1

SL. NO. CHAPTER PAGE. NO.

1. INTRODUCTION 2
2. COMPANY PROFILE 12
3. LITERATURE REVIEW 27
4. RESEARCH METHODOLOGY 29
SAMPLE
INSTRUMENTS USED
METHOD OF DATA COLLECTION
5. DATA ANALYSIS & DATA INTERPRETATION 38
6. SUGGESTIONS AND LIMITATIONS 63
7. CONCLUSIONS 67
8. ANNEXURE 69
9. BIBLIOGRAPHY 78








2



INTRODUCTION
3
INTRODUCTION

The basic strength of the Indian economy is agriculture on which seventy
percent of the population depends for their livelihood. And a part of it is the
Indian dairy industry.

INDIAN DAIRY INDUSTRY IN 1940s
Inferior quality of locally marketed milk.
Heavy dependence on imports.
Unorganised production and processing.
The rich dairying heritage being eroded.

FORMATION OF NATIONAL DAIRY DEVELOPMENT
BOARD
The National Dairy Development Board was created to promote, finance and
support producer-owned and controlled organizations. NDDB's programmes
and activities seek to strengthen farmer cooperatives and support national
policies that are favourable to the growth of such institutions. Fundamental
to NDDB's efforts are cooperative principles and the Anand Pattern of
Cooperation.
DAIRY COOPERATIVES
Dairy Cooperatives account for the major share of processed liquid milk
marketed in the country. Milk is processed and marketed by 170 Milk
Producers' Cooperative Unions, which federate into 15 State Cooperative
Milk Marketing Federations. Liquid milk it accounts for 90 per cent of the
revenue of cooperatives. The MNCs and private players, which were earlier
4
only into milk products, are now seriously getting into the liquid milk sector.
They realise that money is in liquid milk. Whoever has access to cheap milk
eventually wins the battle in the products business. You can go and buy
standard marketing, brand building expertise.
The challenge for cooperatives is not to be competitive to export but to be
competitive to expand their market (for liquid milk) which has a limited
purchasing power. Those that are buying milk today are not going to be
buying much more. Cooperatives have to bring the price down for those who
cannot afford it. And only if they do it will it ensure that imports dont come
in. The real challenge is how to bring prices down, how to reduce costs at
the village level, in areas like transportation. Every paisa now counts.
At the heart of the Indian dairy revolution stands the Indian farmer with two
to five animals who produces some of the cheapest milk in the world by
feeding his animals mostly agricultural waste like straw. If he expands his
operations and herd and starts buying costly feed he will lose his
competitiveness. So how will milk production rise without raising costs? By
taking the cooperative dairy revolution to where it is still weak, the east and
north-east of the country. This will help fight poverty there, raise their own
purchasing power for milk and keep feeding the dairy sector with a rising
supply of liquid milk at the globally competitive Indian costs for another ten
years. If you wish to run your business professionally and competitively you
have to first benchmark your costs and stabilised quality at a very high level.
Thats the tough part. Then you hire a brand consultant, evolve a brand
strategy and get marketing experts to run the promotions and do the selling.
The key elements are an expanding supply of cheap milk and attention to
quality.
5
The Dairy Board's programmes and activities seek to strengthen the
functioning of Dairy Cooperatives, as producer-owned and controlled
organizations. NDDB supports the development of dairy cooperatives by
providing them financial assistance and technical expertise, ensuring a better
future for India's farmers.
Over the years, brands created by cooperatives have become synonymous
with quality and value. Brands like Amul (GCMMF), Vijaya (AP), Verka
(Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and
Gokul (Kolhapur) are among those that have earned customer confidence.

THE BIRTH OF AMUL
Linked to the freedom movement of India.
Founded in 1946 to stop the exploitation of milk producers at the
hands of middlemen.
A Co-operative movement member control on milk production,
processing and marketing.
A humble beginning with two village societies and 247 litres of milk.
THE GROWTH OF AMUL
Co-operative movement spread like wild fire in the state.
Rapid increase in milk procurement.
Identification of Bombay liquid market.
Investing in manufacturing plants that produce milk powder, butter,
cheese and condensed milk.
Launch of Amul as a brand.


6
FORMATION OF GUJARAT COOPERATIVE MILK MARKETING
FEDERATION LTD [GCMMF]
Formed 1973
No. of Cooperative Unions 12
No. of Dairy plants 19
Capacity 6,595 Thousand Liters per Day
It is Apex Marketing Federation of 12 District Milk Unions in Gujarat to
operate own marketing and distribution networks pan India and abroad
Address:
Gujarat Cooperative Milk Marketing Federation Ltd., Amul Dairy Road
Anand, Gujarat, India 388 001, Tel: +91-2692-241621 & 23
Web: www.amul.com
COMPETITORS OF AMUL:
PARAS (VED RAM & SONS)
MADHUSUDAN
MOTHER DAIRY
AMRIT FOOD
GOPALJEE (G.K.DAIRY)
UMANG (J.K.DAIRY)
PARAM
RAMLAL
MADHUBAN
7
COMPETITORS OF AMUL KOOL:-
GAGAN FLAVOURED MILK, THE PRODUCT OF
AMRIT FOOD (A DIVISION OF AMRIT VANASPATI CO.LTD.)
NESTLE PACKEDGED FLAVOURED MIlk
AMUL KOOL BUSINESS DETAILS
WHAT IS AMUL KOOL ?





Amul Kool is a high value food. It supplies body building Proteins, bone
forming Calcium, and health giving Vitamins and furnishes energy giving
Carbohydrate, Natural identical flavor giving a natural taste and Milk Fat
in an easily digestible and assailable for Health.
AMUL KOOL
TOND MILK SUGAR
(15%)
FAT SOLID NOT FAT
FAT
VITAMINS C
CARBOHYDERATE
CALCIUM
PROTEINS
IRON

LACTOSE
8
DIFFERENCE BETWEEN AMUL KOOL AND GAGAN

Constituents AMUL KOOL GAGAN
ENERGY 184 Cal. 180 Cal.
COLOUR &
FLAVOUR
NATURAL
IDENTICAL
FLAVOUR

SYNTHETIC FOOD
COLOURS & ADDED
FLAVOURS
MILK USED TOND MILK DOUBLE TOND
MILK

TYPES OF MILK USED:

Variation in different types of milk is due to the difference in their Fat and
SNF content.

