PREFACE

Project research report is an integral part of the curriculum of award of Diploma in fashion merchandising and retail management in Footwear Design and Development Institute, Noida. The main objectives of Project research report are as following: To given clear understanding of the existing business problems and their complexities. To implement theoretical knowledge practically. And I got opportunity. As, I know the success of a business in present scenario marketing depend upon its marketing policy. M arketing mix is the crux of marketing policy of any business. It is a combination of Product, Price, Promotion, Place, People, Packaging and Pace. Therefore, to analyze it, I was given the topic for research "Comparative study of different Packed M with Special Reference to Amul and ilk Parag". Nikhil Gaur

ACKNOW LEDGEMENT
As a student I learn many things but unless I put all with the practical knowledge as to how things really work and what are the problems generally arise, I can not expect to be an efficient FDDIan. So I think research report project is an indispensable part of the course. The project work bears the imprint of several persons. I have a deep sense of gratitude and honor toward them. First of all I would like to pay my gratitude and thanks to M Subhashree sarkar (Faculty of rs. Faculty of FDDI & my mentor) for his constant inspiration and encouragement whose thoughts were helpful in preparation of the project. I would also like to pay my thanks to my faculty members, family members and other persons who helped me directly or indirectly during preparation of this research project report. Best efforts are made to cover all the aspects related to the project to provide a complete and brief knowledge to the readers.

Nikhil Gaur Student of FDDI DFMRM 3B

DECLARATION

I here by declare that all the data collected (primary and secondary) by me are true to my best knowledge and belief. I here by also declare that the project which is being presented in report entitled Comparative Study of Packed Milk with Special Reference to Amul and Parag at Ghaziabad is an authentic record of my own work. This information given by me in this report is exclusively for concern of my dissertation project and has not been submitted by me anywhere else for the award of certificate.

Nikhil Gaur Student of FDDI DFMRM 3B

TABLE OF CONTENTS
1. Preface 2. Acknowledgement 3. Declaration
4. 5.

Table of Contents Objective of the Research

6. Scope of the study 7. Company Profile 8. Product Profile 9. Profile of GCMMF

10. Research 11.

Methodology

Finding and Analysis Conclusion

12.

13. Suggestion 14. Limitations

Of the Project

15.

Bibliography (Questionnaire)

16. Annexure

OBJECTIVE OF THE RESEARCH

Objective of the Research

To find out the packed flavored milk preferred by the consumers To find out the awareness of packed flavored milk in bottle and tetra pack To find out the effective source of media for advertisement Consumers perception about Amul Kool To find out preferred flavors of Amul KOOL. To find out the Brand Positioning To find out the Loyalty of consumers To find out the preferred time of milk purchase To find out the features of a winning Brand To find out the suggestion for the further improvement of packed milk To find out the brand awareness of packed milk.

SCOPE OF THE STUDY

THE NATURE AND SCOPE OF STUDY (MARKETING RESEARCH)

The whole approach of marketing research revolves around the fulfillment of meeting the consumers wants and demands. It is essential to understand what are the consumer wants and demands, how they perceive the product, what exactly (ideally) does they want to derive out of the product, how does they make the brand

choice/selection decision, what are the sources of information and influence processes? In order to take the decisions further any marketer would constantly monitor such information and obtain a continuous feedback of the trends in the market. As such, marketing research is an effective tool for measuring the consumers aspirations, trade channel behavior, competitive actions etc. It provides a linkage between the corporate environment and the marketing organization. Marketing research, thus, may be viewed as an important tool used as an aid for the tackling problems in marketing.

MARKETING RESEARCH DEFINITION

Marketing research is defined as the objective and formal process of systematically obtaining, analyzing and interpreting data for actionable decision in marketing. This decision lays stress on two aspects, namely, objectivity and systematic process in the collection and analysis of data. In fact, marketing research should not be allowed to be influenced by personal views and considerations.

COMMON USES OF RESEARCH IN MARKETING DECISION MAKING

The following paragraph highlights some of the marketing decision areas where marketing research is commonly used. Market Segmentation Market Targeting

Demand Forecasting Supply Consumer Behavior Analysis New Product development and Product Positioning Research in Sales Methods and Policies Advertising and Sales Promotion Marketing Audit of Company Performance Environment Trends

W should keep the objective of research in mind because e the competitive business environment is dynamic. New thoughts and ideas should pour in to it. Research and development add up value in the products, which should be beyond the competitors comprehension. This study enables the user with answers to formulate an effective marketing mix strategy with a broader prospective to tap areas where it did not feel the need earlier, hence the decision whether to penetrate this section or not can be found at the end of the data analysis. It also gives an idea of the potential of our business in the future and the fluctuation in the prices from time to time and from product to product. Special reference is made to the improvement of the quality of product in terms packaging and product innovations advertisement and ways means to cut down competitors.

COMPANY

PROFILE

THE BIRTH OF AMUL

Linked to the freedom movement of India. Founded in 1946 to stop the exploitation of milk producers at the hands of middlemen.

A Co-operative movement member control on milk production, processing and marketing.

A humble beginning with two village societies and 247 liters of milk.

