A

PROJECT REPORT
ON

AMUL CHOCOLATES AND PROJECT WORK

ENTITLED AS

“ EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT

TOWARDS ITS SALES “

KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS‘UNION LIMITED

ANAND

UNDER THE GUIDANCE OF

Dr. Amit Gupta
Project Co-ordinator

SUBMITTED BY:
VIPUL

Batch BBA III (A)

Enrollment No

0
1
 PREFACE

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”.

2
 ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Kaira
District Co-operative Milk Producers’ Union Ltd., Anand. It has been
an enriching experience for me to undergo my summer training at AMUL,
which would not have possible without the goodwill and support of the people
around. 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.

Words are insufficient to express my gratitude toward Mr. Rahul Kumar, the
Managing Director of AMUL. I would like to give my heartily thanks to Mr. J.
K. Joshi, Manager of Administration, who permitted me to get training at
AMUL. I am very thankful to Mr. Pankaj Gadhavi, who helped me at every
step whenever needed and Mr. G.D.Trivedi who arranged all possible visits
for me at AMUL.

As we know research work needs hard work, 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. Dalveer Singh, Production
incharge, and Mr. H.B Ramgadhia of chocolate plant at MOGAR.

At last but not least my grateful thanks is also extended to Mr. Mukesh
Mandun (Director’ FMS-IRM’ Jodhpur) and my thanks to all my faculty
members for the proper guidance and assistance extended by them. I am also
grateful to my parents, friends, Mr. Kartik Pandya & Mr. Kapil Pandya to
encourage & giving me moral support.

However, 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.

VIPUL

3
 CONTENTS

Sr. Chapter Name Page No.

No.

1. Introduction & History 7

2. Marketing Research 17

3. Research Design 21

4. Limitations 45

5. My Findings 46

6. Suggestions 47

7. Conclusion 48

8. Bibliography 49

4
 ANAND MILK UNION LIMITED

THE KAIRA DISTRICT CO-OPERATIVE MILK

PRODUCERS’ UNION LIMITED
ANAND

5
 INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was
started with 250 liters of milk per day. In the year 1955 AMUL was
established. In the year 1946 the union was known as KAIRA DISTRICT
CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the
brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form
the Sanskrit word “AMULYA” which means “PRICELESS”. A quality
control expert in Anand had suggested the brand name “AMUL”. Amul
products have been in use in millions of homes since 1946. Amul Butter, Amul
Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005).
Today Amul is a symbol of many things like of the high-quality products sold
at reasonable prices, of the genesis of a vast co-operative network, of the
triumph of indigenous technology, of the marketing savvy of a farmers'
organization. And have a proven model for dairy development (Generally
known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira
district were farming and selling of milk. That time there was high demand for
milk in Bombay. The main supplier of the milk was Polson dairy limited,
which was a privately owned company and held monopoly over the supply of
milk at Bombay from the Kaira district. This system leads to exploitation of
poor and illiterates’ farmers by the private traders. The traders used to beside
the prices of milk and the farmers were forced to accept it without uttering a
single word.

6
 However, when the exploitation became intolerable, the farmers were
frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who
was a leading activist in the freedom movement. Sardar Patel advised the
farmers to sell the milk on their own by establishing a co-operative union,
Instead of supplying milk to private traders. Sardar Patel sent the farmers to
Shri Morarji Desai in order to gain his co-operation and help. Shri Desai
held a meeting at Samarkha village near Anand, on 4th January 1946. He
advised the farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and would
decide the prices at which they can sell the milk. The district union was also
form to collect the milk from such village co-operative societies and to sell
them. It was also resolved that the Government should be asked to buy milk
from the union.

7
 However, the govt. did not seem to help farmers by any means. 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. For
15 whole days not a single drop of milk was sold to the traders. As a result
the Bombay milk scheme was severely affected. The milk commissioner of
Bombay then visited Anand to assess the situation. Having seemed the
condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district
level to collect and sell milk on a cooperative basis, without the intervention of
Government. Mr. 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. The Kaira
district milk producers union was thus established in ANAND and was
registered formally on 14th December 1946. Since farmers sold all the milk
in Anand through a co-operative union, it was commonly resolved to sell the
milk under the brand name AMUL.

