A

PROJECT REPORT

ON

(MARKET RESEARCH & ANALYSIS OF AMUL FRESH PRODUCT )

Summer Internship Report Submitted to the University Of Mumbai In

partial fulfillment for the award of degree of Master

Of Management Studies (Marketing)

By

(Sudarshan Suresh Ambavle)

(03)

Batch:2012-2014

For the summer Internship at,

Gujarat CO-operative Milk Marketing Federation Ltd.

VIVA INSTITUTE OF MANAGEMANT AND RESEARCH

(Affiliated to the University of Mumbai ,Approved By AICTE New Delhi) INDIA

July 2013
 Evaluation Report

Summer Internship 2012-2013

Basic Information

Name of The student: Sudarshan Suresh Amabavle

Academic Year And Roll No: 2012-2014 03

Name of the company : Amul Gujarat CO-operative Milk Marketing Federation Ltd

Name of the Designation Of the Training Supervisor :Vishal D’souza, Sanjay Patil

Area of training :Nalasopara

Special Project, if any: Market Research

Score card

Please rate The Following Attributes On A scale Of 01-05.

(01=Average ,02=good,03=Very Good ,04=excellent and 05=outstanding

Sr. No. Attributes score

1 Attendance
2 Punctuality
3 Attitude
4 Performance
5 Imitative
6 Interpersonal skill
7 Diligence Level
8 Subject Knowledge
9 Personal Grooming
10 Communication skill
Total Score(out of 50)
Special Remarks /Appreciation ,if any,:-------------------------------------------------------------------------------
----------------------------------------------------------------Name &signature of Training Supervisor

Official Seal The Com Date : place:

 Evaluation of Dissertation

1. Name of the candidate : Sudarshan Suresh Amabavle

2. Seat Number : 03

3. Name/Code Of Subject :

4. Title of dissertation :

5. Evaluation :
Sr.No. Parameters Maximum Marks
Marks Awarded
1 Introduction 05
2 Literature Review and Problem Definition 05
3 Process Description 10
4 Project Profile 10
5 Findings & Conclusion 15
6 Learning Experience 05
Total 50

6. Name & Address of Evaluation:

7. Signature Of Evaluator with date :

8. Signature of the Head Of the Institution with seal:

 Declaration

This Is Certify the Summer project titled “--“MARKET RESEARCH ,AND ANALYSIS OF AMUL FRESH
PRODUCT ” at Gujarat Co-operative Milk Marketing Federation Ltd., Kala Ghoda, MumbaI’’ is original work
and being submitted in partial fulfillment for the award the degree ,Master Of Management studies
of the University of Mumbai .This Summer Project Report Has been Submitted Earlier Either To this
university, or to any Affiliated college of this university , or ,to any other university /institution for
the fulfillment of the requirement of MMS Course i

Date:---------------------- -------------------------------
(signature of student)

Place:--------------------- ---------------------------------
(name of the student )
 Acknowledgement

.
I am grateful to respected Mr. Prakash Aute ( Incharge- Amul Fresh Division)Sanjay Patil (jr.Sales
Executive) of Mumbai and vishal d‘souza (Exucative sales) in fresh product department .
I am highly thankful to the Management committee for helping me in my project work by providing me all
the information needed and guided me in making the report, directing and helping me which made the
process very easy and educational. I would also like to thank all those people who have knowingly and
unknowingly helped me in my report making.
This is to acknowledge to something about those people who have cooperated me to reach at the edge
of my training work. I wish to place a close profound indeptness and deep sense of gratitude to Director
Dr.Harish kumar Purohit sir (Project Guide),Ms.piyushi sharma(Placement Advisor), prof . Manmeet Barve
(Faculty) and prof. Lalit Patil all professors for providing and guiding me to get training in AMUL industry

Date:---------------------- -------------------------------
(signature of student)

Place:--------------------- ---------------------------------

(name of the student

 Table of content

NO. topic sign

No. Topic
1 Executive summary
2. Introduction & History
3. Organization Profile
4. Objective
5. Plant
6. Capacity, Turnover
7. (Diary) Product
8. Advertising
9. Branding
10. SWOT Analysis
11. Marketing Strategies
12. Literature Review
13. Objective
14. Research Problem
15. Research Observation
16. Observation
17. Data Interpretation
18. Market Survey
19. Process Description, Distribution Channel
20. Finding Conclusion
21. Suggestion
22. Limitation
23. Reference
24. Appendix

EXECUTIVE SUMMARY
Need of study

6
Amul Milk, brand of the Gujarat Co operative Milk Marketing Federation Limited (GC
MMF).Amul milk is the significant player in Mumbai in milk segment.The project basic objectives
are to estimate demand of Amul milk or Newly introduce of AMUL DAHI ,AMUL LASSE and
promoting Amul milk , AMUL DAHI ,AMUL LASSE in NAllsopara at the same time. In today”s
competitive world while entering in the market it is very necessary to have good knowledge of the
potential of a particular market. The information regarding the activities of competitor¶s existing in
the market so that we can plan our each activity according to that. Also it is necessary to retain the
existing customers apart from attracting the new customers. The Project is concern with to determine
the penetration level of Amul dairy milk or AMUL DAHI ,AMUL LASSE in Nallasopara city. The
project included as part of MMS Program me and the project is done during the month of May and
June.The project was aimed to find out various strategies that can be implemented to increase the
Sale of milk and Amul AMUL DAHI ,AMUL LASSE in Region of NAllsopara ,vasai ,virar.These
strategies were suggested after a research on the milk industry or AMUL DAHI ,AMUL LASSE in
Nallsopara There was questionnaire prepared for retailers. The sample size was decided on 150
retailers by dividing group members to study the various areas in Nallsopara We encountered a little
problem in collecting data as the retailers were reluctant in providing any kind of information on
their relationship with the distributor/company. Also to ensure that the information was accurate, the
retailer had to be cross questioned on many occasions. Basic analysis was done through pie charts
and bar diagram to reveal the real picture in the market in terms of percentage so that strategies
could be thought upon the concrete data that had been collected. These strategies were to be sought
to be of benefit to the company.
Title:
“MARKET RESEARCH & ANALYSIS OF FRESH PRODCUT OF AMUL”.
INTRODUCTION OF COMPANY:
“Gujarat Co-operative Milk Marketing Federation (GCMMF), Anand, Gujarat”.
The Amul – Meaning
AMUL means “ priceless “ in Sanskrit . A quality control expert in Anand suggested the
brand name “AMUL” from the Sanskrit word “Amoolya” variants, all meaning
“priceless” are found in several Indian languages. Amul products have been used in
millions of home since 1946 .
Today Amul is a symbol of many things . of high – quality products sold at reasonable
prices . F triumph of indigenous technology . Of the marketing savvy of a farmers
organization . And proven model for dairy development

