Summer Training Project Report On

EFFECTIVENESS OF AMUL CHOCOLATES ADVERTISMENTOF CONSUMER BEHAVIOUR TOWARDS ITS SALES.

Submitted for the partial fulfillment of the Award Of Degree of Bachelor of Business Administration From Ch. Charan Singh University, Meerut (Session 2011-2012) SUBMITTED TO SUBMITTED BY SHUBHIKA KASANA 9184512

Mrs. Babita tyagi

Institute of Informatics & Management Sciences,

Anuyogi Puram, Near Medical College, Garh Road, Meerut-250004 Tel: - 0121-2760396, E-Mail: iims@vsnl.net.in

CERTIFICATE

TO WHOM IT MAY CONCERN

This is to certify that Mr./Ms. has done his/her Summer Training Project on the topic .. ..

... ... under my guidance and supervision. To the best of my knowledge the project report presented is satisfactory.

(Project Guide)

Head, Deptt. of Management (BBA)

DECLARATION
I, hereby declare that the research work presented in the summer training based project report entitled, EFFECTIVENESS OF AMUL CHOCLATES

ADVERTISEMNETS OF CONSUMER BEHAVIOUR TOWADS ITS SALE AMUL for the partial fulfillment for the award of Bachelor Degree in Business Administration from Chaudhary Charan Singh University , Meerut is based on my research work. The project report embodies the result of original work and studies carried out by me and the content of the project do not from the basis for the award of any other degree to me or to anybody else.

(Signature) Kavita Saini

Date

EXECUTIVE SUMMARY

Present world is the world of competition. There is huge competition in each and every sector. Every one wants to be ahead of their competitors. The competitive landscape, rapidly changing technologies, increased complexity of products and services and more aware and demanding customers are all pushing the Organization to adopt the customer centric focus.

In the present dynamic business environment customer play a vital role and is of centric value to the Organization. Hence satisfying a customer by providing excellent services is of prime importance to the company. I undertook my project on the topic EFFECTIVENESS OF AMUL CHOCOLATES ADVERTISEMENT OF CONSUMER BEHAVIOUR TOWARDS ITS SALES.it was my foftune to make this project in a very healthy atmosphere. I got ample opportunity to viwe overall functioning of the company and make me to know better how costumers are bhaving in this present scenario of competitive market situation. In forth coming pages, an attempt has been made to present a comprehensive report, covering different aspects of my project. In this project , the emphasis is on analysis

various dimensions about AMUL in comparison to other compitiors companies.any investment idea can do well only when have three essential ingredients enterpreneurship ( the ability to take risk), innovative approch ( in products line and marketing ) and values (of quality/ethis).

ACKNOWLEDGEMENT
I would sincerely thank our all faculty members because without whose guidance this project would not have been possible. I would also like to thank them for giving an opportunity to conduct this summer training and extending me full support and co-operation towards the completion to this Project

I am grateful thanks to Mr. J.S Rawat, Area Sales Manager for giving very valuable information about the project and sincere guidance from time to time.

I am also grateful thanks to Mrs: Juhi Gupta, Faculty of Management, IIMS, Meerut for giving very valuable information about the company and sincere guidance from time to time.

I express my gratitude to all those mentioned above and also the senior functionaries of the organization, who helped me directly and indirectly to make this project a success.

Once again I express my gratitude to Hyundai for their kind co-operation and having given me an opportunity to associate myself with the major producers of commercial vehicles in the country.

With sincere regards, Kavita Saini

TABLE OF CONTENTS
SERIAL NO. CONTENTS PAGE NO.

EXECUTIVE SUMMARY TABLE OF TABLE TABLE OF FIGURES 1 2 INTRODUCTION COMPANY PROFILE 2.1 SWOT ANALYSIS 2.2 PRODUCTS 2.3 BRAND BUILDING 3 OBJECTIVESOF THE PROJECT 3.1 OBJECTIVE 3.2 IMPORTANCE 4 5 LITRATURE REVIEW RESEARCH METHODOLOGY 5.1 RESEARCH DESIGN 5.2 DATA COLLECTION 5.3 LIMITATION 6 7 DATA ANALYSIS AND INTERPRETATION 7.1 FINDINGS 7.2 CONCLUSION 7.3 RECOMMENDATION & SUGGESTIONS 8 9 BIBLIGRAPHY APPENDICES

CHAPTER -1

INTRODUCTION

Amul (AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand.), formed in 1946, is a dairy cooperative in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk producers in Gujarat, India. AMUL is based in Anand, Gujarat and has been an example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing economy.

"Anyone who has seen, the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere." The Amul Pattern has established itself as a uniquely
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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 .Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Unions making up GCMMF have 2.8 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as

Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeeded, but now it has fresh plans...

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GCMMF Today GCMMF is India's largest food products marketing organisation.[citation

needed]

. It is a state level apex body of milk cooperatives in Gujarat, which

aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time primarily due to the price differential and the brand name. It also entered the pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees. Company info s(GCMMF) is the largest food products marketing organisation of India. It is the apex organization of the Dairy Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers
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with millions of consumers in India These cooperatives collect on an average 9.4 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL) during 2010-11 was 97.74 billion

(US$1.95 billion). It markets the products, produced by the district milk unions in 30 dairy plants,The farmers of Gujarat own the largest state of the art dairy plant in Asia Mother Dairy, Gandhinagar, Gujarat which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily.

