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A PROJECT REPORTON

AMUL CHOCOLATES AND PROJECT WORK ENTITLED AS

“ EFFECTIVENESS OF CHOCOLATE ADVERTISEMENTTOWARDS ITS SALES “

PREPARED AND PRESENTEDTO

Mr. RAHUL KUMARMANAGING DIRECTOR

KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS‘UNIONLIMITED

ANAND

Under the guidance of

Mr. Pankaj Gadhavi Mr. G. D. TrivediMarketing Department Office & Adm.

Department

BY CHANDRAJ PANDYA

(2005 – 07)(1ST MAY TO 30TH JUNE, 2006)

Faculty of Management StudiesInstitute of Rural Management

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Jodhpur (RAJASTHAN)

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ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report forKaira District Co-operative Milk Producers’ Union Ltd.,Anand. It has been an enriching experience for me to undergo mysummer training at AMUL, which would not have possible withoutthe goodwill and support of the people around. As a student of INSTITUTE OF RURAL MANAGEMENT I would like to express mysincere thanks too all those who helped me during my practicaltraining programme.

Words are insufficient to express my gratitude toward Mr. RahulKumar, the Managing Director of AMUL. I would like to give myheartily thanks to Mr. J. K. Joshi, Manager of Administration, whopermitted me to get training at AMUL. I am very thankful to Mr.Pankaj Gadhavi, who helped me at every step whenever neededand Mr. G.D.Trivedi who arranged all possible visits for me atAMUL.

As we know research work needs hard work, keen insight and long

patience with scholarly vision based on content operation hence itbecomes a humble duty to express my sincere gratitude to Mr.Dalveer Singh, Production incharge, and Mr. H.B Ramgadhia of chocolate plant at MOGAR.

At last but not least my grateful thanks is also extended to Mr.Mukesh Mandun (Director’ FMS-IRM’ Jodhpur) and my thanks to allmy faculty members for the proper guidance and assistanceextended by them. I am also grateful to my parents, friends, Mr.Kartik Pandya & Mr. Kapil Pandya to encourage & giving memoral support.

However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of thisproject report if they bring such mistakes to my notice.

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Date : 30TH June, 2006 CHANDRAJPANDYA Place : Anand (GUJRAT)PGDBMDuration : 1ST May to 30th June, 2006 SEM II

CONTENTS

Sr.No.

Chapter Name Page No.

1. Introduction & History 7

2. Marketing Research 17

3. Research Design 21

4. Limitations 45

5. My Findings 46

6. Suggestions 47

7. Conclusion 48

8. Bibliography 49

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ANAND MILK UNION LIMITED

THE KAIRA DISTRICT CO-OPERATIVE MILK

PRODUCERS’ UNION LIMITED

ANAND

8



INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This

union was started with 250 liters of milk per day. In the year 1955

AMUL was established. In the year 1946 the union was known asKAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION.

This union selected the brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived

form the Sanskrit word “AMULYA” which means

“PRICELESS”. A quality control expert in Anand had suggested the

brand name “AMUL”. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,

Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul

Ice cream, Nutramul, Amul Milk and Amulya have made Amul a

leading food brand in India. (The total sale is Rs. 6 billion in 2005).

Today Amul is a symbol of many things like of the high-quality

products sold at reasonable prices, of the genesis of a vast co-

operative network, of the triumph of indigenous technology, of the

marketing savvy of a farmers' organization. And have a provenmodel for dairy development (Generally known as “ANAND

PATTERN”).

In the early 40’s, the main sources of earning for the farmers of

Kaira district were farming and selling of milk. That time there was

high demand for milk in Bombay. The main supplier of the milk was

Polson dairy limited, which was a privately owned company and

held monopoly over the supply of milk at Bombay from the Kaira

district. This system leads to exploitation of poor and illiterates’

farmers by the private traders. The traders used to beside the prices

of milk and the farmers were forced to accept it without uttering a

single word.

