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A
PROJECT REPORT
ON
FINANCIAL ANALYSIS
ON TOPIC
SUBMITTED BY –
ACKNOWLEDGEMENT
great pleasure
and
to
express
gratitude
to
PREFACE
The conceptual knowledge acquired by management student is best manifested in the
project and training they undergo. I have got a change to undergo practical training in
Amul. The present project gives a perfect event to understanding of the financial
management specially the most modern concept of “economic value added” and
organization behavior.
The project report entitled “MARKET STRATEGY ON AMUL PRODUCTS” is based on the
theme of Amul. performance based on economic value addition made by the AMUL
The report will provide all the information regarding the MARKET STRATEGY ON AMUL,
CERTIFICATE
This is certified that the contents of the projects entitled Industrial Analysis Report on
partly fulfillment requirement of the syllabus and to teach many aspects of the business
under the supervision of the professional manager. The original work was carried out by
him under my supervision in the academic year 2022 - 23. Based on the declaration made
EXECUTIVE SUMMARY
The project report is titled “Acceptance of Amul products at the retail level”.
This project report draws significant information about the Amul Retail Stores. The
customer‟'s perception of Amul products & and the problem faced by the Retailers. It gives
information on where Amul needs to improve the level of customer satisfaction and the role
I have done my project under the guidance and supervision of Mr. Sahil Arora.
The analysis and conclusion were carried out from the data collected through various
primary and secondary resources (Market survey, Company Website namely
CONTENTS
S.No.
Particulars
Page No.
1.
INTRODUCTION
2.
COMPANY PROFILE
11
3.
REVIEW OF LITERATURE
26
,4.
32
5.
6.
RESEARCH METHODOLOGY
34
7.
44
SWOT ANALYSIS
54
8.
55
9.
SUGGESTION
56
10.
CONCLUSION
57
58
Introduction:
Project title: “Acceptance of Amul products at retail level”
Description: This project briefly covers market research on various Amul-preferred outlets
Amul has justified its undisputed leadership in the food business by creating 6000 Amul
Preferred outlets in a record time which exclusively sell a wide range of Amul products.
This has been possible due to strong brand equity and immense Consumer support. Amul
Parlor is successfully operating in more than 1400 towns on high streets, residential areas,
Railway Stations, Bus Stations, Educational Institutions, and a whole lot of centers of
Excellence. “Amul Preferred Outlets are an excellent business opportunity for Budding
Entrepreneurs.
Gujarat Co-operative Milk Marketing Federation (GCMMF), custodian of the Amul brand is
largest food products marketing organization. 4 With its wide product Portfolio
GCMMF today has a turnover over Rs. 9774 Cr. With a singular focus on marketing and
distribution, GCMMF today reaches consumers in all parts of the country. A state-level
remunerative returns to the farmers and also serve the interest of consumers by providing
quality products that are good value for money. Today ice creams are equally popular
Amul is committed to producing wholesome and safe foods of excellent quality to remain
the market leader through the deployment of quality management systems, state-of-the-art
customers and betterment of milk producers. The dairy industry companies run mainly on
because purchasing power depends upon availability of that product, in case distributors'
and retailers' service matter a lot. A retailer or retail store is any business enterprise whose
The project gives the current position of the Amul Retail Shops in the Pune division. The
report tells:
All this information can be useful for the company in making decisions for Retailers which
will help to eliminate the problems and generate more sales & and increase the profit.
3 Company Profile:
INDUSTRY PROFILE:
Dairy is a place where handling of milk and milk products is done and technology refers to
the application of scientific knowledge for practical purposes. Dairy Technology has been
defined as that branch of dairy science, which deals with the processing of milk and the
manufacture of milk products on an industrial scale. The dairy sector in India has shown
remarkable development in the past decade and India has now become one of the largest
The dairy sector has developed through co-operatives in many parts of the State.
During 1997-98, the State had 60 milk processing plants with an aggregate processing
capacity of 5.8 million liters per day. In addition to these processing plants, 123
Also India today is the lowest cost producer per litre of milk in the world, at 27 cents,
compared with the U.S.' 63 cents, and Japan‟s 2.8 dollars. Also to take advantage of
this lowest cost of milk production and increasing production in the country multinational
companies are planning to expand their activities here. 3 Some of these milk producers
authorities. This will help them in marketing their products in foreign countries in processed
form.
