Project on Amul[1]

8/8/2019 . Project on Amul[1]

1/52

Acknowledgement

Summer Internship is an opportunity for an MBA student to expose himselftowards the practical facet, environment & cultural organizational dynamics of anorganizational. It is a medium through which we get a chance to implement

practically, the theoretical input gained in classroom.

It requires a lot of guidance & cooperation of people we are working with for thesuccessful completion of the project .For that purpose I would like to express myprofound gratitude to my project guide Mr. B.R Mukharjee (Marketing Head) &Mr. Manoj Kumar without whose able guidance it was impossible to finish thisproject on time.

Last but not the least it was the blessing of my elders & support of my friends,which kept me motivated through, out the project.

Sincerely

Shravan Kumar Pandey


2/52

Preface

My research was on flavor milk. my work was to find out brand

awareness,market share and how AMUL should be promote the product. Really Iam very thankful to Mr. Manoj Kumar who guides us very well. I learnt so manythinks to him. He is very cooperative and nice person. I did our project throughQuestionnaire which is attachedwith the project report. We took few parameters to do project they are

Awareness

Availability

Price Promotion strategy

Competitor and their strategy

Finding out new market or consumer base for product


3/52

About Organization

Formally known as GCMMF, AMUL means priceless in Sanskrit. The brand

name AMUL from the Sanskrit Amoolya, was suggested by a quality control

expert in Anand. Amul products have been in use in millions of homes since

1946. Amul butter, Amul milk powder, Amul ghee, Amul spray, Amul cheese,

Amul chocolates, Amul Shrikhand, Amul ice cream, Nutramul, Amul milk, Amul

FLV and Amulya have made Amul a leading food brand in India. Today Amul is a

symbol of many things of high quality products sold at reasonable prices of

the genesis of a vast cooperative network of the triumph of indigenous

technology of the marketing savvy of a farmers organization and of a proven

model for dairy development.

50 years after it was first launched, Amul sales figures have jumped from

1000 tons a year in 1966 to over 25000 tons a year in 1997 and sales figure of

rupees 11140 millions in 1994-95 to rupees 23365 millions in 2001-02. No other

brand comes even close to it. It was all because a thumb sized girl climbed on to

the hoardings and put a spell on the masses.

For thirty odd years the Utterly Butterly girl has managed to keep her fan

following intact. So mush so that the ads are now ready to enter the Guinness

Book of World Records for being the longest running campaign ever. The


4/52

ultimate compliment to the butter came when a British company launches butter

and called it Utterly Butterly, few years back.

50 years after it was first launched, Amul sales figures have jumped from 1000

tons a year in 1966 to over 25000 tons a year in 1997. No other brand came

even close to it. All because thumb sized girl climbed on the hoardings and put a

spell on the masses.

History

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperativemovement in India. I t is a brand name managed by an apex cooperativeorganisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF),which today is jointly owned by some 2.6 million milk producers in Gujarat,India[1].

AMUL is based in Anand town ofGujarat and has been a sterling example of aco-operative organization's success in the long term. It is one of the bestexamples of co-operative achievement in the developing world. "Anyone who hasseen ... the dairy cooperatives in the state of Gujarat, especially the highly

successful one known as AMUL, will naturally wonder what combination ofinfluences and incentives is needed to multiply such a model a thousand timesover in developing regions everywhere."[2] The Amul Pattern has establisheditself as a uniquely appropriate model for rural development. Amul has spurredthe White Revolution of India, which has made India the largest producer of milkand milk products in the world. It is also the world's biggest vegetarian cheesebrand [3].

Amul is the largest food brand in India and world's Largest Pouched Milk Brandwith an annual turnover of US $1050 million (2006-07) [4]. Currently Amul has 2.6million producer members with milk collection average of 10.16 million litres per

day. Besides India, Amul has entered overseas markets such as Mauritius, UAE,USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few SouthAfrican countries. Its bid to enterJapanese market in 1994 had not succeeded,but now it has fresh plans of flooding the Japanese markets [5]. Other potentialmarkets being considered include Sri Lanka.

