CONSUMER PERCEPTION REGARDING AMUL

PRODUCTS IN INDIA

DIRD
(Delhi institute of rural development)

Minor project

Enrollment no. :00212488821

NAME: HARSH KATARIYA

Supervised by: Mr .Supreet

PROJECT REPORT
DIRD
(Delhi institute of rural development)
 DECLARATION

I hereby declared that the project

entitled “Consumer perception
regarding Amul products in India”
submitted to DR. SUOREET
SINGH , DIRD COLLEGE for the
award of BBA Degree.
The work has no submitted
previously for the award of any
other degree by me to any of the
university to the best of my
knowledge.
 ACKNOWLEDGEMENT

This project would not have been possible without

guidance, help and co-operation of a number of people.
We extend our gratitude to all these people who helped
us some or the other way to complete our project.

I feel great pleasure in expressing my gratitude

to Dr. Supreet singh whose kindness and
encouragement I owe this project.

A word of sincere appreciation and deep sense

of guidance flows through my heart to Dr. R.N SINGH,
assistant professor of dird college for his inspiration
valuable guidance and thought provoke discussions.
Without their academic support and illuminating
guidance, I would found myself no where
 TABLE OF CONTENT

S.No. Page No.

1. Acknowledgement
2. Preface
3. Table of Contents
4. List of Charts and Graphs
Part-I

5. Introduction of the Company

6. History of the organization
7. Introduction of the Topic
8. Performance of Product & Service
9. Problem faced
Part-II
 10. Research methodology
• Research Objective
• Research Design
• Research Study

11. Data Analysis

12. Findings & Recommendation
13. Summary
14. Annexure
• Questionnaire

15. Bibliography

LIST OF CHARTS & GRAPHS

S.NO ILLUSTRATION P. No
1. Sales Tu rn ov er Ch art 4-5
2. Rular U rban Pr ofile 10-12
3. Plants (Pi cture) 20-21
4. Milk Procurement 23

5. Sales 24
6. Supply Chain 69
7. Anul Sa les Tu rn Ov er 71
8. Price List of Amul Cogitators 74
9. Data Analysis and Interpretation 85-97
 INTRODUCTION OF THE COMPANY

Amul means "pricele s" in Sanskrit. The brand name "Amul" from the

Sanskrit "Amoolya" was suggested by a quality expert in Anand.

Variants, a l meaning priceless are found in several Indian language.

Amul products have been in use in mi lions of homes since 1946. Amul

Bu ter, Amul Milk Powder, amul Ghee, Amul Spray, Amul Cheese,

Amul chocolates, Amul Shrikhand, Amul Ice cream, Nutranmul, Amul

Milk and Amulya have made Amul a leading food brand in India.

Turnover Rs. 25 bi lion in 2002. Today Amul is a symbol of many

things of high quality products sold at reasonable prices of the genesis of a

vast co-operative network of the triumph of indigenous technology of

the marketing savvy of a farmer's organization, and of a proven model

for dairy development.

The revaluation started as awareness may the farmers that grew and

matured into a protest movement and determination to liberate them.

Over four decades ago the life of a farmer in Kaira district was like
that
of his counterpart anywhere also in India. Income from dairy was under

pendable. Private traders and middleman controlled the marketing and

distribution of milk. As milk is perishable, farmers were compe led to

se l it for what every they were o fered. In this situation, the one who

gained was the private traders. Gradua ly the realization downed on the

farmers that the exploitation by the traders could be checker do only

if they marketed their product themselves. To do this they need

some sort of organization this realization is what led to the

establishment of Kaira District Cooperative Milk producer Union

Limited (Popularly known as Amul), which was forma ly registered on

December 14, 1946.

The Kaira Union started Pasteurizing milk for the Bombay milk

scheme in June 1948. An assured market proved a great incentive to

milk

producers of the district by the end of 1948, more than 400 farmers

joined in more vil age societies and the quantity of milk handled by

union increase from 250 to 5000 liters per day.

As the movement spread in the district, it was found that the Bombay

Milk Scheme could not absorb the extra milk co lected by the Kaira

union in summer when the production on an average was 2.5 times

more

than summer. Even by 1953, the farmer's embers have no a sured market

for the extra milk produced summer. The remedy was to setup a plant to

proces milk into products like butter and milk powder. A five Mil ion
Rupees Plant to manufacture milk powder and bu ter was competed in

1955. In 1958 the factory was expanded to manufacture sweetened

condensed milk. Two year later a new wing was added for

manufacture
of 25000 tons of ro ler derived baby food and 600 tons of ch ese

per year. This cheese was based on the formula developed with

the

a sistance of Central Food Technology Research Institute (CFTRI),

Mysore. It was the first time in world that baby f od and ch ese where

made by bu falo milk on a large commercial scale. Another r

milestone was the completion as a project to manufacture balanced ca

tle f od. The

plant was donated by OXFAM under the fre dom from hunger

campaign of the FAO.

To m et the requirement for defense the Kaira Union was asked by

the Government of India in 1963 to setup a ditional drying capacity. A

new dairy capable of producing 40 tons of milk powder and 20 tons

of bu ter

a day was sp edily completed. It was declared open in 1965. Since then

Amul has covered any miles on the road of su ce s. Its members su ce s

of the federation can be estimated from the fact the income of the

rural household of the Kaira district is being derived from dairying.

Now federation is India's largest fo d products marketing

organization. It is a state level apex body of milk cooperative Gujarat.

More that 12 districts co perative milk producers union are its

members, which include 1,132 vi lages societies. Federation has

helped for the products they produce. More that 2.28 mi lions

producer members are beneficent of the unions.

Turnover Rs ( million) US $ ( in m illion)

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1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

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1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1225

2008-09 67113 1504

2009-10 8053 1700

INFORMATION TECHNOLOGY INTEGRATION

At an early stage, federation recognized the IT exce lence was e sential

to retaining our comparative edge. In the coming year federation wi l

implement Virtual private network (VPN) connectivity to facilitate on

line information exchange with business partners and

monitoring

production and sales in order to improve quality of services and an

optimization of resources acro s supply points. As recognition of

IT

exce lence federation has b en selected for international CIO 100 Award.

Federation has incorporated the cooperative logo to its web site

www.amulcoop, which has enhanced the Amul brand acro s world,

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giving then another vital busine s.

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EXPORTS

Export turnover of federation has grown up by 17% in terms of

volume, total exports being more than 4 0 crore. Due to the subsidies a

lowed by European unions, the international prices were very low as

a result export turnover in value terms has declined by 6%.

The union not only takes the responsibility of co lecting and marketing

the surplus milk but also provides member with every provisions that is

required to enhance production. Thus Kaira union has full fledge

machinery geared to provide animal health care and br eding facilities.

The union has 16 mobile veterinary dispensaries are managed by fu ly

qualified sta f. A l the visages are visited by monthly on

predetermined day, to provide animal health care. A 24 hours

emergency service is

available at a f e Rs. 35 for members and Rs. 1 0 for non members. A l

the mobile vans are equi ped with radio set.

The union runs a semen production center where it maintains high

pedigre d Surti buf alo bulls, fre s in a bulls, Jursy bulls etc. balanced

f ed concentrate is manufactured in unions ca tle f ed plant and sold to

the members through societies at cost.

After discu sing the origin and the actives of the federation now let's

have a l ok on the cu rent position of the federation at various ends.

MILK PROCUREMENT

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Total milk procurement by the members has reached an average of 52.35

lakh kilogram per day from 47.32 in 2001-02.

SALES

Total sales for the year 2002 – 2003 were 2745.75 crores including

consignment sales of Rs. 404.53 crores. During last year Amul Ice cream

achieved second sales, with volume growth by 29 percent. UHT milk

was a bonanza product whose growth was 56 percent in volume terms.

Despite of intense competition and a market recession, sales of Amul

Bu ter grew by 7 percent and milk powder remains steady. This

growth is particularly pleasing as it demonstrates its ability to resist

MNC competition. New products like pannier, mithai mate, softy

mix demonstrated their potential to become dominant brands.

Amul's long life UHT milk, has received a good response in UAE

currently 50 tons per month of UHT is imported and sold. Amul is

exploring the possibility of launching Amul Ice cream in gulf, the market

demand for pizzas is also being surveyed. Amul bu ter

is also in high demand in foreign market currently around 250 tons of

butter is imported per annum. Amul ghee being in foreign market

from years, records close to 500 tons per annum.

With a view to increase the volume and facilitate trade Amul is

planning to set warchouse this year, either at JAFZA or in Dubai city.

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Gulf and West Asia is the largest overseas market for Amul products

with UAE being the biggest buyer in the region.

RETAILING

Amul has opened u terly Delicious retail outlets acro s the country to

enhance visibility and brand equity while making a l Amul products

available le s than one roof in pleasant environment.

Parlors have b en opened in Ahmedabad, Bangalore, Hyderabad, Delhi

and Mumbai. Amuls commitment is to get close to the consumer with

good quality, nutrient us ready to the food at value for money prices wi l

continue, with the opening of more numbers of parlors acros the

country.

CO – OPERATIVE DEVELOPMENT PROGRAM

During last three years Amuls members unions have implemented an

Internal Consultant Development (ICD) intervention, addre sing the

n eds to strengthen the busine s of dairy farmer's members and dairy co-

operative societies.

Recognizing that leaders are essential to face growing Challenges,

federation has initiated a chairman and secretaries orientation program,

held at Gandhi Nagar Mother dairy, which is focused on

strengthening

the leadership ski ls and values.

TOTAL QUALITY MANAGEMENT

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In 19 4, federation had embarked on the TQM (Total Quality

Management). In 1 9 it received Rajiv Gandhi Quality Award for the

year.

