A

PROJECT REPORT
ON

“THE MARKETING STRATEGIES FOR AMUL

CHOCOLATES”

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE DEGREE

OF
BACHELOR OF BUSINESS ADMINISTRATION
(BATCH 2020-2023)
Affiliated To: Ch. Charan Singh University, Meerut

SUBMITTED TO: SUBMITTED BY:

MS.MONIKA SINGH RIYA
(FACULTY OF BBA) BBA VTH SEM.
ROLL NO. - 200879105061

HIERANK BUSINESS , SCHOOL

Affiliated to CCS University, Meerut
A-42, INDUSTRIAL AREA, SECTOR-62, NOIDA

i
 CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of
my knowledge and belief, it reproduces no material previously published or written that has
been accepted for the award of any other degree of diploma, except where due
acknowledgement has been made in the text.

(Riya)
Roll No. 200879105061

Date:

ii
 CERTIFICATE

This is to certify that the project entitled ―The Marketing Strategies for Amul Chocolates”

is the original work carried out by Ms. Riya and bearing university roll no. 200879105061 of

BBA CHAUDHARY CHARAN SINGH University, Meerut, during the year 2020-2023, in

partial fulfillment of the requirements for the award of the Degree of BBA and that the project

has not formed the basis for the award previously of any degree, diploma, associate ship,

fellowship or any other similar title.

Signature of the Guide:

Place: MS. MONIKA SINGH

Date: (ASSISTANT PROFESSOR)

iii
 DECLARATION

I hereby declare that the project entitled ―The Marketing Strategies For Amul
Chocolates” submitted for the BBA Degree is my original work and the project has not formed
the basis for the award of any degree, associate ship, fellowship or any other similar titles.

Signature of the Student:

Place: Name: Riya
Date: UNIV. Roll No.:200879105061
Batch: 2020-2023
Semester: V

iv
 ACKNOWLEDGEMENT

I would like to express my deepest gratitude and sincere thanks to my Faculty for his valuable

suggestions, scholarly guidance, constructive criticism, and constant encouragement at every

step of the project.

I wish sincere thanks to all those that have been helpful in preparing this research project. First
of all, I would like to acknowledge my sincere gratitude to entire staff and employees of AMUL
PVT LTD. for providing me ampler opportunities to learn a lot about the organization and
complete my research report.

I also take this opportunity to express a deep sense of gratitude to MS. MONIKA SINGH (
Faculty of BBA Department) for this cordial support, valuable information and guidance,
which helped me in completing this task though various stages.

Last of all but not the least I would like to acknowledge my gratitude to the respondents without

whom this survey would have been incomplete.

Riya
BBA - V Sem.
Roll No. 200879105061
v
 EXECUTIVE SUMMARY

The AMUL model is based on strong economic logic for the existence of each tier, meaning

each higher tier must generate sufficient value to the satisfaction of its immediate lower tier.

Interlocking system of control and ownership ensures that this logic is never lost of sight the

owners of AMUL - namely, the farmers have ensured that the organization never loses its

independence and autonomy, and that no internal or external stakeholder can take me system

for a ride. In order to protect and promote the farmers' interests, AMUL has been always

engaged in lobbying activities. Its initiatives in countering the evil effects of WTO, in the

passing of Parallel Cooperatives Act in several states, in bringing out the Co-operative

Company's Act at the center are only some of the recent examples. By setting standards in the

market place in terms of product quality and its price, AMUL has become the natural market

leader in its areas of functioning and won the hearts or all Indians. By its organizational design

and strategies, AMUL has rediscovered the model of a new-generation producer cooperative

in India, which is different from its traditional form in assigning the right kind of incentives to

the shareholders. In terms of forward linkages, however, AMUL approximates a Japanese

Keiretsu, wherein the different stakeholders join hands with each other to maximize the value

of the enterprise.

Because of this approach, AMUL has never shied away from entering into strategic alliances

with other business partners - be they cooperatives or private corporate enterprises. This

approach has imparted considerable competitive strength to AMUL through cost reduction,

and product and process innovations. Its employees and other stakeholders are quite happy to

maintain long-term relations with the organization.

By its pricing and quality strategies, AMUL is always striking a balance between the interests

of the consumer with those of its producers. Because of Its larger appeal, AMUL has truly

vi
symbolized the real 'Taste of India. Its innovative advertisements have further reinforced its

competitive power and appeal. Professional management. of AMUL, which is always

accountable to the members, has ensured excellent economic and financial management of it

federation, the GCMMF.

Probably the most important component of AMUL's success is its visionary and dedicated

leadership, which has spent its private resources not only to solve free rider's problem at

every stage of collective action but also to protect the organization from predatory attacks from

the external environment. Naturally, longer term successand reliability of the AMUL model

depends upon whether and to what extent such visionary leadership can be recreated in the

coming years.

vii
 TABLE OF CONTENTS

S.NO. PARTICULAR PAGE NO.

2. Introduction 9-18

3. Literature Review 19-21

4. Company Profile 22-54

• History
• Range of Product
• Product Specification
• Competitors in Industry
• Industrial Overview

5. Research Methodology 55-64

• Research Objective
• Research Design
• Data Sources

6. Data Analyses & Interpretation 65-84

7. Conclusion 85

8. Recommendation & Suggestion 86-87

9. Bibliography 88

10. Annexure 89-90

viii
 CHAPTER 1
INTRODUCTION

1
 INTRODUCTION

MARKETING STRATEGY

Marketing strategy is a process that can allow an organization to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a sustainable competitive

advantage. Marketing strategy includes all basic and long-term activities in the field of

marketing that deal with the analysis of the strategic initial situation of a company and the

formulation, evaluation and selection of market-oriented strategies and therefore contributes to

the goals of the company and its marketing objectives.

DEVELOPING A MARKETING STRATEGY

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill

market needs and reach objectives. Plans and objectives are generally tested for measurable

results. Commonly, marketing strategies are developed as multi-year plans, witha tactical plan

detailing specific actions to be accomplished in the current year. Time horizons covered by the

marketing plan vary by company, by industry, and by nation, however, time horizons are

becoming shorter as the speed of change in the environmentincreases. Marketing

strategies are dynamic and interactive. They are partially planned and partially unplanned. See

strategy dynamics.

Marketing strategy involves careful scanning of the internal and external environments.

Internal environmental factors include the marketing mix, plus performance analysis and

strategic constraints. External environmental factors include customer analysis, competitor

analysis, target market analysis, as well as evaluation of any elements of the technological,

economic, cultural or political/legal environment likely to impact

2
success. A key component of marketing strategy is often to keep marketing in line with a

company's overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be constructed toidentify

business alternatives, establish challenging goals, determine the optimal marketing mix to

attain these goals, and detail implementation. A final step in developing a marketing strategy

is to create a plan to monitor progress and a set of contingencies if problems arise in the

implementation of the plan.

TYPES OF STRATEGY

Marketing strategies may differ depending on the unique situation of the individual

business.Howeverthere are a number of ways of categorizing some generic strategies. A brief

description of the most common categorizing schemes is presented below:

Strategies based on market dominance

In this scheme, firms are classified based on their market share or dominance of an

industry.Typically,there are four types of market dominance strategies:

▪ Leader

▪ Challenger

▪ Follower

▪ Nicher

3
Porter generic strategies

Strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to

the market penetration while strategic strength refers to the firm‘s sustainable competitive

advantage. The generic strategy framework (porter 1984) comprises two alternatives each

with two alternative scopes. These are Differentiation and low-cost leadership each with a

dimension of Focus-broad or narrow.Product differentiation, Cost leadership, Market

segmentation Innovation strategies: This deals with the firm's rate of the new product

development and business model innovation. It asks whether the company is on the cutting

edge of technology and business innovation. There are three types: ** Pioneers ** Close

followers ** Late followers * Growth strategies — In this scheme we ask the question, ―How

should the firm grow?‖. There are a number of different ways of answering that question, but

the most common gives four answers:

▪ Horizontal integration

▪ Vertical integration

▪ Diversification

▪ Intensification

4
Marketing warfare strategies

This scheme draws parallels between marketing strategies and military strategies.

Promotional Strategies

There are many different types of promotional strategies a company can implement, and

promotional products are just one of them. You need to have complete campaign and strategy

in place. Here are a few strategies that can be employed.

1. Media releases

Media releases are a great way to get information about your product, service or company out

to a large amount of potential customers. If you can put information about your product into

an interesting story then there is a chance your story will be picked up. Remember it must be

interesting for people or it will not be grabbed.

2. Events

Is your event going to be memorable? Are people going to feel like friends visiting or like

walking wallets? Spend a little extra, make them feel welcome and get to know people. Yes,

you are there for a purpose, however people expect a good time at events and you want to

make sure they leave with a favourable impression.

3. Networking

Networking within your industry and clients is a great way to get yourself and you product

noticed. Attend networking functions, have a good story or joke ready, and they will be sure

to remember you for the right reasons.

5
4. Sales Pitches

A great sales pitch consists of not only showing the prospect your product. You are also

selling yourself. Be likeable, bring along morning or afternoon tea, and be memorable.

5. Follow-up with clients

Once you have spoken with a client it is important to follow up my mail or email, if only to

confirm with them the items you discussed. This also sets the tone for further talks and

reminds them that they are important to you.

6. Promotional products

Promotional products can be used to accomplish several things. They can motivate customers

to use your product or service, increase attendance at conferences or trade booths, thank loyal

customers, for attracting staff, and for rewarding staff. When choosing a promotional product

think of the goal you are trying to achieve.

7. Talk to us

Promo Sales consultants are happy to have a chat about what you need from you promotion.

We are always interested in hearing from you and want to see your promotion succeed.

