&e srucure a'* share o1 ra*e a su""%#er, #'er-e*#ar0,
a'* e'* cuso-er %e$e% se(-e'a#o'
Bra'* sco"e +o4' a'* co-"e#or /ra'* arch#ecures a'*
"er1or-a'ce, /ra'* *e1#'##o's, co-"ara#$e /ra'* srae(#es, /ra'*
co-"ee'c#es,
Mar&e arac#o' $s. /ra'* co-"ee'c0 char
A%er'a#$e sce'ar#os 1or he 'e2 2-5 0ears
8e0 "ro(ra-s a'* he#r (oa%s
Bra'* o/jec#$es
"aming a *rand
Trademarks
Na-#'( /ra'* #s o'e as"ec o1 *e$e%o"#'( a /ra'* #*e'#0 ha ca' /e
ra*e-ar&e*. Cher e%e-e's areH
Gra"h#ca% *es#(' +he N#&eS =s4oosh=, he !oca-!o%aS /o%e
*es#(',
T0"e 1ace
Use o1 co%or +Gree' 1or Deo%, B%ue 1or !a*/ur0, Re* 1or Nes%e,
Sou'*s +%#&e A#re% u'e,,
Segmentation
The 1ou'*a#o' o1 a success1u% /ra'*#'( srae(0 #s co-"e%%#'(
se(-e'a#o', a's4er#'( he 1o%%o4#'( >ues#o'sH
:#h 4ho- are 4e ha$e o /u#%* %o'(-er- re%a#o'sh#"s a'* o' 4ha
/as#sQ
:ha 4#%% -a&e hese cuso-ers s"ec#a% o us, a'* 4ha 4#%% -a&e us
s"ec#a% o he-Q
A/o$e a%%, ho4 4#%% 4e reco('#3e he- 4he' 4e see he-Q
You ca' use a %eas 1our %e$e%s o1 se(-e'a#o'H
+emogra2hic segmentation!
$eha7ioral segmentation!
"eeds and 7alues segmentation!
Situational segmentation!
In more detailM
,! +emogra2hic segmentation
Th#s #s he sa'*ar* se(-e'a#o' o1 he =/ro&e' *o4' /0 a(e a'*
se2= $ar#e0. A**##o'a% *e-o(ra"h#c se(-e'a#o's 4ou%* #'c%u*e soc#o-
eco'o-#c c%ass, %#1e sa(e, (eo(ra"h#ca% re(#o', 'u-/er o1 "eo"%e #' a
househo%*, #'co-e a'*, #' /us#'ess-o-/us#'ess -ar&es, #'*usr0
c%ass#1#ca#o', 'u-/er o1 e-"%o0ees a'* ur'o$er.
+emogra2hic segmentations tell a*out ho) to recogniFe 2eo2le
/u are -uch %ess he%"1u% #' #*e'#10#'( -o#$a#o's. )or #'sa'ce, "eo"%e #'
a cera#' #'co-e /rac&e *o 'o a%% /eha$e he sa-e 4a0, 'or *o hose o1 he
sa-e se2 or hose %#$#'( #' he sa-e "ar o1 he cou'r0.
4! $eha7ioral segmentation
E2a-"%es o1 /eha$#ora% se(-e'a#o's 4ou%* /e I'er'e sho""ers,
1re>ue' 1%0ers, '#(h 4or&ers, a'* /u0ers o1 co-"e##$e "ro*ucsIser$#ces
or s"ec#a% o11er see&ers. The3 oten tell 3ou ho) and )here to ind 2eo2le(
/u 'o 4ha o sa0 o he- 4he' 0ou *o +e2ce" "erha"s #' he case o1
s"ec#a% o11er see&ers,.
6! "eeds and 7alues segmentation
Nee*s a'* $a%ues se(-e'a#o's a's4er 4h0 cuso-ers /eha$e as
he0 *o, a'* here1ore indicate ho) )e should 2osition our *rand. There
are -a'0 h#(h%0 so"h#s#cae* -ar&e research ech'#>ues, o1e' /ase* o'
"s0cho%o(#ca% heor#es, a#-e* a u'co$er#'( cuso-ers< h#**e' 'ee*s a'*
$a%ues.
These 'ee*s a'* $a%ues 4#%% usua%%0 4or& a se$era% %e$e%s, 1ro- 4ha
cuso-ers $o%u'eer as /e#'( he#r -o#$a#o's hrou(h o *ee"
"s0cho%o(#ca% 'ee*s, 4h#ch he0 4ou%* /e -os u'co-1ora/%e *#scuss#'(.
-! Situational segmentation
I has /ee' ar(ue* ha he sa-e "eo"%e /eha$e -ore *#11ere'%0 #'
*#11ere' s#ua#o's ha' *o *#11ere' "eo"%e #' he sa-e s#ua#o's.
S#ua#o'a% se(-e'a#o's reco('#3e, or instance( that )hen 2eo2le ha7e
2lent3 o time to *ro)se the shel7es the3 )ill *eha7e dierentl3 than
)hen the3 are in a hurr3! I'*ee*, he0 -a0 /e ha""0 o /u0 "ro*ucs 4he'
he0 are #' a hurr0 ha he0 4ou%* 'o *rea- o1 /u0#'( a a'0 oher #-e.
"eHt ste2s
Aa$#'( #*e'#1#e* he se(-e'a#o's #' 0our -ar&e a se$era% %e$e%s,
here #s a 'ee* o ensure three things9
Tha he se(-e' #s %ar(e e'ou(h a'* "ro1#a/%e e'ou(h o /e 4orh
0our 4h#%e. I1 'o, 0ou -a0 ha$e o co-/#'e se(-e's
Tha he se(-e' #s reco('#3a/%e. I1 0ou ca''o 1#'* he- /0 4a0 o1
*e-o(ra"h#cs, a co--u'#ca#o' cha''e%, or a shor scree'#'(
e2erc#se, ca' he0 1#'* 0ouQ
Tha 0our chose' se(-e'+s, 4#%% choose o *o /us#'ess 4#h 0ou
Marketing MiH
I' -ar&e as here -a'0 0"es o1 "ro*ucs are a$a#%a/%e so # /eco-es
*#11#cu% 1or he -ar&eers o "eruse he r#(h se(-e' -ar&e so ha he0
ca' "os##o' he#r "ro*uc e11ec#$e%0 o ar(e cuso-er. I' or*er 1or h#s
he0 use -#2 o1 oo%s o1 -ar&e#'(, 4h#ch #s, &'o4 as -ar&e#'( -#2.
Mar&e#'( -#2 #s a se o1 -ar&e#'( oo%s ha he 1#r- uses o "eruse
#s -ar&e#'( o/jec#$es #' he ar(e -ar&e. Theses oo% s ca' /e c%ass#1#e*
/roa*%0 #'o 1our Ps o1 -ar&e#'(, Pro*uc, Pr#ce, P%ace, a'* Pro-o#o'.
MARKETI"0 MIX
'R#+UCT 'RICE '1ACE 'R#M#TI#"
5. Var#e0 5. L#s Pr#ce 5. !ha''e%s 5. A*$er#se-e's
2. Pua%#0 2. D#scou's 2. !o$era(e 2. Sa%es )orce
;. Des#(' ;. A%%o4a'ces ;. Loca#o's ;. Pu/%#c Re%a#o's
@. Bra'* Na-e @. !re*# Nor-s @. I'$e'or0 @. D#rec Mar&e#'(
&igure 6!
'R#+UCT 8
Pro*uc #s he o11er#'( ha #s -a*e o cuso-er, 4h#ch sa#s10
he#r 4a's. Th#s #s he -os #-"ora' oo% ha co-"a'0 uses o arac
co'su-er. As 1or A-u% /uer #s he#r -os "ro1#-ear'#'( "ro*uc as Da#r0
M#%& 1or !a*/ur0.
TAR0ET MARKET
'RICE 8
Pr#ce #s he cr##ca% -ar&e#'( oo%. Pr#ce #s 'a-e%0 he a-ou'
o1 Mo'e0 ha cuso-ers ha$e o "a0 1or he "ro*uc. I #s o'%0 -#2 ha
"ro*uces re$e'ue 1or he co-"a'0.
The 4o-"r#ce "o#'s u'*er 4h#ch A-u% !hoco%aes are a$a#%a/%e are
Rs 50, a'* Rs 5.
'1ACE 8
A "%ace #s &e0 -ar&e#'( -#2 oo%, sa'*s 1or he $ar#ous
ac#$##es he co-"a'0 u'*era&es o -a&e he "ro*uc access#/%e a'*
a$a#%a/%e o he Tar(e !uso-ers.
'R#M#TI#" 8
Pro-o#o' #s a' #-"ora' oo%, 4h#ch sa'*s 1or he
$ar#ous -ar&e#'( ac#$##es ha he co-"a'0 u'*era&es o "ro-oe #s
"ro*uc o he ar(e -ar&e.
As A-u% 'o4 "ro$#*e sche-es o Rea#%ers o1 5 u'# )ree 4#h 20
u'#s o1 A-u% !hoco%aes.