More than 2500 Kaizen's (sma l improvement in work areas) were

made by the employ es of the federation indi ferent areas. Workshops

on SQC (Statistical Quality Control) have be n conducted acros

the

member dairies to achieved total quality in the production proce s.

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OVERVIEW OF FMCG SECTOR IN INDIA

The Indian FMCG sector is the fourth largest sector in the economy with a total
market size in excess of US$ 13.1 billion. It has a strong MNC presence and is
characterised by a well-established distribution network, intense competition between
the organised and unorganised segments and low operational cost. Availability of key
raw materials, cheaper labour costs and presence across the entire value chain gives
India a competitive advantage.
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion
in 2015. Penetration level as well as per capita consumption in most product
categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the
untapped market potential. Burgeoning Indian population, particularly the middle
class and the rural segments, presents an opportunity to makers of branded
products to convert consumers to branded products. Growth is also likely to
come from consumer 'upgrading' in the matured product categories. With 200
million people expected to shift to processed and packaged food by 2010, India
needs around US$ 28 billion of investment in the food-processing industry.
India is one of the largest emerging markets, with a population of over one billion.
India is one of the largest economies in the world in terms of purchasing power and
has a strong middle class base of 300 million. Around 70 per cent of the total
households in India (188 million) resides in the rural areas. The total number of rural
households is expected to rise from 135 million in 2001-02 to 153 million in 2009-10.
This presents the largest potential market in the world. The annual size of the rural
FMCG market was estimated at around US$ 10.5 billion in 2006-07. With growing
incomes at both the rural and the urban level, the market potential is expected to
expand further.

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 Rural and urban potential

Rural-urban profile

Urban Rural

Population 2 001-02 ( mn h ousehold) 53 135

Population 2 009-10 ( mn h ousehold) 69 153
% D istribution (2 001-02) 28 72
Market ( Towns/Villages) 3,768 627,000
Universe of O utlets (m n) 1 3.3
Source: Statistical Outline of India (2006-07), NCAER

An average Indian spends around 40 per cent of his income on grocery and 8 per cent

on personal care products. The large share of fast moving consumer goods (FMCG) in

total individual spending along with the large population base is another factor that

makes India one of the largest FMCG markets.

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Rapid urbanisation, increased literacy and rising per capita income, have all caused

rapid growth and change in demand patterns, leading to an explosion of new

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opportunities. Around 45 per cent of the population in India is below 20 years of

age and the young population is set to rise further. Aspiration levels in this age group

have

been fuelled by greater media exposure, unleashing a latent demand with more money

and a new mindset.

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 IMPORTANCE OF THE STUDY

Being student of MBA it is very essential for me to have a practical knowledge in

an organization. Only to study business administration course knowledge is not

the solution of the problems, which arise in practical field. There is a certain

formula for any particular problem, but the aim of this study is to develop the

ability of decision making. A right decision at right time and right place itself helps

an organization to run smoothly.

This study gives an idea of all marketing activities. So the way a problem is

solved right decision making and knowledge of different types of making activities

give much importance to the study. Only in two month training it was not possible to

understand it so deeply, but an overall idea could be developed.

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 BRIEF HISTORY OF THE ORGANIZATION

THE AMUL HISTORY

In the 1940s, in the district of Kaira of the State of Gujarat, India, a unique

experiment was conducted that become one of the most celebrated success stories of

India. At that time, in Gujarat, milk was obtained from farmers by private milk

contractors and by a

private company, Polson's Dairy in Anand, the headquarters of the district. The

company had a virtual stranglehold on the farmers, deciding the prices both of the

procured as well as the sold milk. The company arranged to collect, chill and supply

milk to the Bombay Milk Scheme, which supplied milk to the metropolis of Bombay,

and to cities in Gujarat, Polson's Dairy also extracted dairy products such as cheese and

butter. Polson's Dairy exploited its monopoly fully; the farmers were forced to accept

very low prices for their products, and the decisions of the company regarding the

quality and even the quantity of the milk supplied by the farmers were final.

In 1946, inspired by Sardar Vallabhbhai Patel, a local farmer, freedom and social

worker, named Tribhuvandas Patel, organised the farmers into co-operatives,

which could procure milk from the farmers, process the milk and sell it in Bombay

to customers including the Bombay Milk Scheme, Purely by chance, in 1949, a

mechanical engineer named Verghese Kurien, who had just completed his studies

in engineering in the USA, came to India and was posted by the Government of India

to a

job at the Dairy Research Institute at Anand.

Settling down in Anand was hardly a part of his career plans; however, a meeting with

Tribhuvandas Patel changed his life and changed India's dairy industry. What Mr. Patel
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requested of Dr. Kurien was hardly to bring about such a revolution. All the wanted

was

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help in solving various problems with bringing into working order some of the

equipment just purchased by his co-operative, especially the chilling and pasteurising

equipment. These items of equipment malfunctioned, leading to the rejection of large

quantities of milk by the Bombay Milk Scheme.

Dr. Kurien's involvement with the Kaira District Co-operative Milk Producers' Union

Limited (KDCMPUL; the registered name of the co-operative) grew rapidly. Initially

he merely provided technical assistance in repairing, maintaining and ordering new

equipment but subsequently he became involved with the larger sociological issues

involved in organising the farmers into co-operatives and running these co-operatives

effectively. He observed the exploitation of farmers by the private milk contractors and

Poison's Dairy, and noted how the co-operatives could transform the lives of the

members. The most important feature of these co-operatives is that they run purely as

farmer's co-operatives, with all the major decisions being taken by the farmers

themselves. The co-operatives are not 'run' by a separate bureaucracy with vested

interests of its own; the farmers are truly in charge of their own decisions. Any

farmer can become a member by committing to supply a certain quantity of milk for

a certain number of days in a year and shall continue to be a member only if he

keeps up this commitment.

Each day, the farmers (or actually, in most cases, their wives and daughters) bring their

milk to the village collection centers where quantity of milk is checked in full view of

all and quality (milk fat content) is checked using a simple device, again in full view of

all. The farmers are paid in evening for the milk they supplied in the morning, and

in the morning for the evening's milk. This prompt settlement in cash is a great

attraction to the farmers who are usually cash starved. Thanks to the above system,

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there are no

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disputes regarding quantity or quality of the milk supplied by each farmer. It was soon

realized that it was not enough to merely act as the collection and selling for the

farmers. A variety of support services were also required to enable the farmers continue

selling milk of adequate quality and to avoid disasters such as the death of their cattle

(of a family owning just one or two cattle and depending on its/their milk for their

income, death of cow could indeed be a disaster). The farmers were progressively given

new services such as veterinary care for their cattle, supply of good quality cattle feed,

education on better feeding of cattle and facilities for artificial insemination of

their cattle. All these were strictly on payment basis; none of services were free.

This experiment of organizing farmers into co-operatives was one of the most

successful interventions of India. A very loyal clientele was built up who experienced

prosperity on a scale they could not have dreamt of 10 years earlier. With good

prices paid for their milk, raising milch cattle could become a good supplementary

source of revenue to many households.

The co-operatives were expanded to cover more and more areas of Gujarat and in each

area, a network of local village level co-operatives and district level co-operatives were

formed on a pattern similar to that at Anand (the so called Anand Pattern). In 1955,

KDCMPUL changed its name to Anand Milk Union Limited, which lent itself to a

catchy abbreviation, Amul, which meant priceless in Sanskrit. The word was also easy

to pronounce, easy to remember and carried a wholly positive connotation. It became

the flagship brand name for the entire dairy products made by this union.

In 1954, Amul built a plant to convert surplus milk produced in the cold seasons

into milk powder and butter. In 1958, a plant to manufacture cheese and one to

produce

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baby food were added-for the first time in the world, these products were made from

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buffalo milk. Subsequent years saw the addition of more plants to produce different

products. Starting from a daily procurement of 250litres in 1946, Amul had become a

milk giant with a large procurement base and a product mix that had evolved by

challenging the conventional technology.

In his visit to Anand in 1965, the then Prime Minister of India, Lal Bhadur Shastri,

was impressed by what he saw-a system that procured, processed and delivered high

quality milk to distant markets cost efficiently. Shastri could also see the difference

that the income from milk had made to the standard of living of farmers in the area.

What impressed him the most was that Amul had done all this without Government

assistance in market contrast to number of Government sponsored dairy programmes

that were doing poorly in terms of procuring and marketing good quality milk and

boosting farmer's incomes. Shastri asked Dr. Kurien to replicate Anand's success all

over India.

A pattern similar to the Anand Pattern was to be built in otherstates of India. This was

carried out under a programme launched by the Government of India, entitled

"Operation Flood". The operation was a body formed by the Government of India with

this specific objective co-ordinated by the National Dairy Development Board (NDDB),

a body formed by the Government of India with this specific objective.

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 COMPANY PROFILE

GUJARAT COOPERATIVE MILK MARKETING FEDERATION

GCMMF: AN OVERVIEW

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food

products marketing organization. It is a state level apex body of milk cooperatives in

Gujarat which aims to provide remunerative returns to the farmers and also serve

the interest of consumers by providing quality products which are good value for

money.

