amul ppt
TRANSCRIPT
Amul Chocolates
Class I B Submitted by:
Alok Kumar 02 Amar Mehta 03
Anil Singh 07Anjan Vij 08
Annie James 09Anuroop Raj 10
AgendaSr NO. Topic Slide No.
1 Methodology 3
2 Assumptions/ Limitations of Study 4
3 Consumer Behaviour 5
4 Market Share 7
5 Positioning 8
6 Advertising 15
7 Retailer Study 20
8 Customer-Based Brand Equity of Amul 23
9 Associative Network Memory Model 24
10 Consumer Decision Making Process 25
11 Customer-Based Brand Equity Pyramid 26
Methodology
Brainstorming
Research Analysis Results
Questionnaire for:
•Retailer
•User
•Non-User
Primary:
•Questionnaire survey
Secondary:
•Internet
Based on:
•Qualitative
•Quantitative
Delivered on Power point Presentation
Assumptions/ Limitations of Study
• All results purely based on respondent responses (Survey)
• Low sample size:– 1 Distributor– 3 Retailer– 2 Consumers of Chocolate
• 1 consumer for Amul Chocolate• 1 non- consumer for Amul Chocolate
Consumer Behavior• The global chocolate market is worth $75 billion
annually
• Chocolate market is estimated to be around 1.5billion (ACNielsen) growing at 18-20% per annum
• The per capita consumption of chocolate in India is 300 gram compared with 1900gram in developed markets such as the United Kingdom
• Over 70% of the consumption takes place in the urban markets
• Chocolate sales have risen by 15% in 2007 to reach 36000 tonnes according to one estimate. Another estimate puts the figure at 25000 tonnes
Source : FMCG Marketer Site
Consumer Behavior• The traditional Indian sweet is getting
substituted by chocolates. Instead of buying sweets on Raksha Bandhan.
• Shops opening up in Malls leading to Impulse Sales
• Chocolates which used to be unaffordable, is now considered mid-priced. Convenience over Mithai in terms of packaging and shelf life
• Designer chocolates have become status symbols. They are linked to one’s aspiration and lifestyle and malls are perfect points of sale as people usually are happy and gay at these destinations. Ex: Chocolatiers
• In past, consumers had negligible inclination for dark chocolates. But change is being seen.
Source : FMCG Marketer Site
Cadbury – 66%
Market Share
Nes
tle –
20%
Impo
rted
- 8
%
Oth
ers I
nclu
ding
Am
ul –
6%
Period: January-November 2007
Cadbury India
• Use of emotional appeals in advertising • Customer surveys as a means to align the
advertisements with evolving consideration sets of customers.
• Packaging as a tool to communicate quality.• in 1994, Cadbury changed communication
campaigns were targeted at adults, to expand the chocolate market and increase sales.
Positioning of cadbury chocolates
• Cadbury Diary Milk-Kuch Mita Ho Jaye(As a daily sweet)
• 5 Star-From 'deliciously rich, you'd hate to share it' in the 70's, to the 'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late 80's
• Perk-Anytime Anywhere(Anytime Snack)• Celebration-Riste Pakne Do(For special
occasions)• Temptations-For Chocoholics• Cadbury Bytes-To replace evening snacks
NESTLE
• Nestle india is a subsidiary of nestle S.A. a leading swiss giant.
• The company is focused on growing its market share through renovation and innovation of its existing brands in India.
• It has access to nestle S.A.’s investments(global expenditure was Rs.6500 crores in 2007) in R&D and advanced technology.
Positionoing of nestle chocolates
• Brands: Kit Kat-Have a break,have a kitkat
(Anytime snack)
• Munch-Crunchy
• MilkyBar- For Kids
• Bar One- Time For Action (Targeted at youth)
• Milk Chocolate- For Kids
HAVE A BREAK, HAVE A KITKAT
GIVE ME THE POWERCAN’T STOP MUNCHING
Positioning for Amul
• Tagline: “A gift for someone you love”
• Express your emotions through Amul Chocolates.
• Showcasing the Indianness of the brand by the means of packaging.
• Trying to position itself as the “ultimate gift”.