'romotional MiH

Pro-o#o' co's#ss o1 hose ac#$##es ha are *es#(' o /r#'( co-"a'#es
(oo*s or ser$#ces o he ar(e cuso-ers.

The "ro-o#o'a% ac#$##es are co'cer'e* 4#hH
I'1or-#'( he "eo"%e a/ou "ro*ucs *#s#'c 4a'sOsa#s10#'(
characer#s#cs a'* #s a$a#%a/#%#0.
Re-#'*#'( "eo"%e "er#o*#ca%%0 a/ou he "ro*uc a'* #s ro%es.
Persua*#'( he "eo"%e, "ros"ec#$e /u0ers ha -a&e "eo"%e *o
4ha he0 -#(h 'o oher4#se *o 4ha he0 *o 'o rea%%0 4a' o
*o.
P"&'&()&$#* T&&*!
5. A+VERTISI"09
C' o'e ha'* a*$er#se-e' ca' /e use o /u#%* u" a %o'( er-
re%a#o'sh#" 1or a "ro*uc +uer%0 /uer0 *e%#c#ous,, A*$er#se-e' #s a'
e11ec#$e 4a0 o reach 'u-erous (eo(ra"h#ca%%0 *#s"erse* /u0ers a a %o4
cos "er e2"osure. !era#' 1or-s o1 a*$er#s#'( such as TV a*$er#s#'(, ca'
re>u#re a %ar(e /u*(e, 4h#%e oher 1or-s, such as 'e4s"a"er a*$er#s#'( ca'
/e *o'e o' s-a%% /u*(e.
4! SA1E 'R#M#9
!o-"a'#es use sa%es "ro-o oo%s o creae a sro'(er a'* >u#c&er
res"o'se. Sa%es "ro-o#o' ca' /e use* o *ra-a#3e he "ro*uc o11er a'* o
/oos sa((#'( sa%es. Sa%es "ro-o#o' e11ecs are usua%%0 shor ru', ho4e$er,
a'* 'o #' /u#%*#'( %o'( ru' Bra'* "re1ere'ce.
6! +IRECT MARKETI"09
The message is normally addressed to a specific /erson and does not
reach other. !t can be customi&ed to appeal to the addressed individual.
!t can be prepared very 1uickly for delivery to an individual.
@. 'U$1IC RE1ATI#" A"+ 'U$1ICITY9
Pu/%#c re%a#o' ca' reach -a'0 "ros"ecs 4ho -#(h a$#* sa%es "eo"%e
a*$er#s#'(, a "oe'#a% 1or *ra-a#3#'( he co-"a'0 "ro*uc. A 4e%% hou(h
"u/%#c re%a#o' "ro(ra- coor*#'ae* 4#h "ro-o#o' -#2 e%e-e's cou%* /e
e2re-e%0 e11ec#$e.
A+VERTISI"0 $RA"+

?uestion 2a2er leakage o CAT o #n diiculties in o*taining college
IIMS admissions


