Amul Masti Dahi

[Type text]

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)

DSBS Page 0

Amul Masti Dahi

[Type text]


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.


Place: Bangalore



Page 1

Amul Masti Dahi

[Type text]


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


Page 2

I would also like to thank the Managers and staff of sales departments who provided us with sufficient information and suggestions.Amul Masti Dahi [Type text] ACKNOWLEDGEMENT I would like to express our sincere gratitude to Mr. STANY LOBO. which helped us in completing this project.K. I would also like to thank our Director Mr. We would like to thank our project guides whose continuous support and encouragement helped us in completing the project DSBS Page 3 . R. Branch Manager of AMUL at Bangalore. who gave us the opportunity to study the organization. VIJAYA SARATHY who guided us throughout the tenure of the project.

To buy the product.The sampling design was used convenience sampling. The study was conducted at Amul India Ltd. Trust of the company was the first preference of the consumer then schemes on the product. DSBS Page 4 . the company needs to improve the quality and the availability for awareness of Amul Masti Dahi.Amul Masti Dahi [Type text] 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. whose responses were studied and interpreted . Finally the whole study of the research work. A sample size of 100 respondents was taken for the study. The customer¶s preference was studied through using questionnaire. Bangalore branch.

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 .Amul Masti Dahi [Type text] CHAPTER CONTENTS INTRODUCTION Introduction to the study Theoretical background of the study Need for the study PAGE NO.39 32 33 35 36 39 COMPANY PROFILE Company background DSBS 40 .42 40 Page 5 .31 31 INDUSTRY PROFILE Food industry Advantage of India under food industry Dairy processing FMCG Top 10 companies in FMCG sector 32 .

Amul Masti Dahi [Type text] 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 .69 70 71 72 -73 DSBS Page 6 .66 FINDINGS SUGGESTIONS CONCLUSION BIBLIOGRAPHY APPENDICES 67 68 .

It is a human activity directed at satisfying needs and wants through exchange process. The companies are emerging at the faster level. Now as companies are emerging with their new products. marketing has become exuberant activity in expanding the market globally. we are able to get the products DSBS Page 7 . goods and services to create exchanges that satisfy individual and organizational goals´. The technology and advancement have permitted companies to widen substantially both Markets and suppliers sources. It acts as an instrument to lift up the standard and life style of the economy with the help of the marketing. In other words we can say that ³it is the process of planning and executing conception. The aim of marketing is to know and understand the customer so well. Marketing management deals with identifying and meeting human and social needs.Amul Masti Dahi [Type text] INTRODUCTION Today the world economy has undergone a radical transformation in the last two decades. pricing. promotion and distribution of ideas. It is basically a meeting needs profitability. Marketing starts with human need and wants. that the product and service fits him and sells itself.

warehousing. if marketing did not exist. dynamic and contemporary field. 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. DSBS Page 8 . The whole economy would be sluggish. It is recognized as the most significant activity in the society. Marketing has a widest connection which include in its fold selling. Marketing is of critical importance because it maintains stability in the economic condition. transportation.Amul Masti Dahi [Type text] at our doorstep at our choice and needs. buying. Marketing is an existing. pricing and packaging.

The selling activity becomes the dominating factor without any efforts for the satisfaction of the consumer needs. Production orientation: this was the stage where producers. Sales orientation: this stage witness major changes in all the spheres of economic life. competition become stiffer. Marketing orientation: Customer¶s importance was satisfied but only as a mean of disposing of goods produced. Barter system: the goods are exchanged against goods without any other medium of exchange like money. concentrating on the mass production of goods for profit. Following are the phases of development of marketing.Amul Masti Dahi [Type text] EVOLUTION OF MARKETING Marketing has evolved from the time man existed on earth. instead of buying concerned with customer preference. DSBS Page 9 .

Social orientation: the companies not only care for consumer but also for social welfare. promotion and distribution.Amul Masti Dahi [Type text] 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. DSBS Page 10 . social welfare becomes the added dimension to the companies. Thus. Management orientation: the marketing function assumes the managerial role to co-ordinate all the interacting business with the objectives of planning.

and services to create exchanges that satisfy individual and organizational goals´.Amul Masti Dahi [Type text] DEFINITION OF MARKETING Philip Kotler ³Marketing is a societal process by which individuals and groups obtain what they need and want through creating. and distribution of ideas.´ DSBS Page 11 . offering. Ideally. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. pricing. goods. and exchanging Products and services of value freely with others´. Peter Drucker ³The aim of marketing is to make selling superfluous. promotion. American Marketing Association ³Marketing (management) is the process of planning and executing the conception. marketing should result in a customer who is ready to buy.

