Amul chocolate Project report.doc

8/16/2019 Amul chocolate Project report.doc

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A PROJECT REPORT ON

TOMATO KETCHUP

PREPARED AND PRESENTEDTO

Mr. K.K PACHAURY

Under the guidance of

Mr. K.K. PAUCHAURY BY

SEEMASINGH

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CHANDRAJ PANDYA(!!" # !$%

(&ST MAY TO '!TH JUNE !!)%

*acu+t, of Manage-ent Studie./n.titute of Rura+ Manage-ent

Jodh0ur (RAJASTHAN%

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PRE*ACE

The PGDBM programme is well structured and integrated course of business studies. The main objective of practical training at PGDBMlevel is to develop skill in student by supplement to the theoreticalstudy of business management in general. ndustrial training helps

to gain real life knowledge about the industrial environment andbusiness practices. The PGDBM programme provides student with afundamental knowledge of business and organi!ational functionsand activities" as well as an e#posure to strategic thinking of management.

n every professional course" training is an important factor.Professors give us theoretical knowledge of various subjects in thecollege but we are practically e#posed of such subjects when we get

the training in the organi!ation. t is only the training through which come to know that what an industry is and how it works. can learnabout various departmental operations being performed in theindustry" which would" in return" help me in the future when willenter the practical $eld.

Training is an integral part of PGDBM and each and every studenthas to undergo the training for % months in a company and thenprepare a project report on the same after the completion of training.

During this whole training got a lot of e#perience and came toknow about the management practices in real that how it di&ersfrom those of theoretical knowledge and the practically in the reallife.

n today's globali!e world" where cutthroat competition is prevailingin the market" theoretical knowledge is not su(cient. Beside this

one need to have practical knowledge" which would help anindividual in his)her carrier activities and it is true that1E20erience i. 3e.t teacher45

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ACKNO67ED8EMENT

*ith immense pleasure" would like to present this project report forKaira Di.trict Co9o0erati:e Mi+; Producer.< Union 7td5Anand. t has been an enriching e#perience for me to undergo mysummer training at +M,-" which would not have possible withoutthe goodwill and support of the people around. +s a student of /NST/TUTE O* RURA7 MANA8EMENT would like to e#press mysincere thanks too all those who helped me during my practicaltraining programme.

*ords are insu(cient to e#press my gratitude toward Mr5 Rahu+Ku-ar" the Managing Director of AMU7. would like to give myheartily thanks to Mr5 J5 K5 Jo.hi" Manager of +dministration" whopermitted me to get training at AMU7. am very thankful to Mr5Pan;a= 8adha:i" who helped me at every step whenever neededand Mr5 85D5Tri:edi who arranged all possible visits for me atAMU7.

+s 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 e#press my sincere gratitude to Mr5Da+:eer Singh" Production incharge" and Mr5 H5> Ra-gadhia of chocolate plant at MO8AR.

+t last but not least my grateful thanks is also e#tended to Mr5Mu;e.h Mandun Director' /M012M' 3odhpur4 and my thanks to allmy faculty members for the proper guidance and assistancee#tended by them. am also grateful to my parents" friends" Mr5Karti; Pand,a 5 Mr5 Ka0i+ Pand,a to encourage 5 giving memoral support.

6owever" accept the sole responsibility for any possible error of omission and would be e#tremely grateful to the readers of thisproject report if they bring such mistakes to my notice.

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Date ? '!TH June !!) CHANDRAJPANDYA P+ace ? Anand (8UJRAT%P8D>MDuration ? &ST Ma, to '!th June !!) SEM //

CONTENTS

Sr5No5

Cha0ter Na-e Page No5

7. ntroduction 5 6istory 8

%. Marketing 2esearch 78

9. 2esearch Design %7

:. -imitations :;

;. My /indings :<

>. Bibliography :?

