Amul Masti Dahi

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A study of ³Comparative analysis of the development of brand ofAmul masti Dahi´ AT

Submitted in partial fulfillment of the requirement of the requirement for the award of

³Post Graduate Diploma in Management (AICTE)´
Under the guidance of

Internal Guide Prof. R.K. VIJAYA SARATHY (Director DSBS) By MD. ANZER KALIM
Reg. No

External Guide MR. STANY LOBO (Branch Manager)

DSBSPGDMA08028 2008-2010
(15TH April to 15th June)

DAYANANDA SAGAR BUSINESS SCHOOL BANGALORE
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CERTIFICATE BY GUIDE

This is certify that the project report entitle ³A study of Comparative analysis of the development of brand ofAmul masti Dahi´ is an authentic report of the project work, prepared by Mr. Md. Anzer Kalim under my guidance in partial fulfillment of the requisite for the award of POST GRADUATE DIPLOMA IN MANAGEMENT (AICTE) for the year 2008 ± 2009.

Date:

Place: Bangalore

Prof. R.K. VIJAYA SARATHY (Director) PROJECT GUIDE

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DECLARATION

I, hereby declare that the Project Report titled ³ A study of Comparative analysis of the development of brand of Amul masti Dahi´ for the degree of POST GRADUATE DIPLOMA IN MANAGEMENT, has been my original work and that has not formed the basis for the award previously of any degree, associate ship, fellowship, or any other similar title.

Date: Reg no:-DSBSPGDMA08028 Signature of the student

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ACKNOWLEDGEMENT
I would like to express our sincere gratitude to Mr. STANY LOBO, Branch Manager of AMUL at Bangalore, who gave us the opportunity to study the organization. I would also like to thank the Managers and staff of sales departments who provided us with sufficient information and suggestions, which helped us in completing this project.

I would also like to thank our Director Mr. R.K. VIJAYA SARATHY who guided us throughout the tenure of the project. We would like to thank our project guides whose continuous support and encouragement helped us in completing the project

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EXECUTIVE SUMMARY This project was undertaken with the objective of ³Comparative analysis of the development of brand ofAmul masti Dahi´ and analysing various buying factors of set curd in the outlet levels. The study was conducted at Amul India Ltd, Bangalore branch. The customer¶s preference was studied through using questionnaire.

A sample size of 100 respondents was taken for the study, whose responses were studied and interpreted .The sampling design was used convenience sampling.

To buy the product, Trust of the company was the first preference of the consumer then schemes on the product.

Finally the whole study of the research work, the company needs to improve the quality and the availability for awareness of Amul Masti Dahi.

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CHAPTER

CONTENTS INTRODUCTION Introduction to the study Theoretical background of the study Need for the study

PAGE NO. 7 - 22

RESEARCH DESIGN Objective of the study Scope of the study Limitation of the study Statement of the problem Methodology Plan of analysis 23 24 27 28 29 - 31 31

INDUSTRY PROFILE Food industry Advantage of India under food industry Dairy processing FMCG Top 10 companies in FMCG sector

32 - 39 32 33 35 36 39

COMPANY PROFILE Company background
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Organization structure List of products

42 42

PRODUCT PROFILE Total market size of curd Advantage of masti dahi Market share Major competitors Brand image SWOT analysis

43 - 50 48 48 49 49 49 50

ANALYSIS AND INTERPRETATION OF DATA Analysis and interpretation of data Collected from the respondent 52 - 66

FINDINGS SUGGESTIONS CONCLUSION BIBLIOGRAPHY APPENDICES

67 68 - 69 70 71 72 -73

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INTRODUCTION Today the world economy has undergone a radical transformation in the last two decades. The companies are emerging at the faster level. The technology and advancement have permitted companies to widen substantially both Markets and suppliers sources. Now as companies are emerging with their new products, marketing has become exuberant activity in expanding the market globally.

Marketing starts with human need and wants. It is a human activity directed at satisfying needs and wants through exchange process.

Marketing management deals with identifying and meeting human and social needs. It is basically a meeting needs profitability. In other words we can say that ³it is the process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals´. The aim of marketing is to know and understand the customer so well, that the product and service fits him and sells itself. It acts as an instrument to lift up the standard and life style of the economy with the help of the marketing; we are able to get the products
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at our doorstep at our choice and needs. The whole economy would be sluggish, if marketing did not exist. Marketing is of critical importance because it maintains stability in the economic condition.

Marketing is an existing, dynamic and contemporary field. It is recognized as the most significant activity in the society. Marketing has a widest connection which include in its fold selling, buying, transportation, warehousing, pricing and packaging. All these activities geared up together to reach strong preferences for particulars ³BRAND AWARENESS´

As such today¶s companies are facing the toughest competition everywhere marketing is playing a very important role.

