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A Project Report ON Marketing Strategy of Amul (MMM A + PGDM)
A Project Report ON Marketing Strategy of Amul (MMM A + PGDM)
A
PROJECT REPORT
ON
MARKETING STRATEGY OF AMUL
( MMM−A + PGDM )
SUBMITTED BY:
SIDDARTH RAVINRAN
JAYDEV KUMAR
DHARMENDRA PRASAD
SANDEEP KUMAR
RAKESH KUMAR
RESEARCH 2010-2012
ACNOWLEDGEMENT
We extend my sincere thanks to Mr. Swapnil Patil for providing us the opportunity to
work on this project.
We express our deep sense of indebtness to him because he has been the moving force
behind the successful accomplishment of the project we thank him for taking time out of
his busy schedule and guiding me in the project.
We would also like to thank our project guide Swapnil Patil and faculty members for their
valuable guidance and encouragement at all the stages of the project.
PREFACE
The success of any business entity solely depends on how effectively does it utilizes its optimum
resources and how soon does it make arrangements for the removal of the customer’s grievances.
Moreover, the company should always be ready to make necessary changes according to the
requirement in order to attract more customers so as to maintain a substantial growth in the
market. The topic given to me was:
We have tried to put our best efforts to complete this task on the basis of skill that we have
achieved during our studies in the institute. We have tried to put my maximum effort to get the
accurate statistical data. If there is any error or any mistake in collecting the data, please ignore
it.
INDEX
The main objective of the study on this project is to demonstrate the marketing strategies of
Amul India Ltd. And to arrive at my findings, I have done PEST analyses.
1. Formed in 1946, Amul has initiated the Dairy Cooperative movement in India and formed an
Apex Cooperative Organization, Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), jointly owned by some 2.1 million milk producers in Gujarat, India. Its products,
including milk powders, liquid milk, butter, ghee, cheese, chocolate, ice cream and pizza
are widely used throughout India and abroad and have made Amul the largest food brand in
India today with an annual turnover of some Rs.29 Billion ($US 616 million) per annum.
2. The primary goal of Dr. V. Kurien, Chairman, GCMMF, has been to build a strong Indian
society economically through an innovative cooperative network, to provide quality service and
products to end- consumers and good returns to the farmer members. Dr. Kurien states, “We
have traversed a path that few have dared to. We are continuing on a path that still fewer have
the courage to follow. We must pursue a path that even fewer can dream to pursue. Yet, we
must. We hold on trust the aims and aspirations o millions of our countrymen”.
3. Information Technology has played a significant role in developing the Amul brand. The
logistics behind co-ordinating the collection of some 6 million litres of milk per day from
10,755 separate Village Cooperative Societies throughout Gujarat and then storing, processing
and producing milk products at the respective 12 District Dairy Unions, are awesome. The
installation of 3000 Automatic Milk Collection System Units (AMCUS) at Village Societies to
capture member information, milk fat content, volume collected and amount payable to each
member has proved invaluable in ensuring fairness and transparency throughout the whole
Amul organization.
4. In 1996 Amul was one of the first major organizations in India to have a website and this has
been used both to develop an intranet of Amul distributors as well as a cyber-store for
consumers, one of the first examples of e-commerce activity in India.
AMUL AND CO-OPERATION
The CEO, Mr. B M Vyas, said that. “Amul is not a food company; it is an IT company in the
food business”. In saying this he was recognizing that the most efficient way of building links
between milk producers and consumers so as to provide the best returns for the both is through
IT innovation.
Thus is why Amul has embraced the ideas behind coop with such enthusiasm. Not only will the
TLD enable consumers in India to recognize an established brand they can trust online, it will
enable Amul to begin trading competitively throughout the world, reaching markets, which have
hitherto been inaccessible.
The CIO, Mr. Subbarao Hegde said, “Information Technology is the most effective tool we have
in communicating with our members and the millions of consumers who purchase Amul
products throughout India every day. Coop not only reflects the cooperative values which shape
our own organization democratically dynamic, it will also give us a vital business advantage as
we seek to develop the Amul brand throughout the world.”
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 home since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,
Amul Shrikhand, Amul Ice cream, Nutramaul, Amul Milk and Amulya have made Amul a
leading food brand in India. (Turnover: Rs. 29 billion in 2004). Today Amul is a symbol of many
things. Of high-quality products sold at reasonable prices.
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION
(GCMMF)
An Overview: -
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India’s largest food
products marketing organization. It is state level apex body of milk cooperative in Gujarat which
aims to provide remunerative returns to the farmers and also serve the interest of consumers by
providing quality products which are good value for money.
