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Submitted By lucifer
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PHILIP KOTLER
Philip Kotler (born May 27, 1931 in Chicago) is the S.C. Johnson & Son Distinguished Professor of International
Marketing at the Kellogg School of Management at Northwestern University
Why chocolate?
I. According to a recent study conducted by a major chocolate brand in India the major consumers of chocolates apart from kids are teenagers and people between the age of 15 - 35. Most of the chocolate brands in India produce chocolates in different sizes that are priced according to their sizes. Chocolates like Diary Milk and Five Star can be got for just Rs 10.

Chocolates in India are slowly and steadily substituting the mithai or traditional Indian sweets. Due to the increasing levels of social consciousness people prefer gifting well wrapped chocolate packets rather than sweets on occasions and festivals. Taking advantage of this situation
GATHERING AND ANALYSING MARKET INFORMATION
PRODUCTS
Amul chocolates
Parent Company
Amul
Category
Chocolates
Sector
Food Products
Tagline/ Slogan
Taste of India
USP
Quality and affordability
STP
Segment
Quality conscious children and adults
Target Group
Kids and youth
Positioning
Taste of India by giving them quality products
SWOT Analysis
Strength
1. Good product range which includes chocolates, toffees, syrups etc
2. Good quality and packaging
3. Excellent distribution network of Amul ensure availability
4. Branding and advertising through TVCs and print ads is popular
5. Pricing is good as it attracts large segment
Weakness
1. Limited international presence as compared to leading global brands
2. Penetration in rural areas is still limited
Opportunity
1. Tie-ups with hotel chains, restaurants
2.Special occasion packages
3. Global expansion and more rural penetration
Threats
1. Local sweet dishes
2. Entry of other local or international brands
Competition
Competitors

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