Effectiveness of Chocolate Advertisement Towards Its Sales

A Project Report
On
AMUL CHOCOLATES
&
Project Work Entitled as
“EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT

TOWARDS ITS SALES “
Prepared and Presented

in the partial fulfillment of requirement as prescribed by the Pune
University, in the year 2010-2011
Under the guidance of

Mrs.Sushumna Kane
Submitted By
Vrushali Chaudhary
TYBBM 2010-2011
BYK College of Commerce.
Effectiveness Of Chocolate Advertisement Towards Its Sales
Vrushali Chaudhary Page 2

ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report on Amul
Chocolates & EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT
TOWARDS ITS SALES
This would not have possible without the goodwill and support of the people
around. As a student of B.Y.C College of Commerce, I would like to express my
sincere thanks to all those who helped me in one way or the other.
First of all I am thankful to our project guide, Mrs.Sushumna Kane , under

whose guideline I am able to complete our project. I am wholeheartedly thankful to
her for giving us her valuable time & attention & for providing me a systematic
way for completing my project in time.
I would thank our H.O.D. Mr. …. & all the staff for providing me assistance in
various h/w & s/w problem encountered during course of our project.
I am also very thankful to respective principal Dr.Dhanesh Kalal sir who

gave us an opportunity to present this project.
However, I accept the sole responsibility for any possible error of omission
and would be extremely grateful to the readers of this project report if they bring
such mistakes to my notice.
Yours truly
Vrushali Chaudhary

37B CONTENTS
INTRODUCTION AND HISTORY....................................................................................7
1B1.1 PEOPLE POWER: AMUL'S SECRET OF SUCCESS...........................................11
2B1.2 PLANTS .......................................................................................................13
1.3 BOARD MEMBERS............................................................................................15
OBJECTIVES............................................................................................................... 17
MARKETING RESEARCH............................................................................................18
4B3.1 DEFINITION..................................................................................................18
5B3.2 MAIN STEPS INVOLVED IN MARKETING RESEARCH......................................18
17B3.2.1. Define the problem and its objectives:...............................................19
18B3.2.2. Identify the problem:..........................................................................19
3.2.3. Determining the specific Information needed :.......................................19
20B3.2.4. Determine the sources of information :..............................................20
21B3.2.5. Decide Research methods for collecting data :..................................20
22B3.2.6. Tabulate, Analysis and Interpret the Data :........................................21
23B3.2.7. Follow-up the study : .........................................................................22
RESEARCH DESIGN...................................................................................................22
6B4.1 RESEARCH PROBLEM...................................................................................22
7B4.2 RESEARCH OBJECTIVES & RELATED SUB OBJECTIVES.................................22
8B4.3 INFORMATION REQUIREMENT......................................................................23
9B4.4 AMUL CHOCOLATE.......................................................................................24
24B4.4.1. Composition.......................................................................................24
10B4.5 CHOICE OF RESEARCH DESIGN – ALTERNATIVES & CHOICE......................25
11B4.6 RESEARCH INSTRUMENT USED - DETAILS & WHY?....................................25
12B4.7 SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?...............................27
13B4.8 NONDISGUISED, STRUCTURED TECHNIQUES............................................28
14B4.9 SAMPLING METHODS.................................................................................28
15B4.10 SAMPLING................................................................................................28
16B4.11 PRIMARY TABULATION & INTERPRETATION.............................................29
25B1.1Inference.................................................................................................30
2......................................................................................................................... 31
6B2.1Inference...................................................................................................31
27B3.1Inference.................................................................................................32

28B4.1Inference.................................................................................................33
29B5.1Inference.................................................................................................34
30B6.1Inference.................................................................................................35
31B.....................................................................................................................36
7.1Inference.......................................................................................................36
32B8.1Inference.................................................................................................37
33B9.1Inference.................................................................................................38
34....................................................................................................................... 39
B10.1Inference...................................................................................................39
35B.....................................................................................................................40
11.1Inference.....................................................................................................40
LIMITATIONS.............................................................................................................41
MY FINDINGS............................................................................................................41
SUGGESTIONS..........................................................................................................42
CONCLUSION............................................................................................................44
BIBLIOGRAPHY.......................................................................................................... 45
APPENDIX................................................................................................................. 46
36BQUESTIONNAIRE...........................................................................................46

ANAND MILK UNION LIMITED

INTRODUCTION AND HISTORY
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 from 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. 6 billion in 2005). Today
Amul is a symbol of many things like of the high-quality products sold at
reasonable prices, of the genesis of a vast cooperative 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 40’s, 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.
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 co-operative 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 cooperative societies and to sell them. It was also resolved that
the Government should be asked to buy milk from the union.
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 Cooperative 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 collects 11 lakhs liters of milk everyday. Since milk was a
perishable commodity it becomes difficult to preserve milk for a 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. 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.

