final project jetin banerjee

7/31/2019 Final Project Jetin Banerjee

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THE FULLFILMENT OF MASTER OF MARKETING MANAGEMENTCOURSE OF UNIVERSITY OF PUNE

MATRIX BUSINESS SCHOOL PUNE-41


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MATRIX BUSINESS SCHOOL PUNE-41

CERTIFICATE

This is to certify that the Project titled Field Work is a Bonafide work carried out by

Mr. JETIN JAIKUMAR BANERJEE student of MASTER OF MARKETING

MANAGEMENT Semester -II of MATRIX BUSINESS SCHOOL, PUNE under

University of Pune, in the Year 2011-2013.

Director InternalGuideDR. J.N.POL Prof.

Ganesh.P.Datere

(..)()

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DECLR ATION

I JETIN BANERJEE student of the Master of MarketingManagement hereby declare that all information, facts and figuresin this report are based on my own findings and experience in thePune city. I also hereby declare that all the facts, figures and

information given in this report is absolutely correct.

This information has been used for purely academic purpose.

JETIN BANERJEE

MMM SEMESTER-II

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ACKNOWLEDGEMENT

We take this opportunity to express our gratitude towards those who played an

important role in shaping our career and enabled us to reach this stage.

Our sincere thanks to our guide and professor for his undaunted and esteemedguidance which helped us to work earnestly to complete our project successfully.

We would also like to express our thanks to Matrix Business School and especially

our Director Dr. J.N.POL and our professor Mr. Ganesh.P.Datere for their immense

support to help us achieve our goal.

Finally we remain thankful to all those, who have contributed directly or indirectly

towards the completion of our project.

Signature

(.)

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1Introduction & History 5

2 Marketing Research 9

3 Research Design 12

4 Data Analysis 19

5 Limitations 29

6 My Findings 30

7 Suggestions 31

8 Conclusion 32

9 APPENDIX 33

10 Bibliography 36

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In the year the first milk union was established. This union was started with

250 liters of milk per day. In the year AMUL was established. In the year 1946 the

union was known as .

This union selected the brand name AMUL in 1955.

The brand name Amul means .

A quality control expert in Anand hadsuggested 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 proven model for dairy development

(Generally known as ).

In the early 40s, 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 , which was a privately owned company and

held monopoly over the supply of milk at 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.

However, when the exploitation became intolerable, the farmers were frustrated.

They collectively appealed to , 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 milk to private traders. Sardar Patel

sent the farmers to in order to gain his co-operation and help. Shri

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Desai held a meeting at village near Anand, on . 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.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 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 visited Anand 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.showed main interest in establishing union who was supported by

who lead the farmers in forming the Co-operative unions at the

village level. The Kaira district milk producers union was thus established in and was

registered formally on . 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 .

At the initial stage only of milk was collected everyday. But with the

growing awareness of the benefits of the cooperativeness, the collection of milk increased.Today Amul collect 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 spoiling of 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 in various villages. Milk is collected from almost

.

With the financial help from , assistance from the govt. of New Zealandunder the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and

butter was planned. , the president of India laid the foundation on

. , the prime minister of India

declared it open at Amul dairy on .

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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 group appreciating its rotes and limitations,

Bring at the command of the rural milk producers the best of the technology and

harness its fruit for betterment.

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,

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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.

, a name which suggest .

plant is at , which engaged in the manufacturing of milk, butter, ghee, milk

powder, flavored milk and buttermilk.

plant is at , which engaged in manufacturing chocolate, nutramul, Amul

Ganthia and Amul lite.

plant is at , which produces cattelfeed.

plant is at , which engaged in producing cheese.

Today, are producing different products under the brand name Amul. Today

Amul dairy is dairy in and in the , which is matter of proud for

Gujarat and whole India.

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Marketing research plays an important role in the process of marketing. Startingwith market component of the total marketing talks. It helps the firm to acquire a betterunderstanding of the consumers, the competition and the marketing environment.

Marketing research is a systematic gathering, recording and analysis marketing problem tofacilitate decision making.

- Coundiff & Still.

Marketing research is a systematic problem analysis, model building and fact finding for thepurpose of important decision making and control in the marketing of goods and services.

- Phillip Kotler.

Defining the Marketing Problem to be tackled and identifying the market 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.

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(8) Follow-up the study.

(1) This includes an effectivejob in planning and designing a research project that will provide the neededinformation. It also includes the establishment of a general framework of majormarketing elements such as the industry elements, competitive elements,marketing elements and company elements.

