Professional Documents
Culture Documents
Just look at the prized sponsored by several firms at the end of well known
television programmed like Airtel desh ki awaj, Dus ka Dum, Indian Idol on Sony, etc.
Channels it isnt the prized on the television to attract the customers it may
have discount coupons, gifts and several similar incentives program creatively designed
by marketer that draws the customers brain in the organization.
Promotional activity is one of the most loosely used terms in marketing but
in beverages companies it use separate. Sales promotion consist short term incentives to
encourage purchase and sales or services
The project delves into the workings from the distribution aspect of an
FMCG organization in detail. AMUL, being an FMCG company, attaches a lot of
significance to the distribution aspect of its business. The distribution channel of AMUL
holds a lot of potential in affecting the demand or sales of AMUL products through
delivery on time, delivery of variety of products, the retailer-friendliness of the policies
being set by the distributors and equitable distribution of products to all the retail outlets
in a particular region, to name a few.
Addition to this we carried out sales promotion activity through discount
coupons. Sales promotion consists of diverse collection of incentive tools, most shortterm designed to stimulate and/or greater purchase of a particular product by consumers
or the trade. Whereas advertise offers a reason to buy, sales promotion offers incentive to
buy. Sales promotion includes tools for consumer promotion (for example samples,
coupons, prizes, cash refund, warranties, demonstrations, contest); trade promotion (for
example buying allowance, free goods, merchandise allowances, co-operative
advertising, advertising and display allowances, dealer sales contests); sales force
promotion (for example bonuses, contests, sales rallies).
NEED OF STUDY:
Managers are always curious about the position of their companys products
in the market which largely depend upon the companys goodwill, and the position of
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their brand. In order to maximize the sale and profit, company must deliver outstanding
satisfaction to the retailers, wholesaler & customers. So market survey of retailers,
wholesalers & customers, chart out the position of the company as compared to the
competitors. It helps the organization to find out the brand being sold most by the
retailers along with their stocking and also consumer buying preferences.
OBJECTIVES:
1) To study about the Amul company sales promotional strategy in Gondia district.
2) To study about the awareness of amul product among the people in Gondia district.
3) To know the factors which affects consumers buying behavior to the purchase Amul
Product.
4) To analyze the promotional activity and its effect on customer product buying decision.
4. This project will lead to necessary insight and requisite data to accomplish the
preceding motive.
HYPOTHESIS:
It offers explanations for the relationships between those variables that can be
empirically tested.
Promotional activity used by Amul co. leads into No.1 position in Gondia region.
Company profile:
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In the year 1946 the first milk union was established. This union was started with 250
liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union
was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION.
This union selected the brand name AMUL in 1955.
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However, when the exploitation became intolerable, the farmers were frustrated. They
collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the
freedom movement. Sardar Patel advised the farmers to sell the milk on their own by
establishing a cooperative union, Instead of supplying milk to private traders. Sardar
Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help.
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Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He
advised the farmers to form a society for collection of the milk.
These village societies would collect the milk themselves and would decide the prices at
which they can sell the milk. The district union was also form to collect the milk from
such village co-operative societies and to sell them. It was also resolved that the
Government should be asked to buy milk from the union.
However, the govt. did not seem to help farmers by any means. It gave the negative
response by turning down the demand for the milk. To respond to this action of govt., the
farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of
milk was sold to the traders. As a result the Bombay milk scheme was severely affected.
The milk commissioner of Bombay then visited Anand to assess the situation. Having
seemed the condition, he decided to fulfill the farmers demand.
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Gujarat
Cooperative Milk
Marketing
Federation
(GCMMF):
Gujarat
Cooperative
Milk
Marketing
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Bring at the command of the rural milk producers the best of the technology and
harness its fruit for betterment.
Provide a support system to the milk producers without disturbing their agroeconomic systems.
Plough back the profits, by prudent use of men, material and machines, in the
rural sector for the common good and betterment of the member producers.
Even though, growing with time and on scale, it has remained with the smallest
producer members. In that sense, Amul is an example par excellence, of an
intervention for rural change.
