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Amul (Hindi: अमूल, Gujarati: અમૂલ) is the name of a dairy cooperative in India. Derived from the Sanskrit word "Amulya," Amul means invaluable. Formed in 1946, it is a brand name managed by an Indian cooperative organisation, Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat, India. Amul is based in Anand, Gujarat and has been a successful example of cooperative organization. Amul spurred the White Revolution in India which in turn made India the largest producer of milk and milk products in the world. It is also the world's largest vegetarian cheese brand . Amul is the largest food brand in India and world's largest pouched milk brand with an annual turnover of US $2.2 billion (2010-11). Currently Unions making up GCMMF have 3.1 million producer members with milk collection average of 9.10 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Oman, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but it plans to venture again. Dr Verghese Kurien, former chairman of the GCMMF, is recognized as a key person behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.
The AMUL Plant at Anand featuring the Milk Silos
Amul: The origin
The mighty Ganges at it's origin is but a tiny stream in the Gangotri ranges of the Himalayas. Similar is the story of Amul which inspired 'Operation Flood' and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothing but a trickle compared to the flood it has become today. Today Amul collects, processes and distributes over a million liters of milk and milk products per day, during the peak, on behalf of more than a thousand village cooperatives owned by half a million farmer members. Further, as Ganga-ma carries the aspirations of generations for moksha, Amul too has become a symbol of the aspirations of millions of farmers.Creating a pattern of liberation and self-reliance for every farmer to follow. The start of a revolution The revolution started as an awareness among the farmers that grew and matured into a protest movement and the determination to liberate themselves. Over four decades ago, the life of a farmer in Kaira District was very much like that of his counterpart anywhere else in India. His income was derived almost entirely from seasonal crops. The income from milch buffaloes was undependable. Private traders and middlemen controlled the marketing and distribution system for the milk. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throwaway prices. In this situation, the one who gained was the private trader. Gradually, the realization dawned on the farmers that the exploitation by the trader could be checked only if marketed their milk themselves. In order to do that they needed to form some sort of an organization. This realization is what led to the establishment of the Kaira District Cooperative Milk Producers' Union Limited (popularly known as Amul) which was formally registered on December 14, 1946. The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in June 1948. An assured market proved a great incentive to the milk producers of the district. By the end of 1948, more than 400 farmers joined in more village societies, and the quantity of milk handled by one Union increased from 250 to 5,000 liters a day. Obstacles: Springboards for success. Each failure, each obstacle, each stumbling block can be turned into a success story. In the early years, Amul had to face a number of problems. With every problem came opportunity. A chance to turn a negative into a positive. Milk by products and supplementary yield which suffered from the same lack of marketing and distribution facilities became encumbrances. Instead of being bogged down by their fate they were used as stepping stones for expansion. Backward integration of the process led the cooperatives to advances in animal husbandry and veterinary practice.
MARKET RESEARCH Various authors have defined it in different way. Research starts with the question or problem. Its purpose is to find out answer to question through the application or scientific method. It is systematic and intensive study directed to word a more complete knowledge of the subject study. Research can be classified in to two broad categories. a. Basic research b. Applied research Market research is systemic and objective study of problems relating to the market of goods and services. It may be emphasized that is not restricted to many particular area of marketing. But it is applicable to all phase of aspect. Marketing research is a key of education of successful marketing stretchy of programmed research is used to study competition and analyses the competitors product positioning and how to gain competitive advance stage. It is also an importance tools to study consumer opinion. ”The systematic and objective search for an analysis so information relevant to the identification and solution of any problems in the field marketing” Marketing research is the systematic design collection and reporting of data and finding relevant to a specific marketing situation facing the company. OBJECTIVE OF THE STUDY Basic concept of measurement and selling Once a research objective is finding and particular plan of action is chosen to solve the problems that general plan set direction in the three major stages of gathering primary data. Designing questionnaires and related instrument for data collection Planning sampling techniques and size. Determining field procedures for the field workers. The tasks in designing and writing the data collection forms to be used, particularly the data by questions rather than observation. In non-probability sampling method do not provide every elements of the population any known chance of being selected in the sample. In non-probability sampling method, the convenience sampling is used in my marketing research survey for milk of Amul dairy. Under convinces sampling the samples are selected at the convenience of the researcher investigation.