TYPE OF MILK FAT % SNF %
DOUBLE TOND MILK 1.5 9.0
TOND MILK 3.0 8.5




9
AMUL IN DELHI:
Delhi National Capital Region (NCR), among the biggest milk markets in
the country, is dominated by Mother Dairy currently. Amul and NDDB's
non-compete agreement has prevented the former from launching its liquid
milk in the Delhi market till 2003.
With the non-compete agreement having run out this year, Amul fresh milk
was launched in Delhi last month in two variants full cream and toned
priced at par with that of Mother Dairy at Rs 18 and Rs 14 per litre,
respectively. Amul is bringing its milk into Delhi through one of its district
co-operative unions, the Gujarat-based Mehsana Union. The milk will be
packed at Kwality Dairy in Ballabgarh, leased out to Amul for this purpose.
Amul will use the same distribution network as butter and cheese to retail
Amul Milk in Delhi. According to Mr R.S. Sodhi, Amuls marketing head;
Amul will not use skimmed milk powder in its milk.
GCMMF officials say the company's milk capacity has already touched
80,000 litres per day (LPD) and have plans to take it to 3 LPD. Amul is now
selling through 2,500 retail outlets and will increase this to 7,500 apart from
covering outlets which are selling Amul butter.
The Delhi market comprises 40 lakh litres currently and is dominated by
Mother Dairy, which sells 10 lakh LPD. The other organised sector players
are Paras Dairy, which sells 3 lakh LPD, state-owned Delhi Milk Scheme
(2.5 lakh LPD), Gopaljee (1-1.5 lakh LPD) and Britannia 30-40,000 LPD.
In just a fortnight, Amul milk has taken the Indian capital by storm, rapidly
eating into the market share of long time players like Mother Diary and
Paras. Who cares if it was rivalry or business strategy that made the Gujarat
10
Cooperative Milk Marketing Federation (GCMMF) enter the capital with
Amul milk to take on state-owned Mother Dairy in its home turf? From the
response, Delhiites seem to be lapping up Amuls pouches of full cream and
toned milk in unimagined quantities.
In just two weeks of entering the market, Amul is beginning threaten the
virtual monopoly of Mother Dairy and Paras. We did not expect to reach
70,000 litres daily supply in little over two weeks, said R.S. Khanna, a
GCMMF official here.
We had expected to go up gradually and had made arrangements for
pasteurisation and packaging of just 60,000 litres per day at Kwality Dairys
unit in Faridabad, which we have leased, Khanna said. But in less than one
week, Amul notched the mark of 50,000 litres per day. GCMMF is bringing
milk to Delhi through one of its district co-operative unions, located at
Mehsana, around 700 km from the capital.
The fresh milk is transported through insulated containers of between 12,000
to 20,000 litres capacity at two degree centigrade. After the 24 to 30 hours
journey by road, the milk is processed and packaged at Mehsana before
being distributed in the Indian capital. The packaged milk is being sold
through 2,500 retail outlets, which we hope to raise to 7,500 as we soon as
we are able increase the supplies to 100,000 litres.
In two months our target is to raise supplies to 200,000 litres per day, he
added. The official admitted that the idea of entering the Delhi market had
originated in August when the state and central governments approached the
GCMMF to help tide over an acute milk shortage. Having helped to bridge
the demand supply gap, we decided to come in with fresh milk supply,
which does not contain any milk powder and is creamier and of richer
11
quality compared to most other milk supplied in the city because it has more
fat and solid non-fats like protein and minerals, said Khanna. At over five
million litres a day, Delhi is one of the biggest markets for milk in the
country. Of the supplies from the organised sector, Mother Dairy has been
the undisputed leader with 1.8 million litres daily sales through package and
vending machines. The other big names are Paras, Param, Gopaljee and
Umang. Now Amul milk has arrived to eat into the share of other players in
the market on the strength of its quality and brand equity.




12







COMPANY PROFILE
13
COMPANY PROFILE
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest
food products marketing organisation. It is a state level apex body of milk
cooperatives in Gujarat which aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing quality
products which are good value for money.
Members: 12 district cooperative milk
producers' Union
No. of Producer Members: 2.36 million
No. of Village Societies: 11,333
Total Milk handling capacity: 6.9 million litres per day
Milk collection (Total - 2003-04): 1.81 billion litres
Milk collection (Daily Average
2003-04):
4.97 million litres
Milk Drying Capacity: 511 metric Tons per day
Cattlefeed manufacturing Capacity: 2340 Mts per day

14
Sales Turnover Rs (million) US $ (in million)
1995-96 11140 355
1996-97 13790 400
1997-98 15540 450
1998-99 18840 455
1999-2000 22192 493
2000-01 22185 493
2001-02 22588 500
2002-03 23365 500
2003-04 27457 575
2005-06 28941 616






15
AMUL KOOL :
Natures finest flavoured milk is here
GCMMF launched Amul Kool in Delhi and NCR in 2004 to cater the
demand of consumers and to fill in the gap between demand and supply. It
reaches consumers within hours of it being packed at the right temperature
to ensure that it retains all its natural goodness.
Treasure of Natural Goodness
Amul Kool is highly nutritious and contains proteins, minerals,
carbohydrates and vitamins i.e. SNF as it is commonly called. Amul Kool
also contains natural fat and natural SNF as it is from natural source and
does not contain milk powder.
Quality Standards
Amul Kool strictly conforms to quality standards of Prevention of Foods &
Adulteration Act (PFA). This means when one buy Amul Kool he/she is sure
to get:
Natures perfect food for the health of your family
Milk which has longer because of its superior bacteriological quality
and the state of the art processing technology.
The right quantity as mentioned on the packs
Consistent quality and ample quantity throughout the year even during
festive and lean session.
The accurate taste which is mentioned on the bottle or pack.
16
KOOL

List of Products Marketed:
Cheese Range:
Amul Pasteurized Processed Cheddar Cheese
Amul Processed Cheese Spread
Amul Pizza (Mozarella) Cheese
Amul Shredded Pizza Cheese
Amul Emmental Cheese

UHT Milk Range:
Amul Taaza 3% fat Milk
Amul Gold 4.5% fat Milk
Amul Slim-n-Trim 0% fat milk
FAT ENERGY QUANTITY MRP per
Amul Kool 9.7% 184 cal. 200ml. Rs. 10/-
Gagan 8.9% 180cal. 200ml. Rs. 10/-
NESTLE ----------- 200cal. 200ml. Rs.15/-
17
Amul Chocolate Milk
Amul Fresh Cream
Amul Snowcap Softy Mix
Amul Taaza Double Toned Milk
Infant Milk Range:
Amul Infant Milk Formula 1 (0-6 months)
Amul Infant Milk Formula 2 ( 6 months above)
Milk Powders:
Amul Full Cream Milk Powder
Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:
Amul Mithaimate Sweetened Condensed Milk
Fresh Milk:
Amul Taaza Toned Milk 3% fat
Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardised Milk 3% fat
Amul Smart Double Toned Milk 1.5% fat

18
GCMMF BUSINESS PHILOSOPHY
To serve the interests of milk producers.
To provide quality products to consumers value for money.
INDUSTRY STANDING
Indias largest food products marketing organisation with an annual
turnover of over Rs. 2700 crores.
Markets popular brands Amul and Sagar.
Indias largest exporter of dairy products.
Indias largest cold chain network.
No.1 market share holder in India for Butter, Cheese, Ice-cream,
Dairy Whitener, Condensed Milk, UHT Milk, and Baby Food.
Presently marketing pouch liquid milk in five states namely, Gujrat,
Maharashtra, Chattisgarh, Rajasthan, Delhi and Madhya Pradesh.
OUR VALUES
Customer Orientation.
Commitment to Producers.
Belongingness.
Co-operation.
Pride in Organisation.
Employee Satisfaction.
Integrity.
Excellence.
Leadership.
Quality..
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MISSION STATEMENT
We, at GCMMF, endeavour to satisfy the taste and nutritional requirements
of the world, through excellence in marketing through our committed team.
Trough co-operative network, we are committed to offering quality products
that provide best value for money.
GCMMF JOURNEY 2005
GCMMF will be an outstanding marketing organisation with specialization
in marketing of food and dairy products, both fresh and long life, with
customer focus and information technology integration. The network would
consist of over 100 sales offices, 7500 stockists covering atleast every taluka
headquarter town, servicing nearly n1 million retail outlets with a sales
turnover of Rs.10,000 crores (100 Billion), and serving several cooperatives.
GCMMF shall also create markets for its products in the neighbouring
countries.


