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(Roll No.1665470013)

Submitted To Submitted By
H.O.D Master of Business



(Roll No.1665470013)

Submitted To Submitted By
H.O.D. Master of Business

This is to certify that the work in this report entitled “A STUDY OF MARKETING STRATEGY OF
AMUL MILK MARKET IN NCR REGION “by NIKHIL KUMAR JHA has been carried out under my
supervision in partial fulfillment of the requirements for the degree of Master of Business Administration
during session 2016-17 in the department of Management, Sarvottam Institute of Technology & Management
(Affiliated to Dr. APJ Abdul Kalam Technical University, Uttar Pradesh)

To the best of our knowledge this work is original and is up to the standard both in respect of its contents and
its presentation.

Signature of Project Supervisor Signature of Head of Department

Signature of Director

Signatures Examined by:

1. 2.


I hereby declare that the Summer Internship Report entitled “A STUDY OF MARKETING STRATEGY
OF AMUL MILK MARKET IN NCR REGION” submitted in partial fulfillment of the requirement of
Masters in Business Administration (MBA) at SITM (affiliated to Dr. APJ Abdul Kalam Technical

It is my original work and the same has not been submitted for the award of any other Degree.




The present work is an effort to throw some light on “A STUDY OF MARKETING STRATEGY OF
AMUL MILK MARKET IN NCR REGION.”. The work would not have been possible to come to the
present shape without the able guidance, supervision and help to me by number of people.

I convey my heartful affection to all those people who helped and supported me during the course, for
completion of my Project Report.


ROLL NO. –1665470013



Certificate from the college i

Certificate from the Company ii

Declaration iii

Acknowledgement iv


Chapter-1 1.

Executive summary


Introduction 2

Chapter-3 3-51

Company Profile

Structure of Sales & marketing

Product Profile

Amul delhi NCR region

Comptetior of Amul

Overview of Gujrat cooperative milk

Industry Profile

Chairman speech
Nature of job & marketing


Research methodology 52-55

a. Objectives

b. Sample Technique

c. Method of data collection


Data analysis & Interpretation 56-81

SWOT Analysis



Suggestions & Recommendation



The topic of my project is “A Study on Marketing Strategy of Amul in Milk Market in NCR Region”.

This project was undertaken with the objective of promotion of brand AMUL in schools & nearby

area canteens. The study was conducted at AMUL India Ltd. Indore branch. The retailer's preference

was studied through using questionnaire. A sample size of 100 consumers was taken for the study,

whose responses were studied and interpreted the sampling design was used descriptive sampling. The

process of analysis was done through excel work sheets, frequency table, percentage analysis etc. It

was found that canteen holders are having the problem in storage of AMUL products because

company does not provide refrigerator to them that's why they do not keep Amul products in their

canteens. Retail outlet. Trust of the company was the first preference of the retailer's then credit on

the product. Retailers want to keep AMUL products but they want some facilities from the company

side. Finally the whole study of the research work.



Amul is basically operated from Anand and it’s on co-operative basis. Amul produces large variety of

product range starting from Milk, Misti Dahi, Mozzarella, Cheese and Ready to eat pizza as well as

Ice creams and chocolates. Amul has been the market leader in butter for last 55 years. No such

competitor stands before Amul butter.

Therefore Amul decided to enter into Ice cream field in 2015. After a long research in this field, an

output obtained was positive. Though of the tough competitors like Mother Dairy, HLL, Britannia,

Cadbury and many more. Amul was ready to face them. Amul was very successful and got a positive

response from the market in 2012. It was because of its brand image, product range and test which

were given to the retailers.

The main competitors in Sahibabad and Ghaziabad were Mother Dairy, Paras and Parag milk. Mother

dairy was very strong due to its facilities as well as it has made a room in customers mind. Whereas

Amul had also provided a deep freezer on security on preference of the retailer. Paras was the second

major competitor due to its huge investments of money on sales promotion as well as Paras provides

a large variety of product range and attractive packaging.

Amul had a very good advantage of its good brand image. It has captured a very good market in

Ghaziabad and Sahibabad area. Amul has a start to end range of every product. Consumers are very

much attracted towards Amul’s quality, which was highest among all competitors.



GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation

(GCMMF) is India's largest food products

marketing organization. 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.

