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[Year]

[Type the company name]

[Pick the date]

Product – Amul Chocolates

Group 9

Shraddha Patel – 72

Radhika Phaterpekar – 77

Sabika Razvi – 81

Shalaka Shah – 98

Shwetal Shah – 100

Yatithi Vidhlani - 115

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Acknowledgements

We would like to thank Usha Pravin Gandhi College and Mrs. Rubina Khan ma’am for providing us an opportunity to do a project on a wonderful and vast topic, thereby giving us an insight into the media strategy of Amul Chocolates. Apart from gaining knowledge on many important things, it also helped us to build our team spirit.

We would also like to thank all the people who filled the surveys for our research, helping us do a comprehensive report and conclusion to it, and the numerous websites which have provided us with ample amount of data to carry out an effective project.

Indeed, working on this project was a delightful experience in itself.

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INDEX

Sr.No Topic Sub – Topic 1 History of AMUL 1.1 – Amul chocolate

1.2 – list of competitors 2 Market Analysis

2.1 – STP

3 Creative strategy 3.1 – Ad objective 3.2 – communication objective 3.3 – Communication model – AIDA

4 Media Brief 4.1 – Marketing information checklist 4.2 – Ad objective 4.3- Product characteristics

5 Media Strategy

6 Media objective

RE – LAUNCHING with Questionnaire

7 Revised Media brief 7.1 – Product characteristic 7.2- Ad Objective 7.3 – SWOT 7.4 – Geography

8 Market dissection

9 Proposed Creative strategy 9.1 – Ad Objective 9.2 – Communication Model – HOE

10 New Media Objective

11 New Media Strategy

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1 - HISTORY

Amul’s (means “Priceless in Sanskrit) birth is indelibly linked to the freedom movement in India. It was Sardar Vallabhbhai Patel who said that if the farmers of India are to get economic freedom then they must get out of the clutches of the ‘middlemen’. The first Amul cooperative was the result of a farmer’s meeting in Samarkha, Kaira district in Gujarat on 4th January 1946, called by Morarji Desai under the advice from Sardar Vallabhhai Patel. Milk producer’s cooperatives in villages, federated into a district union, should alone handle the sales of milk from Kaira to the government run Bombay Milk Scheme. This was the origin of the Anand pattern of cooperatives.

In 1937, in order to make their products more effectively and economically, they formed the Gujarat Co-operative Milk Marketing Federation Limited (GCMMF Ltd.).

GCMMF became the sole marketer of the original range of Amul products including milk powder and butter. That range has since grown to include ice cream, ghee, cheese, chocolates, paneer, shrikhand, etc. These products have made Amul a leading food brand in India.

The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the “White Revolution” of India, which has made India the largest producer of milk and milk products in the world. It is also the world’s biggest vegetarian cheese brand.

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1.1 AMUL CHOCOLATES

Amul Chocolates entered the chocolate segment in 1970 when the Indian customers were skeptical of consuming chocolates on a regular basis. With the changing times and changing perceptions, the chocolate industry flourished. The introductory phase of Amul chocolate’s life cycle saw a very gradual increase, pretty much negligible. In 1991, with globalization paved way for MNCs invading and capturing the Indian market. This phase also show people getting “westernized” and following western trends and lifestyles. Thus eating a chocolate became a common and an everyday affair. Amul Chocolates being in its growth stage had to struggle to even stay in the competition where foreign chocolate companies never ceased to amaze the Indian public.

Today, in comparison to Amul Chocolate, the other competitors provide a better availability and give competition to the hilt. The rival companies are well established with aggressive advertising and nation-wide availability.

The chocolate market in India is pegged at approximately Rs 2,000 crore and is growing at a rate of 18-20 per cent per annum as per 2008 statistics.

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Ad Agency

DraftFCB + Ulka handles the Amul Portfolio and advertises Amul milk, chocolates, paneer, ghee and ice-cream.

TVC

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1.2 List of competitors –

Cadbury – 70% Nestle – 28%

Nestle - 28Amul and others - 2 cadbury - 70

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2 - Market Analysis

Is the process of marketing of grouping a market that is the customers into smaller groups. These markets are often termed as niche marketing. These segments are fairly homogeneous in their attitudes about certain variables.

Because of this intra-group similarity, they are likely to respond some what similar to a given marketing strategy. That is, they are likely to have similar feeling and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way and promoted in a certain way.

The purpose of segmentation is to identify and target prime customer groups so that you get the maximum return from a limited marketing budget.

