1

[Year]

[Type the company name]
[Pick the date]
Product Amul Chocolates
Group 9
Shraddha Patel 72
Radhika Phaterpekar
77
Sabika Razvi 81
Shalaka Shah 98
Shwetal Shah 100
Yatithi Vidhlani - 115

2

Acknowledgements
We would like to thank Usha Pravin Gandhi College and Mrs. Rubina
Khan maam for providing us an opportunity to do a project on a
wonderful and vast topic, thereby giving us an insight into the media
strategy of Amul Chocolates. Apart from gaining knowledge on many
important things, it also helped us to build our team spirit.
We would also like to thank all the people who filled the surveys for our
research, helping us do a comprehensive report and conclusion to it, and
the numerous websites which have provided us with ample amount of
data to carry out an effective project.
Indeed, working on this project was a delightful experience in itself.














3

INDEX
Sr.No Topic Sub Topic
1 History of AMUL 1.1 Amul chocolate
1.2 list of competitors
2 Market Analysis

2.1 STP
3 Creative strategy 3.1 Ad objective
3.2 communication
objective
3.3 Communication model
AIDA
4 Media Brief 4.1 Marketing information
checklist
4.2 Ad objective
4.3- Product characteristics
5 Media Strategy


6 Media objective


RE LAUNCHING with Questionnaire

7 Revised Media brief 7.1 Product characteristic
7.2- Ad Objective
7.3 SWOT
7.4 Geography



8 Market dissection
9 Proposed Creative strategy 9.1 Ad Objective
9.2 Communication Model
HOE
10 New Media Objective


11 New Media Strategy





4

1 - HISTORY
Amuls (means Priceless in Sanskrit) 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 in
Gujarat on 4
th
January 1946, called by Morarji Desai under the advice
from Sardar Vallabhhai Patel. Milk producers cooperatives in villages,
federated into a district union, should alone handle the sales of milk
from Kaira to the government run Bombay Milk Scheme. This was the
origin of the Anand pattern of cooperatives.
In 1937, in order to make their products more effectively and
economically, they formed the Gujarat Co-operative Milk Marketing
Federation Limited (GCMMF Ltd.).
GCMMF became the sole marketer of the original range of Amul
products including milk powder and butter. That range has since grown
to include ice cream, ghee, cheese, chocolates, paneer, shrikhand, etc.
These products have made Amul a leading food brand in India.
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 the largest producer of milk and milk
products in the world. It is also the worlds biggest vegetarian cheese
brand.






5

1.1 AMUL CHOCOLATES
Amul Chocolates entered the chocolate segment in 1970 when the Indian
customers were skeptical of consuming chocolates on a regular basis.
With the changing times and changing perceptions, the chocolate
industry flourished. The introductory phase of Amul chocolates life cycle
saw a very gradual increase, pretty much negligible. In 1991, with
globalization paved way for MNCs invading and capturing the Indian
market. This phase also show people getting westernized and following
western trends and lifestyles. Thus eating a chocolate became a common
and an everyday affair. Amul Chocolates being in its growth stage had to
struggle to even stay in the competition where foreign chocolate
companies never ceased to amaze the Indian public.
Today, in comparison to Amul Chocolate, the other competitors provide
a better availability and give competition to the hilt. The rival companies
are well established with aggressive advertising and nation-wide
availability.
The chocolate market in India is pegged at approximately Rs 2,000 crore
and is growing at a rate of 18-20 per cent per annum as per 2008
statistics.





6

Ad Agency
DraftFCB + Ulka handles the Amul Portfolio and advertises Amul milk,
chocolates, paneer, ghee and ice-cream.



TVC

7


1.2 List of competitors
Cadbury 70%
Nestle 28%














Nestle - 28
Amul and others - 2 cadbury - 70
8


2 - Market Analysis

Is the process of marketing of grouping a market that is the customers
into smaller groups. These markets are often termed as niche marketing.
These segments are fairly homogeneous in their attitudes about certain
variables.

Because of this intra-group similarity, they are likely to respond
some what similar to a given marketing strategy. That is, they are
likely to have similar feeling and ideas about a marketing mix
comprised of a given product or service, sold at a given price,
distributed in a certain way and promoted in a certain way.
The purpose of segmentation is to identify and target prime
customer groups so that you get the maximum return from a
limited marketing budget.
Market segmentation of amul chocolate

Homogeneity within the segement
Heterogeneity within the segments
Segments are measurable and identifiable
Segments are accessible and actionable
Segment is large enough to be profitable


After the most attractive segments are selected, a company should not
directly start targeting all these segments. The attractiveness of the
segments is also depending on other important factor. In the main
activity of defining a target market, four sub activities are given which
are the bases for deciding on which segments will actually be targeted.


