Amul Ppt - Advanced Marketing

7/29/2019 Amul Ppt - Advanced Marketing

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Amul chocholates Market share decreased to

5% much less than market leader(79%)

The awareness level ofAMUL CHOCOLATE is

very low.

Performance ofAMUL CHOCOLATE vis--vis

other Brands.

The consumer psyche has only 2 brands in

mind Cadbury & Nestle


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Chocolate market is estimated to be around 1500 crores (ACNielson) growingat 18-20% per annum

Cadbury is the market leader with 79% market share

Theper capita consumption of chocolate in India is 300 gram compared with

1.9 kilograms in developed markets such as the United Kingdom

Over 70 per cent of the consumption takes place in the urban markets.

The chocolate wafer market (Ulta Perk etc) is around 35 % of the totalchocolate market and has been growing at around 13% annually.

As per Euromonitor study, Indian candy market is currently valued at aroundUSD 664 million, with about 70%, or USD 461 million, in sugar confectioneryand the remaining 30%, or USD 203 million, in chocolate confectionery.

Entire Celebrations range marketshare is 6.5%


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The chocolate market in India has only three big players,Cadbury(79%), Nestle(14%) and Amul (5%)

New brands such as Sweet World, Candico and Chocolatiersare present in several malls.

The largest target segment for Cadbury isyouth.

Delhi-based Chocolatiers, started with a small shop insouth Delhis Chittaranjan Park and has now ventured intomalls and multiplexes in NCR, Mumbai and Bangalore,with focus on high-end or designer chocolates, a niche

market of their own.

Candico India is aiming for 1000 locations across malls andmultiplexes in the country by 2015.


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Chocolate advertising rose by 30 per cent.

Maximum chocolate advertising was during Raksha Bandhan.

As expected chocolate advertising skewed towards kids channels and regional GEC tookthe second position

Cadbury India Ltd rules chocolate advertising on television

Regional GEC took the second place with a 21% share ad volumes of chocolates, followedby Hindi movie with 13% share.

Cadbury India Ltd was way ahead of its peers with 66 per cent share followed by NestleIndia Ltd and Parle Products Pvt Ltd

During January-November 2008 the number of new chocolate brands advertiseddecreased to seven from 12 during 2007

Nestle Munch Pop Chocolate led the chart of new chocolate brands advertised ontelevision during January-November 2008


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Something to have just like that.

Gifting


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Target Audience

Everyone

Youths, kids, Teenagers, Old.

Different products for different age group


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Marketing Mix(product)

Introduction of new range of chocolates to suit

different targeted segments

Variety

Design Plain bars, filled, chocolate covered

wafers,

Sizes and Packages

wide range to suit keyprice points and occasions


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Pricing

PricingIn line with Cadburys offerings

Incentive schemes eg. Nestles Maha munch

give more value for the same price

Priced at key price points like Rs.5


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Promotion

Must choose a Brand ambassador- e.g.RaniMukherjee for munch ( targeting youth),Cadbury is planning to rope in Genelia

DSouza of JTYJN fame. ADVERTISING

Increase in frequency, At prime time.

Must increase advertising expense from thecurrent 1% of the revenue to 5-6% as done byother competitors


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Place

Make use of its strong

distribution structure.

Urban as well as rural.

New Regional SalesOffices to increase

width and penetration

and focus in rural areas.


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Recommendations

Must introduce Festival Gift boxes like cadburyCelebration.

Must offer low-priced packs for the masses and launchnew products to target different age groups.

Must focus on the availability and affordability of its

products. Should increase R&D spending to improve the quality &

taste. Must introduce at price points such as Rs 1, Rs 2, Rs 5

(13gms), Rs 10 (26gms), Rs 15 (43gms), Rs 50 and even at

Rs 100 Visibility at retails points. To increase the visibility of its

products, target areas near bus stops, colleges, schools,cafes and places of entertainment like theaters andamusement parks.


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Must enter into marketing alliances with various portals to offerproducts (on those portals that were developed for festiveoccasions and celebrations such as Valentines Day and FriendshipDay.

Rejuvenate and strengthen the existing brands Extend its reach to semi-urban and rural markets.

Sell its products through 'non-traditional' outlets like music stores(such as MusicWorld), malls, renowned bookstores and popularapparel outlets (such as Pantaloons and Wills Sport boutiques).

To put chocolate carts (similar to traditional bicycle ice-creamcarts) in malls and near college campuses to increase its reach.

Increase frequency of advertisement. Company should introduce sales promotion schemes like free

weight, pranky, tattoo, contest, free gifts etc. Advertisement can be done with the help ofanimations thatattracts children and teenagers because chocolates are consumedlargely in this segment.


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Chocolate Boutique

Amul must come up

with its own chocolate

boutiques.

Form its own shelves inretail shops and take

ownership of

maintaining them.


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Amul Ppt - Advanced Marketing

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