13

CHAPTER -2

14

COMPANY PROFILE

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. 10 billion in 2010). 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.

15

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 cooperative 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 Desai held a meeting at Samarkha village near Anand, on 4th 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.

16

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 14th 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. 17

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.

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Amul has been able to:

Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations, Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. Provide a support system to the milk producers without disturbing their agro-economic systems, Plough back the profits, by prudent use of men, material and machines, in the rural sector for the common good and betterment of the member producers and

Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense. Amul is an example par excellence, of an intervention for rural change.

The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, 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.

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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. 20

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.

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Amul brand building

GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales offices spread all over the country, more than 5,000 wholesale dealers and more than 7,00,000 retailers. AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40 countries of the world. AMUL is exporting a wide variety of products which include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee) and Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa, the Gulf Region, andSAARC neighbours, Singapore, The Philippines, Thailand, Japan and China. In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate to find out Asia's top 1000 Brands.[17] In 2011, Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report,[18] published by Trust Research Advisory. India's top 20 brands: Amul is No. 1

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Prodect

Amul's product range includes milk powders, milk, butter, ghee, cheese, Masti Dahi, Yoghurt, Buttermilk chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, flavoured milk, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade. In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering in the milk products segment. Other Amul brands are Amul Kool, a low calorie thirst quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and India's first sports drink Stamina. Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for 2007.

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3.3 List of Products Marketed:Bread spreads Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter Cheese Range Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese), Frozen, Refrigerated and Tinned
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Utterly Delicious Pizza Mithaee Range (Ethnic sweets) Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos Pure Ghee Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

38 UHT Milk Range

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 Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix Infant Milk Range Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 (6 months above) Amulspray Infant Milk Food Milk Powders Amul Full Cream Milk Powder
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 Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener Fresh Milk Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardized Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed M

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BOARD MEMBERS

Shri Ramsinh Prabhatsinh Parmar Shri Rajendrasinh Dhirsinh Parmar Shri Dhirubhai Amarsinh Zala Smt. Mansinh Kohyabhai Chauhan Shri Maganbhai Gokalbhai Zala Shri Shivabhai Mahijibhai Parmar Shri Pravinsinh Fulsinh Solanki Shri Chandubhai Madhubhai Parmar Shri Bhaijibhai Amarsinh Zala Shri Bipinbhai Manishankar Joshi Smt. Sarayuben Bharatbhai Patel Shri Ranjitbhai Kantibhai Patel

Chairman Vice-Chairman Director Director Director Director Director Director Director Director Director Director Managing Director

Shri B. M. Vyas G.C.M.M.F Shri Deepak Dalal Shri Rahul Kumar District Registrar Managing Director

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30

RESEARCH DESIGN
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.

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SWOT ANALYSIS

STRENGTH
Amuls strategies are more interested in expanding the market than wresting share away from other players. Amuls decided to be a value driver, selling dairy product benefits. Amul applied unique insight across product markets, including dairy products, where people are more health consious. And this due to the accurate presentation by effective advertisements the Indian consumers is beginning to judge all sort of machines by what they mean for a healthful life style. Amul is dairy brand as compared to others which launched a whole range of household products simultaneously and because of the strategy the customers had been benefited with the consciousness of concept of health who receive it in the from of quality Healthful products also are new conscious enough to judge their machines vide this parameter. Operating with a consumers perspective is a matter of route at Amul by keep on asking ridiculous questions and figuring out how much to deliver.

WEAKNESS

Amul has less numbers of retailers. Less force- It has less numbers of marketing personnels. It has not planned for setting up of any new plants where their competitor has planned to set up several new plants.

It has no extra features in the brand that differentiate its from other competitors. 32

OPPORTUNITIES
It can take the market very well with the new investment of $ 143 millions. Increasing trend of Amul of different brand.

THREATS
It has continuous threat from brands like Nastle etc. as well as various other competitors.

Amul has a major market than Nestle between the families due to advertisement .

A large amount of expenses on the advertisement.

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CHAPTER-3

34

Objectives of Project: The main objective of the Study can be listed as follows

A: Primary Objective 1. To find size of retail network of Amul Taaza and Amul Gold in specific areas of Pune city.1. To find the problems faced by retailers in selling and storing.2. To collect the information about the competitors. B. Secondary Objective 1. To organize sales promotional activities to improve milk selling. To generate and secure consumer awareness.

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4.2

Scope of Project:

The study carried out in Pune city so its scope is mainly limited to Pune city.

It gives information about the size of the retail network.

It gives information about the services given by distributor to their retailer. It gives information about the competitors products.

It will serve consumer in better manner.

It provides suggestions to the company to improve their products sales.

