amul chocolates
TRANSCRIPT
Failure of...
AMUL CHOCOLATES
SITUATION
• Amul chocholate’s Market share decreased to 4% much less than market leader(72%)
• The awareness level of AMUL CHOCOLATE is very low.
• Very low visibility today
COMPETITION SCENARIO
• The chocolate market in India has only three big players, Cadbury(72%), Nestle(17%) and Amul (4%)
• Relatively New brands such as Ferrero, Lindt, Mars, Sweet World, Candico and Chocolatiers are present in several malls.
• The largest target segment for Cadbury is youth.
JOURNEY – AMUL • 1970s – Market Leader (More than 70% Market
Share)
A classic 1970 - 80 Advertisement
• 1970s – Market Leader (More than 70% Market Share)
• 1990s:– Shifted focus in 1990’s towards other milk products.– Competition from multinationals– Market share down to 5%
JOURNEY – AMUL
2007 – Strategy Rework• Reworked its strategy in
the chocolate category to push its chocolate product sales.
• A new product portfolio (Dark Chocolate).
• Placed its chocolate
products at lesser price points compared with its competitors.
• Market share increased to 10 %
Current Pricing
Bindaaz Wafer Chocolate Almond Bar
Dark Chocolate
Milk Chocolate
Fundoo
Fruit n Nut
Rs 5
Rs15
Rs15
Rs15
Rs 15
Rs15
18g
26g
35g
30g
30g
30g
Current Market Share
Survey regarding Amul chocolates 88 respondents Conducted on the web
Some findings
• All most all the people who like eating chocolates have tasted Amul chocolate
• But still, the brand is a failure
Even though they are fairly priced…
No15%
Yes85%
Are Amul Chocolates fairly priced?
Even though they are tasty…
21%
79%
Do you like the taste of Amul Chocolate?
No
Yes
Even though people still relate to it…
7%10%
38%
45%
What comes to your mind when you think of Amul Chocolates?
Fun
Nostalgia
Nothing
The taste
The brand
Cadbury Neslte Amul0
10
20
30
40
50
60
70
80
78
4 0
Which brand is most visible to you when you go to purchase a chocolate?
failed
Cadbury
Neslte
Amul
0 10 20 30 40 50 60 70 80
Which brand is most visible to you when you go to purchase a chocolate?
failed
NoYes
05
101520253035404550
Do you notice Amul chocolates kept at the counter?
failed
So, People like other brands
Amul Cadbury Nestle0
1020304050607080
Which chocolate do you like most?
Suggestions:
Health
16%
Taste84%
What do you want the most in your chocolate:
No14%
Yes86%
Do you think your favorite chocolate gives you the above attribute?
Place
• Most important is to increase its visibility• Develop better relationship with retailers• Offer Discounts to retailers along with
buybacks to convince them to store the Amul Chocolates
• Amul has strong distribution, use it to improve penetration
Promotion • Must choose a Brand ambassador- e.g.Rani Mukherjee for Munch ( targeting youth), Cadbury has roped in Genelia etc.
• ADVERTISING– Increase in frequency,
At prime time.– Must increase
advertising expense from the current 1% of the revenue to 5-6%
Product
• Introduce Particular line and Promotion for Festive Season.
• Create Lines which people can associate with celebration, special occasions and luxury.
References www.rediff.com
www.indiainfoline.com www.amul.com
www.amuldairy.com www.google.com
http://cities.expressindia.com/fullstory.php?newsid=108439 http://www.moneycontrol.com/india/news/business/amul-chocolates-to-getface-lift/20/12/157450
http://classicindianads.blogspot.com/2008/11/amul-chocolate.html
http://www.fnbnews.com/article/detarchive.asp?articleid=16547§ionid=11
www.India-stats.com
www.Agencyfaqs.com
www.indiantelevision.com
www.thehindubusinessline.com
Thank You