The four sub activities performed by Amul while targeting
are:-

Defining the abilities of the product and resources needed to
enter a market
Analyzing competitors on their resources and skills
Considering the companys abilities compared to
competitors.
9

Deciding on the actual target market.
2.1 STP





Segmentation


i. Demographics comprises of age of target market, the
gender and their social class.
Age- 8 to 25yrs it mostly targeted children and youth
gender- both men and women
Mostly catering to quality conscious children and youth. Since
Amul is a brand that symbolizes quality and trust. It is for all the
segments because the prices are cheap as compared to cadbury.
eg: Amul dry fruit rs. 80, whereas cadbury is for rs.100

ii. Geographical
It mostly catered to the urban areas where amul chocolates were
launched way back in 1970's, that time eating chocolate was a luxury.

iii. Psychographic
During that era , there was a change in the minds of the
consumers, as Indians were always used to getting mithais during
10

festivals there were slowly shifting towards eating chocolates. Again
catering to the upper middle class, thats when amul chocolates came up
with its festive packs.

iv. Behaviourial -
Since it was a luxury product the families enjoyed it on occasions and
after dinner and lunch as they could afford it. These chocolates were
exchanged as gifts, it symbolized pride in eating amul chocolate. Also the
consumer had a trust and was happy and satisfied since the brand was
amul.




Target market

Primary target age 8 to 30 quality conscious people, who
gave importance to the quality and taste. Something that suited
their lifestyle. Much focus wasnt given to the middle aged and
people about 30-35.




Positioning -

1) The tag line "for someone you love", again symbolizing it as
something very precious for your loved one creating a niche image.
2) For people who are very brand, taste, quality conscious.
3) Amul chocolate ads always had an emotional appeal justifying the
tagline.
4) Lot of varieties of chocolates from different flavours to fruit and nut to
dark chocolate catering to the tastes of all the consumers.
5) Also different packaging for different flavours and
for different festivals.
6) Two cute babies always there for Amul chocolate ads.





11

3 - CREATIVE STRATEGY

3.1 - Ad Objective
The 2 major ad objectives that Amul Chocolate incorporated are
A) Informative
They wanted to make people aware of the new extension Amul was
coming up with i.e the CHOCOLATES. They wanted to develop a liking
for the chocolates amongst the people which would lead to purchases.
They also chose the tagline very smartly which says For someone you
love which tried to portray that you would want to gift the chocolate to
someone special or someone you care for like your parents, children,
friend, lover etc. Amul has always tried to bring happiness in
everybodys life by giving good quality products. Amul already enjoyed
trust and goodwill in the market and the same was used by Amul
Chocolates to showcase them as a product consumers can trust.
B) Persuasion:
They tried to persuade people by using emotional appeal. They focused
on the father-son relationship to show the amount of confidence the
father has on Amul Products that he is contentedly giving his son
chocolates of the same umbrella company. The ad showcases emotions of
a loving and caring father towards his son. This type of an emotional
appeal would persuade the people to indulge in buying the product.


3.2 - Communication Objective

The company wanted to target all the loyal customers who since
years have been using Amul products and wont hesitate before
buying an Amul Chocolate.
Like all Amul advertisements even chocolate ads uses emotional
appeals to create a bond with the customers. It wanted to create a
level of comfort and fulfilment after consuming the chocolate.
12

It also aimed at changing the attitude of the people that chocolates
can replace the traditional sweets during occasions. The perception
that chocolates which used to be unaffordable is changed with
Amuls sentitive pricing. Today it is much more convenient over
Mithai in terms of packaging and self life in making both middle
class and rich Indians opt for chocolate



3.3- Communication Model - AIDA

Attention Amul chocolates started grabbing attention with their
simple yet to-the-point print ads that where published in Indrajal
in the initial time period that is around 1970 to1980. Amul as a
brand was very well embedded in the minds of the audiences even
before Amul Chocolates entered the market. With such a versatile
brand with so many variants, it was necessary that the brand draws
special attention to their newly launched product (chocolate) for
the people to take notice.

Interest It was important to raise customer interest by focusing
on demonstrating advantages and benefits a consumer will get
after consuming the Amul Chocolate. Thus the vibrant and
informative Amul website displayed the ingredients, nutritional
value, composition and price of the chocolates. Interest was
generated on the basis that a consumer eating an Amul Chocolate
will obtain value for money, healthy, uncontaminated chocolate
that provides pure joy and satisfaction.

