A PROJECT REPORT ON

Marketing Research of AMUL product

SUBMITTED IN PARTIAL FULFILMENT FOR THE

REQUIREMENTS OF THE AWARD OF THE DEGREE OF THE
BACHELOR OF BUSINESS MANAGEMENT.

J.D W0MEN'S COLLEGE,PATNA

PATLIPUTRA UNIVERSITY

SUBMITTED TO SUBMITTED BY
Prof. Rahul kr. Pandey Hricha kumari

(faculty) B.B.M(2 nd year)

Department of B.B.M. university roll-2220840070022

 Student declaration.
I am Hricha kumari of BBM 2nd year roll number 68 of department
bachelor of business management, hereby declare that the project
report and entitled " Marketing reasearch on AMUL product”
has been submitted by me under the supervision of Prof. Rahul kr.
Pandey faculty department of bachelor of business management.

All information provided in the project is to the knowledge and

believe.

HRICHA KUMARI
 Certificate

This is certify that Hricha kumari student of BBM 2nd

year class roll number 68 had successfully completed
the research of the project marketing research on AMUL
Product under the guidance and supervision. All the
information provided here is true based on my
knowledge and believe.

Prof. Rahul kr. Pandey

Your sincerely
HRICHA KUMARI
 Acknowledgement

I am very thankful to my professor RAHUL KR. PANDEY

for assisting and helping me in completion of this
project as we know that a successful project can never
be prepared single handily but the support provided by
her is quite appreciable.
I would also like to express my gratitude towards the
faculty members of J.D.WOMEN'S COLLEGE Patna who
gave me this opportunity due to which i had excelled
my knowledge about consumer preference towards
AMUL’S PRODUCT.

Last but not least i would also like to thanks my

parents,friends and all the person who participated in
my survey and given there valuable feedback despite of
there busy schedules.
I had learned lots of thing while doing this project so
thank you all for helping me.
S.R. No. Index Page no

1 Introduction to Marketing research

2 4 P'S

3 Marketing research

4 Research Mythology

5 Consumer’s behaviour

6 AMUL company

7 Swot analysis

8 Competitor analysis

9 suggestion

10 conclusion
 INTRODUCTION TO MARKETING

The official definition of marketing is it is a philosophy whose main focus is

providing the customer satisfaction. Marketing is the activity,set of
institutions,and process of creating, communicating,delivering,exchanging
offering that have value for customers, clients, partners and society.

Well in simple language it can be defined as activities a company undertakes to

promote the buying or selling of a product or the service.Marketing includes
advertising,selling and delivering product to consumer or other business.

The purpose of any marketing is to create awareness and get potential

customers to choose a company's product or service over that of its
competitors.
 4 Ps of marketing

> PRICE - Depends on packaging(including sizes), discount,

.
timing, location, shipping & other offer related elements

> PRODUCT- includes use, design, packaging, quality,

features, colours and size options

> PROMOTION-consist of content, communication and

messaging to persuade audience to buy.

> PLACE-includes retail digital, phone, fax,chat & multichannel

options.
 CONSUMER BEHAVIOUR
Consumer behaviour refers to the purchasing behaviour of final
customer or individual or household who buys goods and services
for personal use. it can be called as area of research within the
business field of marketing.

To understand consumer behaviour ,companies need to know why

customer bought something and what pushed them to buy.They also
needs to know what trends are developing society.

Consumer behaviour are all aspect that affect the consumer search,
selection and purchase of products. we can use the term for the
purchase of services too.

In simple words; Consumer behaviour is the study of how consumer

make decision about what they need, want, and desire and how do
they buy, use, and dispose of goods.

Importance of consumer behaviour

1. To design product policies.

2.Know the effect of price on buying.

3.Exploit the market opportunities.
4.Design market mix.
5.Implement STP strategies.
6.Helps in understanding diversified preference.
7.Understanding of various roles played by consumer.
8.Results in consumer satisfaction.
 MARKETING RESEARCH

Marketing research plays an important role in the prosess of

marketing.starting with market component of tge total marketing talks. It
hekps the firm to acquire a better understanding of the consumer’s , the
competition and the marketing environment.

