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Class I B
Submitted by: Alok Kumar 02 Amar Mehta 03 Anil Singh 07 Anjan Vij 08 Annie James 09 Anuroop Raj 10
Sr NO. 1 2 3 4 5 6 7 8 9 10 11 Methodology Assumptions/ Limitations of Study Consumer Behaviour Market Share Positioning Advertising Retailer Study Customer-Based Brand Equity of Amul Associative Network Memory Model Consumer Decision Making Process Customer-Based Brand Equity Pyramid Topic 3 4 5 7 8 15 20 23 24 25 26 Slide No.
Brain storming Research Analysis Results
Questionnaire for: Primary: •Retailer •User •Non-User Secondary: •Internet •Questionnaire survey
Based on: •Qualitative •Quantitative
Delivered on Power point Presentation
Assumptions/ Limitations of Study • All results purely based on respondent responses (Survey) • Low sample size: – 1 Distributor – 3 Retailer – 2 Consumers of Chocolate • 1 consumer for Amul Chocolate • 1 non.consumer for Amul Chocolate .
5billion (ACNielsen) growing at 18-20% per annum The per capita consumption of chocolate in India is 300 gram compared with 1900gram in developed markets such as the United Kingdom Over 70% of the consumption takes place in the urban markets Chocolate sales have risen by 15% in 2007 to reach 36000 tonnes according to one estimate. Another estimate puts the figure at 25000 tonnes • • • • Source : FMCG Marketer Site .Consumer Behavior • The global chocolate market is worth $75 billion annually Chocolate market is estimated to be around 1.
Instead of buying sweets on Raksha Bandhan. Ex: Chocolatiers In past. • • Source : FMCG Marketer Site . Shops opening up in Malls leading to Impulse Sales Chocolates which used to be unaffordable. Convenience over Mithai in terms of packaging and shelf life Designer chocolates have become status symbols. consumers had negligible inclination for dark chocolates. They are linked to one’s aspiration and lifestyle and malls are perfect points of sale as people usually are happy and gay at these destinations. But change is being seen.Consumer Behavior • • • The traditional Indian sweet is getting substituted by chocolates. is now considered midpriced.
8% Nestle – 20% .Market Share Others Including Amul – 6% Cadbury – 66% Period: January-November 2007 Imported .
to expand the chocolate market and increase sales. . • Packaging as a tool to communicate quality.Cadbury India • Use of emotional appeals in advertising • Customer surveys as a means to align the advertisements with evolving consideration sets of customers. Cadbury changed communication campaigns were targeted at adults. • in 1994.
to the 'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late 80's • Perk-Anytime Anywhere(Anytime Snack) • Celebration-Riste Pakne Do(For special occasions) • Temptations-For Chocoholics • Cadbury Bytes-To replace evening snacks . you'd hate to share it' in the 70's.Positioning of cadbury chocolates • Cadbury Diary Milk-Kuch Mita Ho Jaye(As a daily sweet) • 5 Star-From 'deliciously rich.
A.A.6500 crores in 2007) in R&D and advanced technology. . • It has access to nestle S.NESTLE • Nestle india is a subsidiary of nestle S.’s investments(global expenditure was Rs. a leading swiss giant. • The company is focused on growing its market share through renovation and innovation of its existing brands in India.
For Kids • Bar One.Time For Action (Targeted at youth) • Milk Chocolate.have a kitkat (Anytime snack) • Munch-Crunchy • MilkyBar.Positionoing of nestle chocolates • Brands: Kit Kat-Have a break.For Kids .
HAVE A BREAK. HAVE A KITKAT GIVE ME THE POWER CAN’T STOP MUNCHING .
• Trying to position itself as the “ultimate gift”.Positioning for Amul • Tagline: “A gift for someone you love” • Express your emotions through Amul Chocolates. . • Showcasing the Indianness of the brand by the means of packaging.
Outdoor Advertising .
Packaging Print Ads Emotions .
TV Advertising .
barone Bindaaz wafer chocolate . 5.30 16. Rs10.25.milkybar.35. 36 18. Rs 10 Weight (GMS) 220.127.116.11.30 Bars Rs5 .5 star. 22.34. (kitkat.25.5. Rs 12 Amul .munch.perk) MRP Rs 5 .almond bar.12. fundoo Rs 18.104.22.168.Rs10 chocolate.milk chocolate .Low range products Company Cadbury Nestle Category Bars (Dairymilk.dark chocolate .15.12.
