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INSTITUTE OF MANAGEMENT STUDIES, DEHRADUN Session 2007-2010

A

PROJECT REPORT
ON

MARKETING STRATEGIES FOR AMUL CHOCOLATES
SUBMITTED IN THE PARTIAL FULFILLMENT OF THE AWARD OF THE DEGREE OF BACHELOR’S DEGREE IN BUSINESS ADMINISTRATION H.N.B.GARHWAL UNIVERSITY, SRINAGAR, UTTARANCHAL

SUBMITTED TO:-

SUBMITTED BY:-

PROJECT REPORT ON MARKETING STRATEGIES FOR AMUL CHOCOLATES

CERTIFICATE
I have the pleasure in certifying that …………..is a bonafide student of ………………………of Institute of Management Studies, Dehradun under the university roll no.____________________

He has completed his project titled “Marketing Strategies of Amul chocolate” under my supervision.

I certify that this is his original efforts and has not been copied from any other source. This project work has also not been submitted in any university for the purpose of award of any degree.

This project fulfills the requirement of curriculum prescribed by HNB Garhwal University Srinagar, for said course. I recommended this project work for evaluation and consideration for the award of degree. Signature: - ___________________ Name of the guide:Date:-

Pawan K Agarwal (Director.ACKNOWLEDGEMENT I would like to avail this opportunity to express my deep sense of gratitude and thanks to my project guide …………………. Thanks a lot. I extend my sincere regards to Mr. Finally I express my sincere thanks towards all those who directly or indirectly helped me.. Institute of management studies. . for his best guidance during the course of my project as it could not have been materialized without his systematic guidance. Dehradun) for providing me time and support to prepare this report.

Amul also have very few variants as comparison to Cadbury India.EXECUTIVE SUMMARY The Rs 2. Amul began the dairy cooperative movement in India and formed an apex cooperative organization.500-crore Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF). Gujarat Co-operative Milk Marketing Federation Ltd. Fundoo. India. Fundoo is available in Rs 5 price point also. Currently Amul is having five variants under his umbrella brand that are Pure Milk Chocolate. which is jointly owned by some 2. While the first two have been priced point at Rs 10 for a 30 gm stick. Chocolates in India are consumed as indulgence and not as a snack food. Fruits and Nuts. The Amul chocolate market is segmented in two parts that is SVS Marketing and RKJP Marketing. Per capita consumption is around 160gms in the urban areas. the company has launched three new chocolates in Market under the brands Fundoo. In rural areas. Bindaaz and Almond Bar.2 million milk producers in Gujarat. Now. The company's . (GCMMF). Almond Bar carries a price tag of Rs 10 for a 35 gm chocolate. Chocolate consumption in India is extremely low. compared to 8-10 kg in the developed countries. This is one of the shortcomings as Cadbury have price points from Rs 5 to 50 ranges. or Amul. it is even lower. not only had the milk collection and the number of co-operative members increased but Amul were also giving a stiff challenge to the multinationals. In an attempt to boost sales. Bindaaz and Almondbar. The main objective was to know the market position of Amul chocolates and to know strategies of their competitors.

retailers list a credible Replacement policy as a factor very high on their wish list. In customer segments Children‘s and college student showed most tempting towards chocolates. They would be willing to make further investments only for that Brand which offers replacement facilities. These coolers today help in sales generation and brand visibility not ignoring efficient cooling that protects and preserves the real taste of Cadbury‘s chocolates in a very cost effective manner.festival season pack "Rejoice" now comes with six chocolates in the city up during the festive season last year. Thus the superior product they would aim to tantalize the market with. would not work with bad pieces and melting disadvantages by only providing dispensers but special types of table top coolers as Cadbury preserve its product even in the remotest of rural outlets and create brand visibility through the colorful display options. Amul should not overlook this fact. Glass top fridges and Replacement facilities for their chocolates as their competitor are providing to their Retailers. Another competitor in this field is NESTLE The problems that these Dairy chocolate (Amul) giants faced were in the way their chocolates would be displayed in urban. and Dealers I analyzed sale of Amul chocolates are not quite good in market as in front of it Cadbury is one of the biggest competitor more over Amul doesn‘t provide any kind of services like Dispensers. The chocolates were kept without bottlers and dispensers and without the proper cooling equipment the chocolates in almost all the places would melt since they would get heated at 40 C and would lose its taste. premium and super markets. As per our survey. Most of the Consumer is not satisfied as they want improvement in present Taste of chocolate and mostly satisfied consumers . After conducting survey of Customers.

and as children and teenagers are their main target customers. With sum up of all of these reasons customers are not satisfied with Amul Chocolates. The co-operative. now intends segmenting its chocolates. which has been lying low for a while with its generic chocolate variants such as Fruit & Nut and Milk. . catering to different age-groups and categories that are likely to consume its brand. they are most attracted by the schemes available like Cadbury is offering Tennis Ball with pack of Heroes and Perk of Rs 40. Encouraged by the rising numbers. Survey also reveled that price is not the influence factor for chocolate consumption but its Company‘s Brand name and taste of chocolate which influence them most.showed positive allure towards Pure Milk chocolate. GCMMF has drawn up plans to make its chocolate business a separate division of the company. Amul is getting ready to challenge Cadbury in the molded chocolate market. Presently their is no schemes for Customers from Amul.

TABLE OF CONTENTS
CHAPTER NAME CHAPTER 1: PROJECT BACKGROUND 1.1 OBJECTIVE OF THE PROJECT 1.2 AN OVERVIEW OF THE ORGANIZATION 1.3 BACKGROUND OF THE COMPANY CHAPTER 2: PRODUCT PROFILE 2.1 PRODUCT RANGE 2.2 PRODUCT PROFILE CHAPTER 3: RESEARCH METHODOLOGY 3.1 OBJECTIVE OF THE RESEARCH 3.2 RESEARCH DESIGN 3.2.1 SAMPLE DESIGN 3.2.2 SEGMENTATION 3.3 SOURCES OF DATA 3.4 TOOLS OF ANALYSIS 3.5 ANALYSIS OF MARKET RESEARCH DATA CHAPTER 4: MARKETING STRATEGIES 4.1 DEVELOPING A BRAND PLAN 4.2 NAMING A BRAND 4.3 SEGMENTATION 4.4 MARKETING MIX 4.5 PROMOTIONAL MIX 4.6 ADVERTISING THE BRAND 4.7 PACKAGING

CHAPTER NAME CHAPTER 5 : DISTRIBUTION CHANNEL CHAPTER 6 : STUDY OF COMPETITORS 6.1 COMPARATIVE STUDY OF COMPETITORS 6.2 COMPARATIVE STUDY OF CHOCOLATES DEALERS CHAPTER 7 : SUMMARY 7.1 SWOT ANALYSIS 7.2 FINDINGS FROM RESEARCH WORK 7.3 RECOMMENDATIONS LIMITATIONS LEARNING EXPERIENCES REFERENCES/ BIBLIOGRAPHY ANNEXURE/APPENDICES

THE MAIN OBJECTIVE OF THE PROJECT
The main objective of the project is to know the market potentials and awareness about new variants of Amul chocolate in Dehradun City.

Other objectives of my project are

 To find the market share of Amul in chocolate segment  To know Customer‘s perception towards Amul chocolate.  To make comparative study of different variants of chocolates.  To know strategies of competitors and implement on those strategies.  To find out the potential market mainly for new variants (like Fundoo, Bindaaz).  To make SWOT analyses of NESTLE  To identify the best season for launching of new variants .  To give proper suggestions or recommendation the company so that can overcome from their weakness and increase their sales

It has become a rupee one billion-business now. Anand was born on Dec 14. It is respected for its credentials even after 56 years after its inception. . The collective farmers succeeded in making the British government accept the concept of Co-Operative societies. The success of Amul explains the reasons for this remarkable growth. the CoOperative movement started with the slogan ―Remove middlemen‖ in Gujarat by the village masses.. It is a state level apex body of milk cooperatives in Gujarat that aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products.Gujarat Cooperative Milk Marketing Federation GCMMF: An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is an India‘s largest food product marketing organization. The Kaira District Co-Operative Milk Producers union Ltd.1946. which are good value for money. Following the strategic advice from the freedom fighters like Sardar Vallabhai and Morarji Desai. The Co-Operative movement started with two villages and 247 liters of milk in 1946.