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However, when the exploitation became intolerable, the

farmers were frustrated. They collectively appealed to Sardar

Vallabhbhai Patel, who was a leading activist in the freedom

movement. Sardar Patel advised the farmers to sell the milk on their

own by establishing a co-operative union, Instead of supplying milkto private traders. Sardar Patel sent the farmers to Shri Morarji

Desai in order to gain his co-operation and help. Shri Desai held a

meeting at Samarkha village near Anand, on 4th January 1946. He

advised the farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and

would decide the prices at which they can sell the milk. The district

union was also form to collect the milk from such village co-

operative societies and to sell them. It was also resolved that the

Government should be asked to buy milk from the union.

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However, the govt. did not seem to help farmers by any means.

It gave the negative response by turning down the demand for the

milk. To respond to this action of govt., the farmers of Kaira district

went on a milk strike. For 15 whole days not a single drop of milk

was sold to the traders. As a result the Bombay milk scheme was

severely affected. The milk commissioner of Bombay then visitedAnand to assess the situation. Having seemed the condition, he

decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and

district level to collect and sell milk on a cooperative basis, without

the intervention of Government. Mr. Verghese Kurien showed

main interest in establishing union who was supported by Shri

Tribhuvandas Patel who lead the farmers in forming the Co-

operative unions at the village level. The Kaira district milk

producers union was thus established in ANAND and was registered

formally on 14th December 1946. Since farmers sold all the milk in

Anand through a co-operative union, it was commonly resolved to

sell the milk under the brand name AMUL.

At

the

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initial stage only 250 liters of milk was collected everyday. But with

the growing awareness of the benefits of the cooperativeness, the

collection of milk increased. Today Amul collect 11 lakhs liters of

milk everyday. Since milk was a perishable commodity it becomes

difficult to preserve milk flora longer period. Besides when the milk

was to be collected from the far places, there was a fear of spoilingof milk. To overcome this problem the union thought out to develop

the chilling unit at various junctions, which would collect the milk

and could chill it, so as to preserve it for a longer period. Thus, today

Amul has more than 150 chilling centers in various villages. Milk is

collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt.of New Zealand under the Colombo plan, of Rs. 50 millions for

factory to manufacture milk powder and butter was planned.

Dr.Rajendra Prasad, the president of India laid the foundation on

November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime

minister of India declared it open at Amul dairy on November 20,

1955.

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PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured

market at remunerative prices for producers' milk besides acting as

a channel to market the production enhancement package. What's

more, it does not disturb the agro-system of the farmers. It also

enables the consumer an access to high quality milk and milk

products. Contrary to the traditional system, when the profit of the

business was cornered by the middlemen, the system ensured that

the profit goes to the participants for their socio-economic

upliftment and common good.

Looking back on the path traversed by Amul, the following features

make it a pattern and model for emulation elsewhere.

Amul has been able to:

• Produce an appropriate blend of the policy makers farmers

board of management and the professionals: each groupappreciating its rotes and limitations,

• Bring at the command of the rural milk producers the best of

the technology and harness its fruit for betterment.

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• Provide a support system to the milk producers without

disturbing their agro-economic systems,

• Plough back the profits, by prudent use of men, material and

machines, in the rural sector for the common good and

betterment of the member producers and

• Even though, growing with time and on scale, it has remained

with the smallest producer members. In that sense. Amul is an

example par excellence, of an intervention for rural change.

The Union looks after policy formulation, processing and marketing

of milk, provision of technical inputs to enhance milk yield of

animals, the artificial insemination service, veterinary care, better

feeds and the like - all through the village societies. Basically the

union and cooperation of people brought Amul into fame i.e. AMUL

(ANAND MILK UNION LIMITED), a name which suggest THE

TASTE OF INDIA.

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Plants

First plant is at ANAND, which engaged in the manufacturing of

milk, butter, ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing

chocolate, nutramul, Amul Ganthia and Amul lite.