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ANAND M/7K UN/ON 7/M/TED

THE KA/RA D/STR/CT CO9OPERAT/@E M/7K

PRODUCERS< UN/ON 7/M/TED

ANAND

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/NTRODUCT/ON AND H/STORY

n the year &B) the $rst milk union was established. This

union was started with %;@ liters of milk per day. n the year &""

+M,- was established. n the year 7?:< the union was known asKA/RA D/STR/CT CO9OPERAT/@E M/7K PRODUCERS< UN/ON.

This union selected the brand name +M,- in 7?;;.

The brand name +mul means 1AMU7YA4. Thi. ord deri:ed

for- the San.;rit ord 1AMU7YA4 hich -ean. 1PR/CE7ESS45

+ Auality control e#pert in +nand had suggested the brand name

+M,-C. +mul products have been in use in millions of homes since7?:


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6owever" when the e#ploitation became intolerable" the

farmers were frustrated. They collectively appealed to Sardar

@a++a3h3hai Pate+" who was a leading activist in the freedom

movement. 0ardar Patel advised the farmers to sell the milk on their

own by establishing a co1operative union" nstead of supplying milk

to private traders. 0ardar Patel sent the farmers to Shri Morar=iDe.ai in order to gain his co1operation and help. 0hri Desai held a

meeting at Sa-ar;ha village near +nand" on Bth Januar, &B). 6e

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 co1

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

Government should be asked to buy milk from the union.

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6owever" the govt. did not seem to help farmers by any means.

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

milk. To respond to this action of govt." the farmers of Kaira di.trict

went on a milk strike. /or 7; whole days not a single drop of milk

was sold to the traders. +s a result the Bombay milk scheme was

severely a&ected. The milk commissioner of Bombay then visited+nand to assess the situation. 6aving seemed the condition" he

decided to ful$ll 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. Mr5 @erghe.e Kurien showed

main interest in establishing union who was supported by Shri

Tri3hu:anda. Pate+ who lead the farmers in forming the =o1

operative unions at the village level. The Faira district milk

producers union was thus established in ANAND and was registered

formally on &Bth Dece-3er &B). 0ince farmers sold all the milk in

+nand through a co1operative union" it was commonly resolved to

sell the milk under the brand name AMU7.

+t

the

initial

stage

only

"!

+iter.

of milk

was

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collected everyday. But with the growing awareness of the bene$ts

of the cooperativeness" the collection of milk increased. Today +mul

collect && +a;h. +iter. of milk everyday. 0ince milk was a perishable

commodity it becomes di(cult to preserve milk ora 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 unionthought 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 +mul has more than &"! chi++ing

center. in various villages. Milk is collected from almost &!$'

.ocietie..

*ith the $nancial help from UN/CE*" assistance from the govt.of ew Healand under the =olombo plan" of 2s. ;@ millions for

factory to manufacture milk powder and butter was planned.

Dr5Ra=endra Pra.ad" the president of ndia laid the foundation on

No:e-3er &" &"B. Shri Pandit Jaahar+a+ Nehru" the prime

minister of ndia declared it open at +mul dairy on No:e-3er !

&"".

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PIJP-I PJ*I2K +M,-E0 0I=2IT J/ 0,==I00

The system succeeded mainly because it provides an assured

market at remunerative prices for producersE milk besides acting as

a channel to market the production enhancement package. *hatEs

more" it does not disturb the agro1system of the farmers. t also

enables the consumer an access to high Auality milk and milk

products. =ontrary to the traditional system" when the pro$t of the

business was cornered by the middlemen" the system ensured that

the pro$t goes to the participants for their socio1economic

upliftment and common good.

-ooking back on the path traversed by +mul" the following features

make it a pattern and model for emulation elsewhere.

+mul has been able toK

• Produce an appropriate blend of the policy makers farmers

board of management and the professionalsK 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 agro1economic systems"

• Plough back the pro$ts" by prudent use of men" material and

machines" in the rural sector for the common good and

betterment of the member producers and

• Iven though" growing with time and on scale" it has remained

with the smallest producer members. n that sense. +mul is an

e#ample par e#cellence" of an intervention for rural change.

