A PROJECT REPORT

On
“Customer Preferences towards AMUL Butter”

Submitted in the partial fulfillment

for the award of degree of

Bachelor of Business
Administration
Department of Business
(SESSION 2019 – 22)
 Under the Guidance of
Assistant Professor Mrs. Ila Pandey

Dr. VIRENDRA SWARUP INSTITUTE OF COMPUTER

STUDIES, KANPUR
AFFILIATED TO
C.S.J.M. UNIVERSITY, KANPUR
 DECLARATION
I, Prashant Sharma studying in the second year of Bachelor’s of
Business Administration (BBA) in the academic year 2019 – 2022 at Dr.
VirendraSwarup Institute of Computer Studies, hereby declare that I
have completed the project titled, “Customer preferences towards
AMUL Butter” is compiled and submitted under the guidance of Mrs.
Ila Pandey.
I further declare that this is my original work and all theinformation
furnished in this project report is true to the best of my knowledge.
PrashantSharma
BBA 2nd year
Roll No. 0403590
 ACKNOWLEDGMENT
This project report is our professional experience that enriched our
knowledge to a great extent. During the course of our project we had a
good fortune to be guided by Mrs. Ila Pandey mam. I would like to
express my gratitude and sincere thanks to my to my project guide Mrs.
Ila Pandey Prof. of VSICS for instilling confidence in me to carry out
this study of and extending valuable guidance and encouragement from
time to time, without which it would have not been possible to complete
this project report.
I also wish to extend my appreciation to all our faculities for their kind
coordination and support and motivating us to do the project in the best
way.
It was the great experience while working on this project report.
 Table of Contents

Serial No. Particular Page no.

 INTRODUCTION
Amul means "priceless" in Sanskrit. The brand name "Amul" from
the Sanskrit "Amoolya" was suggested by a quality expert in
Anand. Variants, all meaning priceless are found in several Indian
language. Amul products have been in use in millions of homes
since 1946. Amul Butter, Amul Milk Powder, amul Ghee, Amul
Spray, Amul Cheese, Amul chocolates, AmulShrikhand, Amul Ice
cream, Nutranmul, Amul Milk and Amulya have made Amul a
leading food brand in India. Turnover Rs. 25 billion in 2002. Today
Amul is a symbol of many things of high quality products sold at
reasonable prices of the genesis of a vast co-operative network of
the triumph of indigenous technology of the marketing savvy of a
farmer's organization, and of a proven model for dairy
development. The revaluation started as awareness may the
farmers that grew and matured into a protest movement and
determination to liberate them. Over four decades ago the life of a
farmer in Kaira district was like that of his counterpart anywhere
also in India. Income from dairy was under pendable. Private
traders and middleman controlled the marketing and distribution
of milk. As milk is perishable, farmers were compelled to sell it for
what every they were offered.
COMPANY PROFILE
Amul is an Indian dairy cooperative society, based at Anand in the
Indian state of Gujarat.[3] Formed in 1946,[4] it is a cooperative brand
managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by
36 lakh (3.6 million) milk producers in Gujarat, and the apex body of 13
District Milk Unions, spread across 13,000 villages of Gujarat.[5] Amul
spurred India's White Revolution, which made the country the world's
largest producer of milk and milk products.[6]

Amul

Type Cooperative society

Industry 1. Food processing

2. FMCG

Founded 1946; 75 years ago

Founder Tribhuvandas Patel

Headqua Anand, Gujarat, India

rters
 Area Worldwide
served

Key Rupinder Singh Sodhi

people (MD)[1]

Products Dairy

Revenue  ₹38,550
crore (US$5.4 billion)
[2] (2020)

Number 1,000 (Marketing

of Arm)
employee 36 lakh (3.6 million)
s (Milk producing
members)[2]

Website amul.com
amuldairy.com

Kaira District Milk Union Limited (later renamed to Amul - Anand Milk
Union Limited) was founded in 1946[4] through the efforts
of Tribhuvandas Patel. Amul's foundation was a significant contributor
to the white revolution in India.[7]
Tribhuvandas Patel under the guidance of SardarVallabhbhai
Patel became the founding chairman of the organization and led it until
his retirement in the 70s. He hired Dr. VergheseKurien in 1949. He
convinced Dr. Kurien to stay and help with the mission.[8][9] Under the
chairmanship of Tribhuvandas, Dr. Kurien was initially the general
manager and helped guide the technical and marketing efforts of Amul.
Dr. Kurien was the chairman of Amul briefly after Tribhuvandas Patel
died in 1994.
Kurien, founder-chairman of the GCMMF for more than 30 years
(1973–2006), is credited with the success of Amul's marketing.
[10] Amul has ventured into markets overseas.[1