20
Facts on 30th Annual General Body Meeting
Adopted at their meeting held on 8th June, 2004 for presentation at the
30th Annual General Body Meeting
As Amul was founded on a sound business model: providing quality
products to consumers at an affordable price. The Pundits have described
our model as "value for money" and it has been adopted by a number of
companies. While imitation may be flattery, most other organisations fail
to understand that "value for money" is not just about low prices - it
means offering the best quality products at the most reasonable price. As
a cooperative, our faith requires that we safeguard the interest of both
our major stakeholders the farmers - and the consumers whose loyalty is
essential to our continued success.

MILK PROCUREMENT
Total milk procurement by Member Unions averaged 51.13 lakh
kilograms per day, a marginal decline from 52.35 lakh kilograms per
day, achieved in 2002-2003. However, the good monsoons experienced
during last year and the better procurement prices on offer are expected
to encourage higher milk production and procurement in the current
year.

21
SALES
During the year, your Federation's sales registered a growth of 5 percent
increase to reach Rs. 2,881.96 crores including consignment sales of
Rs.62.95 crores. The dairy line grew by about 18% despite the loss of a
sizable edible oil business. In 2004-05, the sale of Amul Milk in pouches
increased by 34 percent in value terms. A notable development in the area of
liquid milk in pouches has been the successful launch of Amul Milk in the
Delhi market during November 2003. Within under 60 days of launch,
achieved sales of 1 lakh liters per day. UHT Milk has grown in both value
and volume terms by 60 percent, which shows that it has really come upon
the high growth stage. Despite intense competition, sales value of Amul
Butter grew by 19 percent and that of milk powders has firmed up further.
The sales of the Amul Cheese range increased by 13 percent. Products like
Flavored Milk, Amul Fresh Cream, Paneer, Mithaimate, Softy Mix, and
fresh curd demonstrated their potential to become dominant brands

DISTRIBUTION
During the year, the major development on the distribution front was the
development and alignment of four distribution highways-those of Fresh
Products, Chilled Products, Frozen Products and Ambient Products. This
is a significant achievement because it allows us to develop synergies
among all our product lines and to leverage these highways to introduce
and distribute new products as per market demand. I take pleasure in
declaring that no other organization in India has been able to develop
this kind of channel synergy so far.
22
Another major initiative undertaken during the year was the Time-based
Military Technique (TMT) of distribution. This has been deployed to
effect a nationally synchronized mass distribution of products with the
objective of achieving total channel penetration on a single day. Most of
our products launched or re-launched through this technique have seen
significant gains in distribution and availability.
After Distributor Salesmen in the previous year and Distributors in the
year before last, it was the turn of the top Retailers across the country to
participate in the Amul Yatra Programme. It is conducted by your
Federation to bring our channel partners face to face with our
cooperative institutions, activities, culture and achievements through a
guided tour in and around Anand. A total of 114 Distributor Salesmen
and 482 top retailers from across the country participated in the Amul
Yatra this year. With the opening of several new milk markets and 3
separate Milk Sales Offices at Mumbai, New Delhi and Boisar, the
number of Milk Area Delivery Agents has increased. 95 Milk Area
Distribution Agents also visited Anand for Amul Yatra. Distributors
have further enhanced their infrastructures in terms of installation of
cold storage arrangements, enhanced bank guarantee limits with
Federation and introduced good quality delivery vehicles. An objective
evaluation was done in the form of distributor renewal and Performance
appraisal.

INFORMATION TECHNOLOGY INTEGRATION
The Federation has further advanced our technological leadership by
implementing a Virtual Private Network (VPN) with secured fiber optic
23
connectivity which, with deployment of the "Amul Online ERP" System,
will facilitate electronic transactions between member unions and the
Federation offices, providing a seamless and smooth flow of information
that enhances operational efficiency. The Federation now enjoys a
significant advantage in rapid reaction to changing business demands.
Your Federation is bolstering our brand identity as a farmers' co-
operative through the Internet based "amul.coop" URL and e-mail
addresses. This will continually remind the world's consumers that we
are a cooperative, and proud of it. This identity gives us a vital business
advantage and facilitates Amul brand penetration across the world. It
also strengthens our co-operatives by bringing our members together and
closer to consumers.

COOPERATIVE DEVELOPMENT PROGRAMME
During the last four years, Member Unions have implemented an
Internal Consultant Development (ICD) intervention focused on
developing leadership among member producers, helping them to better
manage their dairy business.
During the year, Member Unions continued to implement the module on
Vision Mission Strategy (VMS) for primary milk producer members and
Village Dairy Cooperatives. Facilitated by specially trained consultants,
1,073 Village Dairy Cooperative Societies (VDCS) have conducted
Vision Mission Strategy Workshops, and have prepared Mission
Statements and Business Plans for the next five years. The VMS module
24
has prompted milk producers to initiate activities at villages that have
far-reaching effects on the milk business.
The success of the program has led to Member Unions focusing on
implementing this VMS module and developing Business Plans for all
VDCS, thus strengthening them to face the fierce competition ahead.
With the objective of encouraging professional management by Milk
Producers and dairy cooperative societies, Member Unions have initiated
Members' Business Development Programme (MBDP). During the last
three years, 2,483 villages and 1,53,108 milk producers participated in
the programme. This has resulted in introduction of new scientific
animal husbandry management methods on a significant scale.
A Chairmen and Secretaries' Orientation Programme is being conducted
at Mother Dairy, Gandhinagar. Member Unions, supported by your
Federation, carry out this program to increase awareness regarding the
dairy industry scenario and to develop leadership skills among Chairmen
and Secretaries. During the year, 5,797 chairmen and secretaries from
2,944 Village Dairy Cooperative Societies participated in the program.
An ongoing emphasis of Member Unions has been to encourage
increased women milk producers' participation in their Dairy
Cooperative Societies. To develop and enhance leadership skills and
qualities, Member Unions organised three Self Managing Leadership
(SML) workshops at Prajapita Brahmakumaris, Mount Abu which
attracted the participation of 3,100 women resource persons along with
the Chairmen and Secretaries of 750 VDCS.
WHAT THE FUTURE HOLDS
25
As there is a steady increase in consumer expectations. Product and
service quality is rapidly becoming the minimum threshold for consumer
acceptance. To achieve and maintain competitive advantage, innovation
in product design and delivery are increasingly essential. Innovation
must now define us as an organization.There must innovate at each stage
in our value chain - production, procurement, processing, marketing and
branding.
Innovation cannot be mandated or forced out of people. It is everywhere
a function of the quality of people and environment. Need to have
enough skilled people working in a self-actuating environment to
produce innovation. In these times of increasing market opportunities, to
devise more effective ways of attracting and retaining skilled human
resources. It is to be realized that just as the market is expanding for our
products, so it is opening up new opportunities for the skilled people that
we need to tap the market. Further, it does not suffice merely to retain
skilled human resources. It is also necessary to provide them an
adequately self-motivating work environment that draws out the best out
of them on a sustained basis.
From the year 1994, our unions have been engaged in the practice of
third party validation of its practices. Since then, we have been awarded
the ISO 9002:2000, the HACCP, the ISO 14001 and similar marks of
our excellence in milk procurement and processing. The importance of
standardization of our village society election processes lies in their
instrumentality in throwing up genuine and visionary leaders. It
determines the future of the cooperative movement.