(2) Identifying the problem involves gettingacquainted with the company, its business, its products and market environment,advertising by means of library consultation and extensive interviewing ofcompanys officials.

(3) In general theproducer, the manufacturer, the wholesaler and the retailer try to find out fourthings namely :-

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

(a) Primary datas are those which are gatheredspecially for the project at hand, directly e.g. through

questionnaires & interviews. Primary data sources include companysalesman, middleman, consumers, buyers, trade associationsexecutives & other businessman & even competitors.

(b) These are generally published sources,which have been collected originally for some other purpose.Source are internal company records, government publication,reports & publication, reports & journals, trade, professional andbusiness associations publications & reports.

(4) If it is

found that the secondary data cannot be of much use, collection ofprimary data become necessary. Three widely used methods ofgathering primary data are

A) SurveyB) ObservationC) Experimentation

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In this method, information gathered directly fromindividual respondents, either through personal interviews or through mail questionnaires ortelephone interviews.

The research data are gathered throughobserving and recording their actions in a marketing situation. This technique is highly

accurate. It is rather an expensive technique.

This method involves carrying out a smallscale trial solution to a problem, while at the same time, attempting to control all factorsrelevant to the problem. The main assumption here is that the test conditions are essentiallythe same as those that will be encountered later when conclusions derived from theexperiment are applied to a broader marketing area.

In this technique the same group ofrespondents is contacted for more then one occasion; and the information obtained to find

out if there has been any in their taste demand or they want any special quality, color, size,packing in the product.

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

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 findings

h) Conclusion arrived at end recommendations suggestedi) Appendices (containing questionnaire / forms used sample design, instructions.)

The researchers, in the last stage, should follow up thisstudy to find if his recommendation are being implemented and if not, why

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Increase the awareness level of .

Seek the general perception of consumer towards .

To find the performance of vis--vis other Brands.

To know the consumer psyche and their behaviour towards.

To know the relationship of sales with the advertisement.

To know awareness of people towards .

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 with comparison toOther competitive brands.

To know the factors which affects consumers buying behaviourto purchase chocolates.

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

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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 :

As Amul chocolate advertisements are mainly done through hoardings but ontelevision the advertisement is being telecasted timely and on the proper time or not.

is made from Sugar, Cocoa Butter, Milk Solids,

Chocolate mass.

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Milk Fat 2%

Sugar 55%

Total Fat 32.33%(Milk Fat + Cocoa Fat)

Cocoa Solids 7.5%

Milk Solids 20%

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpfulto classify marketing research on the basis of the fundamental objectives of the research.Consideration of the different types, their applicability, their strengths, and their weaknesswill help the student to select the type best suited to a specific problem.

The two general types of research are:

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

Marketing researches devote a significant portion of their work on exploratory studies whenvery little is known about the problem being examined.

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Conclusive studies attempts to determine the frequency with which something occurs or therelationship between two phenomenons. Usually conclusive studies assume certain underunderlying characteristics of the market or have some precise statement of researchquestions/hypothesis.

If one wants to know what type of dentifrice people use, what they think of, televisioncommercials, or why they buy particular brands of cars, the natural procedure is to ask them.

Thus, the questionnaire method has come to be the more widely used of the two datacollection method. Many consumers are now familiar with the telephone caller who greetsthem with We are making a survey, and then proceeds to ask a series of questions. Someinterviews are conducted in person, others by telephone, and others by mail. Each of thesehas its special advantages and disadvantages and limitations. The questionnaire method ingeneral, however, has a number of pervasive advantages and disadvantages. Discussion ofparticular variations will be more meaningful if these characteristics of the general methodsare brought out first.

A questionnaire consists of list of questions to be asked from the respondents and the space

provided to record the answer / responses. Questionnaire can be used for the personalinterviews, focus groups, mails and telephonic interviews. The choice among thesealternatives is largely determined by the type of information to be obtained and by the typeof respondents from whom it is to be obtained.

The common factor in all varieties of the questionnaire method is this reliance on verbalresponses to question, written or oral.

Questionnaire in the project consists of:

Multiple choice questions

Dicthomus

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Questions of this type offer the respondents an alternative to choose the right answer amongothers. It is faster, time saving and less biased. It also simplifies the tabulating process.

In this type respondents are free to answer in their own words and express the ideas theythink are relevant, such questions are good as first questions or opening questions. Theyintroduce the subject and obtain general reaction.

These are the questions which are Boolean in nature. These answers are straightforward andrespondents have to answer them in a straight way. That means the answer can only beeither Yes or No.

