Title -To know the preference of Amul: analysis of competitor’s

market.
Summer Internship Project Report
Submitted towards Partial
Fulfillment
Of
Post Graduated Diploma in Management
Academic Session
2021-23

Submitted By Submitted To

Kritarth Singh Mr. Ankit Gupta

Roll No. -2021043 Senior TSI (AMUL)

Batch – 2021-23

Jaipuria School of Business

Indirapuram, Ghaziabad
2021 -23

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 Certificate from the Institute

This is to certify that Mr. Kritarth Singh student of PGDM from Jaipuria School
of Business, Indirapuram, Ghaziabad has successfully completed Summer
Training Programme for a period of 2 month with organization AMUL under my
supervision. The title of the study is to understand the market share of Amul
company.

This research report is an authentic work carried by Kritarth Singh, 2021043.

Dr. Nitin Kumar Saxena

Professor, Jaipuria School of Business

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 Declaration

This is to declare that I Kritarth Singh student of PGDM from Jaipuria School
of Business, Indirapuram, Ghaziabad has given original data and information to
the best of my knowledge in the project report titled “To understand the market
share of AMUL company” is a record of independent work carried out by me
under the guidance and supervision of prof. Nitin kr. Saxena towards the partial
fulfilment of requirement for the PGDM course.

I also agree in principle not to share the vital information with any other person
outside the organization and that I have not submitted it for any award or any
other title, degree or diploma.

Date: 14/07/2022

Place: Ghaziabad (Indirapuram)

Name: Kritarth Singh

Batch: PGDM2021043

Roll No: 2021043

Specialization: Marketing

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 Acknowledgement

This research report is an authentic work carried by Kritarth Singh; it gives me

immense pleasure to present this concurrent project report. However, it would not
have been possible without the help and support of all the team of Amul ltd. I
would like to thank my industry mentor Mr. Ankit Gupta and faculty guide Prof.
Nitin Kr. Saxena for guiding me in my tenure of internship on “To know the
preference of Amul: analysis of competitor’s market. Without their support and
guide, I would not have come so far to prepare this report. would like to express
my thankfulness to Placement team of Jaipuria school of business, who gave me
this great opportunity to work on this interesting project. I am also grateful to my
loving parent and my kind friends whose prayers, affection and support are
always a source of encouragement. their suggestions and supply of information
were very valuable and helpful to me. Their continuous encouragement and
support helped me for completing this project successfully.

Name: Kritarth Singh

Batch: PGDM 2021-2023

Roll No: 2021043

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 Contents
PREFACE..................................................................................................................
EXECUTIVE SUMMARY.......................................................................................
PART A:....................................................................................................................
Industry Profile..........................................................................................................
Introduction and History: -.....................................................................................
Introduction.............................................................................................................
OBJECTIVES OF THE STUDY............................................................................
a) Preparation of questionnaire.............................................................................
b) Presetting of questionnaire...............................................................................
c) Planning of the sample.....................................................................................
RESEARCH DESIGN.............................................................................................
QUESTIONNAIRE METHOD...............................................................................
Fieldwork - Data Collection Methods.....................................................................
Outcomes based on Google form............................................................................
Recommendations and Suggestions........................................................................
Key learnings...........................................................................................................
Bibliography............................................................................................................

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 PREFACE

Today the business environment is rapidly changing in this competitive

environment the popular trend is also striving for maintaining its position
therefore it become essential for the companies that they should know their taste
and preference and taste. Regarding a particular project it is of almost necessary
to know the customer satisfaction to the value offered by the company in case of
dissatisfactory result. It is necessary to know that dissatisfaction is for entire
product or part of it and what value customers are expecting from it?

The research will provide the relevant information about the customer’s attitude
towards their products and services.

The research work is sincere effort to find out ultimate requirement of consumers
for the betterment of research as well as organization.

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 EXECUTIVE SUMMARY

The final project was undertaken with the objective of Preference of Amul milk:
comparative analysis of dairy milk industry. During my internship, I learned
many things but there were two main thing that I felt which play a significant role
in marketing that is the communicating well to the customer about the product so
that they well understand the importance of product in their lives and listen to
them i.e., their feedback and suggestion etc. In Amul, I was appointed as the sales
and marketing intern, here I have to increase the sales in given location. There
were number of tasks which was allocated to us. The first task was selling &
distribution, the second task was the to ensure the regular supply and aware more
about Amul. This task includes the SWOT analysis, porter five model analysis
etc. The product offered by the AMUL was diversified, the products are well
known but needed innovative approach to fill the image of the product in the
consumer’s mind. Here, I acquired skills like, Negotiation skill, relationship
management, Sale analysis, Consumer analysis, Sale target, Sale closer, etc.

