DECLARATION

I, SHREYAS K, hereby declare that the project entitled "A STUDY ON

PROMOTIONAL STRATEGIES OF CAMPCO LIMITED KEMMINJE,
PUTTUR D.K" is an original and authentic work carried out by me under the
supervision DR. GIRISH SHANBHOUGE, HOD at DEPARTMENT OF
MANAGEMENT at GOVERNMENT FIRST GRADE COLLEGE AND
PG CENTRE SHANKARANARAYANA. All the information and data
presented in this project are accurate to the best of my knowledge and have been
collected through legitimate sources.
I acknowledge that any external sources or references used in this project have
been appropriately cited and credited. Any contributions made by others
towards this project are duly acknowledged in the acknowledgments section.
I understand the academic integrity policies of GOVERNMENT FIRST
GRADE COLLEGE AND PG CENTRE SHANKARANARAYANA and
affirm that this project has not been submitted for any other course or degree
program. Furthermore, I take full responsibility for the content, methodology,
and conclusions presented in this project.
I declare that no part of this project violates any copyright laws or infringes
upon the intellectual property rights of any individual or entity.
Should there be any questions regarding the authenticity or originality of this
project, I am willing to provide further clarification or evidence as required.

Place: Shankaranarayana (SHREYAS K)

Date:
 ACKNOWLEDGEMENT
I would like to extend my sincere appreciation to all those who have contributed
to the completion of this project.
First and foremost, I am deeply grateful to DR. GANGARAJU, The Principal,
DR. GIRISH SHANBHOUGE HOD of MANAGEMENT DEPARTMENT
at GOVERNMENT FIRST GRADE COLLEGE
SHANAKARANARAYANA for their unwavering support, guidance, and
expertise throughout the duration of this project. Their invaluable insights and
encouragement have been instrumental in shaping the direction of my work and
pushing me to strive for excellence.
I am also indebted to CAMPCO CHOCOLATE FACTORY KEMMINJE,
PUTTUR, D.K for providing the necessary resources, facilities, and
opportunities that enabled me to undertake this project
Finally, I want to acknowledge the unwavering support and understanding of
my family and friends throughout this journey. Their encouragement has been a
constant source of motivation.
This project would not have been possible without the collective effort and
support of all those mentioned above. Thank you for being an integral part of
this endeavour

Thank you
(SHREYAS K)
 TABLE OF CONTENT
SERIAL CONTENTS PAGE
NO NO
 OUTLINE OF THE STUDY

COOPERATIVE SOCIETY
A cooperative society, often referred to simply as a co-op, is a type of
organization owned and operated by its members for their mutual benefit. These
societies can take various forms, including consumer cooperatives, producer
cooperatives, worker cooperatives, and multi-stakeholder cooperatives, among
others. The primary goal of a cooperative society is to meet the economic,
social, and cultural needs of its members while promoting democratic decision-
making, equality, and solidarity.

CONCEPT OF ORGANIZATION
Incorporating the concept of organization into a promotional strategy involves
structuring and aligning marketing efforts to effectively communicate the
organization's values, goals, and offerings to its target audience. Here are
several key aspects to consider when integrating the concept of organization
into your promotional strategy:
1. Develop a strong and consistent brand identity that reflects the
organization's mission, vision, and values. This includes elements such as
the organization's logo, colors, messaging, and tone of voice. Ensure that
all promotional materials, both online and offline, adhere to the
established brand guidelines.
2. Identify and segment your target audience based on demographic,
psychographic, and behavioral factors. Tailor your promotional messages
and content to resonate with each specific audience segment, addressing
their unique needs, interests, and pain points.
3. Implement a Customer Relationship Management system to manage
customer interactions and relationships effectively. Use Customer
Relationship Management data to personalize promotional messages,
nurture leads, and provide targeted offers or recommendations based on
customer preferences and behavior.

PRINCIPLES OF ORGANIZATION
In promotional strategy studies, there are several principles of organization
that are commonly employed to effectively plan, implement, and evaluate
promotional activities. These principles help ensure that promotional efforts
are well-coordinated, targeted, and impactful. Some of the key principles of
organization in a promotional strategy include:
1. Promotional efforts should be aligned with specific goals and objectives.
These goals could include increasing brand awareness, driving sales,
generating leads, or enhancing customer loyalty. Organizing promotional
activities around these goals ensures that resources are focused on
achieving desired outcomes.

2. Understanding the target audience is crucial for effective promotion.

Segmentation involves dividing the target market into distinct groups
based on characteristics such as demographics, psychographics, behavior,
or needs. Organizing promotional activities around these segments allows
for tailored messaging and better engagement.
3. Integrated Marketing Communications(IMC) involves coordinating
various promotional elements, such as advertising, public relations, direct
marketing, and sales promotion, to deliver a consistent message across
multiple channels. Organizing promotional efforts within an integrated
framework ensures that all communication reinforces the brand's
positioning and objectives.
4. The timing of promotional activities can significantly impact their
effectiveness. Organizing promotions around key events, seasons,
holidays, or product launches can capitalize on relevant opportunities and
maximize impact. Developing a promotional calendar helps ensure that
activities are scheduled strategically for optimal results.
5. Effective organization of promotional efforts involves allocating
resources efficiently across different channels and activities. Prioritizing
high-impact tactics and optimizing budget allocation based on expected
returns are essential for maximizing ROI and achieving objectives within
budget constraints.
By adhering to these principles of organization, marketers can develop
promotional strategies that are well-planned, targeted, and integrated,
ultimately driving desired outcomes and contributing to the achievement of
broader marketing objectives.

IMPORTANCE OF ORGANIZATION
1. Clarity and Focus: Organizing the study of promotional strategy helps
provide clarity and focus on the objectives, methods, and outcomes of
promotional activities. It allows researchers to delineate specific areas of
 inquiry, such as the effectiveness of different promotional channels,
messaging strategies, or target audience segmentation, leading to more
structured and insightful research.
2. Efficient Resource Allocation: Effective organization enables
researchers to allocate resources, such as time, personnel, and budget,
efficiently. By prioritizing research efforts based on strategic importance
and expected impact, organizations can maximize the return on
investment in promotional strategy studies.
3. Systematic Analysis: Organizing promotional strategy studies facilitates
systematic analysis of relevant factors, such as market trends, consumer
behavior, competitive landscape, and technological advancements. It
enables researchers to identify patterns, correlations, and causal
relationships that inform strategic decision-making and optimize
promotional efforts.
4. Continuous Learning and Improvement: Organized promotional
strategy studies foster a culture of continuous learning and improvement
within organizations. By systematically documenting and analyzing past
promotional campaigns, experiments, and outcomes, organizations can
derive valuable insights, lessons learned, and best practices to inform
future strategies and tactics.
Overall, the importance of organization in the study of promotional strategy
lies in its ability to enhance efficiency, effectiveness, accountability, and
ethical conduct, ultimately contributing to the success and sustainability of
promotional efforts and the achievement of marketing objectives.

