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Amul Chocolates | Marketing Plan

Amul is a market innovator in milk products for decades however Amul Delicious chocolate is really the only product which is not doing so well. Amul Chocolates was the marketplace leader in 1970's but lost its spot to Cadbury within the last 10 to twenty years. Amul has successfully expanded its milkman image to ice cream, butter, cheese and other dairy products, but has made no headway in chocolate. The primary reason behind the drop of the merchandise is lack of promotion and concentration on other dairy products.

Marketing Plan to increase the Sales of Amul Chocolates.

Since Amul Chocolates as something is declining & incurring deficits to Amul we have now make a marketing intend to increase the performance of the product. We will focus on the home performance of Amul Chocolate this means we will make a plan to improve the sales of Amul chocolates in India.

We would be using the SOSTAC model to spell it out the market plan for Amul to improve the sales of Amul Chocolates. SOSTAC is the abbreviation for Situation Evaluation, Objective setting, Strategy Development, Practices, and Action & Control.

Situation Analysis

Situation Evaluation is the analysis of tendencies within the economy and a thorough analysis of market, competition and the business itself. Now, we will examine the situation of Amul chocolates using Porter's five makes framework which was developed by Mr Michael Porter of Harvard Business School in 1979. This framework helps us to recognize pushes that determine the competitive strength and therefore attractiveness of a market.

Porter's Five pushes framework for Amul Chocolates

1. Bargaining ability of the suppliers: In order to produce chocolates the materials required are cocoa, dairy, sugar, butter, dairy powder, fruits etc. Amul is a market innovator in India in products like dairy, dairy powder and butter so that it does not require any company. Other materials like cocoa, fruits and sweets can even be bought easily as there are many suppliers due to the fact India is a land of farmers where Agriculture is the backbone of the economy. Also there are millions of farmers who supply fruits and glucose so the bargaining ability of the supplier is very less.

2. Bargaining electric power of the buyers: India is a fast growing nation and clients have a great deal of options as it pertains to deciding which chocolates they would like to buy. Hence the bargaining vitality of the clients is high.

3. Threat of substitute products: In the last couple of years, Indian sweets have been substituted by chocolates. So there is possibility that people can go back to sweets because nowadays sweets manufacturers have released different varieties of sweets like excess fat free sweets, sugar free sweets etc. Also lot of people nowadays prefers power pubs and protein bars which can be also delightful like chocolate but better as well in comparison to chocolates. Also there can be other substitutes like waffers, cakes etc. India is well know to make duplicate products of big brands like Daily Dairy for Dairy Milk(Cadbury's ace product) & Kir Kat for Kit Kat(Nestl's ace product). Chocolate manufacturers need to make sure they identify their products well & make consumers alert to the difference because a big number of individuals in India are illiterate.

4. Risk of potential entrants: Within the Indian chocolates market there are 3 major players namely Cadbury who's the market head, Nestle & Amul. These 3 companies have been showing 99% of the delicious chocolate market in India for quite some time which clearly clarifies that there surely is no real risk of new entrants. However, in the last 5 years, international brands like Mars have inserted the marketplace with products like Mars bar, Bounty & Snickers which have become quite popular in major places like Mumbai, Bangalore and New Delhi.

5. Competitive Rivalry: The biggest factor that is affecting Amul's market talk about in India from previous 10 to 20 years is the expansion of its rivals like Cadbury & Nestle. Now, with the access of foreign players like Mars its getting tougher for them to boost the sales.

Objective Setting

Objectives are the motive of the company's operational activities. It really is basically what the business wants to achieve. Nothing at all happens until we plan and good programs have goals and objectives. Setting goals lays the foundation for the company's functions. It shows us the path to follow. Targets can even be called as challenge programs, the stepping stones on the road towards attaining our goals.