At
the
initial
stage
only
250
liters of
milk was

8
collected everyday. But with the growing awareness of the benefits of the
cooperativeness, the collection of milk increased. Today Amul collect 11
lakhs liters of milk everyday. Since milk was a perishable commodity it
becomes difficult to preserve milk flora longer period. Besides when the milk
was to be collected from the far places, there was a fear of spoiling of milk.
To overcome this problem the union thought out to develop the chilling unit at
various junctions, which would collect the milk and could chill it, so as to
preserve it for a longer period. Thus, today Amul has more than 150 chilling
centers in various villages. Milk is collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of New
Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture
milk powder and butter was planned. Dr.Rajendra Prasad, the president of
India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal
Nehru, the prime minister of India declared it open at Amul dairy on
November 20, 1955.

9
PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to market
the production enhancement package. What's more, it does not disturb the
agro-system of the farmers. It also enables the consumer an access to high
quality milk and milk products. Contrary to the traditional system, when the
profit of the business was cornered by the middlemen, the system ensured
that the profit goes to the participants for their socio-economic upliftment and
common good.

Looking back on the path traversed by Amul, the following features make it a
pattern and model for emulation elsewhere.

Amul has been able to:

 Produce an appropriate blend of the policy makers farmers board of

management and the professionals: each group appreciating its rotes
and limitations,
 Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment.
 Provide a support system to the milk producers without disturbing their
agro-economic systems,

10
  Plough back the profits, by prudent use of men, material and machines,
in the rural sector for the common good and betterment of the member
producers and

 Even though, growing with time and on scale, it has remained with the
smallest producer members. In that sense. Amul is an example par
excellence, of an intervention for rural change.

The Union looks after policy formulation, processing and marketing of milk,
provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through
the village societies. Basically the union and cooperation of people brought
Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which
suggest THE TASTE OF INDIA.

11
Plants

First plant is at ANAND, which engaged in the manufacturing of milk, butter,

ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing chocolate,

nutramul, Amul Ganthia and Amul lite.

12
Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Today,
twelve
dairies are
producing
different
products
under the
brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the
world, which is matter of proud for Gujarat and whole India.

13
BOARD MEMBERS

14
Shri Ramsinh Prabhatsinh
Chairman
Parmar
Shri Rajendrasinh Dhirsinh
Vice-Chairman
Parmar
Shri Dhirubhai Amarsinh Zala Director
Smt. Mansinh Kohyabhai
Director
Chauhan
Shri Maganbhai Gokalbhai
Director
Zala
Shri Shivabhai Mahijibhai
Director
Parmar
Shri Pravinsinh Fulsinh
Director
Solanki
Shri Chandubhai Madhubhai
Director
Parmar
Shri Bhaijibhai Amarsinh Zala Director
Shri Bipinbhai Manishankar
Director
Joshi
Smt. Sarayuben Bharatbhai
Director
Patel
Shri Ranjitbhai Kantibhai
Director
Patel
Managing
Shri B. M. Vyas Director
G.C.M.M.F
Shri Deepak Dalal District Registrar
Managing
Shri Rahul Kumar
Director

15
 MARKETING RESEARCH

Marketing research plays an important role in the process of

marketing. Starting with market component of the total marketing talks. It helps
the firm to acquire a better understanding of the consumers, the competition
and the marketing environment.

DEFINITION

“Marketing research is a systematic gathering, recording and analysis

marketing problem to facilitate decision making.”
- Coundiff & Still.

“Marketing research is a systematic problem analysis, model building and fact

finding for the purpose of important decision making and control in the
marketing of goods and services.
- Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market

research problem involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.

16
(1) Define the problem and its objectives :- This includes an
effective job in planning and designing a research project that will
provide the needed information. It also includes the establishment of
a general framework of major marketing elements such as the
industry elements, competitive elements, marketing elements and
company elements.

(2) Identify the problem :- Identifying the problem involves

getting acquainted with the company, its business, its products and
market environment, advertising by means of library consultation and
extensive interviewing of company’s officials.

(3) Determining the specific Information needed :- In

general the producer, the manufacturer, the wholesaler and the
retailer try to find out four things namely :-

(1) What to sell

(2) When to sell
(3) Where to sell
(4) How to sell

(4) Determine the sources of information :-

(a) Primary Data :- Primary datas are those which are

gathered specially for the project at hand, directly – e.g.
through questionnaires & interviews. Primary data
sources include company salesman, middleman,
consumers, buyers, trade association’s executives &
other businessman & even competitors.
(b) Secondary Data :- These are generally published
sources, which have been collected originally for some
other purpose. Source are internal company records,
government publication, reports & publication, reports &
journals, trade, professional and business associations
publications & reports.