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 CHAPTER 1:
INDUSTRY PROFILE

Introduction and History: -

The first milk association was founded in 1946. The association started with 250
liters of milk per day. In 1955 Amur was founded. In 1946, the association
became known as the Chiara District Cooperative Milk Producers Association.
The union chose his 1955 brand name Amul. The brand name AMUL means
'AMULYA', a word derived from the Sanskrit word 'AMULYA' which means
'priceless'. Anand's quality control expert suggested the brand name 'AMUL'.
Amul Product has been used in millions of homes since 1946. Amul butter, Amul
milk powder, Amul ghee, Amul spray, Amul cheese, Amul chocolate, Amul.
Shrikhand and Amul Ice Cream, Nutramul, Amul Milk an and Amulya have made
Amul a leading brand name in India. (Total turnover Rs.6
billion…………….2005). Today, Amul stands for many things, selling quality
products at reasonable prices, the emergence of vast collaborative networks, the
triumph of indigenous technology, knowledge of farmer organization marketing,
proven Dairy Product Development Model (commonly known as ANAND
PATTERN) In the early 1940s, the main source of income for farmers in the
Chiara district was the production and sale of milk. At that time, the demand for
milk was high. Bombay's main supplier of milk was his POLSON DAIRY
LIMITED, a privately owned company that had a monopoly on milk supply from
the Kiara district of Bombay. This system leads to the exploitation of poor and
illiterate farmers by private merchants.

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 Introduction

My project aims to investigate consumer perceptions of AMUL products in the

market. Basically, this is a research approach and I did my best to collect data and
applied it in practice to meet my project goals. We proudly present it to you.
India's business scenario is improving. Various commodities contributed to 's
increased trading volume. In the process, companies are working hard to increase
market share of commodity and further reduce their own market share. There is
also fierce competition in the food industry, constantly trying to innovate new
food products to satisfy and make customers happy. AMUL is one of them, so I
chose a topic that explores consumer preferences for AMUL by examining a
small sample of the market in Sonipat city. I conducted research through
questionnaires and interviews with company retailers to facilitate work on the
project. AMUL has many competitors and in today's highly competitive market
environment, has to fight hard to maintain its number one position, especially in
dairy products. In this study, a sample size of 60 was chosen (randomly).

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Research scope
 This research study relates to Amul only.
 In this study, survey data was collected to investigate people's
satisfaction with Amour products.
 Increase sales opportunities by analyzing interviewer feedback.
 Find sales gaps in the market.
 Identify customer issues and consumer satisfaction.
 There is always room for improvement in business, so this is a
suggestion to grow your business.
 This research helps companies to provide information on the current
competitiveness of his Amul products in the market.

SWOT Analysis of Amul

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Strength-
Market share: Amul has expanded its market share in terms of dairy product.
Amul has introduced A2 milk that is buffalo milk whose quality is widely
accepted in the market.
 Wider customer acceptance
 Best quality
 Exceptional growth
 Brand loyality

Weakness
 Poor supply chain
 Communication gap
 Frequent complain issue
 Infrequent visit of salesman

Opportunity-
 Market share can be increased
 Paneer supply can be enhanced
 Diversified product portfolio
 Advertising
 Milk consumption

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Threat
 Increasing competition
 Frequent visit of salesman of different competitor
 Better distribution channel of competitors

OBJECTIVES OF THE STUDY

Primary Objective
 To study the Market share of FMCG company.

SECONDARY OBJECTIVE
 To study the consumer buying behavior towards Amul products.
 To identify the brand awareness, problem and level of satisfaction
of the respondents in purchasing of Amul products.
 To ascertain the factors influencing the purchase of Amul products.
 To find out the socio-economic status of the consumers who is
utilizing Amul products.

LIMITATION
 Sample size is small, because period of time limited.
 Non-cooperative approach and rude behavior of the respondents.
 Sometime language barrier.

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  The time constraint was a major limitation to the study.
 Most of the Retailers show hesitations to respond.