HISTORY
Over the years, Amul, one of the most beloved brands of our
country, has become the taste of India, just as its tagline claims.
Every Indian millennial has grown up listening to the jingles of its
many dairy products, and the Amul girl, the brand’s mascot in the
polka-dotted dress, has become a nostalgia-evoking symbol.
Amul has truly come a long way since its founding in 1946.
The beginning
Amul was formed as a part of a cooperative movement against
Polson Dairy in Anand, Gujarat, which procured milk from local
farmers of Kaira District at very low rates and sold it to the then
Bombay government. Everyone except the farmers benefited
from this trade. The farmers took their plea to Sardar Patel, who
had advocated farmers’ cooperatives since 1942. The result was
the formation of the Kaira District Co-operative Milk Producers’
Union Limited in Anand.
The union started pasteurising milk produced by a handful of
farmers for the Bombay Milk Scheme and grew to 432 farmers
by the end of 1948. The rapid growth led to problems including
excess production that the Bombay Milk Scheme couldn’t
accommodate. To solve this issue, a plant was set up to process
all that extra milk into products such as milk powder and butter.
Amul is born

The late DrVergheseKurien, rightly called the Milkman of India,

was Amul’s true architect. His journey at Amul began in 1949
when he arrived in Anand to manage a dairy as a government
employee. He went from helping farmers repair machinery to
revolutionising India’s dairy industry with the White
Revolution (or Operation Flood), the largest dairy development
programme in the world.
The new dairy with the milk processing plant was ready for
operation in October 1955, the year that also saw a breakthrough
in dairy technology —buffalo milk was processed to make
products for the first time in the world. The word ‘Amul’, derived
from ‘Amulya’, which means ‘precious’ or ‘priceless’ in Sanskrit,
was used to market the range of milk products developed by the
Kaira Union. It is also an acronym for Anand Milk Union Ltd.
DrKurien had a vision. He wanted to offer small-scale dairy
farmers quality-control units and centralised marketing, which
were missing at the time in the dairy economy. Thus, the Gujarat
Cooperative Milk Marketing Federation (GCMMF) was created in
1973 to market milk and all milk products produced by six district
cooperative unions in Gujarat. GCMMF is the largest exporter of
dairy products in India and Amul is the umbrella for all of its
products.
Awards, accolades, and a global presence

Over the years, Amul, together with GCMMF, has won numerous
awards. Some of these include the Rajiv Gandhi National Quality
Award, 1999; the Golden Trophy for Outstanding Export
Performance, 2009-10; Best Marketing Campaign, 2014; and
World Dairy Innovation Award, among many others. Amul earned
recognition all over the world when GCMMF introduced it on the
Global Dairy Trade (GDT) platform, where only the six top dairy
players across the world sell their products.
More than a mere slogan

Amul’s famous slogan, which is now a part of its logo, was

created in 1994 by Shri Kanon Krishna of a Mumbai-based
advertising agency called Advertising and Sales Promotion
(ASP). According to Amul, the Taste of India slogan is more than
just corporate positioning or advertising jargon. This slogan lends
meaning to the brand’s never-ending commitment to taking
quality food and products to the rural man, which he otherwise
couldn’t have afforded.
The Butter Girl

Amul did not always have the round-eyed moppet as its mascot.
The Butter Girl was born in 1966 when Sylvester daCunha, the
then MD of the advertising agency handling Amul butter’s
account, created her for its campaign. It was a pleasant change
from the dull, corporate ads that the previous agency had come
up with. Being a seasoned marketer himself, DrKurien gave
daCunha complete creative freedom to create and release the
ads without taking the company’s permission. 30 years later, the
Utterly Butterly Girl still wins hearts wherever she is, whether on
a billboard or on the packet of butter.
Amul is not just a brand; it is also a movement that represents
farmers’ economic freedom. The name is now a household term
that is here to stay, and the chubby-cheeked Amul girl will
continue to cast a spell on the public.
Marketing Mix of Amul

