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CHOCOLATE INDUSTRY

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CHOCOLATE INDUSTRY Powered By Docstoc
					          A PROJECT REPORT
                  ON

  EFFECTIVENESS OF AMUL CHOCOLATES
ADVERTISEMENT on CONSUMER BEHAVIOUR
         TOWARDS ITS SALES



      PREPARED AND PRESENTED
                by



      R.SATHYAPRIYADHARSHINI
                      ACKNOWLEDGEMENT



Words are insufficient to express my gratitude toward ____________,
I would like to give my heartily thanks to _________________,
Manager of Administration, who permitted me to do this project. I am
very thankful to _________________, who helped me at every step
whenever needed and _______________who arranged all possible
visits for me at AMUL.


However, I accept the sole responsibility for any possible error of
omission and would be extremely grateful to the readers of this project
report if they bring such mistakes to my notice.


At last but not least my grateful thanks is also extended to ________
and my thanks to all my faculty members for the proper guidance and
assistance extended by them. I am also grateful to my parents, friends,
_______________to encourage & giving me moral support.




                                    1
                          CONTENTS


 Sr.                         Chapter Name
 No.

1.         Introduction of Chocolate


2.         Introduction & History of Amul


3.         Research Methodology


4.         Research Design



     5.    Limitations & Literature review


      6.   Data Analysis & Findings


      7.   Suggestions


     8.    Conclusion

     9.
           Bibliography




                                 2
3
INTRODUCTION AND HISTORY
        OF AMUL




           4
          INTRODUCTION AND HISTORY OF AMUL


     In the year 1946 the first milk union was established. This union
was started with 250 liters of milk per day. In the year 1955 AMUL was
established. In the year 1946 the union was known as KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union
selected the brand name AMUL in 1955.

                 The brand name Amul means AMULYA . This word
derived form the Sanskrit word              AMULYA       which means
 PRICELESS . A quality control expert in Anand had suggested the
brand name AMUL . Amul products have been in use in millions of
homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,
Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice
cream, Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a
symbol of many things like of the high-quality products sold at
reasonable prices, of the genesis of a vast co-operative network, of the
triumph of indigenous technology, of the marketing savvy of a farmers'
organization. And have a proven model for dairy development (Generally
known as ANAND PATTERN ).



     In the early 40 s, the main sources of earning for the farmers of
Kaira district were farming and selling of milk. That time there was high
demand for milk in Bombay. The main supplier of the milk was Polson
dairy limited, which was a privately owned company and held
monopoly over the supply of milk at Bombay from the Kaira district.
This system leads to exploitation of poor and illiterates farmers by the

                                    5
private traders. The traders used to beside the prices of milk and the
farmers were forced to accept it without uttering a single word.



      However, when the exploitation became intolerable, the farmers
were frustrated. They collectively appealed to Sardar Vallabhbhai
Patel, who was a leading activist in the freedom movement. Sardar
Patel advised the farmers to sell the milk on their own by establishing a
co-operative union, Instead of supplying milk to private traders. Sardar
Patel sent the farmers to Shri Morarji Desai in order to gain his co-
operation and help. Shri Desai held a meeting at Samarkha village near
Anand, on 4th January 1946. He advised the farmers to form a society
for collection of the milk.




                                    6
      These village societies would collect the milk themselves and
would decide the prices at which they can sell the milk. The district
union was also form to collect the milk from such village co-operative
societies and to sell them. It was also resolved that the Government
should be asked to buy milk from the union.



      However, the govt. did not seem to help farmers by any means. It
gave the negative response by turning down the demand for the milk.
To respond to this action of govt., the farmers of Kaira district went
on a milk strike. For 15 whole days not a single drop of milk was sold to
the traders. As a result the Bombay milk scheme was severely affected.
The milk commissioner of Bombay then visited Anand to assess the
situation. Having seemed the condition, he decided to fulfill the farmers
demand.



      Thus their cooperative unions were forced at the village and
district level to collect and sell milk on a cooperative basis, without the
intervention of Government. Mr. Verghese Kurien showed main
interest   in   establishing   union       who   was   supported   by   Shri
Tribhuvandas Patel who lead the farmers in forming the Co-operative
unions at the village level. The Kaira district milk producers union was
thus established in ANAND and was registered formally on 14th
December 1946. Since farmers sold all the milk in Anand through a
co-operative union, it was commonly resolved to sell the milk under the
brand name AMUL.