It all began in 1966 when Sylvester daCunha, then the managing director of theadvertising agency, ASP, clinched the account for Amul butter. The butter, which
http://en.wikipedia.org/wiki/1946http://en.wikipedia.org/wiki/Cooperativehttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Amul#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Anand%2C_Gujarathttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Amul#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/White_Revolution_(India)http://en.wikipedia.org/wiki/Amul#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/Amul#cite_note-3%23cite_note-3http://en.wikipedia.org/wiki/Mauritiushttp://en.wikipedia.org/wiki/UAEhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Japanese_peoplehttp://en.wikipedia.org/wiki/1994http://en.wikipedia.org/wiki/Amul#cite_note-4%23cite_note-4http://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/1946http://en.wikipedia.org/wiki/Cooperativehttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Amul#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Anand%2C_Gujarathttp://en.wikipedia.org/wiki/Gujarathttp://en.wikipedia.org/wiki/Amul#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/White_Revolution_(India)http://en.wikipedia.org/wiki/Amul#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/Amul#cite_note-3%23cite_note-3http://en.wikipedia.org/wiki/Mauritiushttp://en.wikipedia.org/wiki/UAEhttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/Africahttp://en.wikipedia.org/wiki/Japanese_peoplehttp://en.wikipedia.org/wiki/1994http://en.wikipedia.org/wiki/Amul#cite_note-4%23cite_note-4http://en.wikipedia.org/wiki/Sri_Lanka


5/52

had been launched in 1945, had a staid, boring image, primarily because theearlier advertising agency which was in charge of the account preferred to stickto routine, corporate ads.

In India, food was something one couldn't afford to fool around with. It had been

taken too seriously, for too long. Sylvester daCunha decided it was time for achange of image.

The year Sylvester daCunha took over the account, the country saw the birth of acampaign whose charm has endured fickle public opinion, gimmickry and allelse.

The Amul girl who lends herself so completely to Amul butter, created as a rivalto the Polson butter girl. This one was sexy, village belle, clothed in a tantalising

choli all but covering her upper regions. "Eustace Fernandez (the art director)and I decided that we needed a girl who would worm her way into a housewife'sheart. And who better than a .For 30 odd years the Utterly Butterly girl hasmanaged to keep her fan following intact. So much so that the ads are now readyto enter the Guinness Book of World Records for being the longest runningcampaign ever. The ultimate compliment to the butter came when a Britishcompany launched a butter and called it Utterly Butterly, last year.

For the first one year the ads made statements of some kind or the other but theyhad not yet acquired the topical tone. In 1967, Sylvester decided that giving theads a solid concept would give them extra mileage, more dum, so to say. It was a

decision that would stand the daCunhas in good stead in the years to come.

In 1969, when the city first saw the beginning of the Hare Rama Hare Krishnamovement, Sylvester daCunha, Mohammad Khan and Usha Bandarkar, then thecreative team working on the Amul account came up with a clincher -- 'HurryAmul, Hurry Hurry'. Bombay reacted to the ad with a fervour that was almost asdevout as the Iskon fever.

That was the first of the many topical ads that were in the offing. From then onAmul began playing the role of a social observer. Over the years the campaignacquired that all important Amul touch.

India looked forward to Amul's evocative humour. If the Naxalite movement wasthe happening thing in Calcutta, Amul would be up there on the hoardingssaying, "Bread without Amul Butter, cholbe na cholbe na (won't do, won't do). Ifthere was an Indian Airlines strike Amul would be there again saying, IndianAirlines Won't Fly Without Amul.


6/52

From the Sixties to the Nineties, the Amul ads have come a long way. Whilemost people agree that the Amul ads were at their peak in the Eighties they stillmaintain that the Amul ads continue to tease a laughter out of them.

Where does Amul's magic actually lie? Many believe that the charm lies in the

catchy lines. That we laugh because the humour is what anybody would enjoy.They don't pander to your nationality or certain sentiments. It is pure and simple,everyday fun.

GCMMF TODAY

GCMMF is India's largest food products marketing organisation. It is a state levelapex body of milk cooperatives in Gujarat, which aims to provide remunerativereturns to the farmers and also serve the interest of consumers by providingquality products, which are good value for money. GCMMF markets andmanages the Amul brand. From mid-1990's Amul has entered areas not relateddirectly to its core business. Its entry into ice cream was regarded as successfuldue to the large market share it was able to capture within a short period of time -primarily due to the price differential and the brand name. It also entered the

Pizza business, where the base and the recipes were made available torestaurant owners who could price it as low as 30 rupees per pizza when theother players were charging upwards of 100 rupees.

In September 2007, Amul emerged as the leading Asian brand according to asurvey by Synovate to find out Asia's top 1000 Brands.

Amul has recently entered into direct retailing through "Amul Utterly Delicious"parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai,Hyderabad and Surat. Amul has plans to create a large chain of such outlets tobe managed by franchisees throughout the country. We have created AmulParlours at some prominent locations in the country, which are run by thecompany or its wholesale dealers:
http://en.wikipedia.org/wiki/Ice_creamhttp://en.wikipedia.org/wiki/Pizzahttp://en.wikipedia.org/wiki/Ice_creamhttp://en.wikipedia.org/wiki/Pizza


7/52

RETAILING

The advent of modern format retailing has led to a sea change in purchasingbehaviour of consumers. While large retail chains do provide some convenienceto consumers, historically they have rarely had any beneficial impact on farmerswho supply agricultural produce to them. Across the world, it is observed that thefarmers share in the consumers rupee, keeps on declining due to the risingbargaining power of supermarket chains. This phenomenon will definitely takeplace in India, as well, within the next few years. To counter this, we havedecided to set up our own Amul Preferred Outlets (APOs), all across the country.

