A FIELD REPORT ON

STUDY OF CONSUMER PERRCEPTION TOWARDS AMUL CHOCOLATE TELEVISION COMMERCIAL IN PUNE SUBMITTED TO MATRIX BUSINESS SCHOOL BY JETIN BANERJEE MMM SEMESTER-II
THE FULLFILMENT OF MASTER OF MARKETING MANAGEMENT COURSE OF UNIVERSITY OF PUNE

MATRIX BUSINESS SCHOOL PUNE-41

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 Guide DR. J.N.POL Ganesh.P.Datere (..) () Internal Prof.

DECLRATION
I JETIN BANERJEE student of the Master of Marketing Management hereby declare that all information, facts and figures in this report are based on my own findings and experience in the Pune 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

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 esteemed guidance 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 (.)

CONTENTS
Sr. No. Chapter Name Page No.

1 2 3

Introduction & History Marketing Research Research Design

5 9 12

Data Analysis

19

5 6

Limitations My Findings

29 30

Suggestions

31

Conclusion

32

APPENDIX

33

10

Bibliography

36

INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand name AMUL in 1955.

The brand name Amul means AMULYA. This word derived form the Sanskrit word AMULYA which means PRICELESS. A quality control expert in Anand had suggested the brand name AMUL. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. And have a proven model for dairy development (Generally known as ANAND PATTERN).

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 Polson dairy limited, which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri 6

Desai held a meeting at Samarkha village near Anand, on 4 th January 1946. He advised the farmers to form a society for collection of the milk. These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village co-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union. However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then 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. Mr. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14 th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL. At the initial stage only 250 liters of milk was collected everyday. But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of 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 150 chilling centers in various villages. Milk is collected from almost 1073 societies. With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

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 agroeconomic 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, 8

veterinary care, better feeds and the like - all through the village societies. Basically the union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTE OF INDIA.

Plants
First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk. Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite. Third plant is at Kanjari, which produces cattelfeed. Fourth plant is at Khatraj, which engaged in producing cheese. Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and whole India.

BOARD MEMBERS Shri Ramsinh Prabhatsinh Chairman Parmar Shri Rajendrasinh Dhirsinh Vice- Chairman Parmar Shri Dhirubhai Amarsinh Zala Director Smt. Mansinh Kohyabhai Director Chauhan Shri Maganbhai Gokalbhai Director Zala Shri Shivabhai Mahijibhai Director Parmar Shri Pravinsinh Fulsinh Director Solanki Shri Chandubhai Madhubhai Director Parmar Shri Bhaijibhai Amarsinh Zala Director Shri Bipinbhai Manishankar Director
9

Joshi Smt. Sarayuben Bharatbhai Patel Shri Ranjitbhai Kantibhai Patel

Director Director

Managing Shri B. M. Vyas Director G.C.M.M.F Shri Deepak Dalal District Registrar Managing Shri Rahul Kumar Director 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 marketing problem 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) (2) (3) (4) (5) (6) (7) Define the problem and its objectives. Identify the problem. Determine the information needed. Determine the sources of information. Decide research methods. Tabulate, Analyze and interpret the data. Prepare research report. 10

(8) (1)

Follow-up the study.

Define the problem and its objectives :- This includes an effective

job in planning and designing a research project that will provide the needed information. It also includes the establishment of a general framework of major marketing elements such as the industry elements, competitive elements, marketing elements and company elements.

(2)

Identify the problem :- Identifying the problem involves getting

acquainted with the company, its business, its products and market environment, advertising by means of library consultation and extensive interviewing of companys officials.

(3)

Determining the specific Information needed :- In general the

producer, the manufacturer, the wholesaler and the retailer try to find out four things namely :(1) (2) (3) (4) What to sell When to sell Where to sell How to sell

(4) Determine the sources of information :(a)

Primary Data :- Primary datas are those which are gathered

specially for the project at hand, directly e.g. through questionnaires & interviews. Primary data sources include company salesman, middleman, consumers, buyers, trade associations executives & other businessman & even competitors. Secondary Data: - 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 and business associations publications & reports.