Of Village Societies: Total Milk handling capacity: Milk collection (Total – 2002-03): Milk collection (Daily Average 2002-03): Milk Drying Capacity: Cattle feed manufacturing Capacity: Table 1 2. ―As long as the trunk is firm.86 billion liters 5. Members: 12 district cooperative milk producers' Union No. Of Producer Members: No.Kurien stated: ―Determination.7 million liters per day 1.28 million 11. Discipline are forming the driving forces of the Amul‖ The GCMMF consists of 12 affiliated member Dairies / District milk unions and it has its own manufacturing unit called Mother Dairy at Gandhinagar with the largest network in food industry supported by marketing and distribution of liquid milk and a variety of products under the brands – Amul and Sagar.GCMMFL is in a state where it is growing rapidly and it is one amongst the most respected Indian companies in 2003.08 million liters 510 metric Tons per day 1450 Mts per day The only reason for the success of GCMMF as Dr.‖ GCMMFL is trying to strengthen its rural base – The Village Cooperatives – to ensure the lead in the dairy business.132 6.V. It is also the sole selling agent for the National Dairy . As a Chinese proverb says. It is because of the values and systems that are in place. worry not about the branches swinging to the wind. Dedication.

1 Figure 1 BACKGROUND Q. GCMMF also coordinates with the manufacturing dairy units for production planning and milk procurement and handles the distribution of milk from surplus union to the deficit areas.we must journey back in time. Gujarat) on 4 January 1946. to the time of India‘s independence because Amul‘s 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‘.HOW DID THE AMUL BRAND BECOME WHAT IT IS? ANSWER.Development Board‘s (NDDB) edible oil – ‗DHARA‘. to the history books.. to fight rapacious milk . The first Amul cooperative was the result of a farmers‘ meeting in Samarkha (Kaira district. called by Morarji Desai under the advice from Sardar Vallabhbhai Patel. The value chain of GCMMF is shown in Fig.

This was the beginning of Kaira District Cooperative Milk Producers‘ Union Ltd. The decision was taken that day in January 1946: Milk producers‘ cooperatives in villages. to have them gain control over production. Anand. in order to market their products more effectively and economically. procurement and marketing by entrusting the task of managing these to qualified professionals. After fifteen days the government capitulated. Shrikhand. federated into a district union. In 1973. Originally the Anand pattern included dairy cooperative societies at the village level. similar milk unions came up in other districts too. registered on 14 December 1946.). The farmers called a milk strike. paneer. That range has since grown to include ice cream. This was the origin of the Anand pattern of cooperatives.. the bane in farmers‘ prosperity. chocolates. ghee. The colonial government refused to deal with the cooperative. and so on. It was Sardar‘s vision to organize farmers. cheese. and should alone handle the sale of milk from Kaira to the government-run Bombay Milk Scheme. GCMMF became the sole marketer of the original range of Amul products including milk powder and butter. thereby eliminating the middle men. These products have made Amul a leading food brand in India. Inspired by the Kaira Union.contractors. they formed the Gujarat Cooperative Milk Marketing Federation Limited (GCMMF Ltd. . and a processing unit called a ‗union‘ at the district level.

The commitment of GCMMF to the village farmers and vice versa is tremendous. ORGANIZATIONAL ACHIEVEMENTS GCMMFL. GCMMFL better described as the one cooperative organization working for the well being of millions of farmers.PROJECT GOALS OF GCMMF‘S Success of any project is decided by the objectives and vision it has envisaged at the inception phase. Gujarat Co-Operative Milk Marketing Limited is being driven by the vision of the thousands of Gujarat Farmers. This specific organization has a purpose for its existence. . The rural IT empowerment project started by GCMMF had the following objectives:  To build transparency among the farmers towards cooperative society  To build the competencies in the area of it  Training the rural people towards the quality supply of milk  Getting the whole activity chain of GCMMF under uninterrupted information flow network To reduce the pilferage  To remove the complexity associated with the village cooperative society milk Collection process  Empowering the rural masses towards self-development activities  To build the transparency and trust amongst the rural people towards the cooperative system  To face the global competition by effective decision-making. Today GCMMF is ahead of all its competitors meeting the expectations of their suppliers and the customers. GCMMF changed the operations looking into the needs of the farmers.

Unable to curb her curiosity Sheela Mane hurries down to see what all the commotion is about. Sheela Mane. It is her four-year-old who draws her attention to the hoarding that has come up overnight. I remember it was our favorite topic of discussion for the next one week! Everywhere we went somehow or the other the campaign always seemed to crop up in our conversation. Bombay: Summer of 1967. Mrs. Amul's sale figures have jumped from 1000 tones a year in 1966 to over 25. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses." . a 28-year-old housewife is out in the balcony drying clothes.000 tones a year in 1997. There are other people too. The Rational behind The Butter Girl The moppet who put Amul on India's breakfast table 50 years after it was first launched. From her second floor flat she can see her neighbors on the road. "People loved it. The crowd seems to be growing larger by the minute. She expects the worst but can see no signs of an accident.AMUL WITH ITS BRAND NAME – ‗THE TASTE OF INDIA‘ HAS BECOME THE BIGGEST FOOD BRAND IN INDIA. No other brand comes even close to it. "It was the first Amul hoarding that was put up in Mumbai." recalls Sheela Mane.

after becoming everyone's favorite little "utterly buttery delicious" girl through print and television ads. winking at you. She is the Amul moppet everyone loves to love. Today. Its pure and simple everyday fun. That we laugh because the humor is what anybody would enjoy. the Amul Butter Girl has finally come alive . They don't Pander to your nationality or certain sentiments.Call her the Friday-to-Friday star. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease laughter out of them where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. chubby cheeked. Round eyed. from strategically placed hoardings at many traffic lights.

involving new Technologies. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in 1948. However by the 1950s it was amply clear that the future lay in manufactured dairy products. Amul responded by embarking on a wide range of dairy processing activities. and then moved on to sweetened condensed milk in direct confrontation with the international giant Nestle. has been a part of our lives for nearly five decades now and still is able to touch a chord in our hearts. It challenged the established Polson brand in butter manufacturing. a brand so distinctively Indian. The Amul Era Amul came into being as a consequence of a revolution and it has continued to be revolutionary in every stage of its life.PRODUCT RANGE AMUL – the Taste of India. As a brand Amul has grown from being merely a differentiating factor to protect the interests of producers and consumers. It initially started a as means to balance the fluctuating milk supply and grew at a phenomenal rate as a liquid milk supplier. It also locked horns with Glaxo over the production of baby food in . and by expanding its processing facilities. and has now become a critical success factor in the very existence and growth of a movement that started way back in the pre-independence India.

but widening the range.28 million producer members with a total milk collection in 2002-03 being 1. 539. Amul added sweet buttermilk powder. On all of these occasions Amul not only displayed feats of resilience but also in fact came out much stronger than ever before. Between 1987 and 1989.Cheese powder was released commercially in the early70s.86 billion litres. 2745. In 1974 the Amul Milk Chocolate was released Commercially and was followed by several varieties of chocolates and chocolate confectionaries. Also Nutramul. During 1966-1970. a second brand of baby food (Amul spray) and a high protein weaning food (Balamul). As district unions multiplied. Amul . GCMMF commenced marketing on April 1. a malted cocoa beverage was launched in 1976. Kaira Cooperative recognized the benefits of a marketing federation and thus the Gujarat Cooperative Milk Marketing Federation (GCMMF) was established in 1973. 1974under the single brand name of Amul. Amul realized it as early as late 1960s that the only way it could increase the share of the market was by maintaining the reasonable prices of its products. and brought out new flavors between 1986 and 1989.India.70 crore. with a shelf life of days. In 2002-03 the turnover stood at Rs. 100 crore. In 1982. In 1978-79 it registered a turnover of Rs. GCMMF test marketed Amul Cheese spread in 1983 following it with a new softer cheese spread. The success rate has been to the extent that GCMMF has now become India's largest food products marketing organization. it introduced Amul Shrikhand in Bombay.67 crore in 198789. At present GCMMF have 2. which grew to Rs. Amul UHT milk in tetra packs. was released in 1983 and by 1988-89 UHT milk with shelf life of 60 days had become available.

fresh milk range with brands like Amul Gold. Nutramul. and Amul Lassi were successfully marketed in tetra bricks. Of high-quality products sold at reasonable prices. Of the triumph of indigenous technology. and a new Milk drink – Amul Shakti Flavored Milk. Amul continued on an expansion path and several new product ranges were added to its portfolio. Amul Ghee. Amul Cheese. Amul also started aggressive marketing of its wide array of Ice creams posing stiff competition to established players like HLL‘s Kwality Walls and Mother Dairy. Of the genesis of a vast co-operative network. a wider UHT milk range Amul Taaza milk and Amul Fresh Cream. Amul Elaichi Shake. And have a proven model for dairy development.Choco Shake. Amul Smart and Amul Shakti. A much deeper Amul Cheese range with Amul Malai Paneer and Amul Pizza Cheese. Amulspray. Amul has evolved from its traditional image and now is a symbol of many things. Amul Ice cream. Recently it also introduced ready to serve soups under the brand name of Masti Today Amul Butter. a new Curd range with Amul Masti Dahi. . Amul Milk and Amulya have made Amul a leading food brand in India. Of the marketing savvy of a farmers' organization. extended Amul Mithaee range with Gulabjamuns and Kulfi mix. In the 1990s. Amul Milk Powder. Amul Chocolates. Amul Shrikhand.