17
 (4) Decide Research methods for collecting data :- If it is
found that the secondary data cannot be of much use, collection of
primary data become necessary. Three widely used methods of
gathering primary data are

A) Survey
B) Observation
C) Experimentation

A) Survey Method :- In this method, information gathered directly

from individual respondents, either through personal interviews or through
mail questionnaires or telephone interviews.

B) Observation Method :- The research data are gathered through

observing and recording their actions in a marketing situation. This technique
is highly accurate. It is rather an expensive technique.

C) Experimental Method :- This method involves carrying out a

small scale trial solution to a problem, while at the same time, attempting to
control all factors relevant to the problem. The main assumption here is that
the test conditions are essentially the same as those that will be encountered
later when conclusions derived from the experiment are applied to a broader
marketing area.

D) The Panel Research :- In this technique the same group of

respondents is contacted for more then one occasion; and the information
obtained to find out if there has been any in their taste demand or they want
any special quality, color, size, packing in the product.

a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample

18
 (5) Tabulate, Analysis and Interpret the Data :-
The report must give/contain the following information:-

a) The title of research

b) The name of the organization for which it has been
Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the
reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i)Appendices (containing questionnaire / forms used sample design,
instructions.)

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

19
 RESEARCH DESIGN

“Advertising is a paid form of non-personal presentation

and promotion of ideas, goods or services by an identified
sponsor.”

1. RESEARCH PROBLEM

 Increase the awareness level of AMUL CHOCOLATE.

 Seek the general perception of consumer towards AMUL CHOCOLATE.

 To find the performance of AMUL CHOCOLATE vis-à-vis other Brands.

 To know the consumer psyche and their behaviour towards AMUL

CHOCOLATE.

20
2. RESEARCH OBJECTIVES & related sub objectives

 To know the relationship of sales with the advertisement.

 To know awareness of people towards Amul chocolates.

 To know in which segment chocolates are mostly like/preferred.

 To know which advertisement tool is mostly preferred by people.

 To know the preference of Amul chocolates with comparison to

Other competitive brands.

 To know the factors which affects consumer’s buying behaviour

to purchase chocolates.

21
3. Information requirement

 First, I had to know about all the competitors present in the chocolate
segment (Reputed and well established brands as well as Local brands).

 Before going for the survey I had to know the comparative packs and
prices of all the competitors existing in the market.

 Since chocolate is a product that attracts children and youngsters hence

I had to trace the market and segment it, which mainly deals with
people of various age groups.

 As chocolate is different product, the main information needed is the

various types of chocolates available in the market, their calorific value
and various other facts. They can be termed as :

 As Amul chocolate advertisements are mainly done through hoardings

but on television the advertisement is being telecasted timely and on the
proper time or not.

22
 AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids,
Chocolate mass.

Composition:
 Milk Fat 2%
 Sugar 55%
 Total Fat 32.33%
(Milk Fat + Cocoa Fat)
 Cocoa Solids 7.5%
 Milk Solids 20%

4. Choice of research design – alternatives & choice

23
Despite the difficulty of establishing an entirely satisfactory classification
system, it is helpful to classify marketing research on the basis of the
fundamental objectives of the research. Consideration of the different types,
their applicability, their strengths, and their weakness will help the student to
select the type best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on

discovery of ideas.

Marketing researches devote a significant portion of their work on exploratory

studies when very little is known about the problem being examined.

CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which something

occurs or the relationship between two phenomenons. Usually conclusive
studies assume certain under underlying characteristics of the market or have
some precise statement of research questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

24
If one wants to know what type of dentifrice people use, what they think of,
television commercials, or why they buy particular brands of cars, the natural
procedure is to ask them. Thus, the questionnaire method has come to be the
more widely used of the two data collection method. Many consumers are
now familiar with the telephone caller who greets them with “We are making
a survey”, and then proceeds to ask a series of questions. Some interviews
are conducted in person, others by telephone, and others by mail. Each of
these has its special advantages and disadvantages and limitations. The
questionnaire method in general, however, has a number of pervasive
advantages and disadvantages. Discussion of particular variations will be more
meaningful if these characteristics of the general methods are brought out
first.