7
MOTTO:
The main motto of AMUL is to help farmers. Farmers were the foundation stone of
AMUL. The system works only for farmers and for consumers, not for profit. The main
of AMUL is to provide quality products to the consumers at minimum cost. The goal of
AMUL is to provide maximum profit in terms of money to the farmers.
VISION:
Vision of AMUL is to provide and vanish the problems of farmers (milk producers). The

AMUL apparition was to run the organization with co-operative of four main parties, the
farmers, the representatives, the marketers, and the consumers.

SUMMER PROJECT PROBLEM:

A. To increase the market share of Amul MILk Butter Milk or Amul Dahi or lassee in newly
introduce Nallasopara ,vasai ,virar (Low Sale Of of amul Dahi Or Lassee)
B. To study the existing market of Amul Milk or butter milk in various areas Like Nallasopara
,vasai ,virar
C. To study the position of Amul milk or Diary product in certain established market.
D. To estimate the market potential for Amul MILK Dahi or lassee in enexplored market.
E. To identify the problem in various areas.
F. To develop the strategies & provide suggestions to increase the sales of Amul MILk Butter
Milk or Amul Dahi or lassee
.OBJECTIVE
i. The Primary objective:
1 .of study was to find size of retail network of Amul milk and Amul D a h i , l a s s i a n d b u t t e r
m i l k i n s p e c i f i c a r e a s o f N a l l a s o p a r a c i t y.
2. In the stud y m y int ention was go through the retail network ofAmul dairy
milk to know retailers view about supply chain of Amul dairy milk, to know
t h e complaints of Amul dairy milk and to find the suggestions from retailers for more penetration
of Amul dairy milk in Nallasopara region.
ii. The Secondary objective:
was to find customer response towards Amul milk. My aim was to go through the retailer to know
the interest of purchasing & using Amul milk. Basically the study was for the demand of Amul

8
pouch milk or Dahi ,lassi or butter Milk among the customers through the retailer. And
also to
know the complaints on Amul milk.

RESEARCH METHDOLOGY :
Research type was descriptive. The research was done through retailers. I
have collected the primary data through questionnaire which was filled by retailers, customers.
Questions were both openand close ended. The secondary data was collected from various
website from internet.Sampling done is non probability sampling. The type of sampling method was
Judgment sampling.
Findings:
The finding was done in Nallsopara (W) OR (E )whole area , there are around more players in of
liquid milk exist. Those are like Gokul, Amul,Warana, Mother dairy, Manali, Simla, mahananda,
Chitnya and many other local brands.As per the findings mother diary he was 2nd number of market
share some times he is the Market leader and having more market share. Asbut Now Amul Have
Market Leadership OF Amul MILK Awareness of Amul dairy milk among the retailers as well as
consumers is average but acceptance is low. The sale is totally depends on the retailers. so Amul
Dahi OR LAssee Are NOT Popular so most of people are consuming loose product. or other
people buy mother diary’s product.
Data Analysis:
The data analysis has done area wise. It gives idea about the competitors of Amul dairy milk.It gives
information regarding their market share.

INTRODUCTION AND HISTORY

9
 In the year 1946 the first milk union was established. This union was started with 250 liters
of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as
KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the
brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form the Sanskrit word
“AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the
brand name “AMUL”. Amul products have been in use in millions of homes since 1946. Amul
Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like
of the 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 farmers' organization. And
have a proven model for dairy development (Generally known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were farming
and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the
milk was Polson dairy limited, which was a privately owned company and held monopoly over the
supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and
illiterates’ farmers by the private traders. The traders used to beside the prices of milk and the
farmers were forced to accept it without uttering a single word.

10
However, when the exploitation became intolerable, the farmers were frustrated. They collectively
appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar
Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead
of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to
gain his co-operation and
help. Shri Desai held a
meeting at Samarkha
village near Anand, on 4th
January 1946. He advised
the farmers to form a society
for collection of the
milk.These village societies
would collect the milk
themselves and would
decide the prices at which

they can sell the milk. The district union was also form to collect the milk from such village
co-operative societies and to sell them. It was also resolved that the Government should be asked to
buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative response
by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira
district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders.
As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then
visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers
demand.

Thus their cooperative unions were forced at the village and district level to collect and sell
milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien showed
main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the
farmers in forming the Co-operative unions at the village level. The Kaira district milk producers
union was thus established in ANAND and was registered formally on 14th December 1946. Since
farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell
the milk under the brand name AMUL.
11
 At the initial stage only 250
liters of milk was collected everyday.
But with the growing awareness of the
benefits of the cooperativeness, the
collection of milk increased. Today
Amul collect 11 lakhs liters of milk
everyday. Since milk was a perishable
commodity it becomes difficult to
preserve milk flora longer period.
Besides when the milk was to be

collected from the far places, there was

a fear of spoiling of milk. To overcome this
problem the union thought out to develop the
chilling unit at various junctions, which would
collect the milk and could chill it, so as to
preserve it for a longer period. Thus, today
Amul has more than 150 chilling centers in
various villages. Milk is collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand under the
Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned.
Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri
Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November
20, 1955.

AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at remunerative prices
for producers' milk besides acting as a channel to market the production enhancement
package. What’smore, it does not disturb the agro-system of the farmers. It also enables the
consumer an access to high

12
quality milk and milk products. Contrary to the traditional system, when the profit of the business
wascornered by the middlemen, the system ensured that the profit goes to the participants for their
socio-economic upliftment and common good.Looking back on the path traversed by Amul,
the following features make it a pattern and model for emulation elsewhere.Amul has been
able to:
I. •Produce an appropriate blend of the policy maker’s farmer’s board of management and
the professionals: each group appreciating its rotes and limitations.

II. Bring at the command of the rural milk producers the best of the technology and harness
itsfruit for betterment.
III. Provide a support system to the milk producers without disturbing their agro-
economicsystems.

IV. Plough back the profits, by prudent use of men, material and machines, in the rural sector
for the common good and betterment of the member producers.

V. Even though, growing with time and on scale, it has remained with the smallest
producer members. In that sense, Amul is an example par excellence, of an intervention for
rural change.The Union looks after policy formulation, processing and marketing
of milk, provision of technicalinputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feedsand the like - all through the village
societies. Basically the union and cooperation of people brought Amul into fame i.e.
AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTEOF INDIA

Gujarat Cooperative Milk Marketing Federation (GCMMF) .OBJECTIVE

India's largest food productsmarketing 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.

Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the largest Organization inFMCG
industry engaged in marketing of milk & milk products under the brand names of AMUL

13
andSAGAR with an annual turnover exceeding Rs 5000 crores.GCMMF is a unique
organization. It's a body created by Farmers, managed by competent professionals
serving a very competitive and challenging consumer market. It is a true testimony
of synergistic national development through the practice of modern management methods.
Vision:
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 IT integrated. The network w o u l d c o n s i s t o f o v e r 1 0 0 o f f i c e s , 7 5 0 0
s t o c k i e s t c o v e r i n g a t l e a s t e v e r y T a l u k a . H e a d q u a r t e r servicing nearly 10 lakhs
outlets with a turnover of Rs.10, 000 Cr and serving several co -operatives.GCMMF shall
also create markets for its products in neighboring countries.

Mission:
We at GCMMF endeavor to satisfy the taste and nutritional requirements of the
customer
of t h e w o r l d t h r o u g h e x c e l l e n c e i n t h e m a r k e t i n g b y o u r c o m m i t t e d t e a m . T h r
o u g h c o - o p e r a t i v e networking, we are committed to offering quality product that provides best
value for money.

PLANT

First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder,
flavored milk and buttermilk.

14
Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia
and Amul lite.

Third plant is at Kanjari, which produces cattelfeed

15
Fourth plant is at Khatraj, which engaged in producing cheese.

Today, twelve dairies are producing different products under the brand name Amul. Today Amul
dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and whole
India

The Organisation – An Overview

Number of Producer Members 6,76,349

Number of Village Dairy Cooperative Societies 1195

Total Milk Handling Capacity 4.5 Million liters per day

16
Milk Collection (Daily Average) 1.7 Million liters

Milk Drying Capacity 100 Mts per day

Whey Drying Capacity 60 Mts per day

Cattle Feed Manufacturing Capacity 1200 Mts per day

Note: There are, in all, 17 District Co-operative Milk Producers’ Unions federated to Gujarat Co-
operative Milk Marketing Federation Limited, Anand which markets milk and milk products under
the brand of Amul & Sagar.

Sales Turnover Rs (Million) US $ (in million)

2003-04 5460 116

2004-05 6000 138

2005-06 7090 160

2006-07 8220 202

2007-08 10770 272

2008-09 13780 310

2009-10 16950 360

2010-11 21110 469

2011-12 24660 528

2012-13 28500 527

AMUL FRESH PRODUCTS

17
 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 homes since
1946. Amul Butter, Amul Milk Powder, Amul lassi,AmulDahi, Butter Milk, Amul Ghee,
Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul
Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 11668 Crores (US
$2.5 Billion). 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 farmers' organization. Amul represents a proven model for dairy development.

PRODUCT

I. Masti Dahi Cup OR Pouch

AMUL MASTI DAHI is made from Pasteurized Toned Milk. Amul mast dahi
composes of essential nutrients such as fat 3.5% and SNF 8.5%. This product is available in
packaged form. It is produced in a modern processing plant which helps to give a smooth, mild
acetic acidic taste and pleasant flavour consistently.

18
 II. Amul Gold Milk

Amul Gold is Long Life standardised 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 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.

III. Amul Taaza Double Toned Milk

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.

19
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.\

IV. Amul Lite Slim and Trim MilkAmul 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

20
natural milk without your having to imbibe unnecessary flab in the deal! Amul Lite Milk comes in
convenient 1 liter, 500ml and 200ml packs.

V. Amul buttermilk
Product with 1% Fat and 5.5% SNF. Available in 500ml pouch pack.

 It is produced in very hygienic and clean atmosphere.

 Scientific bacterial culture in Amul Buttermilk improves digestion.
 It is conventionally packed in pouches and easily available at Amul Milk outlets spread all
over major cities of India.
 Buttermilk is traditionally known as "Chhash" (Gujarat & MP), "Mattha" (UP & Delhi),
"Tak" (Maharastra), "Ghol" (Bengal)

Use of Buttermilk:

 Take a glass full in early morning in place of Tea, Amul Buttermilk will improve the
digestive function.
 Replace your soup with Amul Buttermilk, it will give you dieting benefits.
 Take a glass of Amul Buttermilk after lunch / dinner for better digestion.
 Just give “Tadka” to Amul Buttermilk and use it as your “Dal”.

