LIVE PROJECT OF MARKETTING

MANAGEMENT

Subject Code: - BBA-203

BACHELOR OF BUSINESS ADMINISTRATION
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY,
DELHI

Session: - 2021-24
Submitted To: - Submitted By: -
Ms. Karishma Name: - Vanshika goyal
ENROLLMENT NO.:- 10217001721
Course: - BBA
Semester: - 3rd
Shift: - MORNING
Division: - B
 CERTIFICATE

This is to certify that the project is titled STP AND PROMOTION

STRATEGIES OF AMUL. This project is submitted by Vanshika goyal to
Tecnia Institute Of Advanced Studies in fulfillment of the
requirements for Bachelor of Business Administration. This project
was an authentic work done by him under my supervision and
guidance. This project has not been submitted to any other institution
for the award of a diploma.

SIGNATURE
 ACKNOWLEDGEMENT

I would like to express my gratitude and appreciation to all who gave me

the possibility complete this project.

Also, I take this opportunity to express my deep sense of gratitude to my

Marketing Management teacher, Ms. Karishma under whose valuable
guidance, this project work has been carried out.

I would like to extend my special thanks to my parents & friends,

without their support and coordination we would not have been able to
complete this project.
 COMPANY PROFILE

AMUL means "priceless" in Sanskrit. The brand name "Amul," from

the Sanskrit "Amoolya," was suggested by a quality control expert in
Anand. Variants, all meaning "priceless", are found in several Indian
languages. Amul products have been in use in millions of homes since
1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,
Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (Turnover: Rs. 52.55 billion in 2007-08). Today Amul
is a symbol of many things. Of high-quality products sold at
reasonable prices. 50 years after it was first launched, Amul's sale
figures have jumped from 1000 Tonnes a year in 1966 to over 25,000
tonnes a year in 1997. No other brand comes even close to it. All
because a thumb-sized girl climbed on to the hoardings and put a
magical spell on the masse.
AMUL stands for,
A = Anand
M = Milk
U = Union
L = Limited
Amul (Anand milk union ltd.) is based on four hands, which are
coordinated with each other. The actual meaning of this symbol is co-
ordination of four hands of different people by whom this union is at the
top position in Asia.
First hand is of farmers, without whom the organization would not have
existed.
Second hand is of processors, who process the row material (milk)into
finished goods
Third hand is of marketer, without whom the product would have not
reached the customers
Fourth hand is of customers, without whom the products would have
not carried on.

Because to increased milk procurement, expansion in business sectors,

and the shipping of new commodities, the Amul Federation has
maintained a compound annual growth rate of over 17.5 percent for the
past nine years.

Type Cooperative society

Industry Food processingFMCG

Founded 1946; 76 years ago

Founder Tribhuvandas Patel

Headquarters Anand, Gujarat, India

Area served Worldwide

Key people Rupinder Singh Sodhi

Products Dairy

Revenue ₹386 billion (US$5.1 billion) (2020)

1,000 (Marketing Arm)

Number of
3.6 million (3.6 million) (Milk producing
employees
members)

amul.com
Website
amuldairy.com
AMUL (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India. It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative Milk Marketing
Federation Lt. (GCMMF), which today is jointly owned by some 2.6
million milk producers in Gujarat, India.
AMUL is based in Anand, Gujarat and has been a sterling example of a
co-operative organization's success in the long term. It is one of the best
examples of co-operative achievement in the developing world.
 CURRENT DEMAND OF COMPANY

