Potential of Amul Milk in Raipur City( BALLABH CHANDAK )

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`

PROJECT REPORT ON

A Study on Potential of Amul Milk in Raipur City

This study was conducted from 16th June 11 to 15th August 11

AtGujarat Co-operative Milk Marketing Federation

Ltd.

BY:BALLABH CHANDAK

BBM

OF

A report submitted in partial fulfillment of therequirements of Bachelor Of Business Management (BBM)

(2011-12)

Company Guide: Faculty Guide:Mr. Venkat Ram Prof. SonaliMalewar

MANAGER FACULTY OFMARKETINGOF GCMMF LTD MATSUNIVERSITYRaipur (Depot)

MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH 1


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INDEX

S.NO

.

CONTENTS PAGE

NO.

1 ACKNOWLEDGEMENT 4

2 DECLARATION 5

3 CERTIFICATE BY GUIDE 6

4 INTRODUCTION TO THE PROJECT 8

5 EXECUTIVE SUMMARY 10

6 INDUSTRY PROFILE 11

7 CHAPTER 1- INTRODUCTION AND 15

HISTORY OF THE COMPANY

8 CHAPTER-2 OBJECTIVE AND SCOPE 33

9 CHAPTER-3 RESEARCH METHODOLOGY 34

10 CHAPTER-4 DATA ANALYSIS AND 36INTERPRETATION

11 CHAPTER-5 LIMITATIONS 47

12 CHAPTER-6 FINDINGS 48

13 CHAPTER-7 SUGGESTIONS AND 49

RECOMMENDATIONS

14 CHAPTER-8 CONCLUSION 50

15 ANNEXURE 51

16 PRODUCT PROFILE 5417 BIBILOGRAPHY 67



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ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for AMULGUJRAT CO-OPERATIVE MILK MARKETING FEDERFATION. It has beenan enriching experience for me to undergo my summer training at AMUL, whichwould not have possible without the goodwill and support of the people around. As astudent of MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH,RAIPUR I would like to express my sincere thanks too all those who helped meduring my practical training programme.

Words are insufficient to express my gratitude toward Mr. Venkat Ram, the Depot

In-charge of AMUL Raipur. I would like to give my heartily thanks to Mr. B.Rohit who helped me at every step whenever needed.

At last but not least my grateful thanks is also extended to Mr. B. JOHN (DirectorMATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH, Raipur) andmy thanks to all my faculty members for the proper guidance and assistance extended

by them. I am also grateful to my parents, friends, to encourage & giving me moralsupport.

However, I accept the sole responsibility for any possible error of omission and

would be extremely grateful to the readers of this project report if they bring suchmistakes to my notice.

Date: 4st September 2011

Place: Raipur

Duration: 16th June to 15th August, 2011



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DECLARATION

This is to certify that the project report entitled A Study on thePotential of Amul Milk in Raipur city is done by me is an authenticwork carried out for the partial fulfillment of the requirements for theaward of the degree of Bachelor of Business Management under theguidance ofMrs. Sonali Malewar . The matter embodied in this project

work has not been submitted earlier for award of any degree or diplomato the best of my knowledge and belief.

Signature :Name : BALLABH CHANDAKRoll No. : MU09BBM011



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CERTIFICATE BY THE GUIDE

This is to certify that the project work entitled To study on thePotential of Amul Milk in Raipur City, atGUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. forRaipur Depot submitted in the partial fulfillment of the degree ofBachelor of Business Management to the MATS, Raipur , is done byMr. BALLABH CHANDAK, Roll No. MU09BBM011 , is and is anauthentic work carried out by him at MATS School of Management

Studies & Research Raipur under my guidance.The matter embodied in this project work has not been submitted earlier

for award of any degree or diploma to the best of my knowledge andbelief.

Signature of the Student: Signature of the Guide

Name of the faculty guide:Prof. Sonali Malewar

Designation:Department of Marketing



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INTRODUCTION TO THE PROJECT

1.1 CONTEXT OF THE TOPIC

The dairy industries companies run mainly on the factors such as availability, service

frequency, affordability, taste and marketing. Availability is plays a vital role

because purchasing power is depend upon availability of that product, in case

distributors and retailers service matter a lot.