Research and development are needed for the dairy industry to develop and survives for
long time with better status. The various institute and milk dairy companies R&D results
provide base for today‟s industry growth and development. The research and development
of products of dairy, like yogurt and cheese market research and company reports provides
insights into product and market trends, analysis opportunities, sales and marketing
strategies will help local milk unions to develop and spread worldwide through obtaining this
knowledge. Specific on market share, segmentation, size and growth in the US and global
markets are also helps industry to expand its market worldwide even small union also.
The food processing industry sector in India is one of the largest in terms of production,
and value addition to agriculture produce, for minimizing harvest wastage, generating
The development food products by using milk can give good market opportunities to
produces milk.
There are different sectors within the dairy industry that promise great business investment
opportunities:
Biotechnology:
The Indian cattle yield less milk as compared to their foreign counterparts. 3 The Indian
cattle breeders are on the lookout for ways to improve their milk yield through cross-
breeding. Thus, there is a huge potential available for foreign investors to invest in dairy
There is also great scope for investment in different dairy cultures, including dairy
biologics, enzymes, probiotics, and other coloring materials for food processing.
acidophilic, Bulgarian, and Nissan contained in dairy powder, also promises great
investment opportunity.
Great potential lies for foreign investment for manufacturing and marketing of cost-
both machinery and packaging materials that aid the development of brand loyalty and
Retailing of dairy products also promises great investment opportunities for standardization
Manufacture of ingredients:
Several intredients are involved in the making of different dairy products like ghee,
condensed milk, and cheese, Manufacturing of ingredients for these products offers a great
Finished Products:
There is a great scope for investment in the manufacturing of finished dairy products such
2.2 PROBLEMS:
India and China are two emerging economy in Asia. The Dairy and Food Processing
industry in India still have underdeveloped market and fragmented supply base. On the
other hand, the size of both, Markets and the suppliers are large. Also, the purchasing
power of the consumer and demand for health-based quality products is increasing at a
HISTORY
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by
some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and
has been a sterling example of a cooperative organization's success in the long term.
The Amul Pattern has established itself as a uniquely appropriate model for rural
development. Amul has spurred the White Revolution of India, which has made India the
largest producer of milk and milk products in the world. It is also the world's biggest
GCMMF
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
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. Amul's product
range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream,
cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In
January 2006,
Amul plans to launch India's first sports drink Stamina, which will be competing with Coca
Achievement:
Amul: Asia s largest dairy co-operative was created way back in1946 to make the milk
producer self-reliant and conduct milk- business with pride. Amul has always been the
trend setter in bringing and adapting the most modern technology to door steps to rural
farmers.
A) First self motivated and autonomous farmers‟ organization comprising of more than
Created Dairy co-operatives at village level functioning with milk collection centers
owned by them.
Computerized milk collection system with electronic scale and computerized accounting
system.
The first and only organization in world to get ISO 9000 standard for its farmer‟s co-
operatives.
provide means for the socio-economic development of the under privileged marginal
farmers.
Amul in abroad:
Amul is going places. Literally. After having established its presence in China, Mauritius
and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India s largest
milk cooperative, is waiting to flood the Japanese market. Then, GCMMF is also looking
at Sri Lanka as one of its next export destinations. Amul products are already available on
shelves across several countries, including the US, China, Australia, West Asian countries
and Africa
Amul (GCMMF, Gujarat) is the largest brand in the industry. Other regional brands
(dairy
Vijaya (Andhra Pradesh), Avian (Tamil Nadu), Nandini (Karnataka), Mother Dairy (New
Delhi).
Mother Dairy (Delhi) and Bangalore Dairy (Nandini brand) have tie ups with GCMMF,
Anand.
Private sector dairies: JK Dairy, Heritage Foods, Indiana Dairy and Dairy Specialties.