Amul has clocked a group turnover of Rs 61,000 crore for financial year
(FY) 2021-22, further consolidating its position as the largest food and
FMCG Brand in India.
Currently ranked as the eighth largest dairy organization in the world,
the Gujarat Cooperative Milk Marketing Federation (GCMMF), which
owns and markets products under the brand name Amul, added another
Rs 8,000 crore to its group turnover in 2021-22.
According to the federation, the growth in its turnover came on the back
of rapid post-pandemic recovery in out-of-home consumption and
demand from restaurants, catering, travel and hospitality segments.
"As we move beyond the pandemic, consumers are rewarding us by
displaying higher preference for brand Amul. As out-of-home
consumption returns to normalcy, restaurants are witnessing higher
footfalls, travel and tourism has resumed and so have functions and
gatherings. The combined impact of all these factors is resulting in high
growth across most product categories," said R S Sodhi, managing
director of GCMMF.
According to Sodhi, while Amul's milk-based beverages business grew by
36 per cent in value terms, its ice-cream business also saw a sharp
revival with a more than 50 per cent value growth in 2022. This was
despite the peak summer season of 2021 being impacted by the second
wave of Covid.
"Our flagship brand Amul Butter grew by 17 per cent, while our Ghee
business grew by more than 19 per cent, both in value terms. We
achieved 17 per cent value growth in Amul long life milk, 44 per cent
value growth in Amul Cream, 24 per cent value growth in Amul Dahi, 18
per cent value growth in fresh Buttermilk and impressive 12 per cent
value growth in our largest product category, Amul fresh milk.
As part of its product innovation initiatives, Amul also launched products
like High Protein Lassi, High Protein Buttermilk, Specialty Cheeses, Amul
Peanut Spread, a wide range of fresh ethnic Indian milk-based mithai
and Amul Butter-based bread, cookies and bakery products in multiple
markets.

After the federation's 48th Annual General Body Meeting on

Tuesday, GCMMF chairman Shamalbhai Patel stated that the
cooperative achieved 18.46 per cent growth in turnover in FY'22, higher
than the 16 per cent CAGR in turnover over the last 12 years.
“Over the last 12 years, our milk procurement has increased by a
phenomenal 190 per cent. This impressive growth was a result of the
high milk procurement price – which has increased by 143 per cent
during this 12-year period – paid to our farmer-members. The highly
remunerative price helped us retain farmers’ interest in milk production;
and better returns from dairying have motivated them to enhance their
investments in this sector,” Patel added.
Rise in milk procurement has also led to Amul basing its expansion plans
on future procurement projections.
Typically, Amul incurs a capital expenditure (capex) of Rs 800-1000 crore
annually for capacity expansion. "We are also expanding in fresh
products (milk, curd and buttermilk) and a new dairy plant, with an
investment of Rs 500 crore, will come up in Rajkot. Within two years,
large dairy plants will also come up in Baghpat, near Delhi, Varanasi,
Rohtak and Kolkata," he added.
With the pandemic necessitating digitization across sectors, the dairy co-
operative is also leveraging new-age technology to scale the supply
chain across its key business verticals and replace manual interventions
with digital apps, said GCMMF vice-chairman Valamji Humbal.
“In the milk value chain, we have recently introduced several new
technologies, which are giving good results. We recently built Asia’s
biggest milk powder plant. We are also working on a technology which
can store perishable Indian milk-based sweets and desserts for up to 45
days & beyond," Humbal added.
 REASEARCH METHODOLOGY

SCOPE OF THE STUDY

 AMUL Products is the one of the important products which is used all
over the world.
 Consumer buying behavior is an important element in the marketing
activity.
 This study is used to calculated various opinions of the consumer
who is using the
 amul products.
 The company can come know about the strength and weakness of
the product.
 This will help to know the needs and wants of every individual in the
day-to-day life.

OBJECTIVE OF THE STUDY:

 To Study the consumer buying behavior towards Amul products.

 To study monthly expenditure towards Amul products.
 To study ascertain the factors influencing the purchase of Amul
products.
 To study consumers’ awareness towards expiry date, MRP,
adulteration laws related to consumer protection.

LIMITATION OF THE STUDY:

 The study is confined to Chennai district only

 The study is based upon the consumer buying behavior towards the
amul products.
 The data collected for the research is fully on primary data given by
the respondents there is chance for personal bias. So, the accuracy is
not true.
 Due to storage of time and other constraints the study has been limit
75 consumers only respondents.
SAMPLE TECHNIQUE:
A convenient sampling technique tool was adopted for data collection.