It gives information about the sales promotion activities to improve the milk sal

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CHAPTER-4

37

REVIEW OF LITERATURE
Main article: Types of chocolate

A half beat of milk chocolate with salmiakki filling by Fazer Alongside milk chocolate, white chocolate and dark chocolate are also common chocolate varieties. White chocolate is formed from a mixture of sugar, cocoa butter, and milk solids. Although its texture is similar to milk and dark chocolate, it does not contain any cocoa solids; thus not officially qualifying as true chocolate. Because of this, many countries do not consider white chocolate as chocolate at all. Although first introduced by Hebert Candies in 1955, Mars, Incorporated was the first to produce white chocolate within the United States. Because it does not contain any cocoa solids, one benefit of white chocolate is that it also does not contain any theobromine, meaning it can be consumed by animals. Dark chocolate is produced by adding fat and sugar to the cacao mixture. The U.S. Government calls this "sweet chocolate", and requires a 15% concentration of chocolate liquor. European rules specify a minimum of 35% cocoa solids. Dark chocolate, with its high cocoa content, is a rich source of the flavonoids epicatechin and gallic acid, which are thought to possess cardioprotective properties. Dark chocolate has also been said to reduce the possibility of a heart attack when consumed regularly in small amounts.[ Semisweet chocolate is a dark chocolate with a low sugar content. Bittersweet chocolate is chocolate liquor to which some sugar (typically a third), more cocoa butter, vanilla and sometimes lecithin have been added. It has less sugar and more liquor than semisweet chocolate, but the two are interchangeable in baking. Unsweetened chocolate is pure chocolate liquor, also known as bitter or baking chocolate. It is unadulterated chocolate: the pure, ground, roasted chocolate beans impart a strong, deep chocolate flavor.Sugar or sucrose gives taste, texture and sensory appeal to chocolate. Replacing sucrose with the naturally occurring fruit sugar, fructose, produces chocolate with a different texture and sweetness to sugared chocolate.
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In order to produce a sugar free chocolate with similar taste and texture to sugared chocolate one can use sugar alcohols, such as sorbitol, mannitol, isomalt, maltitol, lactitol and xylitol, to give chocolate mass, volume and texture. Sugar alcohols are generally of a different sweetness and taste to sucrose and so they tend to be used in combination with bulking agents such as polydextrose and inulin. These bulking agents produce a warm soft feeling in the mouth. The sweetness can be improved by using high intensity sweeteners such as Sunett, aspartame, cyclamate and saccharin. Production methods may have to be altered to produce sugar free chocolate. For example, some of the sweeteners have lower melting points and so conching temperatures will have to be lower, also, some pick up moisture causing an increase in viscosity during tempering and moulding.

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Production

Figure 1

Chocolate is created from the cocoa bean. A cacao tree with fruit pods in various stages of ripening Roughly two-thirds of the entire world's cocoa is produced in Western Africa, with 43% sourced from Cte d'Ivoire. According to the World Cocoa Foundation, some 50 million people around the world depend on cocoa as a source of livelihood. The industry is dominated by three chocolate makers, Barry Callebaut, Cargill and Archer Daniels Midland Company. In the UK, 99.999% of chocolatiers, whether they be large companies such as Cadbury Schweppes or small independents, purchase their chocolate from them, to melt, mold and package to their own design. Despite some disagreement in the EU about the definition, chocolate is any product made primarily of cocoa solids and cocoa fat. The different flavors of chocolate can be obtained by varying the time and temperature when roasting the beans, by adjusting the relative quantities of the cocoa solids and cocoa fat, and by adding non-chocolate ingredients.
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Production costs can be decreased by reducing cocoa solid content or by substituting cocoa butter with a non-cocoa fat. Cocoa growers object to allowing the resulting food to be called "chocolate", due to the risk of lower demand for their crops. There are two main jobs associated with creating chocolate candy, chocolate makers and chocolatiers. Chocolate makers use harvested cacao beans and other ingredients to produce couverture chocolate. Chocolatiers use the finished couverture to make chocolate candies (bars, truffles, etc.). Cacao varieties Cacao trees are small, understory trees that need rich, well-drained soils. They naturally grow within 20 degrees of either side of the equator because they need about 2000 millimeters of rainfall a year, and temperatures in the range of 21 to 32 degrees Celsius. Cacao trees cannot tolerate a temperature lower than 15 degrees Celsius (59 degrees Fahrenheit). The three main varieties of cacao beans used in chocolate are criollo, forastero and trinitario. Representing only five percent of all cocoa beans grown, criollo is the rarest and most expensive cocoa on the market and is native to Central America, the Caribbean islands and the northern tier of South American states. There is some dispute about the genetic purity of cocoas sold today as Criollo, as most populations have been exposed to the genetic influence of other varieties. Criollos are particularly difficult to grow, as they are vulnerable to a variety of environmental threats and produce low yields of
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cocoa per tree. The flavor of Criollo is described as delicate yet complex, low in classic chocolate flavor, but rich in "secondary" notes of long duration. The most commonly grown bean is forastero, a large group of wild and cultivated cacaos, most likely native to the Amazon basin. The African cocoa crop is entirely of the Forastero variety. They are significantly hardier and of higher yield than Criollo. The source of most chocolate marketed,forastero cocoas are typically strong in classic "chocolate" flavor, but have a short duration and are unsupported by secondary flavors, producing "quite bland" chocolate.[ Trinitario is a natural hybrid of Criollo and Forastero. Trinitario originated in Trinidad after an introduction of Forastero to the local Criollo crop. Nearly all cacao produced over the past five decades is of the Forastero or lower-grade Trinitario varieties.