(b)

(4) Decide Research methods for collecting data :- If it is found that the secondary data cannot be of much use, collection of primary data become necessary. Three widely used methods of gathering primary data are A) Survey B) Observation C) Experimentation

11

A) Survey Method: - In this method, information gathered directly from

individual respondents, either through personal interviews or through mail questionnaires or telephone interviews.

B) Observation Method: - The research data are gathered through

observing and recording their actions in a marketing situation. This technique is highly accurate. It is rather an expensive technique.

C) Experimental Method: - This method involves carrying out a small scale trial solution to a problem, while at the same time, attempting to control all factors relevant to the problem. The main assumption here is that the test conditions are essentially the same as those that will be encountered later when conclusions derived from the experiment are applied to a broader marketing area. D) The Panel Research: - In this technique the same group of
respondents is contacted for more then one occasion; and 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 questionnaire b) Presetting of questionnaire c) Planning of the sample

(5)

Tabulate, Analysis and Interpret the Data :The report must give/contain the following information:a) The title of research b) The name of the organization for which it has been Conducted c) The objectives of research d) The methodology used e) Organization and the planning of the report f)A table of contents along with charts and diagrams used in the reports g) The main report containing the findings h) Conclusion arrived at end recommendations suggested i) Appendices (containing questionnaire / forms used sample design, instructions.)

(6) Follow- up the study: -

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

12

RESEARCH DESIGN

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

1.

RESEARCH PROBLEM
Increase the awareness level of AMUL CHOCOLATE. Seek the general perception of consumer towards AMUL CHOCOLATE. To find the performance of AMUL CHOCOLATE vis--vis other Brands. To know the consumer psyche and their behaviour towards AMUL CHOCOLATE.

2.

RESEARCH OBJECTIVES & related sub objectives

To know the relationship of sales with the advertisement. To know awareness of people towards Amul chocolates. To know in which segment chocolates are mostly like/preferred. To know which advertisement tool is mostly preferred by people. To know the preference of Amul chocolates with comparison to Other competitive brands. To know the factors which affects consumers buying behaviour to purchase chocolates.

3. Information requirement

First, I had to know about all the competitors present in the chocolate 13

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 on television the advertisement is being telecasted timely and on the proper time or not.

AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids, Chocolate mass.

14

Composition:

Milk Fat 2% Sugar 55% Total Fat 32.33% (Milk Fat + Cocoa Fat) Cocoa Solids 7.5% Milk Solids 20%

4. Choice of research design alternatives & choice

Despite the difficulty of establishing an entirely 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, emphasis on 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. 15

CONCLUSIVE RESEARCH
Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of, television commercials, 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 data collection method. Many consumers are now familiar with the telephone caller who greets them with We are making a survey, and then proceeds to ask a series of questions. Some interviews are conducted in person, others by telephone, and others by mail. Each of these has its special advantages and disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are 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 personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral. Questionnaire in the project consists of: Multiple choice questions Dicthomus

MULTIPLE CHOICE QUESTIONS:

16

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

OPEN END QUESTIONS:

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

DICTHOMUS:
These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either Yes or No.

6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually. Sampling methods in which universe elements are chosen in groups ---- rather than individually -- are called cluster-sampling methods. They are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling.

NONDISGUISED, STRUCTURED TECHNIQUES

The non structured techniques for attitude measurement are primarily of value in exploratory studies, where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. Structured techniques can provide a more objective measurement system, one which is more 17

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

SAMPLING METHODS
Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. I have chosen sinhgad vadgaon. The total sample size was 20.

CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.