The marketer has to take a series of decisions on four major ingredients frequently referred to as the marketing mix variables: product. Various strategies are developed and implemented for delivering an effective combination of wants ± satisfy features consumer within target markets. DSBS Page 12 .Amul Masti Dahi [Type text] 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. price. 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.

place [e.g.Amul Masti Dahi [Type text] place and promotion. The example of the product can be physical goods [e.g. This is the most basic marketing mix tool. packaging. acquisition. Apollo]. services [e. What size. copy]. Delhi] and organization [e. However. pride. person [e. political relation.g. there are others P¶s. prestige. etc. use or consumption that might satisfy a want or need. which stand for the firm¶s tangible offer to the market. 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? DSBS Page 13 .. which affect the market situation e. PRODUCT A product is anything that can be offered to market for attention. pen. Teacher].g.g. Abdul Kalam]. The following questions are asked with the respect to the physical products and service features.g.

It also concerned with the mechanism for transferring goods and their ownership to consumers. is the amount of money the customer has to pay for the product or services. 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. unlike product features and channels commitments.Amul Masti Dahi [Type text] PRICE Price is also one of the most flexible elements of the marketing mix. A few of the factor involving pricing strategy are to be born in mind. Decision and regarding: What type of retails outlet should sell the firm¶s offering? DSBS Page 14 . in that it can be changed quickly. It is decided in such a way that the firm is able to earn normal profit in the prevailing competition. This is critical marketing mix tool and in simple words.

advertising. personal selling. 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? DSBS Page 15 . 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.Amul Masti Dahi [Type text] Where should they be located. It deals with sales. promotion. public relation.

expect lot more to suit their ever changing life styles. DSBS Page 16 . In developing a marketing strategy for products. The manufacturer should be able to satisfy. with the type of product and services to match the ever-changing customer requirement. the sellers have to confront the branding decision. By the quality. demanding. In the earlier stages of economic revolution consumer had to accept what the manufacturer has produced. Consumers buying decision is influenced by the brand. expectations have been elevated from time to time in order to rebuild it-self around its customer. The manufacturers eventually learn that market power lies with the brand name companies. Brand is a major issue in product. Customers have strong preference for particular version and brand of basic goods and services.Amul Masti Dahi [Type text] 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. But today¶s consumers are much more educated.

A brand name consists of words. associations and brand loyalty. Meaning A brand is a symbol. A brand in short is an identifier of the seller or the maker. Brand is endowed with awareness. symbol or special design or some combination of DSBS Page 17 .Amul Masti Dahi [Type text] In this competitive world. a name that acts as a means of communications which bring about an identity of a given product. Brand mark is the visual representation of the brand like a symbol. a mark. letter or number that can be vocalized. perceived quality. A brand is a promise of the seller to deliver a specific set of benefits or attributes or services to the buyer. Brand is presented as creative idea. Definition According to American Marketing Association ³a brand is defined as a name. distinctive coloring or lettering. Brand represents a level of quality. Brand creates a bond between the customer and a product. the brand plays an important role and a brand is very prominent asset owned by an organization. item. design. sign.

Amul Masti Dahi [Type text] these elements that is intended to identify the goods or services of one seller or a group of seller. Brand is a massive asset: Brand is an intangible asset. Role of Branding In today¶s world brand name come to create. symbol or design or combination of them. because it is impossible to duplicate brand name. In the word of Philip Kotler A brand is name. term. The following point to pin down its precise role. Intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. identify to distinguish one product from another. A brand differentiates these products from of competitors. sign. DSBS Page 18 .

Brand is antidote for middle men¶s survival: The class of middle man always tends to go for a successful brand.Amul Masti Dahi [Type text] Brand is a promotional tool: The product differentiation is done by a brand through sales promotion. DSBS Page 19 . Brand is a weapon to protect market: A consumer has tried and liked a product. 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. Brand is a means of identification of customers: Brand is the easiest way of identifying product or services by customers. the brand enables him to identify the product and repeat the purchase.