A retailer or retail store is any business enterprises whose sales volume comes

primarily from retailing.

Market Potential is basically the maximum number of consumers available is

usually determined by market research, but it may sometimes be calculated from

demographic data or government statistics. Ultimately there are, of course, limitations

on the number of consumers. For guidance one can look to the numbers who use

similar products.

Finally the whole study of the research work, is the grip of the product in the market

is very strong . Amul has developed its name as a huge brand in the market and thecompany had successfully gained the trust of the consumers by providing the best

quality product and services.

Promotion Tool Used

The consumer promotion tools mean the promotion activities, which are beneficial

for consumers as well as company. Such as price discounts, samples, cash refund,

premiums, prizes, cross promotion and coupons etc. We decided to use discount

coupons. We distributed it among customers and validity kept seven days from

issued.

The consumers are seduced to buy the product.

It helped to increase sales volume.

Consumer can get good quality of good in cheaper price.



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It can attract the new consumers and customers buying other milk

brands.

Attract brand switchers, who are primarily looking for low price,

good value or premiums.

Turn switcher to loyal users,

It induced to make some subsequent purchases.

Give vital permanent gain in market share.

1.2 Need of Study

Managers are always curious about the position of their companys products in the

market which largely depend upon the companys goodwill, and the position of their

brand. In order to maximize the sale and profit, company must deliver outstanding

satisfaction to the retailers. So market survey of retailers, chart out the position of the

company as compared to the competitors. It helps the organization to find out the

brand being sold most by the retailers along with their stocking and also consumer

buying preferences.

1.3 Statement of The Problem

A STUDY ON POTENTIAL OF AMUL MILK IN RAIPUR CITY

It helps to determine Potential level which can be used to influence large number of

retailers so as to increase the sales of the Amul milk effectively.



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EXECUTIVE SUMMARY

I BALLABH CHANDAK felt privileged to be a part of MATSSchool of Management Studies & Research , RAIPUR. I did mysummer internship training in Gujarat Cooperative Milk MarketingFederation Ltd a FMCG sector company under the brand nameAMUL. My project title is the A Study on Potential of AmulMilkin Raipur city. The project basic objectives are to estimate demand of

Amul Milk and promoting Amul milk in Raipur at the same time.

In todays competitive world while entering in the market it is very

necessary to have good knowledge of the potential of a particular market.

The information regarding the activities of competitors existing in the

market so that we can plan our each activity according to that. Also it is

necessary to retain the existing customers apart from attracting the new

customers.

The Project is concern with to determine the Potential level of Amul

dairy milk in Raipur city. The project included as part of BBM

Programme and the project is done from June to August.



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INDUSTRY PROFILE

Dairy is a place where handling of milk and milk products is done and technology

refers to the application of scientific knowledge for practical purposes. Dairy

technology has been defined as that branch of dairy science, which deals with the

processing of milk and the manufacture of milk products on an industrial scale.

The dairy sector in the India has shown remarkable development in the past decade

and India has now become one of the largest producers of milk and value-added milk

products in the world.

The dairy sector has developed through co-operatives in many parts of the State.

During 1997-98, the State had 60 milk processing plants with an aggregate processing

capacity of 5.8 million litres per day. In addition to these processing plants, 123

Government and 33 co-operatives milk chilling centers operate in the State.

Also India today is the lowest cost producer of per litre of milk in the world, at 27

cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take

advantage of this lowest cost of milk production and increasing production in the

country multinational companies are planning to expand their activities here. Some of

these milk producers have already obtained quality standard certificates from the

authorities. This will help them in marketing their products in foreign countries in

processed form.



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Milk Production from 1950 to 2020

1950 17 million tonnes

1996 70.8 million tonnes

1997 74.3 million tonnes

(Projected) 2020 240 million tonnes

Expected to reach- 220 to 250 mt 2020

India contributes to world milk production rise from 12-15 % & it will increase up to30-35% (year 2020)

World's MajorMilkProducers (Million MTs)

Country2008-09 2009-10 (Approx.)

