PROJECT REPORT

ON
CONSUMER PERCEPTION
REGARDING AMUL
PRODUCTS IN INDIA
SUPERVISOR
SUBMITTED BY
DR. R.N SINGH MANISH
GUPTA
ASSISTANT PROFESSOR BATCH:
2009-2012
BBA –
6
TH
s!
JAGRAN CO""EGE OF ARTS# SCIENCE AND COMMERCE
1 | P $ %
&ANPUR
DEC"ARATION
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AC&NO;"EDGEMENT
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8'(
MANISH GUPTA
TABLE OF CONTENT
S.No. Page No.
1. Acknowledgement
2. Preface
3. Table of Contents
4. List of Charts and Graphs
Part-I
. !ntrod"ction of the Compan#
$. %istor# of the organi&ation
'. !ntrod"ction of the Topic
(. Performance of Prod"ct ) *er+ice
,. Problem faced
Part-II
1-. .esearch methodolog#
• .esearch /b0ecti+e
• .esearch 1esign
• .esearch *t"d#
11. 1ata Anal#sis
> | P $ %
12. 2indings ) .ecommendation
13. *"mmar#
14. Anne3"re
• 4"estionnaire
1. 5ibliograph#
LIST OF CHARTS & GRAPHS

S.NO ILLUSTRATION P. No
1. *ales T"rn o+er Chart 46
2. ."lar 7rban Profile 1-612
3. Plants 8Pict"re9 2-621
4. :ilk Proc"rement 23
. *ales 24
$. *"ppl# Chain $,
'. An"l *ales T"rn /+er '1
(. Price List of Am"l Cogitators '4
,. 1ata Anal#sis and !nterpretation (6,'

? | P $ %
6 | P $ %
INTRODUCTION OF THE COMPANY
Am"l means ;priceless; in *anskrit. The brand name ;Am"l; from the
*anskrit ;Amool#a; was s"ggested b# a <"alit# e3pert in Anand.
=ariants> all meaning priceless are fo"nd in se+eral !ndian lang"age.
Am"l prod"cts ha+e been in "se in millions of homes since 1,4$. Am"l
5"tter> Am"l :ilk Powder> am"l Ghee> Am"l *pra#> Am"l Cheese>
Am"l chocolates> Am"l *hrikhand> Am"l !ce cream> ?"tranm"l> Am"l
:ilk and Am"l#a ha+e made Am"l a leading food brand in !ndia.
T"rno+er .s. 2 billion in 2--2. Toda# Am"l is a s#mbol of man#
things of high <"alit# prod"cts sold at reasonable prices of the genesis
of a +ast co6operati+e network of the tri"mph of indigeno"s technolog#
of the marketing sa++# of a farmer@s organi&ation> and of a pro+en
model for dair# de+elopment.
The re+al"ation started as awareness ma# the farmers that grew and
mat"red into a protest mo+ement and determination to liberate them.
/+er fo"r decades ago the life of a farmer in Aaira district was like that
of his co"nterpart an#where also in !ndia. !ncome from dair# was "nder
pendable. Pri+ate traders and middleman controlled the marketing and
distrib"tion of milk. As milk is perishable> farmers were compelled to
sell it for what e+er# the# were offered. !n this sit"ation> the one who
gained was the pri+ate traders. Grad"all# the reali&ation downed on the
@ | P $ %
farmers that the e3ploitation b# the traders co"ld be checker do onl# if
the# marketed their prod"ct themsel+es. To do this the# need some sort
of organi&ation this reali&ation is what led to the establishment of Aaira
1istrict Cooperati+e :ilk prod"cer 7nion Limited 8Pop"larl# known as
Am"l9> which was formall# registered on 1ecember 14> 1,4$.
The Aaira 7nion started Paste"ri&ing milk for the 5omba# milk scheme
in B"ne 1,4(. An ass"red market pro+ed a great incenti+e to milk
prod"cers of the district b# the end of 1,4(> more than 4-- farmers
0oined in more +illage societies and the <"antit# of milk handled b#
"nion increase from 2- to --- liters per da#.
As the mo+ement spread in the district> it was fo"nd that the 5omba#
:ilk *cheme co"ld not absorb the e3tra milk collected b# the Aaira
"nion in s"mmer when the prod"ction on an a+erage was 2. times
more than s"mmer. C+en b# 1,3> the farmer@s embers ha+e no ass"red
market for the e3tra milk prod"ced s"mmer. The remed# was to set"p a
plant to process milk into prod"cts like b"tter and milk powder. A fi+e
:illion ."pees Plant to man"fact"re milk powder and b"tter was
competed in 1,. !n 1,( the factor# was e3panded to man"fact"re
sweetened condensed milk. Two #ear later a new wing was added for
man"fact"re of 2--- tons of roller deri+ed bab# food and $-- tons of
cheese per #ear. This cheese was based on the form"la de+eloped with
the assistance of Central 2ood Technolog# .esearch !nstit"te 8C2T.!9>
:#sore. !t was the first time in world that bab# food and cheese where
made b# b"ffalo milk on a large commercial scale. Another r milestone
A | P $ %
was the completion as a pro0ect to man"fact"re balanced cattle food.
The plant was donated b# /D2A: "nder the freedom from h"nger
campaign of the 2A/.
To meet the re<"irement for defense the Aaira 7nion was asked b# the
Go+ernment of !ndia in 1,$3 to set"p additional dr#ing capacit#. A
new dair# capable of prod"cing 4- tons of milk powder and 2- tons of
b"tter a da# was speedil# completed. !t was declared open in 1,$.
*ince then Am"l has co+ered an# miles on the road of s"ccess. !ts
members s"ccess of the federation can be estimated from the fact the
income of the r"ral ho"sehold of the Aaira district is being deri+ed
from dair#ing.
?ow federation is !ndia@s largest food prod"cts marketing organi&ation.
!t is a state le+el ape3 bod# of milk cooperati+e G"0arat. :ore that 12
districts cooperati+e milk prod"cers "nion are its members> which
incl"de 11>132 +illages societies. 2ederation has helped for the
prod"cts the# prod"ce. :ore that 2.2( millions prod"cer members are
beneficent of the "nions.
Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
9 | P $ %
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1225
2008-09 67113 1504
2009-10 8053 1700
INFORMATION TECHNOLOGY INTEGRATION
At an earl# stage> federation recogni&ed the !T e3cellence was essential
to retaining o"r comparati+e edge. !n the coming #ear federation will
implement =irt"al pri+ate network 8=P?9 connecti+it# to facilitate on
line information e3change with b"siness partners and monitoring
prod"ction and sales in order to impro+e <"alit# of ser+ices and an
optimi&ation of reso"rces across s"ppl# points. As recognition of !T
e3cellence federation has been selected for international C!/ 1--
Award. 2ederation has incorporated the cooperati+e logo to its web site
www.am"lcoop> which has enhanced the Am"l brand across world>
gi+ing then another +ital b"siness.
EXPORTS
C3port t"rno+er of federation has grown "p b# 1'E in terms of +ol"me>
total e3ports being more than 4-- crore. 1"e to the s"bsidies allowed
10 | P $ %
b# C"ropean "nions> the international prices were +er# low as a res"lt
e3port t"rno+er in +al"e terms has declined b# $E.
The "nion not onl# takes the responsibilit# of collecting and marketing
the s"rpl"s milk b"t also pro+ides member with e+er# pro+isions that is
re<"ired to enhance prod"ction. Th"s Aaira "nion has f"ll fledge
machiner# geared to pro+ide animal health care and breeding facilities.
The "nion has 1$ mobile +eterinar# dispensaries are managed b# f"ll#
<"alified staff. All the +isages are +isited b# monthl# on predetermined
da#> to pro+ide animal health care. A 24 ho"rs emergenc# ser+ice is
a+ailable at a fee .s. 3 for members and .s. 1-- for non members. All
the mobile +ans are e<"ipped with radio set.
The "nion r"ns a semen prod"ction center where it maintains high
pedigreed *"rti b"ffalo b"lls> frees in a b"lls> B"rs# b"lls etc. balanced
feed concentrate is man"fact"red in "nions cattle feed plant and sold to
the members thro"gh societies at cost.
After disc"ssing the origin and the acti+es of the federation now let@s
ha+e a look on the c"rrent position of the federation at +ario"s ends.
MILK PROCUREMENT
Total milk proc"rement b# the members has reached an a+erage of
2.3 lakh kilogram per da# from 4'.32 in 2--16-2.
SALES
11 | P $ %
Total sales for the #ear 2--2 F 2--3 were 2'4.' crores incl"ding
consignment sales of .s. 4-4.3 crores. 1"ring last #ear Am"l !ce
cream achie+ed second sales> with +ol"me growth b# 2, percent. 7%T
milk was a bonan&a prod"ct whose growth was $ percent in +ol"me
terms.
1espite of intense competition and a market recession> sales of Am"l
5"tter grew b# ' percent and milk powder remains stead#. This growth
is partic"larl# pleasing as it demonstrates its abilit# to resist :?C
competition. ?ew prod"cts like pannier> mithai mate> soft# mi3
demonstrated their potential to become dominant brands.
Am"l@s long life 7%T milk> has recei+ed a good response in 7AC
c"rrentl# - tons per month of 7%T is imported and sold. Am"l is
e3ploring the possibilit# of la"nching Am"l !ce cream in g"lf> the
market demand for pi&&as is also being s"r+e#ed. Am"l b"tter
is also in high demand in foreign market c"rrentl# aro"nd 2- tons of
b"tter is imported per ann"m. Am"l ghee being in foreign market from
#ears> records close to -- tons per ann"m.
Gith a +iew to increase the +ol"me and facilitate trade Am"l is
planning to set warcho"se this #ear> either at BA2HA or in 1"bai cit#.
G"lf and Gest Asia is the largest o+erseas market for Am"l prod"cts
with 7AC being the biggest b"#er in the region.
RETAILING
12 | P $ %
Am"l has opened "tterl# 1elicio"s retail o"tlets across the co"ntr# to
enhance +isibilit# and brand e<"it# while making all Am"l prod"cts
a+ailable less than one roof in pleasant en+ironment.
Parlors ha+e been opened in Ahmedabad> 5angalore> %#derabad> 1elhi
and :"mbai. Am"ls commitment is to get close to the cons"mer with
good <"alit#> n"trient "s read# to the food at +al"e for mone# prices
will contin"e> with the opening of more n"mbers of parlors across the
co"ntr#.
CO – OPERATIE DEELOPMENT PROGRAM
1"ring last three #ears Am"ls members "nions ha+e implemented an
!nternal Cons"ltant 1e+elopment 8!C19 inter+ention> addressing the
needs to strengthen the b"siness of dair# farmer@s members and dair#
co6operati+e societies.
.ecogni&ing that leaders are essential to face growing Challenges>
federation has initiated a chairman and secretaries orientation program>
held at Gandhi ?agar :other dair#> which is foc"sed on strengthening
the leadership skills and +al"es.
TOTAL !UALITY MANAGEMENT
!n 1,,4> federation had embarked on the T4: 8Total 4"alit#
:anagement9. !n 1,,, it recei+ed .a0i+ Gandhi 4"alit# Award for the
#ear.
1= | P $ %
:ore than 2--- Aai&en@s 8small impro+ement in work areas9 were
made b# the emplo#ees of the federation indifferent areas. Gorkshops
on *4C 8*tatistical 4"alit# Control9 ha+e been cond"cted across the
member dairies to achie+ed total <"alit# in the prod"ction process.
1> | P $ %
OERIE" OF FMCG SECTOR IN INDIA
The !ndian 2:CG sector is the #o$rt% &arge't 'e(tor )* t%e e(o*o+, with a total
market si&e in e3cess of 7*I 13.1 billion. !t has a strong :?C presence and is
characterised b# a well6established distrib"tion network> intense competition
between the organised and "norganised segments and low operational cost.
A+ailabilit# of ke# raw materials> cheaper labo"r costs and presence across the entire
+al"e chain gi+es !ndia a competiti+e ad+antage.
The 2:CG market is set to treble from 7*I 11.$ billion in 2--3 to 7*I 33.4 billion
in 2-1. Penetration le+el as well as per capita cons"mption in most prod"ct
categories like 0ams> toothpaste> skin care> hair wash etc in !ndia is low indicating the
"ntapped market potential. 5"rgeoning !ndian pop"lation> partic"larl# the middle
class and the r"ral segments> presents an opport"nit# to makers of branded prod"cts
to con+ert cons"mers to branded prod"cts. Growth is also likel# to come from
cons"mer @"pgrading@ in the mat"red prod"ct categories. Gith 2-- million people
e3pected to shift to processed and packaged food b# 2-1-> !ndia needs aro"nd 7*I
2( billion of in+estment in the food6processing ind"str#.
!ndia is one of the largest emerging markets> with a pop"lation of o+er one billion.