The ,nion looks after policy formulation" processing and marketing

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

animals" the arti$cial insemination service" veterinary care" better

feeds and the like 1 all through the village societies. Basically the

union and cooperation of people brought +mul into fame i.e. AMU7

(ANAND M/7K UN/ON 7/M/TED%" a name which suggest THE

TASTE O* /ND/A.

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P+ant.

*ir.t plant is at ANAND" which engaged in the manufacturing of

milk" butter" ghee" milk powder" avored milk and buttermilk.

Second plant is at MO8AR" which engaged in manufacturing

chocolate" nutramul" +mul Ganthia and +mul lite.

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Third plant is at Kan=ari" which produces cattelfeed.

*ourth plant is at Khatra=" which engaged in producing cheese.

Today"

te+:e

dairie. are

producing

di&erent

products

under the

brand

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name +mul. Today +mul dairy is no5 & dairy in A.ia and no5 in the

or+d" which is matter of proud for Gujarat and whole ndia.

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>OARD MEM>ERS

Shri Ra-.inh Pra3hat.inh

Par-arChair-an

Shri Ra=endra.inh Dhir.inhPar-ar

@ice9Chair-an

Shri Dhiru3hai A-ar.inha+a

Director

S-t5 Man.inh Koh,a3haiChauhan

Director

Shri Magan3hai 8o;a+3haia+a

Director

Shri Shi:a3hai Mahi=i3haiPar-ar

Director

Shri Pra:in.inh *u+.inhSo+an;i

Director

Shri Chandu3haiMadhu3hai Par-ar

Director

Shri >hai=i3hai A-ar.inha+a

Director

Shri >i0in3haiMani.han;ar Jo.hi Director

S-t5 Sara,u3en>harat3hai Pate+

Director

Shri Ran=it3hai Kanti3haiPate+

Director

Shri >5 M5 @,a.ManagingDirector

85C5M5M5*

Shri Dee0a; Da+a+ Di.trictRegi.trar

Shri Rahu+ Ku-arManagingDirector

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MARKET/N8 RESEARCH

Marketing research plays an important role in the process of marketing. 0tarting with market component of the total marketingtalks. t helps the $rm to acAuire a better understanding of theconsumers" the competition and the marketing environment.

DE*/N/T/ON

Marketing research is a systematic gathering" recording andanalysis marketing problem to facilitate decision making.C 1 =oundi& 5 0till.

Marketing research is a systematic problem analysis" modelbuilding and fact $nding for the purpose of important decisionmaking and control in the marketing of goods and services.

1 Phillip Fotler.

MA/N STEPS /N@O7@ED /N MARKET/N8 RESEARCH

De$ning the Marketing Problem to be tackled and identifying themarket research problem involved in the task.

74 De$ne the problem and its objectives.%4 dentify the problem.94 Determine the information needed.:4 Determine the sources of information.;4 Decide research methods.


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(&% Dene the 0ro3+e- and it. o3=ecti:e. ?9 Thisincludes an e&ective job in planning and designing aresearch project that will provide the needed information. talso includes the establishment of a general framework of major marketing elements such as the industry elements"

competitive elements" marketing elements and companyelements.

(% /dentif, the 0ro3+e- ?9 dentifying the probleminvolves getting acAuainted with the company" its business"its products and market environment" advertising by meansof library consultation and e#tensive interviewing of company's o(cials.

('% Deter-ining the .0ecic /nfor-ation needed ?9n general the producer" the manufacturer" the wholesalerand the retailer try to $nd out four things namely K1

74 *hat to sell%4 *hen to sell94 *here to sell:4 6ow to sell

(B% Deter-ine the .ource. of infor-ation ?9

a4 Pri-ar, Data ?9 Primary datas are those whichare gathered specially for the project at hand"directly L e.g. through Auestionnaires 5interviews. Primary data sources includecompany salesman" middleman" consumers"buyers" trade association's e#ecutives 5 otherbusinessman 5 even competitors.

b4 Secondar, Data ?9 These are generallypublished sources" which have been collectedoriginally for some other purpose. 0ource areinternal company records" governmentpublication" reports 5 publication" reports 5

journals" trade" professional and businessassociations publications 5 reports.