Members: 12districtcooperativemilk
producers' Union

No. of Producer Members: 2.28 million

No. of Village Societies: 11,132

Total Milk handling capacity: 6.7 million liters per day

Milk collection (Total2007-08): 1.86 billion liters

Milk collection (Daily Average 2007-08): 5.08 million liters

Milk Drying Capacity: 510 metric Tons per day

Cattle feed manufacturing Capacity: 1450 Mts per day

OBJECTIVES AND BUSINESS PHILOSOPHY OF GCMMF

The main stakeholder of GCMMF is the farmer member for whose welfare GCMMF

exists. GCMMF states that its main objective is the carrying out of activities for

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the economic development of agriculturists by efficiently organizing marketing of milk

and

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dairy produce, veterinary medicines, vaccines and other animal health products,

agricultural produce in raw and/or processed form and other allied produce.

GCMMF aims to market the dairy and agricultural products of co-operatives through:

➢ Common branding

➢ Centralized marketing

➢ Centralized quality control

➢ Centralized purchases, and

➢ Efficient pooling of milk

GCMMF has declared that its business philosophy is as follows:

➢ To serve the interests of milk producers and

➢ To provide quality products that offer the best value to consumers for

money spent

PLANTS :

• First plant is at ANAND, which engaged in the manufacturing of

milk, bu ter, ghee, milk powder, flavored milk and bu termilk.

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Second plant is at MOGAR , which engaged in manufacturing

chocolate, nutramul, Amul Ganthia and Amul lite.

Third plant is at Kanjari, which produces ca telfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

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Today, twelve dairies are producing di ferent products under the brand

name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in

the

world, which is ma ter of proud for Gujarat and whole India.

INFORMATION TECHNOLOGY INTEGRATION

At an early stage, federation recognized the IT exce lence was

essential to retaining our comparative edge. In the coming year

27 | Pag
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federation wi l

implement Virtual private network (VPN) connectivity to facilitate on

28 | Pag
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line information exchange with business partners and monitoring

production and sales in order to improve quality of services and an

optimization of resources acro s su ply points. As recognition of IT

exce lence federation has en selected for international CIO 0 Award.

b 1

Federation has incorporated the c operative logo to its web site

www.amul op, which has enhanced the Amul brand s world,

c acro

giving then another vital busine s.

EXPORTS :

Export turnover of federation has grown up by 17% in terms of volume,

total exports being more than 4 0 crore. Due to the subsidies a lowed by

European unions, the international prices were very low as a

result export turnover in value terms has declined by 6%.

The union not only takes the responsibility of co lecting and

marketing the surplus milk but also provides member with every

provisions that is required to enhance production. Thus Kaira union

has full fledge machinery geared to provide animal health care and br

eding facilities. The union has 16 mobile veterinary dispensaries are

managed by fu ly qualified sta f. A l the visages are visited by

monthly on predetermined day, to provide animal health care. A

24 hours emergency service is

available at a f e Rs. 35 for members and Rs. 1 0 for non members. A l

the mobile vans are equi ped with radio set.

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The union runs a semen production center where it maintains high

pedigre d Surti buf alo bulls, fre s in a bulls, Jursy bulls etc. balanced

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feed concentrate is manufactured in unions ca tle feed plant and sold

to the members through societies at cost.

After discussing the origin and the actives of the federation now let's

have a look on the cu rent position of the federation at various ends.

MILK PROCUREMENT :

Total milk procurement by the members has reached an average of 80.45

lakh kilogram per day from 73.72 in 2007-08.

Average MilkProcuremet
(In Lac Ltrs/Day)
100

80

60
Column 1
40

20

SALES :

The total sales and growth pa tern of Amuls products during 11years

have been shown by this diagram.

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During the year, sales of Amul Federation registered a quantum growth

of 27.7 per cent to reach Rs. 6711.31 crores (Rs.67.11 bi lion). Last

year, our turnover was Rs. 5255.41 crores (Rs. 52.55 billion). This is

an extremely impres ive growth, when viewed from the perspective

of 22.90 per cent growth that we had achieved in 2007-08.

I am also pleased to note that our Federation has done remarkably we

l in most of the value added consumer packs. Sales of Amul Milk in

pouches have grown by 44% in value terms. UHT milk has also

shown an

impre sive growth of 26%. Our sales in Amul Proce sed Cheese have

shown consistent and very impre sive growth of 25%. Amul Ice-cream

has shown an impre sive growth of 16 per cent in value terms over

the last year. At the same time we have remained No. 1 Ice-cream

brand in India leaving a wide gap with the nearest competitor. In the

Infant Milk Food category, our brand Amulspray registered a growth of

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20%. In the dairy whitener segment, Amulya recorded a growth of

almost 12%. We

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managed to achieve 17 per cent value growth in Bu ter, despite intense

competition in this category. In our e fort to ensure that a l sections

of our society are able to afford Amul Butter, we have given

special emphasis to low unit value packs.

RETAILING :

The concept of Amul parlors initiated in 2002 has come a long way

and has today, evolved into the most visible face of brand Amul.

The network of more than 4000 parlors in almost a l major towns of

the country bears testimony to the fact that the model is hugely scalable

and inherently sustainable. This retailing initiative has not only enabled

us to interface directly with consumer, it has also helped us in our

endeavor to reduce middle-men from the supply chain.

The addition of more than 2000 parlors during the cu rent year is largely

a tributed to our chan el partners i.e. our wholesale distributors who

have embraced the concept by starting their own parlors and also

motivated franchises to create parlors for meaningful employment.

The relentle s focus on expansion of Amul parlors is now paying us rich

dividends. The retailing busine s alone fetched us a sales turnover of

more than Rs.200 Crores during the cu rent year. Moreover, these parlors

also provide us with an e fective platform to introduce a l the innovative

products that we launch, every year.

We have also made giant strides forward in reaching out to mi lions of

railway commuters by se ting up more than 50 Amul sta ls acro s major

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railway stations of the country. The Indian Railways have also

recognized our e forts and with active support from IRCTC, we plan

to set up another 300 railway parlors during the coming year.

Ice-cream scooping parlors, the latest addition to the retailing revolution

are yet another blockbuster from the house of Amul. We expect to add

200 more parlors in the coming year.

Taking cue from the succe s of our parlors, commitment from our sales

team and a l our channel partners dealing in milk, ice-cream and dairy

products; we plan to take the total tally of Amul parlors to 10000 by

adding 6000 parlors during the coming financial year.

DISTRIBUTION NETWORK:

Over a period of time we have built unique capabilities of distributing

Ambient, Chi led, Frozen and Fresh products simultaneously through

our versatile distribution highways. Today, 3500 Distributors for

Value added milk products, 1800 Distributors for Fresh Milk, ensure

that Amul

Products are available to a l segments of consumers in India through

more than 2 Mi lion outlets.

To enhance further e ficiency in distribution, two key initiatives have

been taken during the year. Firstly, we expanded competency based

distribution by inducting about 300 Distributors having expertise in

servicing specific market segments and secondly, we are poised to

divide the value added product lines amongst three sets of

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Distributors to cater

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to the same market. This is going to give us more and more competitive

advantage.

In Federation, our distributor is considered to be the real Marketing

Manager. To update them with modern marketing concept a

workshop on Marketing and Sales Management is being conducted in

co laboration with a premier busine s sch ol. So far, 1 0 Distributors

have be n

benefited from this workshop.

SLDP (Self Leadership Development Programme) for Distributor is

another major initiative taken during the year primarily with objective

of training them to implement TQM at their and at the retailer

level. This wi l ultimately serve to bring a l Stake holders under

common platform

in Strategic Pla ning Proce s of the Organization and to develop Self

Leadership amongst each individual Distributor.

Our Amul Yatra Programmes ensure that our every new distributor and

other business partners visit Anand to get an exposure to our co-

operative structure, our culture as we l as our operational systems

and

proces es. The initiative continued this year as well and so far, about

74 0 Distributors and other s sociates have visited Anand on

busine a

Amul Yatra.

CO–OPERATIVE DEVELOPMENT PROGRAM :

During last thr e years Amuls members unions have implemented an

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Internal Consultant Development (ICD) intervention, dr sing the
a e

n eds to strengthen the busine s of dairy farmer's members and dairy co-

operative societies.

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Recognizing that leaders are essential to face growing Challenges,

federation has initiated a chairman and secretaries orientation program,

held at Gandhi Nagar Mother dairy, which is focused on

strengthening the leadership ski ls and values.

During the year, Member Unions continued to implement the module on

Vision Mi sion Strategy (VMS) for primary milk producer members &

Vi lage Dairy Cooperatives. Facilitated by specia ly trained consultants,

736 Vi lage Dairy Cooperative Societies (VDCS) have conducted

their

Vision sion Strategy Workshops, prepared their sion Statements

Mi Mi

& Busine s Plans for next five years. Ti l today total 6012 VDCS have

prepared their mis ion statement and Busines plan. Member unions are

reviewing this business plan every year under VMS annual revisit

programme and facilitate VDCS to prepare action plan for next year to

propel the momentum gained through VMS.

In order to strengthen knowledge and skill base of young girls and

women of the vi lages about milk production management; Federation,

with technical collaboration and resources of Anand Agriculture

University, has initiated “Mahila Pashupalan Talim Karyakram” for

women resource persons of the member unions and during the year, 486

women resource person have been trained under this programme.

Clean Milk Production :

For strengthening infrastructure for quality and clean milk production

and to insta l Bulk Milk Coolers at VDCS, our member unions have

submi ted project proposals to Department of Animal

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Husbandry,

Dairying & Fisheries, (DP Section), Ministry of Agriculture,

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Government of India. Under the project, Government of India has

already sanctioned financial a sistance of more than Rs. 28 crore and our

member unions have already received financial a sistance of more than

Rs. 11.36 crore.

Continuing the cleanliness drive at vi lage level, ti l March 2009, our

Member Unions have identified & imparted training to 9479 corore

groups formed of milk producers and Management of the VDCS. To

enhance the level of Cleanline s this year, 7956 VDCS celebrated

Red Tag Day on “Gandhi Jayanti” - 2nd October and the Unions

also awarded best performing VDCS.