"isha Sharma reuses to marr3 her SAARS Scare
0room on +o)r3
Ke3 Action 'oints
De1#'e he -easura/%e o/jec#$es 1or a*$er#s#'( ca-"a#('
De$e%o" a co-"rehe's#$e /r#e1#'( *ocu-e' 1or he a*$er#s#'(
a(e'c0, #'c%u*#'(H
:ha #s our /ra'* hor#3o' +4here *o 4e 4a' # o /e #' he
-e*#u-I%o'( er-,Q
:ha are he -easura/%e o/jec#$es 1or he a*$er#s#'( ca-"a#('Q
Ao4 4#%% 4e -easure he resu%sQ
Ao4 #s our /ra'* *e1#'e*Q
:ha #s our ar(e au*#e'ceQ
:ha are he oher co--u'#ca#o's ac#$##es are o /e co'*uce*Q
:ha #s he co-"e##o' *o#'(Q
Trea -e*#a /u0#'( as a se"arae #ssue, a'* co's#*er h#r#'( a s"ec#a%#s
-e*#a a(e'c0
Aa$#'( a""o#'e* he a*$er#s#'( a(e'c0 o1 cho#ce, 4or& o' /u#%*#'(
a %o'(-er- re%a#o'sh#"
#*Necti7es o ad7ertising
A*$er#s#'( has *#11ere' ro%es a *#11ere' #-esH
Introducing he /ra'* o "oe'#a% cuso-ers
$uilding he /ra'* #'o he "oe'#a% cuso-er<s %a'*sca"e
Tem2ting "oe'#a% cuso-ers o (#$e he /ra'* a es
Encouraging e2#s#'( cuso-ers o /u0 he /ra'* a(a#'I-ore o1e'
Strengthening re%a#o'sh#"s /e4ee' cuso-ers B he /ra'*
I ca' here1ore ha$e -a'0 o/jec#$esH
A4are'ess B reco('##o' o1 he /ra'*
)a-#%#ar#0 4#h he /ra'*
)a$ora/#%#0 o4ar*s he /ra'*
Be%#e1 #' /ra'* $a%ues
E-o#o'a% /o'*#'( o he /ra'*
Pro"e's#0 o "urchase he /ra'*
Pro"e's#0 o "a0 a "re-#u- "r#ce 1or he /ra'*
De$e%o"#'( he /ra'* as a a%&#'( "o#'
So-e a(e'c#es o11er e0e-rac&#'( research ha e%%s he a*$er#ser 4h#ch
"ar o1 a "r#'e* a*$er#se-e' he%* he co'su-ers< ae'#o'. !o'su-ers<
e0es o1e' *ar arou'* a "r#'e* a*$er#se-e', -#ss#'( he -a#' -essa(es
B he /ra'* #*e'#1#ca#o', /ecause he0 ca''o 1#'* #s 1oca% "o#' or a'0
"o#' o1 e'r0. The ideal 2rinted ad7ertisement 2ro7ides a clear lo) or
the consumer to ollo).
'ackaging
The Ausr#a' o"#'#o' researcher Dr. Ae%e'e 8ar-as#' #%%usrae* he
#-"ora'ce o1 he co''ec#o' /e4ee' /ra'* 'a-e (oo*s a'* co'su-ers.
Aer &e0 ar(u-e' #s Fco'su-ers /u0 "ac&a(esG. C1 course # #s 'o he
"ac&a(e #se%1 ha she -ea's, /u raher he h#**e' -ea'#'( o1 he "ac&a(e.
E7er3 2roduct has not onl3 a unctional 7alue( *ut also ser7es the
emotional needs o the consumer ; and this is )here 2ackaging 2la3s an
im2ortant role as a *u3ing incenti7e!
A co-"a'0 shou%* co'sa'%0 as& #se%1 4ha # #s se%%#'( - a'* shou%*
ra's%ae h#s #'o a s0se- o1 s0-/o%s. FI1 0ou se%% "e 1oo*, 0ou are se%%#'(
%o$e. I1 0ou se%% cos-e#cs, 0ou are se%%#'( ho"e - a'* h#s #s 4ha 'ee*s o
/e /rou(h across o co'su-ers o' he "ac&a(#'(.G Sha"e, co%our, e2,
"#cures, a'* %a0ou - a%% o1 hese as"ecs "%a0 a ro%e, /ecause he0 a%% carr0 a
cu%ure-/ase* -ea'#'(. FPro*ucs are 'e4s,G sae* Dr. 8ar-as#'. The0 (#$e
us #'1or-a#o', a'* 'ee* o /e co*e* accor*#'(%0H /ecause he "ac&a(e #s he
%as #'1or-a#o', he %as s0-/o%, ha he co'su-er (es /e1ore *ec#*#'(
4h#ch "ro*uc o /u0.
The "ac&a(e -us s#-u%ae he cuso-er o /u0 he "ro*uc. FThe
sre'(h o1 "ac&a(#'( %#es e2ac%0 #' -ee#'( he -ar&e cha%%e'(e.G
Pac&a(#'( ca' /e -a*e 4#h /r#%%#a' co%ours a'* he h#(hes >ua%#0 FTh#s #s
e2ac%0 4ha /ra'* o4'ers 'ee*.G
+einition
Maer#a%s use* 1or he co'a#'-e', "roec#o', ha'*%#'(, *e%#$er0 a'*
"rese'a#o' o1 (oo*s a'* he ac#$##es o1 "%ac#'( a'* secur#'( (oo*s
#' hose -aer#a%s.
:ra""ers or co'a#'ers use* o "roec 1oo* or oher "ro*ucs 1ro-
*#r, (er-s, a'* *a-a(e. Pac&a(#'( o1e' "ro$#*es #'1or-a#o' a/ou
he "ro*uc. So-e#-es (oo*s co'a#' -ore "ac&a(#'( ha' he0
'ee*.

Maer#a%s use* 1or he co'a#'-e', "roec#o', ha'*%#'(, *e%#$er0 a'*
"rese'a#o' o1 (oo*s a'* he ac#$##es o1 "%ac#'( a'* secur#'( (oo*s
#' hose -aer#a%s.
Research sho4s ha cuso-ers rece#$e -os co--u'#ca#o's #-"acs a/ou
he /ra'* 1ro-H
The "ro*ucsIser$#ces he-se%$es
The#r 2ackaging
Pac&a(#'( has t)o maNor areas o1 1ocusH
The "h0s#ca% /u#%*H
The ouerI/u%& "ac&a(#'(
The #''erI*#s"%a0 "ac&a(#'(
The aeshe#c *es#(' - co%or, sha"e, s#3e, s-e%%, ase,
-o$e-e', ouch, 4e#(h, e2ure, sou'*
I' -a'0 )M!G +1as -o$#'( co'su-er (oo*s, -ar&es, he
"ac&a(#'( #s he "ro*uc. The /ra'* ea- 4or&s o' he #-a(e o1 he
"ac&a(#'( a'* #s co'e's as a u'#0. I' /us#'ess-o-/us#'ess -ar&es he
"ac&a(#'( #s *ea% 4#h as a' a1er hou(h, a'* 'o see' as #'e(ra% o he
"ro*uc "os##o'#'(.
:#h each #'*#$#*ua% rece#$#'( re"ue*%0 5,000-;,000 /ra'* #-"acs a
*a0, -os o1 he- au*#o-$#sua%, here #s a -ajor o""oru'#0 o *#11ere'#ae
/ra'*s hrou(h he oher se'ses ha hu-a' /e#'(s are %ess a/%e o -a'a(e
o' a co'sc#ous %e$e%. :e -a0 /e a/%e o reca%% a /ra'*<s s%o(a', or #s %o(o,
/u ho4 *o 4e res"o'* o he s-e%%s B e2ures assoc#ae* 4#h a /ra'*, #1
4e &'o4 ha 4e are res"o'*#'( a a%%Q
I ood and drink *rands could gi7e 3ou a oretaste o )hat is
inside( or )hat should *e associated )ith )hat is inside :or instance
heather )ith )hisk3<( that could *e 2o)erul! The "ac&a(#'( o1 ch#%*re'<s
o0s #s a'oher (oo* e2a-"%e, 4#h #s =Tr0 MeL= /uo'sR or he =S#'(#'(
)#sh= ha 'o o'%0 s#'(s #' #s "ac&a(#'(, /u a%so a%%o4s 0ou o 1ee% #
-o$#'(, a'* e$e' ur's o %oo& a 0ou.
Measurement
The hree e%e-e's o research 4#h#' "ac&a(#'( areH
'h3sical *uild - 4h#ch *e'oes he >ua%#0Irus4orh#'ess o1 he
/ra'*
Aesthetic design - 4h#ch *e'oes he core $a%ues o1 he /ra'*
Inormational content - 4h#ch ca' *e'oe /oh he rus4orh#'ess
a'* core $a%ues o1 he /ra'*, /u 4h#ch #s usua%%0 reae* 1u'c#o'a%%0
Pac&a(#'( shou%* /e a $eh#c%e 1or re(#o'a%#s-, 1or /a%a'c#'( co'1%#c
/e4ee' (o$er'-e' a'* he "r#$ae secor, /e4ee' /us#'ess a'* he
e'$#ro'-e'a% secor.
)or users a'* -a'u1acurers o1 "ac&a(#'( h#s -ea's ha 4e -us
co'#'uous%0 see& #''o$a#$e "ac&a(#'( so%u#o's a'* o"#-#3e "ac&a(#'(
"rocesses.
+O$ &, (- '&!( )'p&"(#$( ,.$/()&$! &, p#/0#1)$1 )! (& *&&0 1&&% )$
/&$!.'"!2 y!. T-#(2! 3$ '&" &, # /-#**$1 4-$ (-&! y! #"
"-.'y5.
MaHimiFing *rand 7alue
Bra'* $a%ua#o' u%#-ae%0 4or&s o' he /as#s o1 a "oe'#a% /u0er
as&#'( Oho) much more 2roit can I get or m3 2roducts and ser7ices
sold under this *rand than under an3 *rand I might *uildA>
The 4a0 o -a2#-#3e /ra'* $a%ue #s oH
De$e%o" a co-"e%%#'( /ra'* "ro"os##o'
Aa$e a %ar(e se(-e' o1 %o0a% cuso-ers 4ho $a%ue he /ra'*
s#('#1#ca'%0 a/o$e #s co-"e#ors
Le(a%%0 "roec o4'ersh#" o1 he /ra'*
De%#$er he /ra'* co's#se'%0 hrou(h r#(orous cuso-er re%a#o'sh#"
-a'a(e-e' "rocesses
Ma2#-#3e a4are'ess o1, a'* 1a-#%#ar#0 4#h, he /ra'*
+ISRI$UTUI#" CHA""E1
I' o*a0?s eco'o-0, -os "ro*ucers *o 'o sa%e (oo*s *#rec%0 o 1#'a%
co'su-er. Bu /e4ee' he- a'* 1#'a% co'su-er he#r sa'* hos o1
-ar&e#'( #'er-e*#ar#es such as Bro&ers, D#sr#/uors, rea#%ers, sa%es a(e's
search#'( o1 cuso-ers a'* -a0 'e(o#ae o' /eha%1 o1 he "ro*ucers a'* *o
'o a&e he #%e o1 he (oo*s hese are 4ha ca%%e* -#**%e-a'

