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A
PROJECT REPORT
ON

“AMUL “

SUBMITTED TO: SUBMITTED BY:

ANIL CHAND AMIR JAVED
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”.

ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for
AMUL. 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
INVERTIS INSTITUTE OF MANAGEMENT STUDIES 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.
ANIL CHAND, who helped me at every step whenever needed.

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.

Research Design 4. Chapter Name No. Introduction & History 2. My Findings 6. Bibliography . Marketing Research 3. Suggestions 7. Limitations 5. 1. Conclusion 8. CONTENTS Sr.

ANAND MILK UNION LIMITED THE KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION LIMITED ANAND .

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

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

he decided to fulfill the farmers demand. without the intervention of Government. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. However. At the initial stage only 250 liters of milk was . The milk commissioner of Bombay then visited Anand to assess the situation. the farmers of Kaira district went on a milk strike. Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis. 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. Having seemed the condition. To respond to this action of govt. Since farmers sold all the milk in Anand through a co-operative union. the govt. 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 Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946.. Mr. it was commonly resolved to sell the milk under the brand name AMUL.

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

. It also enables the consumer an access to high quality milk and milk products. 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. 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. Contrary to the traditional system.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. the following features make it a pattern and model for emulation elsewhere. • Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. when the profit of the business was cornered by the middlemen.

e. The Union looks after policy formulation.all through the village societies. AMUL (ANAND MILK UNION LIMITED). growing with time and on scale. the artificial insemination service. veterinary care. a name which suggest THE TASTE OF INDIA. better feeds and the like . . of an intervention for rural change. • Provide a support system to the milk producers without disturbing their agro-economic systems. it has remained with the smallest producer members. material and machines. Amul is an example par excellence. processing and marketing of milk. In that sense. provision of technical inputs to enhance milk yield of animals. Basically the union and cooperation of people brought Amul into fame i. by prudent use of men. in the rural sector for the common good and betterment of the member producers and • Even though. • Plough back the profits.

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

which engaged in producing cheese. which produces cattelfeed. twelve dairies are producing different products under the . Today.Third plant is at Kanjari. Fourth plant is at Khatraj.

. which is matter of proud for Gujarat and whole India.brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world.

Vyas Director G. Sarayuben Director Bharatbhai Patel Shri Ranjitbhai Kantibhai Director Patel Managing Shri B.C. 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.M. M.M. BOARD MEMBERS Shri Ramsinh Prabhatsinh Chairman Parmar Shri Rajendrasinh Dhirsinh Vice-Chairman Parmar Shri Dhirubhai Amarsinh Director Zala Smt.F District Shri Deepak Dalal Registrar Managing Shri Rahul Kumar Director .

MARKETING RESEARCH Marketing research plays an important role in the process of marketing. Starting with market component of the total marketing talks.Coundiff & Still. the competition and the marketing environment.Phillip Kotler. model building and fact finding for the purpose of important decision making and control in the marketing of goods and services. MAIN STEPS INVOLVED IN MARKETING RESEARCH Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task. (7) Prepare research report. (1) Define the problem and its objectives.” . . (3) Determine the information needed. (6) Tabulate. Analyze and interpret the data. . (8) Follow-up the study. (2) Identify the problem. It helps the firm to acquire a better understanding of the consumers. recording and analysis marketing problem to facilitate decision making. DEFINITION “Marketing research is a systematic gathering. (4) Determine the sources of information. “Marketing research is a systematic problem analysis. (5) Decide research methods.

reports & publication.These are generally published sources. its products and market environment. trade association’s executives & other businessman & even competitors. reports & journals. consumers. (b) Secondary Data :.Identifying the problem involves getting acquainted with the company.(1) Define the problem and its objectives :. buyers. its business. Source are internal company records. directly – e.Primary datas are those which are gathered specially for the project at hand. 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 :.This includes an effective job in planning and designing a research project that will provide the needed information. (2) Identify the problem :. . the manufacturer. advertising by means of library consultation and extensive interviewing of company’s officials. marketing elements and company elements. government publication. middleman. It also includes the establishment of a general framework of major marketing elements such as the industry elements. competitive elements. Primary data sources include company salesman. (3) Determining the specific Information needed :- In general the producer. through questionnaires & interviews. professional and business associations publications & reports. trade. which have been collected originally for some other purpose.g.

size.In this method. and the information obtained to find out if there has been any in their taste demand or they want any special quality. collection of primary data become necessary. D) The Panel Research :. packing in the product. information gathered directly from individual respondents.This method involves carrying out a small scale trial solution to a problem.If it is found that the secondary data cannot be of much use.In this technique the same group of respondents is contacted for more then one occasion. a) Preparation of questionnaire b) Presetting of questionnaire c) Planning of the sample . color. 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. C) Experimental Method :. This technique is highly accurate. It is rather an expensive technique. attempting to control all factors relevant to the problem. Three widely used methods of gathering primary data are A) Survey B) Observation C) Experimentation A) Survey Method :. 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. (4) Decide Research methods for collecting data :. B) Observation Method :. while at the same time.

