Under the guidance of Mr. Pankaj Gadhavi Marketing Department Mr. G. D. Trivedi Office & Adm. Department

BY CHANDRAJ PANDYA (2005 – 07) ST (1 MAY TO 30 TH 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”.


Trivedi who arranged all possible visits for me at AMUL. At last but not least my grateful thanks is also extended to Mr. Dalveer Singh. 2006 Place : Anand (GUJRAT) Duration : 1 ST May to 30 th June. Manager of Administration. who permitted me to get training at AMUL. K. G.D. Words are insufficient to express my gratitude toward Mr. Kapil Pandya to encourage & giving me moral support. J. Date : 30 TH June. Kartik Pandya & Mr. 2006 CHANDRAJ PANDYA PGDBM SEM II 6 . Joshi.. I am also grateful to my parents. I would like to present this project report for Kaira District Co-operative Milk Producers’ Union Ltd.B Ramgadhia of chocolate plant at MOGAR. the Managing Director of AMUL. who helped me at every step whenever needed and Mr. I am very thankful to Mr. As we know research work needs hard work. Production incharge. 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. I would like to give my heartily thanks to Mr. Pankaj Gadhavi. H. It has been an enriching experience for me to undergo my summer training at AMUL. Rahul Kumar. 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.ACKNOWLEDGEMENT With immense pleasure. However. Anand. and Mr. Mr. which would not have possible without the goodwill and support of the people around. friends. Mukesh Mandun (Director’ FMS-IRM’ Jodhpur) and my thanks to all my faculty members for the proper guidance and assistance extended by them.

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


Amul Ice cream. The main supplier of the milk was Polson dairy limited. of the genesis of a vast co-operative network. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. of the marketing savvy of a farmers' organization. Amul Milk Powder.INTRODUCTION AND HISTORY In the year 1946 the first milk union was established. This union selected the brand name AMUL in 1955. Amul Cheese. Amul Shrikhand. Amulspray. which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. Amul Chocolates. That time there was high demand for milk in Bombay. This union was started with 250 liters of milk per day. 9 . Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices. of the triumph of indigenous technology. Nutramul. Amul products have been in use in millions of homes since 1946. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. This system leads to exploitation of poor and illiterates’ farmers by the private traders. (The total sale is Rs. the main sources of earning for the farmers of Kaira district were farming and selling of milk. A quality control expert in Anand had suggested the brand name “AMUL”. Amul Milk and Amulya have made Amul a leading food brand in India. 6 billion in 2005). Amul Butter. Amul Ghee. In the year 1946 the union was known as KAIRA DISTRICT COOPERATIVE MILK PRODUCERS’ UNION. And have a proven model for dairy development (Generally known as “ANAND PATTERN”). In the year 1955 AMUL was established. The brand name Amul means “AMULYA”. In the early 40’s.

It was also resolved that the Government should be asked to buy milk from the union. The district union was also form to collect the milk from such village co-operative societies and to sell them. They collectively appealed to Sardar Vallabhbhai Patel. the farmers were frustrated. 10 . who was a leading activist in the freedom movement. These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. on 4 th January 1946. Instead of supplying milk to private traders. He advised the farmers to form a society for collection of the milk. when the exploitation became intolerable. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help.However. Shri Desai held a meeting at Samarkha village near Anand.

. the govt.However. At the initial stage only 250 liters of milk was 11 . The Kaira district milk producers union was thus established in ANAND and was registered formally on 14 th December 1946. The milk commissioner of Bombay then visited Anand to assess the situation. without the intervention of Government. It gave the negative response by turning down the demand for the milk. To respond to this action of govt. the farmers of Kaira district went on a milk strike. Mr. did not seem to help farmers by any means. Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis. he decided to fulfill the farmers demand. Having seemed the condition. As a result the Bombay milk scheme was severely affected. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. it was commonly resolved to sell the milk under the brand name AMUL. For 15 whole days not a single drop of milk was sold to the traders. Since farmers sold all the milk in Anand through a co-operative union.

