Submitted By : Abhinab

Gogoi
Sec : PGDM 5
UID : 2019-1605-0001-
0022 Project Title :-
Product Awareness of
compound Chocolates
 Sector Information
Indian Dairy
Industry

Organized Unorganized

Private
Dairies(Nation Private Cooperative
Government
al) Diaries(Internatio Societies
nal)
• Karnataka
• Nestle
milk
• Lactalis
Federation
• Mother • Danone
• Fonterra
Dairy
 Sector

Amul
■
India contributes to 20 % of the global ■
Amul is an Indian cooperative
milk production and stands as the dairy company based at Anand in the state
of Gujarat.
largest producer of milk in the world ■
Formed in 1946, it is a cooperative brand
■
The dairy industry in India serves as a managed by a cooperative body, the Gujarat
tool of socio-economic development. Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by
■
Indian dairy sector grew 6.4 per cent 3.6 million milk producers in Gujarat.
annually over the last four years. ■
R.S Sodhi is the CEO of Amul
■
26% market share in packaged milk.

Turonver of GCMMF( Rs. In Crores)

Turonver of GCMMF( Rs. In Crores) Linear (Turonver of GCMMF( Rs. In Crores))
35000 33150
29222
30000 27043 Source :-
25000
20733
22972 Markets
18143
20000
13735
Guruji
15000 11668
9774
10000 8005
5000
0
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19
 Products Mix

■ Amul Milk ■ Dahi

■ Bread Spreads ■ Mithai

■ Cheese ■ Chocolate

■ Beverage Range ■ Fresh Cream

■ Paneer
■ Dahi
 Porter’s Five
Threats of Substitutes
Threats of New Forces < Medium>
Entrants <Low>
• Capital requirement to Analysis Although many substitute in
drinking arena when
entire a big industry. compared with milk are
• Customer Loyalty available ,the dairy industry
Competitive enjoys high profitability in
Rivalry case of other dairy products.
<High>
• Large no. of
competitors.
• Local milkman. Bargaining power of
buyer<High>
• Presence of multiple
Bargaining power of competitors as well as local
Suppliers<Low> milkman.
The suppliers are mainly • Home delivery and
rural milk producers and freshness of local dairy
thus bargaining is low. products from local
milkman make this more
difficult
Project :- Product
awareness
of:-compound
Market Research
Chocolates
Open Ended questions
Questions being asked
Name of the Shop
Type
Manufacturers Address
Contact Details
Brand Currently using
Price to the shop
Quantity required/Month
Remark
 Research Findings on
Market
65.21% uses Morde
4.34 % uses Mellow
13.04 % uses Cocoa
4.34 % uses Callebaut
8.69 % uses Any brand present in the market
4.34 % uses Marco
16.38 % not mention.

Competitors
Not Mention 16.38

Macro 4.34

Any Brand 8.69

Callibeut 4.32

Cocoa 13.04

Mellow 4.34

Morde 65.21
0 10 20 30 40 50 60 70

Uses
Task Performed
After Survey :-
■ Provided Samples
■ Providing detail of USP in our
product.
■ Feed back to be taken on
sample after every two to 3
days.
■ Orders to be taken.
■ Providing contacts and
negotiating to buy order the
like products.
■ Arranged meeting and made
phone calls for conducting a
cater’s meet.
Results
Conversion of Bakers and Chefs.
• Out of 23 total bakeries and factories we converted
• 50 % bakeries shops to use our product.
• 34.78 % did not try the sample yet.
• 17.89 % were not interested in the product.
Sales

34.78; 35%
47.83; 48%

17.39; 17%

Converted Not Converted Sample not tried yet

Learning
■Exposure on customer interaction which
helped in improving interpersonal skills
■ Understanding B2B Business.
■Understanding Channel marketing.
■ Developing on the communication of value
proposition.
■Acquired knowledge on the idea of
conducting a proper meeting
■ Better understanding of the market
scenario.
■Understand the point of view from retailers
perspective towards a particular product.
(Consumer Buying Behavior)
■ Brainstorming (Idea Creation)
■Negotiation
■Long term connections (Customer
Relationships)
Finding
■ First the knowledge regarding amul
compound chocolates among the
bakers community were
unprecedented.
■ The Market was mainly captured by
Morde. It was perceived to be the
best compound chocolate in
Guwahati market.(In terms of
price,quality and quantity)
■ Amul was known among bakers as
the best but had less idea on the
price ,quality and quantity that we
provided in relation to Compound
Chocolates.
Suggestion
■ Maintaining contact with the interested
customers.
■ Advertising should be used to visualize
more on the product.
■ Samples should be provided more to the
factories in order to spread knowledge of
the quality of the product.
■ Distribution image should be made strong
as with chocolates people also buy other
products.
■ Building Loyalty.

Limitation
• Travelling.
• Time Constraints.
• Lack of samples.
Thank
You