its consequences and the resulting management question. characteristics of the target market is a descriptive research continuing the above example of services quality are search done on now customer evaluating the quality of competitive services institution can be considered as an example of descriptive research. SELECTED PROBLEM FOR STUDY First Step in marketing research is clearly state the problem statement. After the get feedback we know what the problem of our customer. because Customer’s feedback it is most important and easy way to increase business. And know what is customer actually wanted? In my Research study my topic is CUSTOMER PREFERENCE OF AMUL DAIRY PRODUCT. and strategy of investigation conceived so as to obtained answers to research questions and to control variance. availability of product. Cross classification has two methods to research. On that basis we try to solve their problem and increase business. Freshness of product. Packing Size. The definition consists of three importance term plan structure & strategy. TYPE OF RESEARCH 1) Exploratory research 2) Descriptive research 3) Causative research On the context of my topic consumer’s opinion survey. Purchase place. which is stating the management dilemma. Behavior of Dealer as well as retailer . Generally descriptive research is carried out only when the researcher understand be phenomena or opinions characteristics.any complain etc. 1) Cross field 2) Survey SOURCE OF DATA 33 . structure. I had selected descriptive research. Descriptive study can be divided in to two broad categories cross sectional & longitudinal of the two. Descriptive research:Descriptive research is carried out to descriptive a phenomenon or market. Quantity. its background. and should try to this problem. Past and presently every organization focus on the customer’s feedback. the former types of study is more frequently used. After the get feedback we know what is their problem? May be we know customer Problem regarding price. Quality. RESEARCH DESIGN Research Design is the plan.
and thus happen to be original in character. SAMPLE SIZE AND AREA: The survey was conducted in Jaipur city and the survey include 50 consumers as respondents for making the reports. And the open-ended questions allow the respondents to answer in their own words. Secondary data: The secondary data are those which have already been collected by somewhere else and which have already been passed through the statistical process. A questionnaire consists of a set of questions presented to respondents for their answers. RESEARCH APPROACH Primary data can be collected in the ways observation. beliefs. RESEARCH INSTRUMENT Marketing research has choice of two main research instruments in collecting primary data. questionnaire and mechanical devices. I had undertaken survey to learn about people’s knowledge. Here I have collected the primary data through survey of customer who use products of Amul through questionnaire. In my marketing research I have used both types of questions in questionnaire. which are collected fresh and for the first time. Close-ended questions refer to provide two or more possible alternatives to the respondent. Primary data: The primary data are those. In my marketing research survey I have used a questionnaire for collecting data. preference and satisfaction of Amul. Sagar and Banas dairy products. focus group research survey and experimental research. A questionnaire consists of two types of questions close ended and open-ended questions. The questionnaire is the most common instrument used to collect primary data. In my marketing research survey I had collected primary data through survey research. 33 .There are two types of sources of gathering marketing information namely primary sources and secondary sources. Survey best suited for descriptive research and it is only concerned with getting practical knowledge.
2002-03): 1.7 million litres per day Milk collection (Total . MEMBERS: 12 district cooperative milk producers' Union No.COMPANY PROFILE. 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.28 million No. of Village Societies: 11.GCMMF GUJARAT COOPERATIVE MILK MARKETING FEDERATION Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation.08 million litres Milk Drying Capacity: 510 metric Tons per day Cattlefeed manufacturing Capacity: 1450 Mts per day 33 .132 Total Milk handling capacity: 6.86 billion litres Milk collection (Daily Average 2002-03): 5. of Producer Members: 2.
SALES TURNOVER Rs (million) US $ (in million) 11140 355 13790 400 15540 450 18840 455 22192 493 22185 493 22588 500 23365 500 27457 575 2001-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 33 .