DEFINATION :-

“ Marketing research is a systematic gathering , recording and

analysis marketing problem to facilitate making. ”

- Coundiff & still

“ Marketing research is a systematic problem analysis, model building

and fact finding for the purpose of decision making and control in the
marketing of goods and services.”

- Phillip Kotler
MAIN STEPS TO INVOLVED IN MARKETING RESEARCH

Defining the marketing problem to be tackled and identifying the

market research problem involved in the task.

1. Defining the problem and its objective

2. Identify the problem.

3. Determine the information needed.

4. Determine the source of information.

5. Decide research methods.

6. Tabulate , Analyze and interpret the data.

INFORMATION REQUIREMENT

➢ First, I have to know about all the competitors present

in the milk segement (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 milk is a product thar used daily hence I had to
trace the market and segment it, which mainly deals
with people of various age groups.
➢ The main information needed is the various other
types of brands available in the market, their calorific
values and varios other facts.
➢ As amul milk advertisements are mainly done
thrpugh hoardings but on television the
advertisement is being telecasted timely and on the
proper time or not.
RESEARCH DESIGN

A research design specifies the methods and procedures for

conducting a particular study . It is a map (or) blue print to which
the research is to be conducted. D escriptive research has been
considered as suitable methodology for present study for data
analysis.

SAMPLING DESIGN

The sampling design used was conveninence sampling , which is a

non-probability sampling method. The convenience factor were the
availability and apporoachability of the respoondents.

POPULATION

All types of outlets that stocks and sell Amul milk in the market .
The outlets have been classified into as follows :-
✓ Convenience stores:
All kinds of shops including bakeries.
✓ Eateries:
All kinds of eating joints.
 FMCG:- Industry
Overview
Indian FMCG sector size poised to reach US$ 47 bn by 2013 and
US$ 74 bn by 2018, growing annually at 10-12%.

By 2025, total consumption is likely to quadruple making

India the 5th largest consumer market. Organized retail is
expected to grow by 14-18% by 2015 thereby boosting FMCG
growth

. Indian rural market currently worth US$ 9 bn is expected to

become a US$ 100 bn opportunity by 2025

Indian FMCG industry worth US$ 29 bn roughly constitutes

2.2% of India‘s GDP. Within the FMCG sector, Food products are
the largest consumption category

. Strategic focus on rural marketing, innovations, niche

consumer segments, exports

, Life style products to further the current 10% annual sector

growth.

Dairy industry: A profile (As

per Jan 20, 2011)

India is the world leader in milk production with total volume of

115 million tons. Driven by steady population growth and rising
income, milk consumption continues to rise in India. Dairy
market is currently growing at an annual growth rate of around 7
per cent in volume terms. The market size of Indian dairy
industry stands at around US$ 45 billion. Since India‘s population
is predominantly vegetarian; milk serves as an important part of
daily diet. Indians use milk in various preparations such as in
brewing tea and coffee, in making yogurt or curd and in
preparing many Indian dishes. For most households, milk is also
a popular beverage due to its nutritional value. In India, rural
households consume almost 50 percent of total milk production.
Of the share of milk sold in the domestic market, almost 50
percent is consumed in fluid form, 35 percent is consumed as
traditional products (cheese, yoghurt and milk based sweets),
and 15 percent is consumed for the production of butter, ghee,
milk powder and other processed dairy products (including baby
foods, ice cream, whey powder, casein, and milk albumin). Most
dairy products are consumed in the fresh form and only a small
quantity is processed for value addition. In recent years,
however, the market for branded processed food products has
expanded. Although only around 2 per cent food is processed in
India, still the highest processing happens in the dairy sector,
where 35 per cent of the total produce is processed, of which
only 13 per cent is processed by the organised sector

KEY FACTS

65 per cent of the milk is sold in loose‖ form

Only 5 per cent of the milk is sold through retail chains

70 per cent is delivered to the homes by ‗milk agents‘

Carton milk or packaged milk has been growing at 24 per cent

annually
 Most branded FMCG companies are keen on launching
flavoured dairy products whose market size is pegged at US$ 166
million

PER CAPITA AVAILABILITY OF MILK

Year Grams per day

2000-01 220

2005-06 241

2008-09 250*

*estimated, Source: Department of Animal Husbandry and

dairying
 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 Lt.
(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.