Objective of Amul Chocolates

The objective of Amul as a corporation is to give 'Value for money' to its customers. Amul has a range of superior products, consumed by every age group. Since Amul chocolates is not doing well like Amul's other products like dairy, yoghurt and cheese the objective of Amul Chocolates as a small business Unit would be to increase its market show in India from a 5% in 2010 2010 to 15% within the next 5 years by carrying out proper advertising activities also to produce variety of chocolates to give consumer more options.

Strategy development

Now that we have established our objectives we have to make a technique to attain the aim of increasing the market show by 10% in 5 years which is difficult as a result of declining style and competition however possible because of the Brand durability.

We would be using the Ansoff Matrix, Market segmentation to describe the strategy of Amul Chocolates to increase its market show in India.

Ansoff Matrix

Market penetration: Market Penetration means when a company markets its existing products to the existing market. Amul can use this system to increase sales in India.

They also need to advertise and perform whole lot of promotional activities to see the people that they still exist and can offer them with what they want. It's been years that Amul's delicious chocolate advertisement has been telecasted on India's major television set channesl like Start & Zee. Sales deals like savings and free examples can help them to improve the Brand awareness and get customers to switch brand from opponents. This is actually the Celebrity get older and every big company runs on the superstar as a Brand Ambassador for its product. For example Amitabh Bachchan (Greatest Indian Professional) for Cadbury & Rani Mukherjee (Indian Celebrity) for Nestle, Amul also use a brand ambassador for the advertising of its delicious chocolate.

Market Development: Market development is a predicament where a company is involved with growing into new marketplaces with existing products. Amul as a corporation needs to concentrate on rural regions of North India like Uttar Pradesh, Bihar, Jharkhand and Uttaranchal because almost all of the folks in these says are farmers who have many children. Also one more benefit of providing chocolates in these places is the fact that its competition like Nestle and Cadbury don't have a big market in these places. Amul has a strong brand in rural areas due to its other milk products and also has a strong supply chain and logistics to attain these places. The Indian Government will provide them subsidy or lower fees because they might be adding socially by getting into rural markets.

Product Development: Product development means a firm modifies its product i. e. increases it to charm to the existing market. Amul needs to make changes to its product (chocolates) like release of more flavours and attractive packaging because the wrappers Amul uses is not at all attractive compared to those employed by Cadbury and Nestle. Packaging is very important because of majority of the consumers are kids and youngsters who like attractive packages. Many kids buy chocolates not because they enjoy it but because of attractive wrappers. This might keep them in competition with opponents like Cadbury and Nestle. Presently there's a pattern for low calorie and excess fat free food because people desire to be fit; producing low calorie and less excess fat chocolates will be a strong advice.

Amul must into market alliances with various portals to offer products (on those portals which were developed for festive situations such as Valentine's Day and A friendly relationship Da0y.

Market Segmentation

Market Segmentation is an activity of dividing a sizable market into identifiable sections having similar wants, needs or requirements. The objective of market segmentation is to create a marketing combination that suits the goals of customers in the targeted section. Every product is produced with a goal in mind.

Amul must divide its market using 2 bases of segmentation.

1. Demographic Segmentation

2. Geographic Segmentation

Demographic Segmentation: Demographic segmentation is segmentation of market on the bases of factors such as age, gender, income, job etc

Amul must split its target market on era factor.

Age 2 to 15

Age 16 to 35

Age 35 & above

For children up to 15 yrs. old, Amul should produce chocolates like plain bars filled up with chocolate quite simply high on energy and sweet. The product should be rich in chocolate, nut products and milk. For children they need to have a whole lot of variety because children hold the inclination to try different chocolates. That is the most important focus on group for Amul considering the product. Hence, major emphasis should be on the merchandise targeted to the forex market.

For the marketplace in this band of 16 to 35, Amul should produce chocolates which can be low on calorie consumption and less fattening as the forex market portion is diet conscious. Before style they think about calorie consumption and putting on weight. For this segment Amul also needs to introduce protein pubs which have turn into a trend nowadays. Youngsters who workout and are fitness mindful consume whole lot of such items to keep them full and away from high calorie food products.

