Launching Strategy of Amul Haldi Doodh

SIP project report submitted in partial fulfillment of the requirements for the PGDM Programme

By : Aakash Bhutani
Roll No : 201931001

Project Guide : Dr. S. Anantram

Institute of Management Technology, Nagpur

2019 – 2021

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 ACKNOWLEDGEMENT

I am sincerely grateful to Institute of Management Technology, Nagpur for providing me an

opportunity to do internship under its name.

I want to express my gratitude to and sincere thanks to Dr. S. Anantram (Associate Professor),

Institute of Management Technology, Nagpur who helped me throughout the project and guided

me to complete the project successfully. His continuous guidance and support is deeply appreciated.

The path shown by him on every step of my internship and the motivation given by him was

immensely supporting.

This internship has provided me with valuable insights in theoretical and a bit practical way of

management and understanding the workings of various departments and their interdependence on

one another for successfully delivering quality to their customers.

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SUCCESSFUL COMPLETION CERTIFICATE

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 TABLE OF CONTENT

S.No. CONTENT Page No.

1 Title Page 1

2 Acknowledgement 2

3 Successful completion certificate 3

4 Table of Content 4

5 Introduction & Objective of the Study 5,11

6 Concepts / Models introduced in study 12

7 Company Analysis 23

8 Methodology adopted 27

9 Data Collection 28

10 Tabulation and Findings 29

11 Interpretation 37

12 Limitation of The Study 39

13 Scope of Future Improvement 40

14 Bibliography 41

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 INTRODUCTION

India had produced a tremendous amount of milk in last 40 years and has become the
world’s largest milk producing nation with estimated production of 187.7 million tonnes in 2019,
an increase of 6.5 percent over the previous year,
according to NDDB Annual Report. SALES China
5% Brazil
4%
The Indian Dairy Industry has attained Pakistan
5%
this strength of a producer-owned and
Others US…
professional-managed cooperative society, 51%
despite the fact that a major chunk of dairy
farmers are uneducated and run small scale,
marginal operated business and for many India
22%
farmers, producing and selling milk is the only
source of income.

INDIAN DAIRY INDUSTRY

 The present milk production is presently 187.7 million tonnes, contributing around 4.4%
to the Indian GDP.
 Around 100 million families rely on animal husbandry as a source of livelihood.
 The dairy animals make a substantial contribution to household food security by providing
quality food, revenue, fertilizers, energy and assets in majority of Indian rural households.

The Indian dairy industry or Animal Husbandry provides employment round the year to
rural population at a cost of very small amount of investment and becomes the largest
contributor under the agriculture sector in India. Also, the animal husbandry produces a major
chunk of income of households of farmers by providing them regular income, quality food,
energy, fertilizers.

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These cattle keepers have many constraints like poor animal health and veterinary services,
lack of feed and fodder, water, milk handling, chilling, etc. Besides, there has been lack in
infrastructure facilities to the livestock keepers such as good roads and access to markets. They
also lack advanced technologies as well as proper institutional support. This affects the
potential production of milk and productivity. Thus, the losses and wastage continue to remain
high. Adapted breeds and local feeds resources are available, but it need proven technology
supports in its processing and preservations. Such support would substantially improve
production and productivity, which would result in higher income for the livestock keepers.

Regardless of the quick development rate, one of the issues looked by India is
unemployment. The issue is progressively intense in barely taught young people and rural
educated, who have no other option but to relocate to urban regions. Due to automation in
different segments, the business openings have dwindled significantly while the administration
segment has its impediments, particularly the high speculation cost per work made. In this
context, the dairy business offers an overflow chance of formation of independent work with
the least speculation. There is an incredible breadth for multiplying the current milk creation,
which can be accomplished with the minor venture and such a stage would improve milk
creation, profitability and would make a huge number of jobs in India.

Dairying is, indeed, a valuable movement of the marginal farmers and the landless
workers. It is in this manner recommended that the lawful structure of 'horticulture and
agribusiness items' ought to incorporate dairy and such other animal cultivating. This would
empower the marginal farmers and the landless horticulture workers to benefit from the
different government schemes.

Milk is not any more an extravagance, yet fundamental dietary prerequisites of human
being. They, to a great extent, rely upon milk for nourishment. Higher milk production will
expand the wellbeing status of the farmers and individuals on the loose. Because of a few
characteristic reasons, the expense of milk creation is high. One of the significant reasons is
low animal productivity. In light of the significant expense, the milk and milk items are not

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affordable to poor strata of the society. Milk is a perishable commodity. Hence, its change to
items, for example, milk powder, margarine and cheddar, and so are vital. Thinking about
these components, it is sensible that at standard with agriculture produce, the milk items be
additionally excluded from excise duty, sales tax and other taxes. This signal of the
government would go far in accelerating the development of the Indian dairy industry from
the current yearly pace of around 6.7 % to over 9%.