OBJECTIVES OF THE ORGANIZATIONAL STUDY

1. Understanding Organizational Capabilities: One objective of the
organizational study is to assess the organization's internal capabilities
and resources relevant to promotional activities. This includes
understanding the organizational structure, staffing, skills, technology,
and processes that support the planning, execution, and evaluation of
promotional strategies.
2. Identifying Stakeholders and Decision-Making Processes: An
organizational study helps identify key stakeholders involved in
promotional decision-making, including marketing managers, executives,
creative teams, sales representatives, and external agencies.
 Understanding the roles, responsibilities, and decision-making processes
of these stakeholders is essential for effective coordination and alignment
of promotional efforts.
3. Analyzing Organizational Culture and Values: The study aims to
analyze the organizational culture, values, and norms that influence
promotional strategy development and implementation. This includes
examining factors such as risk tolerance, innovation orientation, customer
focus, and commitment to ethical standards, which shape the
organization's approach to promotion.
4. Identifying Strengths, Weaknesses, Opportunities, and Threats
(SWOT): Organizational studies help identify the organization's
strengths, weaknesses, opportunities, and threats (SWOT) related to
promotional strategy. This SWOT analysis informs strategic decision-
making by highlighting areas for leveraging competitive advantages,
addressing vulnerabilities, capitalizing on market opportunities, and
mitigating risks.
Overall, the objectives of the organizational study in the study of
promotional strategy are to enhance organizational effectiveness, alignment,
agility, and innovation, ultimately contributing to the achievement of
marketing objectives and sustainable competitive advantage.

ORGANIZATION AND MANAGEMENT

The Management of CAMPCO vests in the Board of Directors consisting of
17 Directors. These Directors are elected or nominated as per the provision
of by Laws.
The day-to-day activities are conducted by the Managing Director. The
Executive Committee and the Business Committee devote more time to
scrutinize and decide about the financial and business transactions of the
Institution.
 CHAPTER-1
CONCEPTUAL FRAMEWORK
SALES PROMOTION
Definition
Sales promotion can be defined as a set of marketing activities or
techniques designed to stimulate sales of a product or service by providing
incentives or additional value to customers, distributors, or sales channels.
Unlike advertising or public relations, which focus on building brand
awareness or shaping perceptions, sales promotion tactics are typically more
immediate and directly aimed at driving short-term sales volume.
Meaning
Sales promotion refers to the use of various marketing techniques and
activities to stimulate or boost sales of a product or service. It involves offering
incentives or added value to customers, distributors, or sales channels with the
aim of encouraging them to make a purchase, increase the quantity purchased,
or try a new product.
Types of Promotion
1. Advertising: Advertising involves paid, non-personal communication
through various media channels such as television, radio, print, outdoor
billboards, and digital platforms. It aims to reach a large audience and
create awareness, generate interest, and influence purchase behavior.
2. Sales Promotion: Sales promotion includes a variety of short-term
incentives or tactics aimed at stimulating immediate sales. Examples
include discounts, coupons, rebates, contests, giveaways, samples, loyalty
programs, and point-of-sale displays.
3. Public Relations (PR): Public relations activities focus on managing the
organization's reputation and building positive relationships with
stakeholders such as the media, customers, investors, and the public. PR
tactics include press releases, media relations, events, sponsorships, and
corporate social responsibility initiatives.
4. Direct Marketing: Direct marketing involves communicating directly
with individual customers or prospects through various channels such as
email, direct mail, telemarketing, and SMS marketing. It allows for
personalized messaging and targeted offers tailored to specific segments
or individuals.
5. Personal Selling: Personal selling involves face-to-face or interpersonal
communication between a sales representative and a potential customer. It
 allows for customized product demonstrations, relationship building, and
addressing customer concerns or objections in real-time.
6. Digital Marketing: Digital marketing encompasses various online
channels and platforms to reach and engage audiences, including
websites, search engine optimization (SEO), social media marketing,
content marketing, email marketing, and online advertising (e.g., display
ads, search ads, social media ads).
7. Event Marketing: Event marketing involves organizing or sponsoring
events such as trade shows, conferences, seminars, product launches, and
experiential marketing activations to showcase products or services,
engage with customers, and generate leads or sales opportunities.
The Benefits of Promotions are:
 Increased Sales.
 Customer Acquisition and Retention.
 Brand Awareness and Visibility.
 Competitive Advantage.
 Inventory Management.
 Data Collection and Insights.
 Customer Engagement and Loyalty.
 Cross-Selling and Up-Selling Opportunities.
 Risk Mitigation and Crisis Management.
 Strategic Objectives Achievement.
Overall, the benefits of promotions in the study of promotional strategies
underscore their importance as versatile and powerful tools for driving sales,
building brand equity, fostering customer relationships, and achieving strategic
business objectives.
The Disadvantages of Promotion are:
 Potential erosion of brand value and perceived quality.
 Decreased profit margins due to price reductions.
 Negative impact on brand equity and long-term brand image.
 Creation of price-sensitive customers who only buy during promotions.
Factors Influencing the Promotion
 Marketing objectives.
 Target audience characteristics.
 Competitive environment.
 Product life cycle stage.
 Budget constraints.
 Regulatory considerations.
 Brand positioning.
 Distribution channels.
 Technological advancements.
 Cultural and societal trends.
 CHAPTER-2
COMPANY PROFILE

INTRODUCTION ABOUT THE ORGANIZATION

 CAMPCO, short for Central Arecanut and Cocoa Marketing and
Processing Co-operative Limited, is a prominent cooperative organization based
in India. Founded in 1973, CAMPCO plays a significant role in the agricultural
sector, particularly in the marketing and processing of arecanut and cocoa.
With its headquarters located in Mangalore, Karnataka, CAMPCO has emerged
as a key player in the procurement, processing, and marketing of arecanut and
cocoa products, catering to both domestic and international markets. The
cooperative operates under the cooperative principles, aiming to uplift the
livelihoods of farmers engaged in arecanut and cocoa cultivation by ensuring
fair prices, sustainable practices, and value addition to their produce.
CAMPCO's activities encompass various aspects of the supply chain, including
collection, processing, packaging, and distribution of arecanut and cocoa
products such as raw nuts, chocolates, cocoa powder, and value-added products.
Through its extensive network of cooperatives and processing units, CAMPCO
strives to maintain high quality standards, promote innovation, and enhance
competitiveness in the agricultural sector.
Over the years, CAMPCO has earned recognition for its contribution to the
welfare of farmers, rural development, and sustainable agriculture practices. By
empowering farmers through cooperative initiatives, training programs, and
market linkages, CAMPCO continues to play a vital role in the growth and
development of the arecanut and cocoa industries in India.
With a commitment to excellence, social responsibility, and customer
satisfaction, CAMPCO remains dedicated to its mission of promoting the
interests of farmers, ensuring food security, and fostering inclusive growth in
the agricultural sector.
LOGO OF CAMPCO
The organization was founded by Late Sri VaranashiSubraya Bhat in 1973 in
Mangalore as The Central Arecanut and Cocoa Marketing and Processing Co-
operative Limited or CAMPCO. This was in response to the sufferings of
Arecanut and Cocoa growers in the states of Karnataka and Kerala.
Arecanut is an important commercial crop in the Western districts of Karnataka
and almost all the districts of Kerala. When there was a steep fall in the price of
Arecanut between 1970 and 1973, Sri. Subraya Bhat mobilized the Arecanut
farmers of the two states of Karnataka and Kerala and promoted Campco.
Under his able leadership, CAMPCO succeeded in uplifting the areca nut
market and to this day ensure that the farmers get a very good return on their
crop. Sri. Subraya Bhat worked as the President of CAMPCO from its inception
in 1973, up to the end of December 1990.
CAMPCO is one of the few leading cooperative institutions in the Country
working towards building a community of growers and farmers. The company
set up a chocolate manufacturing plant in 1986 in Puttur, a city in Dakshina
Kannada district of Karnataka. The plant produces chocolates and other
products of cocoa both under its own brand and also for other chocolate brands.
It has a well set up manufacturing factory equipped with state-of-the-art
equipment and a big number of factory workers from around the area.
CAMPCO was built on the foundation of empowerment and as the years go on,
this foundation is only getting stronger under the guidance of its leaders and
cooperative members.