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ACHIEVEMENT:
Amul :Asias largest dairy co-operative was created way back in1946 to make the milk
producer self-reliant and conduct milk- business with pride. Amul has always been the
trend setter in bringing and adapting the most modern technology to door steps to rural
farmers.
Amul in abroad:
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Amul is going places. Literally. After having established its presence in China, Mauritius
and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), Indias
largest milk cooperative, is waiting to flood the Japanese market.
Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul
products are already available on shelves across several countries, including the US,
China, Australia, West Asian countries and Africa.
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch
milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.
Managing Competition:
The Indian market is dominated by a large number of small local and regional players.
There are an estimated 150 manufacturers in the organized segment, which accounts for
30-35% of sales and about 1000 units in the unorganized segments of the market. In the
organized segment the significant brands are Kwality Walls , Vadilal, Amul, Havmor,
Mother dairy and Baskins & Robbins. GCMMF is facing very tough competition from
both in and outside India.
Amul combats competition from its competitors by providing quality products at a price
which its customers value. Along with good quality products and reasonable price the
packaging is also very good. Most of its products are available in many flavors. Excellent
advertising backs its products and helps GCMMF (AMUL) to leave its competitors a
tough time. Also Amul has come out with Amul Parlours to cater to various segments of
customers. Amul has a very strong Brand Image in the Domestic market. Many products
are exported by GCMMF.
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Sales Turnover:
Sales turn over of GCMMF from 1994 to 2009:-
Bread spreads
Amul
Amul
Amul
Butter
Lite Low Fat Breadspread
Cooking Butter
Cheese Range
Amul
Amul
Amul
Amul
Amul
Amul
Amul
Amul
Sagar
Amul
Pistachio, Cardamom)
Pure Ghee
Pure Ghee
Cow Ghee
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Amul
Amul
Amul
Amul
Amul
Fresh Cream
Milk Powders
Amul
Amulya
Sagar
Dairy Whitener
Sagar Tea
Fresh Milk
Amul
Amul
Amul
fat
Amul
Curd Products
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Yogi Sweetened
Amul
Amul
Butter Milk
Amul
Lassee
Nut-o-Mania
Simply
Nature's Treat
Currant)
Sundae
Millennium
Milk
Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi
Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)
Cool
Cassatta
Tricone
Megabite Almond
Cone
Frostik
Fundoo
PLANTS:
First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk
butter etc.
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Amul was formally registered on December 14, 1946. The brand name Amul,
sourced from the sanskrit word Amoolya, means priceless. It was suggested by a quality
control expert in Anand. Some cite the origin as an acronym to (Anand Milk Union
Limited).
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The Amul revolution was started as awareness among the farmers. It grew and
matured into a protest movement that was channeled towards economic prosperity. It is a
dairy cooperative movement in India. It is a brand name managed by an apex cooperative
organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which
today is jointly owned by some 2.41 million milk producers in Gujarat, India[1]. It is
based in Anand town of Gujarat and has been a sterling example of a co-operative
organization's success in the long term. The Amul Pattern has established itself as a
uniquely appropriate model for rural development. Amul has spurred the White
Revolution of India, which has made India one of the largest milk producers in the world.
It is also the world's biggest vegetarian cheese brand [2].
Amul's product range includes milk powders, milk, butter, ghee, cheese,
chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul
brand and others.
In January 2006, Amul plans to launch India's first sports drink Stamina, which
will be competing with Coca Cola's Powerade and PepsiCo's Gatorade [3].
Introduction To Marketing
Promotional strategy
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Advertising:
Promotion Budget
COST SHEET
**
SCHEDULE A
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PARTICULARS
Mascot (Mooh)
Television Advertisements
Radio Jingles
Banners and Hoardings
Print Advertisements
(Newspapers)
Print
Advertisements(Magazines)
World Cup Promotional
Activity
Payment to brand
ambassador
Rate
100/da
y
Total
Cost
10,000
90,000
6,045.45
58,000
60,000
45,500
-Nil
3,50,000
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A pull strategy is based around the manufacturer promoting their product amongst
the target market to create demand. Consumers pull the product through the
distribution channel forcing the wholesaler and retailer to stock it, hence the name
pull strategy. Organisations tend to use both push and pull strategies to create
demand from retailers and consumers.
