A PROJECT REPORT

ON

AMUL CHOCOLATES AND PROJECT WORK

ENTITLED AS

“ EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT

TOWARDS ITS SALES “

PREPARED AND PRESENTED

TO
Mr. RAHUL KUMAR
MANAGING DIRECTOR
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS‘UNION
LIMITED
ANAND

Under the guidance of

Mr. Pankaj Gadhavi Mr. G. D. Trivedi

Marketing Department Office & Adm.
Department

BY
CHANDRAJ PANDYA
(2005 – 07)
(1 MAY TO 30TH JUNE, 2006)
ST

Faculty of Management Studies

Institute of Rural Management
2
Jodhpur (RAJASTHAN)

3
4
 PREFACE

The PGDBM programme is well structured and integrated course of

business studies. The main objective of practical training at PGDBM
level is to develop skill in student by supplement to the theoretical
study of business management in general. Industrial training helps
to gain real life knowledge about the industrial environment and
business practices. The PGDBM programme provides student with a
fundamental knowledge of business and organizational functions
and activities, as well as an exposure to strategic thinking of
management.

In every professional course, training is an important factor.

Professors give us theoretical knowledge of various subjects in the
college but we are practically exposed of such subjects when we get
the training in the organization. It is only the training through which I
come to know that what an industry is and how it works. I can learn
about various departmental operations being performed in the
industry, which would, in return, help me in the future when I will
enter the practical field.

Training is an integral part of PGDBM and each and every student

has to undergo the training for 2 months in a company and then
prepare a project report on the same after the completion of
training.

During this whole training I got a lot of experience and came to

know about the management practices in real that how it differs
from those of theoretical knowledge and the practically in the real
life.

In today’s globalize world, where cutthroat competition is prevailing

in the market, theoretical knowledge is not sufficient. Beside this
one need to have practical knowledge, which would help an
individual in his/her carrier activities and it is true that
“Experience is best teacher”.

5
 ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for
Kaira District Co-operative Milk Producers’ Union Ltd.,
Anand. It has been an enriching experience for me to undergo my
summer training at AMUL, which would not have possible without
the goodwill and support of the people around. As a student of
INSTITUTE OF RURAL MANAGEMENT I would like to express my
sincere thanks too all those who helped me during my practical
training programme.

Words are insufficient to express my gratitude toward Mr. Rahul

Kumar, the Managing Director of AMUL. I would like to give my
heartily thanks to Mr. J. K. Joshi, Manager of Administration, who
permitted me to get training at AMUL. I am very thankful to Mr.
Pankaj Gadhavi, who helped me at every step whenever needed
and Mr. G.D.Trivedi who arranged all possible visits for me at
AMUL.

As we know research work needs hard work, keen insight and long
patience with scholarly vision based on content operation hence it
becomes a humble duty to express my sincere gratitude to Mr.
Dalveer Singh, Production incharge, and Mr. H.B Ramgadhia of
chocolate plant at MOGAR.

At last but not least my grateful thanks is also extended to Mr.

Mukesh Mandun (Director’ FMS-IRM’ Jodhpur) and my thanks to all
my faculty members for the proper guidance and assistance
extended by them. I am also grateful to my parents, friends, Mr.
Kartik Pandya & Mr. Kapil Pandya to encourage & giving me
moral support.

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.

6
Date : 30TH June, 2006 CHANDRAJ
PANDYA Place : Anand (GUJRAT)
PGDBM
Duration : 1ST May to 30th June, 2006 SEM II

CONTENTS

Sr. Chapter Name Page No.

No.

1. Introduction & History 7

2. Marketing Research 17

3. Research Design 21

4. Limitations 45

5. My Findings 46

6. Suggestions 47

7. Conclusion 48

8. Bibliography 49

7
 ANAND MILK UNION LIMITED

THE KAIRA DISTRICT CO-OPERATIVE MILK

PRODUCERS’ UNION LIMITED
ANAND

8
 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

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,
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 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
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.

9
 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 co-
operative societies and to sell them. It was also resolved that the
Government should be asked to buy milk from the union.

10
 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 Co-
operative 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

11
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 collect 11 lakhs liters of
milk everyday. Since milk was a perishable commodity it becomes
difficult to preserve milk flora 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.

12
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 rotes and limitations,
• Bring at the command of the rural milk producers the best of
the technology and harness its fruit for betterment.

