PROJECT

ON
THE CONSUMER PERCEPTION OF AMUL
BRAND OF
CHOCOLATES AMONGST OTHER BRAND OF
CHOCOLATES IN
DELHI / NCR

Submitted in partial fulfillment of the

requirements
For the award of
Master of Business Administration (MBA)
From
Guru Gobind Singh Indraprastha University, New
Delhi
To
Tecnia Institute of Advanced Studies, New Delhi
Guide: Submitted
by:
PROF.RAJESH BAJAJ YOGESH
DAHIYA
07517003909

Batch (2009 – 2011)

1
 Certificate

I, Mr.YOGESH DAHIYA_, Roll No. _07517003909_ certify that the Project Report
(MS-204) entitled “THE CONSUMER PERCEPTION OF AMUL BRAND OF
CHOCOLATES AMONGST OTHER BRAND OF CHOCOLATES IN DELHI / NCR”
is done by me and it is an authentic work carried out by me at __AMUL_ The matter
embodied in this report has not been submitted earlier for the award of any degree or
diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Project Work Report/ (M S- 204) entitled “THE CONSUMER
PERCEPTION OF AMUL BRAND OF CHOCLATE AMONGST OTHER BRAND OF
CHOCOLATES IN DELHI/NCR “ done by Mr.YOGESH DAHIYA, Roll No.
07517003909_, is completed under my guidance.

Signature of the Guide

Date:

PROF.RAJESH
BAJAJ
Designation:
Address:
Tecnia Institute of
Advanced Studies, New
Delhi-110085

Countersigned
Dean/Director

2
 ACKNOWLEDGEMENT

I would like to thank my faculty guide PROF.RAJESH BAJAJ , who provided me with

the necessary information and utmost co-operation during my project and acted as a

constant source of motivation & enlightenment for me. His valuable inputs at every stage

of the research process charted the course towards the successful and timely completion

I would like to acknowledge my indebtedness to TIAS Faculty for approval and support

for my Dissertation.

RAJESH BAJAJ

07517003909

3
 CONTENTS

S No Topic Page No
1 Certificate 2
2 Acknowledgement 3
3 Body of Report

Chapter-1 Introduction 5

Chapter-2 Conceptual framework & Research 22

Methodology

Chapter-3 Data Reduction & Presentation 28

Chapter-4 Data Analysis 59

Chapter-5 Conclusion &Suggestions

4 Recommendations 62
5 Limitations 63
6 References/ Bibliography 64
7 Appendices

4
 TO DETERMINE THE CONSUMER
PERCEPTION OF AMUL BRAND OF
CHOCOLATES AMONGST OTHER BRAND
OF CHOCOLATES IN
DELHI / NCR

5
6
 EXECUTIVE SUMMARY

The project deals with the “TO DETERMINE THE CONSUMER

PERCEPTION OF AMUL BRAND OF CHOCOLATES AMONGST
OTHER BRAND OF CHOCOLATES IN DELHI / NCR”. It starts with
the brief of Amul India Ltd. One of the India’s largest FMCG company in
India its path to success from foundation step, the values that guides the
company, history of the company, product profile of the company.

I have described about the project why it was undertaken. Where the
success came with regard to chocolates and how the research was
undertaken.

The further look at Research Methodology, the objectives of the study

have been described there along with the steps followed to attain the
objectives. In carrying out the source of the research study, a survey of the
chocolate retailers and consumer in some area of Delhi, Gurgaon and Noida.

Going through the project the Finding and Analysis, the data collection,
SWOT analysis has been presented analyzed to meet the objectives of the
study.

Finally it includes the last but not least conclusions and suggestion which
present before us the gist and the crux of the study and necessary from the
in-hand experience gained out of the whole course of attaining the task of
completing the project.

7
 CHAPTER 1

COMPANY PROFILE

8
 INTRODUCTION TO AMUL

Thirty years ago the milk producers of Gujarat had come together and decided to create

their own organization to enhance the marketing capacity of the dairy Co-operative milk

marketing federation Limited namely Gujarat Cooperative Milk Marketing Federation

(GCMMF Ltd.). Dr. V. Kurien was the founder of this co-operative society and this

society had been formed in a small village of Gujarat named Anand.

