31155333-Amul-ppt

Amul

Points to be covered

• Company Profile

• Amul Chocolates

• Chocolates Market In India

• Competition Scenario

• Chocolate vs. Mithai

• Research Objectives

• Modified Marketing Mix

• Recommendations

vikas pawaiya

Company Profile

• First milk union KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION Started in 1945.

• Selected Brand name AMUL in 1955.

• Amul means “Priceless” in sanskrit.

• Entered in chocholates segment in 1970

• Sales Turnover Rs 52554 million 2007-08.

Amul Chocolates

Chocolates Market In India

• Chocolate market is estimated to be around 1500 crores growing at 18-20% per annum

• Cadbury is the market leader with 79% market share

• The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom

• Over 70 per cent of the consumption takes place in the urban markets.

• The chocolate wafer market is around 35 % of the total chocolate market and has been growing at around 13% annually.

Competition Scenario• The chocolate market in India has only three big players,

Cadbury(79%), Nestle(14%) and Amul (5%)

• New brands such as Sweet World, Candico and Chocolatiers are present in several malls.

• The largest target segment for Cadbury is youth.

• Delhi-based Chocolatiers, started with a small shop ,has now ventured into malls and multiplexes ,with focus on high-end or designer chocolates, a niche market of their own.

• Candico India is aiming for 400 locations across malls and multiplexes in the country by 2010.

Chocolate vs Mithai

• For ages, Mithai has been of significant importance.

• But, recently the market is witnessing an interesting trend that of the interest of consumers shifting from mithai to chocolates.

• To boost sales, Amul launched three new chocolates in under the brands Fundoo, Bindaas and Almond Bar.

vikas pawaiya

Research Objectives

• To gauge the awareness of people towards Amul chocolates.

• To find out in which segment chocolates are mostly liked/preferred.

• To understand which advertisement medium must AMUL use.

• To know the perception of Amul chocolates in comparison to other competitive brands.

• To formulate an IMC strategy for Amul Chocolate.

Modified Marketing Mix

Product

Introduction of new range of chocolates to suit different targeted segments

• Variety-add more variety to the existing range.

• Design – innovative design ideas for the choclate bar as well as the packaging

• Sizes and Packaging – wide range to suit key price points and occasions

Price

• Pricing – In line with Cadbury’s offerings

(starts from Re1-Rs50)

• Incentive schemes – eg. Nestle’s Maha munch give more value for the same price

• Priced at key price points like Rs.5

Place

• Make use of its strong distribution structure.

• Urban as well as rural.

• New Regional Sales Offices to increase width and penetration and focus in rural areas.

Promotion

• Must choose a Brand ambassador- e.g. Rani Mukherjee

• Target Audience

• Direct School Program

Direct School Program

As a part of the customer contact programme ,Amul must do direct school program for Amul chocolates.

They can sampling their latest offering - among kids.

Target Audience

Recommandations

• Must introduce Festival Gift boxes like cadbury Celebration.• Must offer low-priced packs for the masses and launch new

products to target different age groups.• Must focus on the availability and affordability of its products. • Should increase R&D spending to improve the quality & taste.• Must introduce at price points such as Rs 1, Rs 2, Rs 5, Rs

10 , Rs 15 , Rs 50 and even at Rs 100 • Visibility at retails points. To increase the visibility of its

products, target areas near bus stops, colleges, schools, cafes and places of entertainment like theaters and amusement parks.

• Must enter into marketing alliances with various portals to offer products such as Valentines Day and Friendship Day.

• Sell its products through 'non-traditional' outlets like music stores, malls, renowned bookstores and popular apparel outlets .

• To put chocolate carts in malls and near college campuses to increase its reach.

• Company should introduce sales promotion schemes

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

• Company Profile

• Amul Chocolates

• Chocolates Market In India

• Competition Scenario

• Chocolate vs. Mithai

• Research Objectives

• Modified Marketing Mix

• Recommendations