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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 cooperative 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 india’s largest food products 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.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 the segments and valued at around Rs 2,000 crore.
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 per cent 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 colonial government refused to deal with the cooperative. thereby eliminating the middlemen. they formed the GCMMF Ltd. to have them gain control over production. called by Morarji Desai under the advice from Sardar Vallabhai Patel.Kurien was the founder of this cooperative society. 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’. and should alone handle the sale of milk from Kaira the government run Bombay Milk Scheme. the first Amul cooperative was the result of a farmers’ meeting in Samarkha (Kaira district. Anand registered on 14 December 1946. procurement and marketing by entrusting the task of managing these to qualified professionals. GCMMF become the sole marketer of the original range of Amul products including milk powder and 4 .Amul birth is indelibly linked to the freedom movement in India. This was the origin of the Anand pattern of cooperatives. In 1973. Inspired by the Kaira Union. Mr. federated into a district union. to fight rapacious milk contractors. The decision was taken that day in January 1946. Originally the Anand pattern included dairy cooperative societies at the level. Milk producers’ cooperatives in villages. The farmers called a milk strike. this society had been formed in a small village of Gujarat named Anand. the bane in farmers’ prosperity. in order to market their product more effectively and economically. It was Sardar’s vision to organize farmers. After fifteen days the government capitulated. Gujarat) on 4 January 1946. V. This was the beginning if ‘Kaira District Cooperative Milk Producers’ Union Ltd.. similar milk unions came up in the other districts too.
was suggested by a quality control expert in Anand. Amuls’s birth was thus a harbinger of the economic independence of our farmer brethren. This is the heart of Amul. Since then. it vis what is so special about the Amul saga. availability. Today Amul is a symbol of many things: of high quality products sold at reasonable price. meaning priceless. has taken from the Sanskrit Amoolya. shrikhand. building your own truly Indian Brand. service. Amul. production and marketing.000 village dairy cooperative societies throughout Gujarat. 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. members of 10. therefore. That difference manifests itself in a larger than life purpose. It was a mandate for producing. Quality packed milk is now available is more than 1. ghee. 173 milk producers’ cooperative unions and 22 federations play a major role in meeting the demand for packed milk and milk products.butter. is a brand with a difference. These products have made Amul a leading food brand in India. The purpose – freedom to farmers by giving total control over procurement. and so on. That range has since grown to include ice cream. PRODUCT PROFILE 5 . paneer. chocolates. cheese. Amul is the brand name of two million farmers. The first products with the Amul brand name were launched in 1955. Today. they have been in use in millions of home in all parts of India and beyond.000 cities throughout the length and breadth of India. The brand name AMUL. owning and marketing and above all.
Frozen.Bread spreads: Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter Cheese Range: Amul Pasteurized Processed Cheddar Cheese Amul processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza cheese Amul Emmental Cheese Amul Gouda cheese Amul malai Paneer(cottage cheese).Refrigerated and Tinned Utterly Delicious Pizza Curd Products: Yogi Sweetened Flavored Dahi (Dessert) Amul masti Dahi (Fresh cured) Amul Butter Milk Amul lassee Milk Drink :Amul cool flavored Milk 6 .
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): Amul Shrikhand (Mango.5% fat Milk Amul Gold 4.Saffron.Cardamon) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamuns Mix Amul Mithaee Kulfi Mix Avsar Ladoos UHT Milk Range: Amul Shakti 3% fat Milk Amul taaza 1.5% fat Milk 7 .Almond Pistachio.
5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat 8 . Amul Lite Slim & Trim Milk 0% fat Milk Amul Shakti Toned Milk Chocolate & Confectionery: Amul Milk Chocolate Almond Bar Chocozoo Milk Powder: Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Fresh Milk: Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardized Milk 4.
PRODUCT SPECIFICATION Composition: Milk Fat 2% Sugar 55% Total Fat 32.33% (Milk Fat + Cocoa Fat) Cocoa Solids 7.5% Milk Solids 20% 9 .
(M illion) year 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 ORGANIZATIONAL STRUCTURE BOARD OF DIRECTOR 10 . (Million) 13790 15540 18840 22192 22185 22585 23365 27457 28941 29880 sales turnover 35000 30000 Rs. million 25000 20000 15000 10000 5000 0 Rs.SALES FIGURE Sales Turnover 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 Rs.
MANAGING DIRECTOR CHIEF GENERAL MANAGER ASSISTANT GENERAL MANAGER DEPUTY EXCECUTIVE ASSISTANT EXECUTIVE SENIOR EXCECUTIVE JUNIOR EXCECUTIVE FIELD SALES REPRESENTATIVE DISTRIBUTION CHANNEL 11 .