Global Players: HLL, Britannia, Heinz, Kraft Foods, SmithKline Beecham, Nestle etc
AMUL TODAY
The Gujarat Cooperative Milk Marketing Federation (GCMMF) which markets the popular
Amul brand of milk and dairy products crosses the 2 billion dollar sales turnover mark.
During the financial year 2010-11, GCMMF registered a top line growth of 22.1%,
The results of the apex body of the dairy cooperatives in Gujarat were declared on 21st
GCMMF: An Overview
Sales Turnover
Rs (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
2004-05
29225
672
2005-06
37736
850
2006-07
42778
1050
2007-08
52554
1325
2008-09
67113
1504
2009-10
80053
1700
2010-11
2011-12
97642
116680
2172
2500
HEAD OFFICE:
Gujarat, India.
VISION:
- Liberate our farmers from economic oppression and lead them to prosperity
MISSION 2020:
- Dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020.
- To satisfy the taste and nutritional requirements of the consumers and increasing
numbers of these consumers today are to be found only at the large format stores. Hence,
in order to reach these consumers, we need to form equitable alliances with organized
Is to ensure that the maximum share of the consumer‟s rupee goes back to the milk
producers.
Future Plan:
innovation, we will leverage effectively on rising income levels and growing affluence
◗ Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual
growth rate of 4%
◗ Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our village
cooperative societies.
◗ 8 Collect as much as 195 lakh kg per day (19.5 million kg per day) of milk in the peak
flush season.
◗ Satellite dairies with combined processing and liquid milk packaging capacity of 50 LKPD
◗ We plan to double to processing capacity of our dairy plants to 20.7 million kg per day, by
2020
◗ Milk drying capacity will also be enhanced by 200 MT‟s per day
◗ Plan to expand our cattle feed manufacturing capacity, more than four times to 12,000
◗ Total investments envisaged for creating all the required infrastructure would be Rs.
2,600 crores (Rs. 26 billion) till the year 2020
Breadspreads
Cheese Range
Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul
Pizza (Mozarella) Cheese,Amul Emmental Cheese, Amul Gouda Cheese, Amul Malai
Fresh Milk
Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat, Amul Taaza
Toned Milk 3% fat, Amul Slim & Trim, Amul Cow Milk
Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk, Amul Lite
Milk Powders
Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder,
Amul Kool Flavored Milk, Amul Kool Café, Amul Kool Koko,Amul Kool Milk Shaake, Amul
Health Drink
Brown Beverage
Curd Products
Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee, Amul Flaavyo
Yoghurt
Pure Ghee
Amul Mithaimate
Ice-cream
Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, Amul Bindass, Amul
Fundoo
Butter
Margarine
Amul lite
Cheese
Cheese Spread
Paneer
Pizza Cheese
Pizza
Tetra milk
Pouch milk
Chocolates
Milk shake
Flavored Milk
Buttermilk
Lassi
Amulya
Amul spray
SMP
Nutramul
Ghee
Mithai Mate
Basundi
Gulabjamun
Fresh cream
Ice cream
Shrikhand
Dahi
Yogurt
COMPETITION:
PRODUCTS
MAJOR COMPETITORS
Cheese range
Haldirams
Milk Range
Amul Ice-creams
GCMMF is sole marketer of all products under brand AMUL and SAGAAR.
7 It is also the sole selling agent for the National Dairy Development Board‟s (NDDB)
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading
House" status. GCMMF has received the APEDA Award from Government of India for
CLIENTS:
Major clients are the five stars hotels (TAJ, Oberoi etc.) and big restaurants throughout the
country.
Many of Amul‟s products are now available in the USA, Gulf Countries and Singapore.
Review of Literature:
Amul Preferred Outlets:-
Amul has justified its undisputed leadership in foods business by creating 6000 Amul
preferred outlets in a record time which exclusively sell wide range of Amul products.
This has been possible due to strong brand equity and immense consumer support. Amul
are now having ambitious plans of creating 10,000 Amul parlours by 2012.
Amul Parlours are successfully operating in more than 1400 towns at high streets,
residential areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot
of Centers of Excellence.
Here is a list of the few of the Amul parlours operating across the various parts of the
country
5. Wipro, Bangalore
7. Ahmedabad Airport
entrepreneurs.