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

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

 To know in which segment chocolates are mostly like/preferred.  To know the factors which affects consumer’s buying behaviour to purchase chocolates. 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 awareness of people towards Amul chocolates.2.  To know the preference of Amul chocolates with comparison to Other competitive brands. .

• As chocolate is different product. their calorific value and various other facts. • Since chocolate is a product that attracts children and youngsters hence I had to trace the market and segment it. • Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market. 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. . Information requirement • First.3. the main information needed is the various types of chocolates available in the market. which mainly deals with people of various age groups. I had to know about all the competitors present in the chocolate segment (Reputed and well established brands as well as Local brands).

Cocoa Butter. Chocolate mass. Milk Solids. AMUL CHOCOLATE is made from Sugar. Composition: • Milk Fat 2% .

5% • Milk Solids 20% 4. emphasis on discovery of ideas. CONCLUSIVE RESEARCH Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Choice of research design – alternatives & choice Despite the difficulty of establishing an entirely satisfactory classification system. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined. their strengths. • Sugar 55% • Total Fat 32. and their weakness will help the student to select the type best suited to a specific problem. their applicability. Consideration of the different types. Usually conclusive studies assume certain under underlying . The two general types of research are: EXPLORATORY RESEARCH Exploratory research seeks to discover new relationship. it is helpful to classify marketing research on the basis of the fundamental objectives of the research.33% (Milk Fat + Cocoa Fat) • Cocoa Solids 7.

what they think of. or why they buy particular brands of cars. The questionnaire method in general. Each of these has its special advantages and disadvantages and limitations. the questionnaire method has come to be the more widely used of the two data collection method. focus groups. television commercials. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. Thus. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question. the natural procedure is to ask them. however.characteristics of the market or have some precise statement of research questions/hypothesis. mails and telephonic interviews. Questionnaire in the project consists of: . written or oral.DETAILS & WHY? If one wants to know what type of dentifrice people use. others by telephone. RESEARCH INSTRUMENT USED . 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. Some interviews are conducted in person. 5. has a number of pervasive advantages and disadvantages. and others by mail. 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”. and then proceeds to ask a series of questions. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses.

 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’. DICTHOMUS: These are the questions which are Boolean in nature. such questions are good as first questions or opening questions. time saving and less biased. . It also simplifies the tabulating process. They introduce the subject and obtain general reaction. These answers are straightforward and respondents have to answer them in a straight way. It is faster. OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant.

NONDISGUISED. They are widely used in the sampling of human populations.are called cluster-sampling methods. each items in the sample is chosen one at a time from a complete list of universe elements. SAMPLING TECHNIQUE USED & SAMPLE SIZE .6. STRUCTURED TECHNIQUES .e. The sample design used in this project is two state sampling i. rather than to choose sample items individually.rather than individually -. it will sometimes be more expedient to select clusters or groups of universe elements. In the probability sampling methods. When no complete universe listing exists. Sampling methods in which universe elements are chosen in groups ---. Cluster and convenience. a type of sampling is called area sampling may be the only practically feasible form of probability sampling. In marketing research practice.WHY? Sample design is a definite plan of obtaining some items from the whole population.

e. Maninagar and Narayanpura. Structured techniques can provide a more objective measurement system. cluster sampling and convenience sampling. CONVINIENCE SAMPLING . Usmanpura. where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. The term scaling has been applied to the efforts to measure attitudes objectively. Vastrapur. Bodekdev. Bopal. Navrangpura. The sample design used in this project is two state sampling i.The non structured techniques for attitude measurement are primarily of value in exploratory studies. and a number of useful scales have been developed. The whole city was divided into some geographical areas and I have chosen Memnagar. The total sample size was 200. one which is more comparable to a scale or a yardstick. SAMPLING METHODS Sample design is a definite plan of obtaining some items from the whole population. Ashram road. Sattelite. CLUSTER SAMPLING Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.

SAMPLING 1. Theatres and Gymnasium. superstores. 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.I visited Garden.This type of sampling is chosen purely on the basis of convenience and according to convenience. Parks. Sample Unit : People who buy chocolates available in retail outlets. Sample size : 200 respondents (Age ranging between 15 yrs to 65 yrs) . etc 3. Superstores. Temple.

7.00 pm to 8. 5.00 am to 12. • The help of questionnaires conducted direct interviews. Method : Direct interview through questionnaire. Area of survey : Ahmadabad District.00 pm FIELD WORK. 4. in order to get accurate information. • Questions were asked to respondents as regards to there willingness to purchase Chocolates. • In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs. Data analysis method : Graphical method.30 pm and 5.METHOD USED FOR DATA COLLECTION • Questionnaire was prepared keeping the objective of research in mind. Timing of survey : 9. 6. .

00 pm to 5. Superstores. . Temple. when they were contacted between 1. Parks. each and every question was filled personally by the respondents and checked properly. using and disposing goods and services”. as the definition suggest. • In order to collect accurate information I visited to Garden. the time when most of the people take rest during the scorching heat.00 pm. Theatres and Gymnasium.• I visited as many respondents as I can and asked them their real likings about any chocolate and also got an idea. • People were not willing to answer. How a chocolate should be? • It is really a Herculean task to understand Consumer Behaviour. “Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating. acquiring.

goods or services by an identified sponsor.” PRIMARY TABULATION & INTERPRETATION [1] What kind of Chocolate do you eat? Branded 92 % Non branded 08% .“Advertising is a paid form of non-personal presentation and promotion of ideas.