MEMBER UNION (PLANT) DEPOT GODOWN DISTRIBUTOR RETAILERS CONSUMER INTRODUCTION TO THE PROJECT INTRODUCTION TO THE STUDY 12 .
while that for sugar boiled confectionery fell from 621 grams to 579 grams (source: ORG-MARG Milestone Papers: The Growth Inertia).The only listed player in sugar-boiled confectionery has not done too well either. which grew at a robust 12 per cent per annum until 2000.500-tonne chocolate market. Confectionery products are impulse foods and thus appear to have borne the brunt of a cutback in consumer spending over the past couple of years. while staple foods have continued to exhibit healthy growth rates. a leading player in sugar-boiled confectionery. Industry sources estimate that the 22. grew by just three per cent in that year. No price hikes Despite fairly aggressive promotional efforts by marketers. Parrys Confectionery. after robust financial performance in earlier years. As with all other FMCG products. Screeching to a halt these topline numbers only reflect the ground realities. the demand for confectionery products appears to have been hit by the economic slowdown and the consequent shrinkage in consumer spending. 13 . Branded staples such as atta and salt registered a healthy increase in per capita consumption over this period. Several factors appear to behind this slowdown. 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. has reported shrinking sales volumes in 1998-99 and 1999-2000. the overall penetration level for chocolates registered no increase between 1999 and 2000.
partly reflecting a spike in cocoa prices in that period. holding back value growth in sales. as a snack food for adults. This was mainly due to the healthy double digit growth rates in its flagship brand -. Though Nestle's recent launch. selling prices of key chocolate brands were pegged up by 5-15 per cent. has been a success. Munch. Cadbury's chocolate-coated wafer Perk and Nestle's Charge and Munch were essentially sold on this platform.Cadbury's Dairy Milk.9 per cent) saw the growth in its chocolate portfolio slow to 6 per cent in the April 2000 to April 2001 period. registering less than one per cent growth between April 2000 and April 2001. Munch and Charge commanding a total market share of 24.7 per cent) slowed even more dramatically. Nestle India's chocolate portfolio (comprising of KitKat. from nine per cent the previous year. with cocoa prices falling sharply in the second half of 2000. This probably contributed to the sales growth for the year. the lowpriced brand has moderated the value growth in Nestle's portfolio. 14 . However. earlier targeted at children. marketers were forced to maintain selling prices of most products. In 1999 and 2000. Brands such as 5 Star and Perk stagnated in 2000-01.Consumption of chocolates could have been impacted by the selling price increases that marketers effected between 1999 and 2000. 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 market leader in the chocolate segment (market share 71. Cadbury India. The chocolate majors attempted to do this by repositioning chocolate.
the chocolate majors have been rejigging their products to launch chocolates in the Rs 10 and Rs 5 price points. SIGNIFICANCE OF THE STUDY Any Research has it’s own importance in any business organization . the 18-gram version of 5 Star (retailing at Rs 5).Though products such as Perk did succeed initially (Cadbury India claims to have added eight million new consumers in 2000). Nestle Crunch (a mini snack at Rs 6) and Nestle Munch (Rs 5). Both Perk and KitKat (thechocolate-coated wafer which is central to Nestle's chocolate portfolio). The past year has seen a slew of such launches. the chocolate majors have been relaunching their conventional chocolate brands in smaller unit packs. However. Cadbury Chocobix (a chocolate biscuit combination priced at Rs 5). Mimicking the trend in other FMCG products. the 15-gram version of Cadbury Dairy Milk (Rs 5). growth in this segment appears to be petering out. have shown signs of stagnation in 2001. Research is a systematic and scientific investigation of any idea either precise or 15 . Perk Slims (Rs 5). hoping that this will prompt more frequent purchases and pep up volume growth. The research shows the real fact about product as well as organization. actually reporting negative growth rates for a few of the months. the chocolate majors do not have much to lose. Unlike the low unit pack versions of products such as shampoos. Banking on smaller editions Of late. the low unit packs of chocolates do not cost less on a per gram basis than their normal versions. It is early days yet to judge if this has indeed pepped up volume growth in the segment.
During research work I learnt retailers opinion about product and services . I learnt which factors affect the retailer to sale an individual product. I tried to find market share of Amul chocolate which is itself important . due to some hurdle I 16 research work is 100% accurate because so many . My research work is highly focused on this issue. As we know in the present era the business activities have become more complex and complicated due to modern technology . innovative features etc. which is important for me as well as the organization.abstract from a continuous basis for learning . it could be either According to above definition research is a systematic and scientific investigation through which any organization try to find out its strength and weakness as well as opportunity and threat. 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. They are giving high priority to all feature like price.In recent time of a product. exploratory or descriptive. affected the sale of chocolates.I tried to find the sale figure of Amul chocolate in don’t claim my term of rupees. quality. which is highly. in this I got the great experience about the market For company point of view I tried to find the serious drawback. this research gives me insight to understand the retailers problem as well their area of interest . globalization and liberalization and in other hand today customer are highly conscious about customers are not blind follower products and brand .
factors was uncontrolled during the project . 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. retailers as well as consumer. The AMUL’S have a great product line and 17 . So it is my strong believe that my research work is significant in all manner. This research is helpful for organization.I tried to finish my research with 100% accuracy which is best available in market .
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. Dahi. for example AMUL Butter. AMUL Mogerella chess. Lashi.depth. Ice-cream.etc. which is as follows: Competitors position in market Vast distribution channel which deals almost all product 18 . They are providing easy replacement. Most importantly they are providing cool storage equipment to their retailers and they positioning their product through heavy advertisement campaign. and regular visit to retailers shop. AMUL’S products are Amul Butter. But in case of AMUL Chocolate the position of AMUL is not satisfactory. Amul Flavored Milk and Pasteurized milk. AMUL Flavored milk. There are some problems. high penetration. After re-lunched. Both the company has separate distribution channel for chocolate. Recently the AMUL Chocolate is re-lunched in market but the position remain same. It is generally consider AMUL is in the 3rd position after CADBURY and NESTLE. Amul Cheese Amul confectionery. they are giving high priority to confectionery products. Company highly willing to excel in the chocolate field there are some problem. which create harsh situation for all organization. the sale volume and customer awareness about the all chocolate products remain unsatisfactory. which is adversely influence the organization. which is very critical for the company.