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Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

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Today, twelve dairies are producing different products under the

brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2

in the world, which is matter of proud for Gujarat and whole India.

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BOARD MEMBERS

Shri Ramsinh PrabhatsinhParmar

Chairman

Shri Rajendrasinh DhirsinhParmar

Vice-Chairman

Shri Dhirubhai AmarsinhZala

Director

Smt. Mansinh KohyabhaiChauhan

Director

Shri Maganbhai GokalbhaiZala Director

Shri Shivabhai MahijibhaiParmar

Director

Shri Pravinsinh FulsinhSolanki

Director

Shri ChandubhaiMadhubhai Parmar

Director

Shri Bhaijibhai Amarsinh

ZalaDirector

Shri BipinbhaiManishankar Joshi

Director

Smt. SarayubenBharatbhai Patel

Director

Shri Ranjitbhai KantibhaiPatel

Director

Shri B. M. VyasManagingDirector

G.C.M.M.F

Shri Deepak DalalDistrict

Registrar

Shri Rahul KumarManagingDirector

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MARKETING RESEARCH

Marketing research plays an important role in the process of marketing. Starting with market component of the total marketingtalks. It helps the firm to acquire a better understanding of theconsumers, the competition and the marketing environment.

DEFINITION

“Marketing research is a systematic gathering, recording andanalysis marketing problem to facilitate decision making.”

- Coundiff & Still.

“Marketing research is a systematic problem analysis, modelbuilding and fact finding for the purpose of important decisionmaking and control in the marketing of goods and services.

- Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying themarket research problem involved in the task.

(1) Define the problem and its objectives.(2) Identify the problem.(3) Determine the information needed.(4) Determine the sources of information.(5) Decide research methods.(6) Tabulate, Analyze and interpret the data.(7) Prepare research report.(8) Follow-up the study.

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(1) Define the problem and its objectives :- Thisincludes an effective job in planning and designing aresearch project that will provide the needed information. Italso includes the establishment of a general framework of

major marketing elements such as the industry elements,competitive elements, marketing elements and companyelements.

(2) Identify the problem :- Identifying the probleminvolves getting acquainted with the company, its business,its products and market environment, advertising by meansof library consultation and extensive interviewing of company’s officials.

(3) Determining the specific Information needed :-In general the producer, the manufacturer, the wholesalerand the retailer try to find out four things namely :-

(1) What to sell(2) When to sell(3) Where to sell(4) How to sell

(4) Determine the sources of information :-

(a) Primary Data :- Primary datas are those whichare gathered specially for the project at hand,directly – e.g. through questionnaires &interviews. Primary data sources includecompany salesman, middleman, consumers,buyers, trade association’s executives & otherbusinessman & even competitors.

(b) Secondary Data :- These are generallypublished sources, which have been collectedoriginally for some other purpose. Source areinternal company records, governmentpublication, reports & publication, reports &

journals, trade, professional and businessassociations publications & reports.

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(4) Decide Research methods for collecting data :-If it is

found that the secondary data cannot be of much use,collection of

primary data become necessary. Three widely used methodsof

gathering primary data are

A) SurveyB) ObservationC) Experimentation

A) Survey Method :- In this method, information gathereddirectly from individual respondents, either through personalinterviews or through mail questionnaires or telephone interviews.

B) Observation Method :- The research data are gatheredthrough observing and recording their actions in a marketingsituation. This technique is highly accurate. It is rather an expensivetechnique.

C) Experimental Method :- This method involves carryingout a small scale trial solution to a problem, while at the same time,attempting to control all factors relevant to the problem. The mainassumption here is that the test conditions are essentially the sameas those that will be encountered later when conclusions derivedfrom the experiment are applied to a broader marketing area.

D) The Panel Research :- In this technique the same group

of respondents is contacted for more then one occasion; and theinformation obtained to find out if there has been any in their tastedemand or they want any special quality, color, size, packing in theproduct.

