Manisha Advertising Project

8/6/2019 Manisha Advertising Project

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A Project Report

EFFECTIVENESS OF ADVERTISING TOWARDS SALES OFCHOCOLATES

Submitted by

Manisha Mohabe

in partial fulfillment for the award of the degree

of

Master in Business Administration

In

Marketing Management

At

Institute of Management StudiesDAVV Indore

2009-11


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DECLARATION

I hereby declare that the project entitledEffectiveness of Advertising towards sales of chocolatessubmitted for the MBA Degree is my original work and the project hasnot formed the basis for the award of any degree, associate ship,fellowship or any other similar titles.

Signature of the Student:Place:Date:


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CERTIFICATE

This is to certify that the project entitled Effectiveness of Advertising towards salesof chocolates is the bonafide work carried outby ManishaMohabe student of MBA, Instituteof Manangement Studies (DAVV, Indore),during the year 2009 11 , inpartial fulfillment ofthe requirements for the award of the Degree ofMaster of Business Administration and thatthe project has not formed the basis for theaward previously of any degree, diploma,

associate ship, fellowship or any other similartitle.

Signature of the Guide :Place:Date:


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AKNOWLEDGEMENTS

I wish to express my deep sense of gratitude to my Internal Guide, Mr. Varun

Kesari ,Institute of Management Studies (DAVV, Indore) for his able guidance

and useful suggestions, which helped me in completing the project work, in time.

Words are inadequate in offering my thanks to the Project Trainees and Project

Assisatants, IMS DAVV, Indore for their encouragement and cooperation in

carrying out the project work.

Manisha Mohabe

MBA (MM) IIIrd Sem.

Roll no.:- 43457


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C0NTENTS

1. Introduction.

2. History.

3. Amul Products.

4. Advertisement strategy of Amul.

5. Marketing Research.

6. Research Design.

7. Primary Tabulation & Interpretation.

8. Findings.

9. Conclusion.

10.Bibliography.


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INTRODUCTION

Advertising plays a very pre dominant role for any Marketer. Goods no matter of

how good quality, they may be are of no use if they are not brought to the notice of

the consumer. Advertising can be classified on the basis of target audience towards

whom the advertising is directed .there could be different set of target audience.

These are:

Consumer (households) Industries

Traders

Professionals

Institutions

In our project we would be solely concentrating on the household sector, this sector

dominates any other sector in terms of its goods and services. The complexity of

human behavior is one major factor which makes a job of Marketer tough.

The success of any advertising campaign depends on its effectiveness that is howeffective it is in stimulating consumer to buy the product or at least give a thought

to the product .there are various type of advertising media which can be used . But

the choice of media is a very critical decision as a selection of wrong advertising

media can lead to colossal resources and it can even have an impact on goodwill of

a company. The media has to be selected taking into consideration the target

audience and as a manager we also to take into consideration the Advertising

Budget.

we have taken a company named Amul and then we have made an analysis of its

advertising and sales promotion techniques, the communication mix employed bythe company for its various product categories and how effective these strategies

have been in positioning Amul as not only Amul but as Amul The Taste of India


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ANAND MILK UNION LIMITEDTHE GUJARATCO-OPERATIVE MILK

MARKETING FEDERATION(ANAND)

8


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HISTORY:BUSINESS needs ideas, not merely money. Ventures run on just money, but

starved of ideas, would eventually fall prey to competition and perish. And, if ideas

are available in abundance, business can overcome other handicaps, including its

relative weaker money power, compared to that of its rivals. The success story of

the Gujarat Co- operative Milk Marketing Federation (GCMMF) proves this point.

Amul follows a unique business model, which aims at providing 'value for money'

products to its consumers, while protecting the interests of the milk-producing

farmers who are its suppliers as well as its owners. Despite being a farmers' co-operative, Amul has given multinationals a run for their money.

The Amul Pattern has established itself as a uniquely appropriate model for rural

development. Amul has spurred the White Revolution of India, which has made

India the largest producer of milk and milk products in the world. It is also the

world's biggest vegetarian cheese brand.