Market segmentation of amul chocolate

Homogeneity within the segement Heterogeneity within the segments Segments are measurable and identifiable Segments are accessible and actionable Segment is large enough to be profitable

After the most attractive segments are selected, a company should not directly start targeting all these segments. The attractiveness of the segments is also depending on other important factor. In the main activity of defining a target market, four sub activities are given which are the bases for deciding on which segments will actually be targeted. The four sub activities performed by Amul while targeting are:-

Defining the abilities of the product and resources needed to

enter a market Analyzing competitors on their resources and skills Considering the company’s abilities compared to

competitors.

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Deciding on the actual target market. 2.1 STP

Segmentation – i. Demographics – comprises of age of target market, the gender and their social class. Age- 8 to 25yrs it mostly targeted children and youth gender- both men and women Mostly catering to quality conscious children and youth. Since Amul is a brand that symbolizes quality and trust. It is for all the segments because the prices are cheap as compared to cadbury. eg: Amul dry fruit rs. 80, whereas cadbury is for rs.100 ii. Geographical – It mostly catered to the urban areas where amul chocolates were launched way back in 1970's, that time eating chocolate was a luxury. iii. Psychographic – During that era , there was a change in the minds of the consumers, as Indians were always used to getting mithais during

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festivals there were slowly shifting towards eating chocolates. Again catering to the upper middle class, thats when amul chocolates came up with its festive packs. iv. Behaviourial - Since it was a luxury product the families enjoyed it on occasions and after dinner and lunch as they could afford it. These chocolates were exchanged as gifts, it symbolized pride in eating amul chocolate. Also the consumer had a trust and was happy and satisfied since the brand was amul.

Target market –

Primary target – age 8 to 30 quality conscious people, who gave importance to the quality and taste. Something that suited their lifestyle. Much focus wasn’t given to the middle aged and people about 30-35.

Positioning -

1) The tag line "for someone you love", again symbolizing it as something very precious for your loved one creating a niche image. 2) For people who are very brand, taste, quality conscious. 3) Amul chocolate ads always had an emotional appeal justifying the tagline. 4) Lot of varieties of chocolates from different flavours to fruit and nut to dark chocolate catering to the tastes of all the consumers. 5) Also different packaging for different flavours and for different festivals. 6) Two cute babies always there for Amul chocolate ads.

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3 - CREATIVE STRATEGY

3.1 - Ad Objective

The 2 major ad objectives that Amul Chocolate incorporated are –

A) Informative

They wanted to make people aware of the new extension Amul was coming up with i.e the CHOCOLATES. They wanted to develop a liking for the chocolates amongst the people which would lead to purchases. They also chose the tagline very smartly which says “For someone you love” which tried to portray that you would want to gift the chocolate to someone special or someone you care for like your parents, children, friend, lover etc. Amul has always tried to bring happiness in everybody’s life by giving good quality products. Amul already enjoyed trust and goodwill in the market and the same was used by Amul Chocolates to showcase them as a product consumers can trust.

B) Persuasion:

They tried to persuade people by using emotional appeal. They focused on the father-son relationship to show the amount of confidence the father has on Amul Products that he is contentedly giving his son chocolates of the same umbrella company. The ad showcases emotions of a loving and caring father towards his son. This type of an emotional appeal would persuade the people to indulge in buying the product.

3.2 - Communication Objective

The company wanted to target all the loyal customers who since years have been using Amul products and won’t hesitate before buying an Amul Chocolate.

Like all Amul advertisements even chocolate ads uses emotional appeals to create a bond with the customers. It wanted to create a level of comfort and fulfilment after consuming the chocolate.

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It also aimed at changing the attitude of the people that chocolates can replace the traditional sweets during occasions. The perception that chocolates which used to be unaffordable is changed with Amul’s sentitive pricing. Today it is much more convenient over Mithai in terms of packaging and self life in making both middle class and rich Indians opt for chocolate

3.3- Communication Model - AIDA

Attention – Amul chocolates started grabbing attention with their simple yet to-the-point print ads that where published in Indrajal in the initial time period that is around 1970 to1980. Amul as a brand was very well embedded in the minds of the audiences even before Amul Chocolates entered the market. With such a versatile brand with so many variants, it was necessary that the brand draws special attention to their newly launched product (chocolate) for the people to take notice.