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a) Preparation of questionnaireb) Presetting of questionnairec) Planning of the sample

(5) Tabulate, Analysis and Interpret the Data :- The report must give/contain the following information:-

a) The title of researchb) The name of the organization for which it has been

Conductedc) The objectives of researchd) The methodology usede) Organization and the planning of the reportf) A table of contents along with charts and diagrams used

in the reportsg) The main report containing the findingsh) Conclusion arrived at end recommendations suggested

i) Appendices (containing questionnaire / forms used sampledesign, instructions.)

(6) Follow-up the study :- The researchers, in the last stage,should follow up this study to find if his recommendation are beingimplemented and if not, why

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RESEARCH DESIGN

“Advertising is a paid form of non-personal

presentation and promotion of ideas, goods or services by an identified sponsor.”

1. RESEARCH PROBLEM

Increase the awareness level of AMUL CHOCOLATE.

Seek the general perception of consumer towards AMULCHOCOLATE.

To find the performance of AMUL CHOCOLATE vis-à-vis otherBrands.

To know the consumer psyche and their behaviour towardsAMULCHOCOLATE.

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2. RESEARCH OBJECTIVES & related sub objectives

To know the relationship of sales with the advertisement.

To know awareness of people towards Amul chocolates.

To know in which segment chocolates are mostly like/preferred.

To know which advertisement tool is mostly preferred bypeople.

To know the preference of Amul chocolates with comparisontoOther competitive brands.

To know the factors which affects consumer’s buying behaviourto purchase chocolates.

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3. Information requirement

• First, I had to know about all the competitors present in the

chocolate

segment (Reputed and well established brands as well as Local

brands).

• Before going for the survey I had to know the comparative

packs and

prices of all the competitors existing in the market.

• Since chocolate is a product that attracts children and

youngsters hence I had to trace the market and segment it,

which mainly deals with people of various age groups.

• As chocolate is different product, the main information needed

is the various types of chocolates available in the market, their

calorific value and various other facts. They can be termed as :

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• As Amul chocolate advertisements are mainly done throughhoardings but on television the advertisement is beingtelecasted timely and on the proper time or not.

AMUL CHOCOLATE is made from Sugar, Cocoa Butter, MilkSolids,

Chocolate mass.

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Composition:

• Milk Fat 2%

• Sugar 55%

• Total Fat 32.33%

(Milk Fat + Cocoa Fat)

• Cocoa Solids 7.5%

• Milk Solids 20%

4. Choice of research design – alternatives & choice

Despite the difficulty of establishing an entirely satisfactoryclassification system, it is helpful to classify marketing research onthe basis of the fundamental objectives of the research.Consideration of the different types, their applicability, theirstrengths, and their weakness will help the student to select thetype best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasison discovery of ideas.

Marketing researches devote a significant portion of their work on

exploratory studies when very little is known about the problembeing examined.

CONCLUSIVE RESEARCH

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Conclusive studies attempts to determine the frequency with whichsomething occurs or the relationship between two phenomenons.Usually conclusive studies assume certain under underlyingcharacteristics of the market or have some precise statement of research questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what theythink of, television commercials, or why they buy particular brandsof cars, the natural procedure is to ask them. Thus, thequestionnaire method has come to be the more widely used of thetwo data collection method. Many consumers are now familiar withthe telephone caller who greets them with “We are making asurvey”, and then proceeds to ask a series of questions. Some

interviews are conducted in person, others by telephone, and othersby mail. Each of these has its special advantages and disadvantagesand limitations. The questionnaire method in general, however, hasa number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristicsof the general methods are brought out first.

A questionnaire consists of list of questions to be asked from therespondents and the space provided to record the answer /

responses. Questionnaire can be used for the personal interviews,focus groups, mails and telephonic interviews. The choice amongthese alternatives is largely determined by the type of informationto be obtained and by the type of respondents from whom it is to beobtained.