ADVERTISING STRATEGY:
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Emotional touch:
Since 1967 Amul products' mascot has been the very recognizable "Amul baby" (a
chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and
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product wrappers with the equally recognizable tagline Utterly Butterly Delicious Amul.
Through this Amul baby Amul creates emotional touch with consumers.
Ex- an Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul
baby" in between George Fernandez and Vajpayee.
Operation Flood
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The Amul started project called Operation Flood (OF), with all the subsidiary
cooperatives of NDDB, meant to create a flood of milk in India's villages with funds
mobilized from foreign food donations.
Under the operation flood Amul and other subsidiaries of NDDB introduced an
advertisement for attracting the people towards milk that is known as Wonderful
Doodh. It got great success in the market. Due to this add, the demand of the milk got
doubled and also its effects on the sales of other brand competitors like as Pepsi, coca
cola etc.
Present Scenario:
Amul is targeting export turnover of Rs 150 crore and expects milk product sales to rise
in overseas market such as west Asia, US and Sri Lanka. Amul added 900 distributers
across small town to expend their reach. Amul is also applying following activities to
expand their market:
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Amul is advertising his products through press advertisement, radios, boarding and
cable TV
Amul started printing its logo on home delivery bags, T-shirts, caps, umbrellas.
Amul is organizing many competitions in different institute & distributing gifts with
its logo to aware the consumers.
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RESEARCH METHODOLOGY:
The methodology that was adopted for the study includes both primary source of data as
well as the secondary source of data. The methodology of the study can be explained as
follows:
PRIMARY DATA:
The primary data are those which are collected afresh and for the first time,
and thus happens to be original in character. We can obtain primary data either through
observation or through direct communication with respondents in one form or another or
through personal interview. There are several methods of collecting primary data, but in
this research work primary data collected by using questionnaire.
SECONDARY DATA:
Secondary data means data that are already available i.e. they refer to the data which have
been already been collected and analyzed by someone else. When the researcher utilizes
secondary data, then he has to look into various sources from where he can obtain them.
Secondary data may either be published data or unpublished data. In this research work,
secondary data collected through the
Internet
Company manual and booklets
Books etc.
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b) Secondary data:
Books, diary, manscrupt, letter, magazine, internet etc. are the secondary or documentary
source. The researcher for this dissertation has decided to use primary source as interview
schedule and secondary source as books and internet for data collection.
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Pre-study:
After careful study of literature and expert consultation the researcher still may
have only a rather vague idea about the critical element in his problem. As pilot study
sometimes may be launched as a step preliminary to the form scale before original study
are carried out in order to gain some preliminary information of the main project for this
purpose the researcher meet companys personal manager to get the pre knowledge of the
subject before conduction actual data collection.
Pretesting: -
Pretesting is the process of an advance testing of study design after the interview
schedule has been prepared .The researcher referred books and internet to get prepared
literature for this project & report.
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Processing:-
Once the collection of data is over the main step top arranged for p[rocessing and
analysis of data. So the interview can be made resulting information theories. The first
step is editing, is a process of examining the data collection in interview schedule to
defect efforts and mission and to see that they are corrected and the schedules prepared
tabulations.
Editing:
The preparation of the data forms for tabulations must include on operational
procedure for accepting, modifying or resection individual questionnaire.
Tabulation:
Tabulation is a process of summarizing raw and display it in compact forms for
further analysis. Analysis of data is made possible through tables. These tables are made
for different variables and to show relationship with each other.
Interpretation of data:Analysis and interpretation are central step in research process. The goal of
analysis is to summarize o collected data in such a way that they provide answer to the
and triggered the researcher. Interpretation is the research for the broader meaning of
research finding. The questionnaire is precoded a few uncoded response are classified
the code were verified before transferred to the master chart.