26


OBJECTIVES OF RESEARCH

Understanding the 4 Ps of marketing in relation to Amul Kool
(flavored milk).
Packaged flavoured milk market in Ghaziabad against the self made
milk shake.
Brands available in the market and their average daily sales.
The most effective media of promotion.
Market for Amul Kool.
Factors influencing the consumer buying behaviour.
Factors which made consumers switch from one brand to another.
Expectations of consumer from flavoured milk.
Response of the consumer regarding Amul Kool.
Suggestion of consumers for a winning brand of flavoured milk.
Emerging trends in the flavoured milk market.
Ascertain the awareness level of Amul Kool and its distinct image.
What do retailers look before keeping branded flavoured milk in their
shop?
Ascertain growth opportunities as well as threats.





27
Literature Review

Lambin 1977 The role of strategic marketing is to lead the firm towards attractive
economic opportunities, that is, opportunities that are adapted to its resources and
knowhow and offer a potential for growth and profitability.

Kotler 1997 the selection of target markets, the marketing mix and the marketing
expenditure levels...... The marketing strategy is the way in which the marketing
function organizes its activities to achieve a profitable growth in sales at a marketing mix
level ........ A marketing strategy may be defined as a plan (usually long term) to
achieve the organizations objectives as follows
a) By specifying what resources should be allocated to marketing
b) By specifying how these resources should be used to take advantage of opportunities
which are expected to arise in the future.

Carl R. Anderson and Carl P. Zeithaml
Abstract
This study empirically examines differences in strategic variables between stages of the
product life cycle (PLC), as well as differences among the determinants of high
performance across stages of the PLC. The results support the use of the PLC as a
contingency variable during strategy formulation. Implications for increasing market
share and ROI are discussed.








28




RESEARCH METHODOLOGY
29
RESEARCH METHODOLOGY

According to Clifford Woody research comprises defining and redefining
the problems , formulating hypothesis or suggested solutions, collecting ,
organizations and evaluating data, making deductions making deductions
and reaching conclusion and at last carefully testing the conclusions whether
they fit the formulating hypothesis.

Research methodology is a procedure designed to the extent to which it is
planned and evaluated before conducting the inquiry and the extent to which
the method for making decisions is evaluated before conducting the inquiry
and the extent to which the method for making decisions is evaluated. The
research methodology if scientifically developed enables the research to
establish with high degree of confidence, cause and effect relationship
between the research between the research activities and observed outcomes.

METHOD
To achieve the objective we make by use of filed research method.
Filed research methods:
Mass observation through questionnaire.
Personal interview







30
RESEARCH DESIGN

A research design is the overall plan on programme of research. It includes
an outline of what the investigator will do from writing the hypothesis and
their operational implications to the final analysis of data.

Market research projects are designed as either (exploratory research or
conclusive research) depending upon the objective of study.

The objective of the exploratory research is to seek new ideas and to
discover new relationship between different set factors in a way that will
permit of specific hypothesis.

To find out there hypothesis, study of secondary sources of information,
survey of knowledge persons on case studies are conducted.
Conclusive research provides information which helps in decision making;
such research requires identifying cause and effecting relationships. This can
be done by case study and experimentation. The present marketing research
is more less an exploratory research as its objectives are aimed to find new
ideas also the information required was obtained through methods of
exploratory research. The information has been gathered from the survey of
milk consumers, retailers, confectionary shops, dairy shops, general stores.
Overall the research which was used as a prototype for his market research
analysis is:-
i. Define research problem.
ii. Review concepts and theories.
iii. Formulate hypothesis.
iv. Design research.
31
v. Collection of data .
vi. Analysis of data.
vii. Interpret and reports.

SAMPLE DESIGN
It is definite plan for obtaining a sample from a population dealing with any
type of flavoured milk. The type of sampling used is random sampling used
is random sampling design (RSI). The respondent in the sample include
flavoured milk consumers and retailers.

PREPARING THE RESEARCH DESIGN
The research problem having been formulated in clear terms, the researcher
will be required to prepare a research design, i.e. he will have state the
conceptual structure within which research would be conducted. The
preparation of such design facilities research to be as efficient as possible
yielding maximum information. In other words, the function of research
design is to provide for the collection of evidence with minimal expenditure
of effort, time and money. But how all these can be achieved depends
mainly on the research purpose. Research purposes may be grouped into
four categories, viz.,

i. Exploration
ii. Description
iii. Diagnosis, and
iv. Experimentation.

A fixable research design, which provides opportunity for the purpose of the
research study, is that of exploration. But when the purpose happens to be an
32
accurate description of a situation or of an association between variables, the
suitable design will be one that minimizes bias and maximizes the reliability
of the data collected and analyzed.

There are several research designs, such as, experimental and non-
experimental hypothesis testing. Experimental designs can be either informal
designs (such as before-and-after without control, after only with control,
before-and-after with control) or formal designs (such as completely
randomized block design, Latin square design, simple and complex factorial
designs), one of which the researcher must select for his own project.

DETERMINING THE SAMPLE DESIGN

All the items under consideration in any field of inquiry constitute a
universe or population. A cockpit enumeration of all the items in
population is known as a census inquiry when all the items are covered no
element of chance is left and highest accuracy is obtained. But in practice
this both may be true. Even the slightest element of bias in such an inquiry
will get larger and larger as the no. of observation increases. Moreover, there
is no way of checking the element of bias or its extent except through a re-
survey or use of sample checks. Besides, this type of inquiry is not possible
in practice in many circumstances. For instance, blood testing is done only
on sample basis. Hence, quite often we select only few items from the
universe for study purpose. The items so selected constitute what is
technically called a sample.
The researcher must decide the way of selecting a sample or what is
popularly known as the sample design. In other words, a sample design is a
definite plan determined before any data are actually for obtaining a sample
33
from a given population. Samples can either be probability samples or non-
probability samples. With probability samples each element has a known
probability of being included in the sample but in non-probability sampling
the researcher is not allowed to determine this probability. Probability
samples are those based on simple random sampling, stratified, cluster/area
sampling whereas non-probability samples are those based on convenience
sampling, judgement sampling and quota sampling techniques. A brief
description of the sample designs is as follows:

SIMPLE RANDOM SAMPLING

This type of sampling is also known as chance sampling or probability
sampling where each and every item in the population has an equal chance
of inclusion in the samples and each and every item in the population has an
equal chance of inclusion in the samples, in case of finite universe, has the
same probability of being selected. For example, if we have to select a
sample of 300 items from a universe of 15,000 items, then we can put the
name for numbers of all the 15,000 slips of paper and conduct a lottery.
Using the random numbers tables is another method of random sampling. To
select the sample, each item is assigned a number from 1 to 15,000. Then,
300 five digits random numbers are selected from the table. To do this we
select random measurements, or the days, with the help of which they
examine the truth contained in the hypothesis.
But in the case of a survey, data can be collected by any one or more of the
following ways:
a. By observation: - This method implies the collection of information
by way of investigators own observation, without interviewing the
respondents. The information obtained relates to what is currently
34
happening and is not complicated by either the past behaviour or
future intentions or attitudes of respondents. This method is no doubt
an expensive method and the information provided by this method is
also very limited. As such this method is not suitable in inquiries
where large samples are concerned.
b. By mailing or questionnaires: - The researcher and respondents do
not come in contact with each other if this method of survey is
adopted. Questionnaires are mailed to the respondents with a request
to return after completing the same. It is most extensively used in
various economic and business surveys. Before applying this
method, usually a Pilot Study for testing the questionnaire is
conducted which reveals the weaknesses? If any, of the
questionnaire.
Questionnaire to be used must be prepared very carefully so that may
prove to be effective in collecting information.


ANALYSIS OF DATA

After the data have been collected, the researcher turns to the task of
analyzing them. The analysis of data requires a number of closely related
operations such as establishment of categories, the application of these
categories to raw data through coding, tabulation and then drawing statistical
inferences. Coding operations usually done at this stage through which these
categories of data are transformed into symbols that may be tabulated and
counted. Editing is the procedure that improves the quality of the data for
coding. With coding the stage is ready for tabulation. Tabulation is a part of
35
the technical procedure that improves the quality of the data is put in the
form tables.

Analysis work after tabulation is generally based of the computation of
various percentages, coefficients, etc., by applying various well defined
statistical formulas. In the process of analysis, relationships of differences
supporting or conflicting with original or new hypothesis should be subject
to tests of significance to determine with validity data can to include any
conclusion(s).

COLLECTION OF DATA THROUGH QUESTIONNAIRES

This method of data collection is quite popular, particularly incase of big
inquiries. It is being adopted private researchers, and workers, and private
and public organizations and even government. In this method a
questionnaire is sent (usually by post) to the persons concerned with a
request to answer the question and return the questionnaire.
The method of collecting data wise mailing the questionnaires to
respondents is the most extensively employed in various economy and
business surveys. The merits claimed on behalf of this method are as
follows:
1. There is low cost even when the universe is large and is widely
spread geographically.
2. It is free from the bias of the interviewer; answers are in
respondents own words.
3. Respondents have adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached
conveniently.
36
5. Large samples can be made use of and thus the results can be made
more dependable and reliable
The main demerits of this system can be listed here:
1. Low rate of return of the duly filled in questionnaires; bias due to no
response is often indeterminate.
2. It can be used only when respondents are educated and cooperating.
3. The control over questionnaire may be lost once it is sent.
4. There is built in flexibility because of the difficulty of amending the
approach once questionnaires have been dispatched.
5. There is also possibility of ambiguous replies or omissions are
difficult.
6. It is difficult to know whether willing respondents are truly
representative.
7. This method is likely to be slowest of all.

DATA COLLECTION
DATA COLLECTION INSTRUMENTS:-
The instruments used to collected are as follows:-
1. Questionnaire
2. Oral Discussion

DATA TYPE
Two types of data have been collected for analysis.

PRIMARY DATA
It has been collected with the helps of structured non-disguised
questionnaire which were personally administered to respondent. Both
closed and open ended questions were used to get the designed information.
37
Questionnaires were designed for both consumers and retailers. Important
scales and ranking methods were used for collecting the primary data.

SECONDARY DATA
It has been collected with the help of Internet and oral discussion. It is used
for a brief history of liquid milk industry

SAMPLING DESIGN
It was a non-probability convenience sampling.





38








DATA ANALYSIS
&
DATA INTERPRETATION

39

QUESTIONNAIRE FOR CONSUMER

Sample Size: 500 consumers
1. Which Flavored milk do you buy?
A. Branded : 330
B. Loose : 130
C. Both : 40



BRAND NO. OF CONSUMERS
AMUL KOOL 150
GAGAN 180
ANALYSIS
The area covered Ghaziabad is in the vicinity of New Delhi, the
capital of India; branded things and even fresh milk is in great demand
among literate consumers.
66%
26%
8%
1
2
3
BRANDED
LOOSE
BOTH
40
People are conscious of hygienic products and people of Rs. 10000+
income group have a general inclination for branded packaged
Flavoured milk because it is believed that loose milk is generally not
safe to consume.
We found that 66% of our respondents use branded milk and 26%
people use loose milk.
Moreover 8% of respondents have indicated that they use both
branded and loose milk.

2.Do you know that Amul has launched its flavoured milk in bottle &
tetrapack?
Yes : 325
No : 175
If yes have you tried Amul Yes : 178(out of 325)







ANALYSIS
We found that people are aware of Amuls flavoured milk and Amul
has good reputation among the consumers. GCMMF Ltd., is
considered to be one of the best companies in the dairy products
category in FMCG sector.
YES, 65%
NO, 35%
1
2
41
When GCMMF Ltd declared that it is going to launch flavoured milk
in Delhi the consumers accepted it in leaps and bound. People
perceive Amul as the triumph of indigenous technology.
People perceive Amuls dairy product as Natures perfect food for the
health of their family.

3.How do you come to know about Amul Kool?
A. T.V. : 125
B. BANNERS : 115
C. Radio : 25
D. NEWSPAPER : 75
E. Friends : 115
F. P.O.P. : 45










It is very important for a company to know that medium of promotion
is most effective on the consumers and which is reachable to the
consumers. Regarding this 15% people says that they came to know
about Amul Kool through newspaper. Those who got the information
from Banners 23%, radio 5%, t.v.25% , friends 23%, pop 9%
BANNER
S 23%
T.V.ADD.
25%
Radio,
5%
NEWSPA
PER,
15%
Friends,
23%
P.O.P,
9%
42
.Advertisement has emerged as the best way to reach way to reach
into the customer mind. Means in today era advertisement plays
important role in building image. The collected by us is also says that
advertisement is big factor for spreading the awareness of consumers.
The outcome is that a good spending in advertisement generally pays
in the long run.

4. What first come to your mind about Amul Kool?

A good brand.
Good in taste.
A leading brand in the Indian market.
Reliability.
Purity.
Trustworthiness.
Value for money.
Good for health and health conscious people.
Powder based milk.
Real taste and mazaa.
it is an old timetested brand on which one can rely.
Must be very good because its other products are excellent
and AMUL has its own identity.






43
5. What all flavours of Amul Kool do you know?