Distribution strategy

For product-focused companies, establishing the most appropriate distribution strategies is a

major key to success, defined as maximizing sales and profits. Unfortunately, many of these

companies often fail to establish or maintain the most effective distribution strategies.

Problems that we have identified include:

6
 • Unwillingness to establish different distribution channels for different products

• Fear of utilizing multiple channels, especially including direct or semi-direct sales,

due to concerns about erosion of distributor loyalty or inter-channel cannibalization

• Failure to periodically re-visit and update distribution strategies

• Lack of creativity and resistance to change

To be fair, there can be sound reasons for these perceived weaknesses. More typically,

however, they are due to failings such as simple inertia, lack of understanding of the

ultimate customers and their preferences, or a failure to acknowledge the importance of a

distribution strategy and invest sufficient resources in understanding it.

―Now‖ is absolutely NOT the time to blindly continue the status quo with your

distribution strategies. The Internet is creating sea-changes in terms of traditional

manufacturer-distributor relations. It has seen significant waves of disintermediation in

multiple product lines, and can facilitate cost-effective broadening of distribution

channels. Meanwhile, improvements in supply chain management technologies must also

be factored into choice of distribution partners

• Mapping your products to the end-user

• Determining customers‘ channel preferences and comparing these preferences with

actual availability

• Recommending new channels, and why

• Examining competitors‘ strategies and comparing them and their effectiveness

withyour own

• Confidential interviews with your distribution partners to identify areas for

improvement, as well as existing strengths to be encouraged

7
PRICING STRATEGY

Pricing strategies for products or services encompass three main ways to improve profits.

These are that the business owner can cut costs or sell more, or find more profit with a better

pricing strategy. When costs are already at their lowest and sales are hard to find, adopting a

better pricing strategy is a key option to stay viable.

Merely raising prices is not always the answer, especially in a poor economy. Too many

businesses have been lost because they priced themselves out of the marketplace. On the

other hand, too many business and sales staff leave "money on the table". One strategy does

not fit all, so adopting a pricing strategy is a learning curve when studying the needs and

behaviors‘ of customers and clients.

Marketing mix

PLACE: The coca-cola company in India is governed from its corporate office located at

Gurgaon in Haryana. It governs the working of five zones covering whole India these zones

are –north zone , eastern zone , western – zone , southern zone and Andhra Pradesh zone .

8
These zones are divided in to various. Plant, which govern the area assigned to them. The

area is the various distribution centers called distributors and C&F agents. Then come the

retailers / customer for the company‘s product,

They receive good from distributor and c&f agent. Finally consumer is there, having the

product from the consumer‘s shops or delivered to their home, it is more clearly visible through

this chart. The coca-cola company, which gave its reach to the mouth of billion of people all

around the world having a wide distribution, network. In India, the pace and

Speed at which coca-cola has widened its business is really amazing. Distribution network is

the biggest strength of the company.

PRICE-

The pricing of coca-cola product is very much different than any other FMCG .pricing is

determined on the basis of volume, channel and category of the outlet. Basically following

pricing method are experienced by company.

➢ Discount pricing

➢ Variable pricing

➢ Skimming pricing

➢ Pricing List

Price is the only element in the marketing mix of a firm that generates revenue. All else generate

only cost. Price and sales value together decide the revenue of any business. Assales

volume in itself is dependent to all considerable extent on price, the latter because keyto the

revenue of the business. Price is also the most important determinant of the profitability of the

business. Pricing is vital for firms to the price route in strategy is obvious what needsto be

stressed is that it is an equally crucial decision area for companies that take to the non- price

route. Though companies that take to the non-price route concentrate on elements other

9
than price- like product, distribution, advertising, personal selling and sales promotion.Pricing

acquires its importance on account of yet factor. It is highly risky decision area and mistakes

in pricing seriously affect the firm, its profits, growth and future. It remains vague until all the

details about it are spelt out.

PROMOTION-

Various promotional activities are implemented by the top level of management. For

advertising purpose various celebrities are get hired by company at contractual basis. As far

as coke concern T.V. commercial, offer, discounts, coupons are play an important role for the

growth of market share of coke. Following are the current promotional techniques which is

employed by coca-cola company.

Thumbs-up (licensehaikya!!!)-there are two types of offer are offered by the company

(1.) Cash Offer-on glass bottle by the use of unique no. given in crown.

(2.) BIKE Offer-on both PET & RGB by the same procedure

SPRITE (KHOLEGA TO MILEGA!!!!)-there is a unique code given under the label of sprite

and further the audience has to send that unique no. on 55855 or they have to call on the toll-

free no.-1800345432

10
 PRODUCT

PRODUCT COLOUR AND CONTENT PACK

COCA COLA DARK BROWN,CO2 200ml,300ml,(RGB),600ml,1.2

5lit,2.25lit(pet),

CANE 330 ml

THUMS UP DARK BROWN,CO2 200ml,300ml,(RGB),600ml,1.2

5lit,2.25lit(pet),

CANE 330 ml

FANTA ORANGE ORANGE,CO2 200ml,300ml,(RGB)600ml,1.2

5lit,2lit CANE330 ml

LIMCA GREY,CO2 200ml,300ml,(RGB),600ml,1.2

5lit,2.25lit(pet)CANE 330 ml

SPRITE COLOUR LESS,CO2 200ml,300ml,(RGB),600ml,1.5

lit,2.5lit(pet) CANE 330 ml

MAAZA YELLOW,MANGO FLAVOUR 200ml,300ml,(RGB),600ml,1.2

lit(pet)

KINLEY WATER KINLEY SODA 300ml (RGB),600ml(pet)

500ML, 1Ltr,2Ltr( PET)

11
 CHAPTER- 2
LITERATURE REVIEW

12
 LITERATURE REVIEW

• Pandya and Haenlin (2009) have reported that as compared to cow milk, buffalo milk

is richer in total proteins, particularly casein and whey proteins. However, the

proportion of various protein fractions is similar in milk of both species. Distinct

differences exist in the

physico-chemical make up of casein in buffalo and cow milk. The buffalo casein

micelle is more opaque, about three times, when suspended in a different medium, than

cow milk micelle. Buffalo casein has superior whitening as compared to cow casein

due to a higher proportion of calcium present in it.

• According to Walstra et al., (1999) milk contains dozens of other types of

proteins beside the caseins. They are more water-soluble than the caseins and do

not form larger structures. Because these proteins remain suspended in the whey left

behind when the caseins coagulate into curds, they are collectively known as whey

proteins. Whey proteins make up approximately twenty percent of the protein in

milk, by weight. -Lactoglobulin,- actalbumin and proteose-peptone are the most

common whey protein by a largemargin.

• Varman and Sutherland(2001) have explained that lactose makes a major contribution

to the colligative properties of milk, such as, osmotic pressure, freezing point

depression and boiling point elevation. Lactose finds use as food ingredient due to

protein stabilizing properties and low relative sweetness. Lactose may also be used as

partial replacer of sucrose in icing and toppings to improve mouth-feel without excess

sweetness. It is also added to bakery products such as biscuits to impart controlled

degree of Maillard browning, a reaction considered undesirable in many foods. Lactose

is a significant source of dietary energy and may promote calcium absorption Both the

fat globules and the smaller casein micelles, which are just large enough to deflect

13
light, contribute to the opaque white color of milk. Harold (1984)suggested that fat-

free skimmed milk has only the casein

14
 micelles to scatter light, and they tend to scatter shorter-wavelength blue light more

than they do red, giving skimmed milk a bluish tint. Milk is valued commercially for

its two important parameters, the Milk Fats (F) and the Solids-Not-Fat (SNF). The SNF

largely consists of proteins, lactose and minerals. These solids are also referred to as

‗serum solids‘. These two parameters usually form the basis for the basis of payment

to milk producers in our country. The term ‗Total Solids‘ (TS) refers to the quantity of

SNF plus fat present in milk. It may range from 12 to 17% depending on its source.

Milk of different animal species differs widely in composition. All milks contain the

same kind of constituents, but in varying amounts. Factors such as the type of protein;

the proportion of protein, fat, and lactose; the levels of various vitamins and minerals;

and the size of the butterfat globules, and the strength of the curd are among those that

may vary.

• According to Sindhu (1998) buffalo milk has about 11.42% higher protein than cow

milk. The concentrations of both, the casein and whey proteins are different in cow and

buffalo milk. Buffalo milk contains higher caseins and whey protein than cow milk.

Whole of the caseins in buffalo milk is present in miceller form while in cow milk only

90-95% is the miceller casein and rest is present in the serum phase. The particle size

of the buffalo miceller casein is larger at 110- 160 nm than that of cow miceller casein

70-110 nm (Saraswat, 1985; Oommen and Ganguli, 1973). The voluminosity of the

buffalo milk casein is 2.68-3.72 ml/g at 25-27oC, while that of cow milk casein is 4.18

ml/g. Ahmed (2008) observed that the hydration (solvation) of buffalo casein is lower

as compared to casein of cow milk. Kuchroo and Malik (1976) quantified the solvation

(hydration) of casein micelles from buffalo milk as 2.60-2.90 g water /g casein

compared to 3.48 g water/g casein for cow milk. Ahmad (2008) investigated the

modifications of protein-protein and protein-mineralsinteractions in alkaline pH

resulting in miceller disruption in cow and buffalo milk and found that the dissociations

15
took place at pH 9.7 and 8.6 for buffalo and cow milks, respectively. These differences

were due to higher concentrations of casein and minerals in buffalo than in cow milk.