PRODUCTS OF CAMPCO
1. Areca
Well known as betel nut in India, Areca nut is not a true nut, rather the seed of a
fruit that is categorised as a berry. It is produced in large quantities in India and
hence exported to other countries. The plant is grown in clay soil, laterite,
alluvial soil and red loam.
There are two abundantly available varieties of Areca nut called White Supari
and Red Supari. The white variety is prepared by harvesting ripe Areca nut and
sun-drying it. The red variety is prepared by harvesting the tender(green) variety
and removing the husk. Each variety has its own market and is consumed by
different people in various parts of India.
CAMPCO entered the Arecanut market in November 1973, and within a short
period, the Cooperative was able to bring the market to the pre-fall level. With
its reasonable and effective procurement, sales policy and efficient business
administration, CAMPCO has assured the Growers of an economical price for
their produce. Thus, by the operations of CAMPCO, the Growers are now
getting a highly remunerative price for their produce, and CAMPCO has been
quite successful in stabilizing and maintaining the Areca market at a very
economical level, thus improving the economic conditions of Areca Growers.
CAMPCO started procurement initially in 5 centers only, and today, it operates
through 118 procurement centers throughout the states of Karnataka and Kerala.
It operates through 14 sales depots in almost all the states in India at different
places
2. Pepper

Pepper is well known as the King of Spices, and India is one of the leading
producers of black pepper in the world. Pepper provides a range of health
benefits. It is high in antioxidants, improves blood sugar control and contains
antibiotic properties that helps prevent skin-related cancer.
It’s a versatile spice that can enhance almost any savoury dish. The pepper
procurement and marketing by the CAMPCO has aided the rise in prices and
recently Campco Chocolates even released a ‘Spice Toffee’ with black pepper
powder and ginger extracts as its main ingredients.
3. Cocoa

The finest quality of Cocoa beans are sourced from farmers in different parts of
Karnataka and Kerala. Raw cocoa is rich in antioxidants, an energy booster and
also an anti-depresseant.
Cocoa beans have a subtle chocolate flavour and has higher nutritional values
than processed cocoa powder. Natural, unsweetened cocoa powder is developed
by grinding cocoa beans which are sundried and roasted previously. It is used as
an ingredient in ice creams, biscuits, homemade chocolate, drinking chocolate,
cream fillings etc. It also has cosmetic properties and is used in soaps and
skincare products like scrubs, lotions and creams.
4. Rubber
Natural rubber is an elastic polymerase substance that is collected by the
process of tapping the plant and is refined and converted into a storable form.
India is one of the largest producers of rubber and also the world’s largest
rubber consumer. The Campco has diversified into rubber trading for more than
a decade now as a means of helping and supporting farmers. Rubber caters to a
wide spectrum of industries like automobile, electronics, electrical, health care,
power transmission and a host of other applications.
As a part of the diversification of activities, we have already commenced
Rubber and Pepper procurement by identifying potential areas. Additional
collection centres will be opened in a phased manner.