5% fat Milk 3) Amul Slim-n-Trim 0% fat milk 4) 5) 6) 7) Amul Chocolate Milk Amul Fresh Cream Amul Snowcap Softy Mix Amul Taaza Double Toned Milk .LIST OF PRODUCTS MARKETED: 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) Frozen and Tinned Utterly Delicious Pizza MITHAEE RANGE (ETHNIC SWEETS):      Amul Shrikhand (Mango. Saffron. Almond Pistachio. Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix UHT MILK RANGE: 1) Amul Taaza 3% fat Milk 2) Amul Gold 4.

PURE GHEE:  Amul Pure Ghee  Sagar Pure Ghee  Amul Cow Ghee INFANT MILK RANGE:  Amul Infant Milk Formula 1 (0-6 months)  Amul Infant Milk Formula 2 ( 6 months above)  Amulspray Infant Milk Food MILK POWDERS:     Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener SWEETENED CONDENSED MILK:  Amul Mithaimate Sweetened Condensed Milk FRESH MILK:     Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 3% fat Amul Smart Double Toned Milk 1.5% fat CURD PRODUCTS:    Amul Masti Dahi (fresh curd) Amul Butter Milk Amul Lassie .

Mango Dolly. Chocochips. Dates with Honey) o Milk Bars (Chocobar.3 layer chocolate Bar Fundoo Range . Shista Pista Kulfi) o Utsav Range (Anjir. Mango. Pineapple. Green Pista Kulfi) AMUL TOPICALS FROM 2003-2004        Cool Candies (Orange. Fresh Litchi. Rose. Shahi Pista Kulfi. Banana. Anjir. Roasted Almond) o Simply Delicious Range (Vanilla. Chocolate) Megabite Almond Cone Frostik . Mango) Cassatta Tricone Cones (Butterscotch. Fresh Strawberry.AMUL ICECREAMS: o Royal Treat Range (Rajbhog. Pineapple)  Health : Isabcool CHOCOLATE & CONFECTIONERY:       Amul Milk Chocolate Amul Fruit & Nut Chocolate Amul Eclairs Amul Fundoo Amul Bindaaz Amul Almondbar . Tutti Frutti) o Nut-o-Mania Range (Kaju Drakshi. Cappuchino.exclusively for kids SlimScoop Fat Free Frozen Dessert (Vanilla. Chocolate) o Nature's Treat (Alphanso Mango. Badshahi Badam Kulfi. Raspberry Dolly. Mawa Malai Kulfi. Roasted Almond. Kesar Carnival. Butterscotch. Black Currant) o Sundae Range (Mango. Strawberry) o Millennium Icecream (Cheese with Almonds. Strawberry. Kesar Pista. Chocolate. Black Currant. Shahi Badam Kulfi.

BROWN BEVERAGE: o Nutramul Malted Milk Food MILK DRINK:  Amul Shakti Flavored Milk Ready to Serve Soups:  Masti Tomato Soup  Masti Hot & Sour Soup  Masti chanch .

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Perk. Nestle Milky Bar. Nestle Premium. Marbles (Nestle) Count lines Panned products AMUL CHOCOLATE ―GIFT FOR SOMEONE YOU LOVE‖ . Nestle Classic 5 Star. Amul Milk Chocolate. Picnic. Truffle. Munch Gems (Cadbury). Kit Kat.PRODUCT PROFILE Research for availability and acceptability of Amul Chocolate and their different variants including New Launched CHOCOLATES: MAJOR TYPES & BRANDS Types Molded chocolates Brand Dairy Milk. Nutties.

. Milk Solids.5%  Milk Solids 20% AMUL MILK CHOCOLATE AMUL FRUIT AND NUT CHOCOLATE Rich Milk Chocolates from the House of Amul. and Chocolate mass Composition:  Milk Fat 2%  Sugar 55%  Total Fat 32. Upholding Decades of Trust and Satisfaction AMUL FUNDOO Choti bite. Badi Masti.33%  (Milk Fat + Cocoa Fat)  Cocoa Solids 7. Milk Chocolate Enriched with Glucose for Extra Energy.AMUL CHOCOLATE is made from Sugar. Cocoa Butter.

Product Specification: Meets all requirements under the PFA for boiled sugar confectionary. ALMONDBAR BITE BITE MEIN DUM Rich and Chewy Almond Nougats Coated with Rich Milk Chocolate.AMUL BINDAAZ BINDAAZ KHAO HUNGAMA MACHAO A Rare Blend of Dark Chocolate and Milk Chocolate laced with Crispy Chocolate Crumbs. .

50 Rs.DIFFERENT VARIANTS OF AMUL CHOCOLTES AND THEIR RELATIVE PRICING SL. 9. BRAND/PACK Amul Milk Chocolate 35g Amul Milk chocolate 18g Amul F&N chocolate 30g Amul Fundoo 30g Amul Fundoo 15g Amul Bindaaz chocolate 30g MRP Rs. 8. 5 Rs.87 Rs.7% 16.57 NET MARGIN 15 % 15. 9. 6.00 Rs.21 Rs. 10 TRADE PRICE Rs. 3. 4. 13. 4. NO 1.57 Rs.10 Rs.00 Rs. 5.1 % 13. 8.13 Rs. 10 Rs.56 Rs. 4. 8.7 % A Amul Almond Bar 35g 7. 10 Rs. 5 Rs. 2. 4.00 DISCOUNTED PRICE Rs. 15 Rs.70 Rs.9. 8.34 Rs.5 % 16. .7 % 16. 4.57 Rs. 13.7 % 16. 9. Table 2.28 Rs.

RESEARCH DESIGN SAMPLE DESIGN: Of the total sample design Customer and Retailers survey was formulated on basis of Selective sampling and the Distributors survey was based on total Census sampling –  A total 150 Customer Surveyed. Defects (Shortcomings) of Amul Chocolates. Competitors – Size. . New product launching. Customer‘s Expectations – Required Changes.  A total 5 Distributors were Surveyed. Share of Amul – Share of Amul Chocolates. Acceptability of Amul Chocolates.  A total 50 Retailers Surveyed. Share. Awareness.RESEARCH METHODOLOGY OBJECTIVE OF RESEARCH Assessment of present Amul chocolate market Size of Market – Availability.

Raipur. REGION WISE By region wise the survey was carried out according to beat plan of AMUL in Dehradun.C. 2. Ballupur. Garhi. Jakhan. PremNagar. RKJP PLAN. Clement Town. SVS PLAN AREAS Rajpur. GROUP WISE. 2. 1. Hathibarkala. Racecourse.SEGMENTATION: The total research area covered were segmented into two Sub-segment. Karanpur. Neshvilla. Dakra. . Road. REGION WISE. E. MotiBazar. Vijay colony. Which was divided into two Plans 1. SVS PLAN. RKJP PLAN AREAS Dharampur. Survey Chowk. Chakrata road.

Direct interview and data collected on personal observation. TOOLS OF ANAYSIS The Major tools of analysis were  Questionnaire  Direct Interview/ Observation Method The questionnaire was formulated for three categories 3 they are DEALERS 1. which are collected o from the secondary sources.SOURCES OF DATA Data were collected from two sources – Primary sources — Which include Questionnaire. which are made available by other organization or company through their annual report‘s or journals or news magazine. QUESTIONNAIRE RETAILERS CUSTOMERS . Secondary Data — Which Include Journals. These are the data. News Paper And Net. These are the data. which are collected on self-basis. Magazine.

.All the three questionnaire are attached with annexure 2. Who deals with different brand chocolates and during Interview session. I interacted with them and put various relevant questions related to Chocolates Retailing and tried to obtain data related to Consumption of Chocolates in Dehradun Market area. OBSERVATION METHOD – During the research work. And analyzed and compiled the provided data through Graphical representation. I opted both the questionnaire and observation method. In observation cum interview method I have visited to different distributors and retailer in and around Dehradun.

Which shows Chocolates are well preferred in Consumer Market.ANALYSIS OF MARKET RESEARCH DATA: CUSTOMERS SURVEY AFFINITY TOWARDS CHOCOLATES 97% YES NO 3% OPTION YES NO NO. . OF RESPONDENTS 146 4 PERCENTAGE 97 3 ANALYSIS: The analysis shows that almost 97% of consumer surveyed consumes Chocolates.

e.USAGE RATE 60 60 50 40 30 30 20 12 10 0 Daily Twice in a week Weekly Occasionaly 48 Daily Twice in a week Weekly Occasionally OPTIONS DAILY TWICE IN A WEEK WEELKY OCCASIONALLY NO. OF RESPONDENTS 12 30 48 60 PERCENTAGE 8 20 32 40 ANALYSIS: The rates of consumption of Chocolates are less Frequent i. occasionally so companies should try to make consumption of a Chocolates a daily habit of consumer as foreign companies do. .