Animal bioassays have shown the Protein Efficiency Ratio (PER) value of buffalo milk

16
 proteins to be 2.74 and that of cow milk as 2.49 (Pandya, 2007). By virtue of higher

opacity of casein micelles coupled with higher levels of colloidal protein, calcium and

phosphorous, buffalo milk is more densely white and has superior whitening properties

as compared to cow milk Zicarelli (2004) reported that cheese made from buffalo milk

displays typical body and textural characteristics. More specifically, where chewing

and stringing properties are specially desired as in the case of Mozzarella cheese,

buffalo milk is technologically preferable over cow milk. In Italy, recently legislation

has been introduced to restrict use of term "Mozzarella" only to those products

exclusively made from buffalo milk (without admixture with cow milk). Certain

traditional cheese varieties, such as paneer in India or pickled cheeses from the Middle-

East countries, are best made from buffalo milk. As per Upadhyay (1996) the yield of

buffalo milk Cheddar, Swiss, cottage and Mozzarella cheese is higher. The sensory

qualities of buffalo milk Mozzarella cheese are superior. Zicarelli (2004) reported that

inspite of its higher fat percentage, milk and mozzarella cholesterol content is lower

for buffalo milk than for cow‘s milk (275 mg vs 330 mg and 1562 mg vs 2287 mg

respectively). In countries where buffalo milk predominates, several cheese varieties

that were earlier made using cow milk are now being manufactured using buffalo milk.

An emerging market for buffalo milk cheeses in Western Europe has given a new

dimension to the buffalo milk cheese industry

• Pandya (2007) reported that the technologies are being developed for manufacture of

variety of condensed and dried milk products using buffalo milk. In addition to regular

products, some of the processes have been developed for making dehydrated and

formulated products like dried cream, khoa powder, chocolate milk powder, etc., using

buffalo milk. Higher proportion of beta casein in buffalo milk makes it easier to prepare

humanized milk. With the advancement of technology, it is now feasible to prepare

infant milk food from buffalo milk that reasonably corresponds to human milk with

17
respect to its composition.

18
 CHAPTER- 3

COMPANY PROFILE

19
 Company Profile

Thirty years ago the milk producers of Gujarat had come together and decided to create their

own organization to enhance the marketing capacity of the dairy Co-operative milk marketing

federation Limited (GCMMF Ltd.). Mr. V. Kurien was the founder of this co-operative society

and this society had been formed in a small village of Gujarat named Anand.

Gujarat Cooperative Milk Marketing Federation (GCMMF Ltd) is a India‘s largest food

product marketing organization. It is a state level apex body of milk cooperative in Gujarat,

which aims to provide remunerative return to the farmers and also serve the interest of

consumers by providing quality products, which are good value for money.

AMUL’S HISTORY

Amul birth is indelibly linked to the freedom movement in India. It was Sardar Vallabhbhai

Patel who said that if the farmers of India are to get economic freedom then they must get out

of the clutches of the ‗middlemen‘. The first Amul cooperative was the result of a farmers‘

meeting in Samarkha (Kaira district, Gujarat) on 4 January 1946, called by Morarji Desai under

the advice from Sardar Vallabhai Patel, to fight rapacious milk contractors. It was Sardar‘s

vision to organize farmers, to have them gain control over production, procurement and

marketing by entrusting the task of managing these to qualified professionals, thereby

eliminating the middlemen, the bane in farmers‘ prosperity.

The decision was taken that day in January 1946. Milk producers‘ cooperatives in villages,

federated into a district union, and should alone handle the sale of milk from Kaira the

government run Bombay Milk Scheme. This was the origin of the Anand pattern of

cooperatives. The colonial government refused to deal with the cooperative. The farmers

20
called a milk strike. After fifteen days the government capitulated. This was the beginning if

‗Kaira District Cooperative Milk Producers‘ Union Ltd., Anand registered on 14 December

1946. Mr. V.Kurien was the founder of this cooperative society. This society had been formed

in a small village of Gujarat named Anand.

Originally the Anand pattern included dairy cooperative societies at the level. Inspired by the

Kaira Union, similar milk unions came up in the other districts too. In 1973, in order to market

their product more effectively and economically, they formed the GCMMF Ltd. GCMMF

become the sole marketer of the original range of Amul products including milk powder and

butter. That range has since grown to include ice cream, ghee, cheese, chocolates, shrikhand,

paneer, and so on. These products have made Amul a leading food brand in India.

The brand name AMUL, has taken from the Sanskrit Amoolya, meaning priceless, was

suggested by a quality control expert in Anand. The first products with the Amul brand name

were launched in 1955. Since then, they have been in use in millions of home in all parts of

India and beyond. Today Amul is a symbol of many things: of high quality products sold at

reasonable price, availability, and service. Amul is the brand name of two million farmers,

members of 10,000 village dairy cooperative societies throughout Gujarat. This is the heart of

Amul; what is so special about the Amul saga. Amul in 1946 was really an effort to carve out

a truly Indian company that would have the involvement of millions of Indians and place direct

control in the hands of the farmers. It was a mandate for producing, owning and marketing and

above all, building your own truly Indian Brand. Amuls‘s birth was thus a harbinger of the

economic independence of our farmer brethren. Today, 173 milk producers‘ cooperative

unions and 22 federations play a major role in meeting the demand for packed

21
milk and milk products. Quality packed milk is now available is more than 1,000 cities

throughout the length and breadth of India. Amul, therefore, is a brand with a difference. That

difference manifests itself in a larger than life purpose. The purpose – freedom to farmers by

giving total control over procurement, production and marketing.

RANGE OF THE PRODUCT

Bread spreads:

• Amul Butter

• Amul Lite Low-Fat Bread spread

• Amul Cooking Butter

Cheese Range:

• AmulEmmental Cheese

• Amul Gouda cheese

• Amul Pasteurized Processed Cheddar Cheese

• Amul processed Cheese Spread

• Amul Pizza (Mozzarella) Cheese

• Amul Shredded Pizza cheese

• AmulEmmental Cheese

• Amul Gouda cheese

• Amulmalai Paneer (cottage cheese), Frozen, Refrigerated and Tinned

• Utterly Delicious Pizza

22
Curd Products:

• Yogi SweetenedFlavoredDahi (Dessert)

• AmulmastiDahi (Fresh cured)

• Amul Butter Milk

• Amullassee

Milk Drink: Amul cool flavored Milk

• Amul Cool Kesar

• Amul Cool Elachi

• Amul Cool Coffee

• Amul Cool Rose

• Amul Cool Strawberry

• Amul Cool Mango

Health Beverage:

• Amul Shakti White Food

Mithaee Range (Ethnic Sweets):

23
 • AmulShrikhand (Mango, Saffron, Almond Pistachio, Cardamon)

• AmulAmrakhand

• AmulMithaeeGulabjamuns

• AmulMithaeeGulabjamuns Mix

• AmulMithaee Kulfi Mix

• AvsarLadoos

UHT Milk Range:

• Amul Shakti 3% fat Milk

• Amultaaza 1.5% fat Milk

• Amul Gold 4.5% fat Milk

• Amul Lite Slim & Trim Milk 0% fat Milk

• Amul Shakti Toned Milk

• Amul Fresh Cream

• AmulSnowcap Softy Mix

Milk Powder:

• Amul Full Cream Milk Powder

• Amulya Dairy Whitener

• Sagar Skimmed Milk Powder

24
Fresh Milk:

• AmulTaaza Toned Milk 3% fat

• Amul Gold Full Cream Milk 6% fat

• Amul Shakti Standardized Milk 4.5% fat

• Amul Slim & Trim Double Toned Milk 1.5% fat

• AmulSaathi Skimmed Milk 0% fat

AMUL CHOCOLATES

AMUL
CHOCOLATE

AMUL
CHOCOZOO A
m
ul
Ch
AMUL WAFER oc
ola
CHOCOLATE tes
:
Des
cri
AMUL COOKING22

CHOCOLATE
ption:Amul chocolates are made with goodness of rich creamy milk &delicious cocoa.

Packing:

Milk Chocolates 10g, 20, 35g, 150g

Dark Chocolates 15g, 35g, 150g

Fruit & Nut 40g, 150g

Tropical Orange Chocolate 150g

Almond Bar 35g

Composition:Sugar, Cocoa Powder, Butter, Milk, Raisins & Almonds permitted emulsifiers.

FSSAI Standards:Follow FSSAI standards for pack declarations.

Nutritional Information

Amount per 100g

Energy, kcal 535

Total Fat, g 33.2

Saturated Fat, g 1.5

Trans Fa, g 0

Total Carbohydrates, g 52.7

Added Sugar, g 42.3

Protein, g 6.2

*approx values

For exact ingredients and nutritional information please refer to the

individual packs

23
Shelf Life: 12 months

Storage Condition: 15 degree C, dry place

AmulChocozoo:

Description:Fun Animal shape Choco bites with goodness of rich creamy milk & delicious

cocoa.

Packing:

Chocozoo Tub 500g

Chocomini Tub 300g
Chocozoo Tin 232g
Chocozoo Birthday Pack 81g
Chocozoo Elegant Pack 93g
Chocozoo Pack of Three 27g

Composition:Sugar, Cocoa Powder, Milk, Partially hydrogenated refined oil, & permitted
emulsifiers.

FSSAI Standards:Follow FSSAI standards for pack declarations.

Nutritional Information

Amount per 100g

Energy, kcal 551

Energy from Fat, kcal 279

Total Fat, g 31

Saturated Fat, g 28

Added Sugar, g 52

Total Carbohydrates, g 62

24
Shelf Life: 12 months

Storage Condition: 15 degree C, dry place

Amul Wafer Chocolate:

Description:Crunchy wafer bars perfectly complimented with Choco layer.