THE GROWTH OF AMUL

Co-operative movement spread like wild fire in the state. Rapid increase in milk procurement. Identification of Bombay liquid market. Investing in manufacturing plants that produce milk powder, butter,

cheese and condensed milk. Launch of Amul as a brand.

FORMATION Formed

OF

GUJARAT 1973 19

COOPERATIVE

MILK

MARKETING FEDERATION LTD [GCMMF] No. of Cooperative Unions 12 No. of Dairy plants Capacity 6,595 Thousand Liters per Day

COMPETITORS OF AMUL:
PARAS (VED RAM & SONS) PARAG MOTHER DAIRY

GOPALJEE (G.K.DAIRY) PARAM

COMPETITORS OF AMUL KOOL:PARAG FLAVOURED MILK (the product of Co-Operative Dairy Federation) NESTLE PACKEGED FLAVOURED Milk

PRODUCT PROFILE

AMUL KOOL BUSINESS DETAILS

WHAT IS AMUL KOOL?

AMUL KOOL
TOND MILK FAT SOLID NOT FAT FAT SUGAR (15%)

VITAMINS C CARBOHYDERATE CALCIUM PROTEINS IRON

LACTOSE

Amul Kool is a high value food. It supplies body building Proteins, bone forming Calcium, and health giving Vitamins and furnishes energy giving Carbohyderate, Natural identical flavor giving a natural taste and Milk Fat in an easily digestible and assimilable for Health.

DIFFERENCE BETWEEN AMUL KOOL AND PARAG

Constituents ENERGY COLOUR & FLAVOUR AMUL KOOL 184 Cal. NATURAL IDENTICAL FLAVOUR MILK USED TOND MILK SYNTHETIC FOOD COLOURS & ADDED FLAVOURS DOUBLE TOND MILK PARAG 180 Cal.

TYPES OF MILK USED:

Variation in different types of milk is due to the difference in their Fat and SNF content.

TYPE OF MILK

FAT %

SNF %

DOUBLE TOND MILK

1.5

9.0

TOND MILK

3.0

8.5

Amul in Ghaziabad and N.C.R.:

Delhi National Capital Region (NCR), among the biggest milk markets in the country, is dominated by Mother Dairy currently. Amul and NDDB's non-compete agreement has prevented the former from launching its liquid milk in the Delhi market till 2003. With the non-compete agreement having run out this year, Amul fresh milk was launched in Delhi in two variants full cream and toned priced at par with that of Mother Dairy at Rs 34 and Rs 24 per liter, respectively. Amul is bringing its milk into Delhi through one of its district co-operative unions, the Gujarat-based Mehsana Union. The milk will be packed at Kwality Dairy in Ballabgarh, leased out to Amul for this purpose. Amul will use the same distribution network as butter and cheese to retail Amul Milk in Delhi. GCMMF officials say the company's milk capacity has already touched 80,000 liters per day and have plans to take it to 3 liters per day. The Delhi market comprises 40 lakh liters per day currently and is dominated by Mother Dairy, which sells 10 lakh lakh liters per day. The other organized sector players are Paras Dairy, which sells 3 lakh per day, state-owned Delhi Milk Scheme (2.5 lakh LPD), Parag 1-1.5 lakh lakh per day and Britannia 3040,000 liters per day. In just a fortnight, Amul milk has taken the Indian capital by storm, rapidly eating into the market share of long time players like Mother Diary and Paras.

Who cares if it was rivalry or business strategy that made the Gujarat Cooperative Milk Marketing Federation (GCMMF) enter the capital with Amul milk to take on state-owned Mother Dairy in its home turf? From the response, Delhiites seem to be lapping up Amuls pouches of full cream and toned milk in unimagined quantities. In just two weeks of entering the market, Amul is beginning threaten the virtual monopoly of Mother Dairy and Paras. We did not expect to reach 70,000 litres daily supply in little over two weeks, said R.S. Khanna, a GCMMF official here. We had expected to go up gradually and had made arrangements for pasteurisation and packaging of just 60,000 litres per day at Kwality Dairys unit in Faridabad, which we have leased, Khanna said. But in less than one week, Amul notched the mark of 50,000 litres per day. GCMMF is bringing milk to Delhi through one of its district cooperative unions, located at Mehsana, around 700 km from the capital. The fresh milk is transported through insulated containers of between 12,000 to 20,000 litres capacity at two degree centigrade. After the 24 to 30 hours journey by road, the milk is processed and packaged at Mehsana before being distributed in the Indian capital. The packaged milk is being sold through 2,500 retail outlets, which we hope to raise to 7,500 as we soon as we are able increase the supplies to 100,000 litres. In two months our target is to raise supplies to 200,000 litres per day, he added. The official admitted that the idea of entering the Delhi market had originated in August when the state and central governments approached the GCMMF to help tide over an acute milk shortage. Having helped to bridge the demand supply gap, we decided to come in with fresh milk supply, which does not contain any milk powder and is

creamier and of richer quality compared to most other milk supplied in the city because it has more fat and solid non-fats like protein and minerals, said Khanna. At over five million litres a day, Delhi is one of the biggest markets for milk in the country. Of the supplies from the organised sector, Mother Dairy has been the undisputed leader with 1.8 million litres daily sales through package and vending machines. The other big names are Paras, Param, Parag and Umang. Now Amul milk has arrived to eat into the share of other players in the market on the strength of its quality and brand equity.