 Add some coriander cumin and salt to Amul Buttermilk and your guest offering is ready.
 You can prepare Besan Kadhi from Amul buttermilk.

21
 VI. Amul Lassee
Product Name Amul Lassee

Description

Packing 200 ml Glass

Product Specifications

Composition Toned Milk, Sugar / Salt, Fruit Pulp Compound, Stabilizer ,

Active Probiotic Culture

Nutritional Information 60 kcal/100 ml

Shelf Life Best Before 10 days from Packaging

Storage condition Keep Under Refrigeration below 8° C

Product Features
 Tasty, Healthy and refreshing treat for all age people.
 Contains live probiotic bacteria which helps digestion and improve immunity.
 Made with special culture to give a smooth, mild acidic taste.
 It is made from natural ingredients.

 Available in four flavours namely Rose, Jeera (Cumin), Mango, Pineapple

 As a healthy drink

Available in (Segments/Markets)
Available in Gujarat and Maharashtra
OTHER PRODUCT OF AMUL

22
23
 Process description Distribution Channels:.
A) Distributors: The packaged milk is distributed via the distributor network throughout the
city.

Milk Producer

Village diary corporation District Union State marketing federation

CONSUMER
24
The following is internal organization chart of Amul.

Daily distribution process

COMPANY

DEALER
FRANCHISEE
WHLESALER

RETAILER

SHOPKEEPER

CONSUME
25
 ADVERTISING

Its advertising has also started using tongue-in-cheek sketches starring the Amul baby commenting
jovially on the latest news or current events. This formed a large chunk of the collective memory of
us Indians. We grew with them as the ads grew with us. They are quirky, poke fun at no one in
particular and are pure eye-candy! We almost admire the speed with which the ad-people come up
with copy and illustration for the ads, that change every few days!!

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

The Amul ads are one of the longest running ads based on a theme, now vying for the Guinness
records for being the longest running ad campaign ever.

Like some some print advertise

26
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.

BRANDING

The first products with the Amul brand name were launched in 1955. Since then, they have been in
use in millions of homes in all parts of India, and beyond. There is something more, though, that
makes the Amul brand special and that something is the reason for the commitment to quality and
value for money. Amul is the brand name of 2 million farmers, members of 10,000 village dairy
cooperative societies throughout Gujarat. This is the heart of Amul, it is what gives strength to
Amul, and it is what is so special about the Amul saga.

The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul
has made India one of the largest milk producers in the world.

Amul, therefore, is a brand with a difference. That difference manifests itself in a larger than life
purpose. The purpose – freedom to farmers by giving total control over procurement, production and
marketing.

Our commitment to the producer and our contract with the consumer is the reasons we are confident
that cooperative brands, like Amul, will have an even bigger role to play in the next fifty years.

27
 SWOT ANALYSIS

Strength

I. Largest food brand in India

II. High Quality, Low Price

III. World's Largest Pouched Milk Brand

IV. Annual turnover of Rs. 9700 crore

V. Highly Diverse Product Mix

VI. Robust Distribution Network

VII. Enhanced Milk Production capacity

VIII. Vast resources

IX. Advanced Technical Equipment manpower capacity

X. Increasing purchase power

Weakness
I. Risks of highly complex supply chain system

II. Strong dependency on weak infrastructure

III. Alliance with 3rd parties who do not belong to the organized sector

28
IV. Indian Roads specially for logistics facility

V. Perish ability of products

VI. Erratic power supply

VII. Lack of proper Infrastructure; warehousing, Trained manpower

Opportunity

I. Increase the Penetration in international markets

II. Diversify product portfolio to enter new product categories and expand existing
categories like processed foods, chocolates etc

III. innovations in product development, packaging and presentation

IV. IT support

V. Presence only in Vegetation Food Market, can launch range of non-veg items
Threats

I. Milk vendors, the un-organized sector

II. Threat of Competitors

III. Still competition from MNCs in butter

IV. Growing price of milk and milk products

V. Ban on export of milk powder

VI. Milk adulteration

29
 VII. Low profit margin to Retailer, risk of switching brand

MARKETING STRATEGIES

4 MAIN STRATEGIES

What goes into the ‘contract’ that is a brand name?

First is quality. No brand survives long if its quality does not equal or exceed what the buyer
expects. There simply can be no compromise. That’s the essence of the contract. In the case of a
food product, this means that the brand must always represent the highest hygienic, bacteriological
and organoleptic standards. It must taste good, and it must be good.

Second, the contract requires value for money. If our customer buys an Amul product, she gets
what she pays for, and more. We have always taken pride in the fact that while we earn a good
income for our owners – the dairy farmers of Gujarat – we don’t do it at the cost of exploiting the
consumer. Even when adverse conditions have reduced supplies of products like butter, we have
resisted the common practice of raising prices, charging what the market would bear. Rather, we
have kept prices fair and done our best to ensure that retailers do not gain at the consumers’ expense.

The third element of the contract is availability. A brand should be available when and where the
customer wants it. There is no benefit achieved in creating a positive brand image, and then being
unable to supply the customer who wants to buy it. In our case, over the years we have built what is
probably the nation’s finest distribution network. We reach hundreds of cities and towns through a
cold chain that not only ensures that our products are available, but they reach the customer at the
farthest end of the country with the same quality as you would find in Ahmedabad or Vadodara.