The common factor in all varieties of the questionnaire method isthis reliance on verbal responses to question, written or oral.

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Questionnaire in the project consists of:

Multiple choice questions

Dicthomus

MULTIPLE CHOICE QUESTIONS:

Questions of this type offer the respondents an alternative to choosethe right answer among others. It is faster, time saving and lessbiased. It also simplifies the tabulating process.

OPEN END QUESTIONS:

In this type respondents are free to answer in their own words andexpress the ideas they think are relevant, such questions are goodas first questions or opening questions. They introduce the subjectand obtain general reaction.

DICTHOMUS:

These are the questions which are Boolean in nature. These answersare straightforward and respondents have to answer them in astraight way. That means the answer can only be either ‘Yes” or ‘No’.

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6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from thewhole population. The sample design used in this project is two statesampling i.e. Cluster and convenience. In the probability sampling

methods, each items in the sample is chosen one at a time from acomplete list of universe elements. In marketing research practice, itwill sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually.

Sampling methods in which universe elements are chosen in groups---- rather than individually -- are called cluster-sampling methods.

They are widely used in the sampling of human populations. Whenno complete universe listing exists, a type of sampling is called area

sampling may be the only practically feasible form of probabilitysampling.

NONDISGUISED, STRUCTURED TECHNIQUES

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The non structured techniques for attitude measurement areprimarily of value in exploratory studies, where the researcher islooking for the salient attributes of given products and the importantfactors surrounding purchase decisions as seen by the consumer.Structured techniques can provide a more objective measurement

system, one which is more comparable to a scale or a yardstick. Theterm scaling has been applied to the efforts to measure attitudesobjectively, and a number of useful scales have been developed.

SAMPLING METHODS

Sample design is a definite plan of obtaining some items from thewhole population. The sample design used in this project is two state

sampling i.e. cluster sampling and convenience sampling. The wholecity was divided into some geographical areas and I have chosenMemnagar, Ashram road, Sattelite, Bopal, Bodekdev,Vastrapur, Navrangpura, Usmanpura, Maninagar andNarayanpura. The total sample size was 200.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and adefinite number of consumers were to be surveyed.

CONVINIENCE SAMPLING

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This type of sampling is chosen purely on the basis of convenienceand according to convenience.I visited Garden, Parks, Temple,Superstores, Theatres and Gymnasium.

SAMPLING

1. Sampling Technique : Non probability sampling(A non probability sampling

technique isthat in which each element in thepopulation does not have an equalchance of getting selected)

2. Sample Unit : People who buy chocolatesavailablein retail outlets, superstores, etc

3. Sample size : 200 respondents (Age rangingbetween 15 yrs to 65 yrs)

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4. Method : Direct interview throughquestionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : Ahmadabad District.

7. Timing of survey : 9.00 am to 12.30 pm and 5.00 pmto

8.00 pm

FIELD WORK- METHOD USED FOR DATA COLLECTION

• Questionnaire was prepared keeping the objective of researchin mind.

• Questions were asked to respondents as regards to therewillingness to purchase Chocolates.

• The help of questionnaires conducted direct interviews, in orderto get accurate information.

• In order to get correct information I had to approach consumersranging from 15 yrs to 65 yrs.

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• I visited as many respondents as I can and asked them theirreal likings about any chocolate and also got an idea, How achocolate should be?

• It is really a Herculean task to understand ConsumerBehaviour, as the definition suggest, “Consumer behaviour

is a physical activity as well as decision processindividual engaged in when evaluating, acquiring, usingand disposing goods and services”.

• In order to collect accurate information I visited to Garden,Parks, Temple, Superstores, Theatres and Gymnasium,each and every question was filled personally by therespondents and checked properly.

•

People were not willing to answer, when they were contactedbetween 1.00 pm to 5.00 pm, the time when most of thepeople take rest during the scorching heat.

