Marketing ProjectBy

Ajay Shetty-11007

Relaunch of

Amul chocolates

Company Profile

First milk union KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION Started in 1946.

Selected Brand name AMUL in 1955.Amul means “Priceless” in Sanskrit.Entered in chocolates segment in 1970

AMUL CHOCOLATES

COMPETITORSThe milk chocolate market in India has only three

big players, Cadbury(70%), Nestle(15%) and Amul (10%)

The largest target segment for Cadbury is youth.

Dairy milk alone accounts for 30% of market

New brands are present in several malls.

SWOT ANALYSISStrengths• ‘Amul’ have

done very well with all the variety of milk products.

• The brand ‘Amul’is well known to people & they can easily identify it from others.

• The prices of chocolates of ‘Amul’ can be made very economical and competitive.

Weakness• Failed to create

awareness among people, Lack of advertisement.

• The major weakness is that Amul does not aim equally at all products. Its main strength has only been Butter, Cheese an milk.

Opportunities• Scope of

launching new variants.

• Aggressive promotional strategies an easy availability in the markets.

• There is a lot of potential for growth and development as huge population stay in rural market.

Threats• Attractive

Packaging of competitors products.

• Attractive advertisement by competitors.

• Foreign Competitors, Like Hershey’s, Bounty, Mars.

Market Research

Research ObjectiveWhy Amul chocolate's Market share is 10% much less than

market leader Cadbury’s (70%).Why the awareness level of AMUL CHOCOLATE is very

low.Why Amul Chocolate’s are not easily available in markets as

compared to other brands.If any improvements in taste or packaging is required

Contd..To find out in which segment chocolates are mostly

liked/preferred.To understand which advertisement medium must AMUL

useTo know the factors which affects consumer’s buying

behaviour to purchase chocolates. Various types of chocolates available in the marketInformation if the television advertisement timing is

effective or not.

RESEARCH INSTRUMENTS

Questionnaires

A set of questions suitably arranged in order to collect information / data from the respondents

Diaries

Require the respondent to complete an entry every time that behavior occurs

S.T.P

Geographic

• Metro Cities, Urban as well as Rural areas

Demographic

• Children between the age of 8-60

Psychographic

• Health conscious people

Behavioral

• On special occasions, moments and events

Modified Segmentation

Modified Targetting

TargetingUndifferentiated Marketing

.

Modified Positioning

Slogan ‘Good for anytime’. It will highlight the premium quality of the

product an also easy availability of chocolates anytime people want.

Modified Marketing Mix

ProductPricePromotionPlace

Product

Change In taste & quality.

Launch of chocolates in new flavours like – dual flavours,exoctic dry fruits etc.

Sizes – Different size to suite different need of customers.

Attractive packaging as it attracts consumers.

Price

HIGH MEDIUM

LOW

HIG H

MEDIU

MLO W

QUALITY

Premium High Value

Super Value

Over Charging

Medium Value

Good Value

Rip - Off

False Economy

Economy

PRICE

Promotion

Increase in frequency of advertising, At prime time.To provide samples in retails outlets an malls so that

people can try it before buying it.It must come up with its own chocolate boutiques Shelves

in malls and super market.Should increase R&D spending to improve the quality &

taste.

Place

At Amul ice cream parlour.To put chocolate carts (similar to traditional bicycle ice-

cream carts) in malls and near college campuses to increase its reach

Availability in Retail Outlets.Selling through coin operated vending machines nearby

stations.

Thank You

Any Questions ?

BilibiographyVisited www.amul.com last on 5 october.Visited google.com images on 5th october.