• • • • • • • • • • • • Introduction Indian Dairy Industry Importance of the Study Objective of the Study Profile of Amul Profile of Parag Dairy Product Range of Parag Dairy & Amul Dairy Based Products Research Methodology Findings Suggestions & Recommendation Conclusion Appendix o Bibliography o Questionnaire

"Comparative Study of Amul and Parag Dairy ” and Dairy based Product in Agra. In India underdeveloped countries desirous of accelerating economic development emphasis the need of

industrialization so much that they almost forget that the development of Consumer used the daily need products. Therefore must either precede occur simultaneously with Milk Product Industry development growth in Company. Therefore requires a high degree of Industry development to sustain a desirable rate of economic growth. Gujarat Cooperative Milk Marketing Federation (GCMMF), the largest food company in India,. Its flagship brand 'Amul' was the market leader in butter, whole milk, cheese, ice cream and dairy whitener. GCMMF was the largest cooperative movement in India with 2.2 million milk producers of Gujarat organized in 10,552 cooperative societies. GCMMF collected 5 million liters of milk per day from its shareholders who owned 3.2 million buffaloes, one million cows and 0.3 million crossbred cows. The Federation's extensive marketing network comprised 3000 distributors and 500,000 retailers spread across the country.

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Parag Dairy, 31% subsidiary of Parag Dairy, is among the leading branded food player in the country. It has a broad based presence in the foods sector with leading market shares in instant coffee, infant foods, milk products and noodles. It has also

strengthened its presence in chocolates, confectioneries and other semi processed food products during the last few years. The company has launched Dairy Products like UHT Milk, Butter and Curd and also ventured into the mineral water segment in 2001. Parag Dairy’s leading brands. Following the recent general agreement on tariff and trade to a globalization of markets will call for competitiveness and efficiency in the dairy sector in terms of productivity, risk coverage, nutritional qualities and adaptability. The dairy industry will have to Asses its strength and weakness in terms of vertical development, timely production, its processing storage, and marketing. In dairy farming is still in its growing phase, ongoing policy, initiative ness will have to suit domestic requirement. It should also capture a potential share of the international trade. In this endeavor, development of farm working technologies and their assessment, assignment, and creation of awareness about their potentials will be paramount importance.

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The world's biggest dairy producing country is growing fast and looking to become an export powerhouse despite major quality problems... A Note to our Readers: the following information on India's dairy sector is reproduced from India India is the world's largest milk producing country and is growing fast, with an eye toward becoming a major dairy exporter. This article is helpful reading for anyone interested better understanding Consumer Habits And Practices Milk has been an integral part of Indian food for centuries. The per capita availability of milk in India has grown from 172 gm per person per day in 1972 to 182gm in 1992 and 203 gm in 1998-99.This is expected to increase to 212gms for 1999-00. However a large part of the population cannot afford milk. At this per capita consumption it is below the world average of 285 gm and even less than 220 gm recommended by the Nutritional Advisory Committee of the Indian Council of Medical Research. There are regional disparities in production and consumption also. The per capita availability in the north is 278 gm, west 174 gm, south 148 gm and in the east only 93 gm per person per day. This Page 4 of 81

curd. private dairies and vendors. malted milk food. butter. Also of the total produce more than 50% is procured by cooperatives and other private dairies. Only 7 per cent of the milk goes into the production of western products like milk powders. cheese. Also the output of milk in cereal growing areas is much higher than elsewhere which can be attributed to abundant availability of fodder. crop residues.disparity is due to concentration of milk production in some pockets and high cost of transportation. Among the milk products manufactured by the organized sector some of the prominent ones are ghee. condensed milk infants foods etc. milk powders. malai. ghee. It is estimated that around 20% of the total milk produced in the country is consumed at producer-household level and remaining is marketed through various cooperatives. khoya. In India about 46 per cent of the total milk produced is consumed in liquid form and 47 per cent is converted into traditional products like cottage butter. paneer. Of these ghee alone accounts for 85%. processed butter and processed cheese. etc which have a high food value for milch animals. The remaining 54% is utilized for conversion to milk products. While for cooperatives of the total milk procured 60% is consumed in fluid form and rest is used for manufacturing processed value added Page 5 of 81 . ice creams. etc.

which is dominated by cow milk. 8. valued at about Rs. Market Size And Growth Market size for milk (sold in loose/ packaged form) is estimated to be 36mn MT valued at Rs470bn. As high as 98% of milk is produced in rural India.000 crores. which caters to 72% of the total population. The preferred dairy animal in India is buffalo unlike the majority of the world market. The market is currently growing at round Page 6 of 81 the . the current level of processing and packaging capacity limits availability of packaged milk. as high as 83% of the consumed milk comes from the unorganized traditional sector. Still. Even in urban India. Also these vendors add water and caustic soda. Also. for private dairies only 45% is marketed in fluid form and rest is processed into value added dairy products like ghee. makhan etc. Presently only 12% of the milk market is represented by packaged and branded pasteurized milk. which makes the milk unhygienic.dairy products. several consumers in urban areas prefer to buy loose milk from vendors due to the strong perception that loose milk is fresh. Quality of milk sold by unorganized sector however is inconsistent and so is the price across the season in local areas. whereas the urban sector with 28% population consumes 56% of total milk produced.

i. Uttar Pradesh. The production of milk products. Rajasthan.25 lakh MT in 1999. Since the early 70's. About 75% of milk is consumed at the household level which is not a part of commercial dairy industry. Punjab. Production of milk powder including infant milk-food has risen to 2. milk products including infant milk food. condensed milk & cheese stood at 3. it poses a higher risk of adulteration and contamination. The milk surplus states in India are Uttar Pradesh. Madhya Pradesh. Cheese and condensed milk production stands at 5000 and 11000 MT respectively in the same year. under Operation Flood. Andhra Pradesh.4% pa in volume terms. Haryana. Karnataka and Tamil Nadu. The top 6 states viz. Gujarat.e. Rajasthan. Maharashtra. In reality however. The manufacturing of milk products is concentrated in these milk surplus States.07 lakh MT in 1999. malted food. Loose milk has a larger market in India as it is perceived to be fresh by most consumers. Punjab. Tamil Nadu and Gujarat together account for 58% of national production. whereas that of malted food is at 65000 MT. Milk production grew by a mere 1% pa between 1947 and 1970. production growth increased significantly averaging over 5% pa. Page 7 of 81 .