The fourth part of the contract is service. We have a commitment to total quality. But,
occasionally, we may make a mistake – or, our customer may think we’ve made a mistake, and the
customer, as they say, is always right. That is why, for Amul, every customer complaint must be
heard – not just listened

30
to. And, every customer complaint must be rectified to the extent humanly possible.For close to fifty
years now, Amul has honoured its contract with the consumer. The contract that is symbolised by the
Amul brand means quality. It means value for money. It means availability. And it means service

31
DIRECT MARKETING
Amul "Utterly Delicious" Parlours

Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in
major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and s u r a t . A m u l
has plans to create a large chain of such outlets to be managed by
franchisees throughout the country. They have created
A m u l P a r l o r s a t s o m e prominent locations in the countr y, which are run
b y t h e c o m p a n y o r i t s w h o l e s a l e dealers.

32
 LITERATURE REVIEW
I. Research Objectives
II. Research Design
III. Research Duration
IV. Sampling Design
V. 5. Size of Sample
VI. 6. Data Collection Method
VII. 7. Data Analysis Method
VIII. Area of Survey
IX. Sample Unit

OBJECTIVE
iii. The Primary objective
of study was to find size of retail network of Amul milk , and low sale of newly introduce of of
Amul D a h i , l a s s i a n d b u t t e r m i l k i n s p e c i f i c a r e a s o f N a l l a s o p a r a c i t y. I n t h e
study my intention was go through the retail network ofAmul dairy milk to
know retailers view about supply chain of Amul dairy milk, to know the
complaints of Amul dairy milk and to find the suggestions from retailers for more penetration of
Amul dairy milk in Nallasopara region.

iv. The Secondary objective

was to find customer response towards Amul milk. OF fresh Product of Amul My aim was to go
through the retailer to know the interest of purchasing & using Amul milk. Basically the study was
for the demand of Amul pouch milk or Dahi ,lassi or butter Milk among the customers
through the retailer. And also to know the complaints on Amul milk.

Research problem :
A. To increase the market share of Amul Dahi or lassee in newly introduce Nallasopara
,vasai ,virar (Low Sale of Newly Introduce of amul Dahi Or Lassee)
B. To study the existing market of Amul Milk or butter milk in various areas Like Nallasopara
,vasai ,virar
C. To study the position of Amul milk or Diary Product in certain established market.
D. To estimate the market potential for Amul MILK Dahi or lassee in enexplored market.

33
 E. To identify the problem in various areas.
F. To develop the strategies & provide suggestions to increase the sales of
Replacement:
G. Few retailers are facing replacement problem, form (the dealers) where they purchase. They
have a complaint that the dealer shows very rude behavior with them and never listen to
their queries.
H. Low Margin:
I. Retailers are complaining about the profit margin offered to them on‘AmulFresh Product ’.
They are demanding for more profit margins because the other competitor brands are
offering double and even more than double profit margins.

I. RESEARCH DESIGN
II. Exploratory Formularative research Research Design
III. Descriptive

IV. Sources of Lassii & Dahi

V. Level of penetration of Loose Lassi & Dahi retailers
VI. Marketing and distribution strategies of organised players
VII. Consumption behaviour of consumers of Lassi.& Dahi Or MIlk
VIII. Factors that affect purchasing decision of consumers.
IX. Factors of existing Lassi & Dahi with which customers are unsatisfied
X. Preference of consumers for pouch LassiOr Dahi in respect to Loose Lassi OR Dahi

RESEARCH DURATIONs
APPROXIMATELY 8 WEEKS
Start 1st May2013 to 30Th June 2013
XI. SAMPLING DESIGN
CONVENIENCE BASIS

Target Population:

34
 General consumers of Nallasopara, general retailers, shops keeping any form of soft drink and
Loose Lassi Or Dahi retailers
Primary sources

The primary data was collected through questionnaires. Questionnaire was prepared very carefully so that it may prove
to be effective in collecting the right information.

POPULATION
All types of outlets that stock and sell Amul lassee & Amul Dahi , Or milk products in the markets. The outlets have
been classified into as follows Convenience stores : All kinds of shops including bakeries Eateries : all kinds of eating
joints Groceries : all shops selling groceries
PLACES OF STUDY

For Retailer survey

The study was conducted in the retail outlets in and around NAllsopara in the following areasi.
XII. NallasopaRA (w) STATION ROAD
XIII. BUS DEPO ROAD
XIV. PATANAKAR PARK
XV. SHREE PRSTHA
XVI. SOPARA GOAN
XVII. SAMEL PADA
XVIII. ACHOLE RAOD
XIX. NAGINDA
XX. MOREGOAN
XXI. CENTRAL PARK
XXII. OSWAK NAGRI
XXIII. TILINJ ROAD OR OTHER.
Sampling Technique:
Cluster sampling: :
Nallasopara was divided into 20 clusters and from each cluster a set of consumers, Loose Lassi retailers
and general retailers were surveyed. The basis for consumer and retailers sampling waslocality.
Sampling done is non probability sampling.

The type of sampling method was Judgment sampling.

35
XXIV. SIZE OF SAMPLE
150 RETAIL SHOPS

Research Methodology:

Research type was descriptive. The research was done through retailers. I have
collected the primary data through questionnaire which was filled by retailers, customers.
Questions were both openand close ended. The secondary data was collected from various
website from internet. DATA COLLECTION METHOD

1. PRIMARY DATA
Direct Interview through Questionnaire
2. SECONDARY DATA
Websites
I. DATA ANALYSIS METHOD
GRAPHICAL METHOD

II. AREA OF SURVEY

NALLASOPARA

III. SAMPLING UNIT

RETAIL SHOPS 150

36
1.Why do you not sell Newly introduce Amul Lassee or Dahi ”?