Sample design is a definite plan of obtaining some items from the whole population. Thesample design used in this project is two state sampling i.e. Cluster and convenience. In theprobability sampling methods, each items in the sample is chosen one at a time from acomplete list of universe elements. In marketing research practice, it will sometimes be moreexpedient to select clusters or groups of universe elements, rather than to choose sampleitems individually.

Sampling methods in which universe elements are chosen in groups ---- rather thanindividually -- are called cluster-sampling methods. They are widely used in the sampling ofhuman populations. When no complete universe listing exists, a type of sampling is calledarea sampling may be the only practically feasible form of probability sampling.

The non structured techniques for attitude measurement are primarily of value in exploratorystudies, where the researcher is looking for the salient attributes of given products and theimportant factors surrounding purchase decisions as seen by the consumer. Structuredtechniques can provide a more objective measurement system, one which is more

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comparable to a scale or a yardstick. The term scaling has been applied to the efforts tomeasure attitudes objectively, and a number of useful scales have been developed.

Sample design is a definite plan of obtaining some items from the whole population. Thesample design used in this project is two state sampling i.e. cluster sampling andconvenience sampling. I have chosen . The total was

Here the whole area is divided into some geographical area and a definite number ofconsumers were to be surveyed.

This type of sampling is chosen purely on the basis of convenience and according toconvenience.I visited and

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 chocolates availablein retail outlets, superstores, etc

3. Sample size : 20 respondents

4. Method : Direct interview through questionnaire.

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5. Data analysis method : Graphical method.

6. Area of survey : PUNE CITY.

7. Timing of survey : 9.00 am to 12.30 pm and 5.00 pm to8.00 pm

Questionnaire was prepared keeping the objective of research in mind.

Questions were asked to respondents as regards to there willingness to purchaseChocolates.

The help of questionnaires conducted direct interviews, in order to get accurateinformation.

In order to get correct information I had to approach consumers ranging from

I visited as many respondents as I can and asked them their real likings about anychocolate and also got an idea,

It is really a task to understand Consumer Behaviour, as the definitionsuggest,

In order to collect accurate information I visited to, each and every question was filledpersonally by the respondents and checked properly.

People were not willing to answer, when they were contacted between 1.00 pm to5.00 pm, the time when most of the people take rest during the scorching heat.

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KIND OF CHOCOLATE

92%

8%

branded

nonbranded

92% respondents in the region of Ahmedabad consume Branded Chocolates, while 8% stillconsume non branded.

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Formof chocolate

14%

60%

20%

6%Cookies

Bar

Wafer

Other

CHOCOLATE USERS

0%0%0%0%

34%

33%

26%

7%

Children

Teenager

Young

Old

Mostly children & teenagers likes chocolates in their families. So we should give stress onchildren & tenager segment to increase market share. Young people also using chocolatesfor consuming & for giving as a gift.

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

T.V.CHANNEL PREFERENCE

100

15

30

30

25

0 20 40 60 80 100 120

Star

Zee

Sony

Cartoon

Others

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Mostly people like STAR channel. This channel is very popular among all the age grouppeople. SONY & CARTOON channels are also popular but not as STAR. In other channelssports and news channels are preferred. CARTOON channel is specially preferred by children.So it will be more beneficial top give advertisements on STAR & CARTOON channels, itcovers all the age groups.

TIMING PREFERENCE

33%

37%

10%

15%

5%

5 to 8pm

8 to 11pm

Late night

Morning

After noon

From the survey it was found that 37% of the respondents likes to watch T.V. after 8 pm to11 pm. Because Mostly people belong to service class & females in the families got theirwork by this time. At 5 to 8 pm 33% respondents in which especially children watch cartoonchannel & etc. so it is good to advertise on preferred channels on these timings.

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MEDIA PREFERENCE TO WATCH

ADVERTISEMENT

0%0%0%0%0%

67%

17%

8%5%3%

Television

Hoardings

Newspapers

Megazines

Others

Mostly people like to watch an advertisement through Television because most of thembelongs to service class. Children are getting attracted through advertisement on television

and hoardings. Company tries to give attractive advertisement through T.V. and hoardingsbecause advertisement through hoardings is less costly.

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EFFECTIVE FACTORS

0

10

20

30

40

50

60

70

Bran

damb

assa

dor

Jingle

s

Come

dy

Music

Emotion

s

Othe

rs

INFERENCE

Good Brand Ambassador generally effects peoples perception towards a product and createan image in their mind. Mostly people likes to see celebrities like Amitabh Bacchan, SachinTendulkar, 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.

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Ever Tasted

90%

10%

Yes

No

INFERENCE

The chart shows that 90% respondents have tasted Amul Chocolate, while still 10% have nottried Amul Chocolates.