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

SAMPLING

1. Sampling Technique

: Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected) : People who buy chocolates available in retail outlets, superstores, etc : 20 respondents

2. Sample Unit 3. Sample size

4. Method

: Direct interview through questionnaire. 18

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 to 8.00 pm

FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind. Questions were asked to respondents as regards to there willingness to purchase Chocolates. The help of questionnaires conducted direct interviews, in order to get accurate information. In order to get correct information I had to approach consumers ranging from 15 yrs to 65 yrs. I visited as many respondents as I can and asked them their real likings about any chocolate and also got an idea, How a chocolate should be? It is really a Herculean task to understand Consumer Behaviour, as the definition suggest, Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating, acquiring, using and disposing goods and services. In order to collect accurate information I visited to Garden, Parks, Temple, Superstores, Theatres and Gymnasium, each and every question was filled personally by the respondents and checked properly. People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm, the time when most of the people take rest during the scorching heat.

19

DATA ANAYLASIS PRIMARY TABULATION & INTERPRETATION

[1] What kind of Chocolate do you eat? Branded Non branded 92 % 08%

KIND OF CHOCOLATE

8%

branded nonbranded 92%

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

[2]

Who uses chocolates in your family? Children Teenager Young Old 34 % 33 % 26 % 07 %

20

CHOCOLATE USERS
7% 0% 26% 34% Children Teenager Young Old 33%

INFERENCE

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

[3]

What form of Chocolate do you like? Cookies Bar Wafer

F rmo c o o te o f h c la

14% 60% 20% Other 06%

6 %

2% 0

1% 4

C o ie ok s Br a W fe a r O e th r

6% 0

21

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%.

[4]

Which Television channel you like to watch most? STAR ZEE SONY CARTOON Others 100 15 30 30 25

T.V.CHANNEL PREFERENCE
Others Cartoon Sony Zee Star 0 20 40 15 100 60 80 100 120 25 30 30

22

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.

[5]

In between what time you like to watch television? Timings _____________ 5 to 8 pm 8 to 11 pm Late Night Morning Afternoon 33 % 37 % 10 % 15 % 05 %

TIMING PREFERENCE
5% 33% 5 to 8pm 8 to 11pm Late night Morning After noon

15% 10%

37%

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 which especially children watch cartoon channel & etc. so it is good to advertise on preferred channels on these timings. 23

[6]

By which media you prefer to watch advertisements? Television Hoardings Newspapers Magazines Others (Mention) 67 % 17 % 08 % 05 % 03 %

MEDIA PREFERENCE TO WATCH ADVERTISEMENT

8% 17%

3% 5% 0%

67%

Television Hoardings Newspapers Megazines Others

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

[7]

What factors effects you in a chocolate advertisement?

24

Brand ambassador Jingles Comedy Music Emotions Others (Mention)

60 30 45 40 20 05

EFFECTIVE FACTORS
70 60 50 40 30 20 10 0
am ba ss ad or gl es Co m ed y O th er s us Jin M ot io Em ns ic

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.

[8]

ra nd

Have you ever tasted Amul Chocolate? Yes No 90 % 10 %

25

Ever Tasted

10%

Yes No

90%

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

[9] Can you recall AMUL Chocolate advertisement? Yes No 32 % 68 %

26

Advertising Effectiveness

32%
Yes 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 use strong promotional activities and advertisement in order to retain their potential consumers.

[10] Which Chocolate do you like most? Nestle Cadbury Amul Any other 28% 58% 13% 01%

27

Market share

13%

1%

28%

Nestle Cadbury A ul m A other ny

58%

INFERENCE
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.

[11] What is the frequency of purchasing Chocolate? Daily Weekly Fortnightly Occasionally 17 % 22 % 13 % 48 %

28

Frequency of purchase

17 % 48 % 22% 13 %

Daily Weekl y Fortnightly Occasionally

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.

[12] How do you scale your Chocolate?