Desire The 3
rd
stage tries to convince customers that they want
and desire the product or service and that it will satisfy their
needs. Thus a desire was created among the audience by coming
up with festive packs like special packs for diwali and raksh-
bandha. Thus people would wish to swap the traditional Mithai or
sweets with a pack of Amul Chocolate. Also by offering an
13

assortment of chocolate variants and various price range for it, it
aimed at creating a desire of gifting or buying the chocolates.

Action - One innovative method to induce purchase was the
facility of online shopping to the customers. This is something very
new that no other chocolate brand has indulged in, since ordering
a pack of chocolates from home makes the job of the customers
very easy.












14

4 - MEDIA BRIEF


4.1 - Marketing information checklist -
Product Details
Product Name
Amul Chocolate

Description
Amul chocolates are made with goodness of rich creamy
milk & delicious cocoa.


Packing
1) Milk Chocolate 12g, 22g, 35g
2) Fundoo Milk Chocolate 12g, 30g
3) Dark Chocolate 35g
4) Fruit & Nut 40g, 2x150g
5) Almondbar 35g

Product Specifications
Composition
Sugar, Cocoa Butter, Milk Solids, Cocoa Powder,
Raisins & Almonds and permitted emulsifiers


Nutritional
Information
Nutritional Information*
Amount per 100g
Energy, Kcal 541
Energy from Fat, Kcal 261
Total Fat, g 29
Saturated Fat, g 17
Added Sugar, g 45
Total Carbohydrates, g 62


15



Objectives
The main objectives are -
To create awareness of people towards Amul chocolates.
To know in which segment chocolates are mostly like/preferred.
To know which advertisement tool is mostly preferred by people.
To know the preference of Amul chocolates with comparison to other
competitive brands.
To know the factors which affects consumers buying behaviour to
purchase chocolates.


4.2 - Advertising Objective

Informative and persuasion are the main two objectives of the
advertisement.






16

4.3 - Product category information
Strengths Weaknesses

Different varieties of chocolates.

Sensitive pricing for all the social
classes.

Sugar free for the health conscious
market.

Slabs of cooking chocolate to
facilitate the joy of making your
own delicious bar.

Online shopping feature.

A sense of patriotism is attached -
the taste of India.

Purity Amul milk and rich cocoa

Sponsoring reality shows Voice of
India and Masterchef India. And
also Olympics.


Lack of advertisements and
promotion.

Fewer variants compared to
competitors.

Smaller business unit

Lack of availability only
accessible in wholesale and not
available at retailers.

Opportunities Threats

Can make good utilization of
established goodwill of Amul as an
umbrella brand.

Increasing demand of the
chocolates.

Changing attitudes in terms of
switching mithai with chocolates
during festivals.



Cut-throat competition.

Lack of awareness and therefore
lack of demand.

Low availability, inefficient
channels of distribution.


17

4.4 - Geographic Location
Market segmentation of Amul mainly focused on the urban population
which is evident from its tagline in English For someone you love.
One TV commercial showcased that how a boyfriend gifts his girlfriend
an Amul chocolate which delights her on Valentines Day which is again
irrelevant to the rural society. 70% of the urban sector indulges in
purchasing chocolates thus Amul majorly concentrated on this sector.
But the prices are such that all the 3 social classes lower, middle and
higher can afford the chocolate range.


4.5 - Target audience
Amul target thechocolating eating segment that is ages 8 to 30 since
their every ads also had 1 or 2 kids. They did not focus on people above
30-35 since they perceived this age group as more of avoiding sweets,
health conscious and Indian traditional mithai loyalists.













18

5 - MEDIA STRATEGY
Advertising is a paid form of non-personal communication in order to
create awareness, change behaviours, develop perceptions and persuade
the audience to make a specific purchase. Media strategy refers to the
systematic selection of the medium of media to be used so that the
desired message reaches the target audience. Thus depending upon the
product or service that has to be advertised and the target market, an
advertiser selects the types of media that will gain maximum
effectiveness and benefit the product or service. Amul butter is largely
advertised using creative and innovative hoardings, usually mocking or
depicting the current issues. Amul as a brand is very well advertised and
mediums like TV commercials, print advertisements, outdoor
advertising etc is strategically utilized. But the company has not paid
much attention to advertise Amul Chocolates which is evident from the
lack of awareness and disinterest from the public.
Types of media used
1) Print medium

Amul Chocolates started their publicity with print ads in the 1970s.
But the frequency and reach of these ads was limited and failed to
create the needed buzz n the market.


19

Amul Chocolates also advertisement in Indrajal Comics, a series
launched by the publisher of The Times of India, in 1964 which
was quite popular in 1970s and 1980s.