1B 1.1 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.
Amul has been able to:
• Produce an appropriate blend of the policy makers farmers board of

management and the professionals: each group appreciating its routes 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 suggests
THE TASTE OF INDIA.
2B 1.2 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 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.
1.3 BOARD MEMBERS

Shri Ramsinh Prabhatsinh Parmar Chairman
Shri Rajendrasinh Dhirsinh Parmar Vice Chairman
Shri Dhirubhai Amarsinh Zala Director
Smt.Mansinh Kohyabhai Chauhan Director
Shri Maganbhai Gokalbhai Zala Director
Shri Shivabhai Mahijibhai Parmar Director
Shri Pravinsinh Fulsinh Solanki

Director
Shri Chandubhai Madhubhai Parmar Director
Shri Bhaijibhai Amarsinh Zala Director
Shri Bipinbhai Manishankar Joshi Director
Smt Sarayuben Bharatbhai Patel Director
Shri Ranjitbhai Kantibhai Patel Director
Managing Director
Shri B M Vyas
G.C.M.M.F
Shri Deepak Dalal District Registrar
Shri Rahul Kumar Managing Director

OBJECTIVES
• To know the relationship of sales with the advertisement so as to increase

the awareness level of AMUL CHOCOLATE
• To know the awareness of people towards AMUL CHOCOLATES and seek

the general perception of consumer towards it.
• To find the performance of AMUL CHOCOLATE vis-à-vis other Brands.
• To know the consumer psyche and their behavior towards AMUL

CHOCOLATE
• To know in which segment chocolates are mostly like or preferred.
• To know the preference of Amul chocolates with comparison to other

competitive brands.
• To know the factors which affects consumer’s buying behavior to purchase

chocolates.

MARKETING RESEARCH
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.
4B 3.1 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 .
5B 3.2 MAIN STEPS INVOLVED IN MARKETING RESEARCH
Defining the Marketing Problem to be tackled and identifying the market

research problem involved in the task.
• Define the problem and its objectives.
• Identify the problem.

• Determine the information needed.
• Determine the sources of information.
• Decide research methods.
• Tabulate, Analyze and interpret the data.
• Prepare research report.
• Follow-up the study.
17B 3.2.1. Define the problem and its objectives:
This includes an effective job in planning and designing a research project

that will provide the needed information. It also includes the establishment of a
general framework of major marketing elements such as the industry elements,
competitive elements, marketing elements and company elements.
18B 3.2.2. Identify the problem:
Identifying the problem involves getting acquainted with the company, its
business, its products and market environment, advertising by means of library
consultation and extensive interviewing of company’s officials.
3.2.3. Determining the specific Information needed :
In general the producer, the manufacturer, the wholesaler and the retailer try to
find out four things namely:
• What to sell
• When to sell

• Where to sell
• How to sell
20B 3.2.4. Determine the sources of information :
a. Primary Data : Primary datas are those which are gathered specially for the
project at hand, directly – e.g. through questionnaires & interviews. Primary
data sources include company salesman, middleman, consumers, buyers,
trade association’s executives & other businessman & even competitors.
b. Secondary Data : These are generally published sources, which have been
collected originally for some other purpose. Source are internal company
records, government publication, reports & publication, reports & journals,
trade, professional and business associations publications & reports.
21B 3.2.5. Decide Research methods for collecting data :
If it is found that the secondary data cannot be of much use, collection of

primary data become necessary. Three widely used methods of gathering primary
data are
A. Survey
B. Observation
C. Experimentation
A. Survey Method : In this method, information gathered directly from individual

respondents, either through personal interviews or through mail questionnaires or
telephone interviews.
B. Observation Method : The research data are gathered through observing and
recording their actions in a marketing situation. This technique is highly accurate.
It is rather an expensive technique.
C. Experimental Method : This method involves carrying out a small scale trial
solution to a problem, while at the same time, attempting to control all factors
relevant to the problem. The main assumption here is that the test conditions are
essentially the same as those that will be encountered later when conclusions
derived from the experiment are applied to a broader marketing area.
D. The Panel Research : In this technique the same group of respondents is

contacted for more then one occasion; and the information obtained to find out if
there has been any in their taste demand or they want any special quality, color,
size, packing in the product.
a. Preparation of questionnaire
b. Presetting of questionnaire
c. Planning of the sample
22B 3.2.6. Tabulate, Analysis and Interpret the Data :
The report must give/contain the following information:-
• The title of research
• The name of the organization for which it has been Conducted
• The objectives of research
• The methodology used
• Organization and the planning of the report

• A table of contents along with charts and diagrams used in the reports
• The main report containing the findings
• Conclusion arrived at end recommendations suggested
• Appendices (containing questionnaire / forms used sample design,

instructions.)
23B 3.2.7. Follow-up the study :
The researchers, in the last stage, should follow up this study to find if his
recommendation are being implemented and if not, why.
RESEARCH DESIGN
“Advertising is a paid form of non-personal presentation and

promotion of ideas, goods or services by an identified sponsor.”
6B 4.1 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-à-vis other Brands.
• To know the consumer psyche and their behaviour towards AMUL

CHOCOLATE
7B 4.2 RESEARCH OBJECTIVES & RELATED SUB OBJECTIVES
• To know the relationship of sales with the advertisement.