2. Renovation Work of the Shop to give it a standard look - would be done to meet the
design and specifications at your cost. The cost of renovation of a typical shop would
3. Branding- The cost of the signage‟s fabrication and installation would be borne by
GCMMF Ltd.
a. 1or 2 deep freezers (Can be purchased through Hamara Apna Deep Freezer Scheme )
c. 1 pizza oven
5. Security Deposit- You would be required to furnish an interest free refundable security
deposit of Rs. 25,000 to us locked for one year. The entire amount would be forfeited in
case the parlour closes down within the first year of operation.
6. Supplies- The delivery of products would be done through our wholesale dealers.
Today ice creams are equally popular among children and grown-ups. Eating ice creams
have become an occasion for celebration. In India alone, the organized ice cream industry
Rs. 1000 Cr. and the market is witnessing a booming growth rate of 12-15% annually.
Per capita consumption of ice creams in India is around 250 ml compared to 23 litres in the
US, 18 litres in Australia, 14 litres in Sweden and 800 ml even in neighbouring Pakistan.
This presents a huge opportunity for organized players in the ice cream industry.
Kwality Walls, Mother Dairy and other brands. The customers have shown huge faith in the
quality of Amul Ice Creams and today it‟s the No. 1 ice cream brand of the country.
Nearly 4 times as large as its nearest competitor, it is now the only national brand. Amul
has been able to write such a success story because of the quality of its products,
Amul offers a selection of almost 220 products with flavours ranging from exotic Honey
the delicious individual novelties Amul also have ice creams for the health conscious. In
January 2007, Amul introduced Sugar Free & ProLife Probiotic Wellness Ice Cream which
Seize the opportunity to partner with India’s leading Ice Cream Brand
Today people like to spend quality time with their family outside
the home. With increasing income they love to spoil themselves with a variety of choices.
Keeping up with the latest trend Amul has started Ice Cream Scooping Parlours across the
country. One can enjoy world class ice creams, Sundaes, shakes and other ice cream
concoctions in a cozy and nice ambience at these parlors. It‟s fun time for the entire family.
Currently Amul has Scooping Parlours across the country including Mumbai, Chennai,
Delhi, Bangaluru, Thane, Pune, Kolkata, Nagpur, Ahmedabad and Coimbatore. Apart from
these, there are more Amul Scooping Parlours coming up in different parts of the country.
These Parlours have been well received by customers and are doing upbeat business.
◻ Thick Shakes
The recipes on offer at these Scooping Parlours are designed by Amul. The maximum
retail price of the products is pre-determined by Amul. The disposables and consumables
Primary Objectives:-
3. To understand the problem faced by Retailer holder pertaining to selling & storage of
Amul products.
Secondary Objectives:-
The study not only gives idea about what problems are faced by distributors in
distributing Amul products but will also help in identifying solution for problems faced by
distributors.
6. The study will help in restructuring margin policy for retail distributors.
7. The study will help in supplying required products & services to retail distributors in
timely manner.
8. This study also will also help in improving the market share of Amul in Dairy market.
Research Methodology:
“Market research is the systematic design, collection, analysis and reporting of data and
opportunities and problems; generate, define and evaluate marketing actions; monitor
Marketing Research specifies the information requires addressing these issues, designing
the method for collecting information, managing and implementing the data collecting
process, analyzing the result and communicating the findings and their implementations.
In other words Marketing Research is any organized efforts to gather information about
Marketing Research is for discovering what people want, need, or believe. It can also
involve discovering how they act. Once that research is completed, it can be used to
Questionnaires and focus group discussion surveys are some of the instruments for market
research.
Qualitative Marketing Research- generally used for exploratory purposes- small number of
confidence not calculated – examples including focus groups, in-depth interviews, and
projective techniques.
(observations made at one time) or longitudinally (observations occur over several time-
PROMOTION:
Promotion is one of the four elements of marketing mix (product, price, promotion, and
place). It is the communication link between sellers and buyers for the purpose of
elements are personal selling, advertising, sales promotion, direct marketing and publicity.
