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Amul Project Report PDF Free
Amul Project Report PDF Free
ON
CONSUMER PERCEPTION
REGARDING AMUL
PRODUCTS IN INDIA
SUPERVISOR
SUBMITTED BY
ASSISTANT PROFESSOR
BATCH: 2009-2012
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KANPUR
DECLARATION
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Place- Kanpur Mr.
Manish Gupta
Date- Roll
no.- 0201219
ACKNOWLEDGEMENT
MANISH GUPTA
TABLE OF CONTENT
2. Preface
3. Table of Contents
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10. Research methodology
· Research Objective
· Research Design
· Research Study
13. Summary
14. Annexure
· Questionnaire
15. Bibliography
S.NO ILLUSTRATION P. No
1. Sales Turn over Chart 4-5
2. Rular Urban Profile 10-12
3. Plants (Picture) 20-21
4. Milk Procurement 23
5. Sales 24
6. Supply Chain 69
7. Anul Sales Turn Over 71
8. Price List of Amul Cogitators 74
9. Data Analysis and Interpretation 85-97
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INTRODUCTION OF THE COMPANY
Amul means "priceless" in Sanskrit. The brand name "Amul" from the
Amul products have been in use in millions of homes since 1946. Amul
Butter, Amul Milk Powder, amul Ghee, Amul Spray, Amul Cheese,
Milk and Amulya have made Amul a leading food brand in India.
The revaluation started as awareness may the farmers that grew and
Over four decades ago the life of a farmer in Kaira district was like that
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of his counterpart anywhere also in India. Income from dairy was under
sell it for what every they were offered. In this situation, the one who
gained was the private traders. Gradually the realization downed on the
they marketed their product themselves. To do this they need some sort
The Kaira Union started Pasteurizing milk for the Bombay milk scheme
producers of the district by the end of 1948, more than 400 farmers
As the movement spread in the district, it was found that the Bombay Milk
Scheme could not absorb the extra milk collected by the Kaira union in
summer when the production on an average was 2.5 times more than
summer. Even by 1953, the farmer's embers have no assured market for the
extra milk produced summer. The remedy was to setup a plant to process
milk into products like butter and milk powder. A five Million Rupees
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of 25000 tons of roller derived baby food and 600 tons of cheese per
year. This cheese was based on the formula developed with the
Mysore. It was the first time in world that baby food and cheese where
The plant was donated by OXFAM under the freedom from hunger
To meet the requirement for defense the Kaira Union was asked by the
a day was speedily completed. It was declared open in 1965. Since then
Amul has covered any miles on the road of success. Its members
success of the federation can be estimated from the fact the income of
the rural household of the Kaira district is being derived from dairying.
include 11,132 villages societies. Federation has helped for the products
they produce. More that 2.28 millions producer members are beneficent
of the unions.
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1997-98 18840 455
1998-99 22192 493
Award. Federation has incorporated the cooperative logo to its web site
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EXPORTS
total exports being more than 400 crore. Due to the subsidies allowed
The union not only takes the responsibility of collecting and marketing
the surplus milk but also provides member with every provisions that is
available at a fee Rs. 35 for members and Rs. 100 for non members. All
pedigreed Surti buffalo bulls, frees in a bulls, Jursy bulls etc. balanced
After discussing the origin and the actives of the federation now let's
MILK PROCUREMENT
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Total milk procurement by the members has reached an average of
SALES
Total sales for the year 2002 – 2003 were 2745.75 crores including
consignment sales of Rs. 404.53 crores. During last year Amul Ice cream
achieved second sales, with volume growth by 29 percent. UHT milk was a
Butter grew by 7 percent and milk powder remains steady. This growth
Amul's long life UHT milk, has received a good response in UAE
butter is imported per annum. Amul ghee being in foreign market from
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Gulf and West Asia is the largest overseas market for Amul products
RETAILING
Amul has opened utterly Delicious retail outlets across the country to
enhance visibility and brand equity while making all Amul products
good quality, nutrient us ready to the food at value for money prices
will continue, with the opening of more numbers of parlors across the
country.
co-operative societies.
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In 1994, federation had embarked on the TQM (Total Quality
year.
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OVERVIEW OF FMCG SECTOR IN INDIA
The Indian FMCG sector is the fourth largest sector in the economy with a total
market size in excess of US$ 13.1 billion. It has a strong MNC presence and is
the organised and unorganised segments and low operational cost. Availability of key
raw materials, cheaper labour costs and presence across the entire value chain gives
The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion
categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the
class and the rural segments, presents an opportunity to makers of branded products to
convert consumers to branded products. Growth is also likely to come from consumer
'upgrading' in the matured product categories. With 200 million people expected to
shift to processed and packaged food by 2010, India needs around US$ 28 billion of
India is one of the largest emerging markets, with a population of over one billion.
India is one of the largest economies in the world in terms of purchasing power and
has a strong middle class base of 300 million. Around 70 per cent of the total
households in India (188 million) resides in the rural areas. The total number of rural
households is expected to rise from 135 million in 2001-02 to 153 million in 2009-10.
This presents the largest potential market in the world. The annual size of the rural
FMCG market was estimated at around US$ 10.5 billion in 2006-07. With growing
incomes at both the rural and the urban level, the market potential is expected to
expand further.