Thus. of Rs. the collection of milk increased. 1954. of New Zealand under the Colombo plan. 1955. which would collect the milk and could chill it. But with the growing awareness of the benefits of the cooperativeness. today Amul has more than 150 chilling centers in various villages. Milk is collected from almost 1073 societies. Today Amul collect 11 lakhs liters of milk everyday. With the financial help from UNICEF.Rajendra Prasad. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period.collected everyday. Dr. Besides when the milk was to be collected from the far places. the prime minister of India declared it open at Amul dairy on November 20. assistance from the govt. there was a fear of spoiling of milk. so as to preserve it for a longer period. To overcome this problem the union thought out to develop the chilling unit at various junctions. 50 millions for factory to manufacture milk powder and butter was planned. the president of India laid the foundation on November 15. 12 . Shri Pandit Jawaharlal Nehru.

it does not disturb the agro-system of the farmers.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. the following features make it a pattern and model for emulation elsewhere. the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. 13 . • Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. It also enables the consumer an access to high quality milk and milk products. What's more. • Provide a support system to the milk producers without disturbing their agro-economic systems. Looking back on the path traversed by Amul. Amul has been able to: • Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations. Contrary to the traditional system. when the profit of the business was cornered by the middlemen.

Basically the union and cooperation of people brought Amul into fame i. The Union looks after policy formulation.e. better feeds and the like . it has remained with the smallest producer members. veterinary care. in the rural sector for the common good and betterment of the member producers and • Even though. 14 . a name which suggest THE TASTE OF INDIA. provision of technical inputs to enhance milk yield of animals. growing with time and on scale. Amul is an example par excellence. of an intervention for rural change. AMUL (ANAND MILK UNION LIMITED).all through the village societies. material and machines. the artificial insemination service.• Plough back the profits. by prudent use of men. In that sense. processing and marketing of milk.

which engaged in the manufacturing of milk.Plants First plant is at ANAND. flavored milk and buttermilk. ghee. milk powder. 15 . which engaged in manufacturing chocolate. Amul Ganthia and Amul lite. Second plant is at MOGAR. nutramul. butter.

Today Amul dairy is no. 1 dairy in Asia and no. which is matter of proud for Gujarat and whole India. Fourth plant is at Khatraj. which produces cattelfeed.Third plant is at Kanjari. which engaged in producing cheese. 16 are the brand name Amul. twelve dairies producing different products under world. Today. 2 in the .


Mansinh Kohyabhai Chauhan Shri Maganbhai Gokalbhai Zala Shri Shivabhai Mahijibhai Parmar Shri Pravinsinh Fulsinh Solanki Shri Chandubhai Madhubhai Parmar Shri Bhaijibhai Amarsinh Zala Shri Bipinbhai Manishankar Joshi Smt.F District Registrar Managing Director MARKETING RESEARCH Marketing research plays an important role in the process of marketing. Starting with market component of the total marketing talks.Shri Ramsinh Prabhatsinh Parmar Shri Rajendrasinh Dhirsinh Parmar Shri Dhirubhai Amarsinh Zala Smt.M. It helps 18 . Vyas Shri Deepak Dalal Shri Rahul Kumar Chairman Vice-Chairman Director Director Director Director Director Director Director Director Director Director Managing Director G.C.M. M. Sarayuben Bharatbhai Patel Shri Ranjitbhai Kantibhai Patel Shri B.

marketing elements and company elements.the firm to acquire a better understanding of the consumers. 19 . DEFINITION “Marketing research is a systematic gathering. competitive elements. Analyze and interpret the data. recording and analysis marketing problem to facilitate decision making. Follow-up the study. Determine the information needed. (1) Define the problem and its objectives :. Identify the problem.Coundiff & Still. model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. “Marketing research is a systematic problem analysis. MAIN STEPS INVOLVED IN MARKETING RESEARCH Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. the competition and the marketing environment.Phillip Kotler.” .This includes an effective job in planning and designing a research project that will provide the needed information. Decide research methods. . Prepare research report. Determine the sources of information. (1) (2) (3) (4) (5) (6) (7) (8) Define the problem and its objectives. Tabulate. It also includes the establishment of a general framework of major marketing elements such as the industry elements.

government publication.Identifying the problem involves getting acquainted with the company. reports & journals. middleman. which have been collected originally for some other purpose. consumers. its products and market environment.g. trade. reports & publication.(2) Identify the problem :. advertising by means of library consultation and extensive interviewing of company’s officials. Source are internal company records. Primary data sources include company salesman.In general the producer. collection of primary data become necessary.These are generally published sources. the manufacturer. the wholesaler and the retailer try to find out four things namely :(1) (2) (3) (4) What to sell When to sell Where to sell How to sell (4) Determine the sources of information :(a) (b) Primary Data :. buyers. Three widely used methods of gathering primary data are A) Survey 20 . directly – e.If it is found that the secondary data cannot be of much use. (4) Decide Research methods for collecting data :.Primary datas are those which are gathered specially for the project at hand. trade association’s executives & other businessman & even competitors. Secondary Data :. (3) Determining the specific Information needed :. its business. through questionnaires & interviews. professional and business associations publications & reports.