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 Verghese Kurien, former chairman 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 ofthe 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.

COMPANY PROFILE OF
AMUL
AMUL means "priceless" in Sanskrit. The brand name "Amul,"
from the Sanskrit "Amoolya," 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's sale figures have

jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes 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 masse

AMUL stands for

, A = Anand

M = Milk

U = Union

L = Limited

Amul (Anand milk union ltd.) is abased 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.

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 customers

Fourth hand is of customers, without whom the products would

have not carried on.

BASIC INFORMATION

Company Name: Amul India (Gujarat Co-operative milk

marketing federation ltd)

Business Type: Manufacturer

Product/Services: Infant Milk Food,Skimmed Milk
Powder,Butter,Cheese

(Cheddar,Mozzarella,Emmental,Gouda)
cheese spreads,Ghee,Condensed Milk,Chocolates,malted
milk food Breadspreads,fresh milk,UHT milk,Ice-
cream.

Address: Amul Dairy Road

Number of Employees: 501 - 1000 People

URL: http://www.Amul.com

OWNERSHIP & CAPITAL

Year Established: 1973

Representative/Business Owner: B M Vyas

Trade & Marke

North America

South America

Western Europe

Main Market : Eastern Europe

Eastern Asia

Southeast Asia

Mid East

Africa
 Oceania

Total Annual Sales Volume: Above US$100 Million

Factory Information

No. of R&D Staff: Above 100 People

MISSION
After achieving the new milestone of Rs.6,700 crores, now Amul
has set new mission. Federation chairman Parthi Bhatol has
mentioned about ―Mission 2020‖. It envisages that the dairy co-
operative of Gujarat will have a total turnover of Rs.27000 crores
by the year 2020. They also plan to double the processing
capacity of dairy plant to 20.7 million kg.per day

PRODUCT LIFE CYCLE STAGES

A product passes through distinct stages during its life in

market, each posing different challenges, opportunities and
problems .Profits rise and fall at different stages of the product
life cycle. There are four different stages of product life cycle,
namely

1. INTRODUCTION STAGE

2. GROWTH STAGE

3. MATURITY STAGE

4. DECLINE STAGE

Different products of AMUL are in different stages in the product

life cycle. Products like milk, butter, chocolate and cheese are in
the maturity stage, while ice-creams , chocolates and shrikhand
are still in the growth stage. On the other hand, products like
milk powders, infant food, frozen food items and mix are in
introduction stage.

The company adopts aggressive selling techniques for those

products which are in the introductory stage, while very less
promotional programmes are carried out for those products
which are in the growth or maturity stage.

PRODUCT RANGE

A vast varieties of products are offered by AMUL which are as

follows:

BREADSPREADS

Amul Butter

Amul Lite Low Fat Breadspread

Amul Cooking Butter

CHEESE RANGE

Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread

Amul Pizza (Mozarella) Cheese

Amul Shredded Pizza Cheese

Amul Emmental Cheese

Amul Gouda Cheese

Amul Malai Paneer (cottage cheese) Frozen and Tinned

Utterly Delicious Pizza

MITHAEE RANGE (ETHNIC SWEETS)

Amul Shrikhand (Mango, Saffron, Almond Pistachio,

Cardamom)