                                       7
     At the initial stage only 250 liters of milk was collected everyday.
But with the growing awareness of the benefits of the cooperativeness,
the collection of milk increased. Today Amul collect 11 lakhs liters of
milk everyday. Since milk was a perishable commodity it becomes
difficult to preserve milk flora longer period. Besides when the milk was
to be collected from the far places, there was a fear of spoiling of milk.
To overcome this problem the union thought out to develop the chilling
unit at various junctions, which would collect the milk and could chill it,
so as to preserve it for a longer period. Thus, today Amul has more than
150 chilling centers in various villages. Milk is collected from almost
1073 societies.



     With the financial help from UNICEF, assistance from the govt. of
New Zealand under the Colombo plan, of Rs. 50 millions for factory to
manufacture milk powder and butter was planned. Dr.Rajendra


                                     8
Prasad, the president of India laid the foundation on November 15,
1954. Shri Pandit Jawaharlal Nehru, the prime minister of India
declared it open at Amul dairy on November 20, 1955.




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,




                                    9
the system ensured that the profit goes to the participants for their
socio-economic upliftment and common good.


Looking back on the path traversed by Amul, the following features
make it a pattern and model for emulation elsewhere.


Amul has been able to:


   y Produce an appropriate blend of the policy makers farmers board
      of management and the professionals: each group appreciating its
      rotes and limitations,
   y Bring at the command of the rural milk producers the best of the
      technology and harness its fruit for betterment.
   y Provide a support system to the milk producers without disturbing
      their agro-economic systems,
   y 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
   y 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




                                     10
people brought Amul into fame i.e. AMUL (ANAND MILK UNION
LIMITED), a name which suggest THE TASTE OF INDIA.



Plants



First plant is at ANAND, which engaged in the manufacturing of milk,
butter, ghee, milk powder, flavored milk and buttermilk.




Second plant is at MOGAR, which engaged in manufacturing
chocolate, nutramul, Amul Ganthia and Amul lite.




                                   11
Third plant is at Kanjari, which produces cattelfeed.




Fourth plant is at Khatraj, which engaged in producing cheese.




                                   12
Today, twelve dairies are producing different products under the
brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in
the world, which is matter of proud for Gujarat and whole India.




                                  13
                  BOARD MEMBERS



Shri Ramsinh Prabhatsinh Parmar       Chairman

Shri Rajendrasinh Dhirsinh Parmar   Vice-Chairman

Shri Dhirubhai Amarsinh Zala          Director

Smt. Mansinh Kohyabhai Chauhan        Director

Shri Maganbhai Gokalbhai Zala         Director

Shri Shivabhai Mahijibhai Parmar      Director

Shri Pravinsinh Fulsinh Solanki       Director

Shri Chandubhai Madhubhai Parmar      Director

Shri Bhaijibhai Amarsinh Zala         Director

Shri Bipinbhai Manishankar Joshi      Director

Smt. Sarayuben Bharatbhai Patel       Director
Shri Ranjitbhai Kantibhai Patel       Director

                                      Managing
Shri B. M. Vyas                       Director
                                      G.C.M.M.F

                                       District
Shri Deepak Dalal
                                      Registrar

                                      Managing
Shri Rahul Kumar
                                      Director




                          14
ADVERTISEMENT FOR AMUL




          15
 RESEARCH
METHODOLOGY




     16
                   RESEARCH OBJECTIVES


 To know the relationship of sales with the advertisement.


 To know awareness of people towards Amul chocolates.


 To know in which segment chocolates are mostly like/preferred.


 To know which advertisement tool is mostly preferred by people.


 To know the preference of Amul chocolates with comparison to
  Other competitive brands.


 To know the factors which affects consumer s buying behaviour
   to purchase chocolates.




3. LITERATURE REVIEW OF AMUL CHOCOLATES:

  y A study conducted on amul chocolates of the market for
    confectionery products in India.A report prepared for the
    National Confectioners Association January, 2005

  y A report prepared for The National Confectioners Association
    Report prepared by mitalishah19 Date Submitted: 09/03/2011


y ³To Analyze Sales of Dairy Products Amongst Unorganized
  Retailers and Concept Testing of Aseptic milk in Pouch for Amul in
  Pune and PCMC region.´




                               17
  Post Graduate Diploma in Management (Marketing) By
  SHASHANK SHEKHAR AGARWAL

y Study conducted for amul at Indira School of Business Studies,
  Tathawade, Pune 411033 Report prepared by zebrarhino Data
  submitted: 10/7/2010


y DESSERTATION REPORT ON ³INDIAN CHOCOLATE
  INDUSTRY OF AMUL´ Submitted by Ankur arora (MBA) AMITY
  INTERNATIONAL BUSINESS SCHOOL
  (AMITY UNIVERSITY,NOIDA, Sec-44.)