Village level cooperatives were established to organize the marginal milk producers in each of these villages. The Kaira District Co-operative Milk Producers’ Union Ltd.M Dalaya. Within a short span five other district unions . The Cooperative was further developed and managed by Dr. Angered by the unfair and manipulative trade practices. the then Prime Minister of India during his visit to Anand in 1964. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Indigenous research and development and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk for the first time on a commercial scale anywhere in the world. the Gujarat Co-operative Milk Marketing Federation was established. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to the producers).Kurien. especially in the summer season. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Banaskantha. Milk collection was also decentralized. Kurien to replicate the Anand type dairy cooperatives all over India. Milk Producers had to travel long distances to deliver milk to the only dairy. The first modern dairy of the Kaira Union was established at Anand. which had established the brand name Amul in 1955 decided to hand over the brand name to GCMMF (AMUL). Sabarkantha and Surat were organized. Moreover. was the pioneer of this White Revolution. Impressed with the development of dairy cooperatives in Kaira District and its success. In 1946.Verghese Kurien along with Mr H. the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Baroda. The prices of buffalo and cow milk were arbitrarily determined.History The Kaira District Co-operative Milk Producers' Union was registered on December 14. asked Dr. as most producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day. the National Dairy Developed Board was formed and Operation Programme was launched for replication of the Amul Model all over India 33 . in 1973. Thus. Thus. Dr. the farmers of the area went on a milk strike refusing to be further oppressed. Often milk went sour as producers had to physically carry the milk in individual containers. Lal Bahadur Shastri. a World Food Prize and Magsaysay winner. The success of the dairy co-operative movement spread rapidly in Gujarat. the Polson Dairy in Anand. the government at that time had given monopoly rights to Polson Dairy to collect milk from Anand and supply it to Bombay city in turn. 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat). He sent Morarji Desai(who later became Prime Minister of India) to organize the farmers.Mehsana.
and SAARC neighbours. Amul emerged as the leading Indian brand according to a survey by Synovate to find out Asia's top 1000 Brands. more than 5. Cottage Cheese (Paneer). UHT Milk. Japan and China. It has nearly 50 sales offices spread all over the country. In September 2007. West Indies.93 million) Winner of APEDA award for nine consecutive years. of India has honoured Amul with the “Best of all categories Rajiv Gandhi National Quality Award”. 7 lakh retail outlets Export to 37 countries worth 150 crore (US$29. published by Trust Research Advisory. Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report. 33 .Achievements of GCMMF 3. 5000 Wholesale Distributors. and countries in Africa. Thailand. AMUL is also the largest exporter of dairy products in the country. The Philippines.000 retailers.99 million) disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover of 53 billion (US$1. The major markets are USA.760 village societies 15 District Unions 9.000 wholesale dealers and more than 7. Singapore. Largest milk handling capacity in Asia Largest Cold Chain Network 48 Sales offices. In 2011. AMUL is exporting a wide variety of products which include Whole and Skimmed Milk Powder. Amul Brand Building GCMMF (AMUL) has the largest distribution network for any FMCG company.4 million liters of milk procured per day 150 million (US$2. AMUL is available today in over 40 countries of the world.00.06 billion) The Govt. Clarified Butter (Ghee) and Indigenous Sweets.1 million milk producer member families 15. the Gulf Region.
Advertising An Amul butter ad on Pakistan's War fiasco. Some of the more controversial Amul ads include one commenting on Naxalite uprising in West Bengal. 33 . daCunha's agency has made it a policy of not backing down. The image shows the "Amul baby" in between George Fernandez and Atal Behari Vajpayee. ghee. Despite encountering political pressure on several occasions. cartoon artist Bharat Dabholkar has been involved with sketching the Amul ads. Amul hired Sylvester daCunha. then managing director of the advertising agency ASto design a new ad campaign for Amul Butter. relating to day-to-day issues. In 1966. Dabholkar credited chairman Varghese Kurien with creating a free atmosphere that fostered the development of the ads. who rejected the trend of using celebrities in advertisement campaigns. Since the 1980s. ice-cream. on the Indian Airlines employees strike. paneer. and the one depicting the Amul butter girl wearing a Gandhi cap[ Amul hired DraftFCB+Ulka for the brands of Amul milk. daCunha designed an ad campaign as series of hoardings with topical ads. The campaign was widely popular and earned a Guinness world record for the longest running ad campaign in the world. chocolates.