Marketing Mix is the combination of factors that can be controlled by a

company to influence consumers for purchasing their products. Amul
has become a household name when it comes to staple items like cheese
and ice cream. We’re going to be looking at the marketing mix of the
dairy giant which includes the 4Ps of marketing. Product, pricing, place,
and promotion.
Product
Amul is one of the most diversified brands when it comes to dairy
products in India. It has the widest range of products compared to its
competitors. Amul’s well-built portfolio includes Amul milk, buttermilk,
bread spreads (ghee, butter, garlic butter), Amul Dahl (mishtidahi,
regular dahi), Amul Chocolates, Amul cheese (mozzarella, regular),
Amulmithai mate, Amul milk powders, and Amul ice cream.
The entire range of products has enough competition but Amul’s quality
of the products is unbeaten so far. Amul butter, cheese, and ice creams
will always be voted in a poll for their quality and taste. Amul
chocolates have been trying hard to climb up the ladder with parallel
growing brands like Nestle and Dairy Milk. However, no other brand
has been able to build a portfolio such as that of Amul and that is one of
the biggest competitive advantages for the company.
Pricing
Amul’s pricing is economic and affordable. The low-cost pricing
strategy may also be termed penetrative pricing. When Amul first started
out, there were no Indian players in the market and the company has
established itself across India with quality products and affordable
prices. Of course, over the years inflation has affected all the areas of
business and Amul is no exception. The distribution and storage costs
of FMCG products are quite high but Amul has made sure it keeps its
prices in sync with people’s expectations and even today a majority of
consumers’ first choice is always Amul.
Place and distribution
Amul is one such brand that has established its presence in every part of
the country. All grace to the massive distribution channel that makes
sure that Amul products reach homes pan India. The distribution model
works on buying in bulk and disintegrating it further into smaller
chunks where the final product reaches the end customer.
Amul has two distinguished channels for distribution -

 The procurement or acquisition channel through which Amul buys

raw material that is milk from villages and diary co-operatives and
sends it to the manufacturing facilities which convert the raw
material into a wide range of finished goods.
 The distribution channel which consists of carrying and forwarding
agents, distributors, dealers, and retailers. Amul has its own
exclusive showrooms where all Amul products are available.

Promotion
Amul is well known for its longest advertisement
campaign character- the Amul girl. Courtesy of Mr. Eustace Fernandes,
the creator of the famous mascot, Amul girl has been widely popular
with Indian households as she’s not only the butter eating, song singing
adorable character that everyone loves, but she’s also an informant of
current affairs, taking timely digs through Amul’s commercials. These
commercials hit home and make a point. Well, if you have noticed,
products such as Amul butter and Cheese are the only ones that are
majorly advertised. The reason for its absence in hardcore marketing for
other products is that the company does not want to give away its
margins in marketing and according to the company it spends only
around 1% on marketing and advertising. No wonder its prices are
always better than its competitors despite cut-throat competition.
SEGMENTATION, TARGETING, POSITIONING (STP) ANALYSIS
IN AMUL MARKET

Amul is a brand that has something for everyone in its product

range. Let’s have a look at how Amul has worked through the
three strategies to become a billion-dollar brand.

Segmentation

 Customer-based Segmentation: Kids- Amul chocolates,

Amul Kool drinks, Amul Butter, Amul Lite butter, Amul Pizza
Cheese, Regular cheese, Cheese spreads, Amul milk powder,
NutraAmul

 Industry-based segmentation: Milk- Ice cream

manufacturers, Restaurants/food chains, cafes, and Coffee
shop chains. Butter, Cheese, Ghee- Indian households,
Bakeries and Confectionaries, street vendors, and snack
shops.

Targeting

The value for money brand has established its image by being a
product that is easily available, affordable, and surpasses the
quality of other brands thus targeting the entire demographic be it
urban or rural. It has targeted kids, adults, and industries all
together under its product umbrella.
Positioning

What comes to your mind when you say butter? It's obviously
Amul as it has positioned itself as the national butter and
consumers’ first, and sometimes the only choice. Campaigns like
“The Taste of India” have added an emotional quotient to its
marketing and vouches for itself as a family product in every
household. Value for money, quality, and availability are other
crucial attributes that have positioned Amul to where it stands
today.

AMUL’S COMPETITIVE ADVANTAGE IN MARKET

Established in 1946, Amul clearly has a competitive advantage as

the oldest Indian milk brand in India. It has two main advantages
over its competitors in the market.

 Supply chain and distribution channel: Amul has an

organized and systematic supply chain and years of
experience compared to its peers which makes it a tough
one to compete with. Amul has over 5 lakh retailers that
make products available throughout the country.

 Distinguished and wide range of product portfolio: Amul has
a wide range of products that are easily available to the end
consumers through retailers and exclusive Amul shops.
Amul’s product portfolio analysis reveals that Amul Butter
and Ice Cream are the cash cows in maintaining the
company’s brand presence in the market.
Amul Product List and its brand range

Amul Product focused on bringing more productive products and

expanding the market rapidly. It was founded in 1946. It has a history of
over 75 years and its business has grown tremendously stepping at
higher growth and satisfying consumer needs by giving higher and
superior quality of brands. Their brand name including the features,
quality, reasonable price, would help them in growth of rapid sales and
keeping trust of around million of Indians using this product every
single day by marking it as the best and a reasonable product. Amul
cares for its huge customers and tries to offer them the best products
at best price.