The distribution channel of Amul comprise of
MANU)A!TURER
CG
&
DISTRIBUTCRS
:ACLESALER
RETAILERS
!USTCMERS

A *#sr#/u#o' cha''e%s "er1or-s he 4or&s o1 -o$#'( (oo*s 1ro- he
"ro*ucer o co'su-ers. I o$erco-es he %#'e, "%ace a'* #'creases he u#%#0
o1 (oo*s a'* ser$#ces.
The Su""%0 !ha#' C1 G!MM) #s G#$e' I' &ig!-!
&igure -!

&ARMERS
V#%%a(e !oo"era#$e
Soc#e#es +4#h
!h#%%#'(
U'#s,
V#%%a(e
!oo"era#$e
Soc#e#es +4#hou
!h#%%#'(
U'#s,
Loca% Resaura'sI
Chers M#%&
Re%ae* Bus#'ess
M#%& So%* o
V#%%a(e a'* Loca%
Res#*e's
M#%& Process#'( U'#o'
B :arehouses
G!MM) :arehouses
:arehouses a'* ! B S
!h#%%#'( P%a's
Ao-e De%#$er0
!o'racors
Rea#%ers
Ne4or& Ser$#ces
Veer#'ar0
Ser$#ces.
A'#-a%
Aus/a'*r0.
A'#-a% )ee*
)acor0.
M#%& !a'
Pro*ucer.
A(r#cu%ure
U'#$ers#0.
Rura%
Ma'a(e-e'
I's#ue.
Truc&#'(
)ac#%##es.
C#M'ARATIVE STU+Y #& C#M'ETIT#R
"estle India 1td!
EHecuti7e summar3
"estle India L*, 55M su/s#*#ar0 o1 Nes%e SA, #s a-o'( he %ea*#'(
/ra'*e* 1oo* "%a0er #' he cou'r0. I has a /roa* /ase* "rese'ce #' he
1oo*s secor 4#h %ea*#'( -ar&e shares #' #'sa' co11ee, #'1a' 1oo*s, -#%&
"ro*ucs a'* 'oo*%es. I has a%so sre'(he'e* #s "rese'ce #' choco%aes,
co'1ec#o'er#es a'* oher se-# "rocesse* 1oo* "ro*ucs *ur#'( he %as 1e4
0ears. The co-"a'0 has %au'che* Da#r0 Pro*ucs %#&e UAT M#%&, Buer a'*
!ur* a'* a%so $e'ure* #'o he -#'era% 4aer se(-e' #' 2005. Nes%T?s
%ea*#'( /ra'*s #'c%u*e Cerela# %estu$# %esafe# Maggie# *itkat# Munh
a'* &ure Life.
Com2etition9
Ba/0 1oo* a'* I'sa' co11ee are cae(or#es 4here /ra'* %o0a%#es are
$er0 sro'( a'* Nes%e #s he -ar&e %ea*er. ALL #s a s#('#1#ca' co-"e#or
o Nes%e #' #'sa' co11eeR 4h#%e Ae#'3 #s he -a#' co-"e#or #' he /a/0
1oo*s -ar&e. The -ar&e 1or cu%#'ar0 "ro*ucs, se-#-"rocesse* 1oo*s such
as 'oo*%es, rea*0 -#2es 1or I'*#a' eh'#c /rea&1as a'* s4ees, #s %ar(e%0 a'
ur/a' -ar&e. ALL a'* I'*o N#ss#' )oo*s are he -a#' co-"e#ors #' hese
"ro*uc se(-e's. Nes%e has a%so ach#e$e* a s#('#1#ca' 25M share #' he
choco%aeIco'1ec#o'er0 -ar&e. The co-"a'0 has rece'%0 e2"a'*e* #s
*a#r0 "ro*ucs "or1o%#o o #'c%u*e, -#%&, cur* a'* /uer. The co-"a'0 a%so
1ora0e* #'o he /o%e* 4aer se(-e' 4#h he %au'ch o1 #s &errier /ra'*
#' he "re-#u- -#'era% se(-e' a'* &ure Life #' he "ur#1#e* 4aer
se(-e'.
"estlP has maintained its thrust o' #-"ro$#'( a$a#%a/#%#0 o1 #s "ro*ucs
a'* o' #'##a#$es o #'crease he 1resh'ess o1 soc&s a$a#%a/%e o co'su-ers.
Ne4 "ro*ucs are co'#'uous%0 %au'che* #' a%% "ro*uc se(-e's. I' he
curre' 0ear he co-"a'0 has %au'che* -#'era% 4aer, UAT -#%&, /uer,
cur*, 'e4 o-ao a'* curr0 1%a$ors #' Ma((#e 'oo*%es, a 'e4 co'1ec#o'er0
- Nes%e !hoco S#c& a a' a11or*a/%e "r#ce "o#' o1 Rs2, a so1 che40 1u*(e
M#%&0 /ar !hoo a'* Nesea #ce* ea. The co-"a'0 #s a%so se#'( u" K!a1T
Nesca1e? a'* K!o11ee !or'ers? across -eros a'* -#'#--eros.
COMPARATIVE STUDY OF CHOCOLATE DEALERS IN DEHRADUN
DETAILS OF DISTRIBUTORS
"ame o the com2an3 "ame G Address o the distri*utors
Mr. Pa'&aj,
T#%a& roa*
9ohar co-"%e2,R#sh#&esh.