GCMMF ventured into organised retailing in 2002 with a view of getting closer tothe consumer and provide her the complete brand experience. We have madeour presence felt by creating several strategically located parlours, in a shortperiod of time. The entire expansion drive is based on the franchisee routeadopted by GCMMF, which means an employment opportunity for thousands ofenterprising Indians. The Retailing operations would not only help farmers andsmall time entrepreneurs to counter the onslaught of Modern Format stores butwould also help consumers to relish complete Amul brand experience.


8/52

Visit of African Youth Group

A forty member study tour of the African Youth Group as a part of the outreachprogramme of the Indo-Africa Forum Summit visited Anand on Saturday, March29, 2008. The group comprised persons from diverse background andprofessions with wide ranging interests. They spent the entire day visiting AmulDairy and Museum, IRMA, Vidya Dairy, GCMMF and a Village Dairy Co-operative Society.

After the visit, they said that they very much liked the concept of CooperativeMovement as a whole and were taking this rich experience to their country. Theywere also impressed with the way it has empowered the people and would tryand replicate it in their country.

This programme has helped in deepening the ties between India and Africa.


9/52

The modern face of Amul

The nineties brought in some winds of change. Liberalization of the countries

economy was being talked about. In the Beverage business the scene had

changed from one of shortages of self sufficiency. While everything seemed to

be going well, there was a growing realization of the need to manage effectively

the ever expanding Beverage business in tune with changing times. Would the

dairy managers be able to handle the business through the existing systems and

processes? Two factors needed attention (1) How to cater to ever changing

aspirations of the customers and, (2) How to improve the quality of products and

services that GCMMF offered. The organization had to brace them to effect the

change fast and with as little pain as possible. Information technology had to be

incorporated in our systems and the organizations made learning organization

through perpetual training and retraining.

In 1994, to facilitate the above information GCMMF decided to

introduce the concept of Total Quality Management (TQM) with its twin pillars of

customers focus and continuous improvement. This package entailed employee

involvement, waste reduction, problem solving techniques and improvement of

the processes, together with continuous training. Shri B.M. Vyas who had then

just


10/52

Ntaken over as the managing director of GCMMF took up this gamble and

decided to lead the organization from the front. He was ably assisted by Shri

James Joseph (now in U.S.). Six years down the line and organization has been

transformed.

An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest foodproducts marketing organization. It is a state level apex body of milk cooperatives

in Gujarat which aims to provide remunerative returns to the farmers and alsoserve the interest of consumers by providing quality products which are goodvalue for money.


11/52

Members: 13 district cooperative milk producers'Union

No. of Members:Producer Members: 2.60 million

No. of Village Societies: 12,792

Total Milk handling capacity: 10.16 million litres per day

Milk collection (Total - 2006-07): 2.38 billion litres

Milk collection (Daily Average 2006-07):

6.51 million litres

Milk Drying Capacity: 594 metric Tons per day

Cattlefeed manufacturing Capacity: 2640 Mts per day

Sales Turn Over

Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450


12/52

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

Graphical presentation of Sales turns over


13/52

0

5 0 0 0

1 0 0 0 0

1 5 0 0 0

2 0 0 0 0

2 5 0 0 0

3 0 0 0 0

3 5 0 0 0

4 0 0 0 0

4 5 0 0 0

1 9

9 4 -

9 5

1 9

9 5 -

9 6

1 9

9 6 -

9 7

1 9

9 7 -

9 8

1 9

9 8 -

9 9

1 9

9 9 -

0 0

2 0

0 0 -

0 1

2 0

0 1 -

0 2

2 0

0 2 -

0 3

2 0

0 3 -

0 4

2 0

0 4 -

0 5

2 0

0 5 -

0 6

2 0

0 6 -

0 7

S eri

S eri


14/52

Amul Means

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

"Amoolya," was suggested by a quality control expert in Anand. Variants, allmeaning "priceless", are found in several Indian languages. Amul productshavebeen in use in millions of homes since 1946. Amul Butter, Amul Milk Powder,Amul Ghee, Amulspray, AmulCheese, Amul Chocolates, Amul Shrikhand, AmulIce cream, Nutramul, Amul Milk and Amulya have made Amul anilleading foodbrand in India. (Turnover: Rs. 42.78 billion in 2006-07). Today Amul is a symbolof many things. Of high-quality products sold at reasonable prices. Of thegenesis of a vast co-operative network. Of the triumph of indigenoustechnology.Of the marketing savvy of a farmers' organisation. And of a proven model fordairy development.

