Professional Documents
Culture Documents
ON
AMUL CHOCOLATES
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
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
Methodology –
SECONDARY DATA-Internet
RESEARCH OBJECTIVES
To know the factors which affects consumer’s buying behaviour to purchase chocolates
ANALYSIS AND INTERPRTATION
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?
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?
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?
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?
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%
5% 3%
8%
Television
17% Hoardings
Newspapers
Magazines
67% Others
INTERPRETATION
30% 25%
Brand ambassador
Jingles
Comedy
Emotions
20%
25%
INTERPRETATION
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.
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
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.