Objectives:

1. To increase the penetration at retail outlets for

Amul Chocolates.
2. To create awareness in Retail end and
Consumer End
3. To do a competitive study and understand the
market dynamics for chocolates
4. To conduct consumer survey for understanding
the consumer behavior regarding chocolates
5. For suggesting marketing activities for Amul
chocolates

1. Amul Rejoice Gift Pack
2. Amul Almond Bar
3. Amul Bindaaz
4. Amul Fruit & Nut
5. Amul Milk Chocolate
6. Amul Choco-Mini tub
7. Amul Fundoo
8. Amul Choco-Zoo
9. Amul Dark Chocolates








CHOCOLATE NAME SKV MRP
AMUL FRUITN NUT 35g 15
AMUL DARK CHOCOLATE 40g 25
AMUL REJOICE 186g 100
AMUL CHOCO MINI TUB 300g 120
AMUL FUNDOO CHOCOLATE 12g 5
AMUL DARK CHOCOLATE 150g, 15g 100, 10
AMUL CHOCOZOO 27g 10
AMUL BINDAZ 15g 5
AMUL ALMOND BAR 35g 15
AMUL MILK CHOCOLATE 35g 15

DISTRIBUTORS OF AMUL CHOCOLATES IN
UDAIPUR
1. MANGLA TRADING COMPANY.
2. HARE KRISHNA MARKETING.

NAME OF RETALIER AREA
Arora General Store surajpole
Paras Dairy Borwali
Sunlight Bakry Mala Talai
Hitesh Kirana Store Shakti Nagar
Vashu dev Bandar Durga Nusery road
Mukesh Bakry Ashok Nagar
Royal Dairy Shakti Nagar
Anil Provision Store Ashok Nagar
Naman Amul Store Jagdish Chowk
Ever Cool Jagdish chowk
Joshi Cold Dud Talai
Om Sai Restraurent Dud Talai
Ridhi-Sidhi Bakry Sec.14
Anpoorna Bojnalaya Balicha by pass
Anpoorna fast food Sec.14
Arihant Juice Sec.11
Parthista Store Sec.11
Foji Departmental Store Sec.11
Satyam Juice Center Poola
Prince General Store Navratna Complex
RETAIL OUTLET OF AMUL CHOCOLATES
IN UDAIPUR
RETAIL OUTLET OF AMUL CHOCOLATES
IN UDAIPUR
Masthan General Store Aallo Factory
Mateshwari Namkeen Sobaghpura
Mateshwari General Store Sobaghpura
Royal Bakry Sec.5
Khalsa General Store Sec.6
Sharma Traders University Road
Mateshwari Juice center Sec.6
Sangham Juice Sec.6
Seth Plaza Sec.4
Dhan Laxmi Kirana store Sec.4
Whole Food Bazar Sec.4
Kohari Amul Parlour Sec.14
Navratna General Store Sec.5
Sunder kirana store Sundervas
Ashok Amul Parlour Sec.5
Sonu Juice Center Pratap nagar
Baba Generaal store Pratap nagar
Krishna General Store Pratap Nagar
Vishal Store Sundervas
Megha Amul Parlour Sundervas
COMPETITION SCENARIO
Market leader far by 64.5% Share.
Dairy milk alone account for 30% of market
Targeting youth and adult through new product
Full chocolate range complete category coverage
Distinctive taste, capture sensitive price points
clairs Rs. 1/-, five stare Rs. 5 and 10
Dairy milk Rs. 5, 10,15,25,55,100
Fruit & nut Rs. 35/-
Celebration Rs. 50 and 100
CADBURY
COMPETITION SCENARIO
NESTLE
23.6% Market share.
Chocolates 17-19% of total revenue .
Product range include KIT-KAT, MUNCH, BAR-ONE,
DARK chocolate.
MARGIN COMPARISION BETWEEN AMUL,
CADBURY AND NESTLE
Company Chocolate
names
Market
price
Retailer
Price
Margin
Amul Bindaaz 5 4.45 0.55
Choco-zoo 10 8.90 1.10
Cadbury Five-Star 5 4.54 0.46
Perk 10 9.08 0.92
Nestle Munch 5 4.48 0.52
Kit-Kat 10 9.08 0.92
0
0.2
0.4
0.6
0.8
1
1.2
Bindaaz Choco-zoo Five-Star Perk Munch Kit-Kat
Amul Cadbury Nestle
Margin
MARGIN COMPARISION BETWEEN AMUL,
CADBURY AND NESTLE