PARAG:

PRODUCTS OF LUCKNOW MILK UNION

Products of L.M.U. are marketed with the brand name PARAG. Parag brand name is used for two different types of categories: (A). Parag Liquid Milk Pouches (B). Parag Milk Products (like Dahi, Butter, Ghee, Matha, Ice cream, Cheese, Paneer etc.)

(A). PARAG LIQUID MILK POUCHES: (1). PARAG GOLD: (Full Cream Milk)
Parag full cream milk ideally suitable for sportsmen, growing children, and youth. It contains 6% fat, and 9% S.N.F. (solid Not Fat). It is fortified with Vitamin-A for the extra nutrition. Parag full cream milk is hygienic too. Each pack contains Pasteurized bacteria free milk .It is available in orange pouches and is priced at Rs. 32 per liter. Packaging Size: Available in 1 liter and 500 ml pouches.

(2). PARAG TAZA:

(Toned Milk)

Parag toned milk ideally suitable for infants or those who prefer a low fat diet (medium Fat) and it is just the perfect kind of drink for the figure conscious persons. It

contains 3% fat and 8.5% S.N.F. (Solid Not Fat i.e. protein, carbohydrates, calcium, phosphorous). It is also fortified with Vitamin-A providing extra nutrition. Each pack contains pasteurized bacteria free milk. It is available in green pouches and is priced at Rs.24 per liter. Packaging Size: Available in 1liter, 500 ml pouches.

(3). PARAG LITE: (Skimmed Milk OR FAT FREE MILK)

Parag skimmed milk ideally suitable for Diabetics, Heart Patients, Weight conscious people and old age group people. It is 99.5% fat free skimmed milk, (i.e. it contains very negligible amount of fat). It is priced at Rs.15 per 500ml. Packaging Size: Available in 500ml. and 200 ml. pouches.

(4). PARAG SMART: (Double Toned Milk)

Parag double toned milk ideally suitable for infants or those who prefer a low fat diet and it is just the perfect kind of drink for the figure conscious persons. It contains >3% fat and 8.5% S.N.F. (Solid Not Fat i.e. protein, carbohydrates, calcium, phosphorous). It is also fortified with Vitamin-A providing extra nutrition. Each pack contains pasteurized bacteria free milk. It is available in pouches and is priced at Rs.12 per 500ml. Packaging Size: Available in 500 ml. pouches.

(B). PARAG MILK PRODUCTS:

Following are popular milk products manufactured by L.M.U:

(1). Butter: Rich smooth and delicious, Parag salted Butter. It contains 80% fat,
permitted color, salt. Packaging Size: Available in 20gms, 100gms and 500gms cartoon packs.

(2). Parag Ghee:

Parag Ghee is granular, fresh and pure with a delicious

flavor. It contains 99.7% fat, natural flavor. Packaging Size: Available in 200 ml, 500 ml, 1000 ml poly pack and 15 kg. Tin pack.

(3). Paneer:

A fresh, nutritive product and excellent source of milk protein.

Contains 50% of fat on dry matter basis pack size Packaging Size: Available in 100, 200, 500 gm and 1 kg poly pack.

(4). Flavored Milk:

energy.

A nutritious, tasty and healthy drink gives refreshing

Packaging Size: Available in 200 gm polypack.

(5). Parag Skimmed milk Powder:

hygienically. Packaging Size: Available in 500gm and 1kg.

It is processed and packed

(6). Parag Mattha:

the hot summers.

A healthy drink for the calorie conscious and a boon for

Packaging Size: Available in 200ml polypack.

(7). Parag Dahi:

delicious.

Parag Dahi / Curd are made from pure milk. It is thick and

Packaging Size: Available in 200 gms & 500 gms plastic cups & kullhads.

PROFILE OF GCMMF

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:

12 district cooperative milk producers' Union

No. of Village Societies: Total Milk handling capacity:

11,333 6.9 million liters per day

AMUL KOOL: Natures finest flavored milk is here

GCMMF launched Amul Kool in Delhi and NCR in 2004 to cater the demand of consumers and to fill in the gap between demand and supply. It reaches consumers within hours of it being packed at the right temperature to ensure that it retains all its natural goodness.

Treasure of Natural Goodness

Amul Kool is highly nutritious and contains proteins, minerals, carbohydrates and vitamins i.e. SNF as it is commonly called. Amul Kool also contains natural fat and natural SNF as it is from natural source and does not contain milk powder.

Quality Standards
Amul Kool strictly conforms to quality standards of Prevention of Foods & Adulteration Act (PFA). This means when one buy Amul Kool he/she is sure to get: Natures perfect food for the health of your family Milk which has longer because of its superior bacteriological quality and the state of the art processing technology. The right quantity as mentioned on the packs Consistent quality and ample quantity throughout the year even during festive and lean session. The accurate taste which is mentioned on the bottle or pack.

KOOL

BRAND

FAT

ENERGY

QUANTITY

MRP per

Amul Kool

9.7%

184 cal.

200ml.

Rs. 10/-

Parag NESTLE

8.9% -----------

180cal. 200cal.

200ml. 200ml.