MARKETING RESEARCH
Market research is an important part of the marketing process. Start with the
overall marketing discussion market share. It helps companies to better
understand their target market, competition and marketing landscape.

DEFINITION
Marketing research is systematically collected, recorded and analyzed to support
decision making. - Coundiff and Still Market research is systematic problem
analysis, model building, and gathering of facts for the purpose of making
decisive decisions and managing the marketing of goods and services.
-Philipp Kotler

IMPORTANT STEPS ARE INVOVED IN MARLETING

RESEARCH: -
(1) Identify the issue and its goals.
(2) Define the issue.
(3) Establish what data is required.
(4) Determine the information's origins.
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(5) Select a research strategy.
(6) Compile the data, analyze it, and interpret it.
(7) Write an analysis report.
(8) Continue the research.

(1) Identify the problem and its goals: - Identify the problem and its purpose. -
This includes properly organizing and structuring studies that provide the
necessary data. This includes creating a broad framework of important marketing
elements such as industry, competition, marketing, and corporate relationships.
(2) Determine the specific problem and related information required:- In
general, manufacturers, manufacturers, distributors, and retailers specifically pay
attention to four things:
(1) What to sell
(2) When to sell
(3) Where to sell
(3) Identify the problem: - Getting to know the company, its business, its
products, the market environment, as well as conducting in-depth interviews with
company officials and doing library searches are all necessary steps to identify the
problem.

(4) Determine the information's origins.

Primary Data: Primary data is data that is specific to the project and is usually
collected directly through questionnaires or interviews. Key data sources include
industry association executives, other business stakeholders, customers, buyers,
intermediaries, competitors, and buyers.
Secondary Data: These sources, which are usually public, were originally
collected for other reasons. Sources include internal data, industry, professional
and business association publications and reports, and government publications
and reports.
(5) Determining research methods for data collection:
Primary data collection becomes necessary when secondary data proves to be of
little use. Three widely used methods to collect primary data are
A) Survey

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B) Observation
C) Experimental
A) Survey: Collect information directly from respondents. or through mail-in
surveys or telephone interviews.
B) Observation Methods: - Survey data are collected by observing and recording
behavior in marketing contexts. This technique is very precise. It's a fairly
expensive technology.
C) Experimental Method: This method involves running small-scale
experimental solutions to the problem while trying to control for all factors
associated with the problem. The main assumption here is that the test conditions
are essentially the same as those encountered later when the conclusions drawn
from the experiment are applied to the broader marketing realm.
D) Panel Survey: - In this technique, the same group of respondents is contacted
multiple times. and information obtained to find out if they have any questions
about their preferences or if they want a particular quality, color, size or
packaging of the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample

(5) Aggregate, analyze and interpret data: -

The report must include the following information: -
a) title of the study
b) name of the organization that conducted it
c) purpose of the study
d) Methodology used
e) Structure and plan of the report
f) Table of contents including graphs and charts used in the report
g) Main report containing results
h) Final conclusions Suggestions Recommendation
i) Attachment (Questionnaire/use forms, sample designs, and instructions are
posted.)

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(6) Follow-up of the study:
The researcher should follow up with this study at the final stage to see if his
recommendations are being implemented and, if not, why

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 RESEARCH DESIGN

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Advertising is a compensated method of a sponsor's non-personal presentation
and promotion of ideas, products, or services.
1.Research objective
 Increase the awareness level of Amul milk.
 Seek the general perception of consumer towards Amul milk.
 To find performance of Amul milk vis-à-vis other brand.
 To know the consumer psyche and their behavior for Amul milk.
2. Research objective &related sub-objective
I. Understand the relationship between sales and advertising.
II. To determine public perception of Amul milk.
III. Understanding which market segments prefer or enjoy Amul milk
the most.
IV. Know the most popular forms of advertising with consumers.
V. Understand how Amul milk compares to other competing brands.
VI. Understand the factors that influence consumer decisions about
purchasing milk.