Fertility Improvement Program:

The Board of Directors of Federation, considering a long term vision for

reducing infertile animal from their milkshed, decided to implement

Fertility Improvement Programme (FIP) from year 2007-08. The FIP

concept has an integrated design to overcome animal nutritional,

gynecological, and animal health related problems.

To implement FIP, milk unions have deployed 44 FIP teams of

veterinary consultants and they are working in 1960 vi lages. In the

first year they have registered 72904 and in second year they have

registered 70435 “Non Pregnant Not Calved Even Once” and “Non-

pregnant Dry” milch ca tles and bu faloes under FIP, out of which

52272 milch animals has become pregnant. FIP is being monitored

through www.amul.org.in. FIP has helped milk producers to convert

their unproductive milch animals to productive one and also by

adopting scientific animal

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husbandry practices they are earning more at le s cost.

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SUSTAINABLE ECOLOGICAL DEVELOPMENT:

With a target of planting thr e tr es per member, our member unions

celebrated 61st year of Independence, 15th August 2 08 in a unique way

and our members have planted 52.74 lakh sapling acro s 21 districts of

Gujarat. During last two years, our members have planted more than

71.65 lakh tr es and demonstrated their commitment towards preserving

and contributing to improvement of the environment. For this

activity, we have received “G od Governance award” from “Srishti”

during year

2 07 as we l as 2 08.

TOTAL QUALITY MANAGEMENT :

In 19 4, federation had embarked on the TQM (Total Quality

Management). In 1 9 it received Rajiv Gandhi Quality Award for the

year.

More than 25 0 Kaizen's (sma l improvement in work areas) were

made by the employ es of the federation indi ferent areas. Workshops on

SQC (Statistical Quality Control) have be n conducted acros the

member dairies to achieved total quality in the production proce s.

ORGANIZATIONAL STRUCTURE OF GCMMF

GCMMF is a lean organization, a strategy that is believed to provide it with a cost

advantage. At its headquarters in Anand, four General Managers (GMs) and four

Assistant General Managers (AGMs) assist the Managing Director (MD). The four

AGMs look after the functions of marketing, systems, co-operative services and

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technical projects, respectively. The four GMs are in charge of marketing (dairy

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products), Human Resources Development and Marketing (Dhara and new business),

finance and quality assurance, respectively.

The whole country is divided into five zones, each headed by a zonal manager

responsible for the sales of all products within his zone. These managers report to the

MD but functionally each also reports to the various AGMs/GMs at the headquarters.

There are 50 sales offices spread across the country (of which only two are in Gujarat);

a sales manager heads each office and is assisted by sales officers and field

salespersons. The entire country has been represented in this structure. GCMMF

has one overseas office in Dubai.

BOARD OF DIRECTORS

Gujarat co-operative Milk Marketing Federation Limited, Anand, India registered

under Gujarat co-operative societies Act-1961.

Dr. V. Kurien (Chairman)

B. M. Shrlvyas (Managing Director)

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Representative –

Dr. Amrita Patel (National Dairy Development Board, Anand)

Registrar –

Sri R. M. Joshi (Co-operative Society Gujrat State, Gandhi Nagar)

Bankers –

Bank of Baroda, State Bank of India

Kaira District Central Co-operative Bank Ltd.

Auditors –

S. R. Batliboi & Co. (Chartered Accountant)

The list of all Chairmen of various Co-operatives is given on next page.

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CHAIRMAN

Sri Ramesh Bhai P. Patel Kaira District Co-operative Milk Producers Union

Ltd. Anand
Sri Motibhai R. Chaudhary Mehsana District Co-operative Milk Producers

Union Ltd. Mehsana

Sri Govindbhai P. Patel Sabarkantha District Co-operative Milk Producers

Union Ltd. Himmat Nagar

Sri Pratibhai G. Bhatol Banaskantha District Co-operative Milk Producers

Union Ltd. Palanpur

Sri Narendra Bhai M. Patel Baroda District Co-operative Milk Producers Union

Ltd. Baroda
Sri Manubhai A. Patel Surat District Co-operative Milk Producers Union

Ltd. Surat
Sri Bhupendra Singh P. Solanki Panchmahal District Co-operative Milk Producers

Union Ltd. Godhra

Sri Sureshbhai Bharwad Ahemdabad District Co-operative Milk Producers

Union Ltd. Ahemdabad

Sri B. B. Bambhania Raikot District Co-operative Milk Producers Union

Ltd. Raikot
Sri Moghambhai M. Desai Valsad District Co-operative Milk Producers Union

Ltd. Alipur
Sri Prahladbhai M. Patel Bharuch District Co-operative Milk Producers

Union Ltd. Bharuch

Sri Dhasarathnath N. Patel Gandhi Nagar District Co-operative Milk Producers

Union Ltd. Gandhi Nagar

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46 | Pag
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 PERFORMANCE OF PRODUCT & SERVICES

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. 25 billion in 2002). Today Amul is a symbol of many things.

➢ Of high-quality products sold at reasonable prices

➢ Of the genesis of a vast co-operative network

➢ Of the triumph of indigenous technology

➢ Of the marketing savvy of a farmers' organization, and

➢ Of a proven model for dairy development

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Bread Spreads:

Amul Butter
Amul Lite

Utterly Bu terly
The low at Fat
Delicious
Bread Spread
Powder Milk:

Amul Spray
Amul Instant
Infant Milk
Full Cream Milk
Food
Powder
Still, Mother's Milk
A dairy in your
is Best for your
home
baby Sagar Tea
Sagar Skimmed
Coffee
Milk Powder
Whitener
Which is especially

useful for diet

preparations or for

use by people on

low calorie and

high protein diet.

Fresh Milk:

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Amulya Dairy
Whitener

The Richest, Purest

Dairy Whitener

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 Amul Fresh Milk Amul Gold Milk

This is the most

hygienic milk

available in the

market. Pasteurized

in state-of-the-art

processing plants

and pouch-packed

for convenience.
Amul Taaza Slim and Trim

Fresh Cream Chocolate Milk

Flavoured Milk

Cheese:

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 Amul Pasteurized Amul Cheese

Processed Cheese Spreads

100% Vegetarian Tasty Cheese

Cheese made Spreads in 3

from microbial great flavors.

rennet Amul Amul Pizza

Emmental Mozzarella Cheese

Cheese Pizza
The Great Swiss cheese...makes
Cheese from great tasting pizzas!
Amul, has a sweet-

dry flavor and

hazelnut aroma
Gouda Cheese

For Cooking:

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 Amul / Sagar Cooking Butter
Pure Ghee
Made from fresh
cream. Has
typical rich aroma
and granular
texture.
An ethnic product
made by diaries
with decades of
experience. Utterly Delicious
Amul Paneer
Pizza
Ready to cook

paneer to make

your favorite

recipes! Masti Dahi

Mithai Mate
Sweetened
Condensed Milk -
Free flowing and
smooth texture.
White to creamy
color with a
pleasant taste.
Masti Soups

Desserts:

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 Amul Ice Creams Amul Shrikhand

Premium Ice Cream A delicious treat,

made in various anytime.
varieties and flavors

with dry fruits and

nuts.
Amul Mithaee Gulab Jamun Mix

Gulab Jamuns

Pure Khoya Gulab

Jamums...best

served piping hot.

Kulfi Mix Amul Chocolates

The perfect gift

for someone you

love.

Healthy
Drink:

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Nutramul

Malted Milk

Food made from

malt extract has the

highest protein

content among all

the brown

beverage

powders sold in

India.

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 LIST OF PRODUCTS MARKETED:

Bread spreads:

• Amul Butter

• Amul Lite Low Fat Bread spread

• 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

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UHT 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

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 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 Lassee

Amul Ice creams:

• 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 Ice cream (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)

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 • 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)

• Health : Isabcool

Chocolate & Confectionery:

• Amul Milk Chocolate

• Amul Fruit & Nut Chocolate

• Amul Éclairs

Brown Beverage:

• Nutramul Malted Milk Food

Milk Drink:

• Amul Shakti Flavoured Milk

Ready to Serve Soups:

• Masti Tomato Soup

• Masti Hot & Sour Soup

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 BACKGROUND

Current business scenario is passing through a marketing era. Consequently there

is faster business development because of liberalization and improving economic

environment. At present companies are struggling to improve their market

dominance and visibility. In order to survive during present competitive environment

companies are trying to grab a larger market share.

Growing liberalization and business favorable environmental changes have brought

about enormous busines opportunities for the companies. In various sectors and

commodities, share the business is growing.

As a student of marketing management it is advisable to understand the various

interactive marketing forces. One of the significant indicator understanding the

influence of marketing forces on companies is the market share achieved by a company.

Therefore the project undertaken has given me an opportunity to study the creation of

market share of AMUL in India.

AMUL PASTEURISED BUTTER

The largest selling brand of butter in India made from fresh cream. Marketed since last

four decades. It is made in the most modern, state – of – the – art plant and meets

AGMARK standards. Considered as a basic and essential requirements by housewives,

it is used to enhance the taste of various dishes like Dosas, Parathas, Omelettes, Pizzas,

Pav Bhaji and on Bread.

It is available in different packs:-

100 gm

500 gm

110 x 9.1 gm

200 gm

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AMUL LITE BREAD SPREAD

A delicious butter substitute, low in fat, low in cholesterol, it is the prefect way to

a healthy breakfast. Most suitable for health conscious people as it has low fat

content and cholesterol.

