Amul

Points to be covered
Company Profile Amul Chocolates Chocolates Market In India Competition Scenario Chocolate vs. Mithai Research Objectives Modified Marketing Mix Recommendations
vikas pawaiya

Company Profile

First milk union KAIRA DISTRICT COOPERATIVE MILK PRODUCERS UNION Started in 1945. Selected Brand name AMUL in 1955. Amul means Priceless in sanskrit. Entered in chocholates segment in 1970 Sales Turnover Rs 52554 million 2007-08.

Amul Chocolates

Chocolates Market In India

Chocolate market is estimated to be around 1500 crores growing at 18-20% per annum Cadbury is the market leader with 79% market share

The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom
Over 70 per cent of the consumption takes place in the urban markets. The chocolate wafer market is around 35 % of the total chocolate market and has been growing at around 13% annually.

Competition Scenario
The chocolate market in India has only three big players, Cadbury(79%), Nestle(14%) and Amul (5%) New brands such as Sweet World, Candico and Chocolatiers are present in several malls.

The largest target segment for Cadbury is youth.

Delhi-based Chocolatiers, started with a small shop ,has now ventured into malls and multiplexes ,with focus on high-end or designer chocolates, a niche market of their own. Candico India is aiming for 400 locations across malls and multiplexes in the country by 2010.

Chocolate vs Mithai
For ages, Mithai has been of significant importance. But, recently the market is witnessing an interesting trend that of the interest of consumers shifting from mithai to chocolates. To boost sales, Amul launched three new chocolates in under the brands Fundoo, Bindaas and Almond Bar.

vikas pawaiya

Research Objectives
To gauge the awareness of people towards Amul chocolates. To find out in which segment chocolates are mostly liked/preferred. To understand which advertisement medium must AMUL use. To know the perception of Amul chocolates in comparison to other competitive brands. To formulate an IMC strategy for Amul Chocolate.

Modified Marketing Mix

Product
Introduction of new range of chocolates to suit different targeted segments Variety-add more variety to the existing range. Design innovative design ideas for the choclate bar as well as the packaging Sizes and Packaging wide range to suit key price points and occasions

Price
Pricing In line with Cadburys offerings (starts from Re1-Rs50) Incentive schemes eg. Nestles Maha munch give more value for the same price Priced at key price points like Rs.5

Place
Make use of its strong distribution structure. Urban as well as rural.

New Regional Sales Offices to increase width and penetration and focus in rural areas.

Promotion
Must choose a Brand ambassador- e.g. Rani Mukherjee
Target Audience Direct School Program

Direct School Program

As a part of the customer contact programme ,Amul must do direct school program for Amul chocolates.
They can sampling their latest offering - among kids.

Target Audience

Recommandations
Must introduce Festival Gift boxes like cadbury Celebration. Must offer low-priced packs for the masses and launch new products to target different age groups. Must focus on the availability and affordability of its products. Should increase R&D spending to improve the quality & taste. Must introduce at price points such as Rs 1, Rs 2, Rs 5, Rs 10 , Rs 15 , Rs 50 and even at Rs 100 Visibility at retails points. To increase the visibility of its products, target areas near bus stops, colleges, schools, cafes and places of entertainment like theaters and amusement parks.

 Must enter into marketing alliances with various portals to offer products such as Valentines Day and Friendship Day. Sell its products through 'non-traditional' outlets like music stores, malls, renowned bookstores and popular apparel outlets .

To put chocolate carts in malls and near college campuses to increase its reach.
Company should introduce sales promotion schemes Advertisement can be done with the help of animations that attracts children and teenagers because chocolates are consumed largely in this segment.

Company Profile Amul Chocolates Chocolates Market In India Competition Scenario Chocolate vs. Mithai Research Objectives Modified Marketing Mix Recommendations