y Sales and distribution management of AMUL SUBMITTED By:
                  Nirmay Abichandani M-09-01

                      Dilip Pawara M-09-38


y MICRO ANALYSIS OF AMUL & GUJARAT COOPERATIVES OF
  MILK MARKETING FEDERATION Submitted by: Rashid Ali.
  Rukmini Devi Institute of Advanced Studies (Aff. To Guru Gobind
  Singh Indraprastha University)



y ³ EFFECTIVENESS OF CHOCOLATE ADVERTISEMENT
  TOWARDS ITS SALES´
   KAIRA DISTRICT CO-OPERATIVE MILK PRODUCESµUNION
  LIMITEDANAND submitted by: chandraj 1st may to june 30th


y Amul taste of india Submitted by: 666 preran88 Date of
  submitted:02/07/2011 Dept of Management
  GFGC, Mysore

y AMUL CHOCOMINIS By: anmol.rao Nov 03, 2008



                               18
y amul chocolate are really amulya By: mdtabishnasim Aug 19,
  2007


y Master in business administrative Of Doon Business SchoolDehradunProject
  report ³OnMARKET RESEARCH WITH REFERENCE TO Amul
  Chocolate´
  Lt.Col.(Dr.) Anirudh tomarMBA 2nd Semester Director Doon Business
  School
  DOON BUSINESS SCHOOL


y ³A study on penetration amul chocolates in retail outlets of pune
  city´
  This study is conducted from 8th june 09 to 8th august 09 By:
  sumeet singh jasrotia PGDM,ASOMA,Asian school of management
  studies


y Business Strategies for Managing Complex Supply Chains in Large
  Emerging Economies: The Story of AMUL Pankaj Chandra
  Devanath Tirupati Indian Institute of Management Vastrapur,
  Ahmedabad 380015 India chandra@iimahd.ernet.in
  devanath@iimahd.ernet.in Revised April 2003


y Summer internship PROJECT Post Graduate Diploma in Business
  Management, Report on Identifying factors behind decreasing
  market share of amul chocolate and study of consumer behavior
  Submitted by :-Arpita Gupta
  PGDM,Summer Internship Report, PGDM 09-11 | 1

y Amul products in india, Submitted by: pinkykh. Date submitted:
  4/18/2010



y Effectiveness of advertising in amul chocolates,
  qweryallprojectreports@gmail.com, Submitted by: BK Mehata.
  Date: 3/06/2005


                                   19
 RESEARCH INSTRUMENT USED - DETAILS & WHY?
      The data collected for this project is Questionnaire


Questionnaire in the project consists of:



    Multiple choice questions
    Dicthomus
    Open ended question


SAMPLING TECHNIQUE USED & SAMPLE SIZE


SAMPLING METHODS
The whole city of Madurai was divided into some geographical areas and
I have chosen annanagar, k.k nagar, periyar, gowripalayam,
south masi street, west masi street, bypass road, villapuram .
The total sample size was 197.


CLUSTER SAMPLING
Here the whole area is divided into some geographical area and a
definite number of consumers were to be surveyed.


CONVINIENCE SAMPLING
This type of sampling is chosen purely on the basis of convenience and
according to convenience.I visited Superstores, Theatres and
Gymnasium.




                                    20
SAMPLING


1. Sampling Technique     : Non probability sampling
                            (A non probability sampling technique is
                            that in which each element in the
                            population does not have an equal
                            chance of getting selected)




2. Sample Unit            : People who buy chocolates available
                            in retail outlets, superstores, etc


3. Sample size            : 197 respondents (Age ranging
                            between 15 yrs to 65 yrs)


4. Method                 : Direct interview through questionnaire.


5. Data analysis method   : Graphical method.


6. Area of survey         : Madurai District.




FIELD WORK- METHOD USED FOR DATA COLLECTION


y Questionnaire was prepared keeping the objective of research in
  mind.




                                21
y Questions were asked to respondents as regards to there willingness
  to purchase Chocolates.


y The help of questionnaires conducted direct interviews, in order to
  get accurate information.


y In order to get correct information I had to approach consumers
  ranging from 15 yrs to 65 yrs.


y I visited as many respondents as I can and asked them their real
  likings about any chocolate and also got an idea, How a chocolate
  should be?


y In order to collect accurate information I visited to Superstores,
  Theatres and Gymnasium, each and every question was filled
  personally by the respondents and checked properly.