Response No. of Respondents Percentage

A)disrtibuter will not approch u 6 14%

B)Customer do not buy this 11 24%

product

c)you feel that this product will 9 18%

not sale

D)you do not get Reguler 6 16%

supply/service

12 28%
E)other resaon
Total 44 100%

No. of respondent

7% A)disrtibuter will not approch u

12%
B)Customer do not buy this product

50% 10%
c)you feel that this product will not
sale
7%
D)you do not get Reguler
supply/service
14%
E)other resaon

total

INFERENCE:
According to the survey most of the retailers i.e. 25%, customers do not buy this product That’s why they do not
sell Amul Lassee OR Dahi
20% retailers feel that this product will not sell,

37
while 14% retailers says that they do not getregular supply/service14 %
retailers says that distributor had till not approach them about this product and 27%retailers do not sell Amul
lassee because of other reasons.
Observation For Low sale of Amul dahi pr lassee
Stores at times fail to pre-empt sales for times like school re-opening leading to shortage of stock and loss of sales of
upto 3-4 days.

Product Placement
Motive: Make sure new launches like Amul Pro-Life lassee, dahi and Flaavyo flavoured yoghurt
were placed

38
25Ml pouch chtnya milk
Observation competitor acitivity

39
DATA ANALYSIS & INTERPRETATION OF TRADE RESPONSE

1. Do you keep Amul’s products?

Yes 92.00%
No 8.00%

Chart Title
Do You Keep Amul Product yes no

8%

92%

40
Out of 150 retailers, 92% (141) retailers keep Amul’s products and only 8% (9)
retailers do not keep Amul’s products.
2. Do you Keep Amul Taza MILk”?
Yes 80.67%
No 19.33%

Do YOU Keep Amul Taza Milk

Do you Keep Amul Taza MILk yes no

19%

81%

Out of 150 retailers, 80.67% (121) retailers know about and 19.33% (29) retailers do not
keep the product. Amul taza milk So the G.C.M.M.F. needs to go for aggressive marketing
strategies to get attention in the market.
3.Do you Keep Amul gold MILk?
Yes 57%
No 43%

Amul gold MILk

57% 43%

do you keep yes NO

Amul GOLD
MILk

41
Out of 150 retailers, 57% (101) retailers know about and 43% (49) retailers do not keep the
product. Amul gold milk So the G.C.M.M.F. needs to go for aggressive marketing strategies to
get attention in the market.

4.Do you Keep Amul Slim & trim Milk?

Slim&Trim MIlk
do you keep Amul Slim &Trim MILk yes no

70%

30%

1 2 3

Out of 150 retailers, 30% (45) retailers know about and 70% (105) retailers do not keep the
product. Amul Slim & TRIM milk So the G.C.M.M.F. needs to go for aggressive marketing
strategies to get attention in the market
5.Do you Keep Amul Butter Milk in Pouch
Yes 75%
No 25%

Amul butter Milk

Do you Keep Amul Butter Milk in Pouch yes no
75%

25%

1 2 3

Out of 150 retailers, 75% (125) retailers know about and 25% (28) retailers do not keep the

42
product. Amul Butter milk So the G.C.M.M.F. needs to go for aggressive marketing strategies to
get attention in the market

6.. How do you come to know about “Amul Dahi & lassee”?
By distributors 57.85%
By customers 13.22%
By other shopkeepers 14.05%
Others 14.88%
Mode of awareness to retailers

0.6
0.5
0.4
0.3
0.2
0.1
0
Series1
Series2
Series3

From the entire sample retailers, majority 57.85% (70) retailers were come to know about the
product by distributors, so other modes of communication needs to be exercised properly for
creating more awareness among retailers.

7. Do you know about Newly introduce of “Amul Dahi & lassee”?

Yes 55%
No 45%

43
 45%

55%

Out of 150 retailers, 55% (95) retailers know about and 45% (55) retailers do not keep the
product. Amul Dahi & lassee So the G.C.M.M.F. needs to go for aggressive marketing strategies
to get attention in the market.

8. Which Brand is the most popular in your shop?

(A) Amul 55%
(B) mother diary 30%
(C gokul 5%
(d)MAnali 10%

populer Brand in Shop

amul mother diary gokul manali

5% 15%

55%
25%

44
Out ofAll brand Amul is the most popular 55% and mango is the 2nd most popular mother diary
in the NALLSOPARA city. So the G.C.M.M.F. needs to advertisement for the market share

9. How many dahi pouch or lassi cup do you sell in a month?

1 to 5 66.67%
6 to 10
19.30% More than 10
14.03%

Chart Title
MORE THAN 10
14%

6 TO 10
19%

1 TO5
67%

57 retailers keep “Dahi Cup & Lassee ”, out of them 66.67% (38) retailers can sale the bottles 1 to 5
in a day. 6 to 10 bottles can be sold by 11 retailers in a day

10. Did you keep Only “Amul” Product ?

Yes 85%
No 15%

45
 Amul Product in market
yes no

15%

85%

11. Retailers view about why consumers do not buy newly introduce “Amul Dahi &AMUl
LAssee”.

Unawareness about the product. 29.97%

Do not like taste. 6.61%
Higher price . 52.07%
Other reasons. 17.36%

Chart Title
Series1

52.075

29.97%
6.61%
17.36%
unware about
the product do not like teste higer price
other resaon

As per the retailers view, 52.07% (63) retailers say that due to higher price,
46
 customers do not buy this product.
Where as 23.97% (29) retailers say that they are not aware about the product. So there is
need of advertisemen

12. Why do you not keep “Amul Dahi & lassee”?

Dist. Not approached you 3.13%

Customers don't buy 54.69%
feel that this product will bot sale 6.25%
don’t get teguler supply 6.25
other reasons 29.36%

Series1 Series2 Series3

54.69%

29.36%
3.13%
6.25% 6.25%

Out of 64 retailers, 54.69% (35) retailers do not keep the product due to customer do not
purchase this product. So the G.C.M.M.F. needs to advertise its product.

