AMUL Project

Effectiveness of chocolate advertisements towards its sales
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Introduction
Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create world cultural convergence, to homogenize consumer tastes and engineer a convergence of lifestyle, culture and behaviours among consumer segments across the world. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements.
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Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In the early 1950s, the Dumont Television Network began the modern trend of selling advertisement time to multiple sponsors. Previously, Dumont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances, the sponsors exercised great control over the content of the show - up to and including having one is advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. The Volkswagen ad campaignfeaturing such headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the car)ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the
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revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this period. Public advertising on Times Square, New York City. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and Shop TV Canada. Marketing through the Internet opened new frontiers for advertisers and contributed to the "dotcom" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the U.S. in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent.[11] A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the
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advertising message. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as MySpace. Definitions of Advertising One definition of advertising is: "Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."(Bovver, 1992, p. 7) So much for academic doubletalk. Now let's take this statement apart and see what it means. Nonpersonal First, what is "non-personal"? There are two basic ways to sell anything: personally and nonpersonally. Personal selling requires the seller and the buyer to get together. There are advantages and disadvantages to this. The first advantage is time: the seller has time to discuss in detail everything about the product. The buyer has time to ask questions, get answers, and examine evidence for or against purchase. A second advantage of personal selling is that the seller can see you. The person rheas selling to. Rhea can see your face; see how the sales message is getting across. If you yawn or your eyes shift away, you are obviously bored, and the seller can change approach. Can also see if you are hooked, see what features or benefits have your attention, and emphasize them to close the sale. Finally, the seller can easily locate potential buyers. If you enter a store, you probably have an interest in something that store sells. Street vendors and door-to-door sellers can simply shout at possibilities, like the Hyde Park (London) vendors who call out, "I say there, Guv'nor, can you use a set of these dishes?", or knock at the door and start their story with an attention grabber.
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From there on, they fit their message to the individual customer, taking all the time a customer is willing to give them. Disadvantages do exist. Personal selling is, naturally enough, expensive, since it is laborintensive and deals with only one buyer at a time. Just imagine trying to sell chewing gum or guitar picks one-on-one; it would cost a dollar a stick or pick. In addition, its advantage of time is also a disadvantage. Personal selling is time-consuming. Selling a stereo or a car can take days, and major computer and airplane sales can take years. Nonetheless, although personal selling results in more rejections than sales, and can be nerveracking, frustrating and ego destroying for the salesperson, when the salesperson is good it is more directed and successful than advertising. From the above, it appears that personal selling is much better than advertising, which is nonpersonal. This is true. Advertising has none of the advantages of personal selling: there is very little time in which to present the sales message, there is no way to know just who the customer is or how rhea is responding to the message, the message cannot be changed in mid-course to suit the customer's reactions. Then why bother with advertising? Because its advantages exactly replace the disadvantages of personal, selling and can emulate some of the advantages. First, let us look at the latter. First, advertising has, comparatively speaking, all the time in the world. Unlike personal selling, the sales message and its presentation does not have to be created on the spot with the customer watching. It can be created in as many ways as the writer can conceive, be rewritten, tested, modified, injected with every trick and appeal known to affect consumers. (Some of the latter is the content of this book.)
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Second, although advertisers may not see the individual customer, nor be able to modify the sales message according to that individual's reactions at the time, it does have research about customers. The research can identify potential customers, find what message elements might influence them, and figure out how best to get that message to them. Although the research is meaningless when applied to any particular individual, it is effective when applied to large groups of customers. Third, and perhaps of most importance, advertising can be far cheaper per potential customer than personal selling. Personal selling is extremely labor-intensive, dealing with one customer at a time. Advertising deals with hundreds, thousands, or millions of customers at a time, reducing the cost per customer to mere pennies. In fact, advertising costs are determined in part using a formula to determine, not cost per potential customer, but cost per thousand potential customers. Thus, it appears that advertising is a good idea as a sales tool. For small ticket items, such as chewing gum and guitar picks, advertising is cost effective to do the entire selling job. For large ticket items, such as cars and computers, advertising can do a large part of the selling job, and personal selling is used to complete and close the sale. Advertising is non-personal, but effective. communication Communication means not only speech or pictures, but any way one person can pass information, ideas or feelings to another. Thus, communication uses all of the senses: smell, touch, taste, sound and sight. Of the five, only two are useful in advertising -- sound and sight. Smell
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Smell is an extremely strong form of communication. However, when it comes to advertising, it is not very useful. A smell can immediately evoke memories. Remember times when you've smelled something and what memories came to your mind. The smell could be a perfume or aftershave that reminds you of Sheila or George. It could be popcorn, newly mown grass, charbroiling steak, or roses. Any smell can conjure up a memory for you. However, that is smell's greatest problem for advertising. Although a smell can evoke a memory, everyone's memories are different. For example, the smell of hay in a cow barn always reminds me of my grandfather's farm in Indiana and the fun I had there as a child. To others, however, that same smell makes them think a cow had an accident in the living room, not at all the same response as mine. If an advertiser wanted to make me nostalgic about farms and grandparents, the smell would be perfect. To others the smell might evoke ideas of cow accidents or the pain of having to buck bales on a hot summer day, neither image of much use in making a product appealing. The point is, the advertiser cannot control the effect of using smell in advertising. Although many people smell the same things, what they associate with those smells varies with each person. Without some control, smell is a very weak form of communication for advertising. Touch Touch has a limitation that makes it of little use to advertising -- the customer has to come in actual contact with the item to be touched. Thus, the item must actually exist and be put in a medium that can carry it. This puts touch more in the realm of personal selling than advertising. It is possible to use touch for a limited number of products. For example, samples of cloth or paper can be bound into magazines. The potential customer can thus feel percale or the texture of
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corduroy; tell through touch the difference between slick magazine stock, embossing, Classic Laid or 100% rag paper. However, for the majority of products touch is useless for advertising.
Taste Taste is probably the least useful communication channel available to advertising. Like touch, taste requires the potential customer to come in actual physical contact with the product. However, taste is even more limited than touch. There are few products other than food for which taste is a major selling point, and there is virtually no medium in which an ad can be placed that people are likely to lick; I'm sure few people are going to lick a magazine page or the TV screen, nor get much sense of what the product tastes like from them. It is possible to use direct mail, sending samples to homes, but that is an expensive way to advertise. Thus, taste is much more effective in personal selling, such as sampling foods in supermarkets or in door-to-door sales. The remaining two senses, sound and sight, are the most effective and easily used channels of communication available to advertising. For these reasons virtually all advertising relies on them. Sound Sound is extremely useful for advertising. It can be used in a variety of media, from radio and television to the new technology of binding micro-sound chips in magazines to present 20second sales messages. It is also capable of presenting words and "theatre of the mind."
