INTRODUCTION TO THE COMPANY

Thirty years ago the milk producers of gujarat had come together and decided to
create their own organization to enhance the marketing capacity of the dairy co-
operative milk marketing federation limited (gcmmf ltd.). Mr. V. Kurien was
the founder of this co-operative society and this society had been formed in a
small village of Gujarat named Anand.

Gujarat cooperative milk marketing federation (gcmmf ltd) is india’s

largest food products marketing organization. It is a state level apex body of
milk cooperative in gujarat which aims to provide remunerative return to the
farmers and also serve the interest of consumers by providing quality products
which are good value for money.The vital statistics of the confectionery
segment seem more promising than the conventional FMCG categories such as
toilet soaps or detergents. While toilet soaps and detergents already reach over
90 per cent of the households, both chocolate and sugar confectioneries have
abysmally low penetration levels.
ORG-MARG estimates suggest that chocolates penetrated just five per
cent of the Indian households in 2000. On the other hand, sugar-boiled
confectionery reaches 15 per cent of the households, leaving ample room for
growth. Even considering the urban market alone, the category reaches just 22
per cent of the urban consumers.

1
 This category, therefore, has considerable potential to grow before it
reaches saturation point -- as have traditional FMCG products such as soaps and
detergents. Chocolates and sugar-boiled confectionery boast of even lower
penetration levels than biscuits, which reach 56 per cent of the households.
The Indian confectionery market is segmented into sugar-boiled
confectionery, chocolates, mints and chewing gums. Sugar-boiled
confectionery, consisting of hard boiled candy, toffees and other sugar-based
candies, is the largest of the segments and valued at around Rs 2,000 crore.

Cadbury India and Nestle India also made a foray into this segment five years
ago and have a small presence. Chocolates make up a 22,500-tonne market
2
which is valued at Rs 400 crore and dominated mainly by listed players
Cadbury India and Nestle India. but slipping volumes However, despite its
unmistakable potential, the major players in the confectionery industry have not
fared too well in recent times in terms of sales growth. Take the chocolate
segment. Cadbury India, which derives nearly 76 per cent of its revenues from
chocolates and sugar confectionery has seen its top line growth wind down from
19 per cent in 1999 to 12 per cent in 2000 and further to 7 per cent in the first
six months of 2001. Nestle India has managed to report healthier sales and
profit growth, but this is more on account of the contribution from milk, coffee
and culinary products rather than sugar or chocolate confectionery.

HISTORY
3
 Amul birth is indelibly linked to the freedom movement in India. It was
Sardar Vallabhbhai Patel who said that if the farmers of India are to get
economic freedom then they must get out of the clutches of the ‘middlemen’.
the first Amul cooperative was the result of a farmers’ meeting in Samarkha
(Kaira district, Gujarat) on 4 January 1946, called by Morarji Desai under the
advice from Sardar Vallabhai Patel, to fight rapacious milk contractors. It was
Sardar’s vision to organize farmers, to have them gain control over production,
procurement and marketing by entrusting the task of managing these to
qualified professionals, thereby eliminating the middlemen, the bane in farmers’
prosperity.

The decision was taken that day in January 1946. Milk producers’
cooperatives in villages, federated into a district union, and should alone handle
the sale of milk from Kaira the government run Bombay Milk Scheme. This
was the origin of the Anand pattern of cooperatives. The colonial government
refused to deal with the cooperative. The farmers called a milk strike. After
fifteen days the government capitulated. This was the beginning if ‘Kaira
District Cooperative Milk Producers’ Union Ltd., Anand registered on 14
December 1946. Mr. V.Kurien was the founder of this cooperative society. this
society had been formed in a small village of Gujarat named Anand.
Originally the Anand pattern included dairy cooperative societies at the
level. Inspired by the Kaira Union, similar milk unions came up in the other
districts too. In 1973, in order to market their product more effectively and
economically, they formed the GCMMF Ltd. GCMMF become the sole
marketer of the original range of Amul products including milk powder and

4
butter. That range has since grown to include ice cream, ghee, cheese,
chocolates, shrikhand, paneer, and so on. These products have made Amul a
leading food brand in India.
The brand name AMUL, has taken from the Sanskrit Amoolya, meaning
priceless, was suggested by a quality control expert in Anand. The first products
with the Amul brand name were launched in 1955. Since then, they have been
in use in millions of home in all parts of India and beyond. Today Amul is a
symbol of many things: of high quality products sold at reasonable price,
availability, service. Amul is the brand name of two million farmers, members
of 10,000 village dairy cooperative societies throughout Gujarat. This is the
heart of Amul; it vis what is so special about the Amul saga. Amul in 1946 was
really an effort to carve out a truly Indian company that would have the
involvement of millions of Indians and place direct control in the hands of the
farmers. It was a mandate for producing, owning and marketing and above all,
building your own truly Indian Brand. Amuls’s birth was thus a harbinger of the
economic independence of our farmer brethren. Today, 173 milk producers’
cooperative unions and 22 federations play a major role in meeting the demand
for packed milk and milk products. Quality packed milk is now available is
more than 1,000 cities throughout the length and breadth of India. Amul,
therefore, is a brand with a difference. That difference manifests itself in a
larger than life purpose. The purpose – freedom to farmers by giving total
control over procurement, production and marketing.

PRODUCT PROFILE

5
Bread spreads:

 Amul Butter
 Amul Lite Low Fat Bread spread
 Amul Cooking Butter

Cheese Range:

 Amul Pasteurized Processed Cheddar Cheese

 Amul processed Cheese Spread
 Amul Pizza (Mozzarella) Cheese
 Amul Shredded Pizza cheese
 Amul Emmental Cheese
 Amul Gouda cheese
 Amul malai Paneer(cottage cheese),Frozen,Refrigerated and Tinned
 Utterly Delicious Pizza

Curd Products:

 Yogi Sweetened Flavored Dahi (Dessert)

 Amul masti Dahi (Fresh cured)
 Amul Butter Milk
 Amul lassee

Milk Drink :Amul cool flavored Milk

6
  Amul Cool Kesar
 Amul Cool Elachi
 Amul Cool Coffee
 Amul Cool Rose
 Amul Cool Strawberry
 Amul Cool Mango

Health Beverage:

 Amul Shakti White Food

Mithaee Range (Ethnic Sweets):

 Amul Shrikhand (Mango,Saffron,Almond Pistachio,Cardamon)