!ndia is one of the largest economies in the world in terms of p"rchasing power and
has a strong middle class base of 3-- million. Aro"nd '- per cent of the total
ho"seholds in !ndia 81(( million9 resides in the r"ral areas. The total n"mber of r"ral
ho"seholds is e3pected to rise from 13 million in 2--16-2 to 13 million in 2--,6
1-. This presents the largest potential market in the world. The ann"al si&e of the
r"ral 2:CG market was estimated at aro"nd 7*I 1-. billion in 2--$6-'. Gith
growing incomes at both the r"ral and the "rban le+el> the market potential is
e3pected to e3pand f"rther.
1? | P $ %
R$ra& a*- $r.a* /ote*t)a&
R$ra&-$r.a* /ro#)&e
Ur.a* R$ra&
Pop"lation 2--16-2 8mn ho"sehold9 3 13
Pop"lation 2--,61- 8mn ho"sehold9 $, 13
E 1istrib"tion 82--16-29 2( '2
:arket 8TownsJ=illages9 3>'$( $2'>---
7ni+erse of /"tlets 8mn9 1 3.3
So$r(e0 Stat)'t)(a& O$t&)*e o# I*-)a 12334-3567 NCAER
An a+erage !ndian spends aro"nd 4- per cent of his income on grocer# and ( per cent
on personal care prod"cts. The large share of fast mo+ing cons"mer goods 82:CG9 in
total indi+id"al spending along with the large pop"lation base is another factor that
makes !ndia one of the largest 2:CG markets.
16 | P $ %
.apid "rbanisation> increased literac# and rising per capita income> ha+e all ca"sed
rapid growth and change in demand patterns> leading to an e3plosion of new
1@ | P $ %
2006-07
opport"nities. Aro"nd 4 per cent of the pop"lation in !ndia is below 2- #ears of age
and the #o"ng pop"lation is set to rise f"rther. Aspiration le+els in this age gro"p ha+e
been f"elled b# greater media e3pos"re> "nleashing a latent demand with more mone#
and a new mindset.
1A | P $ %
IMPORTANCE OF THE STUDY
5eing st"dent of :5A it is +er# essential for me to ha+e a practical knowledge in an
organi&ation. /nl# to st"d# b"siness administration co"rse knowledge is not the
sol"tion of the problems> which arise in practical field. There is a certain form"la for
an# partic"lar problem> b"t the aim of this st"d# is to de+elop the abilit# of decision
making. A right decision at right time and right place itself helps an organi&ation to
r"n smoothl#.
This st"d# gi+es an idea of all marketing acti+ities. *o the wa# a problem is sol+ed
right decision making and knowledge of different t#pes of making acti+ities gi+e
m"ch importance to the st"d#. /nl# in two month training it was not possible to
"nderstand it so deepl#> b"t an o+erall idea co"ld be de+eloped.
19 | P $ %
8RIEF HISTORY OF THE ORGANI9ATION
THE AMUL HISTORY
!n the 1,4-s> in the district of Aaira of the *tate of G"0arat> !ndia> a "ni<"e
e3periment was cond"cted that become one of the most celebrated s"ccess stories of
!ndia. At that time> in G"0arat> milk was obtained from farmers b# pri+ate milk
contractors and b# a pri+ate compan#> Polson@s 1air# in Anand> the head<"arters of
the district. The compan# had a +irt"al stranglehold on the farmers> deciding the
prices both of the proc"red as well as the sold milk. The compan# arranged to collect>
chill and s"ppl# milk to the 5omba# :ilk *cheme> which s"pplied milk to the
metropolis of 5omba#> and to cities in G"0arat> Polson@s 1air# also e3tracted dair#
prod"cts s"ch as cheese and b"tter. Polson@s 1air# e3ploited its monopol# f"ll#K the
farmers were forced to accept +er# low prices for their prod"cts> and the decisions of
the compan# regarding the <"alit# and e+en the <"antit# of the milk s"pplied b# the
farmers were final.
!n 1,4$> inspired b# *ardar =allabhbhai Patel> a local farmer> freedom and social
worker> named Tribh"+andas Patel> organised the farmers into co6operati+es> which
co"ld proc"re milk from the farmers> process the milk and sell it in 5omba# to
c"stomers incl"ding the 5omba# :ilk *cheme> P"rel# b# chance> in 1,4,> a
mechanical engineer named =erghese A"rien> who had 0"st completed his st"dies in
engineering in the 7*A> came to !ndia and was posted b# the Go+ernment of !ndia to
a 0ob at the 1air# .esearch !nstit"te at Anand.
*ettling down in Anand was hardl# a part of his career plansK howe+er> a meeting with
Tribh"+andas Patel changed his life and changed !ndia@s dair# ind"str#. Ghat :r.
20 | P $ %
Patel re<"ested of 1r. A"rien was hardl# to bring abo"t s"ch a re+ol"tion. All the
wanted was help in sol+ing +ario"s problems with bringing into working order some
of the e<"ipment 0"st p"rchased b# his co6operati+e> especiall# the chilling and
paste"rising e<"ipment. These items of e<"ipment malf"nctioned> leading to the
re0ection of large <"antities of milk b# the 5omba# :ilk *cheme.
1r. A"rien@s in+ol+ement with the Aaira 1istrict Co6operati+e :ilk Prod"cers@ 7nion
Limited 8A1C:P7LK the registered name of the co6operati+e9 grew rapidl#. !nitiall#
he merel# pro+ided technical assistance in repairing> maintaining and ordering new
e<"ipment b"t s"bse<"entl# he became in+ol+ed with the larger sociological iss"es
in+ol+ed in organising the farmers into co6operati+es and r"nning these co6operati+es
effecti+el#. %e obser+ed the e3ploitation of farmers b# the pri+ate milk contractors
and Poison@s 1air#> and noted how the co6operati+es co"ld transform the li+es of the
members. The most important feat"re of these co6operati+es is that the# r"n p"rel# as
farmer@s co6operati+es> with all the ma0or decisions being taken b# the farmers
themsel+es. The co6operati+es are not @r"n@ b# a separate b"rea"crac# with +ested
interests of its ownK the farmers are tr"l# in charge of their own decisions. An# farmer
can become a member b# committing to s"ppl# a certain <"antit# of milk for a certain
n"mber of da#s in a #ear and shall contin"e to be a member onl# if he keeps "p this
commitment.
Cach da#> the farmers 8or act"all#> in most cases> their wi+es and da"ghters9 bring
their milk to the +illage collection centers where <"antit# of milk is checked in f"ll
+iew of all and <"alit# 8milk fat content9 is checked "sing a simple de+ice> again in
f"ll +iew of all. The farmers are paid in e+ening for the milk the# s"pplied in the
morning> and in the morning for the e+ening@s milk. This prompt settlement in cash is
21 | P $ %
a great attraction to the farmers who are "s"all# cash star+ed. Thanks to the abo+e
s#stem> there are no disp"tes regarding <"antit# or <"alit# of the milk s"pplied b#
each farmer. !t was soon reali&ed that it was not eno"gh to merel# act as the collection
and selling for the farmers. A +ariet# of s"pport ser+ices were also re<"ired to enable
the farmers contin"e selling milk of ade<"ate <"alit# and to a+oid disasters s"ch as
the death of their cattle 8of a famil# owning 0"st one or two cattle and depending on
itsJtheir milk for their income> death of cow co"ld indeed be a disaster9. The farmers
were progressi+el# gi+en new ser+ices s"ch as +eterinar# care for their cattle> s"ppl#
of good <"alit# cattle feed> ed"cation on better feeding of cattle and facilities for
artificial insemination of their cattle. All these were strictl# on pa#ment basisK none of
ser+ices were free. This e3periment of organi&ing farmers into co6operati+es was one
of the most s"ccessf"l inter+entions of !ndia. A +er# lo#al clientele was b"ilt "p who
e3perienced prosperit# on a scale the# co"ld not ha+e dreamt of 1- #ears earlier. Gith
good prices paid for their milk> raising milch cattle co"ld become a good
s"pplementar# so"rce of re+en"e to man# ho"seholds.
The co6operati+es were e3panded to co+er more and more areas of G"0arat and in
each area> a network of local +illage le+el co6operati+es and district le+el co6
operati+es were formed on a pattern similar to that at Anand 8the so called Anand
Pattern9. !n 1,> A1C:P7L changed its name to Anand :ilk 7nion Limited> which
lent itself to a catch# abbre+iation> Am"l> which meant priceless in *anskrit. The
word was also eas# to prono"nce> eas# to remember and carried a wholl# positi+e
connotation. !t became the flagship brand name for the entire dair# prod"cts made b#
this "nion.
22 | P $ %
!n 1,4> Am"l b"ilt a plant to con+ert s"rpl"s milk prod"ced in the cold seasons into
milk powder and b"tter. !n 1,(> a plant to man"fact"re cheese and one to prod"ce
bab# food were added6for the first time in the world> these prod"cts were made from
b"ffalo milk. *"bse<"ent #ears saw the addition of more plants to prod"ce different
prod"cts. *tarting from a dail# proc"rement of 2-litres in 1,4$> Am"l had become a
milk giant with a large proc"rement base and a prod"ct mi3 that had e+ol+ed b#
challenging the con+entional technolog#.
!n his +isit to Anand in 1,$> the then Prime :inister of !ndia> Lal 5had"r *hastri>
was impressed b# what he saw6a s#stem that proc"red> processed and deli+ered high
<"alit# milk to distant markets cost efficientl#. *hastri co"ld also see the difference
that the income from milk had made to the standard of li+ing of farmers in the area.
Ghat impressed him the most was that Am"l had done all this witho"t Go+ernment
assistance in market contrast to n"mber of Go+ernment sponsored dair# programmes
that were doing poorl# in terms of proc"ring and marketing good <"alit# milk and
boosting farmer@s incomes. *hastri asked 1r. A"rien to replicate Anand@s s"ccess all
o+er !ndia.
A pattern similar to the Anand Pattern was to be b"ilt in otherstates of !ndia. This was
carried o"t "nder a programme la"nched b# the Go+ernment of !ndia> entitled
;/peration 2lood;. The operation was a bod# formed b# the Go+ernment of !ndia
with this specific ob0ecti+e co6ordinated b# the ?ational 1air# 1e+elopment 5oard
8?1159> a bod# formed b# the Go+ernment of !ndia with this specific ob0ecti+e.
2= | P $ %
COMPANY PROFILE
GU:ARAT COOPERATIE MILK MARKETING FEDERATION
GCMMF: AN OVERVIEW
G"0arat Cooperati+e :ilk :arketing 2ederation 8GC::29 is !ndia@s largest food
prod"cts marketing organi&ation. !t is a state le+el ape3 bod# of milk cooperati+es in
G"0arat which aims to pro+ide rem"nerati+e ret"rns to the farmers and also ser+e the
interest of cons"mers b# pro+iding <"alit# prod"cts which are good +al"e for mone#.
Me+.er'0 12 district cooperati+e milk
prod"cers@ 7nion
No. o# Pro-$(er Me+.er'0 2.2( million
No. o# )&&age So()et)e'0 11>132
Tota& M)&; %a*-&)*g (a/a()t,0 $.' million liters per da#
M)&; (o&&e(t)o* 1Tota& - 2335-3<60 1.($ billion liters
M)&; (o&&e(t)o* 1Da)&, A=erage 2335-3<60 .-( million liters
M)&; Dr,)*g Ca/a()t,0 1- metric Tons per da#
Catt&e #ee- +a*$#a(t$r)*g Ca/a()t,0 14- :ts per da#
O8:ECTIES AND 8USINESS PHILOSOPHY OF GCMMF
The main stakeholder of GC::2 is the farmer member for whose welfare GC::2
e3ists. GC::2 states that its main ob0ecti+e is the carr#ing o"t of acti+ities for the
economic de+elopment of agric"lt"rists b# efficientl# organi&ing marketing of milk
2> | P $ %
and dair# prod"ce> +eterinar# medicines> +accines and other animal health prod"cts>
agric"lt"ral prod"ce in raw andJor processed form and other allied prod"ce.
GC::2 aims to market the dair# and agric"lt"ral prod"cts of co6operati+es thro"ghL
 Common branding
 Centrali&ed marketing
 Centrali&ed <"alit# control
 Centrali&ed p"rchases> and
 Cfficient pooling of milk
GC::2 has declared that its b"siness philosoph# is as followsL
 To ser+e the interests of milk prod"cers and
 To pro+ide <"alit# prod"cts that offer the best +al"e to cons"mers for mone#
spent
PLANTS 0
• 2irst plant is at A?A?1> which engaged in the man"fact"ring of
milk> b"tter> ghee> milk powder> fla+ored milk and b"ttermilk.
2? | P $ %
*econd plant is at MOGAR> which engaged in man"fact"ring
chocolate> n"tram"l> Am"l Ganthia and Am"l lite.
Third plant is at Aan0ari> which prod"ces cattelfeed.
2o"rth plant is at Ahatra0> which engaged in prod"cing cheese.
26 | P $ %
Toda#> twel+e dairies are prod"cing different prod"cts "nder the brand
name Am"l. Toda# Am"l dair# is no. 1 dair# in Asia and no. 2 in the
world> which is matter of pro"d for G"0arat and whole !ndia.