Gujarat Cooperative Milk Marketing Federation (GCMMF Ltd) is India’s largest food

products marketing organization. It is a state level apex body of milk cooperative in

Gujarat which aims to provide remunerative return to the farmers and also serve the

interest of consumers by providing quality products which are good value for money.

Amul Plant at MOGAR, which engaged in manufacturing

chocolate, nutramul, Amul Ganthia and Amul lite.

9
AMUL’S HISTORY
Amul birth is indelibly linked to the freedom movement in India. It was Sardar

Vallabhbhai Patel who said that if the farmers of India are to get economic freedom then

they must get out of the clutches of the ‘middlemen’. The first Amul cooperative was the

result of a farmers’ meeting in Samarkha (Kaira district, Gujarat) on 4 January 1946,

called by Morarji Desai under the advice from Sardar Vallabhai Patel, to fight rapacious

milk contractors. It was Sardar’s vision to organize farmers, to have them gain control

over production, procurement and marketing by entrusting the task of managing these to

qualified professionals, thereby eliminating the middlemen, the bane in farmers’

prosperity.

The decision was taken that day in January 1946. Milk producers’ cooperatives in

villages, federated into a district union, and should alone handle the sale of milk from

Kaira the government run Bombay Milk Scheme. This was the origin of the Anand

pattern of cooperatives. The colonial government refused to deal with the cooperative.

The farmers called a milk strike. After fifteen days the government capitulated. This was

the beginning if ‘Kaira District Cooperative Milk Producers’ Union Ltd., Anand

registered on 14 December 1946. Mr. V.Kurien was the founder of this cooperative

society. this society had been formed in a small village of Gujarat named Anand.

Originally the Anand pattern included dairy cooperative societies at the level. Inspired by

the Kaira Union, similar milk unions came up in the other districts too. In 1973, in order

to market their product more effectively and economically, they formed the GCMMF

10
Ltd. GCMMF become the sole marketer of the original range of Amul products including

milk powder and butter. That range has since grown to include ice cream, ghee, cheese,

chocolates, shrikhand, paneer, and so on. These products have made Amul a leading food

brand in India.

The brand name AMUL, has taken from the Sanskrit Amoolya, meaning priceless, was

suggested by a quality control expert in Anand also from Anand Milk Unit Limited. The

first products with the Amul brand name were launched in 1955. Since then, they have

been in use in millions of home in all parts of India and beyond. Today Amul is a symbol

of many things: of high quality dairy products sold at reasonable price, availability,

service. Amul is the brand name of two million farmers, members of 10,000 village dairy

cooperative societies throughout Gujarat. This is the heart of Amul; it vis what is so

special about the Amul saga. Amul in 1946 was really an effort to carve out a truly Indian

company that would have the involvement of millions of Indians and place direct control

in the hands of the farmers.

It was a mandate for producing, owning and marketing and above all, building your own

truly Indian Brand. Amuls’s birth was thus a harbinger of the economic independence of

our farmer brethren. Today, 173 milk producers’ cooperative unions and 22 federations

play a major role in meeting the demand for packed milk and milk products. Quality

packed milk is now available is more than 1,000 cities throughout the length and breadth

of India. Amul, therefore, is a brand with a difference. That difference manifests itself in

11
a larger than life purpose. The purpose – freedom to farmers by giving total control over

procurement, production and marketing.

12
ORGANIZATIONAL STRUCTURE

BOARD OF DIRECTOR

MANAGING DIRECTOR

CHIEF GENERAL MANAGER

GENERAL MANAGER

ASSISTANT GENERAL MANAGER

EXECUTIVE

DEPUTY EXECUTIVE

ASSISTANT EXECUTIVE

SENIOR EXECUTIVE

JUNIOR EXECUTIVE

FIELD SALES REPRESENTATION

13
DISTRIBUTION CHANNEL

MEMBER UNION (PLANT)

DEPOT GODOWN

DISTRIBUTOR

RETAILERS

CONSUMER

14
INDUSTRIAL OVER VIEW OF CHOCOLATE INDUSTRY

The vital statistics of the confectionery segment seem more promising than the

conventional FMCG categories such as toilet soaps or detergents. While toilet soaps and

detergents already reach over 90 per cent of the households, both chocolate and sugar

confectioneries have abysmally low penetration levels.

