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A PROJECT REPORT ON AMUL CHOCOLATES AND PROJECT WORK ENTITLED AS
“ EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT TOWARDS ITS SALES “ PREPARED AND PRESENTED TO Mr. RAHUL KUMAR MANAGING DIRECTOR
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS‘UNION LIMITED ANAND
Under the guidance of Mr. Pankaj Gadhavi Marketing Department Department Mr. G. D. Trivedi Office & Adm.
BY CHANDRAJ PANDYA (2005 – 07) ST (1 MAY TO 30TH JUNE, 2006) Faculty of Management Studies Institute of Rural Management
The PGDBM programme is well structured and integrated course of business studies. The main objective of practical training at PGDBM level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The PGDBM programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of PGDBM and each and every student has to undergo the training for 2 months in a company and then prepare a project report on the same after the completion of training. During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. In today’s globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities and it is true that “Experience is best teacher”.
which would not have possible without the goodwill and support of the people around. Dalveer Singh. J. However. and Mr.Trivedi who arranged all possible visits for me at AMUL. 6 .. I am very thankful to Mr. Joshi. Mukesh Mandun (Director’ FMS-IRM’ Jodhpur) and my thanks to all my faculty members for the proper guidance and assistance extended by them. Anand. Kapil Pandya to encourage & giving me moral support. It has been an enriching experience for me to undergo my summer training at AMUL. Production incharge. As a student of INSTITUTE OF RURAL MANAGEMENT I would like to express my sincere thanks too all those who helped me during my practical training programme. I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.B Ramgadhia of chocolate plant at MOGAR. I would like to give my heartily thanks to Mr. Pankaj Gadhavi. At last but not least my grateful thanks is also extended to Mr. Rahul Kumar. Kartik Pandya & Mr. As we know research work needs hard work. who helped me at every step whenever needed and Mr. Mr. Manager of Administration. G. Words are insufficient to express my gratitude toward Mr. the Managing Director of AMUL. I am also grateful to my parents. I would like to present this project report for Kaira District Co-operative Milk Producers’ Union Ltd. friends. K. H.D. who permitted me to get training at AMUL.ACKNOWLEDGEMENT With immense pleasure. keen insight and long patience with scholarly vision based on content operation hence it becomes a humble duty to express my sincere gratitude to Mr.
Bibliography 49 7 . 2006 CHANDRAJ Anand (GUJRAT) SEM II CONTENTS Sr. Research Design 21 4.Date : 30TH June. Chapter Name Page No. 2. No. 2006 PANDYA Place : PGDBM Duration : 1ST May to 30th June. Introduction & History Marketing Research 7 17 3. Limitations My Findings 45 46 6. Suggestions 47 7. Conclusion 48 8. 1. 5.
ANAND MILK UNION LIMITED THE KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION LIMITED ANAND 8 .
This system leads to exploitation of poor and illiterates’ farmers by the private traders. Amulspray. In the year 1955 AMUL was established. The brand name Amul means “AMULYA”. Amul Butter. Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices. Amul Ice cream. which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. That time there was high demand for milk in Bombay. homes since 1946. of the triumph of indigenous technology. Amul Ghee.INTRODUCTION AND HISTORY In the year 1946 the first milk union was established. In the early 40’s. 6 billion in 2005). And have a proven model for dairy development (Generally known as “ANAND PATTERN”). Nutramul. This union selected the brand name AMUL in 1955. the main sources of earning for the farmers of Kaira district were farming and selling of milk. Amul Chocolates. Amul Milk and Amulya have made Amul a leading food brand in India. Amul Cheese. of the marketing savvy of a farmers' organization. Amul Shrikhand. Amul Milk Powder. 9 . This union was started with 250 liters of milk per day. A quality control expert in Anand had suggested the brand name “AMUL Amul products have been in use in millions of ”. (The total sale is Rs. of the genesis of a vast cooperative network. The main supplier of the milk was Polson dairy limited. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”.
Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union. He advised the farmers to form a society for collection of the milk. Shri Desai held a meeting at Samarkha village near Anand. who was a leading activist in the freedom movement. The district union was also form to collect the milk from such village cooperative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. on 4th January 1946. These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. They collectively appealed to Sardar Vallabhbhai Patel.However. when the exploitation became intolerable. 10 . the farmers were frustrated. Instead of supplying milk to private traders.
Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis. did not seem to help farmers by any means. Since farmers sold all the milk in Anand through a co-operative union. he decided to fulfill the farmers demand. To respond to this action of govt. At the 11 . without the intervention of Government. As a result the Bombay milk scheme was severely affected. For 15 whole days not a single drop of milk was sold to the traders. the farmers of Kaira district went on a milk strike. It gave the negative response by turning down the demand for the milk. The milk commissioner of Bombay then visited Anand to assess the situation.. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Cooperative unions at the village level.However. Mr. it was commonly resolved to sell the milk under the brand name AMUL. the govt. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Having seemed the condition.
Rajendra Prasad. Dr. there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions. assistance from the govt. 1954. Besides when the milk was to be collected from the far places. the collection of milk increased.initial stage only 250 liters of milk was collected everyday. Thus. so as to preserve it for a longer period. of New Zealand under the Colombo plan. 50 millions for factory to manufacture milk powder and butter was planned. 12 . the president of India laid the foundation on November 15. today Amul has more than 150 chilling centers in various villages. which would collect the milk and could chill it. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. of Rs. Milk is collected from almost 1073 societies. Today Amul collect 11 lakhs liters of milk everyday. Shri Pandit Jawaharlal Nehru. But with the growing awareness of the benefits of the cooperativeness. the prime minister of India declared it open at Amul dairy on November 20. With the financial help from UNICEF. 1955.
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.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. • Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. 13 . Contrary to the traditional system. it does not disturb the agro-system of the farmers. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. What's more. Looking back on the path traversed by Amul. the following features make it a pattern and model for emulation elsewhere. It also enables the consumer an access to high quality milk and milk products. when the profit of the business was cornered by the middlemen.
e. of an intervention for rural change. better feeds and the like . Amul is an example par excellence. In that sense. 14 . 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. AMUL (ANAND MILK UNION LIMITED). material and machines.• Provide a support system to the milk producers without disturbing their agro-economic systems. The Union looks after policy formulation. a name which suggest THE TASTE OF INDIA. veterinary care.all through the village societies. Basically the union and cooperation of people brought Amul into fame i. provision of technical inputs to enhance milk yield of animals. the artificial insemination service. by prudent use of men. processing and marketing of milk. • Plough back the profits.
Plants First plant is at ANAND. butter. milk powder. 15 . which engaged in the manufacturing of milk. flavored milk and buttermilk. Second plant is at MOGAR. Amul Ganthia and Amul lite. which engaged in manufacturing chocolate. nutramul. ghee.
which produces cattelfeed. Fourth plant is at Khatraj.Third plant is at Kanjari. which engaged in producing cheese. 16 .
which is matter of proud for Gujarat and whole India. 1 dairy in Asia and no. Today Amul dairy is no.Today. 2 in the world. 17 . twelve dairies are producing different products under the brand name Amul.
M.C. Sarayuben Director Bharatbhai Patel Shri Ranjitbhai Kantibhai Director Patel Managing Shri B.F District Shri Deepak Dalal Registrar Managing Shri Rahul Kumar Director 18 .M. M.BOARD MEMBERS Shri Ramsinh Prabhatsinh Chairman Parmar Shri Rajendrasinh Dhirsinh Vice-Chairman Parmar Shri Dhirubhai Amarsinh Director Zala Smt. Vyas Director G. Mansinh Kohyabhai Director Chauhan Shri Maganbhai Gokalbhai Director Zala Shri Shivabhai Mahijibhai Director Parmar Shri Pravinsinh Fulsinh Director Solanki Shri Chandubhai Director Madhubhai Parmar Shri Bhaijibhai Amarsinh Director Zala Shri Bipinbhai Director Manishankar Joshi Smt.