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“Advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.”

PRIMARY TABULATION & INTERPRETATION

[1] What kind of Chocolate do you eat?

Branded 92 %Non branded 08%

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KIND OF CHOCOLATE

92%

8%

branded

nonbranded

INFERENCE

92% respondents in the region of Ahmedabad consume Branded

Chocolates, while 8% still consume non branded.

[2] Who uses chocolates in your family?

Children 34 %Teenager 33 %Young 26 %Old 07 %

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CHOCOLATE USERS

0%0%0%0%

34%

33%

26%

7%

Children

Teenager

Young

Old

INFERENCE

Mostly children & teenagers likes chocolates in their families. So weshould give stress on children & tenager segment to increase marketshare. Young people also using chocolates for consuming & forgiving as a gift.

[3] What form of Chocolate do you like?

Cookies 14%Bar 60%Wafer 20%Other 06%

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Form of chocolate

14%

60%

20%

6%Cookies

Bar

Wafer

Other

INFERENCE

The above diagram suggest that the most preferred form is bar i.e.60%, followed by wafer i.e. 20%, Cookies are all time favorites with14% while other forms are preferred to the extent of 6%.

[4] Which Television channel you like to watch most?

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STAR 100ZEE 15SONY 30CARTOON 30Others 25

T.V.CHANNEL PREFERENCE

1 0 0

1 5

3 0

3 0

2 5

0 20 40 60 80 100 120

Star

Zee

Sony

Cartoon

Others

INFERENCE

Mostly people like STAR channel. This channel is very popular amongall the age group people. SONY & CARTOON channels are alsopopular but not as STAR. In other channels sports and news channelsare preferred. CARTOON channel is specially preferred by children.So it will be more beneficial top give advertisements on STAR &CARTOON channels, it covers all the age groups.

[5] In between what time you like to watch television?

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Timings _____________

5 to 8 pm 33 %8 to 11 pm 37 %Late Night 10 %Morning 15 %

Afternoon 05 %

TIMING PREFERENCE

33%

37%

10%

15%

5%

5 to 8pm

8 to 11pmLate night

Morning

After noon

INFERENCE

From the survey it was found that 37% of the respondents likes towatch T.V. after 8 pm to 11 pm. Because Mostly people belong toservice class & females in the families got their work by this time. At5 to 8 pm 33% respondents in which especially children watchcartoon channel & etc. so it is good to advertise on preferredchannels on these timings.

[6] By which media you prefer to watch advertisements?

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Television 67 %Hoardings 17 %Newspapers 08 %Magazines 05 %Others (Mention) 03 %

MEDIA PREFERENCE TO WATCH

ADVERTISEMENT

0%0%0%0%0%

67%

17%

8%5%3%

Television

Hoardings

Newspapers

Megazines

Others

INFERENCE

Mostly people like to watch an advertisement through Televisionbecause most of them belongs to service class. Children are gettingattracted through advertisement on television and hoardings.Company tries to give attractive advertisement through T.V. andhoardings because advertisement through hoardings is less costly.

[7] What factors effects you in a chocolate advertisement?

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Brand ambassador 60Jingles 30Comedy 45Music 40

Emotions 20Others (Mention) 05

EFFECTIVE FACTORS

0

10

20

30

40

50

60

70

B r a n

d a m b

a s s a

d o r

J i n g l e s

C o m e

d y

M u s i c

E m o t i o n

s

O t h e

r s

INFERENCE

Good Brand Ambassador generally effects people’s perceptiontowards a product and create an image in their mind. Mostly peoplelikes to see celebrities like Amitabh Bacchan, Sachin Tendulkar,M.S.Dhoni, Saniya Mirza etc. as a Brabd Ambassador in chocolateadvertisements.At the same time people like comedy, slow music &specially children like jingles in advertisements.

[8] Have you ever tasted Amul Chocolate?