Indiana Dairy. Gujarat Co-operative Milk Marketing Federation (GCMMF) is the largest player. Saras in Rajasthan. plastic pouches replaced the bottles. Gokul. besides reducing costs. In 1996.g. etc. Milk stored in tetra packs and treated under Ultra High Page 8 of 81 . Vijaya in Andhra Pradesh. When the dairy co-operatives initially started marketing branded milk. it was sold in glass bottles sealed with foil. that too only if refrigerated. Tetra Packs were introduced in India. Verka in Punjab. Warana in Maharashtra. DFPI) Major Players The packaged milk segment is dominated by the dairy cooperatives. paper. Aavin in Tamil Nadu. etc). Heritage Foods. All other local dairy cooperatives have their local brands (For e. Tetra Packs are aseptic laminate packs made of aluminum. Plastic pouches made transportation and storage very convenient. In the early 80's. Packaging Technology Milk was initially sold door-to-door by the local milkman. Milk packed in plastic pouches/bottles have a shelf life of just 1-2 days . once a leading player in the sector has turned bankrupt and is facing liquidation. Dairy Specialties. Over the years. board and plastic. several developments in packaging media have taken place. Amrut Industries. Other private players include J K Dairy.(Source: Annual Report1999-2000.

Temperature (UHT) technique can be stored for four months without refrigeration. The UHT milk market is expected to grow at a rate of more than 10-12% in coming years. Amul too relaunched its Amul Taaza brand of UHT milk.000 to 75. sale of contaminated/ substandard quality of milk etc induced the Government to promulgate the MMPO (Milk and Milk Products Order) in 1992. Plants producing over 75. MMPO prescribes State registration to plants producing between 10.750 tonnes per year of milk solids have to be registered with the Central Government. Tamil Nadu. Punjab and Rajasthan sell milk in tetra packs. In 199900 Nestle launched its UHT milk. Milk and Milk Products Order (MMPO) regulates milk and milk products production in the country. Regulatory Framework The dairy industry was de-licensed in 1991 with a view to encourage private investment and flow of capital and new technology in the segment.000 liters of milk per day or manufacturing milk products containing between 500 to 3. Page 9 of 81 . The order requires no permission for units handling less than 10. concerns on issues like excess capacity. Most of the dairy co-operatives in Andhra Pradesh. Although de-licensing attracted a large number of players. However tetra packed milk is costlier by Rs5-7 compared to plastic pouches.000 liters per day or more than 3.750 tonnes of milk solids per year.000 liters of liquid milk per day or milk solids upto 500 tpa.

which are to be adhered to by the industry. has now been de-reserved. from the present 10. As such. which was earlier reserved for manufacturing in the small-scale sector.000 liters. no license is required for setting up of large-scale production facilities for manufacture of ice cream. Most of the private sector players have restricted themselves to manufacture of value added milk products like baby food. All the milk products except malted foods are covered in the category of industries for which foreign equity participation upto 51% is automatically allowed. Subsequent to de-canalization. dairy whiteners. Bureau of Indian standards has prescribed the necessary standards for almost all milkbased products. government controls and licensing requirements for new capacities have restricted large Indian and MNC players from making significant investments in this product category. exports of some milk based products are freely allowed provided these units comply with the compulsory inspection requirements of concerned agencies like: National Dairy Development Board. is Page 10 of 81 .The stringent regulations. Ice cream. Export Inspection Council etc.000 liters a day to 20. condensed milk etc. Proposal to Amend the MMPO A proposal to raise the exemption limit for compulsory registration of dairy plants.

000 liters or 125. Per capita consumption even among the cheeseconsuming households is a poor 2.000 liters in the amended order. Page 11 of 81 . In rural areas. with penetration at 15%. Penetration of cheese is almost nil in rural areas and negligible in the urban areas. margarine and cheese products are mainly manufactured by organized sector. The new order would also do away with the provision for re-registration.being considered by the Animal Husbandry Department. The lower penetration is due to peculiar food habits. This is also largely represented by urban areas. where penetration is higher at 9%. Butter.000litre limit is likely to be raised either to 100.1% of households only. margarine and jams are not very popular in India. Penetration of milk products Western table spreads such as butter.4kg pa as compared to over 20kg in USA. relatively expensive products and also non-availability in many parts of the country. The use of these products in the large metros is higher. butter/ margarine have penetrated in 2. All India penetration of butter/ margarine is only 4%. The 75.

Singapore. Locational advantage: India is located amidst major milk deficit countries in Asia and Africa. The all India penetration of ghee is 24.5% in rural areas. which are milk surplus regions. Hong Kong. Malaysia. Philippines. it is relatively higher in medium sized towns at 8. Page 12 of 81 . Within urban areas. all located close to India.7% in a large metros.2% compared to 31. Thailand. The penetration is higher at 8. penetration of ghee is highest in medium sized towns at 37. penetration of ghee is significantly higher in North and West. North accounts for 57% of ghee consumption and West for 23%. Japan. The relative share of branded products in this category is very low at around 1-2%. Milk powder and condensed milk have not been able to garner any significant consumer acceptance in India as indicated by a very low 4. Oman and other gulf countries.5% compared to 7. In relative terms.7% penetration.7% in all urban areas and 21. China.Similarly. South & East together account for the balance 20%. UAE.1% in urban areas and lower at 3.3% in all rural areas. A large part of ghee is made at home and by small/ cottage industry from milk. Export Potential India has the potential to become one of the leading players in milk and milk product exports.1%. Major importers of milk and milk products are Bangladesh.

chilling and refrigeration facilities. paneer. shrikhand. Due to low labour cost. Productivity: To have an exportable surplus in the long-term and also to maintain cost competitiveness.Low Cost of Production : Milk production is scale insensitive and labour intensive. There is a vast market for the export of traditional milk products such as ghee. Concerns in export competitiveness are: Quality: Significant investment has to be made in milk procurement. cost of production of milk is significantly lower in India. training has to be imparted to improve the quality to bring it up to international standards. rasgolas and other ethnic sweets to the large number of Indians scattered all over the world Page 13 of 81 . Also. equipments. it is imperative to improve productivity of Indian cattle.