HISTORY OF THE COMPANY

The Central Arecanut and Cocoa Marketing and Processing Co-operative
Limited, commonly known as CAMPCO, has a rich history spanning several
decades. Here's an overview of its history:
1. Formation and Early Years (1973-1980s): CAMPCO was established
on July 11, 1973, in Mangalore, Karnataka, India. It was formed with the
primary objective of supporting arecanut growers by providing them with
fair prices and marketing assistance. Initially, CAMPCO focused on the
procurement, processing, and marketing of arecanut, a major cash crop in
the region.
2. Expansion into Cocoa (1980s-1990s): Recognizing the potential of
cocoa cultivation as an additional cash crop and the growing demand for
cocoa products, CAMPCO ventured into cocoa cultivation and
processing. This expansion marked a significant milestone in the
cooperative's history, as it diversified its agricultural activities beyond
arecanut.
3. Cocoa Processing and Value Addition: CAMPCO invested in cocoa
processing facilities to add value to the cocoa beans produced by farmers.
It established modern processing units to produce cocoa products such as
cocoa powder, cocoa butter, and cocoa liquor. These value-added
products enhanced the income of cocoa farmers and contributed to the
development of the cocoa industry in the region.
4. Establishment of Chocolate Factory: Building on its expertise in cocoa
processing, CAMPCO embarked on the establishment of a chocolate
manufacturing unit. In 1986, the CAMPCO Chocolate Factory was
 inaugurated in Puttur, Karnataka. Equipped with advanced machinery and
technology, the factory produced a wide range of chocolates, including
milk chocolates, dark chocolates, and assorted chocolates.
5. Market Expansion and Growth: Over the years, CAMPCO expanded
its market reach beyond Karnataka to other states in India and
international markets. The cooperative's commitment to quality,
innovation, and customer satisfaction helped it establish a strong presence
in the chocolate industry.
6. Sustainability Initiatives: CAMPCO has been actively involved in
promoting sustainable agricultural practices among arecanut and cocoa
farmers. It has implemented various programs to enhance productivity,
conserve natural resources, and improve the livelihoods of farmers.
7. Recognition and Awards: CAMPCO has received several accolades and
awards for its contributions to the agricultural sector, cooperative
movement, and rural development. It has been recognized for its efforts
in supporting farmers, promoting value addition, and fostering economic
growth.
8. Modernization and Technological Advancements: In recent years,
CAMPCO has focused on modernizing its operations and adopting
advanced technologies to improve efficiency, quality, and
competitiveness. Investments have been made in upgrading processing
facilities, infrastructure, and quality control measures.
Throughout its history, CAMPCO has remained committed to its founding
principles of cooperative values, farmer-centric approach, and socio-economic
development. With a legacy of over four decades, CAMPCO continues to play a
pivotal role in the agricultural sector, supporting farmers and contributing to the
growth of the arecanut and cocoa industries.
The CAMPCO Chocolate Factory in Puttur, Karnataka, India, is an integral part
of the Central Arecanut and Cocoa Marketing and Processing Co-operative
Limited (CAMPCO). The history of the CAMPCO Chocolate Factory can be
traced back to the cooperative's establishment and its subsequent endeavors to
diversify into chocolate manufacturing.
1. Establishment of CAMPCO: CAMPCO was founded in 1973 with the
primary objective of supporting arecanut growers in the region. Initially
focused on the marketing and processing of arecanut, CAMPCO
gradually expanded its operations to include cocoa cultivation and
processing.
 2. Entry into Cocoa Processing: Recognizing the potential of cocoa as a
cash crop and the growing demand for cocoa products, CAMPCO
ventured into cocoa cultivation and processing. The cooperative began
procuring cocoa beans from farmers and established processing facilities
to produce cocoa products.
3. Development of Chocolate Manufacturing: With the expertise gained
in cocoa processing and the vision to add more value to cocoa beans,
CAMPCO explored the establishment of a chocolate manufacturing unit.
This led to the establishment of the CAMPCO Chocolate Factory in
Puttur, equipped with state-of-the-art machinery and facilities for
chocolate production.
4. Inauguration and Operations: The CAMPCO Chocolate Factory in
Puttur was inaugurated as part of CAMPCO's efforts to vertically
integrate its cocoa business and offer high-quality chocolate products to
consumers. The factory commenced operations, producing a wide range
of chocolates, including milk chocolates, dark chocolates, and assorted
chocolates.
5. Expansion and Modernization: Over the years, the CAMPCO
Chocolate Factory in Puttur underwent expansions and modernization
initiatives to increase production capacity, improve efficiency, and meet
growing market demand. Investments were made in technology,
infrastructure, and quality control measures to ensure adherence to
international standards.
6. Product Innovation and Market Expansion: The CAMPCO Chocolate
Factory continuously focused on product innovation and market
expansion to diversify its product portfolio and reach new consumers. It
introduced various chocolate variants, packaging formats, and marketing
initiatives to cater to diverse consumer preferences and enhance brand
visibility.
7. Community Impact and Recognition: The CAMPCO Chocolate
Factory's operations have had a positive impact on the local community
by providing employment opportunities, supporting cocoa farmers, and
contributing to the economic development of the region. The factory has
received recognition for its contributions to the chocolate industry and the
promotion of sustainable agriculture practices.
Overall, the CAMPCO Chocolate Factory in Puttur represents CAMPCO's
commitment to value addition, innovation, and sustainability in the cocoa
industry, while also contributing to the socio-economic development of the
region.
DIFFERENT PLANTS OWNED BY CAMPCO
CAMPCO (Central Arecanut and Cocoa Marketing and Processing Co-
operative Limited) owns and operates several plants and facilities involved in
the processing and manufacturing of arecanut and cocoa products. Some of
these plants include:
1. Arecanut Processing Plants: CAMPCO has multiple arecanut
processing plants located in Karnataka, India. These plants are equipped
with modern machinery for the processing and grading of arecanut nuts.
2. Cocoa Processing Plants: CAMPCO operates cocoa processing plants
for the processing of cocoa beans into various cocoa products such as
cocoa powder, cocoa butter, and cocoa liquor. These plants are primarily
located in Karnataka, where CAMPCO sources cocoa beans from
farmers.
3. Chocolate Manufacturing Unit: CAMPCO owns a chocolate
manufacturing unit located in Puttur, Karnataka. This facility produces a
wide range of chocolates, including milk chocolates, dark chocolates, and
assorted chocolates. The factory is equipped with state-of-the-art
machinery for chocolate production.
4. Coconut Processing Plants: In addition to arecanut and cocoa,
CAMPCO also processes coconut products. The cooperative owns
coconut processing plants for the extraction of coconut oil, desiccated
coconut, and other coconut-based products.
5. Packaging and Distribution Centers: CAMPCO has packaging and
distribution centers strategically located to facilitate the packaging,
storage, and distribution of its products. These centers ensure timely
delivery and quality control of CAMPCO's arecanut, cocoa, and coconut
products to domestic and international markets.
6. Research and Development Center: CAMPCO has a dedicated research
and development center focused on product innovation, quality
improvement, and process optimization. The center conducts research and
testing to enhance the quality, taste, and nutritional value of CAMPCO's
products.
These plants and facilities enable CAMPCO to carry out its operations
efficiently and meet the demand for its products in both domestic and
international markets. The cooperative continually invests in modernizing and
expanding its plant infrastructure to enhance productivity, quality, and
competitiveness in the agricultural processing industry. For the most accurate
and up-to-date information on CAMPCO's plants and facilities, it's advisable to
refer to their official website or contact the cooperative directly.
COLLABORATION WITH NESTLE INDIA LIMITED IN 1990
In 1990, CAMPCO entered into a partnership agreement with Nestle
India Limited, a subsidiary of Nestle S.A., one of the world's leading food and
beverage companies. The agreement aimed to leverage Nestle's expertise in
chocolate manufacturing and marketing to enhance CAMPCO's chocolate
production capabilities.
Under the agreement, Nestle India Limited provided CAMPCO with technical
collaboration and assistance in various aspects of chocolate manufacturing,
including recipe formulation, production processes, quality control, and
packaging. This collaboration helped CAMPCO improve its chocolate
manufacturing practices and product quality.
The partnership with Nestle India Limited facilitated the expansion of
CAMPCO's chocolate product portfolio. With Nestle's expertise, CAMPCO was
able to introduce new chocolate variants, improve existing recipes, and enhance
the overall quality and appeal of its chocolate products to meet consumer
preferences and market trends..
COLLABORATION WITH AMUL LIMITED IN 2001
In 2001, CAMPCO entered into a collaboration with AMUL Limited, a
renowned dairy cooperative based in Gujarat, India. AMUL is known for its
wide range of dairy products, including milk, butter, cheese, ice cream, and
dairy-based beverages.
Through the collaboration with AMUL Limited, CAMPCO aimed to diversify
its product portfolio and venture into the manufacturing and marketing of dairy
products. This strategic partnership allowed CAMPCO to leverage AMUL's
expertise, infrastructure, and market reach in the dairy industry.
AMUL Limited provided CAMPCO with technical assistance and support in
product development, formulation, and quality assurance for dairy products.
This collaboration helped CAMPCO enhance its capabilities in dairy
processing, ensuring the production of high-quality dairy products that meet
industry standards and consumer expectations.
The collaboration between CAMPCO and AMUL Limited was mutually
beneficial, leveraging each other's strengths and capabilities to create synergies
in product development, manufacturing, marketing, and distribution. Both
cooperatives shared a common goal of promoting dairy farming, supporting
farmers, and meeting the growing demand for quality dairy products in India.
CAMPCO AT A GLANCE
Full Name Central Arecanut and Cocoa Marketing and
Processing Co-operative Limited (CAMPCO)
Founded July 11, 1973
Headquarters Mangalore, Karnataka, India
Primary Products Arecanut, Cocoa, Dairy Products

Key Operations Procurement, Processing, Marketing

Facilities  Arecanut Processing Plants
 Cocoa Processing Plants
 Chocolate Manufacturing Unit (Puttur)
 Coconut Processing Plants
Partnerships Collaboration with Nestle India Limited (1990)
 Collaboration with AMUL Limited (2001)
Location Kemminje, Puttur
Mission To support farmers, promote sustainable agriculture,
and enhance rural livelihoods through cooperative
initiatives in arecanut, cocoa, and dairy sectors.
Key Achievements  Diversification into cocoa and dairy processing.
 Establishment of chocolate manufacturing unit.
 Expansion of market reach and distribution
network.
 Recognition for contributions to agriculture and
rural development.