The transformation of excess milk to milk-products is a need. The essential rule here
is evaporation of water which changes its physical structure, while there is no change at all in
its chemical composition. One reason of greater expense of milk and milk products is the
expense of packaging. To shield the quality and security for human utilization, packaging of
milk is necessary. The item producing in this way ought to be understood as 'processing milk
for preservation' and it should be exempted from all the charges and taxes, duties and octroi
etc.

To increase milk production in coming next five years, there is a crucial need of
policies supporting the dairy industry from government on following core areas.

 Quality milk production, its processing and packaging

 Encourage the export of milk and its products and by products.
 Increase milk production by enhancing animal productivity.
 Diminishing taxes and excise duty on milk production.

HISTORY

In 1946, the first Milk Union was established. The union was started with capacity of
producing 250 liters of milk per day. In the year 1955. Anand Milk Union Limited (AMUL)
was established. Initially the union was names as KAIRA DISTRICT CO-OPERATIVE
MILK PRODUCERS UNION. Later, in 1955 the union selected the brand name AMUL.

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 AMUL means “AMULYA”, which has been derived from the Sanskrit, which means
“PRICELESS”. A Quality control expert suggested the brand name “AMUL”. Amul items
have been being used in a large number of homes since 1946. Amul Butter, Amul Milk Powder,
Amul Ghee, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul,
Amul Milk and Amulya have made Amul a main food brand in India. (The total sale is Rs.
380 billion in 2019-2020). Today Amul is an image of numerous things like of the high-quality
items sold at reasonable costs, of the beginning of an immense co-usable system, of the
marketing savvy of a farmer’s organization and have proven the model for dairy development,
generally called as “ANAND PATTERN”.

In early 40’s, the major source of earning for the farmers of Kaira district was farming
and selling of milk. That time there was a high demand of milk in Bombay. The major supplier
of milk was Polsan Dairy Limited, which was private company and held monopoly in the
market over the supply of milk. That system exploited the poor and uneducated farmers by the
private traders. The traders used to fix the milk prices and the farmers were forced to accept it
without utter any word.

However, when the exploitation got grievous, the farmers were baffled. They all
engaged Sardar Vallabh bhai Patel, who was a leading activist in the freedom movement.
Sardar Patel advised the farmers to sell the milk all alone by building up a co-operative union,
instead of providing milk to private dealers. Sardar Patel sent the farmers to Shri Morarji Desai
so as to pick up his co-operation and help. Shri Desai held a gathering at Samarkha town near

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Anand, on 4th January 1946. He advised the farmers to frame a general public for assortment
of the milk.

These rural societies would collect milk by themselves and would decide the prices at
which they can sell it to the customers. The district union was also formed to collect the milk
from such rural co-operative societies. It was also asked that the government should be asked
to buy the milk and sell it to private owned companies.

However, the govt. didn't appear to help farmers using any and all means. It gave the
negative reaction by turning down the demand for the milk. To react to this activity of govt.,
the farmers of Kaira district went on a milk strike. For 15 entire days not a solitary drop of
milk was offered to the traders, seriously effecting the Bombay milk plot. The milk
commissioner of Bombay at that point visited Anand to assess the circumstances. Having
appeared the condition, he chose to satisfy the farmers demand.

Hence their Co-operative societies were constrained at the town and district level to
procure and sell milk on a co-operative basis, without the intervention of Government. Mr.
Verghese Kurien indicated primary enthusiasm for building up union who was upheld by
Shri Tribhuvandas Patel who lead the farmers in shaping the Co-operative union at the
village/rural level. The Kaira district milk producer’s union was established in ANAND and
was enlisted officially on 14th December 1946. Since farmers sold all the milk in Anand
through a co-operative union, it was regularly made plans to sell the milk under the brand name
AMUL.

At the underlying stage just 250 liters of milk was collected every day. But with the
growing awareness to the advantages of the co-operatives, the collection of milk expanded.
Today Amul procure 50 lakhs liters of milk per day. Since milk is a perishable commodity, it
gets hard to preserve milk for longer period. When the milk was to be gathered from the far
spots, there was a fear of spoiling of milk. To overcome this issue, the union thoroughly
considered to build up the chilling storage unit at different intersections, which would collect
the milk and could chill it, in order to safeguard it for a more extended period. Today, Amul

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has more than 170 chilling storages across country. Milk is collecting 121.08 liters of milk
from 1783 societies annually.