                                   22
DATA ANALYSIS AND FINDINGS




              23
PRIMARY TABULATION & INTERPRETATION




  [1] What kind of Chocolate do you eat?

     Branded                      92 %
     Non branded                  08%




  INFERENCE

92% respondents in the region of Madurai consume Branded
Chocolates, while 8% still consume non branded.




                             24
[2]   Who uses chocolates in your family?

      Children               34 %
      Teenager               33 %
      Young                  26 %
      Old                    07 %


                CHOCOLATE USERS



                   7%
                        0%
                               35%                Children
          26%
                                                 Teenager

                                                 Young

                                                  Old



                    32%




INFERENCE


Mostly children & teenagers likes chocolates in their families. So we
should give stress on children & tenager segment to increase market
share. Young people also using chocolates for consuming & for giving as
a gift.




                                     25
[3]   What form of Chocolate do you like?

      Cookies                   14%
      Bar                       60%
      Wafer                     20%
      Other                     06%



                        Form of chocolate




                        6%            14%               Cookies
             20%
                                                        Bar
                                                        Wafer
                                                        Other

                                      60%




INFERENCE


The above diagram suggest that the most preferred form is bar i.e.
60%, followed by wafer i.e. 20%, Cookies are all time favorites with
14% while other forms are preferred to the extent of 6%.




                                 26
[4]     Which Television channel you like to watch most?


        STAR VIJAY                            97
        ZEE TAMIL                             15
        SUN TV                                30
        CARTOON                               30
        Others                                25



                              T.V.CHANNEL PREFERENCE


      Others            25

  Cartoon                30

       Sony              30

        Zee        15

        Star                             97

               0              20    40             60   80   100   120




INFERENCE


Mostly people like STAR VIJAY channel. This channel is very popular
among all the age group people. SUN TV & CARTOON channels are also
popular but not as STAR. In other channels sports and news channels
are preferred. CARTOON channel is specially preferred by children. So it
will be more beneficial top give advertisements on STAR VIJAY &
CARTOON channels, it covers all the age groups.




                                              27
[5]   In between what time you like to watch television?
      Timings _____________

      5 to 8 pm                      33 %
      8 to 11 pm                     37 %
      Late Night                     10 %
      Morning                        15 %
      Afternoon                      05 %

                    TIMING PREFERENCE




                         5%
                                                         5 to 8pm

                    15%                                  8 to 11pm
                               32%
                   10%                                   Late night

                                                         Morning
                         38%
                                                         After noon




INFERENCE

From the survey it was found that 37% of the respondents likes to
watch T.V. after 8 pm to 11 pm. Because Mostly people belong to
service class & females in the families got their work by this time. At 5
to 8 pm 33% respondents in which especially children watch cartoon
channel & etc. so it is good to advertise on preferred channels on these
timings.




                                     28
[6]   By which media you prefer to watch advertisements?


      Television                       67 %
      Hoardings                        17 %
      Newspapers                       08 %
       Magazines                       05 %
      Others (Mention)                 03 %

           MEDIA PREFERENCE TO WATCH ADVERTISEMENT




                     5%3%
                8%                               Television
                       0%
                                                 Hoardings

          17%                                    Newspapers

                                                 Megazines
                            67%
                                                 Others




INFERENCE


Mostly people like to watch an advertisement through Television
because most of them belongs to service class. Children are getting
attracted through advertisement on television and hoardings. Company
tries to give attractive advertisement through T.V. and hoardings
because advertisement through hoardings is less costly.


                                  29
[7] What factors effects you in a chocolate advertisement?
     Brand ambassador                     60
     Jingles                             30
     Comedy                              45
     Music                               40
     Emotions                               20
     Others (Mention)                    05



                       EFFECTIVE FACTORS

      70
      60
      50
      40
      30
      20
      10
       0
                          Jingles   Comedy   Music   Emotions Others
           Brand ambassador




INFERENCE

Good Brand Ambassador generally effects people s perception towards a
product and create an image in their mind. Mostly people likes to see
celebrities like Amitabh Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya
Mirza, suriya, asin as a Brand Ambassador in chocolate
advertisements.At the same time people like comedy, slow music &
specially children like jingles in advertisements.




                                    30
[8]   Have you ever tasted Amul Chocolate?