Rs. 10/Rs.15/-

List of Products Marketed:

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozzarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese

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

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above)

Milk Powders:

Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:
Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat Amul Shakti Standardized Milk 3% fat Amul Smart Double Toned Milk 1.5% fat

GCMMF BUSINESS PHILOSOPHY

To serve the interests of milk producers.

To provide quality products to consumers value for money.

INDUSTRY STANDING
Indias largest food products marketing organization with an annual turnover of over Rs. 2700 cores. Markets popular brands Amul and Sagar. Indias largest exporter of dairy products. Indias largest cold chain network. No.1 market share holder in India for Butter, Cheese, Ice-cream, Dairy Whitener, Condensed Milk, UHT Milk, and Baby Food. Presently marketing pouch liquid milk in five states namely, Gujarat, Maharashtra, Chhattisgarh, Rajasthan, Delhi and Madhya Pradesh.

OUR VALUES
Customer Orientation. Commitment to Producers. Belongingness. Co-operation. Pride in Organization. Employee Satisfaction. Integrity. Excellence. Leadership. Quality.

MISSION STATEMENT
We, at GCMMF, Endeavour to satisfy the taste and nutritional requirements of the world, through excellence in marketing through our committed team. Trough co-operative network, we are committed to offering quality products that provide best value for money.

WHAT THE FUTURE HOLDS

As there is a steady increase in consumer expectations. Product and service quality is rapidly becoming the minimum threshold for consumer acceptance. To achieve and maintain competitive advantage, innovation in product design and delivery are increasingly essential. Innovation must now define us as an organization. They must innovate at each stage in our value chain - production, procurement, processing, marketing and branding. Innovation cannot be mandated or forced out of people. It is everywhere a function of the quality of people and environment. Need to have enough skilled people working in a self-actuating environment to produce innovation. In these times of increasing market opportunities, to devise more effective ways of attracting and retaining skilled human resources. It is to be realized that just as the market is expanding for our products, so it is opening up new opportunities for the

skilled people that we need to tap the market. Further, it does not suffice merely to retain skilled human resources. It is also necessary to provide them an adequately self-motivating work environment that draws out the best out of them on a sustained basis. From the year 1994, our unions have been engaged in the practice of third party validation of its practices. Since then, we have been awarded the ISO 9002:2000, the HACCP, the ISO 14001 and similar marks of our excellence in milk procurement and processing. The importance of standardization of our village society election processes lies in their instrumentality in throwing up genuine and visionary leaders. It determines the future of the cooperative movement.

DISTRIBUTION NETWORK

DISTRIBUTION CHANNEL
Packed milk and products are made available to the consumers in the early morning, at noon and at the evening (i.e. thrice a day). This is done by effectively utilization of the distribution channel. This is done by the organization through heavy vehicles, which can transport the milk and products on main roads and lanes like DCM TOYOTA, TATA 407, TATA 207, NISSAN, and some other commercial heavy vehicles. Some light vehicles also perform the transportation task, which can supply even on narrow lanes (narrow streets of the city) like three wheelers manufactured by Vikram, Ford, Mahindra and Bajaj. All the above vehicles provide agents Packed milk & products.

DAIRY

FACTORY 3 TOEENERS WHEELERS NISSAN TATA 407 3

AGENTS / MILKBAR AGENTS

CONSUMERS
Every vehicles representative who supplies milk and product maintain the demand chart separately for morning, noon and evening. This chart contains the demand of the agent only for the packed milk but also for the packed products. Apart from this the organization currently has about 30 milk bars through out Ghaziabad City and 3 milk wheeler vehicles are engaged in supplying to the milk and products to bars. The need arose due to different rate of milk bar agents being allotted monthly target for sale.

The have to keep the entire milk product, which could be checked at any time during the day and night. If any milk bars agent committee any mistake in the milk and milk products then immediate action is taken against them. The company maintains daily record for checking the sale of the milk bars. This supply chart supply chart is maintained and checked by marketing manager. This is the efficient system of marketing and distribution of milk product.

RESEARCH METHODOLOGY

Research Methods or Techniques Used

Research Design: Descriptive Research Sample Design Sampling Unit Sample Size Sample Extent : Random Sampling : Customers & Retailers : 50 : Ghaziabad Research Method: Questionnaire method

Data Collection
Primary Data : Questionnaire and Unstructured Interview Secondary data: Company sales data, Magazines and Internet websites.

RESEARCH METHODOLOGY
MARKETING RESEARCH :
Marketing Research is a key to evolution of successful marketing & programs. It is an important tool to study buyer behavior, changes in consumer life style & consumption patterns, brand loyalty and forecast market changes. Research is also used to study competition & analysis the competitors products positioning. Marketing Research is also useful to help and create & enhance Brand Equity.

Research is a voyage of discovery. Research is also defined as finding unknown from the known facts. Research refers to systematic method consisting of Defining the problem Collecting the facts or data Analyzing the facts Reaching certain conclusions Formulating hypothesized

 Hypothesis testing is conducted Theory formation takes place.

PROBLEM DEFINITION:
Research problem, refers to some difficulty which a researcher experiences in the context of either a theoretical or a practical situation and wants to obtain a solution for the same.