A promotional mix specifies how much attention to pay to each of the five sub-categories
and how much money to budget for each. A promotional plan can have a wide range of
objectives, including: sales increase, new product acceptance, creation of brand equity,
◻ To increase demand.
◻ To differentiate product.
A. Secondary data:
◻ Magazines
from which secondary data has been gathered. Most of the information presented in this
B. Primary data:
Collection of primary data was conducted by visiting the people personally for the
i) Research approach:
It means the way by which the information was collected. Visiting the various places of
Beside this, frequent visit to the retailers was of great help to conduct the analysis and
research work.
Contact methods:
Instrument or Data collected Forms: It is the method by which data is gathered. It could be
The primary information was collected by face-to-face and direct interviews with the
retailers and the customers. They provide the relevant information regarding the profile of
The secondary sources of information were various web sites of the companies,
The data collected was carefully analyzed. The research and analysis of the information
has been done on the basis of various sales and marketing strategies adopted by the
This is the most vital part of the work undertaken. After collection and analysis of data, it
was recorded in the form as prescribed. The major part of the report is the findings.
Research Method – Exploratory & Conclusive Research
Conclusive research draws conclusions: the results of the study can be generalized to the
whole population.
Exploratory research information is conducted to explore a problem to get some basic idea
about the solution at the preliminary stages of research. It may serve as the input to
conclusive research.
or books, discussing with experts, etc. This is unstructured and qualitative in nature. If a
secondary source of data is unable to serve the purpose, a convenience sample of small
essentially, structured and quantitative research, and the output of this research is the
descriptive research, if the findings are very hard to interpret for the marketing managers.
Sampling:
Sampling is the process of selecting units (e.g., people, organizations) from a population of
interest so that by studying the sample we may fairly generalize our results back to the
Researchers rarely survey the entire population because the cost of a census is too high.
The three main advantages of sampling are that the cost is lower, data collection is faster,
and since the data set is smaller it is possible to ensure homogeneity and to improve the
The methodology used to sample from a larger population will depend on the type of
analysis being performed, but will include simple random sampling, systematic sampling
Random Sampling:
A random sample is a subset of individuals that are randomly selected from a population.
Because researchers usually cannot obtain data from every single person in a group, a
smaller portion is randomly selected to represent the entire group as a whole. The goal is
what type of dish soap people use. Instead of polling every single person, they will select a
random sample of individuals and question them about the type of soap they use. By using
a randomized sample, they get a clearer idea of what likely exists in the population at
large.
Simple random sample is selected so that all samples of the same size have an equal
sample, is one in which every individual, or object, in the population of interest has an
equal opportunity of being selected for the sample. Simple random samples are self-
weighting.
subpopulations, group or strata within the population. Great gains in efficiency are
telephone calls may be collected at by first taking a collection of telephone lines and
collecting all the calls on the sampled lines. The analysis of cluster samples must take into
account the intra-cluster correlation which reflects the fact that units in the same cluster are
CASE STUDY
CASE -1- Amul Dairy secures major win in a trademark infringement case in Federal
Court of Canada
Federal Court of Ontario (Canada): In an Intellectual Property battle the Bench of Alan S.
Diner, J., had granted major win to India’s giant dairy producer, Kaira District Co-operative
Milk Producers’ Union Ltd. (Kaira), i.e. AMUL Dairy and Gujarat Cooperative Milk
“The Defendants’ conduct had exceeded the usual case of confusion caused
any colour of right, an exact duplicate of the Plaintiffs’ mark, and an exact copy of their
copyrighted material.”