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Ever Tasted

90%

10%

Yes

No

Yes 90 %No 10 %

INFERENCE

The chart shows that 90% respondents have tasted Amul Chocolate,while still 10% have not tried Amul Chocolates.Amul must use proper techniques in order to cater the needs of every common man.

[9] Can you recall AMUL Chocolate advertisement?43



Yes 32 % No 68 %

Advertising Effectiveness

32%

68%

Yes

No

INFERENCE

Here it was observed that only 32% respondents in the city of Ahmedabad were able to recall Amul Chocolate advertisement. Thisshows how much Amul lags behind in promotional activities andadvertisement. Therefore Amul must use strong promotionalactivities and advertisement in order to retain their potentialconsumers.

[10] Which Chocolate do you like most?

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Market share

28%

58%

13% 1%

NestleCadbury

Amul

Any other

Nestle 28%Cadbury 58%Amul 13%Any other 01%

INFERENCE

We can clearly gauge from the pie chart that Cadbury being on thetop slot with 58% market share dominates the chocolate market,followed by Nestle with 28% share, whereas Amul have only 13%market share and thus lags behind.

[11] What is the frequency of purchasing Chocolate?

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Daily 17 %Weekly 22 %Fortnightly 13 %Occasionally 48 %

INFERENCE

The frequency of chocolate differ a lot where 17% respondents buyit daily, 22% weekly, 13% fortnightly, and there is a Hugh chunk of people who buy chocolate occasionally.

[12] How do you scale your Chocolate?

46

Frequency of purchase

17%

22%

13%

48%

Daily

Weekly

Fortnightly

Occasionally



ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE 48% 22% 23% 07%

SWEETNESS 20% 14% 20% 46%

PACKAGING 33% 18% 12% 37%

SOFTNESS 12% 16% 23% 49%

SCHEMES 37% 13% 17% 33%

AVAILABILITY 12% 15% 23% 50%

LIMITATIONS

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Limited time available for interviewing the respondents. As aresult of this it was not possible to gather full information aboutthe respondents.

When I interviewed children and teenagers, sometimes they

use togive answers under the influence of their parents or elders.

As summer training is going under summer season sosometimespeople are less interested in filling up questionnaire.

Sometimes the problem which I face is language problem forwhich I have to make them understand.

Non-cooperative approach and rude behavior of therespondents.

If the respondents answer does not falls between amongst the

options given then it will turn up to be a biased answer.

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MY FINDINGS

During the survey it was found that still there are 10% people

who have not tasted Amul Chocolate.

Lake of Awareness in consumers. Many people are not knowabout Amul chocolates specially children and teenagers.

As I found that the main product of Amul is Milk andcompany firstly wants to capture maximum market share inmilk market which is approx. 66%, after it Amul isconcentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon chocolates.

When I interviewed people then many of the people can notrecall Amul chocolate advertisement. It shows Lake of Advertisement or advertisement is not timely given oradvertisement is not given on right time.

In its advertisement is not using any brand ambassadorwhich attracts all age group people like Cadbury.

There is lake of Sales Promotional Activities i.e. free tattoo,extra weight, toys, quiz contest etc.

Cadbury is main competitor and strategically better performerthen Amul.

I find the main thing is that “Amul” brand name has very goodimage in consumer’s mind and they consider it as Pure &Good Product.

People who have tasted Amul Chocolate are not ready topurchase the same again.

SUGGESTIONS49



In order to maintain and increase the sales in the city of Ahmedabad, the following recommendations regarding AmulChocolates; particularly regarding advertisement, distribution,promotional policies, etc, are hereby suggested:

First and foremost Amul should take proper action in order toimprove service, because although being on a top slot inButter and milk supplies it does not get the sales in chocolate,which it should get.

Company should use brand ambassador which attracts eachage segment i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan,Superman, Krrish, Jadoo etc.

Amul should give local advertisements apart from theadvertisements given at the national level. Local advertisementmust mention the exclusive Amul shops of the city.

Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the

best source to reach Children and families.

Though Amul chocolate advertisements are rarely shown ontelevision yet many people could recall it as per the data of research. It shows that there is only need to give advertisementonly to rememorize customers. Because Amul is very strongbrand name.

Company should launch chocolate in new attractive packing

to change image of Amul chocolate in consumers mind.

Company should introduce sales promotion schemes likefree weight, pranky, tattoo, contest, free gifts etc.

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Advertisement can be done with the help of animations thatattracts children and teenagers because chocolates areconsumed largely in this segment.

Company should launch chocolates in new flavors like –

Mix FruitPineappleElaichiCoffeeStrawberryBananaMango

CONCLUSION

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As we know that Amul is very big organization andmarket leader in dairy products. It has maximum market share inMilk, Butter and Cheese, which are its main/core products. As weknow Amul is a co-operative organisaion but chocolate industry is aprofitable industry we can’t ignore it. With the help of research,

company can find out its week points in chocolate product and canincrease its market share through rectify mistakes. People havebelieved in Amul’s product and they will accept its chocolates alsoif effective actions were taken.

The survey resulted into following conclusions :

Amul must come up with new promotional activities such

that people become aware about Amul Chocolates like

Chocozoo, Bindaaz, and Fundoo.

Quality is the dominating aspect which influences consumer

to purchase Amul product, but prompt availability of other

chocolate brands and aggressive promotional activities by

others influences the consumer towards them and also leads toincrease sales.

In comparison to Amul Chocolate, the other players such as

Cadbury, Nestle, and Perfetti provide a better availability

and give competition to the hilt.

People are mostly satisfied with the overall quality of Amul

Chocolate, but for the existence in the local market Amul must

use aggressive selling techniques.

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BIBLIOGRAPHY

1. www.amul.com

2. www.amuldairy.com

3. www.google.com

4. www.marketresearch.com

5. www.dairy.com

6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

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http://www.webexhibits.org/

http://www.google.com/

http://www.marketresearch.com/

http://www.webexhibits.org/

http://www.google.com/

http://www.marketresearch.com/



APPENDIX

QUESTIONNAIRE

I am a student of PGDBM from INSTITUTE OF RURALMANAGEMENT, JODHPUR conducting a survey on Effectiveness of advertising towards sales of Chocolates. [1] What kind of Chocolate do you eat?

Branded ______ Non-branded ______

[2] Who uses chocolates in your family?

Children Teenager Young Old

[3] What form of Chocolate do you like?Cookies _____ Bar _____ Wafer _____ Other _____

[4] Which Television channel you like to watch most?STAR _______ ZEE ________ SONY _______ CARTOON ________ Others _______

[5] In between what time you like to watch television?

Timings _____________

[6] By which media you prefer to watch advertisements?

Television HoardingsNewspapers MagazinesOthers (Mention)

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[7] Which advertisement you like the most?

_______________

[8] What factors effects you in a chocolate advertisement?

Brand ambassador _______ Jingles ________

Comedy _______ Music ________ Others (Mention) _______

[9] Have you ever tasted Amul Chocolate?Yes _____ No ______

[10] Can you recall AMUL Chocolate advertisement?

Yes ____ No ____

[11] What is the frequency of purchasing Chocolate?Daily ______ Weekly _______ Fortnightly ______ Occasionally _______

[12] How do you scale your Chocolate?

ATTRIBUTE

POOR AVERAGE

GOOD EXCELLENT

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILIT Y

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[13] Which Chocolate do you like most?AMUL ____________ CADBURY ____________ NESTLE ____________

PERFETTI ____________ OTHERS ____________

[14] What would you like to see in a chocolate advertisement?

______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________

NAME: ___________

AGE: ___________

10-15 15-25 25-35 35-45 45 and

above

THANK YOU_________________

______________

____________

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amul the+taste+of+india

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