India 110 110.6

Brazil 75 77

Russia 34 33

Germany 27 27

France 24 24

Pakistan 21 22

USA 71 71

UK 14 14

Ukraine 15 14

Poland 12 12

New Zealand 11 12

Netherlands 11 11

Italy 10 10

Australia 9 10



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Research and Development in Dairy Industry :

The research and development need to the dairy industry to develop and

survives for long time with better status. The various institute and milk dairy

companies R&D results provide base for todays industry growth and development.

The research and development of products of dairy, like yogurt and cheese market

research and company reports provides insights into product and market trends,

analysis opportunities, sales and marketing strategies will help local milk

unions to develop and spread world wide through obtaining this knowledge. Specific

on market share, segmentation, size and growth in the US and global markets are also

helps industry to expand its market worldwide even small union also.

Development ofFood Processing Industry :

The food processing industry sector in India is one of the largest in terms of

production, consumption, export and growth prospects. The government of accorded

it is a high priority, with a number of fiscal relieves and incentives, to encourage

commercialization and value addition to agriculture produce, for minimizing harvest

wastage, generating employment and export growth.

Food processing industry is providing backbone support to the milk industry.

The development food products by using milk can give good market opportunities to

produces milk.

Products and Industry Status:

Among the products manufactured by organized sector are Ghee, Butter,

Cheese, Ice-Creames, Milk powders, Melted milk food, Infant food, condensed milk

etc.. some milk products like Casein and Lactose are also being manufactured lately.

Therefore, there is good scope for manufacturing these products locally.



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Liberalization of the economy has led to a flood of new entrants, including MNCs

due to good prospects and abundant supply.

Production of Milk in India:

The facts and figures here shown are calculated on the basis of percentage increasespear year.

Year Production in million MT

1993-94 61.2

1994-95 63.5

1995-96 65.0

1996-97 68.0

1997-98 71.0

1998-99 74.5

1999-00 78.0

2000-01 81.512001-02 85.17

2002-03 89.0

2003-04 93.0

2004-05 97.65

2005-06 102.45

2006-07 103.0

2007-08 104.8

2008-09 110.0

2009-10 110.6

Major Indian and Overseas Players in the Food industry are:

Hindustan Uni LeverLimited

Perfetti India Ltd.

MTR foods limited Cadbury India Ltd.

Godrej industries Limited PepsiCo India Holdings

Amul Nestle India Pvt. Ltd.

Dabur India Ltd. Britannia Industries Ltd. ITC Limited Parle Products Pvt. Ltd.



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Agro Tech Foods

Chapter 1

INTRODUCTION AND HISTORY OF COMPANY

INTRODUCTION

In the year1946 the first milk union was established. This union was started with 250

liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the

union was known as KAIRA DISTRICT CO-OPERATIVE MILK

PRODUCERS UNION. This union selected the brand name AMUL in 1955.

The brand name Amul means AMULYA. This word derived form the

Sanskrit word AMULYA which means PRICELESS. A quality control expert

in Anand had suggested the brand name AMUL. 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.

Today Amul is a symbol of many things like of the high-quality products sold at

reasonable prices, of the genesis of a vast co-operative network, of the triumph of

indigenous technology, of the marketing savvy of a farmers' organization. And have a

proven model for dairy development (Generally known as ANAND PATTERN).

In the early 40s, the main sources of earning for the farmers of Kaira district

were farming and selling of milk. That time there was high demand for milk in

Bombay. The main supplier of the milk was Polson dairy limited, which was a

privately owned company and held monopoly over the supply of milk at Bombay

from the Kaira district. This system leads to exploitation of poor and illiterates



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farmers by the private traders. The traders used to beside the prices of milk and the

farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were

frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a

leading activist in the freedom movement. Sardar Patel advised the farmers to sell the

milk on their own by establishing a co-operative union, Instead of supplying milk to

private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain

his co-operation and help. Shri Desai held a meeting at Samarkha village near

Anand, on 4th January 1946. He advised the farmers to form a society for collection

of the milk.