Plaintiff alleged that Defendant-AMUL Canada had been advertising, marketing, offering
for sale,
selling, and providing goods identical to the Plaintiffs’ goods in Canada with the trademarks
and
trade names AMUL and Amul Canada Ltd. through LinkedIn. Further, it was alleged that
the
Defendants, namely AMUL Canada, Mr. Mohit Rana, Mr. Akash Ghosh, Mr. Chandu Das,
and Mr Patel were not only using the exact marks and designs belonging to the Plaintiffs,
to be the Plaintiffs, through copying the information available on the AMUL websites
regarding the Plaintiffs’ background and activities. Defendant also purported to have
employees in Canada even though the Plaintiffs had never licensed nor provided consent
four individual Defendants to use the Plaintiffs’ trademarks and copyrights in any manner
. The Kaira was established in India in 1946, in the business of the manufacture and
marketing of milk products. Its trademark AMUL is India’s largest food brand and a “well-
The Plaintiffs deposed that Gujarat and Kaira had offered for sale, advertised, sold, and
distributed certain AMUL trademarked goods in Canada since 2010. Specifically, Kaira was
of the Canadian Trademark “AMUL” since 2014, which had been used in Canada since
30-06-2020. Plaintiff also owned the Canadian trademark design having the expression
“Amul the Taste of India”, which had been used in Canada, in association with the goods
“coffee, tea, cocoa, coffee substitutes, sugar, milk etc. Similarly, Kaira also owned the mark
Pasturized Butter utterly butterly delicious”, used in association with the dairy products,
edible oils
and fats. Finally, the Plaintiffs owned copyright in the designs associated with these
trademarks
Noticing the evasive conduct of the Defendants and that the Plaintiffs
had exhausted all reasonable attempts to had the Defendants cease and desist their
conduct both
prior to and through the commencement of these proceedings, the Bench held that the
Plaintiffs had every right to bring the Motion for Default Judgment in ex parte manner to
codified in
section 7(b) of the Trademarks Act, RSC 1985, c T-13 [Trademarks Act]. The elements for
establishing passing off are: the existence of goodwill; the deception of the public due to
Can SC 85] Holding that the Defendants had engaged in deliberate deceitful conduct and
had
directed public attention to its business in such a way as to cause confusion in Canada
between the goods and business of the Defendants, and those of the Plaintiffs, the Bench
clearly potential damages that could have related, whether through sales, marketing,
distribution, and/or recruiting employees, through the unauthorized guise of Amul Canada.
each of the three elements was met in the instant case, the Bench stated, “Not only has
the Amul
brand existed for well over 50 years and is advertised globally through online and other
channels –
and thus acquired distinctiveness over time – and the volumes of milk and cheese
distribution
illustrate that Amul products have a reputation within at least a certain segment of
” Trademark Infringements The act of falsely advertising their desire to increase butter
sales in Canada, so that the Defendants may attract further interest in the company,
through social media pages was held by the Court to be unauthorized use of the Amul
mark sufficient to infringe right to exclusivity contrary to Sections 19 and 20(1)(a) of the
Trademarks Act.
Similarly, the Defendants had directed public attention to their business in such a way as to
cause or be likely to cause confusion in Canada, at the time they commenced so to direct
public attention to them, between their business and the goods and business of the
information, the Defendants had copied not only the mark, but also the Plaintiffs’ literature
image and wording used was not simply strikingly similar, as had been found to establish
copyright infringement in many other cases. Here, the image and wording used was an
exact copy of that owned by the Plaintiffs. Hence, it was held that the Defendants had
reproduced the Plaintiffs’ copyrighted material without their consent and infringed the
Plaintiffs’ rights to exclusive use of its copyright contrary to Section 27 of the Copyright Act
.Verdict In the backdrop of the above, the Bench reached the following conclusions:
To permanently enjoin from infringing the trademark and copyright of the Plaintiffs, and
directing public attention to the Defendants’ goods, or business in such a way as to cause
or be likely to cause confusion in Canada. To transfer to the Plaintiffs within thirty (30)
days, ownership and all rights access, administration, and control for and over the LinkedIn
pages/accounts used by them, together with any other LinkedIn pages/accounts, domain
names and social media pages registered to or controlled by the Defendants displaying the
Plaintiffs’ trademark or copyright. To provide a listing and contact information for all entities
that contacted the Defendants about the Defendants’ business through the LinkedIn pages.
The Plaintiffs were awarded damages in the amount of $10,000 for actions contrary to the
Trademarks Act, $5,000 for actions contrary to the Copyright Act and the costs in lump
sum of $17,733. [Kaira District Co-
1 Research Design:
This research design is exploratory as researcher need to find out the scope of Amul
Products from retailers in Pune. The method of data collection is qualitative and descriptive
in nature i.e. survey and observation based research. The study is done in steps stated
below.
