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A Project Report On: Dissertation Submitted in Partial Fulfillment Post Graduate Diploma in Business Management
A Project Report On: Dissertation Submitted in Partial Fulfillment Post Graduate Diploma in Business Management
AMUL CHOCOLATE
SUVESH KUMAR
(Faculty of Marketing)
I hereby declare that this project report entitled “Market Research on Amul
Chocolate” for Gujarat Cooperative Milk Marketing Federation (GCMMF)
is a bonafied record of work done by me during the project work and that it
has not previously formed the basis for the award to us for any
degree/diploma associate ship, fellowship or other similar title, of any other
Institute/ Society.
SUVESH KUMAR
2
ACKNOWLEDGEMENT
I bear to imprint of my people who have given me their precious ideas and
times to enable me to complete the research and the project report. I want to
thank them for their continuous support at my research and writing efforts.
SUVESH KUMAR
3
Table of content
1. Company Profile 4
5. The Chocolate 18
7. Analysis 28
8. SWOT analysis 38
13. Annexure: 57
14. Bibliography 61
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5
COMPANY PROFILE
Amul embarked upon its illustrious journey as a beacon for the Indian
the farmers and also serve the interest of consumers by providing quality
6
GCMMF consists of:
producers' Union
No. of Producer Members: 2.79 million
No. of Village Societies: 13,328
Total Milk handling capacity: 11.22 million litres per day
Milk collection (Total - 2008-09): 3.05 billion litres
2008-09):
Milk Drying Capacity: 626 Mts. per day
Cattlefeed manufacturing 3500 Mts per day
Capacity:
7
The moppet who put Amul on India's breakfast table:
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
50 years after it was first launched, Amul's sale figures have jumped from
1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other
brand comes even close to it. All because a thumb-sized girl climbed on to the
For 30 odd years the Utterly Butterly girl has managed to keep her fan
following intact. So much so that the ads are now ready to enter the Guinness
Book of World Records for being the longest running campaign ever. The
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The Brand Name - “AMUL”
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the
Amul products have been in use in millions of homes since 1946. Amul
Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul
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Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and
MILK PROCUREMENT
Total milk procurement by Member Unions during the year 2008-09 averaged
2.79 billion . Milk collection (Daily Average 2008-09): 8.4 million litres, total
DISTRIBUTION
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Alignment of four Distribution Highways of fresh, chilled, frozen and ambient
increase our Distributor Network in smaller towns. The fast changing market
of rural and smaller markets, significant increase of middle class families and
migration from rural areas to smaller developing towns has resulted in the
Time Based Military (TMT) technique. This initiative has already started
SALES
During the year, Federation's sales registered a growth of 1.4 percent to reach
11
12
LIST OF PRODUCTS MARKETED
Bread Spreads:
Amul Butter
Cheese Range:
13
Amul Emmental Cheese
Amul Amrakhand
Avsar Ladoos
14
Amul Shakti Toned Milk
Pure Ghee:
Milk Powders:
15
Sweetened Condensed Milk:
Fresh Milk:
Curd Products:
Amul Lassee
16
Amul Ice creams:
Roasted Almond)
Sundae)
Magic)
Amul Chocolate
Amul Fundoo
17
Amul bindaas
Amul Almondbar
18
Sales Turnover Rs (million) US $ (in million)
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
THE CHOCOLATE
Sugar
Cocoa Butter
Milk Solids
Chocolate mass
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COMPOSITION:
Milk Fat 2%
Sugar 55%
20
PRODUCT SPECIFICATION:
Meets all requirements under the PFA for boiled sugar confectionary.
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Everyone has to go through marketing research process, what I have also
adopted. For better processing let us know what market research is:
company.”
23
Defining the
problem and Developing the Collecting the
research objective. research plan. information.
with major emphasis on its sales and marketing strategies involve the
following steps:
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Why I have selected Amul only?
I have selected Amul for my summer internship because it is the company that
Defining the objective is the most important part of any study process. Proper
defining of the problem is a must for proceeding further with the research
process. The type of study to be carried out, the questions to be raised, the
real problem, the research job can be simplified and completed with the
Identified problem or the objectives of the research discussed in the report are:
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In this a plan was developed about how to collect the require information i.e.
whom to contact for gathering the relevant data. Data is the foundation of all
Therefore, it requires great care to select the sources of data. Data, or facts,
may be obtained from several sources. Data sources can either be primary or
secondary.
A. Secondary data:
Magazines.
sources from which secondary data has been gathered. Most of the
information presented in this report was extracted from the above data
sources.
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B. Primary data:
Collection of primary data was conducted by visiting the people personally for
2. Research approach:
It means the way by which the information was collected. Visiting the
individuals.
Beside this, frequent visit to the retailers was of great help to conduct the
3. Contact methods:
4. Collection of information:
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The primary information was collected by face-to-face and direct
interviews with the retailers and the customers. They provide the relevant
The data collected was carefully analyzed. The research and analysis of
the information has been done on the basis of various sales and
This is the most vital part of the work undertaken. After collection and
analysis of data, it was recorded in the form as prescribed. The major part
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of the report is the findings. The finding also includes charts, tables and
diagrams etc. The report also mentioned the limitations of the project
undertaken. Then conclusion has been drawn out of the findings and
various recommendations have been given at the end of the report. Certain
tables on the basis of which the findings were made have been included in
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RESEARCH PROCESS
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STARTING FOCUS MEANS ENDS
POINT
31
ANALYSIS
Analysis of the data (from the questionnaire) obtained from the
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Table 1. Area covered for study.