Amul Mission

We at GCMMF endeavor to satisfy the taste and nutritional requirements of the

customers of the world, through excellence in marketing by our committed team.

Through cooperative networking, we are committed to offering qualityproducts that provide best value for money.


15/52

Amul and Its Special Achievements

Amul - Asia's largest Dairy Co-operative was created way back in 1946 to make

the milk producer self-reliant and conduct milk business with pride. Amul hasalways been the trend setter in bringing and adapting the most moderntechnology to the door steps of rural farmers.

Amul created history in following areas:

a) First self motivated and autonomous farmers' organization comprising of morethan 500,000 marginal milk producers of Kaira District.

b) Created dairy co-operatives at village level functioning with milk collectioncentres owned by them.

c) Provided state-of-art milk fat measuring system.

d) Computerized milk collection system with electronic scale and computerizedaccounting system.

e) Artificial insemination facility right at farmers door step through frozen semenin stored liquid nitrogen.

f) Veterinary services through mobile van equipped with dedicated Radiofrequency wireless telephone system.

g) The first and only organization in world to get ISO 9000 standard for its farmerco-operative.

h) First to produce milk powder from surplus milk.

i) First to produce cheese from buffalo milk.

j) First to formulate infant milk food in the country with indigenous technology.

k) First farmer owned and managed Dairy Co-operative integrating milk

production, processing and marketing under one roof.

l) Leading fully automated dairy plant.

m) First to set up 600 MT Cattle Feed Plant for providing balanced (formulated)Cattle Feed Plant.


16/52

Gujarat is floating on rich natural gas and oil reserves. The natural resourcescould not be put to full use 20 years ago by the ONGC and therefore wereoffered to Amul. Amul as ever, took the initiative and was the first and the onlyorganization to lay a 52 KM long own gas transportation pipeline and set up aCo-generation Plant to produce power using gas and generate steam, deploying

waste heat of the flue-gases. The turbine is in use since 1983. The gas turbine isa combined cycle co-generation system providing reliable and quality power,making farmers of Kaira self-reliant in milk business.Optimum utilization of natural resources has been deployed at Cattle Feed Plant,Kanjari by installation of 54000 LPD Solar Water Heater System which was alterextended to its Chilling Centres.Amul is a live example of how co-operation amongst the poor marginal farmerscan provide means for the socio-economic development of the under-privilegedmarginal farmers..


17/52

Award

Rajiv Gandhi National Quality Award - 1999

After creating ripples in te market whether it be with a Rs. 20/- Pizza or with a"real" Ice Cream, Amul has done it again. But this time, it is not only for newproduct launches or giving a tough fight to best of the food companies inextremely competitive segments, it has now topped as the winner of the "Best of

All" Rajiv Gandhi National Quality Award for the year, 1999.

Ramkrishna Bajaj National Quality Award-2003

The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the topscorer in the service category of the prestigious IMC Ramkrishna Bajaj NationalQuality Award - 2003. The Certificate of Merit was presented at a glitteringceremony held at Mumbai on March 11 by the Governor of the Reserve Bank ofIndia, Dr. Y. V. Reddy.


18/52

AMUL - THE TASTE OF INDIA (GCMMF)

receives

INTERNATIONAL CIO 100 AWARD FORRESOURCEFULNESS

GCMMF is a winner of the prestigious international CIO 100 award from IDG's CIOMagazine, USA. The 2003 CIO 100 award recognizes the

organisations around the world that excel in positive business performance through

resourceful IT management and best practices.

This CIO International IT excellence Award has recognised the Cooperative Movement& its Leadership under the "Amul" brand, initiated by Dr. V Kurien, Milkman of India,

whose main Motto is to build Indian Society economically & literally strong through

innovative cooperative resourceful network, so as to provide quality service & productsto the end consumers and good returns to the farmer members.

This award has also given direction that IT need to be encouraged & adopted more &

more at grass root level and bridge the digital divide through proper training, re-trainingso as to bring radical change & benefit to the Indian society.

It has also recognised the Managing Director, Mr. B M Vyas, who has taken IT initiativeby setting the direction "GCMMF as IT Company in Food business". It has also

inspired all the employees of GCMMF Enterprise to sustain the challenges as a "Change

Agent" by excelling their IT skills in order to transform the people around them towardsIT Integration (e-Vision) on both the ends of supply chain (Village level Farmer to end


19/52

consumer). This award also motivated the each & every member dairy, Amul's wholesale

distributors, retailers, transporters and suppliers who have supported whole-heartedly the

IT initiatives of GCMMF.