Khoa . used as a base to produce sweet meats. Ghee .evaporated milk. taste and texture. Consumers while purchasing dairy products look for freshness. variety and convenience.Channa/Paneer .curd mixed with water and sugar/ salt.milk mixed with lactic acid to coagulate.Basundi milk and sugar boiled down till it thickens. quality.butter oil prepared by heat clarification.unsalted butter.Rabri .The market for indigenous based milk food products is difficult to estimate as most of these products are manufactured at home or in small cottage industries catering to local areas.a sweet mix of boiled milk.Kheer .Indian (traditional) Milk Products There are a large variety of traditional Indian milk products such as Makkhan .a type of curd.Dahi . sugar and rice. for longer shelf life.sweetened cream. Products like Dahi and Page 14 of 81 .Lassi .

in branded form. Amul (GCMMF). Aarey (Mafco Ltd). taste and freshness. Verka ( Punjab Dairy Cooperative). These products are therefore manufactured and sold by local milk and sweet shops. Everyday (Nestle) and Farm Fresh (Wockhardt). Branding Of Traditional Milk Products Among the traditional milk products. which have built a strong brand franchise. equipments used to manufacture yogurt also can be adapted for large scale Page 15 of 81 . main ghee brands are Sagar. ghee is the only product. With increasing urbanization and changing consumer preferences. and have several branches located in various parts of a city. there is possibility of large scale manufacture of indigenous milk products also. which is currently marketed. and Rabri are perishable products with a shelf life of less than a day. For instance. Basundi. MilkMan (Britannia). Vijaya (AP Dairy Development Cooperative Federation). Consumer loyalty is built by consistent quality. The equipments in milk manufacturing have versatility and can be adapted for several products. There are several sweetmeat shops.sweets like Kheer. There are several such small shops within the vicinity of residential areas.

mainly in Mumbai). Most of the branded butter is sold in Page 16 of 81 . Mafco Limited sells Lassi under the Aarey brand and flavoured milk under the Energee franchise (in the Western region. GCMMF has also made a beginning in branding of other traditional milk products with the launch of packaged Paneer under the Amul brand. Butter Most Indians prefer to use home made white butter (Makkhan) for reasons of taste and affordability. Western Milk Products Western milk products such as butter. However consumption has been expanding with increasing urbanization. Significant research work has been done on dairy equipments under the aegis of NDDB. It has also created a new umbrella brand "Amul Mithaee". cheese. and yogurt have gained popularity in the Indian market only during the last few years. Britannia has launched flavored milk in various flavors in tetra packs.production of Indian curd products (dahi and lassi). for a range of ethnic Indian sweets that are proposed to be launched The first new product Amul Mithaee Gulabjamun has already been launched in major Indian markets.

Britannia has the advantages of a wide distribution reach and a strong brand recall. it is expected to give stiff competition to the existing players. Mumbai has a larger number of domestic consumers. In 1999-00 the butter production is estimated at 4 lakh MT of this only 45K MT is in the white form used for table purposes rest all is in the yellow form. Cheese The present market for cheese in India is estimated at about 9. The major brands are Amul. Sagar. Priced at par with the Amul brand. followed by Delhi (20%).the towns and cities. Mumbai is the largest market (accounting for 30% of cheese sold in the country). The four metro cities alone account for more than 50% of consumption. Amul is the leading national brand while the other players have greater shares in their local markets. Calcutta (7%) and Chennai (6%). Vijaya. The latest entrant in the butter market has been Britannia.000 tonnes and is growing at the rate of about 15% per annum. Nandini and Aarey. Demand for various types of cheese in the Indian market Page 17 of 81 . compared to Delhi where the bulk institutional segment (mainly hotels) is larger. Cheese is mainly consumed in the urban areas.

Other major brands were Vijaya. etc.Type of cheese Processed Cheese spread Mozzarella Flavoured/Spiced Others % of total consumption 50 30 10 5 5 The major players are Amul. The entry of new players and increased marketing activity is expected to expand the market. and Dabon International dominating the market. Verka and Nandini (all brands of various regional dairy cooperatives) and Vadilal. Amul has also become more aggressive with launch of new variants such as Mozzarella cheese (used in Pizza). The heavy advertising and promotions being undertaken by these new entrants is expected to lead to strong 20% growth in the segment. Britannia. All the major players are expanding their capacities Capacity expansion in Cheese Company Brands State Capacity Page 18 of 81 . cheese powder.

as distinguished from skimmed milk powder. coffee etc. Skimmed milk powder is preferred by diet conscious consumers. Dairy whiteners contain more fat than skimmed milk powder but less compared to whole milk powder. which is produced by removing fat from milk solids. The penetration of these products in milk abundant regions is driven by convenience and non perishable nature (longer shelf life) of the product. Dairy whiteners are popular milk substitute for making tea. Page 19 of 81 .Dynamix Group GCMMF Manufactures Britannia Amul forMaharashtra 35 tons per day Gujarat 20 tons per day APDDCF Vijaya Andhra Pradesh 10 tons per day Milk Powder Milk powder is mainly of 2 types _ Whole milk powder _ Skimmed milk powder Whole milk powder contains fat.

In 1999-00 India is estimated to have imported about 18.000 tonnes of milk powder against a total estimated production of 2. East Asia and Latin America. These expectations are based on the strong demand from Russia. For imports less than 10000 MT the basic customs duty has been left unchanged at 15%. Page 20 of 81 . and also on tightening of supply in EU.Dairy sector of advanced nations export milk products with a subsidy of $ 1000 per tonne with a level of subsidy more than 60 % of the price of milk powder produced in India. Major Players Milk Powder/Dairy Whiteners: Major skimmed milk brands are Sagar (GCMMF) and Nandini (Karnataka Milk Federation). this has led to large scale imports of milk powder both in whole and skimmed form.40 Lakh MTs. Amul Full Cream milk powder is a whole milk powder brand. which accounts for 75% of the annual global Skimmed Milk Powder exports. To protect the domestic sector from these subsidized imports the central government has recently increased the basic import duty on all imports of milk powder more than 10000 MT to 60% from 15%. In 2000-01 India is expected to export 10000 MT of skimmed milk powder due to rise in international prices to $2300 per MT from last year's levels of $1400 per MT.

This is a category where brand loyalties are very strong as mothers want the best for their babies. Wockhardt also proposes to launch a new baby food Easum containing moong (moong is one of the easily digestible pulses). The only other competitor is GCMMF's Amul. Heinz is the only other significant competitor to Nestle in this segment.Leading brands in the dairy whitener segment are Nestle's Everyday. The Easum brand will directly compete with Nestle's Nestum (made from rice). Wockhardt's Farm Fresh and Britannia's MilkMan Dairy Whitener. Nestle's Cerelac and Nestum together have around 80% market share and Heinz's Farex has close to 18% share. Page 21 of 81 . Condensed Milk The condensed milk market has grown from 9000 MT in 1998 to 11000 MT in 1999. Dalmia Industry's Sapan. Condensed milk is a popular ingredient used in homemade sweets and cakes. Nestle's Milkmaid is the leading brand with more than 55% market share. Kwality Dairy India's KreamKountry. GCMMF's Amulya. Wockhardt is a relatively new entrant with its First Food brand. Infant Foods Nestle is the market leader in the segment.