Replacement Retailer satisfaction level OBJECTIVE OF THE STUDY The primary objective is19 .
To conclude the findings and suggest the necessary corrective measures and recommendations Improving the market position of Amul chocolate. To conduct a comparative analysis of Amul Chocolate vis-à-vis its competitors. LIMITATIONS OF THE STUDY 20 . To make an analysis of the shortcomings of Amul chocolate compared to its competitors. The other objectives is To compare Amul chocolate with its competitors in terms of sales figure.
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.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. 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. 21 . A few retailers were not cooperating during the project survey.
” TYPE OF RESEARCH DESIGN: Different types of research design have emerged on account of the different perspectives from which a research study can be viewed.RESEARCH METHODOLOGY RESEARCH “RESEARH IS SEARCH FOR KNOWLEDGE” OR “RESEARCH IS SYSTEMATIC EFFORTS TO GAIN KNOWLEDGE. It is flexible and easily modify in nature. There are three fundamental categories that we used frequently are given below.” RESEARCH DESIGN “A RESEARCH DESIGN IS THE FRAMEWORK OR PLAN FOR A STUDY WHICH IS USED AS A GUIDE IN COLLECTING AND ANALYZING THE DATA COLLECTED. 22 . Descriptive research design Exploratory research design Experimental research design In this project I have used descriptive research design because it describes new ideas and events.
Through observation 23 . Primary source includes the retailers and company’s officials through questionnaires.DATA COLLECTION :To achieve the objectives. Through questionnaires 2. Through interview 3. The data were collected through the following methodical techniques in the present project work.. 1. Secondary source of data includes the past records of company.the primary as well as secondary source of data are used.
Primary data is defined as data that is collected from original sources for a specific purpose. the internet. company brochures. competitor’s websites etc. They are primary and secondary data. In this project I have used internet.TYPES OF DATA COLLECTION There are two types of data used. company brochures. PRIMARY SOURCES These include the survey or questionnaire method. telephonic interview as well as the personal interview methods of data collection. product brochures. product brochures. the company website. and the company website as a secondary source. In this project I have used questionnaire and telephonic interview as primary source. newspaper articles etc. SECONDARY SOURCES These include books. 24 . Secondary data is data collected from indirect sources.
com/bline/2007/06/21/stories /2007062100590600.thehindubusinessline. SOURCE 2 http://www.748-crore Gujarat Co-operative Milk Marketing Federation (GCMMF) had very recently introduced three chocolate brands under Amul in the market — Rejoice. The Rs 2. Kite Bite and Nuts `bout you.com/bline/2007/06/11/stories/2007061100590 600.thehindubusinessline.REVIEW OF EXISTING LITERATURE SOURCE 1 WEBSITES http://www. a cooking chocolate.000 `Utterly Delicious' outlets in five years NEW DELHI. 25 . It is taking on chocolate majors Nestle and Cadbury by launching seven new chocolates within the current year. making it the first ever branded cooking chocolate to be made available in the Indian market.htm Amul set to launch seven new chocolate variants — Plans 1. June 6 AMUL is set to go the whole hog to pamper your sweet tooth.htm Amul launches cooking chocolate — Nation-wide rollout planned in July It has just rolled out a new brand Amul Chef.
blonnet. the coming summer. said.html NEW DELHI/MUMBAI: Chocolate maker Hershey has left a sour taste in Amul’s mouth. SOURCE 4 http://financial-fidelity. cooking chocolate is available in the market.htm Amul to launch value-added milk THE Gujarat Co-operative Milk Marketing Federation (GCMMF) is working on a major image-make over for good old milk and reaching for that glass of milk could just be the most stylish thing to do to work your way to health. General Manager (Marketing).The product is currently being rolled out in the markets of New Delhi and Mumbai. SOURCE 3 http://www. Amul.K.com/2007_04_04_archive.blogspot. Panigrahi. not as a branded product.com/2003/12/27/stories/2003122700091100. It seems that the US choco maker was wooing India’s premier milk co-operative for a possible distribution alliance even as it was seeking government permission to strike a joint venture with Godrej Beverages and Foods. 26 . it is offered only as a commodity." Mr S. "Though.
Bangladesh. sourced from the Sanskrit word Amoolya. Singapore. Some cite the origin as an acronym to (Anand Milk Producers Union Limited). It was suggested by a quality control expert in Anand.com/2003/12/27/stories/2003122700091100.08 million litres/day. The brand name Amul. Amul History Amul was formally registered on December 14. means priceless. Other potential markets being considered include Sri Lanka SOURCE 6 http://www.htm AMUL PLANS TO OVERSEAS Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $868 million (2005-06) . The Amul revolution was started as awareness among the farmers. Hong Kong and a few South African countries.thehindubusinessline.SOURCE 5 http://www.com/bline/2007/06/11/stories/2007061100590 600. It grew and matured into a protest movement that was channeled towards economic prosperity 27 . Australia. Amul has entered overseas markets such as Mauritius. Besides India. 1946.41 million producer members with milk collection average of 5. China.html. Currently Amul has 2. but now it has fresh plans of flooding the Japanese markets . Its bid to enter Japanese market in 1994 had not succeeded.blonnet. UAE. USA.