MARKETING RESEARCH Marketing research plays an important role in the process of marketing. Tabulate. (1) (2) (3) (4) (5) (6) (7) (8) Define the problem and its objectives. Prepare research report. Starting with market component of the total marketing talks. Determine the information needed. the competition and the marketing environment. model building and fact finding for the purpose of important decision making and control in the marketing of goods and services.” . DEFINITION “Marketing research is a systematic gathering. recording and analysis marketing problem to facilitate decision making. Determine the sources of information. Decide research methods. Follow-up the study. MAIN STEPS INVOLVED IN MARKETING RESEARCH Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. “Marketing research is a systematic problem analysis. Identify the problem. . It helps the firm to acquire a better understanding of the consumers.Coundiff & Still.Phillip Kotler. 19 . Analyze and interpret the data.
reports & publication. 20 . through questionnaires & interviews. middleman. It also includes the establishment of a general framework of major marketing elements such as the industry elements. buyers.Identifying the problem involves getting acquainted with the company. its products and market environment. marketing elements and company elements. consumers.g. (3) Determining the specific Information needed :In general the producer.This includes an effective job in planning and designing a research project that will provide the needed information. trade association’s executives & other businessman & even competitors. which have been collected originally for some other purpose. government publication.Primary datas are those which are gathered specially for the project at hand. competitive elements. professional and business associations publications & reports. reports & journals. Secondary Data :. Source are internal company records.(1) Define the problem and its objectives :. advertising by means of library consultation and extensive interviewing of company’s officials. directly – e. Primary data sources include company salesman. (2) Identify the problem :. the manufacturer.These are generally published sources. trade. the wholesaler and the retailer try to find out four things namely :(1) (2) (3) (4) What to sell When to sell Where to sell How to sell (4) Determine the sources of information :(a) (b) Primary Data :. its business.
color. It is rather an expensive technique. Three widely used methods of gathering primary data are A) Survey B) Observation C) Experimentation A) Survey Method :.In this method. size. collection of primary data become necessary. and the information obtained to find out if there has been any in their taste demand or they want any special quality.(4) Decide Research methods for collecting data :- If it is found that the secondary data cannot be of much use. information gathered directly from individual respondents. D) The Panel Research :. 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.In this technique the same group of respondents is contacted for more then one occasion. B) Observation Method :. while at the same time. This technique is highly accurate. packing in the product. C) Experimental Method :.The research data are gathered through observing and recording their actions in a marketing situation.This method involves carrying out a small scale trial solution to a problem. 21 . either through personal interviews or through mail questionnaires or telephone interviews. attempting to control all factors relevant to the problem.
should follow up this study to find if his recommendation are being implemented and if not. 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.a) Preparation of questionnaire b) Presetting of questionnaire c) Planning of the sample (5) Tabulate. why 22 .The researchers. in the last stage.) (6) Follow-up the study :.
To find the performance of AMUL CHOCOLATE vis-à-vis other Brands.RESEARCH DESIGN “Advertising is a paid form of non-personal presentation and promotion of ideas. RESEARCH PROBLEM Increase the awareness level of AMUL CHOCOLATE. To know the consumer psyche and their behaviour towards AMUL CHOCOLATE. Seek the general perception of consumer towards AMUL CHOCOLATE.” 1. goods or services by an identified sponsor. 23 .
To know the factors which affects consumer’s buying behaviour to purchase chocolates. To know in which segment chocolates are mostly like/preferred. RESEARCH OBJECTIVES & related sub objectives To know the relationship of sales with the advertisement. 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 awareness of people towards Amul chocolates. 24 .2.
their calorific value and various other facts. which mainly deals with people of various age groups. • Since chocolate is a product that attracts children and youngsters hence I had to trace the market and segment it. I had to know about all the competitors present in the chocolate segment (Reputed and well established brands as well as Local brands). the main information needed is the various types of chocolates available in the market.3. • As chocolate is different product. They can be termed as : 25 . Information requirement • First. • Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market.
Cocoa Butter. 26 . Milk Solids.• 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. AMUL CHOCOLATE is made from Sugar. Chocolate mass.
Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined. their applicability. and their weakness will help the student to select the type best suited to a specific problem.Composition: • • • Milk Fat 2% Sugar 55% Total Fat 32.33% (Milk Fat + Cocoa Fat) Cocoa Solids 7. Choice of research design – alternatives & choice Despite the difficulty of establishing an entirely satisfactory classification system. emphasis on discovery of ideas. The two general types of research are: EXPLORATORY RESEARCH Exploratory research seeks to discover new relationship. Consideration of the different types. CONCLUSIVE RESEARCH 27 . their strengths.5% Milk Solids 20% • • 4. it is helpful to classify marketing research on the basis of the fundamental objectives of the research.
the questionnaire method has come to be the more widely used of the two data collection method. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question. and others by mail. RESEARCH INSTRUMENT USED . or why they buy particular brands of cars. others by telephone. mails and telephonic interviews. however. The questionnaire method in general. what they think of. and then proceeds to ask a series of questions.Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Many consumers are now familiar with the telephone caller who greets them with “We are making a survey”. Questionnaire can be used for the personal interviews. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses.DETAILS & WHY? If one wants to know what type of dentifrice people use. 5. has a number of pervasive advantages and disadvantages. 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 natural procedure is to ask them. Thus. written or oral. television commercials. Some interviews are conducted in person. Each of these has its special advantages and disadvantages and limitations. focus groups. 28 .