malted foods. Everyday Milkfood Limited Milkfood Major Products Sweetened condensed milk. and other milk products SmithKline Beecham Limited Horlicks. ghee. Indodan Industries Limited Indana Condensed milk. Lactogen. ice cream. Cerelac. Maltova. dairy milk whitener. milk fluid and other milk based baby foods. skimmed milk powder. whole milk powder. and Amul's Amulspray Major dairy products manufacturers Some of the major dairy products manufacturers in the country: Company Nestle Limited Brands India Milkmaid. powdered milk. chilled and Page 22 of 81 . milk powder and Dairy whitener Ghee. Viva Malted Milkfood. Milo. Other brands are Heinz's Lactodex Farex.In infant formula also Nestle's Lactogen formula and Lactogen standard formula are the leading brands with around 75% market share. butter. Wockhardt's Raptakos.

cheese and other milk products Manufacturing Process Milk is pasteurized by treating it to high temperature for a short time. Complan. cheese. Milk Powder. malted Milkfood Comilk Amul Butter.J. Separation machine is typically a high powered centrifuge. The centrifugal force makes milk fat globules and emerges as cream from Page 23 of 81 . Vitamilk Britannia Milkman Flavoured milk. The main aim in treating milk with high temperature is to destroy the disease causing pathogens and to improve keeping quality. Bonniemix. Heinz Limited Farex.processed milk Gujarat operative Marketing Federation Limited H. Ghee Cadbury Bournvita Malted food Infant Milkfood. Glactose.

This is followed by addition of vitamins and minerals. Pre-condensate is homogenized. Then sugar is added. cooled. Butter: Whole milk is first separated into skim milk and cream by centrifugal force in a separator. which is received from farmers/ traders. while in continuous process it is heated at 850 C and is held for only 15 seconds. cooled and stored. The powder is then passed through chemical analysis to check quality and is filled in tins through filling machines. This milk which contains ingredients to specifications is filtered. is chilled and stored. These tins are gassed during gas mix and then sealed. In batch process. The cream is then pasteurized either through batch process or a continuous process. The heat treatment destroys bacteria. Cooled precondensate is heated and dried in spray drier (Egron). Separation of cream produces skim milk from which several dairy products are made. packed and dispatched in cardboard cartons. Then MSK skimmed/ wet skimmed milk and sugar are added in turbo mixture to achieve the desired specifications of ingredients in the milk. After Page 24 of 81 . inactivates enzymes and gives the cream a cooked flavour. Baby food: Fresh milk. analyzed and then purified. Then it passes through specific pasteurization and is taken to evaporator for pre-condensing.the separator bowl. cream is heated to a minimum of 740 C and held at the temperature for 30 minutes.

Natural Cheese is made by coagulating or curdling milk. humidity and time period of the curing process. Cheese making requires four main ingredients . Composition and colour adjustment is also done at the churning stage and a salt solution is added to give the finished butter a salty taste. The desired flavour and texture is obtained by varying the temperature. and its texture. which ranges from extremely mild to very sharp. About 10 liters of milk with 3% fat is required for making 1 kg of cheese.pasteurization. culture and salt. Cheese: There are thousands of varieties of cheese in the world. a tempering process is applied in which cream is held at 100 C to allow rearrangement of the fat crystals.good quality milk. Cheese is generally made from cow's milk. The cream is then churned to produce butter. draining off the whey and collecting or pressing the curd. rennet or coagulating acids. Sweetened condensed milk is usually made from fresh milk by adding sugar to the milk pre-warming and concentrating the mixture in the Page 25 of 81 . stirring & heating the curd. Continuous churning converts cream into butter in a few minutes while batch churning takes a longer time. The type of manufacturing process used in the production of cheese determines its flavour. which can be semi-solid to almost stone hard. About 13 liters of milk with 6% fat is required to produce 1 kg of butter.

8 dollars. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs. the value of Indian Page 26 of 81 . This will help them in marketing their products in foreign countries in processed form. compared with the U.high vacuum. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Also India today is the lowest cost producer of per litre of milk in the world. Some of these milk producers have already obtained quality standard certificates from the authorities.S' 63 cents. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products.43. and Japan= = s $2. at 27 cents. 500 crores by year 2005. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. By 2005. The syrupy milk is then cooled so that the lactose crystallizes as very fine crystals and then the product is coagulated. Future Prospects Indias dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West.

It would not help Amul to capitalize on existing potential but also to formulate strategies and to fill the look holes and gaps to fight the competitive situation The Objective also contains : Page 27 of 81 . Presently the market is valued at around Rs7. Amul is the major competitors in the market against Parag Dairy. It is important to get an idea regarding Amul’s & Parag Dairy position in Agra City.000mn OBJECTIVE OF THE STUDY Amul & Parag Dairy is the market leader of dairy based food products in Agra City.000 million. 00. 00.dairy produce is expected to be Rs 10.

price. To determine the market share of Amul & Parag dairy based product. taste.  To compare the dairy product of Amul and Parag dairy on the basis of above parameters PROFILE OF AMUL Gujarat Cooperative Milk Marketing Federation GCMMF: An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization.  To determine the consumer preferences of Amul & Parag dairy product with the help of some parameters -quality. packing style. 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 Page 28 of 81 .

03 Million 15721 13. per day 3690 Mts per day Page 29 of 81 .45 Billion liters 9.67 Million liters per day 3. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total 2010-2011) Milk collection (Daily Average) Milk Drying Capacity: Cattlefeed manufacturing Capacity: 3.consumers by providing quality products which are good value for money.2 Million liters 647 Mts. Members: 17 District Cooperative Milk Producers' Union (15 members and 2 Nominal Members) No.

Sales Turnover Sales Turnover 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 Rs (million) 22185 22588 23365 27457 28941 29225 37736 42778 52554 US $ (in million) 493 500 500 575 616 672 850 1050 1325 Page 30 of 81 .

2008-09 2009-10 2010-11 671013 80053 97742 1504 1700 2172 LIST OF PRODUCTS MARKETED: Bread spreads: • • • Amul Butter Amul Lite Low Fat Bread spread 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 Page 31 of 81 .

5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Page 32 of 81 . 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 Cool Amul Taaza 1.5% fat Milk Amul Gold 4. Almond Pistachio. Saffron.• • • • Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza Mithaee Range (Ethnic sweets): • • • • • • Amul Shrikhand (Mango.

• • • • Amul Shakti Toned Milk 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 Page 33 of 81 .

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 Chazz Page 34 of 81 .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 4.

