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MARKETING STRATEGY OF AMUL ICECREAM

OF

Under the guidance of : Mr. Akshay ,singh
Mr. P. Mudgal (In charge Ice Cream Division)
Mr. Amit Garg (Reporting Officer)

SUBMITTED BY:
MR. HARENDRA Kr.YADAV
B.B.A.3rd YEAR
ROLL.NO.-8868

SUBMITTED TO:
Mr. AKSHAYSINGH

SYNOPSIS
This project has been completed in Amul (i.e. Anand milk union
Limited)
Ice Cream. The purpose of this project was to strengthen the
infrastructure of Amul ice-dream to increase the sale in respective area
i.e. east

Ghaziabad City. The main task was to open new outlet for

Amul Ice Cream and the project titled is “OBJCTIVE TO INCREASE
THE SALE OF AMUL ICE-CREAM THROUGH RETAIL PENETRATION
& HADF BOOKING”
Which can be also named as HADF (Hamara Apna Deep Freezer).
It consists of convincing retailers to subscribe to Amul’s freezer. The
methodology consisted selection of outlets on subjective basis. It
depended on the description of the trainee.
The objective was to provide infrastructure for the ultimate gole of Ice
Cream selling
The project also aimed at keeping the competitors under control.

CONTENTS

1. INTRODUCTION
2. COMPANY PROFILE
3. CHAIRMAN SPEECH
4. AMUL PRODUCTS
5. SALES REPORT
6. MARKET RESEARCH
7. COMPETITORS ANALYSIS

8. RECOMMENDATION/SUGGESTION
9. CONCLUSION
10.

BIBLIOGRAPHY

Flavored milk. Presently. And finally in year 2002 Amul launch it Ice-cream where the market leader like HLL’s Quality Walls. And these entire products are available in the market with the brand name “Amul”. Gujarat Co-operative Milk Marketing Limited produces a wide range of milk products like Butter. Masti Dahi. After years of market research and analysis Amul found that there is a large for Ice cream in Indian market. It is also known as GUJARAT CO-OPERATIVE MILK MARKETING REDERATION LTD (GCMMF LTD). Skimmed milk. and Ice Cream etc. Lite Butte. In the market Amul has also got nickname i. Paneer. Here the Subject of study is Ice Cream. But due to the brand image of Amul.” BUTTER-KING ”.INTRODUCTION AMUL is the largest co-operative in India. it gets a platform for successful launch with a wide range of product. Amul claims to be the . were already playing in market with the some other local brand of respective area. Vadilal. which shows that Amul is the market leader in Butter is the only product which is also called as the backbone of Amul.e.

. Amul Cheese Amul Chocolates. Amul Butter. Today Amul is a symbol of Many Things of high quality products sales at reusable price of the genesis of a vast co operative network of the triumph of indigenous technology of the marketing survey of farmers organization and of proven model for dairy development. 29 billion in 2004). Amul Milk Powder. Nutramul.Frontrunner in the ice – cream business. Amul means ”Priceless” in Sanskrit. It has been able to create large customer bases that will consume nothing but Amul when it comes to Ice –cream. the brand name “Amul” from the Sanskrit Amoulya was suggested by a quality control export in Anand variants all meaning “price less are found in several Indian languages Amul products have been in use in millions of homes since 1946. Amul Ice-cream. Amul Ghee Amul spray. Amul Milk and Amulya have made Amul a leading food brand in India (Turnover Rs. Amul Shrikhand.

of Village Societies: 11.GUJARAT COOPRRATIVE MILK MARKETING FEDRTION GCMMF: An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is an India’s largest food product marketing organization.9 million liters per day Milk collection (Total .36 million No. Members: 12 district cooperative milk producers' Union No. It is a state level apex body of milk cooperatives in Gujarat.2003-04): 1.333 Total Milk handling capacity: 6. which are good value for money. which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products.97 million liters Milk Drying Capacity: 511 metric Tons per day Cattle feed manufacturing Capacity: 2340 Mts per day .81 billion liters Milk collection (Daily Average 2003-04): 4. of Producer Members: 2.

.SALES TURNOVER FROM (1999 TO 2009) Sales Turnover Rs (million) US $ (in million) 1999-2000 11140 355 2000-2001 13790 400 2001-2002 15540 450 2002-2003 18840 455 2003-2004 22192 493 2004-2005 22185 493 2005-2006 22588 500 2006-2007 23365 500 2007-2008 27457 575 2008-2009 28941 616 The above Data Shows that the sales increasing since 1999 at great pace & this is reason that proves Amul as good Competitor in this modern world.

carbohydrates and vitamins i. Amul Icecream also contains natural fat less and natural SNF as it is from natural source and contain real milk.‘Nature’s finest REAL MILK is here’ GCMMF launched Amul Ice-cream in Delhi and NCR in 2007 to cater the demand of consumers and to fill in the gap between demand and supply. SNF as it is commonly called. minerals. Treasure of Natural Goodness Amul Ice-cream is highly nutritious and contains proteins. Quality Standards . It reaches consumers within hours of it being packed at the right temperature to ensure that it retains all its natural goodness.e.

M. Managing Director. which has longer because of its superior bacteriological quality and the state of the art processing technology. Ramakrishna Bajaj National Quality Award-2003 The Gujarat Co-operative Milk Marketing Federation Ltd. The biggest strength of GCMMF is the trust it has created in the minds of consumers regarding the quality of its products. Y. which is mentioned on the bottle or pack. this recognition has once again reiterated GCMMF's commitment to quality and excellence. This means when one buys Amul Icecream he/she is sure to get:  Nature’s perfect food for the health of your family.  And he or she does not fear of cheating in price because it is the brand on which you can confident for best quality at the lower price.Amul Ice-cream strictly conforms to quality standards of Prevention of Foods & Adulteration Act (PFA). According to Shri B.  The right quantity as mentioned on the packs  Consistent quality and ample quantity throughout the year even during festive and lean session. he added. Dr. GCMMF and its brand Amul stand for guaranteed purity for whatever products it produces. V. has emerged as the top scorer in the service category of the prestigious IMC Ramakrishna Bajaj National Quality Award 2003. Vyas.  Milk. Reddy. GCMMF. . The Certificate of Merit was presented at a glittering ceremony held at Mumbai on March 11 by the Governor of the Reserve Bank of India.  The accurate taste.

the citation reads. The information systems of the Federation are comprehensive and include details on product quality. Over the years. The ASQ and the Institute of Quality Assurance. F C Kohli. delivery performance. disaster recovery and all essential commercial areas. Mr. . Dr J J Irani. B M Vyas receives the Qimpro Gold Standard Award Qimpro Platinum Standard. Azim Premji. Aditya Birla. the highest individual honor. customer and market focus. it has established an efficient supply chain that penetrates even the remotest corners of the country. information and analysis. and Kumar Mangalam Birla. and business results. UK recognizes Qimpro Awards. Deepak Parekh. small and large . The Ramakrishna Bajaj National Quality Award is based on framework and principles almost similar to the Malcolm Baldrige Award that is given by the President of the United States to businesses .and to education and healthcare organizations that apply and are judged to be outstanding in seven areas: leadership. strategic planning. has in recent years been awarded to Chandra Mohan. supplier quality. human resource focus. process management.GCMMF has bagged this award for adopting noteworthy quality management practices for logistics and procurement.manufacturing and service.

PROFILE OF AMUL PRODUCT List of Products Marketed: Bread spreads:  Amul Butter  Amul Lite Low Fat Bread spread  Amul Cooking Butter Cheese Range:  Amul Pasteurized Processed Cheddar Cheese  Amul Processed Cheese Spread  Amul Pizza (Mozzarella) Cheese  Amul Shredded Pizza Cheese  Amul Emmental Cheese  Amul Gouda Cheese  Amul Malai Paneer (cottage cheese) Frozen and Tinned  Utterly Delicious Pizza .

Cardamom)  Amul Amrakhand  Amul Mithaee Gulabjamuns  Amul Mithaee Gulabjamun Mix  Amul Mithaee Kulfi Mix UHT Milk Range:  Amul Taaza 3% fat Milk  Amul Gold 4.5% fat Milk  Amul Slim-n-Trim 0% fat milk  Amul Chocolate Milk  Amul Fresh Cream  Amul Snowcap Softy Mix  Amul Taaza Double Toned Milk Pure Ghee:  Amul Pure Ghee  Sagar Pure Ghee  Amul Cow Ghee Infant Milk Range:  Amul Infant Milk Formula 1 (0-6 months)  Amul Infant Milk Formula 2 ( 6 months above)  Amulspray Infant Milk Food . Saffron. Almond Pistachio.Mithaee Range (Ethnic sweets):  Amul Shrikhand (Mango.

 Chocochips.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 Standardized Milk 3% fat  Amul Smart Double Toned Milk 1. .  Cappuchino.5% fat Curd Products:  Amul Masti Dahi (fresh curd)  Amul Butter Milk  Amul Lassee Amul Ice creams:   Royal Treat Range Rajbhog.

 Kesar Pista. Simply Delicious Range  Vanilla  Choco  Strawberry  Pineapple  Rose  Chocolate Nature's Treat  Alphanso Mango  Fresh Litchi  Anjir . Butterscotch.  Roasted Almond.  Utsav Range  Anjir.  Badshahi Badam Kulfi.  Shista Pista Kulfi.  Kesar Carnival.  Roasted Almond.  Tutti Frutti.  Nut-o-Mania Range  Kaju Drakshi.