With the financial help from UNICEF, assistance from the govt. of New Zealand under
the Colombo plan, of Rs. 50 million 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

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 OBJECTIVE OF STUDY

Project – Design the launching strategy of “Amul Haldi Doodh”.

Objective 1: To study the ready to drink milk based beverage market in India.
Objective 2: T understand the consumer buying behaviour.
Objective 3: To identify and analyse the competition.
Objective 4: To comprehend the Amul haldi milk launch strategy.
Objective 5: To probe the product acceptance and propose suitable marketing strategies for
growth.

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 CONCEPTS AND MODELS INTRODUCED
Customer
Anybody who buys the product is a customer.
Anybody who buys the product and utilise it is a consumer.

Marketing Mix
Marketing may refer to the process of applying tactics or action which company use to
promote the brand in the market. The term “Marketing Mix” is a basic model for business,
revolves around the 4 P’s which are elaborated as Product, Price, Place and Promotion.

Product
Product is something which is available for consumer use; which can be offered to customer
to satisfy their needs and demands. Product are generally tangible.

Price
Price is the quantity of payment or compensation given to other party from customer in
exchange of Goods or services.

Place
Place here refers to distribution of products or services by using principles of supply chain to
make product easily accessible to targeted customer.

Promotion.
Promotions here refers to increase the awareness of product or market the product by using
different promotional strategy.

Cost
Cost is the value of money that has been incurred in producing something or in giving service
to and for the customer.

Consumer

Anybody who is involved in buying of the raw material, services and final product for personal
use is called consumer.

Communication

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Any message or piece of information that is passed or conveys through one person to another
in order to increase the awareness of other party.

Convenience
The strategy should be set perfectly by marketers in order to make the product available to
customer as well as consumer by choosing suitable supply chain or distribution methods.

Cash-and-Carry
In this retailers purchase in bulk quantities from whole seller, diminishing the commission of
middleman or broker, hence increasing their own profit margin. This method is a part of
Reliance Retail business model.

Marketing Strategy
Marketing Strategy is basically a plan which is designed by marketers in order to target people
and eventually turn them into the customer and consumer of their brand.

Scope of Study

This especially studies on the analysis of current trends of dairy product and comparative study
on the competitors in the market to find out the demand of Milk products in the market and
also about the brand loyalty towards the customer. The main scope of study was to put the
theoretical aspect of the study into real lifework experience. The project will be learning of
real market situation and how to design the strategy keeping the customers taste and preference
in the mind. It also provides information regarding company’s current position in the market
and also the customer satisfaction level.

Completion of this project would help me to know the working of a company on real ground.
Also, it will help to understand the current market scenario and essence of marketing in stiff
competition post COVID-19 pandemic. It will also help me to understand the changes in
customer buying behavior, their perception and loyalty towards a brand.

This project will also help me to know the effect of this, once in a lifetime, pandemic on the
strategies of sales and marketing of a brand and how brand tackles it safely and maintain their
customer base by assuring them about their safety.

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Customer
Anybody who buys the product is a customer.
Anybody who buys the product and utilise it is a consumer.

Marketing Mix

Marketing may refer to the process of applying tactics or action which company use to
promote the brand in the market. The term “Marketing Mix” is a basic model for business,
revolves around the 4 P’s which are elaborated as Product, Price, Place and Promotion.

Product

Product is something which is available for consumer use; which can be offered to customer
to satisfy their needs and demands. Product are generally tangible.

Price

Price is the quantity of payment or compensation given to other party from customer in
exchange of Goods or services.

Place

Place here refers to distribution of products or services by using principles of supply chain to
make product easily accessible to targeted customer.

Promotion.

Promotions here refers to increase the awareness of product or market the product by using
different promotional strategy.

Cost

Cost is the value of money that has been incurred in producing something or in giving service
to and for the customer.

Consumer

Anybody who is involved in buying of the raw material, services and final product for personal
use is called consumer.

Communication

Any message or piece of information that is passed or conveys through one person to another
in order to increase the awareness of other party.

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Convenience

The strategy should be set perfectly by marketers in order to make the product available to
customer as well as consumer by choosing suitable supply chain or distribution methods.

Cash-and-Carry

In this retailers purchase in bulk quantities from whole seller, diminishing the commission of
middleman or broker, hence increasing their own profit margin. This method is a part of
Reliance Retail business model.