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Rural and urban potential
Rural-urban profile
Urban Rural
Population 2001-02 (mn household) 53 135
Population 2009-10 (mn household) 69 153
% Distribution (2001-02) 28 72
Market (Towns/Villages) 3,768 627,000
Universe of Outlets (mn) 1 3.3
Source: Statistical Outline of India (2006-07), NCAER
An average Indian spends around 40 per cent of his income on grocery and 8 per cent
on personal care products. The large share of fast moving consumer goods (FMCG) in
total individual spending along with the large population base is another factor that
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2006-07
Rapid urbanisation, increased literacy and rising per capita income, have all caused
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opportunities. Around 45 per cent of the population in India is below 20 years of age
and the young population is set to rise further. Aspiration levels in this age group have
been fuelled by greater media exposure, unleashing a latent demand with more money
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IMPORTANCE OF THE STUDY
solution of the problems, which arise in practical field. There is a certain formula for
any particular problem, but the aim of this study is to develop the ability of decision
making. A right decision at right time and right place itself helps an organization to
run smoothly.
This study gives an idea of all marketing activities. So the way a problem is solved
right decision making and knowledge of different types of making activities give
much importance to the study. Only in two month training it was not possible to
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BRIEF HISTORY OF THE
In the 1940s, in the district of Kaira of the State of Gujarat, India, a unique experiment
was conducted that become one of the most celebrated success stories of India. At that
time, in Gujarat, milk was obtained from farmers by private milk contractors and by a
private company, Polson's Dairy in Anand, the headquarters of the district. The
company had a virtual stranglehold on the farmers, deciding the prices both of the
procured as well as the sold milk. The company arranged to collect, chill and supply
milk to the Bombay Milk Scheme, which supplied milk to the metropolis of Bombay,
and to cities in Gujarat, Polson's Dairy also extracted dairy products such as cheese
and butter. Polson's Dairy exploited its monopoly fully; the farmers were forced to
accept very low prices for their products, and the decisions of the company regarding
the quality and even the quantity of the milk supplied by the farmers were final.
In 1946, inspired by Sardar Vallabhbhai Patel, a local farmer, freedom and social
worker, named Tribhuvandas Patel, organised the farmers into co-operatives, which
could procure milk from the farmers, process the milk and sell it in Bombay to
mechanical engineer named Verghese Kurien, who had just completed his studies in
engineering in the USA, came to India and was posted by the Government of India to
Settling down in Anand was hardly a part of his career plans; however, a meeting with
Tribhuvandas Patel changed his life and changed India's dairy industry. What Mr. Patel
requested of Dr. Kurien was hardly to bring about such a revolution. All the wanted was
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help in solving various problems with bringing into working order some of the
equipment just purchased by his co-operative, especially the chilling and pasteurising
Dr. Kurien's involvement with the Kaira District Co-operative Milk Producers' Union
Limited (KDCMPUL; the registered name of the co-operative) grew rapidly. Initially
equipment but subsequently he became involved with the larger sociological issues
involved in organising the farmers into co-operatives and running these co-operatives
and Poison's Dairy, and noted how the co-operatives could transform the lives of the
members. The most important feature of these co-operatives is that they run purely as
farmer's co-operatives, with all the major decisions being taken by the farmers
themselves. The co-operatives are not 'run' by a separate bureaucracy with vested
interests of its own; the farmers are truly in charge of their own decisions. Any farmer
can become a member by committing to supply a certain quantity of milk for a certain
number of days in a year and shall continue to be a member only if he keeps up this
commitment.
Each day, the farmers (or actually, in most cases, their wives and daughters) bring their
milk to the village collection centers where quantity of milk is checked in full view of all
and quality (milk fat content) is checked using a simple device, again in full view of all.
The farmers are paid in evening for the milk they supplied in the morning, and in the
morning for the evening's milk. This prompt settlement in cash is a great attraction to the
farmers who are usually cash starved. Thanks to the above system, there are no
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disputes regarding quantity or quality of the milk supplied by each farmer. It was soon
realized that it was not enough to merely act as the collection and selling for the
farmers. A variety of support services were also required to enable the farmers
continue selling milk of adequate quality and to avoid disasters such as the death of
their cattle (of a family owning just one or two cattle and depending on its/their milk
for their income, death of cow could indeed be a disaster). The farmers were
progressively given new services such as veterinary care for their cattle, supply of
good quality cattle feed, education on better feeding of cattle and facilities for
artificial insemination of their cattle. All these were strictly on payment basis; none of
services were free. This experiment of organizing farmers into co-operatives was one
of the most successful interventions of India. A very loyal clientele was built up who
experienced prosperity on a scale they could not have dreamt of 10 years earlier. With
good prices paid for their milk, raising milch cattle could become a good
The co-operatives were expanded to cover more and more areas of Gujarat and in each
area, a network of local village level co-operatives and district level co-operatives were
formed on a pattern similar to that at Anand (the so called Anand Pattern). In 1955,
KDCMPUL changed its name to Anand Milk Union Limited, which lent itself to a catchy
abbreviation, Amul, which meant priceless in Sanskrit. The word was also easy to
pronounce, easy to remember and carried a wholly positive connotation. It became the
flagship brand name for the entire dairy products made by this union.
In 1954, Amul built a plant to convert surplus milk produced in the cold seasons into
milk powder and butter. In 1958, a plant to manufacture cheese and one to produce
baby food were added-for the first time in the world, these products were made from
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buffalo milk. Subsequent years saw the addition of more plants to produce different
products. Starting from a daily procurement of 250litres in 1946, Amul had become a
milk giant with a large procurement base and a product mix that had evolved by
In his visit to Anand in 1965, the then Prime Minister of India, Lal Bhadur Shastri,
was impressed by what he saw-a system that procured, processed and delivered high
quality milk to distant markets cost efficiently. Shastri could also see the difference
that the income from milk had made to the standard of living of farmers in the area.
What impressed him the most was that Amul had done all this without Government
that were doing poorly in terms of procuring and marketing good quality milk and
boosting farmer's incomes. Shastri asked Dr. Kurien to replicate Anand's success all
over India.