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EVOLUTION OF MARKETING

Marketing has evolved from the time man existed on earth. Following are the phases of development of marketing.

Barter system: the goods are exchanged against goods without any other medium of exchange like money.

Production orientation: this was the stage where producers, instead of buying concerned with customer preference, concentrating on the mass production of goods for profit.

Sales orientation: this stage witness major changes in all the spheres of economic life. The selling activity becomes the dominating factor without any efforts for the satisfaction of the consumer needs.

Marketing orientation: Customer¶s importance was satisfied but only as a mean of disposing of goods produced, competition become stiffer.

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Consumer orientation: under this stage only such products are brought and forwarded to the market which are capable of satisfying of taste and expectation of consumer satisfaction.

Management orientation: the marketing function assumes the managerial role to co-ordinate all the interacting business with the objectives of planning, promotion and distribution.

Social orientation: the companies not only care for consumer but also for social welfare. Thus, social welfare becomes the added dimension to the companies.

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DEFINITION OF MARKETING

Philip Kotler ³Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging Products and services of value freely with others´.

American Marketing Association ³Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals´.

Peter Drucker ³The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.´
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By all these definition we can derive that marketing is comprehensive term that includes all resources and set of activities necessary to direct and facilitate flow of goods and services from producer to consumer in the process of distribution.

DETERMINANTS OF MARKETING MIX

Marketing mix is the set of marketing tool that the firm uses to pursue its marketing objects in the target marketing. It can be defined as a set of controllable variables that firm can use to influence the buyers response within in a given target market.

Various strategies are developed and implemented for delivering an effective combination of wants ± satisfy features consumer within target markets.

The marketer has to take a series of decisions on four major ingredients frequently referred to as the marketing mix variables: product, price,
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place and promotion. However, there are others P¶s, which affect the market situation e.g., packaging, pride, political relation, prestige, etc.

PRODUCT A product is anything that can be offered to market for attention, acquisition, use or consumption that might satisfy a want or need. This is the most basic marketing mix tool, which stand for the firm¶s tangible offer to the market. The example of the product can be physical goods [e.g. pen, copy], services [e.g. Teacher], person [e.g. Abdul Kalam], place [e.g. Delhi] and organization [e.g. Apollo]. The following questions are asked with the respect to the physical products and service features.

What size, shape and features should the product have? How should it be packaged? What aspect of services is most important to customer? What type of warranties and services program should be provided?

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PRICE Price is also one of the most flexible elements of the marketing mix, in that it can be changed quickly, unlike product features and channels commitments. This is critical marketing mix tool and in simple words, is the amount of money the customer has to pay for the product or services. It is decided in such a way that the firm is able to earn normal profit in the prevailing competition. A few of the factor involving pricing strategy are to be born in mind. How sensitive are consumer to price differences among brands? How large a price reduction is needed to encourage purchase during new product introduction and sales promotion? What size discount should be given to those who pay in cash?

PLACE The place variables involves consideration of where and how to offer products and services for sales. It also concerned with the mechanism for transferring goods and their ownership to consumers. Decision and regarding: What type of retails outlet should sell the firm¶s offering?
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Where should they be located, and how many should be there? What arrangement is needed to distribute products to retainers? To what extent is it necessary for the company to own or maintain tight control over activities or forms in the channel of distribution? What image and client should the retainer seek to cultivate?

PROMOTON: This tool of marketing mix deals with the various activities that the company undertakes and promotes its products to the target marketing. It deals with sales, promotion, advertising, personal selling, public relation. Consumer related decisions include: What methods of promotions are best for each specific situation? What are the most effective means for gaining consumers attention? What method best convey the intended message? How often should a given advertisement be presented?

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INTRODUCTION TO BRAND AWARENESS With the opening of the market or the post liberalization period has resulted in many companies entering the market with offering of their goods and services.

In the earlier stages of economic revolution consumer had to accept what the manufacturer has produced. But today¶s consumers are much more educated, demanding, expect lot more to suit their ever changing life styles. By the quality, expectations have been elevated from time to time in order to rebuild it-self around its customer. The manufacturer should be able to satisfy, with the type of product and services to match the ever-changing customer requirement.

In developing a marketing strategy for products, the sellers have to confront the branding decision. Brand is a major issue in product. Customers have strong preference for particular version and brand of basic goods and services. The manufacturers eventually learn that market power lies with the brand name companies. Consumers buying decision is influenced by the brand.

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In this competitive world, the brand plays an important role and a brand is very prominent asset owned by an organization. Brand is endowed with awareness, perceived quality, associations and brand loyalty. Brand is presented as creative idea.

A brand is a promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. Brand represents a level of quality.