They introduce the subject and obtain general reaction. OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant. 29 . such questions are good as first questions or opening questions. time saving and less biased. These answers are straightforward and respondents have to answer them in a straight way. DICTHOMUS: These are the questions which are Boolean in nature. It also simplifies the tabulating process.Questionnaire in the project consists of: Multiple choice questions Dicthomus MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others. That means the answer can only be either ‘Yes” or ‘No’. It is faster.
The sample design used in this project is two state sampling i.e. Sampling methods in which universe elements are chosen in groups ---. it will sometimes be more expedient to select clusters or groups of universe elements. Cluster and convenience.WHY? Sample design is a definite plan of obtaining some items from the whole population.are called cluster-sampling methods.rather than individually -. They are widely used in the sampling of human populations.6. a type of sampling is called area sampling may be the only practically feasible form of probability sampling. SAMPLING TECHNIQUE USED & SAMPLE SIZE . In marketing research practice. When no complete universe listing exists. each items in the sample is chosen one at a time from a complete list of universe elements. NONDISGUISED. rather than to choose sample items individually. STRUCTURED TECHNIQUES 30 . In the probability sampling methods.
Bopal. one which is more comparable to a scale or a yardstick. Vastrapur. The total sample size was 200. Bodekdev.e. The term scaling has been applied to the efforts to measure attitudes objectively. Structured techniques can provide a more objective measurement system. cluster sampling and convenience sampling. Navrangpura. Ashram road. SAMPLING METHODS Sample design is a definite plan of obtaining some items from the whole population. and a number of useful scales have been developed. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed. Sattelite. The sample design used in this project is two state sampling i. where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. Usmanpura. Maninagar and Narayanpura.The non structured techniques for attitude measurement are primarily of value in exploratory studies. CONVINIENCE SAMPLING 31 . The whole city was divided into some geographical areas and I have chosen Memnagar.
I visited Garden. SAMPLING 1. superstores. Theatres and Gymnasium. Sample size : People who buy chocolates in retail outlets. Temple. Superstores. Sampling Technique technique is : Non probability sampling (A non probability sampling that in which each element in the population does not have an equal chance of getting selected) 2. etc : 200 respondents (Age ranging between 15 yrs to 65 yrs) 32 . Sample Unit available 3.This type of sampling is chosen purely on the basis of convenience and according to convenience. Parks.
6. 33 . Method questionnaire.METHOD USED FOR DATA COLLECTION • Questionnaire was prepared keeping the objective of research in mind. Timing of survey to : 9. in order to get accurate information. 7.00 am to 12. Area of survey : Ahmadabad District. : Direct interview through 5.30 pm and 5. Data analysis method : Graphical method.00 pm FIELD WORK. • Questions were asked to respondents as regards to there willingness to purchase Chocolates.00 pm 8. • In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs. • The help of questionnaires conducted direct interviews.4.
each and every question was filled personally by the respondents and checked properly. How a chocolate should be? It is really a Herculean task to understand Consumer Behaviour. using and disposing goods and services”. the time when most of the people take rest during the scorching heat. • • • People were not willing to answer. acquiring.• I visited as many respondents as I can and asked them their real likings about any chocolate and also got an idea. In order to collect accurate information I visited to Garden. Superstores. 34 . “Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating.00 pm. when they were contacted between 1. Temple. as the definition suggest. Parks. Theatres and Gymnasium.00 pm to 5.
” PRIMARY TABULATION & INTERPRETATION  What kind of Chocolate do you eat? Branded Non branded 92 % 08% 35 . goods or services by an identified sponsor.“Advertising is a paid form of non-personal presentation and promotion of ideas.
KIND OF CHOCOLATE 8% branded nonbranded 92% INFERENCE 92% respondents in the region of Ahmedabad consume Branded Chocolates. while 8% still consume non branded.  Who uses chocolates in your family? Children Teenager Young Old 34 % 33 % 26 % 07 % 36 .