Amul must use proper techniques in order to cater the needs of every common man.

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Advertising Effectiveness

32%

68%

Yes

No

INFERENCE

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

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

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Market share

28%

58%

13% 1%

Nestle

Cadbury

Amul

Any other

INFERENCE

We can clearly gauge from the pie chart that Cadbury being on the top slot with 58% marketshare dominates the chocolate market, followed by Nestle with 28% share, whereas Amul

have only 13% market share and thus lags behind.

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INFERENCE

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

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE 48% 22% 23% 07%

SWEETNESS 20% 14% 20% 46%

29

17%

22%

13%

48%

Daily

Weekly

Fortnightly

Occasionally


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PACKAGING 33% 18% 12% 37%

SOFTNESS 12% 16% 23% 49%

SCHEMES 37% 13% 17% 33%

AVAILABILITY

12% 15% 23% 50%

Limited time available for interviewing the respondents. As a result of this it was notpossible to gather full information about the respondents.

When I interviewed children and teenagers, sometimes they use togive answers under the influence of their parents or elders.

Sometimes people are less interested in filling up questionnaire.

Sometimes the problem which I face is language problem for which I have to makethem understand.

Non-cooperative approach and rude behavior of the respondents.

If the respondents answer does not falls between amongst the options given then itwill turn up to be a biased answer.

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During the survey it was found that still there are people who have not

tasted .

in consumers. Many people are not know aboutspecially children and teenagers.

As I found that the and company firstly wants tocapture maximum market share in milk market which is approx. 66%, after it Amul isconcentrating upon butter & cheese which has market share of approx. 88%, so it isnot concentrating upon chocolates.

When I interviewed people then many of the people can not recalladvertisement. It shows or

or

In its advertisement is which attracts all agegroup people like

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

Cadbury is main competitor and strategically better performer then Amul.

I find the main thing is that brand name has very good image in consumersmind and they consider it as

People who have tasted are not ready to purchase the same again.

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In order to maintain and increase the sales in the city of the followingrecommendations regarding Amul Chocolates; particularly regarding advertisement,distribution, promotional policies, etc, are hereby suggested:

First and foremost Amul should take proper action in order to improve service,because although being on a in Butter and milk supplies it does not get thesales in chocolate, which it should get.

Company should use brand ambassador which attracts each age segment i.e. SaniyaMirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc.

Amul should give local advertisements apart from the advertisements given at the

national level. Local advertisement must mention the exclusive Amul shops of the city.

Try and change the perception of the people through about Amul inadvertisements, because they are the best source to reach Children and families.

Though Amul chocolate advertisements are rarely shown on television yet manypeople could recall it as per the data of research. It shows that there is only need togive advertisement only to rememorize customers. Because Amul is very strong brandname.

Company should launch chocolate in new to change image ofAmul chocolate in consumers mind.

Company should introduce like free weight, pranky,tattoo, contest, free gifts etc.

Advertisement can be done with the help of animations that attracts children andteenagers because chocolates are consumed largely in this segment.

Company should launch chocolates in new flavors like

Mix Fruit

PineappleElaichiCoffeeStrawberryBananaMango

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As we know that is very big organization and market leader in dairyproducts. It has maximum market share in Milk, Butter and Cheese, which are its main/coreproducts. As we know Amul is a co-operative organisaion but chocolate industry is aprofitable industry we cant ignore it. With the help of research, company can find out itsweek points in chocolate product and can increase its market share through rectify mistakes.People have believed in and they will accept its chocolates also if effective

actions were taken.

Amul must come up with such that people become

aware about Amul Chocolates like

Quality is the dominating aspect which to purchase Amulproduct, but of other chocolate brands and

by others influences the consumer towards them and also

leads to increase sales.

In comparison to Amul Chocolate, the other players such as , and

provide a and give competition to the hilt.

People are mostly 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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I am a student of MMM from

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 TeenagerYoung 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)

[7] Which advertisement you like the most?

_______________

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

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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?

[13] Which Chocolate do you like most?35


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AMUL ____________CADBURY ____________NESTLE ____________PERFETTI ____________OTHERS ____________

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

________________________________________________________________________________________________________________________________________________________________________________________

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1. www.amul.com

2. www.amuldairy.com3. www.google.com

4. www.marketresearch.com

5. www.dairy.com

6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
http://www.webexhibits.org/http://www.google.com/http://www.marketresearch.com/http://www.webexhibits.org/http://www.google.com/http://www.marketresearch.com/

final project jetin banerjee

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