This method involves carrying out a small scale trial solution to a problem. B) Observation Method :. D) The Panel Research :. information gathered directly from individual respondents. attempting to control all factors relevant to the problem. and the information obtained to find out if there has been any in their taste demand or they want any special quality. It is rather an expensive technique. either through personal interviews or through mail questionnaires or telephone interviews.The research data are gathered through observing and recording their actions in a marketing situation. packing in the product. Analysis and Interpret the Data :The report must give/contain the following information:a) The title of research 21 . 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.B) Observation C) Experimentation A) Survey Method :.In this technique the same group of respondents is contacted for more then one occasion.In this method. This technique is highly accurate. a) Preparation of questionnaire b) Presetting of questionnaire c) Planning of the sample (5) Tabulate. while at the same time. C) Experimental Method :. size. color.

should follow up this study to find if his recommendation are being implemented and if not. why RESEARCH DESIGN 22 .) (6) Follow-up the study :.The researchers. in the last stage. instructions.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.

2.  To know the consumer psyche and their behaviour towards AMUL CHOCOLATE.” 1.  To find the performance of AMUL CHOCOLATE vis-à-vis other Brands.“Advertising is a paid form of non-personal presentation and promotion of ideas. RESEARCH OBJECTIVES & related sub objectives 23 .  Seek the general perception of consumer towards AMUL CHOCOLATE. RESEARCH PROBLEM  Increase the awareness level of AMUL CHOCOLATE. goods or services by an identified sponsor.

 To know in which segment chocolates are mostly like/preferred.  To know the factors which affects consumer’s buying behaviour to purchase chocolates.  To know awareness of people towards Amul chocolates.  To know which advertisement tool is mostly preferred by people. To know the relationship of sales with the advertisement. Information requirement 24 .  To know the preference of Amul chocolates with comparison to Other competitive brands. 3.

Chocolate mass. I had to know about all the competitors present in the chocolate segment (Reputed and well established brands as well as Local brands). Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market. Cocoa Butter. • • Since chocolate is a product that attracts children and youngsters hence I had to trace the market and segment it. • As chocolate is different product. They can be termed as : • As Amul chocolate advertisements are mainly done through hoardings but on television the advertisement is being telecasted timely and on the proper time or not. their calorific value and various other facts. the main information needed is the various types of chocolates available in the market. which mainly deals with people of various age groups.• First. AMUL CHOCOLATE is made from Sugar. 25 . Milk Solids.

5% Milk Solids 20% • • 4. Consideration of the different types.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. it is helpful to classify marketing research on the basis of the fundamental objectives of the research. 26 .

the questionnaire method has come to be the 27 . the natural procedure is to ask them. RESEARCH INSTRUMENT USED . their strengths. emphasis on discovery of ideas. what they think of. CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Thus. The two general types of research are: EXPLORATORY RESEARCH Exploratory research seeks to discover new relationship.DETAILS & WHY? If one wants to know what type of dentifrice people use. television commercials. and their weakness will help the student to select the type best suited to a specific problem.their applicability. 5. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis. or why they buy particular brands of cars. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.

however. others by telephone. has a number of pervasive advantages and disadvantages. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. 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. Questionnaire can be used for the personal interviews. Many consumers are now familiar with the telephone caller who greets them with “We are making a survey”. 28 .more widely used of the two data collection method. It also simplifies the tabulating process. and others by mail. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question. written or oral. mails and telephonic interviews. time saving and less biased. The questionnaire method in general. Each of these has its special advantages and disadvantages and limitations. and then proceeds to ask a series of questions. It is faster. focus groups. 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. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. Some interviews are conducted in person.

such questions are good as first questions or opening questions. DICTHOMUS: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. 6. They introduce the subject and obtain general reaction.WHY? 29 .OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant. That means the answer can only be either ‘Yes” or ‘No’. SAMPLING TECHNIQUE USED & SAMPLE SIZE .