Packing:

Bindaaz wafer (chocolate flavour) 15g

Bindaaz wafer (strawberry flavour) 15g

Composition:Wafer, Sugar, Cocoa Powder, Milk, Partially hydrogenated refined oil, &

permitted emulsifiers.

FSSAI Standards:Follow FSSAI standards for pack declarations.

Nutritional Information

Amount per 100g

Energy, kcal 547

Energy from Fat, kcal 243

Total Fat, g 27

Saturated Fat, g 23

Added Sugar, g 47

Total Carbohydrates, g 70

25
Shelf Life: 9 months

Storage Condition: 15 degree C, dry place

Amul Cooking Chocolates:

Description:Amul chocolates are made with goodness of rich creamy milk &delicious cocoa.

Packing:

Milk pure / compound chocolates 500g

Dark pure / compound chocolates 500g

Dark / Milk chocolate chip 10kg

Cocoa powder 20kg

Choco paste plain / Milk 10kg

Composition:Sugar, Cocoa Powder, Butter, Milk, permitted emulsifiers.

FSSAI Standards:Follow FSSAI standards for pack declarations.

Nutritional Information
Amount per 100g
Energy, kcal 541
Energy from Fat, Kcal 261
Total Fat, g 29
Saturated Fat, g 17
Added Sugar, g 45
Total Carbohydrates, g 62

Shelf Life: 12 months

Storage Condition: 15 degree C, dry place

26
 PRODUCT SPECIFICATION

Composition:

• Milk Fat 2%

• Sugar 55%

• Total Fat 32.33%

• (Milk Fat + Cocoa Fat)

• Cocoa Solids 7.5%

• Milk Solids 20%

27
 MARKET PRESENCE:

Sales Turnover Rs. (Million)

1996-97 13790

1997-98 15540

1998-99 18840

1999-00 22192

2000-01 22185

2001-02 22585

2002-03 23365

2003-04 27457

2004-05 28941

2005-06 29880

28
 Rs. million

PROBLEMS OF THE ORGANIZATION:

It is not a hidden fact the amul has its own image or brand, which show the value of

money for its product. The AMUL‘s have a great product line and depth. AMUL‘S products

are Amul Butter, Amul Cheese Amul confectionery, AmulFlavored Milk and Pasteurized

milk, Dahi, Lashi, Ice-cream, etc.

If we give a overall look on the all market position of AMUL‘S product almost all

product have a grate market share in other hand all product are market leader with there

grater sales volume and high turn over, for example AMUL Butter, AMUL Flavored milk,

AMUL Mogerella chess.

29
 But in case of AMUL Chocolate the position of AMUL is not satisfactory. It is

generally consider AMUL is in the 3rd position after CADBURY and NESTLE. Both the

company has separate distribution channel for chocolate, they are giving high priority to

confectionery products. They are providing easy replacement, high penetration, and regular

visit to retailers shop. Most importantly they are providing cool storage equipment to their

retailers and them positioning their product through heavy advertisement campaign.

Recently the AMUL Chocolate is re-lunched in market but the position remains same,

which is very critical for the company. After re-lunched, the sale volume and customer

awareness about the all chocolate products remain unsatisfactory, which create harsh

situation for all organization. Companies highly willing to excel in the chocolate field there

are some problem, which is adversely influence the organization.

There are some problems, which is as follows: -

• Competitors position in market

• Vast distribution channel which deals almost all product

• Replacement

• Retailer satisfaction level

• Awareness about the product

30
S.W.O.T ANALYSIS:

STRENGTH:-

Amul has a brand image.

• It has a high quality.

• It has a great purity.

• It has a pool of dedicated and hardworking workforce.

• Experienced market player.

WEAKNESSES: -

• Company dose not provide credit to retailers Company.

• Company has no proper promotion strategy.

• Complex replacement procedure.

• Fewer margins to retailers.

• There is Lack of availability.

• Distribution is not up to the mark in every area.

• Lack of salesmen and distributor in some areas in Delhi.

• There is a problem with storage of Amul Chocolate

OPPORTUNITY: -

• Providing the replacement offer to retailers can increase Sale.

• Increase in retailer margin can enhance the sale of Amul Chocolate.

31
 • Focused approach towards small market can also increase the sale of Amul

Chocolate.

• New schemes can be provided to the retailers to attract them to push the sale of

Amul Chocolate.

• Regular supply can be easily compete the competitors and increase its own

sale.

THREATS: -

• More competitors are entering in the market.

• Competitors are providing more margins to retailers.

• Competitors also giving replacement facility to retailers.

• Competitors providing regular supply and strong distribution channel.

• Competitors also reaching to small market.

32
 COMPETITORS IN INDUSTRY:

CADBURY

NESTLE

MARS

FERRERO ROCHER

33
CADBURY

HISTORY:

In 1824, John Cadbury, a Quaker, began selling tea, coffee and drinking chocolate in Bull

Street in Birmingham, England. From 1831 he moved into the production of a variety of

cocoa and drinking chocolates, made in a factory in Bridge Street and sold mainly to the

wealthy because of the high cost of production. In 1847, John Cadbury became a partner with

his brother Benjamin and the company became known as "Cadbury Brothers". In 1847,

Cadbury's competitor Fry's of Bristol produced the first chocolate bar(which would be mass-

produced as Fry's Chocolate Cream in 1866). Cadbury introduced his brand of the chocolate

bar in 1849, and that same year, Cadbury and Fry's chocolate bars were displayed publicly at

a trade fair in Bingley Hall, Birmingham. The Cadbury brothers opened an office in London,

and in 1854 they received the Royal Warrant as manufacturers of chocolate and cocoa

to Queen Victoria. The company went into decline in the late 1850s.

John Cadbury's sons Richard and George took over the business in 1861. At the time of the

takeover, the business was in rapid decline: the number of employees had reduced from 20 to

11, and the company was losing money. By 1866, Cadbury was profitable again. The brothers

had turned around the business by moving the focus from tea and coffee to chocolate, and by

increasing the quality of their products.

The firm's first major breakthrough occurred in 1866 when Richard and George introduced an

improved cocoa into Britain. A new cocoa press developed in the Netherlands removed some

of the unpalatable cocoa butter from the cocoa bean. The firm began exporting its products in

the 1850s.

34
In 1861, the company created Fancy Boxes — a decorated box of chocolates — and in 1868

they were sold in boxes in the shape of a heart for Valentine's Day. Boxes of filled chocolates

quickly became associated with the holiday.

Manufacturing their first Easter egg in 1875, Cadbury created the modern chocolate Easter egg

after developing a pure cocoa butter that could be moulded into smooth shapes. By 1893,

Cadbury had 19 different varieties of chocolate Easter egg on sale.

In 1878, the brothers decided to build new premises in countryside four miles from

Birmingham. The move to the countryside was unprecedented in business. Better transport

access for milk that was inward shipped by canal, and cocoa that was brought in by rail from

London, Southampton and Liverpool docks was taken into consideration. With the

development of the Birmingham West Suburban Railway along the path of the Worcester and

Birmingham Canal, they acquired the Bournbrook estate, comprising 14.5 acres (5.9 ha) of

countryside 5 miles (8.0 km) south of the outskirts of Birmingham. Located next to the

Stirchley Street railway station, which itself was opposite the canal, they renamed the estate

Bournville and opened the Bournville factory the following year.

In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and planned, at

his own expense, a model village which would 'alleviate the evils of modern more cramped

living conditions'. By 1900 the estate included 314 cottages and houses set on 330 acres

(130 ha) of land. As the Cadbury family were Quakers there were no pubs in the estate.

In 1897, following the lead of Swiss companies, Cadbury introduced its own line of milk

chocolate bars. In 1899 Cadbury became a private limited company.

35
HEAD OFFICE:

Cadbury has its head office at Cadbury House in the Uxbridge Business Parkin

Uxbridge, London Borough of Hillingdon, England. The company occupies 84,000 square feet

(7,800 m2) of leased space inside Building 3 of the business park, which it shares with

Mondelez's UK division. After acquiring Cadbury, Kraft confirmed that the company would

remain at Cadbury House.

Cadbury relocated to Uxbridge from its previous head office at 25 Berkeley Squarein

Mayfair, City of Westminster in 2007 as a cost-saving measure. In 1992, the company leased

the space for £55 per 1 square foot (0.093 m2); by 2002 this had reached £68.75 per square

foot.

PRODUCTION SITES:

Located four miles south of Birmingham, England, the Cadbury plant in Bournville was

opened in 1879 by company founder John Cadbury's son George, whose aim was that one-

tenth of the Bournville estate should be "laid out and used as parks, recreation grounds and

open space." It subsequently became known as "the factory in a garden". Cadbury's dark

chocolate bar, Bournville, is named after the model village, and was first sold in 1908.

36
NESTLE

HISTORY:

Nestlé's origins date back to the 1860s, when two separate Swiss enterprises were founded

that would later form Nestlé. In the following decades, the two competing enterprises

expanded their businesses throughout Europe and the United States.

In 1866, Charles Page (US consul to Switzerland) and George Page, brothers from Lee

County, Illinois, USA, established the Anglo-Swiss Condensed Milk Company in Cham,

Switzerland. The company's first British operation was opened at Chippenham, Wiltshire, in

1873.

In 1867 in Vevey, Switzerland, Henri Nestlé developed milk-based baby food and soon

began marketing it. The following year, Daniel Peter began seven years of work perfecting

the milk chocolate manufacturing process. Nestlé was the solution Peter needed to fix his

problem of removing all the water from the milk added to his chocolate, thus preventing the

product from developing mildew. Henri Nestlé retired in 1875 but the company, under new

ownership, retained his name as Société FarineLactée Henri Nestlé.

