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 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. It is a dairy cooperative movement in India. It is a
brand name managed by an apex cooperative organisation, Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is
jointly owned by some 2.41 million milk producers in Gujarat, India[1]. It
is based in Anand town of Gujarat and has been a sterling example of a
co-operative organization's success in the long term. The Amul Pattern
has established itself as a uniquely appropriate model for rural
development. Amul has spurred the White Revolution of India, which
has made India one of the largest milk producers in the world. It is also
the world's biggest vegetarian cheese brand .
Amul's product range includes milk powders, milk, butter, ghee,
cheese, chocolate, ice cream, cream, shrikhand, paneer, gulab
jamuns, basundi, Nutramul brand and others. In January 2006, Amul
plans to launch India's first sports drink Stamina, which will be
competing with Coca Cola's Powerade and PepsiCo's Gatorade .
Amul is the largest food brand in India with an annual turnover of US
$868 million (2005-06) [4]. 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 [5]. Other potential markets being considered include Sri Lanka.

Research for availability and acceptability of Amul Chocolate and their

different variants including New Launched
CHOCOLATES: MAJOR TYPES & BRANDS
Types Brand

Molded chocolates Dairy Milk, Truffle, Amul Milk Chocolate, Nestle

Premium, NestleMilky Bar, Nestle ClassicCount lines 5 Star, Perk, Kit Kat,
Picnic, MunchPanned products Gems (Cadbury), Nutties, Marbles (Nestle)
AMUL CHOCOLATE
GIFT FOR SOMEONE YOU LOVE
AMUL CHOCOLATE
is made from Sugar, Cocoa Butter, Milk Solids,and Chocolate mas

Market Segmentation Of Amul CHOCOLATE

Homogeneity within the segment
Heterogeneity between segments
Segments are measurable and identifiable
Segments are accessible and actionable
Segment is large enough to be profitable.....
These criteria can be summarized by the word SADAM:
S Substantial: the segment has to be large and profitable enough

A Accessible: it must be possible to reach it efficiently

D Differential: it must respond differently to a different marketing
mix
A Actionable: you must have a product for this segment
M Measurable: size and purchasing power can be measured .

OBJECTIVE OF RESEARCH
Assessment of present Amul chocolate market
Size of Market Availability, Awareness, Acceptability of
AmulChocolates.Share of Amul Share of Amul Chocolates.Customers
Expectations Required Changes, Defects(Shortcomings) of Amul
Chocolates.Competitors Size, Share, New product launching.
RESEARCH DESIGN
SAMPLE DESIGN:
Of the total sample design Customer and Retailers survey was
formulated on basis of Selective sampling and the Distributors survey
was based on total Census sampling
A total 150 Customer Surveyed.
A total 50 Retailers Surveyed.
A total 5 Distributors were Surveyed

Competition will never end so let's not avoid it but face it confidently,
"For a chief executive, unless he knows where he is going no one can take
him there".
What's the use of Marketing & Advertising if it does not reach the right
people and yield desired results? Therefore it is necessary for every individual
who has something to sell but no one to buy, to detect the problem areas and
try to solve them. But for this, knowing the right problem is extremely
essential otherwise hitting the target in dark means nothing.

Therefore, it is rightly said that a "well defined problem is half done". Once
you know your drawbacks only then you can correct it. Therefore, to know
your drawbacks you need to conduct a survey and get information right
from the ultimate users of your product. They should be asked to bring out
your drawbacks. This will help you to not only know your pitfalls but also
what your customers want and their likes and dislikes and while doing so
build a good rapport with your customers. While conducting such surveys
you can also advertise your products among those customers who are not
much aware of it.
"There are three ways of doing a thing- the wrong way, the right way and
our way"
whichever may be your way the ultimate aim is to achieve the results and
implement them to maximize customer satisfaction we all know
competition is intense then why not take it positively so that it helps us to
improve our product quality, makes customers loyal to us, helps us know
our shortcomings and rectify them. The best way to overcome your
competitors is to give your customers what they expect or probably more than
that.
To know the customers expectations towards Amul, I had conducted a market
Research of the existing customers, which helped me to know the
satisfaction, awareness and liking among customers for the products of
Amul and analyse the situation and provide them suggestion to improve the
situation.
These suggestions if implemented would definitely yield results and

Strengths
1. The company is having Indian origin thus creating feeling of oneness in
the mind of the customers.
2. It manufactures only milk and milk products, which is purely vegetarian
thus providing quality confidence in the minds of the customers.
3. It is aiming at rural segment, which covers a large area of loyal
customers, which other companies had failed to do.

4. People are quite confident for the quality products provided by Amul.
5. Amul has its base in India with its butter and so can easily promote
chocolates without fearing of loses.
6. The prices of chocolates of Nestles are comparatively cheap as compared
to other companies.

Weaknesses
1. There are various big players in the chocolate market, which acts as major
competitors restricting their growth.
2. Lack of capital invested as compared to other companies.
3. Improper distribution channel in India.

The main objective of the project is to know the market potentials andawareness
about new variants of Amul chocolate in Varanasi City.Other objectives of my project
are
To find the market share of Amul in chocolate segment
To know Customers perception towards Amul chocolate.
To make comparative study of different variants of chocolates.
To know strategies of competitors and implement on those strategies.
To find out the potential market mainly for new variants (like
Fundoo,Bindaaz).

o
o
o
o
o
o
o

www.rediff.com
www.indiainfoline.com
www.amul.com
www.amuldairy.com
www.google.com
www.India-stats.com
www.Agencyfaqs.com

o
o
o

www.indiantelevision.com
www.thehindubusinessline.com
Marketing management by Kotler ,keller