AMUL means “priceless” in Sanskrit. The brand name

“Amul” from the Sanskrit “Amoolya” was suggested by a quality control expert in Anand. Variants, all meaning

“priceless”, are found in several Indian languages. Amul products have been in use in millions of hones since

1946. Amul Milk Powder, Amul Ghee, Amul Spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice

cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Rs. 45225 Million in

2011-12). Today Amul is a symbol of many things. Of high quality products sold at reasonable prices. Of the

genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a

farmer’s organization. And of a proven model for dairy development.

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 Liters per day

Milk collection (Total – 2008-09): 2.81 billion Litres

Milk collection (Daily Average 2009-10): 5.97 million Litres

Milk Drying Capacity: 511 metric Tons per day

Cattle feed manufacturing Capacity: 2340 Mts per day


‘Nature’s finest flavored milk is here’

GCMMF launched Amul Kool in Delhi and NCR in 2014 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:

Nature’s 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


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.


Amul Kool 9.7% 184 cal. 200ml. Rs. 10/-

Gagan 8.9% 180cal. 200ml. Rs. 10/-

NESTLE ----------- 200cal. 200ml. Rs.15/-


 To serve the interests of milk producers.

 To provide quality products to consumers – value for money.


 India’s largest food products marketing organization with an annual turnover of over Rs. 2700


 Market’s popular brands Amul and Sagar.

 India’s largest exporter of dairy products.

 India’s 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, Chhattisgarhi,

Rajasthan, Delhi and Madhya Pradesh.


 Customer Orientation.

 Commitment to Producers.

 Belongingness.

 Co-operation.

 Pride in Organization.

 Employee Satisfaction.

 Integrity.

 Excellence.

 Leadership.

 Quality..


We, at GCMMF, endeavor 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



GCMMF will be an outstanding marketing organization 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, 8500 stockiest covering atleast every taluk headquarter town, servicing
nearly n1 million retail outlets with a sales turnover of Rs.13,000 crores (100 Billion), and serving several


GCMMF shall also create markets for its products in the neighboring countries.

Facts on 30th Annual General Body Meeting

Adopted at their meeting held on 8th June, 2014 for presentation at the 30th Annual General Body


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 organizations 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.


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 2012-2013. 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.


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 2014-15, 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


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.

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



The Federation has further advanced our technological leadership by implementing a Virtual Private

Network (VPN) with secured fiber optic 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

"" 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.


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 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


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 organized 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.


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.


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


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.



Formed 1973

No. of Cooperative Unions 12

No. of Dairy plants 19

Capacity 6,595 Thousand Litres per Day

It is Apex Marketing Federation of 12 District Milk Unions in Gujrat to operate own marketing and

distribution networks pan India and abroad


Gujarat Cooperative Milk Marketing Federation Ltd., Amul Dairy Road Anand, Gujarat, India 388 001, Tel:

+91-2692-241621 & 23 web :













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

 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


Constituents AMUL KOOL GAGAN

ENERGY 184 Cal. 180 Cal.







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



TOND MILK 3.0 8.5


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, Amul’s 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 organized 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 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 Amul’s 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 quality Dairy’s 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 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.

 Paras(Ved Ram & Sons)

 Madhusudan

 Mother Dairy

 Amrit Food

 Gopaljee(G.K.Dairy)

 Umang(J.K.Dairy)

 Param

 Ramlal

 Madhuban


Mother Dairy - Delhi was set up in 1974 under the Operation Flood Programme. It t is now a subsidiary

company of a wholly owned company of the National Dairy Development Board (NDDB). Mother Dairy

sources its entire requirement of liquid milk from dairy cooperatives. Mother Dairy sources fruits and

vegetables from farmers/growers associations. Mother Dairy also contributes to the cause of oilseeds grower

cooperatives that manufacture/ pack the Dhara range of edible oils by undertaking to nationally market all

Dhara products.
Mother Dairy's constant endeavor to:

Ensure that milk producers and farmers regularly and continually receive market prices by offering quality

milk, milk products and other food products to consumers at competitive prices and; uphold institutional

structures that empower milk producers and farmers through processes that are equitable. At Mother Dairy,

processing of milk is controlled by process automation whereby state-of-the-art microprocessor technology is

adopted to integrate and completely automate all functions of the milk processing areas to ensure high product

quality/ reliability and safety. Mother Dairy is an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS

certified organization. Moreover, its Quality Assurance Laboratory is certified by National Accreditation

Board for Testing and Calibration Laboratory (NABL)- Department of Science and Technology, Government

of India.