Members: 12 district cooperative milk producers Union
No. of Producers Members 2.36 million
No. of Village Societies 11,333
Total Milk handling capacity 6.9 million liters per day
Milk collection (Total –2002-03) 1.86 billion liters
Milk collection (Daily Average (2003-04) 4.97 million liters
Milk Drying Capacity 511 metric Tons per day
Cattle feed manufacturing 2340 Mats per day
Capacity:
Rs
Sales Turnover (million) US $ (in millions)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2005-06 37736 850
2006-07 42778 1050
2007-08 52448 1325
2008-09 67113 1504
PEST ANALYSIS OF AMUL
P-) Since the budget range is decontrolled, no political effects are envisaged.
T-) Will have to reinforce technology to international levels once India is a “free” economy
4 P’S OF MARKETING
PRODUCT:-
Satisfaction suffices. But delight dazzles the average company will compete for customer by
conforming to her expectation consistently. But the winner will surpass them by constantly
exceeding her expectation, delivering to her door step additional benefits which she would never
have imagined possible. Cadbury’s offer such product. The wide variety products offered by the
company include:
Breadspreads:
➢ Amul Butter
➢ Amul Lite Low Fat Breadspread
➢ Amul Cooking Butter
Cheese Range:
➢ Amul Pasteurized Processed Cheddar Cheese
➢ Amul Processed Cheese Spread
➢ Amul Pizza (Mozarella) Cheese
➢ Amul Shredded Pizza Cheese
➢ Amul Emmental Cheese
➢ Amul Gouda Cheese
➢ Amul Malai Paneer (cottage cheese) Frozen and Tinned
➢ Utterly Delicious Pizza
Pure Ghee:
➢ Amul Pure Ghee
➢ Sagar Pure Ghee
➢ Amul Cow Ghee
Milk Powders:
➢ Amul Full Cream Milk Powder
➢ Amulya Dairy Whitener
➢ Sagar Skimmed Milk Powder
➢ Sagar Tea and Coffee Whitener
Curd Products:
➢ Amul Masti Dahi (fresh curd)
➢ Amul Butter Milk ,Amul Lassee
Amul Icecreams:
➢ Royal Treat Range (Rajbhog, Cappuccino, Chocohips, Butterscotch, Tutti Frutti)
➢ Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kerar Carival,
Badshahi Badam Kulfi, Shista Pista Kulfi)
➢ Utsav Range (Anjir, Roasted Almond)
➢ Simply Delicious Range ( Vanilla, Strawberry, Pineapple, Rose, Chocolate)
➢ Nature’s Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black
Currant)
➢ Sundae Range (Mango, Black Currant, Chocolate, Strawberry)
➢ Millennium Icecream (Cheese with Almonds, Dates with Honey)
➢ Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly,Shahi Badam Kulfi, Shahi
Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)
➢ Cool Candies (Orange, Mango)
➢ Cassatta
➢ Tricone (Butterscotch, Chocolate)
➢ Megabite Almond Cone
➢ Frostik – 3 layer chocolate Bar
➢ Fundoo Range – exclusively for kids
➢ SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple)
➢ Health: Isabcool
Brown Beverage:
➢ Nutramul Malted Milk Food
Milk Drink:
➢ Amul Shakti Flavoured Milk
➢ AMUL has launched various products which cater to all customer segments. So every
customer segment has different price expectation from the product. Therefore
maximizing the returns involves identifying right price level for each segment, and then
progressively moving through them.
In a product and price parity situation, the brand that sells more is the one that reaches the
highest number of customers. India – 1 billion people, 155 million household has over 4 million
retail outlets in 5351 urban markets and 552725 villages, spread cross 3.28 million sq.
Promotion
If an advertisement is to communicate effectively, the receiver must at least half want it to, and
be prepared too take step toward the sender. Effective advertising is rarely hectoring or loudly
explicit…. It often both attracts and generates arm feelings. More often than not, a successful
campaign has a stronger element of the unexpected a quality that good advertising shares with
much worthwhile literature.
To penetrate into the inner recesses of her memory, communication must first ensure exposure,
grab her attention evoke her comprehension, grab her acceptance and then extract retention
competing with thousands of other units of communication trying to do the same.
COMPARISION BETWEEN CHOCOLATE COMPANIES
Graph 1.1
The graph 1.1 shows the number of retailers selling different company chocolates. There are
only 20 retailers i.e. 13.33% who deal in Amul chocolates. The percentage is very less compared
to Cadbury and Nestle.
2) Market share
The table below deals in finding the Market Share of Amul Chocolates and other companies
chocolate.