A recent ad that featured in Times of India




20

2) TV commercials

There were a series of this ad with the right words filling the blanks
of this punchline. In one of them, a young teenage girl sings I am 2
old for dolls, 2 young for the disco, her elder sister (I think!!),
sings back, But I think you are just right for Amul chocolates in
the year 200
There were 2 prominent TV ads that were aired in 2005 where

Father son ad - where Television actor Ram kapoor is flying
back home and has bought Amul chocolates for his kid. He usually
keeps the chocolate in the right side of his coat but this time to
confuse his kid he keeps I n the left side. On coming home the kid
checks the left side only and is very happy to find the chocolates.
And in the background the wife is shown laughing. The ad focuses
on how strong a father son relation is, similarly a consumer will
have a long-lasting bond with Amul Chocolates.

Rose day in this ad, the tagline - for someone you love, is
justified by showing a boyfriend gifting his girlfriend Amul
chocolate which delights the girl.


21

Inspite of these ads being 6 years old, they were aired during the
cooking reality show, Masterchef India (Amul being the
presenting sponsor) in 2011. This clearly shows that the ads
were not changed with the new changing times.

3) Hoardings

No specific hoardings for Amul chocolates were ever displayed as
Amul believed in only publicizing its butter with witty and
attention grabbing hoardings. But in 2003, when market leader
Cadbury suffered from the worm infestation case, Amul show this
as a golden chance to turn Cadbury loyalists towards themselves.
But they only came up with one hoarding mocking the Cadbury
scene, stating CADBURA (bura meaning bad in Hindi).
But they failed to utilize this opportunity as the hoarding was
surprisingly for Amul butter as usual and not entirely for Amul
Chocolates.













22

5 MEDIA OBJECTIVE
1)Frequency
TVC- Amul sponsored reality show Masterchef in 2010. Amul Chocolates
father-son TVC was shown in the advertisements.
They have not done a lot of advertising for their chocolates. Two TVCs
and some print ads. But Amul has not focused on advertising its
chocolate brand. There have been a number of talks for revamping the
entire look of Amul but
Print-It appeared in a comic, Indrajal after it was launched in 1970.
There have been a few print ads but aggressive advertising has not been
done for the chocolates.

2)Message distribution
It has appeared on Star when Amul sponsored Masterchef in 2010. Amul
has a website which allows consumers to place their order online. A
number of print ads have appeared in Times of India. But the advertising
has been minimal; Amuls focus has not been on establishing its
chocolate brand.

3)Reach
It is only available in wholesale and not available in retail. Hence the
chocolates are not readily available to consumers. They have inefficient
channels of distribution. The one TVC that they shot has consistently
been used for many years and its outdated and has failed to capture the
attention of the consumers. The online shopping feature thats available
reaches out to a larger audience.




23

RELAUNCHING THE PRODUCT
1)Do you eat chocolates?

29 OUT OF 30 PEOPLE SAID THEY EAT CHOCOLATES
1 PERSON SAID THEY DO NOT EAT CHOCOLATES AT ALL

Q.2) How often do you eat chocolates?


97%
3%
YES
NO
DAILY, 8
55%
17%
4%
DAILY ONCE A WEEK
EVERY ALTERNATIVE DAY MORE THAN ONCE A WEEK
24

MAJORTIY OF PEOPLE TEND TO EAT CHOCOLATE ONCE A WEEK I.E 16
OUT OF 30 PEOPLE
DAILY - 8 OUT OF 30 PEOPLE
EVERY ALTERNATIVE DAY 5 OUT OF 30 PEOPLE
MORE THAN ONCE IN A WEEK 1 OUT OF 30 PEOPLE

Q.3) Which chocolate do you prefer the most?


24 OUT OF 30 PEOPLE LIKE CADBURY DAIRY MILK
2 OUT OF 30 LIKE NESTLE CHOCOLATES
AND 4 OUT OF 30 LIKE OTHER BRANDS OF CHOCOLATE





80%
7%
13%
CADBURY DAIRYMILK NESTLE OTHERS
25

Q.4) Have you ever tried Amul chocolates?


17 OUT OF 30 PEOPLE HAVE TRIED AMUL CHOCOLATES

Q.5) Have you ever come across any Amul chocolate ad? If yes, then
which medium?