ELAICHI : 93
ROSE : 42
OTHER : 15



62%
29%
9%
1
2
3


Throughout the survey it was found that people who consume
flavoured milk are more aware of flavours. 93 people out of 150 or
62% of respondents were aware of elachi and 42 people or 29% of
respondents were aware of rose.

15 respondents (9%) said that are using other flavours. Many
consumers also purchased various kind of flavours according to the
requirements.

ELACHI
OTHER
ROSE
44
6. Please give the 1
st
rank to the following brand as per your
choice?
A. Amul : 170 , B. Gagan : 185
c.Nestle : 105 , D. Other :40








Only rank cannot help to winning the market. While in winning the market a
Company needs to have good quality as well as availability and the right
price supported by proper advertisement support and since Amul is fulfilling
these requirements it is the best in dairy products since 1946. Thats why
after launch of flavoured milk in the short period of time Amul is rising
progressively to become the market leader in the area covered those who
tried Amul Kool once they became the permanent customer of Amul Kool.
34% or 170 consumer says that Amul Kool is number 1 and there is good
amount who says that Amul Kool is number2 brand {140}. But till the
survey Gagan has the highest percentage 37% and Nestle is at third place.






Amul 170,
34%
Gagan 185,
37%
Nestle, 105,
21%
other40, 8%
1
2
3
4
45
7. Please tell if you have switched from one brand to another?

From Switch
over to
No. of
respondents
Reason
Gagan

Amul 45 Gagan quality was declining so
tried Amul & liked it.Amul
Kool has good taste.
Amul Gagan 42 Easy availability.

Flavoured milk is daily consumable commodity and considered to be
a nutritious diet. So whenever customer found any unacceptable
degradation in quality as well as adulteration they switch over to
another brand.
An interesting point which we found during our survey is that now
people are not stable on any particular brand. If they do not find good
quality in there flavoured milk they can for another brand where they
find good quality and which is easily available.
Because of it quite a no. of consumers of brands such as Gagan and
Local flavoured milk has switched over to Amul Kool because Amul
is providing good quality, easily available, good taste purity than their
rivals. Moreover Amul does not use synthetic milk as well as harmful
chemicals in its flavoured milk.





46
8. What do you look while buying flavoured milk? (I, II, III, IV, V )
What factors do you consider before purchasing your brand?

Availability : 160
Quality : 130
Taste : 95
Price : 60
Purity : 55




We found that in the success of flavoured milk in market, availability
and quality plays an important role. Other factors like taste, price,
purity are although less significant. In the study 32% of the
respondents said that for them availability is the most important
factor. They go to the confectionary store or dairy shop of their colony
and if the product is not available how can they buy. 26% of
the respondents

PURITY
AVAILIBILITY

PRICE



TASTE


QUALITY
32%
26%
19%
12%
11%
1
2
3
4
5
47
said that for them, quality is the main concern. Those who preferred
taste, price and purity were 19%, 12%, 11% respectively. Consumers
go the confectionery shop which is nearest to their doorsteps so they
generally compromise with that one.

9. Who influences your buying decision?
A. Family : 200
B. Brand Name : 100
C. Advertisement : 100
D. Retailer : 50
E. Others : 50











When we ask to the consumer about their buying decision those who said
that their decision of purchase for a particular brand of milk is influenced by
members in the family were 40% and 20% said that they are influenced by
brand name.
Similarly 20% of our respondents said they were motivated by
advertisement and the claims made by companies.
Family, 40%
Brand Name,
20%
Advertisement
, 20%
Retailers,
10%
Others, 10%
1
2
3
4
5
48
Retailers influenced 10% and others factors 10%.
Regarding family we found that usually mothers and wives usually decide
which brand to purchase according to their affinity for a particular taste.

10.Where do you buy Flavoured milk?
A. Confectionary : 170
B. Home delivery : 140
C. Booths : 100
D. Dairy shops : 90










Confectionary stores usually keep a no. of other daily use eatables and
commodities and consumers think it to be very convenient to purchase their
daily bread as well as their brand of flavoured milk and 34% of our
respondents said that they buy flavoured milk from their colony or town
confectionary stores.

In the urban areas of Ghaziabad a no. of vendors give home delivery of
flavoured milk and other products therefore the people who didnt have
time usually preferred home delivery.
Confection
ery, 34%
Home
Delivery,
28%
Booths,
20%
Dairy
Shop,
18%
1
2
3
4
49

11.Whether Amul Kool is available whenever you go to your shop?
Yes No
Yes : 78
Cant say : 25










that part we tried to know about availability of Amul Kool and there
was surprising answer. Amul kool has covered the area in the short
span of 10-12 months.
78%people say that they find the Amul Kool available from where
purchases the milk which means Amul distribution is good.
But much work is yet to be done to penetrate even deeper into the
market and making new customers.
The quantity of Amul kool consumed generally depended on the size of a
family and the frequency of intake and the various types of usage. Students
who lived in hostels and private flats used Amul Kool regularly for energy .



Yes, 76%
Cant say,
24%
1
2
50
13. When do you buy Amul Kool ?
Afternoon : 225
Evening : 185
Both
We found that 45% of our respondents went to purchase Amul Kool in
afternoon and 37% people went in evening. 18% went both in afternoon and
evening. We found that most people preferred going to their milk or
confectionary shop in the afternoon for drinking kool and also the home
delivery vendors mostly gave their services in the afternoon.


14. What should be the feature in the winning brand according to you?

easy availability near your home.
Quality.
scheme for consumers.
reasonable spending on promotion for creating brand awareness.
should be in good in taste.
should never compromise in quality.
efficient distribution.
brand fulfilling the needs of the 3cs-challenges, competition and
making arrangement for home delivery to cater to the needs of the
Afternoon
45%
Evening
37%
Both
18%
1
2
3
51
an effective brand ambassador.
packaging of international standard.
longer shelf life.
excellent brand equity.

15. Any other suggestion for Amul milk?
increase publicity because awareness is low.
open retail ourlet should be open like other seller.
always pay attention to quality to avoid any controversy like that
of CADBURY.
Add more vitamins to Amul Kool and make adds to propagate
this message.
should keep regular check on taste because it is a key factor in
molding the buyers decision behavior.














52
QUESTIONNAIRE FOR RETAILERS
Sample Size : 200 Retailers
1.For how long you are in this business?
0 5 yrs : 22 retailers
6 10 yrs : 60
11 15 yrs : 70
16 20 yrs : 34
21 and more : 14









35% of the retailers are doing business from 11 to 15 years. And
they formed the highest group of this category.
30% of the retailers are doing business from 6 to 10 years.
17 % of the retailers are doing business from 16 20 years.
11% of the retailers are doing business from 0 5 years.
7% of the retailers are doing business from 21 years and more





1 - 5 yrs,
11%
6 - 10 yrs,
30%
11-15 yrs,
35%
16-20yrs,
17%
21yrs&
more, 7%
1
2
3
4
5
53
2. Which brands you are selling?
Amul Mother Dairy
Paras Gopaljee
Others
Amul Kool Yes 84 No-- 116







We found that 47% of the retailers kept Amul Kool.