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Figure 2

In the above picture the dark brown colour picture is coco produced is most of the aeras. But here excatly can be grown only that area.

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Harvesting:
Harvesting cacao beans is a delicate process. First, the pods containing cacao beans, are harvested by cutting the pods from the tree using a machete, or by knocking them off the tree using a stick. The beans with their surrounding pulp are removed from the pod and placed in piles or bins to ferment. The fermentation process is what gives the beans their familiar chocolate taste. It is important to harvest the pods when they are fully ripe because if the pod is unripe, the beans will have a low cocoa butter content, or there will be insufficient sugars in the white pulp for fermentation resulting in a weak flavor. After fermentation, the beans must be quickly dried to prevent mold growth. Climate and weather permitting, this is done by spreading the beans out in the sun from 5 to 7 days. Chocolate liquor The dried beans are transported from the plantation where they were grown to a chocolate manufacturing facility. The beans are then cleaned (removing twigs, stones, and other debris), roasted, and graded. Next the shells are removed to extract the nib. Finally, the nibs are ground which releases and melts the cocoa butter producing chocolate liquor.

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Figure 3

Chocolate made with enough cocoa butter flows gently over a chocolate fountain to serve dessert fondue.

Blending
Chocolate liquor is blended with the cocoa butter in varying quantities to make different types of chocolate or couvertures. The basic blends of ingredients for the various types of chocolate (in order of highest quantity of cocoa liquor first), are as follows: Dark chocolate: sugar, cocoa butter, cocoa liquor, and (sometimes) vanilla Milk chocolate: sugar, cocoa butter, cocoa liquor, milk or milk powder, and vanilla White chocolate: sugar, cocoa butter, milk or milk powder, and vanilla Usually, an emulsifying agent such as soy lecithin is added, though a few manufacturers prefer to exclude this ingredient for purity reasons and to remain GMO free, sometimes at the cost of a perfectly smooth texture. Some manufacturers are now using PGPR, an artificial emulsifier derived from castor oil that allows them to reduce the amount of cocoa butter while maintaining the same mouthfeel. The texture is also heavily influenced by processing, specifically conching (see below). The more expensive chocolate tends to be processed longer and thus have a smoother texture and "feel" on the tongue, regardless of whether emulsifying agents are added. Different manufacturers develop their own "signature" blends based on the above formulas, but varying proportions of the different constituents are used.
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The finest, plain dark chocolate couvertures contain at least 70% cocoa (both solids and butter), whereas milk chocolate usually contains up to 50%. High-quality white chocolate couvertures contain only about 33% cocoa. Producers of high quality, small batch chocolate argue that mass production produces bad quality chocolate. Some mass-produced chocolate contains much less cocoa (as low as 7% in many cases) and fats other than cocoa butter. Vegetable oils and artificial vanilla flavor are often used in cheaper chocolate to mask poorly fermented and/or roasted beans. In 2007, the Chocolate Manufacturers Association in the United States, whose members include Hershey, Nestl, and Archer Daniels Midland, lobbied the Food and Drug Administration to change the legal definition of chocolate to let them substitute partially hydrogenated vegetable oils for cocoa butter in addition to using artificial sweeteners and milk substitutes. Currently, the FDA does not allow a product to be referred to as "chocolate" if the product contains any of these ingredients.

Conching

Figure 4

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various chocolate-making machinery The penultimate process is called conching. A conche is a container filled with metal beads, which act as grinders. The refined and blended chocolate mass is kept in a liquid state by frictional heat. Chocolate prior to conching has an uneven and gritty texture. The conching process produces cocoa and sugar particles smaller than the tongue can detect, hence the smooth feel in the mouth. The length of the conching process determines the final smoothness and quality of the chocolate. High-quality chocolate is conched for about 72 hours, lesser grades about four to six hours. After the process is complete, the chocolate mass is stored in tanks heated to approximately 4550 C (113122 F) until final processing.

Tempering:
The final process is called tempering. Uncontrolled crystallization of cocoa butter typically results in crystals of varying size, some or all large enough to be clearly seen with the naked eye. This causes the surface of the chocolate to appear mottled and matte, and causes the chocolate to crumble rather than snap when broken. The uniform sheen and crisp bite of properly processed chocolate are the result of consistently small cocoa butter crystals produced by the tempering process. The fats in cocoa butter can crystallize in six different forms (polymorphous crystallization). The primary purpose of tempering is to assure that only the best form is present. The six different crystal forms have different properties.

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Crystal I II III IV V

Melting Temp. 17 C (63 F) 21 C (70 F) 26 C (78 F) 28 C (82 F) 34 C (94 F)

Notes Soft, crumbly, melts too easily. Soft, crumbly, melts too easily. Firm, poor snap, melts too easily. Firm, good snap, melts too easily. Glossy, firm, best snap, melts near body temperature (37 C).