In 1877, Anglo-Swiss added milk-based baby foods to its products; in the following year, the

Nestlé Company added condensed milk to its portfolio, which made the firms direct rivals.

In1879, Nestlé merged with milk chocolate inventor Daniel Peter. In

1904, François-Louis Cailler, Charles Amédée Kohler, Daniel Peter, and Henri Nestlé

participated in the creation and development of Swiss chocolate, marketing the first chocolate

– milk Nestlé.

37
In 1905, the companies merged to become the Nestlé and Anglo-Swiss Condensed Milk

Company, retaining that name until 1947 when the name 'Nestlé Alimentana SA' was takenas

a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its

holding company, Alimentana SA, of Kempttal, Switzerland. The company's current name was

adopted in 1977. By the early 1900s, the company was operating factories in the United States,

the United Kingdom, Germany, and Spain. The First World War created demand for dairy

products in the form of government contracts, and, by the end of the war, Nestlé's production

had more than doubled.

In January 1919, Nestlé bought two condensed milk plants in Oregon from the company

Geibisch and Joplin for $250,000. One was in Bandon, while the other was in Milwaukie.

They expanded them considerably, processing 250,000 pounds of condensed milk daily in the

Bandon plant.

After the war, government contracts dried up, and consumers switched back to fresh milk.

However, Nestlé's management responded quickly, streamlining operations and reducingdebt.

The 1920s saw Nestlé's first expansion into new products, with chocolate-manufacture

becoming the company's second most important activity. Louis Dapples was CEO till 1937

when succeeded by Édouard Muller till his death in 1948.

Nestlé felt the effects of the Second World War immediately. Profits dropped from US$20

million in 1938 to US$6 million in 1939. Factories were established in developing countries,

particularly in South America. Ironically, the war helped with the introduction of the company's

newest product, Nescafé ("Nestlé's Coffee"), which became a staple drink of the US military.

Nestlé's production and sales rose in the wartime economy.

38
The end of World War II was the beginning of a dynamic phase for Nestlé. Growth accelerated

and numerous companies were acquired. In 1947 Nestlé merged with Maggi, a manufacturer

of seasonings and soups. Crosse & Blackwell followed in 1950, as did Findus (1963),

Libby's (1971), and Stouffer's (1973). Diversification came under Chairman & CEO Pierre

Liotard-Vogt with a shareholding in L'Oreal in 1974 and the acquisition of Alcon Laboratories

Inc. in 1977 for 280 million dollars.

In the 1980s, Nestlé's improved bottom line allowed the company to launch further

acquisitions. Carnation was acquired for $3 billion USD in 1984 and brought the evaporated

milk brand, as well as Coffee-Mate and Friskies to Nestlé. In 1986, the company founded

Nestlé Nespresso S.A.. The candy company Rowntree Mackintosh was acquired in 1988 for

$4.5 billion, which brought brands such as Kit Kat, Smarties, and Aero.

PRODUCTS:

Nestlé currently has over 2000 brands with a wide range of products across a number of

markets, including coffee, bottled water, milkshakes and other beverages, breakfast cereals,

infant foods, performance and healthcare nutrition, seasonings, soups and sauces, frozen and

refrigerated foods, and pet food. In 2022, the company entered the plant-based food production

business with its Incredible and Awesome Burgers (under the Garden Gourmet and Sweet Earth

brands). In 2020, Nestle announced additional plant-based products including bratwurst that

is soy-based and chorizo-like sausages.

39
MARS

HISTORY:

Mars is a company known for the confectionery items that it creates, such as Mars

bars, Milky Way bars, M&M's, Skittles, Snickers, and Twix. They also produce non-

confectionery snacks, such as Combos, and other foods, including Uncle Ben's Rice, and

pasta sauce brand Dolmio, as well as pet foods, such as Pedigree, Whiskas, Nutro and Royal

Canin brands.

Orbit gum is among the most popular brands, managed by the Mars subsidiary brand

Wrigley. During World War II, Wrigley was selling their eponymous gum only to soldiers,

while Orbit was sold to the public. Though abandoned shortly after the war, about30 years

later Orbit made a comeback in America during the chewing gum craze.

Franklin Clarence Mars, whose mother taught him to hand dip candy, sold candy by age

19. He started the Mars Candy Factory in 1911 with Ethel V. Mars, his second wife, in

Tacoma, Washington.This factory produced and sold fresh candy wholesale, but ultimately the

venture failed because there was a better established business, Brown & Haley, also operating

in Tacoma.By 1920, Mars had returned to his home state, Minnesota, where the earliest

incarnation of the present day Mars company was founded that year as Mar-O-Bar Co., in

Minneapolis and later incorporated there as Mars, Incorporated.

40
Forrest Mars, Sr., son of Frank and his first wife, Veronica,was inspired by a popular type of

milkshake in 1923, to introduce the Milky Way bar, advertised as a "chocolate malted milk in

a candy bar‖which became the best-selling candy bar.In 1929, Frank moved the company to

Bakersfield, California and started full production in a plant which still exists today.In 1930,

Frank Mars created the Snickers bar and first sold it in US markets. In 1932, Mars introduced

the 3 Musketeers bar. The same year, Forrest started Mars Limited in the United Kingdom and

launched the Mars bar.

Mars moved its headquarters to McLean, Virginia, in 1984. It is still a family business owned

by the Mars family. The company is famous for its secrecy. A 1993 Washington Post Magazine

article was a rare raising of the veil, as the reporter was able to see the "M"s being applied to

the M&M's, something that "no out-sider had ever before been invited to observe". In 1999,

for example, the company did not acknowledge that Forrest Mars, Sr. had died or that he had

worked for the company.

The company published its Principles in Action communication in September 2011. This

communication outlines the history of Mars, its legacy as a business committed to its Five

Principles, and the company's goal of putting its Principles into action to make a difference to

people and the planet through performance. Encompassing themes of Health and Nutrition,

Supply Chain, Operations, Products, and Working at Mars, the Principles in Action

communication outlines Mars Incorporated's targets, progress, and ongoing challenges. It also

describes its businesses, including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience.

41
In the United States, the company has 22 manufacturing facilities in Hackettstown, New

Jersey; Albany, Georgia; Burr Ridge, Illinois; Minneapolis, Minnesota; Chicago, Illinois;

and Mattoon, Illinois; Cleveland, Tennessee; Chattanooga, Tennessee; Columbia, South

Carolina; Columbus, Ohio; Elizabethtown,

Pennsylvania; Greenville,Mississippi; Greenville and Waco, Texas; Henderson and Reno,

Nevada; Fort Smith, Arkansas; Joplin, Missouri; Kansas City, Missouri; Miami, Oklahoma;

and Galena, Kansas. Their newest facility is situated in Topeka, Kansas. Their Canadian

facilities are located in Bolton and Newmarket, Ontario.

PRODUCTS:

Many Mars products are household, famous-name brands. Some of these product lines are

manufactured by Mars; others are manufactured by The Wrigley Company

• 3 Musketeers

• Bounty

• Celebrations

• Cirku

• CocoaVia

• Combos

• Dolmio

• Dove

• Ebly

• Ethel M

• FLAVI

42
FERRERO ROCHER

HISTORY:

The Ferrero Rocher was introduced in 1982 in Europe. Shortly after release, production was

halted due to a problem with label printing. Michele Ferrero, the credited inventor, named the

chocolate after a grotto in the Roman Catholic shrine of Lourdes, Rocher de

Massabielle.Rocher comes from French and means rock or boulder.

INGREDIENTS:

The chocolate consisted of a whole roasted hazelnut encased in a thin wafer shell filled with

hazelnut chocolate and covered in milk chocolate and chopped hazelnuts. Its ingredients are

milk chocolate, sugar, cocoa butter, cocoa mass, skimmilk

powder, butteroil, lecithin as emulsifier (soy), vanillin (artificial flavor), hazelnuts, palm

oil, wheat flour, whey (milk), lowfat cocoa powder, sodium bicarbonate (leavening agent),

and salt.

PRODUCTION:

The production process is secretive, with no smartphones or notebooks allowed inside, and,

as of 2015, few journalists have ever been invited to visit. As of 2015, the production in

the Alba factory totals 24 million Rochers a day.

43
The sweet is produced by machinery. The process begins with flat sheets of wafer with

hemispheres moving down an assembly line. The hemispheres of the wafers are then filled

with a chocolate hazelnut cream and part of a hazelnut.Next, two of these wafer sheets, one

with a hazelnut and one with hazelnut chocolate cream, are clamped together. The excess

wafer is cut away producing wafer balls. These balls are then coated with a layer of

chocolate, a layer of chopped hazelnuts, and a final layer of chocolate before the chocolate is

packaged.

DISTRIBUTION:

Roughly 3.6 billion Ferrero Rochers are sold each year in over 40 countries. These include 28

countries in Europe, 9 countries in the Americas, 9 countries in Asia, 2 countries in

the Oceania region, and 2 countries in Africa.

44
INDUSTRIAL OVER VIEW OF CHOCOLATE INDUSTRY

The vital statistics of the confectionery segment seem more promising than the conventional

FMCG categories such as toilet soaps or detergents. While toilet soaps and detergents already

reach over 90 per cent of the households, both chocolate and sugar confectioneries have

abysmally low penetration levels.

ORG-MARG estimates suggest that chocolates penetrated just five per cent of the Indian

households in 2000. On the other hand, sugar-boiled confectionery reaches 15 per cent of the

households, leaving ample room for growth. Even considering the urban market alone, the

category reaches just 22 per cent of the urban consumers.

This category, therefore, has considerable potential to grow before it reaches

saturation point -- as have traditional FMCG products such as soaps and detergents.

Chocolates and sugar-boiled confectionery boast of even lower penetration levels than

biscuits, which reach 56 per cent of the households.