Amuls is Indias largest diary producing company with over half the market

leading other national companies such as Mother Diary and multinational food

product companies such as Nestle India and Hindustan Lever Ltd

Amul demonstrates how careful and consistent product stewardship combined

with a deep and intimate understanding of the market leads to consistent growth and

success. The company can process nearly 10 million litres of milk each day.

The company started as the Gujarat Cooperative Milk Federation in 1946,

collecting just 250 liters of milk a day. The company was formed to give farmers

their due and protect them from unscrupulous middlemen. Since then the company

has come a long way. But one thing is still the same. That time also it was by andfor the farmers and today also its the same.


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It combined market and social development in an emerging economy. It

recognized the inter-linkages between various environments that governed the livesof marginal milk farmers and the unmet needs of consumers.

It realized that in order to achieve their objectives, it had to benefit a large number

of people both suppliers and consumers. While large scale had the danger of

failure due to poor control and required more resources, it also had the advantage of

creating a momentum that would be necessary to bring more people into the fold

and thereby help more suppliers and consumers.

It also realized that its goal could only be achieved in the long run and this

required developing values in people and processes that were robust, replicable and

transparent.

It also realized that the cooperative would not be independent and viable in the

face of competition if it were not financially sound. This implied that AMUL had to

develop distinct capabilities that would deliver competitive advantage to its

operations.

Thus this is a brief overview of Amul The taste of India


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AMUL PRODUCTS

Amul Butter: Milk Drinks:

Powder milk: Fresh Milk:


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CHEESE: FORCOOKING:

DESSERTS: HEALTH DRINK:


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ADVERTISEMENT STRATEGYHAS BEENFOLLOWED BY AMUL-THE TASTE OF INDIA

Before Amul entered the picture, companies used conventional methods of

advertising where the focus was only on the food products and the tone of the pitch

was serious. Amul changed the way food products were communicated to the

people in India. It always advertised its mother brand Amul, and not its products

like butter, pizzas, or cheese. It all began in 1966 when Sylvester daCunha, then the

managing director of the advertising agency, ASP, clinched the account for Amul

butter. The butter, which had been launched in 1945, had a staid, boring image,

primarily because the earlier advertising agency which was in charge of the account

preferred to stick to routine, corporate ads. The year Sylvester daCunha took over

the account, the country saw the birth of a campaign whose charm has endured

fickle public opinion, gimmickry and all else.Amul has been consistant over the

communication campaign and brand strategy. AMUL has positioned itself as "

Taste of India " and have ensured that their communication is in line with their

positioning strategy By insisting on an umbrella brand, GCMMF not only skillfullyavoided inter-union conflicts but also created an opportunity for the union members

to cooperate in developing products

UMBRELLA BRANDING:

Amuls advertising strategy has followed the concept of Umbrella Branding.

Amul is the common brand name for most of its products across categories. For

instance, the Amul girl has also been used to advertise Amul ghee and milk. Its ad

campaign Amul doodh peeta hai India, conceptualised & created by FCB-Ulka,was drafted to proclaim its leadership position and was targeted at people across all

income categories. The corporate campaign The Taste of India caters to people

belonging to all walks of life & across cultures. It is circled around a one day old

child who needs milk as much as to a dead man who needs ghee.


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Video of utterly butterly delicious final amul\animated butter .mpg.Halo effects can

keep a brand alive in the mind of the consumer by providing reminders of the

brands existence. But in an active category with specific categoryfunctionality, the

brand also needs to provide consumers with reasons to choose their brand over the

others.Halo effects on the parent brand.

Consumer Advertising:

This is also called end product advertising .such advertisements are primarily

directed at consumers. These are the advertisements which are most prominent as

very substantial portion of the total advertising budget is directed to potential

buyers of consumer products through mass media. The fact that the number of

buyers of consumer items is generally very large and is widely distributed over a

large geographically area further, enhances the importance of consumer advertising

as a marketing tool.