      Yes            90 %
      No             10 %




                          Ever Tasted




                    10%

                                                         Yes

                                                         No


                                  90%




INFERENCE
The chart shows that 90% respondents have tasted Amul Chocolate,
while still 10% have not tried Amul Chocolates.
Amul must use proper techniques in order to cater the needs of every
common man.




                                 31
[9] Can you recall AMUL Chocolate advertisement?


      Yes              32 %
      No               68 %



                    Advertising Effectiveness




                                                 32%
                                                                Yes

                                                                No


            68%




INFERENCE

Here it was observed that only 32% respondents in the city of madurai
were able to recall Amul Chocolate advertisement. This shows how much
Amul lags behind in promotional activities and advertisement. Therefore
Amul must use strong promotional activities and advertisement in order
to retain their potential consumers.




                                  32
[10] Which Chocolate do you like most?


    Nestle                       28%
    Cadbury                      58%
    Amul                         13%
    Any other                    01%



                        Market share




                13%     1%
                                       28%           Nestle
                                                     Cadbury
                                                     Amul
                                                     Any other
                58%




INFERENCE


We can clearly gauge from the pie chart that Cadbury being on the top
slot with 58% market share dominates the chocolate market, followed
by Nestle with 28% share, whereas Amul have only 13% market share
and thus lags behind.



                                 33
[11] What is the frequency of purchasing Chocolate?

     Daily                    17 %
    Weekly                    22 %
    Fortnightly              13 %
    Occasionally             48 %



                    Frequency of purchase




                                  17                 Daily
                                  %
         48%                                         Weekly

                                         22%         Fortnightly

                               13%                   Occasionally




INFERENCE

The frequency of chocolate differ a lot where 17% respondents buy it
daily, 22% weekly, 13% fortnightly, and there is a Hugh chunk of
people who buy chocolate occasionally.




                                 34
35
[12] How do you scale your Chocolate?



ATTRIBUTE       POOR     AVERAGE        GOOD   EXCELLENT




   PRICE        48%        22%          23%      07%



SWEETNESS       20%        14%          20%      46%




PACKAGING       33%        18%          12%      37%




 SOFTNESS       12%        16%          23%      49%




 SCHEMES        37%        13%          17%      33%




AVAILABILITY    12%        15%          23%      50%




                             36
                        LIMITATIONS



 Limited time available for interviewing the respondents. As a result
  of this it was not possible to gather full information about the
  respondents.


 When I interviewed children and teenagers, sometimes they use to
  give answers under the influence of their parents or elders.


 As summer training is going under summer season so sometimes
  people are less interested in filling up questionnaire.


 Non-cooperative approach and rude behavior of the respondents.


 If the respondents answer does not falls between amongst the
  options given then it will turn up to be a biased answer.




                                37
                        MY FINDINGS
 During the survey it was found that still there are 10% people
  who have not tasted Amul Chocolate.



 Lack of Awareness in consumers. Many people are not know
  about Amul chocolates specially children and teenagers.


 As I found that the main product of Amul is Milk and company
  firstly wants to capture maximum market share in milk market
  which is approx. 66%, after it Amul is concentrating upon butter &
  cheese which has market share of approx. 88%, so it is not
  concentrating upon chocolates.


 When I interviewed people then many of the people can not recall
  Amul     chocolate      advertisement.   It   shows    Lack    of
  Advertisement or advertisement is not timely given or
  advertisement is not given on right time.


 In its advertisement is not using any brand ambassador which
  attracts all age group people like Cadbury.


 There is lake of Sales Promotional Activities i.e. free tattoo,
  extra weight, toys, quiz contest etc.




                                38
 Cadbury is main competitor and strategically better performer then
  Amul.


 I find the main thing is that Amul brand name has very good
  image in consumer s mind and they consider it as Pure & Good
  Product.




                               39
SUGGESTIONS
    &
CONCLUSIONS




     40
                          SUGGESTIONS
 In order to maintain and increase the sales in the city of madurai,
  the following recommendations regarding Amul               Chocolates;
  particularly regarding advertisement, distribution, promotional
  policies, etc, are hereby suggested:


 First and foremost Amul should take proper action in order to
  improve service, because although being on a top slot in Butter
  and milk supplies it does not get the sales in chocolate, which it
  should get.


 Company should use brand ambassador which attracts           each age
  segment i.e. Saniya Mirza, Shaktimaan, Amitabh Bacchan,
  Superman, Krrish, Jadoo, suriya, asin.