as well as the specialties like dairy milk etc. Firms guided by market opportunity view satisfaction of the customer as the motivation behind of the entire activities. CUSTOMER FOCUSED MARKETING The logical strategic point is to understand how logistical competency contributes to marketing performances. The objectives of marketing initiatives are to penetrate chocolate market and generate profitable transaction. WHY PROMOTION ACTIVITY? Now day’s dealers are expecting the promotion activity for availability of the product at the right time is vary important. 28 . This posture often referred to as the marketing concept emerged as part of the buyer-dominated market hence the attention is directed to their fundamental concepts. It happens where dealers will be least care about the brand availability by offering this promotion activity Cadbury will be able to hit the minds of dealers and again this activity will also helps in improving the image of Cadbury where it is weak.CONCEPTUAL DISCUSSION ON PROMOTION Seeing the cold war in the chocolate industry the company had to decided to go one step ahead to beat the competition and to promotion activity to Amul Chocolate.
often without knowing • Which retailers they have lost. American business increasingly ask their customer similar question and the extension service should be doing the same entrepreneur Tom Leonarm reminds us of an excepted marketing principal that says that it costs five times as much many to get a new customers into a 29 . will increase profitability. WHY MEASURE RETAILER SATISFACTION? The average business lose between 15% and 30% of its retailers each year.RETAILER SATISFACTION Retailers satisfaction means not an end in itself it is the means fulfilling the need of the retailers and leads us to the their major distinguishing feature of the marketing concept emphasis that it is not enough if a firm has consumer orientation. Not taking action allows your retailers base to decay which permitting your completion to gain market share. Research has demonstrated conclusively that if is a for more costly to win a new retailer than it is to maintain an existing one. • When they were lost • How much sales and profit retailer has cost them. it is essential that such an orientation leads to retailers satisfaction. courage and a willing to change. Measure retailer’s satisfaction and acting appropriately on the result. How am I doing? Posing that question demonstrated the question of openness. The concept underscores that no firm can afford to ignore the satisfaction of the retailers. It counter the temptation of short sighted attitude toward retailers satisfaction.
social personal and psychological factors. and here uncompromisingly to a corporate policy of : • • Rule 1 : The customer is always right Rule 2 : If your customer is even wrong reread Rule 1 RETAILER BUYING BEHAVIOUR The main aim of marketing is to be met and satisfy target retailer need and wants. They many respond to influences that change their mind at the last minute. Marketer must understand how retailer’s buying behavior are an affected by a buyer’s particular characteristics and personal decision process buyer characteristics includes four major basis components. including family. Culture is the most basis determinant of a person’s want and behavior. economic situation. The fields of retailer behavior studies how individuals groups and organization select buy-sell the goods to increase their sale and to earn profit. perception. culture. Understanding retailers’ behaviors and knowing retailer is a never simple retailer may state their needs and wants but act otherwise. Nevertheless marketers must duty their target retailers and customer wants preparation preference shaping and buying behavior. I perhaps that’s way Leonard and many other business people.store than it does to keep an old happy. including product choice brand choice purchase timing and purchase amount. It includes the basis value. preferences and social factors also influence buyer behavior. Product and brand choice are strongly affected by a person’s reference group. They may not be in touch with deeper motivation. friend. and personal factors such as age and life cycle stage. The retailer responds with certain observable buyer responses. and personality also influence buying decision finally retailer behavior 30 . occupation.
interest. early adopter. Marketers can be more effective than they understand the type of buying behavior their retailers is must like to employ before making a purchase. decider buyer and user in some cases different person plays each of these roles but in other decisions the same person may take on several distinct role. The buyer decision for new products add additional complexity retailer passing through the stage of an awareness. Whether they are innovators. dissonance reducing habitual or Varity seeking buying behavior. consumer go through a decision process consisting of need recognition information search and evaluation of alters natives the purchase decision and post purchase behavior. late majority or laggards. 31 . learning and beliefs and attitudes.is also influence by four major psychological factors motivation. The type of decision behavior employed is affected by complexity of the buying situation the number of participants and the amount of buying effort required. early majority. Some buying decision involve only and decision-maker but in other decision several retailer may participate by playing different buying roles. the level of buyer involvement and the degree of different among brands Retailers may engage in complex. perception. These role includes initiator influences. These are four different types of buying decision behavior. The marketer’s job is to understand the buyer’s behavior at each stage and the influence that are operating. This allows the marketer to develop significant and effective marketing programs for that target market. Retailers respond to new products at different rates depending upon individual differences in innovativeness. trail and finally adopting. evaluation.
The first serve the dual purpose of storage and also a display counter as they come with a transparent glass. Retailer behavior is complex and difficult to understand ever familiar country marketers who must deal with consumer behavior across international borders face an additional challenge. capability. complexity. Retailer in different countries may very dramatically in values. According to the retailers these freezer have added to their 32 .Finally the characteristics or the new product itself relative advantage. RETAILERS’ EXPECTATION The main points that have emerged in the survey are :• Around 90% of the retail markets are ready for Amul chocolate as they have fait in Amul brand. The freezer now being provided by Cadbury are two type. These different oftensignificant changes in products and marketing programmers to achieve success in international markets. 1 FREEZER: All the chocolate company viz. attitudes and behavior. Cadbury and nestle give their own freezers and the retailers are not allowed to stock other companies product in it. • The retailer expected the following facilities from Amul. divisibility and communicability will affect the rate of adoption.