57%
43%
YES
NO
13%
34%
53%
PRINT OR OUTDOOR TELEVISION NO
26

16 OUT OF 30 PEOPLE HAVE NEVER COME ACROSS ANY ADS OF AMUL
CHOCOLATES
4 OUT OF 30 HAVE SEEN PRINT ADS OR HOARDING
AND 10 OUT OF 30 HAVE SEEN THE TELEVISON AD FOR THE
CHOCOLATE

Q.6) Have you ever come across this ad before? (Ram Kapoor)

22 OUT OF 30 PEOPLE HAVE NOT SEEN THE ADVERTISEMENT

Q.7) do you recollect the ad?

27%
73%
YES NO
24%
76%
YES
NO
27

7 OUT OF 30 PEOPLE RECOLLECT THE ADVERTISEMENT AFTER IT
BEING SHOWN TO THEM
Q.8) Is the ad easy enough to decipher and is it informative
enough?

17 OUT OF 30 PEOPLE FIND THE AD EASY ENOUGH TO DECIPHER FOR
11 OUT OF 30 PEOPLE FIND IT LACKING INFORMATION ABOUT THE
PRODUCT
Q.9) Does the tagline Amul Chocolate For Someone You Love
justify the product and the brand?


56%
37%
7%
YES
NO
SOMEWHAT
63%
27%
10%
YES
NO
MAY BE
28

19 OUT OF 30 PEOPLE FEEL THE TAG LINE IS APT
8 OUT OF 30 PEOPLE FEEL THE TAGLINES DONT MAKE A MUCH OF A
DIFFERENCE NOW A DAYS
AND THE REST ARE NOT SURE ABOUT THE JUSTIFICATION OF THE
TAGLINE

Q.10) If the product was advertised on a larger scale and was
readily available, would you specially ask for an Amul chocolate?

17 OUT OF 30 PEOPLE WOULDNT MIND BUYING AMUL CHOCOLATE IF
THE PRODUCT WAS EASILY AVAILABLE







57%
23%
20%
0%
YES
NO
MAY BE
29

Q.11) What did you like and dislike about the ad?




12 OUT OF 30 PEOPLE LIKED THE KID IN THE ADVERTISEMENT
AND 18 OUT 30 PEOPLE FELT THAT THE ADVERTISEMENT DIDNT DO
JUSTICE TO THE PRODUCT BECAUSE IT DIDNT TALK ABOUT THE
PRODUCT MUCH
26%
32%
36%
6%
EMOTIONAL TOUCH KID TAG LINE RAM KAPOOR
60%
40%
0%0%
JINGLE LESS IMFORMATIVE
30

Q.12) Do you feel that there should be any improvement in the form
of communication /presentation of the Amul chocolate? If yes,
how?




Conclusion

It has been observed that people who are aware of Amul
Chocolates and have tried it, would like the option, if given
to them
Easy availability of the product and better marketing
strategy will draw the consumers who havent tried the
chocolates; because of the brand name, Amul or any
other reason.
Most customers are loyal to Cadbury and their interest
must be shifted if Amul were to capture the market share.
45%
30%
25%
INCREASE THE NUMBER OF ADS
INCREASE THE AVABLITY OF CHOCOLATES
ADD VARIANTS TO THE PRODUCT
31

A better communication strategy; better jingle, more pack
shots of product, more information are some of the things
the consumers would like to see in the ads.
Many even remember the old TVC because of the couple
cast in it, Ram Kapoor and Gauri Kapoor.
Hence, weve seen that majority of the people are
chocolate lovers and are not hesitant to try Amul brand.




7- Revised Media brief
7.1- Product characteristics

Ingredients- Amul chocolates are made up of sugar, cocoa butter,
milk solids, chocolate mass, cocoa mass and permitted
preservatives and has been carefully manufactured meeting all the
requirements under the PFA for Boiled sugar confectionary. The
key ingredient cocoa beans are sourced locally hence they are
healthier and prevent heart problems. And Amul also provides
employment to these segments. Amul milk used is also rich in
quality. Rich in chocolate cream, jus running your already mouth-
watering tongue on this yummy chocolate flavour itself is
exceptionally enjoyable.
Amuls Eclairs and Fruit & Nut Chocolates, milk chocolates, sugar
free products for health conscious as well as diabetic people. Amul
as brand as quality products hence the same is seen in its
chocolates as well. Chocolate bar is entirely made of chocolate
flavour without wafers, but the nuts and fruits make it very
crunchy and youthful!
Nutty chocolate is rich in dry fruits and crusty nuts which make
eating crispy and crunchy choco bar a very delightful experience.
First Impression is the Best Impression The new
packaging is very pleasant dark maroon and brown(a trademark
colour for all bar chocolates) in shining wrapper with colourful
prints of various nuts and dry fruits and other specifications
32

according to the variants makes its appearance very special and
catchy!