 Fresh Strawberry  Black Currant Sundae Range  Mango  Black Currant  Chocolate  Strawberry Millennium Ice-cream  Cheese with Almonds  Dates with Honey  Strawberry Milk Bars  Chocobar  Mango Doll  Raspberry Dolly  Shahi Badam Kulfi  Shahi Pista Kulfi  Mawa Malai Kulfi  Green Pista Kulfi  Cool Candies  Orange. Mango  Cassata  Tricone Cones  Butterscotch .

 Chocolate  Megabite Almond Cone  Frostik  3 layer chocolate Bar  Fundoo Range  exclusively for kids  SlimScoop Fat Free Frozen Dessert  Vanilla  Banana  Mango  Pineapple  Health : Isabcool Chocolate & Confectionery:  Amul Milk Chocolate  Amul Fruit & Nut Chocolate  Amul Eclairs Brown Beverage: Nutramul Malted Milk Food Ready to Serve Soups:  Masti Tomato Soup  Masti Hot & Sour Soup .

17% to 0.7 kcal Packaging: 50 ml cup.ICE CREAM Amul ice cream is made from milk and milk products. cones and kulfiers.9% to 4.19% Protein 3. 4 litre pack.100 ml cup.5% Total solids 40% to 41% Surer 15% Approx Acidity 0.1% Food Energy value: Calories per 100 ml -196. ice candies. . 500ml cup. COMPOSITION: Milk fat 13. chocobar.5% to 14. sugar stabilizers& emulsifiers.1 litre pack.

Maharashtra. and Baby Food. Chattisgarh. Product specification Product meets BIS specification.  India’s largest exporter of dairy products.  Market’s popular brands Amul and Sagar. Dairy Whitener.  No. Gujrat.Special features Various verities of ice cream can be made from the basic mix by addition Of required amount of permissible colors and flavours nuts would be used for making premium verities of ice cream. 2700 crores.  Presently marketing pouch liquid milk in five states namely. . UHT Milk.  India’s largest “cold chain” network.1 market share holder in India for Butter. Cheese. Condensed Milk. Delhi and Madhya Pradesh. INDUSTRY STANDING  India’s largest food products marketing organization with an annual turnover of over Rs.  To provide quality products to consumers – value for money. GCMMF – BUSINESS PHILOSOPHY  To serve the interests of milk producers. Ice-cream. Rajasthan.

 Quality.  Growth Orientation – New Products.  Excellence. with customer focus and information technology integration. we are committed to offering quality products that provide best value for money. The network would consist of .  Belongingness. GCMMF – JOURNEY 2005 GCMMF will be an outstanding marketing organization with specialization in marketing of food and dairy products. through excellence in marketing through our committed team.  Commitment to Producers. endeavor to satisfy the taste and nutritional requirements of the world.  Leadership. Trough co-operative network.  Pride in Organization. MISSION STATEMENT We.  Innovation.OUR VALUES  Customer Orientation. both fresh and long life.  Co-operation. at GCMMF.  Integrity.  Employee Satisfaction.

and serving several cooperatives. GCMMF shall also create markets for its products in the neighboring countries.000 crores (100 Billion). servicing nearly n1 million retail outlets with a sales turnover of Rs. .over 100 sales offices. 7500 stockiest covering at least every talk headquarter town.10.

The Indian economy is growing at a very rapid pace. Amul was founded on a sound business model: providing quality products to consumers at an affordable price.continuously beating competition of every type in the dairy business.CHAIRMAN SPEECH Chairman's Speech: 30th Annual General Body Meeting on 8th June 2004 Adopted at their meeting held on 8th June. most other organizations fail to understand that "value for money" is not just about low prices . As I look forward. As a cooperative. That is in no small part because this organization has delivered results . Disposable . Looking back I think we can agree that they showed remarkable foresight in creating their own marketing organization. This has been achieved at the least possible cost.the farmers .it means offering the best quality products at the most reasonable price. I foresee business opportunities expanding as never before. The Pundits have described our model as "value for money" and it has been adopted by a number of companies. I am happy to welcome all of you to this 30th Annual General Body Meeting of your Federation. 2004 for presentation at the 30th Annual General Body Meeting Gentlemen. While imitation may be flattery. ensuring the benefits reach both producers and consumers. our faith requires that we safeguard the interest of both our major stakeholders .and the consumers whose loyalty is essential to our continued success. Thirty years ago the milk producers of Gujarat had come together and decided to create their own organization to enhance the marketing capacity of the dairy cooperative movement. As you all know.

We are also confident that the government will continue to safeguard the interests of the Indian farmer by continuing to resist international pressure and domestic lobbying from vested interests to lower our bulwarks against unfair trade in agricultural and dairy products. But for us to gain a meaningful share in the emerging markets. It is a matter of some satisfaction that the Indian government has stood by its farmers by withstanding international pressure to lower tariffs on dairy products. On the external front. we must increase it. We now need to challenge our distribution to reach remote markets with innovative products and services so that more and more consumers benefit from our wide and expanding range. In our business. our regional market is expected to grow manifold across categories. distribution and branding advantages to establish high entry barriers.Income in the hands of consumers has more than kept pace. neither the US nor the EU had shown any willingness to consider reducing their high subsidies on dairy exports. continually raising these by innovation in every area. However. Competition may be from existing companies entering new categories or from new companies. An expanding market inevitably attracts increasing competition. Today. This marginally reduces the fear of European players competing for our domestic market from a position of price advantage. processing. the EU has introduced some reductions in its dairy sector subsidies . every product category sees new entrants in our business.especially on butter oil. Our experience and marketing prowess has enabled us to maintain a formidable distance between our competitors and us. We must therefore leverage our experience as well as our procurement. We must not only maintain our lead. Skimmed Milk Powder and white butter. the technological and financial barriers for new entrants are not high. With increased peace. cooperation and understanding among the SAARC nations. . Recently. our unions and marketing teams must meet the challenge of performing at levels that are the prerequisite for success. there is no room for complacency. It also opens for us the opportunity to compete with European producers on a level playing field in neighboring markets. We are grateful for this support. Your Federation is taking steps both to deepen our market penetration as well as to accelerate its growth. The result is that our domestic market has been expanding at a pace that occasionally surprises even the optimist.

Products like Flavored Milk. I now am pleased to present to you your Federation's Annual Report and Audited Accounts for the year 2003-2004.35 lakh kilograms per day. Amul and Sagar brand pure ghee sales in value increased by 17 per cent over the previous year. Paneer. The dairy line grew by about 18% despite the loss of a sizable edible oil business. Despite intense competition. your Federation's sales registered a growth of 5 percent increase to reach Rs. However.881. Within under 60 days of launch. Mithaimate. Amul ice cream achieved a sales value growth of 11 percent.62. 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.You will be pleased to know that your Federation has grown substantially in both volume and value terms in the last year. SALES During the year. This year.13 lakh kilograms per day. 2. which shows that it has really come upon the high growth stage.96 crores including consignment sales of Rs. UHT Milk has grown in both value and volume terms by 60 percent. a marginal decline from 52. Softy .430 crores in the dairy line highlights your Federation's versatility and robustness. MILK PROCUREMENT Total milk procurement by our Member Unions averaged 51. The sales of the Amul Cheese range increased by 13 percent. and has come out as the undisputed market leader. we had achieved sales of 1 lakh liters per day. the sale of Amul Milk in pouches increased by 34 percent in value terms.95 crores. 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. Amul Fresh Cream. The icing on the cake has been a more than 15 percent Increase in our farmers' returns. That we have grown by Over Rs. sales value of Amul Butter grew by 19 percent and that of milk powders has firmed up further. achieved in 2002-2003.

activities. it was the turn of the top Retailers across the country to participate in the Amul Yatra Programmed. Distributors have further enhanced their infrastructures in terms of installation of cold storage arrangements. After Distributor Salesmen in the previous year and Distributors in the year before last. Another major initiative undertaken during the year was the Timebased Military Technique (TMT) of distribution. As you are aware. enhanced bank guarantee limits with Federation and introduced good quality delivery vehicles. Most of our products launched or re-launched through this technique have seen significant gains in distribution and availability. I take pleasure in declaring that no other organization in India has been able to develop this kind of channel synergy so far. DISTRIBUTION During the year.Mix. 95 Milk Area Distribution Agents also visited Anand for Amul Yatra. New Delhi and Boisar. culture and achievements through a guided tour in and around Anand. Chilled Products. I am pleased to declare that this initiative has proved to be very successful. . the Amul Yatra Programmed is a unique experiment conducted by your Federation to bring our channel partners face to face with our cooperative institutions. Frozen Products and Ambient Products. the number of Milk Area Delivery Agents has increased. 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. A total of 114 Distributor Salesmen and 482 top retailers from across the country participated in the Amul Yatra this year. An objective evaluation was done in the form of distributor renewal and Performance appraisal. and fresh curd demonstrated their potential to become dominant brands in the coming few years. This has been deployed to effect a nationally synchronized mass distribution of our products with the objective of achieving total channel penetration on a single day. With the opening of several new milk markets and 3 separate Milk Sales Offices at Mumbai. the major development on the distribution front was the development and alignment of four distribution highwaysthose of Fresh Products.