ORG-MARG estimates suggest that chocolates penetrated just five per cent of the Indian

households in 2000. On the other hand, sugar-boiled confectionery reaches 15 per cent of

the households, leaving ample room for growth. Even considering the urban market

alone, the category reaches just 22 per cent of the urban consumers.

This category, therefore, has considerable potential to grow before it reaches saturation

point -- as have traditional FMCG products such as soaps and detergents. Chocolates and

sugar-boiled confectionery boast of even lower penetration levels than biscuits, which

reach 56 per cent of the households. The Indian confectionery market is segmented into

sugar-boiled confectionery, chocolates, mints and chewing gums. Sugar-boiled

confectionery, consisting of hard boiled candy, toffees and other sugar-based candies, is

the largest of the segments and valued at around Rs 2,000 crore. The organised segment

is dominated by Nutrine Confectionery and Parry Confectionery, apart from the Indian

arms of MNCs such as Perfetti India and Warner Lambert.

15
Cadbury India and Nestle India also made a foray into this segment five years ago and

have a small presence. Chocolates make up a 22,500-tonne market which is valued at Rs

400 crore and dominated mainly by listed players Cadbury India and Nestle India. but

slipping volumes However, despite its unmistakable potential, the major players in the

confectionery industry have not fared too well in recent times in terms of sales growth.

Take the chocolate segment. Cadbury India, which derives nearly 76 per cent of its

revenues from chocolates and sugar confectionery has seen its top line growth wind down

from 19 per cent in 1999 to 12 per cent in 2000 and further to 7 per cent in the first six

months of 2001. Nestle India has managed to report healthier sales and profit growth, but

this is more on account of the contribution from milk, coffee and culinary products rather

than sugar or chocolate confectionery.

16
The only listed player in sugar-boiled confectionery has not done too well either. Parrys

Confectionery, a leading player in sugar-boiled confectionery, has reported shrinking

sales volumes in 1998-99 and 1999-2000, after robust financial performance in earlier

years. Screeching to a halt These topline numbers only reflect the ground realities.

Industry sources estimate that the 22,500-tonne chocolate market, which grew at a robust

12 per cent per annum until 2000, grew by just three per cent in that year.

Several factors appear to behind this slowdown. As with all other FMCG products, the

demand for confectionery products appears to have been hit by the economic slowdown

and the consequent shrinkage in consumer spending. Confectionery products are impulse

foods and thus appear to have borne the brunt of a cutback in consumer spending over the

past couple of years, while staple foods have continued to exhibit healthy growth rates.

This is evident from ORG-MARG figures which suggest that the annual per capita

consumption of chocolates actually fell from 312 grams in 1999 to 307 grams in 2000,

while that for sugar boiled confectionery fell from 621 grams to 579 grams (source:

ORG-MARG Milestone Papers: The Growth Inertia). Branded staples such as atta and

salt registered a healthy increase in per capita consumption over this period.

No price hikes

Despite fairly aggressive promotional efforts by marketers, the overall penetration level

for chocolates registered no increase between 1999 and 2000.

17
Consumption of chocolates could have been impacted by the selling price increases that

marketers effected between 1999 and 2000. In 1999 and 2000, selling prices of key

chocolate brands were pegged up by 5-15 per cent, partly reflecting a spike in cocoa

prices in that period. This probably contributed to the sales growth for the year.

However, with cocoa prices falling sharply in the second half of 2000, marketers were

forced to maintain selling prices of most products, holding back value growth in sales.