13. Do you think that the packaging of “Amul milk or Amul Dahi & lassee” is
attractive?

Yes
71.90% No
28.10%
47
 Is packaging of the product is attractive?

100.00%

80.00%

60.00%
NO
40.00% YES
20.00%

0.00%

Out of 121 retailers, 71.90% (87) retailers say that the packaging of the product is attractive.
So the packaging of the “” is attractive.

14. Do you think that logo of “Amul” is required to increase the sale of Amul milk
“Amul Dahi & lassee”?
Yes
69.42% No
30.58%

Chart Title
no yes Do you think Amul Milk quality milk

30.58%
1 69.42%

48
Out of 121 retailers, majority of the retailers 69.42% (84) retailers say “yes” and
30.58% (37) retailers say “no”.
So the quality of “Amul” is required to increase the sale of the product.

15. What are your ideas about to increase the sale of Amul Milk or Newly introduce “Amul
Dahi & lassee”?

Price should be decreased 68.60%

Change in the taste 9.09%
Improvement in the system 19.01%
Other ideas 3.30%

Ideas to increase the sale

other
ideas Chart Title
improvement 3%
in the systerm
19%

change in the taste

9% price shuld be
decresed
69%

Majority of the retailers 68.60% (83) retailers say that the price should be decreased and

19.01% (23) retailers are in favor of improvement in the promotion strategy.

So the G.C.M.M.F. should advertise to increase the sale of the product

49
16. Why do people buy Amul milk?

Reason of buying customer

Beter quality 56.20%
Good teste 23.14%
Hobby 2.48%
Other reason 18.18%

why people buy Amul Milk

Series1

56.20%

23.14% 18.18%
2.48%

resaon of Better Good taste Hobby Other

buying quality reasons
customer

56.20% (68) retailers believe that the consumers buy this product because of better
quality. 23.14% (28) retailers say about good taste.
So the quality of the product is good.
17. Do you get sufficient stock of the product?

Yes
92.98% No
7.02%

50
 stock
Series1 Series2

92.98%
7.02%

Sufficient stock of
yes
product no

Majority of the retailers 92.98% (53) retailers are getting sufficient stock of the product.
So the production management of the G.C.M.M.F. is good.

18. Which other brands do you keep Other than AMUL ?

Amul 43.32%
mother diary 29.36%
gokul 18.35%
Other brands 9.17%

0.45
0.4
0.35
0.3
0.25
0.2 Series1
0.15
Series2
0.1
0.05 Series3
0
Series4
Which Amul mother gokul other
Brand Do Diary brand
You Keep
Other
Than
AMUL

Out of 109 retailers, 43.12% (47) retailers keep “Amul Dahi & Amul LAssee” while
29.36% (32) retailers keep “mother diary” while 18.35% (20) retailers are keeping “gokul
51
 19. Which is the most popular brand at your shop?

Gokul 12.94%
Mother Diary 23.28%
Amul 45.67%
Other brands 11.11%

Chart Title
Series1 Series2

other brand 11.11%

amul 45.67%

mother diary 23.29%

gokul 12.49%

Out of 72 retailers, 41.67% (30) retailers say about “Amul While the mother diary is the 2nd
most popular brand.

20. How much profit do you get on Amul products?

Amul Dahi 7.50%
Amul Lasse 7.50%
Amul Taza milk 50%
Amul gold milk 15%
Amul Slim trim
Milk 5%
Amul Butter
Milk 15%

52
 Chart Title
Amul Dahi Amul Lasse Amul Taza milk Amul gold milk Amul Slim trim Milk Amul Butter Milk

9%
15%

8%
5%

15%

50%

Out of 39 retailers, taza 50% (18) retailers are getting profit more than “Amul Dahi & Amul
LAssee” while both15%%

Data Interpretation of Amul Milk OR Butter milk of Amul

IV. Amul Milk Market Survey IN NAllasopara City
I. Amul milk Every Retail Grocery store I Found.
II. The Newly Opened Store they were Also keeping Amul Milk
III. Amul Milk Sale IS high Rather Than Other Competitors
IV. Amul Milk He was Market Leader.IN Nallsopara City
V. Customer Are Also Satisfied Also Amul Milk

53
 Problem
I. IS that Retail Earn Low profit as compare Comp tiers milk
II. So Most of retail are diversify For amul Milk They Keeping Other Brand

Amul milk Market Survey

1% 0%

7%

8%

Amul milk inNallsopara Area

Brand
10% Amul milk
Mother Diary
Manali
Mahananda
59%
Simla
15%
Reliance

54
 FINDINGS&CONCLUSION

I. During the survey, it was found that still there 19.33% retailers are unaware about the
“Amul Dahi & Amul LAssee.

II. From the survey it was found that only 47.11% retailers keep “Amul Dahi & Amul
LAssee.” Because customers do not buy the product according to the retailers.