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Words, the method by which humans communicate their ideas and feelings, are presented by sound, by speaking aloud. With words, it is possible to deliver logical arguments, discuss pros and cons, and evoke emotions. More, using sound it is possible to create what is called "the theatre of the mind." What this means is that sound can conjure in the listener's mind images and actions that do not necessarily exist. For example, if you want to create before the mind's eye the image of a party, you need merely use the sound effects of people talking and laughing, the tinkle of glasses and ice, perhaps music in the background. Even easier, tape record a party and play it back. To evoke images of a soft spring day the sounds of a breeze rustling leaves, the chirrup of insects, the soft call of birds is sufficient. The listener's mind will take those sounds, combine them, make sense of them, and create an image suited to their individual taste. For example, a beer commercial may play the sounds of a bar in the background, and the listener may imagine themselves in their own favorite bar, and perhaps ordering that brand of beer. Thus sound, in the forms of words and effects, are quite useful to the advertiser in affecting a listener. Sight Sight is arguably the most useful of the communication channels available to the advertiser. Through sight it is possible to use both words and images effectively. Words do not have to be spoken to be understood. They can be printed, as well. Although it is difficult to put in written words the emotional impact possible in spoken words, with their inflections and subtle sound cues, nevertheless written words are unsurpassed for getting across and explaining complex ideas or arguments.
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There is an additional factor in sight that makes it excellent for advertising. The old clich, "A picture is worth a thousand words," is correct. Think how long it takes to describe something as opposed to showing a picture of it. No matter how many words you use, some details will be leave out that are visible at a glance. Thus,sight can quickly and concisely show a customer what the advertiser wants rhea to see, be it a product or how buying the product can benefit rhea. In addition, the mind does not have to consciously recognize what the eye sees for it to have an effect on the subconscious. An advertiser can put many inconspicuous details into a picture that will affect a customer on the subconscious level. For example, a drop of water on a rose petal may not consciously register ("I see there's a drop of water on this rose"), but will unconsciously leave an impression of freshness and delicacy. A small child looking upward into the camera, unsmiling and eyes wide, gives an impression of sadness and vulnerability, not shortness. The five forms of human communication can be used to send any message to potential customers. However, not all five are equal. Smell, touch and taste are of little use, but sound and sight are of great value and effectiveness. Information Information is defined as knowledge, facts or news. However, you should bear in mind that one person's information is another person's swindle, particularly when advertisers talk about their products. Information comes in many forms. It can be complete or incomplete. It can be biased or deceptive. Complete information is telling someone everything there is to know about something: what it is, what it looks like, how it works, what its benefits and drawbacks are. However, to provide complete information about anything is time consuming and difficult. For example, to tell all about a car would require its appearance, manufacture and manufacturer,
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what percentage of parts are made in which countries, cost of upkeep, mileage (city and highway), cost (basic and with any and all combination of options), sales and excise taxes per state, preparation costs, insurance costs per state and locale, ride characteristics (noise by db interior and exterior, ergs required for steering and braking, relative comfort of seats, length of reach required to use controls, degrees of lean when cornering), acceleration, braking distance at many different speeds, etc.. All of this would require a documentary, not a commercial. Complete information is impossible to provide in an ad Thus, for advertising, information must necessity is incomplete; not discussing everything there is to know about the subject. In advertising, what appears is everything the writer thinks the customer needs to know about the product in order to make a decision about the product. That information will generally be about how the product can benefit the customer. There is, of course, the concept of affirmative disclosure. This concept requires an advertiser to provide customers with any information that could materially affect their purchase decision. Lewis A. Newman, FTC Chair in 1974, said: "Sometimes the consumer is provided not with information he wants but only with the information the seller wants him to have. Sellers, for instance, are not inclined to advertise negative aspects their products even though those aspects may be of primary concern to the consumer, particularly if they involve considerations of health or safety." The Federal Trade Commission deals with such omissions by demanding affirmative disclosure of such information, and backs up their demands with the force of law. Bias is being partial towards something, feeling that something is better or worse than other things. Biased information about a product is that which emphasizes what is good and ignores what is bad about it. In advertising, this is not only normal, but necessary. Of course an
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advertiser is biased toward rhea own product and against the competition: selling product is the way makes rhea money, and competition's sales reduces that income. Thus, any advertising will use words and images that show how good product is and/or how poor competition's is. This is biased information, but recognized and accepted by industry, regulators and consumers it is called puffery, the legitimate exaggeration of advertising claims to overcome natural consumer skepticism. However, sometimes the biased information goes beyond legitimate puffery and slips into deception, the deliberate use of misleading words and images. In other words, deceptive information is lying to the customer about the qualities of a product. Such deception is illegal, and the FTC requires the advertiser to cease and desist and, in some instance, to do corrective advertising to repair any damage. Persuasive "Persuasive" stands to reason as part of the definition of advertising. The basic purpose of advertising is to identify and differentiate one product from another in order to persuade the consumer to buy that product in preference to another. The purpose of this book is to discuss some basic elements of persuasion. Products, Services & Ideas Products, services or ideas are the things that advertisers want consumers to buy (in the case of ideas, "buy" means accept or agree with as well as lay out hard, cold cash). However, there is more involved in products or services than simply items for purchase. (During the following discussion, "products" will mean products, services and ideas unless otherwise noted.)
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A product is not merely its function. It is actually a bundle of values, what the product means to the consumer. That bundle may contain the product's function, but also the social, psychological, economic or whatever other values are important to the consumer. For example, let's look at a car. If the function of a car, transportation, is all that is important, then manufacturers would need only build motorized boxes on wheels, and consumers would be happy with them. Such is obviously not the case: the number of models and types of cars is huge, and if consumers didn't demand the variety it wouldn't exist. Consumers must find factors other than mere transportation just as, if not more important. Perhaps the value is psychological. Some cars may make a person feel safer, or sexier, or give them self-esteem or enjoyment. Since the purpose of this book is to discuss psychological values and how to appeal to them, Perhaps the value is economic. Some cars may be cheaper to run, give better mileage, carry more people or cargo, cause less damage to the environment. The above four values, functional, social, psychological and economic, can stand-alone. However, for most consumers, the values are bundled together in varying proportions. How closely a product approximates an individual's proportion of values will often determine whether buy that product or not. Companies, through research, try to determine what values consumers want in their products, and then advertise to show how their product satisfies the customers' bundle of values better than competitors' products. To do this, the company must differentiate their product from competitors. There are three basic differentiations: perceptible, imperceptible, and induced. Perceptible
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Perceptible differences are those that actually exist that make one product obviously different from others of the same kind. The difference may in color or size or shape or brand name or some other way. In any case, the consumer can easily see that this car or couch or camera is different from other cars or couches or cameras. Perceptible differences allow a person to make an instant identification of one product as opposed to another. Imperceptible Imperceptible differences are those that actually exist between one product and others, but are not obvious. For example, there are imperceptible but profound differences between CP/M, MSDOS and Apple and Macintosh computers. You can't simply look at a computer and tell which it is; machines can and usually do look alike. Yet buying either precludes being able to use software designed for the other. The same applied to Beta and VHS format VCRs. Although both are designed to do the same thing, there are differences between them that are imperceptible on the surface but preclude using the same tapes in both. There are other differences besides the size of the cassette: the machines use very different ways of recording and playing back tapes. Beta records and plays back diagonally across the tape, VHS records vertically. Such a difference may seem small, but it means that not anything recorded on Beta can be played back on VHS, and vice versa. In addition, Beta's system used more tape per instant and thus had an advantage for information per inch of tape, meaning a better sound and picture but less available time. However, VHS overcomes its deficit by improved electronics and better processing of what information it gets per inch of tape. In addition, VHS (read RCA) managed to corner the market on rental tapes of movies (a major use of VCRs) and VHS has virtually killed off Beta (read Sony). All the differences between Beta and VHS are imperceptible: they are also crucial. Induced