Mr. Parh,
Sur*#a co%o'0, $#r/ha*ra roa*
R#sh#&esh


Bhara E'er"r#ses,
;5I@;, Ra#%4a0 Roa*,
R#sh#&esh
+ISTRI$UTI#" CHA""E1




MANU)A!TURER
GAAUIABA
D
DEPCT
8ANPUR
DEPCT
RCCR8EE
DEPCT
DISTRIBUTCRS
:ACLESALER RETAILERS
!USTCMERS
MANU)A!TURER
C G &
DISTRIBUTCRS
:ACLESALER
RETAILERS
!USTCMERS
MANU)A!TURER
C G &
DISTRIBUTCRS
:ACLESALER
RETAILERS
!USTCMERS

SERVICES 'R#VI+E+ $Y +EA1ERS
A'UL
No ser$#ces are "ro$#*e*.

CADBUR(
Sale Units Ser7ices
;000 - 5000 No'- !oo%#'( D#s"e'ser
50,000 J 52,000 !oo%#'( D#s"e'ser.
52,000 B a/o$e )r#*(es
Loca% Ser$#ce Sa#o' + !a*/ur0 re"a#r Sa#o' ,
Door De%#$er0, Ba''er#'(, Poser#'(
NESTLE
!re*# )ac#%#0
D#s"e'ser
Re"%ace-e'.
ST#CK +E1IVERY 'ATTER"!
A'UL
SVS Mar&e#'( J Rea*0 Soc&
R89P Mar&e#'( J Rea*0 Soc&
CADBUR(
G#a Parh A(e'c0 J Cr*ere* /oo&#'(
Na#o'a% A(e'c0 J Cr*ere* /oo&#'(

NESTLE
Bhara E'er"r#ses J Rea*0 soc&
DISTRIBITION OPERATION

A'UL
SVS Mar&e#'( J
I'$e'or0IDa0s J 50 Da0s
Ma2. L#-# J Rs. D5,000
Sa%esIMo'h J Rs 25,000
R89P Mar&e#'( J
I'$e'or0IDa0s J 55 Da0s
Ma2. L#-# J Rs. 60,000
Sa%esIMo'h J Rs 55,000
CADBUR(
G#a Parh A(e'c0 J
I'$e'or0IDa0s J 55 Da0s
Ma2. L#-# J Rs 57 o 20 La&h
Sa%esIMo'h J Rs 5@ La&h
Na#o'a% A(e'c0 J
I'$e'or0IDa0s J ;0 Da0s
Ma2. L#-# J Rs. 20La&h
Sa%esIMo'h J Rs 50La&h
Seasons Sales Rs 52 La&h
NESTLE
Bhara E'er"r#ses J
I'$e'or0IDa0s J 20 Da0s
Ma2. L#-# J Rs 50 o 52 La&h
Sa%esIMo'h J Rs 52 La&h.
SERVICE C#ST
A'UL
NC SERVI!ES

CADBUR(
a, D#s"e'sers
/, G%ass To" )r#*(es
NESTLE
a, D#s"e'sers J Rs 250 o ;00
/, G%ass To" )r#*(es J Rs 6000 o 7000.
FUTURE PLANS 6 SUGGESTIONS
A'UL
!o'su-er A4are'ess, D#s"e'ser A$a#%a/#%#0,
A'* Sche-es 1or Rea#%ers a'* !o'su-ers
CADBUR(
Pu/%#c#0
NESTLE
Pro*uc Pe'era#o', !%ass#c #' a Pac& o1 @0(- a'*
27 (-, (oo* a**s #' co-"ar#so's o !a*/ur0.
0RIEVA"CES
A'UL
No Re"%ace-e' /0 !o-"a'0 + 20M har*%0,
Pressure Soc&#'( + %ea*s o e2"#r0 as o1 %o4 sa%es
a'* h#(h #'$e'or0,
Less Var#e0.
CADBUR(
Pressure Se%%#'(
Los o1 cha'ces o1 Da-a(es
Pressure o &ee" h#(h I'$e'or0.
NESTLE
Sa#s1#e*

S@#T
The er- S@#T anal3sis o' e%a/ora#o' #s se%1-e2"%a'aor0 er- #' 4h#ch
S sa'*s 1or Strengths, @ Sa'*s 1or @eakness, # Sa'*s 1or
#22ortunities, a'* T sa'*s 1or Threats!

The :or*s Strengths here -ea' 4ha are he sro'( areas 4here
co-"a'0 #s 4e%% ahea* o1 #s co-"e#ors a'* *ue o 4h#ch he #-a(e o1 he
co-"a'0 #s sro'( #' he -ar&e.
The 4or* @eakness -ea's 4ha are he areas 4here co-"a'0 #s
ra#%#'( 1ro- #s co-"e#ors.
The 4or* #22ortunities -ea's 4ha are he areas he co-"a'0 #s
ha$#'( cha'ce o /e 4e%% ahea* 1ro- #?s co-"e#ors /0 -a&#'( so-e
cha'(es or /0 a**#'( so-e ar#/ues o #?s /ra'*.
The 4or* Threats -ea's hose areas ha are he ac#'( as 'e(a#$e
o'es 1or he co-"a'0 a'* "os##$e o'e 1or #s co-"e#or.
Swot analysis of Amul Co!olat"s an#
t"i$ !om%"tito$s