• To know awareness of people towards Amul chocolate
• 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 behavior to purchase

chocolates.
8B 4.3 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.

9B 4.4 AMUL CHOCOLATE
Amul Chocolate is made from Sugar, Cocoa Butter, Milk Solids, Chocolate mass.
24B 4.4.1. Composition
• Milk Fat 2%
• Sugar 55%
• Total Fat 32.33%
(Milk Fat + Cocoa Fat)
• Cocoa Solids 7.5%

• Milk Solids 20%
10B 4.5 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.
11B 4.6 RESEARCH INSTRUMENT USED - DETAILS & WHY?
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
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’.
12B 4.7 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.

13B 4.8 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.
14B 4.9 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.
• CLUSTER SAMPLING - Here the whole area is divided into some

geographical area and a definite number of consumers were to be surveyed. I
chose Nasik and a few other places.
• CONVENIENCE SAMPLING - This type of sampling is chosen purely on

the basis of convenience and according to convenience.
15B 4.10 SAMPLING
• 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)
• Sample Unit : People who buy chocolates available in retail outlets,

superstores, etc
• Sample size : 200 respondents (Age ranging between 15 yrs to 65 yrs)

• Method : Direct interview through questionnaire.
• Data analysis method : Graphical method.
• Area of survey : Nasik.
• Timing of survey : 9.00 am to 12.30 pm and 5.00 pm to 8.00 pm
16B 4.11 PRIMARY TABULATION & INTERPRETATION
1. What kind of Chocolate do you eat?

Branded 92 %
Non branded 08%

25B 1.1Inference
92% respondents in the region of Ahmedabad consume Branded Chocolates, while
8% still consume non branded.
2.Who uses chocolates in your family?

Children 34 %
Teenager 33 %
Young 26 %
Old 07 %

6B 2.1Inference
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.
3 What form of Chocolate do you like?

Cookies 14%
Bar 60%
Wafer 20%
Other 06%

27B 3.1Inference
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%.
4. Which Television channel you like to watch most?

STAR 100
ZEE 15
SONY 30
CARTOON 30
Others 25

28B 4.1Inference
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.
5. In between what time you like to watch television?

Timings
5 to 8 pm 33 %
8 to 11 pm 37 %
Late Night 10 %
Morning 15 %
Afternoon 05 %

29B 5.1Inference
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 67 %
Hoardings 17 %
Newspapers 08 %
Magazines 05 %
Others (Mention) 03 %

30B 6.1Inference
Mostly people like to watch an advertisement through Television because most of
them belong 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 60
Jingles 30
Comedy 45
Music 40
Emotions 20
Others (Mention) 05

31B
7.1Inference
Good Brand Ambassador generally effects people’s 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 Brand
Ambassador in chocolate advertisements. At the same time people like comedy,
slow music & specially children like jingles in advertisements.
8. Have you ever tasted Amul Chocolate?

Yes 90 %
No 10 %

32B 8.1Inference
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 32 %
No 68 %

33B 9.1Inference
Here it was observed that only 32% respondents in the city of Ahmedabad 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 28%
Cadbury 58%

Amul 13%
Any other 01%
34
B 10.1Inference
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 17 %
Weekly 22 %
Fortnightly 13 %

Occasionally 48 %
35B
11.1Inference
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%
Availibility 12% 15% 23% 50%
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.
• 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 fall between amongst the options given
then it will turn up to be a biased answer.
MY FINDINGS
• During the survey it was found that still there are 10% people who have not
tasted Amul Chocolate.
• Lack of Awareness in consumers. Many people do not know about Amul

chocolates, especially children and teenagers.

• As I found that the main product of Amul is Milk and company firstly
wants to capture maximum market share in milk market which is
approx. 66%, after this Amul is concentrating upon butter & cheese which
has market share of approx. 88%, so it is not concentrating upon chocolates
as yet.
• When I interviewed people, many of the people could not recall Amul
chocolate advertisement. It shows Lack of Advertisement or
advertisement is not timely given or advertisement is not given at right
time.
• Amul advertisement does not use any brand ambassador which usually
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 found that the “Amul” brand has a very good image in consumer’s
mind and they consider it as a 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 in the cities, the following
recommendations regarding Amul Chocolates; particularly regarding
advertisement, distribution, promotional policies, etc, are hereby suggested:
• First and foremost Amul should take proper action in order to improve
service, because although being on a top slot in Butter and milk supplies it
does not get the sales in chocolate, which it should.