Cadbury India, the market leader in the chocolate segment (market share 71.9 per cent)

saw the growth in its chocolate portfolio slow to 6 per cent in the April 2006 to April

2007 period, from nine per cent the previous year. This was mainly due to the healthy

double digit growth rates in its flagship brand -- Cadbury's Dairy Milk. Brands such as 5

Star and Perk stagnated in 2006-07.

Nestle India's chocolate portfolio (comprising of KitKat, Munch and Charge

commanding a total market share of 24.7 per cent) slowed even more dramatically,

registering less than one per cent growth between April 2006 and April 2007. Though

Nestle's recent launch, Munch, has been a success, the low-priced brand has moderated

the value growth in Nestle's portfolio. Wooing adults now The avenue for growth appears

to lie in taking advantage of the low penetration level for chocolates by roping in new

consumers. The chocolate majors attempted to do this by repositioning chocolate, earlier

targeted at children, as a snack food for adults. Cadbury's chocolate-coated wafer Perk

and Nestle's Charge and Munch were essentially sold on this platform.

18
Though products such as Perk did succeed initially (Cadbury India claims to have added

nine million new consumers in 2007), growth in this segment appears to be petering out.

Both Perk and KitKat (thechocolate-coated wafer which is central to Nestle's chocolate

portfolio), have shown signs of stagnation in 2001, actually reporting negative growth

rates for a few of the months. Banking on smaller editions Of late, the chocolate majors

have been rejigging their products to launch chocolates in the Rs 10 and Rs 5 price

points. Mimicking the trend in other FMCG products, the chocolate majors have been

relaunching their conventional chocolate brands in smaller unit packs, hoping that this

will prompt more frequent purchases and pep up volume growth.

The past year has seen a slew of such launches, the 18-gram version of 5 Star (retailing at

Rs 5), the 15-gram version of Cadbury Dairy Milk (Rs 5), Perk Slims (Rs 5), Cadbury

Chocobix (a chocolate biscuit combination priced at Rs 5), Nestle Crunch (a mini snack

at Rs 6) and Nestle Munch (Rs 5).

It is early days yet to judge if this has indeed pepped up volume growth in the segment.

However, the chocol`1ate majors do not have much to lose. Unlike the low unit pack

versions of products such as shampoos, the low unit packs of chocolates do not cost less

on a per gram basis than their normal versions.

In most cases, the grammage offered under the low priced packs, has been brought
down in the same proportion as the price, leaving realisations for the
chocolate majors untouched.

19
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.

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.
• 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.

20
PROBLEMS OF THE ORGANIZATION

It is not a hidden fact the Amul has its own image or brand which show the value of

money for its product. The AMUL’S have a great product line and depth. AMUL’S

products are Amul Butter, Amul Cheese Amul confectionery, Amul Flavored Milk and

Pasteurized milk, Dahi, Lashi, Ice-cream,etc.

If we give a overall look on the all market position of AMUL’S product almost all

product have a grate market share in other hand all product are market leader with there

grater sales volume and high turn over, for example AMUL Butter, AMUL Flavored

milk, AMUL Mogerella chess. But in case of AMUL Chocolate the position of AMUL is

not satisfactory. It is generally consider AMUL is in the 3rd position after CADBURY

and NESTLE. Both the company has separate distribution channel for chocolate, they are

giving high priority to confectionery products. They are providing easy replacement, high

penetration, and regular visit to retailers shop. Most importantly they are providing cool

storage equipment to their retailers and they positioning their product through heavy

advertisement campaign.

Recently the AMUL Chocolate is re-lunched in market but the position remains same,

which is very critical for the company. After re-lunched, the sale volume and customer

awareness about the all chocolate products remain unsatisfactory, which create harsh

situation for all organization. Company highly willing to excel in the chocolate field there

are some problem, which is adversely influence the organization.