ATTRIBUTE

POOR

AVERAGE

GOOD

EXCELLENT

PRICE

48%

22%

23%

07%

SWEETNESS

20%

14%

20%

46%

29

PACKAGING

33%

18%

12%

37%

SOFTNESS

12%

16%

23%

49%

SCHEMES

37%

13%

17%

33%

AVAILABILIT Y

12%

15%

23%

50%

LIMITATIONS

Limited time available for interviewing the respondents. As a result of this it was not possible to gather full information about the respondents. When I interviewed children and teenagers, sometimes they use to give 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 make them understand. Non-cooperative approach and rude behavior of the respondents. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. 30

MY FINDINGS
During the survey it was found that still there are 10% people who tasted Amul Chocolate. Lake of Awareness in consumers. Many people are not know about Amul chocolates specially children and teenagers. As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. 66%, after it Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon chocolates. When I interviewed people then many of the people can not recall Amul chocolate advertisement. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not given on right time. In its advertisement is not using any brand ambassador which attracts all age group people like Cadbury. There is lake of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz contest etc. Cadbury is main competitor and strategically better performer then Amul. I find the main thing is that Amul brand name has very good image in consumers mind and they consider it as Pure & Good Product. People who have tasted Amul Chocolate are not ready to purchase the same again. have not

SUGGESTIONS
31

 In order to maintain and increase the sales in the city of Pune, the following recommendations 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 top slot in Butter and milk supplies it does not get the sales in chocolate, which it should get. Company should use brand ambassador which attracts each age segment i.e. Saniya Mirza, 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 word of mouth about Amul in advertisements, because they are the best source to reach Children and families. Though Amul chocolate advertisements are rarely shown on television yet many people could recall it as per the data of research. It shows that there is only need to give advertisement only to rememorize customers. Because Amul is very strong brand name. Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind. Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc. Advertisement can be done with the help of animations that attracts children and teenagers because chocolates are consumed largely in this segment. Company should launch chocolates in new flavors like Mix Fruit Pineapple Elaichi Coffee Strawberry Banana Mango

CONCLUSION
32

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

The survey resulted into following conclusions :

Amul must come up with new promotional activities such that people become aware about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo. Quality is the dominating aspect which influences consumer to purchase Amul product, but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, and Perfetti provide a better availability and give competition to the hilt. People are mostly satisfied with the overall quality of Amul Chocolate, but for the existence in the local market Amul must use aggressive selling techniques.

ANNEXURE
33

QUESTIONNAIRE
I am a student of MMM from INSTITUTE OF MATRIX BUSINESS SCHOOL, PUNE conducting a survey on Effectiveness of advertising towards sales of Chocolates.

[1] [2]

What kind of Chocolate do you eat? Branded ______ Non-branded ______ Who uses chocolates in your family? Children Young Teenager Old

[3]

What form of Chocolate do you like? Cookies _____ Bar _____ Wafer _____ Other _____ Which Television channel you like to watch most? STAR SONY Others _______ _______ _______ ZEE CARTOON ________ ________

[4]

[5]

In between what time you like to watch television? Timings _____________

[6]

By which media you prefer to watch advertisements? Television Newspapers Others (Mention) Hoardings Magazines

[7]

Which advertisement you like the most? _______________

[8]

What factors effects you in a chocolate advertisement?

34

Brand ambassador _______ Comedy _______ Others (Mention) _______ [9]

Jingles ________ Music ________

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? ATTRIBUT E PRICE SWEETNESS PACKAGING SOFTNESS SCHEMES AVAILABILITY POOR AVERAGE GOOD EXCELLENT

[13] Which Chocolate do you like most?

35

AMUL CADBURY NESTLE PERFETTI OTHERS

____________ ____________ ____________ ____________ ____________

[14] What would you like to see in a chocolate advertisement? ______________________________________________ ______________________________________________ ______________________________________________ ______________________________________________ NAME: AGE: ___________ ___________

10-15

15- 25

25- 35

35- 45

45 and above

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BIBLIOGRAPHY

1. www.amul.com 2. www.amuldairy.com 3. www.google.com 4. www.marketresearch.com 5. www.dairy.com 6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

THANK YOU

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