Values Cooperative principles, quality, sustainability,

innovation, comumunity development.
OBJECTIVES OF THE COMPANY
 1. To support farmers engaged in arecanut and cocoa cultivation by
providing fair prices, marketing assistance, and value-added services.
2. To promote sustainable agriculture practices, environmental conservation,
and rural development in the arecanut and cocoa-growing regions.
3. To diversify product offerings, expand market reach, and enhance
competitiveness in the agro-processing industry.
4. To foster cooperative principles, transparency, and accountability in all
operations and dealings.
5. To contribute to the economic growth, social well-being, and
empowerment of farmers and rural communities.
FEATURES OF CAMPCO
1. CAMPCO operates as a cooperative enterprise, owned and governed by
its members, primarily arecanut and cocoa growers.
2. CAMPCO focuses on adding value to agricultural produce through
processing, manufacturing, and marketing of various products such as
arecanut, cocoa, chocolate, and dairy items.
3. CAMPCO has established a strong market presence, serving both
domestic and international markets through its distribution network and
partnerships.
4. CAMPCO is committed to promoting sustainable agriculture practices,
environmental stewardship, and social responsibility across its operations.
5. CAMPCO emphasizes innovation in product development, process
optimization, and quality assurance to deliver high-quality, safe, and
nutritious products to consumers.
VISION:
“To emerge as a globally recognized leader in the arecanut and cocoa
industry, renowned for our commitment to quality, innovation, and sustainable
practices, while fostering the prosperity of farmers and stakeholders.”
This vision statement encapsulates CAMPCO's ambition to achieve excellence
in its operations, become a respected player in the agricultural sector both
nationally and internationally, uphold high standards of quality and innovation,
and prioritize the well-being and success of farmers and stakeholders.
MISSION:
 1. To empower farmers by providing fair prices, market access, and value-
added services for their agricultural produce.
2. To diversify product offerings, expand market reach, and enhance
competitiveness through continuous improvement and innovation.
3. To promote environmental sustainability, social responsibility, and
cooperative values in all aspects of operations.
4. To contribute to the well-being and prosperity of farmers, employees,
shareholders, and communities served by CAMPCO.
QUALITY POLICY:
The Quality Policy of CAMPCO outlines the cooperative's commitment to
delivering high-quality products and services while ensuring customer
satisfaction and continuous improvement. Here is the Quality Policy of
CAMPCO:
“We, at CAMPCO, are dedicated to delivering products and services of the
highest quality to our customers. We are committed to meeting and exceeding
their expectations while adhering to regulatory requirements and industry
standards. Through continuous improvement in our processes, products, and
services, we strive to enhance customer satisfaction, uphold integrity, and foster
trust in our brand. We believe in empowering our employees, fostering a culture
of quality consciousness, and promoting innovation and excellence in all
aspects of our operations. Our commitment to quality is unwavering, and we are
dedicated to achieving and maintaining the highest levels of quality, safety, and
reliability in everything we do.”
This Quality Policy reflects CAMPCO's dedication to quality, customer focus,
continuous improvement, employee empowerment, and adherence to standards
and regulations, underscoring its commitment to excellence in all aspects of its
operations.
SWOT ANALYSIS
A SWOT analysis of CAMPCO provides a comprehensive evaluation of
the cooperative's internal strengths and weaknesses, as well as external
opportunities and threats in its operating environment. This analysis helps
CAMPCO gain insights into its current position, identify strategic priorities, and
make informed decisions to maximize its competitiveness and sustainability in
the agricultural processing industry.
STRENGTHS
1. Strong Agricultural Base: CAMPCO benefits from a strong foundation
in arecanut and cocoa cultivation, supported by a network of farmers and
cooperatives.
2. Vertical Integration: The cooperative's vertical integration in processing
and marketing allows for better control over the supply chain and quality
of products.
3. Market Presence: CAMPCO has established a strong market presence in
both domestic and international markets, leveraging its brand reputation
and distribution network.
4. Collaborations: Collaborations with companies like Nestle and AMUL
have strengthened CAMPCO's capabilities in chocolate and dairy
processing.
5. Quality Products: CAMPCO is known for producing high-quality
arecanut, cocoa, chocolate, and dairy products, meeting industry
standards and consumer expectations.
WEAKNESSES
1. Dependency on Agriculture: CAMPCO's operations are highly
dependent on agricultural factors such as weather conditions and crop
yields, making it vulnerable to fluctuations in production.
2. Limited Product Diversification: While CAMPCO has diversified into
cocoa, chocolate, and dairy products, its product portfolio is still
relatively limited compared to other competitors in the food industry.
3. Infrastructure Challenges: Infrastructure challenges in processing,
storage, and transportation may hinder efficiency and scalability in
CAMPCO's operations.
4. Market Volatility: Fluctuations in commodity prices and market demand
for arecanut and cocoa products can impact CAMPCO's revenue and
profitability.
OPPORTUNITIES
1. Diversification: CAMPCO has opportunities to further diversify its
product portfolio into value-added products or explore new markets and
product categories.
 2. Technological Advancements: Investing in advanced technology and
automation can enhance efficiency, productivity, and quality in
CAMPCO's processing operations.
3. Market Expansion: There are opportunities for CAMPCO to expand its
market reach by targeting new geographic regions or tapping into
emerging consumer trends and preferences.
4. Sustainability Initiatives: Growing consumer interest in sustainable and
ethically sourced products presents an opportunity for CAMPCO to
differentiate itself and enhance brand value through sustainability
initiatives.
THREATS
1. Market Competition: CAMPCO faces competition from other players in
the food industry, both domestically and internationally, which may
impact its market share and profitability.
2. Regulatory Challenges: Changes in government policies, regulations,
and trade agreements related to agriculture and food processing could
pose challenges for CAMPCO's operations.
3. Climate Change: Climate change-related factors such as unpredictable
weather patterns, pests, and diseases may affect arecanut and cocoa
cultivation, impacting CAMPCO's supply chain and production.
4. Economic Uncertainty: Economic downturns, currency fluctuations, and
inflationary pressures could impact consumer spending patterns and
demand for CAMPCO's products.
By addressing its weaknesses, leveraging its strengths, capitalizing on
opportunities, and mitigating threats, CAMPCO can position itself for sustained
growth and success in the agricultural processing industry.

VARIOUS PROMOTIONAL STRATEGIES OF CAMPCO

CAMPCO (Central Arecanut and Cocoa Marketing and Processing Co-
operative Limited) employs various promotional strategies to market its
products effectively and reach its target audience. Some of the promotional
strategies used by CAMPCO include:
1. Advertising: CAMPCO utilizes advertising channels such as print media,
television, radio, and online platforms to create awareness about its
products, promotions, and brand messages.
2. Social Media Marketing: CAMPCO engages with its audience through
social media platforms such as Facebook, Twitter, Instagram, and
LinkedIn. It shares updates, product information, and engages with
customers through posts, stories, and interactions.
3. Product Sampling: CAMPCO conducts product sampling campaigns at
various events, supermarkets, and trade shows to allow customers to
experience its products firsthand and encourage trial and purchase.
4. Promotions and Discounts: CAMPCO offers promotional discounts,
coupons, and special offers to incentivize purchases and attract
customers. These promotions may include buy-one-get-one-free deals,
discounts on bulk purchases, or limited-time offers.
5. Public Relations (PR): CAMPCO engages in PR activities to enhance its
brand reputation, build relationships with the media, and communicate its
corporate social responsibility initiatives and achievements.
6. Event Sponsorship: CAMPCO sponsors events, festivals, and
agricultural fairs to increase brand visibility, support local communities,
and reach a targeted audience interested in agricultural products.
7. Point-of-Sale Displays: CAMPCO uses attractive point-of-sale displays,
signage, and packaging to draw attention to its products in retail outlets,
supermarkets, and specialty stores.
8. Cooperative Member Programs: CAMPCO runs loyalty programs and
membership benefits for its cooperative members, offering exclusive
discounts, rewards, and incentives to encourage repeat purchases and
brand loyalty.
9. Digital Marketing: CAMPCO utilizes digital marketing channels such as
email marketing, website promotions, and online advertising to engage
with customers, drive website traffic, and generate sales leads.
10.Educational Campaigns: CAMPCO conducts educational campaigns
and workshops to educate consumers about the health benefits, uses, and
cultivation practices of arecanut, cocoa, and other agricultural products.
By leveraging these promotional strategies, CAMPCO aims to increase brand
awareness, stimulate demand for its products, and ultimately drive sales and
revenue growth in the agricultural processing industry.
 CHAPTER-3
ORGANIZATIONAL STRUCTURE