21
There are some problems, which is as follows: -

• Competitors position in market

• Vast distribution channel which deals almost all product

• Replacement

• Retailer satisfaction level

• Awareness about the product

PRODUCT PROFILE

Chocolate & Confectionery:

• Amul Milk Chocolate
• Almond Bar
• Chocozoo

Product Specification

22
Composition:

• Milk Fat 2%

• Sugar 55%

• Total Fat 32.33%

• (Milk Fat + Cocoa Fat)

• Cocoa Solids 7.5%

• Milk Solids 20%

23
CHAPTER 2-
CONCEPTUAL
FRAMEWORK &
RESEARCH
METHODOLOGY

24
REVIEW OF LITERATURE

The first Amul cooperative was the result of a farmers’ meeting in Samarkha
(Kaira district, Gujarat) on 4 January 1946. The brand name AMUL, has taken
from the Sanskrit Amoolya, meaning priceless. The first products with the
Amul brand name were launched in 1955

Today Amul is a symbol of many things: of high quality products sold at

reasonable price, availability, service. Amul is the brand name of two million
farmers, members of 10,000 village dairy cooperative societies throughout
Gujarat.
The purpose – freedom to farmers by giving total control over procurement,
production and marketing

The earliest record of chocolate was over fifteen hundred years ago in the
central America rain forests, where the tropical mix of high rain fall combined
with high year round temperatures and humidity provide the ideal climate for
cultivation of the plant from which chocolate is derived, the cacao tree.
“Chocolate is made from the cocoa bean, found in pods growing from the
trunk and lower branches of the cacao tree

The logical strategic point is to understand how logistical competency

contributes to marketing performances. Firms guided by market opportunity
view satisfaction of the customer as the motivation behind of the entire
activities. The objectives of marketing initiatives are to penetrate chocolate
market and generate profitable transaction

Now day’s dealers are expecting the promotion activity for availability of the
product at the right time is vary important. It happens where dealers will be
least care about the brand availability by offering this promotion activity
Cadbury will be able to hit the minds of dealers and again this activity will
also helps in improving the image of Cadbury where it is weak, as well as the
specialties like dairy milk etc.

25
RETAILERS’ EXPECTATION

The main points that have emerged in the survey are :-

• Around 90% of the retail markets are ready for Amul chocolate as they

have faith in Amul brand.

• The retailer expected the following facilities from Amul.

1 FREEZER: -

All the chocolate company viz. Cadbury and nestle give their own freezers

and the retailers are not allowed to stock other companies product in it. The freezer

now being provided by Cadbury are two type. The first serve the dual purpose of

storage and also a display counter as they come with a transparent glass. According to

the retailers these freezer have added to their sales now the customer can actually see

that various chocolate kept inside further these chocolate operate on only 100 watts of

electricity can on an inverter too and the chocolate does not melt up to a long time.

The second type of freezer is the rack freezer. The deposit taken generally depends on

size and the kind of freezer taken but in certain cases I found out that the retailer

differ and tend to be flexible with the amount of sales given by that particular

retailers.

26
2. ADVERTISING: -

This is another factor that affect the retailers a lot. All the major player

and especially Cadbury takes special care in this respect. Nestle also does the

advertising but not as Cadbury. Amul has to taken aggressive advertising countered

especially at Delhi market. The retailers have Cleary stated that they would first see the

demand of the product in the market coupled with advertising support from the

company and only them they would be interested in stocking Amul chocolate.

3. REPLACEMENT POLICY :-

Amul is already blamed for poor replacement policy and with two major player

giving this policy. Amul has to giving certain kinds of replacement policy to make its

product more acceptable to the retailers for instance Cadbury gives 100% replacement for

product defects and around 80% replacement for damage due to some the time taken by

the company to reimbursement

4. QUALITY AND DEMAND :-

Big retailers said that they would keep the product only when the customer demand for it.

There policy and other retailer said that the quality of chocolate should be good and

should be in more verity.

27
5 . PROPER DISTRIBUTION :- Cadbury have sound distribution system. They give

their dealer a lot of monetary benefits through schemes and dealers in turn taken care

of proper distribution. Dealer are gifted on achieving sales target.

The dealers also take care of malignance of freezer in the event of these to repair the

freezer.

6. SCHEMES :-

During the festival season viz. rakha-bandan, depawali, and other religious

function Cadbury promote their product by giving special offer to there retailer as well as

to there customer. In this time every company try to maximize there sale and advertise

there product in same way so Amul should try to do in this line too.