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(B% Decide Re.earch -ethod. for co++ecting data ?9f it is

found that the secondary data cannot be of much use"

collection ofprimary data become necessary. Three widely used methods

of gathering primary data are

+4 0urvey B4 Jbservation =4 I#perimentation

A% Sur:e, Method ?9 n this method" information gathereddirectly from individual respondents" either through personalinterviews or through mail Auestionnaires or telephone interviews.

>% O3.er:ation Method :- The research data are gatheredthrough observing and recording their actions in a marketingsituation. This techniAue is highly accurate. t is rather an e#pensivetechniAue.

C% E20eri-enta+ Method ?9 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 e#periment are applied to a broader marketing area.

D% The Pane+ Re.earch ?9 n this techniAue the same groupof respondents is contacted for more then one occasion and the

information obtained to $nd out if there has been any in their tastedemand or they want any special Auality" color" si!e" packing in theproduct.

a4 Preparation of Auestionnaire b4 Presetting of Auestionnaire c4 Planning of the sample

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("% Ta3u+ate Ana+,.i. and /nter0ret the Data ?9 The report must give)contain the following informationK1

a4 The title of research b4 The name of the organi!ation for which it has been =onducted

c4 The objectives of researchd4 The methodology usede4 Jrgani!ation and the planning of the reportf4 + table of contents along with charts and diagrams used

in the reportsg4 The main report containing the $ndingsh4 =onclusion arrived at end recommendations suggestedi4 +ppendices containing Auestionnaire ) forms used sample

design" instructions.4

()% *o++o9u0 the .tud, ?9 The researchers" in the last stage"should follow up this study to $nd if his recommendation are beingimplemented and if not" why

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RESEARCH DES/8N

“Advertising is a paid for of non!persona" presentation and prootion of ideas# goods or servi$es %& an identi'ed sponsor.(

&5 RESEARCH PRO>7EM

ncrease the awareness level of AMU7 CHOCO7ATE.

0eek the general perception of consumer towards AMU7CHOCO7ATE.

To $nd the performance of AMU7 CHOCO7ATE vis1N1vis otherBrands.

To know the consumer psyche and their behaviour towardsAMU7CHOCO7ATE.

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5 RESEARCH O>JECT/@ES F re+ated .u3 o3=ecti:e.

To know the relationship of sales with the advertisement.

To know awareness of people towards A-u+ choco+ate..

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

To know which advertisement tool is mostly preferred bypeople.

To know the preference of A-u+ choco+ate. with comparisonto

Jther competitive brands.

To know the factors which a&ects consumer's buying behaviour to purchase chocolates.

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'5 /nfor-ation reGuire-ent

• /irst" had to know about all the competitors present in the

chocolate segment 2eputed and well established brands as well as -ocal

brands4.

• Before going for the survey had to know the comparative

packs and

prices of all the competitors e#isting in the market.

• 0ince chocolate is a product that attracts children and

youngsters hence had to trace the market and segment it"

which mainly deals with people of various age groups.

• +s chocolate is di&erent product" the main information needed

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

calori$c value and various other facts. They can be termed as K

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

AMU7 CHOCO7ATE is made from 0ugar" =ocoa Butter" Milk0olids"

=hocolate mass.

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Co-0o.ition?