Amul and its product

It consists of wide ranges of products which are outlined below:

Amul Bread Spreads Range

Amul Beverage Range / Milk Drinks

Amul Powder Milk Range

Amul PRO
Amul Fresh Milk Range

Amul Cheese Range

Amul Cooking Range

AmulDhai Range

AmulMithai / Desserts Range

Amul Health Drink

Amul Chocolates

AmulIcecreams

Amul's New Products

Amul Bread Spreads Ranges

Amul has varieties of Bread Spreads ranges and are preferred by many
consumers on a daily basis. These are outlined below.

Amul Butter

Amul Butter is made up of pure milk fat. It consists of 100g, 500g, 50g,
20g, and 8.1g packing. It can be eaten with bread, paratha, roti, nans,
and sandwiches.

Amul Lite

Amul Lite is a low cholesterol, low calorie and low fat bread spread. It is
available in 100g, 500g, and 200g packing. It is been used for topping on
parathas, pav-bhaji, and also for preparation of cakes.

Delicious Table Margarine

Delicious Table Margarine is the substitute of butter. Margarine is

prepared from vegetable oils and fats. It contains zero cholesterol and
fortified with vitamin A & D. 100g, 500g, 200g tub & Single serve pack
are available.

Amul Beverage Range / Milk Drinks

Amul Kool Milk Shaake

Amul Kool MillkShaake comes with four awesome flavours which are
Banana, Mango, Strawberry and Badam. The price of this is Rs. 22 for
220 ml can. These are also sold in tetra pack in three flavours i.e.
Mango, Strawberry and Banana. The price of this is Rs 15 for 180 ml
tetra brick. It is rich in nutrients and is the healthiest drink against any
other soft drinks.
Amul Kool

Amul Kool is very tasty and healthy drink and come with five
flavouri.eKesar, Elaichi, Rose, Mango, and Strawberry. Available in
200ml Glass Bottle, 200ml Tetra Pack, 250ml Can, and 1 Litre Tetra
Pack.

Amul Kool Café

Amul Kool Café is a tonned milk flavoured with coffee. It is very good
and convenient for parties, picnics, etc. Available in 200ml Glass Bottle,
200ml Tetra Pack, 250ml Can.
Amul Kool KoKo

Amul Kool Koko is a Chocolate Flavour Milk. Available in 200 ml Glass

Bottle, 250 ml Can, 200 ml Tetra pack.

Nutramul Energy Drink

This is an energy drink and available in 200ml Glass Bottle.

Amul Kool Chocolate Milk

It is chocolate flavoured milk and is available in 200 ml & 1 litre Tetra

pack.

Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Bottled Milk comes in four flavour which are
Elaichi, Kesar, Rose, and Badam. It is very delicious and healthy drink. It
is also available in 200 ml Tetrapak.
Amul Kool Flavoured Tetra Pack

Amul Kool Flavoured Tetra pack comes in four flavour which are Elaichi,
Kesar, Rose, and Badam. It is very delicious and healthy drink. It is also
available in 200 ml Pet Bottle & Glass Bottles.

AmulMasti Spiced Buttermilk

AmulMasti Spiced Buttermilk is a 100% natural drink and free from

artificial Colour, preservatives, acids and sugar. It is available in 200ml
Tetra, 500ml and 1 litre Tetra. The price of this is Rs. 8, Rs. 15, Rs. 30
respectively.
Amul Kool Lassee

Amul Kool Lassee is refreshing milk natural drink. It can be served at

any convenient place like parties, picnic and during hot summer.

Amul Kool Thandai

Amul Kool Thandai is also flavored milk with flavour of traditional

Thandai. It is available in 200 ml Glass Bottle, 200 ml & 1 litre Tetra
pack.
Amul Stamina Can

Amul Stamina is an energy drink which contains electrolytes, vitamin C,

minerals, calcium, milk proteins. It is essential for body growth and
muscle building. It is available in 200 ml Tetra Pack and 250 ml can.

Amul Prolife Probiotic Lassee

Amul Prolife Probiotic Lassee is a flavoured drinking yogurt made up of

natural ingredients. It comes in four flavours i.e. Rose, Cumin, Mango,
and Pineapple.
Amul Prolife Butter Milk

Amul Prolife Butter Milk contains probiotic bacteria which help in

improving immunity and digestion. It is natural drink and very good for
health.