and neighbouring countries like Bhutan. The demand for cheese is projected to grow from about Rs 4. whey. LIST OF PRODUCTS MARKETED 33 . Its cheese spreads have a 90per cent share of the market. chymosin (also known as rennin). For those who don’t know what makes vegetarian cheese different.Amul is world’s biggest vegetarian cheese brand The Land of sacred cows has become the world’s largest producer of vegetarian cheese.50bn in 2003-04 to Rs 6bn in ’06-07 and to over Rs 11bn by ’14-15. Amul Cheddar is the top selling brand in India. India’s top dairy co-operative Amul is now the biggest brand for vegetarian cheese as the Global Indian even now prefers desi shuddh taste over the premium Bries and Camemberts of the West. The usual source of rennet is the stomach of slaughtered newlyborn calves. with an average retail price of Rs 200/kg. USA. With demand pouring in from London to Ludhiana. while it is the only large player in mozarella pizza cheese. here is a quick low-down. The local branded cheese market is estimated to be 6. Nepal and Sri Lanka. Hong Kong. Cheese is made by coagulating milk to give curds which are then separated from the liquid. vegetarian cheeses are manufactured using rennet from either fungal or bacterial sources. Our main customers abroad are NRIs. Singapore. we would certainly be the single largest exporter. We market the product to them. Amul is exporting cheese to the Middle East. with a 50per cent share of the market. after which they can be processed and matured to produce a wide variety of cheeses. exports will hit a record 600 tonne this year as Amul shreds competition with a growth of more than 20per cent. The active ingredient of rennet is the enzyme. “Though there are many vegetarian cheese producers in the world.000 tonnes per annum. On other hand.’’ Mr Sodhiadded. Milk is coagulated by the addition of rennet.
Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix UHT Milk Range: • • • • • • • Amul Taaza 3% fat Milk Amul Gold 4.5% fat Milk Amul Slim-n-Trim 0% fat milk Amul Chocolate Milk Amul Fresh Cream Amul Snowcap Softy Mix Amul Taaza Double Toned Milk Pure Ghee: • • • • Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Infant Milk Range: 33 . Saffron. Almond Pistachio.Breadspreads: • • • Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter Cheese Range: • • • • • • • • Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Frozen and Tinned Utterly Delicious Pizza Mithaee Range (Ethnic sweets): • • • • • Amul Shrikhand (Mango.
5% fat Curd Products: • • • Amul Masti Dahi (fresh curd) Amul Butter Milk Amul Lassee Amul Ice creams: • • • • Royal Treat Range (Rajbhog. Chocochips. Badshahi Badam Kulfi.• • • Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food Milk Powders: • • • • Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener Sweetened Condensed Milk: • Amul Mithaimate Sweetened Condensed Milk Fresh Milk: • • • • Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 3% fat Amul Smart Double Toned Milk 1. Kesar Carnival. Shista Pista Kulfi) Utsav Range (Anjir. Roasted Almond. Butterscotch. 33 . Cappuchino. Tutti Frutti) Nut-o-Mania Range (Kaju Drakshi. Roasted Almond) Chocolate & Confectionery INTERNATIONAL BUSINESS AMUL stands out a star performer both in the domestic and international market. Kesar Pista.