A questionnaire consists of list of questions to be asked from the respondents

and the space provided to record the answer / responses. Questionnaire can
be used for the personal interviews, focus groups, mails and telephonic
interviews. The choice among these alternatives is largely determined by the
type of information to be obtained and by the type of respondents from whom
it is to be obtained.

The common factor in all varieties of the questionnaire method is this reliance
on verbal responses to question, written or oral.

Questionnaire in the project consists of:

 Multiple choice questions

 Dicthomus

MULTIPLE CHOICE QUESTIONS:

25
Questions of this type offer the respondents an alternative to choose the right
answer among others. It is faster, time saving and less biased. It also
simplifies the tabulating process.

OPEN END QUESTIONS:

In this type respondents are free to answer in their own words and express
the ideas they think are relevant, such questions are good as first questions or
opening questions. They introduce the subject and obtain general reaction.

DICTHOMUS:

These are the questions which are Boolean in nature. These answers are
straightforward and respondents have to answer them in a straight way. That
means the answer can only be either ‘Yes” or ‘No’.

26
6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
Cluster and convenience. In the probability sampling methods, each items in
the sample is chosen one at a time from a complete list of universe elements.
In marketing research practice, it will sometimes be more expedient to select
clusters or groups of universe elements, rather than to choose sample items
individually.

Sampling methods in which universe elements are chosen in groups ----

rather than individually -- are called cluster-sampling methods. They are
widely used in the sampling of human populations. When no complete
universe listing exists, a type of sampling is called area sampling may be the
only practically feasible form of probability sampling.

NONDISGUISED, STRUCTURED TECHNIQUES

The non structured techniques for attitude measurement are primarily of

value in exploratory studies, where the researcher is looking for the salient
attributes of given products and the important factors surrounding purchase
decisions as seen by the consumer. Structured techniques can provide a more
objective measurement system, one which is more comparable to a scale or a
yardstick. The term scaling has been applied to the efforts to measure
attitudes objectively, and a number of useful scales have been developed.

27
SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
cluster sampling and convenience sampling. The whole city was divided into
some geographical areas and I have chosen Memnagar, Ashram road,
Sattelite, Bopal, Bodekdev, Vastrapur, Navrangpura, Usmanpura,
Maninagar and Narayanpura. The total sample size was 200.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite
number of consumers were to be surveyed.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and

according to convenience.I visited Garden, Parks, Temple, Superstores,
Theatres and Gymnasium.

28
SAMPLING

1. Sampling Technique : Non probability sampling

(A non probability sampling technique is
that in which each element in the
population does not have an equal
chance of getting selected)

2. Sample Unit : People who buy chocolates available

in retail outlets, superstores, etc

3. Sample size : 200 respondents (Age ranging

between 15 yrs to 65 yrs)

4. Method : Direct interview through questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : Ahmadabad District.

7. Timing of survey : 9.00 am to 12.30 pm and 5.00 pm to

8.00 pm

29
FIELD WORK- METHOD USED FOR DATA COLLECTION

 Questionnaire was prepared keeping the objective of research in mind.

 Questions were asked to respondents as regards to there willingness to

purchase Chocolates.

 The help of questionnaires conducted direct interviews, in order to get

accurate information.

 In order to get correct information I had to approach consumers ranging

from 15 yrs to 65 yrs.

 I visited as many respondents as I can and asked them their real likings
about any chocolate and also got an idea, How a chocolate should
be?

 It is really a Herculean task to understand Consumer Behaviour, as the

definition suggest, “Consumer behaviour is a physical activity as
well as decision process individual engaged in when
evaluating, acquiring, using and disposing goods and services”.

 In order to collect accurate information I visited to Garden, Parks,

Temple, Superstores, Theatres and Gymnasium, each and every
question was filled personally by the respondents and checked properly.

 People were not willing to answer, when they were contacted between
1.00 pm to 5.00 pm, the time when most of the people take rest during
the scorching heat.

30
“Advertising is a paid form of non-personal presentation
and promotion of ideas, goods or services by an identified
sponsor.”

31
PRIMARY TABULATION & INTERPRETATION

[1] What kind of Chocolate do you eat?

Branded 92 %
Non branded 08%

INFERENCE

92% respondents in the region of Ahmedabad consume Branded Chocolates,

while 8% still consume non branded.

32
[2] Who uses chocolates in your family?