Mother Dairy markets & sells dairy products under the Mother Dairy brand (like Liquid Milk, Dahi, Ice

Creams, Dairy Whitener and Butter), Dhara range of edible oils and the Safal range of fresh fruits &

vegetables, frozen vegetables and fruit juices at a national level, through it's sales and distribution networks,

for marketing food items. In times to come, Mother Dairy shall strive to become a leading

player in the food industry in India.

Type of Milk Milk Fat SNF

Double Tonned 1.0% 9.0%

Full Cream 0.5% 8.7%

Skimmed 6% 9%

Amul Gold is Long Life standardized milk. It is fresh and only fresh milk, which has been processed

with a technology called UHT (Ultra High Temperature), hence also known as UHT milk.

Notwithstanding popular misconception, UHT technology does not involve any use of preservatives.

The UHT treatment ensures zero microbial activation, while preserving the maximum flavor, taste,

and nutritional value. The aseptic packaging system protects the product from air and light and

guarantees a long shelf life of 180 days without refrigeration.

Amul Gold contains 4.5% fat and 8.5% SNF minimum and is ideal for making sweet dishes (like kheer,

payasam etc.) and for setting curds. It is also ideal for drinking straight from the pack for kids and

adolescents who simply love its creamy taste sans the inconvenient cream layer! Amul Gold comes in

convenient 1 liter and 500ml packs.


Amul Lite is Long Life skimmed milk. It is fresh and only fresh milk, which has been processed with

a technology called UHT (Ultra High Temperature), hence also known as UHT milk. Notwithstanding

popular misconception, UHT technology does not involve any use of preservatives. The UHT

treatment ensures zero microbial activation, while preserving the maximum flavour, taste, and

nutritional value. The aseptic packaging system protects the product from air and light and guarantees

a long shelf life of 180 days without refrigeration

Amul Lite Milk is a unique offering to health conscious milk lovers. With virtually zero fat content,

nil cholesterol and 8.7% SNF minimum, it gives you all the proteins, vitamins and minerals of natural

milk without your having to imbibe unnecessary flab in the deal! Amul Lite Milk comes in convenient

1 liter, 500ml and 200ml pack


Amul Taaza is Long Life double toned milk. It is fresh and only fresh milk, which has been processed

with a technology called UHT (Ultra High Temperature), hence also known as UHT milk.

Notwithstanding popular misconception, UHT technology does not involve any use of preservatives.

The UHT treatment ensures zero microbial activation, while preserving the maximum flavour, taste,

and nutritional value. The aseptic packaging system protects the product from air and light and

guarantees a long shelf life of 180 days without refrigeration.

Amul Taaza contains 1.5% fat and 9% SNF minimum and is ideal for tea and coffee whitening and

for setting curds. It is also just right for drinking straight from the pack for those who would like to

enjoy the taste the goodness of natural while avoiding the hazards of too much fat! Amul Taaza

comes in convenient 1 liter, 500ml and 200ml packs



Malted Milk Food made from malt extract has the highest

protein content among all the brown beverage powders sold in


Check out this vast and ever growing range of Amul delectable’s:

Amul Butter
Amul Butter Amul Cheese Spreads

Amul Pasteurized Processed Cheese

Amul Lite Gouda Cheese.

Amul Pizza Mozzarella Cheese Amul Saagar Ghee

Amul Paneer Amul Mithai mate

Amul Mithaee Gulab Jamnus Amul Gulab Jamun Mix

Amul Cooking Butter. Amul Masti Dahi.

Amul Gold Milk Amul Taaza Milk

These two packets are new successful inventions by Amul.

Amul Shakti Drink. Amul Nutramul Drink.

These two drinks are very successful health drinks pf Amul.

Amul Utterly Delicious Pizza Amul Fresh and Tasty Cream

Amul Hot Tasty Soups. Amul Dairy Whitener.

Amul Shrikhand Amul Masti Buttermilk, an Ultimate

Amul Kool Amul Milk

Amul Ice creams Amul Chocolates


Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing

organization. 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.