It is available in: -

200 gm

AMUL PROCESSED CHEESE

Made from rich creamy milk, 100% vegetarian ingredients, it makes delicious

sandwiches, pav bhaji pizzas and can be used in your favorite recipes. Amul Processed

Cheese is prepared using fully ripened Cheddar Cheese, which gives a unique

taste, texture and mellowness.

It is available in:

- 8 x 25 gm

Chiplet 200 gm

Slice

200 gm Tin

AMUL CHEESE SPREAD

Made from a special formulation, 100% vegetarian, it is delicious in sandwiches,

chapattis and parathas. It is also used to enhance the taste of a whole range of products

like filling of Burgers, Salads, Pakodas and host of other dishes. Available in 3 flavors

– plain, garlic and pepper.

It is available in: -

200 gm

Pepper 200

gm Plain 200

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gm Garlic

AMUL PIZZA CHEESE

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The only genuine Mozzarella cheese made with state – of – the – art technology, for the

first time in India.

Due to its stretch ability, it’s ideal as a pizza topping.

When baked along with pizzas, it melts uniformly and spreads evenly.

It is available in: -

250 gm

AMUL CHEESE POWDER

Not only is it the only brand of cheese available in India, it is also the only form of

cheese which doesn’t require refrigeration.

Being high in fat, protein and mineral content, it is very nutritious.

Thanks to a slip – on lid, the tin can be reused for storing other ingredients.

Cheese powder is the most convenient form of using cheese. It can impart the desired

cheesy flavour to any dish such as Soup, Salads, Baked dishes, Pastas, Dosas etc.

It is available in :

- 200 gm

AMUL MALAI PANEER

The first branded and frozen paneer. Made from rich Amul milk to make it extra

malaidar.

It is available in: -

100 gm

200 gm

1 kg

AMUL NUTRAMUL

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It has the highest protein content among brown beverage powders in India. Makes

hot and cold milk beverages for children and adults. It confirms to BIS Quality

standards.

It is available in: -

500 gm

AMUL MITHAEE

Made from fresh khoa, Maida and sugar to give it a softer, smoother and richer texture.

The highest standards of hygiene are maintained at our state – of – the- art plant.

Available in ‘Easy Open’ tins, which are convenient and can be opened anytime,

anyplace.

It is available in: -

500 gm

1 kg

AMUL MITHAI MATE

Richer, whiter, free flowing condensed milk. Available in a new easy to open can. The

product quality meets BIS standards.

It is available in: -

200 gm

7.5 kg

SAGAR SKIMMED MILK POWDER

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Its low calorie, high protein content is ideal for diet preparations. Also used for making

curd and lassi. The product remains fresh since it is vacuum packed.

It is available in: -

200 gm

500 gm

1 kg

AMUL CHOCOLATE

In a range of variety of flavors, they make an ideal gift or treat for someone you love. It

is the only chocolate, which comes in an attractive cardboard foil packaging. It is the

first milk chocolate similar to real Swiss chocolates and melts at mouth temperature.

It is available in: -

Milk, fruit & Nut 20 gm

Milk Slab 18 gm

Badambar 35 gm

AMULSPRAY

It reconstitutes into the most wholesome, nutritive milk for infants. Marketed in India

since 30 years and is India’s single largest selling infant food brand.

It is available in: -

200 gm

500 gm

1 kg

AMUL PURE GHEE

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Made from fresh cream, it is rich and ideal for Indian food preparations like Parathas,

Dosas, Idlis and for making sweets. Meets AGMARK special grade quality standard.

Attractive multi – color packing catches the attention of all segments of consumers.

It is available in: -

500 gm

1 ltr

kg 2

kg 5

kg

AMUL MILK POWDER

High in fat content it’s ideal for reconstituting milk, in tea and coffee and for

making curd, lassi and Indian desserts. It is vacuum packed so that it remains fresh for

a long time.

It is available in: -

500 gm

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SAGAR PURE GHEE

Traditionally grainy in texture, it enhances the flavour of Indian cooking.

Its excellent aroma reminds of the home made Ghee.

Meets AGMARK special grade quality standard. Hygienically manufactured and

hermetically packed for longer shelf – life.

It is available in: -

500 gm

1 kg

2 kg

kg

AMULYA DAIRY WHITENER

India’s largest selling dairy whitener. It mixes instantly for making tea, coffee. Milk

beverages, breakfast cereals and sweets. It is made from best quality milk using state –

of – the – art technology. Amulya comes in pouch, refill and tin packaging and

sizes ranging from 50 gm to 25 kg.

It is available in: -

50 gm

200 gm

500 gm

1 kg

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AMUL EMMENTAL CHEESE

Preferred by cheese lovers across the world, Emmental is the authentic Swiss cheese;

popularly known as ‘The Cheese with Holes’. Enjoy it with crackers, crispies,

croissants and wine. It’s the exquisite cheese for exquisite occasions.

It is available in: -

200 gm

AMUL MITHAEE

Quick and easy to make, Amul Gulab Jamun Mix promises you great quality at best

price, with gulab jamuns so delicious and so soft, they’ l melt in your mouth.

It is available in: -

200 gm

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 PROBLEMS FACED

STATEMENT OF RESEARCH PROBLEM

Marketing research implies the collection of data and implementing it for the purpose

of making marketing decision. In general sense making research consist in the use

of logical methods for scientific enquiry for the identification and solution of any

marketing problem.

“Marketing research is a systematic problem analysis, model building and fact

finding for the purpose of important decisions making and control in the marketing

of goods and service”

“Marketing research is a search of knowledge”

The above definitions on marketing research indicate clearly that all research activities

carried, on the condition with management of marketing task, its purpose is to aid

marketing control.

While conversation people were not showing interest in Amul because of low

awareness and as a new entrant in the market.

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70 | Pag
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 PROJECT DEFINITION

My project is directed to study the share of AMUL’s products in the market. Basically

it is a survey approach and I have tried my level best to collect data and genuinely

applied it to obtain my project goal, and proudly I present it before you.

Indian business scenario is improving. Different commodities are contributing to

increasing business volume. In this process companies are struggling hard to increase

their commodity market share and further down their company market share. In food

industry also there is intense competition and different food industries are making

deliberations to improve their market share. AMUL is one of them, so I have selected

AMUL to study its market share in India by studying small samples of market in

the city of Kanpur where I put up. I have carried out surveys through

questionnaires and interviews with the company retailers in the working of my

project.

AMUL has many competitors and in the cutthroat competitive scene of today’s market

it has to fight tough against them to maintain it’s no. 1 position especially in dairy

products.

I have also studied the consumer perception about AMUL products and also the

competitor’s products.

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 COOPERATIVE DEVELOPMENT

During the last six years, our Member Unions have been implementing Internal

Consultant Development (ICD) intervention for developing self-leadership among

member producers – thereby enabling them to manage their dairy business efficiently

leading to their overall development.

During the year, Member Unions continued to implement the module on Vision

Mission Strategy (VMS) for primary milk producer members & Village Dairy

Cooperatives. Facilitated by specially trained consultants, 1081 Village Dairy

Cooperative Societies (VDCS) have already conducted their Vision Mission

Strategy Workshops, prepared their Mission Statements & Business Plans for next five

years. Member unions review this business plan every year under VMS annual

revisit

programme and facilitate VDCS to prepare action plan for next year to propel the

momentum gained through VMS.

The VMS module has prompted milk producers to initiate activities at villages such as

Water management, Planned Animal Breeding, Animal Feed management, Improved

member services management, Information Technology Integration and Networking,

which have very far-reaching and long-term effects on the milk business. This planned

management of milk production at milk producers’ level and planned VDCS

management will not only help producer members to increase economic returns from

their milk business but also help VDCS management to face competition.

Continuing the Cleanliness drive at village level, Member Unions have identified

& imparted training to 8505 Core groups comprised of milk producers and

Management of the VDCS till March 2006. To enhance the level of Cleanliness this

year 5803 VDCS celebrated Red Tag Day on the 2nd of October and the Unions also
72 | Pag
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awarded the best

performing VDCS.

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As a part of the Breeding Services Improvement Programme, Member Unions have

continued implementation of the module of Improvement in Artificial Insemination

(AI) Services and imparted training to 198 Core groups at village level and have

decided to cover all the VDCS under Breeding Services with this module over the next

year. To boost this movement, Member Unions are also conducting Mass De-worming

campaign. Further, Member Unions implemented the AI Audit Competition during the

year and in the process, identified & awarded the best performing VDCS and AI

Workers. In order to increase awareness about dairy industry scenario and impart

leadership skills to the Chairmen & Secretaries of the Village Dairy Cooperatives,

Member Unions are conducting Chairmen & Secretaries’ Orientation Programme at

Mother Dairy, Gandhinagar in collaboration with our Federation. During the year 826

Village Dairy Cooperative Societies have been covered involving 1596 Chairmen &

Secretaries of the Village Dairy Cooperatives.

During the year, our Member Unions continued to encourage increased participation of

women milk producers in the Dairy Cooperative Societies. To develop their skills

and leadership qualities, Member Unions organised two Self Managing Leadership

(SML) Programme at Prajapita Brahmakumaris, Mount Abu. 2071 women resource

persons along with Chairmen and Secretaries of 524 VDCS were involved.

In order to strengthen knowledge and skill base of young girls and women of the

villages about milk production management and to motivate them to implement

scientific milch animal breeding, feeding and management methods for their animals,

our Federation, with technical collaboration and resources of Anand Agriculture

University, has initiated “Mahila Pashupalan Talim Karyakram” for women resource

persons of the member unions.

