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The document discusses objectives and strategies for increasing sales of Amul chocolates. It analyzes the chocolate market in Udaipur, identifying competitors like Cadbury and Nestle. A SWOT analysis is presented, highlighting Amul's strengths in distribution but weaknesses in penetration and high prices. Marketing recommendations include offering discounts, expanding rural reach, increasing promotions through ads and brand ambassadors, and introducing new products targeted at different age groups.
The document discusses objectives and strategies for increasing sales of Amul chocolates. It analyzes the chocolate market in Udaipur, identifying competitors like Cadbury and Nestle. A SWOT analysis is presented, highlighting Amul's strengths in distribution but weaknesses in penetration and high prices. Marketing recommendations include offering discounts, expanding rural reach, increasing promotions through ads and brand ambassadors, and introducing new products targeted at different age groups.
The document discusses objectives and strategies for increasing sales of Amul chocolates. It analyzes the chocolate market in Udaipur, identifying competitors like Cadbury and Nestle. A SWOT analysis is presented, highlighting Amul's strengths in distribution but weaknesses in penetration and high prices. Marketing recommendations include offering discounts, expanding rural reach, increasing promotions through ads and brand ambassadors, and introducing new products targeted at different age groups.
1. To increase the penetration at retail outlets for
Amul Chocolates. 2. To create awareness in Retail end and Consumer End 3. To do a competitive study and understand the market dynamics for chocolates 4. To conduct consumer survey for understanding the consumer behavior regarding chocolates 5. For suggesting marketing activities for Amul chocolates
1. Amul Rejoice Gift Pack 2. Amul Almond Bar 3. Amul Bindaaz 4. Amul Fruit & Nut 5. Amul Milk Chocolate 6. Amul Choco-Mini tub 7. Amul Fundoo 8. Amul Choco-Zoo 9. Amul Dark Chocolates
CHOCOLATE NAME SKV MRP AMUL FRUITN NUT 35g 15 AMUL DARK CHOCOLATE 40g 25 AMUL REJOICE 186g 100 AMUL CHOCO MINI TUB 300g 120 AMUL FUNDOO CHOCOLATE 12g 5 AMUL DARK CHOCOLATE 150g, 15g 100, 10 AMUL CHOCOZOO 27g 10 AMUL BINDAZ 15g 5 AMUL ALMOND BAR 35g 15 AMUL MILK CHOCOLATE 35g 15
DISTRIBUTORS OF AMUL CHOCOLATES IN UDAIPUR 1. MANGLA TRADING COMPANY. 2. HARE KRISHNA MARKETING.
NAME OF RETALIER AREA Arora General Store surajpole Paras Dairy Borwali Sunlight Bakry Mala Talai Hitesh Kirana Store Shakti Nagar Vashu dev Bandar Durga Nusery road Mukesh Bakry Ashok Nagar Royal Dairy Shakti Nagar Anil Provision Store Ashok Nagar Naman Amul Store Jagdish Chowk Ever Cool Jagdish chowk Joshi Cold Dud Talai Om Sai Restraurent Dud Talai Ridhi-Sidhi Bakry Sec.14 Anpoorna Bojnalaya Balicha by pass Anpoorna fast food Sec.14 Arihant Juice Sec.11 Parthista Store Sec.11 Foji Departmental Store Sec.11 Satyam Juice Center Poola Prince General Store Navratna Complex RETAIL OUTLET OF AMUL CHOCOLATES IN UDAIPUR RETAIL OUTLET OF AMUL CHOCOLATES IN UDAIPUR Masthan General Store Aallo Factory Mateshwari Namkeen Sobaghpura Mateshwari General Store Sobaghpura Royal Bakry Sec.5 Khalsa General Store Sec.6 Sharma Traders University Road Mateshwari Juice center Sec.6 Sangham Juice Sec.6 Seth Plaza Sec.4 Dhan Laxmi Kirana store Sec.4 Whole Food Bazar Sec.4 Kohari Amul Parlour Sec.14 Navratna General Store Sec.5 Sunder kirana store Sundervas Ashok Amul Parlour Sec.5 Sonu Juice Center Pratap nagar Baba Generaal store Pratap nagar Krishna General Store Pratap Nagar Vishal Store Sundervas Megha Amul Parlour Sundervas COMPETITION SCENARIO Market leader far by 64.5% Share. Dairy milk alone account for 30% of market Targeting youth and adult through new product Full chocolate range complete category coverage Distinctive taste, capture sensitive price points clairs Rs. 1/-, five stare Rs. 5 and 10 Dairy milk Rs. 5, 10,15,25,55,100 Fruit & nut Rs. 35/- Celebration Rs. 50 and 100 CADBURY COMPETITION SCENARIO NESTLE 23.6% Market share. Chocolates 17-19% of total revenue . Product range include KIT-KAT, MUNCH, BAR-ONE, DARK chocolate. MARGIN COMPARISION BETWEEN AMUL, CADBURY AND NESTLE Company Chocolate names Market price Retailer Price Margin Amul Bindaaz 5 4.45 0.55 Choco-zoo 10 8.90 1.10 Cadbury Five-Star 5 4.54 0.46 Perk 10 9.08 0.92 Nestle Munch 5 4.48 0.52 Kit-Kat 10 9.08 0.92 0 0.2 0.4 0.6 0.8 1 1.2 Bindaaz Choco-zoo Five-Star Perk Munch Kit-Kat Amul Cadbury Nestle Margin MARGIN COMPARISION BETWEEN AMUL, CADBURY AND NESTLE