3. Collection of data:
Primary Data - Through questionnaire from various Parlours, Restaurant, Retailers in Pune
region.
The sample was drawn by using Random Sampling Techniques, as researcher needs to fill
Apart from that, Random Sampling Techniques are more economical than any other
sampling technique.
Sample Size:
A sample size of 100 was taken out of 180 because they are Amul product buyers. The
samples were randomly selected from the population for the research work.
◻ Some outlets did not co-operate with us as they though; it is just wastage of time
◻ Since all the products are not widely used by all the customers it is difficult to draw
realistic conclusions based on the survey
◻ There was no way to assess the reliability of the outlets and parlours. Whatever they
7.1 Analysis of the data (from the questionnaire) obtained from the Amul Retail Shops.
Stockiest
No. of respondents
Yes
90
No
10
100
Interpretation of Graph 1:
As per the graph we can interpret that only 10% retailers are not maintaining the stock of
“Amul” milk, so majority market segment has been covered by this company and for the
remaining market share we can interpret that it has been covered by “Mauli” & “Katraj” Milk
products.
If no, why?
Table 2:
Reason
No. of retailers
15
Low margin
50
30
Low distribution
100
Interpretation:
From the above mentioned graph we can conclude that the remaining 10% retailers are not
keeping the “Amul” milk products because their major competitors in this Pune region
i.e.”Mauli” & “Katraj” is giving more margin to their retailers. And another reason for not
which is the most preferable brand of packaged dairy products that you stock?
Product Brand
Retailers Stock
Amul
45
Katraj
30
Nestle
15
Gokul
10
100
Interpretation:
From the above mentioned graph we can interpreted that major sample customers are
Preferring the “Amul” milk products due to the best packaged in comparison to their
Amul Products
Retailers Preferred
Amul Butter
70
Panner
40
Butter Milk
25
Dahi
30
Flavored Milk
30
Cheese
40
Amul pro
Other
10
100
Interpretation:
From the above mentioned graph we can interpret that customers mainly preferred the
“Amul Butter” and “Amul Cheese and Paneer” and it is only due to increasing demand for
the fast food in Indian market. However customers also prefer “Amul Milk” because it
Table 5:
Sources
Respondent
Distributers
95
Other Suppliers
100
Interpretation:
As per the graph we can conclude that majority of its products are selling to their final
customers by their distributors and remaining customers are directly purchasing from the
Do you know which sales promotinal activities does the company undertake for Amul
products?
a.) Price off b) Free samples c) Credit Facility
Promotional Activity
Respondent
Price off
Free sample
Credit Facility
10
Advertisement
40
Coupons
10
P_O_P Display
30
100
Interpretation: As per this graph Advertising are main focus while making advertising they
are more focusing on current affairs. And second focus is providing P-O-P display provided
selected retailers.
Are you satisfied with Amul distributer?
a) Yes b) No
Table 7:
Satisfaction
No. of respondent
Yes
95
No
100
Interpretation:
As per this graph 95 retailers are satisfied of distributers because they are following they
are wise supply chain management which are actually starting from midnight in two ships.
Are you interested in distribution of Amul dairy products?
a) Yes b) No
Table: 8
Interested in Distribution
No. of respondent
Yes
90
No
10
100
Interpretation of graph 8:
As per this graph 90 retailers are interested of distribution because the customer are Amul
products are more in Indian Market due to its quality & price of its products Asia‟s
however it is
Table 9:
Retailer’s Expectation
No. of Respondent
Margin
83
Pakaging
10
Availability
100
Interpretation:
As per this graph Retailers are expecting more margins on its products because their
Good
Very Good
Average
Bad
Very Bad
A.
30
40
10
5
0
B.
Brand Image
30
50
C.
Availability
20
20
40
10
10
D.
Packaging
30
20
30
10
10
E.
Margin
10
20
45
20
Interpretation:
As per this graph Amul has provide good quality and Amul brand image is very good in
dairy market its provide average availability comparison other competitor, its packaging are
good but Amul has no provide a good margin to their retailers comparison other
competitors.