however. As you are aware. This will continually remind the world's consumers that . that our first duty is to the Indian consumer. with deployment of the "Amul Online ERP" System. The Federation now enjoys a significant advantage in rapid reaction to changing business demands. At the request of our government. Federation's overall export turnover has dropped by 40 percent. I am pleased to inform you that our Long Life milk has been very well accepted in the UAE and Singapore markets. This reflects strong and growing consumer faith in your Amul brand.For understanding the level of adherence to infrastructural and procedural norms laid out by Federation and compliance to the same by our Distributors. INFORMATION TECHNOLOGY INTEGRATION You will be glad to know that your Federation has further advanced our technological leadership by implementing a Virtual Private Network (VPN) with secured fiber optic connectivity which.coop" URL and e-mail addresses. We have also made a successful beginning in export of ghee to Australia. With one of the strongest cold chain distribution network in the country today. a pilot initiative of Distribution Audit was undertaken for 70 Wholesale Distributors. will facilitate electronic transactions between member unions and the Federation offices. Your Federation is bolstering our brand identity as a farmers' cooperative through the Internet based "amul. providing a seamless and smooth flow of information that enhances operational efficiency. EXPORTS I know that you will be pleased to learn that we have posted more than 50% growth in the volume of consumer pack exports. I am sure you will agree. during the year Northern India had faced a severe milk crisis. We have launched UHT milk in Hong Kong and Sri Lanka market. we diverted milk powder stocks to Delhi thereby depriving our export market. Federation today owns 13 state-of-the-art cold rooms at various depot locations. As a result.

073 Village Dairy Cooperative Societies (VDCS) have conducted Vision Mission Strategy Workshops. Member Unions continued to implement the module on Vision Mission Strategy (VMS) for primary milk producer members and Village Dairy Cooperatives.455 core groups of milk producers and VDCS management. 2. It also strengthens our co-operatives by bringing our members together and closer to consumers. USA where we received the CIO 100 award for its excellence in positive business performance through resourceful IT management and best practices. During the year. and have prepared Mission Statements and Business Plans for the next five years. Member Unions have trained 8. Continuing the Cleanliness Drive at village level. and proud of it. On October 2nd. COOPERATIVE DEVELOPMENT PROGRAMME During the last four years. thus strengthening them to face the fierce competition ahead.970 VDCS celebrated Red Tag Day. 1. The Unions also .we are a cooperative. Facilitated by specially trained consultants. our Member Unions have implemented an Internal Consultant Development (ICD) intervention focused on developing leadership among member producers. an effort to raise Cleanliness awareness. helping them to better manage their dairy business. The success of the program has led to Member Unions focusing on implementing this VMS module and developing Business Plans for all VDCS. This identity gives us a vital business advantage and facilitates Amul brand penetration across the world. Your Federation's achievements have been honored at the International CIO 100 Symposium and Award ceremony in Colorado Springs. The VMS module has prompted milk producers to initiate activities at villages that have far-reaching effects on the milk business.

53. During the year. Mount Abu which attracted the participation of 3.797 chairmen and secretaries from 2.108 milk producers participated in the programmed.944 Village Dairy Cooperative Societies participated in the program. During the year. . Gandhinagar. Member Unions have continued implementation of the second module of Improvement in Artificial Insemination Services. In the villages. Member Unions organized three Self Managing Leadership (SML) workshops at Prajapita Brahmakumaris. During the last three years. This has resulted in introduction of new scientific animal husbandry management methods on a significant scale. An ongoing emphasis of our Member Unions has been to encourage increased women milk producers' participation in their Dairy Cooperative Societies. With the objective of encouraging professional management by Milk Producers and dairy cooperative societies. A Chairmen and Secretaries' Orientation Programmed is being conducted at Mother Dairy. To develop and enhance leadership skills and qualities. 5. Member Unions have initiated Members' Business Development Programmed(MBDP). As a part of the Breeding Services Improvement Programmed.374 core groups have been trained and a decision has been taken to extend the program to include all the VDCS that offer breeding services. carry out this program to increase awareness regarding the dairy industry scenario and to develop leadership skills among Chairmen and Secretaries. Member Unions. 3.presented awards to the VDCS that raised cleanliness standards to the highest levels. 2. supported by your Federation.100 women resource persons along with the Chairmen and Secretaries of 750 VDCS. A mass de-worming campaign has been undertaken to fortify the breeding services. Member Unions implemented an Artificial Insemination Audit Competition that identified the best performing VDCS and Artificial Insemination Workers who received awards as a motivation for continued improvement.483 villages and 1.

Innovation must now define us as an organization. Further. our illustrious leaders like the late Shri Tribhuvandas Patel. there is a steady increase in consumer expectations. You would recall that last year I had shared my feelings and reservations on NDDB's initiative of making joint ventures-and that too with majority holding of the Government. To this end. marketing and branding. I am happy to inform you that most of the State Federations of India have . it does not suffice merely to retain skilled human resources.WHAT THE FUTURE HOLDS As you are all aware. It is everywhere a function of the quality of people and environment. Therefore. They always encouraged attitudes and activities geared towards a results orientation.to name only a few understood the importance of professionalism in the management of cooperatives. Jaswantlal Shah . We must innovate at each stage in our value chain . Bhurabhai Patel. we have to find new strategies. we need to devise more effective ways of attracting and retaining skilled human resources. In these times of increasing market opportunities. processing. 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. procurement.production. In the past. To achieve and maintain competitive advantage. so it is opening up new opportunities for the skilled people that we need to tap the market. It is to be realized that just as the market is expanding for our products. Product and service quality is rapidly becoming the minimum threshold for consumer acceptance. Innovation cannot be mandated or forced out of people. our competitiveness must also encompass effective human resource management. We need to have enough skilled people working in a self-actuating environment to produce innovation. innovation in product design and delivery are increasingly essential. Today's leaders have a duty and an obligation to carry forward that tradition of identifying and nurturing professionalism.

the HACCP. we have been awarded the ISO 9002:2000. our unions have been engaged in the practice of third party validation of its practices. We have also been given a certificate of merit from IMC Ramakrishna Bajaj National Quality Award during last year. I would stress that we sought such certification not because the Federation needed endorsement from outside agencies regarding its best practices. It was at this time . achieving them serves the very important purpose of encouraging the standardization of our production and marketing related processes and the infusion of a self-sustaining momentum into these processes. It determines the future of the cooperative movement. They should ensure the highest level of professionalism at the cooperative level. They should give the professionals full freedom to perform instead of interfering in operational matters-thereby limiting the growth of the organization. I hope that you would appreciate my viewpoint and see to it that our leaders rise to this level of performance. the cooperatives are now changing their minds and reverting to the pure cooperative movement. I am saying this not because I am happy per say about the failure of the joint ventures. The importance of standardization of our village society election processes lies in their instrumentality in throwing up genuine and visionary leaders. Standardization and transparency in our village society elections can come only through the continuous and impersonal adherence to a well-documented process that an ISO 9001 recognizes. I find that such certifications are also very necessary in our village dairy cooperative societies' election processes. From the year 1994. And in honoring this responsibility they have to work hard with commitment and sincerity. The year 1994 was an important watershed for your Federation. consumers & the nation. Since then. It marked our bold foray into the brave new world of portfolio diversification and new product development. but because the leaders of cooperatives have understood that they have a great responsibility towards farmers. Even where it was accepted. Rather. the ISO 14001 and similar marks of our excellence in milk procurement and processing.declined to accept such partnerships where the Government is in majority.

ranging from ice cream and dahi to Long Life and Flavored milk. Today. set and exceed market expectations.when we took our first steps outside the security of our traditional products: powders. and will continue to be. there is no doubt that we are a part of the world market. butter among others.500 crores in the current year. It has always been a model to which other cooperatives have looked up as an example and inspiration as well as one from . As everywhere else. I feel confident of maintaining our market share growth. Long Life Milk. an essential element in building synergies among product lines . This is equally true of long life products held at ambient temperature. Based on the work done in the last decade. The coming years will see increasing volumes being generated from fresh milk. and products that require zero degree temperature. We have learnt to be on the constant lookout for changing market requirements and to adapt to these changes proactively. and with the new portfolio of products we have developed. Your Federation has now developed competence in distributing fresh products on daily basis. curds and the like. We must constantly create and update our competencies in these products so as lead. the market trend in India is towards the growing importance of fresh products. I also feel confident that your Federation will be able to increase its sales further by close to another Rs. here too we cannot be complacent. Your Federation has always tried to be a step ahead of the market. products requiring deepfreezing during storage or transportation.ultimately creating superior economies of scale. This established competence is. the changes that we have built in the Organization at all levels. Because our milk procurement and processing capacity is unparalleled in the country and the region and because we have a brand equity that is unsurpassed in the food business sector. Since then. your Federation is in a position to leverage these assets to effectively command the market leader's position in the emerging fresh dairy products market. However. we have emerged as the food organization with what may well represent the most diversified product portfolio .

we have managed to replace a million furrows of hopelessness with at least a faint line of the smile of hope. integrity and growth with equity. If Amul deserves to be remembered for anything. That puts the real shine on the face of India. Those who had scoffed at the idea of cooperation as a business model are today trying to emulate it. SALES REPORT . first and foremost it is for the difference we have made and are making in the lives of millions of farmers. Against all odds. We have always espoused the values of social justice. we need not be remembered for any of the wrong reasons.which many have benefited. Amul has always been and remains a movement that stands for the farmer. That line makes a difference. Thankfully.

