Company Profile

First milk union KAIRA DISTRICT COOPERATIVE MILK PRODUCERS UNION Started in 1946. Selected Brand name AMUL in 1955. Amul means Priceless in Sanskrit. Entered in chocolates segment in 1970

AMUL CHOCOLATES

COMPETITORS
The milk chocolate market in India has only three big

players, Cadbury(70%), Nestle(15%) and Amul (10%)

The largest target segment for Cadbury is youth. Dairy milk alone accounts for 30% of market New brands are present in several malls.

SWOT ANALYSIS
Strengths
Amul have done very well with all the variety of milk products. The brand Amulis well known to people & they can easily identify it from others. The prices of chocolates of Amul can be made very economical and competitive.

Weakness
Failed to create awareness among people, Lack of advertisement. The major weakness is that Amul does not aim equally at all products. Its main strength has only been Butter, Cheese an milk.

Opportunities
Scope of launching new variants. Aggressive promotional strategies an easy availability in the markets. There is a lot of potential for growth and development as huge population stay in rural market.

Threats
Attractive Packaging of competitors products. Attractive advertisement by competitors. Foreign Competitors, Like Hersheys, Bounty, Mars.

Market Research

Research Objective Why Amul chocolate's Market share is 10% much less than market leader Cadburys (70%). Why the awareness level of AMUL CHOCOLATE is very low. Why Amul Chocolates are not easily available in markets as compared to other brands. If any improvements in taste or packaging is required

Contd..
To find out in which segment chocolates are mostly liked/preferred.
To understand which advertisement medium must AMUL

use To know the factors which affects consumers buying behaviour to purchase chocolates. Various types of chocolates available in the market Information if the television advertisement timing is effective or not.

RESEARCH INSTRUMENTS
Questionnaires
A set of questions suitably arranged in order to collect

information / data from the respondents

Diaries
Require the respondent to complete an entry every time

that behavior occurs

S.T.P

Modified Segmentation
Geographic
Metro Cities, Urban as well as Rural areas

Demographic
Children between the age of 8-60

Psychographic
Health conscious people

Behavioral
On special occasions, moments and events

Modified Targetting
Targeting
Undifferentiated Marketing

Modified Positioning
Slogan Good for anytime.

It will highlight the premium quality of the product an also easy availability of chocolates anytime people want.

Modified Marketing Mix

Product
Price Promotion Place

Product
Change In taste & quality. Launch of chocolates in new flavours like dual

flavours,exoctic dry fruits etc.

Sizes Different size to suite different need of customers. Attractive packaging as it attracts consumers.

Price
PRICE HIGH MEDIUM HIGH Premium High Value LOW Super Value Good Value

LOW

Q U A L I T Y

MEDIUM

Over Medium Charging Value

Rip Off

False Economy Economy

Promotion

Increase in frequency of advertising, At prime time. To provide samples in retails outlets an malls so that

people can try it before buying it. It must come up with its own chocolate boutiques Shelves in malls and super market. Should increase R&D spending to improve the quality & taste.

Place
At Amul ice cream parlour.
To put chocolate carts (similar to traditional bicycle ice-

cream carts) in malls and near college campuses to increase its reach Availability in Retail Outlets. Selling through coin operated vending machines nearby stations.

Thank You

Bilibiography
Visited www.amul.com last on 5 october.
Visited google.com images on 5th october.