Interest – It was important to raise customer interest by focusing

on demonstrating advantages and benefits a consumer will get after consuming the Amul Chocolate. Thus the vibrant and informative Amul website displayed the ingredients, nutritional value, composition and price of the chocolates. Interest was generated on the basis that a consumer eating an Amul Chocolate will obtain value for money, healthy, uncontaminated chocolate that provides pure joy and satisfaction.

Desire – The 3rd stage tries to convince customers that they want and desire the product or service and that it will satisfy their needs. Thus a desire was created among the audience by coming up with festive packs like special packs for diwali and raksh-bandha. Thus people would wish to swap the traditional Mithai or sweets with a pack of Amul Chocolate. Also by offering an

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assortment of chocolate variants and various price range for it, it aimed at creating a desire of gifting or buying the chocolates.

Action - One innovative method to induce purchase was the facility of online shopping to the customers. This is something very new that no other chocolate brand has indulged in, since ordering a pack of chocolates from home makes the job of the customers very easy.

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4 - MEDIA BRIEF

4.1 - Marketing information checklist -

Product Details

Product Name Amul Chocolate

Description

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

Packing

1) Milk Chocolate 12g, 22g, 35g 2) Fundoo Milk Chocolate 12g, 30g 3) Dark Chocolate 35g 4) Fruit & Nut 40g, 2x150g 5) Almondbar 35g

Product Specifications

Composition

Sugar, Cocoa Butter, Milk Solids, Cocoa Powder, Raisins & Almonds and permitted emulsifiers

Nutritional Information

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

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Objectives –

The main objectives are -

To create awareness of people towards Amul chocolates. To know in which segment chocolates are mostly like/preferred. To know which advertisement tool is mostly preferred by people. To know the preference of Amul chocolates with comparison to other

competitive brands. To know the factors which affects consumer’s buying behaviour to

purchase chocolates. 4.2 - Advertising Objective – Informative and persuasion are the main two objectives of the advertisement.

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4.3 - Product category information –

Strengths Weaknesses

Different varieties of chocolates. Sensitive pricing for all the social classes. Sugar free for the health conscious market. Slabs of cooking chocolate to facilitate the joy of making your own delicious bar. Online shopping feature. A sense of patriotism is attached - the taste of India. Purity – Amul milk and rich cocoa Sponsoring reality shows – Voice of India and Masterchef India. And also Olympics.

Lack of advertisements and promotion. Fewer variants compared to competitors. Smaller business unit Lack of availability – only accessible in wholesale and not available at retailers.

Opportunities Threats Can make good utilization of established goodwill of Amul as an umbrella brand. Increasing demand of the chocolates. Changing attitudes in terms of switching mithai with chocolates during festivals.

Cut-throat competition. Lack of awareness and therefore lack of demand. Low availability, inefficient channels of distribution.

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4.4 - Geographic Location

Market segmentation of Amul mainly focused on the urban population which is evident from its tagline in English – “For someone you love”. One TV commercial showcased that how a boyfriend gifts his girlfriend an Amul chocolate which delights her on Valentine’s Day which is again irrelevant to the rural society. 70% of the urban sector indulges in purchasing chocolates thus Amul majorly concentrated on this sector. But the prices are such that all the 3 social classes – lower, middle and higher can afford the chocolate range.

4.5 - Target audience

Amul target thechocolating eating segment that is ages 8 to 30 since their every ads also had 1 or 2 kids. They did not focus on people above 30-35 since they perceived this age group as more of avoiding sweets, health conscious and Indian traditional mithai loyalists.

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5 - MEDIA STRATEGY

Advertising is a paid form of non-personal communication in order to create awareness, change behaviours, develop perceptions and persuade the audience to make a specific purchase. Media strategy refers to the systematic selection of the medium of media to be used so that the desired message reaches the target audience. Thus depending upon the product or service that has to be advertised and the target market, an advertiser selects the types of media that will gain maximum effectiveness and benefit the product or service. Amul butter is largely advertised using creative and innovative hoardings, usually mocking or depicting the current issues. Amul as a brand is very well advertised and mediums like TV commercials, print advertisements, outdoor advertising etc is strategically utilized. But the company has not paid much attention to advertise Amul Chocolates which is evident from the lack of awareness and disinterest from the public.

Types of media used –

1) Print medium Amul Chocolates started their publicity with print ads in the 1970s. But the frequency and reach of these ads was limited and failed to create the needed buzz n the market.

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Amul Chocolates also advertisement in Indrajal Comics, a series launched by the publisher of The Times of India, in 1964 which was quite popular in 1970s and 1980s.