The retailers have Cleary stated that they would first see the demand of the product in the market coupled with advertising support from the company and only them they would be interested in stocking Amul chocolate. 2. Amul has to giving certain kinds of replacement policy to make its product more acceptable to the retailers for instance Cadbury gives 100% replacement for product defects and around 80% replacement for damage due to some the time taken by the company to reimbursement 4. The deposit taken generally depends on size and the kind of freezer taken but in certain cases I found out that the retailer differ and tend to be flexible with the amount of sales given by that particular retailers. The second type of freezer is the rack freezer. REPLACEMENT POLICY :Amul is already blamed for poor replacement policy and with two major player giving this policy.sales now the customer can actually see that various chocolate kept inside further these chocolate operate on only 100 watts of electricity can on an inverter too and the chocolate does not melt up to a long time. Nestle also does the advertising but not as Cadbury. Amul has to taken aggressive advertising countered especially at Delhi market. QUALITY AND DEMAND :- 33 . ADVERTISING: This is another factor that affect the retailers a lot. 3. All the major player and especially Cadbury takes special care in this respect.
DATA ANALYSIS AND INTERPRETATION 34 . There policy and other retailer said that the quality of chocolate should be good and should be in more verity. They give their dealer a lot of monetary benefits through schemes and dealers in turn taken care of proper distribution. In this time every company try to maximize there sale and advertise there product in same way so Amul should try to do in this line too. 5 . The dealers also take care of malignance of freezer in the event of these to repair the freezer. Dealer are gifted on achieving sales target. depawali. and other religious function Cadbury promote their product by giving special offer to there retailer as well as to there customer. PROPER DISTRIBUTION :Cadbury have sound distribution system. SCHEMES :During the festival season viz. 6.Big retailers said that they would keep the product only when the customer demand for it. rakha-bandan.
NO. NO.MOST POPULAR KIND OF CHOCOLATE SR. 1 2 3 PRODUCT FLAVOUR GIFT BOTH 35 RESPONDENTS 66 4 30 PERCENTAGE 66 4 30 .9% people like all kind of chocolates CUSTOMER PERCEPTION WHILE PURCHASING SR.Toffee is the second popular chocolate in consumer with 17% following to the bar.8% People like candy following to the toffee. 1 2 3 4 PRODUCT Canndy Bar Toffey OTHERS RESPONDENTS 8 66 17 9 PERCENTAGE 8 66 17 9 MOST POPULAR KIND OF CHOCOLATE 9% 8% 17% Canndy Bar Toffey All 66% INTERPRETATION:Bar is most popular in consumer with 66.
CUSTOM ER PERCEPTION WHILE PURCHASING 30% Flavour 4% Gift 66% Both INTERPRETATION:While Purchasing Chocolate 66% Customer Prefer Flavors. 36 . 30% Customer Prefer Both Flavor and Gift While Purchasing Chocolate.Only 4% Customer Prefer Gift as a Chocolate.
Only 8 % Customer like Chocolate During Party or Birth day .Only 4% Customer Like Chocolate After Meal. 37 . 1 2 3 TIME AFTER MEAL PARTY/BIRTHDAY ANYTIME RESPONDENTS 4 8 88 PERCENTAGE 4 8 88 TIME FOR CHOCOLATE 4% 8% After meal Party/Birthday Any Time 88% INTERPRETATION:88% Customer Prefer Chocolate At Anytime. NO.TIME FOR CHOCOLATE SR.
26% Prefer Coffee.8% Prefer Coffee and fruit-n-Nut.2% Prefer Milky and Coffee. 2% prefer All Flavors and only 6% Prefer Other Flavors 38 . 22% Prefer Fruit-n-Nut. 12% Prefer Milky and Fruit-n-Nut. NO. 1 2 3 4 5 6 7 8 PRODUCT MILKY COFFY FRUIT-N-NUT MILKY+COFFY MILKY+FRUIT-N-NUT COFFY+FRUIT-N-NUT ALL OTHER RESPONDENTS 22 26 22 2 12 8 2 22 PERCENTAGE 22 26 22 2 12 8 2 22 FLAVOUR PREFERANCE 2% 6% 8% 12% 2% 26% 22% 22% Milky Coffee Fruit-n-Nut Milky+Coffe Milky+Fruit-n-Nut Coffee+Fruit-n-Nut All Other INTERPRETATION:According to Survey 22% Customer Prefer Milky Flavor.FLAVOUR PREFERENCE SR.
6% customer prefer Other as a first preference 39 . 1 2 3 4 BRAND AMUL CADBURY NESTLE OTHERS RESPONDENTS 8 66 17 9 PERCENTAGE 8 66 17 9 FIRST PREFERANCE OF CHOCOLATE 13% 6% 15% Amul Cadbury Nestle Other 66% INTERPRETATION:66% customer prefer Cadbury as a first preference.FIRST PREFERENCE OF CHOCOLATE SR. NO. 13% customer prefer Nestle as a first preference. 15% customer prefer Amul as a first preference.
SECOND PREFERENCE OF CHOCOLATE SR. 14% customer prefer other as a second preference 40 . 1 2 3 4 BRAND AMUL CADBURY NESTLE OTHERS RESPONDENTS 14 38 28 20 PERCENTAGE 14 38 28 20 SECOND PREFERANCE OF CHOCOLATE 20% 14% Amul Cadbury Nestle Other 28% 38% INTERPRETATION:38% customer prefer Cadbury as a second preference. NO. 28% customer prefer Nestle as a second preference. 20% customer prefer Amul as a second preference.