Personality: a brand project a personality which can be person. User: the brand suggests its own target audience to use the product. Culture: the brand represents a different culture. DSBS Page 20 .Amul Masti Dahi [Type text] Benefits: consumers are buying benefits of the product which brand. animal or object. Values: the brand tells about values which say same thing about the product values.

Amul Masti Dahi [Type text] TYPES OF BRANDS BRAND Manufacturer brand Natoinal Brand Private Brand Single Brand Multiple Brand Family Brand Brand Awareness of the Product Aware of brand. The level of awareness can range from mere recognition to recall to top of mind to dominant. Brand with strong awareness can brought and sold to create brand name with enduring strength. An organization can put its customer awareness. The company is spending money to keep brand in consumer¶s memory. identify and develop it further to build strong brand. Brand awareness is asset which brand managers create and enhance to build brand equity. it DSBS Page 21 . It is enhanced by creating a brand loyalty and establishing brand identity of a product. It is related to the nature and features of product. Strong brand awareness means easy acceptance of new products. when its presence is registered in the mind of consumers.

Satisfaction or preference for a brand shows how loyal the consumer is likely to the brand.Amul Masti Dahi [Type text] leads to brand strength which is constituted by measuring the variable like leadership. market. DSBS Page 22 . ambitions. where the consumers¶ expectations levels are increased towards brand. support. Consumer feels more powerful when he uses the brand. A consumer as aims. Brand awareness satisfies a need of the consumer. protection etc««. Creating brand awareness with the use of advertising. stability. motivation drives and desire. geographic trend. promotion event management etc« a different brand has different kinds of awareness which retains recognition. Now a day¶s consumers are experience with brand awareness for different products.

To do the comparison of AMUL MASTI DAHI with other To make one¶s action plan with company¶s objective.Amul Masti Dahi [Type text] OBJECTIVES OF THE STUDY To get better understanding of the brand image. To know the consumers attitude and demand towards the brand. offers & schemes DSBS Page 23 . To know the consumers reaction towards brand in terms of price. To know the brand image MASTI DAHI.

It also helps to understand and identify the human action towards brand. in order to find out their preference given to particular brand. This study is mainly focused towards people of Bangalore who belongs to different age group and resides in different localities.Amul Masti Dahi [Type text] SCOPE OF THE STUDY The study plays a very important role in market research. DSBS Page 24 . The information thus gathered by conducting a systematic market research would help to find out the brand awareness of the consumers.

Companies need to understand the rapid growth of local market place. Where. They are making their choice on the basis of their perceptions of brand. 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 service and value. quality etc«. 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. the companies should choose brand name with an eye to their global reach.? DSBS Page 25 .Amul Masti Dahi [Type text] NEED FOR THE STUDY Today customers are facing a growing range of choice in the different brands of products and services. This study is not concerned only with brand awareness but deals also with other facts.

quality and how much they expect. The company must understand how their consumers perceive brand. Therefore. analyse and evaluate the brand awareness in the systematic manner and act accordingly for existence.Amul Masti Dahi [Type text] These questions will help in understanding better. it becomes very necessary to understand. DSBS Page 26 . 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.

Some of the respondents were not fully co-operative and some of them were annoyed to fill up the questionnaire. The findings of the study are based on the assumption that the respondents divulged correct information. The study may not be applicable over a period of time. The study is relevant only to present situation and not to future.Amul Masti Dahi [Type text] LIMITATIONS OF THE STUDY The study is restricted to some areas of Bangalore city. Bias and unwillingness of certain respondents to answering some questions may hinder the study. DSBS Page 27 .

Apart from this. The result is highly customer loyalty. High satisfaction creates an emotional bind with the brand not just a rational preference. Hence an attempt has been made to identify the customer attitude and satisfaction on Amul Masti Dahi. The study of comparative analysis of brand awareness is essential in marketing planning. DSBS Page 28 . 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. it is to understand the new opportunity in the market for the improvement of brand awareness and sales towards the product. buying motive. The project has mainly been taken up to do the comparative analysis of the brand awareness.Amul Masti Dahi [Type text] STATEMENT OF THE PROBLEM In this fast changing economy. it has become necessary to know how much market power lies with the brand name. Those who are highly satisfied are much less ready to switch.

Secondary Data: It is compiled through books. Formally there are two types of gathering information namely primary data and secondary data. It is concerned with gather accurate and proper knowledge about the problem that is in hand. which are essential for the study. they are: Primary Data: Data is collected to obtain desired information through structured questionnaire.Amul Masti Dahi [Type text] RESEARCH METHODOLOGY Data is the information collected from various sources. Data collection mode: Two methods have been used to collect the relevant data. magazines. newspaper and internet etc« DSBS Page 29 .