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.CHOCOLATE USERS 7% 0% 26% 34% Children Teenager Young Old 33% INFERENCE Mostly children & teenagers likes chocolates in their families.  What form of Chocolate do you like? Cookies Bar Wafer Other 14% 60% 20% 06% 37 .
60%.  Which Television channel you like to watch most? 38 .e. 20%.e. Cookies are all time favorites with 14% while other forms are preferred to the extent of 6%.Form of chocolate 6% 20% 14% Cookies Bar Wafer Other 60% INFERENCE The above diagram suggest that the most preferred form is bar i. followed by wafer i.
CARTOON channel is specially preferred by children.STAR ZEE SONY CARTOON Others 100 15 30 30 25 T. This channel is very popular among all the age group people.  In between what time you like to watch television? 39 . So it will be more beneficial top give advertisements on STAR & CARTOON channels. SONY & CARTOON channels are also popular but not as STAR. In other channels sports and news channels are preferred.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. it covers all the age groups.
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. so it is good to advertise on preferred channels on these timings. 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.  By which media you prefer to watch advertisements? 40 . after 8 pm to 11 pm.
V.  What factors effects you in a chocolate advertisement? 41 .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. Company tries to give attractive advertisement through T. Children are getting attracted through advertisement on television and hoardings. and hoardings because advertisement through hoardings is less costly.
Mostly people likes to see celebrities like Amitabh Bacchan. as a Brabd Ambassador in chocolate advertisements.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 ns Em ot io O th er s J in M us ic INFERENCE Good Brand Ambassador generally effects people’s perception towards a product and create an image in their mind.S. Saniya Mirza etc. M. Sachin Tendulkar.  B ra nd Have you ever tasted Amul Chocolate? 42 . slow music & specially children like jingles in advertisements.Dhoni.At the same time people like comedy.
while still 10% have not tried Amul Chocolates.Yes No 90 % 10 % Ever Tasted 10% Yes No 90% INFERENCE The chart shows that 90% respondents have tasted Amul Chocolate.  Can you recall AMUL Chocolate advertisement? 43 . Amul must use proper techniques in order to cater the needs of every common man.
Therefore Amul must use strong promotional activities and advertisement in order to retain their potential consumers. This shows how much Amul lags behind in promotional activities and 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.  Which Chocolate do you like most? 44 .
 What is the frequency of purchasing Chocolate? 45 . whereas Amul have only 13% market share and thus lags behind. followed by Nestle with 28% share.Nestle Cadbury Amul Any other 28% 58% 13% 01% Market share 13% 1% 28% Nestle Cadbury Amul Any other 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.
and there is a Hugh chunk of people who buy chocolate occasionally.  How do you scale your Chocolate? 46 .Daily Weekly Fortnightly Occasionally 17 % 22 % 13 % 48 % Frequency of purchase 17% 48% 22% 13% Daily Weekly Fortnightly Occasionally INFERENCE The frequency of chocolate differ a lot where 17% respondents buy it daily. 22% weekly. 13% fortnightly.
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT PRICE 48% 22% 23% 07% SWEETNESS 20% 14% 20% 46% PACKAGING 33% 18% 12% 37% SOFTNESS 12% 16% 23% 49% SCHEMES 37% 13% 17% 33% AVAILABILITY 12% 15% 23% 50% LIMITATIONS 47 .
Limited time available for interviewing the respondents. As summer training is going under summer season so sometimes people are less interested in filling up questionnaire. When I interviewed children and teenagers. approach and rude behavior of the If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. Non-cooperative respondents. sometimes they use to give answers under the influence of their parents or elders. 48 . Sometimes the problem which I face is language problem for which I have to make them understand. As a result of this it was not possible to gather full information about the respondents.