Children 34 %
Teenager 33 %
Young 26 %
Old 07 %

CHOCOLATE USERS

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

33%

INFERENCE

Mostly children & teenagers likes chocolates in their families. So we should

give stress on children & tenager segment to increase market share. Young
people also using chocolates for consuming & for giving as a gift.

33
[3] What form of Chocolate do you like?

Cookies 14%
Bar 60%
Wafer 20%
Other 06%

INFERENCE

The above diagram suggest that the most preferred form is bar i.e. 60%,
followed by wafer i.e. 20%, Cookies are all time favorites with
14% while other forms are preferred to the extent of 6%.

34
[4] Which Television channel you like to watch most?

STAR 100
ZEE 15
SONY 30
CARTOON 30
Others 25

INFERENCE

Mostly people like STAR channel. This channel is very popular among all the
age group people. SONY & CARTOON channels are also popular but not as
STAR. In other channels sports and news channels are preferred. CARTOON
channel is specially preferred by children. So it will be more beneficial top give
advertisements on STAR & CARTOON channels, it covers all the age groups.

35
[5] In between what time you like to watch television?
Timings _____________

5 to 8 pm 33 %
8 to 11 pm 37 %
Late Night 10 %
Morning 15 %
Afternoon 05 %

TIMING PREFERENCE

5%
15% 5 to 8pm
33%
8 to 11pm
10% Late night
Morning
After noon
37%

INFERENCE

From the survey it was found that 37% of the respondents likes to watch T.V.
after 8 pm to 11 pm. Because Mostly people belong to service class & females
in the families got their work by this time. At 5 to 8 pm 33% respondents in
which especially children watch cartoon channel & etc. so it is good to
advertise on preferred channels on these timings.

36
[6] By which media you prefer to watch advertisements?

Television 67 %
Hoardings 17 %
Newspapers 08 %
Magazines 05 %
Others (Mention) 03 %

MEDIA PREFERENCE TO WATCH

ADVERTISEMENT

3%
5%
8% Television
0%
Hoardings
17% Newspapers
Megazines
67%
Others

INFERENCE

Mostly people like to watch an advertisement through Television because

most of them belongs to service class. Children are getting attracted through
advertisement on television and hoardings. Company tries to give attractive
advertisement through T.V. and hoardings because advertisement through
hoardings is less costly.

37
[7] What factors effects you in a chocolate advertisement?
Brand ambassador 60
Jingles 30
Comedy 45
Music 40
Emotions 20
Others (Mention) 05

INFERENCE

Good Brand Ambassador generally effects people’s perception towards a

product and create an image in their mind. Mostly people likes to see
celebrities like Amitabh Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya Mirza
etc. as a Brabd Ambassador in chocolate advertisements.At the same time
people like comedy, slow music & specially children like jingles in
advertisements.

38
[8] Have you ever tasted Amul Chocolate?

Yes 90 %
No 10 %

INFERENCE
The chart shows that 90% respondents have tasted Amul Chocolate, while
still 10% have not tried Amul Chocolates.
Amul must use proper techniques in order to cater the needs of every
common man.

39
[9] Can you recall AMUL Chocolate advertisement?

Yes 32 %
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.

40
[10] Which Chocolate do you like most?

Nestle 28%
Cadbury 58%
Amul 13%
Any other 01%

INFERENCE

We can clearly gauge from the pie chart that Cadbury being on the top slot
with 58% market share dominates the chocolate market, followed by Nestle
with 28% share, whereas Amul have only 13% market share and thus lags
behind.

41
[11] What is the frequency of purchasing Chocolate?

Daily 17 %
Weekly 22 %
Fortnightly 13 %
Occasionally 48 %

Frequency of purchase

17% Daily
48% Weekly

22% Fortnightl
y
13% Occasionally

INFERENCE

The frequency of chocolate differ a lot where 17% respondents buy it daily,
22% weekly, 13% fortnightly, and there is a Hugh chunk of people who buy
chocolate occasionally.

42
[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%

AVAILABILITY 12% 15% 23% 50%

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 LIMITATIONS

 Limited time available for interviewing the respondents. As a result of

this it was not possible to gather full information about the respondents.

 When I interviewed children and teenagers, sometimes they use to

give answers under the influence of their parents or elders.

 As summer training is going under summer season so sometimes

people are less interested in filling up questionnaire.