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For many products, there is no actual substantive difference between one and another. For many brands of cigarettes, beer, cleansers and soaps, rice, over-the-counter health products, etc., etc. ad nauseam, there is essentially no difference between one brand and another. These products are called parity products. For these products, the only way to differentiate one from another is to induce that difference, to persuade people that there actually is some difference, and that difference is important to them. These differences are created through advertising, not through any inherent difference in the products, and that creation often uses the appeals and methods discussed in the bulk of this book. Heidelberg, the working persons beer. Michelob, the sophisticated nightlife beer. Bud, the athletic beer. Bud Light, the sexy party beer. Miller Lite, the fun and funny beer. Coors, the environmental beer. Coors Light, the fast beer. All of these are images projected onto products that have virtually no difference between them (taste tests show that few people can tell one from the other, particularly after having a few of any). This approach depicts the product in association with a lifestyle. For example, soft drinks show people having fun, usually athletic fun (a root beer company countered this approach by calling itself "the sit down soft drink"). Beer ads show people having fun. Airline ads show people having fun. (Notice a trend here?) They want you to think that if you use their product, you will enjoy the lifestyle depicted, and if you don't, you won't. Of course, the fact that the product is not necessary to the lifestyle is ignored. Another approach is to project an image on a parity product. Marlboro is rugged male, Virginia Slims is independent female, Benson & Hedges is intellectual, and Camel is cool and sophisticated. That there is no real difference between one brand of cigarette and another is beside the point. The point is, if you want the image you must use the product. This image approach is so successful that a manly man wouldn't be caught dead (no pun intended) smoking
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Virginia Slims or Benson & Hedges -- he'd feel like a sissy wimp (or rather, that is what he thinks his friends would think he was). Parity products have the greatest difficulty differentiating one from another. They must rely on creating a trivial or even nonexistent difference in the bundle of values their target audience might find important to their purchase decision. However, if and once that difference is firmly established in the target audience's perception, a company can often rely on habit, brand loyalty and/or cognitive dissonance to get repeat business.
Identified sponsors Identified sponsors means whoever is putting out the ad tells the audience who they are. There are two reasons for this: first, it's a legal requirement, and second, it makes good sense. Legally, a sponsor must identify herself as the sponsor of an ad this prevents the audience from getting a misleading idea about the ad or its contents. For example, many ads that appear in newspapers look like news articles: same typeface, appearance, use of columns, etc.. If the ad is not identified as such, the audience could perceive it as news about a product, rather than an attempt to persuade the audience to buy it. Case in point: what looks like a news article discusses a weight-loss plan. In journalistic style it talks about the safety, efficacy, and reasonable price of the product. A reasonable person might perceive the "article" as having been written by a reporter who had investigated weight-loss programs and decided to objectively discuss this particular one. Such a perception is misleading, and illegal. Since it is an ad, somewhere on it
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there must appear the word "advertisement" to ensure the audience does not think it is an objective reporting of news. Second, it makes good sense for a sponsor to identify in the ad If the sponsor doesn't, it is possible for the audience to believe the ad is for a competitor's product, thus wasting all the time, creativity and money that went into making and placing the ad Various Media The various media are the non-personal (remember that?) channels of communication that people have invented and used and continue to use. These include newspapers, magazines, radio, television, billboards, transit cards, sandwich boards, skywriting, and posters, anything that aids communicating in a non-personal way idea from one person or group to another person or group. They do not include people talking to each other: first, talking is personal and advertising is nonpersonal; and second, there is no way to use people talking to each other for advertising--wordof-mouth is not an advertising medium, since you can't control what is said. (The best you could do is start a rumor, which will undoubtedly distort the message in the telling, and is more the province of the PR department.) Thus, to repeat (in case you have forgotten by now), "Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media." Types of advertisement Media Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional pictured above
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A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popup, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo jets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. One way to measure advertising effectiveness is known as Ad Tracking. This advertising research methodology measures shifts in target market perceptions about the brand and product or service. These shifts in perception are plotted against the consumers levels of exposure to the companys advertisements and promotions. The purpose of Ad Tracking is generally to provide a measure of the combined effect of the media weight or spending level, the effectiveness of the media buy or targeting, and the quality of the advertising executions or creative. Covert advertising Product placement Covert advertising is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Ander ton owns a phone with the
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Nokia logo clearly written in the top corner, or his watch engraved with the Bulgaria logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Space balls also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. Blade runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.
Television commercials Television advertisement and Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached $3 million (as of 2009). The majority of television commercials feature a song or jingle that listeners soon relate to the product.
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Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[13] or used to replace local billboards that are not relevant to the remote broadcast audience.[14] More controversially, virtual billboards may be inserted into the background[15] where none exist in real-life. Virtual product placement is also possible.[16][17] Infomercials There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Some well known companies in the infomercial business are Script to Screen, Hawthorne Direct, International Shopping Network and Guthy-Renker. Celebrities Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorites products or wear
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clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. Media and advertising approaches Increasingly, other media are overtaking television because of a shift towards consumer's usage of the Internet as well as devices such as TiVo. Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam". Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda). Unpaid advertising (also called publicity advertising), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner ,Nintendo(older people)=video games, and "Band-Aid" = adhesive bandage) these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a generic zed trademark - turning it into a generic term, which means that its legal protection as a trademark is lost.
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As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007, the value of mobile advertising had reached $2.2 billion and providers such as Ad mob delivered billions of mobile ads. More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, games and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 % of Japanese mobile phone users already are active users of 2D barcodes. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. Television advertisement A 'television advertisement' or television commercial (often just commercial (US) or advert or ad (UK) or ad-film (India)) is a span of television programming produced and paid for by an organization that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been
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used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. Amul - History Amul was formally registered on December 14, 1946. Dr Varghese Kurien recognized as the man behind the success of Amul. The 'Amul revolution' started as awareness among the farmers, grew and matured into a protest movement that was channeled towards economic prosperity. Over five decades ago, the life of a farmer in Kedah District was very much like that of his/her counterpart anywhere else in India. His/her income was derived almost entirely from seasonal crops. The income from milk buffaloes was undependable. Private traders and middlemen controlled the marketing and distribution system for the milk. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw-away prices. In this situation, the private trader made a killing. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. Amul was the result of that realization. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. By the end of 1948, more than 400 farmers joined in more Village Society, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day. The success of Amul was instrumental in launching the White Revolution that resulted in increased milk production in India. It is termed as "Operation Flood" by Amul. Currently Amul has 2.41 million producer members with milk collection average of 5.08 million liters/day. Amul sales turnover in 2004-05 was 672 million US $.
DEGREE
COLLEGE,
ADONI 23
The Taste of India
Amul Type Cooperative
Founded
1946
Headquarters Anand, India