With the perfect mix of technical know how and business acumen the company has grown into a major of milk and milk products producing company. Tanzania.. Saudi Arabia. It has received the APEDA Award from Government of India for excellence in dairy product exports for the last 8 years. U. Qatar. It has been accorded a “Trading House” status. AMUL has its market in almost 20 countries which include USA. Although the distribution network for international market is not so well knitted as in case of domestic market. Bahrain.E. Major export products of AMUL are: Consumer Packs AMUL PURE GHEE AMUL BUTTER AMUL SHRIKHAND AMUL FULL CREAM POWDER AMUL MITHAEE GULAB JAMUN AMUL SKIMMED MILK POWDER NUTRAMUL BROWN BEVERAGE AMULSPRAY INFANT MILK FOOD AMUL CHEESE AMUL MALAI PANEER AMUL UHT MILK (LONG LIFE) AMUL FRESH CREAM Bulk Packs AMUL SKIMMED MILK POWDER AMUL FULL CREAM MILK POWDER INTERNATIONAL DISTRIBUTION STRATEGIES The company has appointed special carry forward agents for distributing its products in the international market . Singapore. Nepal. Gambia.A. INTERNATIONAL PRICING STRATEGIES While deciding the prices for international market the company takes into 33 . Bangladesh. Russia. Madagaskar. Kuwait. Muscat. Sri Lanka.It has rented cold storages in various countries to store its products from where they are distributed as per orders. Iraq. it has been successful in maintaining a satisfactory network that ensures smooth functioning. AMUL is India’s largest exporter of dairy products. Uganda.
UAE. equipments. Europe 33 . rasgolas and other ethnic sweets to the large number of Indians scattered all over the world. Thailand. Major importers of milk and milk products are Bangladesh. Not all the products manufactured are yet available in International market because of the difference in preferences and consumption pattern of the people in various countries. except for the fact that the company has to maintain the quality standards as per the regulations of the respective countries. There is a vast market for the export of traditional milk products such as ghee. PRODUCT VARIATIONS There are no variations in the basic products that the company offers in National and International markets. production cost . EXPORT NEWS:• Amul to spread its taste to US. However the company tries not to have much difference in prices in National and the International markets. EXPORT POTENTIAL India has the potential to become one of the leading players in milk and milk product exports. shrikhand. training has to be imparted to improve the quality to bring it up to international standards. Philippines. Low Cost of Production: Milk production is scale insensitive and labor intensive. Oman and other gulf countries.consideration the prices of the competitors . it is imperative to improve productivity of Indian cattle. distribution cost for international market . cost of production of milk is significantly lower in India. all located close to India. Location advantage: India is located amidst major milk deficit countries in Asia and Africa. taxes and duties to be paid . Due to low labor cost. chilling and refrigeration facilities. Japan. Singapore.etc. Malaysia. Also. China. Hong Kong. Productivity: To have an exportable surplus in the long-term and also to maintain cost competitiveness. CONCERNS IN EXPORT COMPETITIVENESS ARE : Quality: Significant investment has to be made in milk procurement. paneer.
the concentration of Indians is more in states such as New Jersey and New York. While California. the Gujarat 33 . plans to take its products to overseas shores. TNN Jun 30. Virginia and Wisconsin are considered to milk-rich states in the US. 2011. The group plans to source white butter and raw milk from local cooperative dairies to cater to the US market. Amul. which was recently rated as the top Indian green brand by Green Brands Global Survey. with 10 per cent of the ghee production being exported.Popular Indian dairy brand.42pm IST NEW DELHI: Spurred by the recent reduction in dairy subsidies by the European Commission and stagnant milk output in the US and Europe. 10. The group currently exports products to these markets.” The Gujarat-based co-operative union will pick the exact location for the proposed facilities within a month. will target ethnic South Asians living abroad with manufacturing bases outside India. will initially produce ghee and paneer (cottage cheese) for the global market. milk and other dairy products last year. “We shall shortly finalise steps to be taken in this direction to ensure quality for the dairy products that are made available in these countries. Amul is run by a co-operative representing 3 million farmers from the country's north-west and sold $2. Amul to hit big in export route:Ratna Bhushan. The Kaira District Cooperative Milk Producers’ Union Ltd. and aided by low-cost production in India. "Plans are afoot to establish our own manufacturing facility in the US. mainly under the Amul and Sagar brands. better known as Amul Dairy. The country's premier dairy cooperative. Amul has found over the years that there is significant demand for its products amongst Indian families in these markets and a local facility would enable better control over logistics and costs and cut 45 days out of the shipping time.1 billion worth of ghee. Chairman Ramsinh Parmar said: “There is great potential in Europe and US for Amul products.