WEAKNESS
1. Lack of availability of stock at various locations.
OPPORTUNITIES
1. Areas can be targeted to cover Retailers look for convenience and margin.
2. Promotions will pay good results, market is lacking with the same.
3. A great opportunity to cash the brand name once again by giving good quality products.
THREAT
1. Some customers are in the hand of retailers because the retailer enjoys good profit
5. Competitor brand are offering huge profit margin to retailers, whereas few of them are
2. About 40% of the Amul parlour and retailers says that often damaged materials came to
them
3. The schemes/ discounts are often given by distributors to parlours and retail stores.
5. The satisfaction level of customers of Amul parlours and retail stores is good.
6. The replacement of defective material is poor and also the process is very complicated.
7. The damage material often came about 79% which is due to improper handling by
distributors.
Findings:
1. Most of the Amul parlours are not interested in running them for longer period due to
3. The full varieties of Amul products are almost as par customers need.
6. Distributors could not provide all type of varieties because of less stock.
7. Due to negligence of the company the customers of Amul are shifting towards other
company
8. More preference should be given to parlours and outlets as within the prescribed 1 km
This industry is most competitive industry; there are large numbers of competitors in this
field. In such condition a small loop may create a big problem. The condition is made
study and fully fledged effort can help in good sales to capture the market. Four things are
1. Service
2. Advertisement
3. Replacement policy
4. Proper distribution
5. Special attention
1. Service
It is the critical factor in the success of any brand. There is no doubt that Amul services are
good but it needs little more improvement to completely capture the market.
2. Advertisement:
This is the most important factor that affects both the sales as well as the consumers‟
attention. Amul has to take aggressive advertising centered specially for its parlours and
outlets.
3. Replacement policy
Amul is already blamed for poor replacement policy; it has to give certain kind of
replacement policy to make its product more acceptable to the parlours and outlets.
4. Distribution
The replenishment is average and often damaged material came on account of improper
handling by distributors due to this parlours find it difficult to retain the customer. The
number of distributor operating in an area also very low in number which also adds to
improper distribution.
5. Special attention
The priority should be given to Amul parlours and outlets as compared to other retailers
who also keep products of Amul. Many a times it happens that outlets are not having the
Chapter-10 Conclusion:
On complete analysis of the Questionnaire, it is concluded that Amul parlours has good
reputation in the market and it has 100% satisfied customer but lack proper distribution and
marketing. Very few distributors are in a particular area which not only is resulting in
improper distribution but also resulting in monopoly of these distributors. The position of
both the parlours and outlets can be uplifted in the market by sound marketing and proper
Amul has a good reputation and name because of existence in the market for so many
Within short span of time Amul has launched so many products which are still lacking
promotion and availability. Amul has customer driving power but is not able to retain
customer due to unavailability of the newer products.
been great experience working with Amul and doing promotional activity for new
products of “Amul Pro”. The market survey has helped a lot in understanding forward
integration of Amul to link directly with the customer. It has helped me in not only knowing
the business potential of Amul as a brand through its sales in parlours and outlets but also
knowing Amul in leap and bound like knowing it‟s pattern of distribution, depth of the Amul
ANNEXURE
BACKGROUND
We are doing a brief survey to find out the level of retailer perception regarding Amul
products; Parlours & Retail stores. We would be grateful if you could spare a few minutes
a.) Yes
2. If no, why?
b)
No
b)
Low margin
d) Low distribution
3. Which is the most preferable brand of packaged dairy products that you stock?
a) Amul
b)
Katraj
c)
Nestle
d)
Gokul
b) Paneer
c) Butter milk
d) Dahi
e) Flavored milk
f) Cheese
g) Amul pro
h) other
6. Do you know which sales promotinal activities does the company undertake for Amul
Products?
d) Advertisement
e)
Coupons
f)
P-O-P Displays
a) Yes b) No
a) Yes b) No
Good
Very Good
Average
Bad
Very Bad
A.
Quality
B.
Brand
C.
Image
D.
Availability
E.
Packaging
F.
Margin
BIBLIOGRAPHY:
A) Books:
1. http://www.amul.com
2. www.google.com
Sources
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