For the market in this group of above 35 years, Amul should produce glucose free chocolates because as of this age group many people in India are diabetic or have been asked to consume less glucose.

Geo-demographic Segmentation: Geo-demographic segmentation is a segmentation strategy that classifies people relating to where they live. The concept is dependant on the presumptions that people who live within a particular area show common purchasing behavior.

Amul should divide its market directly into 2 segments

Developed locations like Mumbai, Bangalore, Pune, Kolkata and Delhi

Under Developed states like Bihar, Uttar Pradesh, Jharkhand etc.

People in developed places like Mumbai, Bangalore and Delhi have a high purchasing power in comparison to other areas in India. The literacy rate is saturated in these cities, people have usage of different mediums of advertising and infrastructure is developed. Amul should produce and offer high quality products in these metropolitan areas with no bargain on price. However, they must keep in mind that their competitors are already enjoying plenty of market show in such places. Cadbury to some extent relishes a monopoly in such cities because of its quality of products, supply and immensely strong brand. Amul must match Cadbury's quality to stand out in the market.

States like Uttar Pradesh and Bihar are not developed like Mumbai and Bangalore. The literacy rate is less than 50% with poor infrastructure. Many people don't have even access to electricity. Most them are poor farmers. Amul has an edge here because their competitors like Nestle don't have easier access to such places. Amul has a solid network because of its ace products like Butter, Cheese and Dairy which can be found all over the country. Amul should present chocolates that are cheaper but on top of energy in these places.


Tactics will be the measures that help in achieving strategies. Practices generally include the use and manipulation of the 7 P's of marketing. In this case we'd be using four P's.

Product: The major reason Amul chocolate as something is declining from the last 10 years is because of not interacting with the needs of the consumers. Cadbury & Nestle who are doing well in the chocolates market have continually launches new products and have prevailed. Every product has a life and it gets over 1 day. No product can live forever. Innovation is the key to survive in present day. Companies need to change and improve their product time to time. Development also led consumers to think that the company cares about their needs and changes time to time to meet their demands. For example, When Nestle launched Kit Kat in India it was a huge strike. People just adored the flavor of the delicious chocolate & its packaging. However after a few years it started dropping its show then Nestle unveiled couple of flavours Orange and Mint which increased the market share. Amul must also introduce new types of chocolates and improve its existing ones. They must introduce dairy chocolates like Nestl's Milky Club, Chocolates with fruits and nuts like Cadbury has its Fruit and Nuts, Mint chocolates like Nestl's After Eight etc. Introduction of power bars & low calorie chocolates will also be a good step to increase the variety of products. Also the presentation is an essential factor because majority of the consumers are kids who are easily drawn by attractive and colourful deals. Amul gets the background of unattractive product packaging. If we compare the wrappers and boxes of Amul chocolates to Cadbury & Nestle, the presentation of the competition is much superior. Amul must stop their traditional method of packaging and adopt modern methods.

Amul must also spend a good amount of money on reaserch and development to identify the demands of the consumers and strategy of these competitors.

2. Price: Costing is an important strategic issue because it relates to product positioning. Furthermore, pricing affects other marketing combination elements such as product features, channel decisions, and promotion. The targets of charges are to maximize profits, to sign high quality and also to survive oftentimes. Pricing must look at the competitive and legal environment in which the company works. From a competitive standpoint, the company must consider the implications of its charges on the rates decisions of rivals. For example, establishing the price too low may risk a price war that may not maintain the best interest of either area. Setting the purchase price too high may attract a large number of rivals who want to share in the profits. Factors like cost of production, demand, competition, option of substitutes and inflation is highly recommended while setting prices. Majority of folks in India stay in villages and have low disposable income. With such much competition in the delicious chocolate market, Price takes on a very important role. In India, Brand devotion is very uncommon. People changes their loyalty if indeed they can spend less. Amul must produce high quality goods and sell it at a competitive price. Amul will have to follow competition based pricing technique which implies that they might need to set prices on the basis of what its rivals do in order to compete with them. It's said that India is a wealthy country of the indegent. Because the sales 're going down, to be able to lift up them they can sell at a relatively lower price to improve their sales. For instance, If Cadbury markets its Super fruit and Nut for Rs 20 Amul can sell it for Rs 18.