Surveys:

Survey research is defined as "the collection of information from a

sample of individuals through their responses to questions". This type of
research allows for a variety of methods to recruit participants, collect
data, and utilize various methods of instrumentation. Survey research
can use quantitative research strategies (e.g., using questionnaires with
numerically rated items), qualitative research strategies (e.g., using
open-ended questions), or both strategies (i.e., mixed methods). As it is
often used to describe and explore human behavior, surveys are
therefore frequently used in social and psychological research

Questionnaire:

A questionnaire is a research instrument that consists of a set of

questions or other types of prompts that aims to collect information
from a respondent. A research questionnaire is typically a mix of close-
ended questions and open-ended questions.

Open-ended, long-form questions offer the respondent the ability to

elaborate on their thoughts. Research questionnaires were developed in
1838 by the Statistical Society of London.

The data collected from a data collection questionnaire can be both

Qualitative as well as Quantitative in nature. A questionnaire may or
may not be delivered in the form of a survey, but a survey always
consists of a questionnaire.

SOURCES OF DATA

PRIMARY DATA:
A PRIMARY DATA it is used in a study. It is original data for the purpose
of collection of primary data, questionnaire was survey and filled by the
respondents. SO, I USED QUESTIONNAIRE METHOD. It is also known as
Primary data.
SECONDARY DATA:
These are generally published sources, which have been collected
originally for some other purpose. Source are internal company records,
government publication, reports & publication, reports & journals, trade,
professional and business associations publications & reports.

STRUCTURE OF QUESTIONNAIRE
Questionnaire was divided into two sections. First part was designed to
know the general information about customers and the second part
contained the respondent ‘s opinions about consumer buying behavior
the product.

HYPOTHESIS /ANALYTICAL TOOLS

Percentage analysis:
Research questions are always answered with a descriptive statistic:
generally, either percentage or mean. Percentage is appropriate when it
is important to know how many of the participants gave a particular
answer. Generally, percentage is reported when the responses have
discrete categories.
 STP OF AMUL
Segmentation of Amul
Segmentation is divided into four categories Geographical.
Demographic, Psycho-graphic, and Behavioral.
 Geographical Segmentation- Geographic segmentation is a type of
market segmentation that groups prospective customers based on
where they live. People living in the same environment tend to have
similar wants and needs, and geographic segmentation allows
marketers to target audiences in a country, city or region with
messaging that appeals to their specific wants and needs.

 Demographic Segmentation- Demographic segmentation is based on

age gender, family size, occupation, income, education, income,
race, and nationality. Amul segmented its products based on age and
gender. There are various products under a single roof for everyone.
For kids, various products of Amul are Amul Kool, chocolate, energy
drink. Amul milk. For youth, various products of Amul are Amul pizza,
Amul pizza cheese, Amul cheese spread. For women and older
people, there is Amul Calci+.

 Psycho-graphic Segmentation- Psycho-graphic segmentation is based

on the lifestyle, social class, personal values, and attitudes. Amul
segmented its market based on calorie-conscious and health-
conscious. For caloric conscious, the products are Amul lite butter,
sugar milk powder and skimmed milk powder. For health-conscious,
the products are nutramul, Amul shakti.

 Behavioral Segmentation- Behavioral segmentation divides

consumers according to behavior patterns as they interact with a
company. As the name suggests, this category of segmentation
studies the behavioral traits of consumers — their knowledge of,
 attitude towards, use of, likes/dislikes of, or response to a product,
service, promotion, or brand.

Targeting for Amul

Targeting is a strategy adopted by the organization where they break the
large market into various smaller segments to focus or target a band of
customers within the market. To concentrate on product-specific
audience organizations, use target marketing. Target market comprises a
set of buyers who share similar needs or qualities that an organization
chooses to serve.