ORGANIZATIONAL STRUCTURE
THE CAMPCO LTD

BOARD OF DIRECTORS
 PRESIDENT

MANAGING DIRECTORS

SECRETARY

G.M (FINANCER) G.M (MARKETING)

CHIEF ACC OFFICER REG MKTG OFFICER

ASST ACC OFFICER MARKETING OFFICER

SENIOR ACC ASST ASST MKTG OFFICER

JUNIOR ACC ASST JUNIOR MKTG OFFICER

STRUCTURE
The structure of CAMPCO comprises various departments and units, including
arecanut and cocoa processing plants, chocolate manufacturing facilities,
coconut processing units, marketing and distribution teams, research and
development centers, and administrative offices, all working collaboratively to
support farmers, ensure product quality, and meet consumer demand in the
agricultural processing industry.
ORGANIZATION AND MANAGEMENT
The management of CAMPCO comprises a team of experienced professionals
who oversee various aspects of the cooperative's operations, including strategic
planning, production, marketing, finance, human resources, and administration.
Led by a Board of Directors elected by the members, the management team
works collaboratively to achieve CAMPCO's objectives and ensure its long-
term sustainability and growth in the agricultural processing sector.
The management structure of CAMPCO typically includes:
1. Board of Directors: The Board of Directors provides strategic direction
and governance oversight for CAMPCO. Comprising elected
representatives from the cooperative's member base, the board sets
policies, approves major decisions, and monitors performance to
safeguard the interests of stakeholders.
2. Executive Management Team: The executive management team
consists of senior executives appointed by the board to oversee day-to-
day operations and implement strategic initiatives. This team includes
positions such as Chief Executive Officer (CEO), Chief Operating Officer
(COO), Chief Financial Officer (CFO), and heads of various departments.
3. Department Heads: Each functional area within CAMPCO, such as
production, marketing, finance, human resources, and research, is
typically headed by a department head or manager responsible for leading
and supervising activities within their respective areas.
4. Supervisors and Team Leaders: Supervisors and team leaders provide
direct supervision and guidance to operational staff within specific
departments or production units, ensuring that tasks are carried out
efficiently and in accordance with established standards and procedures.
5. Support Staff: Support staff members provide administrative and clerical
support to various departments, assisting in tasks such as record-keeping,
data entry, customer service, and logistics coordination.
6. Advisory Committees: CAMPCO may also establish advisory
committees or task forces composed of internal and external experts to
provide specialized guidance and advice on specific issues or projects,
such as sustainability, quality assurance, or market research.
Overall, the management structure of CAMPCO is designed to facilitate
effective decision-making, coordination, and collaboration across all levels of
the organization, enabling the cooperative to fulfill its mission, meet stakeholder
expectations, and achieve sustainable growth in the agricultural processing
industry.
FUNCTIONAL DEPARTMENTS OF CAMPCO
The CAMPCO Chocolate Factory, being a part of CAMPCO (Central Arecanut
and Cocoa Marketing and Processing Co-operative Limited), likely comprises
several functional departments to manage various aspects of chocolate
production, quality assurance, administration, and marketing. Here are some
typical functional departments that may exist within the CAMPCO Chocolate
Factory:
1. Production Department: Responsible for overseeing the manufacturing
process of chocolates, including cocoa bean processing, chocolate
refining, conching, tempering, molding, and packaging.
Functions:
 Overseeing chocolate manufacturing processes, including cocoa
bean processing, refining, conching, tempering, molding, and
packaging.
 Ensuring efficient production operations to meet production targets
and quality standards.
 Monitoring equipment performance and maintenance schedules to
minimize downtime.
2. Quality Control Department: Ensures that the chocolates produced
meet the highest quality standards by conducting rigorous quality checks
at every stage of the production process. This department may perform
tests for taste, texture, appearance, and shelf-life stability.
Functions:
 Conducting quality checks at various stages of chocolate production to
ensure compliance with quality standards.
 Performing sensory evaluations and laboratory tests to assess taste,
texture, appearance, and shelf-life stability of chocolates.
 Implementing corrective actions and continuous improvement
initiatives to enhance product quality.
3. Research and Development (R&D) Department: Focuses on
innovation, product development, and process improvement to create new
chocolate varieties, flavors, and formulations. This department may also
conduct research on ingredient sourcing, sustainability, and consumer
preferences.
Functions:
  Conducting research on chocolate formulations, flavors, and
ingredients to develop new products and improve existing ones.
 Experimenting with different cocoa bean varieties, processing
techniques, and flavor profiles.
 Collaborating with suppliers, industry experts, and research
institutions to stay abreast of industry trends and innovations.
4. Supply Chain and Procurement Department: Manages the sourcing of
raw materials, including cocoa beans, sugar, milk, and other ingredients
required for chocolate production. This department ensures timely
procurement, inventory management, and supplier relationships.
Functions:
 Sourcing and procuring raw materials, including cocoa beans, sugar,
milk, and packaging materials.
 Managing supplier relationships, negotiating contracts, and ensuring
timely delivery of materials.
 Optimizing inventory levels and supply chain logistics to minimize
costs and ensure uninterrupted production.
5. Engineering and Maintenance Department: Handles the maintenance,
repair, and optimization of machinery and equipment used in chocolate
production to ensure smooth operations and minimize downtime.
Functions:
 Maintaining, repairing, and optimizing machinery and equipment used
in chocolate production.
 Conducting preventive maintenance activities to prevent breakdowns
and ensure equipment reliability.
 Identifying opportunities for equipment upgrades or replacements to
enhance production efficiency.
6. Packaging Department: Designs, prints, and oversees the packaging of
chocolates, including labels, wrappers, and boxes. This department may
also handle the logistics of packaging materials and distribution.
Functions:
 Designing and producing packaging materials, including labels,
wrappers, and boxes.
 Packaging finished chocolates according to product specifications and
customer requirements.
 Managing packaging inventory, logistics, and distribution to ensure
timely delivery to customers.
7. Sales and Marketing Department: Develops marketing strategies,
promotions, and sales campaigns to promote CAMPCO chocolates and
 expand market reach. This department may also manage customer
relationships, distribution channels, and market research.
Functions:
 Developing marketing strategies and campaigns to promote CAMPCO
chocolates and increase sales.
 Identifying market opportunities, conducting market research, and
analyzing consumer trends.
 Managing customer relationships, sales channels, and distribution
networks to maximize market penetration and profitability.
8. Finance and Administration Department: Manages financial
transactions, budgeting, accounting, payroll, and administrative functions
related to the operation of the chocolate factory. This department ensures
compliance with regulatory requirements and internal policies.
Functions:
 Managing financial transactions, budgeting, accounting, and financial
reporting for the chocolate factory.
 Administering payroll, employee benefits, and compliance with tax
and regulatory requirements.
 Providing administrative support for day-to-day operations, including
documentation, record-keeping, and office management.
9. Human Resources Department: Handles recruitment, training,
employee relations, and compliance with labor laws and regulations. This
department also fosters a positive work culture and ensures employee
well-being.
Functions:
 Recruiting, hiring, and onboarding new employees for the chocolate
factory.
 Developing and implementing training programs to enhance employee
skills and performance.
 Managing employee relations, performance evaluations, and disciplinary
procedures.
10.Safety and Compliance Department: Ensures compliance with health,
safety, and environmental regulations in the workplace. This department
may implement safety protocols, conduct training sessions, and monitor
compliance with regulatory standards.
Functions:
 Ensuring compliance with health, safety, and environmental
regulations in the workplace.
  Implementing safety protocols, conducting training sessions, and
performing safety audits.
 Investigating and addressing safety incidents and near misses to
prevent future occurrences.
These functional departments work together cohesively to ensure the efficient
operation of the CAMPCO Chocolate Factory while maintaining high standards
of quality, safety, and customer satisfaction.
BOARD OF DIRECTORS
President Mr. Kishor Kumar Kodgi
Managing Director Mr. H M Krishna Kumar
Vice President Mr. K Shankaranarayana Bhat
Directors Mr. Suresh Shetty
Mr. Shambulinga Hegde
Mr. Satyanarayana Prasad
Mr. Raghavendra Garthikere
Mr. Raghavendra Bhat
Mr. Radhakrishna
Mr. Padmaraj Pattaje
Mr. Mahesh Chouta
Mr. Krishna Prasad Madthila
Mr. Sathish Chandra
Mr. Jayarama Saralaya
Mr. Jayaprakash Narayan T K
Mr. Dayananda Hegde
Mr. Balakrishna Hegde
 CHAPTER-4
VARIOUS PRODUCTS OF CAMPCO