The Indian

confectionery market is

segmented into sugar-boiled

confectionery, chocolates,

mints and chewing gums.

Sugar-boiled confectionery,

consisting of hard-boiled

candy, toffees and other sugar-

based candies, is the largest of

45
the segments and valued at around Rs 2,000 crore. Nutrine Confectionery and Parry

Confectionery dominate the organised segment, apart from the Indian arms of MNCs such as

Perfetti India and Warner Lambert.

Cadbury India and Nestle India also made a foray into this segment five years ago and

have a small presence. Chocolates make up a 22,500-tonne market, which is valued at Rs 400

crore and dominated mainly by listed players Cadbury India and Nestle India. But slipping

volumes however, despite its unmistakable potential, the major players in the confectionery

industry have not fared too well in recent times in terms of sales growth. Take the chocolate

segment. Cadbury India, which derives nearly 76 per cent of its revenues from chocolates and

sugar confectionery, has seen its top line growth wind down from 19 per cent in 1999 to 12

percent in 2000 and further to 7 per cent in the first six months of 2001. Nestle India has

managed to report healthier sales and profit growth, but this is more on account of the

contribution from milk, coffee and culinary products rather than sugar or chocolate

confectionery.

The only listed player in sugar-boiled confectionery has not done too well either. Parrys

Confectionery, a leading player in sugar-boiled confectionery, has reported shrinking sales

volumes in 1998-99 and 1999-2000, after robust financial performance in earlier years.

Screeching to a halt these topline numbers only reflect the ground realities. Industry sources

estimate that the 22,500-tonne chocolate market, which grew at a robust 12 per cent per annum

until 2000, grew by just three per cent in that year.

Several factors appear to behind this slowdown. As with all other FMCG products,

the demand for confectionery products appears to have been hit by the economic slowdown

46
and the consequent shrinkage in consumer spending. Confectionery products are impulse foods

and thus appear to have borne the brunt of a cutback in consumer spending over thepast

couple of years, while staple foods have continued to exhibit healthy growth rates.

This is evident from ORG-MARG figures, which suggest that the annual per capita

consumption of chocolates actually fell from 312 grams in 1999 to 307 grams in 2000, while

that for sugar boiled confectionery fell from 621 grams to 579 grams (source: ORG-MARG

Milestone Papers: The Growth Inertia). Branded staples such as atta and salt registered a

healthy increase in per capita consumption over this period.

No price hikes

Despite fairly aggressive promotional efforts by marketers, the overall penetration level

for chocolates registered no increase between 1999 and 2000.

Consumption of chocolates could have been impacted by the selling price increases that

marketers affected between 1999 and 2000. In 1999 and 2000, selling prices of key chocolate

brands were pegged up by 5-15 per cent, partly reflecting a spike in cocoa prices in that period.

This probably contributed to the sales growth for the year.

However, with cocoa prices falling sharply in the second half of 2000, marketers were

forced to maintain selling prices of most products, holding back value growth in sales. Cadbury

India, the market leader in the chocolate segment (market share 71.9 per cent) saw the growth

in its chocolate portfolio slow to 6 per cent in the April 2000 to April 2001 period, from nine

per cent the previous year. This was mainly due to the healthy double-digit growth rates in its

flagship brand -- Cadbury's Dairy Milk. Brands such as 5 Star and Perk stagnated in 2000-01.

47
 Nestle India's chocolate portfolio (comprising of KitKat, Munch and Charge

commanding a total market share of 24.7 per cent) slowed even more dramatically, registering

less than one per cent growth between April 2000 and April 2001. ThoughNestle's recent

launch, Munch, has been a success, the low-priced brand has moderated the value growth in

Nestle's portfolio. Wooing adults now The avenue for growth appears to lie in taking

advantage of the low penetration level for chocolates by roping in new consumers. The

chocolate majors attempted to do this by repositioning chocolate, earlier targeted at children,

as a snack food for adults. Cadbury's chocolate-coated wafer Perk and Nestle's Charge and

Munch were essentially sold on this platform.

Though products such as Perk did succeed initially (Cadbury India claims to have added

eight million new consumers in 2000), growth in this segment appears to be petering out. Both

Perk and KitKat (the chocolate-coated wafer which is central to Nestle's chocolate portfolio),

have shown signs of stagnation in 2001, actually reporting negative growth rates for a few of

the months.

Banking on smaller editions Of late, the chocolate majors have been rejigging their

products to launch chocolates in the Rs 10 and Rs 5 price points. Mimicking the trend in

other FMCG products, the chocolate majors have been relaunching their conventional

chocolate brands in smaller unit packs, hoping that this will prompt more frequent purchases

and pep up volume growth.

The past year has seen a slew of such launches, the 18-gram version of 5 Star

(retailing at Rs 5), the 15-gram version of Cadbury Dairy Milk (Rs 5), Perk Slims (Rs 5),

Cadbury Chocobix (a chocolate biscuit combination priced at Rs 5), Nestle Crunch (a mini

snack at Rs 6) and Nestle Munch (Rs 5).

48
 It is early days yet to judge if this has indeed pepped up volume growth in the segment.

However, the chocolate majors do not have much to lose. Unlike the low unit pack versions of

products such as shampoos, the low unit packs of chocolates do not cost less on a per gram

basis than their normal versions.

In most cases, the grammage offered under the low priced packs, has been brought

down in the same proportion as the price, leaving realisations for the chocolate majors

untouched.

49
 CHAPTER- 4
RESEARCH METHODOLOGY

50
 RESEARCH METHODOLOGY

Marketing research is the process collecting and analyzing marketing information and

ultimately arrived at certain conclusion Management in any organization need information

about potential marketing plans and to change in the market place. Marketing researchincludes

all the activities that enable an organization to obtain the information. This research is very

important in strategy formation and feed back of any organizational plan.

There are many type of research some are conceptual, empirical, descriptive, explorative etc.

each research type is being used for various purposes. In this research I have used descriptive

research; I try to describe what are the factors, which affect the business plan of AMUL‘s

Chocolate.

Research design is the plan, structure and strategy of investigation conceived so as to obtain

to research problem and control variances. It is the specification of methods and procedures for

acquiring the information needed. It is overall operational pattern or framework of the project

that stipulated what information is to be collected and from which source and by what

procedure.

51
RESEARCH OBJECTIVE

The primary objective would be:-

• To conduct a comparative analysis of Amul Chocolate vis-à-vis its competitors.

The other objectives would be:-

• To compare Amul Chocolate with its competitors in terms of sales figure.

• To make an analysis of the shortcomings of Amul Chocolate compared to its

competitors.

Finally to conclude the findings and suggest the necessary corrective measures and

recommendations for improving the market position of Amul Chocolate.

RESEARCH DESIGN

Different types of research design have emerged on account of the different perspectives

from which a research study can be viewed. There are three fundamental categories that we

used frequently are given below.

1. EXPOLETARY RESEACH: - In the case of exploratory research, the focus is on the

discovery of ideas. An exploratory study is generally based on the secondary data that

are readily available. It does not have formal and rigid as the researcher may have to

change his focus or direction, depending on new idea and relationships among

variables. An exploratory research is in nature of a preliminary investigation.

2. DISCRIPTIVE RESEARCH: - The objective of such a study is to answer the

―who, what, when, where and how.‖ Of the subject under investigation, descriptive

52
 studies are well structured and tend to be rigid and its approach can not be changed

every now and then. It is therefore, necessary that the researcher

give sufficient thought to farming research question and deciding the types of data to

be collected and procedure to be used for this purpose.

3. CAUSAL RESEARCH:- A causal research investigates is cause and effect

relationship between two or more variables. The causal research design is based on

reason along well-tested line. We use inductive logic for confirming hypothesis with

the help of future evidence.

TYPE OF RESEARCH CARRIED OUT: -

In my project work I used exploratory research, as it aim to answering question about

sale, brand availability, service quality, distribution pattern etc.

DATA COLLECTION:-

To achieve the objectives, the primary as well as secondary source of data is used.

Primary source includes the retailers and company‘s officials through questionnaires.

Secondary source of data includes the past records of company.

The data were collected through the following methodical techniques in the present project

work.

1. Through questionnaires

2. Through interview

3. Through observation.

53
DATA SOURCES

• PRIMARY DATA

• SECONDARY DATA

PRIMARY DATA:-

Primary data is that kind of data which is collected by the investigator himself for the purpose

of the specific study. The data such collected is original in character. The advantage of third

method of collection is the authenticity. A set of question s was put together in the form of

questionnaire with. Question. The method of sampling was the random method as it isunbiased.

SECONDARY DATA:-

When an investigator uses the data that has been already collected by others is calledsecondary

data. The secondary data could be collected from Journals, Reports and Various Publications.

The advantages of secondary data can be economical, both in the term of money and time spent.

The researcher of the reporter also did the same and collected secondary from various Internet

sites like Google.com.altavista.com and many more. The researchers of the reporter also visited

various libraries for collection of the introduction part.

54
QUESTIONNAIRES DESIGN: -

Questionnaires consist of question printed or type in definite order on a form or set of form. It

was questionnaire format firms tested on small sample then was modified and developed

according to the environmental situation and other affecting factors. Each questionnaire is

framed with systematic and modern technique to make useful in achieving the objectives up

to a maximum possible limit.

There are two types of questionnaires, the first one is standard questionnaire and the second is

un-standard questionnaire. The authority or expert sets the standard questionnaire. In the other

hand un-structured questionnaire is set according to objective of the study by researcher.

In this research work I used un-structured questionnaire with my best ability and under the

guidance of my institute‘s faculties and the project guide of the organization.