Marketing Strategy

Marketing Strategy is basically a plan which is designed by marketers in order to target people
and eventually turn them into the customer and consumer of their brand.

Awareness: Making consumer aware of

the product.

Interest: Invoking interest in people to

know about the product.

Desire: Creating a desire in the consumer

to buy the product.

Action: Leading the consumer to

purchase the product.

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BCG
BCG
Matrix
MATRIX

 Amul  Mother Dairy

 Dinshaw  Ananda
 Haldiram’s  Heritage

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 S SEGMENTATION
• Kids: Amul Kool, Chocolate, Nutramul
• Women: Amul Calci+
• Youth: Amul pizza,Cheese, Cheese Spread.
• Calorie Concious: AMul Butter lite, Skimmed milk powder.

T TARGETING
• Mass Market Player
• All customer who use milk and milk products.

P POSITIONING
• Tasty and healthy products
• Widely available.
• Affordable.
Disclaimer: This BCG Matrix is made with the observations made for the different brands
during the SIP period and is not in scale with any facts of figures.

Marketing Mix of AMUL

PRODUCT

Amul has a very strong product portfolio. It comprises of different products of milk and its
by product.

 Milk
a. Amul Gold Milk
b. Amul Full Cream Milk
c. Amul tonned Milk
d. Amul double tonned Milk
e. Amul Cow Milk
f. Amul Camel Milk

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 Dahi
a. Masti Dahi
b. Mishti Doi
c. Meethi Dahi

 Paneer
a. Fresh Paneer
b. Sterilized paneer
c. Malai paneer

 Cheese
a. Processed cheese
b. Gouda cheese
c. Emmental Cheese

 Ghee
a. Amul Desi Ghee
b. Sagar Ghee
c. Cow Ghee

Amul has variety of other products like milk shakes of various flavors like, strawberry, kesar
badam, elaichi, chocolate, etc. Also, it has a lot of varities in chocolate, buttermilk, cheese
spreads, etc.

Price

Amul use a blend of Competitive and Low-Cost Pricing for its marketing mix. Amul was
begun with a dream to give the best quality dairy items at economical price.

For products like Milk, Ghee, Ice-cream etc, Amul uses low pricing strategy where they offer
these products at lower cost than their competitors.

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 For products like Spray, probiotic Dahi, Condensed milk etc, the brand use competitive price
strategy where the price for the above mentioned products are kept close to the competitor’s
product.

Pricing of various items is set according to different factors such as raw material cost, labor,
farmers profit and transportation cost.

PLACE

Place plays vital role in designing the marketing mix of Amul. The brand has intense supply
chain network which spreads across the country. Amul business model is to produce in mass
and the break down into single unit for each customer. Eg: Butter is produced in bulk quantity
and is broken down at various level till it gets down to a single unit for the consumption by
consumer.

There are two important channels which Amul use for its manufacturing units and distribution
of the final product.
 Acquisition Channel: Amul procure milk directly from farmers and their co-operative
societies, which is then sent to plants for production of different milk products.
 Distribution Channel: Amul has a large chain of distributors which help it in supplying the
products across the country. The products are transported to depots or chilling storages from
where it is sent to whole sellers and then to consumers with the help from retailers.

Promotion

Amul is one of only a handful organizations that has been running the longest and one of the
best successful campaigns with a special character – "Amul Girl"

Amul utilizes the current situations and gives a facetious perspective on the current
happenings.

The advancements done by Amul are chiefly for its Butter and primarily utilizes ATL (OOH)
and BTL advancement during the dispatch of their new items.

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According to Amul, just to keep up the economies and not to influence the expense of the item,
their publicizing spending plan doesn't surpass 1% of their turnover.

It is a direct result of these reasons that Amul can give quality items at moderate costs.

It is the strategy by which the It is the strategy by which interest is created

manufacturer has to ‘push’ the consumers
to purchase the product or service by
trade promotions.
Generally, there is low or no demand and
the consumer is pushed
manufacturer/seller to purchase
product. It happens generally because
consumer is not educated about the
product and have no product knowledge.
Mother Dairy is currently using Push
Strategy in Nagpur market
in the target audience and they themselves
demand the product from the sellers.
This causes the product to be ‘pulled’ from
the sales channel.
by the
This occurs when the consumer makes
the
multiple visits to the shop to buy the
product and they demand the product
because of its quality.
Amul is the brand getting pull from market.

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 SUPPLY CHAIN MANAGEMENT

Milk Procurement- Amul source its milk from farmers which are organized into village
cooperative societies(VCS). These VCS supply milk to thirteen unions in which AMUL is
one.

