Amul a Indian based dairy company who started White Revolution, now looks to bring a dark revolution in Indian market by sugar rich to cocoa rich chocolates.

2. CONTENTS
INTRODUCTION
REASONS FOR EXPANSION
VIDEO
MARKETING CRITERIA
MARKET SEGMENTATION
SWOC ANALYSIS
CONCLUSION
BIBLIOGRAPHY

3. INTRODUCTION
AMUL established in 14th December 1948.
AMUL founder Dr. V Kurien.
AMUL is managed by GCMMF.
AMUL CEO R.S. Sodhi.
AMUL jointly owned by 3.6M milk producers.
AMUL headquartered at Anand (Gujrat].

4. REASONS FOR EXPANSION
Tremendous demand for Dark Chocolates.
Growth of chocolate market.
Expansion of market size.
High cocoa enriched chocolates.
To upgrade the existing chocolate consumers.
Export potential.

6. MARKETING CRITERIA
AMUL shifts focus from sugar-rich to cocoa-rich.
AMUL is a Single Origin Chocolate.
AMUL targets sales of 1000Cr by 2020.
AMUL inhouse production capacity 1200 tonnes/month.
AMUL higher earnings means more money to farmers.

7. MARKET
SEGMENTATION
GEOGRAPHICAL
Developed
cities
Under
Developed
cities
DEMOGRAPHICAL
Age, gender,
income

8. SWOC ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES CHALLENGES
 Brand name  Logistic
problem
 Healthy
chocolates
 Competitors
Demand and
quality
 Lack of
advertisement
Job
opportunities
Home made
chocolates

9. CONCLUSION
 Indian chocolate market growth.
 Dark revolution for dairy co-operative sector.
 Should encourage Indian farmers.
 Attractive packaging.
 Advertisement and promotional activities.
 Need to target on rural areas.

10. BIBLIOGRAPHY
 AMUL SHIFTS FOCUS TO DARK CHOCOLATES, GETS READY TO TAKE ON PEERS.
Accessed on Oct. 3, 2018
https://www.business-standard.com/article/companies/amul-shifts-focus-to-dark-chocolates-
gets-ready-to-take-on-peers-118100200911_1.html
 AMUL LOOKS TO EXPAND ‘DARK CHOCOLATE’ PORTFOLIO.
Accessed on Feb. 10, 2018
http://agronfoodprocessing.com/amul-looks-to-expand-dark-chocolate-portfolio/
 AMUL USERS IN ‘DARK REVOLUTION’ WITH FOCUS ON HEALTH BENEFITS OF COCOA
Accessed on Feb. 6, 2018
https://www.thehindubusinessline.com/companies/amul-ushers-in-dark-revolution-with-focus-on-
health-benefits-of-cocoa/article22703604.ece