 Amul Amrakhand
 Amul Mithaee Gulabjamuns
 Amul Mithaee Gulabjamuns Mix
 Amul Mithaee Kulfi Mix
 Avsar Ladoos

UHT Milk Range:

 Amul Shakti 3% fat Milk

 Amul taaza 1.5% fat Milk
 Amul Gold 4.5% fat Milk

7
  Amul Lite Slim & Trim Milk 0% fat Milk
 Amul Shakti Toned Milk

Chocolate & Confectionery:

 Amul Milk Chocolate

 Almond Bar

 Chocozoo

Milk Powder:

 Amul Full Cream Milk Powder

 Amulya Dairy Whitener
 Sagar Skimmed Milk Powder

Fresh Milk:

 Amul Taaza Toned Milk 3% fat

 Amul Gold Full Cream Milk 6% fat
 Amul Shakti Standardized Milk 4.5% fat
 Amul Slim & Trim Double Toned Milk 1.5% fat
 Amul Saathi Skimmed Milk 0% fat

8
 PRODUCT SPECIFICATION

Composition:

 Milk Fat 2%
 Sugar 55%
 Total Fat 32.33%
 (Milk Fat + Cocoa Fat)
 Cocoa Solids 7.5%
 Milk Solids 20%

9
 SALES FIGURE

Sales Turnover Rs. (Million)

1996-97 13790
1997-98 15540
1998-99 18840
1999-00 22192
2000-01 22185
2001-02 22585
2002-03 23365
2003-04 27457
2004-05 28941
2005-06 29880

sales turnover

35000 1995-96
30000 1996-97
Rs. million

25000 1997-98
20000 1998-99
15000 1999-00
10000 2000-01
5000 2001-02
0 2002-03
Rs. (Million) 2003-04
year 2004-05

ORGANIZATIONAL STRUCTURE

BOARD OF DIRECTOR

10
 MANAGING DIRECTOR

CHIEF GENERAL MANAGER

ASSISTANT GENERAL MANAGER

DEPUTY EXCECUTIVE

ASSISTANT EXECUTIVE

SENIOR EXCECUTIVE

JUNIOR EXCECUTIVE

FIELD SALES REPRESENTATIVE

DISTRIBUTION CHANNEL

11
 MEMBER UNION (PLANT)

DEPOT GODOWN

DISTRIBUTOR

RETAILERS

CONSUMER

INTRODUCTION TO THE PROJECT

INTRODUCTION TO THE STUDY

12
The only listed player in sugar-boiled confectionery has not done too well
either. Parrys Confectionery, a leading player in sugar-boiled confectionery, has
reported shrinking sales volumes in 1998-99 and 1999-2000, after robust
financial performance in earlier years. Screeching to a halt these topline
numbers only reflect the ground realities. Industry sources estimate that the
22,500-tonne chocolate market, which grew at a robust 12 per cent per annum
until 2000, grew by just three per cent in that year.
Several factors appear to behind this slowdown. As with all other FMCG
products, the demand for confectionery products appears to have been hit by the
economic slowdown and the consequent shrinkage in consumer spending.
Confectionery products are impulse foods and thus appear to have borne the
brunt of a cutback in consumer spending over the past couple of years, while
staple foods have continued to exhibit healthy growth rates.
This is evident from ORG-MARG figures which suggest that the annual
per capita consumption of chocolates actually fell from 312 grams in 1999 to
307 grams in 2000, while that for sugar boiled confectionery fell from 621
grams to 579 grams (source: ORG-MARG Milestone Papers: The Growth
Inertia). Branded staples such as atta and salt registered a healthy increase in per
capita consumption over this period.
No price hikes

Despite fairly aggressive promotional efforts by marketers, the overall

penetration level for chocolates registered no increase between 1999 and 2000.

13
Consumption of chocolates could have been impacted by the selling price
increases that marketers effected between 1999 and 2000. In 1999 and 2000,
selling prices of key chocolate brands were pegged up by 5-15 per cent, partly
reflecting a spike in cocoa prices in that period. This probably contributed to the
sales growth for the year.
However, with cocoa prices falling sharply in the second half of 2000,
marketers were forced to maintain selling prices of most products, holding back
value growth in sales. Cadbury India, the market leader in the chocolate
segment (market share 71.9 per cent) saw the growth in its chocolate portfolio
slow to 6 per cent in the April 2000 to April 2001 period, from nine per cent the
previous year.
This was mainly due to the healthy double digit growth rates in its
flagship brand -- Cadbury's Dairy Milk. Brands such as 5 Star and Perk
stagnated in 2000-01.

Nestle India's chocolate portfolio (comprising of KitKat, Munch and

Charge commanding a total market share of 24.7 per cent) slowed even more
dramatically, registering less than one per cent growth between April 2000 and
April 2001. Though Nestle's recent launch, Munch, has been a success, the low-
priced brand has moderated the value growth in Nestle's portfolio. Wooing
adults now The avenue for growth appears to lie in taking advantage of the low
penetration level for chocolates by roping in new consumers. The chocolate
majors attempted to do this by repositioning chocolate, earlier targeted at
children, as a snack food for adults. Cadbury's chocolate-coated wafer Perk and
Nestle's Charge and Munch were essentially sold on this platform.

14
 Though products such as Perk did succeed initially (Cadbury India claims
to have added eight million new consumers in 2000), growth in this segment
appears to be petering out. Both Perk and KitKat (thechocolate-coated wafer
which is central to Nestle's chocolate portfolio), have shown signs of stagnation
in 2001, actually reporting negative growth rates for a few of the months.
Banking on smaller editions Of late, the chocolate majors have been
rejigging their products to launch chocolates in the Rs 10 and Rs 5 price points.
Mimicking the trend in other FMCG products, the chocolate majors have been
relaunching their conventional chocolate brands in smaller unit packs, hoping
that this will prompt more frequent purchases and pep up volume growth.
The past year has seen a slew of such launches, the 18-gram version of 5
Star (retailing at Rs 5), the 15-gram version of Cadbury Dairy Milk (Rs 5), Perk
Slims (Rs 5), Cadbury Chocobix (a chocolate biscuit combination priced at Rs
5), Nestle Crunch (a mini snack at Rs 6) and Nestle Munch (Rs 5).
It is early days yet to judge if this has indeed pepped up volume growth in
the segment. However, the chocolate majors do not have much to lose. Unlike
the low unit pack versions of products such as shampoos, the low unit packs of
chocolates do not cost less on a per gram basis than their normal versions.