GM. the second largest." says RS Sodhi. and subsequently better returns for farmers.branded Amul Long Life . MARKET ANALYSIS OF AMUL PRODUCT SWOT ANALYSIS 33 . GCMMF. making it the largest milk producing country .Amul initiated a potential foray in Wal-Mart for some of its milkbased products. Branded consumer products are being targeted at NRIs. The reductions are primarily on butter oil. amounting to Rs 90 crore.at 86 million tonnes. is estimated at close to 72 million tonnes. Milk production in India . low-cost imports from Europe and other markets will dip. with dairy business growing 18 per cent despite the loss of its edible oils business. butter. marketing.882 crore. skimmed milk powder (SMP) and white butter. "With the EU subsidy cut. In 2003-04. UHT milk in tetrapaks. Among branded products.Cooperative Milk Marketing Federation (GCMMF) has set itself its single biggest export target ever. Last year. All these are being exported under the Amul umbrella brand. "We expect to sell Rs 20 crore of UHT milk in 1-litre tetrapaks in overseas markets this fiscal. The subsidy cut will also help Indian exporters achieve higher realisations from the EU. GCMMF's sales grew 5 per cent to Rs 2. ghee (or clarified butter). cheese.upfront.is growing at 4-5 per cent. Amul is pitching its UHT milk . Output in the US. paneer (cottage cheese) and desserts. It has projected doubling of exports in 2004-05 from last fiscal. Bulk exports of SMP have the highest growth potential. This will increase the Indian dairy sector's competitiveness globally. Top on GCMMF's export list are SMP in bulk. ice-cream." says Sodhi.
The market is large enough for many to carve out their niche. · Flexibility of product mix: Tremendous. But with the overall economic improvement in India. artificial insemination and properly managed animal husbandry practices. 33 . But then if ice creams can be sold virtually at every nook and corner. Presently. you can keep on adding to your product line. However. · Problematic distribution: Yes. many new processes will follow to improve chocolate quality and extend its shelf life.The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’. competition is becoming tougher day by day. · Margins: Quite reasonable. STRENGTHS: · Demand profile: Absolutely optimistic. increased awareness of developments like embryo transplant. With balancing equipment. · Technical manpower: Professionally-trained. coupled with higher income to rural milk producers should automatically lead to improvement in chocolate. The strengths and opportunities are fundamental and weaknesses and threats are transitory. But then competition has to be faced as a ground reality. more than 80 per cent of chocolate produced is flowing into the unorganized sector. which requires proper channelization. technical human resource pool. · Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. · Lack of control over yield: Theoretically. it is only a matter of time before we see the emergence of a cold chain linking the producer to the refrigerator at the consumer’s home! · Competition: With so many newcomers entering this industry. why can’t we sell other dairy products too? Moreover. these problems would also get solved. built over last 30 years. · Availability of raw material: Abundant. all is not well with distribution. there is little control over chocolate yield. Surely. Which gives chocolate long life. WEAKNESSES: · Perishability: Pasteurization has overcome this weakness partially.
Following the new treaty. · Export potential: Efforts to exploit export potential are already on. dairy sweets. and the Middle East. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building. flavored milk. Amul is exporting to Bangladesh. Yet another aspect can be the addition of infant foods. geriatric foods and nutritional. khoa. Sri Lanka. Given below are potential areas of value addition: Steps should be taken to introduce value-added products like shrikhand. A lateral view opens up opportunities in milk proteins through casein. chocolates etc. Addition of cultured products like yoghurt and cheese lend further strength . further opening up export opportunities.both in terms of utilization of resources and presence in the market place. THREATS: Milk vendors. opportunities will increase tremendously for the export of agricultural products in general and dairy products in particular. DATA ANALYSIS AND INTERPRETATION Products Purchased Daily 33 . paneer. caseinates and other dietary proteins. the un-organized sector: Today chocolate vendors are occupying the pride of place in the industry.OPPORTUNITIES: Value addition: There is a phenomenal scope for innovations in product development. ice creams. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance. packaging and presentation. Nigeria.