Sundae Magic. Fresh Strawberry. Ice Candies. Kesar Pista Royale. Cake Magic) Chocolate & Confectionery: • • Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage: • Nutramul Malted Milk Food Milk Drink: Page 35 of 81 . Fruit Bonanza. Fresh Pineapple) • Sundae Range (Mango. Tricone. Megabite. Fresh Litchi. Cassatta) • Utterly Delicious (Vanilla. Strawberry.Amul Icecreams: • • Royal Treat Range (Butterscotch. Black Currant. Chocolate. Black Currant. Double Sundae) • Assorted Treat (Chocobar. Santra Mantra. Roasted Almond) • Nature's Treat (Alphanso Mango. Shahi Anjir. Frostik. Chocochips. Malai Kulfi) Nut-o-Mania Range (Kaju Draksh. Chococrunch. Rajbhog. Dollies.

1996 The moppet who put Amul on India's breakfast table 50 years after it was first launched. No other brand comes even close to it.• Amul Kool Flavoured Milk (Mango.000 tonnes a year in 1997. Saffron. Strawberry. Sheela Mane. A Charni Road flat. a 28-year-old housewife is out in the balcony drying clothes. Chocolate) • Amul Kool Cafe Health Beverage: • Amul Shakti White Milk Food For further details. please contact: Amul Butter Girl Edited from an article by Mini Varma published in The Asian Age on March 3. Mrs. Rose. Bombay: Summer of 1967. Cardamom. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses. Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25. From her Page 36 of 81 .

from strategically placed hoardings at many traffic lights. "It was the first Amul hoarding that was put up in Mumbai. chuckled at the Amul hoarding that casts her sometime as the coy. holding out her favourite packet of butter." Call her the Friday to Friday star. The crowd seems to be growing larger by the minute. I remember it was our favourite topic of discussion for the next one week! Everywhere we went somehow or the other the campaign always seemed to crop up in our conversation. shy Madhuri. chubby cheeked. Unable to curb her curiosity Sheela Mane hurries down to see what all the commotion is about. "People loved it. winking at you. For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact." recalls Sheela Mane. Round eyed. She is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). There are other people too. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. The ultimate compliment to the butter came when a Page 37 of 81 . dressed in her little polka dotted dress and a red and white bow. looked. a bold sensuous Urmila or simply as herself. It is her four-year-old who draws her attention to the hoarding that has come up overnight. How often have we stopped. She expects the worst but can see no signs of an accident.second floor flat she can see her neighbors on the road.

which had been launched in 1945. had a staid. created as a rival to the Polson butter girl. The Amul girl who lends herself so completely to Amul butter. village belle. the country saw the birth of a campaign whose charm has endured fickle public opinion. It all began in 1966 when Sylvester daCunha.British company launched butter and called it Utterly Butterly. Sylvester daCunha decided it was time for a change of image. primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine. This one was sexy. It had been taken too seriously. ASP. then the managing director of the advertising agency. gimmickry and all else. corporate ads. for too long. boring image. food was something one couldn't afford to fool around with. One of the first Amul hoardings In India. clinched the account for Amul butter. Page 38 of 81 . The butter. last year. The year Sylvester daCunha took over the account.

"Eustace Fernandez (the art director) and I decided that we needed a girl who would worm her way into a housewife's heart. Not just adults. so to say. "We knew our campaign was going to be successful. In 1967. It was a matter of just a few hours before the daCunha office was ringing with calls. even children were calling up to say how much they had liked the ads." recalls Sylvester daCunha. The baseline simply said. That October. Utterly Butterly Delicious Amul." For the first one year the ads made statements of some kind or the other but they had not yet acquired the topical tone. Sylvester decided that giving the ads a solid concept would give them extra mileage. Page 39 of 81 . And so it came about that the famous Amul Moppet was born. more dum.. "The response was phenomenal. Thoroughbread.clothed in a tantalising choli all but covering her upper regions. lamp kiosks and the bus sites of the city were splashed with the moppet on a horse. And who better than a little girl?" says Sylvester daCunha. It was a decision that would stand the daCunhas in good stead in the years to come.

If the Naxalite movement was the happening thing in Calcutta. then the creative team working on the Amul account came up with a clincher -.'Hurry Amul. "They are almost part of our culture. Bombay reacted to the ad with a fervour that was almost as devout as the Iskon fever. Amul would be up there on the hoardings saying. India looked forward to Amul's evocative humour. Sumona Varma. won't do). There are stories about the butter that people like to relate over cups of tea. Hurry Hurry'. Indian Airlines Won't Fly Without Amul. aren't they? My grandchildren are already beginning to realise that these ads are not just a source of amusement. What does she do with these ads? "I have made an album of them to amuse my grandchildren." Page 40 of 81 . when the city first saw the beginning of the Hare Rama Hare Krishna movement. Mohammad Khan and Usha Bandarkar. If there was an Indian Airlines strike Amul would be there again saying. From then on Amul began playing the role of a social observer. cholbe na cholbe na (won't do. I especially like the ads on the backs of the butter packets.In 1969. Over the years the campaign acquired that all important Amul touch. "Bread without Amul Butter." she laughs. "For over 10 years I have been collecting Amul ads. That was the first of the many topical ads that were in the offing. Sylvester daCunha. They make them aware of what is happening around them. "says Mrs.

"We ran a couple of ads that created quite a furore. Even when the Enron ads (Enr On Or Off) were running." he says laughing.Despite some of the negative reactions that the ads have got. They have to say something." says Sylvester daCunha. they couldn't have anyone not taking that seriously. The high command came down heavy on that one. The Gandhi cap was a symbol of independence." says Rahul daCunha. The Shiv Sena people said that if we didn't do something about removing the ad they would come and destroy our office. They said if they didn't take down the ads they would stop supplying Amul butter on the plane. or making an impact. A fine balance had to be struck. So despite their reluctance the hoardings were wiped clean. I didn't want the hoardings to be pleasant or tame." Page 41 of 81 . It is surprising how vigilant the political forces are in this country. Rebecca Mark wrote to us saying how much she liked them. DaCunhas have made it a policy not to play it safe. Ganpati Bappa More Ghya (Ganpati Bappa take more). There are numerous ads that are risque in tone. We have a campaign that is strong enough to make a statement. Then there was the time when the Amul girl was shown wearing the Gandhi cap. "Then there was an ad during the Ganpati festival which said. "The Indian Airlines one really angered the authorities. So ultimately we discontinued the ad. "We had the option of being sweet and playing it safe.

afterall. "He said that he had seen the hoarding while passing through a small district in UP. everyday fun. Indians do have a sense of humour. He said he had asked his assistant to take a photograph of himself with the ad because he had found it so funny. Amul's little joke on Hussain had the artist ringing the daCunhas up to request them for a blow up of the ad. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. Our Product Page 42 of 81 . While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them." says Rahul daCunha in amused tones. the Amul ads have come a long way. Heroine Addiction.Amul's point of view on the MR coffee controversy There were other instances too. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple. From the Sixties to the Nineties.