[2] Who uses chocolates in your family? Children 34 % Teenager 33 % Young 26 % Old 07 % . 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. while 8% still consume non branded.

CHOCOLATE USERS 7% 0% 34% Children 26% Teenager Young Old 33% INFERENCE Mostly children & teenagers likes chocolates in their families. [3] What form of Chocolate do you like? Cookies 14% Bar 60% Wafer 20% Other 06% . 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.

Cookies are all time favorites with 14% while other forms are preferred to the extent of 6%. followed by wafer i. 20%. Form of chocolate 6% 14% Cookies 20% Bar Wafer Other 60% INFERENCE The above diagram suggest that the most preferred form is bar i.e. [4] Which Television channel you like to watch most? .e. 60%.

CARTOON channel is specially preferred by children.V. SONY & CARTOON channels are also popular but not as STAR. [5] In between what time you like to watch television? . it covers all the age groups.CHANNEL PREFERENCE Others 25 Cartoon 30 Sony 30 Zee 15 100 Star 0 20 40 60 80 100 120 INFERENCE Mostly people like STAR channel. STAR 100 ZEE 15 SONY 30 CARTOON 30 Others 25 T. This channel is very popular among all the age group people. In other channels sports and news channels are preferred. So it will be more beneficial top give advertisements on STAR & CARTOON channels.

after 8 pm to 11 pm.V. [6] By which media you prefer to watch advertisements? . 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. 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.

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.V. Company tries to give attractive advertisement through T. [7] What factors effects you in a chocolate advertisement? . and hoardings because advertisement through hoardings is less costly. Children are getting attracted through advertisement on television and hoardings.

At the same time people like comedy. slow music & specially children like jingles in advertisements. Mostly people likes to see celebrities like Amitabh Bacchan. as a Brabd Ambassador in chocolate advertisements.S. Saniya Mirza etc. [8] Have you ever tasted Amul Chocolate? . Brand ambassador 60 Jingles 30 Comedy 45 Music 40 Emotions 20 Others (Mention) 05 EFFECTIVE FACTORS 70 60 50 40 30 20 10 0 or s y ns s ic le ed er ad us io ng th om ss ot M O Ji m ba C E am nd ra B INFERENCE Good Brand Ambassador generally effects people’s perception towards a product and create an image in their mind.Dhoni. Sachin Tendulkar. M.

while still 10% have not tried Amul Chocolates. Yes 90 % No 10 % Ever T asted 10% Yes No 90% INFERENCE The chart shows that 90% respondents have tasted Amul Chocolate. [9] Can you recall AMUL Chocolate advertisement? . Amul must use proper techniques in order to cater the needs of every common man.

[10] Which Chocolate do you like most? . Yes 32 % No 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. 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.

[11] What is the frequency of purchasing Chocolate? . Nestle 28% Cadbury 58% Amul 13% Any other 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. whereas Amul have only 13% market share and thus lags behind. followed by Nestle with 28% share.

13% fortnightly. 22% weekly. [12] How do you scale your Chocolate? . and there is a Hugh chunk of people who buy chocolate occasionally. Daily 17 % Weekly 22 % Fortnightly 13 % Occasionally 48 % Frequency of purchase 17% Daily 48% Weekly Fortnightl 22% y 13% Occasionally INFERENCE The frequency of chocolate differ a lot where 17% respondents buy it daily.

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 .

 When I interviewed children and teenagers. 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.  Sometimes the problem which I face is language problem for which I have to make them understand.  If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. .  Non-cooperative approach and rude behavior of the respondents.  As summer training is going under summer season so sometimes people are less interested in filling up questionnaire.

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

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

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

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. and Fundoo.  People are mostly satisfied with the overall quality of Amul Chocolate. Nestle. but for the existence in the local market Amul must use aggressive selling techniques. People have believed in Amul’s product and they will accept its chocolates also if effective actions were taken. . Bindaaz. and Perfetti provide a better availability and give competition to the hilt.  Quality is the dominating aspect which influences consumer to purchase Amul product. With the help of research.  In comparison to Amul Chocolate. It has maximum market share in Milk. company can find out its week points in chocolate product and can increase its market share through rectify mistakes. As we know that Amul is very big organization and market leader in dairy products. Butter and Cheese. As we know Amul is a co-operative organisaion but chocolate industry is a profitable industry we can’t ignore it. but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. the other players such as Cadbury.

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

[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? . APPENDIX QUESTIONNAIRE Market Survey of Amul Conducting a survey on Effectiveness of advertising towards sales of Chocolates.

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) [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? ATTRIBUT POOR AVERAG GOOD EXCELLEN E E T PRICE .

SWEETNESS PACKAGING SOFTNESS SCHEMES AVAILABILIT Y [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 _________________ ______________ ____________ SHUBHAM SINGH BBA 3RD SEM .