VI 36 C (97 F) Hard, takes weeks to form. Making chocolate considered "good" is about forming as many type V crystals as possible. This provides the best appearance and texture and creates the most stable crystals so the texture and appearance will not degrade over time. To accomplish this, the temperature is carefully manipulated during the crystallization. Generally, the chocolate is first heated to 45 C (115 F) to melt all six forms of crystals.[ Next, the chocolate is cooled to about 27 C (80 F), which will allow crystal types IV and V to form. At this temperature, the chocolate is agitated to create many small crystal "seeds" which will serve as nuclei to create small crystals in the chocolate. The chocolate is then heated to about 31 C (88 F) to eliminate any type IV crystals, leaving just type V. After this point, any excessive heating of the chocolate will destroy the temper and this process will have to be repeated. However, there are other methods of chocolate tempering used. The most common variant is introducing already tempered, solid "seed" chocolate. The temper of chocolate can be measured with a chocolate temper meter to ensure accuracy and consistency. A sample cup is filled with the chocolate and placed in the unit which then displays or prints the results. Two classic ways of manually tempering chocolate are: Working the molten chocolate on a heat-absorbing surface, such as a stone slab, until thickening indicates the presence of sufficient crystal "seeds"; the chocolate is then gently warmed to working temperature. Stirring solid chocolate into molten chocolate to "inoculate" the liquid chocolate with crystals (this method uses the already formed crystal of the solid chocolate to "seed" the molten chocolate). Chocolate tempering machines (or temperers) with computer controls can be used for producing consistently tempered chocolate, particularly for large volume applications.

48

cocoa butter is the fat in the cacao bean that gives chocolate its unique mouth-feel and stable properties. To be considered real chocolate, a chocolate bar or chunk can contain only cocoa butter, not any other fat. Cocoa butter is the reason why you have to temper real chocolate. Cocoa butter is fat that is composed of three to four glycerides of fatty acids. What complicates matters in chocolate making is that each of these different fatty acids solidifies at a different temperature. Once you melt a chocolate bar, the fatty acid crystals separate. The objective in tempering melted chocolate is to entice the disparate fatty acid crystals of cocoa butter back into one stable form. Tempering is like organizing individual dancers at a party into a Conga line. For chocolate, temperature and motion are the party organizers that bring all the individual dancing crystals of fatty acids together in long lines and, in the process, create a stable crystallization throughout the chocolate mass. Also, strange as it may sound, the temperature at which welltempered chocolate melts is much higher than untempered chocolate because the fatty acid crystals in tempered chocolate are locked together tightly it takes a higher temperature to pull them apart. Being tightly bound, well-tempered chocolate is resistant to developing chocolate bloom that whitish film, streaks or spots of cocoa butter that form on the surface of chocolate. In the tempering process, melted chocolate is first cooled, causing the fatty acid crystals to form nuclei around which the other fatty acids will crystallize. Once the crystals connect, the temperature is then raised to keep them from solidifying. To help the chocolate to crystallize during the tempering process, chocolate makers use one technique called seeding. The "seed" is tempered chocolate in hunks, wafers or grated bits. It is added at the beginning of the tempering process. These crystals of tempered chocolate act like magnets, attracting the other loose crystals of fatty acids to begin the crystallization process that results in welltempered chocolate. Learning to Temper Real Chocolate Temper by Seeding is the easiest and quickest way to temper chocolate. You will need: Microwave (or double boiler), microwave49

safe bowl, spatula for stirring and a good thermometer that has a range as low as 70 F (21 C). I suggest you have at least twenty-four ounces (680 g) of chocolate when you start to temper. I know it sounds like a lot and a big monetary commitment but this amount gives you enough to work with when you are dipping or molding. Also, it is much easier to control temperatures and not overheat when you have a mass of chocolate. You can re-temper or reuse any of the chocolate you have left over so the extra wont be wasted. At my shop, au Chocolat, we sold our bulk chocolate in one-pound (454 g) round bars so I could easily show that a one-pound (16 ounce) puddle of melted chocolate only came up about an inch in the bowl. Step 1. You need to heat the chocolate to melt all fatty acid crystals. Chop the chocolate into small pieces. The smaller the pieces, the quicker your chocolate will melt and temper. Set aside about 25 - 30 percent of the chocolate. There is no need to be exact on this measurement, as you just want enough unmelted, tempered chocolate to start the seeding process. Place the remaining 70 - 75 percent of chopped chocolate in a microwave-safe bowl and microwave on half-power, being very careful to stir the mixture every minute until it is almost completely melted, which should take about four to five minutes. Remove the bowl of chocolate from the microwave and stir to cool it slightly. Removing the bowl before all the chocolate is completely melted will help prevent over heating. You dont want your chocolate to burn. Those last bits of solid chocolate will melt as you stir. Using a thermometer, check the temperature of the melted chocolate it should be between:

Dark Chocolate: 114-118 F (46-48 C) Milk Chocolate: 105-113 F (40-45 C) White Chocolate: 100-110 F (37-43 C) Note: be very careful as the high milk and sugar content in white chocolate will cause it to burn easily.