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Key people Industry Products Revenue Employees Website
Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Dairy See complete products listing. $1.33 billion USD (in 2007-08) 2.41 million milk producers http://www.amul.com/
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. AMUL is basically in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing world. "Anyone who has seen ... the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere." 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 world's biggest vegetarian cheese brand.
DEGREE
COLLEGE,
ADONI 25
The Taste of India
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million liters per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.
Title of study
The research is made on Effectiveness of chocolate advertisement towards its sales for AMUL INDIA. Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales
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and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create world cultural convergence, to homogenize consumer tastes and engineer a convergence of lifestyle, culture and behaviors among consumer segments across the world. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization.
Statement problem
Increase the awareness level of AMUL CHOCOLATE. Seek the general perception of consumer towards AMUL CHOCOLATE. To find the performance of AMUL CHOCOLATE vis--vis other Brands.
DEGREE
COLLEGE,
ADONI 27
The Taste of India
To know the consumer psyche and their behavior towards AMUL CHOCOLATE.
Objective of the study

To know the relationship of sales with the advertisement. To know 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 behavior to purchase chocolates.
Scope of the study

The study and analysis of effects of advertisement on sales of Amul chocolate products is limited to specific company AMUL INDIA.
Study area
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YELAHANKA area of Bangalore was taken into consideration as the area of research and certain part of urban Bangalore are randomly selected.
Sources of data collection