Amul Powder Milk Range

Amul Spray Infant Milk Food

Amul Spray is used as an infant milk substitute for feeding bottles. It is

made from partially skimmed milk. It contains Vitamins A, D, K, B, C and
minerals, Calcium, Magnesium, Phosphorus, Iron, Copper, Iodine,
Manganese and Zinc.

Amul Instant Full Cream Milk Powder

Amul Instant Full Cream Milk Powder is made from toned milk. It has
more milk fat as compared to normal milk powder.

AmulSagar Skimmed Milk Powder

Sagar Skimmed Milk Powder is made from skimmed milk. It is non-fat
and rich in protein.

Sagar Tea Coffee Whitener

Sagar Tea Coffee Whitener is made from Milk Solids, Sugar and
Hydrogenated Vegetable Oils. It is mainly used for making tea and
coffee.

Amulya Diary Whitener

Amulya Diary Whitener is made from partially skimmed milk and sugar.
It is used in preparing Tea, Coffee, Sweets, Curd, Cakes, etc.

Amul PRO

Amul PRO is a malt based milk additive. It is very easy to make and
suitable for people of all ages, especially kids, who need milk and
nutrients. It is to be consumed by adding directly to the hot or cold
milk.
Amul Fresh Milk Ranges

Amul has varieties of fresh milk ranges and are preferred by many
consumers on a daily basis. These are outlined below.

Amul Fresh Milk

Amul Cheese Range

Amul has varieties of cheese ranges and are preferred by many

consumers on a daily basis and are used mainly on bread, cooking, pizza
etc. It can be eaten with bread, paratha, roti, nans, and sandwiches.

The cheese types are outlined below.

Amul Cheese Spreads

AmulEmmental Cheese

Amul Pizza Mozzarella Cheese

 Gouda Cheese

Amul Cooking Range

Amul has varieties of cooking ranges. Ghee & Butter is commonly used
and is preferred by many consumers on a daily basis and is used mainly
for cooking, making sweets, garnishing etc. It can be spread with bread,
paratha, roti, etc.

The silent features

Ghee is very healthy for our Body. 1 spoon a day of Ghee keeps you fit
& strong. Ghee can be consumed for better digestion. Ghee stimulates
muscle movements, strengthens the sense organ, nourishes the skin
and improves complexion. Ghee is good source of energy and provides
vitality to human body.

The Ghee types are outlined below.

Amul /Sagar Pure Ghee

Amul Pure Ghee is made from fresh cream and it is a loved by all the
consumers which provides strength to human body.

Amul Ghee
Amul Ghee is made from fresh cream and it is a good source of energy
and provides vitality to human body.

Amul Yellow Cow Ghee

Amul Cow Ghee is made from fresh cream and it has typical rich aroma
and granular texture. Amul Cow Ghee is an ethnic product made by
dairies with decades of experience, and rich source of Vitamin A, D, E
and K.
Amul Cooking Butter

Amul cooking Butter is used and is preferred by many consumers on a

daily basis and is used mainly for cooking, making sweets, garnishing
etc. It can be spread with bread, paratha, roti, etc.

AmulDhai Range

AmulFlaavyo Frozen Yoghurt

AmulFlaavyo Frozen Yoghurt is made from natural ingredients and

fortified with vitamins. It contains probiotic bacteria which helps
digestion and immunity improvement. It comes in five flavoursi.e;
Mango, Pineapple, Strawberry, Vanilla and MistiDoi.
AmulMastiDahi

MastiDahi is made from Pasteurized Toned Milk and no preservatives. It

is rich in nutrition as it contains all goodness of milk. It can be
consumed directly or can make Lassee, Dahi Rice, Dahi Wada, etc.

Pro-biotic Dahi

Pro-biotic Dahi helps to improve immune function of the body and

maintain healthy digestion system. It also helps to build stronger bones
and teeth.

AmulMithai / Desserts Range

AmulShrikhand

AmulShrikhand is prepared from fresh curd. It comes in many flavours

namely Elaichi, Kesar, Mango, BadamPista, Amrakhand, Rajbhog, Butter
Scotch, Strawberry, Pineapple, etc. It also contains fruits, nuts,
cardamom, and saffron. AmulShrikhand is available at cheapest rate
and the quality is very good for taste and it is very hygienic. It is the
only pasteurized Shrikhand available in the country.
AmulMithaeeGulabJamoon

AmulMithaeeGulabJamoon is made from Pure Khoa. It is available in 1

kg & 500gm and its packing is convenient and also easy to open.