7.2 - Ad Objective

The new strategy would focus to create a strong market for Amul
Chocolates and make it a household name by using -

- Informative advertising
- Persuasive
- Reinforcement


7.3 - SWOT ANALYSIS

Strengths Weaknesses
Pricing for different economic
classes rs 1 and 2 for rural and rs
90 for niche market.

Brand ambassador: Shah Rukh
Khan

Facebook page and twitter account
for the youth with weekly engaging
activities.

Attractive repackaging of maroon
and brown.

Aggressive advertising.

Better distribution channel and
involving retailers.
New strategy may fail to capture
the market.

Taste may not appeal to the
consumers.

May fail to grab the attention and
generate liking.

Serious competition from
established brands like Cadbury
and Nestle.
Opportunities Threats
Wide range of products with
affordable prices.

Trusted brand name of Amul.

Expansion of market urban as
Channels of distribution may be
faulty.

Cadbury and Nestle loyalists may
not turn to Amul.

33

well as rural.

Replacement of chocolate instead
of the Mithai
May not be able to meet the
increasing demands of the market


7.4 - Geographic Location
Market segmentation of Amul will be focusing on the urban as well as
rural population with new Tagline- Apno ke liye...kuch apna. The
prices are such that all the 3 social classes lower, middle and higher
can afford the chocolate range with (Rs. 2, 5,10,15 packets) more for the
rural market and special packs and wider range for urban market (Rs 90,
100, 150 packets).

70% of the urban sector indulges in purchasing chocolates thus Amul
will majorly concentrate on heavy advertising in this sector. But also, for
rural markets because Amul is established all over India.












34

8 - Market Dissection -
Segmentation
i. Demographics comprises of age of target market, the
gender and their social class.
Age- 6 and above
gender- both men and women
New strategy to target the children thus their parents and youth but not
forgetting the adults.
The chocolates will be segmented across all classes of people
ii. Geographical

Dividing the market as rural and urban segments. The marketing of the
chocolate will be different in terms of price, with (Rs. 2, 5,10,15 packets)
more for the rural market and special packs and wider range for urban
market (rs 90, 100, 150 packets).
iii. Psychographic
In Urban areas based on their modern lifestyles, occasions such as a
gifting a chocolate is seen as a trend during major festivals.
new focus on niche marketing where the new Rs.90, Rs.150 packs with
different variants will be available, thus promoting bulk buying.
In rural areas chocolates are still seen as a luxury therefore they are
occasional buyers and would not specifically go to a market to buy a
chocolate. Amul chocolates will try and change this attitude with rs 1 and
rs 2 chocolates.
iv. Behavioural
Urban society would consider having Amul chocolate daily after
lunch and dinner as dessert instead of mithai. Thus this will even
prove to be economical for families.
On occasions like friendship day, Valentines day etc festivals like
Diwali, Raksha Bandhan, Christmas etc. People will be urged to buy
Amul Chocolates.
35

Rural segment induce in buying chocolates on special occasions like
birthdays and slowly inducing them to celebrate festivals also with
chocolates.
Sugar free chocolates will be promoted to health conscious people. With
more and more people being health conscious people thus sacrificing
eating sugar this will give diabetic patients as well as health conscious
people to have a chocolate once in a while without any guilt.
The desired attitude of the customers is that they are enthusiastic,
satisfied and comfortable at choosing Amul chocolates over other
competitive brands.



Target market
1) Primary target age 5 to 20 This the Cadbury generation, who
are not fully aware of the existence of Amuls chocolates and are
influential buyers thus they are the primary target audience
2) Secondary target age 20 and above who have heard about
Amuls chocolates and must have tried it at some point , seen the
Amul chocolate rise and fall this is the Generation X, the main goal
here is reinforcing their attitudes . Reminding them about the
presence of chocolates in the market and persuade them to buy.

Positioning -
1) Changing the tagline to AMUL CHOCOLATE....APNO KE
LIYE KUCH APNA - thus engraving the new tagline into their
minds.
2) Changing the packaging making it more desirable and more
attractive and match with the current generations attitude and
thinking. Using a more mature colour combination of maroon
and chocolate brown.
36

3) Changing the advertising strategy better penetration in peoples
minds by increasing the frequency and reach of the ads, different
ads for different variants,
4) Show them the benefits they will get if they use the product value
for money, trust of Amul, real milk and chocolate combo, no
adulteration.
Using Amuls butter, milk to manufacture the product. Amuls
butter and milk have enjoyed tremendous brand loyalty over the
years.
5) Our Brand is positioned as high quality and low-price- a premium
brand and the experience of something as simple as a blend of real
milk and cocoa.
6) Having Shah Rukh Khan as our ambassador to persuade
people even more.