INFORMATION TECHNOLOGY INTEGRATION
At an earl# stage> federation recogni&ed the !T e3cellence was essential
to retaining o"r comparati+e edge. !n the coming #ear federation will
implement =irt"al pri+ate network 8=P?9 connecti+it# to facilitate on
2@ | P $ %
line information e3change with b"siness partners and monitoring
prod"ction and sales in order to impro+e <"alit# of ser+ices and an
optimi&ation of reso"rces across s"ppl# points. As recognition of !T
e3cellence federation has been selected for international C!/ 1--
Award. 2ederation has incorporated the cooperati+e logo to its web site
www.am"lcoop> which has enhanced the Am"l brand across world>
gi+ing then another +ital b"siness.
EXPORTS 0
C3port t"rno+er of federation has grown "p b# 1'E in terms of +ol"me>
total e3ports being more than 4-- crore. 1"e to the s"bsidies allowed
b# C"ropean "nions> the international prices were +er# low as a res"lt
e3port t"rno+er in +al"e terms has declined b# $E.
The "nion not onl# takes the responsibilit# of collecting and marketing
the s"rpl"s milk b"t also pro+ides member with e+er# pro+isions that is
re<"ired to enhance prod"ction. Th"s Aaira "nion has f"ll fledge
machiner# geared to pro+ide animal health care and breeding facilities.
The "nion has 1$ mobile +eterinar# dispensaries are managed b# f"ll#
<"alified staff. All the +isages are +isited b# monthl# on predetermined
da#> to pro+ide animal health care. A 24 ho"rs emergenc# ser+ice is
a+ailable at a fee .s. 3 for members and .s. 1-- for non members. All
the mobile +ans are e<"ipped with radio set.
The "nion r"ns a semen prod"ction center where it maintains high
pedigreed *"rti b"ffalo b"lls> frees in a b"lls> B"rs# b"lls etc. balanced
2A | P $ %
feed concentrate is man"fact"red in "nions cattle feed plant and sold to
the members thro"gh societies at cost.
After disc"ssing the origin and the acti+es of the federation now let@s
ha+e a look on the c"rrent position of the federation at +ario"s ends.
MILK PROCUREMENT 0
Total milk proc"rement b# the members has reached an a+erage of
(-.4 lakh kilogram per da# from '3.'2 in 2--'6-(.
Average MilkProcuremet
(! Lac Ltr"#$a%&
0
20
'0
60
(0
)00
Colum! )
SALES 0
The total sales and growth pattern of Am"ls prod"cts d"ring 11#ears
ha+e been shown b# this diagram.
29 | P $ %
1"ring the #ear> sales of Am"l 2ederation registered a <"ant"m growth
of 2'.' per cent to reach .s. $'11.31 crores 8.s.$'.11 billion9. Last
#ear> o"r t"rno+er was .s. 2.41 crores 8.s. 2. billion9. This is an
e3tremel# impressi+e growth> when +iewed from the perspecti+e of
22.,- per cent growth that we had achie+ed in 2--'6-(.
! am also pleased to note that o"r 2ederation has done remarkabl# well
in most of the +al"e added cons"mer packs. *ales of Am"l :ilk in
po"ches ha+e grown b# 44E in +al"e terms. 7%T milk has also shown
an impressi+e growth of 2$E. /"r sales in Am"l Processed Cheese
ha+e shown consistent and +er# impressi+e growth of 2E. Am"l !ce6
cream has shown an impressi+e growth of 1$ per cent in +al"e terms
o+er the last #ear. At the same time we ha+e remained ?o. 1 !ce6cream
brand in !ndia lea+ing a wide gap with the nearest competitor. !n the
!nfant :ilk 2ood categor#> o"r brand Am"lspra# registered a growth of
2-E. !n the dair# whitener segment> Am"l#a recorded a growth of
=0 | P $ %
almost 12E. Ge managed to achie+e 1' per cent +al"e growth in
5"tter> despite intense competition in this categor#. !n o"r effort to
ens"re that all sections of o"r societ# are able to afford Am"l 5"tter>
we ha+e gi+en special emphasis to low "nit +al"e packs.
RETAILING 0
The concept of Am"l parlors initiated in 2--2 has come a long wa# and
has toda#> e+ol+ed into the most +isible face of brand Am"l. The
network of more than 4--- parlors in almost all ma0or towns of the
co"ntr# bears testimon# to the fact that the model is h"gel# scalable
and inherentl# s"stainable. This retailing initiati+e has not onl# enabled
"s to interface directl# with cons"mer> it has also helped "s in o"r
endea+or to red"ce middle6men from the s"ppl# chain.
The addition of more than 2--- parlors d"ring the c"rrent #ear is
largel# attrib"ted to o"r channel partners i.e. o"r wholesale distrib"tors
who ha+e embraced the concept b# starting their own parlors and also
moti+ated franchises to create parlors for meaningf"l emplo#ment.
The relentless foc"s on e3pansion of Am"l parlors is now pa#ing "s
rich di+idends. The retailing b"siness alone fetched "s a sales t"rno+er
of more than .s.2-- Crores d"ring the c"rrent #ear. :oreo+er> these
parlors also pro+ide "s with an effecti+e platform to introd"ce all the
inno+ati+e prod"cts that we la"nch> e+er# #ear.
Ge ha+e also made giant strides forward in reaching o"t to millions of
railwa# comm"ters b# setting "p more than - Am"l stalls across ma0or
=1 | P $ %
railwa# stations of the co"ntr#. The !ndian .ailwa#s ha+e also
recogni&ed o"r efforts and with acti+e s"pport from !.CTC> we plan to
set "p another 3-- railwa# parlors d"ring the coming #ear.
!ce6cream scooping parlors> the latest addition to the retailing
re+ol"tion are #et another blockb"ster from the ho"se of Am"l. Ge
e3pect to add 2-- more parlors in the coming #ear.
Taking c"e from the s"ccess of o"r parlors> commitment from o"r sales
team and all o"r channel partners dealing in milk> ice6cream and dair#
prod"ctsK we plan to take the total tall# of Am"l parlors to 1---- b#
adding $--- parlors d"ring the coming financial #ear.
DISTRI8UTION NET"ORK0
/+er a period of time we ha+e b"ilt "ni<"e capabilities of distrib"ting
Ambient> Chilled> 2ro&en and 2resh prod"cts sim"ltaneo"sl# thro"gh
o"r +ersatile distrib"tion highwa#s. Toda#> 3-- 1istrib"tors for =al"e
added milk prod"cts> 1(-- 1istrib"tors for 2resh :ilk> ens"re that
Am"l Prod"cts are a+ailable to all segments of cons"mers in !ndia
thro"gh more than 2 :illion o"tlets.
To enhance f"rther efficienc# in distrib"tion> two ke# initiati+es ha+e
been taken d"ring the #ear. 2irstl#> we e3panded competenc# based
distrib"tion b# ind"cting abo"t 3-- 1istrib"tors ha+ing e3pertise in
ser+icing specific market segments and secondl#> we are poised to
di+ide the +al"e added prod"ct lines amongst three sets of 1istrib"tors
=2 | P $ %
to cater to the same market. This is going to gi+e "s more and more
competiti+e ad+antage.
!n 2ederation> o"r distrib"tor is considered to be the real :arketing
:anager. To "pdate them with modern marketing concept a workshop
on :arketing and *ales :anagement is being cond"cted in
collaboration with a premier b"siness school. *o far> 11-- 1istrib"tors
ha+e been benefited from this workshop.
*L1P 8*elf Leadership 1e+elopment Programme9 for 1istrib"tor is
another ma0or initiati+e taken d"ring the #ear primaril# with ob0ecti+e
of training them to implement T4: at their and at the retailer le+el.
This will "ltimatel# ser+e to bring all *take holders "nder common
platform in *trategic Planning Process of the /rgani&ation and to
de+elop *elf Leadership amongst each indi+id"al 1istrib"tor.
/"r Am"l Matra Programmes ens"re that o"r e+er# new distrib"tor and
other b"siness partners +isit Anand to get an e3pos"re to o"r co6
operati+e str"ct"re> o"r c"lt"re as well as o"r operational s#stems and
processes. The initiati+e contin"ed this #ear as well and so far> abo"t
'4-- 1istrib"tors and other b"siness associates ha+e +isited Anand on
Am"l Matra.
CO–OPERATIE DEELOPMENT PROGRAM 0
1"ring last three #ears Am"ls members "nions ha+e implemented an
!nternal Cons"ltant 1e+elopment 8!C19 inter+ention> addressing the
needs to strengthen the b"siness of dair# farmer@s members and dair#
co6operati+e societies.
== | P $ %
.ecogni&ing that leaders are essential to face growing Challenges>
federation has initiated a chairman and secretaries orientation program>
held at Gandhi ?agar :other dair#> which is foc"sed on strengthening
the leadership skills and +al"es.
1"ring the #ear> :ember 7nions contin"ed to implement the mod"le
on =ision :ission *trateg# 8=:*9 for primar# milk prod"cer members
) =illage 1air# Cooperati+es. 2acilitated b# speciall# trained
cons"ltants> '3$ =illage 1air# Cooperati+e *ocieties 8=1C*9 ha+e
cond"cted their =ision :ission *trateg# Gorkshops> prepared their
:ission *tatements ) 5"siness Plans for ne3t fi+e #ears. Till toda#
total $-12 =1C* ha+e prepared their mission statement and 5"siness
plan. :ember "nions are re+iewing this b"siness plan e+er# #ear "nder
=:* ann"al re+isit programme and facilitate =1C* to prepare action
plan for ne3t #ear to propel the moment"m gained thro"gh =:*.
!n order to strengthen knowledge and skill base of #o"ng girls and
women of the +illages abo"t milk prod"ction managementK 2ederation>
with technical collaboration and reso"rces of Anand Agric"lt"re
7ni+ersit#> has initiated N:ahila Pash"palan Talim Aar#akramO for
women reso"rce persons of the member "nions and d"ring the #ear>
4($ women reso"rce person ha+e been trained "nder this programme.
C&ea* M)&; Pro-$(t)o* 0
2or strengthening infrastr"ct"re for <"alit# and clean milk prod"ction
and to install 5"lk :ilk Coolers at =1C*> o"r member "nions ha+e
s"bmitted pro0ect proposals to 1epartment of Animal %"sbandr#>
1air#ing ) 2isheries> 81P *ection9> :inistr# of Agric"lt"re>
=> | P $ %
Go+ernment of !ndia. 7nder the pro0ect> Go+ernment of !ndia has
alread# sanctioned financial assistance of more than .s. 2( crore and
o"r member "nions ha+e alread# recei+ed financial assistance of more
than .s. 11.3$ crore.
Contin"ing the cleanliness dri+e at +illage le+el> till :arch 2--,> o"r
:ember 7nions ha+e identified ) imparted training to ,4', corore
gro"ps formed of milk prod"cers and :anagement of the =1C*. To
enhance the le+el of Cleanliness this #ear> ',$ =1C* celebrated .ed
Tag 1a# on NGandhi Ba#antiO 6 2nd /ctober and the 7nions also
awarded best performing =1C*.
Fert)&)t, I+/ro=e+e*t Progra+0
The 5oard of 1irectors of 2ederation> considering a long term +ision
for red"cing infertile animal from their milkshed> decided to implement
2ertilit# !mpro+ement Programme 82!P9 from #ear 2--'6-(. The 2!P
concept has an integrated design to o+ercome animal n"tritional>
g#necological> and animal health related problems.
To implement 2!P> milk "nions ha+e deplo#ed 44 2!P teams of
+eterinar# cons"ltants and the# are working in 1,$- +illages. !n the first
#ear the# ha+e registered '2,-4 and in second #ear the# ha+e registered
'-43 N?on Pregnant ?ot Cal+ed C+en /nceO and N?on6pregnant
1r#O milch cattles and b"ffaloes "nder 2!P> o"t of which 22'2 milch
animals has become pregnant. 2!P is being monitored thro"gh
www.am"l.org.in. 2!P has helped milk prod"cers to con+ert their
"nprod"cti+e milch animals to prod"cti+e one and also b# adopting
scientific animal h"sbandr# practices the# are earning more at less cost.
=? | P $ %
SUSTAINA8LE ECOLOGICAL DEELOPMENT0
Gith a target of planting three trees per member> o"r member "nions
celebrated $1st #ear of !ndependence> 1th A"g"st 2--( in a "ni<"e
wa# and o"r members ha+e planted 2.'4 lakh sapling across 21
districts of G"0arat. 1"ring last two #ears> o"r members ha+e planted
more than '1.$ lakh trees and demonstrated their commitment towards
preser+ing and contrib"ting to impro+ement of the en+ironment. 2or
this acti+it#> we ha+e recei+ed NGood Go+ernance awardO from
N*rishtiO d"ring #ear 2--' as well as 2--(.
TOTAL !UALITY MANAGEMENT 0
!n 1,,4> federation had embarked on the T4: 8Total 4"alit#
:anagement9. !n 1,,, it recei+ed .a0i+ Gandhi 4"alit# Award for the
#ear.