• Milk /at %O

• 0ugar ;;O

• Total /at 9%.99O

Milk /at =ocoa /at4

• =ocoa 0olids 8.;O

• Milk 0olids %@O

B5 Choice of re.earch de.ign # a+ternati:e. F choice

Despite the di(culty of establishing an entirely satisfactoryclassi$cation system" it is helpful to classify marketing research onthe basis of the fundamental objectives of the research.=onsideration of the di&erent types" their applicability" theirstrengths" and their weakness will help the student to select thetype best suited to a speci$c problem.

The two general types of research areK

EP7ORATORY RESEARCH

I#ploratory research seeks to discover new relationship" emphasison discovery of ideas.

Marketing researches devote a signi$cant portion of their work on

e#ploratory studies when very little is known about the problembeing e#amined.

CONC7US/@E RESEARCH

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=onclusive studies attempts to determine the freAuency with whichsomething occurs or the relationship between two phenomenons.,sually conclusive studies assume certain under underlyingcharacteristics of the market or have some precise statement of research Auestions)hypothesis.

"5 RESEARCH /NSTRUMENT USED 9 DETA/7S F 6HYI

f 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" theAuestionnaire 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 *e are making asurveyC" and then proceeds to ask a series of Auestions. 0ome

interviews are conducted in person" others by telephone" and othersby mail. Iach of these has its special advantages and disadvantagesand limitations. The Auestionnaire 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 $rst.

+ Auestionnaire consists of list of Auestions 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 Auestionnaire method isthis reliance on verbal responses to Auestion" written or oral.

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Questionnaire in the project consists ofK

Multiple choice Auestions

Dicthomus

MU7T/P7E CHO/CE UEST/ONS?

Questions of this type o&er the respondents an alternative to choosethe right answer among others. t is faster" time saving and lessbiased. t also simpli$es the tabulating process.

OPEN END UEST/ONS?

n this type respondents are free to answer in their own words ande#press the ideas they think are relevant" such Auestions are goodas $rst Auestions or opening Auestions. They introduce the subjectand obtain general reaction.

D/CTHOMUS?

These are the Auestions 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 RSesC or Ro'.

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)5 SAMP7/N8 TECHN/UE USED F SAMP7E S/E 9 6HYI

0ample design is a de$nite plan of obtaining some items from thewhole population. The sample design used in this project is two statesampling i.e. =luster and convenience. n the probability sampling

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

0ampling methods in which universe elements are chosen in groups1111 rather than individually 11 are called cluster1sampling methods.

They are widely used in the sampling of human populations. *henno complete universe listing e#ists" a type of sampling is called area

sampling may be the only practically feasible form of probabilitysampling.

NOND/S8U/SED STRUCTURED TECHN/UES

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The non structured techniAues for attitude measurement areprimarily of value in e#ploratory studies" where the researcher islooking for the salient attributes of given products and the importantfactors surrounding purchase decisions as seen by the consumer.0tructured techniAues 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 e&orts to measure attitudesobjectively" and a number of useful scales have been developed.

SAMP7/N8 METHODS

0ample design is a de$nite 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 have chosenMe-nagar A.hra- road Satte+ite >o0a+ >ode;de:@a.tra0ur Na:rang0ura U.-an0ura Maninagar andNara,an0ura. The total .a-0+e .ie was !!5

C7USTER SAMP7/N8

6ere the whole area is divided into some geographical area and ade$nite number of consumers were to be surveyed.

CON@/N/ENCE SAMP7/N8

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This type of sampling is chosen purely on the basis of convenienceand according to convenience. visited 8arden Par;. Te-0+eSu0er.tore. Theatre. and 8,-na.iu-5

SAMP7/N8

7. 0ampling TechniAue K on probability sampling + non probability samplingtechniAue is

that in which each element in thepopulation does not have an eAual

chance of getting selected4

%. 0ample ,nit K People who buy chocolatesavailablein retail outlets" superstores" etc

9. 0ample si!e K %@@ respondents +ge ranging between &" yrs to )" yrs4

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:. Method K Direct interview throughAuestionnaire.

;. Data analysis method K Graphical method.