12 district cooperative milk producers' Union

No. of Producer Members:

2.28 million

No. of Village Societies:


Total Milk handling capacity:

6.7 million litres per day

Milk collection (Total - 2002-03):

1.86 billion litres

Milk collection (Daily Average 2002-03):

5.08 million litres

Milk Drying Capacity:

510 metric Tons per day

Cattle feed manufacturing Capacity:

1450 Mts per day


50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966

to over 40,000 tonnes a year in 2003. No other brand comes even close to it. All because a thumb-sized

girl climbed on to the hoardings and put a spell on the masses.

Bombay: Summer of 1967. A Charni Road flat. Mrs. Sheela Mane, a 28-year-old housewife is out in

the balcony drying clothes. From her second floor flat she can see her neighbors’ on the road. There

are other people too. The crowd seems to be growing larger by the minute. Unable to curb her curiosity

Sheela Mane hurries down to see what all the commotion is about. She expects the worst but can see

no signs of an accident. It is her four-year-old who draws her attention to the hoarding that has come

up overnight. "It was the first Amul hoarding that was put up in Mumbai," recalls Sheela Mane. "People

loved it. I remember it was our favourite topic of discussion for the next one week! Everywhere we

went somehow or the other the campaign always seemed to crop up in our conversation."

For 35 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so

that the ads are now ready to enter the Guinness Book of World Records for being the longest running

campaign ever. The ultimate compliment to the butter came when a British company launched a butter

and called it Utterly Butterly, last year. It all began in 1966 when Sylvester daCunha, then the

managing director of the advertising agency, ASP, clinched the account for Amul butter. The butter,

which had been launched in 1945, had a staid, boring image, primarily because the earlier advertising

agency which was in charge of the account preferred to stick to routine, corporate ads.
One of the first Amul hoardings In 1969, when the city first saw the beginning of the Hare Rama Hare

Krishna movement, Sylvester daCunha, Mohammad Khan and Usha Bandarkar, then the creative team

working on the Amul account came up with a clincher -- 'Hurry Amul, Hurry Hurry'. Bombay reacted

to the ad with a fervour that was almost as devout as the Iskon fever. That was the first of the many

topical ads that were in the offing. From then on Amul began playing the role of a social observer.

Over the years the campaign acquired that all important Amul touch. India looked forward to Amul's

evocative humour. If the Naxalite movement was the happening thing in Calcutta, Amul would be up

there on the hoardings saying, "Bread without Amul Butter, cholbe na cholbe na (won't do, won't do).

If there was an Indian Airlines strike Amul would be there again saying, Indian Airlines Won't Fly

Without Amul.
Amul's point of view on the MR coffee controversy From the Sixties to the Nineties, the Amul ads

have come a long way. While most people agree that the Amul ads were at their peak in the Eighties

they still maintain that the Amul ads continue to tease a laughter out of them. Where does Amul's

magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the

humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It

is pure and simple, everyday fun. [Our Members Unions: Sumulonline:com | Village Societies]



Inferior quality of locally marketed milk.

Heavy dependence on imports.

Unorganized production and processing.

The rich dairying heritage being eroded.


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 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 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 don’t 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. That’s 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.

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.

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 Federaation Limited (GCMMF)




I believe that all of us present here are blessed to be part of one of the most ambitiously idealistic

movements witnessed by human civilization-the movement called cooperation. Cooperation is first

and foremost a philosophy. It is a faith that human beings are capable of transcending narrow self

interest to work together to achieve a common and higher goal. However, the magic of cooperation is

seen when this philosophy is translated into business and economic success.

There are three ways in which a nation may establish policies to allocate its resources. First, following

the doctrines of Adam Smith, the corporate sector may be given a free hand in a nation's economy so

that nothing but market forces determine the fate of all socio-economic segments. All of us know,

however, that when a nation's fate is left to market forces, the economy becomes skewed in favour of

the rich, leaving the poor to the mercy of an unkind fate.

Second, a nation may entrust all its resources to the public sector, the purely socialist approach. But

all of us have witnessed the debilitating inefficiencies and lack of accountability that are inherent in

this system.