Table 2.1
Market Share
Graph 2.1
Market Share
1%
1%
The graph 2.1 shows the market share of different company chocolates in terms of rupees. From
the graph we can say that the market share of Amul chocolates is only 1%, which is very less,
compared to other companies. Cadbury has the maximum share of 64.5%.
3) a) Brands of Amul chocolates sold on Amul chocolate Outlet.
The table below helps in finding the different brands of Amul Chocolates that is available on
Amul Chocolate Outlet. A shop that sells even one Amul Chocolate is an Amul Chocolate
Outlet
Table 3.1
Brand of Amul Chocolates & their selling percentage
G Amul Rejoice 0
H All Chocolates 0
20
16
15
11
10 8
6
4 4
5
00
0
A B C D E F G H
Graph-3.1
The Graph 3.1 above shows that Amul Almond Bar is sold at most of the Amul Chocolate outlet
followed by Amul fruit n Nut & Amul Milk Chocolate. There is not a single outlet that sells
Rejoice.
3) b) Ordering Pattern
The table below deals in finding the ordering pattern for Amul Chocolates.
Table 3.2
Ordering Pattern
Option No. of Retailers
Daily 0
Weekly 0
Monthly 20
Graph 3.2
Ordering Pattern
25
20
20
15
10
5
0 0
0
Daily Weekly Monthly
The graph 3.2 shows the ordering pattern followed by Amul Chocolate outlets. It is seen that
almost all of them order once in a month since their demand is very less.
4) F inancial Support for promotion.
The table below deals in knowing whether the company provides any financial
support for promotion to Amul chocolate outlets.
Table 4.1
Financial Support For Promotion
Yes 0
No 20
Graph 4.1
20
20
15
10
5 0
0
Yes No
The graph 4.1 shows the financial support for promotion. From the graph we can say that
according to the retailers the company does not provide any financial support for promotion.
5) Reasons for not selling Amul Chocolates.
The table below deals in finding the reasons for retailers due to which they do not sell Amul
Chocolates.
Table 5.1
Reasons For Not Selling Of Amul Chocolates
Graph 5.1
Reasons For Not Selling Amul Chocolates
120 108
98
100
80 73
60 45
40
21
15
20
0
A B C D E F
The graph 5.1 shows the various reasons due to which the retailers do not sell Amul
chocolates. From the graph we can say that Distribution & Service problems and Low
Margin are the major reasons followed by Low demand and Replacement problem because
Table 6.1
Reasons For Selling Other Company Chocolate
Reasons No. of
Retailers
Graph 6.1
Reasons For Selling Other Company Chocolate
120 105
97
100
80 73
60
40
20 30
23
0
A B C D E
The graph 6.1 shows the reasons for which the retailers prefer to sell other company
chocolates. The major reasons are the More demand of other company chocolates, Good
Table 7.1
The most Attractive Scheme
Different Schemes No. of Retailers
Incentive Scheme 34
Free Pack on Large Purchase 40
Increase Profit Margin 79
Lucky Draw 25
Graph 7.1
The Most Attractive Scheme
100
80 79
60
40
40
20 34
25
0
Incentive Scheme
Free Pack on
Increase Profit Margin
Lucky Draw
Large Purchase
The graph 7.1 shows show the Different Schemes for attracting the retailers for selling
Amul Chocolates. Mostly the retailers are attracted towards increased Profit Margin
Table 8.1
Effective Medium
160 150
140
120
100
80
62
60 48
40
20
0
The graph 8.1 shows the different effective mediums for creating awareness about the Amul
chocolates. According to all of the retailers, the most effective medium is TV and
Newspaper advertisement.
CONCLUSION
As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know
Amul is a co-operative organization but chocolate industry is a profitable industry we can’t ignore
it. With the help of research, company can find out its week points in chocolate product and can
increase its market share through rectify mistakes. People have believed in Amul’s product and
they will accept its chocolates also if effective actions were taken. The survey resulted into
following conclusions :
➢ Amul must come up with new promotional activities such that people become aware
about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo.
➢ Quality is the dominating aspect which influences consumer to purchase Amul product,
but prompt availability of other chocolate brands and aggressive promotional activities by
others influences the consumer towards them and also leads to increase sales.
➢ In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, are provide
a better availability and give competition to the hilt.
➢ People are mostlysatisfied with the overall quality of Amul Chocolate, but for the
existence in the local market Amul must use aggressive selling techniques.
BIBLIOGRAPHY
1. www.amul.com
3. www.google.com
4. www.marketresearch.com
5. www.dairy.com
6. Research Methodology. (Harper W.Boyd, C. R. Kothari
swapnilpatil2k@gmail.com