SIGNIFICANCE OF THE STUDY

Any Research has it’s own importance in any business organization . The
research shows the real fact about product as well as organization. Research
is a systematic and scientific investigation of any idea either precise or
15
abstract from a continuous basis for learning , it could be either
exploratory or descriptive.

According to above definition research is a systematic and

scientific investigation through which any organization try to find out its
strength and weakness as well as opportunity and threat. As we know in
the present era the business activities have become more complex and
complicated due to modern technology , globalization and liberalization and
in other hand today customer are highly conscious about products and
brand .In recent time customers are not blind follower of a product.
They are giving high priority to all feature like price, quality, innovative
features etc. But after all this features brand becomes the inevitable parts of any
product because it gives the complete identification of product so it is also the
one most important part. My research work is highly focused on this issue,
which is important for me as well as the organization. During research work I
learnt retailers opinion about product and services . I learnt which factors
affect the retailer to sale an individual product, this research gives me
insight to understand the retailers problem as well their area of interest , in
this I got the great experience about the market

For company point of view I tried to find the serious drawback, which is
highly, affected the sale of chocolates. I tried to find market share of
Amul chocolate which is itself important .I tried to find the sale figure of
Amul chocolate in term of rupees, due to some hurdle I don’t claim my
research work is 100% accurate because so many factors was uncontrolled

16
during the project .I tried to finish my research with 100% accuracy
which is best available in market .
So it is my strong believe that my research work is significant in all manner.
This research is helpful for organization, retailers as well as consumer.

PROBLEMS OF THE ORGANIZATION

It is not a hidden fact the amul has its own image or brand which show
the value of money for its product. The AMUL’S have a great product line and

17
depth. AMUL’S products are Amul Butter, Amul Cheese Amul confectionery,
Amul Flavored Milk and Pasteurized milk, Dahi, Lashi, Ice-cream,etc.
If we give a overall look on the all market position of AMUL’S product
almost all product have a grate market share in other hand all product are
market leader with there grater sales volume and high turn over, for example
AMUL Butter, AMUL Flavored milk, AMUL Mogerella chess.
But in case of AMUL Chocolate the position of AMUL is not
satisfactory. It is generally consider AMUL is in the 3rd position after
CADBURY and NESTLE. Both the company has separate distribution channel
for chocolate, they are giving high priority to confectionery products. They are
providing easy replacement, high penetration, and regular visit to retailers shop.
Most importantly they are providing cool storage equipment to their retailers
and they positioning their product through heavy advertisement campaign.
Recently the AMUL Chocolate is re-lunched in market but the position
remain same, which is very critical for the company. After re-lunched, the sale
volume and customer awareness about the all chocolate products remain
unsatisfactory, which create harsh situation for all organization. Company
highly willing to excel in the chocolate field there are some problem, which is
adversely influence the organization.

There are some problems, which is as follows: -

 Competitors position in market
 Vast distribution channel which deals almost all product

18
  Replacement
 Retailer satisfaction level

OBJECTIVE OF THE STUDY

The primary objective is-

19
  To conduct a comparative analysis of Amul Chocolate vis-à-vis its
competitors.

The other objectives is-

 To compare Amul chocolate with its competitors in terms of sales figure.
 To make an analysis of the shortcomings of Amul chocolate compared to
its competitors.
 To conclude the findings and suggest the necessary corrective measures
and recommendations
 Improving the market position of Amul chocolate.

LIMITATIONS OF THE STUDY

20
Although all efforts were taken to make the result of survey as accurate as
possible the survey had the following constraints :

 Retailers are not willing to give answers of the questions due to their busy
schedules.
 Retailers hide the facts especially in the sales figure.
 A few retailers were not cooperating during the project survey. It was
quite difficult to collect necessary data.
 Due to the time constraint and other imperative workload during the
training period it could not be made possible to explore more areas of
concern pertaining to project study.
 The employee of Amul India limited were very hesitant and reluctant to
give all information which was vital for my project work because some
information were confidential in nature.

21
 RESEARCH METHODOLOGY

RESEARCH
“RESEARH IS SEARCH FOR KNOWLEDGE”
OR
“RESEARCH IS SYSTEMATIC EFFORTS TO GAIN KNOWLEDGE.”

RESEARCH DESIGN

“A RESEARCH DESIGN IS THE FRAMEWORK OR PLAN FOR A

STUDY WHICH IS USED AS A GUIDE IN COLLECTING AND
ANALYZING THE DATA COLLECTED.”

TYPE OF RESEARCH DESIGN: -

Different types of research design have emerged on account of the

different perspectives from which a research study can be viewed. There are
three fundamental categories that we used frequently are given below.
Descriptive research design
Exploratory research design
Experimental research design
In this project I have used descriptive research design because it describes
new ideas and events. It is flexible and easily modify in nature.

22
DATA COLLECTION :-
To achieve the objectives,the primary as well as secondary source of
data are used.. Primary source includes the retailers and company’s officials
through questionnaires.
Secondary source of data includes the past records of company.

The data were collected through the following methodical techniques in the
present project work.

1. Through questionnaires
2. Through interview
3. Through observation

23
 TYPES OF DATA COLLECTION

There are two types of data used. They are primary and secondary data. Primary
data is defined as data that is collected from original sources for a specific
purpose. Secondary data is data collected from indirect sources.

PRIMARY SOURCES

These include the survey or questionnaire method, telephonic interview as well

as the personal interview methods of data collection.
In this project I have used questionnaire and telephonic interview as
primary source.

SECONDARY SOURCES

These include books, the internet, company brochures, product brochures, the
company website, competitor’s websites etc, newspaper articles etc.
In this project I have used internet, company brochures, product
brochures, and the company website as a secondary source.

24
 REVIEW OF EXISTING LITERATURE

SOURCE 1 WEBSITES
http://www.thehindubusinessline.com/bline/2007/06/21/stories
/2007062100590600.htm
Amul set to launch seven new chocolate variants — Plans 1,000 `Utterly
Delicious' outlets in five years

NEW DELHI, June 6

AMUL is set to go the whole hog to pamper your sweet tooth. It is taking on
chocolate majors Nestle and Cadburyby launching seven new chocolates within
the current year.

The Rs 2,748-crore Gujarat Co-operative Milk Marketing Federation

(GCMMF) had very recently introduced three chocolate brands under Amul in
the market — Rejoice, Kite Bite and Nuts `bout you.