Meaning A brand is a symbol, a mark, a name that acts as a means of communications which bring about an identity of a given product. A brand in short is an identifier of the seller or the maker. A brand name consists of words, letter or number that can be vocalized. Brand mark is the visual representation of the brand like a symbol, design, distinctive coloring or lettering. Brand creates a bond between the customer and a product.

Definition According to American Marketing Association ³a brand is defined as a name, item, sign, symbol or special design or some combination of
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these elements that is intended to identify the goods or services of one seller or a group of seller. A brand differentiates these products from of competitors.

In the word of Philip Kotler A brand is name, term, sign, symbol or design or combination of them. Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Role of Branding In today¶s world brand name come to create, identify to distinguish one product from another. The following point to pin down its precise role.

Brand is a massive asset: Brand is an intangible asset, because it is impossible to duplicate brand name.

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Brand is a promotional tool: The product differentiation is done by a brand through sales promotion.

Brand is a weapon to protect market: A consumer has tried and liked a product; the brand enables him to identify the product and repeat the purchase.

Brand is antidote for middle men¶s survival: The class of middle man always tends to go for a successful brand.

Brand is a means of identification of customers: Brand is the easiest way of identifying product or services by customers.

A brand can convey the consumers through six levels as shown below:

Attributes: a brand first brings to mind certain attributes for a particular product.
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Benefits: consumers are buying benefits of the product which brand.

Values: the brand tells about values which say same thing about the product values.

Culture: the brand represents a different culture.

Personality: a brand project a personality which can be person, animal or object.

User: the brand suggests its own target audience to use the product.

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TYPES OF BRANDS

BRAND

Manufacturer brand

Natoinal Brand

Private Brand

Single Brand

Multiple Brand

Family Brand

Brand Awareness of the Product Aware of brand, when its presence is registered in the mind of consumers. The level of awareness can range from mere recognition to recall to top of mind to dominant. The company is spending money to keep brand in consumer¶s memory. Strong brand awareness means easy acceptance of new products. Brand with strong awareness can brought and sold to create brand name with enduring strength. An organization can put its customer awareness, identify and develop it further to build strong brand. It is enhanced by creating a brand loyalty and establishing brand identity of a product. Brand awareness is asset which brand managers create and enhance to build brand equity. It is related to the nature and features of product. it
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leads to brand strength which is constituted by measuring the variable like leadership, stability, market, geographic trend, support, protection etc««.

Creating brand awareness with the use of advertising, promotion event management etc« a different brand has different kinds of awareness which retains recognition.

Brand awareness satisfies a need of the consumer. A consumer as aims, ambitions, motivation drives and desire. Consumer feels more powerful when he uses the brand. Satisfaction or preference for a brand shows how loyal the consumer is likely to the brand. Now a day¶s consumers are experience with brand awareness for different products, where the consumers¶ expectations levels are increased towards brand.

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OBJECTIVES OF THE STUDY

To get better understanding of the brand image.

To do the comparison of AMUL MASTI DAHI with other

To make one¶s action plan with company¶s objective.

To know the brand image MASTI DAHI.

To know the consumers attitude and demand towards the brand.

To know the consumers reaction towards brand in terms of price, offers & schemes

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SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand and identify the human action towards brand.

The information thus gathered by conducting a systematic market research would help to find out the brand awareness of the consumers.

This study is mainly focused towards people of Bangalore who belongs to different age group and resides in different localities, in order to find out their preference given to particular brand.

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NEED FOR THE STUDY

Today customers are facing a growing range of choice in the different brands of products and services. They are making their choice on the basis of their perceptions of brand, quality service and value.

Companies need to understand the rapid growth of local market place. Where, the companies should choose brand name with an eye to their global reach. This study is not concerned only with brand awareness but deals also with other facts. It includes a wide preview of

From where did they come to know about the product? Did they feel that the brand is important to purchase? If given, would they like to purchase same brand product again? Did they feel that the branded product matches their expectations? How the brands influence the market? How relevant the brand towards trend? Are they satisfied with the brand, price, quality etc«.?
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These questions will help in understanding better, what factor influence the people about brand awareness?

The marketers have realised that they have to take technical decisions concerning the brand to cater to the need of the consumers to develop brand identify and brand position.

The company must understand how their consumers perceive brand, quality and how much they expect.

Therefore, it becomes very necessary to understand, analyse and evaluate the brand awareness in the systematic manner and act accordingly for existence.

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LIMITATIONS OF THE STUDY The study is restricted to some areas of Bangalore city.

The findings of the study are based on the assumption that the respondents divulged correct information.

The study is relevant only to present situation and not to future.

Bias and unwillingness of certain respondents to answering some questions may hinder the study.

Some of the respondents were not fully co-operative and some of them were annoyed to fill up the questionnaire.

The study may not be applicable over a period of time.