.@@ pm

*/E7D 6ORK9 METHOD USED *OR DATA CO77ECT/ON

• Questionnaire was prepared keeping the objective of researchin mind.

• Questions were asked to respondents as regards to therewillingness to purchase =hocolates.

• The help of Auestionnaires conducted direct interviews" in orderto get accurate information.

• n order to get correct information had to approach consumersranging from &" ,r. to )" ,r.5

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• visited as many respondents as can and asked them theirreal likings about any chocolate and also got an idea" Ho achoco+ate .hou+d 3eI

• t is really a Hercu+ean task to understand =onsumerBehaviour" as the de$nition suggest" “Cons)er %e*avio)r

is a p*&si$a" a$tivit& as +e"" as de$ision pro$essindivid)a" engaged in +*en eva")ating# a$,)iring# )singand disposing goods and servi$es(.

• n order to collect accurate information visited to 8ardenPar;. Te-0+e Su0er.tore. Theatre. and 8,-na.iu-"each and every Auestion was $lled personally by therespondents and checked properly.

• People were not willing to answer" when they were contactedbetween 7.@@ pm to ;.@@ pm" the time when most of thepeople take rest during the scorching heat.

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“Advertising is a paid for of non!persona" presentation and prootion of ideas# goods or servi$es %& an identi'ed sponsor.(

PR/MARY TA>U7AT/ON F /NTERPRETAT/ON

L& 6hat ;ind of Choco+ate do ,ou eatI

>randed Non 3randed !

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/N*ERENCE

?%O respondents in the region of +hmedabad consume Branded

=hocolates" while >O still consume non branded.

L 6ho u.e. choco+ate. in ,our fa-i+,I

Chi+dren 'B Teenager '' Young ) O+d !$

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CHOCOLATE USERS

0%0%0%0%

34%

33%

26%

7%

Children

Teenager

Young

Old

/N*ERENCE

Mostly children 5 teenagers likes chocolates in their families. 0o weshould give stress on children 5 tenager segment to increase marketshare. Soung people also using chocolates for consuming 5 forgiving as a gift.

L' 6hat for- of Choco+ate do ,ou +i;eI

Coo;ie. &B >ar )! 6afer ! Other !)

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/N*ERENCE

The above diagram suggest that the most preferred form is bar i.e.


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STAR &!! EE &" SONY '! CARTOON '! Other. "

/N*ERENCE

Mostly people like 0T+2 channel. This channel is very popular amongall the age group people. 0JS 5 =+2TJJ channels are alsopopular but not as 0T+2. n other channels sports and news channelsare preferred. =+2TJJ channel is specially preferred by children.0o it will be more bene$cial top give advertisements on 0T+2 5=+2TJJ channels" it covers all the age groups.

L" /n 3eteen hat ti-e ,ou +i;e to atch te+e:i.ionI

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Ti-ing.

" to 0- '' to && 0- '$ 7ate Night &! Morning &"

Afternoon !"

TIMING PREFERENCE

33%

37%

10%

15%

5%

5 to !"

to ##!"Late night

Morning

A$ter noon

/N*ERENCE

/rom the survey it was found that 98O of the respondents likes towatch T.. after > pm to 77 pm. Because Mostly people belong toservice class 5 females in the families got their work by this time. +t; to > pm 99O respondents in which especially children watchcartoon channel 5 etc. so it is good to advertise on preferredchannels on these timings.

L) >, hich -edia ,ou 0refer to atch ad:erti.e-ent.I

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Te+e:i.ion )$ Hoarding. &$ Ne.0a0er. ! Magaine. !" Other. (Mention% !'

ME%IA PREFERENCE TO &ATCH

A%'ERTISEMENT

0%0%0%0%0%

67%

17%

8%5%3%

Tele(i)ion

Hoarding)

Ne*)!a!er)

Mega+ine)

Other)

/N*ERENCE

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

L$ 6hat factor. eQect. ,ou in a choco+ate ad:erti.e-entI

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>rand a-3a..ador )! Jing+e. '!