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These village societies would collect the milk themselves and would decide the prices

at which they can sell the milk. The district union was also form to collect the milk

from such village co-operative societies and to sell them. It was also resolved that the

Government should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the

negative response by turning down the demand for the milk. To respond to this action

of govt., the farmers ofKaira district went on a milk strike. For 15 whole days not a

single drop of milk was sold to the traders. As a result the Bombay milk scheme was

severely affected. The milk commissioner of Bombay then visited Anand to assess

the situation. Having seemed the condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to

collect and sell milk on a cooperative basis, without the intervention of Government.

Mr. Verghese Kurien showed main interest in establishing union who was supported

by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operativeunions at the village level. The Kaira district milk producers union was thus

established in ANAND and was registered formally on 14th December 1946. Since

farmers sold all the milk in Anand through a co-operative union, it was commonly

resolved to sell the milk under the brand name AMUL.



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At the initial stage only 250 litres of milk was collected everyday. But with

the growing awareness of the benefits of the cooperativeness, the collection of milk

increased. Today Amul collect 9.10 million litres of milk everyday. Since milk was a

perishable commodity it becomes difficult to preserve milk flora longer period. Besides

when the milk was to be collected from the far places, there was a fear of spoiling of

milk. To overcome this problem the union thought out to develop the chilling unit at

various junctions, which would collect the milk and could chill it, so as to preserve it

for a longer period. Thus, today Amul has more than 150 chilling centres in various

villages. Milk is collected from almost 11962 societies.

With the financial help from UNICEF, assistance from the govt. of New

Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk

powder and butter was planned. Dr.RajendraPrasad, the president of India laid the

foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime

minister of India declared it open at Amul dairy on November 20, 1955.



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ACHIEVEMENTS:

Amul : Asias largest dairy co-operative was created way back in1946 to

make the milk producer self-reliant and conduct milk- business with pride. Amul has

always been the trend setter in bringing and adapting the most modern technology todoor steps to rural farmers.

Amul created history in following areas:

a) First self motivated and autonomous farmers organization comprising of

more than 5000000 marginal milk producers of Kaira District.

b) Created Dairy co-operatives at village level functioning with milk

collection centres owned by them.

c) Computerized milk collection system with electronic scale and

computerized accounting system.

d) The first and only organization in world to get ISO 9000 standard for its

farmers co-operatives.

e) First to produce milk from powder from surplus milk.

Amul is the live example of how co-operation amongst the poor marginal

farmers can provide means for the socio-economic development of the under

privileged marginal farmers.

f)AMUL is the world`s largest pouched milk brand.



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g) AMUL is the world`s largest vegetarian cheese brand

h) CRISIL has assigned its highest ratings of AAA to the various bank

facilities of GCMMF

AWARDS:

Amul a co-operative society and its co-operation has led many

different awards in its favor.

Magsaysay award for community leadership presented in manila,

Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien

1964: Padmabhusan award given to Shri T.K. Patel

1965: Padmshri awarded was given to V. Kurien, general manager,

by the president of India

1987: Best Productivity awarded by national productivity council

for the year 1985-86 awarded to Amul dairy.

1988: Best Productivity awarded for the second successive year 1986-87

by the president of India, Mr. R. Venkatrao to kaira union.

1993: ICA Memenoto towards genuine and self sustaining co-

operative worldwide ICA regional office for Asia and pacific, New Delhi,

1996.

1999: G.B.Birla award.

Moreover the Amul union has achieved the prestigious ISO 9001-

2000 and HACCP Certificate and effects are got to obtain ISO 14000.



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Amul in abroad:

Amul is going places. Literally. After having established its presence in China,

Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation

(GCMMF), Indias largest milk cooperative, is waiting to flood the Japanese market.

Then, GCMMF is also looking at Sri Lanka as one of its next export destinations.

Amul products are already available on shelves across several countries, including the

US, China, Australia, West Asian countries and Africa.

GCMMF recorded a turnover of Rs 9,774 crore last fiscal. Its products include

pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to market the

production enhancement package. What's more, it does not disturb the agro-system of

the farmers. It also enables the consumer an access to high quality milk and milk

products. Contrary to the traditional system, when the profit of the business was

cornered by the middlemen, the system ensured that the profit goes to the participants

for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern

and model for emulation elsewhere.