28
 SIGNIFICANCE AND SCOPE OF STUDY

SIGNIFICANCE OF THE STUDY

Consumer Perception plays a vital role in success or failure of any particular brand or
product. The study has been undertaken to study the perception of Amul brand of
chocolates amongst chocolates customers in DELHI / NCR and to determine the extent to
which the company has been successful in achieving their objectives.

SCOPE OF THE STUDY

From the study one can easily infer the present market position of Amul chocolate with
its leading competitors. The study is designed and focused primarily on identifying the
present market position of the Amul chocolate. It also includes identification of its core
competitors and enhancing efforts towards brand repositioning in present and in future.

OBJECTIIVES OF THE RESEARCH STUDY

The primary objective would be:-

• To conduct a comparative analysis of Amul Chocolate vis-à-vis its competitors.

The other objectives would be:-

• To find out the profiles of the consumers of Amul Chocolates in Delhi NCR

• To study the awareness of Amul Brand chocolates amongst the consumers

• To determine the perception of Amul Chocolates amongst chocolates consumers

as compared with other known brands.

29
30
 RESEARCH METHODOLOGY

i) PRIMARY SOURCE –

 Questionnaire
 Personal Discussion and Interview
ii) SECONDARY SOURCE –

• Websites
• Magazines and Newspapers

iii) SAMPLE SIZE AND SAMPLE METHOD

Sample size is of 100.The sample method used is

convenience method.

SAMPLE UNIT: Consumer - 70 divided in 4 focus groups

8-12 years 20 persons

13-20 years 20 persons

21-30 years 20 persons

31 years + 20 persons

Dealers- 30 Retailers across NCR Delhi

iv) STATISTICAL AND PRESENTATIONS TOOLS USED

• BAR GRAPH

31
 CHAPTER-3

DATA REDUCTION

&

PRESENTATION

32
DATA ANALYSIS OF CUSTOMER QUESTIONNIERS

AGE yes no

8-12 years 90% 10%

13-20 years 85% 15%

21-30 years 65% 35%

31 + years 40% 60%

DO YOU EAT CHOCOLATES

 67% Customer s eat chocolate, and 33%. of customers don’t eat chocolates

33
AT WHAT TIME DO YOU LIKE TO EAT CHOCOLATES

50%

40%

30% 8-12 year

13-20 years
20% 21-30 years
31 + years
10%

0%
any time celebration

No
reason

 88% Customer Prefer Chocolate At Anytime, Only 8% Customer like Chocolate

During Party or celebration, Only 4% Customer Like Chocolate for no reason.

34
WHICH TYPE OF CHOCOLATES DO YOU LIKE MOST

INTERPRETATION

 Bar is most popular in consumer, Toffee is the second popular chocolate in

consumer, lesser People like candy, and few people like all kind of chocolate

35
WHICH TYPE OF FLAVOUR DO YOU LIKE MOST

 According to Survey 22% Customer Prefer Milky Flavor, 26% Prefer Coffee,

22% Prefer Fruit-n-Nut, 2% Prefer Milky and Coffee,12% Prefer Milky and Fruit-

n-Nut, 8% Prefer Coffee and fruit-n-Nut,2% prefer All Flavors and only 6%

Prefer Other Flavors

36
 WHAT IS IN YOUR MIND WHILE PURCHASING CHOCOLATE

 While Purchasing Chocolate majority of the Customer Prefer Flavors, very few

Customer Prefer Gift as a Chocolate or the brand

37
HOW MUCH DO YOU LIKE TO SPEND ON CHOCOLATE PER WEEK

 70% customer spend below Rs/-50 on chocolate 20% customer spend Rs/-50-100

on chocolate,10% customer spend above Rs/-50 on chocolate.