After floor acing the questionnaire, the respondents (retailers and customers) were personally

contacted. Each respondent was requested to answers the question with appropriate answer

genuinely. All the questions were made very clear to them. The questionnaires were duly filled

with the responses of all the respondents in the current project work.

INTERVIEW METHOD: -

There is a fact to face interaction with most of the samples they were directly questioned and

according personal and professional problem were collected from them for question are asked

to the responded to flourish the questionnaire effectively and efficiently. In this project work

I have made interview with almost respondent to know some extra data or fact, which was used

in this project work. After using this method I tried to find the competitors policy and there

strength after this method I was able to conclude all facts with competitor‘s point of view.

55
OBSERVATION METHOD: -
During the project work, I contact the retailers and consumers particularly and find their
opinion about the Amul Chocolate.
In the observation method the research himself collects necessary information‘s by observing
the phenomena under this method. Observation may be conducted on in the natural field or in
the form of experiment.
After observation the data carefully noted in the questionnaire format. I used uncontrolled
observation in this observation takes place in the natural setting. Retailer and customer are free
to express their felling about the product and the company. The observation method give me
an idea about the satisfaction level of customer and retailer in the other hand there precious
knowledge about the market situation make me understand the business difficulties which help
me a lot to carry out my project in a significant and effective manner.

SCOPE OF THE STUDY

The present study is the study on GUJARAT COOPERATIVE MILK MARKETING

FEDERATION LIMITED, one of the India‘ largest food production marketing organization,
which is a state level apex body of milk cooperative in Gujarat. From the study one can easily
infer the present market position of Amul chocolate with its leading competitors.

The study is designed and focused primarily on identifying the present market position of the
Amul chocolate. It also includes identification of its core competitors and enhancing efforts
towards brand repositioning in present and in future.

SAMPLE DESIGN: - The sampling designs are mainly of two types non-probability

sample designs and probability sample design.

❖ RANDOM SAMPLING: - a random sample gives every unit of population a

known and non-probability of being selected. Since random sampling implies

56
 equal probability to every unit in the population; it is necessary that the selection

of the sample must be free from human judgment.

❖ SYSTEMATIC SAMPLING: - In this method first a sampling fraction is

calculated as N/n where N is total no. of units in the population and ―n‖ is the size

of sample..

❖ STRATIFIED RANDOM SAMPLING: - A stratified random sampling is divided

into mutually exclusive and mutually exhaustive strata or sub group and then a

simple random sample is selected with in each of the strata or sub group.

❖ CLUSTER SAMPLING: - cluster sampling implies that instead of selecting

individual units from the population entire groups or clusters are selected random.

❖ QUOTA SAMPLING: - quota sampling involves the fixation of certain quotas,

which are to be fulfilled by the interviewers, since quota sampling is not based on

random selection it is not possible to calculate estimates of standard errors for the

sample result.

❖ JUDGEMENTAL SAMPLING:- the main characterictics of judgemental

sampling is that units or elements of the population are purposely selected it is

because of this that judgment samples are also called purposive samples. Since the

process of judgmental sampling is not based on random sampling it is also called

non-probability sampling.

DATA COLLECTION

• Data collection from retailers of different areas viz. south Delhi, North Delhi, East
Delhi, West Delhi and Central Delhi

• Sample size of retailers covered 250

57
 • Sample size of customer 100

• Other information related to project has been taken from company website

SIGNIFICANCES OF THE STUDY

Any Research has its own importance in any business organization. The research shows
the real fact about product as well as organization. Research is a systematic and
scientific investigation of anyidea either preciseor abstract from a continuous basis for
learning, it could be either exploratory or descriptive.

According to above definition research is a systematic and scientific investigation

through which any organization try to findout its strength and weakness as well as
opportunity and threat. As we know in the present era the business activities have
become more complex and complicated due to modern technology , globalization and
liberalization and in other hand today customer are highly conscious about products
and brand .

In recent time customers are not blind follower of a product. They are giving
high priority to all feature like price, quality, innovative features etc. But after all
this features brand becomes the inevitable parts of any product because it gives the
complete identification of product so it is also the one most important part.

My research work is highly focused on this issue, which is important for me as well as
the organization. During research work I learnt retailers opinion about product and
services .

58
I learnt which factors affect the retailer to sale an individual product, this researchgives
me insight to understand the retailers problem as well their area of interest, in this
I got the great experience about the market

For company point of view I tried to find the serious drawback, which is
highly, affected the sale of chocolates. I tried to find market share of Amul
chocolate which is itself important .I tried to find the sale figure of Amul
chocolate in term of rupees, due to some hurdle I don‘t claim my research
work is 100% accurate because so many factors was uncontrolled during the
project .I tried to finish my research with 100% accuracy which is best
available in market .

So it is my strong believe that my research work is significant in all manner. This

research is helpful for organization, retailers as well as consumer.

LIMITATIONS OF THE RESEARCH

Although all efforts were taken to make the result of survey as accurate as possible the
survey had the following constraints:

• Retailers are not willing to give answers of the questions due to their busy
schedules.
• Retailers hide the facts especially in the sales figure.
• A few retailers were not cooperating during the project survey. It was quite
difficult to collect necessary data.
• Due to the time constraint and other imperative workload during the
training period it could not be made possible to explore more areas of
concern pertaining to project study.

59
• The employee of Amul India limited were very hesitant and reluctant to
give all information which was vital for my project work because some
information were confidential in nature.

60
 CHAPTER- 5
DATA ANALYSES &
INTERPRETATION

61
 DATA ANALYSES & INTERPRETATION

DATA ANALYSIS OF CUSTOMER QUESTIONNIERS

MOST POPULAR KIND OF CHOCOLATE

9% 8%

17% Canndy
Bar
Toffey
All

66%

INTERPRETATION:-

The red colour segment in the pie chart indicates the most popular bar, which is
consumed by the consumer with 66 %. The yellow colour segment shows that
toffee is the second most popular chocolate, which is consumed with 17 % with
the consumers. The blue colour segment indicates candy, which is liked by people
with 08 %. The last green segment indicates that only 09 % people like all the
chocolates.

62
 CUSTOMER PERCEPTION WHILE PURCHASING

Flavour

Gift

Both

INTERPRETATION:-

The customers while purchasing the chocolates have different prefences, as

shown in the pie chart the blue segment shows that 66 % of the customers

purchases chocolates with their preferred flavours. The red segment shows that

only 04 % of the customers prefer gifts as chocolates. The yellow segment

shows that 30 % of the customers prefer both the flavours and gift while

purchasing chocolates.

63
 TIME FOR CHOCOLATE

4%

After meal

Party/Birthday

Any Time

INTERPRETATION:-

There are various time periods where the demand changes for the chocolates. The

yellow segment of the chart with 88 % shows that the customers prefer chocolates

at any time. The red segment shows that 08 % of the customers like chocolates

during parties or birthdays. The blue segment indicates that only 04

% of the customers like chocolates after their meals.

64
 FLAVOUR PREFERAN CE

Milky Coffee

Fruit-n-Nut Milky+Coffe

2%

Milky+Fruit-n-Nut Coffee+Fruit-n-Nut

All Other

INTERPRETATION:-

This analysis shows the demand of the chocolate with the preferred flavours.

According to the survey 22 % of the customers prefer milky flavor,26 % of the

customers prefer coffee flavor,22% of the customers like the fruit n nut

flavour,2% of the customers like the milky And coffee flavour, 12 % of the

customers kike milky and fruit n nut flavor,8% prefer coffee and fruit n nut

flavor,2% of the customers like all the flavours,and only 6% of the customers

prefer other flavours.

65
 FIRST PREFERANCE OF CHOCOLATE

13% 5% 15%
Amul

67% Cadbur
y

INTERPRETATION:-

The customers have different first preference of chocolate. The red shows that

66% of the customers prefer Cadbury as their first preference, the blue shows

that 15% of the customers prefer amul as the first preference,the yellow shows

that 13% like nestle as their first preference, and only 6% customers prefer

other as their first preference.

66
 SECOND PREFERANCE OF
CHOCOLATE

Amul
20% 14%
Cadbury
28% 38%
Nestle
Other

INTERPRETATION:-

This survey shows that 38% of the customers prefer Cadbury as their second

preference,28% customers prefer nestley as their second preference,20% of the

customers prefer amul as their second preference, and 14% of the customers

prefer others as a second preference.

67
 WEEKLY PURCHASE(IN RS/-)

10%

20% Below Rs/- 50

70% Rs/- 50 -100
Above Rs/- 100

INTERPRETATION:-

This analysis shows the purchasing power of the customers in a week. This

shows that 70% customers spend Rs. 50 on chocolate,20% customers spend Rs

50-100 on chocolate,10%of the customers spend above Rs. 50 on chocolate.

68
 AWARENESS OF AMUL CHOCOLATE IN
CUSTOMER

5%
10%
4%

23% 58% Amul Milk Chocolate

Almond Bar
Bindaaz
Fundoo
Chocozoo

INTERPRETATION:-

This analysis shows that 58% of the customers are all well aware about the amul

milk chocolates. 23% customers are well aware about the almond bar.10%

customers are welkl aware about the chocozoo,5% customers are well aware

about the fundoo,4% customers are aware about the bindaz.

69
 DATA ANALYSIS OF RETAILER’S

Penetration of Chocolate
120

100 96 94 95 98
92
85
82 80
80
Percentage of Retailer

72
70 71 68
64 65
60
52 North Delhi
south Delhi
40 East delhi
Wes Delhi
Central Delhi
20

Company Name

INTERPRETATION:-

This is a survey which is conducted for the retailers .it shows that 92-98%

customers sells Cadbury chocolate,70-85% customers seels nestle chocolate,52-

72% customers seelsamul chocolate.