NO. 20% customer spend Rs/.100 70% INTERPRETATION:70% customer spend below Rs/.50 Rs/.50 on chocolate.50-100 on chocolate.50 on chocolate 41 . 1 2 3 RANGE BELOW RS-50 RS 50-100 ABOVE RS-100 RESPONDENTS 70 20 10 PERCENTAGE 70 20 10 WEEKLY PURCHASE(IN RS/-) 10% 20% Below Rs/.WEEKLY PURCHASE SR. 10% customer spend above Rs/.50 -100 Above Rs/.
NO. 5% customer are well aware about the Fundoo. 1 2 3 4 5 AMUL CHOCOLATE MILK CHOCOLATE ALMOND BAR BINDAAZ FUNDOO CHOCOZOO RESPONDENTS 58 23 4 5 10 PERCENTAGE 58 23 4 5 10 AWARENESS OF AMUL CHOCOLATE IN CUSTOMER 10% 5% 4% Amul Milk Chocolate 23% 58% Almond Bar Bindaaz Fundoo Chocozoo INTERPRETATION:58% customer are well aware about the Amul milk chocolate.AWARENESS OF AMUL CHOCOLATE IN CUSTOMER SR. 23% customer are well aware about the Almond Bar. 4% customer are well aware about the Bindaz 42 . 10% customer are well aware about the Chocozoo.
DATA ANALYSIS OF RETAILER’S Penetration of Chocolate 120 100 96 94 95 98 92 85 82 70 71 64 65 80 68 72 Percentage of Retailer 80 60 52 40 North Delhi south Delhi East delhi Wes Delhi Central Delhi 20 0 Company Name INTERPRETATION:92 . 52-72% customer sale Amul chocolate 43 .98% customer sale Cadbury chocolate. 70-85% customer sale Nestle chocolate.
...13-42% customers are well aware about the Chocozoo. 10-40% customers are well aware about the Almond bar. 7-50% customers are well aware about the Bindaaz. 44 .Penetration of Amul Chocolate 120 100 80 Percentage 60 40 20 0 Milk Chocolate Almond bar Bindaaz Items Chocozoo Fundoo 40 38 30 23 10 12 7 13 40 35 60 50 42 38 35 40 20 53 38 99 98 97 92 89 North Delhi south Delhi East delhi Wes Delhi Central Delhi 15 INTERPRETATION:89-99% customers are well aware about the milk chocolate. 15-60% customers are well aware about the Fundoo.
NO. 1 2 3 TYPE OF CHANNEL DISTRIBUTOR WHOLESALER BOTH RESPONDENTS 29 23 48 PERCENTAGE 29 23 48 Procurment of Amul Chocolate(East Delhi ) 29% 48% Distributor WholeSaler Both 23% INTERPRETATION:Procurement of Amul Chocolate through Distributor in East Delhi is 29%. Procurement of Amul Chocolate through Distributor and Wholesaler in East Delhi is 48% 45 .PROCUREMENT OF AMUL CHOCOLATE(EAST DELHI) SR.Procurement of Amul Chocolate through wholesaler in East Delhi is 23%.
NO. 46 .. Retailer Procure 17% Amul Chocolate from Distributor and Wholesaler in North Delhi.PROCUREMENT OF AMUL CHOCOLATE(NORTH DELHI) SR. Retailer Procure 13% Amul Chocolate from Wholesaler in North Delhi. 1 2 3 TYPE OF CHANNEL DISTRIBUTOR WHOLESALER BOTH RESPONDENTS 70 13 17 PERCENTAGE 70 13 17 Procurment of Amul Chocolate (North Delhi) 17% 13% Distributor WholeSaler Both 70% INTERPRETATION:Retailer Procure 70% Amul Chocolate from Distributor in North Delhi..
1 2 3 TYPE OF CHANNEL DISTRIBUTOR WHOLESALER BOTH RESPONDENTS 72 9 19 PERCENTAGE 72 9 19 Procurment of Amul Chocolate(South Delhi) 19% 9% Distributor WholeSaler Both 72% INTERPRETATION:Retailer Procure 72% Amul Chocolate from Distributor in South Delhi.Retailer Procure 19% Amul Chocolate from Distributor and Wholesaler in South Delhi.PROCUREMENT OF AMUL CHOCOLATE(SOUTH DELHI) SR. 47 .Retailer Procure 9% Amul Chocolate from Wholesaler in South Delhi. NO.
NO. NO. 1 2 3 TYPE OF CHANNEL DISTRIBUTOR WHOLESALER BOTH RESPONDENTS 31 52 17 PERCENTAGE 31 52 17 Procurment of Amul Chocolate(West Delhi) 17% 31% Distributor WholeSaler Both 52% INTERPRETATION:Retailer Procure 31% Amul Chocolate from Distributor in West Delhi.Retailer Procure 17% Amul Chocolate from Distributor and Wholesaler in West Delhi.PROCUREMENT OF AMUL CHOCOLATE(WEST DELHI) SR.Retailer Procure 52% Amul Chocolate from Wholesaler in West Delhi. PROCUREMENT OF AMUL CHOCOLATE(CENTRAL DELHI) SR. 1 2 TYPE OF CHANNEL DISTRIBUTOR WHOLESALER 48 RESPONDENTS 27 26 PERCENTAGE 27 26 .
