Comparative Study Of Amul Dairy Product & Market Analysis Of Amul Chocolates

C O M PA R AT I V E STUDY OF AMUL DAIRY PRODUCT & M A R K E T A N A LY S I S OF AMUL C H O C O L AT E S F R O M - AV I N A S H A R R E J A M6 CA P S TON E 2 0 1 7 - 2 0 1 9

To know awareness of people towards Amul Products

To know the preference of Amul Products with comparison to other brands To know the factors which affect consumer buying behaviour with Amul Chocolates

Swot Analysis of Amul

To study various factors such as quality, price, easy availability, etc

OBJECTIVE

LITERATURE REVIEW FMCG SCENARIO • The Indian FMCG sector has a market size of US$ 13.1 billion and is the fourth largest sector in the Indian economy. A well-established distribution network, mature logistics, intense competition between the organized and unorganized segments, National brands and private labels/local brands characterize the sector. It has been estimated that FMCG sector sales in India is likely to increase from Rs. 92,100 cores in 2011-12, to over Rs.1,30,000 cores in 2015. With the presence of 12.2% of the world population in the villages of India, the Indian rural. • FMCG market is formidable indeed. The Indian rural market has more than 700 Million Consumers (70% of the Indian population) and accounts for 50% of the total FMCG market. The Personal care category in India was valued at Rs. 54.6 billion. An average Indian spends 8% of his income on personal care products. Personal care mainly consists of Hair Care Skin Care, Oral Care, Personal Wash (Soaps), Cosmetic and Toiletries, Feminine Hygiene. • The sales of FMCG Personal care segment is growing by leaps and bounds in Kerala, with the most literate and trans-culture embracing consumers in India. Kerala has been witnessing a social transformation over the past decade to form a modern consumerist state with little focus on farming sector, increased interest in I.T related parks, educational services, medical facilities and tourism, higher income with huge remittances from the NRI’s and increased living standards even in the rural areas providing better growth prospects and demand for the FMCG sector. The per capita consumption of FMCG products is on the rise, thanks to the consumer acculturation. The deeper market penetration and positioning of FMCG brands catering.

INTRODUCTION • Fast Moving Consumer Goods is the 4th largest growing sector in Indian Economy. FMCG has three segments: • 1. Food and Beverages-19% • 2.Healthcare-31% • 3.Households and personal care-50% Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. Amul brand of milk and milk products has been recognised as best Indian FMCG Company by International Advertising Association (IAA). Amul is marketed by Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF). Amul Chocolate does not have much product mix depth and even its turnover and sales growth over these years are not growing comparatively. The reason for this study is to find out people’s behaviour regarding Amul Chocolate & the advertisement medium most preferred for advertising the Amul chocolate to increase its awareness in the market.

SWOT ANALYSIS

RESEARCH METHODOLOGY • RESEARCH INSTRUMENTS: • Primary Research: • Questionnaire • Secondary Research: • Internet I took 35 responses to map best marketing platform for marketing of Amul products and even people’s perception and psyche for Amul Chocolate.

CONCLUSION It turns out people are aware of Amul but they do not prefer it into the Chocolates so much as people take amul as a milk brand and is highly attached to it.

12 is the highest number of people who are aware about Amul Chocolates .

Amul should brand its chocolates through emotional attachment connecting teenagers.

Amul should brand its product through the Indian festivals and its touch with celebrity endorsements and should include range category with its different flavors

REFERENCE • https://en.wikipedia.org/wiki/Amul • https://www.pdfcoke.com/doc/28134383/Product-Mix-Amul • https://www.ijser.org/researchpaper/A-CASE-STUDY-OF-AMUL-COOPERATIVE-ININDIA-IN-RELATION-TO-ORGANIZATIONAL-DESIGN-AND-OPERATIONALEFFICIENCY.pdf • //economictimes.indiatimes.com/articleshow/63583079.cms?utm_source=contentofin terest&utm_medium=text&utm_campaign=cppst • https://www.pdfcoke.com/doc/83825076/Amul-Strategy • https://en.wikipedia.org/wiki/Fast-moving_consumer_goods • http://reports.dionglobal.in/actionfinadmin/reports/fdr0108201343.pdf

• https://www.pdfcoke.com/doc/248600592/Pestel-Analysis-on-Fmcg-IndustryEconomics-Essay