Market targeting are of four main types: -

Undifferentiated marketing
Differentiated marketing
Concentrated marketing (niche marketing)
Individual marketing
 Person
 One to one

Amul is currently following a differentiated marketing strategy as Amul

uses its brand name to attract the target market. With time and again
Amul introduces specific offers as well as the quality of its product
attracts the customers over its competing brands.
Talking about the income-based targeting Amul targets regular middle-
class people. It is so because the higher-end customers have various
other high-end products as an alternative in ice cream and similar other
products, however, for various other products like butter and cheese
which has no close substitutes or alternatives, Amul targets both high-
and low-end customers.
Amul's target audience in terms of the age category includes both
children as well as adults. Amul caters to the needs of all the age groups.
For example, its product ranges from roti softener to pouch buttermilk
to Amul chocolates and ice-cream.
Amul does not indulge in premium offerings of products as Amul does
not believes in offering two or more complementary products together
at a lower price for the promotion of the products. It is a mass-market
player as it covers the major section of the country providing a variety of
products thereby satisfying the daily needs of customers.
Its unique selling point is its quality along with the affordability as the
prices of its product suits all the major three income levels namely
upper, middle, and lower. Since a majority of the consumers base
comprises middle- and lower-income groups, so the organization
adopted the low-cost pricing strategy to make sure that it can be
affordable and thus ensuring a larger portion of market share.

Positioning of Amul
Amul has top of the mind positioning because it is the first brand that
comes in mind of customers while talking of ice-cream, milk, cheese,
butter or any other milk-based products. It positioned itself as a brand
for butter that everyone's used in their daily meals. From a category
point of view, it serves the purpose of bread spread like all other brand's
butter. Butit has little more salt in it which makes it that delicious flavour
and the competitiveadvantage over other brands.
Amul butter also used by people of all classes, i.c. whether they belong
to the upper class, middle class or lower class.
Amul has carefully cultivated its family-based image and run various
campaigns like "Taste of India" it helps in maintaining the emotional
touch for their brand.
It is also the best quality butter at a reasonable price, the brands also
created a huge supply chain and distribution network across India and
has a strong link back to the sourcing farmers.
Amul essentially uses indirect action advertising to create a long-term
relationship with the consumer and never focused on aggressive
selling tactics.
The various media platform is used by AMUL to increase awareness in
the market: -
 Broadcast Media (Television Shows) No- broadcast Media (Cinemas)
 Print Media (Newspapers, Magazines)
 Internet & Social Media Outdoor Media (Billboards, Hoardings)

Amul is inheritable associated with the image of its logo, the Amul butter
girl, serving as a functional as well as image brand over the past years it
has cultivated into a brand of its own, is a very strong asset for the firm.
This is the brand concept map of the Amul butter girl moppet.
 COMPETITORS IN MARKET

Top 12 Competitors of Amul:

1. Mother’s Dairy
Mother Dairy Fruit & Vegetable Pvt Ltd is an Indian food processing
company that manufactures, markets, and sells milk, milk products, and
other edible products. Its milk products include cultured products, ice
cream, paneer, and ghee under the Mother Dairy brand.
The company also sells edible oils, fresh fruits and vegetables, frozen
vegetables, and processed food like fruit juices, jams, pickles, etc.
Mother Dairy was founded in 1974 as a wholly-owned subsidiary of the
National Dairy Development Board (NDDB).
2. Kwality Wall’s
Kwality Ltd. is a processor and handler of dairy products in India listed
on the Bombay Stock exchange as a Public Limited Company. The
company produces various dairy products, including milk, ghee, butter,
milk powder, curd, yogurt, cheese, etc. The company has established a
procurement network that comprises 350,000 farmer families across
4,700 villages in North India. Kwality Ltd. has six plants in Haryana, Uttar
Pradesh, and Rajasthan with a processing capacity of 3.4 million liters
(750,000 imp gal; 900,000 U.S. gal) milk per day.
3. Mars
Mars, Incorporated is an American multinational manufacturer of
confectionery, pet food, and other food products and a provider of
animal care services, with US$33 billion in annual sales in 2015. It was
ranked as the 6th largest privately held company in the United States by
Forbes. Headquartered in McLean, Virginia, United States, the company
is entirely owned by the Mars family.
4. Hershey
The Hershey Company, commonly known as Hershey’s, is an American
multinational company and one of the largest chocolate manufacturers
in the world. It also manufactures baked products, such as cookies and
cakes, and sells beverages like milkshakes and many more produced
globally. Its headquarters are in Hershey, Pennsylvania, home to
Hersheypark and Hershey’s Chocolate World. Milton S. Hershey founded
it in 1894 as the Hershey Chocolate Company, a subsidiary of his
Lancaster Caramel Company. The Hershey Trust Company owns a
minority stake but retains a majority of the voting power within the
company.
Hershey’s chocolate is available across the United States and in over 60
countries worldwide. They have three large distribution centers with
modern technology and labor management systems. In addition,
Hershey is a member of the World Cocoa Foundation. It is also
associated with the Hersheypark Stadium and the Giant Center.
5. Britannia Industries
Britannia Industries Limited is an Indian multinational food and
beverage company Founded in 1892 and headquartered in Kolkata,
India. It is one of India’s oldest existing companies. It is now part of the
Wadia Group headed by Nusli Wadia. It is best known for its biscuit
products. The company sells its Britannia and Tiger brands of biscuits,
bread, and dairy products throughout India and in more than 60
countries worldwide. Beginning with the circumstances of its takeover
by the Wadia group in the early 1990s, the company has been mired in
several controversies connected to its management. However, it does
enjoy a large market share and is exceedingly profitable.
6. Heritage Foods
Heritage Foods Limited (commonly known as Heritage Foods) is one of
the largest private-sector dairy enterprises in Southern India.
Heritage’s milk products have a market presence in Telangana, Andhra
Pradesh, Karnataka, Kerala, Tamil Nadu, Maharashtra, Delhi, Rajasthan,
and Punjab. It has retail stores across Bangalore, Chennai, Hyderabad,
and Visakhapatnam. Integrated Agri operations are in Chittoor and
Medak Districts, and these are the backbone of retail operations.
7. Dodla Diary
Dodla Dairy Limited is a public limited company having its registered and
corporate office at the Hyderabad City of Telangana State in India. The
company was incorporated in the year 1995, and production
commenced in 1997. Currently, our procurement is centered in 5 states,
and our products are available for purchase in 11 states. We have 94
milk chilling centers. Some of our plants are ISO 22000:2005 Certified,
while two are ISO 50001:2011 (EnMS) Certified.
Distribution and marketing operations consist of distributing their
products through 40 sales offices, 3,285 distribution agents, 861 milk
distributors, and 544 milk product distributors across 11 states in India.
Additionally, as of March 31st, 2021, our milk and dairy-based VAPs are
also available through 393 “Dodla Retail Parlours,” which commenced
operations in 2016 and are spread across the states of Andhra Pradesh,
Telangana, Tamil Nadu, and Karnataka. their product portfolio consists
of Milk, Butter Milk, Ghee, Curd, Paneer, Flavoured Milk, Doodh Peda,
Ice Cream, and Milk Based Sweets. These products are conveniently
packed to suit the various needs of its consumers.
 DATA ANALYSIS
A simple example of data analysis is whenever we take any decision in
our day-to-day life is by thinking about what happened last time or what
will happen by choosing that particular decision. This is nothing but
analyzing our past or future and making decisions based on it. Table no:

Age wise classification of respondents

Options Respondents Respondents Percentage
20 below 9 12%
21-40 65 86.7%
41-60 1 1.3%
61-80 0 0
81 above 0 0
TOTAL 75 100%

Interpretation:
From the above data are interpretative in 20 age below respondents are
12% , 21-40 age of the respondents are 86.7%, 41-60 age of the
respondents are 1.3% it’s a lowest majority in the survey data.
 Gender wise classification of respondents

Options Respondents Percentage

Respondents
Male 57 76%
FEMALE 18 24%
TOTAL 79 100%

Interpretation:
From the above data are interpretative in gender are
respondents are female respondents in
24% and 76% of the male respondents in the highest
majority
 Question wise classification of respondents

Interpretations:
From the above table and charts are interpreted 96 % the
people aware to know the Amul product then 4% percentage of
the people not aware the Amul product.
 Question wise classification of respondents