Retailer Procure 47% Amul Chocolate from Distributor and Wholesaler in Central Delhi.Retailer Procure 26% Amul Chocolate from Wholesaler in Central Delhi. 49 .3 BOTH 47 47 Procurment of Amul Chocolate(Central Delhi) 27% 47% Distributor WholeSaler Both 26% INTERPRETATION:Retailer Procure 27% Amul Chocolate from Distributor in Central Delhi.
Demand of Amul chocolate in entire Delhi is about 11% 50 . 1 2 3 BRAND CADBURY NESTLE AMUL RESPONDENTS 62 27 11 PERCENTAGE 62 27 11 Demand of Chocolate(Entire Delhi) 11% 27% 62% Cadbury Nestle Amul INTERPRETATION:Demand of Cadbury chocolate in entire Delhi is about 62%.DEMAND OF CHOCOLATE(ENTIRE DELHI) SR. NO. Demand of Nestle chocolate in entire Delhi is about 27%.
Weekly Sale of Nestle in North Delhi is about 17%. 1 2 3 BRAND CADBURY NESTLE AMUL RESPONDENTS 71 17 12 PERCENTAGE 71 17 12 Weekly Sale of Chocolate(North Delhi) 12% 17% Cadbury Nestle Amul 71% INTERPRETATION:Weekly Sale of Cadbury in North Delhi is about 71%. Weekly Sale of Cadbury in North Delhi is about 12% 51 .WEEKLY SALE OF CHOCOLATE(NORTH DELHI) SR. NO.
Weekly Sale of Nestle in South Delhi is about 28%.WEEKLY SALE OF CHOCOLATE(SOUTH DELHI) SR. Weekly Sale of Cadbury in South Delhi is about 20% 52 . NO. 1 2 3 BRAND CADBURY NESTLE AMUL RESPONDENTS 52 28 20 PERCENTAGE 52 28 20 Weekly Sale of Chocolate(South Delhi) 20% Cadbury Nestle Amul 52% 28% INTERPRETATION:Weekly Sale of Cadbury in South Delhi is about 52%.
Weekly Sale of Nestle in Central Delhi is about 25%. Weekly Sale of Cadbury in Central Delhi is about 14% 53 .WEEKLY SALE OF CHOCOLATE(CENTRAL DELHI) SR. 1 2 3 BRAND CADBURY NESTLE AMUL RESPONDENTS 62 25 14 PERCENTAGE 62 25 14 Weekly Sale of Chocolate(Central Delhi ) 14% Cadbury Nestle 25% Amul 62% INTERPRETATION:Weekly Sale of Cadbury in Central Delhi is about 62%. NO.
WEEKLY SALE OF CHOCOLATE(WEST DELHI)
SR. NO. 1 2 3 BRAND CADBURY NESTLE AMUL RESPONDENTS 66 24 10 PERCENTAGE 66 24 10
Weekly Saleof Chocolate(West Delhi)
24% Cadbury Nestle Amul 66%
INTERPRETATION:Weekly Sale of Cadbury in West Delhi is about 66%, Weekly Sale of Nestle in West Delhi is about 24%, Weekly Sale of Cadbury in West Delhi is about 10%
Customer Bar is most popular in consumer with 66%,Toffee is the second popular chocolate in consumer with 17%,8% People like candy,9% people like all kind of chocolate While Purchasing Chocolate 66% Customer Prefer Flavors, Only 4% Customer Prefer Gift as a Chocolate 30%,Customer Prefer Both Flavor and Gift While Purchasing Chocolate. 88% Customer Prefer Chocolate At Anytime, Only 8% Customer like Chocolate During Party or Birthday, Only 4% Customer Like Chocolate After Meal. According to Survey 22% Customer Prefer Milky Flavor, 26% Prefer Coffee, 22% Prefer Fruit-n-Nut, 2% Prefer Milky and Coffee,12% Prefer Milky and Fruit-n-Nut, 8% Prefer Coffee and fruit-n-Nut,2% prefer All Flavors and only 6% Prefer Other Flavors
66% customer prefer Cadbury as a first preference 15% customer prefer
Amul as a first preference, 13% customer prefer Nestle as a first preference, 6% customer prefer Other as a first preference 38% customer prefer Cadbury as a second preference, 28% customer prefer Nestle as a second preference, 20% customer prefer Amul as a second preference, 14% customer prefer other as a second preference 70% customer spend below Rs/-50 on chocolate 20% customer spend Rs/-50-100 on chocolate, 10% customer spend above Rs/-50 on chocolate. 58% customer are well aware about the Amul milk chocolate, 23% customer are well aware about the Almond Bar, 10% customer are well
aware about the Chocozoo, 5% customer are well aware about the Fundoo, 4% customer are well aware about the Bindaaz. Retailer 92-98% customer sale Cadbury chocolate, 70-85% customer sale Nestle chocolate, 52-72% customer sale Amul chocolate 89-99% customer are well aware about the milk chocolate, 10-40% customer are well aware about the Almond bar.,7-50% customer are well aware about the Bindaaz.,13-42% customer are well aware about the Chocozoo.,15-60% customer are well aware about the Fundoo 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% Retailer Procure 70% Amul Chocolate from Distributor, 13% from Wholesaler Retailer Procure 17% Amul Chocolate from Distributor and Wholesaler in North Delhi. Retailer Procure 72% Amul Chocolate from Distributor, 9% from Wholesaler 19% Amul Chocolate from Distributor and Wholesaler in South Delhi. Retailer Procure 31% Amul Chocolate from Distributor, 52% from Wholesaler Retailer Procure 17% Amul Chocolate from Distributor and Wholesaler in West Delhi. Retailer Procure 27% Amul Chocolate from Distributor, 26% from Wholesaler Retailer Procure 47% Amul Chocolate from Distributor and Wholesaler in Central Delhi.