SOURCE 2

http://www.thehindubusinessline.com/bline/2007/06/11/stories/2007061100590
600.htm
Amul launches cooking chocolate — Nation-wide rollout planned in July
It has just rolled out a new brand Amul Chef, a cooking chocolate, making it
the first ever branded cooking chocolate to be made available in the Indian
market.

25
The product is currently being rolled out in the markets of New Delhi and
Mumbai. "Though, cooking chocolate is available in the market, it is offered
only as a commodity, not as a branded product," Mr S.K. Panigrahi, General
Manager (Marketing), Amul, said.

SOURCE 3

http://www.blonnet.com/2003/12/27/stories/2003122700091100.htm

Amul to launch value-added milk

THE Gujarat Co-operative Milk Marketing Federation (GCMMF) is working on

a major image-make over for good old milk and reaching for that glass of milk
could just be the most stylish thing to do to work your way to health, the
coming summer.

SOURCE 4

http://financial-fidelity.blogspot.com/2007_04_04_archive.html

NEW DELHI/MUMBAI: Chocolate maker Hershey has left a sour taste in

Amul’s mouth. It seems that the US choco maker was wooing India’s premier
milk co-operative for a possible distribution alliance even as it was seeking
government permission to strike a joint venture with Godrej Beverages and
Foods.

26
SOURCE 5

http://www.blonnet.com/2003/12/27/stories/2003122700091100.htm

AMUL PLANS TO OVERSEAS

Amul is the largest food brand in India and world's Largest Pouched Milk
Brand[4] with an annual turnover of US $868 million (2005-06) [5]. Currently
Amul has 2.41 million producer members with milk collection average of 5.08
million litres/day. Besides India, Amul has entered overseas markets such as
Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong
and a few South African countries. Its bid to enter Japanese market in 1994 had
not succeeded, but now it has fresh plans of flooding the Japanese markets [6].
Other potential markets being considered include Sri Lanka

SOURCE 6

http://www.thehindubusinessline.com/bline/2007/06/11/stories/2007061100590
600.html.

Amul History

Amul was formally registered on December 14, 1946. The brand name Amul,
sourced from the Sanskrit word Amoolya, means priceless. It was suggested by
a quality control expert in Anand. Some cite the origin as an acronym to (Anand
Milk Producers Union Limited).

The Amul revolution was started as awareness among the farmers. It grew and
matured into a protest movement that was channeled towards economic
prosperity

27
 CONCEPTUAL DISCUSSION ON PROMOTION
Seeing the cold war in the chocolate industry the company had to decided
to go one step ahead to beat the competition and to promotion activity to Amul
Chocolate.

WHY PROMOTION ACTIVITY?

Now day’s dealers are expecting the promotion activity for availability of
the product at the right time is vary important. It happens where dealers will be
least care about the brand availability by offering this promotion activity
Cadbury will be able to hit the minds of dealers and again this activity will also
helps in improving the image of Cadbury where it is weak, as well as the
specialties like dairy milk etc.

CUSTOMER FOCUSED MARKETING

The logical strategic point is to understand how logistical competency

contributes to marketing performances. Firms guided by market opportunity
view satisfaction of the customer as the motivation behind of the entire
activities. The objectives of marketing initiatives are to penetrate chocolate
market and generate profitable transaction. This posture often referred to as the
marketing concept emerged as part of the buyer-dominated market hence the
attention is directed to their fundamental concepts.

28
RETAILER SATISFACTION

Retailers satisfaction means not an end in itself it is the means fulfilling

the need of the retailers and leads us to the their major distinguishing feature of
the marketing concept emphasis that it is not enough if a firm has consumer
orientation, it is essential that such an orientation leads to retailers satisfaction.
The concept underscores that no firm can afford to ignore the satisfaction of the
retailers. It counter the temptation of short sighted attitude toward retailers
satisfaction.

WHY MEASURE RETAILER SATISFACTION?

The average business lose between 15% and 30% of its retailers each
year, often without knowing

• Which retailers they have lost.

• When they were lost
• How much sales and profit retailer has cost them.

Research has demonstrated conclusively that if is a for more costly to win a new
retailer than it is to maintain an existing one.
Measure retailer’s satisfaction and acting appropriately on the
result, will increase profitability. Not taking action allows your retailers base to
decay which permitting your completion to gain market share.

How am I doing? Posing that question demonstrated the question of

openness, courage and a willing to change. American business increasingly ask
their customer similar question and the extension service should be doing the
same entrepreneur Tom Leonarm reminds us of an excepted marketing principal
that says that it costs five times as much many to get a new customers into a

29
store than it does to keep an old happy. I perhaps that’s way Leonard and many
other business people, and here uncompromisingly to a corporate policy of :
• Rule 1 : The customer is always right

• Rule 2 : If your customer is even wrong reread Rule 1

RETAILER BUYING BEHAVIOUR

The main aim of marketing is to be met and satisfy target retailer need and
wants. The fields of retailer behavior studies how individuals groups and
organization select buy-sell the goods to increase their sale and to earn profit.
Understanding retailers’ behaviors and knowing retailer is a never simple
retailer may state their needs and wants but act otherwise. They may not be in
touch with deeper motivation. They many respond to influences that change
their mind at the last minute. Nevertheless marketers must duty their target
retailers and customer wants preparation preference shaping and buying
behavior. The retailer responds with certain observable buyer responses,
including product choice brand choice purchase timing and purchase amount.
Marketer must understand how retailer’s buying behavior are an affected by a
buyer’s particular characteristics and personal decision process buyer
characteristics includes four major basis components, culture, social personal
and psychological factors. Culture is the most basis determinant of a person’s
want and behavior. It includes the basis value; perception, preferences and
social factors also influence buyer behavior. Product and brand choice are
strongly affected by a person’s reference group, including family, friend, and
personal factors such as age and life cycle stage, occupation, economic
situation, and personality also influence buying decision finally retailer

30
behavior is also influence by four major psychological factors motivation,
perception, learning and beliefs and attitudes.

Some buying decision involve only and decision-maker but in other

decision several retailer may participate by playing different buying roles.
These role includes initiator influences, decider buyer and user in some cases
different person plays each of these roles but in other decisions the same person
may take on several distinct role. These are four different types of buying
decision behavior. The type of decision behavior employed is affected by
complexity of the buying situation the number of participants and the amount of
buying effort required, the level of buyer involvement and the degree of
different among brands Retailers may engage in complex, dissonance reducing
habitual or Varity seeking buying behavior. Marketers can be more effective
than they understand the type of buying behavior their retailers is must like to
employ before making a purchase, consumer go through a decision process
consisting of need recognition information search and evaluation of alters
natives the purchase decision and post purchase behavior. The marketer’s job is
to understand the buyer’s behavior at each stage and the influence that are
operating. This allows the marketer to develop significant and effective
marketing programs for that target market.