The sample design used in this project is two state sampling i. it will sometimes be more expedient to select clusters or groups of universe elements. SAMPLING METHODS 30 . Sampling methods in which universe elements are chosen in groups ---rather than individually -. In the probability sampling methods. When no complete universe listing exists. and a number of useful scales have been developed. The term scaling has been applied to the efforts to measure attitudes objectively. Structured techniques can provide a more objective measurement system. one which is more comparable to a scale or a yardstick.Sample design is a definite plan of obtaining some items from the whole population. They are widely used in the sampling of human populations. NONDISGUISED. In marketing research practice.are called cluster-sampling methods.e. STRUCTURED TECHNIQUES The non structured techniques for attitude measurement are primarily of value in exploratory studies. rather than to choose sample items individually. a type of sampling is called area sampling may be the only practically feasible form of probability sampling. Cluster and convenience. where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. each items in the sample is chosen one at a time from a complete list of universe elements.

I visited Garden. Sattelite. Parks.Sample design is a definite plan of obtaining some items from the whole population. The total sample size was 200. The sample design used in this project is two state sampling i. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed. Maninagar and Narayanpura. CONVINIENCE SAMPLING This type of sampling is chosen purely on the basis of convenience and according to convenience. Vastrapur. SAMPLING 31 . Bodekdev. The whole city was divided into some geographical areas and I have chosen Memnagar. Bopal.e. Navrangpura. Usmanpura. Ashram road. cluster sampling and convenience sampling. Theatres and Gymnasium. Temple. Superstores.

superstores. 2. Data analysis method : Graphical method.30 pm and 5. etc : 200 respondents (Age ranging between 15 yrs to 65 yrs) : Direct interview through questionnaire. Method 5.00 am to 12. Sample size 4. Sampling Technique : Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected) : People who buy chocolates available in retail outlets.METHOD USED FOR DATA COLLECTION 32 . Sample Unit 3. Area of survey : Ahmadabad District.1. 7. Timing of survey : 9.00 pm to 8.00 pm FIELD WORK. 6.

Parks. Superstores. In order to collect accurate information I visited to Garden. acquiring. when they were contacted between 1. “Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating. 33 . as the definition suggest. Theatres and Gymnasium. the time when most of the people take rest during the scorching heat. using and disposing goods and services”.00 pm. • The help of questionnaires conducted direct interviews. How a chocolate should be? It is really a Herculean task to understand Consumer Behaviour. Temple.• Questionnaire was prepared keeping the objective of research in mind. • In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs. • Questions were asked to respondents as regards to there willingness to purchase Chocolates. in order to get accurate information.00 pm to 5. • • • • People were not willing to answer. I visited as many respondents as I can and asked them their real likings about any chocolate and also got an idea. each and every question was filled personally by the respondents and checked properly.

goods or services by an identified sponsor.“Advertising is a paid form of non-personal presentation and promotion of ideas.” 34 .

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

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.[2] Who uses chocolates in your family? Children Teenager Young Old 34 % 33 % 26 % 07 % CHOCOLATE USERS 7% 0% 26% 34% Children Teenager Young Old 33% INFERENCE Mostly children & teenagers likes chocolates in their families. 36 .

Cookies are all time favorites with 14% while other forms are preferred to the extent of 6%. 20%. followed by wafer i. 60%. 37 .[3] What form of Chocolate do you like? Cookies Bar Wafer Other 14% 60% 20% 06% Form of chocolate 6% 20% 14% Cookies Bar Wafer Other 60% INFERENCE The above diagram suggest that the most preferred form is bar i.e.e.

SONY & CARTOON channels are also popular but not as STAR. In other channels sports and news channels are preferred.[4] Which Television channel you like to watch most? STAR ZEE SONY CARTOON Others 100 15 30 30 25 T. This channel is very popular among all the age group people.V. it covers all the age groups.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. CARTOON channel is specially preferred by children. 38 . So it will be more beneficial top give advertisements on STAR & CARTOON channels.

V. after 8 pm to 11 pm. Because Mostly people belong to service class & females in the families got their work by this time. so it is good to advertise on preferred channels on these timings. 39 .[5] In between what time you like to watch television? Timings _____________ 5 to 8 pm 8 to 11 pm Late Night Morning Afternoon 33 % 37 % 10 % 15 % 05 % TIMING PREFERENCE 5% 33% 5 to 8pm 8 to 11pm Late night Morning After noon 15% 10% 37% INFERENCE From the survey it was found that 37% of the respondents likes to watch T. At 5 to 8 pm 33% respondents in which especially children watch cartoon channel & etc.