A recent ad that featured in Times of India

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2) TV commercials – There were a series of this ad with the right words filling the blanks of this punchline. In one of them, a young teenage girl sings ‘I am 2 old for dolls, 2 young for the disco’, her elder sister (I think!!), sings back, “But I think you are just right for Amul chocolates” in the year 200 There were 2 prominent TV ads that were aired in 2005 where –

Father – son ad - where Television actor Ram kapoor is flying back home and has bought Amul chocolates for his kid. He usually keeps the chocolate in the right side of his coat but this time to confuse his kid he keeps I n the left side. On coming home the kid checks the left side only and is very happy to find the chocolates. And in the background the wife is shown laughing. The ad focuses on how strong a father –son relation is, similarly a consumer will have a long-lasting bond with Amul Chocolates.

Rose day – in this ad, the tagline - for someone you love, is justified by showing a boyfriend gifting his girlfriend Amul chocolate which delights the girl.

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Inspite of these ads being 6 years old, they were aired during the cooking reality show, Masterchef India (Amul being the presenting sponsor) in 2011. This clearly shows that the ads were not changed with the new changing times.

3) Hoardings No specific hoardings for Amul chocolates were ever displayed as Amul believed in only publicizing its butter with witty and attention grabbing hoardings. But in 2003, when market leader Cadbury suffered from the worm infestation case, Amul show this as a golden chance to turn Cadbury loyalists towards themselves. But they only came up with one hoarding mocking the Cadbury scene, stating – CADBURA (bura – meaning bad in Hindi). But they failed to utilize this opportunity as the hoarding was surprisingly for Amul butter as usual and not entirely for Amul Chocolates.

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5 – MEDIA OBJECTIVE

1)Frequency

TVC- Amul sponsored reality show Masterchef in 2010. Amul Chocolates father-son TVC was shown in the advertisements. They have not done a lot of advertising for their chocolates. Two TVCs and some print ads. But Amul has not focused on advertising its chocolate brand. There have been a number of talks for revamping the entire look of Amul but

Print-It appeared in a comic, Indrajal after it was launched in 1970. There have been a few print ads but aggressive advertising has not been done for the chocolates.

2)Message distribution

It has appeared on Star when Amul sponsored Masterchef in 2010. Amul has a website which allows consumers to place their order online. A number of print ads have appeared in Times of India. But the advertising has been minimal; Amul’s focus has not been on establishing its chocolate brand.

3)Reach

It is only available in wholesale and not available in retail. Hence the chocolates are not readily available to consumers. They have inefficient channels of distribution. The one TVC that they shot has consistently been used for many years and its outdated and has failed to capture the attention of the consumers. The online shopping feature that’s available reaches out to a larger audience.

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RELAUNCHING THE PRODUCT 1)Do you eat chocolates?

29 OUT OF 30 PEOPLE SAID THEY EAT CHOCOLATES

1 PERSON SAID THEY DO NOT EAT CHOCOLATES AT ALL

Q.2) How often do you eat chocolates?

97%

3%

YES

NO

DAILY, 8

55%

17%4%

DAILY ONCE A WEEK

EVERY ALTERNATIVE DAY MORE THAN ONCE A WEEK

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MAJORTIY OF PEOPLE TEND TO EAT CHOCOLATE ONCE A WEEK I.E 16 OUT OF 30 PEOPLE

DAILY - 8 OUT OF 30 PEOPLE

EVERY ALTERNATIVE DAY – 5 OUT OF 30 PEOPLE

MORE THAN ONCE IN A WEEK – 1 OUT OF 30 PEOPLE

Q.3) Which chocolate do you prefer the most?

24 OUT OF 30 PEOPLE LIKE CADBURY DAIRY MILK

2 OUT OF 30 LIKE NESTLE CHOCOLATES

AND 4 OUT OF 30 LIKE OTHER BRANDS OF CHOCOLATE

80%

7%

13%

CADBURY DAIRYMILK NESTLE OTHERS

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Q.4) Have you ever tried Amul chocolates?

17 OUT OF 30 PEOPLE HAVE TRIED AMUL CHOCOLATES

Q.5) Have you ever come across any Amul chocolate ad? If yes, then which medium?

57%

43% YES

NO

13%

34%53%

PRINT OR OUTDOOR TELEVISION NO

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16 OUT OF 30 PEOPLE HAVE NEVER COME ACROSS ANY ADS OF AMUL CHOCOLATES

4 OUT OF 30 HAVE SEEN PRINT ADS OR HOARDING

AND 10 OUT OF 30 HAVE SEEN THE TELEVISON AD FOR THE CHOCOLATE

Q.6) Have you ever come across this ad before? (Ram Kapoor)

22 OUT OF 30 PEOPLE HAVE NOT SEEN THE ADVERTISEMENT

Q.7) do you recollect the ad?