The Gujarat Co-operative Milk Marketing Federation (GCMMF) has been

honoured at the CIO 100 Symposium & Award Ceremony on August 19, 2003, atthe Broadmoor in Colorado Springs, Colorado, USA. Shri Subbarao Hegde,Head of IT had been to USA and received the said Award on behalf of GCMMF.

JOURNEY 2008

GCMMF will be an outstanding marketing organization, with specialization in

marketing of food and dairy products, both fresh and long life, with customer

focus and information technology integration.

The network would consist of more than 100offices, 7500 (4000 urban, 3500

rural) stockiest covering at least every taluka headquarter town, serving nearly 10

lakh outlets with a turnover of Rs. 42778 Million, and serving several

cooperatives.

GCMMF shall also create a market for its products in neighboring countries.

AMULS STRATEGIC THRUST AREAS

Build capability of marketing fresh products

Expand marketing of existing products


20/52


21/52

WEAKNESSES:

Amul is following the old traditions.

Advertisement is not enough.

Price is competitive as compared to other brands in the market, but margin to

the distributor is less than that of other brands.

Amul Beverages and health drinks has been launched quite late in Delhi as

compared to the copetitors, so awareness among the people is less about the

Amuls products.

It lacks in aggressive marketing approach, which is helping competitors.

Replacement of old product is not allowed

Less scheme exit.

Lack of new technology in research and development.

OPPORTUNITIES:

There is a huge opportunity in Beverages market.

Mother Dairy is available since Same years in the market, and it has

dominated this industry, so people need change.

If Amul provide a better taste and quality then it can swap most of the

customers of Mother Dairy with least effort.

Customers always believe that there is a chance of improvement.

Beverages are basic necessity for daily use; everyone needs it daily for one

or other reason.

Average consumption of milk is 1 liter in each house.

People Left the tradition drinks (soda) and Like the Beverages Milk.


22/52

THREATS:

There is a very tough competition with other brands. Better image of competitor in particular segment.

Competitors are dominating Beverage in the market, quality wise and price

wise.

Market is price sensitive.

People are using Mother Dairy and other brands since so many years, soit is difficult for them to suddenly change the brand and taste that has alreadybeen developed. So it is really difficult to convince them.

Distribution Channel

Company

Depot

Distributors


23/52

Retailers Wholesalers

Bread SpreadsAmul ButterUtterly ButterlyDelicious

Amul LiteLow fat, lowCholesterol BreadSpread
http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.html


24/52


25/52

Amul Kool Thandai

Powder Milk

Amul Spray InfantMilk FoodStill, Mother's Milk is

Best for your baby

Amul InstantFull Cream MilkPowder

A dairy in yourhome

Sagar SkimmedMilk PowderWhich is especiallyuseful for diet

preparations or foruse by people onlow calorie and highprotein diet.

Sagar TeaCoffeeWhitener

Amulya DairyWhitenerThe Richest, Purest

Dairy Whitener
http://www.amul.com/amul-thandai.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-dairy.html


26/52

Fresh MilkAmul Fresh MilkThis is the mosthygienic milkavailable in themarket. Pasteurisedin state-of-the-artprocessing plants andpouch-packed forconvenience.

Amul Gold Milk

Amul Taaza DoubleToned Milk

Amul Lite Slim andTrim Milk

Amul Fresh Cream Amul Shakti TonedMilk

Amul Calci+
http://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.html


27/52

Cheese

Amul PasteurisedProcessed Cheese100% VegetarianCheese made frommicrobial rennet

Amul CheeseSpreadsTasty Cheese Spreadsin 3 great flavours..

Amul Emmental

CheeseThe Great SwissCheese from Amul,has a sweet-dryflavour and hazelnutaroma

Amul Pizza

Mozzarella CheesePizza cheese...makesgreat tasting pizzas!

Gouda Cheese
http://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.html


28/52

For Cooking

Amul / Sagar PureGheeMade from freshcream. Has typical

rich aroma andgranular texture. Anethnic product madeby dairies withdecades ofexperience.

Cooking Butter

Amul Malai PaneerReady to cook paneerto make yourfavourite recipes!

Utterly DeliciousPizza

Mithai Mate

SweetenedCondensed Milk - Freeflowing and smoothtexture. White tocreamy color with apleasant taste.

Masti Dahi

Desserts
http://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.html


29/52

Amul Ice CreamsPremium Ice Creammade in variousvarieties and flavourswith dry fruits and

nuts.

Amul ShrikhandA delicious treat,anytime.

Amul MithaeeGulab JamunsPure Khoya GulabJamums...best servedpiping hot.

Amul ChocolatesThe perfect gift forsomeone you love.

Amul Lassee Amul Basundi

Health Drink
http://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/desserts-basundi.html


30/52

NutramulMalted Milk Foodmade from maltextract has thehighest protein

content among allthe brownbeverage powderssold in India.

Amul ShaktiHealth FoodDrinkAvailable in Kesar-Almond and

Chocolateflavours.

Amul Kool Flavor Milk
http://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.html


31/52

Amul Flavoured Milk captures all the goodness of Amul milk and fresh milkcombined with the magic of special flavors. Made from Double Toned Milk,and available in Kesar Elaichi, Rose, Coffey, Mango, and Strauberryflavours - these drinks are light and refreshing and capture the great tasteof these unique flavors without being heavy or too filling. These tasty

drinks, available in125 ml tetra 200 ml bottle and 200 ml tetra pack, areperfect for any occasion - either to savour when you are alone, or to enjoy

with family and friends.

Composition :

Total fat 3.1 gSaturated fat 1.9gCholesterol .0083gSodium 50mgCarbohydrate 12gProtein 3.2gCalcium 120mgVitamin A 37.5mcg

KEY PLAYE IN FLAVOR MILK IN MARKET


32/52

MOTHER DAIRY

Mother Dairy Delhi was set up in 1974 under the Operation FloodProgramme. It is now a wholly owned company of the National Dairy

Development Board (NDDB).

Mother Dairy markets & sells dairy products under the Mother Dairy brand (likeLiquid Milk, Dahi, Ice creams, Cheese and Butter), Dhara range of edible oils andthe Safal range of fresh fruits & vegetables, frozen vegetables and fruit juices ata national level through its sales and distribution networks for marketing fooditems.

Mother Dairy sources significant part of its requirement of liquid milk from dairycooperatives. Similarly, Mother Dairy sources fruits and vegetables fromfarmers / growers associations. Mother Dairy also contributes to the cause of

oilseeds grower cooperatives that

smanufacture/ pack the Dhara range of edible oils by undertaking tonationally market all Dhara products. It is Mother Dairys constant endeavor to

(a) Ensure that milk producers and farmers regularly and continually receivemarket prices by offering quality milk, milk products and other food products toconsumers at competitive prices and;

(b) Uphold institutional structures that empower milk producers and farmersthrough processes that are equitable.

At Mother Dairy, processing of milk is controlled by process automation wherebystate-of-the-art microprocessor technology is adopted to integrate and completelyautomate all functions of the milk processing areas to ensure high productquality/ reliability and safety. Mother Dairy is an IS/ ISO-9002, IS-15000 HACCPand IS-14001 EMS certified organization. Moreover, its Quality AssuranceLaboratory is certified by National Accreditation Board for Testing and CalibrationLaboratory (NABL)-Department of Science and Technology, Government ofIndia.

Mother Dairy markets approximately 2.8 million liters of milk daily in the

markets of Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has amarket share of 66% in the branded sector in Delhi where it sells 2.3 million litersof milk daily and undertakes its marketing operations through around 14,000retail outlets and 845 exclusive outlets of Mother Dairy.

The companys derives significant competitive advantage from its uniquedistribution network of bulk vending booths, retail outlets and mobile units.


33/52

Mother Dairy ice creams launched in the year 1995 have shown continuousgrowth over the years and today boasts of approximately 62% market share inDelhi and NCR. Mother Dairy also manufactures and markets a wide range ofdairy products that

include Butter, Dahi, Ghee, Cheese, UHT Milk, Lassi & Flavored Milk andmost of these products are available across the country.

The company markets an array of fresh and frozen fruit and vegetable productsunder the brand name SAFAL through a chain of 400+ own Fruit and Vegetableshops and more than 20,000 retail outlets in various parts of the country. Freshproduce from the producers is handled at the Companys modern distributionfacility in Delhi with an annual capacity of 200,000 MT. An IQF facility withcapacity of around 75 MT per day is also operational in Delhi. A state-of-the-art

fruit processing plant of fruit handling capacity of 120 MT per day, a 100 percentEOU, setup in 1996 at Mumbai supplies quality products in the internationalmarket. With increasing demand another state-of-the-art fruit processing planthas been set up at Bangalore with fruit handling capacity of around 250 MT perday.

Mother Dairy has also been marketing the Dhara range of edible oils for the lastfew years. Today it is a leading brand of edible oils and is available across thecountry in over 2,00,000 outlets. The brand is currently available in the followingvariants: Refined Vegetable Oil, Refined Soybean Oil, Refined Sunflower Oil,Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil.Mother Dairy has also launched extra virgin Olive Oil under the Daroliva brand.

Mother Dairy has over the last 3 decades, harnessed the power of farmercooperatives to deliver a range of delicious products and bring a smile on yourface. In times to come, Mother Dairy shall strive to remain one of Indias finestfood companies.

Mother Dairys turnover has been growing at the rate of 20% (CAGR) over thelast 3 years and is expected to exceed Rs. 2700 crores by

send 07-08. Mother Dairy plans to achieve a turnover of $1 billion USD byend of2009.


34/52

Mother Dairy is a unique set up which has the best of both the worlds. Like anyother private sector entity, it enjoys the freedom to appoint the requisiteprofessional talent in key positions and to take decisions with the flexibility and

speed that is required in an increasingly competitive market. It also givesemployees the satisfaction that their work touches the lives of millions of farmersand aims to enhance the economic status of our rural population.

Mother Dairy has a diverse and welcoming workplace where in values of trust,transparency, unquestionable commitment to quality, single-minded focus onexcellence and respect for the individual are simply a way of life. We are forgingahead in the market to tap the limitless potential that lies there. To achieve ourvision, we are always looking out for dynamic talented professionals who have:

The ability to take initiatives and drive things Are ambitious and self starters Love challenges and have a passion to excel The capability to initiate, lead and manage change in a highly diverse and

challenging environment

If you feel that this opportunity excites you and you want to be a part of the teamleading this revolution, then please send us your details in the Application Form.The requirements keep changing as we forge ahead, so do keep yourself postedon the new developments at Mother Dairy.

MARKETING RESEARCH


35/52

The American marketing association defines marketing research as

follows:

Marketing Research is the functional links to the customers,

consumers & public to marketing through information. Information

used to identify and define marketing opportunities and problems;

generate, define and evaluate marketing actions; monitor marketing

performance and improve understanding of marketing process.

Marketing Research specifies the information requires

addressing these issues, designing the method for collecting

information, managing and implementing the data collectingprocess, analyzing the result and communicating the findings

and their implementations.

OBJECTIVE OF RESEARCH

To find out the consumer buying pattern of Amul kool with respect to

flovor milk , so as to make strategy for the future sales and promotion

of flavor milk in this competitive market.

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the

research problem. It may be understood as a science of studies how

research is done scientifically. Research methodology has many

dimensions.

The purpose of methodology is to describe the process involved

in the research work. This includes the overall research design, the


36/52

data collection process, the sampling process, the field survey, and

analysis procedure.

RESEARCH DESIGN

Research Design consists of three parts:

1. Exploratory Research

2. Descriptive Research

3. Causal Research

An exploratory research focuses on the discovery of idea and is

generally based on secondary data. It is preliminary investigation that

does not have a rigid design. This is because a researcher engaged in

an exploratory study that may have to change his focus as a result of

new ideas and relationship among the variables.

A descriptive study is undertaken when the researcher wants to

know the characteristics of certain group such as age, sex, educational

level, income, and occupation etc.

A casual research is undertaken when the researcher is

interested in knowing the cause and effect relationship between two or

more variables. Such studies are based on reasoning along well-tested

lines.


37/52

DATA SOURCE

Data is generally of two types:

1. Primary data

2. Secondary data

Primary Data are those data specially collected for problem in

hand. In this study data were collected from primary sources in

personal interview of retailers and interaction with consumers by

survey method.

These methods of data collection are quite popular. These are

the major methods of data collection in the research study.

Secondary Data are those data, which are collected for some

purpose other than helping and solving the problem in hand.

Sources of secondary data are:

Old reports

Company records

Magazines

Company web site (http://www.amul.com)
http://www.amul.com/http://www.amul.com/


38/52

Sample Procedure:

How should the respondents be chosen? To get the most feasible

and accurate result, simple random probability sampling method was

adopted for direct interview of retailers and cluster sampling was used

to communicate the consumers from different apartments of different

Market for the survey.

In simple random probability sampling, probability of being

chosen as a sample unit for each unit in the population is equal. Each

sample unit from the population is chosen randomly. Probability of

being chosen as a sample unit depends upon the population size and

no. of sample units to be chosen.

While in cluster (area) sampling the population is divided into

mutually exclusive groups (such as city blocks, sectors etc.), and the

researcher draws a sample of the groups using random sampling.

Sometimes researcher again draws sample units of respondents from

the selected groups, it is known as two step area sampling.

Sample Size:

120 questionnaires


39/52

Field Work:

The field work for research and sales and promotion was conducted

during summer training nearly spread all over the Delhi

This exercise involved face to face interview with customers and

survey of the different outlets & retailers. Survey was based on

questionnaire and direct response of the customer and the retailer.

I have covered the following spots in Delhi for the survey.

Big bazaar

Sab ka bazaar

Vishal mega mart

Unifresh Retail

Six ten

more


40/52

Map of Delhi where we worked


41/52


42/52


43/52

RESEARCH APPROACH

Primary data can be collected in various ways: through observation,

focused group, surveys, behavioral data, and experiments. During thisresearch data have been collected using survey method. Survey

method is best suited for descriptive research. Companies undertake

surveys to learn about peoples knowledge, beliefs, preferences, and

satisfaction, and to measure these magnitudes in the general

population.

Research Instrument:

Questionnaire is most common research instrument in collecting

primary data during marketing research. A questionnaire consists of a

set of questions presented to respondents. Because of its flexibility,

the questionnaire is by far the most common instrument used to

collect primary data.


44/52

Questionnaire

Name Ashish Kumar

Address 179-b,Vasant Vihar ,New-Delhi.

Contact no 09311458799

(1) Do you use any flavor drink milk?

(a) yes

(b)No

(2) DO you aware about Amul flavor drink?

(a) yes

(b)No

(3) which milk drink prefer most ?

(a) Amul

(b)Gagan

(c)Mother dairy

(d)Parasa

(4) why do you prefer amul flavor milk drink?

(a)Taste

(b)Health cons.

(c)Natural drink

(d)Energy


45/52

(5) which flavor do you prefer most?

(a)Elaichi

(b)Keshar

(c)Rose

(d)Mango

(e)Strawberry

(6)Do you prefer amul milk drink regularly?

(a)Yes

(b) No

(7) which age group prefer amul flavor milk drinks?

(a)05-10

(b)10-20

(c)20-30

(d)30-50

(8)Which kind of Amul flavor milk drink pack you purchases?

(a) Bottle

(b) Tetra

(9) Do you fill the price of amul flavor milk drink is comparisonto other?

(a) High(b) Same

(c) Low


46/52

(10) Are you satisfied with the taste of amul flavor milk drinkcomparison to other ?

(a) yes

(c) No

(11) is amul flavor milk drink easily available at stores?

(a) yes

(b)No

(12) what rank you give to amul flavor milk compare to other?

(a) 1

(b) 2

(c) 3

(13) Are you aware about advertisement of amul flavor milkDrink?

(a) Yes

(b) No

(14) Do you want to give any suggestion recommendation tothe company?

Just maintain the Quality of Products as it is now.--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------


47/52

Findings

Now a days the customers are very sensitive about price & brand. It is verydifficult to sift them from one brand to other. It is a good product into the market.

It is good for health purpose. The customers & consumers are recognizing it but

its progress is very slow, the reason being the lack of awareness.

1 It having the brand image of Amul associated with it.

2 It is cheaper product but customers are not aware about the product.

3 It is not easily available everywhere

4 Promotional activities are not sufficient

5 It is not find in different flavor

6 Distribution network is not too good

7 Replacement facility is not good

8 Proper display were not found at many places.

Suggestions Distribution channel should be increased

Replacement policy should be in the company

Packaging should be good & heavy

Proper visit should be into the market by the marketing people

Customer satisfaction counter should be into the market time to time

Promotional activity should be increased like POP (banners, good pantingposters, etc)

Display freeze should be given on the retail outlets, it will be a big & goodproduct promotion


48/52

Many finding are graphically presented on consecutive pages

Graph 1 Awareness of flavor milk

Yes 65

No 35

Y

N


49/52

Graph 2. Percentage of people using any flavor milk

Yes 60

No 40

60

40

es No


50/52

Graph 3. Brand Preference of flavor milk.

Amul 58

Gagan 19

Paras 10

Mother dairy 9

Other 4

0

10

20

30

40

50

60

Amul Gagan Paras Mother

dairy

Other

Serie


51/52

Graph 4. Age group consumer of flavor milk.

1-15 7

15-30 45

30-45 35

45-avove 13

7

45

35

13

0

5

10

15

2025

30

35

40

45

0-15 15-30 30-45 45-avove

Serie


52/52

Conclusion

Conclusion is an important section, which has a pivotal role in any project withoutwhich it is incomplete.After a deep research I found - Indian customers or consumers are very sensitiveabout the pricing factor & now a days they are very sensitive about brand too. Itis very difficult to shift them on one to another brand. Gone are the dayscustomers or consumers were dependent upon the manufacturers. Whateverthey were producing that used accepted by the customers or consumers but nowa days the customers or consumers & the manufacturers relations are vise versa.

Manufacturers produce the product as per demand of the customer or consumer,according to the liking or disliking of the consumers.I am observed many company in the market. It is a good customer & it can growvery well. Few distributors are really doing well. Now a days customers orconsumers are going to be brand loyal & Amul is really a big brand into themarket & its product always goes to the market through a known source. That iswhy its product easily acceptable into the market.

Documents

Project on Amul[1]