Testing: - Before Processing, milk goes through the Lab Test that ensures quality. If the
quality is not up to the standards the whole tanker of 20,000 Lt is sent back/ Rejected. After
passing the lab test, including 25 tests, it Moves forward for processing.

Processing: - The products are manufactured in state of the art manufacturing facilities using
innovative Process & Technologies. The Milk received at the plant undergoes various
processing steps before it reaches to the customer. Process steps include filtration,
clarification, pasteurization, chilling, filling, packing and storage for our liquid milk category.
For other dairy product category, few of the process steps are homogenization, vacreation,
ultra-heat treatment, evaporation, dehydration etc. Cleaning & Sanitation of the processing
equipment is ensured using automatic Cleaning in Place (CIP) systems by applying ‘5T’
principles viz. Technology, Time, Temperature, Turbulence and Testing.

Packaging: - The Filling and packing is considered to be most sensitive operation having
appropriate access control. Zoning principles are applied in these areas to avoid any cross
contaminations in our Finished Product. Online quality control checks (e.g. net weight,
leakages, seal integrity, batch coding, packing material quality, filling temperature etc.) are
carried out and recorded by our Packing In-charges.

Distribution: -These Unions After processing milk supply milk to Gujarat Cooperative Milk
Marketing Federation (GCMMF) through Tanker which delivered the milk in morning. The same
tankers are utilized for the delivery of the processed milk to the other plants and GCMMF, which

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has 42 distribution centers in India, based on different regions, which helps to distribute milk and
its product to more than 500000 retailers and exports in more than 15 countries.

Supply chain Diagram of AMUL MILK

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 COMPANY ANALYSIS

The base of Amul was formed 65 years ago in Anand, a small town in the state of Gujarat,
India. The exploitative trade practice lead to Cooperative movement. Angered by unreasonable
and manipulative practices followed by the exchange, the farmers of the region moved toward
the incomparable Indian nationalist Sardar Vallabhbhai Patel for a solution. He told them to
get free from mediators and structure their own cooperative, which would have acquisition,
processing and advertising under their control.

In 1946, after exploitation farmers went on a strike refusing to produce milk, which resulted
in the formation of cooperative society under the leadership of Sardar Patel and guidance of
Morarji Desai and Tribhuvandas Patel.

Kaira District Cooperative Milk Producers Union ltd. started with just two village dairy
societies and procured 247 liters of milk and today it has become AMUL which procure around
75 lakhs liters of milk per day from different cooperative societies. Amul has grown a lot since
then, under the leadership of Tribhuvandas Patel, founder chairman and Dr. Veghese Kurien,
who ensured the running of the dairy from 1950.

After Watching the success of AMUL, the then Prime Minister of India, Lal Bahadur Shastri
decided that the same model is the need of all country and formed the base of National Dairy
Development Policy. In 1965, The NDDB was set up to replicate the AMUL Model. Dr.
Kurien was chosen to lead the institution.

THE AMUL MODEL

The Amul Model of dairy development is three tier structure. The dairy cooperative society
works at village level under the milk union at district level and the federation of member’s
union at state level.

This model helped India to become the world’s largest milk producer. 15 million milk
producers pour their milk in 145000 dairy cooperatives societies in the country. The mill is
processed and packed in more than 185 cooperatives societies or unions and marketed b 22
state federations.

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Business of the Company

Amul has established its roots in dairy industry by creating more than 15000 outlets in a short
period of time which exclusively sell wide range of its products. This has been possible
because of the brand image and its equity and, of course, immense customer support.

Amul parlors are successfully operating in more than 2000 towns at streets, railway stations,
Bus stations, Educational Institutions.

The company is now ready to make Haldi Milk with kesar badaam flavor along with tulsi and
ginger milk.

Target customer of company

It targets the whole stratum of people.

Organizational Structure

The Amul business model is three level cooperative structure, which consist of dairy
cooperative society at village level which comes under the union at district level which is
federated into a federation of mil at state level. Milk is procured at village level and processed
at district level union and it is marketed and distributed by state level federation. This structure
was evolved in Gujarat and now it has been evolved all over the country under the operation
flood programme. It is famously knowns as “Amul Model” or “Anand Patter: of dairy
cooperatives.

Functions of VDCS

 Collection of milk from farmers at village level and pay them on the basis of quality
and quantity of fat in milk.
 Providing support to their members like veterinary support for their cattle, artificial
breeding of their cattle, feeding system like fodder and seed sales, by training them in
animal husbandry and dairying.