Co-ed, B" Mu.ic B! E-otion. ! Other. (Mention% !"

INFERENCE

Good Brand +mbassador generally e&ects people's perceptiontowards a product and create an image in their mind. Mostly peoplelikes to see celebrities like +mitabh Bacchan" 0achin Tendulkar"M.0.Dhoni" 0aniya Mir!a etc. as a Brabd +mbassador in chocolateadvertisements.+t the same time people like comedy" slow music 5specially children like jingles in advertisements.

L Ha:e ,ou e:er ta.ted A-u+ Choco+ateI41


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Ye. ! No &!

INFERENCE

The chart shows that ?@O respondents have tasted +mul =hocolate"while still 7@O have not tried +mul =hocolates.+mul must use proper techniAues in order to cater the needs of every common man.

L Can ,ou reca++ AMU7 Choco+ate ad:erti.e-entI42


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Ye. ' No )

INFERENCE

6ere it was observed that only 9%O respondents in the city of +hmedabad were able to recall +mul =hocolate advertisement. Thisshows how much +mul lags behind in promotional activities andadvertisement. Therefore +mul must use strong promotionalactivities and advertisement in order to retain their potentialconsumers.

L&! 6hich Choco+ate do ,ou +i;e -o.tI

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Ne)tle ,- Cad.ur/ 5- A"ul #0-

An/ other 1#-

INFERENCE

*e can clearly gauge from the pie chart that =adbury being on thetop slot with ;>O market share dominates the chocolate market"followed by estle with %>O share" whereas +mul have only 79Omarket share and thus lags behind.

L&& 6hat i. the freGuenc, of 0urcha.ing Choco+ateI

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Dai+, &$ 6ee;+, *ortnight+, &' Occa.iona++, B

INFERENCE

The freAuency of chocolate di&er a lot where 78O respondents buyit daily" %%O weekly" 79O fortnightly" and there is a 6ugh chunk of people who buy chocolate occasionally.

L& Ho do ,ou .ca+e ,our Choco+ateI

45

*reGuenc, of0urcha.e

#2-

,,-

#0-

3-

%ail/

&ee4l/Fortnightl/Oa)ionall/


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-imited time available for interviewing the respondents. +s aresult of this it was not possible to gather full information aboutthe respondents.

*hen interviewed children and teenagers" sometimes they

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

+s summer training is going under summer season sosometimes

people are less interested in $lling up Auestionnaire.

0ometimes the problem which face is language problem forwhich have to make them understand.

on1cooperative approach and rude behavior of therespondents.

f 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 */ND/N8S

During the survey it was found that still there are &! people

who have not tasted A-u+ Choco+ate.

7a;e of Aarene.. in consumers. Many people are not knowabout A-u+ choco+ate. specially children and teenagers.

+s found that the -ain 0roduct of A-u+ i. Mi+; andcompany $rstly wants to capture ma#imum market share inmilk market which is appro#.


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SU88EST/ONS

n order to maintain and increase the sales in the city of Ah-eda3ad the following recommendations regarding +mul=hocolates particularly regarding advertisement" distribution"promotional policies" etc" are hereby suggestedK

/irst and foremost +mul should take proper action in order toimprove service" because although being on a to0 .+ot inButter and milk supplies it does not get the sales in chocolate"which it should get.

=ompany should use brand ambassador which attracts eachage segment i.e. 0aniya Mir!a" 0haktimaan" +mitabh Bacchan"0uperman" Frrish" 3adoo etc.

+mul should give local advertisements apart from theadvertisements given at the national level. -ocal advertisementmust mention the e#clusive +mul shops of the city.

Try and change the perception of the people through ord of -outh about +mul in advertisements" because they are thebest source to reach =hildren and families.

Though +mul chocolate advertisements are rarely shown ontelevision yet many people could recall it as per the data of research. t shows that there is only need to give advertisementonly to rememori!e customers. Because +mul is very strongbrand name.