9 - Proposed Creative strategy


9.1 - Advertising objective

Amul as a brand is well established in the market and its other
products have become generic names, for example the Amul
butter. The success of Amul can be awarded to the innovative,
intriguing and continuously changing advertisements that have
helped Amul penetrate into the subconscious minds of the
consumers. But the Amul Chocolate segment has been neglected
and does not share the same glory as the umbrella brand. The new
strategy would concentrate to create a strong market for Amul
Chocolates and make it consumers 1
st
choice by using the following
advertising objectives-

- Informative advertising
- Persuasive
- Reinforcement
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1) Informative - The Generation Y is unaware and not well
informed about Amul Chocolates existence because of lack of
proper communication. Thus the new advertisements will
concentrate on this market comprising of the age group of 5
20, with advertisements giving information about Amul
Chocolates, its different variants, prices and availability in the
market. The distribution channels, that are wholesalers and
retailers, will be strengthened and initial advertisements will
display the stores selling Amul Chocolate so that customers will
be aware of the availability of the chocolates. At the same time
the Generation X that is somewhat aware of Amul Chocolate,
thus the ads will aim at increasing the awareness. The previous
advertisements also lacked the informational value and
therefore the new strategy will emphasis on giving out
information about the products.

2)Persuasive - In order to persuade customers to purchase Amul
Chocolates, advertisements will use a combination of
informational as well as emotional appeal to motivate the
customers to comprehend our product better. The TV commercial
with our ambassador Shah Rukh Khan will have an emotional
appeal where the father (Shah Rukh Khan) is pleased and stress
free to see his children consume a healthy bar of Amul chocolate.
Thus the ad will also talk about the benefits a consumer will receive
after consuming an Amul Chocolate which is rich in taste, healthy,
consists of unadulterated ingredients, trustworthy and delicious.
Other ads will also stress on the uncompromised quality of the
chocolate that guarantees that the product is made from 100%
pure ingredients.

3)Reinforcement When an existing loyal customer gives his or
her positive testimonial about a particular product, the potential
customers are influenced and motivated to atleast buy the product
once. Working on these lines, a special TV commercial will be aired
that comprises of faithful and loyal Amul customers taking about
how they trust Amul Chocolates blindly, since they trust the brand
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Amul. So the ad will have testimonials like Amul butter, Amul
milk, Amul lassi, Amul ice-cream...and now I wont think twice
before buying Amul chocolates as well. We will also have ads
dubbed in regional languages that will help connect the customers
with the chocolates.




9.2 Communication model HOE Model (hierarchy of
effects model)

Cognitive - New TVCs casting brand ambassador of Amul
Chocolates, Shahrukh Khan and his children with the concept that
Amul is for every generation and with other values the brand has
also been passed on. Shahrukh Khan is a household name all over
India and his presence will generate the required awareness.

Affective- Amul is a trusted brand name and its loyal customers
will vouch for it. A special TVC featuring these loyal customers will
impact the audiences greatly.

Also, to make Chocolates a daily part of customers lives, tie up
with Amul Butter which is generic so that the customers are
exposed and free trial for a period of 6 months.

Behavioural-
Inducing Purchase among customers during festivals by giving
away chocolate hampers
For e.g. If Rs.150 for big pack then Rs.30 less to encourage bulk
buying
Social media marketing- An active Facebook page, Twitter for
youth with various consumer engaging activities to make Amuls
presence felt in the consumers daily life.
Online shopping- The website already avails services for buying
Amul Chocolates online because so many consumers are shifting
their buying behaviour. We will market this so that customers
become aware of these services.
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10 - New Media Objective
1) Frequency

As it is said Out of sight is out of mind the same happened with
Amul Chocolates. As it was not advertised properly people forgot
about the product. Hence heavy advertisements will be done. The
Tvcc will be aired during the prime time i.e 9-11 pm as this is the
time when full family watched television together. Also the ads will
be aired on Cartoon Channels like Cartoon network, Hungama
between 5-7pm on weekdays as this is generally the time when
children watch Tv. And on Saturday and Sunday it will also be
aired in the morning 11 am- 2 pm for children. The frequency
will be high during first 2 months as we are trying to make
audience aware of the product and at the same time persuading
them. Also ads focussing on festive packs will be aired 15days
before the festival. Later pulse advertising will be done during that
time.