Amul Cheese. are found in several Indian languages. Of high-quality products sold at reasonable prices. Of the marketing savvy of a farmers' organisation. low Cholesterol Bread Spread Delicious Table Margarine The Delicious way Page 43 of 81 . Amulspray. all meaning "priceless"." was suggested by a quality control expert in Anand. Nutramul. And of a proven model for dairy development. 42.78 billion in 2006-07). Amul Ice cream. Variants. Amul Ghee." from the Sanskrit "Amoolya.AMUL means "priceless" in Sanskrit. (Turnover: Rs. Amul Milk Powder. Amul Shrikhand. Amul Milk and Amulya have made Amul a leading food brand in India. Of the triumph of indigenous technology. Today Amul is a symbol of many things. Bread Spreads Amul Butter Utterly Butterly Delicious Amul Lite Low fat. Of the genesis of a vast co-operative network. Amul Butter. Amul products have been in use in millions of homes since 1946. The brand name "Amul. Amul Chocolates.

Delicious Chocolate taste Nutramul Energy Drink A drink for Kids provides energy to suit the needs of growing Kids Amul Kool Chocolate Milk Amul Kool Flavoured Bottled Milk Amul Kool Flavoured Tetra Pack Amul Masti Spiced Buttermilk Amul introduces the Best Thirst Quenching Drink Amul Kool Thandai Page 44 of 81 .to eat healthy Milk Drinks Amul Kool Amul Kool Cafe Kool Koko A delight to Chocolate Lovers.

Mother's Milk is Best for your baby Sagar Skimmed Milk Powder Which is especially useful for diet preparations or for use by people on low calorie and high protein diet. Purest Dairy Whitener Fresh Milk Amul Instant Full Cream Milk Powder A dairy in your home Sagar Tea Coffee Whitener Page 45 of 81 . Amulya Dairy Whitener The Richest.Powder Milk Amul Spray Infant Milk Food Still.

Amul Fresh Milk This is the most hygienic milk available in the market. Amul Taaza Double Toned Milk Amul Gold Milk Amul Lite Slim and Trim Milk Amul Fresh Cream Amul Shakti Toned Milk Amul Calci+ Cheese Page 46 of 81 . Pasteurised in state-of-the-art processing plants and pouch-packed for convenience.

Amul Pasteurised Processed Cheese 100% Vegetarian Cheese made from microbial rennet Amul Cheese Spreads Tasty Cheese Spreads in 3 great flavours... Has typical Cooking Butter Page 47 of 81 . has a sweet-dry flavour and hazelnut aroma Gouda Cheese Amul Pizza Mozzarella Cheese Pizza cheese. Amul Emmental Cheese The Great Swiss Cheese from Amul.makes great tasting pizzas! For Cooking Amul / Sagar Pure Ghee Made from fresh cream..

Masti Dahi Utterly Delicious Pizza Desserts Amul Ice Creams Premium Ice Cream made in various Amul Shrikhand A delicious treat. Page 48 of 81 . Amul Malai Paneer Ready to cook paneer to make your favourite recipes! Mithai Mate Sweetened Condensed Milk .rich aroma and granular texture. White to creamy color with a pleasant taste.Free flowing and smooth texture. anytime. An ethnic product made by dairies with decades of experience.

.. Page 49 of 81 Amul Shakti Health Food Drink Available in KesarAlmond and Chocolate served piping hot.varieties and flavours with dry fruits and nuts.. Amul Mithaee Gulab Jamuns Pure Khoya Gulab Jamums. Health Drink Nutramul Malted Milk Food made from malt extract has the highest protein content among all the brown beverage powders sold in India. Amul Lassee Amul Basundi Amul Chocolates The perfect gift for someone you love.

Cheese and Butter). milk products and other food products to consumers at competitive prices and. Similarly. frozen vegetables and fruit juices at a national level through its sales and distribution networks for marketing food items. Dhara range of edible oils and the Safal range of fresh fruits & vegetables. Dahi. Ice creams. Parag Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Parag Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. Parag Dairy markets & sells dairy products under the Parag Dairy brand (like Liquid Milk. It is Parag Dairy’s constant endeavor to (a) Ensure that milk producers and farmers regularly and continually receive market prices by offering quality milk.PROFILE OF PARAG DAIRY Parag Dairy – Delhi was set up in 1974 under the Operation Flood Programme. Page 50 of 81 . Parag Dairy sources fruits and vegetables from farmers / growers associations. It is now a wholly owned company of the National Dairy Development Board (NDDB).

Parag Dairy markets approximately 2. Government of India. Parag Dairy ice creams launched in the year 1995 have shown continuous growth over the years and today boasts of approximately 62% market share in Delhi and NCR. Parag Dairy also Page 51 of 81 .(b) Uphold institutional structures that empower milk producers and farmers through processes that are equitable.3 million liters of milk daily and undertakes its marketing operations through around 14. retail outlets and mobile units. Parag Dairy is an IS/ ISO-9002.8 million liters of milk daily in the markets of Delhi. its Quality Assurance Laboratory is certified by National Accreditation Board for Testing and Calibration Laboratory (NABL)-Department of Science and Technology. Parag Dairy Milk has a market share of 66% in the branded sector in Delhi where it sells 2. Mumbai. Saurashtra and Hyderabad. processing of milk is controlled by process automation whereby state-of-the-art microprocessor technology is adopted to integrate and completely automate all functions of the milk processing areas to ensure high product quality/ reliability and safety.000 retail outlets and 845 exclusive outlets of Parag Dairy. The company’s derives significant competitive advantage from its unique distribution network of bulk vending booths. IS-15000 HACCP and IS-14001 EMS certified organization. At Parag Dairy. Moreover.

a 100 percent EOU. Fresh produce from the producers is handled at the Company’s modern distribution facility in Delhi with an annual capacity of 200. UHT Milk. Refined Soybean Oil.000 outlets. 00. Today it is a leading brand of edible oils and is available across the country in over 2. Refined Rice Bran Oil. Cheese. setup in 1996 at Mumbai supplies quality products in the international market. Ghee.manufactures and markets a wide range of dairy products that include Butter.000 MT. Parag Dairy has also been marketing the Dhara range of edible oils for the last few years. Kachi Ghani Mustard Oil and Filtered Groundnut Oil. A stateof-the-art fruit processing plant of fruit handling capacity of 120 MT per day. With increasing demand another state-of-the-art fruit processing plant has been set up at Bangalore with fruit handling capacity of around 250 MT per day. The company markets an array of fresh and frozen fruit and vegetable products under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than 20. An IQF facility with capacity of around 75 MT per day is also operational in Delhi. The brand is currently available in the following variants: Refined Vegetable Oil. Refined Sunflower Oil. Lassi & Flavored Milk and most of these products are available across the country. Parag Dairy has also launched extra virgin Olive Oil under the Daroliva brand. Dahi.000 retail outlets in various parts of the country. Page 52 of 81 .

harnessed the power of farmer cooperatives to deliver a range of delicious products and bring a smile on your face. Parag Dairy shall strive to remain one of India’s finest food companies. In times to come. Page 53 of 81 .Parag Dairy has over the last 3 decades.