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Amul has been able to:

Produce an appropriate blend of the policy makers farmers

board of management and the professionals: each group appreciating

its rotes and limitations,

Bring at the command of the rural milk producers the best of

the technology and harness its fruit for betterment.

Provide a support system to the milk producers without

disturbing their agro-economic systems,

Plough back the profits, by prudent use of men, material and

machines, in the rural sector for the common good and betterment of

the member producers and

The Union looks after policy formulation, processing and marketing of

milk, provision of technical inputs to enhance milk yield of animals, the artificial

insemination service, veterinary care, better feeds and the like - all through the village

societies. Basically the union and cooperation of people brought Amul into fame i.e.

AMUL (ANAND MILK UNION LIMITED), a name which suggest THE TASTE

OF INDIA.

GCMMF Overview:



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GCMMF is the Indias largest food products marketing organization. It is a state level

apex body of milk co-operatives in Gujarat, which aims to provide remunerative

returns to the farmers and also serves the interest of consumers by providing quality

products, which are good value for money.

VISION

The vision of AMUL is as follows:

To serve the interests of the milk producers

To provide quality products that offer the best value to

consumers for money spent.

SALES TURNOVER

Sales turnover of GCMMF

Year Rs. (in millions)

1995-96 13790

1996-97 15540

1997-98 18840

1998-99 22192

1999-00 22185

2000-01 22588

2001-02 23365

2002-03 27457

2003-04 28941

2004-05 29225

2005-06 37740

2006-07 42770

2007-08 54201

2008-09 67110

2009-10 80050

AREAS OF OPERATIONS

Besides India, AMUL has entered overseas markets such as Mauritius, UAE, USA,

Bangladesh, Australia, China, Singapore, Hong Kong and a few South



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African nations. Other potential markets being considered include Sri

Lanka.

SOME FACTS:Annual Revenues : $1.33 billion USD

Members : 13 district cooperative milk producers` union

No of Employees :2.7 million

No of village societies :11962

Total Milk handling capacity : 10.21 million liters per day

Annual Milk Collection : 2.69 billion liters

Daily Milk Collection : 7.4 million liters

Milk Drying Capacity : 626 Mts. Per day

Cattle feed Manufacturing Capacity : 3090 Mts. Per day



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PLANTS

First plant is at ANAND,which engaged in the manufacturing of milk, butter, ghee,

milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul,

Amul Ganthia and Amul lite.



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Thirdplant is at Khatraj, which engaged in producing cheese.

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 world, which is matter of

proud for Gujarat and whole India.



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LOGISTICS

GCMMFS SUPPLY CHAIN

AMUL has the largest cold chain network in India (i.e. 18000 refrigerators) ascompared to any other company. The chemical components of milk are water, SNFand solids. Milk is very perishable product so it has to be consumed within 24 hours.In order to avoid wastage AMUL converts the milk in to SNF and milk solids byevaporating the water, which comprises up to 60-70% of milk contents. This is

possible only if the distribution channel right from the producer to the consumer is

well organized. It will be surprising to know that AMUL makes even the Sarpanchto eat pizza i.e. it supplies pizzas even to rural market.



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Last year, they are divided the retail market into 14 specific segments to achievefurther distribution efficiency. This year our focus was on inducting distributorshaving expertise in servicing such

specific market segments. This initiative is yielding results by way of ensuring wideravailability of our product range.

The role of distributors in our business process has never been more diverse or moreimportant, as it is today. As a matter of fact, we consider our Distributor to be the realMarketing Manager of our organization. To enhance business performance of ourDistributors, a workshop on Marketing and Sales Management was designed incollaboration with a premier business school. The objective of the entire initiativewas to upgrade the knowledge of our Distributors in terms of contemporary BusinessManagement Practices, so that they can perform well not only as our business partner

but also as Marketing Managers. During the year, 659 Distributors have undergonethis programme in 39 locations. Cold Storage is an extremely essential component inthe Federations distribution process.