CAMPCO’s PRODUCTS
CAMPCO (Central Arecanut and Cocoa Marketing and Processing Co-
operative Limited) offers a range of products primarily focusing on arecanut,
cocoa, and their processed derivatives. Here are some of the key products of
CAMPCO, along with their features and ingredients:
1. Arecanut Products:
 Whole Arecanut: Whole arecanut is the raw form of the nut,
sourced directly from farmers. It is known for its distinctive flavor
and is often chewed for its stimulant properties.
 Processed Arecanut: CAMPCO also offers processed arecanut
products such as slices, chips, and powdered forms, which are used
in various culinary applications and traditional practices.
2. Cocoa Products:
 Cocoa Beans: CAMPCO sources cocoa beans from farmers and
processes them to produce various cocoa products.
 Cocoa Powder: Cocoa powder is made by grinding roasted cocoa
beans and is commonly used in baking, beverages, and
confectionery.
 Cocoa Butter: Cocoa butter is the fat extracted from cocoa beans
and is used in chocolate production for its smooth texture and
flavor.
 Chocolate: CAMPCO produces a variety of chocolates, including
milk chocolate, dark chocolate, and flavored chocolates. These
chocolates may contain cocoa mass, cocoa butter, sugar, milk
solids, and flavorings.
3. Coconut Products:
 Desiccated Coconut: Desiccated coconut is finely shredded
coconut meat that is dried and used in baking, confectionery, and
savory dishes.
 Coconut Oil: CAMPCO produces virgin coconut oil and refined
coconut oil, which are used for cooking, frying, baking, and
cosmetic purposes.
4. Processed Food Products:
 Chocolate Bars: CAMPCO manufactures chocolate bars in
various flavors and formulations, including plain, nuts, fruits, and
caramel-filled.
 Chocolate Coated Products: CAMPCO produces chocolate-
coated arecanut slices, cocoa beans, and other snacks.
  Cocoa-based Beverages: CAMPCO offers cocoa-based beverage
mixes that can be used to prepare hot chocolate, milkshakes, and
other drinks.
5. Value-added Products:
 Chocolate Spread: CAMPCO manufactures chocolate spreads that
can be used as a topping for bread, pancakes, waffles, and desserts.
 Cocoa Nibs: Cocoa nibs are pieces of roasted cocoa beans and are
used as toppings in bakery products, yogurt, and desserts.
The ingredients of CAMPCO products vary depending on the specific product
and formulation. However, common ingredients used in CAMPCO products
include arecanut, cocoa beans, cocoa butter, sugar, milk solids, emulsifiers,
flavorings, and other additives as per regulatory standards.
FINISHED PRODUCTS OF CAMPCO
1. Premium Chocolates

DIETIER FUNTAN
 KRUNCH MILK MARVEL

2. Chocolate Bars

DAIRY DREAM

DAIRY DREAM
 TURBO

KRUNCHOS

MEGABITE
 CAMPCO BAR

3. Eclairs
 MELTO

MELLOW

JACK FRUIT ECLAIRS

 CHAPTER-5
DATA ANALYSIS & INTREPRETATIONS
To examine the defectiveness of promotional strategies of CAMPCO. Some
of sample surveys were collected from Udupi District are as follows:
1. What are the various promotional tools used by CAMPCO?
Category Respondents Percentage
Advertisement board 19 38
Pamphlet 6 12
Banner 4 8
Vehicles 3 6
Social media 18 36
TOTAL RESPONDENTS: 50

Respondents
20
18
16
14
12
10
8
6
4
2
0
Advertisement board Pamphlet Banner Vehicles Social media

Respondents

Interpretation:
The above chart shows the CAMPCO’s promotional schemes availability
in the market. 38% of respondents have observed advertisement board in the
market, 12% of respondents have observed pamphlet, 8% of respondents
observed banners, 6% of respondents have observed vehicles, and 36% of
respondents have observed social media promotional activities of CAMPCO’s
promotional scheme in market.
2. Which advertisement media is necessary for the sale of Chocolates?
Category Respondents Percentage
Television 21 42
Banner 6 12
Magazine 6 12
Newspapers 4 8
Social media 10 20
Internet 3 6
TOTAL RESPONDENTS: 50

Respondents

25

20

15

10

0
Television Banner Magazine Newspapers Social media Internet

Respondents

Interpretation:
This chart shows which advertisement media is necessary for the
Chocolates. 42% of the respondents says television, 12% of respondents says
banners and magazines, 8% of respondents says news media, 20% of the
respondents says social media, and 6% of the respondents says internet. We can
understand that most of the respondents like advertisement in television and
social media. So most preferred media to advertise CAMPCO Chocolates is
television and social media respectively.
3. Which media of advertisement influences the purchase?
Category Respondents Percentage
Television 20 40

Newspaper 4 8
Internet 16 32

Banner 3 6
Retail shop 7 14
TOTAL RESPONDENTS: 50

Respondents
25

20

15

10

0
Television Newspaper Internet Banner Retail shop

Respondents

Interpretation:
The above chart shows the most influencing advertisement media. 40% of
the respondents says television, 8% of the respondents says newspaper, 32% of
the respondents says internet, 6% of the respondents says banners, and 14% of
the respondents says retail shop. Therefore from this we can understand that
television and internet are the most influencing media.
4. What factors are most important to you when considering the price of
chocolate products?
Category Respondents Percentage
Brand reputation 19 38
Ingredient 12 24
Size or quality 10 20
Packing quality 7 14
Special offers 2 4
TOTAL RESPONDENTS: 50

Respondents
20
18
16
14
12
10
8
6
4
2
0
Brand reputation Ingredient Size or quality Packing quality Special offers

Respondents

Interpretation:
The above table represents the important concepts when considering the
price of chocolate products as well 38% of respondents said Brand Reputation,
24% of respondents said ingredients, 20% of respondents said size/quality, 14%
of respondents said packing quality, and 4% of respondents said special offers
respectively.