27%

73%

YES NO

24%

76%

YES

NO

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7 OUT OF 30 PEOPLE RECOLLECT THE ADVERTISEMENT AFTER IT BEING SHOWN TO THEM

Q.8) Is the ad easy enough to decipher and is it informative enough?

17 OUT OF 30 PEOPLE FIND THE AD EASY ENOUGH TO DECIPHER FOR

11 OUT OF 30 PEOPLE FIND IT LACKING INFORMATION ABOUT THE PRODUCT

Q.9) Does the tagline “Amul Chocolate — For Someone You Love” justify the product and the brand?

56%37%

7%YES

NO

SOMEWHAT

63%

27%

10%YES

NO

MAY BE

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19 OUT OF 30 PEOPLE FEEL THE TAG LINE IS APT

8 OUT OF 30 PEOPLE FEEL THE TAGLINES DON’T MAKE A MUCH OF A DIFFERENCE NOW A DAYS

AND THE REST ARE NOT SURE ABOUT THE JUSTIFICATION OF THE TAGLINE

Q.10) If the product was advertised on a larger scale and was readily available, would you specially ask for an Amul chocolate?

17 OUT OF 30 PEOPLE WOULDN’T MIND BUYING AMUL CHOCOLATE IF THE PRODUCT WAS EASILY AVAILABLE

57%23%

20%

0%

YES

NO

MAY BE

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Q.11) What did you like and dislike about the ad?

12 OUT OF 30 PEOPLE LIKED THE KID IN THE ADVERTISEMENT

AND 18 OUT 30 PEOPLE FELT THAT THE ADVERTISEMENT DIDN’T DO JUSTICE TO THE PRODUCT BECAUSE IT DIDN’T TALK ABOUT THE PRODUCT MUCH

26%

32%

36%

6%

EMOTIONAL TOUCH KID TAG LINE RAM KAPOOR

60%

40%

0% 0%JINGLE LESS IMFORMATIVE

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Q.12) Do you feel that there should be any improvement in the form of communication /presentation of the Amul chocolate? If yes, how?

Conclusion

It has been observed that people who are aware of Amul Chocolates and have tried it, would like the option, if given to them

Easy availability of the product and better marketing strategy will draw the consumers who haven’t tried the chocolates; because of the brand name, ‘Amul’ or any other reason.

Most customers are loyal to Cadbury and their interest must be shifted if Amul were to capture the market share.

45%

30%

25%

INCREASE THE NUMBER OF ADS

INCREASE THE AVABLITY OF CHOCOLATES

ADD VARIANTS TO THE PRODUCT

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A better communication strategy; better jingle, more pack shots of product, more information are some of the things the consumers would like to see in the ads.

Many even remember the old TVC because of the couple cast in it, Ram Kapoor and Gauri Kapoor.

Hence, we’ve seen that majority of the people are chocolate lovers and are not hesitant to try Amul brand.

7- Revised Media brief

7.1- Product characteristics –

Ingredients- Amul chocolates are made up of sugar, cocoa butter, milk solids, chocolate mass, cocoa mass and permitted preservatives and has been carefully manufactured meeting all the requirements under the PFA for Boiled sugar confectionary. The key ingredient cocoa beans are sourced locally hence they are healthier and prevent heart problems. And Amul also provides employment to these segments. Amul milk used is also rich in quality. Rich in chocolate cream, jus’ running your already mouth-watering tongue on this yummy chocolate flavour itself is exceptionally enjoyable.

Amul’s Eclairs and Fruit & Nut Chocolates, milk chocolates, sugar free products for health conscious as well as diabetic people. Amul as brand as quality products hence the same is seen in its chocolates as well. Chocolate bar is entirely made of chocolate flavour without wafers, but the nuts and fruits make it very crunchy and youthful!

Nutty chocolate is rich in dry fruits and crusty nuts which make eating crispy and crunchy choco bar a very delightful experience.

“First Impression is the Best Impression” The new packaging is very pleasant dark maroon and brown(a trademark colour for all bar chocolates) in shining wrapper with colourful prints of various nuts and dry fruits and other specifications

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according to the variants makes its appearance very special and catchy!