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STATEMENT OF THE PROBLEM In this fast changing economy, it has become necessary to know how much market power lies with the brand name. The study of comparative analysis of brand awareness is essential in marketing planning.

The realistic side of the problems is: Many companies are aiming for high satisfaction because customers who are just satisfied still it find it easy to switch when better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction creates an emotional bind with the brand not just a rational preference. The result is highly customer loyalty. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Masti Dahi.

The project has mainly been taken up to do the comparative analysis of the brand awareness, buying motive. Apart from this, it is to understand the new opportunity in the market for the improvement of brand awareness and sales towards the product.

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RESEARCH METHODOLOGY

Data is the information collected from various sources. It is concerned with gather accurate and proper knowledge about the problem that is in hand. Formally there are two types of gathering information namely primary data and secondary data.

Data collection mode: Two methods have been used to collect the relevant data, which are essential for the study, they are:

Primary Data: Data is collected to obtain desired information through structured questionnaire.

Secondary Data: It is compiled through books, magazines, newspaper and internet etc«

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Sampling plan: A small selection of the large group which is taken for interviewing is called sampling. A sample is taken representative and adequate which gives proper information.

In order to study ³brand awareness towards Amul masti dahi´ the following sampling plan was adopted. Sample size: A sample size of hundred was taken in order to carry the study.

Sampling unit: For this survey the target population consisted of people residing in various localities of Bangalore between the age group 20-70 who uses Amul masti dahi. Instrument of data collection is questionnaire.

Sampling technique: A simple random technique was adopted to select the representative sample from the sampling unit.
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Tools for data collection Data for this study is collected from both primary and secondary data. The primary data is collected through a structured questionnaire which was prepared to interview the respondents. The secondary data was collected through discussion with officials of the company to get general information; data was also collected from newspaper, books, magazines, company records and internet etc«

PLAN OF ANALYSIS

The data is collected from both primary and secondary sources and also been tabulated in the form of tables and drawn in to graphs depicting the various finding significantly. The data collected through questionnaire are analysed in detail and divided in to various categories of preferences and conclusion are drawn on the possible changes are causes for brand preference and market share is given based on the research study.

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INDUSTRY PROFILE
FOOD INDUSTRY The food industry is the complex, global collective of diverse businesses that together supply much of the food energy consumed by the world population. Only subsistence farmers, those who survive on what they grow, can be considered outside of the scope of the modern food industry.

The food industry includes:

Regulation: local, regional, national and international rules and regulations for food production and sale, including food quality and food safety, and industry lobbying activities

Education: academic, vocational, consultancy

Research and development: food technology

Financial services: insurance, credit
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Manufacturing: agrichemicals, seed, farm machinery and supplies, agricultural construction, etc.

Agriculture: raising of crops and livestock, seafood

Food processing: preparation of fresh products for market, manufacture of prepared food products

Marketing: promotion of generic products (e.g. milk board), new products, public opinion, through advertising, packaging, public relations, etc Wholesale and distribution: warehousing, transportation, logistics

Retail: supermarket chains and independent food stores, direct-to consumer, restaurant, food services

ADVANTAGE OF INDIA UNDER FOOD INDUSTRY: India is one of the largest food producers in the world India has diverse agro-climatic conditions and has a large and diverse raw material base suitable for food processing companies

Investment requirement of around US$ 15 billion exists in the food
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processing sector

India is looking for investment in infrastructure, packaging and marketing

India has huge scientific and research talent pool

A largely untapped domestic market of 1000 million consumers

300 million upper and middle class consume processed food

200 million more consumers expected to shift to processed food by 2010

well developed infrastructure and distribution network

Rapid urbanization, increased literacy, changing life style, increased number of women in workforce, rising per capita income- leading to rapid growth and new opportunities in food and beverages sector

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50 per cent of household expenditure by Indians is on food items

Strategic geographic location (proximity of India to markets in Europe and Far East, South East and West Asia)

Under the food industry, Dairy product is very important part of food processing. Dairy processing is acting good role in India.

Dairy Processing
Dairy is a place where handling of milk and milk products is done and technology refers to the application of scientific knowledge for practical purposes. Dairy technology has been defined as that branch of dairy science, which deals with the processing of milk and the manufacture of milk products on an industrial scale.

India ranks first in the world in terms of milk production. Indian production stands at 91 million tones growing at a CAGR of 4 per cent. This is primarily due to the initiatives taken by the Operation flood programmes in organizing milk producers into cooperatives; building
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infrastructure for milk procurement, processing and marketing and providing financial, technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self-sustaining organized sector. About 35% of milk produced in India is processed. The organized sector (large scale dairy plants) processes about 13 million tones annually, while the unorganized sector processes about 22 million tones per annum. In the organized sector, there are 676 dairy plants in the Cooperative, Private and Government sectors registered with the Government of India and the state Government.