140 rejoice . 0.choco zoo .20. 8.mars.5 35.240.10 0.70.tins. almond . 480 Imported Amul Fruit n nut .crunchy.40.132.3 0.44 temptation.16.45.lindt Rs15.4 45.42.milk Rs15.100.ferro roser.elegant & corporate gift packs .30.Higher range products Company Cadbury Category MRP Weight (GMS) Fruit n nut.roasted Rs25.30 chocolate .toblerone.bournville Snickers.dairy milk .crackle.20.45.75 44.150.sugar free.
being its substitute on Diwali and Raksha Bandhan) – Neither push nor pull marketing.Retailer study Company Policies – On Ground Feed Back Questionairre – Zero credit flexibility from dealers. ( Rule solely adopted by Amul) – Negligible variants in comparison to competing brands. user types. – Restricted usage. – No return of unsold goods. Cadbury is trying hard to position itself to replace the traditional Indian Mithai. (Ex. rigid margins. Payment on dispatch. Deepak Super Mart * 3. minimalist advertising (Print/TV/Radio) Retailers visited 1. Reliance Fresh * Had Amul . Zero Incentives from dealers to attract retailers (Ek pe ek muft offer). Deepak Sweets 2.
2. Cadbury Imported Brands (Ferro Roscher. Bounty etc) Nestle Candies & Gums (ex Polo. Tobelerone. Happy Dent etc) Amul ( Rarely accommodated) .Retailer Study Common Brands Stocked (In order of visibility and stocking quantity) 1. 4. 3. 5.
Highly emotional buy ( Mostly for gifts/personal consumption) Strong competition from imported chocolate brands ( Retailers get higher margins as pricing is flexible) Cadbury with extensive marketing/ communication has flooded the market.(It is now a SYNONYM for chocolate in most areas – Power Brand Characteristic) - . not a price sensitive market.Retailer study Market Restrictions Surprisingly.
Customer-Based Brand Equity of Amul • • • • • Brand Assets Indianness Trust Simplicity Togetherness Healthy (Milk) Brand Liabilities • Quality • Lack of Taste • Smoothness • Availability • Brand Appeal .
Associative Network Memory Model Indianness Taste of India Amul Chocolate Old & Childhood Gujraat Milk Cows Amul Girl Highly Associated .
Nestle. Ferrero Rocher. Milkybar (Nestle) Inert Bar-one (Nestle) Overlooked Amul Purchased Not. Toblerone.Purshased Cadbury Nestle . Evoked Acceptable Cadbury. Nestle Inept Unacceptable Éclairs. Lindt. Mars Unknown Brands Hershey’s. Twings.Evaluation of alternatives All Brands (Chocolate) Known Brands Cadbury.Consumer Decision Making Process. Skittles. Snickers.
Identity Who are you? . Relationships What about you and me? Resonance 3. Response Judgments Feelings What about you? 2.Customer-Based Brand Equity Pyramid 4. Meaning Performance Imagery What are you? Salience 1.
Brand Salience Brand Awareness – Brand Recognition: • Consumer can recognize the brand – Brand Recall • Amul is not in “Top Of Mind” (TOM) as well as not in spontaneous list Brand Image – – – – – Indianness Color “Red” Amul Girl Milk For Old People .
Red. Milky Anand. Heritage Experiences Children. Old Age When no other option are available As a alternative of sweets Taste of India (Indianness). Amul Girl Yes .Brand Imagery Categories of Intangibles User Profiles Purchase Usage situations Personality History.
Brand Performance Amul Chocolate scored less on following attribute as compare to its competitors: (on priority basis) – Taste – Variety – Packaging – Availability – Brand Appeal .
Indianness Low No Differential Advantage .Brand Judgment Categories of Intangibles Quality Credibility Consideration Superiority Good Trustworthy.
Feelings Feelings Indianness Simple Honest & trustworthy Togetherness Warmth Happiness Love Celebration Fun Indulgent Excitement Pride Special Ratings High High High High High Low Low Low Low Low Low Low Low .
Resonance Categories of Intangibles Behavioral loyalty Attitudinal attachment Sense of community Active engagement No loyalty towards the brand No emotional attachment Scored less Is not seen in their behavior .
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