=ompany should launch chocolate in new attracti:e 0ac;ingto change image of +mul chocolate in consumers mind.

=ompany should introduce .a+e. 0ro-otion .che-e. likefree weight" pranky" tattoo" contest" free gifts etc.

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

=ompany should launch chocolates in new avors like L

Mi# /ruitPineapple

Ilaichi =o&ee 0trawberry Banana Mango

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CONC7US/ON

+s we know that A-u+ is very big organi!ation andmarket leader in dairy products. t has ma#imum market share in

Milk" Butter and =heese" which are its main)core products. +s weknow +mul is a co1operative organisaion but chocolate industry is apro$table industry we can't ignore it. *ith the help of research"company can $nd out its week points in chocolate product and canincrease its market share through rectify mistakes. People havebelieved in A-u+indaa and *undoo5

Quality is the dominating aspect which inuence. con.u-er

to purchase +mul product" but 0ro-0t a:ai+a3i+it, of other

chocolate brands and aggre..i:e 0ro-otiona+ acti:itie. by

others inuences the consumer towards them and also leads to

increase sales.

n comparison to +mul =hocolate" the other players such as

Cad3ur, Ne.t+e" and Perfetti provide a 3etter a:ai+a3i+it,and give competition to the hilt.

People are mostly .ati.ed with the overall Auality of +mul

=hocolate" but for the e#istence in the local market +mul must

use aggressive selling techniAues.51


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>/>7/O8RAPHY

7. www.amul.com

%. www.amuldairy.com

9. www.google.com

:. www.marketresearch.com

;. www.dairy.com


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APPEND/

UEST/ONNA/RE

am a student of PGDBM from /NST/TUTE O* RURA7MANA8EMENT JODHPUR conducting a survey on I&ectiveness of advertising towards sales of =hocolates.

U7V *hat kind of =hocolate do you eatW Branded XXXXXX on1branded XXXXXX

U%V *ho uses chocolates in your familyW

=hildren Teenager Soung Jld

U9V *hat form of =hocolate do you likeW =ookies XXXXX Bar XXXXX

*afer XXXXX Jther XXXXX

U:V *hich Television channel you like to watch mostW 0T+2 XXXXXXX HII XXXXXXXX 0JS XXXXXXX =+2TJJ XXXXXXXX Jthers XXXXXXX

U;V n between what time you like to watch televisionW

Timings XXXXXXXXXXXXX

U


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U8V *hich advertisement you like the mostW

XXXXXXXXXXXXXXX

U>V *hat factors e&ects you in a chocolate advertisementW

Brand ambassador XXXXXXX 3ingles XXXXXXXX

=omedy XXXXXXX Music XXXXXXXX Jthers Mention4 XXXXXXX

U?V 6ave you ever tasted +mul =hocolateW Ses XXXXX o XXXXXX

U7@V =an you recall +M,- =hocolate advertisementW

Ses XXXX o XXXX

U77V *hat is the freAuency of purchasing =hocolateW Daily XXXXXX *eekly XXXXXXX

/ortnightly XXXXXX Jccasionally XXXXXXX

U7%V 6ow do you scale your =hocolateW

ATTR/>UTE

POOR A@ERA8E

8OOD ECE77ENT

PR/CE

S6EETNESS

PACKA8/N8

SO*TNESS

SCHEMES

A@A/7A>/7/T Y

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U79V *hich =hocolate do you like mostW +M,- XXXXXXXXXXXX

=+DB,2S XXXXXXXXXXXX I0T-I XXXXXXXXXXXX

PI2/ITT XXXXXXXXXXXX JT6I20 XXXXXXXXXXXX

U7:V *hat would you like to see in a chocolate advertisementW

XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

NAME?

A8E?

&!9&" &"9" "9'" '"9B" B" and

a3o:e

THANK YOU

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Amul chocolate Project report.doc

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