IMC STRATEGY OF AMUL CHOCOLATES IMC STRATEGY OF AMUL CHOCHOLATES
Amul chocholate’s Market share decreased to 5% much less than market leader(79%)
The awareness level of AMUL CHOCOLATE is very low.
To find the performance of AMUL CHOCOLATE vis-à-vis other Brands.
To know the consumer psyche and their behaviour towards AMUL CHOCOLATE .
To gauge the awareness of people towards Amul chocolates .
To find out in which segment chocolates are mostly liked/preferred.
To understand which advertisement medium must AMUL use.
To know the perception of Amul chocolates in comparison to other competitive brands.
To formulate an IMC strategy for Amul Chocolate.
Information about all the competitors present in the chocolate segment (Reputed & well established brands as well as Local brands e.g. Cadburies,Nestle etc.)
Information about the comparative packs and prices of all the competitors existing in the market.
To trace the market and segment ,which mainly deals with people of various age groups.
Various types of chocolates available in the market
Information if the television advertisement timing is effective or not.
Sampling Technique : Non probability sampling
Sample Unit : People who buy chocolates available in retail outlets, superstores, etc ( Convenience sampling)
3. Sample size : 100 respondents (Age ranging
between 8 yrs to 65 yrs)
4. Method : Questionnaire (including email).
5. Data analysis method : Graphical method.
6. Area of survey : All over India( email questionnaire).
First milk union KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION Started in 1945.
Selected Brand name AMUL in 1955.
Amul means “Priceless” in sanskrit.
Entered in chocholates segment in 1970
Sales Turnover Rs 52554 million 2007-08 .
Matching demand and supply.
Vast & strong supply chain network.
Introducing higher value products.
Umbrella Branding Strategy.
Amul Milk Powder
Amul Ice cream
AMUL PRODUCT RANGE
CHOCHOLATE MARKET IN INDIA
Chocolate market is estimated to be around 1500 crores (ACNielson) growing at 18-20% per annum
Cadbury is the market leader with 79% market share
The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom
Over 70 per cent of the consumption takes place in the urban markets .
The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and has been growing at around 13% annually.
As per Euromonitor study, Indian candy market is currently valued at around USD 664 million , with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%, or USD 203 million , in chocolate confectionery .
Entire Celebrations range marketshare is 6.5%
The chocolate market in India has only three big players, Cadbury(79%), Nestle(14%) and Amul (5%)
New brands such as Sweet World, Candico and Chocolatiers are present in several malls .
The largest target segment for Cadbury is youth .
Delhi-based Chocolatiers , started with a small shop in south Delhi’s Chittaranjan Park and has now ventured into malls and multiplexes in NCR, Mumbai and Bangalore , with focus on high-end or designer chocolates , a niche market of their own.
Candico India is aiming for 400 locations across malls and multiplexes in the country by 2010 .
Mithai - is getting substituted by chocolates - Convenient packaging and better shelf life .
Sudden spurt in advertisement between July & Sep in festival seasons .
The range and variety of chocolates available in malls seems to be growing day by day, which leads to lot of impulse sales for chocolate companies.
Chocolates which used to be unaffordable , is now considered mid-priced .
Designer chocolates have become status symbols .
Consumers can choose from wide range of chocolates . so many SKUs with almonds, raisins and all sort of nuts. Latest 5 star crunchy and Ulta Perk .
In past, consumers had negligible inclination for dark chocolates . But now we have seen a change in the Indian palate, which is increasing the base of this sub-segment
Chocolate advertising rose by 30 per cent .
Maximum chocolate advertising was during Raksha Bandhan .
As expected chocolate advertising skewed towards kids channels and regional GEC took the second position
Cadbury India Ltd rules chocolate advertising on television
Regional GEC took the second place with a 21% share ad volumes of chocolates, followed by Hindi movie with 13% share.
Cadbury India Ltd was way ahead of its peers with 66 per cent share followed by Nestle India Ltd and Parle Products Pvt Ltd
During January-November 2008 the number of new chocolate brands advertised decreased to seven from 12 during 2007
Nestle Munch Pop Chocolate led the chart of new chocolate brands advertised on television during January-November 2008
JOURNEY – AMUL
1970s – Market Leader
A classic 1970 - 80 Advertisement
AMUL AD ON INDRAJAL(1970 80)
Shifted focus in 1990’s towards other milk products.
Competition from multinationals
Market share down to 2-3%
1990s AMUL ADVERTISEMENT Introduced newer varities of chocolates, like ‘Bindas’, ‘Nuts About You’ and others, targeting teenagers
Increase in sales due to cadbury worm controversy.(20 % increase in sales)
To boost sales, Amul launched three new chocolates in under the brands Fundoo, Bindaas and Almond Bar .
While the first two have been priced at Rs 10 for a 30 gm stick , Almond Bar carries a price tag of Rs 10 for a 35 gm chocolate.
As a result, AMUL's festival season pack "Rejoice" came with six chocolates, up from three during the festive season before
Launch of ‘Chocozoo’ - chocolates in shapes of motorcycles, aeroplanes, animals and comic charaters .
Targeted Kids .
Introduced economic variants of chocolates priced at Re 1, Rs 3 and Rs 5.’’
A tub of ‘ Chocozoo ’ chocolates were priced at Rs 138 for 46 units of chocolates, but retailers can sell the chocolates loose, at Rs 3 each . This, was done to attract kids.
Trendy Look – Removed the cute little butter girl and cheese boy from its wrappers.
New wrappers , designed by a US firm, trendy and colourful .
A new tag line: Amul Chocolate — For Someone You Love.
Not merely gifts, but make a more emotional pitch with emphasis on Amul Chocolates for love on all occasions .
2007 – Strategy Rework
Reworked its strategy in the chocolate category to push its chocolate product sales.
A new product portfolio.
Strategy was to identify the market gaps and try and fill them as done in the past with their sugar free and Choco Zoo , both of which have been appreciated by the consumers.
Placed its chocolate products at lesser price points compared with its competitors.
Concentrating on the niche segment such as health chocholates
Launched Trix , a wafer biscuit coated with rich milk chocolate.Cadbury's Perk and Munch from Nestle are other two major players in the wafer chocolate segment. Priced at Rs 5 , available in strawberry and chocolate flavours.
Introduced father son advertisement, Rose day advertisement.
Corporate Image advertisement.
Market share increased to 10 %
Do you like chocholates?
Yes 97 %
No 3 %
2) Who in your family uses chocholates?
3) What kind of chocolates do you prefer?
4)What type of chocolates do you prefer?
5) Which type of television channel do you prefer watching the most?
6) Which time slot do you prefer for watching television?
7) Media where the last time you saw a chocolate advertisement was
8) According to you which of the following makes a television advertisement more memorable?
9) Have you heard of Amul Chocolates?
10) Can you recall any of the Amul chocolates Advertisement/ Hoarding?