Amul Amrakhand

Amul Mithaee Gulabjamuns

 Amul Mithaee Gulabjamun Mix

Amul Mithaee Kulfi Mix

MILK RANGE

Amul Taaza 3% fat Milk

Amul Gold 4.5% fat Milk

Amul Slim-n-Trim 0% fat milk

Amul Chocolate Milk

Amul Fresh Cream

Amul Snowcap Softy Mix

Amul Taaza Double Toned Milk

PURE GHEE

Amul Pure Ghee

Sagar Pure Ghee

Amul Cow Ghee

INFANT MILK RANGE

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above)

Amulspray Infant Milk Food

MILK POWDERS

Amul Full Cream Milk Powder

Amulya Dairy Whitener

Sagar Skimmed Milk Powder

Sagar Tea and Coffee Whitener

SWEETENED CONDENSED MILK

Amul Mithaimate Sweetened Condensed Milk

FRESH MILK

Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat

Amul Shakti Standardised Milk 3% fat

Amul Smart Double Toned Milk 1.5% fat

CURD PRODUCTS

Amul Masti Dahi (fresh curd)

Amul Butter Milk

Amul Lassi
AMUL ICECREAMS

• Royal Treat Range (Rajbhog, Cappuchino, Chocochips,

Butterscotch, Tutti Frutti)

•Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond,

Kesar Carnival,
Badshahi Badam kulfi, Shista Pista Kulfi)

• Utsav Range (Anjir, Roasted Almond)

• Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose,

Chocolate)

• Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh

Strawberry, Black Currant)

• Sundae Range (Mango, Black Currant, Chocolate, Strawberry)

• Millennium Icecream (Cheese with Almonds, Dates with Honey)

• Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi

Badam Kulfi, Shahi Pista
Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)
• Cool Candies (Orange, Mango)
• Cassatta

• Tricone Cones (Butterscotch, Chocolate)

• Megabite Almond Cone

• Frostik - 3 layer chocolate Bar

• Fundoo Range - exclusively for kids

• SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango,

Pineapple)

CHOCOLATE & CONFECTIONERY

• Amul Milk Chocolate

• Amul Fruit & Nut Chocolate

• Amul Eclairs

BROWN BEVERAGE

• Nutramul Malted Milk Food

MILK DRINK

• Amul Shakti Flavoured Milk

 PROFITABLE MARKETING
– The preferred dairy animal is the buffalo. Some 65 % of the
world buffalo milk is produced in India. Value for its high fat
content is 7% w.r.t. 3.5% that of cow. It is also high in calcium,
phosphorous, lactose & proteins. Thus Buffaloes milk is the delight
of the milk processing for its more profitable handling

. Amul was formed on Dec. 14, 1946 by an apex co-operative

organization, Gujarat Cooperative Milk Organization ( GCMMF
).Amul based in Anand, Gujarat has been a sterling example of a
co-operative organization‘s success in the long run. It was
suggested by quality control experts. Amul has spurred the
Operation Flood of India, which has made India the largest
producer of milk & milk products in the world.

Dr. Verghese Kurien former chairman of the GCMMF is

recognized as the man behind the success of AMUL. On
10 August 2006 Parth Bhatol was elected chairman of GCMMF.
 Amul is an embodiment of faith in the ability of our
farmers to break the shackles of poverty & to create a socio-
economic revolution in rural India. Through the ‗Anand Pattern‘,
our farmers demonstrated to the world, the key to successful
‗Management Of Development‘. Anand Pattern is an innovative
three tier structure combines the hard working farmers with
professional management & modern technology.

Slowly & gradually Amul has also expanded its

distribution network across the country. Currently, there are
3,500 distributors for value added milk products & 1800
distributors for fresh milk to ensure that Amul products are
available to all segments of consumers in India through more
then 20 lakhs outlets. GCMMF has expanded its network to more
then 4,000 parlors across various towns & cities of the 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.
 CRISIL, India's leading Ratings, Research, Risk and Policy
Advisory company, has assigned its highest ratings of
"AAA/Stable/P1+" to the various bank facilities of GCMMF.