EXPORTS

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I am pleased to inform you that our exports have grown at over 13 percent during the

year. The year ended with an export turnover of Rs 134.23 crores which is the highest

ever by any Indian dairy products exporter. Consumer products as well as bulk powders

have contributed equally to the growth. Lower subsidies in EU have helped our

powders compete better in the international market. This has shown that our future in

International market shall be brighter as subsidies are reducing slowly.

POUCH MILK

Amul pouch milk continued to be the largest contributor to our turnover with annual

sales of about Rs. 900.00 crores (Rs. 9.00 billion) during 2005-06 as against Rs. 626.00

crores (6.26 billion) during previous year implying a growth of about 31 percent.

During the year 2005-06, we have introduced pouch milk in Kanpur, Lucknow and

Bhopal markets and the response received from consumers is overwhelming. We are

also planning to focus on distribution expansion and consumer awareness in the

existing metro markets of Kolkata, Delhi and Mumbai. Our objective in launching milk

in pouches in these and other markets across the country is two-fold. Firstly, Amul as a

brand has a very strong association with liquid milk in the consumers’ mind. Thus,

launch of liquid milk always prepares the ground for penetration of other dairy

products in these markets. This leads to market expansion. Secondly, it has been

empirically

proved that all cooperative milk brands gain from this market expansion. No

cooperative has lost sales consequent to launch of Amul Milk in its market. Thus, our

objective in launching milk across India is also to strengthen the cooperative movement

while precluding market takeovers by Multi National Corporations. It is also of

significance that we have been following the practice of local procurement of milk in

all markets. Needless to say, it leads to higher demand and better returns for the
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produce of local dairy farmers – leading to overall development of regional economies.

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INFORMATION TECHNOLOGY INTEGRATION

GCMMF has further advanced its Information Technology solutions by enhancing its

customised ERP System (EIAS & Web EIAS) to smoothen its supply chain

management and to improve operational efficiencies.

It has also successfully deployed process driven Enterprise Resource Planning (ERP)

software system at its own unit, Mother Dairy, Gandhinagar in order to bring

efficiency in manufacturing processes.

Our Federation has also launched a new website www.Amul.tv for streaming its feature

films, television shows, advertisements, etc to the Internet community. At present this

page contains feature films like Manthan – The Churning and MAmuli Ram,

Information clips like Amul India Story and Amul Product TV Commercials, and

entertainment series like Amul Surabhi episodes. The idea of this site is to have a

continuous play of the above as per the programme schedule, which will be online

within a short period of time.

CONTESTS AND AWARDS

While it is important to excel in our processes of milk collection, processing and

distribution, a long-term relationship with the channel partners and end consumers is
indispensable for our long-term suc ess. In order to generate excitement among
consumers and retailers while reminding them of the significance of Amul culture,
we have instituted a number of innovative events.
Amul Shakti Vidyashree Award was instituted during the year to honour toppers
of selected schools in SSC Board examinations. We expect this award to initiate a
long- term association of the involved children with the Amul brand and culture. The
Amul Maharani Contest entered a successful second year with the objectives of
making women aware of the entire range of our products. Amul Chef of the Year
Contest was instituted during the year with the objective of making hotel

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chefs our brand

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ambassadors for institutions. With the objective of increasing the visibility of our
products at retail outlets, our successfully continued the Taste of India Display Contest
scheme during the year. This event has generated a lot of excitement and
involvement among retailers across India.
CARRYING THE COOPERATIVE MOVEMENT FORWARD

Since its inception in 1946, the movement called Amul has represented and
championed the interests and aspirations of millions of voiceless farmers. It has
brought stability to their household incomes with something to fall back upon when
income from cultivation and other sources fail to meet expectations. It has given
economic independence to rural women – thus empowering them to feed and
educate her children, including the girl child. Further, all these have been done at a
minimal level of investment. The difference that two milch buffaloes or cows
can bring to the livelihoods of an impoverished rural household – given an assured
market and fair returns for the produce – is probably more significant than any other
rural employment
programme. Amul has been able to achieve this. Amul also provides wholesome
nutrition at value for money prices to urban consumers who would otherwise only
know either unscrupulous purveyors of cheap products of suspect quality or
avaricious multinationals hell bent upon extracting every possible rupee of rent
from the food economy of the country.
We must realise that today, we are the flag bearers of a uniquely successful experiment
– of a movement that not only provides stability to marginal farm incomes, but also
nurtures and lends security to the socio-economic future of the nation. In this light,
it
becomes our sacred duty to nurture and take forward this movement. This can be
achieved only when we display unbroken solidarity and cooperate among ourselves to
further this noble cause. We must never forget that we have actively taken this onerous
responsibility upon our shoulders. It is not something that has been thrust upon us. This
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makes it all the more important for us to show that together, we can do justice to
this

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great movement inspired by Sardar Vallabhbhai Patel and shaped by Sri. Tribhuvandas
Patel and Dr. Verghese Kurien. However, we must be on constant guard against
parochial interests that may try to pull us down. Our efforts in this regard will be surely
rewarded if we remember that the cause we are serving is much loftier than any short-
term interest that a feeble mind may conjure up. Cooperation is our domain, and
we must take it – as poet Rabindranath Tagore would have put it, ‘Where the world has
not
been broken up into fragments
By narrow domestic wa ls Where words come out from the depth of truth
Where tireless striving stretches its arms towards perfection
Where the clear stream of reason has not lost its way Into the dreary desert sand of dead
habit Where the mind is led forward by thee Into ever-widening thought and action’ I
feel confident that the movement that was built upon untold dedication, sacrifices,
vision and perseverance cannot but continue upon its brilliant path of success.
Today, Amul has become a by-word for a successful cooperative movement the
world over. Our member farmers have reposed their faith in us. We owe it to them
to justify their faith.

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 MARKET SCENARIO

Kanpur city is divided into 5 major consumption zones.

East Zone

• Lal Bangla

• Civil Lines

• Gwaltoli

• Khalasi Line

West Zone

• Govind Nagar

• Fazalganj

• Shastri Nagar

• Kidwai Nagar

• Barra

Central Zone

• Naveen Market

• Swaroop Nagar

• Arya Nagar.

• Gumti No. 5

• P Road

• McRobert Ganj

North Zone

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 • Kalyanpur

• Vikas Nagar

• Nawabganj

• Azad Nagar

• Sharda Nagar

• Company Bagh

South Zone

• Mall Road

• Birhana Road

• Cantonment

• Shivalya

• Meston Road

• Ghanta Ghar

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NAME OF DISTRIBUTOR IN KANPUR

• Sara Traders.

• Ahead overseas

• Butter House

• Vaishnavi Enterprises

• Sachan Enterprises

• Shudh Milk

• S. Whakle Enterprises

• Katiyar Transport

• K.K. Traders

• Guru Tej Bahadur Agencies

• Madam Gogvind Enterprises

• Shri Bajpai Tradering

• OM Sai Packaging Jai Ma Tapeshwari

• S. Whakale

• Deepak Enterprises

• Shivay Agency

• Maa Vaishnavi

• Aman Agency

• Chaurasia Agency

• Rajendra Enterprises

• K.K. Traders

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 • Appu Distirbutors

• Tiwari Milk Traders

• Arunesh Marketing

• Maa Katayayni

• Shiv Shanker Enterprises

B. Customer Relationship management (CRM)

When I accomplished my market survey I had the gated the market where most of

customer belongs and revisit the market for strengthening our relationship with

customer and clarifying customer's doubts and making then more and more loyal of our

brand. In this whole process and applied customer relationship management. Which is

made by value equity brand equity and relationship equity.

Value Equity

It is the customer's objective assessment of the utility of an offering based on

perceptions of its benefits relative to its costs. The sub drivers of value equity are

quality price and convenience of product. I had used these three terms when we

Marketed MUNNA and first day I take 4 crate order of supply where as a found to take

order only 3 crate.

Brand Equity

When we take about Amul, there is no doubt to the Brand, Brand image of the product

very good is our customer mind because I found all sub drivers of Brand equity is

customer brand awareness customer attitude to ward the brand and customer

perception.

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Relationship Equity

Today is age of competition every customer wants that better. That mean If we

talk about FMCG products the stickiness of customer to a special product is very less I

want to share this incase of Amul, when I started my summer training our supply

was not quick good because some political distortion is Rajisthan. Because of supply

problem we had lost our lovely customers.

PRODUCT LAUNCHING

During my summer training Amul Milk recently increased its product line with a

products Amul gold 200 ml Amul packet .

1. Munna

It is the Amul 200 ml packet. A small packet of Amul Gold.

Now Amul gold milk is sold in market in three packing s 1 liter, 500 ml and 200 ml.

Product launching strategy

As we all know 4 P's of marketing. Every company use these P's but different manner. 4

P's are. Product, Price, Promotion and place.

Product

Amul launched Munna, 200 ml milk pouch.

Price

The price of Munna Packet is Rs. 5.50 for customers Rs. 5.30 for retailers and Rs. 4.90

for distributor.As we know that the wickets part of a Chain is called strength of chain.

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Supply Chain

The main thing of supply chain is distribution.

Company Distributor Whole Seller Retailer

Customers / Consumers

The most important part of supply chain is retailers because they are direct related

to the customer. A retailers can push customer to purchase a particular product by

different way.

When we talk about our know product munna a retailer get less margin than any other

product of Amul milk so a retailer chiefly not push customer to purchase product. It

may be possible that any other reason why our product not succeed as expectation.

Promotion

A very basic thing of promotion of product is to aware customer to our product for

which a retailer would be pushed by customer to sell our product not a customer would

be pushed.

For awarding customer with our product we must do a company of advertisement.