Sales Turnover Rs (million) US $ (in million) 1996-97 11140 355 1997-98 13790 400 1998-99 15540 450 1999-00 18840 455 2000-01 22192 493 2001-02 22185 493 2002-03 22588 500 2003-04 23365 500 2004-05 27457 28941 575 616 30152 731 31315 797 32490 856 2005-06 2006-07 2007-08 2008-09 .

MARKET RESEARCH

RETAIL OUTLET

AREA

PROBLEM FACED

MULKESH
GENERAL STORE

DISTRICT
CENTRE,RAJNAGAR

NO ANY SALES MAN VISITED HERE FOR
SELLING AMUL ICE CREAM

OM SWEETS AND
ARUN CHAT
BHANDAR

SEC.-10 RAJNAGAR

IT IS NOT MORE DEMANDABLE ITEM

HINT HOUSE SEC.-10,
RAJNAGAR

LACK OF TAKING ORDER AND SUPPLY IN TIME

C-6,HINT
HOUSE,SEC.10,RAJNAGAR

DEMAND IS POSSIBLE IF VISIT BY THE
SALESMAN WITH SAMPLE

SEC.-10 RAJNAGAR

THE PRODUCT IS SELLABLE IN THE MARKET

ASHISH STORE

SEC.10, RAJNAGAR

NO ANY SALES MAN HAS VISITED WITH
SAMPLE

ANAND SUPER
STORE

SEC.-10, RAJNAGAR

NO ANY SALES MAN HAS VISITED WITH
SAMPLE

NATIONAL STORE

SEC.-10 RAJNAGAR

NOT AWARENESS ABOUT THE PRODUCT

CHERIAN ICE
CREAM
0120-3963969
DEV SUPER
GENERAL STORE
MINI SUPER
BAZAR
0120-2965157

GADHWAL PANEER
BHANDAR
SEC.-10 ,RAJNAGAR

SPACE PROBLEM

VISHAL
PROVISION STORE SEC-10, RAJNAGAR

NO ANY SALESMAN HAS VISITED WITH
SAMPLE

MUSKAN STORE
0120-3093595
(SANJEEV)

BEFORE HE WAS SELLING AMUL ICE CREAM
BUT DUE TO UNFAVOURABLE
BEHAVOUR OF JMD HE HAS REFUSED TO
SALE AMUL ICECREAM

SEC.-10,RAJNAGAR

RAMESHWARS

SEC.-10, RAJNAGAR

HE ALWAYS USED TO SALE SELF MADE MILK
SHAKE

MOHAN
PROVISION STORE SEC.-23 RAJNAGAR

LACK OF DEMAND BY THE CONSUMERS

SETU PROVISION
STORE

SEC.-23 RAJNAGAR

STORAGE PROBLEM

ANU PROVISION
STORE

SEC.-23 RAJNAGAR

HE WILL SALE IF THE SALES MAN VISITS WITH
SAMPLE

SONU
CONFECTIONERS
& PROV.STORE

SEC.-23 RAJNAGAR

LACK OF DEMAND BY THE CONSUMERS

ZAIKA ICE CREAM

SEC.23, RAJNAGAR

HE WILL TRY TO SALE THE PRODUCT

UNCLE PESTRY
SHOP

SEC.-23,SANJAY
NAGAR RAJNAGAR

THE CO. MUST BE IMPROVE ITS
PROMOTIONAL SCHEMES

MUSKAN
SEC.-23 ,SANJAY
PROVISION STORE NAGAR, RAJNAGAR

MONEY PROBLEM

SAPNA
CONFECTIONERY

J-47,SANJAY
NAGAR,RAJNAGAR

SPACE PROBLEM

BABA BANWARI
DASS
RESTAURANT

AMBEDKAR
ROAD,GZB

HE HAS KEPT COMPETITITOR BRAND

BATHLA
ENTERPRISES

AMBEDKAR ROAD

SPACE PROBLEM

SHAGUN SWEETS

AMBEDKAR ROAD

MONEY PROBLEM

RATHORE SWEET
CORNER

DASNA
ROAD,JATWADA

DEMAND FREE ICECREAM WITH DEEP
FREEZER

PASHUK ATTA
CHAKKI AND
KIRANA STORE

RAKESH MARG

KEPT COMPETITITOR BRAND

DEV ARCADE

RAKESH MARG

ALREADY HAS GOT FREEZE BUT NOT STORE
AMUL ICECREAM

MADAN SWEETS

RAKESH MARG

MONEY PROBLEM

MUSKAN BAKERS
AND
CONFECTIONERS

RAKESH MARG

COMPETITITOR GIVE DF IN LESS PRICE

SATKAR CORNER

RAKESH MARG

SPACE PROBLEM

PRANJAL
GENERAL STORE

RAKESH MARG

MONEY PROBLEM

PARKASH MISTAN
BHANDAR

NEHRU NAGAR

NOT AGREE TO STOREV ICECREAM

NEW STREET
BAKERS

NEHRU NAGAR

ALREADY KEPT COMPETITITOR PRODUCT

POOJA STORE

GOVIND PURAM

SPACE PROBLEM

NEW HONEY
GENERAL STORE

GOVIND PURAM

MONEY PROBLEM

AGGARWAL
BAKERS AND
CONFECTIONERS

GOVIND PURAM

ALREADY HAS DF

SHIV
RESTAURANT

GOVIND PURAM

HIGH PRICE OF DF

PRINCE
PROVISION STORE GOVIND PURAM

SPACE PROBLEM

ANKIT DIARY

GOVIND PURAM

COMPETITITOR GIVE DF IN LESS PRICE

GANGA GENRAL
STORE

GOVIND PURAM

SPACE PROBLEM

DEVRAHA
PROVISION AND
CONFECTIONERS

GOVIND PURAM

SPACE PROBLEM

LOHIA NAGAR
UPBHOGTA STORE

LOHIA NAGAR

SPACE PROBLEM

RENUKA GENERAL
STORE

LOHIA NAGAR

MONEY PROBLEM

PADAM
PROVISDION
STORE

LOHIA NAGAR

INTERSTED BUT NOT CONFIRM

GURUKRIPA
CONFECTIONERS

SHASTRI NAGAR

SPACE PROBLEM

YELLOW POINT

SHASTRI NAGAR

MONEY PROBLEM

NEELKAMAL
CONFECTIONERS

SHASTRI NAGAR

ALREADY HAVE DF

DAS
CONFECTIONARY

SHASTRI NAGAR

INTERSTED BUT NOT CONFIRMED

NEW CHOUDHARY

SHASTRI NAGAR

NOT INTERSTED

JAIN PROVISION
STORE

SHASTRI NAGAR

SPACE PROBLEM

CHIRAG SHOP

SHASTRI NAGAR

MONEY PROBLEM

SHYAM SWEET

SHASTRI NAGAR

LESS DEMAND OF AMUL ICECREAM

SURAJ
CONFECTIONERS

SHASTRI NAGAR

SPACE PROBLEM

GARG
CONFECTIONERS

SHASTRI NAGAR

MONEY PROBLEM

TOPPERS CHOICE

SHASTRI NAGAR

LESS DEMAND OF AMUL ICECREAM

ASHISH GENRAL
STORE

SHASTRI NAGAR

LACK OF AWARENESS ABOUT AMUL

SUNIL GENERAL
STORE

SHASTRI NAGAR

MONEY PROBLEM

MADHURIMA
CONFECTIONERY

GHANTAGHAR

DEMANDING SCHEME

NEW MADHURIMA

GHANTAGHAR

INTERSTED BUT DEMANDING MORE MARGIN

JAIN SHIKANGI

GHANTAGHAR

NOT INTERSTED

JUGAL
CONFECTIONARY

GHANTAGHAR

SPACE PROBLEM

BALKISHAN

GHANTAGHAR

DEMANDING DF FREE OF COST

TULSI

GHANTAGHAR

MONEY PROBLEM

CONFECTIONERS
NEELKAMAL
CONFECTIONERS

GHANTAGHAR

SPACE PROBLEM

It provides a linkage between the corporate environment and the marketing organization. As such. trade channel behaviour. Marketing research. may be viewed as an important tool used as an aid for the tackling problems in marketing. what are the sources of information and influence processes? In order to take the decisions further any marketer would constantly monitor such information and obtain a continuous feedback of the trends in the market. how does he/she make the brand choice decision. how exactly(ideally) he/she does perceives he/she the wants to product(service) derive out . marketing research is an effective tool for measuring the consumers’ aspirations. It is essential to understand what the consumer wants . competitive actions etc.THE NATURE AND SCOPE OF MARKETING RESEARCH The whole approach of marketing pivots around the tenet of meeting the consumers wants. thus. .what of the product(service).

namely. This decision lays stress on two aspects. COMMON USES OF RESEARCH IN MARKETING DECISION MAKING The following paragraph highlights some of the marketing decision areas where marketing research is commonly used. objectivity and systematic process in the collection and analysis of data. analyzing and interpreting data for actionable decision in marketing. marketing research should not be allowed to be influenced by personal views and considerations.  Sales management  Market Boundary  Buyer Concentration  Demand Projections  Supply  Consumer Behaviour Analysis  Market Segmentation  New Product Launch and Product Positioning  Research in Sales Methods and Policies  Advertising and Sales Promotion Research  Marketing Audit of Company Performance . In fact.MARKETING RESEARCH DEFINITION Marketing research is defined as the objective and formal process of systematically obtaining.