MOST PREFFERED CHOCOLATE TYPES 20% Waffers 49% Nutties Pure Chocolate 31% OPTIONS NO. 30 47 73 PERCENTAGE WAFERS NUTTIES PURE CHOCOLATE 20 31 49 ANALYSIS: Pure Chocolate is most popular in almost all segments of Consumer surveyed and Nutties next preferred after it. . OF RESPONDENTS.

.OF RESPONDENTS 34 36 80 PERCENTAGE 23 24 53 ANALYSIS: Cadbury is the most popular brand in the market and is the biggest competitor of Amul Chocolates. which holds more than 50 % share in Total market of Chocolates.MOST POPULAR BRAND 23% 53% 24% AMUL NESTLE CADBURY OPTIONS AMUL NESTLE CADBURY NO.

CONSUMER AWARNESS Consumer Awareness NO 12% YES 88% OPTION YES NO NO. . As about 88 % of customer surveyed are consuming Amul Chocolates. OF RESPONDENTS 132 18 PERCENTAGE 88 12 ANALYSIS: People are well aware of Amul Chocolates. Which means that Amul is quite popular Brand in India.

SATISFACTION LEVEL OF CONSUMERS 80 70 60 50 40 30 20 10 0 Very Good 44 78 Very Good Satisfactory Poor 10 Satisfactory Poor OPTION VERY GOOD SATISFACTORY POOR NO. OF RESPONDENTS 44 78 10 PERCENTAGE 33 59 8 ANALYSIS: The Graph shows that image of Amul Chocolates are quite Satisfactory in the eye of Consumers Surveyed. The company Should require improving its Brand Image in Chocolate Market By increasing satisfaction level of consumption. .

whereas Advertisements and Reasonable can be the secondary factor to buy Chocolates.REASONS FOR BUYING AMUL CHOCOLATES 42% Good Taste 11% 12% 35% Brand Name Advertisement Reasonable Cost OPTION GOOD TASTE BRAND NAME ADVERTISEMENT REASONABLE COST NO. OF RESPONDENTS 45 55 14 18 PERCENTAGE 35 42 11 12 ANALYSIS: This shows that Price is not the reason which appeals Consumers to Buy Chocolates but its Good taste and Brand name attracts Consumers. .

BRAND LOYALTY

79% 21%
YES NO

OPTION YES NO

NO. OF RESPONDENTS 118 32

PERCENTAGE 79 21

ANALYSIS: From this we can analyze that in spite of increase in price 79 %
of consumers surveyed will still stuck to their favorite Brand Chocolates. Therefore reduction in price will hardly matter in the Consumption of Chocolate.

CONSUMER‘S VIEWS ON IMPROVEMENT OF AMUL CHOCOLATES

80%
YES

20%

NO

OPTION YES NO

NO. OF RESPONDENTS 120 30

PERCENTAGE 80 20

ANALYSIS : This shows that most of the Amul chocolates consumer
surveyed are unsatisfied with the present variant and wants Improvements.

TYPES OF IMPROVEMENTS DEMANDED BY CONSUMERS IN AMUL CHOCLATES

18% 53%

29%

Change in Packaging Change in Taste Reasonable Pricing

OPTION CHANGE IN PACKAGING CHANGE IN TASTE REASONABLE PRICING

NO. OF RESPONDENTS 35 64 21

PERCENTAGE 29 53 18

ANALYSIS: In this analysis more than 50 % of Consumers have demanded
for change in Taste of Amul Chocolates therefore the company should try to improve the taste of Chocolates

Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. broadly defined. Say. magazines. so that you/your ideas stand out among the crowd. Brand Definition Brand. It is not that marketing is done only by the corporate at the marketplace. achieving what you want. it should stand out in multitude. Marketing. or billboards. in other words. to bond with their customers to create loyalty. words. This means your selling pitch should be unique. For many products and companies. where the promotion is done using mass media like newspapers.SUGGESTED MARKETING STRATEGIES (Theoretical concept) The term. T. you want to win that crucial student body election or you want to motivate your reluctant friends to come along with you to Goa. branding is an essential marketing Branding allows a company to differentiate themselves from the competition and. thereby. What will you do? You will market yourself or your ideas convincingly and succinctly. is conventionally associated with promotion and selling of products or services to consumers.V. It should easily be discernible from the others. even you and I indulge in marketing in day-to-day life. An identifying symbol. So a position is created in the marketplace that is much more difficult for the part of . so that the others sit up and take notice. marketing. or mark that distinguishes a product or company from its competitors. in the process. But is this all? No. The concept of marketing can be enlarged to include in its purview the whole gamut of communication process geared towards persuading others. is getting your ideas across to the people and influencing them to act accordingly.

behaviors. But a loyal one is much less likely to.competition to poach. needs & values. How To Make Your Brand Expressive. A satisfied customer may leave.demographics.  Segmentation . situational segmentation  Choose your trademark architecture             Develop your brand trademark "look and feel" Advertising Promotions Public relations Define pricing policy Design packaging Ensure the legal protection of trademarks Develop a plan for formal communications Direct marketing/mail/catalogs Events/exhibitions/fairs Literature/brochures/data sheets/price pages Develop store design/layout Tracking performance and effectiveness of the value of brand  Track brand equity  Identify future events & needs  Track the effectiveness of product portfolio  Track the effectiveness of service  Track the effectiveness of communications  Track the effectiveness of packaging  Track the effectiveness of pricing strategy Developing a Brand plan .

 Key elements of a brand plan would include:  Brand vision (long term)  Brand mission (mid term)  Market definition  Situation analysis  Market size and forecasts  Market dynamics and trends  Market structure and share of trade at supplier. brand competencies)  Market attraction vs. intermediary.) SEGMENTATION . brand competency chart  Alternative scenarios for the next 2-5 years  Key programs and their goals  Brand objectives Naming a brand Trademarks Naming brand is one aspect of developing a brand identity that can be trademarked. Red for Nestle)  Sounds (like Airtel tune. The fastest moving companies today plan on a continuous basis rather than on an annual one. brand definitions. Other elements are:  Graphical design (the Nike® "swoosh". and use business scorecards to map their performance in each area of the action plan from total business to individual performance level. comparative brand strategies. the Coca-Cola® bottle design)  Type face  Use of color (Green for Dettol. and end customer level segmentation  Brand scope (own and competitor brand architectures and performance. Blue for Cadbury.

answering the following questions:  With whom are we have to build long-term relationships and on what basis?  What will make these customers special to us. in business-to-business markets. income and.  Needs and values segmentation.  Situational segmentation. Additional demographic segmentations would include socio-economic class. Demographic segmentations tell about how to recognize people but are much less helpful in identifying motivations. how will we recognize them when we see them? You can use at least four levels of segmentation:  Demographic segmentation. number of people in a household. and what will make us special to them?  Above all. geographical region. number of employees and turnover. In more detail… 1. industry classification. life stage.  Behavioral segmentation. Demographic segmentation This is the standard segmentation of the "broken down by age and sex" variety.The foundation of a successful branding strategy is compelling segmentation. For instance. people in a .

and therefore indicate how we should position our brand. frequent flyers. from what customers volunteer as being their motivations through to deep psychological needs. Situational segmentations recognize. aimed at uncovering customers' hidden needs and values. 2. Situational segmentation It has been argued that the same people behave more differently in different situations than do different people in the same situations. Behavioral segmentation Examples of behavioral segmentations would be Internet shoppers. They often tell you how and where to find people. night workers.certain income bracket do not all do not behave the same way. for instance. but not what to say to them when you do (except perhaps in the case of special offer seekers). which they would be most uncomfortable discussing. Needs and values segmentation Needs and values segmentations answer why customers behave as they do. and buyers of competitive products/services or special offer seekers. often based on psychological theories. These needs and values will usually work at several levels. 3. There are many highly sophisticated market research techniques. nor do those of the same sex or those living in the same part of the country. that when people have plenty of time . 4.

If not. Indeed. If you cannot find them by way of demographics. there is a need to ensure three things:  That the segment is large enough and profitable enough to be worth your while. Next steps Having identified the segmentations in your market at several levels.to browse the shelves they will behave differently than when they are in a hurry. or a short screening exercise. can they find you?  That your chosen segment(s) will choose to do business with you . they may be happy to buy products when they are in a hurry that they would not dream of buying at any other time. a communication channel. you may have to combine segments  That the segment is recognizable.