2) Message distribution

The tvcs will be aired on all major television channels like Star
Plus, Colors, Sab Tv to reach a large audience. Also Tvcs
dubbed will be aired on Regional channels like Gujurati Tvc
will be aired on ETV Gujurati and Marathi on Star Pravah. This
will help us build a connection with large audience. This will also
help to make Amul Chocolates a household name.
Radio ads will be used to cater to the rural and tier2 cities
like Surat, Bhavnagar, Nagpur, Solapur etc as use of radio is still
prevailing in this areas. This will help us to build up a strong
relation with the audience and create a good recall value among
them. Hoarding will also be put up not only in cities but also rural
areas.


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11 - New Media strategy
Since Amul is looking at revamping and re-launching its chocolate
segment, the approximate estimated budget for the new ad campaign
would be around 45 to 50 crore. The following parameters led us into
deciding the budget-
Print adverting in TOI
Celebrity brand ambassador - TVC
Changing the packing of the product
Hoardings in major cities
Internet usage

National exposure (Times of India)- As part of national exposure a
four day continuous/ linked/ curiosity building/ mystery ad will be
carried out as follows:
Day 1- It will be announced a major Indian Company is carrying out a
contest and the correct guess will get a very sweet gift in return with
this is the only company whose hoardings in current trends
every week since the last 50 years has been keeping people
asking for more
Day 2- a crossword puzzle to solve, with all the grids having words like
sugar, milk, nuts, cocoa
Day 3- Only showing the pictures of chocolates, no branding, no
packaging and all the answers to be sent by mid-night on the website.
Day 4- front page ad showing Amul chocolates in a completely new look,
showing all the variants and also revealing of the brand ambassador.
Backside will be the names of the lucky winners who will get their
deserving sweet chocolate hampers.
Local newspaper across all major cities and tier 2 cities-sachets of
milk powder n cocoa powder will be attached along with a recipe of
making a home made chocolate with these ingredients that Amul itself
uses as its main ingredients and to exper i ence thi s r i chness dai ly,
ask for your deser vi ng amul chocolate at a stor e near you-
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copy of the ad
Regional papers will have similar ads translated into regional language
according to the state it will be published in.

TVC- 30 second commercial with the brand ambassador Shahrukh Khan
and his children will be aired, portrying the sweetness of the chocolate,
and also symbolizing the trust that the actor has on the chocolate. Thus
giving it to his children, it will present a trusting, caring bond justifying
the new tagline apno ke liye kuch apna.
Also for regional towns we will have dubbed TVC in regional languages
to that people will easily connect with the product.

Hoardings -
Across all metro cities hoardings will be put up 1 week before the
unveiling of the new Amul chocolates, the hoarding will have a
rectangular bar and each day a little of what is inside will be unveiled, it
will covered in brown and dark maroon the new colour of the package
and finally on the last day the chocolate bar with AMUL carved over it
will be displayed. The hoardings will have the information of where the
chocolates would be available to buy.

Internet coverage The youth as part of our primary target market, a
360 degree internet campaign will be carried out with an interactive,
lively, vibrant facebook page where there will be weekly contests and
big contests during major festivals like Diwali and Christams one of
the contests will be helping us in designing the look of the packaging and
based on the votes the design will be incorporated for a short period.
Mobile App- An app for smart phones where in the audience can mix and
match ingredients and change the look of the whole chocolate with the
given tools. Like virtual cards virtual chocolates to be sent to people.
Select Invitation card- a lucky few will get to visit the factory in Gujarat
and see the whole process of chocolate making, these will be only for 5
lucky people and the invitation cards will be hidden in the chocolates.
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Ambient advertising- Across all Amul ice-cream parlours for one
week any ice-cream that the consumer order, underneath the ice-cream
will be Amuls chocolate. So as a consumer finishes eating the ice-cream,
he gets to experience the Amul Chocolate as well. Also we will be writing
EXPERIENCE REAL AMUL CHOCOLATE on the stick of the
ice-cream.
In Malls, Hot-air balloons in the shape of the chocolates will be kept to
attract the audiences.

Guerilla Marketing- In the rural areas a bullock cart stacked with the
chocolates and pulled by painted cows will go around and distribute the
chocolates.
Amul chocolate caravan- In small towns, a caravan will go around
distributing chocolates to people.














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Bibliography -
www.amul.com
http://articles.economictimes.indiatimes.com/2011-06-
29/news/29717369_1_amul-largest-food-brand-pouched-milk

http://www.skylinecollege.com/blog/dissertation/amul-
communication-strategy

http://fmcgmarketers.blogspot.in/2007/12/chocolate-market-in-
india.html

http://www.business-standard.com/india/news/amul-revamps-
chocolate-strategy/297576/

http://www.thehindubusinessline.com/industry-and
economy/marketing/article3452623.ece?ref=wl_industry-and-economy