METHOD To achieve the objective we make by use of filed research method. 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. making deductions making deductions and reaching conclusion and at last carefully testing the conclusions whether they fit the formulating hypothesis. collecting . formulating hypothesis or suggested solutions. Environment Trends RESEARCH METHODOLOGY According to Clifford Woody research comprises defining and redefining the problems . organizations and evaluating data. cause and effect relationship between the research between the research activities and observed outcomes.  Personal interview . Filed research methods:  Mass observation through questionnaire. The research methodology if scientifically developed enables the research to establish with high degree of confidence.

survey of knowledge persons on case studies are conducted. accurately and economically.  It acts as a standard guidepost. To find out there hypothesis. Various uses of having a research design are as follows  It provides answers to various questions. Conclusive research provides information that helps in decisionmaking.RESEARCH DESIGN A research design is the overall plan on programmed of research. The . 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. It includes an outline of what the investigator will do from writing the hypothesis and their operational implications to the final analysis of data. 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.  It helps in carrying out research validity. objectively. Market research projects are designed as either (exploratory research or conclusive research) depending upon the objective of study. study of secondary sources of information. This can be done by case study and experimentation. such research requires identifying cause and effecting relationships.

the milk retailers. Research purposes may be grouped into four categories. vi. time and money. i. ii. the researcher will be required to prepare a research design.information has been gathered from survey of consumers. Formulate hypothesis. v. dairy shops.. Analysis of data. he will have state the conceptual structure within which research would be conducted. the function of research design is to provide for the collection of evidence with minimal expenditure of effort. Exploration ii. In other words. PREPARING THE RESEARCH DESIGN The research problem having been formulated in clear terms. Overall the research which was used as a prototype for his market research analysis is:i. and . iii. i. The preparation of such design facilities research to be as efficient as possible yielding maximum information. Define research problem. Collection of data. Design research. confectionary shops. Review concepts and theories. vii. viz. But how all these can be achieved depends mainly on the research purpose. Description iii. and general stores. Interpret and reports.e. iv. Diagnosis.

after only with control. Latin square design. But when the purpose happens to be an accurate description of a situation or of an association between variables. before-and-after with control) or formal designs (such as completely randomized block design. the suitable design will be one that minimizes bias and maximizes the reliability of the data collected and analyzed. is that of exploration. A fixable research design.  The availability and skills of the researcher and his staf (if any). which provides opportunity for the purpose of the research study. and . The preparation of the research design. Experimentation. such as. simple and complex factorial designs). one of which the researcher must select for his own project. There are several research designs. experimental and nonexperimental hypothesis testing. Experimental designs can be either informal designs (such as before-and-after without control.  Explanation of the way in which selected means of obtaining information will organize and the reasoning leading to the selection.  The time available for the research. appropriate for a particular research problem.iv. involves usually the consideration of the following:  The means of obtaining the information.

i.e. the finance for the available for the purpose. AREA COVERED  PATEL NAGAR  KAVI NAGAR RAJ NAGAR (ALT SECTOR)  SHASTRI NAGAR  NEHRU NAGAR  GANDHI NAGAR  MODEL TOWN  KALKA GARHI  LAJPAT NAGAR . The cost factor relating to research.

And a part of it is the Indian dairy industry.  Unorganized production and processing. GHANTA GHAR  ARYA NAGAR  LOHIYA NAGAR  NEW GANDHI NAGAR THE INDIAN MILK AND ICE CREAM INDUSTRY INTRODUCTION The basic strength of the Indian economy is agriculture on which seventy percent of the population depends for their livelihood. FORMATION BOARD OF NATIONAL DAIRY DEVELOPMENT . INDIAN DAIRY INDUSTRY IN 1940s  Inferior quality of locally marketed milk.  Heavy dependence on imports.  The rich dairying heritage being eroded.

Fundamental to NDDB's efforts are cooperative principles and the Anand Pattern of Cooperation. NDDB's programmers and activities seek to strengthen farmer cooperatives and support national policies that are favorable to the growth of such institutions. finance and support producer-owned and controlled organizations. .The National Dairy Development Board was created to promote.

Liquid milk it accounts for 90 per cent of the revenue of cooperatives. If you wish to run your business professionally and competitively you have to first benchmark your costs and stabilized quality at a very high level. That’s the tough part. which has a limited purchasing power. The real challenge is how to bring prices down. Every paisa now counts. how to reduce costs at the village level. Then you hire a brand . 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. which were earlier only into milk products. in areas like transportation. 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. And only if they do it will it ensure that imports don’t come in. brand building expertise. So how will milk production rise without raising costs? By taking the cooperative dairy revolution to where it is still weak. The challenge for cooperatives is not to be competitive to export but to be competitive to expand their market (for liquid milk). Whoever has access to cheap milk eventually wins the battle in the products business. You can go and buy standard marketing. which federate into 15 State Cooperative Milk Marketing Federations. The MNCs and private players. Those that are buying milk today are not going to be buying much more. the east and northeast of the country. They realize that money is in liquid milk. Cooperatives have to bring the price down for those who cannot afford it. Milk is processed and marketed by 170 Milk Producers' Cooperative Unions. If he expands his operations and herd and starts buying costly feed he will lose his competitiveness.DAIRY COOPERATIVES Dairy Cooperatives account for the major share of processed liquid milk marketed in the country. are now seriously getting into the liquid milk sector. This will help fight poverty there.

(HDDCF) Himachal Pradesh State Cooperative Milk Producers’ Federation Ltd (HPSCMPF) Karnataka Cooperative Milk Producers’ Federation Ltd (KMF) Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF) Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF) Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh (Mahasangh) Orissa State Cooperative Milk Producers’ Federation Ltd (OMFED) Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF) .Consultant. evolve a brand strategy and get marketing experts to run the promotions and do the selling. Some of the major Dairy Cooperative Federations include: Andhra Pradesh Dairy Development Cooperative Federation Ltd (APDDCF) Bihar State Cooperative Milk Producers’ Federation Ltd (COMPFED) Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) Haryana Dairy Development Cooperative Federation Ltd. Vijaya (AP). ensuring a better future for India's farmers. as producer-owned and controlled organizations. Saras (Rajasthan). Verka (Punjab). brands created by cooperatives have become synonymous with quality and value. Milma (Kerala) and Gokul (Kolhapur) are among those that have earned customer confidence. NDDB supports the development of dairy cooperatives by providing them financial assistance and technical expertise. Over the years. Nandini (Karnataka). Brands like Amul (GCMMF). The Dairy Board's programmers and activities seek to strengthen the functioning of Dairy Cooperatives. The key elements are an expanding supply of cheap milk and attention to quality.

Punjab State Cooperative Milk Producers’ Federation Ltd (MILKFED) Rajasthan Cooperative Dairy Federation Ltd (RCDF) Tamilnadu Cooperative Milk Producers’ Federation Ltd (TCMPF) West Bengal Cooperative Milk Producers’ Federation Ltd. (WBCMPF) .

 Inspiration of pre-eminent National leaders.THE BIRTH OF AMUL  Linked to the freedom movement of India.  A Co-operative movement – member control on milk production.  A humble beginning with two village societies and 247 liters of milk. . processing and marketing.  Founded in 1946 to stop the exploitation of milk producers at the hands of middlemen.

1. . .Democratic setup at grass root level.Ultimate aim is to satisfy its customer through its taste. Member Unions continued to implement the module on Vision Mission Strategy (VMS) for primary milk producer members and Village Dairy Cooperatives. .Cattle feed manufacturing and marketing. . . cheese and condensed milk. Facilitated by specially trained consultants. The VMS module has prompted . During the last four years.Member education and involvement.Emphasis on brand building. and have prepared Mission Statements and Business Plans for the next five years. Creation of a comprehensive model.073 Village Dairy Cooperative Societies (VDCS) have conducted Vision Mission Strategy Workshops.Flavored Milk processing through latest technology.  Rapid increase in milk procurement.Animal health and veterinary services. . butter. . . .  Launch of “Amul” as a brand.Mobilization of financial recourses. helping them to better manage their dairy business. our Member Unions have implemented an Internal Consultant Development (ICD) intervention focused on developing leadership among member producers. .THE GROWTH OF AMUL  Co-operative movement spread like wild fire in the state.  Investing in manufacturing plants that produce milk powder. During the year.Creation of a nation-wide marketing network.Milk production enhancement programs.  Identification of Bombay liquid market.

