Post on 30-Apr-2015
description
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.