RESEARCH OBJECTIVE:
Each researcher must have an objective. Objective of research is to determine market penetration of the competitors products.

RESEARCH DESIGN

DESCRIPTIVE RESEARCH:

Descriptive research is carried out to

describe the market characteristics. The main characteristics of this method are that the researcher has no control over the variables; he can only report what is happened and what is happening. In descriptive research term ex post facto is used i.e. researcher discovers or seeks causes but he have no control over variables, such items/factors E.g. Frequency of shopping, preferences of people.

SAMPLE DESIGN:

Since the universe or population of Ghaziabad city is too large and we have provided very less time (duration was 2 weeks for project completion), resources were also too limited. Therefore we had to choose a small sample of 50 customers and 50 retailers

RESEARCH M ETHOD
(A). Questionnaire (B). Observation (C). Unstructured Interview

(A). QUESTIONNAIRE:
Surveys are best suited for descriptive research. Companies undertake survey to learn people's knowledge beliefs, preferences, and satisfaction, frequency of buying and to measure their loyalty 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 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 know that preparing a questionnaire is a very intellectual process and it should be developed carefully, because our whole research and project depends on the analysis of questionnaires. So on the basis of Questionnaire we have

to judge the customer and evaluate him by asking question in just 4-5 minutes. So, in order to minimize the possibilities of 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.

(B) 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. M any large corporation and advertising agencies use cultural anthropologists to observe and often video camera or any video capturing device Ex. Pupil meter measures the contraction and dilation of eyes. Consumer in stores, malls and their own homes i.e. to engage in ethnographies research under this method, the information is sought byway 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.

(C). 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 (i.e. here questionnaire are not used). 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. E.g. 1. Is the deliveryman providing you milk in time? 2. Are you satisfied with the behavior of the deliveryman (in case of home delivery)?

SAMPLING UNIT
W have used our own judgmental technique to select the respondents e from the population to acquire the accurate information. 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 Ghaziabad was sampling unit for the research. Because of budgetary and time constraints, the area was kept limited.

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 sampling procedure adopted. The exact number, needed to achieve 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. a

It is therefore in order to get accuracy of findings; we have taken a sample size of 50 consumers and 50 retailers for the purpose.

SOURCE OF DATA COLLECTION

As we know that there are two types of data. (1). Secondary Data. (2). Primary Data.

(1). SECONDARY DATA

Secondary data are data that are

previously collected by the researcher is past for some purpose. E.g. here we used the following secondary data during the completion of project: company sales data, magazines PARAG and Amul official website.

(2). PRIMARY DATA

Primary data are data gathered for a

specific purpose or for a specific project. No prior study or research on this topic has been conducted therefore the secondary data are not available. That is the researcher has to collect the data by his own effort and with the available resources. So, when the data do not exist (not available) or is inaccurate, incomplete, or unreliable, 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 doing same, we have collected primary data by adopting questionnaire.

SAMPLE PLAN
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).

PROJECT ACTIVITY SEQUENCING Start

Developing open and structured

Collecting some secondary data/infor

Conduct survey in Ghaziabad Study the information Compile and analyze the collected information

Do report writing

Final Report

FINDINGS, DATA COLLECTION AND ANALYSIS

QUESTIONNAIRE FOR CONSUMER

Sample Size: 50 consumers 1. Which Flavored milk do you buy?
S. No. 1 2 3 Type of Milk Branded (packed) Loose Both No. of consumers 33 13 4 Percentage of consumers 66 26 8

Percentage of consumers

Loose 26%

Both 8% Branded (packed) Loose Branded (packed) 66% Both

ANALYSIS
The area covered in Ghaziabad, the branded things and even fresh milk is in great demand among educated consumers. People are conscious of hygienic products and people of Rs. 10000+ income group have a general inclination for branded packaged flavored milk because it is believed that loose milk is generally not safe to consume. We found that 66% of our respondents use branded milk and 26% people use loose milk. Moreover 8% of respondents have indicated that they use both branded and loose milk.

2. Do you know that Amul has launched its flavored milk in bottle & tetra pack?
1. Yes 2. No No. 16 9 % of Consumers : 32% : 18%

NO, 36%
1 2

YES, 64%

ANALYSIS
We found that people are aware of Amuls flavored milk and Amul has good reputation among the consumers. GCMMF Ltd. is considered to be one of the best companies in the dairy products category in FMCG sector. When GCMMF Ltd declared that it is going to launch flavored milk in Delhi the consumers accepted it in leaps and bound. People perceive Amul as the triumph of indigenous technology. People perceive Amuls dairy product as Natures perfect food for the health of their family.

3. How do you come to know about Amul Kool?

S. No. A B C D Source Of Media T.V. Banner Newspaper P.O.P. No. of customers 18 16 10 6 Percentage of customers 36 32 20 12

P ercentage of Custom ers

P .O.P . 12% Newspaper 20%

T.V. 36%

T.V. Banner Newspaper P .O.P .

Banner 32%

Analysis
It is very important for a company to know that medium of promotion is most effective on the consumers and which is reachable to the consumers. Regarding these 36% consumers says that they came to know about Amul Kool through television (T.V.), 32% consumers got the information from Banners, 20% consumers got information from Newspaper and 12% consumers got information from P.O.P. (Point Of Purchase) .Advertisement has emerged as the best way to reach way to reach into the customer mind. Means in today era advertisement plays important role in building image. The collected by us is also says that advertisement is big factor for spreading the awareness of consumers. The outcome is that a good spending in advertisement generally pays in the long run.