Ive indicated a range of temperatures above as not all thermometers are perfectly accurate. Step 2 - Add seed chocolate you have set aside. Start adding handfuls of the grated chocolate you set aside to the
50

melted chocolate. Stir in the seeding chocolate bits continuously until the desired temperature (see below) is reached and the bits have dissolved completely. This could take anywhere from ten to fifteen minutes depending on the temperature of your environment. Your chocolate should now be tempered.

Dark chocolate should be between 88 - 89 F (31 C) Milk and white chocolates should be between 84 - 86 F (2930 C)

Make sure to stir the tempered chocolate and check the temperature during the time you are using it for dipping or molding. You can put the tempered chocolate mass in the microwave for 10 - 15 seconds at half-power if the temperature starts to drop. Just make sure that you dont raise the temperature above 90 F (32 C) or you will lose your temper and have to start over again at Step 1. A heating pad put around the bottom and sides of the bowl will help if you are doing a lot of work at one time. Again, make sure the heating pad doesnt raise the temperature of the chocolate too high. Keep stirring and checking the chocolate mass with a thermometer.

About Chocolate Seize

This is when your melted chocolate mass becomes a paste that is grainy, dull, and thick. There are two conditions that bring about chocolate seize:

Water
Chocolate is made up of dry ingredients (cocoa solids, sugar, and possibly milk powder) suspended in cocoa butter. A small drop of liquid will moisten the dry ingredients and allow the cocoa solids to clump together and separate from the cocoa butter. Remember the old saying that oil and water don't mix. This is why you never cover a pot of chocolate with a lid (because the steam will condense and drop into the chocolate) and why you need to be very careful when using a double boiler. If this happens, the chocolate will not temper, but it doesnt have to go to waste; it can be used in baking or truffle centers. Interestingly, if you add in more liquid to the chocolate (a minimum of one tablespoon of liquid per ounce of chocolate), the melted chocolate will remain in a liquid state because the dry particles get saturated by the moisture and detach from each other.
51

They then are suspended in the liquid again so the chocolate mass is back to a liquid form. You'll find this technique used to make chocolate sauces and syrups or for flavoring cakes and pastries.

Heat
Overheating separates the cocoa solids and other dry ingredients from the cocoa butter. Chocolate solids and dry ingredients will burn if heated to 130 degrees. The result is a dry, discolored paste. Theres no retrieving burnt chocolate, so be very careful when heating in a double boiler or microwave.

Storing:

Molten chocolate and a piece of a chocolate bar Chocolate is very sensitive to temperature and humidity. Ideal storage temperatures are between 15 and 17 C (59 to 63 F), with a relative humidity of less than 50%. Chocolate should be stored away from other foods as it can absorb different aromas. Ideally, chocolates are packed or wrapped, and placed in proper storage with the correct humidity and temperature. Additionally chocolate should be stored in a dark place or protected from light by wrapping paper. Various types of "blooming" effects can occur if chocolate is stored or served improperly. If refrigerated or frozen without containment, chocolate can absorb enough moisture to cause a whitish discoloration, the result of fat or sugar crystals rising to the surface. Moving chocolate from one temperature extreme to another, such as from a refrigerator on a hot day can result in an oily texture. Although visually unappealing, chocolate suffering from bloom is perfectly safe for consumption. Unsweetened chocolate is pure chocolate liquor, also known as bitter or baking chocolate, mixed with some form of fat to produce a solid substance. It is
52

unadulterated chocolate: the pure, ground, roasted chocolate beans impart a strong, deep chocolate flavor. With the addition of sugar, however, it is used as the base for cakes, brownies, confections, and cookies. Dark chocolate is produced by adding fat and sugar to cocoa. It is chocolate without milk as an additive. It is sometimes called "plain chocolate." Milk chocolate is chocolate with milk powder or condensed milk added. White chocolate is a confection based on sugar and fat (either cocoa butter or vegetable oils) without the cocoa solids. Chocolate making is a special art and requires skill. Chocolate making not necessarily requires a long procedure. In today's modern lifestyle everything has become convenient and easy. Ami Dalmaali supplies her chocolates to multinational companies and banks. She shares with us her wonderful experience with chocolates.

55mi collects readymade raw chocolates (Belgium, Madagascar) called "chocolate slabs" from Crow ford Market, Mumbai. Melts the chocolate slabs under definite temperature. Adds fresh cashew nuts, almonds, hazelnuts and then moulds the chocolates to give it characteristic shape and sizes. The chocolate is finally dressed to make it look more attractive and ready to serve. She believes chocolate making is very interesting and creative. Experimenting with new flavours, giving your chocolate a new look every time is a challenging job. Chocolate products should be stored in areas that are:

Free from odours Well ventilated With a temperature of 65oF to 68oF At a relative humidity below 50% Away from walls and floors Out of direct sunlight