Channels 2. 2. known as marketing mix. and Promotion. In order for this they use mix of tools of marketing. List Price 1. Coverage 3. 3. Variety Quality Design Brand Name PRICE PLACE PROMOTION 1. Public Relations 4. Credit Norms 4. Direct Marketing 1. . Price. Locations 4. which is. Discounts 2.MARKETING MIX In market as there many types of products are available so it becomes difficult for the marketers to peruse the right segment market so that they can position their product effectively to target customer. Product. Sales Force 3. 4. Place. Inventory TARGET MARKET Figure 3. Advertisements 2. Theses tool s can be classified broadly into four Ps of marketing. Allowances 3. MARKETING MIX PRODUCT 1. Marketing mix is a set of marketing tools that the firm uses to peruse its marketing objectives in the target market.

As for Amul butter is their most profit-earning product as Dairy Milk for Cadbury. . PRICE – Price is the critical marketing tool.PRODUCT – Product is the offering that is made to customer. It is only mix that produces revenue for the company. PROMOTION – Promotion is an important tool. Price is namely the amount of Money that customers have to pay for the product. which stands for the various marketing activities that the company undertakes to promote its product to the target market. which satisfies their wants. The two-price points under which Amul Chocolates are available are Rs 10. stands for the various activities the company undertakes to make the product accessible and available to the Target Customers. As Amul now provide schemes to Retailers of 1 unit Free with 20 units of Amul Chocolates. This is the most important tool that company uses to attract consumer. PLACE – A place is key marketing mix tool. and Rs 5.

prospective buyers that make people do what they might not otherwise does what they do not really want to do. Promotional Tools 1. . can require a large budget. The promotional activities are concerned with:  Informing the people about products distinct wants—satisfying characteristics and its availability.  Reminding people periodically about the product and its roles. Advertisement is an effective way to reach numerous geographically dispersed buyers at a low cost per exposure. ADVERTISING: On one hand advertisement can be use to build up a long term relationship for a product (utterly buttery delicious). such as newspaper advertising can be done on small budget.  Persuading the people.PROMOTIONAL MIX Promotion consists of those activities that are design to bring companies goods or services to the target customers. Certain forms of advertising such as TV advertising. while other forms.

2. Sales promotion effects are usually short run. a potential for dramatizing the company product. It can be customized to appeal to the addressed individual. DIRECT MARKETING: The message is normally addressed to a specific Person and does not reach other. PUBLIC RELATION AND PUBLICITY: Public relation can reach many prospects who might avid sales people advertising. 3. however. SALE PROMO: Companies use sales promo tools to create a stronger and quicker response. . 4. Sales promotion can be used to dramatize the product offer and to boost sagging sales. It can be prepared very quickly for delivery to an individual. and not in building long run Brand preference. A well thought public relation program coordinated with promotion mix elements could be extremely effective.

including:  What is our brand horizon (where do we want it to be in the medium/long term)?  What are the measurable objectives for the advertising campaign?  How will we measure the results?  How is our brand defined?  What is our target audience?  What are the other communications activities are to be conducted?  What is the competition doing?  Treat media buying as a separate issue. and consider hiring a specialist media agency  Having appointed the advertising agency of choice.ADVERTISING BRAND Question paper leakage of CAT of IIMS on difficulties in obtaining college admissions Nisha Sharma refuses to marry her Groom on Dowry SAARS Scare Key Action Points  Define the measurable objectives for advertising campaign  Develop a comprehensive briefing document for the advertising agency. work on building a long-term relationship .

Helene Karmasin illustrated the importance of the connection between brand name goods and consumers. missing the main messages & the brand identification. because they cannot find its focal point or any point of entry. Consumers' eyes often dart around a printed advertisement. Of course it is not the package . Her key argument is ―consumers buy packages‖.Objectives of advertising Advertising has different roles at different times:  Introducing the brand to potential customers  Building the brand into the potential customer's landscape  Tempting potential customers to give the brand a test  Encouraging existing customers to buy the brand again/more often  Strengthening relationships between customers & the brand It can therefore have many objectives:         Awareness & recognition of the brand Familiarity with the brand Favorability towards the brand Belief in brand values Emotional bonding to the brand Propensity to purchase the brand Propensity to pay a premium price for the brand Developing the brand as a talking point Some agencies offer eye-tracking research that tells the advertiser which part of a printed advertisement held the consumers' attention. Packaging The Austrian opinion researcher Dr. The ideal printed advertisement provides a clear flow for the consumer to follow.

 Wrappers or containers used to protect food or other products from dirt. delivery and presentation of goods and the activities of placing and securing goods in those materials. Every product has not only a functional value. the last symbol. Sometimes goods contain more packaging than they need. If you sell cosmetics. Karmasin.  Materials used for the containment. A company should constantly ask itself what it is selling . protection. handling. and damage.‖ Shape. The package must stimulate the customer to buy the product.‖ Definition  Materials used for the containment. Research shows that customers receive most communications impacts about the brand from:  The products/services themselves  Their packaging  Packaging has two major areas of focus:  The physical build:  The outer/bulk packaging . delivery and presentation of goods and the activities of placing and securing goods in those materials.‖ Packaging can be made with brilliant colours and the highest quality ―This is exactly what brand owner‘s need. germs. and layout . ―The strength of packaging lies exactly in meeting the market challenge.itself that she means. pictures. that the consumer gets before deciding which product to buy.and this is what needs to be brought across to consumers on the packaging.and this is where packaging plays an important role as a buying incentive. because they all carry a culturebased meaning.and should translate this into a system of symbols. They give us information. you are selling hope .‖ stated Dr. ―If you sell pet food.all of these aspects play a role. ―Products are news. colour. and need to be coded accordingly: because the package is the last information. but rather the hidden meaning of the package. Packaging often provides information about the product. text. but also serves the emotional needs of the consumer . you are selling love. handling. protection.

but how do we respond to the smells & textures associated with a brand. with its "Try Me!" buttons. for balancing conflict between government and the private sector. The brand team works on the image of the packaging and its contents as a unity. smell. With each individual receiving reputedly 1. that could be powerful. but which is usually treated functionally Packaging should be a vehicle for regionalism. texture. and not seen as integral to the product positioning. shape. taste.color.000 brand impacts a day.000-3. That's even more of a challenge when those eyes are rheumy”. size. movement. “One of the most important functions of packaging is to look good in consumers' eyes. The inner/display packaging  The aesthetic design . between business and the environmental sector. Measurement The three elements to research within packaging are:  Physical build . sound In many FMCG (fast moving consumer goods) markets.which denotes the quality/trustworthiness of the brand  Aesthetic design . or the "Singing Fish" that not only sings in its packaging. there is a major opportunity to differentiate brands through the other senses that human beings are less able to manage on a conscious level. The packaging of children's toys is another good example. or its logo. if we know that we are responding at all? If food and drink brands could give you a foretaste of what is inside. touch. most of them audio-visual. the packaging is the product. and even turns to look at you. or what should be associated with what is inside (for instance heather with whisky). weight. We may be able to recall a brand's slogan. . In business-to-business markets the packaging is dealt with as an after thought. For users and manufacturers of packaging this means that we must continuously seek innovative packaging solutions and optimize packaging processes.which denotes the core values of the brand  Informational content .which can denote both the trustworthiness and core values of the brand. but also allows you to feel it moving.

retailers. most producers do not sale goods directly to final consumer. place and increases the utility of goods and services. . and familiarity with. But between them and final consumer their stand host of marketing intermediaries such as Brokers.4. The Supply Chain of GCMMF is Given In Fig. sales agents searching of customers and may negotiate on behalf of the producers and do not take the title of the goods these are what called middleman The distribution channel of Amul comprise of WHOLESALER MANUFACTURER CnF DISTRIBUTORS RETAILERS CUSTOMERS A distribution channels performs the works of moving goods from the producer to consumers. the brand DISRIBUTUION CHANNEL In today‘s economy. It overcomes the line. Distributors.Maximizing brand value Brand valuation ultimately works on the basis of a potential buyer asking "how much more profit can I get for my products and services sold under this brand than under any brand I might build?‖  The way to maximize brand value is to:  Develop a compelling brand proposition  Have a large segment of loyal customers who value the brand significantly above its competitors  Legally protect ownership of the brand  Deliver the brand consistently through rigorous customer relationship management processes  Maximize awareness of.

 Animal Husbandry. Milk Processing Union & Warehouses Chilling Plants GCMMF Warehouses Warehouses and C & S Retailers Home Delivery Contractors CONSUMERS CONSUMERS Figure 4.  Agriculture University.  Milk Can Producer.  Animal Feed Factory.  Trucking Facilities. .  Rural Management Institute.FARMERS Village Cooperative Societies (with Chilling Units) Village Cooperative Societies (without Chilling Units) Local Restaurants/ Others Milk Related Business Milk Sold to Village and Local Residents Network Services  Veterinary Services.