4. What first come to your mind about Amul Kool?

A good brand. Good in taste. A leading brand in the Indian market. Reliability. Purity. Trustworthiness. Value for money. Good for health and health conscious people. Powder based milk. Real taste and mazaa. It is an old time tested brand on which one can rely. Must be very good because its other products are excellent and AMUL has its own identity.

5. What all flavors of Amul Kool do you know?

S. No. A B C

Flavor Elichi Rose Others

No. of Customers 25 20 5

Percentage of Customers 50 40 10

Percentage of Customers

Others 1 0% Elichi R ose 40% Elichi 50% R ose Others

Throughout the survey it was found that consumers who consume flavored milk are more aware of Elichi flavors 50% consumers consume Elichi flavour, 40% of consumers were aware of Rose and 10% consumers were aware of other flavor.

Only 10% consumers said that they are using other flavors. Many consumers also purchased various kinds of flavors according to the requirements.

6. Please give the 1st rank to the following brand as per

your choice?
S. No. A B C D Brand Name Amul Parag Nestle Others No. of Customers 18 17 11 4 Percentage of Customers 36 34 22 8

Percentage of Customers

Others 8% Nestle 22%

Amul 36%

Amul Parag Nestle Others

Parag 34%

ANALYSIS
Only rank cannot help to winning the market. While in winning the market a Company needs to have good quality as well as availability and the right price supported by proper advertisement support and since Amul is fulfilling these requirements it is the best in dairy products since 1946. Thats why after launch of flavored milk in the short period of time Amul is rising progressively to become the market leader in the area covered those who tried Amul Kool once they became the permanent customer of Amul Kool 36% consumer says that Amul Kool is number 1, Parag has the second highest percentage 34% consumers, Nestle is at third place with 22% users while the other brand have 8% users.

7. Please tell if you have switched from one brand to another? From Parag Switch over to Amul No. of Reason quality was

respondents 45 Parag

declining so tried Amul & liked it. Amul Kool has

Amul

Parag

42

good taste. Easy availability.

Flavored milk is daily consumable commodity and considered to be a nutritious diet. So whenever customer found any unacceptable degradation in quality as well as adulteration they switch over to another brand.

An interesting point which we found during our survey is that now people are not stable on any particular brand. If they do not find good quality in there flavored milk they can for another brand where they find good quality and which is easily available.

Because of it quite a no. of consumers of brands such as Parag and Local flavored milk has switched over to Amul Kool because Amul is providing good quality, easily available, good taste purity than their rivals. Moreover Amul does not use synthetic milk as well as harmful chemicals in its flavored milk.

8. When do you prefer to purchase Milk?

No. of Customers 30 15 5 Percentage of Customers 60 30 10

S. No. A B C

Time Morning Evening Both

Percentage of Customers

Both 10% Morning Evening 30% Evening Morning 60% Both

ANALYSIS
We found that 60% of consumers prefer to purchase milk in morning, 30% in evening and rest 10% at both time.

9.

What should be the feature in the winning brand

according to you?
Easy availability near our home Best Quality Attractive scheme for consumers should be made available Seasonable spending on promotion for creating brand awareness Should be in good in taste Should never compromise in quality Efficient distribution Arrangement for home delivery should be made an effective brand ambassador should be made Packaging of improved Longer shelf life Excellent brand equity.

10. Any other suggestion for further improvement of packed branded milk?
Increase consumer awareness Milk booths and A.T.Ms should be opened nearby Flavors should be enriched More Vitamins and minerals should be added Laboratory test should be conducted daily in order to check the quality regularly.

QUESTIONNAIRE FOR RETAILERS

Sample Size: 50 Retailers 1. Which brands you are selling? Amul Paras Amul Kool Mother Dairy Parag Yes 84 No-- 116

NO 58%

YES 42%

1 2

It was found that 42% of the retailers kept Amul Kool while the 58% retailers dont kept Amul Kool.

2. If selling Amul, since how long you are selling packed milk?
Almost all the retailers who kept (Stocked) Packed Milk since its launch. They were satisfied with the growing demand of Packed Milk and said it showed a fair retention power among consumers. Quite a good no. of consumers tried Packed Milk and became loyal to Packed Milk.

3. Give average daily sales and distribution (1.Very good 2.Good 3.Fair) of these brands? Amul. Parag Nestle Other.

Other 13% NESTLE 9% GOPALJI 17% AMRIT FOOD 20% AMUL 41%

1 2 3 4 5

From the survey of our respondents we found that Amul Had the largest sale at retailers visited by us. It stood at the staggering figure of 41% of total sales. Second place was occupied by Amrit food and stood at 20% market share.

 Gopalji stood at 17%. Nestle at 9% only. Other brands occupied 13% of the sales. Regarding distribution we came to know that Amrit food distributors were giving the best service.