Institutional advertising: institution advertising s also called corporate advertising .

its a public-relation-approach advertising. Amul had wanted to build a goodwill forits brand and also it is always expressing a viewpoint on a controversial issue

through the use of billboard which we are going to discuss under media platform

used.Indirect Action Advertising : Indirect action advertising as against direct

action advertising does not attempt to bring about an immediate behavioral response

. The purpose of Amul was not to bring about an immediate behavioral response but

the aim of advertisements was to create a image in the minds of consumer regarding

Amul. Amul wanted to build long term relation with its customers that is why it

never adopted practice of aggresively selling the product.


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MARKETING RESEARCH

Marketing research plays an important role in the process of marketing. Starting

with market component of the total marketing talks. It helps the firm to acquire a

better understanding of the consumers, the competition and the marketing

environment.

DEFINITION

Marketing research is a systematic gathering, recording and analysis marketingproblem to facilitate decision making. - Coundiff & Still.

Marketing research is a systematic problem analysis, model building and fact

finding for the purpose of important decision making 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 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.

(8) Follow-up the study.


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RESEARCH DESIGNAdvertising is a paid form of non-personal presentation and promotion of ideas,

goods or services by an identified sponsor.

1. RESEARCHPROBLEM

(A)Increase the awareness level of AMUL CHOCOLATE.

(B)Seek the general perception of consumer towards AMUL CHOCOLATE.

(C)To find the performance of AMUL CHOCOLATE vis--vis other Brands.(D)To know the consumer psyche and their behavior towards AMUL

CHOCOLATE.

2. RESEARCH OBJECTIVES & related sub objectives

(A)To know the relationship of sales with the advertisement.

(B)To know awareness of people towards Amul chocolates.

(C)To know in which segment chocolates are mostly like/preferred.(D)To know which advertisement tool is mostly preferred bypeople.

(E)To know the preference of Amul chocolates with comparison to

Othercompetitive brands.

(F)To know the factors which affects consumers buying behaviour to purchase

chocolates


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AMUL CHOCOLATE

Amul chocolate is made from Sugar, Cocoa Butter, MilkSolids, Chocolate mass


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(3)Composition:

Milk Fat 2%

Sugar 55%

Total Fat 32.33%

(Milk Fat + Cocoa Fat)

Cocoa Solids 7.5%

Milk Solids 20%

(4)C

hoice of research design alternatives & choice

Despite the difficulty of establishing an entirely satisfactory classification system, it

is helpful to classify marketing research on the basis of the fundamental objectives

of the research. Consideration of the different types, their applicability, their

strengths, and their weakness will help the student to select the type 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 problem being

examined.

CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which something

occurs or the relationship between two phenomenon. Usually conclusive studies

assume certain under underlying characteristics of the market or have some precise

statement of research questions/hypothesis.


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PRIMARY TABULATION & INTERPRETATION:

1. Kind ofChocolate:Branded 92 %

Non branded 08%

INTERFERENCE:

92% Respondents consume branded chocolates, while 8% still consume non

branded.

kind of chocolates

Branded

Unbranded


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(3) Form ofChocolates:

y Cookies 14%

y Bar 60%

y Wafer 20%

y Others 06%

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 with 14% while other forms are

preferred to the extent of 6%.

Form ofChoclates

cookies

Bar

Wafer

others


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[4] Television channel Preferences:

y Star 100

y Zee 15

y Sony 30

y Cartoon 30

y Others 25

INFERENCE:

Mostly people like STAR channel. This channel is very popular among all the age

group people. SONY & CARTOON channels are also popular but not as STAR. In

other channels sports 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, it covers all the age groups.

T.VChannel Preferences

star

Zee

Sony

Cartoon

Others


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(5)Timing Preferences:

y 5 To 8pm 33%

y 8 To 11pm 37%

y Late night 10%

y Morning 15%

y Afternoon

INFERENCE :

From the survey it was found that 37% of the respondents likes to watch T.V. after

8 pm to 11 pm. Because Mostly people belong to service class & females in the

families got their work by this time. At 5 to 8 pm 33% respondents in whichespecially children watch cartoon channel & etc. so it is good to advertise on

preferred channels on these timings.