Problems caused by poor storage include sugar bloom and fat bloom Sugar bloom makes the surface of the chocolate appear gray, covered in a thin layer of sticky syrup or covered with sugar crystals. It is caused by the dissolving of sugar from the chocolate by surface moisture, which eventually dries off leaving sugar crystals. One of its causes is storage in damp conditions. Chocolate will absorb moisture on the surface if stored in air at a relative humidity above 82% to 85% for
53

dark chocolate or above 78% for milk chocolate. Impervious packaging will give protection, but overlapping wrapping will allow penetration of water at the folds or corners and the sugar bloom will appear near these points. It can also be caused by the removal of chocolate from cold storage without adequate wrapping protection. When chocolate has been stored below 10oC moisture will be deposited on the surface if it is brought out into normal atmosphere. When removing chocolate from cold storage it either needs to be transferred to a room with fairly dry air or needs to be covered until it has attained the same temperature as the outside air. Filled chocolates when contained in impervious packaging will, under warm storage conditions, produce a high humidity within the wrapping and this can cause diffusion of the syrup from the centre to the surface which results in sugar bloom. Fat bloom also makes the surface of the chocolate appear gray but it is made up of minute fat crystals. One of its causes is warm storage. The formation of fat bloom is related to the changes in structure of cocoa butter at different temperatures.

54

Chocolate packaging
Chocolate packaging is the most important part in the process of manufacturing. There are various types of chocolate wrappers are available in the market as we have seen in the storing process chocolate is very much delicate and need to be stored in well condition as well as in well boxes and packets for that plastic can be the most suitable one but normal paper wrappers are also suites to it. Designer silver wrapper is best suitable wrapping option for the chocolate.

Figure 5

INDIAN MARKET FACTS OF 2008

55

Facts & Figures 1. Chocolate market is estimated to be around 1500 cores (ACNielson) growing at 1820% per annum 2. Cadbury is the market leader with 72% market share 3. The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom 4. Over 70 per cent of the consumption takes place in the urban markets 5. Margins in the chocolate industry range between 10 and 20 per cent, depending on the price point at which the product is placed. 6. Chocolate sales have risen by 15% 36000 tones according to one estimate. Another estimate puts the figure at 25000 tones. 7. The chocolate wafer market (Ultra Perk etc) is around 35 % of the total chocolate market and has been growing at around 13% annually. 8. As per Euro monitor study, Indian candy market is currently valued at around USD 664 million, with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%, or USD 203 million, in chocolate confectionery. 9. Entire Celebrations range market share is 6.5% 10. The global chocolate market is worth $75 billion annually

56

Companies
1. The chocolate market in India has only three big players, Cadbury, Nestle and Amul 2. New brands such as Sweet World, Candico and Chocolatiers are present in several malls 3. The largest target segment for Cadbury is youth 4. Delhi-based Chocolatiers, started with a small shop in south Delhis Chittaranjan Park and has now ventured into malls and multiplexes in NCR, Mumbai and Bangalore, with focus on high-end or designer chocolates, a niche market of their own. 5. Candico India is aiming for 400 locations across malls and multiplexes in the country by 2010.

Companies & Brands 1. Cadbury - Cadbury, 5 Star, Bytes (chocolate snack), Celebration, Dairy Milk, Gems, Perk 2. Nestle - Bar One, Kit Kat, Milkybar, Munch, Nestle 3. Amul - Amul (Chocozoo, Chocomines) 4. Dairy Milk is the market leader 5. 5 Star (heritage brand which came to India in 1969) has a market share of over 14%

Consumer Trends
1. Mithai- the traditional Indian sweats is getting substituted by chocolates among
57

upwardly mobile Indians. Instead of buying sweats on Raksha Bandhan, sisters prefer offering chocolates to their brothers. This is the reason for sudden spurt in advertisement between July & Sep by most of the companies

Figure 6

2. The range and variety of chocolates available in malls seems to be growing day by day, which leads to lot of impulse sales for chocolate companies 3. Chocolates which use to be unaffordable, is now considered mid-priced. Convenience over Mithai in terms of packaging and shelf life in making both middle class and rich Indians opt for chocolates 4. Designer chocolates have become status symbols. They are linked to on es aspiration and lifestyle and malls are perfect points of sale as people usually are happy and gay at these destinations

5. Cadbury initial communication for Celebrations was concentrated on occasions like Diwali and Rakshabandhan. Over the last seven to eight years, the brand emerged as a good gift proposition for occasions and enabled people to come closer. Research done by Cadbury suggested that they should extend the plank of occasion-based gifting to social gifting i.e. all-year-round gifting options
58

6. Consumers can choose from wide range of chocolates, which initially was limited to Milk chocolates like DairyMilk and MilkyBar. In past few years we have seen so many SKUs with almonds, raisins and all sort of nuts. And how can we forget latest 5 star crunchy and Ulta Perk, which has opened new windows for consumers 7. In past, consumers had negligible inclination for dark chocolates. But now we have seen a change in the Indian palate, which is increasing the base of this sub-segment

59

60

25 3Amul Secret Of Success: The system succeeded mainly because it provides an assured market at remunerative pricesfor 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 anaccess 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 socioeconomic upliftment and common good.Looking back on the path traversed by Amul, the following features make it a pattern andmodel 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 fruitfor betterment.Provide a support system to the milk producers without disturbing their agro-economic systems.Plough back the profits, by prudent use of men, material and machines, in the rural sector for thecommon good and betterment of the member producers.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.