 Sometimes the problem which I face is language problem for which I

have to make them understand.

 Non-cooperative approach and rude behavior of the respondents.

 If the respondents answer does not falls between amongst the options
given then it will turn up to be a biased answer.

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 MY FINDINGS

 During the survey it was found that still there are 10% people who
have not tasted Amul Chocolate.

 Lake of Awareness in consumers. Many people are not know about

Amul chocolates specially children and teenagers.

 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. 66%, after it Amul is concentrating upon butter & cheese which
has market share of approx. 88%, so it is not concentrating upon
chocolates.

 When I interviewed people then many of the people can not recall
Amul chocolate advertisement. It shows Lake of Advertisement or
advertisement is not timely given or advertisement is not given
on right time.

 In its advertisement is not using any brand ambassador which

attracts all age group people like Cadbury.

 There is lake of Sales Promotional Activities i.e. free tattoo, extra

weight, toys, quiz contest etc.

 Cadbury is main competitor and strategically better performer then

Amul.

 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.

 People who have tasted Amul Chocolate are not ready to purchase
the same again.

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 SUGGESTIONS

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

the following recommendations regarding Amul Chocolates; particularly
regarding advertisement, distribution, promotional policies, etc, are
hereby suggested:

 First and foremost Amul should take proper action in order to improve
service, because although being on a top slot in Butter and milk
supplies it does not get the sales in chocolate, which it should get.

 Company should use brand ambassador which attracts each age

segment i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan, Superman,
Krrish, Jadoo etc.

 Amul should give local advertisements apart from the advertisements

given at the national level. Local advertisement must mention the
exclusive Amul shops of the city.

 Try and change the perception of the people through word of mouth
about Amul in advertisements, because they are the best source to
reach Children and families.

 Though Amul chocolate advertisements are rarely shown on television

yet many people could recall it as per the data of research. It shows
that there is only need to give advertisement only to rememorize
customers. Because Amul is very strong brand name.

 Company should launch chocolate in new attractive packing to

change image of Amul chocolate in consumers mind.

 Company should introduce sales promotion schemes like free weight,

pranky, tattoo, contest, free gifts etc.

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 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

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 CONCLUSION

As we know that Amul is very big organization and market

leader in dairy products. It has maximum market share in Milk, Butter and
Cheese, which are its main/core products. As we know Amul is a co-operative
organisaion but chocolate industry is a profitable industry we can’t ignore it.
With the help of research, company can find out its week points in chocolate
product and can increase its market share through rectify mistakes. People
have believed in Amul’s product and they will accept its chocolates also if
effective actions were taken.

The survey resulted into following conclusions :

 Amul must come up with new promotional activities such that

people become aware about Amul Chocolates like Chocozoo, Bindaaz,
and Fundoo.

 Quality is the dominating aspect which influences consumer to

purchase Amul product, but prompt availability of other chocolate
brands and aggressive promotional activities by others influences
the consumer towards them and also leads to increase sales.

 In comparison to Amul Chocolate, the other players such as Cadbury,

Nestle, and Perfetti provide a better availability and give
competition to the hilt.

 People are mostly satisfied with the overall quality of Amul Chocolate,
but for the existence in the local market Amul must use aggressive
selling techniques.

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 BIBLIOGRAPHY

1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

49
 APPENDIX

QUESTIONNAIRE

I am a student of PGDBM from INSTITUTE OF RURAL

MANAGEMENT, JODHPUR conducting a survey on Effectiveness of
advertising towards sales of Chocolates.

[1] What kind of Chocolate do you eat?

Branded ______ Non-branded ______

[2] Who uses chocolates in your family?

Children Teenager
Young Old

[3] What form of Chocolate do you like?

Cookies _____ Bar _____
Wafer _____ Other _____

[4] Which Television channel you like to watch most?

STAR _______ ZEE ________
SONY _______ CARTOON ________
Others _______

[5] In between what time you like to watch television?

Timings _____________

[6] By which media you prefer to watch advertisements?

Television Hoardings
Newspapers Magazines
Others (Mention)

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[7] Which advertisement you like the most?
_______________

[8] What factors effects you in a chocolate advertisement?

Brand ambassador _______ Jingles ________
Comedy _______ Music ________
Others (Mention) _______

[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 GOOD EXCELLENT

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILITY

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[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 35-45 45 and

above

THANK YOU
_________________
______________
____________

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