AmulBasundi

AmulBasundiKesarElaichi is a traditional Gujarati dessert which is made

from condensed milk. It can be consumed directly or used for preparing
Kheer, Kulfi, Milk Shakes, etc. This is available in 500 ml & 1 Litre Tetra
pack.
AmulAvsarLadoo

AmulAvsarLadoo is made from high nutriousbesan and pure amul ghee.

It is very useful during any occasion or festival.

AmulMithai Mate

AmulMithai Mate is a Sweetened Condensed Milk made from pure milk

fat. It can used to prepare Kheer, laddoo, Rasmalai, Baked Products,
Cakes, Toppings etc. For household consumption 400gm tins are
available. It is made from pure milk solids, sugar and contains no
preservatives. It can used to prepare Ice Creams, Toffees, Biscuits and
Sweets, etc.

AmulMithaeeKulfi Mix

AmulMithaeeKulfi Mix is a Sweetened Condensed Milk made from pure

milk fat.

Amul Health Drink

Nutramul

Nutramul is made from malt extracts, Milk Solids, Sugar & Cocoa
Powder. It contains Vitamins, Proteins, Carbohydrates and Minerals. It
is very healthy drink and to be consumed directly adding to milk.

Amul Shakti White Milk Food

It is healthy drink consumed during morning or evening. It contains

Vitamins, Proteins, Carbohydrates and Minerals.
Amul Chocolates

Amul Chocolates are made from Sugar, Cocoa Butter, Milk Solids and
Chocolate mass. These are made from rich creamy milk & delicious
cocoa. Amul chocolate syrup in bottle and Jar are available. It can be
used on ice cream, cakes, etc.

Amul has varieties of chocolates ranges and are preferred by many

consumers on a daily basis.
These are outlined below.

Amul Fruit ‘n' Nut Chocolate Congrats Pack

AmulFundoo Milk Chocolate

AmulChocozoo
Amul Cooking Chocolate – Dark Choco Slab and Milk Choco Slab

Amul Rejoice Assorted Chocolate

Amul Wafer Chocolate –Bindaaz

Amul Chocolate Syrup

AmulIcecreams

AmulIcecreams are made from fresh milk and are available in different
flavours. It can be used to prepare sundaes, shakes, etc. Icecreams are
much preferred by kids and also all generations. It is very nice to
consume them during anytime, anywhere.

Amul has varieties of ice-creams ranges and are preferred by many

consumers on a daily basis.

Some of them are outlined below.

 Simply Delicious Range

 Nature's Treat

 Sundae Range

Cassatta
Amul's New Products

Amul is a symbol of many things of the high-quality products sold at

reasonable prices. Recent new products is outlined below

AmulAvasarKajuKatri
AmulBhajiPav

Amul Bun

Amul Butter Cookies

Amul chocolate Cookies

Amul Fruity Bread

AmulJeera Toast
SWOT Analysis of Amul Butter :
Strong Advertising: Amul as a brand is renowned for its creative
advertising with Amul Girl’s ads on print, electronic and social
media. This creates a strong brand image of Amul.

One of the strongest brand mascots: The Amul girl is one of the

strongest brand mascots across India and she is loved for her
witty hoardings which people look forward to seeing.

 Strong market share: Amul has a leading market share in most

products in its portfolio, especially, in the Butter Category where
it has a market share of over 85 percent.
 Excellent distribution channel: Amul has a very
strong distribution network, with presence all over the country. It
distributes through modern as well as traditional retail channels.
 Good Product Quality: Amul butter has been rated high
on product quality and has successfully been able to gain trust
 in the market. It stands by its slogan which says “Amul – The
Taste of India”.
 Affordable Pricing: In order to sustain its high market share,
Amul resorts to keep a low pricing strategy. It has a market-
oriented pricing strategy which is affordable for the common
Indian household.
 Product portfolio backing up: Because of the strong product
portfolio of Amul, such as ice creams, milk and other such dairy
products, Amul can dominate the retailer in selling Amul butter.

 Weakness in the SWOT Analysis of Amul Butter :

 People prefer local butter (Ghee) – Some households in India

still prefer using local or homemade butter. This reduces the
market size for Amul.
 Rare specific advertising: Amul butter has its share of
disadvantages being a part of a branded house Amul. While
Amul as a brand is really popular, its products generally remain
in the background and rely upon the popularity of Amul.
 Short Shelf-life: Butter has a short shelf life
and needs refrigeration to be able to sustain its form. Amul has
a large supply chain network and it requires special care
considering the shelf life of all the dairy products.
Opportunity in the SWOT Analysis of Amul Butter :

Developing Rural Market: Amul should come out with specific

butter products for the rural market in small packages in order to
tap the high potential rural market as well.