STRE"0THS 8
A 4e%% reco('#3e* Bra'*
B#((es sourc#'( /ase 1or -#%& a'* -#%& "ro*ucs #' I'*#a.
I'*#a?s /es-&'o4' %oca% Bra'* across a%% cae(or#es.
Goo* -ar(#' o1 Pro1# 1or rea#%ers
A#(h *e-a'* o1 A-u% -#%& !hoco%ae
A*$a'a(e o1 our a%rea*0 e2#s#'( co%* cha#' o (e -ore
ac#$e #' he (ro4#'( -ar&e o1 -o%*e* choco%aes a'*
co'1ec#o'er0
!a' -a&e (oo* u#%#3a#o' o1 Esa/%#she* (oo*4#%% o1 Buer
cha''e%
A se'se o1 "ar#o#s- #s aache* +he ase o1 I'*#a,
A-u% has /u#% u" a 1or-#*a/%e #-a(e as a /ra'* #' 4h#ch
(e'era#o's o1 co'su-ers ha$e "%ace* he#r rus. Th#s ca' /e
use* o #s a*$a'a(e 4h#%e #'ro*uc#o' o1 'e4 $ar#a's o1
choco%aes.
@EAK"ESS 8
No a*$er#se-e's a'* "ro-o#o's are -a*e 1or A-u%
!hoco%aes.
Less 'u-/er o1 $ar#a' #' choco%aes, as jus o'%0 1#$e
$ar#a's #s "rese' a %aes.
A/se'ce o1 !uso-ers Sche-es.
As "er our sur$e0, rea#%ers %#s a cre*#/%e Re"%ace-e'
"o%#c0 as a 1acor $er0 h#(h o' he#r 4#sh %#s. The0 4ou%* /e
4#%%#'( o -a&e 1urher #'$es-e's o'%0 1or ha /ra'*
4h#ch o11ers re"%ace-e' 1ac#%##es. A-u% has 'o
re"%ace-e' "o%#c0.
#''#RTU"ITIES 8
Pac&a(#'( ca' /e -a*e -ore arac#$e a'* G%oss0 as #
a11ecs he "s0cho%o(0 o1 a co'su-er.
Goo* -ar&e "e'era#o' -a*e /0 he#r *a#r0 "ro*ucs,
choco%ae se(-e' ca' -a&e 1oo* use o1 #.
!a' r0 o creae Bra'* %o0a% cuso-er
Los o1 sco"es o1 #-"ro$e-e' %#&e #' he 1#e%* o1
D#sr#/u#o', Sa%es Ser$#ces, !re*# sa%e.
Rea#%ers 'o4 *e-a'* 1ree3ers 4#hou ha$#'( o "a0 a'0
*e"os#. Th#s #s es"ec#a%%0 rue o1 hose rea#%ers 4ho a%rea*0
soc& o'e or he oher
THREATS 8
Lo4 Mar&e !o$era(e.
Pro$#*es 'o ser$#ces %#&e D#s"e'ser, V#s# coo%ers.
Rea#%ers a'* D#sr#/uors 'o Sa#s1#e* 4#h co-"a'0
Ser$#ces u'%#&e !a*/ur0 a'* Nes%e
Usua%%0 Su""%0 o1 o%* *ae* !hoco%aes.