Information requirement
First, I had to know about all the competitors present in the chocolate segment (Reputed and well established brands as well as Local brands). Before going for the survey I had to know the comparative packs and prices of all the competitors existing in the market Since chocolate is a product that attracts children and youngsters hence I had to trace the As chocolate is different product, the main information needed is the various types of
market and segment it, which mainly deals with people of various age groups. chocolates available in the market, their calorific value and various other facts. They can be termed as As Amul chocolate advertisements are mainly done through hoardings but on television
the advertisement is being telecasted timely and on the proper time or not.
Research design
Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing research on the basis of the fundamental objectives of the research.
DEGREE
COLLEGE,
ADONI 29
The Taste of India
Consideration of the different types, their applicability, their strengths, and their weakness will help the student to select the type best suited to a specific problem. The two general types of research are: Exploratory research Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined. Conclusive research Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have some precise statement of research questions/hypothesis.
Research instrument
DEGREE
COLLEGE,
ADONI 30
The Taste of India
If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. Many consumers are now familiar with the telephone caller who greets them with We are making a survey, and then proceeds to ask a series of questions. Some interviews are conducted in person, others by telephone, and others by mail. Each of these has its special advantages and disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general methods are brought out first. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral. Questionnaire in the project consists of: Multiple choice questions Dichotomous
Multiple-choice questions
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Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process.
Open-end questions In this type respondents are free to answer in their own words and express the ideas they think are relevant, such questions are good as first questions or opening questions. They introduce the subject and obtain general reaction. Dicthomus These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either Yes or No. Sampling techniques Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each items in the sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items individually. Sampling methods in which universe elements are chosen in groups ---- rather than individually -- are called cluster-sampling methods. They are widely used in the sampling of human populations. When no complete universe listing exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling.
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Non-disguised structured techniques The non-structured techniques for attitude measurement are primarily of value in exploratory studies, where the researcher is looking for the salient attributes of given products and the important factors surrounding purchase decisions as seen by the consumer. Structured techniques can provide a more objective measurement system, one, which is more comparable to a scale or a yardstick. The term scaling has been applied to the efforts to measure attitudes objectively, and a number of useful scales have been developed. Sampling methods Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this project is two state sampling i.e. cluster sampling and convenience sampling. The whole city was divided into some geographical areas. Cluster sampling Here the whole area is divided into some geographical area and a definite number of consumers were to be survey. Convenience sampling This type of sampling is choosing purely based on convenience and according to convenience. I visited Garden, Parks, Temple, Superstores, Theatres and Gymnasium.
DEGREE
COLLEGE,
ADONI 33
The Taste of India
Sampling 1. Sampling Technique: Non probability sampling (A non probability sampling technique is that in which each element in the population does not have an equal chance of getting selected) 2. Sample Unit: People who buy chocolates available in retail outlets, superstores, etc 3. Sample size : 200 respondents (Age ranging between 15 yrs to 65 yrs) 4. Method: Direct interview through questionnaire. 5. Data analysis method: Graphical method. 6. Area of survey: Yelahanka, Kamakshamma layout
Fieldwork
Questionnaire was prepared keeping the objective of research in mind. Questions were asked to respondents as regards to their willingness to purchase
Chocolates. The help of questionnaires conducted direct interviews, in order to get accurate
information. yrs.
In order to get correct information I had to approach consumers ranging from 15 yrs to 65
The Taste of India
I visited as many respondents as I can and asked them their real likings about any
chocolate and also got an idea, How a chocolate should be? It is really a Herculean task to understand Consumer Behaviour, as the definition suggest,
Consumer behaviour is a physical activity as well as decision process individual engaged in when evaluating, acquiring, using and disposing goods and services. In order to collect accurate information I visited to Garden, Parks, Temple, Superstores,
Theatres and Gymnasium, each and every question was filled personally by the respondents and checked properly. People were not willing to answer, when they were contacted between 1.00 pm to 5.00
pm, the time when most of the people take rest during the scorching heat.
Limitations of study
1.
The major limitation of the study is that the entire study is based on only one unit, AMUL
INDIA if study of another dealer of AMUL company had been done, then comparative analysis could have given a deeper insight of the topic.
2.
The study is confined only to the YELEHANKA of BANGALORE. The time limited allotted for the study is very less. My conclusions and finding of the project are based on the information given by the
3. 4.
director and the staff member of the company. There is a slight possibility that they might have been a bit opinionated. In giving me the information. By being opinionated, I do not mean they intentionally gave me wrong information. I mean that there is a tendency in people to tell how they perceive it rather than how actually it is.
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5.
If the respondents answer does not falls between amongst the options given then it will
turn up to be a biased answer.
INDUSTRY PROFILE
Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale. The dairy sector in the India has shown remarkable development in the past decade and India has now become one of the largest producers of milk and value-added milk products in the world. The dairy sector has developed through co-operatives in many parts of the State. During 199798, the State had 60 milk processing plants with an aggregate processing capacity of 5.8 million litres per day. In addition to these processing plants, 123 Government and 33 co-operatives milk chilling centers operate in the State. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained
The Taste of India
quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000 mn.
Milk Production from 1950 to 2020 1950 1996 1997 (Projected) 2020 17 million tones 70.8 million tones 74.3 million tones 240 million tones
Expected to reach- 220 to 250 mt 2020 India contributes to world milk production rise from 12-15 % & it will increase up to 30-35% (year 2020)
DEGREE
COLLEGE,
ADONI 37
The Taste of India
World's Major Milk Producers
(Million MTs)
Country India Brazil Russia Germany France Pakistan USA UK Ukraine Poland New Zealand Netherlands Italy Australia
2002-03 81 75 34 27 24 21 71 14 15 12 11 11 10 9
2003-04 (Approx.) 84.5 77 33 27 24 22 71 14 14 12 12 11 10 10
Research and Development in Dairy Industry

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The research and development need to the dairy industry to develop and survives for long time with better status. The various institute and milk dairy companies R&D results provide base for todays industry growth and development. The research and development of products of dairy, like yogurt and cheese market research and company reports provides insights into product and market trends, analysis opportunities, sales and marketing strategies will help local milk unions to develop and spread worldwide through obtaining this knowledge. Specific on market share, segmentation, size and growth in the US and global markets are helps industry to expand its market worldwide even small union also. Development of Food Processing Industry The food processing industry sector in India is one of the largest in terms of production, consumption, export and growth prospects. The government of accorded it is a high priority, with a number of fiscal relieves and incentives, to encourage commercialization and value addition to agriculture produce, for minimizing harvest wastage, generating employment and export growth. Food processing industry is providing backbone support to the milk industry. The development food products by using milk can give good market opportunities to produces milk. Products and Industry Status Among the products manufactured by organized sector are Ghee, Butter, Cheese, Ice Creams, Milk powders, Melted milk food, Infant food, condensed milk etc. Some milk products like Casein and Lactose are also being manufactured lately. Therefore, there is good scope for manufacturing these products locally. Liberalization of the economy has led to a flood of new entrants, including MNCs due to good prospects and abundant supply.
The Taste of India
Investment Potential in Milk Products At the present rate of growth, India is expected to overtake the US in milk production by the year 2010, when demand is expected to be over 125.69 ml.tn. Being largely imported, manufacture of casein and lactose has good scope in the country. Exports of milk products have been decentralized and export in 2005-2010 is estimated at 71.875 cr.
Production of Milk in India The facts and figures here shown are calculated on the basis of percentage increases pear year. Production MT 61.2 63.5 65.0 68.0 71.0 74.5 78.0 81.51 85.17 89.0 93.0 97.65 102.45 107.58 in million
Year 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07
DEGREE
COLLEGE,
ADONI 40
The Taste of India
Company Profile of Amul

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amulya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in 2007-08). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. 50 years after it was first launched, Amul sale figures have jumped from 1000 tones a year in 1966 to over 25,000 tones a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a magical spell on the masses
AMUL stands for, A= Anand M= Milk U = Union L=