The buyer decision for new products add additional complexity retailer passing
through the stage of an awareness, interest, evaluation, trail and finally
adopting. Retailers respond to new products at different rates depending upon
individual differences in innovativeness. Whether they are innovators, early
adopter, early majority, late majority or laggards.

31
Finally the characteristics or the new product itself relative advantage,
capability, complexity, divisibility and communicability will affect the rate of
adoption.
Retailer behavior is complex and difficult to understand ever
familiar country marketers who must deal with consumer behavior across
international borders face an additional challenge. Retailer in different countries
may very dramatically in values, attitudes and behavior. These different often-
significant changes in products and marketing programmers to achieve success
in international markets.

RETAILERS’ EXPECTATION

The main points that have emerged in the survey are :-

• Around 90% of the retail markets are ready for Amul chocolate as
they have fait in Amul brand.

• The retailer expected the following facilities from Amul.

1 FREEZER: -

All the chocolate company viz. Cadbury and nestle give their own
freezers and the retailers are not allowed to stock other companies product in
it. The freezer now being provided by Cadbury are two type. The first serve
the dual purpose of storage and also a display counter as they come with a
transparent glass. According to the retailers these freezer have added to their

32
 sales now the customer can actually see that various chocolate kept inside
further these chocolate operate on only 100 watts of electricity can on an
inverter too and the chocolate does not melt up to a long time.

The second type of freezer is the rack freezer. The deposit taken generally
depends on
size and the kind of freezer taken but in certain cases I found out that the
retailer differ and tend to be flexible with the amount of sales given by that
particular retailers.

2. ADVERTISING: -

This is another factor that affect the retailers a lot. All the major
player and especially Cadbury takes special care in this respect. Nestle also
does the advertising but not as Cadbury. Amul has to taken aggressive
advertising countered especially at Delhi market. The retailers have Cleary
stated that they would first see the demand of the product in the market
coupled with advertising support from the company and only them they would
be interested in stocking Amul chocolate.

3. REPLACEMENT POLICY :-

Amul is already blamed for poor replacement policy and with two major
player giving this policy. Amul has to giving certain kinds of replacement
policy to make its product more acceptable to the retailers for instance Cadbury
gives 100% replacement for product defects and around 80% replacement for
damage due to some the time taken by the company to reimbursement

4. QUALITY AND DEMAND :-

33
 Big retailers said that they would keep the product only when the
customer demand for it. There policy and other retailer said that the quality of
chocolate should be good and should be in more verity.

5 . PROPER DISTRIBUTION :-

Cadbury have sound distribution system. They give their dealer a lot of
monetary benefits through schemes and dealers in turn taken care of proper
distribution. Dealer are gifted on achieving sales target.
The dealers also take care of malignance of freezer in the event of these
to repair the freezer.

6. SCHEMES :-

During the festival season viz. rakha-bandan, depawali, and other

religious function Cadbury promote their product by giving special offer to
there retailer as well as to there customer. In this time every company try to
maximize there sale and advertise there product in same way so Amul should
try to do in this line too.

DATA ANALYSIS AND INTERPRETATION

34
 MOST POPULAR KIND OF CHOCOLATE
SR. NO. PRODUCT RESPONDENTS PERCENTAGE
1 Canndy 8 8
2 Bar 66 66
3 Toffey 17 17
4 OTHERS 9 9

MOST POPULAR KIND OF CHOCOLATE

9% 8%

17%

Canndy
Bar
Toffey
All

66%

INTERPRETATION:-
Bar is most popular in consumer with 66,Toffee is the second popular
chocolate in consumer with 17% following to the bar,8% People like candy
following to the toffee,9% people like all kind of chocolates

CUSTOMER PERCEPTION WHILE PURCHASING

SR. NO. PRODUCT RESPONDENTS PERCENTAGE
1 FLAVOUR 66 66
2 GIFT 4 4
3 BOTH 30 30

35
 CUSTOM ER PERCEPTION WHILE PURCHASING

30%

Flavour
Gift
4% 66% Both

INTERPRETATION:-
While Purchasing Chocolate 66% Customer Prefer Flavors,Only 4%
Customer Prefer Gift as a Chocolate, 30% Customer Prefer Both Flavor and
Gift While Purchasing Chocolate.

36
TIME FOR CHOCOLATE
SR. NO. TIME RESPONDENTS PERCENTAGE
1 AFTER MEAL 4 4
2 PARTY/BIRTHDAY 8 8
3 ANYTIME 88 88

TIME FOR CHOCOLATE

4%
8%

After meal
Party/Birthday
Any Time

88%

INTERPRETATION:-
88% Customer Prefer Chocolate At Anytime, Only 8 % Customer like
Chocolate During Party or Birth day ,Only 4% Customer Like Chocolate
After Meal.

37
FLAVOUR PREFERENCE
SR. NO. PRODUCT RESPONDENTS PERCENTAGE
1 MILKY 22 22
2 COFFY 26 26
3 FRUIT-N-NUT 22 22
4 MILKY+COFFY 2 2
5 MILKY+FRUIT-N-NUT 12 12
6 COFFY+FRUIT-N-NUT 8 8
7 ALL 2 2
8 OTHER 22 22

FLAVOUR PREFERANCE
2% 6%
22% Milky
8%
Coffee
Fruit-n-Nut
12%
Milky+Coffe
2% Milky+Fruit-n-Nut

26% Coffee+Fruit-n-Nut

22% All
Other

INTERPRETATION:-
According to Survey 22% Customer Prefer Milky Flavor, 26% Prefer
Coffee, 22% Prefer Fruit-n-Nut,2% Prefer Milky and Coffee, 12% Prefer
Milky and Fruit-n-Nut,8% Prefer Coffee and fruit-n-Nut, 2% prefer All
Flavors and only 6% Prefer Other Flavors

38
FIRST PREFERENCE OF CHOCOLATE
SR. NO. BRAND RESPONDENTS PERCENTAGE
1 AMUL 8 8
2 CADBURY 66 66
3 NESTLE 17 17
4 OTHERS 9 9

FIRST PREFERANCE OF CHOCOLATE

6% 15%
13%

Amul
Cadbury
Nestle
Other

66%

INTERPRETATION:-
66% customer prefer Cadbury as a first preference, 15% customer prefer
Amul as a first preference, 13% customer prefer Nestle as a first
preference, 6% customer prefer Other as a first preference