3.If selling Amul, since how long you are selling Amul Kool?
Almost all the retailers who kept Amul Kool were keeping it since its
launch . They were satisfied with the growing demand of Amul Kool
and said it showed a fair retention power among consumers. Quite a
good no. of consumers tried Amul Kool and became loyal to Amul
Kool.

YES
42%
NO
58%
1
2
54
4. Give average daily sales and distribution (1.Very good 2.Good
3.Fair) of these brands?
AmulAmrit food
Gopal ji Nestle other











From the survey of our respondents we found that Amul
had the largest sale at retailers visited by us. It stood at the staggering
figure of 41% of total sales.
Second place was occupied by Amrit food and stood at 20% market
share.
Gopalji stood at 17%.
Nestle at 9% only.
Other brands occupied 13% of the sales.
Regarding distribution we came to know that Amrit food distributors
were giving the best service.

AMUL
41%
AMRIT
FOOD
20%
GOPALJI
17%
NESTLE
9%
Other
13%
1
2
3
4
5
55
5.Does consumer approach you to keep Amul Kool?
Yes No
Yes: 24
No : 76



Most of the retailers didnt give satisfactory answer to this question.
Only 100 retailers said consumers approach them to keep Amul Kool.
But due to low demand and unavailability of refrigerators they are
unable to keep Amul Kool.

6. Are consumers switching over to Amul Kool ?
Yes No
Yes: 94 No : 106






94 retailers (47%) were of the opinion that consumers were switching
over to Amul Kool. They were satisfied with the growing demand of
Amul Kool and said it showed a fair retention power among
consumers. Quite a good no. of consumers tried Amul and became
loyal to Amul.

Yes
24%
No
76%
1
2
Yes
47%
No
53%
1
2
56
7. How is the response from the consumer? Give scaling for Amul
Kool.
Excellent to Poor
Note: only 90 retailers gave answer to this question.
Excellent: 05 V. Good: 19 Good: 27
Fair: 25 Poor: 14










6% or 5 retailers said that response from consumer was excellent.
21% or 19 retailers said that response from consumer was v. good.
31% or 27 retailers said that response was good.
Fair and poor ranking stood at 27% and 15% respectively.

Excellent
6%
V.Good
21%
Good
31%
Fair
27%
Poor
15%
1
2
3
4
5
57
9. Which brand do you usually push to the consumer in case he does
not demand any specific brand and why?
A. Brand which has highest margin : 82
B. Old Stock : 22
C. Not specific : 96









41% of the retailers said that they push the brand which has the
highest margin. Retailers are chiefly considered with margin and
goods and commodities which can be sold.
11% of the retailers said that if any customer doesnt give any specific
choice of brand then they give the brand which is of the old stock.
48% of the retailers said that this is not specific and they give any
brand.

A. highest
margin
41%
B.Old
stock 11%
C.Not
specific
48%
1
2
3
58
10. If not selling Amul Kool, then will you like to keep them?
Yes : 92
No : 108
No
54%
Yes
46%
yes
no

Thus we see that 46% of the shopkeeper who were keeping not
keeping Amul Kool said they are interested in keeping Amul Kool.
54% of the retailers said they are interested because of poor demand
and of non-availability of refrigerators and of the risk involved in
Amul Kool business because unsold stock is not returnable.

11. What all you look while keeping Amul Kool on your shop please
rank? (I,II,III,IV,V)

A. Margin : 68
B. Service : 40
C. Behaviour of sales man : 08
D. Brand Name : 06
E. Trade scheme : 06
F. Consumer Demand : 72


59








Thus one can see that the main thing which the shopkeepers are
concerned is margin. 34% of the retailers said that for them margin is
the main concern and they look margin before keeping any brand in
their shop.
20% said that for them service of the distributor, his punctuality in
coming to the shop in morning and evening on time is the topmost
concern.
36% said that for them consumer demand for a particular product or
brand is the main concern and they keep anything for which there is
consumer demand.
Salesman behaviour, brand name, trade scheme stood at 4%, 3%, 3%
respectively.

12. Any suggestions?
Increase margin and credit period.
Provide signboards and freezers.
Ensure punctuality in service of distributors.
GCMMF Ltd. should increase ad spending in electronic and print
media to back up sales.
34%
20%
4%
3%
3%
36%
Margin
Service
Sales Man
Brand Name
Trade Scheme
Consumer Demand
60
Policy for the retailers should be flexible, and there should be
provision for return of unsold milk.
Trade scheme for traders should be launched at regular interval of
time.
GCMMF Ltd. should also investigate into the working of
distributors.
Provision for maintenance of freezers at the cost of GCMMF Ltd.
and mechanic when it needs repair.
Trade scheme for retailers should be not be discontinued.
For success distribution should be good supported by regular ads
and good margin to shopkeeper.
Ensure longer shelf life if possible without making any
compromise with quality and dont use harmful chemicals















61
SWOT ANALYSIS

Strength
Amul has well built image of excellence and innovation supported of
triumph of Indian dairy technology.
It has well logistic and channel network.
Well trained and educated marketing staff.
Quality of milk is good and it doesnt use powder in making milk.
It ensures that only cow and buffalo milk is used by collecting milk
from milk cooperatives of Gujrat.
Demand is absolutely optimistic.
Abundant availability of raw material.

Weakness
Retailers say they are not satisfied by trade schemes.
Equal importance is not given by distributors to all retailers and
confectionary stores. They neglect some retailers.
All is not well with distribution in Ghaziabad.
With so many companies in this industry, competition is becoming
tougher day by day. But then competition has to be faced as a ground
reality. The market is large enough for many to carve out their niche.
Amul is not able to replace its expired items but the competitors are
doing so.





62
Opportunities
Failure is never final, and success never ending. Dr. Kurien bears out this
statement perfectly. He entered the industry when there ere only threats. He
met failure head-on, and now he clearly is an example of never ending
success! If dairy entrepreneurs are looking for opportunities in India, the
following areas must be tapped:
Value Addition: There is a phenomenal scope for innovations in
product development, packaging and presentation. Steps can be taken
to introduce Amul Kool with addition of essential extra elements for
health conscious people.
By increasing the margin to the retailer Amul Kool can reach to the
more retailers as well as consumers.
By solving the replacement problem it can maximize the attention of
retailers about selling the product.
Threats
Entry of MNCs is a serious threat to Amul Kool and other Indian
companies.
Modifying the distribution channels is a challenge for Amul Kool.
To acess in the tribal area and grow the demand in this area is also a
threat for the Amul.
The Indian dairy industry, following its delicensing, has been attracting a
large of entrepreneurs. Their success in dairy depends on factors such as
efficient yet economical procurement network, hygienic and cost-effective
processing facilities and innovativeness in the market place. All the needs to
be done is : to innovate, convert products into commercially exploitable
ideas. All the time keep reminding yourself: Benjamin Franklin discovered
electricity, but it was the man who invented the meter that really made the
money!
63





SUGGESTIONS
&
LIMITATIONS
64
SUGGESTIONS

I have found that the market share of amul kool is not as well as other
competitors.due to some ignorance it is not doing well as it should be in
the current market secnerio.
It should adopt some trend which I have feeled in the market which can
increase the sale of amul as well as amul kool,are as follows:-
at first,it should modify it distribution channels which are not doing as it
should be.
1. Advertisement & sales promotion should be conducted by the
company so that the consumers can be more attentive to the
product.If it is possible than sales can be increased.