Limited.
DEGREE COLLEGE, ADONI 41
The Taste of India
Milestone of Amul Name From Location Registration Registered Size Plant Karia district co-operative milk producers ltd, widely known as Amul Co-operative sector registered under the co-operative society act Amul dairy, nr, railway station, Amul dairy road, Anand Gujarat , India 14th December, 1946 Kaira district co-operative milk producers ltd, Anand -388 001. Gujarat Production of different products on large scale, collecting 9 to 15 lakh liters milk everyday & producing milk products. There are 4 plants 1) Banker Amul Plant 2) Kanjari Plant 3) Mogar Plant 4) Khatraj Plant 1. The Kaire District Center Co-Operative Bank Ltd. 2. Working Founders UTI bank 4. Bank of Baroda 3. SBI 5. Corporation bank 6. Bank of Maharashtra 10:45 am to 5:45 pm 1. Shri Tribhuvandas K. Patel 2. 3. 4. 5. Shri Sadar Vallabhbhi Patel Shri Morarji Desai Shri Verghese Kurien Shri Harichand M. Dalaya
DEGREE
COLLEGE,
ADONI 42
The Taste of India
Amul (Anand milk union ltd.) is based on four hands, which are coordinated with each other. The actual meaning of this symbol is co-ordination of four hands of different people by whom this union is at the top position in Asia. o o o o First hand is of farmers, without whom the organization would not have existed. Second hand is of processors, who process the row material (milk) into finished goods. Third hand is of marketer, without whom the product would have not reached the Fourth hand is of customers, without whom the products would have not carried on.
customers
Brief History of Amul Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing world. "Anyone who has seen ... the dairy cooperatives in the state of Gujarat, especially the highly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. 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 world's biggest vegetarian cheese brand.
DEGREE
COLLEGE,
ADONI 43
The Taste of India
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka. Dr Varghese Kurien, former chairperson of the GCMMF, is recognized as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF. AMUL: The origin The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired Operation Flood and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers. Creating a pattern of liberation and selfreliance for every farmer to follow. The Start of a Revolution The revolution started as awareness among the farmers that grew and matured into a protest movement and the determination to liberate them. Over four decades ago, the life of a farmer in
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Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from seasonal crops. The income from milk buffaloes was undependable. The marketing and distribution system for the milk was controlled by private traders and middlemen. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day. Amul Secret of Success The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro-system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socio-economic upliftment and common good. Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to:
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Provide a support system to the milk producers without disturbing their agro-economic Even though, growing with time and on scale, it has remained with the smallest producer Bring at the command of the rural milk producers the best of the technology and harness Produce an appropriate blend of the policy makers farmers board of management and the Plough back the profits, by prudent use of men, material and machines, in the rural sector
systems
members. In that sense, Amul is an example par excellence, of an intervention for rural change.
its fruit for betterment
professionals: each group appreciating its roles and limitations
for the common good and betterment of the member producers and The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like - all through the village societies. The village society also facilitates the implementation of various production enhancement and member education programs undertaken by the Union. The staff of the village societies has been trained to undertake the veterinary first-aid and the artificial insemination activities on their own.
DEGREE
COLLEGE,
ADONI 46
The Taste of India
Gujarat Cooperative Milk Marketing Federation GCMMF: An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2007-08): Milk collection (Daily Average 2007-08): Milk Drying Capacity: Cattlefeed manufacturing Capacity: Sales turn over from 1994 to 2008: Sales Turnover 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 Ownership Pattern of Amul 22588 23365 27457 28941 29225 37736 42778 52554 Rs (million) 13 district cooperative milk producers' Union 2.7 million 13,141 10.21 million liters per day 2.69 billion liters 7.4 million liters 626 Mts. per day 3090 Mts per day
DEGREE
COLLEGE,
ADONI 47
The Taste of India
Amul is a co-operative sector & it is having 22 total numbers in societies. In addition to this there is total 1800 manpower in organization. Gujarat co-operative milk marketing federation ltd. widely known as GCMMF faces through competition in the Indian market by different companies. So that by advertising and promoting its product GCMMF has become one of the leading dairies in India. In western of India, GCMMF shares most of the market while in other parts of India it is next so. But slowly and surely GCMMF is growing in sharing the market with other competitors industries. Now there is machinery around Rs. 1500 lakhs, which is to be in expansion with higher advanced machinery to Rs. 1600 lakhs. Accumulated members share capital in union is Rs. 553,935,000 this share capital is deposit in Amul bank account in the name respective member dairy co-operative societies. Information about Competitors The Indian market is dominated by a large number of small local manufacture and regional players. There are an estimated 150 manufactures in the organized segment which account for 30-40% of sales and about 1000 units in the unorganized segment of the market. They have also competitor in the market. They felt very tuff competition in our country and outing countries.
According to Product Categories

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For Liquid Milk: Gayatri Milk Super Milk Payal Milk Sardar Milk Samrrudhi Milk Sagar Milk
For Ice-Cream Product Gokul Ice-Cream Dairy Den Ice-Cream Quality Walls Ice-Cream Havmor Ice-Cream Max Vadilal Ice-Cream
For Ghee Product Butter Nature butter Gopi Ghee Gayatri Ghee Krishna Ghee Abad Ghee Nestle
For Chocolate Almond bar Fruit & Nut Milk chocolate Bindass
Cheese Amul cheese
DEGREE
COLLEGE,
ADONI 49
The Taste of India
Achievements \ awards Amul a co-operative society and its co-operation has led many different awards in its favor. Magsaysay award for community leadership presented in manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien 1964: Padmabhusan award given to Shri T.K. Patel 1965: Padmshri awarded was given to V. Kurien, general manager, by the president of India 1987: Best Productivity awarded by national productivity council for the year 1985-86 awarded to Amul dairy. 1988: Best Productivity awarded for the second successive year 1986-87 by the president of India, Mr. R. Venkatrao to kaira union. 1993: ICA Memenoto towards genuine and self sustaining co-operative worldwide ICA regional office for Asia and pacific, New Delhi, 1996. 1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000.
Data analysis & interpretation
Table-1 Table showing that the reference of the people prefer chocolates or not.
DEGREE
COLLEGE,
ADONI 50
The Taste of India
Yes No
No. of respondents 43 07
% 86 14
The table showing that the reference of the prefer chocolates.
Pie chart 1 The below pie chart shows the reference of the people prefer chocolates or not.
DEGREE
COLLEGE,
ADONI 51
The Taste of India
The pie chart showing the reference of the prefer chocolates
The above pie chart showing that the reference of the prefer chocolates
Table-2 The table showing usage of the chocolate in the family
No. of respondents Children Teenager Younger old 17 16 12 05
% 34 32 24 10
The above table showing that the children and teenager use the chocolate products most.
DEGREE
COLLEGE,
ADONI 52
The Taste of India
Pie chart 2
40 35 30 25 20 15 10 5 0 Children Teenager Younger old No. of respondents %
DEGREE
COLLEGE,
ADONI 53
The Taste of India
The pie chart showing that the usage of the chocolate in the family.
Mostly children & teenagers like chocolates in their families. Therefore, we should give stress on children & teenager segment to increase market share. Young people also using chocolates for consuming & for giving as a gift.
Table 3 The table showing that the form of chocolate people used the most
No. of respondents Cadbury Nestle