Instrument of data collection is questionnaire. DSBS Page 30 . 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. In order to study ³brand awareness towards Amul masti dahi´ the following sampling plan was adopted. A sample is taken representative and adequate which gives proper information. Sampling technique: A simple random technique was adopted to select the representative sample from the sampling unit.Amul Masti Dahi [Type text] Sampling plan: A small selection of the large group which is taken for interviewing is called sampling. Sample size: A sample size of hundred was taken in order to carry the study.

magazines.Amul Masti Dahi [Type text] Tools for data collection Data for this study is collected from both primary and secondary data. data was also collected from newspaper. 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. DSBS Page 31 . 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. The secondary data was collected through discussion with officials of the company to get general information. The primary data is collected through a structured questionnaire which was prepared to interview the respondents. books.

The food industry includes: Regulation: local. those who survive on what they grow. and industry lobbying activities Education: academic. national and international rules and regulations for food production and sale. can be considered outside of the scope of the modern food industry. global collective of diverse businesses that together supply much of the food energy consumed by the world population. including food quality and food safety. credit DSBS Page 32 . consultancy Research and development: food technology Financial services: insurance.Amul Masti Dahi [Type text] INDUSTRY PROFILE FOOD INDUSTRY The food industry is the complex. Only subsistence farmers. regional. vocational.

agricultural construction. direct-to consumer. manufacture of prepared food products Marketing: promotion of generic products (e. packaging. etc. transportation. etc Wholesale and distribution: warehousing. new products. milk board). seafood Food processing: preparation of fresh products for market. through advertising.g. 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 DSBS Page 33 . logistics Retail: supermarket chains and independent food stores. public relations.Amul Masti Dahi [Type text] Manufacturing: agrichemicals. seed. Agriculture: raising of crops and livestock. farm machinery and supplies. public opinion. restaurant.

leading to rapid growth and new opportunities in food and beverages sector DSBS Page 34 . increased number of women in workforce. rising per capita income. increased literacy. changing life style. 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.Amul Masti Dahi [Type text] processing sector India is looking for investment in infrastructure.

Dairy processing is acting good role in India. 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. Dairy product is very important part of food processing. Dairy technology has been defined as that branch of dairy science. 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. South East and West Asia) Under the food industry. building DSBS Page 35 .Amul Masti Dahi [Type text] 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.

DSBS Page 36 . FMCG Products which have a quick turnover. as well as other non-durables such as glassware. consumer electronics. shaving products and detergents. bulbs. tissue paper. there are 676 dairy plants in the Cooperative. soap. In the organized sector. batteries. tooth cleaning products. and chocolate bars. The organized sector (large scale dairy plants) processes about 13 million tones annually. FMCG may also include pharmaceuticals. and plastic goods. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries. About 35% of milk produced in India is processed. packaged food products.Amul Masti Dahi [Type text] infrastructure for milk procurement. paper products. and relatively low cost are known as Fast Moving Consumer Goods (FMCG). while the unorganized sector processes about 22 million tones per annum. cosmetics. Private and Government sectors registered with the Government of India and the state Government. 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. soft drinks. FMCG products are those that get replaced within a year.

FMCG in India has a strong and competitive MNC presence across the entire value chain.6 in 2003. It has been predicted that the FMCG market will reach to US$ 33. toothpaste. and give brand makers the opportunity to convert them to branded products. skin care. as well as intense competition between the organized and unorganized segments are the characteristics of this sector. in India. These are replaced more frequently than other electronic products. Well-established distribution networks. have low per capita consumption as well as low penetration level. etc. DSBS Page 37 . but the potential for growth is huge. Music Systems. The middle class and the rural segments of the Indian population are the most promising market for FMCG. digital cameras. shampoos. Indian FMCG Sector The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13. etc. GPS Systems and Laptops.4 billion in 2015 from US $ billion 11. TVs. MP3 players.1 billion.Amul Masti Dahi [Type text] A subset of FMCGs is Fast Moving Consumer Electronics which include innovative electronic products such as mobile phones. Most of the product categories like jams. White goods in FMCG refer to household electronic items such as Refrigerators.