2. Gandhinagar. carry out this program to increase awareness regarding the dairy industry scenario and to develop leadership skills among Chairmen and Secretaries. 2. Member Unions organized three Self Managing Leadership (SML) workshops at Prajapita Brahmakumaris. 3.108 milk producers participated in the programmer. Member Unions have continued implementation of the second module of Improvement in Artificial Insemination Services. Member Unions implemented an Artificial Insemination Audit Competition that identified the best performing VDCS and Artificial Insemination Workers who received awards as a motivation for continued improvement. During the last three years. The Unions also presented awards to the VDCS that raised cleanliness standards to the highest levels.483 villages and 1. The success of the program has led to Member Unions focusing on implementing this VMS module and developing Business Plans for all VDCS.970 VDCS celebrated Red Tag Day. A mass de-worming campaign has been undertaken to fortify the breeding services.milk producers to initiate activities at villages that have far-reaching effects on the milk business. 5. This has resulted in introduction of new scientific animal husbandry management methods on a significant scale. To develop and enhance leadership skills and qualities. an effort to raise Cleanliness awareness. Member Unions. A Chairmen and Secretaries' Orientation Programmed is being conducted at Mother Dairy. Continuing the Cleanliness Drive at village level. thus strengthening them to face the fierce competition ahead. During the year. An ongoing emphasis of our Member Unions has been to encourage increased women milk producers' participation in their Dairy Cooperative Societies.455 core groups of milk producers and VDCS management. During the year. Member Unions have initiated Members' Business Development Programmed (MBDP). Mount Abu which attracted . Member Unions have trained 8.374 core groups have been trained and a decision has been taken to extend the program to include all the VDCS that offer breeding services.944 Village Dairy Cooperative Societies participated in the program. With the objective of encouraging professional management by Milk Producers and dairy cooperative societies. supported by your Federation.797 chairmen and secretaries from 2. On October 2nd.53. In the villages. As a part of the Breeding Services Improvement Programmed.

Formed 1973 No.000 It is Apex Marketing Federation of 12 District Milk Unions in Gujarat to operate own marketing and distribution networks pan India and abroad. Milk Product Range: Infant Milk Food Instant Milk Mix Ice-cream Skim Milk Powder Ghee Paneer . of Dairy plants Capacity 19 6. which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products.100 women resource persons along with the Chairmen and Secretaries of 750 VDCS FORMATION OF GUJARAT COOPERATIVE MILK MARKETING FEDERATION LTD [GCMMF] GCMMF: An Overview Gujarat Cooperative Milk Marketing Federation (GCMMF) is a India’s largest food product marketing organization.the participation of 3.000 Cities Covered 1. of retail outlet 5. It is a state level apex body of milk cooperatives in Gujarat.595 Thousand Liters per Day No. of Cooperative Unions 12 No. which are good value for money.

DAIRY)  PARAM  RAMLAL  MADHUBAN COMPETITOR OF AMUL ICECREAM .K.K.DAIRY)  UMANG (J.Butter Dairy Whitener Sweetened Condensed Milk Flavoured milk(AmulKool) Malai Peda Shrikhand Pizza Cheese Gulabjamun COMPETITORS OF AMUL :  PARAS (VED RAM & SONS)  MADHUSUDAN  MOTHER DAIRY  AMRIT FOOD  GOPALJEE (G.

With the non-compete agreement having run out this year. respectively. Amul is bringing its milk into Delhi through one of its district co-operative unions. Amul will use the same distribution network as butter and cheese to retail Amul Milk in Delhi. The milk will be packed at Quality Dairy in Ballabgarh. currently. MOTHER DAIRY  KAWALITY WALLS  CREAM BELL  VADILAL  AMIRAJ CLASSIC  PATEL DAIRY  SHREE JANTA AMUL IN DELHI: Mother Dairy dominates Delhi National Capital Region (NCR). According to Mr R.S. . among the biggest milk markets in the country. the Gujarat-based Mehsana Union. 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. Sodhi. leased out to Amul for this purpose. Amul and NDDB's non-compete agreement has prevented the former from launching its liquid milk in the Delhi market till 2003.

. state-owned Delhi Milk Scheme (2. In just a fortnight. Amul will not use skimmed milk powder in its milk.5 lakh LPD). Delimits seem to be lapping up Amul’s pouches of full cream and toned milk in unimagined quantities. Amul milk has taken the Indian capital by storm. rapidly eating into the market share of long time players like Mother Diary and Paras. The other organized sector players are Paras Dairy.500 apart from covering outlets which are selling Amul butter.500 retail outlets and will increase this to 7. to its delight. The Delhi market comprises 40 lakh liters currently and is dominated by Mother Dairy.5 lakh LPD) and Britannia 3040.000 liters per day (LPD) and have plans to take it to 3 LPD. has seen the demand for its milk going up by leaps and bounds in the city and is now planning to enter into alliances with dairies located around Delhi such as Indian Potash and Modern Dairy to cater to the demand. which sells 3 lakh LPD. Amul.Amul’s marketing head. Who cares if it was rivalry or business strategy that made the Gujarat 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. GCMMF officials say the company's milk capacity has already touched 80. which sells 10 lakh LPD. Amul is now selling through 2.000 LPD. Gopaljee (1-1.

But in less than one week. After the 24 to 30 hours journey by road. “Having helped to bridge the demand supply gap. we decided to come in with fresh milk supply. Amul is beginning threaten the virtual monopoly of Mother Dairy and Paras. the milk is processed and packaged at Mehsana before being distributed in the Indian capital.” he added. around 700 km from the capital.000 litres per day.” said Khanna. GCMMF is bringing milk to Delhi through one of its district co-operative unions. which we have leased.000 litres daily supply in little over two weeks.500 retail outlets.In just two weeks of entering the market.000 litres per day. Amul notched the mark of 50.” Khanna said. “In two months our target is to raise supplies to 200.000 litres. Khanna. Currently we are working at more than full capacity at Quality Dairy to meet demands.000 litres per day at Quality Dairy’s unit in Faridabad.500 as we soon as we are able increase the Supplies to 100. “We did not expect to reach 70. which we hope to raise to 7. “We had expected to go up gradually and had made arrangements for pasteurisation and packaging of just 60. a GCMMF official here.” said R.000 to 20. which does not contain any milk powder and is creamier and of richer quality compared to most .000 litres capacity at two degree centigrade. located at Mehsana. “The packaged milk is being sold through 2. The fresh milk is transported through insulated containers of between 12.S. 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.

With these fluctuating temperatures the main demand is in the month of May June. Freak on. Mother Dairy has been the undisputed leader with 1. Fairy Dairy. Temperatures as low as 4°C (39° F). Frolic. CreamKa. Mother Dairy. Among them Mother Dairy and Quality Walls are the major players. Of the supplies from the organised sector.8 million litres daily sales through package and vending machines. Blue Bunny and Quality Walls International. Delhi’s organized ice cream market consists of Quality Walls. Area covered is 15. Gopaljee and Umang.000 sq.other milk supplied in the city because it has more fat and solid nonfats like protein and minerals. Param. 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.” said Khanna. Delhi’s Summer Months of May and June being the hottest months temperatures can be as high as 46° C (114° F). Baskin Robbins. Delhi has a population of over 10 million. It has to enter just before the peak season so to tap the season crowd and demand and to keep reasonable resource to . The other big names are Paras. Dairy Fun. Delhi is one of the biggest markets for milk in the country. Retailers and distributors clearly stated that the demand in the off-season could go down to 25% of the peak season. At over five million litres a day. Vadilal. This forms a very critical point for any newcomer retailer. km. The Winter Months October-end to February-end is cold and dry. AMUL ICE-CREAM IN DELHI AND NCR: Delhi being the capital of India is also center for the organizational fight.

They not only stay late at night but also cater to this particular demand. For example many companies give off-season discounts to customer and also give special offers to retailers to encourage them to stock their product. They not only provide efficient sales channel but also a place for efficient safe storage.sail through off-season. such as fresh seasonal fruit flavors. There are several other flavors available. PUSHCARTS: Pushcarts form a very important part of Delhi’s ice cream market. ice cream. Generally consumers prefer to have ice cream at night but the retail shops are either closed or busy in providing other daily commodities. etc are also very popular. They form a cheap and far-reaching way of distribution. SEGMENTATION Ice creams are differentiated mainly by flavors. In this case pushcarts form a very convenient way of relief. strawberry and butterscotch. followed by chocolate. combinations of 2-3 flavors. Certain traditional flavors like KesarPista. Sales for the company takes place the moment the retailers take possession of the goods i. Vanilla is the most popular flavor. Companies generally do not provide any replacement policy so this increases the cash circulation and also makes the calculation of overall sales easy. Kaju-Draksh. In some areas they are open whole night. So the new company also has to give these kinds of incentives to encourage the distributors. etc The market can also be segmented on the basis of consumers as follows: RETAILERS: They account for major part of the total sales of ice cream. Another important advantage is that .e. like at AIIMS crossing the pushcarts stay open overnight and attract a lot of consumers. Pushcarts can be found in every corner of the city.