13
 • 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 suggest THE
TASTE OF INDIA.

14
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.

15
Third plant is at Kanjari, which produces cattelfeed.

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

16
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.

17
 BOARD MEMBERS

Shri Ramsinh Prabhatsinh

Chairman
Parmar
Shri Rajendrasinh Dhirsinh
Vice-Chairman
Parmar
Shri Dhirubhai Amarsinh
Director
Zala
Smt. Mansinh Kohyabhai
Director
Chauhan
Shri Maganbhai Gokalbhai
Director
Zala
Shri Shivabhai Mahijibhai
Director
Parmar
Shri Pravinsinh Fulsinh
Director
Solanki
Shri Chandubhai
Director
Madhubhai Parmar
Shri Bhaijibhai Amarsinh
Director
Zala
Shri Bipinbhai
Director
Manishankar Joshi
Smt. Sarayuben
Director
Bharatbhai Patel
Shri Ranjitbhai Kantibhai
Director
Patel
Managing
Shri B. M. Vyas Director
G.C.M.M.F
District
Shri Deepak Dalal
Registrar
Managing
Shri Rahul Kumar
Director

18
 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.

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.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the

market research problem involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.

19
(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.

(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) Determining the specific Information needed :-

In general the producer, the manufacturer, the wholesaler
and the retailer try to find out four things namely :-

(1) What to sell

(2) When to sell
(3) Where to sell
(4) How to sell

(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.

20
 (4) 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.

21
 a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample

(5) Tabulate, Analysis and Interpret the Data :-

The report must give/contain the following information:-

a) The title of research

b) The name of the organization for which it has been
Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used
in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i) Appendices (containing questionnaire / forms used sample
design, instructions.)

(6) 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

22
 RESEARCH DESIGN

“Advertising is a paid form of non-personal

presentation and promotion of ideas, goods or
services by an identified sponsor.”

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.

23
2. RESEARCH OBJECTIVES & related sub 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.

24
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 :

25
• 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.

AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk

Solids,
Chocolate mass.

26
Composition:
• Milk Fat 2%
• Sugar 55%
• Total Fat 32.33%
(Milk Fat + Cocoa Fat)

• Cocoa Solids 7.5%

• Milk Solids 20%

4. 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

27
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.

5. 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.
28
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’.

29
6. 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.

NONDISGUISED, STRUCTURED TECHNIQUES

30
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.

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. The whole
city was divided into some geographical areas and I have chosen
Memnagar, Ashram road, Sattelite, Bopal, Bodekdev,
Vastrapur, Navrangpura, Usmanpura, Maninagar and
Narayanpura. The total sample size was 200.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a
definite number of consumers were to be surveyed.

CONVINIENCE SAMPLING

31
This type of sampling is chosen purely on the basis of convenience
and according to convenience.I visited Garden, Parks, Temple,
Superstores, Theatres and Gymnasium.

SAMPLING

1. 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)

2. Sample Unit : People who buy chocolates

available
in retail outlets, superstores, etc

3. Sample size : 200 respondents (Age ranging

between 15 yrs to 65 yrs)

32
 4. Method : Direct interview through
questionnaire.

5. Data analysis method : Graphical method.

6. Area of survey : Ahmadabad District.

7. Timing of survey : 9.00 am to 12.30 pm and 5.00 pm

to
8.00 pm

FIELD WORK- METHOD USED FOR DATA COLLECTION

• Questionnaire was prepared keeping the objective of research

in mind.

• Questions were asked to respondents as regards to there

willingness to purchase Chocolates.

• The help of questionnaires conducted direct interviews, in order

to get accurate information.

• In order to get correct information I had to approach consumers

ranging from 15 yrs to 65 yrs.

33
• I visited as many respondents as I can and asked them their
real likings about any chocolate and also got an idea, How a
chocolate should be?

• It is really a Herculean task to understand Consumer

Behaviour, as the definition suggest, “Consumer behaviour
is a physical activity as well as decision process
individual engaged in when evaluating, acquiring, using
and disposing goods and services”.

• In order to collect accurate information I visited to Garden,

Parks, Temple, Superstores, Theatres and Gymnasium,
each and every question was filled personally by the
respondents and checked properly.

• People were not willing to answer, when they were contacted

between 1.00 pm to 5.00 pm, the time when most of the
people take rest during the scorching heat.