39
SECOND PREFERENCE OF CHOCOLATE
SR. NO. BRAND RESPONDENTS PERCENTAGE
1 AMUL 14 14
2 CADBURY 38 38
3 NESTLE 28 28
4 OTHERS 20 20

SECOND PREFERANCE OF
CHOCOLATE

20% 14%
Amul
Cadbury
Nestle
38% Other
28%

INTERPRETATION:-
38% customer prefer Cadbury as a second preference, 28% customer
prefer Nestle as a second preference, 20% customer prefer Amul as a
second preference, 14% customer prefer other as a second preference

40
WEEKLY PURCHASE
SR. NO. RANGE RESPONDENTS PERCENTAGE
1 BELOW RS-50 70 70
2 RS 50-100 20 20
3 ABOVE RS-100 10 10

WEEKLY PURCHASE(IN RS/-)

10%
20%
Below Rs/- 50
Rs/- 50 -100
Above Rs/- 100
70%

INTERPRETATION:-
70% customer spend below Rs/- 50 on chocolate, 20% customer spend
Rs/- 50-100 on chocolate, 10% customer spend above Rs/- 50 on
chocolate

41
AWARENESS OF AMUL CHOCOLATE IN CUSTOMER
SR. NO. AMUL CHOCOLATE RESPONDENTS PERCENTAGE
1 MILK CHOCOLATE 58 58
2 ALMOND BAR 23 23
3 BINDAAZ 4 4
4 FUNDOO 5 5
5 CHOCOZOO 10 10

AWARENESS OF AMUL CHOCOLATE IN

CUSTOMER

10%
5%
4%
Amul Milk Chocolate

23% 58% Almond Bar

Bindaaz
Fundoo
Chocozoo

INTERPRETATION:-
58% customer are well aware about the Amul milk chocolate, 23% customer
are well aware about the Almond Bar, 10% customer are well aware about
the Chocozoo, 5% customer are well aware about the Fundoo, 4% customer
are well aware about the Bindaz

42
 DATA ANALYSIS OF RETAILER’S

Penetration of Chocolate
120

98
100 96 94 95
92
85
82
80
Percentage of Retailer

80
72
70 71 68
64 65
60
52 North Delhi
south Delhi
East delhi
40
Wes Delhi
Central Delhi

20

0
Company Name

INTERPRETATION:-
92 - 98% customer sale Cadbury chocolate, 70-85% customer sale Nestle
chocolate, 52-72% customer sale Amul chocolate

43
 Penetration of Amul Chocolate

120

9997 98
100 92
89

80 North Delhi
Percentage

south Delhi
60
60 53 East delhi
50
Wes Delhi
4038 40 42
35 38 35 40 38 Central Delhi
40
30
23
20
20 13 15
10 12
7

0
Milk Almond bar Bindaaz Chocozoo Fundoo
Chocolate
Items

INTERPRETATION:-
89-99% customers are well aware about the milk chocolate., 10-40%
customers are well aware about the Almond bar., 7-50% customers are well
aware about the Bindaaz.13-42% customers are well aware about the
Chocozoo., 15-60% customers are well aware about the Fundoo.

44
PROCUREMENT OF AMUL CHOCOLATE(EAST DELHI)
SR. NO. TYPE OF CHANNEL RESPONDENTS PERCENTAGE
1 DISTRIBUTOR 29 29
2 WHOLESALER 23 23
3 BOTH 48 48

Procurment of Amul Chocolate(East Delhi )

29%

48% Distributor
WholeSaler
Both

23%

INTERPRETATION:-
Procurement of Amul Chocolate through Distributor in East Delhi is
29%,Procurement of Amul Chocolate through wholesaler in East Delhi is
23%, Procurement of Amul Chocolate through Distributor and Wholesaler in
East Delhi is 48%

45
PROCUREMENT OF AMUL CHOCOLATE(NORTH DELHI)
SR. NO. TYPE OF CHANNEL RESPONDENTS PERCENTAGE
1 DISTRIBUTOR 70 70
2 WHOLESALER 13 13
3 BOTH 17 17

Procurment of Amul Chocolate (North Delhi)

17%

13% Distributor
WholeSaler
Both
70%

INTERPRETATION:-
Retailer Procure 70% Amul Chocolate from Distributor in North Delhi.,
Retailer Procure 13% Amul Chocolate from Wholesaler in North Delhi.,
Retailer Procure 17% Amul Chocolate from Distributor and Wholesaler
in North Delhi.

46
PROCUREMENT OF AMUL CHOCOLATE(SOUTH DELHI)
SR. NO. TYPE OF CHANNEL RESPONDENTS PERCENTAGE
1 DISTRIBUTOR 72 72
2 WHOLESALER 9 9
3 BOTH 19 19

Procurment of Amul Chocolate(South Delhi)

19%

9% Distributor
WholeSaler
Both

72%

INTERPRETATION:-
Retailer Procure 72% Amul Chocolate from Distributor in South
Delhi.Retailer Procure 9% Amul Chocolate from Wholesaler in South
Delhi.Retailer Procure 19% Amul Chocolate from Distributor and
Wholesaler in South Delhi.

47
PROCUREMENT OF AMUL CHOCOLATE(WEST DELHI)
SR. NO. TYPE OF CHANNEL RESPONDENTS PERCENTAGE
1 DISTRIBUTOR 31 31
2 WHOLESALER 52 52
3 BOTH 17 17

Procurment of Amul Chocolate(West Delhi)

17%
31%
Distributor
WholeSaler
Both

52%

INTERPRETATION:-
Retailer Procure 31% Amul Chocolate from Distributor in West
Delhi.Retailer Procure 52% Amul Chocolate from Wholesaler in West
Delhi.Retailer Procure 17% Amul Chocolate from Distributor and
Wholesaler in West Delhi.

PROCUREMENT OF AMUL CHOCOLATE(CENTRAL DELHI)

SR. NO. TYPE OF CHANNEL RESPONDENTS PERCENTAGE
1 DISTRIBUTOR 27 27
2 WHOLESALER 26 26
48
 3 BOTH 47 47

Procurment of Amul Chocolate(Central Delhi)

27%
47% Distributor
WholeSaler
Both

26%

INTERPRETATION:-
Retailer Procure 27% Amul Chocolate from Distributor in Central
Delhi.Retailer Procure 26% Amul Chocolate from Wholesaler in Central
Delhi.Retailer Procure 47% Amul Chocolate from Distributor and
Wholesaler in Central Delhi.