When I interviewed people then many of the people can not recall Amul chocolate advertisement. Lake of Awareness in consumers. extra weight. free tattoo. In its advertisement is not using any brand ambassador which attracts all age group people like Cadbury. People who have tasted Amul Chocolate are not ready to purchase the same again. Many people are not know about Amul chocolates specially children and teenagers. toys. SUGGESTIONS 49 .e. 66%. quiz contest etc.MY FINDINGS During the survey it was found that still there are 10% people who have not tasted Amul Chocolate. after it Amul is concentrating upon butter & cheese which has market share of approx. As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not given on right time. There is lake of Sales Promotional Activities i. I find the main thing is that “Amul” brand name has very good image in consumer’s mind and they consider it as Pure & Good Product. Cadbury is main competitor and strategically better performer then Amul. so it is not concentrating upon chocolates. 88%.
promotional policies. pranky. Company should introduce sales promotion schemes like free weight. It shows that there is only need to give advertisement only to rememorize customers. Jadoo etc. because they are the best source to reach Children and families. Company should use brand ambassador which attracts each age segment i. are hereby suggested: First and foremost Amul should take proper action in order to improve service. Shaktimaan. Local advertisement must mention the exclusive Amul shops of the city. In order to maintain and increase the sales in the city of Ahmedabad. 50 . Amitabh Bacchan. particularly regarding advertisement. which it should get. because although being on a top slot in Butter and milk supplies it does not get the sales in chocolate. Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind. Because Amul is very strong brand name. tattoo. Krrish. Though Amul chocolate advertisements are rarely shown on television yet many people could recall it as per the data of research. Superman. etc. the following recommendations regarding Amul Chocolates. free gifts etc. Amul should give local advertisements apart from the advertisements given at the national level. contest. Try and change the perception of the people through word of mouth about Amul in advertisements. Saniya Mirza.e. distribution.
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 – Mix Fruit Pineapple Elaichi Coffee Strawberry Banana Mango CONCLUSION 51 .
It has maximum market share in Milk. People have believed in Amul’s product and they will accept its chocolates also if effective actions were taken. 52 . Bindaaz. Nestle. Butter and Cheese. In comparison to Amul Chocolate. As we know Amul is a co-operative organisaion but chocolate industry is a profitable industry we can’t ignore it.As we know that Amul is very big organization and market leader in dairy products. and Perfetti provide a better availability and give competition to the hilt. company can find out its week points in chocolate product and can increase its market share through rectify mistakes. but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. and Fundoo. People are mostly satisfied with the overall quality of Amul Chocolate. the other players such as Cadbury. Quality is the dominating aspect which influences consumer to purchase Amul product. With the help of research. The survey resulted into following conclusions : Amul must come up with new promotional activities such that people become aware about Amul Chocolates like Chocozoo. which are its main/core products. but for the existence in the local market Amul must use aggressive selling techniques.
com 2.com 4.amul. www.com 5. www. www. Kothari ) 53 . Research Methodology.Boyd.com 6.dairy.amuldairy.com 3.marketresearch. ( Harper W.google. www. www.BIBLIOGRAPHY 1. C. R.
JODHPUR conducting a survey on Effectiveness of advertising towards sales of Chocolates.   What kind of Chocolate do you eat? Branded ______ Non-branded ______ Who uses chocolates in your family? Children Young  Teenager Old What form of Chocolate do you like? Cookies _____ Bar _____ Wafer _____ Other _____ Which Television channel you like to watch most? STAR SONY Others _______ _______ _______ ZEE CARTOON ________ ________   In between what time you like to watch television? Timings _____________  By which media you prefer to watch advertisements? Television Newspapers Others (Mention) Hoardings Magazines 54 .APPENDIX QUESTIONNAIRE I am a student of PGDBM from INSTITUTE OF RURAL MANAGEMENT.
 Which advertisement you like the most? _______________  What factors effects you in a chocolate advertisement? Brand ambassador _______ Comedy _______ Others (Mention) _______ Jingles ________ Music ________  Have you ever tasted Amul Chocolate? Yes _____ No ______  Can you recall AMUL Chocolate advertisement? Yes ____ No ____  What is the frequency of purchasing Chocolate? Daily ______ Weekly _______ Fortnightly ______ Occasionally _______  How do you scale your Chocolate? ATTRIBUT E PRICE SWEETNESS PACKAGING SOFTNESS SCHEMES AVAILABILIT Y POOR AVERAG E GOOD EXCELLEN T 55 .
 Which Chocolate do you like most? AMUL ____________ CADBURY ____________ NESTLE ____________ PERFETTI ____________ OTHERS ____________  What would you like to see in a chocolate advertisement? ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ NAME: AGE: ___________ ___________ 10-15 15-25 25-35 35-45 45 and above THANK YOU _________________ ______________ ____________ 56 .
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