T ANALYSIS STRENGTH:57 .Weekly Sale of Cadbury in Central Delhi is about 14% Weekly Sale of Cadbury in West Delhi is about 66%.Demand chocolate in entire Delhi is about 11% Weekly Sale of Cadbury in North Delhi is about 71%.Weekly Sale of Nestle in Central Delhi is about 25%. Demand of Cadbury chocolate in entire Delhi is about 62%.Weekly Sale of Nestle in West Delhi is about 24%.Weekly Sale of Nestle in North Delhi is about 17%.O.Weekly Sale of Cadbury in West Delhi is about 10% of Amul S.Demand of Nestle chocolate in entire Delhi is about 27%.Weekly Sale of Cadbury in South Delhi is about 20% Weekly Sale of Cadbury in Central Delhi is about 62%.W.Weekly Sale of Nestle in South Delhi is about 28%.Weekly Sale of Cadbury in North Delhi is about 12% Weekly Sale of Cadbury in South Delhi is about 52%.
Fewer margins to retailers. Complex replacement procedure. It has a high quality. There is Lack of availability. Amul has a brand image. It has a great purity. Experienced market player. There is a problem with storage of Amul Chocolate 58 . It has a pool of dedicated and hardworking workforce. WEAKNESS: Company dose not provide credit to retailers Company. Lack of salesmen and distributor in some areas in Delhi. Company has no proper promotion strategy. Distribution is not up to the mark in every area.
Competitors also reaching to small market. THREATS: More competitors are entering in the market. Regular supply can be easily compete the competitors and increase its own sale. Competitors are providing more margins to retailers.OPPORTUNITY: Sale can be increased by providing the replacement offer to retailers. New schemes can be provided to the retailers to attract them to push the sale of Amul Chocolate. 59 . Competitors also giving replacement facility to retailers. Focused approach towards small market can also increase the sale of Amul Chocolate. Competitors providing regular supply and strong distribution channel. Increase in retailer margin can enhance the sale of Amul Chocolate.
west and central Delhi for the AMUL Chocolate. I would like to suggest the following key point to the company. north. In the other hand other product most importantly AMUL butter is hot item for distributor as well as for retailers.SUGGESTIONS & RECOMMENDATIONS On the basis of research and analysis of the study conducted in DELHI market. east. The company should try to build some feed back mechanism from the retailer to check the wholesalers intervention in the AMUL’S hamper the goodwill as distribution area because the wholesaler try to distribution channel. which was divided into five areas viz. The company should provide new schemes on the regular basis to the 60 well as the other benefit of the company and their most important part of . as it is not a hidden fact that the product line and product depth is very wide. Therefore they don’t pay proper attaintion on to it. The company should maintain separate distribution channel for the chocolate because it is seem mostly during study that one single distribution deals all product. south.
61 . 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.retailers as well as to the consumers to increase its market share. 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. The company should start promotion campaign at the micro-level by increasing the visit of company’s representatives to the retailers. 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. 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. easy replacement facility to the retailers so that they could be attracted toward selling the AMUL Chocolate.
Which leads bad image of the company. The supply of Amul Chocolate is not proper in some specific areas . 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. 62 . There is some problem with the packaging of the product. As a result the Chocolate puffed before its expiry period.CONCLUSION 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. 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 gives wrong massage about company. Currently the stock of Amul Chocolate supplied by the company is not of fresh date.
BIBLIOGRAPHY 63 . Wider margin is making the retailers to push the sales of the competitors. Annexure QUESIONNAIRE 1. Some of the competitors of some of the competitors are providing wider margins to the retailers. The competitors of Some of the competitors of are providing easy replacement facility to the retailers which are attracting them towards those companies.
Which type of flavor/taste do you like the most? Milky coffee Fruit-n-Nut Other… 6.. 1. Do you eat chocolate? Yes No Occupation……….CUSTOMER QUESTIONNAIRE Name ………………………… Age………………… Place………………. Which brand of chocolate do you like the most? Name 64 . Which type of chocolate do you like most? Candy Toffee Bar 3. Monthly income………. What’s in your mind while purchasing chocolate? Flavor Gift both 4. 2. At which time do you like to eat chocolate? After meal Birthday party any time 5.
Are 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 Fundo Chocozoo …….If yes give point (1-10)for each? Milk chocolate Almand Bar ………………………. ……. ……………………. 10.a) …………………. ……. b) ……………………. ……. ……. …… ……. 7.. How much do you spend on chocolates in a week? Below 50 50-100 Above 100 8.. ……. 65 . …… …….
Bindaaz Fundo Chocozoo …………………….. …………………….How you come to know about Amul chocolate? By electronic media other …………. ……………………. 11.Give point(1-10)for following chocolate? Taste Price packaging Cadbury Nestle Amul 13.Any suggestion ? ……………………………………………………… 66 . By print media By retailer By Display Any 12.
Amul. Kothari c. “research metodology” SEARCH ENGINE :• Www.com • Www.r.Com MAGAZINES :• Business world • Business today 67 .yahoo.google.BIBLOGRAPHY BOOKS:Kotler philip “marketig management” new delhi prenticehall of india.com WEB SITE :• Www.
PREOIDICAL:• Economic times • Times of india(delhi edition) 68 .