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3. Information requirement

• First, I had to familiarize myself with each of the competitors in the milk
market: well-known established brands and local brands.
• I needed to know the comparable packages and prices of all competitors before
doing research.
• Milk is a product that appeals to children and young people, so the market had to
be identified and divided into segments that primarily affect people of different
age groups.
• As milk is a diverse product, the most important information is information
about the different types of milk sold, their fat content, SNF, proteins,
carbohydrates, vitamins and other details. They can be represented as:

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 • Televisions are used to broadcast campaigns, while Amul Milk's advertisements
are usually made with billboards.
4. Research Design Choices – Alternatives and Alternatives
Although it is difficult to establish a completely satisfactory classification
system, it is helpful to classify marketing research based on basic research
objectives. It considers different types, their applicability, their strengths and
weaknesses, and helps students choose the type that best suits their particular
problem.
His two general types of studies are:
Exploratory study
Marketing researchers spend a significant portion of their work in exploratory
research when little is known about the problem being studied.
Definitive Study & conclusive Study
Definitive studies attempt to determine how often something occurs or the
relationship between two phenomena. Meaningful research usually assumes
certain fundamental characteristics of the market or includes a precise formulation
of the research question/hypothesis.
5. Research Tools Used – Details and Reasons
If you want to know what kind of milk people use, what they think about TV ads,
or why they buy a particular product of Amul, it’s natural to ask them. Therefore,
questionnaires are the most widely used of the two data collection methods. Many
consumers are familiar with a caller who greets them with "I'm doing a survey"
and asks them a series of questions. Interviews can be face-to-face, over the
phone, or by mail. Each of these has certain advantages, disadvantages, and
limitations. However, survey methods generally have various strengths and
weaknesses. Discussion of specific variations would be more meaningful if these
properties of the general method were resolved first. A survey consists of a list
of questions to ask the respondent and a space provided to record the
answers/answers. Surveys can be used for face-to-face interviews, focus groups,
emails, and phone interviews. Choosing between these options will vary greatly
depending on the type of information you collect and the type of respondents
collecting the information.
The common factor in all varieties of the questionnaire method is this reliance on
verbal responses to question, written or oral.

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 QUESTIONNAIRE METHOD

In this method a questionnaire is sent to the concerned respondents who are

expected to read, understand and reply their own and return the questionnaire. It
consists of a number of questions printed or typed in a definite order on a form or
set of forms. It is advisable to conduct a ‘Pilot study’ which is the rehearsal of the
main survey by experts for testing the questionnaire for weaknesses of the
questions and techniques used.
Types of Questionnaires
1. Close Ended: - Close ended questionnaire is one in which questionnaire are
asked in yes or no form. It is used in structured questionnaire.
2. Multiple Choice: - In multiple choice questions respondent is asked to select
one out of no. of alternatives responses. All possible answers to questions are
listed and responded choice one of these. a. Good Services b. Good testing quality
c. Price lower than the company.
3. Open Ended: - In this type of questionnaire respondent is ask to questions in
his or her own words in easy form. For ex- BBA student after the completion of
course may be ask what do you feel about the facilities offer by the institute.
Advantages: -
 Free from the bias of the interviewer.
 Respondents have adequate time to give answers.

 Respondents are easily approachable. Limitation: -

 It is inflexible once sent.

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 Time taking and slow process.
 Low rate of return of duly filled questionnaire.

6. Sampling method used and sample size – why?

A sampling plan is a specific plan for taking some items from an entire
population.

Undiscovered Structured Techniques: Unstructured techniques for measuring

attitudes will help researchers understand the salient features of specific products
and the important It is primarily of value in exploratory research looking for
factors. A structured method can provide a more objective system of
measurement, similar to a scale or ruler. The term scaling has been applied to
efforts to measure attitudes objectively, and many useful scales have been
developed.

Sampling Method
A sampling plan is a definitive plan for taking some items from an entire
population. Here sample taken from location, Vaishali and khoda.

Cluster sampling
Here the whole area is divided into some geographical area and a definite
number of consumers were to be surveyed.

Convenience sampling
This type of sampling is chosen purely on the basis of convenience and according
to convenience. I visited Shops, Superstores, Departmental stores.

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 SAMPLING

1. Sampling Technique Non probability (A non-probability sampling

technique that in which each element in the
population does not have an equal
chance of getting selected).

2. Sample Unit People who buy Milk available in retail outlets,

superstores, etc.

3. Sample size 60 respondents (Age ranging between 15 yrs to

65 yrs).

4. Method Direct interview through questionnaire

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 5. Data analysis method Graphical method

6. Area of survey Ghaziabad District, khoda and

Vaishali ,Indirapuram

FIELD WORK-DATA COLLECTION METHODS

• The questionnaire was designed with research objectives in mind.