LIST OF PRODUCTS MARKETED: Breadspreads: • Parag Butter Cheese Range: • • • Parag Processed Cheese Parag Pizza Cheese Parag Paneer UHT Milk Range: • • Parag Milk Parag Fresh Cream Pure Ghee: • Parag Pure Ghee Infant Milk Range: • Parag spray Milk Food Milk Powders: • • Paragya Dairy Whitener Sagar Skimmed Milk Powder Page 54 of 81 .

Fresh Milk: • • Parag Taaza Toned Milk Parag Cow Milk Page 55 of 81 .

II. Sample design: Sampling is a process of obtaining information about an entire population by examining only a part of it. so research design is also descriptive. Secondary data is collected by retailer & personal interview.The method of study operate by me is totally is to increase $ to gather the more information regarding this project. The major emphasis in such studies is on the discovery of the ideas fruitful relevant information. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspect of a problem under study. Since our research is descriptive type. Page 56 of 81 . PRIMARY DATA SECONDARY DATA Primary data is collected by the customers and Parag retailers. I collected the information regarding this project through – I.RESEARCH METHODOLOGY Methodology for a study like this is the most important part .

I have taken 3 sample sizes regarding my project. Sample size: AREA: RETAILER : CUSTMER: 7 14 70 Page 57 of 81 . I have chosen this sample size as per my capacity. I took information from 7 areas with the help of 14 retailers & 70 customers.As depicted below.

00 1.80 0.31 4.12 4.20 2.50 1.40 1.61 10.40 1.40 2.00 5.81 SALES OF BUTTER BY TERRITORY (KG) (Agra) TERRITORIES AMUL BUTTER PARAG DAIRY BUTTER Page 58 of 81 .40 3.MARKET SHARE OF AMUL SPRAY IN % AGE (Agra) TERRITORIES AMUL SPRAY PARAG DAIRY LECTOGIN Avas Vikas Agra Kamla Nagar Dhuliaganj New Agra Sadar Delhi Gate ShahGanj 3.70 2.

49 4.72 1.83 17.21 8.80 0 0 Page 59 of 81 DAIRY .5 678 159 0 30 72 0 0 0 42 MARKET SHARE OF AMUL BUTTER IN %AGE AGRA TERRITORIES AMUL BUTTER PARAG BUTTER Avas Vikas Agra Kamla Nagar Dhuliaganj New Agra Sadar 3.Avas Vikas Agra Kamla Nagar Dhuliaganj New Agra Sadar Delhi Gate ShahGanj 500 92 734 355 190.56 0 .76 2.

52 SALES OF DAIRY WHITE BY TERRITORY (KG) TERRITORIES Avas Vikas Agra Kamla Nagar Dhuliaganj New Agra Sadar Delhi Gate Shah Ganj TOTAL AMULYA 27 6 51 46 22 24 15 626 Parag Dairy 0 5 2 8 0 2 3 61 OTHERS 9 6 25 28 16 17 18 127 Page 60 of 81 .32 3.70 0 0 2.12 95.Delhi Gate Shah Ganj TOTAL 16.

34 1.37 .05 4.58 0 0.37 0.17 0 0.45 3.15 0.76 0.02 0.72 1.78 .MARKET SHARE OF DAIRY WHITE IN % AGE (Agra) TERRITORIES AMULYA Parag Dairy OTHERS Avas Vikas Agra Kamla Nagar Dhuliaganj New Agra Sadar Delhi Gate Shah Ganj TOTAL 2.19 1.20 11.96 2.27 3.77 Page 61 of 81 .44 46.72 3.50 0.18 1.45 1.

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Consumer Perception towards Amul & Parag Dairy Products Export Potential India has the potential to become one of the leading players in milk and milk product exports. Productivity: To have an exportable surplus in the long-term and also to maintain cost competitiveness. all located close to India. equipments. rasgolas and other ethnic sweets to the large number of Indians scattered all over the world Page 63 of 81 . Major importers of milk and milk products are Bangladesh. Quality: Significant investment has to be made in milk procurement. Philippines. China. Malaysia. shrikhand. There is a vast market for the export of traditional milk products such as ghee. Thailand. paneer. Locational advantage: India is located amidst major milk deficit countries in Asia and Africa. UAE. training has to be imparted to improve the quality to bring it up to international standards. chilling and refrigeration facilities. Hong Kong. Due to low labour cost. Also. Oman and other gulf countries. Japan. Low Cost of Production : Milk production is scale insensitive and labour intensive. cost of production of milk is significantly lower in India. Singapore.Concerns in export competitiveness. it is imperative to improve productivity of Indian cattle.

DATA ANALYSIS AND INTERPRETATION I. 15% Other. 30% Amul. Which company's dairy product you use Parag. 55% Interpretation: 55per cent consumers use Amul & 30 per cent used others and last 15 percent consumer used Parag dairy products. Page 64 of 81 .

Milk used by consumer 28% Amul. 25% Parag and others 47%. Page 65 of 81 . Butter used by consumer 38% Amul. 12% Parag and 40% others. Parag Ghee used 20% and others 48% . Which of the product mostly you go for? 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Ghee 32% 48% 50% 47% 40% 36% 38% 28% 25% 20% 12% 22% Amul Parag Others Milk Butter Cheese Interpretation : Amul Ghee used consumer 32%.II.

20% Yes.III. 80% Interpretation: 80% Consumer satisfied with their products and 20 % consumer not satisfied their products. Are you satisfied with your product? No. Page 66 of 81 .

Price satisfaction with consumer 70% Amul and 30% Parag. Brand preferred by consumer eg.IV. Parag satisfied 40%. Page 67 of 81 . Why are you inclined to your product? 80% 70% 60% 50% 40% 30% 20% 10% 0% Quality Brand Price 40% 32% 30% 60% 68% 70% 80% Amul Parag 20% Taste Interpretation: Amul Quality inclined to products by consumer 60%. 68% Amul and 32% Parag.