Outdoor Advertising
Packaging EmotionsPrint Ads
TV Advertising
Low range products
Company Category MRP Weight (GMS)
Cadbury Bars (Dairymilk,5 star,perk)
Rs 5 ,
Rs 10
11.5,14,15;
22,32,30
Nestle Bars (kitkat,munch,milkybar,chocolate,barone
Rs5 ,
Rs10
16.5,16,18,12.5,12;34,25,25,36
Amul Bindaaz wafer chocolate ,milk chocolate ,almond bar,dark chocolate , fundoo
Rs 5,
Rs10,
Rs 12
18,26,35,30
Higher range products
Company Category MRP Weight (GMS)
Cadbury Fruit n nut,crackle,roasted almond ,dairy milk ,crunchy, temptation,bournville
Rs25,30,48,20,45,75
45,40,132,44,42,44
Imported Snickers,toblerone,ferro roser,mars,lindt
Rs15,20,30,45,70,100,150,240,480
Amul Fruit n nut ,milk chocolate ,sugar free, rejoice ,elegant & corporate gift packs ,tins,choco zoo
Rs15,16,50,100,140
35,30
Retailer study Company Policies – On Ground Feed Back
– Zero credit flexibility from dealers. Payment on dispatch.
– No return of unsold goods. ( Rule solely adopted by Amul)
– Negligible variants in comparison to competing brands.
– Restricted usage, user types. (Ex. Cadbury is trying hard to position itself to replace the traditional Indian Mithai, being its substitute on Diwali and Raksha Bandhan)
– Neither push nor pull marketing. Zero Incentives from dealers to attract retailers (Ek pe ek muft offer), rigid margins, minimalist advertising (Print/TV/Radio)
Questionairre
Retailers visited
1. Deepak Sweets 2. Deepak Super Mart *
3. Reliance Fresh* Had Amul
Retailer StudyCommon Brands Stocked (In order of visibility and stocking quantity)
1. Cadbury
2. Imported Brands (Ferro Roscher, Tobelerone, Bounty etc)
3. Nestle
4. Candies & Gums (ex Polo, Happy Dent etc)
5. Amul ( Rarely accommodated)
Market Restrictions
- Surprisingly, not a price sensitive market.
- Highly emotional buy ( Mostly for gifts/personal consumption)
- Strong competition from imported chocolate brands ( Retailers get higher margins as pricing is flexible)
- Cadbury with extensive marketing/ communication has flooded the market.(It
is now a SYNONYM for chocolate in most areas – Power Brand Characteristic)
Retailer study
Brand Assets• Indianness• Trust• Simplicity• Togetherness• Healthy (Milk)
Brand Liabilities• Quality
• Lack of Taste• Smoothness
• Availability• Brand Appeal
Customer-Based Brand Equity of Amul
Associative Network Memory Model
Amul Chocolate
Milk
Cows
Indianness
Taste of India
Gujraat
Amul Girl
Old & Childhood
Highly Associated
All Brands (Chocolate)
Unknown Brands
Hershey’s, Toblerone, Twings, Skittles,
Known Brands
Cadbury, Nestle, Lindt, Ferrero
Rocher, Snickers, Mars
Overlooked
Amul
Bar-one (Nestle)
Unacceptable
Éclairs, Milkybar (Nestle)
Acceptable
Cadbury, Nestle
Not- Purshased
Nestle
Purchased
Cadbury
Evoked Inept Inert
Consumer Decision Making Process- Evaluation of alternatives
Customer-Based Brand Equity Pyramid
Salience
ImageryPerformance
FeelingsJudgments
Resonance
4. Relationships
What about you and me?
3. Response
What about you?
2. Meaning
What are you?
1. Identity
Who are you?
Brand Salience
Brand Awareness– Brand Recognition:
• Consumer can recognize the brand
– Brand Recall• Amul is not in “Top Of Mind” (TOM) as well as not in spontaneous list
Brand Image– Indianness– Color “Red”– Amul Girl– Milk– For Old People
Brand Imagery
Categories of IntangiblesUser Profiles Children, Old Age
Purchase When no other option are available
Usage situations As a alternative of sweets
Personality Taste of India (Indianness), Red, Milky
History, Heritage Anand, Amul Girl
Experiences Yes
Brand Performance
Amul Chocolate scored less on following attribute as compare to its competitors: (on priority basis)
– Taste– Variety – Packaging– Availability– Brand Appeal
Brand Judgment
Categories of IntangiblesQuality Good
Credibility Trustworthy, Indianness
Consideration Low
Superiority No Differential Advantage
Feelings Feelings Ratings
Indianness High
Simple High
Honest & trustworthy High
Togetherness High
Warmth High
Happiness Low
Love Low
Celebration Low
Fun Low
Indulgent Low
Excitement Low
Pride Low
Special Low
Resonance
Categories of Intangibles
Behavioral loyalty
No loyalty towards the brand
Attitudinal attachment
No emotional attachment
Sense of community
Scored less
Active engagement
Is not seen in their behavior