Maggie. is largely an urban market. Munch and Pure Life. The company also forayed into the bottled water segment with the launch of its Perrier brand in the premium mineral segment and Pure Life in the purified water segment. Butter and Curd and also ventured into the mineral water segment in 2001.COMPARATIVE STUDY OF COMPETITOR Nestle India Ltd. ready mixes for Indian ethnic breakfast and sweets. curd and butter. is among the leading branded food player in the country. It has also strengthened its presence in chocolates. The company has recently expanded its dairy products portfolio to include. confectioneries and other semi processed food products during the last few years. . 51% subsidiary of Nestle SA. It has a broad based presence in the foods sector with leading market shares in instant coffee. Nestlé‘s leading brands include Cerelac. Competition: Baby food and Instant coffee are categories where brand loyalties are very strong and Nestle is the market leader. Nestle has also achieved a significant 25% share in the chocolate/confectionery market. while Heinz is the main competitor in the baby foods market. The market for culinary products. HLL and Indo Nissin Foods are the main competitors in these product segments. semi-processed foods such as noodles. HLL is a significant competitor to Nestle in instant coffee. Executive summary Nestle India Ltd. Kitkat. Nestum. infant foods. The company has launched Dairy Products like UHT Milk. Nescafe. milk products and noodles. milk.

a soft chewy fudge Milky bar Choo and Nestea iced tea. new tomato and curry flavors in Maggie noodles. The company is also setting up ‗Café Nescafe‘ and ‗Coffee Corners‘ across metros and mini-metros.Nestle Choco Stick at an affordable price point of Rs2. curd. . butter. a new confectionery . UHT milk. In the current year the company has launched mineral water. New products are continuously launched in all product segments.Nestlé has maintained its thrust on improving availability of its products and on initiatives to increase the freshness of stocks available to consumers.

Dehra Dun. Gita Parth Agency. Dehra Dun. SVS Marketing. Kamal Market. 195. Bharat Enterprises. RKJP Marketing. National Road. National Agency. 23. Mr. Mahaveer Enclave. Khurbura Mohhala. Pankaj. Dehra Dun. Sanjeev. . Indra Nagar Colony. Mazra. 20/1. Dehra Dun. Parth. Tilak Road. Kanwali Road. 35/43. Paltan Bazaar.COMPARATIVE STUDY OF CHOCOLATE DEALERS IN DEHRADUN DETAILS OF DISTRIBUTORS Name of the company Name & Address of the distributors Mr. Mr.

DISTRIBUTION CHANNEL WHOLESALER MANUFACTURER DISTRIBUTORS RETAILERS C&F CUSTOMERS GHAZIABAD DEPOT MANUFACTURER KANPUR DEPOT ROORKEE DEPOT DISTRIBUTORS WHOLESALER RETAILERS CUSTOMERS WHOLESALER MANUFACTURER C&F DISTRIBUTORS RETAILERS CUSTOMERS .Laxman Chowk. Dehra Dun.

Pilot Salesman –1 (b) Delivery vehicle i) 2 Wheeler – none ii) 3 Wheeler – 2 (a) Salesman – 2 (b) Delivery vehicle i) 2 Wheeler – none iii) 3 Wheeler – 1 National Agency NESTLE Bharat Enterprises (a) Salesman – 3 (b) Delivery vehicle .INFRASTRUCTURAL FACILITIES AMUL SVS Marketing (a) Salesman – 2 (b) Delivery vehicle i) 2 Wheeler – 1 ii) 3 Wheeler – 2 (a) Salesman – 3 (b) Delivery vehicle i) 2 Wheeler – None ii) 3 Wheeler – 2 RKJP Marketing CADBURY Gita Parth Agency (a) Salesman – 2 .

A. + Target achievement incentives. National Agency (a) Distributors – 5 % (b) Wholesalers – None (c) Retailers – 10 % (d) Salesman – Salary 2500 onwards + Incentives. (b) Wholesalers – 2 % (Discount Basis) (c) Retailers – 12 % (d) Institutions – 2 % (e) Salesman – Salary 1800 .D.i) 2 Wheeler – none ii) 3 Wheeler – 3 PROFIT MARGIN AMUL SVS Marketing (a) Distributors – (b) Wholesalers – (c) Retailers – (d) Salesman – 3% 1 % + CD* 11 % Salary 4000 pm RKJP Marketing (a) Distributors – 2. + Schemes On quantity purchased NESTLE Bharat Enterprises CD* Cash Discount . (a) Distributors – 5.5 % or 3 % (b) Wholesalers – CD (c) Retailers – 9 % (d) Salesman – Salary Rs 2500 onwards CADBURY Gita Parth Agency (a) Distributors – 4 % to 6 %.2500 + T.5 % (b) Wholesalers – 2 % C.

3000.(c) Retailers – (d) Salesman – 10 % Salary 2500. 4000 COVERAGE AMUL SVS Marketing – (a) Total Retailers – 300 / Week (b) Total Wholesale – 20 / Week RKJP Marketing – (a) Total Retailers – 350 / Week (b) Total Wholesaler – 20 / Week CADBURY Gita Parth Agency – (a) Total Retailers – 1000 / Week (b) Total Wholesaler – 150 / Week National Agency – (a) Total Retailers – 500 / Week (b) Total Wholesaler – None NESTLE Bharat Enterprises – (a) Total Retailers – 1200 / Week .

CADBURY Gita Parth Agency – Advance Cheque National Agency – Advance Cheque NESTLE .D.(b) Total Wholesaler – 10 / Week MODE OF PAYMENT AMUL SVS Marketing – Cash RKJP Marketing – Cash CADBURY Gita Parth Agency – Weekly Credit National Agency – Credit of 15 days NESTLE Bharat Enterprises – For Wholesaler – Cash For Retailers – Credit of 10 to 15 days MODE OF RECIPT AMUL SVS Marketing – Advance D. RKJP Marketing – Advance D.D.

Clement Town.Bharat Enterprises – Advance Cheque MOST FAVOURABLE MARKET AMUL SVS Marketing – Rajpur Road RKJP Marketing – Dharampur and Clement town CADBURY Gita Parth Agency – Palltan Bazaar National Agency – Rajpur Road NESTLE Bharat Enterprises – Rajpur Road. CADBURY Gita Parth Agency – Quick delivery National Agency – Timely Supply NESTLE Bharat Enterprises –Quick delivery . RKJP Marketing – Dispenser box. Premnagar. SERVICES DEMANDED BY SUPPLIERS AMUL SVS Marketing – Dispenser box.

SCHEMES AMUL Retailers – 1 unit free with 20 units CADBURY Wholesalers – 1 unit free with a box of 20.  6 Rs Kit Kat at a price of Rs 5.  35gm x 3units + 35gm x 1 unit free with 105 gm of Dairy Milk of Rs 40. NESTLE Retailers – Customer –  Puzzle free with Nestle Premium  12 Rs Kit Kat at a price of Rs 10. 40. 1 unit free with 24 units on Rs 5 Pack. 60. . Customers –  Tennis ball free with 107gm pack of Heros costing Rs50 & with 120gm of Perk costing Rs 40.

Cooling Dispenser Cooling Dispenser. Fridges  Local Service Station ( Cadbury repair Station )  Door Delivery.000 – 12.000 & above Services Non.SERVICES PROVIDED BY DEALERS AMUL No services are provided. CADBURY Sale Units 3000 .000 12. Postering NESTLE  Credit Facility  Dispenser  Replacement. AMUL SVS Marketing – Ready Stock RKJP Marketing – Ready Stock CADBURY Gita Parth Agency – Ordered booking National Agency – Ordered booking NESTLE .5000 10. STOCK DELIVERY PATTERN. Bannering.

20Lakh  Sales/Month – Rs 10Lakh Seasons Sales Rs 12 Lakh . Limit – Rs.Bharat Enterprises – Ready stock DISTRIBITION OPERATION AMUL SVS Marketing –  Inventory/Days – 10 Days  Max.000  Sales/Month – Rs 15. Limit – Rs.000  Sales/Month – Rs 25. 60. 75. Limit – Rs 18 to 20 Lakh  Sales/Month – Rs 14 Lakh National Agency –  Inventory/Days – 30 Days  Max.000 CADBURY Gita Parth Agency –  Inventory/Days – 15 Days  Max.000 RKJP Marketing –  Inventory/Days – 15 Days  Max. Limit – Rs.

