TO DEVELOP MARKETING STRATEGY TO GAIN 20% MARKET SHARE OF AMUL CHOCOLATE IN Vadodara CITY
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Date
2010
Authors
PANKAJ M
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Publisher
Anand Agricultural University, Anand
Abstract
The project entitled “To Develop Marketing Strategy to Gain 20% of Market
Share of Amul chocolate In Vadodara City” was undertaken through
primary market survey. The data were collected from Vadodara City during
1st January to 30th April 2010. As we know that Amul is very big brand in
the industry, it has leadership in products like Milk, Butters and Cheese.
Amul is having its footsteps in chocolate industry also, but its presence is
very less as compared to other brands in Vadodara city. Chocolate industry
is having very few numbers of players, but stiff competition is prevailed
among them. With the help of this research, company can find out its weak
points of its chocolates business and can increase its market share through
rectifying the mistakes. Consumers trust the brand “Amul”, but they will
accept its chocolates if effective & prompt strategies are applied. Consumer
research deals with consumers & their problems and solution to that
problem. This research deals to know about the consumers need, and
expectation levels regarding Amul chocolate as compared to their
competitors, Cadbury chocolate and Nestle chocolate.
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