Bars. For example in many big companies or factories where mess are set up for the workers lunch and dinner. If an ice cream company gets the contract. Especially places like Delhi where many companies and factories are located. The most popular are the cup of 100-150 ml sold in the Rs8-15 price range and the cones. These are the ice creams generally bought for immediate consumption. Though this has been targeted still this can be exploited more. which range between Rs8-17. As the retail accounted for the largest share we concentrated on the sales through retail only. which is increasingly becoming popular for its lower cost and greater flexibility. then its sale will surely rise. . They can be increased when the season arrives and reduced very conveniently when the season is over. at India Gate the ice cream sales are through pushcarts only as retailers are not there.they can be positioned at areas where either retailer are not there or retailers do not have ice cream. For example. INSTITUTIONAL / CATERING ACCOUNTS FOR THE BALANCE:The industry consumes a big portion of ice cream production. Another important advantage of these pushcarts is that they are seasonal in nature. This is very popular with the kids and forms a major portion of the ice cream sales. In these meals ice creams are served. sticks and cones represent another ready-to-eat market and are priced at Rs4-20. They are available everywhere from big super markets to the local pushcarts. In Delhi another major segment has come up and that is through pushcart.

which are controlled through dealers. Most players have regional operations with production facilities located near the market as adequate cold chain Facilities for transportation over long distances are not available. These are used for parties and restaurants. . DISTRIBUTION The ice-cream distribution chain typically consists of a distributor/ stockiest and the retailer. Pakistan (400ml) and much higher in other South-East Asian countries. at around 15-21%. CONSUMER AWARENESS AND PENETRATION Low income. hotels and restaurants. Per capita consumption of ice cream is higher even in Srilanka (300ml). In small towns and villages. Retail margins are high. there are thousands of small players who produce ice-creams/ kulfis in their home backyard and cater to the local market. which may be company owned or Franchise outlets Other retail outlets like provision stores. Distribution of national brands is done through owned or leased cold storage facilities located in the major consumption centers from which supplies are sent to distributors or directly to retailers.Gallon. high prices (Ice cream is three times costlier in India than in US). The retail network for ice cream consists of Exclusive ice cream parlors. Though outside attractiveness is not very important but the size of the pack and handling comfort is important. The market for organized sector is restricted to large metropolitan cities. non availability of good quality products. poor distribution infrastructure and low investment in marketing have all resulted in one of the lowest per capita consumption of ice cream in India at 100ml (equivalent to one scoop). and Push carts.

the significant brands are Quality Walls. Amul and Mother Dairy . MAJOR NATIONAL PLAYERS BRANDS Hindustan Lever Kwality Walls. The major players are Amul.Vadilal and Mother Dairy. MAJOR PLAYERS The Indian Ice cream market is dominated by a large number of small local manufacturers and regional players. So the first strategy of Amul Ice cream should be to create brand awareness through advertising. The awareness of Amul Ice cream is good enough. But there is even now enough work to be done by the company. In the organized segment. When we inquired about Amul we got response from the retailer about the Amul butter. many retailers even now asked that does the Amul manufacture the ice cream? . Amul as a brand has its goodwill but its ice cream is not popular. Vadilal.Delhi being a metropolitan has higher ice cream consumption. Quality Walls . Max Vadilal International Vadilal. Mother Dairy Maharashtra Dairy Products Baskin Robbins OTHER PLAYERS . Dairy Classic. Dairy Fresh GCMMF/Other Milk Co-operatives Amul.

But from the beginning of the year 2005 it is well known product in the AMUL ICE-CREAM was launched in Delhi and NCR 2004.com DATA ANALYSIS . These players sell through their exclusive parlors. Gujarat.That year was the birth of the Amul market and giving a tuff competition to the old brand VADILAL ICE-CREAM manufacturer. hotels. which have carved a niche for themselves in their respective regional markets. Ice Cream so that at the beginning of the year the selling of the Amul Ice-Cream was not as expected. etc. restaurants.Besides the main national brands there are other premium brands. Address: Gujarat Cooperative Milk Marketing Federation Ltd. Amul Dairy Road Anand. The major national players sell through franchise parlors as well as through retail stores.amul. groceries. India 388 001.. Tel: +91-2692-241621 & 23 Web: www. roadside stalls on highways. These players have mostly concentrated on the large metro cities.

The end result of filed work is complete questionnaire or similar record individual questionnaire are of little value or interest. What is required is aggregate data for the whole sample. who are going to take some action on the basis of what they learn the research results DATA ANALYSIS & INTERPRETATION . Data analysis is the process of producing this aggregated data from the individual responses or raw data REPOTING After analysis of the filed work data the result of the research project need reporting stage is therefore concerned with effecting communication of the results to those.

CHARTS AND COMMENTS FOR AMUL REAL ICE CREAM .

Are you aware of response was 100% when we asked people about real ice cream. but in past few years it has increased. which significantly means that they are growing up as a strong competitor of others 1. What attributes of real ice cream do you like most? . It seems that real ice cream has gained quite a popularity in last few years. How frequently do you purchase ice cream? Consumption of real ice cream is not so high. Awareness of product is there but motivation for the consumption is missing 2.

If you consume real ice cream once in a week. what is the frequency of other ice cream in a week? . 3. which is true Soft drinks are far behind in this field.Perception of real ice cream in market is a hygienic consumption.

cream bell? .Most people consume three pack of real ice cream that means straightly 300% more in case of other. 4. why do you prefer quality walls.

cream bell is preferred. .70% Response showed that due to availability quality walls .

COMPETITOR’S ANALYSIS DELICIOUS GROWTH The ice cream market is set to sizzle this summer .In a market invaded by big companies and brands (HLL. Hindustan lever ltd’s (HLL) . Amul success is reflective of the fundamental changes taking place in the ice cream market. 1.000 Cr industry. BASKIN ROBBINS. Till the small manufacturers dominated 2000 Rs. But beneath this consolidation the big plan of deep pocketed MNC’s like HLL. with organized players accounted for just 25% of total. Quality walls has already unveiled 10 new flavours The company that has scooped a coup is Amul . The going . The some what surprise winner of the cold war Amul is ready to launch over 20 new varieties this summer.MOTHER DIARY have tightened their hold on the market.At least 10 ice cream make rearmed with over 125 flavours will try to freeze the attention of the Indian consumer. Amul has emerged as the largest selling brand in the organized sector. and Baskin Robbins sent to have melted as Co-operative like AMUL. MOVENPIC) and swarming with regional and local players. Today the market has grown to over 1.500 crore to which organized player contribute 40%.

000 more cities. Mother dairy in the north and metro in the east “By 2010 we will have a Rs.000 cities across India and the Cooperative has plans to add 5. One of the reasons why Amul can afford to be a price warrior is because it is a dairy cooperative.has been particularly rough for HLL. Forced on the bacfoot by low price of co-operative cousins. AMUL was charting out a national footprint.000 outlet in 1.its ice cream sales were Rs160 crore.in 2003. The price sensitive Indian consumer has lapped it all up.Which markets the Amul brand . Amul ice candies and lollies. Amul’s impressive growth is rooted in its savvy marketing The price warrior launched its ice cream in 1998 at price 40-70 per cent lower and pried open a market that was till then considered elite .This has been buttressed by innovative products attractive packaging and unique flavours. 3 upwards have managed to lure new customers from the unorganized sector .A large number of business was not commercially viable so we decided to cut down our portfolio and focus on profitability. Just as HLL was shrinking its presence to consolidate. Luckily many of its competitors were happy focusing on regional markets like Arun in the south. Today its ice-cream are available at 25. has skimmed his ambition two years ago and decided to be content with being a niche player focusing or only the six metroes . Price at Rs. almost three times the Rs 55 crore sales in 1998. With no middle men at any stage its costs are 8-10percent lower than that of an MNC It is now taking the battle into the MNC camp by launching premium range of ice cream clearly the cold war in the ice cream market is heating up. The co.M Vyas managing director Gujarat cooperative milk marketing federation . .The wide options over 70 flavours packaged in various size added punch to its low price strategy.1000 crore ice cream business says B.

DIFFERENCE BETWEEN ICECREAM AND FROZEN DESSERT ICECREAM:  Icecream are made from real fresh milk  Icecream are rich in protein . Kwality Walls in six.dairy cream and vitamins.40 COOL PACKAGING : santra Mantra in orange shaped container vanilla in plastic ball Attract extra buyers. AGGRESSIVE LAUNCHES: over 20 varieties will be added to the existing 70 this summer GOOD REACH : Available in 1000 cities .Success Recipe CANDY FOR THE MASSES: Affordability is the USP. . MAXIMUM FLAVOURS Date with Honey Alpha so cappuccino. Quality Walls 1 liter vanilla coast Rs. anjir and other Exotic flavours.calcium. 27% of organized Market Share is with Amul.75 Amul ‘s just Rs.

In frozen dessert milkj fat is replaced with vegetable oil hence they are unable to give the smooth taste and flavour which only icvecream made from fresh milk can give. Icecream are complete food.easy to digest and full of energy. Frozen Dessert    Frozen dessert are generally made from vegetable oils/fats The base of frozen dessert can be any sort of vegetable oils which is quite cheap. .

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. we cannot say VADILAL is the unchallengeable market leader. Total quality is the key to value creation and customers delight. They are able to position successfully in the current by attracting potential. A buyer’s delight is the function of the products perceived performance and the customers’ expectation. Second. Earlier VADILAL was the pioneer of the market. Hence GCMMF LTD. . advertising. and fully successful to create customers. At present condition.CONCLUSION RECOMMENDATIONS AND Peter Drucker has observed that company’s first task is “to create customers”. Customers form an expectation of value and act on it. Each marketing activity marketing research. it should participate in formulating strategies and policies designed to help the company win through total quality excellence. First. they must deliver marketing quality along side production quality and value. Other unorganized sector have made their potentially widely. customer service and so on must be performed to high standards. should take necessary action to continue bringing quality product.