A pattern similar to the Anand Pattern was to be built in otherstates of India. This was
"Operation Flood". The operation was a body formed by the Government of India
with this specific objective co-ordinated by the National Dairy Development Board
(NDDB), a body formed by the Government of India with this specific objective.
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COMPANY PROFILE
AN OVERVIEW
Gujarat which aims to provide remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which are good value for money.
The main stakeholder of GCMMF is the farmer member for whose welfare GCMMF
exists. GCMMF states that its main objective is the carrying out of activities for the
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dairy produce, veterinary medicines, vaccines and other animal health products,
agricultural produce in raw and/or processed form and other allied produce.
GCMMF aims to market the dairy and agricultural products of co-operatives through:
Common branding
Centralized marketing
To provide quality products that offer the best value to consumers for money
spent
PLANTS :
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Second plant is at MOGAR , which engaged in manufacturing chocolate,
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Today, twelve dairies are producing different products under the brand
name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the
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line information exchange with business partners and monitoring
Award. Federation has incorporated the cooperative logo to its web site
EXPORTS :
total exports being more than 400 crore. Due to the subsidies allowed
The union not only takes the responsibility of collecting and marketing
the surplus milk but also provides member with every provisions that is
available at a fee Rs. 35 for members and Rs. 100 for non members. All
pedigreed Surti buffalo bulls, frees in a bulls, Jursy bulls etc. balanced
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feed concentrate is manufactured in unions cattle feed plant and sold to
After discussing the origin and the actives of the federation now let's
MILK PROCUREMENT :
Average MilkProcuremet
(In Lac Ltrs/Day)
100
80
60
Column 1
40
20
SALES :
The total sales and growth pattern of Amuls products during 11years
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During the year, sales of Amul Federation registered a quantum growth
of 27.7 per cent to reach Rs. 6711.31 crores (Rs.67.11 billion). Last
year, our turnover was Rs. 5255.41 crores (Rs. 52.55 billion). This is an
I am also pleased to note that our Federation has done remarkably well in
most of the value added consumer packs. Sales of Amul Milk in pouches
have grown by 44% in value terms. UHT milk has also shown an
shown consistent and very impressive growth of 25%. Amul Ice-cream has
shown an impressive growth of 16 per cent in value terms over the last
year. At the same time we have remained No. 1 Ice-cream brand in India
leaving a wide gap with the nearest competitor. In the Infant Milk Food
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managed to achieve 17 per cent value growth in Butter, despite intense
our society are able to afford Amul Butter, we have given special
RETAILING :
The concept of Amul parlors initiated in 2002 has come a long way and
has today, evolved into the most visible face of brand Amul. The
network of more than 4000 parlors in almost all major towns of the
country bears testimony to the fact that the model is hugely scalable and
The addition of more than 2000 parlors during the current year is
who have embraced the concept by starting their own parlors and also
of more than Rs.200 Crores during the current year. Moreover, these
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railway stations of the country. The Indian Railways have also
recognized our efforts and with active support from IRCTC, we plan to
are yet another blockbuster from the house of Amul. We expect to add
Taking cue from the success of our parlors, commitment from our sales
team and all our channel partners dealing in milk, ice-cream and dairy
DISTRIBUTION NETWORK:
added milk products, 1800 Distributors for Fresh Milk, ensure that
market segments and secondly, we are poised to divide the value added
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to the same market. This is going to give us more and more competitive
advantage.
another major initiative taken during the year primarily with objective
This will ultimately serve to bring all Stake holders under common
Our Amul Yatra Programmes ensure that our every new distributor and
processes. The initiative continued this year as well and so far, about
Amul Yatra.
co-operative societies.
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Recognizing that leaders are essential to face growing Challenges,
Vision Mission Strategy (VMS) for primary milk producer members &
& Business Plans for next five years. Till today total 6012 VDCS have
prepared their mission statement and Business plan. Member unions are
reviewing this business plan every year under VMS annual revisit
programme and facilitate VDCS to prepare action plan for next year to
women resource persons of the member unions and during the year, 486
and to install Bulk Milk Coolers at VDCS, our member unions have
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Government of India. Under the project, Government of India has
Continuing the cleanliness drive at village level, till March 2009, our
enhance the level of Cleanliness this year, 7956 VDCS celebrated Red
Tag Day on “Gandhi Jayanti” - 2nd October and the Unions also
veterinary consultants and they are working in 1960 villages. In the first
year they have registered 72904 and in second year they have registered
70435 “Non Pregnant Not Calved Even Once” and “Non-pregnant Dry”
milch cattles and buffaloes under FIP, out of which 52272 milch
scientific animal husbandry practices they are earning more at less cost.
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SUSTAINABLE ECOLOGICAL DEVELOPMENT:
With a target of planting three trees per member, our member unions
way and our members have planted 52.74 lakh sapling across 21
districts of Gujarat. During last two years, our members have planted
more than 71.65 lakh trees and demonstrated their commitment towards
year.
advantage. At its headquarters in Anand, four General Managers (GMs) and four
Assistant General Managers (AGMs) assist the Managing Director (MD). The four
AGMs look after the functions of marketing, systems, co-operative services and
technical projects, respectively. The four GMs are in charge of marketing (dairy
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products), Human Resources Development and Marketing (Dhara and new business),
The whole country is divided into five zones, each headed by a zonal manager
responsible for the sales of all products within his zone. These managers report to the
MD but functionally each also reports to the various AGMs/GMs at the headquarters.