7.2 - Ad Objective –

The new strategy would focus to create a strong market for Amul Chocolates and make it a household name by using -

- Informative advertising - Persuasive - Reinforcement

7.3 - SWOT ANALYSIS

Strengths Weaknesses Pricing for different economic classes – rs 1 and 2 for rural and rs 90 for niche market. Brand ambassador: Shah Rukh Khan Facebook page and twitter account for the youth with weekly engaging activities. Attractive repackaging of maroon and brown. Aggressive advertising. Better distribution channel and involving retailers.

New strategy may fail to capture the market. Taste may not appeal to the consumers. May fail to grab the attention and generate liking. Serious competition from established brands like Cadbury and Nestle.

Opportunities Threats Wide range of products with affordable prices. Trusted brand name of Amul. Expansion of market – urban as

Channels of distribution may be faulty. Cadbury and Nestle loyalists may not turn to Amul.

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well as rural. Replacement of chocolate instead of the Mithai

May not be able to meet the increasing demands of the market

7.4 - Geographic Location

Market segmentation of Amul will be focusing on the urban as well as rural population with new Tagline- “Apno ke liye...kuch apna.” The prices are such that all the 3 social classes – lower, middle and higher can afford the chocolate range with (Rs. 2, 5,10,15 packets) more for the rural market and special packs and wider range for urban market (Rs 90, 100, 150 packets).

70% of the urban sector indulges in purchasing chocolates thus Amul will majorly concentrate on heavy advertising in this sector. But also, for rural markets because Amul is established all over India.

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8 - Market Dissection -

Segmentation –

i. Demographics – comprises of age of target market, the gender and their social class. Age- 6 and above gender- both men and women

New strategy to target the children thus their parents and youth but not forgetting the adults. The chocolates will be segmented across all classes of people

ii. Geographical –

Dividing the market as rural and urban segments. The marketing of the chocolate will be different in terms of price, with (Rs. 2, 5,10,15 packets) more for the rural market and special packs and wider range for urban market (rs 90, 100, 150 packets).

iii. Psychographic –

In Urban areas based on their modern lifestyles, occasions such as a gifting a chocolate is seen as a trend during major festivals. new focus on niche marketing where the new Rs.90, Rs.150 packs with different variants will be available, thus promoting bulk buying. In rural areas chocolates are still seen as a luxury therefore they are occasional buyers and would not specifically go to a market to buy a chocolate. Amul chocolates will try and change this attitude with rs 1 and rs 2 chocolates.

iv. Behavioural –

Urban society would consider having Amul chocolate daily after lunch and dinner as dessert instead of mithai. Thus this will even prove to be economical for families. On occasions like friendship day, Valentine’s day etc festivals like Diwali, Raksha Bandhan, Christmas etc. People will be urged to buy Amul Chocolates.

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Rural segment induce in buying chocolates on special occasions like birthdays and slowly inducing them to celebrate festivals also with chocolates. Sugar free chocolates will be promoted to health conscious people. With more and more people being health conscious people thus sacrificing eating sugar this will give diabetic patients as well as health conscious people to have a chocolate once in a while without any guilt.

The desired attitude of the customers is that they are enthusiastic, satisfied and comfortable at choosing Amul chocolates over other competitive brands.

Target market –

1) Primary target – age 5 to 20 This the Cadbury generation, who are not fully aware of the existence of Amul’s chocolates and are influential buyers thus they are the primary target audience

2) Secondary target – age 20 and above who have heard about Amul’s chocolates and must have tried it at some point , seen the Amul chocolate rise and fall this is the Generation X, the main goal here is reinforcing their attitudes . Reminding them about the presence of chocolates in the market and persuade them to buy.

Positioning -

1) Changing the tagline to “AMUL CHOCOLATE....APNO KE LIYE KUCH APNA” - thus engraving the new tagline into their minds.

2) Changing the packaging – making it more desirable and more attractive and match with the current generation’s attitude and thinking. Using a more mature colour combination of maroon and chocolate brown.

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3) Changing the advertising strategy – better penetration in people’s minds by increasing the frequency and reach of the ads, different ads for different variants,

4) Show them the benefits they will get if they use the product– value for money, trust of Amul, real milk and chocolate combo, no adulteration. Using Amul’s butter, milk to manufacture the product. Amul’s butter and milk have enjoyed tremendous brand loyalty over the years.

5) Our Brand is positioned as high quality and low-price- a premium brand and the experience of something as simple as a blend of real milk and cocoa.