2. The area of distributor should be defined clearly so that they can
work in their area with more potential.

3. The salesman should be qualified and very much responsible for
their work because if they cannot have attractive personality how
can they convince about the features of the products effectively and
efficiently.

4. Amul should allot some more distributor because the market has
more potential but due to lack of distribution facility some retailers
are not satisfied by the supply of the product.

5. The company should make direct communication with the retailers
so that retailers can give the feedback to the company about the
65
market to the company.And on the basis of that company can take
the effective decision in time.
6. The should conduct the regular survey of the particular product so
that they can know the taste and desires of the consumers and the
strategy of the competitors.

7. The company should cover the retailers who are far from the main
road or market place,now a it is not covered by the salesman or the
staffs.It can grow up the market share, because the competitors
cover it very well.

8. The company should give the credit facility to the retailers so that
the small retailers can easily get the product.And they can pay
without stress.the competitors are providing this facility

9. If it is possible to replace the products which are of no use the
co.should replace it easily.the competitors is ahead of Amul about
providing this facility.

10. The company should give advertisement on radio,as well as in
newspapers regularly as reminder for the consumers.

11. The company should organize AMUL DAY to educate the potential
customers as well as retailers.



66
LIMITATIONS

Every research is conducted under some boundations and thisresearch is not
an exception. Limitations of this project are-
The sample size of 500 consumers are too small to project the opinion of
consumer regarding a particular brand and also degree of success of a
particular brand.

There might have been tendencies among the respondents to amplify or filter
their responses under the testing conditions.
Since the study involved sampling method, Drop in or Go through error
might have crept in.

Since the results have been drawn on the basis of the information provided
by the respondents, chances of error might have crept in.











67







CONCLUSION
68
CONCLUSION

Peter Drucker has observed that companys first task is to create
customers. Earlier GAGAN was the pioneer of the market. At present
condition, we cannot say GAGAN is the unchallengeable market leader, and
fully successful to create customers. Other unorganized sector have made
their potentially widely. They are able to position successfully in the current
by attracting potential.

Customers form an expectation of value and act on it. A buyers delight is
the function of the products perceived performance and the customers
expectation.

Recognizing that high satisfaction leads to high customer loyalty quality
value and service are totality of features and characteristics of a product that
bear on its ability to satisfy stated or implied needs. Total quality is the key
to value creation and customers delight.

Hence GCMMF LTD. should take necessary action to continue bringing
quality product. First, it should participate in formulating strategies and
policies designed to help the company win through total quality excellence.
Second, they must deliver marketing quality along side production quality
and value. Each marketing activity marketing research, advertising,
customer service and so on must be performed to high standards.




69









ANNEXURES









70
QUESTIONNAIRE FOR CONSUMER

NAME PHONE NO

ADDRESS




Q1. Which Flavoured milk do you buy?
A. Branded
B. Loose
C. Both

Q2. Do you know that Amul has launched its flavoured milk in bottle &
tetra pack?
A. YES
B. NO

Q3. How do you come to know about Amul Kool?
A. T.V.
B. BANNERS
C. RADIO
D. NEWSPAPER
E. FRIENDS
F. POP

71

Q4 What first come to your mind about Amul Kool?

A good brand.
Good in taste.
A leading brand in the Indian market.
Reliability.
Purity.
Trustworthiness.
Value for money.
Good for health and health conscious people.
Powder based milk.
Real taste and mazaa.
it is an old timetested brand on which one can rely.
Must be very good because its other products are excellent
and AMUL has its own identity.

Q5. What all flavours of Amul Kool do you know?
A. ELAICHI
B. ROSE
C OTHER

Q6. Please give the 1
st
rank to the following brand as per your
Choice?
A. AMUL B. GAGAN C. NASTLE D. OTHER
72

Q7. What factors do you consider before purchasing your brand?

Availability
Quality
Taste
Price
Purity

Q8. Who influences your buying decision?
F. Family
G. Brand Name
H. Advertisement
I. Retailer
J. Others

Q9. Where do you buy Flavoured milk?
A. Confectionary
B. Home delivery
C. Booths
D. Dairy shops

Q10 Whether Amul Kool is available whenever you go to your shop?
Yes No Cant say
73
Q11. When do you buy Amul Kool ?
Afternoon
Evening
Both

Q12. What should be the feature in the winning brand according to
you?

easy availability near your home.
Quality.
scheme for consumers.
reasonable spending on promotion for creating brand awareness.
should be in good in taste.
should never compromise in quality.
efficient distribution.
brand fulfilling the needs of the 3cs-challenges, competition and
consumers.
making arrangement for home delivery to cater to the needs of the
consumers who have scarcity of time
an effective brand ambassador.
packaging of international standard.
longer shelf life.
excellent brand equity.

74

15. Any other suggestion for Amul milk?
increase publicity because awareness is low.
open retail ourlet should be open like other seller.
always pay attention to quality to avoid any controversy like that
of CADBURY.
Add more vitamins to Amul Kool and make adds to propagate
this message.
should keep regular check on taste because it is a key factor in
molding the buyers decision behavior.











75
QUESTIONNAIRE FOR RETAILERS
Sample Size : 200 Retailers

FIRM NAME CONTECT PERSON
ADDRESS MOBILE NO.


Q1. For how long you are in this business?
0 5 yrs
6 10 yrs
11 15 yrs
16 20 yrs
21 and More


Q2. Which brands you are selling?
Amul Mother Dairy
Paras Gopaljee
OTHER



Q3. If selling Amul, since how long you are selling Amul Kool?
ANS.


76
Q4. Give average daily sales and distribution
(1.Very good 2.Good 3.Fair) of these brands?
Amul Amrit food
Gopal ji Nestle other


Q5. Does consumer approach you to keep Amul Kool?
Yes No

Q6. How is the response from the consumer? Give scaling for
Amul Kool.

Excellent V. Good Good
Fair Poor


Q7. Which brand do you usually push to the consumer in case he does not
demand any specific brand and why?
A. Brand which has highest margin
B. Old Stock
C. Not specific



Q8. If not selling Amul Kool, then will you like to keep them?
Yes No
77


Q9. What all you look while keeping Amul Kool on your shop
please rank?
A. Margin
B. Service
C. Behaviour of sales man
D. Brand Name
E. Trade scheme
F. Consumer Demand


Q10. Any suggestions?
ANS.









78
BIBLIOGRAPHY

MAGAZINES:
Business Today
Business World
NEWSPAPER:
Economic Times
Business Standard
The Financial Express
BOOKS:
Research Methodology by C.R. Kothari
Consumer Behaviour by Gupta and Pal
Marketing Management by Philip Kotler,
WEBSITES:
www.amul.com
www.parasdairy.com
www.motherdairy.com
www.rediff.com/money
www.ask.com
www.google.com
www.domain-b.com