S@#T Anal3sis
STRE"0TH 8
Bra'* %ea*er #' 'oo*%es +Ma((#e, a'* co11ee +Nesca1e,
Sa#s1#e* -#**%e-a'
Bra'* a-/assa*or %#&e Ra'# Mu&heerje
@EAK"ESS 8
Pro1# -ar(#' 'ee* o /e re$#se*
No #''o$a#o' or 'e4 $ar#a's
#''#RTU"ITY 8
A%% /ra'* 'o success1u%
A%% $ar#a's 'o success1u%
THREAT 8
Tou(h co-"e##o' 1ro- A-u% a'* !a*/ur0
Lo4 "ro1# -ar(#' o rea#%er?s
&I"+I"0S
I' h#s "rojec 4e co$ere* Dehra Du' c#0 a'* he oa% sa-"%e s#3e 4as 205.
:h#ch #'c%u*es 550-cuso-er sur$e0, 50 rea#%ers sur$e0 a'* 5 D#sr#/uors.
The "ro*uc u'*er su*0 4as A-u% !hoco%aes es"ec#a%%0 'e4%0 %au'che*
Var#a's )u'*oo, B#'*aa3, a'* A%-o'* Bar.
The 4ho%e A-u% -ar&e 1or Dehra Du' Va%%e0 4as se(-e'e* #'o
4o "ars
,! SVS MARKETI"0
4! RK%' MARKETI"0
&indings rom customerBs sur7e3 J
!hoco%aes #' I'*#a are co'su-e* as #'*u%(e'ce +"%easure, a'*
'o as a s'ac& 1oo*
Peo"%e are 'o re(u%ar cuso-ers o1 choco%aes /ecause ou o1
550 sur$e0e* cuso-er o'%0 7 M has "o%%e* 1or *a#%0.
Peo"%e are 4e%% a4are o1 A-u% choco%aes /u o1 o%* $ar#a'
-os%0 -#%& choco%ae. A'* "re1er %ess #' co-"ar#so' o
!a*/ur0.
Prese'%0 !a*/ur0 #s -os "re1erre* /ra'* #' choco%ae -ar&e,
4h#ch ho%*s -ore ha' 5; M o1 oa% choco%aes -ar&e.
Bra'* 'a-e #'1%ue'ce he sa%e o1 choco%ae u" o (reaer e2e'.
I' case o1 "ro*uc %#&e choco%aes ase #s $er0 #-"ora' 1acor .
A-o'( a%% he "ac&s o1 A-u% choco%ae Rs 50 #s -os%0
"re1erre* "r#ce "o#', /u # $ar#es accor*#'( o area as #'
Dhara-"ur, Nehru co%o'0 )u'*oo "ac& o1 Rs 5 4as -os
Pre1erre*.
Mos o1 he co'su-er sur$e0e* are 'o sa#s1#e* 4#h he ase
o1 A-u% choco%aes a'* 4a' /uer0 0"e ase as s#-#%ar o ha
o1 !a*/ur0 choco%ae.
Mos%0 sur$e0e* cuso-er co'su-es !a*/ur0 a'* #s %o0a%
o4ar*s he#r /ra'*, 4h#ch -ea's a ou(h as& 1or A-u% o
ur's cuso-ers %o0a%0.
Pure -#%& choco%ae o1 A-u% #s -os%0 *e-a'*e* a-o'( a%%
$ar#a's o1 A-u% !hoco%ae
Da#r0 -#%& o1 !a*/ur0 #s -os "re1erre* choco%ae #' o$er a%%
choco%ae -ar&e.
!h#%*re' a'* !o%%e(e Su*e's are he -a#' co'su-ers o1
choco%aes o 4ho- A-u% shou%* *o he#r "ro*uc "os##o'#'(.
&indings rom +ealers sur7e3 8
I ha$e $#s#e* *ea%ers o1 -a#'%0 hree co-"a'#es A-u%, !a*/ur0, Nes%e.
Their findings are as follows.
A-o'( a%% he hree co-"a'#es !a*/ur0 #s he %ea*er #' he
choco%ae -ar&e.
Boh !a*/ur0 a'* Nes%e *ea%s o' !re*# /as#s e2ce" A-u%
Th#s cou%* he reaso' 4h0 Rea#%ers a$o#* o Dea% 4#h A-u% as
a%% he ra'sac#o' are -a*e o' !ash /as#s.
Raj"ur roa*s Pa%%a' Mar&e are -os )a$ora/%e Mar&e 1or a%%
he hree Dea%ers.
Dea%ers o1 A-u% rare%0 $#s# rea#%ers /ecause he0 *o'? ha$e
Var#e0?s #' !o-"ar#so' o !a*/ur0 a'* Nes%e.
A-u% *oes'? "ro$#*e a'0 &#'*s o1 ser$#ces %#&e re"%ace-e' o1
e2"#re* choco%aes 4here as h#s 1ac#%##es are a$a#%a/%e #' /oh he
co-"a'0 !a*/ur0 a'* A-u%.
Pac&a(#'( o1 !hoco%aes 4as Du%% a'* #s 'o arac#$e.
A%% he co-"a'#es o11er Sche-es o Rea#%ers +as 20 N o1 A-u%,.
D#sr#/uors are 1orce* o soc& -ore Pua'#0 o1 !hoco%aes
he' re>u#re*, cha'ces o1 *a-a(e #s -ore as such.
REC#MME"+ATI#"S
As he !o-"a'0 A-u% Are a&#'( so-e e11ors /u s#%% # shou%* co's#*er
so-e su((es#o', 4h#ch I #'e'*e* o "u 1or4ar* o he or(a'#3a#o' h#s,
ha$e /ee' *e$e%o"e* hrou(h *#scuss#o' 4#h rea#%ers, cuso-ers a'*
*ea%ers 4h#%e o' sur$e0 o1 A-u% choco%ae #' R#sh#&esh.
I-"ro$e-e' #' ase #s -us +Shou%* /e -ore Buer0 %#&e !a*/ur0 Da#r0
M#%&,
Shou%* -a&e "ac&a(#'( -ore arac#$e a'* (%oss0 as "ac&a(#'(
a11ec "s0cho%o(#ca%%0 o' "eo"%e?s -#'*.
Tr0 o #'ro*uce -ore $ar#a's a'* *#11ere' "r#ce "o#'s
Shou%* -a&e arac#$e a*s a'* "ro-os o1 choco%aes, as here #s 'o
a*$er#se-e' #%% 'o4.
!uso-er sche-es shou%* /e -a*e a$a#%a/%e %#&e 8IT J 8AT o1
Nes%e.
Shou%* r0 o "ro$#*e "ro"er ser$#ce o #s *#sr#/uors as Nes%e #s
"ro$#*#'( so ha he0 ca' /e 1u%%0 sa#s1#e*.
More 1%a$ors shou%* /e #'ro*uce* as Nes%e ha$e a "rese'.
Go 1or (oo* Bra'* A-/assa*or as A-#a/ a'* Pre0 U#'a 1or
!a*/ur0 a'* Ra'# Mu&heerje 1or Nes%e Mu'ch.
Shou%* I-"ro$e *#sr#/u#o' !ha''e% so as o -a&e A-u% choco%aes
a$a#%a/%e a e$er0 sho".
Shou%* "ro$#*e Sa%e ser$#ces +D#s"e'ser, !oo%ers,
Shou%* "ro$#*e )ac#%##es o1 !re*# a'* Re"%ace-e' o1 ou Dae* a'*
Da-a(e* "ro*ucs.
!o-"a'0 shou%* %au'ch :a1ers 0"es o1 !hoco%ae as Per& a'* 8#-
8a are -os%0 #' *e-a'*.
!o-"a'0 shou%* a%so o11er Sche-es or 1ree (#1s o cuso-er as
"rese'%0 'o Sche-es 1or !uso-ers are here.
S-a%% sho" Shou%* No Be Ne(%ece*.
I1 A-u% !o-"a'0 acua%%0 4a' o %ea* or *o-#'ae he !hoco%ae
-ar&e he' # shou%* r0 o "o'*er h#s su((es#o' a'* "ro$#*e !hoco%ae
$e'*#'( -ach#'e.
1IMITATI#"S
T#-e co'sra#'s *ue o #-e co'sra#'s I ha$e 'o /ee' a/%e o co$er
a%% he re(#o's o1 R#sh#&esh.Aa* o co$er o'%0 hose re(#o's, 4h#ch
co-e u'*er /ea "%a's o1 A-u%.
So-e rea#%ers 4ere u'4#%%#'( o (#$e #'1or-a#o', as he0 4ere 'o a
a%% #'erese* #' *ea%#'( 4#h A-u% choco%aes.
There -#(h /e "oss#/#%#0 o1 /#ase* #'1or-a#o' /0 so-e rea#%ers *ue
o -#sre"rese'a#o' o1 1acs.
!a*/ur0 a'* 'es%e *#*'? ha* a'0 e2ac 1#(ure ha ho4 -uch sa%e o1
4h#ch $ar#a' are co'r#/u#'( -o'h%0.
A%so 4a'e* o #'c%u*e !a-"co #' co-"ara#$e su*0 o1 choco%aes a'*
1or ha $#s#e* 4#ce o ca-"co?s Su"er Soc&#es /u -#(h /e /ecause
o1 hec#c sche*u%e he *ea%ers 4as 'o a/%e o (a$e #-e.
1EAR"I"0 EX'ERIE"CES
:or&#'( #' a' or(a'#3a#o' %#&e A-u% I'*#a 4as rea%%0 a 4o'*er1u%
e2"er#e'ce 1or -e o &'o4 a/ou A-u% I'*#a a'* a%so a/ou he cor"orae
4or%*. S"ec#a%%0 he co-"e#ors o1 A-u% such as !a*/ur0, Nes%e ec.
:or&#'( u'*er he (u#*a'ce o1 a' area -a'a(er o1 A-u% I'*#a,
Dehra*u' Mr. Mu&esh Sa*a'a he%"e* -e o (aher 1#rs ha'* e2"er#e'ce o1
-ar&e a'* so-e "rac#ca% e2"er#e'ce o1 %#1e.
5. Ao4 o e'er #'o he -ar&e
2. Ao4 o co'$#'ce he "ar#es I "eo"%e +%#&e Rea#%ers, so ha he0 4#%%
"urchase 0our "ro*uc.
;. Mar&eer -us ha$e *ee" &'o4%e*(e o1 he "ro*uc 4#h 4h#ch he #s
*ea%#'(.
@. 8'o4%e*(e o1 he co-"a'0 #' 4h#ch a "erso' #s 4or&#'( #s 'o
e'ou(h /u he &'o4%e*(e o1 he co-"e#or a'* coo"erae 4or%* #s
a%so -us.
5. A -ar&eer -us a%4a0s &ee" h#s "ro$er/ #' h#s -#'* ha F!uso-er
#s &#'(G so he shou%* r0 o a&e care o1 he *e-a'* o1 h#s cuso-er
6. A "erso' shou%* 4e%% &'o4 h#erarch0 %e$e% o1 -a'a(e-e' #' he
or(a'#3a#o', 4h#ch he #s 4or&#'(.
D. !o'1#*e'ce %e$e% shou%* /e h#(h.
7. Shou%* a%4a0s /e rea*0 o 1ace a'0 &#'* o1 "ro/%e- ha e2#ss #' he
-ar&e or #' co-"a'0.
E. Goo* %#se'#'( or o%era'ce "o4er #s -us. Ae shou%* a%4a0s
re-e-/er ha %#se'#'( #s -uch -ore re>u#re* ha' s"ea&#'(.
50.Goo* re%a#o' 4#h e-"%o0ee 4here 0ou are 4or&#'( #s -us.
A""EXURE
CUST#MERBS ?UESTI#""AIRE
5. Do 0ou %#&e o ha$e a choco%aeQ
2. Ao4 o1e' *o 0ou use choco%aeQ
a, Da#%0 /, T4#ce #' 4ee& c, :ee&%0 *, Cccas#o'a%%0
;. :h#ch 0"e o1 choco%ae 0ou %#&e -osQ
a :a1ers 0"es /, Nu#es 0"es c, Pure choco%ae
@. :h#ch /ra'* o1 a choco%ae 0ou "re1er -os a'* 4h0Q
a, A-u% /, Nes%e c, !a*/ur0.