61

CHAPTER-5

62

RESEARCH METHODOLOGY

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.

63

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.

64

3. Information requirement

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

65

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. 66

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

67

Composition:

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

68

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. 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? 69

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

70

=MULTIPLE CHOICE QUESTIONS: 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. 71

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 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.

72

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. The whole city was divided into some geographical areas and I have chosen Memnagar, Ashram road, Sattelite, Bopal, Bodekdev, Vastrapur, Navrangpura, Usmanpura, Maninagar and

Narayanpura. The total sample size was 200. 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, Superstores, 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)

2. Sample Unit

: People who buy chocolates available in retail outlets, superstores, etc

73

3. Sample size

: 200 respondents (Age ranging between 15 yrs to 65 yrs)

4. Method 5. Data analysis method 6. Area of survey 7. Timing of survey

: Direct interview through questionnaire. : Graphical method. : Meerut District. : 9.00 am to 12.30 pm and 5.00 pm to 8.00 pm

74

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.

75

76

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. As summer training is going under summer season so 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.

77

78

CHAPTER-6
DATA ANALYSIS AND INTERPRATION

79

Primary tabulation & interpretation

[1] What kind of Chocolate do you eat?

Branded Non branded 08%

92 %

INFERENCE

92% respondents in the region of Meerut consume Branded Chocolates, while 8% still consume non branded. 80

[2] Who uses chocolates in your family?

Children Teenager Young Old

34 % 33 % 26 % 07 %

CHOCOLATE USERS
7% 0% 26% 35% Children Teenager Young Old

32%

81

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.

82

[3] What form of Chocolate do you like?

Cookies Bar Wafer Other 20% 06%

14% 60%

Form of chocolate

6% 20%

14%

Cookies Bar Wafer Other

60%

83

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%.

84

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

STAR ZEE SONY CARTOON Others

100 15 30 30 25

T.V.CHANNEL PREFERENCE
25
Others Cartoon Sony

30 30 15 100
0 20 40 60 80 100 120

Zee Star

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. 85

[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% 5 to 8pm 15% 10% 32% 8 to 11pm Late night Morning 38% After noon

86

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. [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

5% 3% 8% 0% 17%

Television Hoardings Newspapers 67% Megazines Others

87

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? Brand ambassador Jingles Comedy Music Emotions Others (Mention) 60 30 45 40 20 05

88

EFFECTIVE FACTORS
70 60 50 40 30 20 10 0

am ba ss ad or

gl es

Co m ed y

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.

Br an d

89

Em

O th er s

us ic

Jin

ot io

ns

[8] Have you ever tasted Amul Chocolate?

Yes No

90 % 10 %

Ever Tasted

10%

Yes No

90%

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 %

Advertising Effectiveness

32%
Yes No

68%

91

INFERENCE

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

Market share

13%

1%

28%

Nestle Cadbury Amul Any other

58%

92

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 %

Frequency of purchase

17 48% % 22% 13%

Daily Weekly Fortnightly Occasionally

93

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%

PACKAGING

33%

18%

12%

37%

SOFTNESS

12%

16%

23%

49%

SCHEMES

37%

13%

17%

33%

AVAILABILITY

12%

15%

23%

50%

94

CHAPTER-7

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FINDINGS
During the survey it was found that still there are 10% people who Amul Chocolate. have not tasted

Lake

of Awareness in consumers. Many people are not know about Amul chocolates

specially children and teenagers. 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.

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SUGGESTIONS
Company should use brand ambassador which attracts each age segment i.e. Saniya Mirza ,Superman, Krrish etc.

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.

Company should launch chocolates in new flavors likeStrawberry Banana Mango orange

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CONCLUSION

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.

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BIBLOGRAPHY

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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 )

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APPENDIX

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QUESTIONNAIRE

I am a student of BBA from INSTITUTE OF RURAL MANAGEMENT, JODHPUR conducting a survey on Effectiveness of advertising towards sales of Chocolates.

[1] What kind of Chocolate do you eat? Branded ______ Non-branded ______

[2] Who uses chocolates in your family? Children Young Teenager Old

[3] What form of Chocolate do you like? Cookies _____ Wafer _____ Other _____ Bar _____

[4] Which Television channel you like to watch most? STAR SONY Others _______ _______ _______ ZEE CARTOON ________ ________

[5]

In between what time you like to watch television?

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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? Brand ambassador _______ Comedy Others (Mention) _______ _______ Jingles ________ Music ________

[9]

Have you ever tasted Amul Chocolate? Yes _____ No ______

[10] Can you recall AMUL Chocolate advertisement? Yes ____ No ____

[11] What is the frequency of purchasing Chocolate? Daily ______ Weekly _______

Fortnightly ______

Occasionally _______

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[12] How do you scale your Chocolate?

ATTRIBUTE

POOR

AVERAGE

GOOD

EXCELLENT

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILITY

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[13] Which Chocolate do you like most? 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

THANK YOU _________________ ______________

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