The third method in which the nation can create and distribute wealth is through cooperation. The

performance of India's milk cooperatives -- and particularly those in Gujarat -- provides compelling

evidence of the superiority of cooperation over unadulterated capitalism, or socialism.

We believe that through cooperation we can create and deliver value to both the producer and the


Cooperation avoids the inequities of unadulterated capitalism and the inefficiency and

unaccountability of the socialist system - while serving as an instrument of development. It is not a

coincidence that throughout the world, cooperation has

proven to be the first choice of those involved in the primary sectors, especially agriculture and

dairying. It is in the fitness of things as both agriculture and dairying- involving mass production and

mass consumption - provide livelihoods to millions of common people in most countries of the world.

However, for a cooperative to deliver value, it needs to remain true to its values, be clear in its mission

and run as a highly competitive business. It should be able to create and seize opportunities, to react

decisively to events, to anticipate and act to take advantage of future trends. To serve its members -

which is the reason why cooperatives exist - every cooperative must have obtained the maximum

advantage from procurement, processing and most importantly, marketing and branding. Every

cooperative needs to strengthen its core competencies because unlike in the private corporate and the

public sectors, they cannot be outsourced without risks. The 'Amul Pattern' of cooperatives has been a

model that has stood the test of time and adversities with flying colors. Developed over more than a

half century the Amul approach has been successfully replicated in other states over the last quarter of

a century. This model has made an enormous difference in the lives of millions of farmers, bolstering

their livelihoods and offering steady income in regions where the best part of agriculture is still rain

fed and a gamble on the monsoons.

Amul is a matter of faith. It is faith that has proven to be an instrument of development that has given

a new dimension to the practice and discourse of development in the country. It is a living example of

the truth that farmers should learn to be independent. They should manage their own affairs without

interference. As Nehru once said, they will make mistakes while they are learning, but these are only

stepping-stone to success as manifested in the experience of Amul.

However, despite the proven success of the Amul Model, it is being threatened by unsolicited attention.

It is common knowledge that there is a movement afoot for creation of joint venture companies with
various state cooperative federations. The putative objective of these ventures is to offer marketing

support to the so-called 'weak' federations. For this purpose, it is deemed necessary to offer a minority

stakeholder status to the client federations, while reserving the majority stakeholder status for the

NDDB subsidiary. For one who has been associated with and worked for cooperatives for most of his

life, it saddens me to witness this colossal blow to the philosophy and practice of cooperation. The

unkindest cut of all is that it should come from an organization that was meant to nurture the

cooperative movement in India. You may take my word for it that while it is extremely arduous and

takes years of dedicated hard work to create a successful organization or model, it is very easy to

whimsically destroy the same.

I feel hard pressed to find any justification for the trust that the authorities are bestowing upon the new

NDDB model. The key risk in the joint venture model is that it will dismantle the existing marketing

federations all over the country. If the Joint Venture model fails, then there will be no organization or

skill left in the farmers' organizations to fall back on for the marketing function. Thus, the experiment

with joint ventures is well poised to emasculate the healthy cooperative movement and create

dependents out of self-sufficient farmers. The weak need to be protected and nurtured not converted

into parasites.

I believe that the forgoing observations prove beyond doubt the suspect architecture of the joint venture

company concept.

The silver lining in all the recent events is the continued good showing by your Federation. The success

of the Gujarat Cooperative Milk Marketing Federation in not only defending its market, but in taking

away market share in almost all dairy products categories from the best of the Multi National

Corporations shall act as beacon to other cooperatives in these troubled times.

I now present to you your Federation's Annual Report and Audited Accounts for the year 2002-2003.

The total milk procurement by our Member Unions reached an average of 52.35 lakh kilograms per

day, a 10.6 percent increase over the 47.32 lakh Kilograms per day, achieved in 2001-2002. Peak

procurement touched a high of 67.52 lakh kilograms in a day. This is an all time record of milk



During the year, your Federation's sales registered a growth of 17.5 percent increase to reach Rs.