6) Having Shah Rukh Khan as our ambassador to persuade people even more.

9 - Proposed Creative strategy

9.1 - Advertising objective Amul as a brand is well established in the market and its other products have become generic names, for example the Amul butter. The success of Amul can be awarded to the innovative, intriguing and continuously changing advertisements that have helped Amul penetrate into the subconscious minds of the consumers. But the Amul Chocolate segment has been neglected and does not share the same glory as the umbrella brand. The new strategy would concentrate to create a strong market for Amul Chocolates and make it consumers 1st choice by using the following advertising objectives- - Informative advertising - Persuasive - Reinforcement

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1) Informative - The Generation Y is unaware and not well informed about Amul Chocolate’s existence because of lack of proper communication. Thus the new advertisements will concentrate on this market comprising of the age group of 5 – 20, with advertisements giving information about Amul Chocolates, its different variants, prices and availability in the market. The distribution channels, that are wholesalers and retailers, will be strengthened and initial advertisements will display the stores selling Amul Chocolate so that customers will be aware of the availability of the chocolates. At the same time the Generation X that is somewhat aware of Amul Chocolate, thus the ads will aim at increasing the awareness. The previous advertisements also lacked the informational value and therefore the new strategy will emphasis on giving out information about the products.

2)Persuasive - In order to persuade customers to purchase Amul Chocolates, advertisements will use a combination of informational as well as emotional appeal to motivate the customers to comprehend our product better. The TV commercial with our ambassador Shah Rukh Khan will have an emotional appeal where the father (Shah Rukh Khan) is pleased and stress free to see his children consume a healthy bar of Amul chocolate. Thus the ad will also talk about the benefits a consumer will receive after consuming an Amul Chocolate which is rich in taste, healthy, consists of unadulterated ingredients, trustworthy and delicious. Other ads will also stress on the uncompromised quality of the chocolate that guarantees that the product is made from 100% pure ingredients.

3)Reinforcement – When an existing loyal customer gives his or her positive testimonial about a particular product, the potential customers are influenced and motivated to atleast buy the product once. Working on these lines, a special TV commercial will be aired that comprises of faithful and loyal Amul customers taking about how they trust Amul Chocolates blindly, since they trust the brand

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Amul. So the ad will have testimonials like “Amul butter, Amul milk, Amul lassi, Amul ice-cream...and now I won’t think twice before buying Amul chocolates as well”. We will also have ads dubbed in regional languages that will help connect the customers with the chocolates.

9.2 Communication model – HOE Model (hierarchy of effects model)

Cognitive - New TVCs casting brand ambassador of Amul Chocolates, Shahrukh Khan and his children with the concept that Amul is for every generation and with other values the brand has also been passed on. Shahrukh Khan is a household name all over India and his presence will generate the required awareness.

Affective- Amul is a trusted brand name and its loyal customers will vouch for it. A special TVC featuring these loyal customers will impact the audiences greatly. Also, to make Chocolates a daily part of customer’s lives, tie up with Amul Butter which is generic so that the customers are exposed and free trial for a period of 6 months.

Behavioural- Inducing Purchase among customers during festivals by giving away chocolate hampers For e.g. If Rs.150 for big pack then Rs.30 less to encourage bulk buying Social media marketing- An active Facebook page, Twitter for youth with various consumer engaging activities to make Amul’s presence felt in the consumer’s daily life. Online shopping- The website already avails services for buying Amul Chocolates online because so many consumers are shifting their buying behaviour. We will market this so that customers become aware of these services.

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10 - New Media Objective –

1) Frequency As it is said ‘Out of sight is out of mind’ the same happened with Amul Chocolates. As it was not advertised properly people forgot about the product. Hence heavy advertisements will be done. The Tvc’c will be aired during the prime time i.e 9-11 pm as this is the time when full family watched television together. Also the ads will be aired on Cartoon Channels like Cartoon network, Hungama between 5-7pm on weekdays as this is generally the time when children watch Tv. And on Saturday and Sunday it will also be aired in the morning 11 am- 2 pm for children. The frequency will be high during first 2 months as we are trying to make audience aware of the product and at the same time persuading them. Also ads focussing on festive packs will be aired 15days before the festival. Later pulse advertising will be done during that time.