Between them. The big firms are growing bigger and small-time companies are catching up as well. and the balance by Indian companies. cigarettes. Britannia takes the fifth place. keeping pace with rapid urbanization. Coca-Cola (8) and Parle (9). Fifteen companies own these 62 brands. Pepsi is at number three followed by Thums Up. According to the study conducted by AC Nielsen. followed by Colgate (6). and rising per capita income. and soft drinks are the three biggest categories in FMCG.Amul Masti Dahi [Type text] The Indian Economy is surging ahead by leaps and bounds. Nirma (7). These are figures the soft drink and cigarette companies have always shied away from revealing. increased literacy levels. they account for 35 of the top 100 brands DSBS Page 38 . Personal care. and 27 of these are owned by Hindustan Lever. 62 of the top 100 brands are owned by MNCs.

Amul Masti Dahi [Type text] 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 DSBS Page 39 .

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. it does not disturb the agro system of the farmers. The Amul Pattern has established itself as a uniquely appropriate model for rural development. It is also the world's biggest vegetarian cheese brand. It also enables the consumer an access to high quality milk and milk products. Contrary to the traditional system. the system ensured that the profit goes to the participants for their socioeconomic upliftment and common good. AMUL was formed under the dairy cooperative movement in India in 1946. when the profit of the business was cornered by the middlemen. Amul has spurred the White Revolution of India. means priceless. 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. DSBS Page 40 . What's more.Amul Masti Dahi [Type text] Company profile THE TASTE OF INDIA. which has made India the largest producer of milk and milk products in the world. AMUL comes from the Sanskrit word Amoolya.

Amul Masti Dahi [Type text] Looking back on the path traversed by Amul. growing with time and on scale. In that sense. ‫ ݷ‬Provide a support system to the milk producers without disturbing their agro-economic systems. in the rural sector for the common good and betterment of the member producers and ‫ ݷ‬Even though. material and machines. DSBS Page 41 . Amul is an example of par excellence. by prudent use of men. ‫ ݷ‬Plough back the profits. the following features make it a pattern and model for emulation elsewhere. it has remained with the smallest producer members. Amul has been able to: ‫ ݷ‬Produce an appropriate blend of the policy makers farmers board of management and the professionals: each group appreciating its rotes and limitations. ‫ ݷ‬Bring at the command of the rural milk producers the best of the technology and harness its fruit for betterment. of an intervention for rural change.

Based in the village of Anand. Right from the beginning. there was recognition that this initiative would directly benefit and transform small farmers and contribute to the development of society. are primitive and poor in infrastructure. Markets. It joined hands with other milk cooperatives.12 million farmers. DSBS Page 42 . The first. There are similar federations in other states.411 village level milk collection centers and fourteen district level plants (unions) under the overall supervision of GCMMF. then and even today. Amul and GCMMF acknowledged that development and growth could not be left to market forces and that proactive intervention was required. 10. and the Gujarat network now covers 2. the Kaira District Milk Cooperative Union (better known as Amul) expanded exponentially.Amul Masti Dahi [Type text] Organisation structure It all started in December 1946 with a group of farmers keen to free Them selves from intermediaries. It would need heavy investment in the simultaneous development of suppliers and consumers. Two key requirements were identified. gain access to markets and thereby ensure maximum returns for their efforts. that sustained growth for the long term would depend on matching supply and demand.

List of Products Marketed by Amul: Breadspreads: Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter DSBS Page 43 . Managing this supply chain efficiently is critical as GCMMF's competitive position is driven by low consumer prices supported by a low cost system. with a number of third party players (distributors. The Union looks after policy formulation. retailers and logistics support providers) playing large roles. veterinary care. processing and marketing of milk. that effective management of the network and commercial viability would require professional managers and technocrats. the artificial insemination service. better feeds and the like ± all through the village societies.Amul Masti Dahi [Type text] Second. which today forms the robust supply chain behind GCMMF's endeavors. a hierarchical network of cooperatives was developed. 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. provision of technical inputs to enhance milk yield of animals. To implement their vision while retaining their focus on farmers.

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. Saffron.Amul Masti Dahi [Type text] 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.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk DSBS Page 44 .5% fat Milk Amul Gold 4.

Amul Masti Dahi [Type text] 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 DSBS Page 45 .