Timing Preferences

5 To 8 pm

8 To 11pm

Late Night

Morning

Aternoon


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(7)Factors effects in a chocolate advertisement:

y Brand Ambassador 60

y Jingles 30

y Comedy 45

y Music 40

y Emotions 20

y Others 05

INFERENCE :

Good Brand Ambassador generally effects peoples perception towards a product

and create an image in their mind. Mostly people likes to see celebrities like

Amitabh Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya Mirza etc. as a Brabd

Ambassador in chocolate advertisements.At the same time people like comedy,

slow music & specially children like jingles in advertisements.

0

10

20

30

40

50

60

70

Effective Factors

Column1

Column2


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(9) AMUL Chocolate advertisement:

y Yes 32%

y No 68%

INFERENCE :

Here it was observed that only 32% respondents in the city of Ahmedabad were

able to recall Amul Chocolate advertisement. This shows how much Amul lags

behind in promotional activities and advertisement. Therefore Amul must usestrong promotional activities and advertisement in order to retain their potential

consumers.

Advertisement Effectiveness

Yes

No


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(10)Chocolate do you like most:

y Nestle 28%

y Cadbury 58%

y Amul 13%

y Any other 01%

INFE

RE

NCE

:

We can clearly gauge from the pie chart that Cadbury being on the top 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.

Market Share

Nestle

Cadbury

Amul

Any other


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(11)Frequency of purchasing Chocolate:

y Daily 17 %y Weekly 22 %y Fortnightly 13 %

y Occasionally 48 %

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.

Frequency of Purchase

Daily

Weekly

Fortnightly

Occasionally 48%


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FINDINGS

y During the survey it was found that still there are10% people who have nottasted Amul Chocolate.

y Lake of Awareness in consumers. Many people are not know about Amulchocolates specially children and teenagers.

y As I found that the main product of Amul is Milk andcompany firstly wants

to capture maximum market share in milk market which is approx. 66%, afterit Amul is concentrating upon butter & cheese which has market share of

approx. 88%, so it is not concentrating upon chocolates.

y When I interviewed people then many of the people can not recall Amulchocolate advertisement. It shows Lake of Advertisementor advertisement is

not timely givenor advertisement is not given on right time.

y In its advertisement is not using any brand ambassador which attracts allage group people likeCad bury.

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

y Cadbury is main competitor and strategically better performer then Amul.

y I find the main thing is thatAmul brand name has very goodimage inconsumers mind and they consider it as Pure & Good Product.

y People who have tasted Amul Chocolate are not ready to purchase the sameagain.


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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


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QUESTIONNAIRE

I am a student MBA (MM) from INSTITUTE OF MANAGEMENT STUDIES,

INDORE conducting a survey on Effectiveness of advertising towards sales of

Chocolates.

[1] What kind of Chocolate do you eat?y Branded______ Non-branded______

[2] Who uses chocolates in your family?

y Children Teenager

y Young Old

[3] What form of Chocolate do you like?

y Cookies_____ Bar _____

y Wafer_____ Other_____

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

y STAR _______ ZEE ________

y SONY _______ CARTOON________

y Others _______

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

y Timings_____________

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

y Television

y Hoardings

y Newspapers

y Magazines

y Others (Mention)


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[7] Which advertisement you like the most?

y _______________

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

y Brand ambassador_______

y Jingles________y Comedy _______

y Music________

y Others (Mention)_______

[9] Have you ever tasted Amul Chocolate?

y Yes_____

y No______

[10] Can you recall AMUL Chocolate advertisement?y Yes ____

y No____

[11] What is the frequency of purchasing Chocolate?

y Daily ______

y Weekly _______

y Fortnightly______

y Occasionally_______

Manisha Advertising Project

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