Page 68 of 81 .V. Quality wise Amul 15% and no 85% and Parag with satisfied 60% and not satisfied 40%. Price by consumer Amul 30% and no70% and Parag with satisfied 40% and not satisfied 60%. packing by consumer Amul 25% and no75% and Parag with satisfied 75% and not satisfied 25%. Do you like any change in product 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Taste Price Packing Style 20% 30% 25% 25% 55% 80% 75% 75% 70% 60% 85% 60% Amul Yes 45% 40% 40% Amul No Parag Yes Parag No 15% Quality Interpretation : All consumer satisfied with their product and some consumer change product Taste by consumer Amul 80% and no20% and Parag with satisfied 45% and not satisfied 45%.

30% Parag. In dairy products. 20% Amul. which company product demand is higher? Other.RETAILER Analysis I. Page 69 of 81 . 50% Interpretation: 50per cent consumers demand for Amul dairy products & 30 per cent consumer preferred others branded products and last 20 percent consumer prefered Parag dairy products.

Price wise by consumer 60% Amul and 40% Parag. Page 70 of 81 . Reason…………………………………………… 20% Packing style 80% 30% Brand 70% Parag 32% Taste 68% 40% Price 60% 10% 20% 30% 40% 50% 60% 70% 80% Amul 0% Interpretation: Amul dairy products Packing Style wise by consumer 80%. Brand preferred by consumer eg. Parag preferred 20%. Taste preferred by consumer 68% Amul and 32% Parag. 70% Amul and 30% Parag.II.

Page 71 of 81 .III. Packing by consumer Amul 25% and no75% and Parag with Preferred 75% and not Preferred 25%. Price by consumer Amul 30% and no70% and Parag with Preferred 40% and not Preferred 60%. Quality wise Amul 15% and no 85% and Parag with Preferred 60% and not Preferred 40%. Which product of Amul is preferred by customers? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Ghee Milk Butter Cheese 32% 28% 38% 36% 20% 25% 12% 22% Others Parag Amul 48% 47% 50% 40% Interpretation: All consumers Preferred with their product and some consumer change product Taste by consumer Amul 80% and no20% and Parag with Preferred 45% and not Preferred 45%.

FINDINGS 1. "The company caters to the Indian palate, which is its primary driver of success". In light of this statement, critically examine the marketing strategies adopted by Amul & Parag Dairy to capture a sizeable market share of the organized Dairy based food Product in India. 2. In the modern competitive scenario, promotion is a key element in the marketing mix of a company. Critically analyze the promotion strategies adopted by Amul India Pvt. Ltd. What other efforts must the company take to effectively promote its products? 3. Dairy based Products contribute a major share of the revenues of Amul. Given the competitive scenario in the Dairy Products in India, where competitors such as Parag Dairy are introducing several innovative products, what measures must Amul take to remain competitive? Explain in detail.

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SUGGESTION AND RECOMMENDATIONS 1. Company should have feed back from market and consumer about the Dairy based Products. 2. The more Flavour of Amul & Parag Dairy Products should become in the Market. 3. The company provided some small schemes for retailer also. 4. 5. The company gives some gifts for customer also. The company should associate itself with some games or tournaments like football, cricket and so on. 6. Company should provide sponsored seminar market intelligence- Company should maintain the healthy relationship with market distribution channel i.e. whole seller, distributor, retailers which will boost the brand image. 7. Company should check the market real position help the trainees and other survey organizations. 8. Company should launch its website and use new advertising channels; i.e.♦ Trailer in cinema halls

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♦ Hoardings ♦ Spencer any education scholarship or games. CONCLUSION I have studied and analyzed the Dairy based food Product Market of Amul & Parag Dairy Products at Agra on different aspects of the markets, outlets, distribution & consumers. The survey was conducted in various areas of Agra city with great enthusiasm. This project report Concludes that Amul & Parag Dairy are easily available in various parts of Agra. The Parag distribution channel of the Amul is much strong the most important thing, which I feel to improve is “the availability to retailers & consumers”. The retailers & consumers both promotes either Amul or Parag Dairy of it’s brands for could be with regard to order processing, warehousing, inventory management & transportation; besides that shop covering, exit from the market by the salesmen glow shine board, schemes, incentives, prizes, gifts, discount, returning of

defective goods, proper supply should be improved. My job was to make marketing managers aware of all the problems so that a proper course of action is required to be undertaken.

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Kothari .Ramanuj Majumdar Marketing Management    www.L.amul.Luck and Rubin .R.BIBLIOGRAPHY Market Research Research Methodology Product Management . Gupta Page 76 of 81 .Paragdairy. Vashney & www.

QUESTIONNAIRE CUSTOMER: NAME: I. b) Amul c) others Which of the product mostly you go for? a) Ghee b) milk c) butter d) cheese III. ADDRESS: INCOME: Which company's dairy product you use a) Parag II. b) brand c) price d) taste Do you like any change in product Page 77 of 81 . Why are you inclined to your product? a) Quality V. Are you satisfied with your product? a) Yes b) No REASON: ……………………………………… IV.

higher? a) Amul II.a) Yes b) no IN WHICH PARAMETER: …………………………… a) Taste b) price c) packing style d) quality RETAILER: NAME: ADDRESS: INCOME: I.. a) Price b) taste c) quality d) packing style Page 78 of 81 . In dairy products. which company product demand is b) Parag dairy c) others Reason…………………………………………… b) taste c) brand d) packing style Which product of Amul is preferred by customers? a) Ghee e) Any other b) milk c) cheese d) butter REASON:…………. a) Price III.

Rank the preferences of consumers for amul & Parag dairy. Which product of Parag dairy is preferred least by customers? a) Ghee e) Any other b) milk c) cheese d) butter V. Which of Parag dairy is preferred least by customer? a) Ghee e) Any other VII. Which product of Amul is preferred least by customers? a) Ghee e) Any other b) milk c) cheese d) butter VI. b) milk c) cheese d) butter Amul Ghee Cheese Dahi Butter Milk Parag dairy Others Page 79 of 81 .IV.

Others Page 80 of 81 .

Packing Style Best Low Goo d Goo d Best Best Best Good Good Bette r Bette r Bette r Bette r Better Better Better Better Parag Dairy Milk Butte r Low Good Chees e Low Good High High High High Ghee Amul Milk Butte r High High Chees e High High .COMPARATIVE STUDY OF AMUL AND PARAG DAIRY PRODUCTS Consumer Preferences Ghe e 1. Price 2. Taste Goo d 4. Quality Low Goo d 3.

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