:ore than 2--- Aai&en@s 8small impro+ement in work areas9 were
made b# the emplo#ees of the federation indifferent areas. Gorkshops
on *4C 8*tatistical 4"alit# Control9 ha+e been cond"cted across the
member dairies to achie+ed total <"alit# in the prod"ction process.
ORGANI9ATIONAL STRUCTURE OF GCMMF
GC::2 is a lean organi&ation> a strateg# that is belie+ed to pro+ide it with a cost
ad+antage. At its head<"arters in Anand> fo"r General :anagers 8G:s9 and fo"r
Assistant General :anagers 8AG:s9 assist the :anaging 1irector 8:19. The fo"r
AG:s look after the f"nctions of marketing> s#stems> co6operati+e ser+ices and
technical pro0ects> respecti+el#. The fo"r G:s are in charge of marketing 8dair#
=6 | P $ %
prod"cts9> %"man .eso"rces 1e+elopment and :arketing 81hara and new b"siness9>
finance and <"alit# ass"rance> respecti+el#.
The whole co"ntr# is di+ided into fi+e &ones> each headed b# a &onal manager
responsible for the sales of all prod"cts within his &one. These managers report to the
:1 b"t f"nctionall# each also reports to the +ario"s AG:sJG:s at the head<"arters.
There are - sales offices spread across the co"ntr# 8of which onl# two are in
G"0arat9K a sales manager heads each office and is assisted b# sales officers and field
salespersons. The entire co"ntr# has been represented in this str"ct"re. GC::2 has
one o+erseas office in 1"bai.
8OARD OF DIRECTORS
G"0arat co6operati+e :ilk :arketing 2ederation Limited> Anand> !ndia registered
"nder G"0arat co6operati+e societies Act61,$1.
Dr. . K$r)e* 1C%a)r+a*6
8. M. S%r&=,a' 1Ma*ag)*g D)re(tor6
=@ | P $ %
Re/re'e*tat)=e F
1r. Amrita Patel 8?ational 1air# 1e+elopment 5oard> Anand9
Reg)'trar F
*ri .. :. Boshi 8Co6operati+e *ociet# G"0rat *tate> Gandhi ?agar9
8a*;er' F
5ank of 5aroda> *tate 5ank of !ndia
Aaira 1istrict Central Co6operati+e 5ank Ltd.
A$-)tor' F
*. .. 5atliboi ) Co. 8Chartered Acco"ntant9
The list of all Chairmen of +ario"s Co6operati+es is gi+en on ne3t page.
=A | P $ %
CHAIRMAN
Sr) Ra+e'% 8%a) P. Pate& Aaira 1istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. Anand
Sr) Mot).%a) R. C%a$-%ar, :ehsana 1istrict Co6operati+e :ilk Prod"cers
7nion Ltd. :ehsana
Sr) Go=)*-.%a) P. Pate& *abarkantha 1istrict Co6operati+e :ilk Prod"cers
7nion Ltd. %immat ?agar
Sr) Prat).%a) G. 8%ato& 5anaskantha 1istrict Co6operati+e :ilk Prod"cers
7nion Ltd. Palanp"r
Sr) Nare*-ra 8%a) M. Pate& 5aroda 1istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. 5aroda
Sr) Ma*$.%a) A. Pate& *"rat 1istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. *"rat
Sr) 8%$/e*-ra S)*g% P. So&a*;) Panchmahal 1istrict Co6operati+e :ilk Prod"cers
7nion Ltd. Godhra
Sr) S$re'%.%a) 8%ar>a- Ahemdabad 1istrict Co6operati+e :ilk Prod"cers
7nion Ltd. Ahemdabad
Sr) 8. 8. 8a+.%a*)a .aikot 1istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. .aikot
Sr) Mog%a+.%a) M. De'a) =alsad 1istrict Co6operati+e :ilk Prod"cers 7nion
Ltd. Alip"r
Sr) Pra%&a-.%a) M. Pate& 5har"ch 1istrict Co6operati+e :ilk Prod"cers
7nion Ltd. 5har"ch
Sr) D%a'arat%*at% N. Pate& Gandhi ?agar 1istrict Co6operati+e :ilk Prod"cers
7nion Ltd. Gandhi ?agar
=9 | P $ %
>0 | P $ %
PERFORMANCE OF PRODUCT & SERICES
A:7L means ;priceless; in *anskrit. The brand name ;Am"l>; from the *anskrit
;Amool#a>; was s"ggested b# a <"alit# control e3pert in Anand. =ariants> all
meaning ;priceless;> are fo"nd in se+eral !ndian lang"ages. Am"l prod"cts ha+e been
in "se in millions of homes since 1,4$. Am"l 5"tter> Am"l :ilk Powder> Am"l Ghee>
Am"lspra#> Am"l Cheese> Am"l Chocolates> Am"l *hrikhand> Am"l !ce cream>
?"tram"l> Am"l :ilk and Am"l#a ha+e made Am"l a leading food brand in !ndia.
8T"rno+erL .s. 2 billion in 2--29. Toda# Am"l is a s#mbol of man# things.
 /f high6<"alit# prod"cts sold at reasonable prices
 /f the genesis of a +ast co6operati+e network
 /f the tri"mph of indigeno"s technolog#
 /f the marketing sa++# of a farmers@ organi&ation> and
 /f a pro+en model for dair# de+elopment
>1 | P $ %
8rea- S/rea-'0
A+$& 8$tter
7tterl# 5"tterl#
1elicio"s
A+$& L)te
The low at 2at
5read *pread
Po>-er M)&;0
A+$& S/ra,
I*#a*t M)&; Foo-
*till> :other@s :ilk
is 5est for #o"r
bab#
A+$& I*'ta*t F$&&
Crea+ M)&;
Po>-er
A dair# in #o"r
home
Sagar S;)++e-
M)&; Po>-er
Ghich is especiall#
"sef"l for diet
preparations or for
"se b# people on
low calorie and
high protein diet.
Sagar Tea Co##ee
"%)te*er
A+$&,a Da)r, "%)te*er
The .ichest> P"rest 1air# Ghitener
Fre'% M)&;0
>2 | P $ %
A+$& Fre'% M)&;
This is the most
h#gienic milk
a+ailable in the
market. Paste"ri&ed
in state6of6the6art
processing plants
and po"ch6packed
for con+enience.
A+$& Go&- M)&;
A+$& Taa?a S&)+ a*- Tr)+
Fre'% Crea+ C%o(o&ate M)&;
F&a=o$re- M)&;
C%ee'e0
>= | P $ %
A+$& Pa'te$r)?e-
Pro(e''e- C%ee'e
1--E =egetarian
Cheese made from
microbial rennet
A+$& C%ee'e
S/rea-'
Tast# Cheese
*preads in 3 great
fla+ors.
A+$& E++e*ta&
C%ee'e
The Great *wiss
Cheese from
Am"l> has a sweet6
dr# fla+or and
ha&eln"t aroma
A+$& P)??a
Mo??are&&a
C%ee'e
Pi&&a
cheese...makes
great tasting
pi&&asP
Go$-a C%ee'e

For Coo;)*g0
>> | P $ %
A+$& @ Sagar
P$re G%ee
:ade from fresh
cream. %as t#pical
rich aroma and
gran"lar te3t"re.
An ethnic prod"ct
made b# diaries
with decades of
e3perience.
Coo;)*g 8$tter
A+$& Pa*eer
.ead# to cook
paneer to make
#o"r fa+orite
recipesP
Utter&, De&)()o$'
P)??a
M)t%a) Mate
*weetened
Condensed :ilk 6
2ree flowing and
smooth te3t"re.
Ghite to cream#
color with a
pleasant taste.
Ma't) Da%)
Ma't) So$/'
De''ert'0
>? | P $ %
A+$& I(e Crea+'
Premi"m !ce
Cream made in
+ario"s +arieties
and fla+ors with
dr# fr"its and n"ts.
A+$& S%r);%a*-
A delicio"s treat>
an#time.
A+$& M)t%aee
G$&a. :a+$*'
P"re Aho#a G"lab
Bam"ms...best
ser+ed piping hot.
G$&a. :a+$* M)A
K$&#) M)A A+$& C%o(o&ate'
The perfect gift for
someone #o" lo+e.
Hea&t%, Dr)*;0
>6 | P $ %
N$tra+$&
:alted :ilk
2ood made from
malt e3tract has the
highest protein
content among all
the brown be+erage
powders sold in
!ndia.
>@ | P $ %
LIST OF RO!UCTS MAR"ETE!:
8rea- '/rea-'0
• Am"l 5"tter
• Am"l Lite Low 2at 5read spread
• Am"l Cooking 5"tter
C%ee'e Ra*ge0
• Am"l Paste"ri&ed Processed Cheddar Cheese
• Am"l Processed Cheese *pread
• Am"l Pi&&a 8:o&arella9 Cheese
• Am"l *hredded Pi&&a Cheese
• Am"l Cmmental Cheese
• Am"l Go"da Cheese
• Am"l :alai Paneer 8cottage cheese9 2ro&en and Tinned
• 7tterl# 1elicio"s Pi&&a
M)t%aee Ra*ge 1Et%*)( '>eet'60
• Am"l *hrikhand 8:ango> *affron> Almond Pistachio> Cardamom9
• Am"l Amrakhand
• Am"l :ithaee G"lab0am"ns
>A | P $ %
• Am"l :ithaee G"lab0am"n :i3
• Am"l :ithaee A"lfi :i3
UHT M)&; Ra*ge0
• Am"l Taa&a 3E fat :ilk
• Am"l Gold 4.E fat :ilk
• Am"l *lim6n6Trim -E fat milk
• Am"l Chocolate :ilk
• Am"l 2resh Cream
• Am"l *nowcap *oft# :i3
• Am"l Taa&a 1o"ble Toned :ilk
P$re G%ee0
• Am"l P"re Ghee
• *agar P"re Ghee
• Am"l Cow Ghee
I*#a*t M)&; Ra*ge0
• Am"l !nfant :ilk 2orm"la 1 8-6$ months9
• Am"l !nfant :ilk 2orm"la 2 8 $ months abo+e9
• Am"lspra# !nfant :ilk 2ood
M)&; Po>-er'0
• Am"l 2"ll Cream :ilk Powder
• Am"l#a 1air# Ghitener
• *agar *kimmed :ilk Powder
>9 | P $ %
• *agar Tea and Coffee Ghitener
S>eete*e- Co*-e*'e- M)&;0
• Am"l :ithaimate *weetened Condensed :ilk
Fre'% M)&;0
• Am"l Taa&a Toned :ilk 3E fat
• Am"l Gold 2"ll Cream :ilk $E fat
• Am"l *hakti *tandardised :ilk 3E fat
• Am"l *mart 1o"ble Toned :ilk 1.E fat
C$r- Pro-$(t'0
• Am"l :asti 1ahi 8fresh c"rd9
• Am"l 5"tter :ilk
• Am"l Lassee
A+$& I(e (rea+'0
• Ro,a& Treat Ra*ge 8.a0bhog> Capp"chino> Chocochips> 5"tterscotch> T"tti
2r"tti9
• N$t-o-Ma*)a Ra*ge 8Aa0" 1rakshi> Aesar Pista> .oasted Almond> Aesar
Carni+al> 5adshahi 5adam A"lfi> *hista Pista A"lfi9
• Ut'a= Ra*ge 8An0ir> .oasted Almond9
?0 | P $ %
• S)+/&, De&)()o$' Ra*ge 8=anilla> *trawberr#> Pineapple> .ose> Chocolate9
• Nat$reB' Treat 8Alphanso :ango> 2resh Litchi> An0ir> 2resh *trawberr#>
5lack C"rrant9
• S$*-ae Ra*ge 8:ango> 5lack C"rrant> Chocolate> *trawberr#9
• M)&&e**)$+ I(e (rea+ 8Cheese with Almonds> 1ates with %one#9
• M)&; 8ar' 8Chocobar> :ango 1oll#> .aspberr# 1oll#> *hahi 5adam A"lfi>
*hahi Pista A"lfi> :awa :alai A"lfi> Green Pista A"lfi9
• Coo& Ca*-)e' 8/range> :ango9
• Ca''atta
• Tr)(o*e Co*e' 85"tterscotch> Chocolate9
• Mega.)te A&+o*- Co*e
• Fro't); 6 3 la#er chocolate 5ar
• F$*-oo Ra*ge 6 e3cl"si+el# for kids
• S&)+S(oo/ Fat Free Fro?e* De''ert 8=anilla> 5anana> :ango> Pineapple9
• Hea&t% L !sabcool
C%o(o&ate & Co*#e(t)o*er,0
• Am"l :ilk Chocolate
• Am"l 2r"it ) ?"t Chocolate
• Am"l Qclairs
8ro>* 8e=erage0
• ?"tram"l :alted :ilk 2ood
M)&; Dr)*;0
• Am"l *hakti 2la+o"red :ilk
?1 | P $ %
Rea-, to Ser=e So$/'0
• :asti Tomato *o"p
• :asti %ot ) *o"r *o"p
?2 | P $ %
8ACKGROUND
C"rrent b"siness scenario is passing thro"gh a marketing era. Conse<"entl# there is
faster b"siness de+elopment beca"se of liberali&ation and impro+ing economic
en+ironment. At present companies are str"ggling to impro+e their market dominance
and +isibilit#. !n order to s"r+i+e d"ring present competiti+e en+ironment companies
are tr#ing to grab a larger market share.