• Company should use brand ambassador which attracts each 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.
• 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.
• Though Amul chocolate advertisements are rarely shown on television yet

many people could recall it as per the data of research. It shows that there is
a 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.
• Advertisement can be done with the help of animations that attracts children
and teenagers because chocolates are consumed largely in this segment.
• Company should launch chocolates in new flavors like –
o Mixed Fruit
o Roasted Almonds
o Raisins
o Coffee

o Dark Chocolates
o Apricot
o Walnut
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. Amul is a co-operative organisaion but chocolate industry is a
profitable industry we can’t ignore it. With the help of research, company can find
out its week points in chocolate product and can increase its market share through
rectified mistakes. People have believed in Amul’s 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.s

• 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.
BIBLIOGRAPHY
1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com

APPENDIX
36B QUESTIONNAIRE
I am a student of T.Y.BBM from BYK College of Commerce 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 Teenager
Young Old
3. What form of Chocolate do you like?
Cookies Bar
Wafer Other
4. Which Television channel you like to watch most?
STAR ZEE
SONY CARTOON
Others
5. In between what time you like to watch television?
Timings _____________
6. By which media you prefer to watch advertisements?
Television Hoardings
Newspapers Magazines
Others (Mention) .
7. Which advertisement you like the most?
_______________

8. What factors effects you in a chocolate advertisement?
Brand ambassador Jingles
Comedy Music
Others (Mention) _______
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
13. Which Chocolate do you like most?
AMUL
CADBURY
NESTLE
PERFETTI
Others
12. How do you scale your Chocolate?
Attribute Poor Average Good Excellent
Price
Sweetness
Packaging
Softness
Schemes

Availibility
14. What would you like to see in a chocolate advertisement?
_____________________________________________________________________________
_____________________________________________________
Name: __________
Age: ___________
a)10-15 b)15-25 c)25-35 d)35-45 e)45 and above
THANK YOU

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A Project Report

“EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT

Prepared and Presented

Under the guidance of

Vrushali Chaudhary Page 2

First of all I am thankful to our project guide, Mrs.Sushumna Kane , under

I am also very thankful to respective principal Dr.Dhanesh Kalal sir who

Vrushali Chaudhary Page 3

Vrushali Chaudhary Page 4

Vrushali Chaudhary Page 5

ANAND MILK UNION LIMITED

Vrushali Chaudhary Page 6

INTRODUCTION AND HISTORY

Vrushali Chaudhary Page 7

However, when the exploitation became intolerable, the farmers were

Vrushali Chaudhary Page 8

Vrushali Chaudhary Page 9

Dr.Rajendra Prasad, the president of India laid the foundation on

Vrushali Chaudhary Page 10

1B 1.1 PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at

Amul has been able to:

• Produce an appropriate blend of the policy makers farmers board of

Vrushali Chaudhary Page 11

In that sense, Amul is an example par excellence, of an intervention for rural

Vrushali Chaudhary Page 12

Second plant is at MOGAR, which engaged in manufacturing chocolate, Nutramul,

Vrushali Chaudhary Page 13

Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Vrushali Chaudhary Page 14

1.3 BOARD MEMBERS

Vrushali Chaudhary Page 15

Shri Ramsinh Prabhatsinh Parmar Chairman

Shri Rajendrasinh Dhirsinh Parmar Vice Chairman

Shri Dhirubhai Amarsinh Zala Director

Smt.Mansinh Kohyabhai Chauhan Director

Shri Maganbhai Gokalbhai Zala Director

Shri Shivabhai Mahijibhai Parmar Director

Shri Pravinsinh Fulsinh Solanki

Shri Chandubhai Madhubhai Parmar Director

Shri Bhaijibhai Amarsinh Zala Director

Shri Bipinbhai Manishankar Joshi Director

Smt Sarayuben Bharatbhai Patel Director

Shri Ranjitbhai Kantibhai Patel Director

Shri Deepak Dalal District Registrar

Shri Rahul Kumar Managing Director

Vrushali Chaudhary Page 16

• To know the relationship of sales with the advertisement so as to increase

• To know the awareness of people towards AMUL CHOCOLATES and seek

• To find the performance of AMUL CHOCOLATE vis-à-vis other Brands.

• To know the consumer psyche and their behavior towards AMUL

• To know in which segment chocolates are mostly like or preferred.

• To know the preference of Amul chocolates with comparison to other

• To know the factors which affects consumer’s buying behavior to purchase

Vrushali Chaudhary Page 17

“Marketing research is a systematic gathering, recording and analysis

“Marketing research is a systematic problem analysis, model building and

5B 3.2 MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market

• Define the problem and its objectives.

• Identify the problem.