Member‟s 13 district
cooperative milk producers' Union

No. of Producer Members: 2.9 million

No. of Village Societies: 15,322

Total Milk handling capacity: 13.07 million litres

per day

Milk collection (Total - 2009-10): 3.32 billion litres

Milk collection (Daily Average 2009-10): 9.10 million

litres

Milk Drying Capacity: 647 Mts. per

day

Cattlefeed manufacturing Capacity: 3740 Mts. per

day
 SWOT ANALYSIS

SWOT
ANALYSIS

STRENGTH:
Largest milk producer in the world A huge base of around 11 million farmers Traditional emphasis on
consumption

Amul has a strong growth as its turnover for previous year

increased by almost 18% and growth revenue by 67% making it
the world thirteenth largest dairy organization

With Amul’s products being popular and being in the market for a
while now, it has developed its brand name and their customers
are very loyal to the company.
. Although Amul’s distribution network is wide and dispersed, it
has managed to maintain its quality throughout the world. The
credit also goes to the fact that Amul has a very strong supply
chain.

Their diverse and wide ranges of products are also one of its
strengths. .
The global mascot (Amul girl) used in their advertising is their icon
throughout the world.
1. Corporate Image.

2. Diversified product line.

3. Dedicated work force.

4. Totally integrated operation.

5. Good for sightedness and long term vision.

6. Low capital cost

7. Brand Power.

8. High quality product.

9. Customer as well as customer support.

WEAKNESS:

1.Supply is not regular.

2. Distribution of Amul pouch milk is not proper in some of areas

3. Co-ordination of company or retailer is not proper

. 4.―Weak management support and less effective customer

care‖ said some retailers.
5. With too many international brands in competition with
Amul, it now finds difficult to control its cost of operations. And
thus is facing huge competition especially in international markets.

6. Amul introduced its chocolate a while back but it has not

been able to gain the acceptance that it was aiming for.

7. The shelf life for most dairy products is limited which makes
the company vulnerable to losses

. 8. Despite the distribution being strong, it is still not dispersed

to rural areas. 5. Amul invests very low in terms of advertising.
OPPORTUNITIES:

1. With the liberalization new avenues of exploiting open market

economy are being open up.

2. Being the oldest co-operative society use their brand name as

already being leader in dairy products, the other competitors
are very far behind AMUL.

3. New product from Amul i.e. Amul preferred outlet(APO) can be

very successul in the market as we receive better response from
Distributors as well retailers and consumers

.4. Must take the advantage of priority given to the Dairy

industries by the Govt. in terms of loan.

THREATS:

1. With the globalization and liberalization various global brands

are started to peak in.

2. Competition from other Co-operative and local industries are

present in the market.
3. The
milk curdling problem allows the competitors to penetrate
the market which is previously covered by the Amul. The milk
from Softe plant is responsible for that as a retailer can not bear
huge loss. Some serious problem found is of the late delivery of
milk in area like R.K.Puram. Sometime distributor‘s attitude and
rude behavior is responsible for decrease in sales

COMPETITOR ANALYSIS
Amul has many competitors in the market of Delhi. The major
competitors areMother dairy, Paras, DMS, Param, Gopaljee,
Reliance, Britannia, Nestle, Dairy India etc.

But the Mother dairy is giving tough competition to Amul in all

the range of milk products. Strength of AMUL= Quality products,

Brand name, Corporate

 image, Good work Force.

Strength of Mother Dairy = Very good distribution channel(

through

MD booth, Distributors and retailers.

Mother dairy providing extra facilities like refrigeration facility on

behalf of small amount of security to retailers whereas AMUL
provide this facility on permanent basis by taking complete
charge of fridge. Some promotional schemes are also being
given by the Mother dairy.

In the term of product quality Amul is far better than Mother

dairy and customer‘s first preference is AMUL.