38
HOW DO YOU RATE THESE BRANDS BASED ON THE PARAMETERS

MENTIONED BELOW @ 1-4 METER SCALE (4 IS THE HIGHEST AND 1

BEING THE LOWEST)

AMUL

NESTLE

39
 CADBURY

 Customer prefer Cadbury as a first preference, Nestle as second preference and

Amul as their third preference ( PRICE AND TASTE)

40
ARE YOU AWARE OF

 58% customer are well aware about the Amul milk chocolate,23% customer are

well aware about the Almond Bar,10% customer are well aware about the

Chocozoo,5% customer are well aware about the Fundoo,4% customer are well

aware about the Bindaaz.

41
 RETAILERS QUESTIONNAIRE

DO YOU SELL CHOCOLATES

 91% retailer sell chocolates, 9% of the retailers don’t sell chocloates

42
CHOCOLATES ARE ALWAYS PURCHASED BY WHOM

 Children are the ones who mostly buy the chocolates, followed by their parents,

the least one being the neighbors.

43
ARE YOU AGREEING THAT CHOCOLATES ARE ALWAYS IMPULSIVE

PURCHASE

 75% retailers agree that chocolate are always impulsive purchase, 20% feel that it

is not impulsive purchase, and only 5% agree that to some extent it is impulsive

purchase.

44
WHICH BRAND OF CHOCOLATES DO YOU SELL

 Approximately 90% of retailers sell all the 3 major brand of chocolates ie Amul,

Cadbury and Nestle

45
WHICH BRAND IS MOST PREFERRED BY THE CUSTOMERS

 On an average 35% of the customers prefer Cadbury followed by 30%

preference of nestle, 27% preference of amul and 8% preference of others

46
WHAT IS THE DEMAND DRIVEN FORMULA FOR THE CUSTOMERS

 Taste and quality are the most demand driven factors for the customers

47
HOW DO YOU RATE THESE

AMUL

CADBURY

48
 NESTLE

 Distribution and Sales/Month are the highest rated factor for all the three major

brands of chocolates.

49
DO CUSTOMERS DEMAND THE CHOCOLATES BY THEIR BRAND NAME

 Maximum no of times customers demand chocolates by their brand name

50
 CHAPTER-4

DATA ANALYSIS

51
 S.W.O.T ANALYSIS

STRENGTH:-

• Amul has a brand image.

• It has a high quality.

• It has a great purity.

• It has a pool of dedicated and hardworking workforce.

• Experienced market player.

WEAKNESS:-

• Company has no proper promotion strategy.

• Complex replacement procedure.

• Fewer margins to retailers.

• Distribution is not up to the mark in every area.

• There is a problem with storage of Amul Chocolate

52
OPPORTUNITY:-

• Sale can be increased by providing the replacement offer to retailers.

• Increase in retailer margin can enhance the sale of Amul Chocolate.

• Focused approach towards small market can also increase the sale of

Amul Chocolate.

• New schemes can be provided to the retailers to attract them to push the

sale of Amul Chocolate.

THREATS:-

• More competitors are entering in the market.

• Competitors are providing more margins to retailers.

• Competitors also giving replacement facility to retailers.

• Competitors providing regular supply and strong distribution channel.

• Competitors also reaching to small market

53
 CHAPTER -5

SUGGESTIONS &

CONCLUSION

54
 CONCLUSION

• Amul Chocolate enjoys the trust of the retailers as well as the consumer because

of its quality and huge brand image.

• Some distributors do not give proper information to the retailers about the product

and offers given by the company for the promotion of the Amul Chocolate. This

leads bad image of the company.

• There is some problem with the packaging of the product. As a result the

Chocolate puffed before its expiry period.

• Some of the competitors are providing easy replacement facility to the retailers

which are attracting them towards those companies.

• Some of the competitors are providing wider margins to the retailers. Wider

margin is making the retailers to push the sales of the competitors. There are some

of the areas in Delhi /NCR are not yet tapped properly by the company.

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 SUGGESTIONS

• The company should try to build some feed back mechanism from the retailer

to check the wholesalers intervention in the AMUL’S distribution area because

the wholesaler try to hamper the goodwill as well as the other benefit of the

company and their most important part of distribution channel.