4. Does consumer approach you to keep Packed Milk? Yes Yes: 12 No : 38 No

Yes 24% 1 2 No 76%

50 retailers said consumers approach them to keep Amul Kool. But due to low demand and unavailability of refrigerators they are unable to keep Amul Kool.

5. Are consumers switching over to Packed Milk? Yes No Yes: 23 No: 27

Yes 46% No 54%

Yes No

23 retailers (46%) were of the opinion that consumers were switching over to Amul Kool. They were satisfied with the growing demand of Amul Kool and said it showed a fair retention power among consumers. Quite a good no. of consumers tried Amul and became loyal to Amul.

6. Any suggestions for the further improvement of packed Milk?

Increase margin and credit period Provide glow sign boards, Dealership boards and freezers Ensure punctuality in service of distributors GCMMF Ltd. should increase ad spending in electronic and print media to enhance sales Policy for the retailers should be flexible, and there should be provision for return of unsold milk. Trade scheme for traders should be launched at regular interval of time. GCMMF Ltd. should also investigate into the working of distributors. Provision for maintenance of freezers at the cost of GCMMF Ltd. and mechanic when it needs repair. Trade scheme for retailers should be continued.

CONCLUSION AND RECOMMENDATIONS

CONCLUSION
Peter Drucker has observed that companys first task is to create customers. Earlier Amul was the pioneer of the market. At present condition, we cannot say Amul is the unchallengeable market leader, and fully successful to create customers. Other unorganized sector have made their potentially widely. They are able to position successfully in the current by attracting potential. Customers form an expectation of value and act on it. A buyers delight is the function of the products perceived performance and the customers expectation. Recognizing that high satisfaction leads to high customer loyalty quality value and service are totality of features and characteristics of a product that bear on its ability to satisfy stated or implied needs. Total quality is the key to value creation and customers delight. Hence GCMMF LTD. should take necessary action to continue bringing quality product. First, it should participate in formulating strategies and policies designed to help the company win through total quality excellence. Second, they must deliver marketing quality along side production quality and value. Each marketing activity marketing research, advertising, and customer service and so on must be performed to high standards. The consumer survey reveals some weakness as well as some

strongness. On the other hand biggest asset of Parag is faith in its quality and Biochemistry Laboratory Testing of milk and milk products. Now a day Vitamin A is being added in milk in order to serve the consumers better. Majority of the consumers are satisfied with the quality of Parag Milk and Products. The quality control section of Parag and Biochemistry laboratory are major paying off sections, which should increase its efficiency and keep it up their appraisable performance. Strong distribution channel of Parag in Ghaziabad is its most weak link of the chain. If we go through the SW and Product Life Cycle (PLC) analysis of OT Parag as a whole then we will find out it has a very good standing at market place and Parag 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 Parag wants to stand in top position it has to maintain itself in some aspects.

Advertising frequency. Dealer boards, Glow sign boards etc. Electronic Media advertisement. Availability (Distribution network). Product quality (Taste and Smell). As we have found in our research that Amul has good market share in pouch milk, butter as compared to other competitors in Ghaziabad.

However, Parag has very good brand image and corporate image too. But still Parag is not able to cash all the opportunity, which exists in the market in the present scenario.

RECOMMENDATIONS
GCMMF Ltd. and its Amul Kool are not doing as well in the Delhi market compared to Gurgaon. Gurgaon market has a good marketing strategy followed by strong marketing peoples. In this period of 6 weeks I scanned the flavored market of Gurgaon. I found that the brand awareness of packed milk of Amul Kool is not to the point or as expected to be in Delhi. So awareness level of the consumers about Amul Kool should be improved by installing more canopies and hoarding and ensure that every colony has a hoarding and a retailer selling Amul Kool. Big banners and billboards should be installed on main roads. Amul must also come up with booths like that of Mother Dairy to reduce costs and deliver quality and fresh Amul kool to customers. Amul must launch promotional schemes for customers as well to increase sales as well as to be in news.

SWOT ANALYSIS

SW ANALYSIS OT
Strength: 1. Amul and Parag is the biggest supplier of milk and milk products in India. 2. A presence of a well-established distribution and delivery network for dairy products. 3. Research has shown that customers in India prefer Amul & Parag Products rather than any other brand. 4. Amul has built up a formidable image as a brand in which generations of consumers have placed their trust.

5.

Both Amul and Parag have positioned itself as a Swadeshi brand.

6. 7.

Co-operative model of organization keep it a part from others. The level of brand awareness is high especially in rural population, when compared with competitors.

8.

The name Amul & Parag are easy to remember as compared to others.

9. 10.

Amul for a common man means high quality milk products. Common man has developed emotional feelings for the brands.

11. 12.

An ISO- 9001 certified organization. Amul & Parag products are Agmark approved.

W eakness: 1. 2. 3. Advertising is low profile as the result of our survey shows. Lack of banners and tabletops. M ajority of respondents has not heard of Packed Pouch milk. 4. 5. Supply of product is not ensured. Changing Price, packing and appearance is not changed frequently to meet the changing needs and preference of the customer. 6. 7. Distribution channel is weak as compared to competitors. Packed milk is unable to penetrate into premium market segment.

8. 9. 10.

Lack of consumer promotion plans. The brand is more known for butter than its other products. Older age groups show more loyalty to the brand as compared to younger age groups.