There are 50 sales offices spread across the country (of which only two are in
Gujarat); a sales manager heads each office and is assisted by sales officers and field
salespersons. The entire country has been represented in this structure. GCMMF has
BOARD OF DIRECTORS
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Representative –
Registrar –
Bankers –
Auditors –
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CHAIRMAN
Sri Ramesh Bhai P. Patel Kaira District Co-operative Milk Producers Union
Ltd. Anand
Sri Motibhai R. Chaudhary Mehsana District Co-operative Milk Producers
Ltd. Baroda
Sri Manubhai A. Patel Surat District Co-operative Milk Producers Union
Ltd. Surat
Sri Bhupendra Singh P. Solanki Panchmahal District Co-operative Milk Producers
Ltd. Raikot
Sri Moghambhai M. Desai Valsad District Co-operative Milk Producers Union
Ltd. Alipur
Sri Prahladbhai M. Patel Bharuch District Co-operative Milk Producers
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PERFORMANCE OF PRODUCT & SERVICES
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit
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.
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Bread Spreads:
baby home
Sagar Skimmed Sagar Tea
Which is especially
preparations or for
use by people on
Fresh Milk:
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Amul Fresh Milk Amul Gold Milk
hygienic milk
available in the
market. Pasteurized
in state-of-the-art
processing plants
and pouch-packed
for convenience.
Flavoured Milk
Cheese:
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Amul Pasteurized Amul Cheese
aroma
Gouda Cheese
For Cooking:
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Amul / Sagar Pure Cooking Butter
Ghee
Made from fresh
cream. Has typical
rich aroma and
granular texture.
An ethnic product
made by diaries
with decades of
experience.
Amul Paneer Utterly Delicious
paneer to make
your favorite
recipes!
Desserts:
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Amul Ice Creams Amul Shrikhand
nuts.
Amul Mithaee Gulab Jamun Mix
Gulab Jamuns
Jamums...best
Healthy Drink:
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Nutramul
Malted Milk
highest protein
powders sold in
India.
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LIST OF PRODUCTS MARKETED:
Bread spreads:
· Amul Butter
Cheese Range:
· Amul Amrakhand
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UHT Milk Range:
Pure Ghee:
Milk Powders:
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Fresh Milk:
Curd Products:
· Amul Lassee
Frutti)
Black Currant)
· Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi,
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· Cool Candies (Orange, Mango)
· Cassatta
· Health : Isabcool
· Amul Éclairs
Brown Beverage:
Milk Drink:
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BACKGROUND
about enormous business opportunities for the companies. In various sectors and
company. Therefore the project undertaken has given me an opportunity to study the
The largest selling brand of butter in India made from fresh cream. Marketed since
last four decades. It is made in the most modern, state – of – the – art plant and meets
housewives, it is used to enhance the taste of various dishes like Dosas, Parathas,
100 gm
500 gm
110 x 9.1 gm
200 gm
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AMUL LITE BREAD SPREAD
A delicious butter substitute, low in fat, low in cholesterol, it is the prefect way to a
healthy breakfast. Most suitable for health conscious people as it has low fat content
and cholesterol.
It is available in: -
200 gm
Made from rich creamy milk, 100% vegetarian ingredients, it makes delicious
sandwiches, pav bhaji pizzas and can be used in your favorite recipes. Amul Processed
Cheese is prepared using fully ripened Cheddar Cheese, which gives a unique taste,
It is available in: -
8 x 25 gm Chiplet
200 gm Slice
200 gm Tin
chapattis and parathas. It is also used to enhance the taste of a whole range of products
like filling of Burgers, Salads, Pakodas and host of other dishes. Available in 3 flavors
It is available in: -
200 gm Pepper
200 gm Plain
200 gm Garlic
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The only genuine Mozzarella cheese made with state – of – the – art technology, for
When baked along with pizzas, it melts uniformly and spreads evenly.
It is available in: -
250 gm
Not only is it the only brand of cheese available in India, it is also the only form of
Thanks to a slip – on lid, the tin can be reused for storing other ingredients.
Cheese powder is the most convenient form of using cheese. It can impart the desired
cheesy flavour to any dish such as Soup, Salads, Baked dishes, Pastas, Dosas etc. It is
available in : -
200 gm
The first branded and frozen paneer. Made from rich Amul milk to make it extra
malaidar.
It is available in: -
100 gm
200 gm
1 kg
AMUL NUTRAMUL
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It has the highest protein content among brown beverage powders in India. Makes hot
and cold milk beverages for children and adults. It confirms to BIS Quality standards.
It is available in: -
500 gm
AMUL MITHAEE
Made from fresh khoa, Maida and sugar to give it a softer, smoother and richer
texture. The highest standards of hygiene are maintained at our state – of – the- art
plant. Available in ‘Easy Open’ tins, which are convenient and can be opened
anytime, anyplace.
It is available in: -
500 gm
1 kg
Richer, whiter, free flowing condensed milk. Available in a new easy to open can. The
It is available in: -
200 gm
7.5 kg
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Its low calorie, high protein content is ideal for diet preparations. Also used for
making curd and lassi. The product remains fresh since it is vacuum packed. It is
available in: -
200 gm
500 gm
1 kg
AMUL CHOCOLATE
In a range of variety of flavors, they make an ideal gift or treat for someone you love.
the first milk chocolate similar to real Swiss chocolates and melts at mouth
Milk Slab 18 gm
Badambar 35 gm
AMULSPRAY
It reconstitutes into the most wholesome, nutritive milk for infants. Marketed in India
since 30 years and is India’s single largest selling infant food brand. It is available in:
200 gm
500 gm
1 kg
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Made from fresh cream, it is rich and ideal for Indian food preparations like Parathas,
Dosas, Idlis and for making sweets. Meets AGMARK special grade quality standard.
Attractive multi – color packing catches the attention of all segments of consumers. It
is available in: -
500 gm
1 ltr
1 kg
2 kg
5 kg
High in fat content it’s ideal for reconstituting milk, in tea and coffee and for making
curd, lassi and Indian desserts. It is vacuum packed so that it remains fresh for a long
time.