PRODUCT MILK BUTTER MILK GHEE SWEETS OTHER NO. Purpose of purchase of a product 33 .. 20% customers use butter milk. in this I found that nearly about 70% customers use milk. 4% customers use sweets ETC. 6% customers use ghee. OF RESPONDENT 35 10 3 2 0 PERCENTAGE% 70% 20% 6% 4% 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 MIL B E K UTT R GH E S E S OT E E WE T HR MIL K PE E OPL INTERPRETATION: According to my convenience method in Jaipur I selected 50 consumers of dairy product.
of Res. Place of Purchase 33 . SELF USE SELLING PURPOSE MAKE A NEW PRODUCT 32 11 7 S Use elf S ellingPurpose Ma kingnew product INTERPRETATION: From the above data collected graph it can be interpreted that 32% customers purchase products for self use. 11% customers purchase for selling purpose and 7% customers purchase for making a new product.No.
Dairy Product at Expected time or No 33 . of Res. Amul dairy Dealer Retailer 12 6 32 PERCENTAGE% 24% 12% 64% 35 30 25 20 15 10 5 0 Am dairy ul Dealer Retailer Res pondent INTERPRETATION: From the above data I conclude that nearly about 12% customers purchase the products from dairy.No. 6% customers purchase from dealer and 32% customers purchase from retailer.
So they customers do not face the shortage problem of the product. OF RESPONDENT Yes No 43 07 PERCENTAGE% 87% 13% Y es No INTERPRETATION: From the above graph I conclude that nearly about 43% customers get the products within expected time. Dairy Product in desired Quantity Yes or No 33 .NO.
Yes No 45 05 % of Res. of Res.No. 95% 5% 35 30 25 20 15 10 5 0 1s Qtr t YE S Wes t INTERPRETATION: From the above data we can interpret that 95% customers get the product in desired quantity so customers are satisfied with their own demand of dairy products. Satisfied with the packing of Dairy Products or No 33 .
Opinion about the Quality of Dairy Product 33 .No. 60% 40% 40 35 30 25 20 15 10 5 0 YE S N O PACK AGING INTERPRETATION: From above graph we can interpret that customers are not much satisfied with the packing of the product due to lack of good packaging material customers face the problems such as leakage and spoiling of the dairy product. Yes No 40 10 % of Res. of Res.
24% of respondent said that the quality of dairy products is medium and 1% of respondent are somewhat dissatisfied.No. 75% 24% 1% 35 30 25 20 15 10 5 0 S tis a fied Medium Dis a fied s tis Wes t INTERPRETATION: From the above graph about 75% of respondents opined that the quality of dairy products is satisfied. of Res. Which brand cheese do you use? Which brand butter do you use? 33 . Satisfied Medium Dissatified 35 14 01 % of Res.
3% like Britania. 2% like Britania and 2% persons like handmade butter. and 12% like housemade ghee. 38% like amul. 42% like Amul. Which brand ghee do you use? Products Butter Ghee Cheese Brands Lebon 1% 2% 5% Amul 45% 38% 42% Britania 2% 8% 3% Handmade 2% 12% 0% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% B utter G hee Chees e Lebon Am ul B nia rita H ome Ma de Interpretation:. Satisfied with the weight/Quantity of Amul dairy Products 33 . 8% like Britania. On the basis of Butter 1% persons like Lebon. On the basis of Cheese 5% like Lebon. 45% like Amul. On the basis of Ghee 2% persons like Lebon.According to this analysis.
94% 6% INTERPRETATION: From the above graph we can say that nearly about 94% customers are satisfied with the weight/quantity of dairy products. Yes No 44 06 % of Res..No. Purchase place from your house 33 . Dairy should continue with the same quantity as well as quality. of Res.
It means dairy have enough retailers. of Res. FINDING AND SUGGESTIONS 33 .No. for purchase of the product nearly about 95% customers get the products nearby their house. 95% 5% 50 40 30 20 10 0 Nea r F ra y a wa Pla ce INTERPRETATION: From the above graph we can interpret that the customers get the products easily. Near Far away 45 05 % of Res.