 Amul    should   give    local    advertisements   apart   from   the
  advertisements given at the national level. Local advertisement
  must mention the exclusive Amul shops of the city.


 Try and change the perception of the people through word of
  mouth about Amul in advertisements, because they are the best
  source to reach Children and families.


 Though Amul chocolate advertisements are rarely shown on
  television yet many people could recall it as per the data of
  research. It shows that there is only need to give advertisement




                                   41
  only to rememorize customers. Because Amul is very strong brand
  name.



 Company should launch chocolate in new attractive packing to
  change image of Amul chocolate in consumers mind.


 Company should introduce sales promotion schemes like free
  weight, pranky, tattoo, contest, free gifts etc.




 Advertisement can be done with the help of animations that
  attracts children and teenagers because chocolates are consumed
  largely in this segment.


 Company should launch chocolates in new flavors like


   Mix Fruit
   Pineapple
   Elaichi
   Coffee
   Strawberry
   Banana
   Mango




                                 42
                         CONCLUSION
As we know that Amul is very big organization and market leader in
dairy products. It has maximum market share in Milk, Butter and
Cheese, which are its main/core products. As we know Amul is a co-
operative organisaion but chocolate industry is a profitable industry we
can t ignore it. With the help of research, company can find out its week
points in chocolate product and can increase its market share through
rectify mistakes. People have believed in Amul s product and they will
accept its chocolates also if effective actions were taken.
The survey resulted into following conclusions :


    Amul must come up with new promotional activities such that
      people become aware about Amul Chocolates like Chocozoo,
      Bindaaz, and Fundoo.
    Quality is the dominating aspect which influences consumer to
      purchase Amul product, but prompt availability of other
      chocolate brands and aggressive promotional activities by
      others influences the consumer towards them and also leads to
      increase sales.
    In comparison to Amul Chocolate, the other players such as
      Cadbury, Nestle, and Perfetti provide a better availability
      and give competition to the hilt.
    People are mostly satisfied with the overall quality of Amul
      Chocolate, but for the existence in the local market Amul must use
      aggressive selling techniques.




                                       43
ANNEXURES




     44
BIBLIOGRAPHY




1. www.amul.com
2. www.amuldairy.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )




                            45
                                APPENDIX



                           QUESTIONNAIRE
 I    am    a    student   of   MBA   from   VELAMMAL       COLLEGE      OF
ENGINNERING           AND       TECHNOLOGY     conducting   a   survey   on
Effectiveness of AMUL CHOCOLATES advertising towards its sales.




[1]   What kind of Chocolate do you eat?
      Branded ______                          Non-branded ______


[2]   Who uses chocolates in your family?
      Children                                Teenager
      Young                                   Old


[3]   What form of Chocolate do you like?
       Cookies _____                          Bar_____
       Wafer      _____                       Other _____


[4]   Which Television channel you like to watch most?
      STAR VIJAY _______                        ZEE TAMIL________
      SUN        _______                     CARTOON     ________
      Others       _______




                                      46
[5]   In between what time you like to watch television?
      Timings _____________


[6]   By which media you prefer to watch advertisements?
      Television                             Hoardings
      Newspapers                             Magazines
      Others (Mention)


[7]   Which advertisement you like the most?
      _______________


[8]   What factors effects you in a chocolate advertisement?
      Brand ambassador _______             Jingles ________
      Comedy             _______           Music     ________
      Others (Mention)      _______


[9]   Have you ever tasted Amul Chocolate?
      Yes_____                             No ______


[10] Can you recall AMUL Chocolate advertisement?
      Yes      ____                        No      ____


[11] What is the frequency of purchasing Chocolate?
      Daily        ______                  Weekly          _______
      Fortnightly ______                   Occasionally_______




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[12] How do you scale your Chocolate?




  ATTRIBUTE     POOR       AVERAGE       GOOD   EXCELLENT




    PRICE


 SWEETNESS


 PACKAGING


  SOFTNESS


  SCHEMES


AVAILABILITY




[13] Which Chocolate do you like most?
     AMUL         ____________
     CADBURY     ____________
     NESTLE       ____________
     PERFETTI     ____________
     OTHERS       ____________




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[14] What would you like to see in a chocolate advertisement?
     ______________________________________________
     ______________________________________________
     ______________________________________________
     ______________________________________________




    NAME:     ___________




    AGE:     ___________




 10-15         15-25          25-35         35-45         45 and
                                                          above




                            THANK YOU
                       _________________
                         ______________
                          ____________




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