Opportunities: 1. Parag and Amul both have the opportunity to capture the more evolved shop keeping who are open new shops provided they meet their expectations. 2. There is ample scope in the low priced segment as also in other categories where shop keeper presented are dissatisfied with the quality being provided as per pouch milk price being charged. 3. Distributors are dissatisfied with the margin retailers support services currently being provided in the market. This can be sued to packed milk advantage. 4. Parag should try to make place in the heart of young consumers. 5. Proper supply of the products must be ensured, by using sales forecasting. 6. Packed milk must try to cash its strong brand image in rural population. 7. M retailers can be added to supply chain, through retailerore oriented schemes.

Threats: 1. Parag might face threat for the local manufactures in the low end of the market. 2. 3. 4. Unawareness on the part of retailers. Resistant to change. W the entry of international players in market, the game ith will be harder to win. 5. 6. Retailers are not satisfied by replacement and profit margins. Non-availability of products may compel the consumer to shift to other products. 7. Parag and Amul both may feel threat from Reliance Fresh which is going to be established in coming days.

PRODUCT LIFE

CYCLE

PRODUCT LIFE CYCLE OF PARAG

Each product undergoes through different phases during its Life Cycle. The Life Cycle of any product includes the following four (4) important phases:
(1). Introduction (2). Growth (3). Maturity (4). Decline

Introduction

Growth

Maturity

Product Sales Portion

Break Even Point (BEP)

(No Profit No Loss Zone)

Fig. Showing Product Life Cycle (PLC) of Parag Products

The Gujarat Manufacturers Marketing Federation or Amul products are on its peak/boom. Since last few years Amul has not appeared in decline stage. Its products have been always on maturity stage, so here no decline stage has been mentioned. In Figure it is shown that Amul Product life Cycle curve has only three stages introduction, growth and maturity (fourth one is absent i.e. Decline).

STRATEGIES AT DIFFERENT STAGES OF PRODUCT LIFE CYCLE STRATEGIES AT INTRODUCTION STAGE:

(1). Rapid Skimming: Most of the market is unaware with the newly launched product.

 Aware consumers are not ready to pay higher price because other preexisting brands are available at the same price. There is a strong threat from the other competitors. (2). Slow Skimming: Most of the market is unaware with the product. Market is limited. There is threat from competitors side. (3). When market is very big: Most of the market is unaware with the product. When market is very big.

There is threat from the competitors side. Consumers are price sensitive.

STRATEGIES AT GROWTH STAGE:

Improve product quality, styling, and comfort, easy to use and

add some new features. Enter into another market segment. Choose some other product line. Improve distribution channel. Reduce price to attract price sensitive customers.

CAUSES OF PRODUCT LIFE CYCLE CHANGES:

There are two most important factors that lead to change the Product Life Cycle Changing consumer needs.

 Better and user-friendly products.

LIMITATIONS OF RESEARCH
LIMITATIONS OF RESEARCH
Every research is conducted under some boundations and this research is not an exception. Limitations of this project areThe sample size of 500 consumers is too small to project the opinion of consumer regarding a particular brand and also degree of success of a particular brand. There might have been tendencies among the respondents to amplify or filter their responses under the testing conditions. Since the study involved sampling method, Drop in or Go through error might have crept in. Since the results have been drawn on the basis of the information provided by the respondents, chances of error might have crept in.

BIBLIOGRAPHY
BOOKS: Research Methodology

by by by

C.R. Kothari Gupta and Pal Philip Kotler

Consumer Behavior Marketing Management

WEBSITES:

www.amul.com www.parasdairy.com www.motherdairy.com www.nddb.com (Parag official website)

Wikipedia

Annexure

Questionnaire for Consumer

DATE: NAME OF THE CONSUMER: ADDRESS: .. TELEPHONE NUMBER: 1. Which flavor milk do you buy? A. Branded (Packed) B. Loose C. Both

2. Do you know that Amul has launched its flavored milk in bottle and tetra pack? A. Yes B. No

3. How do you come to know that about Amul? A. T.V. B. Banner C. Newspaper D. P.O.P.

4. What first comes in your mind about Amul Kool? 5. What are the flavors of Amul Kool do you know? A. Elichi B. Rose C. Others

6. Please give the rank the following brand as per your choice? A. Amul B. Parag C. Nestle D. Others

7. Please tell if you have switched from one brand to another? A. Amul B. Parag C. Nestle D. Others

8. When do you prefer to purchase milk? A. Morning B. Evening

C. Both

9. What should be the feature in the winning brand according to you? .

10. Any other suggestion for the further improvement of packed branded milk. .

Questionnaire for Retailers

DATE: NAME OF THE RETAILER: ADDRESS OF THE SHOP : TELEPHONE NUMBER: 1. Which brands you are selling? A. Amul B. Mother dairy C. Paras D. Parag

2. If selling (Amul), since how long you are selling packed milk? .. 3. Give Average daily sales and distribution (Very good, Good, Fair) of these Brands? A. Amul B. Parag C. Nestle D. Others

4. Does Consumer approach you to keep packed milk? A. Yes B. No

5. Are consumers switching over to packed milk? A. Yes B. No

6. Any suggestions for the further improvement of packed milk?