2,745.74 crores including consignment sales of Rs. 404.53 crores. In addition your Federation

coordinated Rs. 34 crores in product sales to the Defence services. This year, Amul ice cream achieved

record sales, with volume growth by 29 per cent. Sale of Amul Milk in pouches increased by seven

percent in value terms. UHT Milk has grown in volume terms by 56 percent, which is a very

encouraging market response. Amul and Sagar brand pure ghee sales in volume increased by 27 per

cent over the previous year. Despite intense

competition and a market recession, sales of Amul Butter grew by seven percent and milk powders

remained steady. The sales volume of the Amul Cheese range increased by 15 per cent. This is

particularly pleasing as it demonstrates our ability to resist MNC competition. New products like

Paneer, Mithaimate, Softy Mix, and fresh curd demonstrated their potential to become dominant brands

in the coming few years.


Amalgamation of the distribution networks carried out in the previous year continued to yield results

in terms of vast improvement in distributor infrastructure including cold rooms, computers, bank

guarantees and deep freeze storages. Our Amul Yatra programme has already covered 80% of the

distributors and 60% of the distributor salesmen, who carry the philosophy of all that Amul stands for,

to the market. Over 200 Amul Quality Circles continue to be steered month after month with a national

perspective and local focus. The annual business plan for each product is now broken up town-by-

town and distributor-by-distributor, thus making the entire planning process thoroughly focused.

I am pleased to inform you that this year your Federation's export turnover has grown by 17 % in terms

of volume. As you have witnessed, European Union declared heavy subsidies during last year and as

a result international prices have remained at very low level as compared to previous year. As a result,

the export turnover in value terms has declined by 6 % in spite of good growth in volume.

We are proud to inform that our Long Life milk has been very well accepted in the UAE and Singapore

markets. In the International Market we have grown at a rate of 34% in consumer packs reflecting


consumer faith in the Amul brand. We have opened a warehouse in Dubai to better serve customers in

the region.


The whole approach of marketing pivots around the tenet of meeting the retailers and consumers wants.

It is essential to understand what they want , how they perceives the product(service) ,what

exactly(ideally) does he/she wants to derive out of the product(service), how does they make the brand

choice decision, 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. As such, marketing research is an effective

tool for measuring the consumers’ aspirations, trade channel behaviour, competitive actions etc. It

provides a linkage between the corporate environment and the marketing organization. Marketing
research, thus, may be viewed as an important tool used as an aid for the tackling problems in


Marketing research is defined as the objective and formal process of systematically obtaining,

analyzing and interpreting data for actionable decision in marketing. This decision lays stress on

two aspects, namely, objectivity and systematic process in the collection and analysis of data. In fact,

marketing research should not be allowed to be influenced by personal views and considerations.


The following paragraph highlights some of the marketing decision areas where marketing research

is commonly used.

Sales management

Market Boundary

Buyer Concentration

Demand Projections and Supply

Consumer Behaviour Analysis

New Product Launch and Product Positioning

Research in Sales Methods and Policies

Advertising and Sales Promotion Research

Marketing Audit of Company Performance

Environment Trends


In simple terms methodology can be defined as, it is used to give a clear cut idea on what the researcher is

carrying out his or her research. In order to plan in a right point of time and to advance the research work

methodology makes the right platform to the researcher to mapping out the research work in relevance to

make solid plans. More over methodology guides the researcher to involve and to be active in his or her

particular field of enquiry. Most of the situations the aim of the research and the research topic won't be same

at all time it varies from its objectives and flow of the research but by adopting a suitable methodology this

can be achieved. Right from selecting the topic.

Research methodology drives the researcher in the right track. The entire research plan is based on the concept

of right methodology. More over through methodology the external! Environment constitutes the research by

giving a depth idea on setting the right research objective, followed by literature point of view, based on that

chosen analysis through interviews or questionnaires findings will be obtained and finally concluded message

by this research.

The topic of my project is “A study on marketing strategy of Amul, in milk Market in NCR

Region” in Delhi & Ghaziabad (Sahibabad). This includes the following objectives to find out:-

 Packaged milk market in Delhi & Ghaziabad (Sahibabad) against loose milk.

 Brands available in the market and their average daily sales.

 The most effective media of promotion.

 Highest and lowest sale of particular Amul product and area of sale.

 Factors influencing consumer buying behaviour.

 Expectations of retailers from Amul.

 Response of the retailers to Amul as well comparative brands.

 Complaints and suggestions of retailers for a winning brand.

 Ascertain the awareness level of Amul market and its distinct image.