49
DEMAND OF CHOCOLATE(ENTIRE DELHI)
SR. NO. BRAND RESPONDENTS PERCENTAGE
1 CADBURY 62 62
2 NESTLE 27 27
3 AMUL 11 11

Demand of Chocolate(Entire Delhi)

11%

27% Cadbury
Nestle
Amul
62%

INTERPRETATION:-
Demand of Cadbury chocolate in entire Delhi is about 62%, Demand of
Nestle chocolate in entire Delhi is about 27%, Demand of Amul chocolate in
entire Delhi is about 11%

50
WEEKLY SALE OF CHOCOLATE(NORTH DELHI)
SR. NO. BRAND RESPONDENTS PERCENTAGE
1 CADBURY 71 71
2 NESTLE 17 17
3 AMUL 12 12

Weekly Sale of Chocolate(North Delhi)

12%

17%
Cadbury
Nestle
Amul
71%

INTERPRETATION:-
Weekly Sale of Cadbury in North Delhi is about 71%, Weekly Sale of Nestle
in North Delhi is about 17%, Weekly Sale of Cadbury in North Delhi is
about 12%

51
WEEKLY SALE OF CHOCOLATE(SOUTH DELHI)
SR. NO. BRAND RESPONDENTS PERCENTAGE
1 CADBURY 52 52
2 NESTLE 28 28
3 AMUL 20 20

Weekly Sale of Chocolate(South Delhi)

20%
Cadbury
Nestle
Amul

52%
28%

INTERPRETATION:-
Weekly Sale of Cadbury in South Delhi is about 52%, Weekly Sale of Nestle
in South Delhi is about 28%, Weekly Sale of Cadbury in South Delhi is
about 20%

52
WEEKLY SALE OF CHOCOLATE(CENTRAL DELHI)

SR. NO. BRAND RESPONDENTS PERCENTAGE

1 CADBURY 62 62
2 NESTLE 25 25
3 AMUL 14 14

Weekly Sale of Chocolate(Central Delhi )

14%

Cadbury
Nestle
25% Amul
62%

INTERPRETATION:-
Weekly Sale of Cadbury in Central Delhi is about 62%, Weekly Sale of
Nestle in Central Delhi is about 25%, Weekly Sale of Cadbury in Central
Delhi is about 14%

53
WEEKLY SALE OF CHOCOLATE(WEST DELHI)
SR. NO. BRAND RESPONDENTS PERCENTAGE
1 CADBURY 66 66
2 NESTLE 24 24
3 AMUL 10 10

Weekly Saleof Chocolate(West Delhi)

10%

24%
Cadbury
Nestle
Amul

66%

INTERPRETATION:-
Weekly Sale of Cadbury in West Delhi is about 66%, Weekly Sale of Nestle
in West Delhi is about 24%, Weekly Sale of Cadbury in West Delhi is about
10%

FINDINGS

54
Customer

 Bar is most popular in consumer with 66%,Toffee is the second popular

chocolate in consumer with 17%,8% People like candy,9% people like all
kind of chocolate
 While Purchasing Chocolate 66% Customer Prefer Flavors, Only 4%
Customer Prefer Gift as a Chocolate 30%,Customer Prefer Both Flavor
and Gift While Purchasing Chocolate.
 88% Customer Prefer Chocolate At Anytime, Only 8% Customer like
Chocolate During Party or Birthday, Only 4% Customer Like Chocolate
After Meal.
 According to Survey 22% Customer Prefer Milky Flavor, 26% Prefer
Coffee, 22% Prefer Fruit-n-Nut, 2% Prefer Milky and Coffee,12% Prefer
Milky and Fruit-n-Nut, 8% Prefer Coffee and fruit-n-Nut,2% prefer All
Flavors and only 6% Prefer Other Flavors
 66% customer prefer Cadbury as a first preference 15% customer prefer

Amul as a first preference, 13% customer prefer Nestle as a first

preference, 6% customer prefer Other as a first preference
 38% customer prefer Cadbury as a second preference, 28% customer
prefer Nestle as a second preference, 20% customer prefer Amul as a
second preference, 14% customer prefer other as a second preference
 70% customer spend below Rs/-50 on chocolate 20% customer spend
Rs/-50-100 on chocolate, 10% customer spend above Rs/-50 on
chocolate.
 58% customer are well aware about the Amul milk chocolate, 23%
customer are well aware about the Almond Bar, 10% customer are well

55
 aware about the Chocozoo, 5% customer are well aware about the
Fundoo, 4% customer are well aware about the Bindaaz.

Retailer
92-98% customer sale Cadbury chocolate, 70-85% customer sale Nestle
chocolate, 52-72% customer sale Amul chocolate
 89-99% customer are well aware about the milk chocolate, 10-40%
customer are well aware about the Almond bar.,7-50% customer are well
aware about the Bindaaz.,13-42% customer are well aware about the
Chocozoo.,15-60% customer are well aware about the Fundoo
 Procurement of Amul Chocolate through Distributor in East Delhi is
29%, Procurement of Amul Chocolate through wholesaler in East Delhi
is 23%, Procurement of Amul Chocolate through Distributor and
Wholesaler in East Delhi is 48%
 Retailer Procure 70% Amul Chocolate from Distributor, 13% from
Wholesaler Retailer Procure 17% Amul Chocolate from Distributor and
Wholesaler in North Delhi.
 Retailer Procure 72% Amul Chocolate from Distributor, 9% from
Wholesaler 19% Amul Chocolate from Distributor and Wholesaler in
South Delhi.
 Retailer Procure 31% Amul Chocolate from Distributor, 52% from
Wholesaler Retailer Procure 17% Amul Chocolate from Distributor and
Wholesaler in West Delhi.
 Retailer Procure 27% Amul Chocolate from Distributor, 26% from
Wholesaler Retailer Procure 47% Amul Chocolate from Distributor and
Wholesaler in Central Delhi.