Design chocolate have become status symbol
Convenient packaging and better shelf life
The range and variety of chocolate must be available
In shop
Mithai is getting a substitute by chocolate in festival
season
Chocolate which used to be unaffordable, is now
considered mid-priced


CONSUMER TREND
0
5
10
15
20
25
30
35
Very Important
Important
Normal
least important
None
Important Factor For Customer
CUSTOMER ANALYSIS
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
Factors
Ads (44%)
Attractive display (28%)
occasion(14%)
Suggestion from friends
(8%)
Brand Ambassadors(4%)
Ingrediends (2%)
CUSTOMER ANALYSIS
Customer Decision Making Process
Retailar
Cadbury,Nestle & Amul
(40%)
Cadbury & Nestle (30%)
3rd Qtr
4th Qtr
RETAILAR ANALYSIS
Retailar Survey
Cadbury, Nestle (40%)
Cadbury ,Nestle &Amul
(30%)
Cadbury (20%)
Amul (10%)
SWOT ANALYSIS
STRENGTH
Reputed nationally as the topmost chocolate provider in
The INDIA.
The brand is well known to people & they can easily
identify it from others.
Amul the national product in chocolate, is a well-known
force in marketing and distribution.
User have a positive perception about the qualities of the
brand.
Amul has well adjusted itself to Indian custom.
WEAKNESSES
There is lack of penetration in the rural market where
people tend to dismiss it as a high end product. It is mainly
found in urban and semi-urban areas.

It has been relatively high priced brand, which is turning
the price conscious customer away.
SWOT ANALYSIS
SWOT ANALYSIS
OPPORTUNITIES
The chocolate market has seen one of the greatest
increases in the festive season.

There is a lot of potential for growth and a huge
population who do not eat chocolates even today that can
be converted as new users.
SWOT ANALYSIS
THREATS
There exists no brand loyalty in the chocolate market and
consumers frequently shift their brands.

New brand are coming and existing brands are
introducing new variants to add up to an already
overcrowded market


MARKETING STRATEGY [4Ps]
PRICE
DISCOUNT:- Discount offers in festive seasons.

Price is an important element of the marketing mix.
The price charged for a chocolate bar can determine
whether a consumer will buy it and the level of sales
achieved can determine whether or not AMUL will
make a profit.
MARKETING STRATEGY [4Ps]
PLACE
Make use of its distribution structure

Urban as well as rural

New regional sales office to increase width and
penetration and focus in rural areas.

MARKETING STRATEGY [4Ps]
PROMOTION
Advertisement on TV.

Internet.

Newspapers, Magazines.

Hording

Promotion Through Brand Ambassadors.
RECOMMENDATIONS
Must offer low-price packs for the masses and launch
new products to target different age groups.
Must focus on the availability and affordability of its
products.
Should increase R&D spending to improve the quality &
taste.
Visibility at retails points. To increase the visibility of its
products, target areas near Bus stops, Colleges, Schools,
Cafes and places of entertainment like theaters and
amusement parks.
RECOMMENDATIONS
Must enter into marketing alliances with various portals
to offer products (on those portals that were developed for
festive occasions and celebrations such as valentines day
and friendship day.)
Rejuvenate and strengthen the existing brands
Extend its reach to semi-urban and rural markets.
Sell its products through non-traditional outlets like
music stores (such as music-world). Malls, renowned
bookstores and popular apparel outlets (such as
pantaloons and wills sport boutiques)
Increase frequency of advertisement.
Company should introduce sales promotion schemes
like free weight, pranky, tattoo, contest, free gifts etc.