FMCG Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars.
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A subset of FMCGs is Fast Moving Consumer Electronics which include innovative electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops. These are replaced more frequently than other electronic products. White goods in FMCG refer to household electronic items such as Refrigerators, TVs, Music Systems, etc.

Indian FMCG Sector The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion. Well-established distribution networks, as well as intense competition between the organized and unorganized segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge.

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The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands

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THE TOP 10 COMPANIES IN FMCG SECTOR

y Hindustan Unilever Ltd. y ITC (Indian Tobacco Company) y Nestlé India y GCMMF (AMUL) y Dabur India y Asian Paints (India) y Cadbury India y Britannia Industries y Procter & Gamble Hygiene and Health Care y Marico Industries
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Company profile
THE TASTE OF INDIA, AMUL comes from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited. AMUL was formed under the dairy cooperative movement in India in 1946. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand. The system succeeded mainly because it provides an assured market at remunerative prices for producers' milk besides acting as a channel to market the production enhancement package. What's more, it does not disturb the agro system of the farmers. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system, when the profit of the business was cornered by the middlemen, the system ensured that the profit goes to the participants for their socioeconomic upliftment and common good.

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Looking back on the path traversed by Amul, the following features make it a pattern and model for emulation elsewhere. Amul has been able to:

Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations,

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 agro-economic 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 and

Even though, growing with time and on scale, it has remained with the smallest producer members. In that sense, Amul is an example of par excellence, of an intervention for rural change.

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Organisation structure It all started in December 1946 with a group of farmers keen to free Them selves from intermediaries, gain access to markets and thereby ensure maximum returns for their efforts. Based in the village of Anand, the Kaira District Milk Cooperative Union (better known as Amul) expanded exponentially. It joined hands with other milk cooperatives, and the Gujarat network now covers 2.12 million farmers, 10,411 village level milk collection centers and fourteen district level plants (unions) under the overall supervision of GCMMF. There are similar federations in other states. Right from the beginning, there was recognition that this initiative would directly benefit and transform small farmers and contribute to the development of society. Markets, then and even today, are primitive and poor in infrastructure. Amul and GCMMF acknowledged that development and growth could not be left to market forces and that proactive intervention was required. Two key requirements were identified. The first, that sustained growth for the long term would depend on matching supply and demand. It would need heavy investment in the simultaneous development of suppliers and consumers.

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Second, that effective management of the network and commercial viability would require professional managers and technocrats. To implement their vision while retaining their focus on farmers, a hierarchical network of cooperatives was developed, which today forms the robust supply chain behind GCMMF's endeavors. The vast and complex supply chain stretches from small suppliers to large fragmented markets. Management of this network is made more complex by the fact that GCMMF is directly responsible only for a small part of the chain, with a number of third party players (distributors, retailers and logistics support providers) playing large roles. Managing this supply chain efficiently is critical as GCMMF's competitive position is driven by low consumer prices supported by a low cost system. The Union looks after policy formulation, processing and marketing of milk, provision of technical inputs to enhance milk yield of animals, the artificial insemination service, veterinary care, better feeds and the like ± all through the village societies.

List of Products Marketed by Amul: Breadspreads: Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter

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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) Utterly Delicious Pizza

Mithaee Range (Ethnic sweets): Amul Shrikhand (Mango, Saffron, AlmondPistachio,Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos

UHT Milk Range: Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk
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Amul Fresh Cream Amul Snowcap Softy Mix

Pure Ghee: Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee

Infant Milk Range: Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 (6 months above) Amulspray Infant Milk Food

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

Sweetened Condensed Milk: Amul Mithaimate Sweetened Condensed Milk

Fresh Milk: Amul Taaza Toned Milk 3% fat
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Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products: Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk Amul Lassee

Amul Icecreams: Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza Roasted Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

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Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanilla, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery: Amul Milk Chocolate Amul Fruit & Nut Chocolate

Brown Beverage: Nutramul Malted Milk Food

Milk Drink: Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe

Health Beverage: Amul Shakti White Milk Food

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PRODUCT PROFILE
Dahi is popular in Indian diet through ages. Dahi is the product made by coagulation of milk with the help of lactic acid fermentation by advantageous bacteria. Dahi is more preferred from of all the nutrients of milk in pre-digested form. Amul Masti Dahi is made from standardized milk with 4.5% fat and 8.5% SNF which gives creamy compact body and texture. Fat content is 50 % more than other brands. It is made in the most hygienic way with state of art modern processing plant. It is made with special culture called ³Direct Vat set Culture´ (DVC), they are RST and CHN-11 contains mixer of acid producing and flavour producing organism to give smooth, mild acidic taste and pleasant flavour consistently. Amul Masti Dahi is available in convenient and attractive reusable plastic cups. Which are sealed with tamper proof aluminium seals to avoid any adulteration. This curd is available in two different packs sizes 200 gm and 400 gm cups

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Total Market size of Curd. Per capita consumption of milk is 225ml per person per day. Out of this, 25% of milk is converted into curd. So consumption of curd is 50 gm per person per day. So for town with 100,000 population market potential for curd is 5 MT/Day. Attractive Pricing during the summer of the year 2009.