56
  Demand of Cadbury chocolate in entire Delhi is about 62%,Demand of
Nestle chocolate in entire Delhi is about 27%,Demand of Amul
chocolate in entire Delhi is about 11%
 Weekly Sale of Cadbury in North Delhi is about 71%,Weekly Sale of
Nestle in North Delhi is about 17%,Weekly Sale of Cadbury in North
Delhi is about 12%
 Weekly Sale of Cadbury in South Delhi is about 52%,Weekly Sale of
Nestle in South Delhi is about 28%,Weekly Sale of Cadbury in South
Delhi is about 20%
 Weekly Sale of Cadbury in Central Delhi is about 62%,Weekly Sale of
Nestle in Central Delhi is about 25%,Weekly Sale of Cadbury in Central
Delhi is about 14%
 Weekly Sale of Cadbury in West Delhi is about 66%,Weekly Sale of
Nestle in West Delhi is about 24%,Weekly Sale of Cadbury in West
Delhi is about 10%

S.W.O.T ANALYSIS

STRENGTH:-

57
  Amul has a brand image.
 It has a high quality.
 It has a great purity.
 It has a pool of dedicated and hardworking workforce.
 Experienced market player.

WEAKNESS:-

 Company dose not provide credit to retailers Company.

 Company has no proper promotion strategy.
 Complex replacement procedure.
 Fewer margins to retailers.
 There is Lack of availability.
 Distribution is not up to the mark in every area.
 Lack of salesmen and distributor in some areas in Delhi.
 There is a problem with storage of Amul Chocolate

58
OPPORTUNITY:-
 Sale can be increased by providing the replacement offer to retailers.
 Increase in retailer margin can enhance the sale of Amul Chocolate.
 Focused approach towards small market can also increase the sale of
Amul Chocolate.
 New schemes can be provided to the retailers to attract them to push the
sale of Amul Chocolate.
 Regular supply can be easily compete the competitors and increase its
own sale.

THREATS:-

 More competitors are entering in the market.

 Competitors are providing more margins to retailers.
 Competitors also giving replacement facility to retailers.
 Competitors providing regular supply and strong distribution channel.
 Competitors also reaching to small market.

59
 SUGGESTIONS & RECOMMENDATIONS

 On the basis of research and analysis of the study conducted in DELHI

market, which was divided into five areas viz. south, north, east, west and
central Delhi for the AMUL Chocolate. I would like to suggest the
following key point to the company.

 The company should try to build some feed back mechanism from the
retailer to check the wholesalers intervention in the AMUL’S
distribution area because the wholesaler try to hamper the goodwill as
well as the other benefit of the company and their most important part of
distribution channel.

 The company should maintain separate distribution channel for the

chocolate because it is seem mostly during study that one single
distribution deals all product, as it is not a hidden fact that the product
line and product depth is very wide. In the other hand other product most
importantly AMUL butter is hot item for distributor as well as for
retailers. Therefore they don’t pay proper attaintion on to it.

 The company should provide new schemes on the regular basis to the

60
 retailers as well as to the consumers to increase its market share.

 During my project this fact become clear that the customer are not well
aware about the all product item of amul chocolate so through the strong
advertisement company should try to increase the awareness of the
AMUL chocolate.
 The retailers main problem is storage of AMUL Chocolate as I saw
Cadbury as well as nestly both company provide refrigerator and display
box for proper storage as well as the promotion of their product so
AMUL should do something on this line.

 Replacement is big problem for retailers especially in chocolate segment

because all chocolate products need special kind of care but there some
unavoidable factor damage the chocolate so company should provide
revive the policy about the replacement, easy replacement facility to the
retailers so that they could be attracted toward selling the AMUL
Chocolate.

 The company should start promotion campaign at the micro-level by

increasing the visit of company’s representatives to the retailers.

 The company should work collaboratively with the distributors in

effective manner towards focusing on the area where there is a potential
market for AMUL Chocolate and target that area.

61
 CONCLUSION

FROM THE ANALYSIS, THE FOLLOWING CONCLUSION CAN BE

ARRIVED AT:

 Amul Chocolate enjoys the trust of the retailers as well as the consumer
because of its quality and huge brand image. Currently the stock of Amul
Chocolate supplied by the company is not of fresh date. As a result of this
situation is making an adverse impact on the market of Amul Chocolate
 There a big storage problem with Amul Chocolate it has need to keep in
certain temperature.
 Some distributors does not give proper information to the retailers about
the product and offers given by the company for the promotion of the
Amul Chocolate. Which leads bad image of the company.
 There is some problem with the packaging of the product. As a result the
Chocolate puffed before its expiry period.
 The supply of Amul Chocolate is not proper in some specific areas .Which
gives wrong massage about company.

62
  The competitors of Some of the competitors of are providing easy
replacement facility to the retailers which are attracting them towards those
companies.
 Some of the competitors of some of the competitors are providing wider
margins to the retailers. Wider margin is making the retailers to push the
sales of the competitors.

Annexure
QUESIONNAIRE
1. BIBLIOGRAPHY

63
 CUSTOMER QUESTIONNAIRE

Name ………………………… Occupation………..

Age………………… Monthly income……….

Place……………….

1. Do you eat chocolate?

Yes No

2. Which type of chocolate do you like most?

Candy Toffee Bar

3. What’s in your mind while purchasing chocolate?

Flavor Gift both

4. At which time do you like to eat chocolate?

After meal Birthday party any time

5. Which type of flavor/taste do you like the most?

Milky coffee Fruit-n-Nut Other…

6. Which brand of chocolate do you like the most? Name

64
 a) ………………….. b) ……………………..

7. How much do you spend on chocolates in a week?

Below 50 50-100 Above 100

8. Are you aware about ?

Yes No

Amul milk chocolate …… ……

Almond Bar …… ……

Bindaaz …… ……

Fundo …… ……

Chocozoo …… ……

9.Have you tasted Amul chocolate?

Yes No

Milk chocolate ……. ……

Almand Bar …… …….

Bindaaz ……. …….

Fundo ……. …….

Chocozoo ……. …….

10.If yes give point (1-10)for each?

Milk chocolate ………………………..

Almand Bar …………………….

65
Bindaaz …………………….

Fundo ……………………..

Chocozoo …………………….

11.How you come to know about Amul chocolate?

By electronic media By print media By retailer By Display Any

other ………….

12.Give point(1-10)for following chocolate?

Taste Price packaging

Cadbury

Nestle

Amul

13.Any suggestion ? ………………………………………………………

66
 BIBLOGRAPHY

BOOKS:-

Kotler philip “marketig management” new delhi prenticehall of india.

Kothari c.r. “research metodology”

SEARCH ENGINE :-

• Www.google.com
• Www.yahoo.com

WEB SITE :-

• Www.Amul.Com

MAGAZINES :-

• Business world
• Business today

67
PREOIDICAL:-
• Economic times
• Times of india(delhi edition)

68