PROJECT REPORT

ON

AMUL CHOCOLATES

Submitted to: Submitted by:

Sachin Sharma RUCHI GULATI
MBA-3rd sem
9942

RIMT-IET
MANDI GOBINDGARH
INTRODUCTION TO THE INDUSTRY

In the year1946 the first milk union was established. This union was started with 250 liters of
milk per day. In the year1955 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 “A M U LYA”. 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, Amul Cheese, Amul
Chocolates, Amul Shrikhand, Amul Ice cream, Nutr amul, Amul Milk and Amulya have made
Amul a leading food brand in India. 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

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 theworld, which is matter of proud for
Gujarat and whole.

PLANTS

 First plant is at ANAND, which engaged in the manufacturing of

milk, butter, ghee, milk powder, flavored milk and buttermilk.
 Second plant is at MOGAR, which engaged in manufacturing
chocolate, nutramul, Amul Ganthia and Amul lite.
 Third plant is at Kanjari, which produces cattelfeed.
 Fourth plant is which engaged in producing cheese.
AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk
Solids, Chocolate mass

Composition:
• Milk Fat 2%
• Sugar 55%
• Total Fat 32.33%
(Milk Fat + Cocoa Fat)
• Cocoa Solids 7.5%
• Milk Solids 20%
INTRODUCTION TO THE RESEARCH

MARKETING RESEARCH

Marketing research plays an important role in the process ofmarketing. Starting

with market component of the total marketingtalks. It helps the firm to acquire a better
understanding of theconsumers, the competition and the marketing environment.
DEFINITION
“Marketing research is a systematic gathering, recording and analysis marketing problem to
facilitate decision making.
1. Research methodology

 Total Sample size – 50

 Area of survey – students of RIMT-IET

 Methodology –

 PRIMARY DATA- QUESTIONNAIRE

 SECONDARY DATA-Internet

RESEARCH 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 consumer’s buying behaviour to purchase chocolates
ANALYSIS AND INTERPRTATION

Q 1: What kind of Chocolate do you like to have?

A) Branded 92 % B) Non branded 08%

8%

Branded
Non branded

92%
Q 2) Have you ever tasted Amul Chocolate?

A)Yes 90 % B) No 10%

10%

YES
NO

90%

INTERPRETATION

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.
Q3) Can you recall AMUL Chocolate advertisement?

A) Yes 45% B) No 55%

45%
YES
NO
55%
Q 4: Who likes chocolates in your family?

A) Children 34 % B) Teenager 33 %
C) Young 26 % D) Old 07 %

6%
30%
Children
33%
Teenager
Young
Old
31%

INTERPRETATION

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 & forgiving as a gift.
Q 5) Which Chocolate do you like most?

A) Nestle 28% B) Cadbury 58%

C) Amul 13% D) Any other 01%

13% 1%
28%
Nestle
Cadbury
Amul
Any other
58%

INTERPRETATION

We can clearly gauge from the pie chart that Cadbury being on thetop 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.
Q 6 : In what form do you like chocolates?

A) Cookies 14% B) Bar 60%

C) Wafer 20% D) Other 06%

6% 14%
20%
Cookies
Bar
Wafer
Other

60%

INTERPRETATION

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%
Q 7) on Which Television channel you see most of amul chocolates
advertisement?

A) STAR 55% B) SONY 11%

C) CARTOON 20% D) OTHERS 14%

14%

STAR
20%
SONY
CARTOON
55%
OTHERS
11%

INTERPRETATION

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.
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.
Q 8) At what time you like to watch television?

Timings_____________

A) 5 to 8 pm 33 %
B) 8 to 11 pm 37 %
C) Late Night 10 %
D) Morning 05%

6%
12%
39% 5 to 8 pm
8 to 11 pm
Late Night
Morning
43%

Q 9) By which media you prefer to watch advertisements?

 A) Television 67 % B)Hoardings 17 %
C) Newspapers 08 % D)Magazines 5%
E)Others (Mention) 03%

5% 3%
8%
Television
17% Hoardings
Newspapers
Magazines
67% Others

INTERPRETATION

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.

Q 10) What factors affects you in a chocolate advertisement?

 A) Brand ambassador 25%
B)Jingles 20%
C)Comedy 25%
D) Emotions 30%

30% 25%
Brand ambassador
Jingles
Comedy
Emotions
20%
25%

INTERPRETATION

Good Brand Ambassador generally effects people’s perception toward

a product and create an image in their mind. Mostly peoplelikes to see celebrities
like Amitabh Bacchan, Sachin Tendulkar,M.S.Dhoni, Saniya Mirza etc. as a
Brabd Ambassador in chocolatedvertisements.At the same time people like
Emotions in advertisements.

MY FINDINGS

 During the survey it was found that still there are10% people who have
not tasted Amul Chocolate.
 lack of Awareness in consumers. Many people are not know about Amul
chocolates specially children and teenagers.

 Many of the people can not recall Amul chocolate advertisement. It

shows Lack of Advertisement or advertisement is not timely given or
advertisement is not given on right time.

 In its advertisement is not using any brand ambassador which attracts

all age group people like Cadbury.

 There is lack 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 consumer’s mind and they consider it as Pure & Good Product.

 People who have tasted Amul Chocolate are not ready to purchase the
same again.

SUGGESTIONS

In order to maintain and increase the sales, the following recommendations

regarding Amul Chocolates; particularly regarding advertisement, distribution,
promotional policies, etc, are hereby suggested:

 Amul should take proper action in order to improve service, because although
being on a top slot inButter and milk supplies it does not get the sales in
chocolate.

 Company should use brand ambassador which attract age segment i.e.
Saniya Mirza, Shaktimaan, Amitabh Bacchan,Superman, Krrish, Jadoo etc.

 Amul should give local advertisements apart from the advertisements given at
the national level. Local advertisement must mention the exclusive Amul shops
of the city.

 Though Amul chocolate advertisements are less shown on television yet

many people could recall it as per the data of research. It shows that there is only
need to give advertisement only to rememorize customers. Because Amul is very
strong brand name.

 Company should launch chocolate in new attractive packing to change

image of Amul chocolate in consumers mind.

 Company should introduce sales promotion schemes like free weight,

pranky, tattoo, contest, free gifts etc.

 Company should launch chocolates in new flavors like –

Mix Fruit, Pineapple,Elaichi,Coffee etc.