Unfortunately, availability of efficient cold storage facilities is grossly inadequatein our country. To cope up with the increasing need of suitable cold stores closer toour markets, we have continued our endeavor of creating the Federations own coldstores this year in various locations across the country. We now own 24 state of theart cold rooms of different sizes.

PRODUCT PROFILE:-

S.No. NAME TYPE FAT SOLID NATURAL

FATS

1. Tazaa Toned Milk 3.0% min. 8.5% min.

2. Slim &

Trim

Double Toned Milk 1.5% min. 9% min.



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3. Gold Full Cream Milk 6% min. 9% min.

COMPETITORS PROFILE

Sanchi :-

The brand Sanchi is owned by the Raipur Dugdh Sangh and the brand sells 18-20thousand liters of milk everyday and provides good margin to the retailers . Recentlythe Brand Sanchi is being acquired by the C.G. State Co-operative milk marketingfederation limited and the name Deobhog Dugdh will replace Sanchi.

Dinshaws :-

Dinshaws is the third highest pouch milk selling brand in Chhattisgarh and sells 10-11 thousand liters of milk everyday. Dinshaws is becoming one of the most

preferred brand after amul and will soon capture more market share than sanchi.

Apna :-

Apna is a local brand pouch milk of Chhattisgarh . Apna is a small player of themarket which is growing but with very slow speed the brand sells 3-4 thousand litersof milk everyday.



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ORGANIZATION STRUCTURE

Organization Structure is divided into two parts:

External Organization Structure

Internal Organization Structure

External Organization Structure

External Organization Structure is the organization structure that affects the

organization from the out side.

State Level Marketing Federation

District Milk Product Union Ltd.

Village Milk Product Union Ltd.

Villagers

As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is

a co-operative organization. The villagers of more than 10000 villages of

Gujarat are the bases of this structure. They all make village milk producers

union, district level milk producers union and then a state level marketing

federation is established. The structure is line relationship, which provides

easy way to operation. It also provides better communication between two

stages.



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Internal Organization Structure:

The following is internal organization chart of Amul:

Organization Structure Chart

Chairman

Managing Director

General Manager

Asst. General Manager

Finance Production Marketing Sales & Purchase PersonnelDept. Dept. Dept. Dept. Dept.

A systematic & well-defined organizational structure plays a vital role &

provides accurate information to the top-level management. An organization

structure defines a clear-cut line of authorities & responsibilities among the

employees of GCMMF. The Organization structure of Amul is well-arranged

structure. At a glance a person can completely come to know about the

organization structure.

Amul is leaded by the director under him five branches viz. Factory,

Marketing, Accounts, Purchase, Human Resources Department.



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Factory department has a separate general manager under him there are six

braches viz. Production, Stores, Distribution, Cold Storage, Quality, and

Deep-freezing. This department takes care of the factory work.

Marketing department has regional senior marketing manager and under him

there is a regional manager. This department takes care of the marketing

aspects of Amul.

Accounts department takes care regarding accounts i.e. day-to-day work.

Under the accountant there is one clerk.

Purchase department takes care regarding the purchase of raw materials and

many other things.



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Chapter 2OBJECTIVE AND SCOPE

1. OBJECTIVES OF THE REPORT

The main objective of the Study can be listed as follows

A.PRIMARY OBJECTIVE

1. To find size of retail network of Amul Taaza , Amul Gold and Amul Slim

n Trim in specific areas of Raipur city or Potential level of Amul Milk in

Raipur city.2. To find the problems faced by retailers in selling and storing.

3. To collect the information about the competitors

B.SECONDARY OBJECTIVE

1. To organize sale promotional activities to improve milk sales.

2. To generate and secure consumer awareness.

2. SCOPE OF PROJECT

The study carried out in Raipur city so its scope is mainly limited to Raipur city.

It gives information about the size of the retail network.

It gives information about the services given by distributor to their

retailer. It gives information about the competitors products.



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It will serve consumer in better manner.

It provides suggestions to the company to improve their products sales.

It gives information about the sales promotion activities to improve the

milk sale.

