Ajay amul choclates


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marketing ppt relaunch

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Ajay amul choclates

  1. 1. Marketing Project<br />By<br />Ajay Shetty-11007<br />
  2. 2. Relaunch<br />of <br />Amul chocolates<br />
  3. 3. Company Profile<br />First milk union KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNIONStarted in 1946.<br />Selected Brand name AMUL in 1955.<br />Amul means “Priceless” in Sanskrit.<br />Entered in chocolates segment in 1970<br />
  4. 4. AMUL CHOCOLATES<br />
  5. 5. COMPETITORS<br />The milk chocolate market in India has only three big players, Cadbury(70%), Nestle(15%) and Amul (10%)<br />The largest target segment for Cadbury is youth.<br />Dairy milk alone accounts for 30% of market<br />New brands are present in several malls.<br />
  6. 6. SWOT ANALYSIS<br />
  7. 7. Market Research<br />Research Objective<br />Why Amul chocolate's Market share is 10% much less than market leader Cadbury’s (70%).<br />Why the awareness level of AMUL CHOCOLATE is very low.<br />Why Amul Chocolate’s are not easily available in markets as compared to other brands.<br />If any improvements in taste or packaging is required<br />
  8. 8. Contd..<br />To find out in which segment chocolates are mostly liked/preferred.<br />To understand which advertisement medium must AMUL use<br />To know the factors which affects consumer’s buying behaviour to purchase chocolates. <br />Various types of chocolates available in the market<br />Information if the television advertisement timing is effective or not.<br />
  9. 9. RESEARCH INSTRUMENTS<br />Questionnaires <br />A set of questions suitably arranged in order to collect information / data from the respondents <br />Diaries <br />Require the respondent to complete an entry every time that behavior occurs <br />
  10. 10. S.T.P<br />
  11. 11. Modified Segmentation<br />
  12. 12. Modified Targetting<br />Targeting<br />Undifferentiated Marketing<br />.<br />
  13. 13. Modified Positioning<br />Slogan ‘Good for anytime’.<br /> It will highlight the premium quality of the product an also easy availability of chocolates anytime people want.<br />
  14. 14. Modified Marketing Mix<br />Product<br />Price<br />Promotion<br />Place<br />
  15. 15. Product<br />Change In taste & quality.<br />Launch of chocolates in new flavours like – dual flavours,exoctic dry fruits etc.<br />Sizes – Different size to suite different need of customers.<br />Attractive packaging as it attracts consumers.<br />
  16. 16. Price<br />PRICE<br />MEDIUM<br />LOW<br />HIGH<br />HIGH<br />QUALITY<br />MEDIUM<br />LOW<br />High Value<br />Super Value<br />Premium<br />Over Charging<br />Medium Value<br />Good Value<br />False Economy<br />Rip - Off<br />Economy<br />
  17. 17. Promotion<br />Increase in frequency of advertising, At prime time.<br />To provide samples in retails outlets an malls so that people can try it before buying it.<br />It must come up with its own chocolate boutiques Shelves in malls and super market.<br />Should increase R&D spending to improve the quality & taste.<br />
  18. 18. Place<br />At Amul ice cream parlour.<br />To put chocolate carts (similar to traditional bicycle ice-cream carts) in malls and near college campuses to increase its reach<br />Availability in Retail Outlets.<br />Selling through coin operated vending machines nearby stations.<br />
  19. 19. Thank You<br />
  20. 20. Any Questions ?<br />
  21. 21. Bilibiography<br />Visited www.amul.com last on 5 october.<br />Visited google.com images on 5thoctober.<br />