5. What kind of advertisement is need for sale of chocolates?

Category Respondents Percentage
Animated 20 40
Celebrity 16 32
Others 14 28

TOTAL RESPONDENTS: 50

Respondents
25

20

15

10

0
Animated Celebrity Others

Respondents

Interpretation:
The above chart shows the most liked theme used in the chocolate
advertisement. 40% of the people likes animated advertisement, 32% of the
people likes celebrity and 28% of the people like other types in the
advertisement. Therefore from this graph we can understand that the most of the
people like animated and celebrity advertisement respectively.

6. Advertisement through electronic media is the best option for promotion of

CAMPCO products?
Category Respondents Percentage
Agree 42 84
Uncertain 5 10
Disagree 3 6
TOTAL RESPONDENTS: 50

Sales

Category Agree Uncertain Disagree

Interpretation:
The chart graph shows whether electronic media is important to promote
the product. 84% of responds agree, 10% of responds are uncertain, and 6% of
the responds disagree. Therefore from this we can understand that electronic
media plays an important role in promoting products and it is mostly liked by
respondents as well.

7 Have you interacted with CAMPCO’s customer service department? If yes,

please rate the experience with rating 1-10.
Category Respondents Percentage
Yes 13 26
NO 37 74
TOTAL RESPONDENTS: 50

Respondents

Yes NO

Interpretation:
In the above chart the following are the respondents with CAMPCPO
customer service department. 26% of respondents said that they were
communicated with customer service department, and 13 respondents given the
rating as well. 74% of respondents said “No” and they don’t want communicate
with customer service respectively.
 CHAPTER-6
SUGGESTIONS & CONCLUSION

SUGGESTIONS
To enhance CAMPCO's promotional strategy, consider the following
recommendations:
1. Market Research: Conduct thorough market research to understand
consumer preferences, trends, and competitors' strategies. This will
provide insights into target demographics and effective promotional
channels.
2. Brand Positioning: Clearly define CAMPCO's unique selling
propositions (USPs) and brand identity. Highlight factors such as quality,
sustainability, and ethical sourcing to differentiate from competitors.
3. Digital Presence: Strengthen CAMPCO's online presence through a user-
friendly website, active social media profiles, and engaging content.
Utilize platforms like Instagram, Facebook, and LinkedIn to connect with
customers and share compelling stories about the brand.
4. Content Marketing: Develop informative and entertaining content
related to chocolate products, cocoa cultivation, and ethical sourcing.
This could include blog posts, videos, infographics, and recipes to engage
and educate consumers.
5. Influencer Partnerships: Collaborate with influencers and bloggers in
the food and lifestyle niche to promote CAMPCO products. Choose
influencers whose values align with the brand's ethos and target audience.
6. Promotional Campaigns: Launch creative and impactful promotional
campaigns to generate buzz and drive sales. This could include limited-
time offers, contests, giveaways, and discounts tied to special occasions
or holidays.
7. Retailer Partnerships: Forge partnerships with retailers, both online and
offline, to expand distribution channels and increase product visibility.
Offer incentives such as co-marketing initiatives, exclusive discounts, and
in-store promotions.
8. Customer Loyalty Program: Implement a loyalty program to reward
repeat purchases and encourage customer retention. Offer perks such as
discounts, free samples, and exclusive access to new products or events.
9. Sustainability Initiatives: Highlight CAMPCO's commitment to
sustainability and ethical business practices in promotional materials.
Emphasize initiatives such as fair trade partnerships, eco-friendly
packaging, and support for cocoa farmers' livelihoods.
 10.Community Engagement: Engage with local communities through
events, sponsorships, and charitable partnerships. Participate in food
festivals, farmers' markets, and industry trade shows to showcase
products and connect with potential customers.
By implementing these strategies, CAMPCO can strengthen its brand presence,
attract new customers, and foster long-term loyalty among existing ones.
CONCLUSION
Based on a study of CAMPCO's promotional strategies, several conclusions can
be drawn:
1. Current Promotional Mix: Evaluate the effectiveness of CAMPCO's
current promotional mix, including advertising, sales promotions, public
relations, and direct marketing. Determine which channels are performing
well and which may require adjustments or additional investments.
2. Target Audience: Identify the target audience for CAMPCO's products
and assess how well the current promotional strategies are reaching and
engaging this demographic. Understand their preferences, needs, and
purchasing behavior to tailor promotional efforts more effectively.
3. Competitive Analysis: Conduct a competitive analysis to understand
how CAMPCO's promotional strategies compare with those of
competitors. Identify areas where CAMPCO can differentiate itself and
gain a competitive advantage through innovative promotional tactics.
4. ROI Measurement: Assess the return on investment (ROI) of
CAMPCO's promotional activities by analyzing sales data, customer
feedback, and other key performance indicators. Determine which
promotional initiatives are delivering the highest ROI and allocate
resources accordingly.
5. Integrated Marketing Communications (IMC): Evaluate the
consistency and coherence of CAMPCO's messaging across different
promotional channels. Ensure that all communications are aligned with
the company's brand image and objectives to maximize impact.
6. Digital Marketing: Explore opportunities to enhance CAMPCO's digital
marketing efforts, including social media, email marketing, and online
advertising. Leverage digital channels to reach a wider audience, increase
brand visibility, and drive sales.
 7. Partnerships and Sponsorships: Consider partnering with relevant
organizations or sponsoring events that align with CAMPCO's brand
values and target audience. Collaborative promotional initiatives can help
increase brand awareness and foster positive associations.
8. Customer Engagement: Focus on building long-term relationships with
customers through engagement and loyalty programs. Encourage
customer feedback, respond to inquiries promptly, and offer personalized
promotions to enhance customer satisfaction and retention.
9. Geographic Expansion: If CAMPCO is looking to expand its market
reach geographically, assess the effectiveness of current promotional
strategies in target regions. Tailor promotional efforts to suit the
preferences and cultural nuances of specific regions.
10.Continuous Improvement: Promotional strategies should be dynamic
and subject to continuous evaluation and refinement based on changing
market dynamics, consumer trends, and competitive landscape. Adopt a
test-and-learn approach to identify what works best for CAMPCO and
adapt accordingly.
By drawing these conclusions from the study on promotional strategies,
CAMPCO can develop a roadmap for optimizing its promotional efforts to
achieve its marketing objectives and drive sustainable growth in the
marketplace.
ANNEXURE