It is available in: -
500 gm
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SAGAR PURE GHEE
It is available in: -
500 gm
1 kg
2 kg
5 kg
India’s largest selling dairy whitener. It mixes instantly for making tea, coffee. Milk
beverages, breakfast cereals and sweets. It is made from best quality milk using state
– of – the – art technology. Amulya comes in pouch, refill and tin packaging and sizes
It is available in: -
50 gm
200 gm
500 gm
1 kg
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AMUL EMMENTAL CHEESE
Preferred by cheese lovers across the world, Emmental is the authentic Swiss cheese;
popularly known as ‘The Cheese with Holes’. Enjoy it with crackers, crispies,
croissants and wine. It’s the exquisite cheese for exquisite occasions.
It is available in: -
200 gm
AMUL MITHAEE
Quick and easy to make, Amul Gulab Jamun Mix promises you great quality at best
price, with gulab jamuns so delicious and so soft, they’ll melt in your mouth.
It is available in: -
200 gm
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PROBLEMS FACED
Marketing research implies the collection of data and implementing it for the purpose
of making marketing decision. In general sense making research consist in the use of
logical methods for scientific enquiry for the identification and solution of any
marketing problem.
“Marketing research is a systematic problem analysis, model building and fact finding
for the purpose of important decisions making and control in the marketing of goods
and service”
The above definitions on marketing research indicate clearly that all research
activities carried, on the condition with management of marketing task, its purpose is
While conversation people were not showing interest in Amul because of low
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PROJECT DEFINITION
My project is directed to study the share of AMUL’s products in the market. Basically
it is a survey approach and I have tried my level best to collect data and genuinely
increasing business volume. In this process companies are struggling hard to increase
their commodity market share and further down their company market share. In food
industry also there is intense competition and different food industries are making
deliberations to improve their market share. AMUL is one of them, so I have selected
AMUL to study its market share in India by studying small samples of market in the
city of Kanpur where I put up. I have carried out surveys through questionnaires and
AMUL has many competitors and in the cutthroat competitive scene of today’s
market it has to fight tough against them to maintain it’s no. 1 position especially in
dairy products.
I have also studied the consumer perception about AMUL products and also the
competitor’s products.
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COOPERATIVE DEVELOPMENT
During the last six years, our Member Unions have been implementing Internal
member producers – thereby enabling them to manage their dairy business efficiently
During the year, Member Unions continued to implement the module on Vision
Mission Strategy (VMS) for primary milk producer members & Village Dairy
Cooperative Societies (VDCS) have already conducted their Vision Mission Strategy
Workshops, prepared their Mission Statements & Business Plans for next five years.
Member unions review this business plan every year under VMS annual revisit
programme and facilitate VDCS to prepare action plan for next year to propel the
The VMS module has prompted milk producers to initiate activities at villages such as
which have very far-reaching and long-term effects on the milk business. This
planned management of milk production at milk producers’ level and planned VDCS
management will not only help producer members to increase economic returns from
their milk business but also help VDCS management to face competition.
Continuing the Cleanliness drive at village level, Member Unions have identified &
imparted training to 8505 Core groups comprised of milk producers and Management
of the VDCS till March 2006. To enhance the level of Cleanliness this year 5803
VDCS celebrated Red Tag Day on the 2nd of October and the Unions also awarded
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As a part of the Breeding Services Improvement Programme, Member Unions have
(AI) Services and imparted training to 198 Core groups at village level and have
decided to cover all the VDCS under Breeding Services with this module over the
next year. To boost this movement, Member Unions are also conducting Mass De-
during the year and in the process, identified & awarded the best performing VDCS
and AI Workers. In order to increase awareness about dairy industry scenario and
impart leadership skills to the Chairmen & Secretaries of the Village Dairy
During the year 826 Village Dairy Cooperative Societies have been covered involving
During the year, our Member Unions continued to encourage increased participation
of women milk producers in the Dairy Cooperative Societies. To develop their skills
and leadership qualities, Member Unions organised two Self Managing Leadership
persons along with Chairmen and Secretaries of 524 VDCS were involved.
In order to strengthen knowledge and skill base of young girls and women of the
scientific milch animal breeding, feeding and management methods for their animals,
University, has initiated “Mahila Pashupalan Talim Karyakram” for women resource
EXPORTS
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I am pleased to inform you that our exports have grown at over 13 percent during the
year. The year ended with an export turnover of Rs 134.23 crores which is the highest
ever by any Indian dairy products exporter. Consumer products as well as bulk
powders have contributed equally to the growth. Lower subsidies in EU have helped
our powders compete better in the international market. This has shown that our future
POUCH MILK
Amul pouch milk continued to be the largest contributor to our turnover with annual sales
of about Rs. 900.00 crores (Rs. 9.00 billion) during 2005-06 as against Rs. 626.00 crores
During the year 2005-06, we have introduced pouch milk in Kanpur, Lucknow and
Bhopal markets and the response received from consumers is overwhelming. We are also
planning to focus on distribution expansion and consumer awareness in the existing metro
markets of Kolkata, Delhi and Mumbai. Our objective in launching milk in pouches in
these and other markets across the country is two-fold. Firstly, Amul as a brand has a very
strong association with liquid milk in the consumers’ mind. Thus, launch of liquid milk
always prepares the ground for penetration of other dairy products in these markets. This
leads to market expansion. Secondly, it has been empirically proved that all cooperative
milk brands gain from this market expansion. No cooperative has lost sales consequent to
launch of Amul Milk in its market. Thus, our objective in launching milk across India is
also to strengthen the cooperative movement while precluding market takeovers by Multi
National Corporations. It is also of significance that we have been following the practice
of local procurement of milk in all markets. Needless to say, it leads to higher demand
and better returns for the produce of local dairy farmers – leading to overall development
of regional economies.