. I found that the brand awareness of Amul icecream is not to the point or as expected to be in Ghaziabad.RECOMMENDATIONS GCMMF Ltd. and its Amul ICECREAM are not doing well in the Ghaziabad market compared to Delhi market though they have a good marketing strategy followed by strong marketing peoples. a Big banners and billboards should be installed on main roads. In this period of 8 weeks I scanned the icecream market of Ghaziabad.  Amul must also come up with booths like that of Mother Dairy to reduce costs and deliver quality and fresh Amul icecream to customers.  So awareness level of the consumers about Amul icecream should be improved by installing more canopies and hoarding hoarding and and a ensure retailer that every selling Amul colony has icecream.

 Nation wide coverage of amul icecream.  Provide pure milk icecream rather than frozen desert. Amul must launch promotional schemes for customers as well to increase sales as well as to be in news.  Well trained and educated marketing staf.  High brand image of amul in market.  ofering new product to customer continuously.  Quality of milk is good and it doesn’t use powder in making milk. SWOT ANALYSIS Strength  Amul has well built image of excellence and innovation supported of triumph of Indian dairy technology. Weakness .  It ensures that only cow and bufalo milk is used by collecting milk from milk cooperatives of Gujrat.  It has well logistic and channel network.  Abundant availability of raw material.  Demand is absolutely optimistic.

then competition has to be faced as a ground  reality. Retailers say they are not satisfied by trade schemes and oferings. The market is large enough for many to carve out their niche.  As far as deep freezer is concern .  Advertisement policies are not good. competition is becoming tougher day by But day.  Amul is not able to replace its expired items but the competitors are doing so. Opportunities “Failure is never final.  With so many companies in this industry. He entered the industry when there ere only . Kurien bears out this statement perfectly.” Dr. and success never ending.company has no plan to provide DF on installment or any other plan while the competitor are doing so.  Image of Amul is being diminished by not supplying the goods and services regularly. They neglect some retailers.  All is not well with distribution in Ghaziabad.  Equal importance is not given by distributors to all retailers and confectionary stores.

All the time keep reminding yourself: .  Can expand its business in rural areas. the following areas must be tapped:  Value Addition: There is a phenomenal scope for innovations in product development. following its deli censing.  No flexibility in strategy.  Customers are not brand loyal in ice-cream industry.threats. By solving the replacement problem it can maximize the  attention of retailers about selling the product. The Indian Ice-cream industry.  By increasing the margin to the retailer Amul Icecream can reach to the more retailers as well as consumers. Threats  Cut throat competition in the market. has been attracting a large number of entrepreneurs. Can open retail outlet in posh residential colonies and  various malls. Steps can be taken to introduce Amul icecream with having less fat as additional essential extra elements for health conscious people. convert products into commercially exploitable ideas. Their success in this business depends on factors such as efficient yet economical procurement network. packaging and presentation. and now he clearly is an example of ‘never ending success’! If dairy entrepreneurs are looking for opportunities in India. He met failure head-on. hygienic and costeffective processing facilities and innovativeness in the market place. cinema halls. All the needs to be done is : to innovate.

but it was the man who invented the meter that really made the money! .Benjamin Franklin discovered electricity.

The company should organize AMUL DAY to educate the potential customers as well as retailers. 2. The company should cover the retailers who are far from the main road or market place. And on the basis of that company can take the efective decision in time.SUGGESTIONS FOR INCREASING RETAIL PENETRATION OF AMUL ICECREAM IN MARKET The company should conduct advertisement & sales promotion so that the consumers can be more attentive to the product. 4. The company should make direct communication with the retailers so that retailers can give the feedback to the company about the market position to the company. They 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. now a it is not covered by the salesman or the stafs. The company should give the credit facility to the retailers so that the small retailers can easily get the product. because the competitors cover it very well. 5. It can grow up the market share. The area of distributor should be defined clearly so that they can work in their area with more potential. 7. 1. 8. . The company should give advertisement on radio. If it is possible than sales can be increased. And they can pay without stress. Advertise for the brand awareness for ice cream towards the customer particularly in the rural area. The competitors are providing this facility 6. as well as in newspapers regularly as reminder for the consumers. 3.

Conduct continuous R&D so that company can develop new product time to time to avoid competition. AMUL should have highlight its basic strength i. in prime time shows. 1. 16.V. 11. . Adopt installment scheme for HADF. 14. not depend upon distributors feedback. Try to make an direct relationship with retailers.e. pure ice-cream product rather than that of competitors “FROZEN DESERT” 13. Position the product in the right way like that we are no. in posh residential colonies. 10.9. 12. Should follow an advertisement campaign that could highlight diference between ICECREAM AND FROZEN DESERT 15. 17. Should open retail outlet in super malls. Focus on the value addition of the product. Advertisement on T.

PRICE CIRCULAR VOLTAS PRICING FOR AMUL HADF SCHEME. 5 year warranty from the date of invoice. Prices are subject to change without prior notice. Payment 100% advance. Interstate Supplies can be made charging 4%CSTagainst c from. . MODEL CF-70HT CF100HT CF200HT CF300HT CF400HT CF500HT CF200GSL CF300GSL CF400GSL CF-300 CAPACITY(LTS) DESCRIPTION SINGLE DOOR 70 HARDOTOP SINGLE DOOR 100 HARDOTOP BASIC PRICE UP TAX 16% UP BILLING 8832 1413 10245 11408 1825 13233 200 2-DOOR HARDTOP 14100 2256 16715 300 2-DOOR HARDTOP 16425 2628 19053 400 3-DOOR HARDTOP 18462 2954 21416 500 2-DOOR HARDTOP 22204 3553 25757 200 SLIDING GLASSTOP 16800 2688 19486 300 SLIDING GLASSTOP 18221 2915 21136 400 SLIDING GLASSTOP SINGLE 300 DOORHARDOTOP 21398 3424 24822 11980 1917 13897 The Above prices are Inclusive of local sales tax @ 10%. Supply Ex stock subject to prior sale or within 4-6weekes.

CARRIER DEEP FREEZERS RATES UNDEER AMUL HADF SCHEME CARRIER HARD TOP FREEZER MODEL HF-60 HF-110 HF-150 HF-200 HF-300 HF-400 HF-500 GR CAP 60 LTRS 110LTRS 150LTRS 200LTRS 300LTRS 400LTRS 500LTRS NET PRICE 10788 13688 10588 17980 18560 20880 25114 WARRANTY 5YEARS 5YEARS 5YEARS 5YEARS 5YEARS 5YEARS 5YEARS STABILIZER INCLUDED INCLUDED INCLUDED INCLUDED INCLUDED INCLUDED INCLUDED CARRIER GLASS TOP FREEZER FREIGHT INCLUDED INCLUDED INCLUDED INCLUDED INCLUDED INCLUDED INCLUDED .

MODEL GT-300 GT-400 NET GR-CAP PRICE WARRANTY STABILIZER FREIGHT 300LTRS 21054 5YEARS INCLUDED INCLUDED 400LTRS 24766 5YEARS INCLUDED INCLUDED SPECIAL PRICE FOR CARRIER HARD TOP 300LTR FREEZER NET MODEL GR-CAP PRICE WARRANTY STABILIZER FREIGHT HF-300 300LTRS 14384 1YEAR N/A INCLUDED STABILIZER 1 KVA 1392 1YEAR INCLUDED SPECIAL PRICE AMUL DISTRIBUTORS FOR CARRIER HARD TOP 500 LTR FREEZERS MODEL HF-500 NET GR-CAP PRICE WARRANTY STABILIZER FREIGHT 500LTRS 24696 5YEARS INCLUDED INCLUDED .

There might have been tendencies among the respondents to amplify or filter their responses under the testing conditions. chances of error might have crept in.LIMITATIONS OF RESEARCH Every research is conducted under some foundations and this research is not an exception. Since the results have been drawn on the basis of the information provided by the respondents. Since the study involved sampling method. Limitations of this project areThe sample sizes 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. ‘Drop in’ or ‘Go through’ error might have crept in. .

BIBLIOGRAPHY MAGAZINES:  Business Today  Business World NEWSPAPER:  Economic Times  Business Standard  The Financial Express BOOKS:  Research Methodology by C. Kothari .R.

parasdairy. Marketing Research by Ramanuj Majumdar  Consumer Behaviors by Gupta and Pal  Marketing Management by Philip Kotler.indiainfoquest.domain-b.com  www.com/money  www.sify.com  www.com/finance  www.amul.com  www.com  www.com  www.com  www.com .economictimes.com  www.redif.business-standard. WEBSITES:  www.ask.nddb.org  www.motherdairy.google.com  www.

Dinshaw _________ 6.1) Are you interested in selling ice cream? Yes _______ No_______ Q .2a) If given a choice among following brands of ice cream.Packaging__________ 2. 3. Others _________ Q.Price Range _______ 6.QUESTIONNAIRE Name________________________________ Line of business________________________ Address_________________________________________________________________ ______________________________________________________________________ Q .Product Range_______ . Kwality walls _________ 7.2b) Please mark your reasons for the choice made in question 2a: 1. 4. 2. which one would you like to have (choose Only one): 1. Amul _________ Mother diary _________ Vadilal _________ Cream bell _________ 5.Quality _______ 5.Profit margin________ 3.Brand Superiority_______ 4.

4. 2.Free Ice-cream_________ 6.3) Does different schemes that companies run for deep freezers also affect your decision for keeping ice-cream of that particular brand or company? ______Yes _______No If yes. Installment_____________ Security Basis__________ Free__________________ Scratch coupons________ 5. Lump sum_____________ .Q . 3. what type of scheme will attract you most? (In order of preference) 1.