200 gm MRP WD Price Margin Trade price Margin Masti Dahi advantages 12 10.24 6.35 % 10.85 % 10.62 %

400 gm 20 16.65 7.24 % 17.86 % 12 %

Rich sources of calcium good for growing kids, women and figure conscious people. Probiotic food - contains live bacteria that improves digestion, strengthen immune system (resistance to disease), cure food poisoning, restores original micro flora of human system.

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MARKET SHARE In all the market , where the company had launched Masti Dahi , its market share is more than 80 % except in south.

Major Competitors Nestle is the major competitor with presence in north and south markets. Regional competitors Mother Dairy in Delhi Mahananda in Mumbai Nandini , Aavin , Heritage and Nilgiri in South. In Gujarat , Masti Dahi is the only packed curd in the market.

Brand Image It tastes good. Delicious to eat. Preferred by the entire family. Has convenient packaging. Good for health. Popular Brand.

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SWOT Analysis of AMUL MASTI DAHI:-

Strength
Low price: - The prices of Amul curd are comparatively low as compared to other companies.

Good brand image: - It manufactures only milk and milk products, which is purely vegetarian thus providing quality confidence in the minds of the customers.

Indian brand:-The Company is having Indian origin thus creating feeling of oneness in the mind of the customer.

Weakness
Improper supply.

No replacement

. No separate delivery unit . No commercial refrigeration supply .
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Distribution channel is not properly hooked up.

Opportunity
Expansion:-The company has the potential to expand the product to the remote area of Bangalore, since the curd market is at growing stage with very less competitor so by introducing new brand & intensive advertisement, their can be a very good scope in future.

Product offering:-Can offer wide variety of dahi under the umbrella of amul masti dahi.

Existing market is not fully tapped & the company can increase presence by penetrating further.

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Threat
The major threat is from other company who hold the majority share of upper class consumer in the present market.eg-NESTLE.

There is no any brand loyalty in the curd market and the consumer can change their brand.

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DATA ANALYSIS AND INTERPRETATION
On the basis of questionnaire I have analysed the response of 100 customers where the questionnaire was filled up by the customers and had tried to put analysis in graphical form.

Are you aware of AMUL MASTI DAHI? Table 1 Awareness Yes No No. of Respondents 92 08

ANALYIS AND INTERPRETATION.
The above table analysis the awareness of customers towards AMUL MASTI DAH, wherein 92% of the respondents are aware of it and 08% are not aware of this product

Graph 1 showing the awareness of customer towards Amul Masti Dahi.

100 80 60 40 20 0

92%

8%

YES

NO

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2. Which brand of set curd do you use most? Table 2 Buying decision Nestle Britannia Amul Other
ANALYIS AND INTERPRETATION.
The above table analysis the most preferred brand of the respondents,wherein 56 % of the respondents prefers Nestle. Amul is the second taste of the customers with 22% market share. Britannia is with 14% where as other brand like Nandini, Heritage are the consumers last taste.

No. of Respondents 56 14 22 08

Graph 2 shows uses of brand of set curd.

60 50 40 30 20 10 0

56%

22% 14% 8%

Nestle

Britannia

Amul

Other

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3. What make you to buy that brand? Table 3 Buying reason Price Quality Availability Brand image No. of Respondents 07 63 16 14

ANALYIS AND INTERPRETATION.
The above table analysis shows the decision making factor for the customers to buy set curd. Most of the customers go according to the quality 63% of the respondents can not compromise with the quality. 16% take the product which is easily available, where as 14% looks at the brand and 7% are conscious about the price..

Graph 3 shows buying decision factor of set curd.

70 60 50 40 30 20 7% 10 0 Price

63%

16%

14%

Quality

Availability

Brand

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4. If the preferred brand is not available, will you purchase AMUL MASTI DAHI? Table 4 Customer response Yes No No. of Respondents 56 44

ANALYIS AND INTERPRETATION.
The above table analysis shows that 56% of the respondents thinks that Amul Masti Dahi is the best alternative for them in the absence of their preferred brand, whereas 44% customers cannot compromise with their brand.

Graph 4 shows best alternative if the preferred brand is absent.