Growing liberali&ation and b"siness fa+orable en+ironmental changes ha+e bro"ght
abo"t enormo"s b"siness opport"nities for the companies. !n +ario"s sectors and
commodities> share the b"siness is growing.
As a st"dent of marketing management it is ad+isable to "nderstand the +ario"s
interacti+e marketing forces. /ne of the significant indicator "nderstanding the
infl"ence of marketing forces on companies is the market share achie+ed b# a
compan#. Therefore the pro0ect "ndertaken has gi+en me an opport"nit# to st"d# the
creation of market share of A:7L in !ndia.
AMUL PASTEURISED 8UTTER
The largest selling brand of b"tter in !ndia made from fresh cream. :arketed since
last fo"r decades. !t is made in the most modern> state F of F the F art plant and meets
AG:A.A standards. Considered as a basic and essential re<"irements b#
ho"sewi+es> it is "sed to enhance the taste of +ario"s dishes like 1osas> Parathas>
/melettes> Pi&&as> Pa+ 5ha0i and on 5read.
!t is a+ailable in different packsL6
1-- gm
-- gm
11- 3 ,.1 gm
2-- gm
?= | P $ %
AMUL LITE 8READ SPREAD
A delicio"s b"tter s"bstit"te> low in fat> low in cholesterol> it is the prefect wa# to a
health# breakfast. :ost s"itable for health conscio"s people as it has low fat content
and cholesterol.
!t is a+ailable inL 6
2-- gm
AMUL PROCESSED CHEESE
:ade from rich cream# milk> 1--E +egetarian ingredients> it makes delicio"s
sandwiches> pa+ bha0i pi&&as and can be "sed in #o"r fa+orite recipes. Am"l
Processed Cheese is prepared "sing f"ll# ripened Cheddar Cheese> which gi+es a
"ni<"e taste> te3t"re and mellowness.
!t is a+ailable inL 6
( 3 2 gm Chiplet
2-- gm *lice
2-- gm Tin
AMUL CHEESE SPREAD
:ade from a special form"lation> 1--E +egetarian> it is delicio"s in sandwiches>
chapattis and parathas. !t is also "sed to enhance the taste of a whole range of
prod"cts like filling of 5"rgers> *alads> Pakodas and host of other dishes. A+ailable in
3 fla+ors F plain> garlic and pepper.
!t is a+ailable inL 6
2-- gm Pepper
2-- gm Plain
2-- gm Garlic
AMUL PI99A CHEESE
?> | P $ %
The onl# gen"ine :o&&arella cheese made with state F of F the F art technolog#> for
the first time in !ndia.
1"e to its stretch abilit#> itRs ideal as a pi&&a topping.
Ghen baked along with pi&&as> it melts "niforml# and spreads e+enl#.
!t is a+ailable inL 6
2- gm
AMUL CHEESE PO"DER
?ot onl# is it the onl# brand of cheese a+ailable in !ndia> it is also the onl# form of
cheese which doesnRt re<"ire refrigeration.
5eing high in fat> protein and mineral content> it is +er# n"tritio"s.
Thanks to a slip F on lid> the tin can be re"sed for storing other ingredients.
Cheese powder is the most con+enient form of "sing cheese. !t can impart the desired
chees# fla+o"r to an# dish s"ch as *o"p> *alads> 5aked dishes> Pastas> 1osas etc.
!t is a+ailable in L 6
2-- gm
AMUL MALAI PANEER
The first branded and fro&en paneer. :ade from rich Am"l milk to make it e3tra
malaidar.
!t is a+ailable inL 6
1-- gm
2-- gm
1 kg

AMUL NUTRAMUL
?? | P $ %
!t has the highest protein content among brown be+erage powders in !ndia. :akes hot
and cold milk be+erages for children and ad"lts. !t confirms to 5!* 4"alit# standards.
!t is a+ailable inL 6
-- gm
AMUL MITHAEE
:ade from fresh khoa> :aida and s"gar to gi+e it a softer> smoother and richer
te3t"re. The highest standards of h#giene are maintained at o"r state F of F the6 art
plant. A+ailable in SCas# /penR tins> which are con+enient and can be opened
an#time> an#place.
!t is a+ailable inL 6
-- gm
1 kg
AMUL MITHAI MATE
.icher> whiter> free flowing condensed milk. A+ailable in a new eas# to open can.
The prod"ct <"alit# meets 5!* standards.
!t is a+ailable inL 6
2-- gm
'. kg
SAGAR SKIMMED MILK PO"DER
?6 | P $ %
!ts low calorie> high protein content is ideal for diet preparations. Also "sed for
making c"rd and lassi. The prod"ct remains fresh since it is +ac""m packed.
!t is a+ailable inL 6
2-- gm
-- gm
1 kg
AMUL CHOCOLATE
!n a range of +ariet# of fla+ors> the# make an ideal gift or treat for someone #o" lo+e.
!t is the onl# chocolate> which comes in an attracti+e cardboard foil packaging. !t is
the first milk chocolate similar to real *wiss chocolates and melts at mo"th
temperat"re.
!t is a+ailable inL 6
:ilk> fr"it ) ?"t 2- gm
:ilk *lab 1( gm
5adambar 3 gm
AMULSPRAY
!t reconstit"tes into the most wholesome> n"triti+e milk for infants. :arketed in !ndia
since 3- #ears and is !ndiaRs single largest selling infant food brand.
!t is a+ailable inL 6
2-- gm
-- gm
1 kg
AMUL PURE GHEE
?@ | P $ %
:ade from fresh cream> it is rich and ideal for !ndian food preparations like Parathas>
1osas> !dlis and for making sweets. :eets AG:A.A special grade <"alit# standard.
Attracti+e m"lti F color packing catches the attention of all segments of cons"mers.
!t is a+ailable inL 6
-- gm
1 ltr
1 kg
2 kg
kg
AMUL MILK PO"DER
%igh in fat content itRs ideal for reconstit"ting milk> in tea and coffee and for making
c"rd> lassi and !ndian desserts. !t is +ac""m packed so that it remains fresh for a long
time.
!t is a+ailable inL 6
-- gm
?A | P $ %
SAGAR PURE GHEE
Traditionall# grain# in te3t"re> it enhances the fla+o"r of !ndian cooking.
!ts e3cellent aroma reminds of the home made Ghee.
:eets AG:A.A special grade <"alit# standard. %#gienicall# man"fact"red and
hermeticall# packed for longer shelf F life.
!t is a+ailable inL 6
-- gm
1 kg
2 kg
kg
AMULYA DAIRY "HITENER
!ndiaRs largest selling dair# whitener. !t mi3es instantl# for making tea> coffee. :ilk
be+erages> breakfast cereals and sweets. !t is made from best <"alit# milk "sing state
F of F the F art technolog#. Am"l#a comes in po"ch> refill and tin packaging and si&es
ranging from - gm to 2 kg.
!t is a+ailable inL 6
- gm
2-- gm
-- gm
1 kg
?9 | P $ %
AMUL EMMENTAL CHEESE
Preferred b# cheese lo+ers across the world> Cmmental is the a"thentic *wiss cheeseK
pop"larl# known as SThe Cheese with %olesR. Cn0o# it with crackers> crispies>
croissants and wine. !tRs the e3<"isite cheese for e3<"isite occasions.
!t is a+ailable inL 6
2-- gm
AMUL MITHAEE
4"ick and eas# to make> Am"l G"lab Bam"n :i3 promises #o" great <"alit# at best
price> with g"lab 0am"ns so delicio"s and so soft> the#Rll melt in #o"r mo"th.
!t is a+ailable inL 6
2-- gm
60 | P $ %
PRO8LEMS FACED
STATEMENT OF RESEARCH PRO8LEM
:arketing research implies the collection of data and implementing it for the p"rpose
of making marketing decision. !n general sense making research consist in the "se of
logical methods for scientific en<"ir# for the identification and sol"tion of an#
marketing problem.
N:arketing research is a s#stematic problem anal#sis> model b"ilding and fact finding
for the p"rpose of important decisions making and control in the marketing of goods
and ser+iceO
N:arketing research is a search of knowledgeO
The abo+e definitions on marketing research indicate clearl# that all research
acti+ities carried> on the condition with management of marketing task> its p"rpose is
to aid marketing control.
Ghile con+ersation people were not showing interest in Am"l beca"se of low
awareness and as a new entrant in the market.
61 | P $ %
62 | P $ %
6= | P $ %
PRO:ECT DEFINITION
:# pro0ect is directed to st"d# the share of A:7LRs prod"cts in the market. 5asicall#
it is a s"r+e# approach and ! ha+e tried m# le+el best to collect data and gen"inel#
applied it to obtain m# pro0ect goal> and pro"dl# ! present it before #o".
!ndian b"siness scenario is impro+ing. 1ifferent commodities are contrib"ting to
increasing b"siness +ol"me. !n this process companies are str"ggling hard to increase
their commodit# market share and f"rther down their compan# market share. !n food
ind"str# also there is intense competition and different food ind"stries are making
deliberations to impro+e their market share. A:7L is one of them> so ! ha+e selected
A:7L to st"d# its market share in !ndia b# st"d#ing small samples of market in the
cit# of Aanp"r where ! p"t "p. ! ha+e carried o"t s"r+e#s thro"gh <"estionnaires and
inter+iews with the compan# retailers in the working of m# pro0ect.
A:7L has man# competitors and in the c"tthroat competiti+e scene of toda#Rs
market it has to fight to"gh against them to maintain itRs no. 1 position especiall# in
dair# prod"cts.
! ha+e also st"died the cons"mer perception abo"t A:7L prod"cts and also the
competitorRs prod"cts.
6> | P $ %
COOERATIVE !EVELOMENT
1"ring the last si3 #ears> o"r :ember 7nions ha+e been implementing !nternal
Cons"ltant 1e+elopment 8!C19 inter+ention for de+eloping self6leadership among
member prod"cers F thereb# enabling them to manage their dair# b"siness efficientl#
leading to their o+erall de+elopment.
1"ring the #ear> :ember 7nions contin"ed to implement the mod"le on =ision
:ission *trateg# 8=:*9 for primar# milk prod"cer members ) =illage 1air#
Cooperati+es. 2acilitated b# speciall# trained cons"ltants> 1-(1 =illage 1air#
Cooperati+e *ocieties 8=1C*9 ha+e alread# cond"cted their =ision :ission *trateg#
Gorkshops> prepared their :ission *tatements ) 5"siness Plans for ne3t fi+e #ears.
:ember "nions re+iew this b"siness plan e+er# #ear "nder =:* ann"al re+isit
programme and facilitate =1C* to prepare action plan for ne3t #ear to propel the
moment"m gained thro"gh =:*.
The =:* mod"le has prompted milk prod"cers to initiate acti+ities at +illages s"ch as
Gater management> Planned Animal 5reeding> Animal 2eed management> !mpro+ed
member ser+ices management> !nformation Technolog# !ntegration and ?etworking>
which ha+e +er# far6reaching and long6term effects on the milk b"siness. This
planned management of milk prod"ction at milk prod"cersR le+el and planned =1C*
management will not onl# help prod"cer members to increase economic ret"rns from
their milk b"siness b"t also help =1C* management to face competition.
Contin"ing the Cleanliness dri+e at +illage le+el> :ember 7nions ha+e identified )
imparted training to (- Core gro"ps comprised of milk prod"cers and :anagement
of the =1C* till :arch 2--$. To enhance the le+el of Cleanliness this #ear (-3
=1C* celebrated .ed Tag 1a# on the 2nd of /ctober and the 7nions also awarded
the best performing =1C*.
6? | P $ %
As a part of the 5reeding *er+ices !mpro+ement Programme> :ember 7nions ha+e
contin"ed implementation of the mod"le of !mpro+ement in Artificial !nsemination
8A!9 *er+ices and imparted training to 1,( Core gro"ps at +illage le+el and ha+e
decided to co+er all the =1C* "nder 5reeding *er+ices with this mod"le o+er the
ne3t #ear. To boost this mo+ement> :ember 7nions are also cond"cting :ass 1e6
worming campaign. 2"rther> :ember 7nions implemented the A! A"dit Competition
d"ring the #ear and in the process> identified ) awarded the best performing =1C*
and A! Gorkers. !n order to increase awareness abo"t dair# ind"str# scenario and
impart leadership skills to the Chairmen ) *ecretaries of the =illage 1air#
Cooperati+es> :ember 7nions are cond"cting Chairmen ) *ecretariesR /rientation
Programme at :other 1air#> Gandhinagar in collaboration with o"r 2ederation.
1"ring the #ear (2$ =illage 1air# Cooperati+e *ocieties ha+e been co+ered in+ol+ing
1,$ Chairmen ) *ecretaries of the =illage 1air# Cooperati+es.