40 .[6] By which media you prefer to watch advertisements? Television Hoardings Newspapers Magazines Others (Mention) 67 % 17 % 08 % 05 % 03 % MEDIA PREFERENCE TO WATCH ADVERTISEMENT 8% 17% 3% 5% 0% 67% Television Hoardings Newspapers Megazines Others INFERENCE Mostly people like to watch an advertisement through Television because most of them belongs to service class.V. Children are getting attracted through advertisement on television and hoardings. Company tries to give attractive advertisement through T. and hoardings because advertisement through hoardings is less costly.

Mostly people likes to see celebrities like Amitabh Bacchan.At the same time people like comedy. Saniya Mirza etc. as a Brabd Ambassador in chocolate advertisements.[7] What factors effects you in a chocolate advertisement? Brand ambassador Jingles Comedy Music Emotions Others (Mention) 60 30 45 40 20 05 EFFECTIVE FACTORS 70 60 50 40 30 20 10 0 am ba ss ad or gl es Co m ed y O th er s us Jin M ot io Em ns ic INFERENCE Good Brand Ambassador generally effects people’s perception towards a product and create an image in their mind.Dhoni. slow music & specially children like jingles in advertisements.S. M. B ra nd 41 . Sachin Tendulkar.

Amul must use proper techniques in order to cater the needs of every common man. 42 .[8] Have you ever tasted Amul Chocolate? Yes No 90 % 10 % Ever Tasted 10% Yes No 90% INFERENCE The chart shows that 90% respondents have tasted Amul Chocolate. while still 10% have not tried Amul Chocolates.

[9] Can you recall AMUL Chocolate advertisement? Yes No 32 % 68 % Advertising Effectiveness 32% Yes No 68% INFERENCE Here it was observed that only 32% respondents in the city of Ahmedabad were able to recall Amul Chocolate advertisement. This shows how much Amul lags behind in promotional activities and advertisement. Therefore Amul must use strong promotional activities and advertisement in order to retain their potential consumers. 43 .

whereas Amul have only 13% market share and thus lags behind. 44 . followed by Nestle with 28% share.[10] Which Chocolate do you like most? Nestle Cadbury Amul Any other 28% 58% 13% 01% Market share 13% 1% 28% Nestle Cadbury A ul m A other ny 58% INFERENCE We can clearly gauge from the pie chart that Cadbury being on the top slot with 58% market share dominates the chocolate market.

45 .[11] What is the frequency of purchasing Chocolate? Daily Weekly Fortnightly Occasionally 17 % 22 % 13 % 48 % Frequency of purchase 17 % 48 % 13 % 22 % Daily Weekly Fortnightl y Occasionally INFERENCE The frequency of chocolate differ a lot where 17% respondents buy it daily. and there is a Hugh chunk of people who buy chocolate occasionally. 13% fortnightly. 22% weekly.

[12] How do you scale your Chocolate? ATTRIBUTE POOR AVERAGE GOOD EXCELLENT PRICE 48% 22% 23% 07% SWEETNESS 20% 14% 20% 46% PACKAGING 33% 18% 12% 37% SOFTNESS 12% 16% 23% 49% SCHEMES 37% 13% 17% 33% AVAILABILIT Y 12% 15% 23% 50% LIMITATIONS 46 .

 Non-cooperative approach and rude behavior of the respondents. As a result of this it was not possible to gather full information about the respondents. sometimes they use to give answers under the influence of their parents or elders. Limited time available for interviewing the respondents.  If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. 47 .  When I interviewed children and teenagers.  As summer training is going under summer season so sometimes people are less interested in filling up questionnaire.  Sometimes the problem which I face is language problem for which I have to make them understand.

quiz contest etc.  There is lake of Sales Promotional Activities i. toys. so it is not concentrating upon chocolates.e. after it Amul is concentrating upon butter & cheese which has market share of approx. 48 .  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. 66%. extra weight. 88%.MY FINDINGS  During the survey it was found that still there are 10% people who have not tasted Amul Chocolate.  When I interviewed people then many of the people can not recall Amul chocolate advertisement.  In its advertisement is not using any brand ambassador which attracts all age group people like Cadbury.  Cadbury is main competitor and strategically better performer then Amul. Many people are not know about Amul chocolates specially children and teenagers. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not given on right time.  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.  Lake of Awareness in consumers. free tattoo.  People who have tasted Amul Chocolate are not ready to purchase the same again.