5. Aa$e 0ou e$er r#e* A-u% choco%aeQ
6. I1 0es ho4 *#* 0ou 1#'* #Q
a, Ver0 (oo* /, Sa#s1acor0 c, Poor.
D. :ha -a&es 0ou o /u0 1or A-u% choco%aeQ
a, Goo* ase /, Bra'* 'a-e c, A*$er#se-e' *, Reaso'a/%e cos
7. :#h #'crease "r#ce 4#%% 0ou s#%% /u0 0our 1a$or#e choco%aeQ
E. Do 0ou 1ee% ha here shou%* /e a'0 #-"ro$e-e' #' A-u% choco%aeQ
a, Yes /, No
50. Do 0ou 1ee% ha here shou%* /e a'0 #-"ro$e-e' #' A-u% choco%aeQ
a, !ha'(e #' "ac&a(#'( /, cha'(e #' ase c, reaso'a/%e "r#c#'(
55. A'0 su((es#o's
'ERS#"A1 +ETAI1S
Na-eH A(eH
A**ressH
No. o1 1a-#%0 -e-/ersH Pho'e No.H
Your -o'h%0 Sa$#'(sH Your -o'h%0 E2"e'sesH
RETAI1ERBS ?UESTI#""AIRE
5. !hoco%ae o1 4h#ch /ra'* *o 0ou soc& -osQ
a, A-u% /, Nes%e c, !a*/ur0
2. :ha #s he reaso' o1 /u0#'( hese /ra'* choco%aesQ
a, De-a'* /, Pro1# Mar(#' c, Sa%e ser$#ces
;. :h#ch $ar#a' o1 A-u% choco%ae #sIare -os *e-a'*e* /0 cuso-ersQ
a, M#%& !hoco%ae /, )ru# B Nus c, )u'*oo *, B#'*aa3 e, A%-o'* /ar
@. :ho are he re(u%ar cuso-ers o1 choco%aeQ
a, !h#%*re' /, !o%%e(e Su*e's c, Aouse :#$es.
5. Aa$e 0ou e$er (o a'0 co-"%a#'s #' A-u% choco%aesQ
a, Yes /, No
I1 0es "%ease s"ec#10.
6. Ao4 *o 0ou 1#'* he sa%e o1 A-u% choco%aesQ
a, Goo* /, Sa#s1acor0 c, Ba*
D. :ha are he "ro/%e-s ha 0ou 1ace 4h#%e *ea%#'( 4#h A-u% choco%aesQ
a, Sora(e /, Se%%#'( c, Su""%#es.
7. Dur#'( 4h#ch -o'h *o 0ou 1ee% ha he sa%e o1 A-u% choco%ae #'creases
-osQ
a, 9a'uar0 o A"r#% /, Ma0 o Au(us c, Se"e-/er o Dece-/er.
E. :h#ch "ac& #s -os%0 *e-a'*e*Q
a, Rs 50 /, Rs 5.
50. Do 0ou 1ee% ha here shou%* /e a'0 #-"ro$e-e' #' A-u% choco%aesQ
a, Yes /, No.
55. I1 0es 4ha &#'* o1 #-"ro$e-e'Q
a, !ha'(e #' Pac&a(#'( /, !ha'(e #' ase c, D#sr#/u#o' !ha''e%s.
PERSCNAL DETAILS
Na-eH A(eH Pho'e NoH
Sho" A**ressH Your -o'h%0 e2"e'ses o' choco%aesH
?UESTI#""AIRE #& +ISTRI$UT#RS
5. Na-e o1 he co-"a'0Q
2. Na-e o1 he *#sr#/uorsQ
;. A**ress o1 he *#sr#/uorsQ
@. Your *#sr#/u#o' cha''e%.
5. :ha &#'* o1 #'1rasrucura% 1ac#%##es *o 0ou ha$eQ
+a,Sa%es-a'
+/, De%#$er0 $eh#c%e #, 2 :hee%er ##, ; :hee%er
6. Pro1# Mar(#'
+a, D#sr#/uors +/, 4ho%esa%ers
+c, Rea#%ers +*, sa%es-a'
D. Soc& *e%#$er0 "aer'.
+a,Cr*ere* /oo&#'( +/, Rea*0 soc&
7. !o$era(e
+a,Toa% Rea#%ers +/,Toa% :ho%esa%er
E. !o$era(e )re>ue'c0 +Da#%0 I Mo'h%0 I :ee&%0,.
+a, Rea#%ers +/, :ho%esa%er
50.Mo*e o1 "a0-e'.+ 4 I r I s,
+a, !ash +4 I r I s,
+/, !re*# +4I r I s,
#, !he>ue +4 I r I s, +##, De-a'* Dra1 +4 I r I s,
+c, !re*# Per#o* Rece#$e*
#, 4ho%esa%ers +##, rea#%ers +###, sa%es-a'
55. Mo*e o1 Rece#". +: I r I s,
+a, !ash +4 I r I s,
+/, !re*# +4I r I s,
I, !he>ue +4 I r I s, +##, De-a'* Dra1 +4 I r I s,
+c, !re*# Per#o* G#$e'.
#, :ho%esa%ers +##, rea#%ers +###, sa%es-a'
52.:h#ch #s he -os 1a$ora/%e -ar&eQ
5;.:ha are he Ser$#ces ha are Mos%0 *e-a'*e* /0 su""%0 !ha#' +rI4IsIc,Q
5@.Sche-es
a, :ho%esa%ersIsa%es-a'
/, Rea#%ers
c, !uso-ers
55. :ha are he ser$#ces *o 0ou "ro$#*e o + rI4IsIc,Q
56. D#sr#/uor?s o"era#o'
a, I'$e'or0 +*a0s, Ma2#-u- %#-#
/, Soc& ca"ac#0
c, Sa%es +-o'h%0I4ee&%0I*a#%0,
5D. Ao4 -uch *oes 0our ser$#ce cosQ
a, D#s"e'sers /, G%ass To" )r#*(e.
57. )uure P%a's I Su((es#o's
5E. Gr#e$a'ces.
RE&ERE"CES
ARTICLES&JOURNALS&'OOKS
)ro- A' Ar#c%e B0 M#'# Var-a Pu/%#she* I' The As#a' A(e
C' March ;, 5EE6
A''ua% Re"or C1 Gc--1 5EEE
Bus#'ess To*a0 Se"e-/er ;0,2005
'hilli2 Kotler( Marketing Management!
@E$SITES
:44.A-u%.!o-
:44.I'*#a*a#r0.!o-
@))!Indiainoline!Com
:44.Nes%e.!a
:44.Goo(%e.!o-
,--.Ci$.Co.Uk
:44.!a*/ur0#'*#a.!o-