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  Selling milk to local consumer at lower rate
 Supplying milk to upper level

Mission Statement

GCMMF, endeavor to satisfy and nutritional requirements of the world, through excellence in
marketing through our committed team.

Though cooperative network, we are committed to offering quality products that provide best
value for money.

Values

 Customer Orientation
 Commitment to producers
 Belongingness
 Co-operation
 Pride in Organization
 Employee Satisfaction
 Integrity
 Excellence
 Leadership
 Quality
 Innovation
 Growth Orientation


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Company Profile

Year of establishment 1946

Members 3.6 million milk producers

Number of village societies 18,025

Total Milk handling capacity per day 51.5 million liters

Sales turnover (2019-20) 38,550 crores rupees

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 METHODOLOGY ADOPTED

Research Methodoly

All the findings and conclusions obtained are based on the survey done in the public domain,
specially in houselholds, within 45 days; we have collected data from various people from
different background, age, income group, etc.

Preliminary Investigation

In this phase, we investigate various factors that can possily affect the consumer’s perception
about the various brands and in turn influences the buying behviour of consumer.

Questionnaire Design

In this phase, we design the questionnaire on the basis of essential factors identified as
influencing the customer behaviour towrds haldi milk. Firstly, the research problems were
listed and then the information needed was identified. The questionnaire was designed to fulfill
the information requirements as identified earlier.

Research Question

Part A

1. Name
2. Age
3. Gender
4. Location
5. Family Income
6. Eductional Qualification

Part B

1. Are you aware of Immunity boosting properties of turmeric?

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 2. How often do you drink traditional haldi milk at home?

Part C
1. Are you aware of different types of flavoured milk brands available in market?
2. Which brand do you like the most?
3. Which flavour do you like the most?
4. How often do you purchase Amul flavoured milk?
5. Would you like to buy Amul Turmeric milk to boost your immunity?
6. Would you like to buy Amul Haldi Milk blended with “Kaju Badaam” flavour?
7. What price do you expect of 200ml Bottle/Can?

DATA COLLECTION

Survey
A survey was conducted over phones and a google forms was floated and sent to the
respondents thorugh various digital modes like WhatsApp and emails, floated on public
platform like Facebook and LikedIn, requesting respondents to give their honest response of
the questions asked.

Sampling Process
Target Population: It is a set of audience through which proceess all the information sought by
the researcher and about which inferences are to be made. It involves the consumers, Deciders
and buyers of food drinks. It also includes old and young population.

Sample Size: It is a set of respondants chosen randomly from a given set of population to get
the indormation required for the research and then inferences have to be made. It includes
students, professionals, businessman and homemakers all over the country. I have ensured that
all the necessary elements are covered in this study.

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Sampling Technique: Random sampling has been used for this research. I have given equal
weightage to all my respondants and chose them randomly without any bias like gender, age,
income or culture.

TABULATION AND FINDINGS

Total of 235 respondenta were involved in the process out of which 54% are males and 46%
are females.

Gender

107, 46% Male

128, 54% Female

Following are the tabulations and findings of Amul Haldi Doodh of my project on the basis of
quantative analysis of the datacollected from the respondents.
1. Respondent’s Profile
Analysis of the respondent’s profile is carried out to find out the following.

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This graph shows that majority of respondents belongs to 18 years to 29 years of age group,
whereas a few belongs to 30 years and above age group. Minimu age is of 17 years and
Maximum age is of 59 Years. Age bar was kept open in this case so as to know the exact age of
the respondents.

Educatiional Qualification
Senior Secondary Ph.D
School 1%
3%

Post Graduate
48%
Graduate
48%

Post Graduate Graduate Senior Secondary School Ph.D

From the above fig, we can see that 48% of the respondents are Graduate and Post Graduate, while 3%
are School going Students and 1% are Ph.D. holders.

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 7, 3%
Family Income
18, 8%

22, 9%

Above ₹40000
₹30000 - ₹40000
₹20000 - ₹30000
38, 16% ₹10000 - ₹20000
149, 64%
Below ₹10000

From the above figure we can see that more than 64% (149) of respondents are earning Rs.
40,000 per month and above, while 16% (38) are earning between Rs. 30000- Rs. 40000 per
month and 9% (22) are earning between Rs. 20000 – Rs.30000 per month and 8% (18) are
earning between 10000 – 20000 per month and 7 people are earning less than Rs.10000 per
month.

13, 6% Location

39, 17%
Metro City (Delhi, Mumbai,
Bangalore, Chennai, Kolkata)
95, 42% Urban City

Semi-Urban City

Rural Area

81, 35%

PAGE | 31
From the above figure we can see that 42 % respondents are from Metro cities, 35%
respondents are from urban area, 17% respondents are from semi-urban area, 6% respondents
are from rural area.