Limit – Rs 10 to 12 Lakh  Sales/Month – Rs 12 Lakh.NESTLE Bharat Enterprises –  Inventory/Days – 20 Days  Max. FUTURE PLANS / SUGGESTIONS AMUL Consumer Awareness. Dispenser Availability. SERVICE COST AMUL NO SERVICES CADBURY a) Dispensers b) Glass Top Fridges NESTLE a) Dispensers – Rs 250 to 300 b) Glass Top Fridges – Rs 6000 to 8000. And Schemes for Retailers and Consumers CADBURY .

GRIEVANCES AMUL  No Replacement by Company ( 20% hardly)  Pressure Stocking ( leads to expiry as of low sales and high inventory)  Less Variety.Publicity NESTLE Product Penetration. Classic in a Pack of 40gm and 28 gm. good adds in comparisons to Cadbury. CADBURY  Pressure Selling  Lots of chances of Damages  Pressure to keep high Inventory. NESTLE Satisfied SWOT .

The word Weakness means what are the areas where company is trailing from its competitors. and T stands for Threats. Swot analysis of Amul Chocolates and their competitors STRENGTHS –  A well recognized Brand  Biggest sourcing base for milk and milk products in India. The Words Strengths here mean what are the strong areas where company is well ahead of its competitors and due to which the image of the company is strong in the market. O Stands for Opportunities. The word Threats means those areas that are the acting as negative ones for the company and positive one for its competitor.The term SWOT analysis on elaboration is self-explanatory term in which S stands for Strengths.  Good margin of Profit for retailers  High demand of Amul milk Chocolate  Advantage of our already existing cold chain to get more active in the growing market of molded chocolates and confectionery  Can make good utilization of Established goodwill of Butter channel . The word Opportunities means what are the areas the company is having chance to be well ahead from it‘s competitors by making some changes or by adding some attributes to it‘s brand. W Stands for Weakness.  India‘s best-known local Brand across all categories.

.  Less number of variant in chocolates. OPPORTUNITIES –  Packaging can be made more attractive and Glossy as it affects the psychology of a consumer. Credit sale. chocolate segment can make food use of it.  Good market penetration made by their dairy products. This can be used to its advantage while introduction of new variants of chocolates. retailers list a credible Replacement policy as a factor very high on their wish list.  Can try to create Brand loyal customer  Lots of scopes of improvement like in the field of Distribution. A sense of patriotism is attached (the taste of India)  Amul has built up a formidable image as a brand in which generations of consumers have placed their trust.  Retailers and Distributors not Satisfied with company Services unlike Cadbury and Nestle  Usually Supply of old dated Chocolates. Sales Services.  Provides no services like Dispenser. Visi coolers. Amul has no replacement policy.  Absence of Customers Schemes. This is especially true of those retailers who already stock one or the other THREATS –  Low Market Coverage.  As per our survey. They would be willing to make further investments only for that brand which offers replacement facilities. WEAKNESS –  No advertisements and promotions are made for Amul Chocolates.  Retailers now demand freezers without having to pay any deposit. as just only five variants is present at latest.

SWOT Analysis STRENGTH –  Brand leader in noodles (Maggie) and coffee (Nescafe)  Satisfied middleman  Brand ambassador like Rani Mukheerje WEAKNESS –  Profit margin need to be revised  No innovation or new variants OPPORTUNITY –  All brand not successful  All variants not successful THREAT –  Tough competition from Amul and Cadbury  Low profit margin to retailer‘s .

Brand name influence the sale of chocolate up to greater extent. Among all the packs of Amul chocolate Rs 10 is mostly preferred price point. which means a tough task for Amul to turns customers loyalty. and Almond Bar. but it varies according to area as in Dharampur. People are well aware of Amul chocolates but of old variant mostly milk chocolate. Nehru colony Fundoo pack of Rs 5 was most Preferred. Bindaaz. Pure milk chocolate of Amul is mostly demanded among all variants of Amul Chocolate . RKJP MARKETING Findings from customer‘s survey –          Chocolates in India are consumed as indulgence (pleasure) and not as a snack food People are not regular customers of chocolates because out of 150 surveyed customer only 8 % has polled for daily. Most of the consumer surveyed are not satisfied with the taste of Amul chocolates and want buttery type taste as similar to that of Cadbury chocolate. which holds more than 53 % of total chocolates market. SVS MARKETING 2. 50 retailers survey and 5 Distributors. And prefer less in comparison to Cadbury.FINDINGS In this project we covered Dehra Dun city and the total sample size was 205. Which includes 150-customer survey. The whole Amul market for Dehra Dun Valley was segmented into two parts 1. Mostly surveyed customer consumes Cadbury and is loyal towards their brand. In case of product like chocolates taste is very important factor . The product under study was Amul Chocolates especially newly launched Variants Fundoo. Presently Cadbury is most preferred brand in chocolate market.

Children and College Students are the main consumers of chocolates to whom Amul should do their product positioning. All the companies offer Schemes to Retailers (as 20 + of Amul). Amul doesn‘t provide any kinds of services like replacement of expired chocolates where as this facilities are available in both the company Cadbury and Amul. Dealers of Amul rarely visit retailers because they don‘t have Variety‘s in Comparison to Cadbury and Nestle. Cadbury. Distributors are forced to stock more Quantity of Chocolates then required. Their findings are as follows. Nestle. .         Among all the three companies Cadbury is the leader in the chocolate market. Both Cadbury and Nestle deals on Credit basis except Amul This could the reason why Retailers avoid to Deal with Amul as all the transaction are made on Cash basis. chances of damage is more as such. Packaging of Chocolates was Dull and is not attractive. Findings from Dealers survey – I have visited dealers of mainly three companies Amul.  Dairy milk of Cadbury is most preferred chocolate in over all chocolate market. Rajpur roads Palltan Market are most Favorable Market for all the three Dealers.

.RECOMMENDATIONS As the Company Amul Are taking some efforts but still it should consider some suggestion.  Try to introduce more variants and different price points  Should make attractive ads and promos of chocolates. have been developed through discussion with retailers.  Go for good Brand Ambassador as Amitab and Pretty Zinta for Cadbury and Rani Mukheerje for Nestle Munch.  Customer schemes should be made available like KIT – KAT of Nestle. customers and dealers while on survey of Amul chocolate in Dehradun.  Should try to provide proper service to its distributors as Nestle is providing so that they can be fully satisfied. as there is no advertisement till now.  Improvement in taste is must (Should be more Buttery like Cadbury Dairy Milk)  Should make packaging more attractive and glossy as packaging affect psychologically on people‘s mind.  More flavors should be introduced as Nestle have at present. which I intended to put forward to the organization this.

 Should provide Sale services (Dispenser.  Company should launch Wafers types of Chocolate as Perk and Kit-Kat are mostly in demand.  Company should also offer Schemes or free gifts to customer as presently no Schemes for Customers are there. .  Small shop Should Not Be Neglected. Coolers)  Should provide Facilities of Credit and Replacement of out Dated and Damaged products. Should Improve distribution Channel so as to make Amul chocolates available at every shop. If Amul Company actually want to lead or dominate the Chocolate market then it should try to ponder this suggestion and provide Chocolate vending machine.

Had to cover only those regions. .  Cadbury and nestle didn‘t had any exact figure that how much sale of which variant are contributing monthly. which come under beat plans of Amul. as they were not at all interested in dealing with Amul chocolates.LIMITATIONS  Time constraints due to time constraints I have not been able to cover all the regions of Dehradun.  Some retailers were unwilling to give information.  Also wanted to include Campco in comparative study of chocolates and for that visited twice to campco‘s Super Stockiest but might be because of hectic schedule the dealers was not able to gave time.  There might be possibility of biased information by some retailers due to misrepresentation of facts.

10. Should always be ready to face any kind of problem that exists in the market or in company. Good listening or tolerance power is must. 9. which he is working. How to enter into the market 2. 3. 8. 4. 1. Specially the competitors of Amul such as Cadbury. How to convince the parties / people (like Retailers) so that they will purchase your product. Good relation with employee where you are working is must. Nestle etc. Knowledge of the company in which a person is working is not enough but the knowledge of the competitor and cooperate world is also must. 7. 5. Confidence level should be high. Mukesh Sadana helped me to gather first hand experience of market and some practical experience of life. A person should well know hierarchy level of management in the organization. Marketer must have deep knowledge of the product with which he is dealing. Dehradun Mr. He should always remember that listening is much more required than speaking. Working under the guidance of an area manager of Amul India.LEARNING EXPERIENCES Working in an organization like Amul India was really a wonderful experience for me to know about Amul India and also about the corporate world. . A marketer must always keep this proverb in his mind that ―Customer is king‖ so he should try to take care of the demand of his customer 6.