In this research report of a study on marketing strategy of Amul, in milk market in NCR region . I used

descriptive research design.

Descriptive research studies are those studies which are concerned with describing the characteristics of a

particular individual, or of a group, studies concerned with specific predictions, with narrations of the fact and

characteristics concerning individual, group or situations are examples of descriptive research studies.


In this research report a study on marketing strategy of Amul, in milk market in NCR region. I use non

probability sampling i.e.; Convenience sampling. I choose my sample according to my convenience and which

are relevant to my research project.


Convenience sampling refers to the non probability process by which a scientist gathers statistical data from

the population. This form of selection is done based on the ease of gaining the statistical data. Rather than

gathering a more accurate array of data from the population, the researcher simply gathers data from people

nearby. A researcher might go to a nearby mall, or street comer to gather data. This form of data collection

works for some areas of study, but researcher bias may result in inaccurate

100 Customer & 100 Retailer from National Capital Region (NCR).


The data was collected both with the help of primary as well as secondary sources.


For primary data, I proceeded with the drafting of the questionnaire for consumers.I choice open end and

multiple question in my project report And it was handed personally by me to the respondents to be analyzed,

questionnaire was of multiple choices and the pattern of questions was as simple as possible. With every

question, multiple choices were given and respondents were asked to select one of them. The questionnaire

technique was structured and not disguised as the questions followed one pattern and reason behind the

questionnaire was stated properly. All the questions were directly related to the subject.


Secondary data was also collected personally by me, which the company has furnished for the general public.

The secondary data was gathered with the help of various magazines, newspapers, journals, brochures and

also through the internet.




Sample Size: 100 consumers

1. Which Flavoured milk do you buy?

A. Branded : 60

B. Loose : 26

C. Both : 8



26% 1




 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.

 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 : 65

No : 35

NO, 35% 1
YES, 65%


 We found that people are aware of Amul’s 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.

 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 Amul’s dairy product as Nature’s perfect food for the health of their family.
3.How do you come to know about Amul Kool?

A. T.V. : 25

B. Banners : 23

C. Radio : 5

D. Newspaper : 15

E. Friends : 23

F. P.O.P. : 9

P.O.P, 9%


PER, 15% S 23%


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

Elaichi : 92

Rose : 29

Other : 9



29% 1


 Throughout the survey it was found that people who consume flavoured milk are more aware of

flavours. 62 people out of 100 or 62% of respondents were aware of elachi and 29 people or 29% of

respondents were aware of rose.

 9 respondents (9%) said that are using other flavours. Many consumers also purchased various kind of

flavours according to the requirements.

6. Please give the 1st rank to the following brand as per your choice?

A. Amul : 41 , B. Amrit Food : 20

c. Gopal Ji : 17 , D. Other : 13 E. Nestle : 9

Other 13%
AMUL 41% 2


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. That’s 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. 41% 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 Amrit Food has the percentage 20% and Nestle is at third place.
7. Please tell if you have switched from one brand to another?

From Switch over to No. of Reason


Gagan Amul 60 Gagan quality was declining so

tried Amul & liked t.Amul Kool

has good taste.

Amul Gagan 40 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


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

before purchasing your brand?

Availability : 32

Quality : 26

Taste : 19

Price : 12

Purity : 11

32% 1


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 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 : 40

B. Brand Name : 20
C. Advertisement : 20

D. Retailer : 10

E. Others : 10

Others, 10%
Retailers, 10%
Family, 40%

Advertisement, 20% 4

Brand Name, 20% 5


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


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 : 34

B. Home delivery : 28

C. Booths : 20

D. Dairy shops : 18

Dairy Shop, 18%
34% 2

Booths, 20%
Home Delivery, 4


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 didn’t have time usually preferred home delivery.
11.Whether Amul Kool is available whenever you go to your shop?

Yes □ No □

Yes : 76

Can’t say : 24

Cant say, 24%

Yes, 76% 1 2


 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 .

13. When do you buy Amul Kool ?

Afternoon : 45

Evening : 37

Both : 18


Afternoon 1



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.


Sample Size : 200 Retailers

1.For how long you are in this business?