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INFORMATION TECHNOLOGY INTEGRATION
GCMMF has further advanced its Information Technology solutions by enhancing its
customised ERP System (EIAS & Web EIAS) to smoothen its supply chain
It has also successfully deployed process driven Enterprise Resource Planning (ERP)
software system at its own unit, Mother Dairy, Gandhinagar in order to bring
Our Federation has also launched a new website www.Amul.tv for streaming its
present this page contains feature films like Manthan – The Churning and MAmuli
Ram, Information clips like Amul India Story and Amul Product TV Commercials,
and entertainment series like Amul Surabhi episodes. The idea of this site is to have a
continuous play of the above as per the programme schedule, which will be online
distribution, a long-term relationship with the channel partners and end consumers is
consumers and retailers while reminding them of the significance of Amul culture, we
Amul Shakti Vidyashree Award was instituted during the year to honour toppers of
selected schools in SSC Board examinations. We expect this award to initiate a long-
term association of the involved children with the Amul brand and culture. The Amul
Maharani Contest entered a successful second year with the objectives of making
women aware of the entire range of our products. Amul Chef of the Year Contest was
instituted during the year with the objective of making hotel chefs our brand
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ambassadors for institutions. With the objective of increasing the visibility of our
products at retail outlets, our successfully continued the Taste of India Display
Contest scheme during the year. This event has generated a lot of excitement and
Since its inception in 1946, the movement called Amul has represented and
brought stability to their household incomes with something to fall back upon when
income from cultivation and other sources fail to meet expectations. It has given
economic independence to rural women – thus empowering them to feed and educate
her children, including the girl child. Further, all these have been done at a minimal
level of investment. The difference that two milch buffaloes or cows can bring to the
returns for the produce – is probably more significant than any other rural
employment programme. Amul has been able to achieve this. Amul also provides
wholesome nutrition at value for money prices to urban consumers who would
quality or avaricious multinationals hell bent upon extracting every possible rupee of
We must realise that today, we are the flag bearers of a uniquely successful experiment
– of a movement that not only provides stability to marginal farm incomes, but also
nurtures and lends security to the socio-economic future of the nation. In this light, it
becomes our sacred duty to nurture and take forward this movement. This can be achieved
only when we display unbroken solidarity and cooperate among ourselves to further this
noble cause. We must never forget that we have actively taken this onerous responsibility
upon our shoulders. It is not something that has been thrust upon us. This makes it all the
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great movement inspired by Sardar Vallabhbhai Patel and shaped by Sri. Tribhuvandas
Patel and Dr. Verghese Kurien. However, we must be on constant guard against parochial
interests that may try to pull us down. Our efforts in this regard will be surely rewarded if
we remember that the cause we are serving is much loftier than any short-term interest
that a feeble mind may conjure up. Cooperation is our domain, and we must take it – as
poet Rabindranath Tagore would have put it, ‘Where the world has not
By narrow domestic walls Where words come out from the depth of truth
Where tireless striving stretches its arms towards perfection Where the clear stream of
reason has not lost its way Into the dreary desert sand of dead habit Where the mind is
led forward by thee Into ever-widening thought and action’ I feel confident that the
movement that was built upon untold dedication, sacrifices, vision and perseverance
cannot but continue upon its brilliant path of success. Today, Amul has become a by-
word for a successful cooperative movement the world over. Our member farmers
have reposed their faith in us. We owe it to them to justify their faith.
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MARKET SCENARIO
East Zone
· Lal Bangla
· Civil Lines
· Gwaltoli
· Khalasi Line
West Zone
· Govind Nagar
· Fazalganj
· Shastri Nagar
· Kidwai Nagar
· Barra
Central Zone
· Naveen Market
· Swaroop Nagar
· Arya Nagar.
· Gumti No. 5
· P Road
· McRobert Ganj
North Zone
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· Kalyanpur
· Vikas Nagar
· Nawabganj
· Azad Nagar
· Sharda Nagar
· Company Bagh
South Zone
· Mall Road
· Birhana Road
· Cantonment
· Shivalya
· Meston Road
· Ghanta Ghar
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NAME OF DISTRIBUTOR IN KANPUR
· Sara Traders.
· Ahead overseas
· Butter House
· Vaishnavi Enterprises
· Sachan Enterprises
· Shudh Milk
· S. Whakle Enterprises
· Katiyar Transport
· K.K. Traders
· S. Whakale
· Deepak Enterprises
· Shivay Agency
· Maa Vaishnavi
· Aman Agency
· Chaurasia Agency
· Rajendra Enterprises
· K.K. Traders
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· Appu Distirbutors
· Arunesh Marketing
· Maa Katayayni
When I accomplished my market survey I had the gated the market where most of
customer belongs and revisit the market for strengthening our relationship with
customer and clarifying customer's doubts and making then more and more loyal of
our brand. In this whole process and applied customer relationship management.
Value Equity
perceptions of its benefits relative to its costs. The sub drivers of value equity are
quality price and convenience of product. I had used these three terms when we
Marketed MUNNA and first day I take 4 crate order of supply where as a found to
Brand Equity
When we take about Amul, there is no doubt to the Brand, Brand image of the product
very good is our customer mind because I found all sub drivers of Brand equity is
customer brand awareness customer attitude to ward the brand and customer
perception.
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Relationship Equity
Today is age of competition every customer wants that better. That mean If we talk
about FMCG products the stickiness of customer to a special product is very less I
want to share this incase of Amul, when I started my summer training our supply was
not quick good because some political distortion is Rajisthan. Because of supply
PRODUCT LAUNCHING
During my summer training Amul Milk recently increased its product line with a
1. Munna
Now Amul gold milk is sold in market in three packing s 1 liter, 500 ml and 200 ml.
As we all know 4 P's of marketing. Every company use these P's but different manner.
Product
Price
The price of Munna Packet is Rs. 5.50 for customers Rs. 5.30 for retailers and Rs. 4.90 for
distributor.As we know that the wickets part of a Chain is called strength of chain.
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Supply Chain
Customers / Consumers
The most important part of supply chain is retailers because they are direct related to
different way.
When we talk about our know product munna a retailer get less margin than any other
product of Amul milk so a retailer chiefly not push customer to purchase product. It
may be possible that any other reason why our product not succeed as expectation.
Promotion
A very basic thing of promotion of product is to aware customer to our product for
which a retailer would be pushed by customer to sell our product not a customer
would be pushed.
should be done before launching our product, not after launching or just on the day we
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launch because it is main reason why our consumer would be pushed in place of a
retailer.
We all now our quality, our brand our market share is better than our competitor then
what was reason that our product could not get such success as expected.
For chief advertisement, we may advertise on milk van or vehicle all milk pack or
Place:
We can make direct contact with the customer. In my area Gwaltoli and Khalashiline
is such a place where many outlets available but few customer are not aware about all
sample distribution. We may use school walls to advertise and target small boys to
say or to picturize such type of figure which may attract these people.
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AMUL SALES TURNOVER
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SWOT ANALYSIS
Strength:-
Weakness:-
4. The brand is more known for butter than its other products.
7. Older age groups show more loyalty to the brad as compared to younger
age groups.
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OPPORTUNITY:-
3. Amul must try to cash its strong brand image in rural population.
schemes.
THREATS:-
1. With the entry of international players in market, the game will be harder
to win.
products.
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PRICE LIST OF AMUL AND ITS COMPETITORS
Amul
Parag
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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
decision, minimizing the risk and uncertainty through rational and scientific decision
making. Better and fruitful decision result from the right information about consumer,
retailers, competitors and others. Thus, in this way management can be regards as the
effectively, be is unable to make the required decision correctly and result will be
mismanagement.
It tries to reveal the number of person and the frequency of their buying and
the sources of their buying, their social status and regional location of the
customers.
channel of distribution.
distribution media.
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4. To forecast sales
researcher makes forecast on the basic of from customer and distribution media.
This helps in reveling the important information regarding the faith of customer
and retailer faith in the organization, that of competitor organization, new product
and substitutes entering the market and their impact the firm's product.
Effective marketing research involves the six steps, which is shown in the
picture below.
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RESEARCH PROCESS
Develop the
Research Plan
Data Collection
Data Analysis
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METHOD OF STUDY
Since we know that Amul has a very vast market share in pouch milk Industry and it
is good for the company that the other company presence as well as local made pouch
mainly to areas.
1. Competition Analysis
NATURE OF DATA
1. Secondary Data.
2. Primary Data.
Secondary data are data that were collected for another purpose and already exist
somewhere. Primary data are data gathered for a specific purpose on for a specific
project. No prior study or research on this topic has been conducted and the data,
So, when the data do not exist or is inaccurate Incomplete, or unreliable, the
researcher will have to collected, the researcher will have to collect primary data.
In lack of any prior study or research on the topic, main data form was primary, and
for dong same, we have collected primary data by adopting there ways.
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1. OBSERVATION
Fresh data can be gathered by observing the relevant factors and settings.
observe and often videotape consumer in stores, malls and their own homes i.e. to
engage in ethnographies research under this method the information is sought by way
off investigators own direct observation without asking from the respondent. The
main advantage of this method is that subjective bias eliminated, if the observation is
done accurately. Study being of descriptive nature makes it more suitable as compared
to other method. Observer is free to use his own wisdom and understanding of the
what a product symbolized to a consumer and greater insight into the bond between
2. QUESTIONNAIRE
Surveys are bets suited for descriptive research. Companies undertake survey to learn
If researcher wishes to ask consumer about their preferences, they can do so in person
by mail or by telephone. Each of these surveys methods has certain advantages and
disadvantages that the researcher must weigh in selecting the method of contact.
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The one good way of doing survey is by mailing Questionnaire, mail surveys are
personal contact.
flexibility the questionnaire is by for the most common instrument used to collect
So, in order to minimize the possibilities or biasness, we have taken both types of
Close ended questions specify all the possible answer and provide answers that are
Open – ended questions allow respondents to answer in their own words and often
3. UNSTRUCTURED INTERVIEW
As the term indicates the type of interview is unstructured. In this form of interview
And the interview proceeds according to responses given by the respondents. This
This method is also a time saving method as only relevant question are asked.
Changes are the environment level of the respondent's knowledge skill intelligence etc
SAMPLE PLAN
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After deciding on the method of study tool we have designed a sampling plan. As we
know that the sampling plan is an integral component of research design. Specifically
SAMPLING UNIT
Deciding whom to survey requires that the universal of boundaries of the market from
Interviewing the correct target marketing or potential target marketing is basic to the
It is therefore, for doing same the whole city of Kanpur was sampling unit for the
research. Because of budgetary and time constraints, the area was kept limited.
AREA COVERED
1-Gwaltoli
2- Kahalasiline.
SAMPLE SIZE
The size of the sample is dependent on both, the size of the budget and the degree of
confidence that we wanted to place in the findings. The large the sample the more
likely that response will reflect the total universe under study. It is interesting to note,
however that a small sample can often provide highly reliable findings depending on
the sample procedure adopted The exact number, needed to achieve a specific level of
formula.
Large sample give more reliable results than small samples. However, it is not
achieve reliable results. Sample of less than 1% of a population can after provide
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Gwaltoli - 40 outlets
Khalasiline - 40 outlets
Sample procedure
CONTACT METHODS
Telephone Interview: Since Telephone interviewing is the best method for gathering
also able to clarify questions if do not understand them. So I made contact with the
PERSONAL INTERVIEW
Personal interview is the most versatile Method the interviewer can know what are
liking and disliking of respondent and what are real problem in consuming product.
Since Amul product such type of product in which more chance to dissatisfaction of
During my summer training I had done field work for collecting information. Since
most of milk purchasing or milk selling came in morning and evening session so I had
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DATA ANALYSIS
The milk market of India are and large controlled and governed by the GMCCFL
COMPANY, Parag. Except these two there is a weak and limited participation is felt
Subjects the relationships existing in the proposed data sets Statistical tests of the
(1) Editing:
It is process of examine the collected raw data with a view of deteclomissions and
correct them.
(2)Coding:
(3) Classification:
(4) Tabulation:
It is the counting of the number of place failing into each class. It can be simple or
cross-tabulations.
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1. What is your average sales per month?
35% Shop Retailers per month sales 0-5000 Rs, 20% Shop Retailers per month Sales
5000-10000 Rs, 30% Shop Retailers per month Sales 10000-20000 Rs and 10% Shop
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2- Which Brands of Pouch Milk have you in your shop?
a. Amul b. Parag
c. Verifesh d. Others
45% Shop Retailers have Amul brand own shop, 35% Shop Retailers have Parag
brand own shop, 5% Shop Retailers have Verifresh brand own shop and 15% Shop
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3. Which brand is preferred by customer?
a. Amul b. Parag
c. Verifesh d. Others
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4. Customer opinion about Amul Gold Milk?
60% Customer opinion about Amul gold milk is Good, 30% Customer opinion about
Amul gold milk is Very Good and 10% Customer opinion about Amul gold milk is
Excellent.
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5. Average customer demand of different brands of Gold Milk ?
a. Amul b. Parag
c. Verifresh d. Other
Average customer demand for Amul is 40%, 33% Customer prefer Parag, 5%
customer prefer to use Verifresh and 22% Customer Demand for others Brand milk.
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6. Distribution of Amul Gold milk?
60% Retailers are saying Amul Milk is Good, 37% Retailers are saying Very Good and
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7. Best competitors of Amul God Milk?
a. Parag b. Verifresh
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8. Which brand provides best distribution service?
a. Amul b. Parag
c. Verifresh d. Other
40% Amul provides best distribution service, 35% parag, 5% Verifresh and 20%
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9. To whom do you like to deal?
a. Distributors b. Comany
45% Shop Retailers like distribution service and 55% shop retailer like company
service.
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10. Which time do you prefer for order?
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11. Is there any problem regarding the Amul Gold Milk?
a. Yes b. No
80% Retailers are saying No one Problem in Amul Gold milk and 20% are says yes.
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12. How many milk brands you using insnt.?
a. Amul b. Parag
c. Roli
55% Retailers are using Amul Milk, 35% Parag and 10% Roli.
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13. How many packets of Amul do you sell daily?
47% Amul Gold, 32% Amul Taaza, 11% Amul Chil and 10% Batter Milk.
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STATEMENT OF FINDINGS & RECOMMENDATION
FINDINGS:
· 35% Shop Retailers per month sales 0-5000 Rs, 20% Shop Retailers per
month Sales 5000-10000 Rs, 30% Shop Retailers per month Sales 10000-
20000 Rs and 10% Shop Retailer per month Sales More then 30000 Rs.
· 45% Shop Retailers have Amul brand own shop, 35% Shop Retailers have
Parag brand own shop, 5% Shop Retailers have Verifresh brand own shop and
· 60% Customer opinion about Amul gold milk is Good, 30% Customer opinion
about Amul gold milk is Very Good and 10% Customer opinion about Amul
· Average customer demand for Amul is 40%, 33% Customer prefer Parag, 5%
customer prefer to use Verifresh and 22% Customer Demand for others Brand
milk.
· 60% Retailers are saying Amul Milk is Good, 37% Retailers are saying Very
· 40% Amul provides best distribution service, 35% parag, 5% Verifresh and
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· 45% Shop Retailers like distribution service and 55% shop retailer like
company service.
· 80% Retailers are saying No one Problem in Amul Gold milk and 20% are
says yes.
· 55% Retailers are using Amul Milk, 35% Parag and 10% Roli.
· 47% Amul Gold, 32% Amul Taaza, 11% Amul Chil and 10% Batter Milk.
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SUGGESTIONS AND RECOMMENDATION
3. They have to co-operate those retailers who have a less demand in shop
4. Were the mil van does not reach the side location there should be small
homonymous relationship.
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SUMMARY
If we go through the SWOT analysis of Amul as a whole then we will find out it has a
very good standing at market place and Amul also has very good corporate image
among present companies and. It should cash his image by effective using of
marketing mix.
The research which we have conducted we found that if Amul wants to stand in top
· Advertising frequency
· Customer Relationship
As we have found in our research that Amul has good market share in pouch milk, as
However, Amul has very good brand image and corporate image too. But still Amul is
not able to cash all the opportunity, which exists in the market.
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ANNEXURE
QUESTIONNAIRE
Address: ………………………………………………………………………………
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6. Distribution of Amul Gold milk?
(a) Good (b) Very Good (c) Excellent
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14. What does think about supply of Amul is it timely or late. It comes before Parag
or not?
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BIBLIOGRAPHY
REFERENCE BOOKS:
Third Edition(2002)
Second Edition(2001)
MAGAZINES :
· Times of India
· Business Today
WEBLIOGRAPHY:
1. www.amul.com
2. www.anulindia.com
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