AMUL CASE

Amul discovered that while the sales of sliced cheese was increasing in general, its own brands
sales were decreasing. Amul therefore decides to advertise more and wants you to research
what to say and how. They also want you to test the effectiveness of the advertisements.
Objective:

The objective of research in Amul case can be divided in two ways:

 Primary Objectives:
o To find the most effective means of communication in order to boost up sales
o The media mix it should employ to advertise their products
 Secondary Objective:
o To understand why the sales of other products is declining
o The reason for success of Amul cheese

Research Design:
The research design that should be employed should be a mix of primary and secondary data.
 Primary data:
o For collecting primary data behavioral data should be used. For eg. The type of
advertisement affecting particular segment and target group.
o Through surveys it should be found the most effective media target group finds
so that it is advertised in that manner
 Secondary data :
o Competitors market share and communication policy should be studied.
o Our company’s past records
For conducting primary research it is adequate to adopt survey method to collect information
through questionnaires for which a sample amongst the target group is to be decided. The
strategy of competitors is to be studied for eg. Brittannia who are into branding of dairy
products. Amul faces tough competition from local dairies who don’t even advertise. Amul
should conduct surveys in Tier I & Tier II cities were awareness is low comparatively.

Sampling Plan & Size:

It is advisable in our case to survey
a. Prospective Customers
b. Retailers

Personal interview is best suited way to collect data as it will prove reliable though it may be
costly