Fresh Pineapple) Sundae Range (Mango. Sundae Magic. Fresh Strawberry. Double Sundae) DSBS Page 46 . Shahi Anjir. Black Currant. Fruit Bonanza Roasted Almond) Nature's Treat (Alphanso Mango. Fresh Litchi. Santra Mantra. Kesar Pista Royale.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. Malai Kulfi) Nut-o-Mania Range (Kaju Draksh. Rajbhog.Amul Masti Dahi [Type text] Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4. Black Currant.

Tricone. Strawberry. Chococrunch. Strawberry. Cassatta) Utterly Delicious (Vanilla. Dollies.Amul Masti Dahi [Type text] Assorted Treat (Chocobar. Saffron. Cardamom. Ice Candies. Chocolate) Amul Kool Cafe Health Beverage: Amul Shakti White Milk Food DSBS Page 47 . Cake Magic) Chocolate & Confectionery: Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage: Nutramul Malted Milk Food Milk Drink: Amul Kool Flavoured Milk (Mango. Chocochips. Frostik. Chocolate. Megabite. Rose.

It is made with special culture called ³Direct Vat set Culture´ (DVC).Amul Masti Dahi [Type text] PRODUCT PROFILE Dahi is popular in Indian diet through ages. Amul Masti Dahi is made from standardized milk with 4. they are RST and CHN-11 contains mixer of acid producing and flavour producing organism to give smooth.5% SNF which gives creamy compact body and texture. Dahi is the product made by coagulation of milk with the help of lactic acid fermentation by advantageous bacteria. Amul Masti Dahi is available in convenient and attractive reusable plastic cups. It is made in the most hygienic way with state of art modern processing plant. Which are sealed with tamper proof aluminium seals to avoid any adulteration. Dahi is more preferred from of all the nutrients of milk in pre-digested form. Fat content is 50 % more than other brands. mild acidic taste and pleasant flavour consistently.5% fat and 8. This curd is available in two different packs sizes 200 gm and 400 gm cups DSBS Page 48 .

85 % 10. 25% of milk is converted into curd.24 6. Probiotic food . Attractive Pricing during the summer of the year 2009. DSBS Page 49 . So for town with 100. Per capita consumption of milk is 225ml per person per day. Out of this.24 % 17.000 population market potential for curd is 5 MT/Day.62 % 400 gm 20 16.65 7. women and figure conscious people. cure food poisoning. 200 gm MRP WD Price Margin Trade price Margin Masti Dahi advantages 12 10. So consumption of curd is 50 gm per person per day. restores original micro flora of human system.86 % 12 % Rich sources of calcium good for growing kids.contains live bacteria that improves digestion.Amul Masti Dahi [Type text] Total Market size of Curd.35 % 10. strengthen immune system (resistance to disease).

Aavin . Delicious to eat. Regional competitors Mother Dairy in Delhi Mahananda in Mumbai Nandini . Masti Dahi is the only packed curd in the market. DSBS Page 50 . Brand Image It tastes good. In Gujarat . Major Competitors Nestle is the major competitor with presence in north and south markets. Heritage and Nilgiri in South.Amul Masti Dahi [Type text] MARKET SHARE In all the market . where the company had launched Masti Dahi . its market share is more than 80 % except in south. Preferred by the entire family. Good for health. Popular Brand. Has convenient packaging.

which is purely vegetarian thus providing quality confidence in the minds of the customers. Weakness Improper supply. DSBS Page 51 . No replacement . Good brand image: .The prices of Amul curd are comparatively low as compared to other companies. No separate delivery unit .Amul Masti Dahi [Type text] SWOT Analysis of AMUL MASTI DAHI:- Strength Low price: .It manufactures only milk and milk products. No commercial refrigeration supply . Indian brand:-The Company is having Indian origin thus creating feeling of oneness in the mind of the customer.

Existing market is not fully tapped & the company can increase presence by penetrating further. Product offering:-Can offer wide variety of dahi under the umbrella of amul masti dahi.Amul Masti Dahi [Type text] Distribution channel is not properly hooked up. DSBS Page 52 . 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.

DSBS Page 53 . There is no any brand loyalty in the curd market and the consumer can change their Masti Dahi [Type text] Threat The major threat is from other company who hold the majority share of upper class consumer in the present market.

100 80 60 40 20 0 92% 8% YES NO DSBS Page 54 . Are you aware of AMUL MASTI DAHI? Table 1 Awareness Yes No No.Amul Masti Dahi [Type text] 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. The above table analysis the awareness of customers towards AMUL MASTI DAH. of Respondents 92 08 ANALYIS AND INTERPRETATION. 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.