56% 60 44% 50 40 30 20 10 0 Yes No

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5.From where do you buy set curd? TABLE 5 Place of buying Grocery Super Market Bakery
ANALYIS AND INTERPRETATION.
The above table analysis the place of buy set curd. 35% of the respondents buy the set curd from Grocery shop, wherein 57 % of the respondents buy from the super market and 8% buy from bakery.

No. of Respondents 35 57 08

Graph 5 shows buying place of set curd.

57% 60 50 40 30 20 8% 10 0 Grocery Super market Bakery 35%

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6. Is the opinion towards brand influence your purchase? Table 6 Customer opinion Yes No No. of Respondents 83 17

ANALYIS AND INTERPRETATION.
The above table analysis the affect of schemes on the purchase plan of the respondents, wherein 69 % of the respondents decide their purchase according to the schemes and 31% of the respondents are not attracted towards tae schemes.

Graph 6 shows influence of brand in buying decision?

83% 90 80 70 60 50 40 30 20 10 0 Yes No 17%

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7. Has the brand AMUL influence your purchase? Table 7 Influence of Amul Brand Yes No No. of Respondents 64 36

ANALYIS AND INTERPRETATION.
The above table analysis the influence of Amul brand, wherein 64 % of the respondents are fully influenced by the Amul brand, whereas 36% likes the product of different brand.

Graph 7 shows influence of brand name AMUL on the purchase.

70 60 50

64%

36% 40 30 20 10 0 Yes No

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8. Do you think AMUL MASTI DAHI is better than other brand? Table 8 Customer response Yes No No. of Respondents 28 72

ANALYIS AND INTERPRETATION.
The above table analysis the customer response towards the superiority of MASTI DAHI over other brands wherein 28 % of the respondents says that AMUL DAHI is the best, whereas 72% do not think so

Graph 8 shows superiority of AMUL MAST DAHI as compared with other brand.

80 70 60 50 40 30 20 10 0 Yes NO 28%

72%

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9. Whether advertisement plays a very vital role in developing the brand? Table 9 Customer opinion Yes No
ANALYIS AND INTERPRETATION.
The above table analysis the affect of advertisement in developing the brand, where 79% of the respondents are agreed that advertisement is necessary in developing the brand, whereas 21% of the respondents do not think that the product need advertisement.

No. of Respondents 79 21

Graph 9 shows role of advertisement in developing a brand.

79% 80 70 60 50 40 30 20 10 0 Yes No 21%

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10. If yes which media? Table 10 Customer opinion Television Print media Hoarding Radio No. of Respondents 63 12 18 07

ANALYIS AND INTERPRETATION.
The table and graph shows that 63% of the respondents believe that television is the best source of advertisement, whereas 12% believe that print media is the best source of advertisement at low cost. 18% suggested for hoarding and 7 % for radio to develop the brand.

Graph 10

70 60 50 40 30

63%

18% 20 10 0 Television Print media Hoarding Radio 12% 7%

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11. Does the company need more advertisement to promote MASTI DAHI? TABLE 11 Customer opinion Yes No No. of Respondents 72 28

ANALYIS AND INTERPRETATION.
The above table analysis the need of advertisement for promoting AMUL DAHI, where 72% says that the product needs advertisement for promotion and 28%of the respondents do not think that the product needs any advertisement.

Graph 11 shows need of advertisement for promoting MASTI DAHI.

80 70 60 50 40 30 20 10 0 Yes

72

28

No

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12. Does the various schemes affect your purchase plan? Table12. Customer opinion Yes No No. of Respondents 69 31

ANALYIS AND INTERPRETATION.
The above table analysis the affect of schemes on the purchase plan of the respondents, wherein 69 % of the respondents decide their purchase according to the schemes and 31% of the respondents are not attracted towards tae schemes.

Graph 12 shows affect of schemes on purchasing plan.

69% 70 60 50 40 30 20 10 0 Yes No 31%

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13. What is the weekly consumption of set curd of your family? Table 13 WEEKLY CONSUMPTION Less than 400 gm 400 gm ± 800 gm 800 gm ± 2 kg More than 2 kg

No. of Respondents
14 27 43 16

ANALYIS AND INTERPRETATION.
The table and the graph show the consumption of set curd of 100 families in a week. 14% of the family consumes less than 400 gm of curd, whereas 27% families consumes 400 gm to 800 gm of set curd, above all of that 43% consumes 800 gm to 2 kg and only 16% of families consumes less than 2 kg of curd.

Graph 13

43% 45 40 35 30 25 20 14% 15 10 5 0 Less than 400 gm 400gm-800gm 800gm-2kg More than 2kg 16% 27%

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14. What is your monthly family income? Table 14 Family Income Less than 15k 15k ± 25k 25k ± 50k More than 50k No. of respondents 02 29 42 27

ANALYIS AND INTERPRETATION.
The above table analysis the monthly family income of the respondents, wherein 29% of the respondents have a family monthly income is in between 15,000-25,000, 42% of the respondents falls in 25,000-50,000 bracket, 27% above 50,000 and 2% below 15,000.