0 – 5 yrs : 11 Retailers

6 – 10 yrs : 30 Retailers

11 – 15 yrs : 35 Retailers

16 – 20 yrs : 17 Retailers

21 and more : 7 Retailers

21yrs& more, 1
7% 1 - 5 yrs, 11%
16-20yrs, 17% 2

6 - 10 yrs, 30% 3

11-15 yrs, 35%


 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

2. Which brands you are selling?

Amul  Mother Dairy 

Paras  Gopaljee 

Others …………………

Amul Kool Yes – 42 No-- 48

58% 42%


 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.
4. Give average daily sales and distribution (1.Very good 2.Good 3.Fair) of these brands?

Amul……Amrit food …… Gopal ji …………Nestle …….

Other 13% 1


 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


 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

5.Does consumer approach you to keep Amul Kool?

Yes  No 

Yes : 24

No : 76





 Most of the retailers didn’t 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: 47 No : 53

No Yes
47% 1


 47 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.
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

Poor 1
15% Excellent 6%
V.Good 21% 2

Fair 3
Good 31%


 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.

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 : 41

B. Old Stock : 11

C. Not specific : 48

C.Not specific A. highest
48% margin 41%

B.Old stock


 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 doesn’t 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.

10. If not selling Amul Kool, then will you like to keep them?

Yes  : 46

No  : 54
46% yes
No 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


36% 34%
Sales Man

20% Brand Name

Trade Scheme
3% 4%
Consumer Demand


 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.

 It is found in the survey that customer are influencing thought word of mouth.

 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 doesn’t 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.

 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.

 It is the finding in the survey that females are the main decision maker for the milk. as per the data

65% Female and 35% of Males makes purchase decision.


 Every research is conducted under some boundations and this research 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.


Amul as a brand has very “Brand Equity” and is a common name in India’s every household.Through its vast

product range and variety , it has created a strong presence in dairy segment. Although it is monopoly in butter

segment but in chocolate field it needs a lot of measures to take to ensure the high performance.

1:Separate Butter Division

There are strong competitor like Parag in the market so Amul should also have separate division for

butter.They should watch their competitors properly and adopt strategies accordingly.

2:Small Wholesale Division In Interior Region

A small wholesale division should be established in interior region where sales are low and regular visit bears

high transportation cost.In such area either retailers purchase from other area or don’t keep butter to sell.

3:Market Survey At Regular Interval By Representatives

Company’s representatives must survey the market themselves at regular interval in order to know the

opportunities in the market and to solve the retailers problems.

4:Provision of Target Even To Salesman

In order to increase the sale,salesman should also be given target to achieve and paid them as quick as possible

in form of cash not cheque.

5:Provision of Fridge At Easy Installment

There are many outlets where sales are high but they don’t have fridge.

6:Develop New Market

Amul should develop new market for butter like local general store,and confectionary.
7:Customer Care Division

A customer care division should be there to tackle the wholesalers as well as retailers problems.

8:Strong Delivery Service And Other Match

Supply service should be strong enough to meet the requirement of retailers.Whether the order is in bulk or in

less volume it should effort to fulfill the order at right time.

9:Attractive Packaging

In fashion era,packaging is extremely essential because it plays a crucial role to attract the consumer.However

quality is also essential.

10:Regular Visit

It does not matter whether any retailer is purchasing the products at every visit or not, but company should

visit them at regular interval.

11:Quick Damage Clearance And Replacement

12:Strong Product And Price Range

13:Attractive Margin To Retailers

14:Sales Personnel should be instructed to educate the customer about the service.

15:Customer should be out called from time to time and aware him/her about the services and facilities.


Economic Times

Business Standard

The Financial Express


Majumdar,Ramanuj` :Marketing Research”:Sahitya Bhawan Publication,


Gupta and Pal ; “Consumer Behaviour”.Pargati Prakashan,(2007)

Philip Kotler ; “Marketing Management” :Prakash Prakashan,(2009)





1. Numbers of brands of Amul you have

10 or more

2. Which Amul milk is most popular among the customers?




Double Tonned

3. Why people prefer that particular milk?

Because of its---




4. Which type of Amul customers do you have?


5. Which other brands do you have?


6. Numbers of brands of Amul you have

10 or more

7. Which Amul milk is most popular among the customers?




Double Tonned

8. Why people prefer that particular milk?

Because of its---




9. Which type of Amul customers do you have?


10. Which other brands do you have?