It should be done before launching our product, not after launching or just on the day

we
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launch because it is main reason why our consumer would be pushed in place of a

retailer.

We all now our quality, our brand our market share is better than our competitor then

what was reason that our product could not get such success as expected.

For chief advertisement, we may advertise on milk van or vehicle all milk pack or

especially a packet which I want to launch in milk carriage or vehicle.

Place:

We can make direct contact with the customer. In my area Gwaltoli and Khalashiline is

such a place where many outlets available but few customer are not aware about

all schemes of company. We can attract more to people by putting kanopy or

through sample distribution. We may use school walls to advertise and target small

boys to say or to picturize such type of figure which may attract these people.

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 AMUL SALES TURNOVER

Turnover Rs ( million) US $ ( in m illion)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1225

2008-09 67113 1504

2009-10 80053 1700

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 SWOT ANALYSIS

Strength:-

1. The level of brand awareness is high especially in rural population,

when compared with competitors.

2. Amul has positioned itself as a Swadeshi Brand.

3. The name Amul is easy to remember as comapred to others.

4. Amul for a common man means high quality milk products.

5. Co-operative model of organizations keep it a part from others.

6. Common man has developed emotional feelings for the brands.

Weakness:-

1. Distribution channel is weak as compared to competitors.

2. Amul is unable to penetrate into premium market segment.

3. Lack of consumer promotion plans.

4. The brand is more known for butter than its other products.

5. Proper supply of products is not ensured.

6. Products packing and appearance is not changed frequently to meet the

changing needs and preferences of the customer.

7. Older age groups show more loyalty to the brad as compared to younger

age groups.

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OPPORTUNITY:-

1. Amul should try to make place in the heart of young consumers.

2. Proper supply of the products must be ensured by using sales forecasting.

3. Amul must try to cash its strong brand image in rural population.

4. More retailers can be added to supply chain, through retailer oriented

schemes.

THREATS:-

1. With the entry of international players in market, the game will be harder to

win.

2. Retailers are not satisfied by replacement and profit margins.

3. Non availability of products may compel the consumer to shift to other

products.

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 PRICE LIST OF AMUL AND ITS COMPETITORS

Amul

Amul Distributor / Retailer Price Consumer

Rs.
Whole Sale Price Rs.
Amul G old 1 L tr. 27.80 28.80 30.00
Amul G old 5 00 m l 11.70 16.50 17.00
Amul G old 2 00 m l 4.90 5.30 6.00
Amul T aaja 1 L tr. 24.20 25.20 26.00
Amul T aaja 50 0 m l 11.40 12.80 13

Amul T aja 2 00 m l 4.20 4.80 5.50

Amul B utter M ilk 5 00 m 5.90 6.50 7.00
l

Parag

Parag Retailer P rice R s Consumer P rice R

s
Parag go ld 1 lt r 27.20 28.00
Parag g old 5 00ml 14.10 15.50

Parag to nd m ilk 1 ltr 23.20 24.50

Parag to nd 5 00ml 10.50 11.00
Parag to nd 20 0ml 4.20 5.00

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RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY
SIGNIFICANCE OF THE MARKETING RESEARCH
A.

The most important function of management in a organization is to take correct

decision, minimizing the risk and uncertainty through rational and scientific decision

making. Better and fruitful decision result from the right information about consumer,

retailers, competitors and others. Thus, in this way management can be regards as the

game of handling information. If the manager fails to handle the information

effectively, be is unable to make the required decision correctly and result will be

mismanagement.

Marketing Research is usually conducted to achieve the following objective.

1. To know about the person why buy the firms products

It tries to reveal the number of person and the frequency of their buying and the

sources of their buying, their social status and regional location of the

customers.

2. To find out the impact of promotional ef ort

This facilitates appraising and improving the methods of sales promotion. It also

leads to measure the effectiveness of advertising. Pricing policy and channel of

distribution.

3. To know about customer's response

Marketing research helps in sales forecasting and marketing planning. The

researcher makes forecast on the basis of response from customer and

distribution media.

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4. To forecast sales

Marketing research help in sales forecasting and marketing planning. The

researcher makes forecast on the basic of from customer and distribution media.

5. To study the goodwill of the firm in comparison to its competitor firms.

This helps in reveling the important information regarding the faith of customer

and retailer faith in the organization, that of competitor organization, new

product and substitutes entering the market and their impact the firm's product.

B. MARKETING RESEARCH PROCESS

Effective marketing research involves the six steps, which is shown in the

picture below.

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RESEARCH PROCESS

Define the Research Problem & Object

Develop the Research Plan

Data Collection

Data Analysis

Present the Findings

Make the Decision

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 METHOD OF STUDY

Since we know that Amul has a very vast market share in pouch milk Industry and it is

good for the company that the other company presence as well as local made

pouch milk is very less in present.

In future company wants to maintain of share in this segment. It will emphasize mainly

to areas.

1. Competition Analysis

2. Consumer buying behavior.

An in order to do same a detailed study needed to be conducted. The same was

conducted in following manner.

NATURE OF DATA

As we know that there are two types of data.

1. Secondary Data.

2. Primary Data.

Secondary data are data that were collected for another purpose and already exist

somewhere. Primary data are data gathered for a specific purpose on for a specific

project. No prior study or research on this topic has be n conducted and the data, which

are needed for this research, was not available.

So, when the data do not exist or is inaccurate Incomplete, or unreliable, the researcher

will have to collected, the researcher will have to collect primary data.

In lack of any prior study or research on the topic, main data form was primary, and for

dong same, we have collected primary data by adopting there ways.

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1. OBSERVATION

Fresh data can be gathered by observing the relevant factors and settings.

Observational research is an important method of research because it is the best

way to gain an in depth understanding of the relationship between people and

product is by watching them in the process of buying and using products.

Many large corporation and advertising agencies use cultural anthropologists to

observe and often videotape consumer in stores, malls and their own homes i.e. to

engage in ethnographies research under this method the information is sought by way

off investigators own direct observation without asking from the respondent. The main

advantage of this method is that subjective bias eliminated, if the observation is done

accurately. Study being of descriptive nature makes it more suitable as compared

to other method. Observer is free to use his own wisdom and understanding of the

subject. By watching people observational researcher gain a better understanding of

what a

product symbolized to a consumer and greater insight into the bond between people and

product that is the essence of brand loyalty.

Observational research also provides valuable input into product advertising.

2. QUESTIONNAIRE

Surveys are bets suited for descriptive research. Companies undertake survey to learn

people's knowledge beliefs, preferences and satisfaction, and to measure their

magnitudes in the general population.

If researcher wishes to ask consumer about their preferences, they can do so in person

by mail or by telephone. Each of these surveys methods has certain advantages and

disadvantages that the researcher must weigh in selecting the method of contact.

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The one good way of doing survey is by mailing Questionnaire, mail surveys are

conducted by sending Questionnaire directly to individuals at their home or by personal

contact.

A questionnaire consists of a set of questions presented to respondents. Because of

its flexibility the questionnaire is by for the most common instrument used to

collect

primary data. As we known that preparing a questionnaire is a very intellectual process

and it should be developed carefully.

So, in order to minimize the possibilities or biasness, we have taken both types of

question i.e. close ended and open ended questions.

Close ended questions specify all the possible answer and provide answers that are

easier to interpret and tabulate.

Open – ended questions allow respondents to answer in their own words and often

reveal more about what they think.

3. UNSTRUCTURED INTERVIEW

As the term indicates the type of interview is unstructured. In this form of interview the

question to be asked by the respondents, is not predetermined.

And the interview proceeds according to responses given by the respondents. This form

of interview is useful when the reaction of respondent vary.

This method is also a time saving method as only relevant question are asked. Changes

are the environment level of the respondent's knowledge skill intelligence etc can

be taken into consideration.

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SAMPLE PLAN

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After deciding on the method of study tool we have designed a sampling plan. As we
know that the sampling plan is an integral component of research design. Specifically it
addressed there questions whom to survey (the sample unit).
SAMPLING UNIT

Deciding whom to survey requires that the universal of boundaries of the market
from which data is sought be defined so that an appropriate sample can be selected.
Interviewing the correct target marketing or potential target marketing is basic to
the validity of the study.
It is therefore, for doing same the whole city of Kanpur was sampling unit for the
research. Because of budgetary and time constraints, the area was kept limited.
AREA COVERED

1-Gwaltoli
2- Kahalasiline.

SAMPLE SIZE

The size of the sample is dependent on both, the size of the budget and the degree
of confidence that we wanted to place in the findings. The large the sample the more
likely that response will reflect the total universe under study. It is interesting to
note, however that a small sample can often provide highly reliable findings
depending on the sample procedure adopted The exact number, needed to achieve a
specific level of confidence in the accuracy of the findings can be completed with
a mathematical formula.
Large sample give more reliable results than small samples. However, it is not
necessary to sample the entire target population or even a substantial portion to achieve
reliable results. Sample of less than 1% of a population can after provide goods
reliability, with a credible sampling procedure.
We have taken sample size as

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 Gwaltoli - 40 outlets

Khalasiline - 40 outlets

Sample procedure

To obtain a representative sample a non probability sample of population got. I had

been given a pre-decided area to have been covered.

CONTACT METHODS

Telephone Interview: Since Telephone interviewing is the best method for gathering

information quickly; and interviewer is

also able to clarify questions if do not understand them. So I made contact with the

outlet which had this facility.

PERSONAL INTERVIEW

Personal interview is the most versatile Method the interviewer can know what are

liking and disliking of respondent and what are real problem in consuming product.

Since Amul product such type of product in which more chance to dissatisfaction

of customer so here very necessary to know problems of retailer as well as customers

by making direct contact or face to face interaction.