• Respondents were asked about their intention to buy milk.
• Face-to-face interviews conducted using questionnaires to obtain accurate
information.
• To get the right information, he had to target consumers between the ages of 15
and he 65.
• We visited as many respondents as possible and asked them what they really
liked about milk.
• Understanding consumer behavior is ``consumer behavior is physical activity,
the physical activity in which people participate in the evaluation, purchase, use,
and sale of goods and services, as well as the decision-making process.''
• To collect accurate information, Shops, Superstores and departmental stores etc.
were visited and all questions were personally filled out and carefully hecked by
the respondents.
• Did not respond when contacted between 1pm and 5pm (when most people rest
in the heat).

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Amul uses a three-tiered structure in the production of its dairy products: No
Middlemen: Amul links milk producers directly with consumers; this strategy
both safeguards producers from middlemen's scams and lowers the price of the
products for consumers.
What distinguishes Amul from other brands?
The Indian dairy brand Amul is so well-respected at all societal levels that it
avoids engaging in the kind of market segmentation that other companies usually
do. This trust has been developed over many years as a result of high standards
and a local focus.

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 OUTCOMES BASED ON GOOGLE FORM

This graph shows that retailers have said that is Amul is netural when it gets
compared to other dairy brands.

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This fig shows that retailers prefer Amul as compared to other products when it
comes to stocking the products in their shop.

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This fig shows that retailers are highly satisfied by the distributors of Amul
products.

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This fig shows that Amul salesman frequently visit to retailers store as compared
to other products.

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This fig shows that Amul share is equal to its competitors when gets compared to
other dairy products.

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This fig shows that maximum number of retailers are interested in distribution of
Amul milk.

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This fig shows that retailers get Amul milk and other Amul products on time
whenever it is required.

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This fig shows that retailers prefer to stock 500ml size of Amul milk packet.

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This fig shows that maximum retailers came to know about Amul is by
distributors.

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This fig shows that sometimes retailers do not get sufficient stock of
Amul milk.

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 RECOMMENDATIONS AND SUGGESTIONS

 Amul products may deteriorate due to weathering. Because of this, when

the reaches retailers, they become ill.
 There are products such as Amul Gulab Jamun, Rasmalai, Chocolate
and Rabri that are less popular than Amul Milk and Ice Cream.
 Focus on retail expansion in Indian cities, towns and villages – Amul
Elevate salon brands to grab consumer attention and keep the
competition at bay.
 Replenishment and margins are the two biggest issues threatening the
Amul brand.
 Amul can try new products such as milk-based candy and baby food.
 Please also note that some items are old stock.
 Amul may dare to offer a low-fat version of the product as it helps win
over 2nd and 3rd generation Indians in the US and global markets.
 They should try to work with low demand retailers to communicate the
company's various attractive programs.
 Try to settle trader's various claims as soon as possible.
 Affordable, high-quality dairy products – one of Amul's key strengths.
 Amul ranks highest in butter and milk and accounts for the majority of
's total sales.
 Many complaints have been received about Amul's exchange policy.
Amul needs to improve his replacement policy in and be a little more
flexible.

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 KEY LEARNINGS

• Learn how to pitch to distributors and retailers - during the internship

I learn how to pitch to distributors and retailers what all things should I
convey to consumer so that it attracts the consumer towards product and
rise the urge of buying the product.

• Patience – Their will a time when their will be a stressful situation Infront
of us but at that time we need be patient and handle customer query
patiently and peacefully

 Learned about the volatile demand in the market- In market every

consumer want consumer (Retailers) wants their good on their time or
demand of the product sometimes rises

 How to handle your consumer stressful situation- During my summer

internship I learned how to handle consumer in a stressful situation there
might be time when consumer might be yelling on you at that time we
need to be calm handle consumer query peacefully

 Customer perception- One of the important factors I have learnt in this

internship was customer perception where what the customer would think
about the product for that a concern think as customer then they come to a
perception which is known customer perception. In other words what
consumer think about the product is known as customer perception.

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 BIBLIOGRAPHY

1. https://www.sdmimd.ac.in/incon_cd_2020/papers/MR118.pdf
2. https://www.quora.com/
3. https://amul.com/products/amul-uhtmoti-info.php
4. file:///C:/Users/hp/Downloads/rohansummertrainingreport-
111003115512-phpapp02.pdf
5. https://www.tutorialspoint.com/
6. https://digiaide.com/swot-analysis-of-amul/

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