Interpretation:
From the above table and charts are interpreted given the
respondents are 58.7% of the respondents are buying the amul
brand milk and 41.3% of the respondents are not
consume the amul brand milk.
 Question wise classification of respondents

Interpretation:
From the above table are interpreted the highest majority of
respondents are consume amul ice cream 48% then flavore
milk ,butter and also paneer are the respondents are 16% and
the lowest percentage are milk cake 3% and others 1%.
 Question wise classification of respondents

Interpretation:
From the above table are interpreted 29.3% of the respondents
are buying amul products in super market and 28% of the
respondents are near by shop choose and also departmental
store ,retails shop will choose 18.7% &22.7% respectively. The
lowest percentage are petty shop.
 Question wise classification of respondents

Interpretation:
From the above table and charts are interpreted 43.8% of the
respondents are taste will be chosen and 24.7% are the
respondents is quality will choose, 16.4% of the respondents
are freshens will chosen and the lowest percentage are 11%
and 4.1% are the respondents
choose price and offers respectively.
 Question wise classification of respondents

Interpretation:
From the above table are interpretative in the highest
percentage are 44.6% of the respondents buy the amul product
in once in a week and 40.5% of the respondents are on special
occasion only buying the product and the lowest percentage
are 14.9% in the respondents are others day only buying the
amul product.
 Question wise classification of respondents

Interpretation:
From the above data are interpreted in the majority 43.1% of
the respondents are cheese slices only prefer then 31.9% of the
respondents are cheese cubes will be prefer and 11.1% of the
respondents are will be chosen cream cheese and also the
lowest majority of the respondents are Gouda cheese will be
chosen in 4.2%.
 Question wise classification of respondents

Interpretation:
From the above table and charts are interpretative in the
highest majority of the respondents are 62.7% less then 500
rupees spend in a month and 26.7% of the respondents are
501- 1000 rupees spend, 6% of the respondents are spend the
money in amul product in a month 2000 rupees and also the
lowest percentage 2.7%&1.3% 1001-1500 and 1501-2000
Respectively.
 Question wise classification of respondents

Interpretation:
From the above table and chart are interpreted in 78.7% of the
respondents quality factors will chosen in the highest majority.
34.7% of the respondents are easy available option will choose,
28% of the respondents are price factors will chosen, then the
lowest majority 8% are dealer relationship will chosen the
respondents.
 Question wise classification of respondents

Interpretation:
From the above table and charts are interpreted in 98.7% of the
respondents are like the amul product and the lowest majority of
the respondents not like the amul product in 1.3%.
 CONCLUSION

Amul dominate presence in the dairy foods market has led to Amul
becoming a household name.AMUL is one of the most successful
business houses and other companies should learn from amul how to do
its business in a socially responsible manner .In fact amul uses only 1
percent of its turnover for promotions .This shows that it is not always
necessary to spend millions on promotion when you have creatively.
As we know that Amul (G.C.M.M.F.) 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 milk industry is a profitable industry we can’t
ignore it. With the help of research, company can find out its week
points in milk segment and can increase its market share through rectify
mistakes. People have believed in Amul’s product and they will accept its
fresh milk also if effective actions were taken.
The survey resulted into following conclusions :
 Amul must come up with new promotional activities such that
people become more aware about Amul milk .
 In comparison to Amul milk, the other players provide a better
availability and give competition to the hilt due to local brand .
 People are mostly satisfied with the overall quality of Amul milk, but
for the existence in the local market Amul must use aggressive
selling Techniques.
 BIBLOGRAPHY
 www.amul.com

 www.amuldairy.com

 Research Methodology. ( Harper W.Boyd, C. R. Kothari )

 Dr. Savitha sp. A study on consumer preference towards ‘amul

product’ in
 madurai city, international journal of current research and modern
education.
 2017; 2(1):41-46.

 Research scholar, dept. Of management, sri satya sai university of

technology &
 medical sciences, sehore, bhopal indore road, madhya pradesh, india

 The customer satisfaction toward amul product in madurai

 Annexure63-66