Place: Place in marketing is described the stations of distribution by which products move from the manufacturer to the consumers. The channels of distribution mean intermediaries or middlemen who become a link between the maker and the consumers. Factors that require to be considered when choosing the area will be the characteristics of the product, characteristics of the buyers, control and rivals channels. Since delicious chocolate can be an edible product, Amul should take up an intensive syndication strategy where in they will create products and make it available at various shopping malls, food joints, local stores, Chocolate parlours etc. Amul has a big brand name because of its milk products. They can easily use it to increase the awareness of its chocolates using various syndication channels.

Amul Chocolates Parlour

Promotion: Promotion refers to exchange of information between an organisation and the consumer of its products. Consumers here include Customers, shareholders, employees, authorities and other gatherings related to the merchandise like trade union and press. The aim of promotion is to inform the consumers, differentiate from other products and to persuade those to buy. There are plenty of techniques of advertising like Advertising, Sales special offers, Direct Marketing & Personal offering.

Amul has been criticised for lack of campaign. Amul has a solid brand name because of its dairy product leadership. Amul must advertise its chocolates using press like newspaper, television set and internet to inform the public about the product quality & the price of its product. Consumers have a brief memory and its very important to companies to remind them about the products. Amul has totally shifted its emphasis from chocolates towards dairy and other milk products and also have totally ignored chocolates. Utilizing the mediums like Television set and newspaper the business must remind the public they are back with improved upon products at an affordable price.

In order to endure in the competitive market where players like Cadbury & Nestle benefit from the market show Amul must be different. They have to give the customers grounds why they can purchase their products. Amul must use Sales Advertising effectively to declare their comeback. They are able to give price discount rates, more for less offer & free samples to increase their sales.

Amul must provide free chocolates to municipal schools where majority of children come from a minimal income family. Free gifts like pencils or Books can also get their marketplace i. e. kids.

Amul also has to concentrate on Business to Business customers. They can give special discounts or free samples to major suppliers like Big Bazaar & D-Mart to sell their products.


Now that people have established the targets & marketing strategies, it is needed to carefully turn them in to action plans. Action includes 3 activities.

Allocating jobs and obligations: Since our strategy is easy i. e. to innovate our product and promote intensely, we'd allocate the task of product development to the making sector where they'll check the products of successful rivals and create chocolates consistent with them. The making sector will be responsible for the grade of the merchandise. The advertising of the product would be the responsibility of the marketing sector where they will advertise and provide special offers.

The above Gantt chart shows the scheduling of activities of Amul Chocolates. $50 million will be the cover product development and research related to development & the activity will be transported from Sept 2010 to December 2010. The cover Campaign would be $50 million (including Advertising & Sales promotions).

Here we have used the Objective and Task method approach of budgeting by estimating the cost of the development and sales activities.


Control means taking corrective methods when anything doesn't go based on the plan. Amul must use the Sales Control method. They might be monitoring their sales every 3 months to check if they are meeting the set aim for. If anything should go wrong then they can take corrective measures.

Advertising Sample according to the Marketing plan

Value proposed by Amul

1. Affordability: Amul's believes in presenting affordability to its customers and it offers always adopted that process. Its products are of high quality and available at affordable prices.

Customer Influenced: Amul as a dairy product producer has always focused on customer satisfaction. Amul has constantly produced and supplied quality dairy products like dairy, butter and cheese in India and other countries.

Adapt quickly to the changing environment: Amul has always met the ever before changing customer needs by being impressive in its milk products. This is a significant factor why they have been a market innovator in milk products for quite some time.

Customer feedback: Amul has considered regular opinions from the clients & worked upon the negative aspects to enhance the quality and increase client satisfaction.

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