Now Product Specific Questions are asked from the respondents.

Ques 1: Are you aware of the Immunity boosting properties of turmeric (Haldi)?

11, 5%

yes No

224, 95%

Out of 235 respondents, 95% agree on the immunity boosting property of Turmeric.

Ques 2: How often do you drink traditional Turmeric (Haldi) Milk at home?

18% 9%
Fortnightly
Never
30% Daily
23% Monthly
Once in a week
20%

PAGE | 32
Out of 235 respondents, 180 respondents drink traditional turmeric milk at home within a
period of a month, out of which 50 respondents drink turmeric milk regularly.

Ques 3: Are you aware of the different types of flavored milk brands available in market?

Chart Title

9%

Yes No

91%

A large number of respondents knows that there are many brand who are offering them
flavoured milk.

Ques 4: Which brand do you like the most?

PAGE | 33
In the above figure, we can clearly see that Amul is the most preferred brand by consumer,
having loyalty of 86.4% respondents.

Ques 5: Which flavour do you like the most?

From the above figure we can see that “Kesar Badam” is liked by most number of respondents
and stands at first place, followed by chocolate flavour.

Ques 6: How often do you purchase Amul flavored milk?

11%

9%

40% Monthly
Never
Weekly
Fortnightly
21% Daily

19%

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From above figure, 11% respondents purchase Amul Milk on daily basis and 21% buy on
weekly basis, 40% buy in every 15 days.

Ques 7: Would you like to buy Amul Turmeric (Haldi) milk to boost your immunity?

26%

Yes
No

56% May Be

18%

As we can see 26% respondents are already ready to purchase our product and 56% are ready
to give it a try, while 18% respondents don not want to have Turmeric Milk.

Ques 8: Would you like to buy Amul Haldi milk blended with "Kaju Badaam" flavor?

Acceptance

38%
Yes No May Be
45%

17%

PAGE | 35
Now after adding flavour to Turmeric milk, Consumers preference changed quickly as now
45% respondents are ready to purchase and 38% are ready to give it a try.

Ques 9: What price do you expect of 200ml bottle/can?

Price

7, 3%

₹20 - ₹25

₹25 - ₹30
85, 36%

142, 61% ₹30 - ₹35

142 respondents want the price to be in between Rs. 20-25 per 200ml bottle/can, while 85 respondents
are ready to purchase our product when we offer them at a price of Rs. 25-30 per 200ml bottle/can.

PAGE | 36
 INTERPRETATION
 From the sample size of 235 respondents there were 107 females (46%) and 128 males
(54%). The majority of the respondents are from 17 years to 30 years.
 From the results we got from this research, we can say that Milk based beverage drinks
have become a part of life in consumers in India.
 Brands like Mother Dairy, Nestle, Ananda are big players in the market but no one
have come with this idea of launching the immunity boosting milk based drink, so we
can enjoy the first mover advantage.
 Amul has always been the pioneer in Indian dairy industry and has maintained a well
customer base and have brand loyalty, so it can easily launch the Amul Haldi Doodh
by keeping the same quality as per the other types of flavoured milk present in the
market.
 Competitors are Ananda which have already launched the Haldi doodh but consumers
rejected that because of the flavour of turmeric, so Amul have a better chance to launch
the Haldi doodh as there is no competitor in the market.
 Amul has an advantage of applying Blue Ocean Strategy as there is no Competitor
presence in market and they can enjoy the full profits by launching Haldi doodh with
flavour of Kesar Badaam as in research, we have got to know that it is the most loved
flavour by the consumer.
 We can also infer from the research that Amul is the only brand which is most liked by
customer. As 186 respondents out of 235 agreed that they would like to buy products
having Amul as a brand name on them.
 Amul is most loved brand and we inferred from the research that 32% of respondents
purchase amul flavoured milk from the market. So it is a better chance to launch s it
will also get accepted by consumer on a large scale.
 When asked from the respondents whether they will buy Amul Haldi milk or not, so
82% of the respondents showed interest in buying the doodh. So there is good chance
that it will be welcomed by consumer in over whelming manner.
 Out of 82% respondents, 56% respondents were in dilemma whether they will buy the
product on not on asking about “HALDI DOODH ONLY” and 26% respondents
responded in a positive manner.
 But after asking about the Haldi doodh bended with kesar badaam flavour, we saw a
drastic change in the preference of consumers as 45% respondents agreed for buying
it and 38% respondents agreed on giving it a try. So addition of Kesar Badaam flavour
in the product will give it an advantage over the competitors.
 The main age group responded is between 17 years to 30 years which will go for
flavour or taste rather enjoying the core benefit of the product, but adding the flavour
will enhance the acceptance of product in the consumer.
 The price plays an important role in this game as most of respondents want the price
ranging from Rs.20 – Rs.30 for 200ml bottle/can.