70
 Penetration of Amul Chocolate

120

9997 98
100
92
89

80 North Delhi
Percentage

south Delhi
60
60 East delhi
53
50
42 Wes Delhi
4038 40 38 40 38
40 35 35 Central Delhi
30
23
20
20 15
12 13
10

0
Milk Chocolate Almond bar Bindaaz Chocozoo Fundoo

Items

INTERPRETATION:-

This survey is conducted for the penetration of amul chocolates. it shows that

89-99% customers are well aware about the milk chocolate,10-40% customers

are well aware about the almond bar, 7-50% of the customers are well aware

about the Choco zoo,15-60% customers are well aware about the fundoo.

71
 Procurment of Amul Chocolate(East Delhi )

Distributor
WholeSaler
Both

INTERPRETATION:-

This survey is done on the various parts of Delhi this is about the east Delhi.

It shows that procurement of amul chocolate through distributor in east Delhi

is 29%, procurement of Amul chocolate through wholesaler in east Delhi is

23%,procurement of amul chocolate through distributor and wholesaler in

east Delhi is 48%.

72
 Procurment of Amul Chocolate (North Delhi)

Distributor

WholeSaler

Both

INTERPRETATION:-

This survey is done in the north side of the Delhi .it shows that the retailer

procure 70% amul chocolate from distributor in north Delhi, retailer procure

13% amul chocolate from wholesalers in north Delhi, retailer procure 17% amul

chocolate from distributor and wholesaler in North Delhi.

73
 Procurment of Amul Chocolate(South Delhi)

19% Distributor
9%
72% WholeSaler
Both

INTERPRETATION:-

This survey is conducted in south Delhi. it shows that retailers procure 72%

amul chocolate from distributor in south Delhi, retailer procure 9% amul

chocolate from who; sealer in south Delhi, retailer procure 19% amul chocolate

from distributor and wholesaler in south Delhi.

74
 Procurment of Amul Chocolate(West Delhi)

17%
31% Distributor
52% WholeSaler
Both

INTERPRETATION:-

This survey shows that retailers procure 31% amul chocolate feom distributors

in West Delhi, retailer procure 52% Amul chocolate from wholesalers in west

delhi,retaler procure 17% amul chocolate from distributor and wholesaler in

West Delhi.

75
 Procurment of Amul Chocolate(Central Delhi)

27%
47% Distributor

WholeSaler
26%
Both

INTERPRETATION:-

This survey shows that retailers procure 27% amul chocolate from distributor in

central Delhi, retailer procure 26% amul chocolate from wholesalers in central

Delhi, retailer procure 47% amul chocolate from distributor and wholesaler in

central Delhi.

76
 Demand of Chocolate(Entire Delhi)

Cadbury

Nestle

Amul

INTERPRETATION:-

This survey is conducted for the demand of the amul chocolates. It shows that

demand of Cadbury chocolate in entire Delhi is about 62%,demand of nestle

chocolate in entire de3lhi is about 27%,demand of amul chocolate in entire

Delhi is about 11%.

77
 Weekly Sale of Chocolate(North Delhi)

Cadbury

Nestle

Amul

INTERPRETATION:-

This survey shows the weekly sales of chocolates in north Delhi. weekly

sales of Cadbury in north Delhi is about 71% weekly sales of nestle in north

Delhi is about 17%,weekly sales of amul is about 12%.

78
 Weekly Sale of Chocolate(South Delhi)

20% Cadbury

Nestle
52%
28% Amul

INTERPRETATION:-

This shows weekly sales of chocolates in south Delhi. It shows that weekly

sales of Cadbury in south Delhi is about 52%,weekly sales of nestle in south

Delhi is about 28%,weekly sales of amul in south Delhi is about 20%.

79
 Weekly Sale of Chocolate(Central Delhi )

14%
Cadbury
25%
62% Nestle

Amul

INTERPRETATION:-

This shows the weekly survey in central delhi. It shows that weekly sale of

Cadbury in central delhi is about 52%, weekly sales of nestle in central delhi is

about 28%,weekly sales of amul in south delhi is about 20%.

80
 Weekly Saleof Chocolate(West Delhi)

Cadbury

Nestle

Amul

INTERPRETATION:-

This shows the weekly sales of chocolates in west delhi. This shows that weekly

sales of Cadbury in west delhi is about 66%,weekly sales of nestle in west delhi

is about 24%,weekly sales of amul in west delhi is about 10%.

81
CONCLUSIONS

82
 CONCLUSIONS

FROM THE ANALYSIS, THE FOLLOWING CONCLUSION CAN BE

ARRIVED AT:

• Amul Chocolate enjoys the trust of the retailers as well as the consumer because of its
quality and huge brand image. Currently the stock of Amul Chocolate supplied by the
company is not of fresh date. As a result of this situation is making an adverse impact
on the market of Amul Chocolate
• There a big storage problem with Amul Chocolate it has need to keep in certain
temperature.
• Some distributors does not give proper information to the retailers about the product
and offers given by the company for the promotion of the Amul Chocolate. Which leads
bad image of the company.
• There is some problem with the packaging of the product. As a result the Chocolate
puffed before its expiry period.
• The supply of Amul Chocolate is not proper in some specific areas .Which gives wrong
massage about company.
• The competitors of Some of the competitors of are providing easy replacement facility
to the retailers which are attracting them towards those companies.
• Some of the competitors of some of the competitors are providing wider margins to the
retailers. Wider margin is making the retailers to push the sales of the competitors. There
are some of the areas in Delhi are not yet

• Tapped properly by the company. On the other hand the competitors are making a
regular.

83
RECOMMENDATION &
SUGGESTIONS

84
 RECOMMENDATION & SUGGESTIONS

On the basis of research and analysis of the study conducted in DELHI market, which was

divided into five areas viz. south, north, east, west and central Delhi for the AMUL Chocolate.

I would like to suggest the following key point to the company.

• The company should try to build some feed back mechanism from the retailer to

check the wholesalers intervention in the AMUL‘S distribution area because the

wholesaler try to hamper the goodwill as well as the other benefit of the company and

their most important part of distribution channel.

• The company should maintain separate distribution channel for the chocolate because

it is seem mostly during study that one single distribution deals all product, as it is not

a hidden factthat the product line and product depth is very wide. In the other hand other

product most importantly AMUL butter is hot item for distributor as well as for

retailers. Therefore they don‘t pay proper attaintion on to it.

• The company should provide new schemes on the regular basis to the retailers as well

as to the consumers to increase its market share.

• During my project this fact become clear that the customer are not well aware about the

all product item of amul chocolate so through the strong advertisement company should

try to increase the awareness of the AMUL chocolate.

• The retailers main problem is storage of AMUL Chocolate as I saw Cadbury as well

as Nestly both company provide refrigerator and display box for proper storage as well

as the promotion of their product so AMUL should do something on this line.

85
• Replacement is big problem for retailers especially in chocolate segment because all
chocolate products need special kind of care but there some unavoidable factor

damage the chocolate so company should provide revive the policy about the

replacement, easy replacement facility to the retailers so that they could be attracted

toward selling the AMUL Chocolate.

• The company should start promotion campaign at the micro-level by increasing the visit
of company‘s representatives to the retailers.

• The company should work collaboratively with the distributors in effective manner
towards focusing on the area where there is a potential market for AMUL Chocolate
and target that area.

86
BIBLIOGRAPHY

87
 BIBLIOGRAPHY

➢ Books:
Roger, B. (1983). Management Research . International Labour Office .
Philip, K. (1987). Marketing - An Introduction. Englewood Cliffs, NJ: Prentice Hall: Pearson.
Kotler Philip, S. A. (1996). Marketing Management. Prentice Hall: Pearson.
C.R., K. (n.d.). Research Metodology. New Age International Publishers.
Luck David J, R. R. (1987). Marketing Research. Prentice Hall India Learning Private
Limited.

➢ Search Engines:
Google. (n.d.). Retrieved from www.google.com
Amul . (n.d.). Retrieved from www.amul.com

➢ Magazines:
Marketing Strategies. (n.d.). Business Today.
Marketing Planning. (n.d.). Buniess World.
Consumer Preferences. (n.d.). Economic Times.

88
ANNUXRE

89
 ANNUXRE

QUESTIONNAIRE

Name ………………………… Occupation………..

Age………………… Monthly income……….
Place……………….
1. Do you eat chocolate?
Yes No
2. Which type of chocolate do you like most?
Candy Toffee Bar
3. What‘s in your mind while purchasing chocolate?
Flavor Gift both
4. At which time do you like to eat chocolate?
After meal Birthday party any time
5. Which type of flavor/taste do you like the most?
Milky coffee Fruit-n-Nut Other…
6. Which chocolate do you like the most? Name
a) ………………….. b) ……………………..
7. How much do you spend in chocolate in a week?
Below 50 50-100 Above 100
8. Do you aware about ?
Yes No
Amul milk chocolate …… ……
Almond Bar …… ……
Bindaaz …… ……
Fundo …… ……
Chocozoo …… ……
9.Have you tasted Amul chocolate?
Yes No
Milk chocolate ……. ……
Almand Bar …… …….
Bindaaz ……. …….

90
Fundo ……. …….
Chocozoo ……. …….
10.If yes give point (1-10)for each?
Milk chocolate ………………………..
Almand Bar …………………….
Bindaaz …………………….
Fundo ……………………..
Chocozoo …………………….
11.How you come to know about Amul chocolate?
By electronic media By print media By retailer By Display Any
other ………….
12.Give point(1-10)for following chocolate?
Taste Price packaging
Cadbury
Nestle
Amul

13.Any suggestion ? ………………………………………………………

91