III. Amul Milk Are Market leader in Nallsopara City

IV. The price of the product is very high as compare to its quantity of the product.

V. Normal Amul Dahi & Amul LAssee is the most popular flavor in the Nallsopara city.

VI. Generally people buy the product because of better quality and brand name

VII. 74% people are aware about this product in Nallsopara city

VIII. Advertisement should be given to increase the level of awareness and sale of the product.

IX. From the awareness level, more than 77% people buy this product.

X. From the consumers view, more than 47% people buy this product because of good taste.

XI. TheAmul milk is the most popular brand and Amul Dahi & lassee is the

55
2 nd most popular brand in the Nallsopara city

I. The total retailers in the Nallsopara city for the product are 140 and the total cup sold in a
year is 6, 97, 680.

II. The total consumers in the city are 2, 83, 074 and after every 2 years, the consumer buys
5 cup

56
 Suggestion
In order to maintain and increase the sales in the city of Nallsopara , the following recommendations
regarding “Amul Dahi & Amul Lassee”; particularly regarding promotional policies is hereby
suggested;
I. Amul has a relatively good distribution network, but still company is
n o t a b l e t o f u l f i l l t h e demand of outlet in areas like its competitors has their
company outlet. Here company should consider on the supply of product in the peak season.
II. Supply should be regular to all the outlets including those that lie in
t h e p o c k e t r o a d s a n d not just in the outlets which lie on the easily accessible routes.
III. Provide reasonable Margin to retailers as compared to competitors,
t h i s m o t i v a t e s t h e m t o promote company’s milk and milk products
IV. .I m p r o v e d e l i v e r y s c h e d u l e t o p r o v i d e p r o d u c t s o n t i m e f o r t h e
r e t a i l e r s a b o u t w h o c l a i m e d that Amul milk is not available to them on time.
V. The price of the product is so high. So the price should be decreased to increase the sale
of the product.
VI. Major Problem IS Amul Expiry Of the product Less than 2 days so Retailers Are not
Keeping that product.
VII. Amul Are Not Return Back of The Product.

VIII. The G.C.M.M.F. should advertise for the product to increase the awareness level and sales
of the product.
IX. There is a great demand from retailer’s side that the company should offer greater profit
margins. As the profit margin in ‘Amul Diary Product’is less as compared to the
competitor’s brand, retailers are switch in giving their preference to the competitor’s
brand that is offering maximum margins to them.
X. The old manufacturing date on packs is creating the shifting of preference in consumer’s
choice. The consumer wants fresh due to the old manufacturing date, the consumer opts for
other brand

XI. Relationship with retailers and company should be kept under a close watch
XII. Salesmen should be given the responsibility to handle the retailer’sgrievances

XIII. Orders by the retailers should be executed in a proper manner to avoid irregular availability
57
 LIMITATIONS

I. Limited time available for interviewing the respondents. As a result of this it was not
possible to gather full information about the respondents.

II. The respondents were not very comfortable while revealing their correct usage
pattern, no cause they may feel that they would be called or visited again and again.

III. Non-cooperative approach and rude behavior of the respondents.

IV. If the respondents answer does not falls between amongst the options given then it will
turn up to be a biased answer

58
 REFERENCES

1.Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000.

2. Marketing Management -- Philip Kotler, 2000.

3. Research Methodology - - C.R. Kothari

4. www.amul.com

5. www.indiandairy.com

6. www.nddb.com

7. www.wekipedia .com

8. www.google.com

59
 APPENDIX
QUESTIONNAIRE FOR RETAILERS
SHOP NAME: AREA :Nallasopara:
ADDRESS:

1. Do you keep Amul’s products?

(A) Yes [ ] (B) No [ ]
2..Do you keep Amul TAza Milk ?
Yes [ ] no [ ]
3.Do you Keep Amul Gold Milk?
Yes [ ] no [ ]
4.Do you Keep Amul Slim & trim Milk?
Yes [ ] no [ ]

5.Do you Keep Amul Butter Milk in Pouch

Yes [ ] no [ ]
6. Do you know about Newly introduce of “Amul Dahi & lassee”?
(A) Yes [ ] (B) No [ ]
7. How do you come to know about Newly introduce of Amul Dahi & lassee “”?
(A) By distributors [ ] (B) By customers [ ]
(C) By other shopkeepers [ ] (D) Others [ ]
8. Which Brand is the most popular in your shop?
(A) Amul [ ] (B) mother diary[ ] (C gokul [ ] (D) varna [ ]
6. How many dahi pouch or lassi cup do you sell in a month?
(A) 1 to 5 [ ] (B) 6 to 10 [ ] (C) More than 10 [ ]
7. Did you keep Only “Amul” Product ?
(A) Yes [ ] (B) No [ ]
8. Why do you not keep “Amul Dahi & lassee”?
(A) As distributors still not approach you. [ ]
(B) Customers do not buy this product. [ ]
(C) You feel that this product will not sale. [ ]
(D) You do not get regular supply/service. [ ]
(E) Other reasons. [
9. Retailers view about why consumers do not buy Newly introduce “Amul Dahi & lassee”?
60
(A) Unawareness about product. [ ]
(B) Does not like taste. [ ]
(C) Higher Price. [ ]
(D) Other reasons. [ ]
10. Do you think that the packaging of “Amul milk or Amul Dahi & lassee” is
attractive?
(A) Yes [ ] (B) No [ ]
11. Do you think that logo of “Amul” is required to increase the sale of Amul milk
“Amul Dahi & lassee”?
(A) Yes [ ] (B) No [ ]
(B)
12. What are your ideas about to increase the sale of Amul Milk or Newly introduce “Amul Dahi
& lassee”?
(A) Price should be decreased. [ ]
(B) Change in the taste. [ ]
(C) Improvement in the promotion system. [ ]
(D) Other ideas. [ ]
13. Why do people buy Amul milk?
(A) Better quality. [ ] (B) Good taste. [ ]
(C) Cheaper than other products. [ ] (D) Hobby [ ]
(E) Other reasons. [ ]
14. Do you get sufficient stock of the product?
(A) Yes [ ] (B) No [ ]
15. Which other brands do you keep Other than AMUL ?
(A) Amul [ ] (B)mother [ ]
(C) pestonji [ ] (D) gokul[ ]
(E) Other brands
16. Which is the most popular brand at your shop?
(A) Amul [ ] (B) mother diary [ ]
(C) gokul [ ] (D) mahananda[ ]
(E) Other [ ]
17. How much profit do you get on Amul products?
(A) “Amul Dahi & lassee [ ]
(B)Amul Taza[ ]
61
(C) Amul Gold [ ]
(C) Amul Butter Milk [ ]

18.Why do you not sell Newly introduce Amul Lassee or Dahi ”?

62
63
64
65
66
67
68