COLLECT THE INFORMATION

During my summer training I had done field work for collecting information.

Since most of milk purchasing or milk selling came in morning and evening session so

I had to go morning 5.00 am and evening 4.00 pm. to collect information.

It is therefore in order to get accuracy of findings, we have taken a sample size of 80

for the purpose.

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 DATA ANALYSIS

The milk market of India are and large controlled and governed by the

GMCCFL COMPANY, Parag. Except these two there is a weak and

limited participation is felt by the very fresh.

Subjects the relationships existing in the proposed data sets Statistical

t es ts o f the s ignificance in order to establish the validity o f this

relationship wither to support or reject the research hypothesis.

Data's processing involves:

(1) Editing:

I t i s p rocess of examine the collected r aw data with a v iew o f

deteclomissions and correct them.

(2) Coding:

It is process of assigning numerals or other symbols to answer.

(3) Classification:

I t i s an arranging of data according to points of s imilarities and

dissimilarities.

(4) Tabulation:

It is the counting of the number of place failing into each class. It can be

simple or cross-tabulations.

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 1. What is your average sales per month?

a. 0-5000 R s. b. 5000- 10000 R s.

c. 10000- 20000 Rs d. More than 30000Rs

35% Shop Retailers per month sales 0-5000 Rs, 20% Shop Retailers per month Sales

5000-10000 Rs, 30% Shop Retailers per month Sales 10000-20000 Rs and 10% Shop

Retailer per month Sales More then 30000 Rs.

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 2- Which Brands of Pouch Milk have you in your shop?

a. Amul b. Parag
c. Verifesh d. Others

45% Shop Retailers have Amul brand own shop, 35% Shop Retailers have Parag brand

own shop, 5% Shop Retailers have Verifresh brand own shop and 15% Shop Retailer

have Other Brand own shop.

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 3. . Which brand i s p ref er red by customer?

a. Amul b. Parag
c. Verifesh d. Others

45% Customer Preferred by Amul, 35% Customer Preferred by Parag, 5% Customer

Preferred by Verifresh and 15% Customer Preferred by Other Brands.

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 4. . Customer opinion about Amul Gold Milk?

a. Good b. Very G ood

c. Excellent

60% Customer opinion about Amul gold milk is Good, 30% Customer opinion about

Amul gold milk is Very Good and 10% Customer opinion about Amul gold milk is

Excellent.

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 5. . Average customer demand of different brands of Gold Milk ?

a. Amul b. Parag
c. Verifresh d. Other

Average customer demand for Amul is 40%, 33% Customer prefer Parag, 5% customer

prefer to use Verifresh and 22% Customer Demand for others Brand milk.

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 6. Di stri buti on of Amul Gold milk?

a. Good b. Very G ood

c. Excellent

60% Retailers are saying Amul Milk is Good, 37% Retailers are saying Very Good and

3% Retailers are saying Excellent.

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 7. Best competi tors of Amul God Mi lk?

a. Parag b. Verifresh

Parag is 97% competitor of Amul Gold Milk and Verifresh is 3%.

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 8. . Which brand provides best distribution service?

a. Amul b. Parag
c. Verifresh d. Other

40% Amul provides best distribution service, 35% parag, 5% Verifresh and 20%

Others Provide distribution service.

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 9. To whom do you like to deal?

a. Distributors b. Comany

45% Shop Retailers like distribution service and 55% shop retailer like company

service.

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 10. Which time do you prefer for order?

a. Morning b. After noon

c. Evening

75% Retailer Prefer order in morning, 3% Afternoon and 22% evening.

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 11. Is there any problem regarding the Amul Gold Milk?

a. Yes b. No

80% Retailers are saying No one Problem in Amul Gold milk and 20% are says yes.

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 12. How many milk brands you using insnt.?

a. Amul b. Parag
c. Roli

55% Retailers are using Amul Milk, 35% Parag and 10% Roli.

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 13. How many packets of Amul do you sell daily?

a. Amul G old b. Amul T aaza

c. Amul C hil d. Batter ilk
M

47% Amul Gold, 32% Amul Taaza, 11% Amul Chil and 10% Batter Milk.

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 STATEMENT OF FINDINGS & RECOMMENDATION

FINDINGS:

• 35% Shop Retailers per month sales 0-5000 Rs, 20% Shop Retailers per month

Sales 5000-10000 Rs, 30% Shop Retailers per month Sales 10000-20000 Rs

and 10% Shop Retailer per month Sales More then 30000 Rs.

• 45% Shop Retailers have Amul brand own shop, 35% Shop Retailers have

Parag brand own shop, 5% Shop Retailers have Verifresh brand own shop

and 15% Shop Retailer have Other Brand own shop.

• 45% Customer Preferred by Amul, 35% Customer Preferred by Parag, 5%

Customer Preferred by Verifresh and 15% Customer Preferred by Other Brands.

• 60% Customer opinion about Amul gold milk is Good, 30% Customer opinion

about Amul gold milk is Very Good and 10% Customer opinion about

Amul gold milk is Excellent.

• Average customer demand for Amul is 40%, 33% Customer prefer Parag, 5%

customer prefer to use Verifresh and 22% Customer Demand for others Brand

milk.

• 60% Retailers are saying Amul Milk is Good, 37% Retailers are saying

Very Good and 3% Retailers are saying Excellent.

• Parag is 97% competitor of Amul Gold Milk and Verifresh is 3%.

• 40% Amul provides best distribution service, 35% parag, 5% Verifresh and

20% Others Provide distribution service.

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• 45% Shop Retailers like distribution service and 55% shop retailer like

company service.

• 75% Retailer Prefer order in morning, 3% Afternoon and 22% evening.

• 80% Retailers are saying No one Problem in Amul Gold milk and 20% are says

yes.

• 55% Retailers are using Amul Milk, 35% Parag and 10% Roli.

• 47% Amul Gold, 32% Amul Taaza, 11% Amul Chil and 10% Batter Milk.

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 SUGGESTIONS AND RECOMMENDATION

1. Give the credit purchase facility to their regular Retailers.

2. As quick as Possible try to settle the various claims of the Retailers.

3. They have to co-operate those retailers who have a less demand in shop and

try to pass the various attractive schemes of the company.

4. Were the mil van does not reach the side location there should be small

distribution by other means.

5. Customer relationship should be more commandeered by distributor for

homonymous relationship.

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 SUMMARY

If we go through the SWOT analysis of Amul as a whole then we will find out it has a

very good standing at market place and Amul also has very good corporate image

among present companies and. It should cash his image by effective using of marketing

mix.

The research which we have conducted we found that if Amul wants to stand in top

position he has to maintain himself in some areas.

• Advertising frequency

• Customer Relationship

• Dealer board sign board and banner etc.

• Retaining the small customer also.

• Availability (Distribution network). Product quality and packing

As we have found in our research that Amul has good market share in pouch milk, as

compared to other competitors.

However, Amul has very good brand image and corporate image too. But still Amul is

not able to cash all the opportunity, which exists in the market.

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 ANNEXURE

QUESTIONNAIRE

Name of Retailer: ………………………......................................................................

Name of Retail Shop: ....………………………………………………………………

Address: ………………………………………………………………………………

Contact No: ………………………………………………………………………….

1. What is your average sales per month?

(a) 0 -5000 Rs. (b)- - -5000-10000 Rs.

(c) 10000-20000 Rs. (d) more than 30000 Rs.

2. Which brands of pouch milk have you in your shop?

(a) Amul (b) Parag

(c) v erifresh (d) Others

3. Which brand is preferred by customer?

(a) A mul (b) P arag

(c) Verifresh (d) Others

4. Customers opinion about Amul Gold milk?

(a) Good (b) Very good (c) Excellent

5. Average customer demand of different brands of Gold milk?

(a) A mul (b) P arag

(c) V erifresh (d) O

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thers

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6. Distribution of Amul Gold milk?

(a) Good (b) Very Good (c) Excellent

7. Best competitors of Amul Gold milk?

(a) Parag (b) Verifresh

8. Which brand provides best distribution service?

(a) A mul (b) P arag

(c) Verifresh (d) Others

9. To whom do you like to deal?

(a) Distributors (b) Company

10. Which time do you prefer for

order?

(a) Morning (b) After noon (c) Evening

11. Is there any problem regarding the Amul Gold milk?

(a) Yes (b) No

12. How many milk brands you using Insnt.

a. Amul b. Parag c. Roli

13. How many packets of Amul do you sell daily?

a. Amul Gold b. Amul Taaza

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c. Amul Chil d. Batter Milk

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14. What does think about supply of Amul is it timely or late. It comes before Parag

or not?

.............................................................................................................................................

.......................................................................................................................................

15. I am giving a scheme is 3 child free in 60 packets or I child in 30 packet of

child you getting it?

.............................................................................................................................................

.......................................................................................................................................

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 BIBLIOGRAPHY

REFERENCE BOOKS:

❖ Marketing Research (Author - G C Beri)

➢ (Published by Tata McGraw Hill Publishing Co. LTD., New Delhi)

➢ Third Edition(2002)

❖ Marketing Management (Author – Rajan Saxena)

➢ (Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)

➢ Second Edition(2001)

❖ Marketing Management (Author- Philip Kotler)

➢ (Publish by Pren Tice-hall of India PVT. LTD., New Delhi)

➢ Ninth Edition

❖ Research Methodology (Author – Bhandrai)

➢ Print 2004, second edition

MAGAZINES :

• Times of India

• Business Today

WEBLIOGRAPHY:

1. www.amul.com

2. www.anulindia.com

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