Tie-ups with Hotels and restaurants: Amul should look forward in

tying up with restaurant and hotel chains. It already has huge tie
ups but this is an ever growing segment. This will help in
increasing revenues and profitability.

Introduce new Variants: Amul should look to introduce new

variants to capture a wider base of customers. It has already
brought in variants like garlic flavoured butter and low-fat butter.
Threat in the SWOT Analysis of Amul Butter :
Local Butter Manufacturers: Local butter manufacturers can
shake the market share of Amul and hence can also affect the
profitability.

Increasing Health Awareness: The increasing health awareness

reduces consumption of dairy products especially butter. This
affects the bottom line of the company.

Growing Prices of Constituents: Due to excess demand in dairy

products and increasing cost of production, the cost of
constituents of butter like milk is constantly increasing which
creates pressure on Amul to increase prices of Amul butter.

Low-Fat Variants are Less Popular: Low variants of Amul butter

like Amul Lite are less popular and thus create an opportunity for
competitors like Nutralite to create a market for itself.
Chapter.2 Literature Review
 Research Methodology

Research methodology is a strategy that guides a research in providing

answers to research question and for this research survey is being
done. Accuracy of the study depends upon systematic application of
the method . The researcher has to decide the method to be used that
help him to get a desired direction in a systematic way.

Methodology adopted in this research report is that the questions were

designed in an easily understandable way with the help of our teachers
so that the respondent may not have any difficulty in answering them.
The questionnaire contain ten questions . This has to be done to get
the opinion of the people regarding the Amul butter and the ongoing
competition that prevailed in the markets.
Research objective
Research objective describe what we expect to achieve by a project. It
summarizes the accomplisment a researcher wishes to achieve
through the project and provide direction to the study.
 To study the taste preference and buying behavior of consumer in
case of butters .
 To study the factors that influence the buying decision of customers.
 To analyze the competition between the different butters.
 To identify that which brand of butter is demanded by customers.
Research Design
Resarch design is the plan structurestrategy of investigation conceived so as
To obtain answers to the question who what , when , where ,How . The reasarch
To describe or define a subject often by creating through this descriptive design
Can provide the decision makers with evidence that can lead a course of action.
Sampling
Sampling is the process used in statistical analysis on which a predermined
Number of observation are taken from a larger population. The methodology used
Sample from a larger population depends on the type of analysis being performed
But it may include simple random sampling or systematic sampling.
Sampling Technique
The sampling Technique used in this research report in Probability sampling
Population
A population is the pool individual from which a statistical sample is drawn
For a study. Thus any selection of individual grouped together by a common
Feature can be said to a population.
Sample Area
The area of resarch is confirned to Kanpur,uttar Pradesh
Sample Units
Every single member of sample is known as sample Unit .
The respondent who were asked to fill the questionnaire are the sample Unit
Theses comprises of student gym trainers, athletes, sportsmen and people with
Specific brand preference.
 Sample size
In this survey 100 people are surveyed at random to get the relevant information.
Research Hypothesis
Hypothesis testing means is an assumption or am statement that may or may not b
True. It means subjecting a hypothesis to appropriate statistical test to determine it
Validity. A hypothesis is an preassumption or unproven statement about a factor o
Phenomenon that is of interest to the researcher
 Null Hypothesis (HO)
 Alternative Hypothesis (H1)

 Null Hypothesis (HO)-the hypothesis that are proposed with the intent of Receivin
The rejection is called null hypothesis.
 Alternative Hypothesis (H1)-Alternative hypothesis is the hypothesis that the
Restrictions to be tested dies not hold often denoted H1 epidemiology
A Hypothesis is an adopted if a null hypothesis peeves implausible where
Exposure is linked to disease.

Data Collection

Data collection is process of collecting information from all the relevant sour
To find answers to the research problem ,test the hypothesis and evaluate
The outcome.

Data Type
Data is of two types
 Primary Data: The data that is collected first hand by someone specially for
The purpose of facilitating the study is known as Primary data.
Secondary Data: It refers to the data collected by someone else other than
The primary user in this report for the formation of company various website
As a sources of secondary Data.

Scope of Study
The research study entitled comparative analysis of consumer preference tow
Amul butter ,study gives the extent of satisfaction and dissatisfaction among
User so that company can take the desired steps to minimize the dissatisfactio
The customers.

Limitations of Study

While surveying encounter the following limitations

 The research is confined to Kanpur city only.
 Many respondent are not willing to fill the questionnaire.
 Preparation of questioniare and report was time consuming.
 Participation of respondent is not up to the mark and thus proper
Information is not givem by them.
 Data Analysis and Findings

Data analysis is defined as a process not cleaning , transforming,

And modelling data to discover useful information for business
Decision making . The purpose of data analysis is to extract useful
Information from data and taking the decision based upon analysis.