Design chocolate have become status symbol Convenient packaging and better shelf life The range and variety of chocolate must be available In shop Mithai is getting a substitute by chocolate in festival season Chocolate which used to be unaffordable, is now considered mid-priced
CONSUMER TREND 0 5 10 15 20 25 30 35 Very Important Important Normal least important None Important Factor For Customer CUSTOMER ANALYSIS Sales 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr Factors Ads (44%) Attractive display (28%) occasion(14%) Suggestion from friends (8%) Brand Ambassadors(4%) Ingrediends (2%) CUSTOMER ANALYSIS Customer Decision Making Process Retailar Cadbury,Nestle & Amul (40%) Cadbury & Nestle (30%) 3rd Qtr 4th Qtr RETAILAR ANALYSIS Retailar Survey Cadbury, Nestle (40%) Cadbury ,Nestle &Amul (30%) Cadbury (20%) Amul (10%) SWOT ANALYSIS STRENGTH Reputed nationally as the topmost chocolate provider in The INDIA. The brand is well known to people & they can easily identify it from others. Amul the national product in chocolate, is a well-known force in marketing and distribution. User have a positive perception about the qualities of the brand. Amul has well adjusted itself to Indian custom. WEAKNESSES There is lack of penetration in the rural market where people tend to dismiss it as a high end product. It is mainly found in urban and semi-urban areas.
It has been relatively high priced brand, which is turning the price conscious customer away. SWOT ANALYSIS SWOT ANALYSIS OPPORTUNITIES The chocolate market has seen one of the greatest increases in the festive season.
There is a lot of potential for growth and a huge population who do not eat chocolates even today that can be converted as new users. SWOT ANALYSIS THREATS There exists no brand loyalty in the chocolate market and consumers frequently shift their brands.
New brand are coming and existing brands are introducing new variants to add up to an already overcrowded market
MARKETING STRATEGY [4Ps] PRICE DISCOUNT:- Discount offers in festive seasons.
Price is an important element of the marketing mix. The price charged for a chocolate bar can determine whether a consumer will buy it and the level of sales achieved can determine whether or not AMUL will make a profit. MARKETING STRATEGY [4Ps] PLACE Make use of its distribution structure
Urban as well as rural
New regional sales office to increase width and penetration and focus in rural areas.
MARKETING STRATEGY [4Ps] PROMOTION Advertisement on TV.
Internet.
Newspapers, Magazines.
Hording
Promotion Through Brand Ambassadors. RECOMMENDATIONS Must offer low-price packs for the masses and launch new products to target different age groups. Must focus on the availability and affordability of its products. Should increase R&D spending to improve the quality & taste. Visibility at retails points. To increase the visibility of its products, target areas near Bus stops, Colleges, Schools, Cafes and places of entertainment like theaters and amusement parks. RECOMMENDATIONS Must enter into marketing alliances with various portals to offer products (on those portals that were developed for festive occasions and celebrations such as valentines day and friendship day.) Rejuvenate and strengthen the existing brands Extend its reach to semi-urban and rural markets. Sell its products through non-traditional outlets like music stores (such as music-world). Malls, renowned bookstores and popular apparel outlets (such as pantaloons and wills sport boutiques) Increase frequency of advertisement. Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc.