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Internal Guide: Prof.

S N Murthy

External Guide: Mr. Stany Lobo

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A marketing concept that compasses a customers impression, awareness and/or consciousness about company or its offering. Which is affected by advertising, reviews, public relations, media experience and other channels Mainly to know perception towards Amul Butter To know the customers mind and brand awareness in the market.
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Nature of business carried out. Products and services. Mission, Vission and Quality policy. Competitors information.

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Structure: Vertical structure with various functional dept. Skill: Continuous training using both on the job and off job training programs Style: Participative , Authoritative style and information flow is top-down style and bottom up style. System :Inventory control system , Order execution system and Distribution system. Strategy: the main strategy is Value for money products which stresses more on Quality rather than gaining profits. Staff: 750 employee across the country and many more distributors and retailers Shared value: Amul has always promised on its values and has delivered on time, value for money product. Shared values are Customer Orientation ,Commitment to producers , Quality ensured and Innovation all the way.

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o o o

Strengths: Cows and buffaloes Absolute monopoly Market leader Excellent network Good infrastructure

Weakness: o Complexity in structure o Conflicts in the unions o Financial benefit not available
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Opportunities: o Global markets o Rural markets o Scope for reforms AHD in states

Threats: Unregulated competition Dumping of dairy products by other countries Unethical practices

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To know the consumer perception and preferences about the Amul Butter and to identify the competition and brand awareness.

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To find out major competitors of Amul butter To find out the market share To measure the satisfaction of consumers and brand awareness.

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Data collection method was survey method Data source: The required data was collected both primary and secondary primary data: Collected personally form various consumer as well as retailers Secondary data: From Magazines, newspapers and websites. Sampling plan: Sampling unit: Consumers and all retail outlets Sampling size: 100 Type of sampling: Simple random sampling

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What do see at the time of purchasing butter?


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INFLUENCE PRICE QUALITY PACKAGING GIFT TASTE

NO. OF CONSUMER 21 24 18 12 25

25
20 15 10 5 0

24 21 18 12

25

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Which brand you prefer most?


BRAND PREFER BY CUSTOMER

NESTL E 12%

BRITAN NIA 8%

MOTHE R DAIRY 21%


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AMUL 59%

59% of consumers prefer Amul better 95% consumers aware of Amul butter Amul butter is most demanded and ranked as 1st . Amul butter is available in 33% of outlets.

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The brand awareness for Amul butter is more. Most sold are 100gm and 500gm packaging. Quality is good and satisfaction is excellent.

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