Amul Masti Dahi [Type text] 2. No. Britannia is with 14% where as other brand like Nandini. Which brand of set curd do you use most? Table 2 Buying decision Nestle Britannia Amul Other ANALYIS AND INTERPRETATION. Heritage are the consumers last taste. of Respondents 56 14 22 08 Graph 2 shows uses of brand of set curd. Amul is the second taste of the customers with 22% market share. 60 50 40 30 20 10 0 56% 22% 14% 8% Nestle Britannia Amul Other DSBS Page 55 .wherein 56 % of the respondents prefers Nestle. The above table analysis the most preferred brand of the respondents.

Amul Masti Dahi [Type text] 3. 70 60 50 40 30 20 7% 10 0 Price 63% 16% 14% Quality Availability Brand DSBS Page 56 . of Respondents 07 63 16 14 ANALYIS AND INTERPRETATION. What make you to buy that brand? Table 3 Buying reason Price Quality Availability Brand image No. where as 14% looks at the brand and 7% are conscious about the price. The above table analysis shows the decision making factor for the customers to buy set curd.. 16% take the product which is easily available. Graph 3 shows buying decision factor of set curd. Most of the customers go according to the quality 63% of the respondents can not compromise with the quality.

of Respondents 56 44 ANALYIS AND INTERPRETATION. 56% 60 44% 50 40 30 20 10 0 Yes No DSBS Page 57 . Graph 4 shows best alternative if the preferred brand is absent. 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.Amul Masti Dahi [Type text] 4. will you purchase AMUL MASTI DAHI? Table 4 Customer response Yes No No. If the preferred brand is not available. whereas 44% customers cannot compromise with their brand.

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.Amul Masti Dahi [Type text] 5. The above table analysis the place of buy set curd.From where do you buy set curd? TABLE 5 Place of buying Grocery Super Market Bakery ANALYIS AND INTERPRETATION. 57% 60 50 40 30 20 8% 10 0 Grocery Super market Bakery 35% DSBS Page 58 . of Respondents 35 57 08 Graph 5 shows buying place of set curd.

Is the opinion towards brand influence your purchase? Table 6 Customer opinion Yes No No.Amul Masti Dahi [Type text] 6. Graph 6 shows influence of brand in buying decision? 83% 90 80 70 60 50 40 30 20 10 0 Yes No 17% DSBS Page 59 . The above table analysis the affect of schemes on the purchase plan of the respondents. of Respondents 83 17 ANALYIS AND INTERPRETATION. wherein 69 % of the respondents decide their purchase according to the schemes and 31% of the respondents are not attracted towards tae schemes.

70 60 50 64% 36% 40 30 20 10 0 Yes No DSBS Page 60 . Has the brand AMUL influence your purchase? Table 7 Influence of Amul Brand Yes No No. The above table analysis the influence of Amul brand. Graph 7 shows influence of brand name AMUL on the purchase. wherein 64 % of the respondents are fully influenced by the Amul brand. of Respondents 64 36 ANALYIS AND INTERPRETATION. whereas 36% likes the product of different brand.Amul Masti Dahi [Type text] 7.

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. of Respondents 28 72 ANALYIS AND INTERPRETATION. 80 70 60 50 40 30 20 10 0 Yes NO 28% 72% DSBS Page 61 . whereas 72% do not think so Graph 8 shows superiority of AMUL MAST DAHI as compared with other brand. Do you think AMUL MASTI DAHI is better than other brand? Table 8 Customer response Yes No No.Amul Masti Dahi [Type text] 8.

No.Amul Masti Dahi [Type text] 9. The above table analysis the affect of advertisement in developing the brand. 79% 80 70 60 50 40 30 20 10 0 Yes No 21% DSBS Page 62 . whereas 21% of the respondents do not think that the product need advertisement. Whether advertisement plays a very vital role in developing the brand? Table 9 Customer opinion Yes No ANALYIS AND INTERPRETATION. where 79% of the respondents are agreed that advertisement is necessary in developing the brand. of Respondents 79 21 Graph 9 shows role of advertisement in developing a brand.

whereas 12% believe that print media is the best source of advertisement at low cost. Graph 10 70 60 50 40 30 63% 18% 20 10 0 Television Print media Hoarding Radio 12% 7% DSBS Page 63 .Amul Masti Dahi [Type text] 10. If yes which media? Table 10 Customer opinion Television Print media Hoarding Radio No. The table and graph shows that 63% of the respondents believe that television is the best source of advertisement. of Respondents 63 12 18 07 ANALYIS AND INTERPRETATION. 18% suggested for hoarding and 7 % for radio to develop the brand.