e. Because Amul is very strong brand name.  Try and change the perception of the people through word of mouth about Amul in advertisements.  Company should introduce sales promotion schemes like free weight. are hereby suggested:  First and foremost Amul should take proper action in order to improve service. Shaktimaan. pranky. tattoo. Jadoo etc.  Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind. Amitabh Bacchan.  Amul should give local advertisements apart from the advertisements given at the national level. etc. because although being on a top slot in Butter and milk supplies it does not get the sales in chocolate. distribution. Krrish. particularly regarding advertisement.  Company should use brand ambassador which attracts each age segment i. because they are the best source to reach Children and families. contest. It shows that there is only need to give advertisement only to rememorize customers. 49 .  Though Amul chocolate advertisements are rarely shown on television yet many people could recall it as per the data of research. promotional policies. Saniya Mirza. which it should get. the following recommendations regarding Amul Chocolates. free gifts etc.SUGGESTIONS  In order to maintain and increase the sales in the city of Ahmedabad. Superman. Local advertisement must mention the exclusive Amul shops of the city.

 Company should launch chocolates in new flavors like – Mix Fruit Pineapple Elaichi Coffee Strawberry Banana Mango 50 . Advertisement can be done with the help of animations that attracts children and teenagers because chocolates are consumed largely in this segment.

the other players such as Cadbury. Nestle.  People are mostly satisfied with the overall quality of Amul Chocolate. company can find out its week points in chocolate product and can increase its market share through rectify mistakes. 51 . As we know Amul is a co-operative organisaion but chocolate industry is a profitable industry we can’t ignore it.CONCLUSION 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. Bindaaz. People have believed in Amul’s product and they will accept its chocolates also if effective actions were taken. and Fundoo. The survey resulted into following conclusions :  Amul must come up with new promotional activities such that people become aware about Amul Chocolates like Chocozoo.  Quality is the dominating aspect which influences consumer to purchase Amul product. Butter and Cheese.  In comparison to Amul Chocolate. With the help of research. which are its main/core products. It has maximum market share in Milk. but for the existence in the local market Amul must use aggressive selling techniques. but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales.

com 5.com 3. www.com 6.google.dairy. C. www. ( Harper W.amuldairy. www. [1] [2] What kind of Chocolate do you eat? Branded ______ Non-branded ______ Who uses chocolates in your family? Children Young [3] Teenager Old What form of Chocolate do you like? Cookies _____ Bar _____ Wafer _____ Other _____ Which Television channel you like to watch most? 52 [4] . R.com 2.com 4. Research Methodology.marketresearch.Boyd. www.amul.BIBLIOGRAPHY 1. JODHPUR conducting a survey on Effectiveness of advertising towards sales of Chocolates. www. Kothari ) APPENDIX QUESTIONNAIRE I am a student of PGDBM from INSTITUTE OF RURAL MANAGEMENT.

STAR SONY Others [5] _______ _______ _______ ZEE CARTOON ________ ________ In between what time you like to watch television? Timings _____________ [6] By which media you prefer to watch advertisements? Television Newspapers Others (Mention) Hoardings Magazines [7] Which advertisement you like the most? _______________ [8] What factors effects you in a chocolate advertisement? Brand ambassador _______ Comedy _______ Others (Mention) _______ Jingles ________ Music ________ [9] Have you ever tasted Amul Chocolate? Yes _____ No ______ [10] Can you recall AMUL Chocolate advertisement? Yes ____ No ____ [11] What is the frequency of purchasing Chocolate? Daily ______ Weekly _______ Fortnightly ______ Occasionally _______ [12] How do you scale your Chocolate? ATTRIBUTE POOR AVERAGE 53 GOOD EXCELLENT .

PRICE SWEETNESS PACKAGING SOFTNESS SCHEMES AVAILABILITY [13] Which Chocolate do you like most? AMUL ____________ CADBURY ____________ NESTLE ____________ PERFETTI ____________ OTHERS ____________ [14] What would you like to see in a chocolate advertisement? ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ NAME: AGE: ___________ ___________ 10-15 15-25 25-35 54 35-45 45 and .

above THANK YOU _________________ ______________ ____________ 55 .