Do you feel that there should be any improvement in Amul chocolate? a) Change in packaging b) change in taste c) reasonable pricing 11. With increase price will you still buy your favorite chocolate? 9. 2. Have you ever tried Amul chocolate? 6. Which brand of a chocolate you prefer most and why? a) Amul b) Nestle c) Cadbury. Which type of chocolate you like most? a Wafers types b) Nutties types c) Pure chocolate 4. Do you feel that there should be any improvement in Amul chocolate? a) Yes b) No 10. 7.ANNEXURE CUSTOMER‘S QUESTIONNAIRE 1. 5. What makes you to buy for Amul chocolate? a) Good taste b) Brand name c) Advertisement d) Reasonable cost 8. If yes how did you find it? a) Very good b) Satisfactory c) Poor. Do you like to have a chocolate? How often do you use chocolate? a) Daily b) Twice in week c) Weekly d) Occasionally 3. Any suggestions .

During which month do you feel that the sale of Amul chocolate increases most? a) January to April b) May to August c) September to December. Chocolate of which brand do you stock most? a) Amul b) Nestle c) Cadbury 2.: Your monthly Expenses: RETAILER‘S QUESTIONNAIRE 1. How do you find the sale of Amul chocolates? a) Good b) Satisfactory c) Bad 7. 9. . Which variant of Amul chocolate is/are most demanded by customers? a) Milk Chocolate b) Fruit & Nuts c) Fundoo d) Bindaaz e) Almond bar 4.PERSONAL DETAILS Name: Address: No. Which pack is mostly demanded? a) Rs 10 b) Rs 5. 5. 8. 6. What is the reason of buying these brand chocolates? a) Demand b) Profit Margin c) Sale services 3. Who are the regular customers of chocolate? a) Children b) College Students c) House Wives. Do you feel that there should be any improvement in Amul chocolates? a) Yes b) No. What are the problems that you face while dealing with Amul chocolates? a) Storage b) Selling c) Supplies. Have you ever got any complaints in Amul chocolates? a) Yes b) No If yes please specify. of family members: Your monthly Savings: Age: Phone No. 10.

Age: Phone No: Your monthly expenses on chocolates: QUESTIONNAIRE OF DISTRIBUTORS 1. Coverage (a)Total Retailers (b) wholesalers (d) salesman (b) Ready stock (b)Total Wholesaler 9. (a)Ordered booking 8. (a) Retailers (b) Wholesaler 10. Coverage Frequency (Daily / Monthly / Weekly). Your distribution channel.Mode of payment. Profit Margin (a) Distributors (c) Retailers 7. Stock delivery pattern. If yes what kind of improvement? a) Change in Packaging b) Change in taste PERSONAL DETAILS Name: Shop Address: c) Distribution Channels. What kind of infrastructural facilities do you have? (a)Salesman (b) Delivery vehicle i) 2 Wheeler ii) 3 Wheeler 6. Name of the distributors? 3.11.( w / r / s) . Name of the company? 2. Address of the distributors? 4. 5.

.What are the Services that are Mostly demanded by supply Chain (r/w/s/c)? 14. What are the services do you provide to ( r/w/s/c)? 16. Distributor‘s operation a) Inventory (days) Maximum limit b) Stock capacity c) Sales (monthly/weekly/daily) 17. Future Plans / Suggestions 19.(a) Cash (w / r / s) (b) Credit (w/ r / s) i) Cheque (w / r / s) (ii) Demand Draft (w / r / s) (c) Credit Period Received i) wholesalers (ii) retailers (iii) salesman 11.Schemes a) Wholesalers/salesman b) Retailers c) Customers 15.Mode of Receipt. 18. Grievances. (W / r / s) (a) Cash (w / r / s) (b) Credit (w/ r / s) I) Cheque (w / r / s) (ii) Demand Draft (w / r / s) (c) Credit Period Given. i) Wholesalers (ii) retailers (iii) salesman 12. How much does your service cost? a) Dispensers b) Glass Top Fridge.Which is the most favorable market? 13.

 Required Display Glass top boxes.  Major share of Cadbury. ANALYSIS –  Poor Distribution Channel.MARKET ANALYSIS OF AMUL CHOCOLATE IN DEHRADUN 5th June (Sat) – Conducted Customer Survey (40) for Amul Fresh Cream at Ballupur. Clock Tower and Dispensary Road. Suggestions — Glass top Boxes & Refrigerator should be provided.  Small Size Packaging Preferred.  Packaging in Tin form.  Replacement Problem. 10th June (Thu) – Visited Moti Bazaar and near by area. . ANALYSIS –  Less Consumer Awareness. with low product Penetration.  Refrigeration Problem. got order for 40 units of Amul Chocolates. 9th June (Wed) – Visited Ballupur market and covered 13 Retail shops and Collected order for 125 units of Amul Chocolates. in Chocolates market.  No Distribution Links. Paltan Market.  Melting Problem. ANALYSIS –  A low profile market.

 Some asked for contract basis (like glass top Fridges).Distribution Channel should be improved. ANALYSIS –  Continuous supply of Amul Chocolates.  Direct contact with Distributors 15th June (Tue) – Surveyed a market of Chakrata Road. Tibet Market and Buddha Park and collected order for 200 Units Of Amul Chocolates. ANALYSIS –  Can be a potential market.  Preferred Fundoo Pack of Rs 5  Cadbury major shareholder of market  Out of 25. ANALYSIS –  A good viable market.  Melting Problem. 14th June (Mon) – Surveyed a market of Garhi Cantt.  Asked for Dispenser. Cantt Area.  Low Demand. . Neshvilla. Dakra and collected a order of 100 units.  Lack of distribution system.  Though regular supply in turner road. 16 Shops responded for Amul Chocolates. 12th June (Sat) – Visited Dharampur. Nehru Colony and got order for 300 units of Amul Chocolates. Turner Road. Total 165 units were ordered in this week 11th June (Fri) – Visited Clement Town.

Suggestions — Replacement of Expiry should be made.  Very few Shops responded for Amul Chocolates.Chukuwala and collected order of 400 units of Amul Chocolates.  Complaints for return of expiry.  Retailers dependent on Colleges near by. 16th June (Wed) – Visited area of Salawala. AraGhar and collected order For 520 units of Amul Chocolates. ANALYSIS –  Can be a good market because of presence of Colleges and Schools. ANALYSIS –  Huge potential market.  Most Retail Shop showed interest towards Amul Chocolates. .  Poor Distribution Channel. Total 1800 units of order were collected during this week. Hathi Barkala And collected order for 280 units of Amul Chocolates.  Proper attention can improve the product penetration in this market.  Low attention to Vijay Colony Retail. ANALYSIS –  Asked for Dispenser Boxes and display Banners. proper Attention to Small Retails also should be given. Vijay Colony. 17th June (Thu) – Visited Area of EC Road.

19th June (Sat) – Visited Rajpur Road.V. near by areas of D. Thakurpur Road and collected order for 350 units of Amul Chocolates. ANALYSIS –  Dependence of Retailers on Colleges for sales. 21st June (Mon) – Visited Ballupur Market and PanditWari shops and Collected order of 80 units of Amul Chocolates.  Poor Distribution Channel. 22nd June (Tue) – Surveyed Premnagar. ANALYSIS –     Effective Distribution Channels. Dillaram and collected order for 180 units of Amul Chocolates.  Asked for Despenser. Most of the Shops asked for Despenser outlets.A.18th June (Fri) – Surveyed area of Karanpur. Collected order of 110 units of Amul Chocolates. ANALYSIS –  Previous orders were not supplied. A high Consumer status market.  Replacement problem was dominant.  Suppliers has not visited to some Retailers for more than a year. ANALYSIS – . Presence of Quality Retailing Shops.

 Low demand of Amul chocolates. 24th June (Thu) – Visited market of Race course area and collected order of 300 units of Amul Chocolates.  Old dated Manufactured Chocolates were supplied. Few Retails were not visited by distributors. Suggestions — Glass Refrigerator should be provided. 23rd June (Wed) – Visited Market of Dharampur.  Most of the shop asked for Dispenser.  Amul Milk-35 was mostly demanded. Total 1620 units were ordered in this week . Nehru colony and Collected order for 600 units of Amul Chocolates. though Distribution were good. ANALYSIS –  Melting Problem. latest manufactured Chocolates should be supplied. ANALYSIS –  Credit dealing were preferred.  Some retails asked for Glass top fridge. and Credit facility should be softening.

Amul. 1996  Annual Report Of Gcmmf 1999  Business Today September 30.REFERENCES ARTICLES/JOURNALS/BOOKS  From An Article By Mini Varma Published In The Asian Age On March 3.Google.Indiainfoline. Marketing Management.2001  Phillip Kotler.Co.Com  www.Cim. WEBSITES  www.Uk  www.Cadburyindia.Com  www.Indiadairy.Com  www.Ca  www.Com .Nestle.Com  www.