Amul Masti Dahi

[Type text]

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

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







Page 64

Amul Masti Dahi

[Type text]

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

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%


Page 65

Amul Masti Dahi

[Type text]

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

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%


Page 66

000 bracket.Amul Masti Dahi [Type text] 14. wherein 29% of the respondents have a family monthly income is in between 15.000. of respondents 02 29 42 27 ANALYIS AND INTERPRETATION. What is your monthly family income? Table 14 Family Income Less than 15k 15k ± 25k 25k ± 50k More than 50k No. Graph 14 42% 45 40 35 30 25 20 15 10 5 0 Less than 15k 15k ʹ 25k 2% 29% 27% 25k ʹ 50k More than 50k DSBS Page 67 . 27% above 50.000-50.000-25.000. 42% of the respondents falls in 25.000 and 2% below 15. The above table analysis the monthly family income of the respondents.

No. The above table shows that out of the total respondents surveyed 28 % of the respondents were male and 72% of the respondents were females. of respondents 28 72 Graph 15 80 70 60 50 40 30 20 10 0 Male 28% 72% Female DSBS Page 68 .Amul Masti Dahi [Type text] 15. Table shows the gender of the respondents. Table 15 Gender Male Female ANALYSIS AND INFERENCE.

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.Amul Masti Dahi [Type text] 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. DSBS Page 69 .

Company should provide commercial refrigeration supply to keep the product in set form The product needs advertisement to create the brand 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. Availability of the product in the shop is the most important factor.Amul Masti Dahi [Type text] SUGGESTIONS Since the set curd is consumed by upper class and upper middle class. There is no doubt that Amul curd is a brand name. but it should create brand identity. There is always a complaint from the distributors regarding supply shortage from the company which can be checked by centralizing the distribution channel . DSBS Page 70 . slim curd for teen age with different flavour. company must go for the verities of products like sugar free curd for old age people.

Amul has a relatively good distribution network. The main cause of the supply of fresh product is that customer always wants fresh product.Amul Masti Dahi [Type text] Company should provide expiry replacement facility to the retailers. 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. DSBS Page 71 . They don¶t want to take 3 or 4 days old product. Only fresh product should be supply in the outlet. 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.

company can find out its week points in curd and can increase its market share through rectify mistakes. I have learnt a lot in this project. . DSBS Page 72 . As we know that Amul is a very big organization and market leader in dairy products. 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. 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. Butter and Cheese.Amul Masti Dahi [Type text] CONCLUSION This project was of great importance to me. It has maximum market share in Milk.


will you purchase AMUL MASTI DAHI? a) Yes b) No DSBS Page 74 . Which brand of set curd do you use most? a) Nestle b) Britannia c) Amul d) other 3.Amul Masti Dahi [Type text] QUESTIONNAIRE Dear Sir/ Madam. student of 3rd trimester PDGM (AICTE) of DAYANANDA SAGAR BUSINESS SCHOOL. Anzer Kalim. Are you aware of AMUL MASTI DAHI? a) Yes b) No 2. Doing a market Research on ³Comparative analysis of the development of brand of Amul masti Dahi´. What make you to buy that brand? a) Price b) quality c) Availability d) brand 4. I am Md. If the preferred brand is not available.

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. Do you think AMUL MASTI DAHI is better than other brand? a) Yes b) No 10. From where do you buy set curd? Grocery b) super market c)bakery 6. Whether advertisement plays a very vital role in developing the brand? a) Yes b) No DSBS Page 75 . Has the brand AMUL influence your purchase? a) Yes b) No 9.Amul Masti Dahi [Type text] 5.

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. If yes which media? a) Television b) Print media c) Hoarding d) Radio 12. What is the weekly consumption of set curd of your family? < 400 gm b) 400gm ± 800gm c) 800gm ± 2kg d) > 2kg 15. 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.Amul Masti Dahi [Type text] 11.mail ID DSBS Page 76 .

Amul Masti Dahi [Type text] DSBS Page 77 .

Amul Masti Dahi [Type text] DSBS Page 78 .

Sign up to vote on this title
UsefulNot useful