Synopsis

On

An Empirical Study of Marketing Strategies of Amul Chocolate

BY Dalveer Singh

Content

Introduction Research objectives Scope of the Study Data Collection Limitation of the Study Statement about the problem Why is the particular topic chosen What contribution would the project make Conclusions & Implications

INTRODUCTION
Thirty years ago the milk producers of Gujarat had come together and decided to create their own organization to enhance the marketing capacity of the dairy Co-operative milk marketing federation Limited (GCMMF Ltd.). Mr. V. Kurien was the founder of this co-operative society and this society had been formed in a small village of Gujarat named Anand. Gujarat Cooperative Milk Marketing Federation (GCMMF Ltd) is Indias largest food products marketing organization. It is a state level apex body of milk cooperative in Gujarat which aims to provide remunerative return to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

Member

12 district cooperative milk producers union

No. of Producer Member: No. of Village Societies : Total Milk handling capacity Milk collection (Total-2004-2005) Milk collection (Daily Average 2004-2005)

2.36 million 11.333 6.9 million liters per day 1.81 billion liters 4.97 million liters

Milk Drying Capacity: Cattel feed manufacturing Capacity:

511 metric Tones per day 2340 Mitts per day

OBJECTIVE OF THE STUDY

To conduct a comparative analysis of Amul Chocolate vis--vis its competitors. To compare Amul Chocolate with its competitors in terms of sales figure. To make an analysis of the shortcomings of Amul Chocolate compared to its competitors. Finally to conclude the findings and suggest the necessary corrective measures and recommendations for improving the market position of Amul Chocolate.

SCOPE OF THE STUDY

The present study is the study on GUJARAT COOPERATIVE MILK MARKETING FEDERATION LIMITED, one of the India largest food production marketing organization, which is a state level apex body of milk cooperative in Gujarat. From the study one can easily infer the present market position of Amul chocolate with its leading competitors. The study is designed and focused primarily on identifying the present market position of the Amul chocolate. It also includes identification of its core competitors and enhancing efforts towards brand repositioning in present and in future.

DATA COLLECTION

Data collection from retailers of different areas viz. south Delhi, North Delhi, East Delhi, West Delhi and Central Delhi

Sample size of retailers covered Sample size of customer

250 100

Other information related to project has been taken from company website

SIGNIFICANCES OF THE STUDY

Any Research has its own importance in any business organization. The research shows the real fact about product as well as organization. Research is a systematic and scientific investigation of any idea either precise or abstract from a continuous basis for learning , it could be either exploratory or descriptive. According to above definition research is a systematic and scientific investigation through which any organization try to find out its strength and weakness as well as opportunity and threat. As we know in the present era the business activities have become more complex and complicated due to modern technology , globalization and liberalization and in highly conscious about In recent time products and brand . customers are not blind follower of a product. They are other hand today customer are

giving high priority to all feature like price, quality, innovative features etc. But after all this features brand becomes the inevitable parts of any product because it gives the complete identification of product so it is also the one most important part.

My research work is highly focused on this issue, which is important for me as well as the organization. During research work I learnt retailers opinion about product and services . I learnt which factors affect the retailer to sale an individual product, this problem as well their area of research gives me insight to understand the retailers interest , in this I got the great experience about the market For company point of view I tried to find the serious drawback, which is highly, affected the sale of chocolates. I tried to find market share of Amul chocolate which is itself important .I tried to find the sale figure of Amul chocolate in term of rupees, due to some hurdle I dont claim my research work is 100% accurate because so many factors was uncontrolled during the project .I tried to finish my research with 100% accuracy which is best available in market . So it is my strong believe that my research work is significant in all manner. This research is helpful for organization, retailers as well as consumer.

LIMITATIONS OF THE STUDY

Although all efforts will be taken to make the result of survey as accurate as possible the survey had the following constraints : Retailers are not willing to give answers of the questions due to their busy schedules. Retailers hide the facts especially in the sales figure. A few retailers will be not cooperating during the project survey. It will be quite difficult to collect necessary data. Due to the time constraint and other imperative workload during the training period it could not be made possible to explore more areas of concern pertaining to project study. The employee of Amul India limited will be very hesitant and reluctant to give all information which was vital for my project work because some information were confidential in nature.

STATEMENT ABOUT THE PROBLEMS

WHY IS THE PARTICULAR TOPIC CHOSEN WHAT CONTRIBUTION WOULD THE PROJECT MAKE