1"ring the #ear> o"r :ember 7nions contin"ed to enco"rage increased participation
of women milk prod"cers in the 1air# Cooperati+e *ocieties. To de+elop their skills
and leadership <"alities> :ember 7nions organised two *elf :anaging Leadership
8*:L9 Programme at Pra0apita 5rahmak"maris> :o"nt Ab". 2-'1 women reso"rce
persons along with Chairmen and *ecretaries of 24 =1C* were in+ol+ed.
!n order to strengthen knowledge and skill base of #o"ng girls and women of the
+illages abo"t milk prod"ction management and to moti+ate them to implement
scientific milch animal breeding> feeding and management methods for their animals>
o"r 2ederation> with technical collaboration and reso"rces of Anand Agric"lt"re
7ni+ersit#> has initiated N:ahila Pash"palan Talim Aar#akramO for women reso"rce
persons of the member "nions.
EXPORTS
66 | P $ %
! am pleased to inform #o" that o"r e3ports ha+e grown at o+er 13 percent d"ring the
#ear. The #ear ended with an e3port t"rno+er of .s 134.23 crores which is the highest
e+er b# an# !ndian dair# prod"cts e3porter. Cons"mer prod"cts as well as b"lk
powders ha+e contrib"ted e<"all# to the growth. Lower s"bsidies in C7 ha+e helped
o"r powders compete better in the international market. This has shown that o"r
f"t"re in !nternational market shall be brighter as s"bsidies are red"cing slowl#.
POUCH MILK
Am"l po"ch milk contin"ed to be the largest contrib"tor to o"r t"rno+er with ann"al
sales of abo"t .s. ,--.-- crores 8.s. ,.-- billion9 d"ring 2--6-$ as against .s.
$2$.-- crores 8$.2$ billion9 d"ring pre+io"s #ear impl#ing a growth of abo"t 31
percent.
1"ring the #ear 2--6-$> we ha+e introd"ced po"ch milk in Aanp"r> L"cknow and
5hopal markets and the response recei+ed from cons"mers is o+erwhelming. Ge are
also planning to foc"s on distrib"tion e3pansion and cons"mer awareness in the
e3isting metro markets of Aolkata> 1elhi and :"mbai. /"r ob0ecti+e in la"nching
milk in po"ches in these and other markets across the co"ntr# is two6fold. 2irstl#>
Am"l as a brand has a +er# strong association with li<"id milk in the cons"mersR
mind. Th"s> la"nch of li<"id milk alwa#s prepares the gro"nd for penetration of other
dair# prod"cts in these markets. This leads to market e3pansion. *econdl#> it has been
empiricall# pro+ed that all cooperati+e milk brands gain from this market e3pansion.
?o cooperati+e has lost sales conse<"ent to la"nch of Am"l :ilk in its market. Th"s>
o"r ob0ecti+e in la"nching milk across !ndia is also to strengthen the cooperati+e
mo+ement while precl"ding market takeo+ers b# :"lti ?ational Corporations. !t is
also of significance that we ha+e been following the practice of local proc"rement of
milk in all markets. ?eedless to sa#> it leads to higher demand and better ret"rns for
6@ | P $ %
the prod"ce of local dair# farmers F leading to o+erall de+elopment of regional
economies.
INFORMATION TECHNOLOGY INTEGRATION
GC::2 has f"rther ad+anced its !nformation Technolog# sol"tions b# enhancing its
c"stomised C.P *#stem 8C!A* ) Geb C!A*9 to smoothen its s"ppl# chain
management and to impro+e operational efficiencies.
!t has also s"ccessf"ll# deplo#ed process dri+en Cnterprise .eso"rce Planning 8C.P9
software s#stem at its own "nit> :other 1air#> Gandhinagar in order to bring
efficienc# in man"fact"ring processes.
/"r 2ederation has also la"nched a new website www.Am"l.t+ for streaming its
feat"re films> tele+ision shows> ad+ertisements> etc to the !nternet comm"nit#. At
present this page contains feat"re films like :anthan F The Ch"rning and :Am"li
.am> !nformation clips like Am"l !ndia *tor# and Am"l Prod"ct T= Commercials>
and entertainment series like Am"l *"rabhi episodes. The idea of this site is to ha+e a
contin"o"s pla# of the abo+e as per the programme sched"le> which will be online
within a short period of time.
CONTESTS AND A"ARDS
Ghile it is important to e3cel in o"r processes of milk collection> processing and
distrib"tion> a long6term relationship with the channel partners and end cons"mers is
indispensable for o"r long6term s"ccess. !n order to generate e3citement among
cons"mers and retailers while reminding them of the significance of Am"l c"lt"re> we
ha+e instit"ted a n"mber of inno+ati+e e+ents.
Am"l *hakti =id#ashree Award was instit"ted d"ring the #ear to hono"r toppers of
selected schools in **C 5oard e3aminations. Ge e3pect this award to initiate a long6
term association of the in+ol+ed children with the Am"l brand and c"lt"re. The Am"l
6A | P $ %
:aharani Contest entered a s"ccessf"l second #ear with the ob0ecti+es of making
women aware of the entire range of o"r prod"cts. Am"l Chef of the Mear Contest was
instit"ted d"ring the #ear with the ob0ecti+e of making hotel chefs o"r brand
ambassadors for instit"tions. Gith the ob0ecti+e of increasing the +isibilit# of o"r
prod"cts at retail o"tlets> o"r s"ccessf"ll# contin"ed the Taste of !ndia 1ispla#
Contest scheme d"ring the #ear. This e+ent has generated a lot of e3citement and
in+ol+ement among retailers across !ndia.
CARRYING THE COOPERATIE MOEMENT FOR"ARD
*ince its inception in 1,4$> the mo+ement called Am"l has represented and
championed the interests and aspirations of millions of +oiceless farmers. !t has
bro"ght stabilit# to their ho"sehold incomes with something to fall back "pon when
income from c"lti+ation and other so"rces fail to meet e3pectations. !t has gi+en
economic independence to r"ral women F th"s empowering them to feed and ed"cate
her children> incl"ding the girl child. 2"rther> all these ha+e been done at a minimal
le+el of in+estment. The difference that two milch b"ffaloes or cows can bring to the
li+elihoods of an impo+erished r"ral ho"sehold F gi+en an ass"red market and fair
ret"rns for the prod"ce F is probabl# more significant than an# other r"ral
emplo#ment programme. Am"l has been able to achie+e this. Am"l also pro+ides
wholesome n"trition at +al"e for mone# prices to "rban cons"mers who wo"ld
otherwise onl# know either "nscr"p"lo"s p"r+e#ors of cheap prod"cts of s"spect
<"alit# or a+aricio"s m"ltinationals hell bent "pon e3tracting e+er# possible r"pee of
rent from the food econom# of the co"ntr#.
Ge m"st realise that toda#> we are the flag bearers of a "ni<"el# s"ccessf"l
e3periment F of a mo+ement that not onl# pro+ides stabilit# to marginal farm
incomes> b"t also n"rt"res and lends sec"rit# to the socio6economic f"t"re of the
nation. !n this light> it becomes o"r sacred d"t# to n"rt"re and take forward this
mo+ement. This can be achie+ed onl# when we displa# "nbroken solidarit# and
69 | P $ %
cooperate among o"rsel+es to f"rther this noble ca"se. Ge m"st ne+er forget that we
ha+e acti+el# taken this onero"s responsibilit# "pon o"r sho"lders. !t is not something
that has been thr"st "pon "s. This makes it all the more important for "s to show that
together> we can do 0"stice to this great mo+ement inspired b# *ardar =allabhbhai
Patel and shaped b# *ri. Tribh"+andas Patel and 1r. =erghese A"rien. %owe+er> we
m"st be on constant g"ard against parochial interests that ma# tr# to p"ll "s down.
/"r efforts in this regard will be s"rel# rewarded if we remember that the ca"se we
are ser+ing is m"ch loftier than an# short6term interest that a feeble mind ma# con0"re
"p. Cooperation is o"r domain> and we m"st take it F as poet .abindranath Tagore
wo"ld ha+e p"t it> SGhere the world has not been broken "p into fragments
5# narrow domestic walls Ghere words come o"t from the depth of tr"th
Ghere tireless stri+ing stretches its arms towards perfection
Ghere the clear stream of reason has not lost its wa# !nto the drear# desert sand of
dead habit Ghere the mind is led forward b# thee !nto e+er6widening tho"ght and
actionR ! feel confident that the mo+ement that was b"ilt "pon "ntold dedication>
sacrifices> +ision and perse+erance cannot b"t contin"e "pon its brilliant path of
s"ccess. Toda#> Am"l has become a b#6word for a s"ccessf"l cooperati+e mo+ement
the world o+er. /"r member farmers ha+e reposed their faith in "s. Ge owe it to them
to 0"stif# their faith.
@0 | P $ %
MARKET SCENARIO
Aanp"r cit# is di+ided into ma0or cons"mption &ones.
Ea't 9o*e
• Lal 5angla
• Ci+il Lines
• Gwaltoli
• Ahalasi Line
"e't 9o*e
• Go+ind ?agar
• 2a&algan0
• *hastri ?agar
• Aidwai ?agar
• 5arra
Ce*tra& 9o*e
• ?a+een :arket
• *waroop ?agar
• Ar#a ?agar.
• G"mti ?o.
• P .oad
• :c.obert Gan0
Nort% 9o*e
@1 | P $ %
• Aal#anp"r
• =ikas ?agar
• ?awabgan0
• A&ad ?agar
• *harda ?agar
• Compan# 5agh
So$t% 9o*e
• :all .oad
• 5irhana .oad
• Cantonment
• *hi+al#a
• :eston .oad
• Ghanta Ghar
@2 | P $ %
NAME OF DISTRI8UTOR IN KANPUR
• *ara Traders.
• Ahead o+erseas
• 5"tter %o"se
• =aishna+i Cnterprises
• *achan Cnterprises
• *h"dh :ilk
• *. Ghakle Cnterprises
• Aati#ar Transport
• A.A. Traders
• G"r" Te0 5ahad"r Agencies
• :adam Gog+ind Cnterprises
• *hri 5a0pai Tradering
• /: *ai Packaging Bai :a Tapeshwari
• *. Ghakale
• 1eepak Cnterprises
• *hi+a# Agenc#
• :aa =aishna+i
• Aman Agenc#
• Cha"rasia Agenc#
• .a0endra Cnterprises
@= | P $ %
• A.A. Traders
• App" 1istirb"tors
• Tiwari :ilk Traders
• Ar"nesh :arketing
• :aa Aata#a#ni
• *hi+ *hanker Cnterprises
8. C$'to+er Re&at)o*'%)/ +a*age+e*t 1CRM6
Ghen ! accomplished m# market s"r+e# ! had the gated the market where most of
c"stomer belongs and re+isit the market for strengthening o"r relationship with
c"stomer and clarif#ing c"stomer@s do"bts and making then more and more lo#al of
o"r brand. !n this whole process and applied c"stomer relationship management.
Ghich is made b# +al"e e<"it# brand e<"it# and relationship e<"it#.
a&$e EC$)t,
!t is the c"stomer@s ob0ecti+e assessment of the "tilit# of an offering based on
perceptions of its benefits relati+e to its costs. The s"b dri+ers of +al"e e<"it# are
<"alit# price and con+enience of prod"ct. ! had "sed these three terms when we
:arketed :7??A and first da# ! take 4 crate order of s"ppl# where as a fo"nd to
take order onl# 3 crate.
8ra*- EC$)t,
Ghen we take abo"t Am"l> there is no do"bt to the 5rand> 5rand image of the prod"ct
+er# good is o"r c"stomer mind beca"se ! fo"nd all s"b dri+ers of 5rand e<"it# is
@> | P $ %
c"stomer brand awareness c"stomer attit"de to ward the brand and c"stomer
perception.
Re&at)o*'%)/ EC$)t,
Toda# is age of competition e+er# c"stomer wants that better. That mean !f we talk
abo"t 2:CG prod"cts the stickiness of c"stomer to a special prod"ct is +er# less !
want to share this incase of Am"l> when ! started m# s"mmer training o"r s"ppl# was
not <"ick good beca"se some political distortion is .a0isthan. 5eca"se of s"ppl#
problem we had lost o"r lo+el# c"stomers.
PRODUCT LAUNCHING
1"ring m# s"mmer training Am"l :ilk recentl# increased its prod"ct line with a
prod"cts Am"l gold 2-- ml Am"l packet .
D. M$**a
!t is the Am"l 2-- ml packet. A small packet of Am"l Gold.
?ow Am"l gold milk is sold in market in three packing s 1 liter> -- ml and 2-- ml.
Pro-$(t &a$*(%)*g 'trateg,
As we all know 4 P@s of marketing. C+er# compan# "se these P@s b"t different manner.
4 P@s are. Prod"ct> Price> Promotion and place.
Pro-$(t
Am"l la"nched :"nna> 2-- ml milk po"ch.
Pr)(e
The price of :"nna Packet is .s. .- for c"stomers .s. .3- for retailers and .s.
4.,- for distrib"tor.As we know that the wickets part of a Chain is called strength of
chain.
@? | P $ %
S$//&, C%a)*
The main thing of s"ppl# chain is distrib"tion.
Compan# 1istrib"tor Ghole *eller .etailer
C"stomers J Cons"mers
The most important part of s"ppl# chain is retailers beca"se the# are direct related to
the c"stomer. A retailers can p"sh c"stomer to p"rchase a partic"lar prod"ct b#
different wa#.
Ghen we talk abo"t o"r know prod"ct m"nna a retailer get less margin than an# other
prod"ct of Am"l milk so a retailer chiefl# not p"sh c"stomer to p"rchase prod"ct. !t
ma# be possible that an# other reason wh# o"r prod"ct not s"cceed as e3pectation.
Pro+ot)o*
A +er# basic thing of promotion of prod"ct is to aware c"stomer to o"r prod"ct for
which a retailer wo"ld be p"shed b# c"stomer to sell o"r prod"ct not a c"stomer
wo"ld be p"shed.
@6 | P $ %
2or awarding c"stomer with o"r prod"ct we m"st do a compan# of ad+ertisement. !t
sho"ld be done before la"nching o"r prod"ct> not after la"nching or 0"st on the da# we
la"nch beca"se it is main reason wh# o"r cons"mer wo"ld be p"shed in place of a
retailer.
Ge all now o"r <"alit#> o"r brand o"r market share is better than o"r competitor then
what was reason that o"r prod"ct co"ld not get s"ch s"ccess as e3pected.
2or chief ad+ertisement> we ma# ad+ertise on milk +an or +ehicle all milk pack or
especiall# a packet which ! want to la"nch in milk carriage or +ehicle.
P&a(e0
Ge can make direct contact with the c"stomer. !n m# area Gwaltoli and Ahalashiline
is s"ch a place where man# o"tlets a+ailable b"t few c"stomer are not aware abo"t all
schemes of compan#. Ge can attract more to people b# p"tting kanop# or thro"gh
sample distrib"tion. Ge ma# "se school walls to ad+ertise and target small bo#s to
sa# or to pict"ri&e s"ch t#pe of fig"re which ma# attract these people.
@@ | P $ %
AMUL SALES TURNOER
Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1225
2008-09 67113 1504
2009-10 80053 1700
@A | P $ %
S"OT ANALYSIS
Stre*gt%0-
1. The le+el of brand awareness is high especiall# in r"ral pop"lation> when
compared with competitors.
2. Am"l has positioned itself as a *wadeshi 5rand.
3. The name Am"l is eas# to remember as comapred to others.
4. Am"l for a common man means high <"alit# milk prod"cts.
. Co6operati+e model of organi&ations keep it a part from others.
$. Common man has de+eloped emotional feelings for the brands.
"ea;*e''0-
1. 1istrib"tion channel is weak as compared to competitors.
2. Am"l is "nable to penetrate into premi"m market segment.
3. Lack of cons"mer promotion plans.
4. The brand is more known for b"tter than its other prod"cts.
. Proper s"ppl# of prod"cts is not ens"red.
$. Prod"cts packing and appearance is not changed fre<"entl# to meet the
changing needs and preferences of the c"stomer.
'. /lder age gro"ps show more lo#alt# to the brad as compared to #o"nger
age gro"ps.
@9 | P $ %
OPPORTUNITY0-
1. Am"l sho"ld tr# to make place in the heart of #o"ng cons"mers.
2. Proper s"ppl# of the prod"cts m"st be ens"red b# "sing sales forecasting.
3. Am"l m"st tr# to cash its strong brand image in r"ral pop"lation.
4. :ore retailers can be added to s"ppl# chain> thro"gh retailer oriented
schemes.
THREATS0-
1. Gith the entr# of international pla#ers in market> the game will be harder
to win.
2. .etailers are not satisfied b# replacement and profit margins.
3. ?on a+ailabilit# of prod"cts ma# compel the cons"mer to shift to other
prod"cts.
A0 | P $ %
PRICE LIST OF AMUL AND ITS COMPETITORS
A+$&
A+$& D)'tr).$tor @
"%o&e Sa&e
Reta)&er Pr)(e R'. Co*'$+er
Pr)(e R'.
Am"l Gold 1 Ltr. 2'.(- 2(.(- 3-.--
Am"l Gold -- ml 11.'- 1$.- 1'.--
Am"l Gold 2-- ml 4.,- .3- $.--
Am"l Taa0a 1 Ltr. 24.2- 2.2- 2$.--
Am"l Taa0a -- ml 11.4- 12.(- 13
Am"l Ta0a 2-- ml 4.2- 4.(- .-
Am"l 5"tter :ilk -- ml .,- $.- '.--
Parag
Parag Reta)&er Pr)(e R' Co*'$+er Pr)(e R'
Parag gold 1 ltr 2'.2- 2(.--
Parag gold --ml 14.1- 1.-
Parag tond milk 1ltr 23.2- 24.-
Parag tond --ml 1-.- 11.--
Parag tond 2--ml 4.2- .--
A1 | P $ %

RESEARCH METHODOLOGY
A2 | P $ %
RESEARCH METHODOLOGY
A. SIGNIFICANCE OF THE MARKETING RESEARCH
The most important f"nction of management in a organi&ation is to take
correct decision> minimi&ing the risk and "ncertaint# thro"gh rational and scientific
decision making. 5etter and fr"itf"l decision res"lt from the right information abo"t
cons"mer> retailers> competitors and others. Th"s> in this wa# management can be
regards as the game of handling information. !f the manager fails to handle the
information effecti+el#> be is "nable to make the re<"ired decision correctl# and res"lt
will be mismanagement.
:arketing .esearch is "s"all# cond"cted to achie+e the following ob0ecti+e.
D. To ;*o> a.o$t t%e /er'o* >%, .$, t%e #)r+' /ro-$(t'
!t tries to re+eal the n"mber of person and the fre<"enc# of their b"#ing and
the so"rces of their b"#ing> their social stat"s and regional location of the
c"stomers.
2. To #)*- o$t t%e )+/a(t o# /ro+ot)o*a& e##ort
This facilitates appraising and impro+ing the methods of sales promotion. !t
also leads to meas"re the effecti+eness of ad+ertising. Pricing polic# and
channel of distrib"tion.
E. To ;*o> a.o$t ($'to+erB' re'/o*'e
:arketing research helps in sales forecasting and marketing planning. The
researcher makes forecast on the basis of response from c"stomer and
distrib"tion media.
A= | P $ %
F. To #ore(a't 'a&e'
:arketing research help in sales forecasting and marketing planning. The
researcher makes forecast on the basic of from c"stomer and distrib"tion
media.
G. To 't$-, t%e goo->)&& o# t%e #)r+ )* (o+/ar)'o* to )t' (o+/et)tor #)r+'.
This helps in re+eling the important information regarding the faith of
c"stomer and retailer faith in the organi&ation> that of competitor organi&ation>
new prod"ct and s"bstit"tes entering the market and their impact the firm@s
prod"ct.
8. MARKETING RESEARCH PROCESS
Cffecti+e marketing research in+ol+es the si3 steps> which is shown in the
pict"re below.
A> | P $ %
RESEARCH PROCESS
1efine the .esearch
Problem ) /b0ect
1e+elop the
.esearch Plan
1ata Collection
1ata Anal#sis
Present the 2indings
:ake the 1ecision
A? | P $ %
METHOD OF STUDY
*ince we know that Am"l has a +er# +ast market share in po"ch milk !nd"str# and it
is good for the compan# that the other compan# presence as well as local made po"ch
milk is +er# less in present.
!n f"t"re compan# wants to maintain of share in this segment. !t will emphasi&e
mainl# to areas.
1. Competition Anal#sis
2. Cons"mer b"#ing beha+ior.
An in order to do same a detailed st"d# needed to be cond"cted. The same was
cond"cted in following manner.
NATURE OF DATA
As we know that there are two t#pes of data.
1. *econdar# 1ata.
2. Primar# 1ata.
*econdar# data are data that were collected for another p"rpose and alread# e3ist
somewhere. Primar# data are data gathered for a specific p"rpose on for a specific
pro0ect. ?o prior st"d# or research on this topic has been cond"cted and the data>
which are needed for this research> was not a+ailable.
*o> when the data do not e3ist or is inacc"rate !ncomplete> or "nreliable> the
researcher will ha+e to collected> the researcher will ha+e to collect primar# data.
!n lack of an# prior st"d# or research on the topic> main data form was primar#> and
for dong same> we ha+e collected primar# data b# adopting there wa#s.
A6 | P $ %
D. O8SERATION
2resh data can be gathered b# obser+ing the rele+ant factors and settings.
/bser+ational research is an important method of research beca"se it is the best wa#
to gain an in depth "nderstanding of the relationship between people and prod"ct is b#
watching them in the process of b"#ing and "sing prod"cts.
:an# large corporation and ad+ertising agencies "se c"lt"ral anthropologists to
obser+e and often +ideotape cons"mer in stores> malls and their own homes i.e. to
engage in ethnographies research "nder this method the information is so"ght b# wa#
off in+estigators own direct obser+ation witho"t asking from the respondent. The
main ad+antage of this method is that s"b0ecti+e bias eliminated> if the obser+ation is
done acc"ratel#. *t"d# being of descripti+e nat"re makes it more s"itable as
compared to other method. /bser+er is free to "se his own wisdom and "nderstanding
of the s"b0ect.
5# watching people obser+ational researcher gain a better "nderstanding of what a
prod"ct s#mboli&ed to a cons"mer and greater insight into the bond between people
and prod"ct that is the essence of brand lo#alt#.
/bser+ational research also pro+ides +al"able inp"t into prod"ct ad+ertising.
2. !UESTIONNAIRE
*"r+e#s are bets s"ited for descripti+e research. Companies "ndertake s"r+e# to learn
people@s knowledge beliefs> preferences and satisfaction> and to meas"re their
magnit"des in the general pop"lation.
!f researcher wishes to ask cons"mer abo"t their preferences> the# can do so in person
b# mail or b# telephone. Cach of these s"r+e#s methods has certain ad+antages and
disad+antages that the researcher m"st weigh in selecting the method of contact.
A@ | P $ %
The one good wa# of doing s"r+e# is b# mailing 4"estionnaire> mail s"r+e#s are
cond"cted b# sending 4"estionnaire directl# to indi+id"als at their home or b#
personal contact.
A <"estionnaire consists of a set of <"estions presented to respondents. 5eca"se of its
fle3ibilit# the <"estionnaire is b# for the most common instr"ment "sed to collect
primar# data. As we known that preparing a <"estionnaire is a +er# intellect"al
process and it sho"ld be de+eloped caref"ll#.
*o> in order to minimi&e the possibilities or biasness> we ha+e taken both t#pes of
<"estion i.e. close ended and open ended <"estions.
Close ended <"estions specif# all the possible answer and pro+ide answers that are
easier to interpret and tab"late.
/pen F ended <"estions allow respondents to answer in their own words and often
re+eal more abo"t what the# think.
E. UNSTRUCTURED INTERIE"
As the term indicates the t#pe of inter+iew is "nstr"ct"red. !n this form of inter+iew
the <"estion to be asked b# the respondents> is not predetermined.
And the inter+iew proceeds according to responses gi+en b# the respondents. This
form of inter+iew is "sef"l when the reaction of respondent +ar#.
This method is also a time sa+ing method as onl# rele+ant <"estion are asked.
Changes are the en+ironment le+el of the respondent@s knowledge skill intelligence etc
can be taken into consideration.
SAMPLE PLAN
AA | P $ %
After deciding on the method of st"d# tool we ha+e designed a sampling plan. As we
know that the sampling plan is an integral component of research design. *pecificall#
it addressed there <"estions whom to s"r+e# 8the sample "nit9.
SAMPLING UNIT
1eciding whom to s"r+e# re<"ires that the "ni+ersal of bo"ndaries of the market from
which data is so"ght be defined so that an appropriate sample can be selected.
!nter+iewing the correct target marketing or potential target marketing is basic to the
+alidit# of the st"d#.
!t is therefore> for doing same the whole cit# of Aanp"r was sampling "nit for the
research. 5eca"se of b"dgetar# and time constraints> the area was kept limited.
AREA COERED
16Gwaltoli
26 Aahalasiline.
SAMPLE SI9E
The si&e of the sample is dependent on both> the si&e of the b"dget and the degree of
confidence that we wanted to place in the findings. The large the sample the more
likel# that response will reflect the total "ni+erse "nder st"d#. !t is interesting to note>
howe+er that a small sample can often pro+ide highl# reliable findings depending on
the sample proced"re adopted The e3act n"mber> needed to achie+e a specific le+el of
confidence in the acc"rac# of the findings can be completed with a mathematical
form"la.
Large sample gi+e more reliable res"lts than small samples. %owe+er> it is not
necessar# to sample the entire target pop"lation or e+en a s"bstantial portion to
achie+e reliable res"lts. *ample of less than 1E of a pop"lation can after pro+ide
goods reliabilit#> with a credible sampling proced"re.