34
“Advertising is a paid form of non-personal
presentation and promotion of ideas, goods or
services by an identified sponsor.”

PRIMARY TABULATION & INTERPRETATION

[1] What kind of Chocolate do you eat?

Branded 92 %
Non branded 08%

35
 KIND OF CHOCOLATE

8%

branded

nonbranded

92%

INFERENCE

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 %

36
 CHOCOLATE USERS

7%
0%
34% Children
26%
Teenager
Young
Old

33%

INFERENCE

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%

37
 Form of chocolate

6% 14% Cookies
20%
Bar
Wafer
Other

60%

INFERENCE

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?

38
 STAR 100
ZEE 15
SONY 30
CARTOON 30
Others 25

T.V.CHANNEL PREFERENCE

Others
25

Cartoon
30

Sony
30

Zee
15

100

Star

0 20 40 60 80 100 120

INFERENCE

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?

39
 Timings _____________

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

TIMING PREFERENCE

5%
15% 5 to 8pm
33%
8 to 11pm
10% Late night
Morning
After noon
37%

INFERENCE

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?

40
 Television 67 %
Hoardings 17 %
Newspapers 08 %
Magazines 05 %
Others (Mention) 03 %

MEDIA PREFERENCE TO WATCH

ADVERTISEMENT

3%
5%
8% Television
0%
Hoardings
17% Newspapers
Megazines
67%
Others

INFERENCE

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.

[7] What factors effects you in a chocolate advertisement?

41
 Brand ambassador 60
Jingles 30
Comedy 45
Music 40
Emotions 20
Others (Mention) 05

EFFECTIVE FACTORS

70
60
50
40
30
20
10
0
or

es

ns

s
ic
ed

er
ad

us
gl

io

th
m
ss

J in

ot
M

O
Co

Em
ba
am
nd
ra
B

INFERENCE

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 Brabd 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?

42
 Yes 90 %
No 10 %

Ever Tasted

10%

Yes

No

90%

INFERENCE
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?

43
 Yes 32 %
No 68 %

Advertising Effectiveness

32%
Yes
No

68%

INFERENCE

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?

44
 Nestle 28%
Cadbury 58%
Amul 13%
Any other 01%

Market share

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

INFERENCE

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?

45
 Daily 17 %
Weekly 22 %
Fortnightly 13 %
Occasionally 48 %

Frequency of purchase

17% Daily
48% Weekly

22% Fortnightly

13% Occasionally

INFERENCE

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?

46
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%

AVAILABILITY 12% 15% 23% 50%

LIMITATIONS

47
 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.

 As summer training is going under summer season so

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 falls between amongst the

options given then it will turn up to be a biased answer.

48
 MY FINDINGS

 During the survey it was found that still there are 10% people

who have not tasted Amul Chocolate.

 Lake of Awareness in consumers. Many people are not know

about Amul chocolates specially 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 it Amul is
concentrating upon butter & cheese which has market share of
approx. 88%, so it is not concentrating upon chocolates.

 When I interviewed people then many of the people can not

recall Amul chocolate advertisement. It shows Lake 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 lake 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
49
 In order to maintain and increase the sales in the city of
Ahmedabad, 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 get.

 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 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.

50
 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 –

Mix Fruit
Pineapple
Elaichi
Coffee
Strawberry
Banana
Mango

CONCLUSION

51
 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. As we
know 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 rectify 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.

 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.

52
 BIBLIOGRAPHY

1. www.amul.com

2. www.amuldairy.com
3. www.google.com

4. www.marketresearch.com

5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

53
 APPENDIX

QUESTIONNAIRE

I am a student of PGDBM from INSTITUTE OF RURAL

MANAGEMENT, JODHPUR 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)

54
[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 _______

[12] How do you scale your Chocolate?

ATTRIBUT POOR AVERAG GOOD EXCELLEN

E E T

PRICE

SWEETNESS

PACKAGING

SOFTNESS

SCHEMES

AVAILABILIT
Y

55
[13] Which Chocolate do you like most?
AMUL ____________
CADBURY ____________
NESTLE ____________
PERFETTI ____________
OTHERS ____________

[14] What would you like to see in a chocolate advertisement?

______________________________________________
______________________________________________
______________________________________________
______________________________________________

NAME: ___________

AGE: ___________

10-15 15-25 25-35 35-45 45 and

above

THANK YOU
_________________
______________
____________

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