• The company should maintain separate distribution channel for the chocolate

because it is seem mostly during study that one single distribution deals all

product, as it is not a hidden fact that the product line and product depth is very

wide.

• The company should provide new schemes on the regular basis to the retailers as

well as to the consumers to increase its market share.

• During my project this fact become clear that the customer are not well aware

about the all product item of amul chocolate so through the strong advertisement

company should try to increase the awareness of the AMUL chocolate.

• The retailers main problem is storage of AMUL Chocolate as I saw Cadbury as

well as Nestlé both company provide refrigerator and display box for proper

storage as well as the promotion of their product so AMUL should do something

on this line.

• Replacement is big problem for retailers especially in chocolate segment because

all chocolate products need special kind of care but there some unavoidable factor

damage the chocolate so company should provide revive the policy about the

replacement, easy replacement facility to the retailers so that they could be

attracted toward selling the AMUL Chocolate.

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 LIMITATIONS OF THE STUDY

Although all efforts were taken to make the result of survey as accurate as possible the

survey had the following constraints :

• Retailers are not willing to give answers of the questions due to their busy

schedules.

• Study was restricted to Delhi/ NCR only

• Retailers hide the facts especially in the sales figure.

• A few retailers were not cooperating during the project survey. It was quite

difficult to collect necessary data.

• Due to the time constraint period it was not possible to explore more areas of

concern pertaining to project study.

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 BIBLIOGRAPHY

BOOKS REFERRED

• Kotler, Philip, Marketing Management, Tenth edition, New Delhi

Prentice Hall of India Private Ltd, 2002.

• Kothari, C.R, Research Methodology methods & techniques, second

edition, New Delhi, New Age International Publishers Limited, 2003.

SEARCH ENGINE:-

• www.google.com

• www.yahoo.com

WEB SITE:-

www.amul.com

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 ANNEXURE-A

CUSTOMER QUESTIONNAIRE

Name ……………………….. Address ……………………..

1. Do you eat chocolate?

Yes □ No. □

2. When do you prefer to eat chocolates?

Any Time □ No Reason □ At Celebration time □

3. Which types of chocolate do? You like most?

Candy □ Toffee □ Bar □

4. Which type of flavor / taste do you like most?

Milky □ Coffee □ Fruit – n – nut □

Others □

5. What’s in your mind while purchasing chocolate?

Flavor □ Gift □ Price □

Quality □ brand □ all of these □

6. How much do you like to spend on chocolate ?

Below 50 □ 50-100 □ above 100 □

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 7. How do you rate these brand base don the parameters mentioned below @ 1-4

meter scale? (4 is the highest and 1 being lowest)

Brand/parameters Price Quality Taste Availability

Amul
Nestle
Cadbury
Others

8. Are you other suggestion?

Yes No.

Amul Milk Chocolate ………… ……………..

Almond Bar ………… ……………..

Bindaaz …………... ………………

Fundo …………… ………………

Chocozoo …………… ………………

9. Any other suggestion?

ANNEXURE-

RETAILER’S QUESTIONNAIRE

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1. Do you sell the chocolates?

Yes □ No □

2. Chocolates are always purchase by whom?

a) Child b) Parents c) Neighbor d) Grand parents e) All of these

3. Are you agreeing that chocolates are always impulsive purchase?

a) Yes b) No c) To the some extent

4. Which brand of chocolates do you sell?

a) Amul b) Cadbury c) Nestle d) Others e) All of these

5. Which brand is most preferred by the customers?

a) Amul b) Cadbury c) Nestle d) Others

6. What is the demand driven formula for the customers?

a) Price b) Quality c) Taste d) Others e) All of these b)

7. How do you rate these? (Very Good & Good)

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CHOCOLATES DISTRIBUTION PROFIT MARGIN SALES/ MONTH

NAME CHANNEL
AMUL
CADBURY
NESTLE
OTHERS

8. Do customers demand the chocolates by their brand name?

a) Often b) Irregular c) Some time given by me

Respondent details

Name : ___________________________________________

Address: __________________________________________

Thank you very much for your kind co-operation and invaluable time.

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