3. Company Profile First milk union KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNIONStarted in 1946. Selected Brand name AMUL in 1955. Amul means “Priceless” in Sanskrit. Entered in chocolates segment in 1970
5. COMPETITORS The 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.
7. Market Research Research Objective Why 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
8. Contd.. To find out in which segment chocolates are mostly liked/preferred. To understand which advertisement medium must AMUL use To know the factors which affects consumer’s buying behaviour to purchase chocolates. Various types of chocolates available in the market Information if the television advertisement timing is effective or not.
9. 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
13. Modified Positioning Slogan ‘Good for anytime’. It will highlight the premium quality of the product an also easy availability of chocolates anytime people want.
15. 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.
16. Price PRICE MEDIUM LOW HIGH HIGH QUALITY MEDIUM LOW High Value Super Value Premium Over Charging Medium Value Good Value False Economy Rip - Off Economy
17. 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.
18. 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.