% 30 28
COLLEGE, ADONI 54
15 14
DEGREE
The Taste of India
Amul Other
15 6
30 12
From the above table it is clear that the people use mostly the bar form of the chocolate.
Pie chart 3 The pie chat showing that which form of chocolate people used the most
35 30 25 20 15 10 5 0 Cadbury Nestle Amul Other No. of respondents %
The above diagram suggest that the most preferred form is Cadbury 30%, followed by Nestle 28%, Amul 30% and other 12%.
DEGREE
COLLEGE,
ADONI 55
The Taste of India
Table 4 The table showing the how much money spend on chocolate on weekly No. of respondents 25 14 11 % 50 28 22
Below 50 Rs 50Rs-100Rs Above- Rs100
DEGREE
COLLEGE,
ADONI 56
The Taste of India
Chart 4 The chart showing the how much money spend on chocolate on weekly
60 50 40 30 20 10 0 Below 50 Rs 50Rs-100Rs Above- Rs100 No. of respondents %
Mostly people like STAR channel. This channel is very popular among all the age group people. SONY & CARTOON channels are also popular but not as STAR. In other channels, sports and news channels are preferred. CARTOON channel is specially preferred by children. So it will be more beneficial top give advertisements on STAR & CARTOON channels, it covers all the age groups.
DEGREE
COLLEGE,
ADONI 57
The Taste of India
Table 5 Table showing the factor influencing purchage Amul chacolate No. of respondents 21 12 13 04 % 42 24 26 08
Quality Quantity Price Other
The above table showing that. the factor influencing purchage Amul chacolate
DEGREE
COLLEGE,
ADONI 58
The Taste of India
Pie chart 5 Pie chart showing the the factor influencing purchage Amul chacolate
45 40 35 30 25 20 15 10 5 0 Quality Quantity Price Other No. of respondents %
The pie chart showing that the. the factor influencing purchage Amul chacolate
DEGREE
COLLEGE,
ADONI 59
The Taste of India
Table 6 The table showing the which factor gives more satsifaction
Taste Flaver Brand Price
No.of respond 21 14 15 00
% 42 28 30 00
The table showing that the people which factor gives more satsifaction
DEGREE
COLLEGE,
ADONI 60
The Taste of India
Pie chart 6 The pie chart showing the which factor gives more satsifaction
45 40 35 30 25 20 15 10 5 0 Taste Flaver Brand Price No.of respond %
Mostly people like to watch an advertisement through Television because most of them belongs to service class. Children are getting attracted through advertisement on television and hoardings. Company tries to give attractive advertisement through T.V. and hoardings because advertisement through hoardings is less costly.
DEGREE
COLLEGE,
ADONI 61
The Taste of India
Table 7 The table showing which pack of chocolate they prefer more No.of respond Small Big Family pack Others 17 14 14 5 % 34 28 28 10
The table shows that the which pack of chocolate they prefer more
Chart 7 The chart showing the which pack of chocolate they prefer more
DEGREE
COLLEGE,
ADONI 62
The Taste of India
40 35 30 25 20 15 10 5 0 Small Big Family pack Others No.of respond %
Good Brand Ambassador generally effects peoples perception towards a product and create an image in their mind. Mostly people likes to see celebrities like Amitabh Bacchan, Sachin Tendulkar, M.S.Dhoni, Saniya Mirza etc. as a Brand Ambassador in chocolate advertisements. At the same time people like comedy, slow music & specially children like jingles in advertisements.
Table 8
The Taste of India
The table showing the how people aware of Amul chocolate No. of respondents Telivision News papers Internet Hording 17 14 16 3 % 34 28 32 6
From the above table it is clear that most of the people have aware of the Amul chocolate
DEGREE
COLLEGE,
ADONI 64
The Taste of India
Pie chart 8 The pie chart showing the people aware of the Amul chocolate
40 35 30 25 20 15 10 5 0 Telivision News papers Internet Hording No. of respondents %
The chart shows that 90% respondents have tasted Amul Chocolate, while still 10% have not tried Amul Chocolates. Amul must use proper techniques in order to cater the needs of every common man.
DEGREE
COLLEGE,
ADONI 65
The Taste of India
Table 9 The table showing that the amount of people who can recall the advertisements No. of respondents Yes No %
Here it was observed that only 32% respondents in the city of Ahmadabad were able to recall Amul Chocolate advertisement. This shows how much Amul lags behind in promotional activities and advertisement. Therefore Amul must use strong promotional activities and advertisement in order to retain their potential consumers.
DEGREE
COLLEGE,
ADONI 66
The Taste of India
Pie chart 9 The pie chart showing that the amount of people who can recall the advertisements
Here it was observed that only 32% respondents in the city of Bangalore were able to recall Amul Chocolate advertisement. This shows how much Amul lags behind in promotional activities and advertisement. Therefore Amul must use strong promotional activities and advertisement in order to retain their potential consumers.
DEGREE
COLLEGE,
ADONI 67
The Taste of India
Table 10 The table showing the which price of product people prefer more No. of respondents 10 17 15 08 % 20 34 30 16
5-10 10-20 20-30 30 above
We can clearly gauge from the pie chart that Cadbury being on the top slot with 58% market share dominates the chocolate market, followed by Nestle with 28% share, whereas Amul have only 13% market share and thus lags behind.
DEGREE
COLLEGE,
ADONI 68
The Taste of India
Pie chart 10 The pie chart showing the amount of people using the Amul chocolate
40 35 30 25 20 15 10 5 0 05-Oct Oct-20 20-30 30 above No. of respondents %
We can clearly gauge from the pie chart that Cadbury being on the top slot with 58% market share dominates the chocolate market, followed by Nestle with 28% share, whereas Amul have only 13% market share and thus lags behind.
Table 11 11) This table showing the accept new products launched by AMUL
DEGREE
COLLEGE,
ADONI 69
The Taste of India
Yes No
No. of respondents 35 15
% 70 30
Pie chart 11
DEGREE
COLLEGE,
ADONI 70
The Taste of India
80 70 60 50 40 30 20 10 0 No. of respondents % Yes No
DEGREE
COLLEGE,
ADONI 71
The Taste of India
Table 12 This table showing the Frequency of consumption No. of respondents 13 18 17 2 % 26 36 34 04
Once a four night Daily Weekly Monthly
Pie chart 12
40 35 30 25 20 15 10 5 0 Once a four night Daily Weekly Monthly No. of respondents %
DEGREE
COLLEGE,
ADONI 72
The Taste of India
Table 13 This table showing the factor among affects the most in chocolate advertisement No. of respondents 12 15 19 04 % 24 30 38 08
Brand ambassador Emotions Music Other Pie chart 13