Customers are somewhat satisfied with the quality of dairy product. 33 . Mainly the customers are facing problem with packaging of the product from my survey I found out that out of 50 nearly 5 customers were complaining about the packaging of the product. I found that most of the customers used milk as a primary product.After the completion of this research survey I found some problems which are helpful to make some necessary decision which are beneficial for the dairy. Most of the customer use dairy product for self use only. Many retailers are available so customers do not face any problem and get the dairy products easily. Mainly customer purchases the product from the retailer. I found that the behavior of dealer is good because 43 customers satisfied with their behavior. Generally. Customers are satisfied with the weight as well as quantity of dairy product. Customers are satisfied as they get the product within the expected time and in desired quantity. But nearby 25% customers complain of bad quality of dairy product and especially of milk.
AMUL shall also create a market for its products in the neighboring countries. 7500 stockists covering at least every taluka head quarter town.CONCLUSION ‘‘AMUL will be an outstanding marketing organization. with specialization in marketing of food and dairy products. both fresh and long life with customer focus and information technology integration.” 33 .000 Crore. The network would consist of over 100 offices.10. and serving several co-operatives. servicing nearly 10 lakh outlets with a turnover of Rs.
amul.com Books Marketing Management Research Methodology Marketing Research .yahoo. AMUL Brochures Magazines Business Today Business World Economic India Newspapers Economic Times Business Standards Financial Express 33 .C.Philip Kotler .com www.R.com www. Kothari .BIBLIOGRAPHY Web Sites Research From Company Web Site: www.Boyd Company Literature Printed Literature obtained from Amul India. google.
ANNEXURE CONSUMER QUESTIONNAIRE CUSTOMER PROFILE NAME:-________________________________________________AGE:-________ OCCUPATION:-_____________ EMAIL ID:.For whom do you purchases a product.Do you get the Dairy Product at Expected time? A. Retailer( ) 4). No ( ) 33 . Amul Dairy ( ) B.Which dairy products do you purchase daily? NAME SIZE MILK BUTTER MILK GHEE OTHER 2). Dealer ( ) C. Yes ( ) B. No ( ) 5). Self Use ( ) B. Yes( ) B.______________________________ CONTACT NO:-_________________ 1).Do you get the Dairy Product in desired Quantity? A. A.From where do you Purchases a product? A. For make a other Product ( ) 3). Selling Purpose ( ) C.
Yes ( ) B. ( ) E. Parag ( ) C.Any Suggestion regarding Packing:_______________________________________________________________ 11). Satisfied ( ) B. No ( ) 14). Any Query about Quality of Dairy Product:__________________________________________________________________ 13). Please give the opinion according to Quality of Dairy Product A. Amul ( ) B.How far a Purchase place from your house? 33 . Which brand cheese do you use? A. Lebon ( ) B. specify …………… 9).Other.Britannia ( ) D. Yes ( ) B. Anik ( ) C. Home Made ( ) 8). Amul pure ghee ( ) B. Medium ( ) C. Britannia. Are you satisfied with the weight/Quantity of Amul dairy Products? A. Parag ( ) F.Are you satisfied with the price of Amul dairy Products compare to the other brand products? A. Other ( ) 7). Mother dairy ( ) D. Everyday ( ) D. No ( ) 10). Which brand ghee do you use? A. Amul ( ) C. No ( ) 15). Mother dairy ( ) E. Which brand butter do you use? A.6).Are you satisfied with the packing of Dairy Products? A. Dissatisfied ( ) 12). Yes ( ) B.
A. A. Near ( ) B. Yes ( ) B. Satisfied ( ) B. Do you expect to get any other Dairy product from Amul Dairy? Name:-_________________________________________ Quality:-________________________________________ Quantity:-_______________________________________ Date:-………… Customer’s Sign. Yes ( ) B. Please give the opinion according to behavior of dealer.Are you find any difficulties while purchasing the dairy products? A. Far Away ( ) 16).Do you complain if any defect in the dairy products? A.Any Suggestion regarding the behavior of dealer:__________________________________________________________________ 18). No ( ) If yes than which type: ______________________________________________________ 19). 33 . Dissatisfied ( ) 17). Medium ( ) C. No ( ) If yes then to whom? Dairy ( ) seller ( ) 20).
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