Graph 14
42%

45 40 35 29% 30 25 20 15 10 5 0 Less than 15k 15k 25k 2%

27%

25k 50k

More than 50k

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15. Table shows the gender of the respondents. Table 15 Gender Male Female
ANALYSIS AND INFERENCE.
The above table shows that out of the total respondents surveyed 28 % of the respondents were male and 72% of the respondents were females.

No. of respondents 28 72

Graph 15

80 70 60 50 40 30 20 10 0 Male 28%

72%

Female

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FINDINGS: Based on consumers survey report ± High brand awareness 92% On the basis of customer survey report most of the respondent was from middle and higher middle class. Nestle curd is rolling almost three times more than Amul Masti Dahi because of its quality, availability and more number of product range. Housewife is the key decision maker 72%

Most of the respondents buy the products based on the quality Nestle is the market leader

Brand loyalty plays an important role for purchasing the product

Most of the respondent have expressed that proper advertisement is necessary to create demand in the market.

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SUGGESTIONS Since the set curd is consumed by upper class and upper middle class, company must go for the verities of products like sugar free curd for old age people, slim curd for teen age with different flavour.

Company should provide commercial refrigeration supply to keep the product in set form

The product needs advertisement to create the brand value. Availability of the product in the shop is the most important factor. There is always a complaint from the distributors regarding supply shortage from the company which can be checked by centralizing the distribution channel .in such case if the distributors does not have proper stock to supply the product in the required retail shop then the problem can be solved by taking it from the other distributor of the Amul company which is nearby to their place.

There is no doubt that Amul curd is a brand name, but it should create brand identity.
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Company should provide expiry replacement facility to the retailers, which will keeping the stock

Supply should be regular to all the outlets including those that lie in the pocket roads and not just in the outlets which lie on the easily accessible routes. Amul has a relatively good distribution network, but still company is not able to fulfill the demand of outlet in the peak season when demand is very high. Here company should consider on the supply of product in the peak season. Only fresh product should be supply in the outlet. The main cause of the supply of fresh product is that customer always wants fresh product. They don¶t want to take 3 or 4 days old product.

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CONCLUSION This project was of great importance to me, I have learnt a lot in this project, As we know that Amul is a very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products but curd industry is also a profitable industry and the company cannot ignore it. With the help of research, company can find out its week points in curd and can increase its market share through rectify mistakes. Finally I hearby conclude by saying that I was really privileged to work in the company like Amul and had got such a real time exposure of FMCG company.

.

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BIBLIOGRAPHY:
MARKETING MANAGEMENT AUTHOR (PHILIP KOTLER)

PRINCIPLES OF MARKETING

C.A SONTAKKI

BASIC MARKET PRINCIPLE AND MARKETING PUBLISHED BY CASELL PUBLISHERS LTD.

TOM CANNON

WEBLIOGRAPHY:
WWW.Wikipedia.Org www.Amul.com www.google.com

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QUESTIONNAIRE Dear Sir/ Madam, I am Md. Anzer Kalim, student of 3rd trimester PDGM (AICTE) of DAYANANDA SAGAR BUSINESS SCHOOL, Doing a market Research on ³Comparative analysis of the development of brand of Amul masti Dahi´. Are you aware of AMUL MASTI DAHI?
a) Yes b) No

2. Which brand of set curd do you use most?
a) Nestle b) Britannia c) Amul d) other

3. What make you to buy that brand?
a) Price b) quality c) Availability d) brand

4. If the preferred brand is not available, will you purchase AMUL MASTI DAHI?
a) Yes b) No

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5. From where do you buy set curd? Grocery b) super market c)bakery

6. Is the opinion towards brand influence your purchase? a) Yes b) No

7. Is the opinion towards brand influence your purchase?

a) Yes

b) No

8. Has the brand AMUL influence your purchase?
a) Yes b) No

9. Do you think AMUL MASTI DAHI is better than other brand?
a) Yes b) No

10. Whether advertisement plays a very vital role in developing the brand?
a) Yes b) No

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11. If yes which media?
a) Television b) Print media c) Hoarding d) Radio

12. Does the company need more advertisement to promote MASTI DAHI?
a) Yes b) No

13. Does the various schemes affect your purchase plan?
a) Yes b) No

14. What is the weekly consumption of set curd of your family?

< 400 gm b) 400gm ± 800gm c) 800gm ± 2kg d) > 2kg

15. What is your monthly family income?

< 15 k b) 15k ± 25k c) 25k ± 50k d) > 50k

Any other suggestions«««««««««««««« «««««««««««««««««««««««« Name Gender Contact Age Family Income E- mail ID

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