40 35 30 25 20 15 10 5 0 Brand ambassador Emotions
No. of respondents %
Music
Other
Table 14 This table showing the recommend AMUL to others
DEGREE
COLLEGE,
ADONI 73
The Taste of India
Definitely will recommend Not sure Probably will recommend
No. of respondents 19 21 10
% 38 42 20
Pie chart 14
45 40 35 30 25 20 15 10 5 0 Definitely will recommend Not sure Probably will recommend No. of respondents %
Findings
During the survey it was found that still, 10% people have not tasted Amul Chocolate.
DEGREE
COLLEGE,
ADONI 74
The Taste of India
Lack of Awareness in consumers. Many people are not know about Amul chocolates specially children and teenagers. As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. 66%, after it Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon chocolates. When I interviewed people then many of the people cannot recall Amul chocolate advertisement. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not given on right time. In its advertisement is not using any brand ambassador which attracts all age group people like Cadbury. There is lake of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz contest etc. Cadbury is main competitor and strategically better performer then Amul. I find the main thing is that Amul brand name has very good image in consumers mind and they consider it as Pure & Good Product. People who have tasted Amul Chocolate are not ready to purchase the same again.
Suggestions
DEGREE
COLLEGE,
ADONI 75
The Taste of India
In order to maintain and increase the sales in the city of Adoni, the following recommendations regarding Amul Chocolates; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested:
First and foremost Amul should take proper action in order to improve service, because although being on a top slot in Butter and milk supplies it does not get the sales in chocolate, which it should get. Company should use brand ambassador, which attracts each age segment i.e. Saniya Mirza, Shaktiman, Amitabh Bachchan, Superman, Krrish, Jadoo etc.
Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city. Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families. Though Amul chocolate advertisements are rarely shown on television yet many people could recall it as per the data of research. It shows that there is only need to give advertisement only to rememorize customers. Because Amul is very strong brand name. Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind.
DEGREE
COLLEGE,
ADONI 76
The Taste of India
Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, gifts etc.
Advertisement can be done with the help of animations that attracts children and teenagers because chocolates are consumed largely in this segment. Company should launch chocolates in new flavors like
Mix Fruit Pineapple Elaichi Coffee Strawberry Banana Mango
DEGREE
COLLEGE,
ADONI 77
The Taste of India
Conclusions
As we know, that Amul is very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know, Amul is a co-operative organization but chocolate industry is a profitable industry we cannot ignore it. With the help of research, company can find out its week points in chocolate product and can increase its market share through rectifying mistakes. People have believed in Amul product and they will accept its chocolates if effective actions are taken.
The survey resulted into following conclusions Amul must come up with new promotional activities such that people become aware
about Amul Chocolates like Choc zoo, Bindaas, and Fundo. Quality is the dominating aspect, which influences consumer to purchase Amul product,
but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, and Perfetti
provide a better availability and give competition to the hilt.
Questionnaire
The Taste of India
Q1) Do you prefer chocolates? a) Yes a) Children c)Teenager a) Cadbury c) Amul a) Below 50 RS a)Quality a)Taste b) No Q2) In your family? Which age group persons prefer more Amul chocolates? b) Younger d) Old
( (
) )
Q3) Which form of Chocolate you likes the most? b) Nestle d) Others
Q4) How much do you spend weekly on chacolates? b) 50 RS100 Rs b) Quantity b) Flavor c) Price c) Above 100 Rs Q5) What factor influencing u to purchase a Amul chocolates? d) other_____________ Q6) Which factors gives you most satisfaction? c) Brand d) Price Q7) Which pack of chocolates u prefer more? a) Small
a) Television
( ( (
) ) )
b) Big
b) News papers
c) Family pack
c) Internet d) Hoarding
d) Other
( )
Q8) How you aware of Amul product? Q9) OVERALL PURCHASE OF SUB- BRANDS OF AMUL CHOCOLATES
SUBPRODUCTS ALMOND BAR FRUIT & NUT MILK CHOCOLATE DR.JYOTHIRMAYI DEPT.OF MANAGEMENT DEGREE COLLEGE, EXCELLENT GOOD AVERAGE
( POOR
ADONI 79
The Taste of India
BINDASS Q10) Which price of product u purchase more? a)5-10 b)10-20 c)20-30 Q11) Will you accept new products launched by AMUL? a) Yes b) No ( b) Daily c) Weekly d) Monthly ) Q12) Frequency of consumption? a) Once in a four night ( d) 30ABOVE ( ) )
Q13) Which factor among the following affects the most in advertise chocolate ments? a) Brand ambassador c) Music a) Definitely will recommend c) Probably will recommend Q15) Any Suggestions: -----------------------------------------------------------------------------------------------------------b) Emotions d) Others ( b) Not sure ) ( )
Q14) Do you recommend AMUL to others?
Bibliography www.amul.com www.google.com

DEGREE COLLEGE, ADONI 80
1.
2. www.amuldairy.com
3.
The Taste of India
4.
www.marketresearch.com Research Methodology ( Harper W.Boyd, C. R. Kothari )
5. www.dairy.com
6.
DEGREE
COLLEGE,
ADONI 81

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Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Effectiveness of chocolate advertisements towards its sales

The Taste of India

DR.JYOTHIRMAYI DEPT.OF MANAGEMENT

Effectiveness of chocolate advertisements towards its sales

The Taste of India

Amul Type Cooperative

Headquarters Anand, India