INFERENCE
94% of respondent are aware of presence of Amul milk in city
Print Media, TVC and Word of mouth act as major source of
awareness
Wall painting act as effective medium for awareness
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INFERENCE
Amul is considered as 1st choice by House wifes while others
consider Saras
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INTERPRETATION:
The question asked to the retailers where the Amul milk is being sale, and tried to
collect feedback of customers about Amul milk.
More customers were having complaints about the clear date of packaging and
availability.
Some customers were not happy with quality of milk.
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% analysis for the type of adds for the new AMUL milk
TVC?
INTERPRETATION:
New commercial is energetic and refreshing but low in honesty
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INTERPRETATION:
The above graph indicates that only 32% of the customers are purchasing Amul
milk.
It shows that Amul milk brand is not popular among the customers.
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INTERPRETATION:
From the above graph it can be concluded that
QUALITY: Most of the customers were satisfied with Amul milk quality.
BRAND IMAGE: The graph shows that Amul is having good brand image.
AVAILABILITY: Most of the customers were satisfied with the Amul milk
distribution.
PACKAGING DATE: Most of the customers were not satisfied about not printing of
packaging date and they were facing a problem regarding same.
PRICE: Some customers were not satisfied with the price given by A
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60%
Any time
12%
Seasonal
28%
INTERPRETATION:
1. From the above chart we can find that preference of the customer
occasionally is highest percentage.
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LIMITATIONS:-
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This report had to work under several constraints and limitations. Some of the key
limitation is.
.
1. The survey is limited only for Gondia region
2. Time period of the project was limited which may not be enough to understand the
whole market.
3. Convenient sampling was used as the mode of conducting the research.
4. The psychology and temperament of a respondent play a significant role. Some
respondents are more sensitive as against others who are more tolerant. A change in the
composition of the respondents can affect the answers adversely or favourably.
6. Respondents may not have been true in answering various questions and may be biased
certain other questions.
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CONCLUSION:-
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SUGGESTION:
Supply of products must be regular.
Credit facility should be made available.
Replacement facility must be there.
Margin provided to retailer should be satisfactory.
All the required products must be available on time.
Attention must be paid to small retailer.
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ANNEXURE
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-----------------------------------------
------------------------------------------
3. Type of Outlet
a) Convenience Store
b) Eatery
c) Grocery
b) 1 to 3 years
2) Dinshaws
3) Both
4) others
2) Family pack
3) Bar cones
2) dinshaws
3) Both
4) Others
2) No
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2) No
3) Not Applicable
10. Does the effectiveness of the distribution channel influence your stocking decision?
1) Yes
2) No
11. Which factors given below influence your stocking decision? Rank on a scale of (1-4)
the options given below, where 1 is the most important & 4 is the least important.
a) Packaging ________
b) Promotional effectiveness of the company________
c) Offers _______
d) Consumers preference ________
12. Which Kind of offer gives the company to boost the sell?
1) Discount
3) Free goods
2) Coupon
4) other
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QUESTIONNAIRE
CUSTOMER SATISFACTION SURVEY
This research work is a study to measure how well the AMUL
INDUSTRIES Pvt. Ltd. INDIA - (IN GONDIA DISTRICT) is meeting your
needs and know what needs to be improved to increase customer
satisfaction.
1) Name of consumer
: _____________________________________
2) Age
: _____________________________________
3) Gender
Male
Female
4) Qualification
: ____________________________________
5) Salary
: _____________________________________
6) Adders
: _____________________________________
Top N Town
Dinshaws
Other
Wall painting
Hoarding
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Print Media
Publicity
Word of Mouth
Seasonal
12) Why you are prefer that particular company product?
.
Test
Price
Test& Price
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BIBLIOGRAPHY
Books:
i. Marketing Management (12th Edition) Philip Kotlar
ii. Research Methodology C. R. Kothari
Websites:
i. www.google.co.in
ii. www.wikipedia.com
iii. www.amul.com.
iv. www.marketresearch.com
v. www.dairy.com
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