Graph 1.
No. of Correspondent
Karol Bag
30% 25%
Mayur Vihar Phase
-I
33
Table 2. The most preferred brand by the retailers for selling and consumers
to buy.
Amul 5
Nestle 15
Graph 2
34
Table 3. The number of correspondent having knowledge of Amul product.
35
Graph 3.
No. of Correspondent
0%
40% Yes
Not Much
60% Not Much
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Availability No. of correspondent
Very Good 12
Good 28
Bad 18
Graph 4.
Table 5.Represents whether the retailers are willing to keep Amul Product.
37
Not Much 26
Graph 5.
No. of Respondent
35%
Yes
Not Much
65%
purchasing.
38
Graph 6.
No. of Respondent
10%
30% Quality
Taste
Availability
38%
Purity
22%
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Graph 7.
No. of Respondent
8%
10% Newspaper
TV
54% Radio
28% Friends
FINDING
After analyzing all the data given by shopkeepers and consumers we found
1. Most of the retailers are not interested for keeping some of the Amul
products.
2. Retailers are not satisfied with the services provided by the company.
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5. Prices of Amul products are almost as par customers need.
9. Distributors could not provide all type of varieties because of less stock.
10. Due to negligence of the company the customers of Amul are shifting
11. There is a tuff competition in the market and that’s why the market share
Amul is spreading its wings and widening its business horizon to reach and
serve customers at new centers in the year ahead. The company products are
The study is oriented towards the concept of different brands offered by Amul
and its competitors to its customers. The company has endeavored to move
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convenience, using multiple delivery channels in composing the agency
STRENGTH
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2. India’s major giant player in dairy products.
WEAKNESS
43
OPPORTUNITIES
2. Promotions will pay good results, market is lacking with the same.
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3. A great opportunity to cash the brand name once again by giving good
quality product.
4. Weak areas can be targeted to cover up the entire market as per the demand.
THREAT
1. Some customers are in the hands of retailers because the retailer enjoys
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4. Competitors are cutting up the market share of ‘Amul Product.
5. Competitor brands are offering huge profit margin to retailers, whereas few
‘Amul Chocolate’.
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DISTRIBUTOR SERVICES THE RETAILERS
The service offered by the distributor varies from place to place. Some
areas are such that they get good delivery service but some of them are
getting once in a week service, whereas a big portion of market goes on its
to retailers.
The following chart shows the distributor services the retailers of Amul
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Once in 15days
3%
On its own
19%
Daily
4%
Thrice
4%
Once in 15days
Once
Twice Once
Thrice 54%
Daily Twice
On its own 16%
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OBSERVATION
distributor or the sales boy comes to them once in a week. Retailers are
sale of milk & butter. 4% of retailers are the major players in the sale ,
4. 4% are getting thrice a week service which states that they are selling
but not too much as compared to the major players selling getting daily
service.
big improvement.
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6. A very small percentage is getting service once in 15 days. This is due
to low sales.
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PROBLEM FACED IN AMUL CHOCOLATE
The following chart shows the problems faced in Amul butter by the
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OBSERVATION
are switching over to other brands that are supplying fresh packs for
Other competitor’s brands are supplying fresh packs with current month
into the change of customer’s preference for chocolate at the point of purchase.
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Unavailability and delivery problem:
There are some areas where there is a demand but there is no supply
market demand.
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Replacement:
Few retailers are facing replacement problem, form (the dealers) where
they purchase. They have a complaint that the dealer shows very rude
Low Margin:
‘Amul chocolate’. They are demanding for more profit margins because
the other competitor brands are offering double and even more than
Offers/Schemes:
54
There is a complaint of offers and schemes; few chocolate brands are offering
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AREAS OF IMPROVEMENT
&
RECOMMENDATIONS
The company can draw the attention of customers and can take
Only milk and ice cream products are there for displays and
‘Amul Chocolate’.
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There is a great demand from retailer’s side that the company should
and due to the old manufacturing date, the consumer opts for other
chocolate brands.
watch.
grievances
irregular availability.
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Company should use electronic as well as print media for their
advertisement.
somewhat liberal.
Amul should check the regular demand of the product and should supply
accordingly.
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It was quenching time in the shops that use to deal in and some retailers
wastage of time.
There was no way to assess the reliability of the retailers. What ever
Category wise search for retailers was a terrific job in the market.
Since all the products are not widely used by all the customers it is
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ANNEXURE
Questionnaire
Amul
Cadbury
Nestle
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Others (if any) ______________
Amul _____________
Cadbury _____________
Nestle ___________
Amul _____________
Cadbury _____________
Nestle ___________
Amul _____________
Cadbury _____________
Nestle ___________
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Others (if any) _____________ _____________
Daily
Once a week
Twice a week
Thrice a week
Once in 15 days
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Books:
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Kothari C.R., “Marketing Research”
Websites:
http://www.amul.com
http://projectstoday.com/sitemap/dairy_products_database.asp
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THANKING YOU
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