Ge ha+e taken sample si&e as
A9 | P $ %
Gwaltoli 6 4- o"tlets
Ahalasiline 6 4- o"tlets
Sa+/&e /ro(e-$re
To obtain a representati+e sample a non probabilit# sample of pop"lation got. ! had
been gi+en a pre6decided area to ha+e been co+ered.
CONTACT METHODS
Telephone !nter+iewL *ince Telephone inter+iewing is the best method for gathering
information <"ickl#K and inter+iewer is
also able to clarif# <"estions if do not "nderstand them. *o ! made contact with the
o"tlet which had this facilit#.
PERSONAL INTERIE"
Personal inter+iew is the most +ersatile :ethod the inter+iewer can know what are
liking and disliking of respondent and what are real problem in cons"ming prod"ct.
*ince Am"l prod"ct s"ch t#pe of prod"ct in which more chance to dissatisfaction of
c"stomer so here +er# necessar# to know problems of retailer as well as c"stomers b#
making direct contact or face to face interaction.
COLLECT THE INFORMATION
1"ring m# s"mmer training ! had done field work for collecting information. *ince
most of milk p"rchasing or milk selling came in morning and e+ening session so ! had
to go morning .-- am and e+ening 4.-- pm. to collect information.
!t is therefore in order to get acc"rac# of findings> we ha+e taken a sample si&e of (-
for the p"rpose.
90 | P $ %
DATA ANALYSIS
The mi lk market of !ndia are and large controlled and go+erned b# the
G:CC2L C/:PA?M> Parag. C3cept these two there is a weak and
li mit ed participation is felt b# the +er# fresh.
*"b0 ects the relationships e3isting in the proposed data sets *tatistical
tests of the significance in order to establish the +alidit # of this
relationship wither to s"pport or re0 ect the research h#pothesis.
DataB' /ro(e'')*g )*=o&=e'0
1D6 E-)t)*g0
!t is process of e3amine the collected raw data with a +iew of
deteclomi ssions and correct them.
126Co-)*g0
!t is process of assigning n"merals or other s#mbols to answer.
1E6 C&a'')#)(at)o*0
!t is an arranging of data according to points of simi lari ties and
dissimi lari ties.
1F6 Ta.$&at)o*0
!t is the co"nting of the n"mber of place failing into each class. !t can
be simple or cross6tab"lations.
91 | P $ %
1. Ghat is #o"r a+erage sales per monthT
a. -6--- .s. b. ---61---- .s.
c. 1----62---- .s d. :ore than 3----.s
3E *hop .etailers per month sales -6--- .s> 2-E *hop .etailers per month *ales
---61---- .s> 3-E *hop .etailers per month *ales 1----62---- .s and 1-E *hop
.etailer per month *ales :ore then 3---- .s.
92 | P $ %
2- Ghich 5rands of Po"ch :ilk ha+e #o" in #o"r shopT
a. Am"l b. Parag
c. =erifesh d. /thers
4E *hop .etailers ha+e Am"l brand own shop> 3E *hop .etailers ha+e Parag
brand own shop> E *hop .etailers ha+e =erifresh brand own shop and 1E *hop
.etailer ha+e /ther 5rand own shop.


9= | P $ %
3. Ghich brand is preferred b# c"stomerT
a. Am"l b. Parag
c. =erifesh d. /thers
4E C"stomer Preferred b# Am"l> 3E C"stomer Preferred b# Parag> E C"stomer
Preferred b# =erifresh and 1E C"stomer Preferred b# /ther 5rands.
9> | P $ %
4. C"stomer opinion abo"t Am"l Gold :ilkT
a. Good b. =er# Good
c. C3cell ent
$-E C"stomer opinion abo"t Am"l gold milk is Good> 3-E C"stomer opinion abo"t
Am"l gold milk is =er# Good and 1-E C"stomer opinion abo"t Am"l gold milk is
C3cellent.
9? | P $ %
. A+erage c"stomer demand of different brands of Gold :ilk T
a. Am"l b. Parag
c. =erifresh d. /ther
A+erage c"stomer demand for Am"l is 4-E> 33E C"stomer prefer Parag> E
c"stomer prefer to "se =erifresh and 22E C"stomer 1emand for others 5rand milk.
96 | P $ %
$. 1istrib"tion of Am"l Gold milkT
a. Good b. =er# Good
c. C3cell ent
$-E .etailers are sa#ing Am"l :ilk is Good> 3'E .etailers are sa#ing =er# Good
and 3E .etailers are sa#ing C3cellent.
9@ | P $ %
'. 5est compet itors of Am"l God :ilkT
a. Parag b. =erifresh
Parag is ,'E competitor of Am"l Gold :ilk and =erifresh is 3E.
9A | P $ %
(. Ghich brand pro+ides best distrib"tion ser+iceT
a. Am"l b. Parag
c. =erifresh d. /ther
4-E Am"l pro+ides best distrib"tion ser+ice> 3E parag> E =erifresh and 2-E
/thers Pro+ide distrib"tion ser+ice.
99 | P $ %
,. To whom do #o" like to dealT
a. 1istrib"tors b. Coman#
4E *hop .etailers like distrib"tion ser+ice and E shop retailer like compan#
ser+ice.
100 | P $ %
1-. Ghich ti me do #o" prefer for orderT
a. :orning b. After noon
c. C+ening
'E .etailer Prefer order in morning> 3E Afternoon and 22E e+ening.
101 | P $ %
11. !s there an# problem regarding the Am"l Gold :ilkT
a. Mes b. ?o
(-E .etailers are sa#ing ?o one Problem in Am"l Gold milk and 2-E are sa#s #es.
102 | P $ %
12. %ow man# mi lk brands #o" "sing insnt. T
a. Am"l b. Parag
c. .oli
E .etailers are "sing Am"l :ilk> 3E Parag and 1-E .oli.
10= | P $ %
13. %ow man# packets of Am"l do #o" sell dail #T
a. Am"l Gold b. Am"l Taa&a
c. Am"l Chil d. 5atter :ilk
4'E Am"l Gold> 32E Am"l Taa&a> 11E Am"l Chil and 1-E 5atter :ilk.
10> | P $ %
STATEMENT OF FINDINGS & RECOMMENDATION
FINDINGS0
• 3E *hop .etailers per month sales -6--- .s> 2-E *hop .etailers per
month *ales ---61---- .s> 3-E *hop .etailers per month *ales 1----6
2---- .s and 1-E *hop .etailer per month *ales :ore then 3---- .s.
• 4E *hop .etailers ha+e Am"l brand own shop> 3E *hop .etailers ha+e
Parag brand own shop> E *hop .etailers ha+e =erifresh brand own shop and
1E *hop .etailer ha+e /ther 5rand own shop.
• 4E C"stomer Preferred b# Am"l> 3E C"stomer Preferred b# Parag> E
C"stomer Preferred b# =erifresh and 1E C"stomer Preferred b# /ther
5rands.
• $-E C"stomer opinion abo"t Am"l gold milk is Good> 3-E C"stomer opinion
abo"t Am"l gold milk is =er# Good and 1-E C"stomer opinion abo"t Am"l
gold milk is C3cellent.
• A+erage c"stomer demand for Am"l is 4-E> 33E C"stomer prefer Parag> E
c"stomer prefer to "se =erifresh and 22E C"stomer 1emand for others 5rand
milk.
• $-E .etailers are sa#ing Am"l :ilk is Good> 3'E .etailers are sa#ing =er#
Good and 3E .etailers are sa#ing C3cellent.
• Parag is ,'E competitor of Am"l Gold :ilk and =erifresh is 3E.
10? | P $ %
• 4-E Am"l pro+ides best distrib"tion ser+ice> 3E parag> E =erifresh and
2-E /thers Pro+ide distrib"tion ser+ice.
• 4E *hop .etailers like distrib"tion ser+ice and E shop retailer like
compan# ser+ice.
• 'E .etailer Prefer order in morning> 3E Afternoon and 22E e+ening.
• (-E .etailers are sa#ing ?o one Problem in Am"l Gold milk and 2-E are
sa#s #es.
• E .etailers are "sing Am"l :ilk> 3E Parag and 1-E .oli.
• 4'E Am"l Gold> 32E Am"l Taa&a> 11E Am"l Chil and 1-E 5atter :ilk.
106 | P $ %
SUGGESTIONS AND RECOMMENDATION
1. Gi+e the credit p"rchase facilit# to their reg"lar .etailers.
2. As <"ick as Possible tr# to settle the +ario"s claims of the .etailers.
3. The# ha+e to co6operate those retailers who ha+e a less demand in shop
and tr# to pass the +ario"s attracti+e schemes of the compan#.
4. Gere the mil +an does not reach the side location there sho"ld be small
distrib"tion b# other means.
. C"stomer relationship sho"ld be more commandeered b# distrib"tor for
homon#mo"s relationship.
10@ | P $ %
SUMMARY
!f we go thro"gh the *G/T anal#sis of Am"l as a whole then we will find o"t it has a
+er# good standing at market place and Am"l also has +er# good corporate image
among present companies and. !t sho"ld cash his image b# effecti+e "sing of
marketing mi3.
The research which we ha+e cond"cted we fo"nd that if Am"l wants to stand in top
position he has to maintain himself in some areas.
• Ad+ertising fre<"enc#
• C"stomer .elationship
• 1ealer board sign board and banner etc.
• .etaining the small c"stomer also.
• A+ailabilit# 81istrib"tion network9. Prod"ct <"alit# and packing
As we ha+e fo"nd in o"r research that Am"l has good market share in po"ch milk> as
compared to other competitors.
%owe+er> Am"l has +er# good brand image and corporate image too. 5"t still Am"l is
not able to cash all the opport"nit#> which e3ists in the market.
10A | P $ %
ANNEXURE
!UESTIONNAIRE
Na+e o# Reta)&er0 UUUUUUUUU......................................................................
Na+e o# Reta)& S%o/0 ....UUUUUUUUUUUUUUUUUUUUUUUU
A--re''0 UUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
Co*ta(t No0 UUUUUUUUUUUUUUUUUUUUUUUUUUUU.
1. Ghat is #o"r a+erage sales per monthT
8a9 - 6--- .s. 8b9 ---61---- .s.
8c9 1----62---- .s. 8d9 more than 3---- .s.
2. Ghich brands of po"ch milk ha+e #o" in #o"r shopT
8a9 Am"l 8b9 Parag
8c9 +erifresh 8d9 /thers
3. Ghich brand is preferred b# c"stomerT
8a9 Am"l 8b9 Parag
8c9 =erifresh 8d9 /thers
4. C"stomers opinion abo"t Am"l Gold milkT
8a9 Good 8b9 =er# good 8c9 C3cellent
. A+erage c"stomer demand of different brands of Gold milkT
8a9 Am"l 8b9 Parag
8c9 =erifresh 8d9 /thers
109 | P $ %
$. 1istrib"tion of Am"l Gold milkT
8a9 Good 8b9 =er# Good 8c9 C3cellent
'. 5est competitors of Am"l Gold milkT
8a9 Parag 8b9 =erifresh
(. Ghich brand pro+ides best distrib"tion ser+iceT
8a9 Am"l 8b9 Parag
8c9 =erifresh 8d9 /thers
,. To whom do #o" like to dealT
8a9 1istrib"tors 8b9 Compan#
1-. Ghich time do #o" prefer for orderT
8a9 :orning 8b9 After noon 8c9 C+ening
11. !s there an# problem regarding the Am"l Gold milkT
8a9 Mes 8b9 ?o
12. %ow man# milk brands #o" "sing !nsnt.
a. Am"l b. Parag c. .oli
13. %ow man# packets of Am"l do #o" sell dail#T
a. Am"l Gold b. Am"l Taa&a
c. Am"l Chil d. 5atter :ilk
110 | P $ %
14. Ghat does think abo"t s"ppl# of Am"l is it timel# or late. !t comes before Parag
or notT
..........................................................................................................................................
..........................................................................................................................................
1. ! am gi+ing a scheme is 3 child free in $- packets or ! child in 3- packet of
child #o" getting itT
..........................................................................................................................................
..........................................................................................................................................
111 | P $ %
8I8LIOGRAPHY
REFERENCE 8OOKS0
 :arketing .esearch 8A"thor 6 G C 5eri9
 8P"blished b# Tata :cGraw %ill P"blishing Co. LT1.> ?ew
1elhi9
 Third Cdition82--29
 :arketing :anagement 8A"thor F .a0an *a3ena9
 8P"blish b# Tata :cGraw %ill P"blishing Co. LT1.> ?ew 1elhi9
 *econd Cdition82--19
 :arketing :anagement 8A"thor6 Philip Aotler9
 8P"blish b# Pren Tice6hall of !ndia P=T. LT1.> ?ew 1elhi9
 ?inth Cdition
 .esearch :ethodolog# 8A"thor F 5handrai9
 Print 2--4> second edition
MAGA9INES 0
• Times of !ndia
• 5"siness Toda#
"E8LIOGRAPHY0
1. www.am"l.com
2. www.an"lindia.com
112 | P $ %

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