2) Message distribution The tvc’s will be aired on all major television channels like Star Plus, Colors, Sab Tv to reach a large audience. Also Tvc’s dubbed will be aired on Regional channels like Gujurati Tvc will be aired on ETV Gujurati and Marathi on Star Pravah. This will help us build a connection with large audience. This will also help to make Amul Chocolates a household name. Radio ads will be used to cater to the rural and tier2 cities like Surat, Bhavnagar, Nagpur, Solapur etc as use of radio is still prevailing in this areas. This will help us to build up a strong relation with the audience and create a good recall value among them. Hoarding will also be put up not only in cities but also rural areas.

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11 - New Media strategy –

Since Amul is looking at revamping and re-launching its chocolate segment, the approximate estimated budget for the new ad campaign would be around – 45 to 50 crore. The following parameters led us into deciding the budget-

Print adverting in TOI Celebrity brand ambassador - TVC Changing the packing of the product Hoardings in major cities Internet usage

National exposure (Times of India)- As part of national exposure a four day continuous/ linked/ curiosity building/ mystery ad will be carried out as follows: Day 1- It will be announced a major Indian Company is carrying out a contest and the correct guess will get a very ‘sweet’ gift in return with “this is the only company whose hoardings in current trends every week since the last 50 years has been keeping people asking for more”

Day 2- a crossword puzzle to solve, with all the grids having words like “sugar”, “milk”, “nuts”, “cocoa”

Day 3- Only showing the pictures of chocolates, no branding, no packaging and all the answers to be sent by mid-night on the website.

Day 4- front page ad showing Amul chocolates in a completely new look, showing all the variants and also revealing of the brand ambassador. Backside will be the names of the lucky winners who will get their deserving “sweet” chocolate hampers.

Local newspaper– across all major cities and tier 2 cities-sachets of milk powder n cocoa powder will be attached along with a recipe of making a home made chocolate with these ingredients that Amul itself uses as its main ingredients and to experience this richness daily, ask for your “deserving” amul chocolate at a store near you-

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copy of the ad Regional papers will have similar ads translated into regional language according to the state it will be published in.

TVC- 30 second commercial with the brand ambassador Shahrukh Khan and his children will be aired, portrying the sweetness of the chocolate, and also symbolizing the trust that the actor has on the chocolate. Thus giving it to his children, it will present a trusting, caring bond justifying the new tagline “apno ke liye kuch apna”. Also for regional towns we will have dubbed TVC in regional languages to that people will easily connect with the product.

Hoardings - Across all metro cities hoardings will be put up 1 week before the unveiling of the new Amul chocolates, the hoarding will have a rectangular bar and each day a little of what is inside will be unveiled, it will covered in brown and dark maroon the new colour of the package and finally on the last day the chocolate bar with “AMUL” carved over it will be displayed. The hoardings will have the information of where the chocolates would be available to buy.

Internet coverage – The youth as part of our primary target market, a 360 degree internet campaign will be carried out with an interactive, lively, vibrant facebook page –where there will be weekly contests and big contests during major festivals like Diwali and Christams – one of the contests will be helping us in designing the look of the packaging and based on the votes the design will be incorporated for a short period.

Mobile App- An app for smart phones where in the audience can mix and match ingredients and change the look of the whole chocolate with the given tools. Like virtual cards virtual chocolates to be sent to people.

Select Invitation card- a lucky few will get to visit the factory in Gujarat and see the whole process of chocolate making, these will be only for 5 lucky people and the invitation cards will be hidden in the chocolates.

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Ambient advertising- Across all Amul ice-cream parlours for one week any ice-cream that the consumer order, underneath the ice-cream will be Amul’s chocolate. So as a consumer finishes eating the ice-cream, he gets to experience the Amul Chocolate as well. Also we will be writing – “EXPERIENCE REAL AMUL CHOCOLATE” on the stick of the ice-cream.

In Malls, Hot-air balloons in the shape of the chocolates will be kept to attract the audiences.

Guerilla Marketing- In the rural areas a bullock cart stacked with the chocolates and pulled by painted cows will go around and distribute the chocolates.

Amul chocolate caravan- In small towns, a caravan will go around distributing chocolates to people.

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Bibliography -

www.amul.com

http://articles.economictimes.indiatimes.com/2011-06-29/news/29717369_1_amul-largest-food-brand-pouched-milk http://www.skylinecollege.com/blog/dissertation/amul-communication-strategy http://fmcgmarketers.blogspot.in/2007/12/chocolate-market-in-india.html http://www.business-standard.com/india/news/amul-revamps-chocolate-strategy/297576/ http://www.thehindubusinessline.com/industry-and economy/marketing/article3452623.ece?ref=wl_industry-and-economy