PAGE | 37
  People are bored up with the existing milk beverage drinks in the market, so it is high
time to launch new drinks in the market.
 As COVID-19 affected the market in a very drastic manner and everyone is trying to
boost their immunity so offering immunity boosting product will enhance the sale and
also try to convert non loyal customer into loyal customer by delivering them the value
and quality.
 The purchase decision is influenced on the quality of product i.e. offering more than
expectations of the customer, so by delivering more than expectation will definitely
help in generating the sales and successful product.
 Research also showed that old age group is not likely to purchase the product because
they are used to the traditional taste of Haldi doodh.

IMPACT OF COVID-19
Amul at present is one of the renowned household brand and able to maintain its brand image
in the mind of the consumers because of giving top notch quality and hygiene in its product.

In India, many households are still practicing of purchasing milk from a local vendor just to
ensure the value of their money they are paying for, but as COVID-19 affected the country,
and we all know that it is a deadly virus which can spread from anywhere and is communicable.
So this have changed the mind of customer and they have shifted to the renowned brand names
in the market.

So after COVID-19 affected the country, it is stated that sales of AMUL in first quarter of
2020-2021 have increased by 8% from the first quarter of 2019-2020, because many
households have been shifted to Amul brand just because of its image in the market. Amul has
also launched 33 new products in the first quarter, to get the benefit of the market.

So COVID-19 has impacted the brand in a positive manner as in this pandemic, they are able
to increase their sales and also they have faced a challenge to increase the production in the
same stipulated time and they are managing it well.

It is a crucial time for the company to bring more customers on board and shift their loyalty
towards their brand so they have started advertising at a mass level in print media, broadcast
media and on digital platform. It has been stated by Amul that they are investing more in
advertisement than ever before they did just to get more and more customers on board.

Amul is also expanding its distribution channel and have hired some new distributers who
have a better reach to the retailers so that customer can get the product as early as possible,
they are also searching for places to open their retail outlets in the urban area to target more
customers.

PAGE | 38
 LIMITATIONS OF THE STUDY
 The sample used for the research is 235.
 The sample consisted of primarily of students, professionals, businessman and
homemakers.
 The target audience was limited to a limited number of audiences.
 The sample chosen for the study might not represent the population.
 The responses obtained through this research might be inaccurate.
 Analysis of the research might differ depending upon the theory taken.
 Very limited information is provided by Amul on its product.

PAGE | 39
 SCOPE FOR FURTHER IMPROVEMENTS
The world has a place with the individuals who can convey well. So as to sell your item in the
market one must pick up mindfulness which is one of the initial step of sales process and the
principle focal point of your Marketing Communications Strategy. Becoming more acquainted
with your crowd, creating your message and following outcomes are just a couple of things.
An effective marketing plan which is to be communicated results in better and more consistent
selling experience.

1. Amul should expand its supply chain in urban area as its target audience resides there.
2. Amul should bring in more flavours along with Kesar Badaam so as to reach better
audience/consumer.
3. Amul should work on brand recall so as to connect to more customers.
4. Amul should advertise more about its product mix as it is only focussing only on 3
products i.e. Milk, Cheese and Butter.

There is a huge scope for adopting these plans and can be executed with precision and
expertise. The market for other products can be analysed and surveys can be done for
interpreting the acceptability of a new product that will cater these needs. Campaigns and
promotions should be done not only to increase the sale or gain a competitive advantage but
also for increasing the number I=of people in terms of awareness of the product.

PAGE | 40
 BIBLIOGRAPHY
https://www.amul.com/products/Amul-Haldi-Doodh-Can-info.php

https://timesofindia.indiatimes.com/city/vadodara/amul-to-roll-out-haldi-doodh-irish-
mocktail/articleshow/63436303.cms

https://www.financialexpress.com/lifestyle/health/covid-19-immunity-boosting-milk-based-beverage-
amul-launches-haldi-doodh-amid-coronavirus-outbreak/1943668/
https://www.slideshare.net/RohanNaik2/project-report-on-amul

http://www.amuldairy.com/pdf/FY%2018-19%20Chairman's%20Speech.pdf

https://cupdf.com/document/amulprojectreport.html

PAGE | 41