To grow your business even to grow in your life, some time all you
Need to do is Analysis.

If your business is not growing, then you have to look back and
Acknowledge your mistakes and make a plan again without repeating
Those mistakes and even if your business is growing , then you have to
Look forward to making the business to grow more. All you need to do
Is to analyze your business data and business process.

Interpretation
Interpretation refers to the task of drawing inference from the collected
Fact after an analytical and or experimental study.
Infact , it is a search for broader meaning of resarch findings .
The task of interpretation has two major aspect viz.,
Q1.Do you prefer consuming butter ?

Yes No
Q.2 Which brand of butter you prefer ?

42%
Amul
Namaste India
55%
Nestle
Mother India

1% 1%
Q3.Which type of package do you prefer?

7%

16%

20g
50g
100g
500g
12%
65%
4.What influence you most to buy the particular brand?

11%

22%

Taste
Price
5%
Quality
Brand goodwill

62%
Q5.How frequently you purchase the particular butter ?

25% 25%

Daily
Once a week
Twicw a week
Monthly

25% 25%
Q6.Does the price of butter affect the quantity of consumption of b

25%

Yes
No

75%
Q7.In which season consumption of butter is more ?

39% 39%
Winter
Monsoon
Whole year

21%
Q8.Are you willing to buy preferred brand at lower price with negotiable quality ?

39%

Yes
No

61%
Q9.Which type of media influence the most ?

11%

14%
Audio visual
Transit
Print
6%
Outdoor

69%
Q10.Does the company image play an important role in your buying decision?

23%

Yes, very much

No, rather not
no, not at all
11% Yes, some what

66%
Are you satisfied with your preferred brand ?
The above mentioned statistical representation shows
This data interprets that in terms of satisfaction majority of customers are
Satisfied with their preferred brand .

Conclusion and Suggestions

Conclusion

Three key practices are there behind the success of AMUL.

The first, that Amul has developed a strong brand and implemented its
marketing strategy
towards strengthening it constantly.
The secondthat AMUL presented traditionally accepted milk products
with a brand value as well
as targeted sustained growth for the long term depending upon
matching supply and demand.

 
 Suggestions
1 occupation of the user influences the purchase decisions.the particular
Occupation plays a vital role in deciding the product or service . Women
Segment are influencing are more in butter.

2: Income of the people decide the purchasing power . The high income
Prefer to purchase product with the quality , freshness, thicknesses, etc.
So I suggest AMUL to concentrate also on low income segment to capture
Market and position themselves in the mind of the customer with required
Butter.

3: Since AMUL is having loyal customers and therefore should concentrate

More on this factor through various potential programs such as offers,
Premium pack, compaignthis help to increase the loyalty towards the
 AMUL Butter .

4:Introduction of various economic products lies may help AMUL to attract

The existing and new customers and may attract all income level groups
Hence I suggest management to introduce new products line which can
Satisfy the entire group.

Bibliography

 http://www.amul.com/
 http://www.indiadairy.com/
 http://unpan1.un.org/intradoc/groups/public/doc
uments/APCITY/UNPAN019011.pdf
 http://www.ilri.org/InfoServ/Webpub/Fulldocs/So
uth_South/theme4_2.htm

://www.amul.com/m/about-us

https://startuptalky.com/amul-case-study/
ANNEXURE

Q1.Do you prefer consuming butter ?

1 yes _
2 No_
Q2.Which brand of butter you prefer ?
1:Amul
2 Namastey India
3 Nestle
4 Mother Dairy
Q3 Which type of package do you prefer?
 1 20gm
2 50gm
3 100gm
4 500gm
4.What influence you most to buy the particular brand of butter ?
1 Taste
2 Price
3 Quality
4 Brand Goodwill
Q5.How Frequently you purchase the particular butter ?
1 Daily__
2 once a week__
3 Twice a week __
4 Monthly__
Q6 Does the price of butter affect the quantity of consumption of butter ?
1 yes__
2 No __
Q7.In which season consumption of butter is more ?
1 winter__
2 summer__
3 Monsoon __
4 Whole year __
Q8. .Are you willing to buy preferred brand at lower price with negotiable
quality ?
1 yes__
2 No__
Q9.Which type of media influence the most?
1 Transit__
2 Print__
3 Audio visual__
4 outdoor__
Q10.Does the company image play an important role in your
buying decision?
1 Yes, very much
2 No, rather not
3 No, not at all
4 Yes, somewhat