Market analysis says Amul is No. 1 in the milk market of Delhi

I.PRODUCTION DEPARTMENT:-

In this department all the things are been made means here
company is producing product. So it is called as a production
department. It is the concern with the creation of a product. It is
a line function, because it contributes directly to the
accomplishment of the objectives of a business. This department
involves very huge variety of ranging, activities from the location
of a mfg. Plant to the final preparation of products to be
distributed by the marketing department. Now a days in our
India is developing. There is given much important to the
successful company. Successful company means does not in the
Large Scale or in high capital investment but the industry which
is running successfully with the help of the staff.

IMPORTANCE : In each and every business field production

department is very much important, without production
department Company cannot produce anything. The production
management involves aspects like product planning the product
line, the co-ordination and controlling production process etc.

II.PERSONNEL DEPARTMENT:-

In each and every company there are many important and

necessary departments. Each and every successful company or
the failure company or the failure company does not depends on
any materials and machines but they are depends on the skill of
the personnel employed in organization. Management of the
people is the one of the main function of the personnel
department. There are also the main functions except the
management. Personnel management is people‘s management
at work. Thus management of people is a very important and
challenging job for organization. The functions which are
described as above are usually performed by the personnel
manager.

IMPORTANCE

Size of the product, purpose, location or importance is the

common element for all the business. These all element are
made by the human. AMUL INDUSTRIES PVT. LTD. Give
important to the personnel department. They give more and
more important to the human resource. Because human means
employees are the mains part of successful company.
III.MARKETING DEPARTMENT:- In each and every business there
is one of the main department is Marketing Department. It is
important for each and every successful or unsuccessful
business. Because without Marketing Department any business
cannot run properly, and cannot achieve their desire goal and
objective. If we want to achieve the objective therefore we have
to keep the good Marketing Department. If marketing
department is good then our company‘s product will be go
ahead and if our marketing department is bad then our product
not go ahead, and there may be possibility that we under go to
the loss

.IMPORTANCE

If the company wants to make successful company then

company has to give more and more importance to the
Marketing Department. AMUL INDUSTRIES PVT. LTD. Is always
being kept watching in it. They are always giving more and core
importance to the Marketing Department. So that they can
achieves their desired goals or objectives in proper way.

IV. FINANCE DEPARTMENT:-

Finance is rooting of all Industrial a Trading activity. Finance is

needed when the business is started. It is required to keep the
business going, and it is needed when the business expands.
According to Henry Fayol, ―Finance is like an arm &leg either.
You use it or loss it.‖ Thus we can say that the Finance is
considered as base for every business & business without
finance is shown as dead body.

V. SALES AND PURCHSE DEPARTMENT:

-As their names suggests, both are used for sale or purchase of
goods. Sales department is a department made within the
organization which is concerned with sales of products. Selling is
necessary, as it is directly related with profit.

Similarly, the company has a purchases department too, which

takes care of purchases of raw materials from outside. Raw
material is required to make finished products by use of some
processes

SUGGESTIONS
1) People use milk for various purposes like making Curd, Lassi,
Ice-cream besides Tea and for drinking purpose. So a positive
perception can be created to make them think that amul milk is
best suited for those purposes.

2) Projector films may be shown to the villagers emphasizing

on the quality and the hygenity of amul milk. This would help in
convincing the people & creating a favorable attitude.

3) Arrangement should be made to ensure regular supply of

amul milk to the consumers in new places once the milk in
introduced. If possible transportation facility should also be
arranged to make it convenient for the retailers.

4) Suggestions & complaints made by retailers & consumers

should be given due attention to provide maximum satisfaction.
This could create and impression that amul cares for them
 CONCLUSION
Amul dominat presence in the dairy foods market has led to
Amul becoming a household name.AMUL is one of the most
successful business houses and other companies should learn
from amul how to do its business in a socially responsible
manner .In fact amul uses only 1 percent of its turnover for
promotions .This shows that it is not always necessary to spend
millions on promotion when you have creatively.

References

Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000.

Marketing Management -- Philip Kotler, 2000. Product

management—S.A.Chunawala, 1999.

www.amul.com

www.gcmmf.org
www.indiandairy.com

www.nddb.com