Chapter 3

RESEARCH METHODOLOGY

RESEARCH DESIGN FOLLOWED

Descriptive Research is the research method used because descriptive studies

embrace a large proportion of market research. The purpose is to provide an accurate

snapshot of some aspect of the market environment. Descriptive research is more

rigid than exploratory research and seeks to describe users of a product, determine the

proportion of the population that uses a product, or predict future demand for a

product. As opposed to exploratory research, descriptive research should define

questions, people surveyed, and the method of analysis prior to beginning data

collection. In other words, who, what, where, when, why, and how aspects of the

research should be defined.

SAMPLING:-

SAMPLING TECHNIQUE USED

In this project the technique of sampling used was Judgment sampling. Judgment

sampling involves the choice of subjects who are most advantageously placed or in

the best position to provide the information required.

SAMPLE UNIT

In this project case sample were the retailers in Raipur region & the aim was to

know the Potential level of Amul milk and the competitors present in the market.

SAMPLE SIZE: 269 Retailers.



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DATA COLLECTION TECHNIQUES

SOURCES OF DATA

PRIMARY DATA

To collect primary data from Retailers Questionnaires were used. Questionnaire was

prepared very carefully so that it may prove to be effective in collecting the right

information.

SECONDARY DATA

Secondary data collected from different website. This secondary data formed the

conceptual background for the project. This secondary data was compared with the

primary data collected in area.

RESEARCH INSTRUMENT

The research instrument used in the project was Questionnaire to collect primary

information, it provided flexibility by using more close ended and few open ended

questions.

METHOD OF DATA COLLECTION

Information was collected by personally contacting retailers through interviews.

ANALYSIS AND STATISTICAL TECHNIQUE USED

Types of data analysis techniques used in the project:

- Tabular analysis.

- Graphical analysis.

- Percentage analysis.



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Chapter 4

DATA ANALYSIS AND INTERPRETATION

1) Number of retailers stocking Amul milk.

Yes

80%

No

20%

Yes

No

INTERPRETATION:

MATS SCHOOL OF MANAGEMENT STUDIES & RESEARCH

Answer No. of

respondents

Percentage

Yes 214 80%

No 55 20%

36


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The above graph indicates that 4/5th of the retailers are selling Amul milk or

there is 20% Potential level of Amul Milk in Retail stores of Raipur city.

It shows that Amul milk brand is popular among the retailers.

2) Sizes of Amul milk packets retailers preferred to store.

(Out of 269 retailers only 214 were buying Amul milk.).)

107

214

5

0

0 50 100 150 200 250

200ml

500 ml

1 Ltr

5 Ltr

Amul Milk Packets Available

No. of respondents

INTERPRETATION:


Amul milk

packets

No. of

respondents

200ml 107

500 ml 214

1 Ltr 5

5 Ltr 0

37


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The above graph shows that most of the retailers preferred to stored 500 ml

and 200 ml pouch of Amul milk as per the customer demand.

In case of 5 Ltr. Pouch there was no customers demand.

1 Ltr. pouches were available in 5 outlets as per the customer demand.

3) Reasons for Amul milk not stored by retailers.

(Out of 269 retailers 55 were not buying Amul milk.)


AnswerNo. of

respondents

Absence of packaging date 6

Low margin 30

No replacement for leakage 9

No distribution 10

38


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6

30

9

10

0 5 10 15 20 25 30 35

Absence of packaging

date

Low margin

No replacement forleakage

No distribution

No. of respondents

INTERPRETATION:

From above graph it is clear that half of the retailers were not satisfied with

margin policy.

Some retailers responded about absence of packaging date.

Very less retailers complained about distribution network.

Some retailers also responded about the no replacement policy of amul.

4) Preference of retailers to milk brand.


BRANDS RESPONDENTS

Amul214

Sanchi27

Dinshaws15

Apna5

Others8

39


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The Taste of India

.

214

27

15

5

8

0 50 100 150 200 250

Amul

Sanchi

Dinshaw'

s

Apna

Others

RESPODENTS

INTERPRETATION:

The above graph shows that the Amul is most preferable brand in all.

Some retailers also prefers Sanchi and others brands.

5) Sources from where retailers get Amul milk

(Out of 269 retailers 214 were buying Amul milk.)


Answer No. of

respondents

Percentage

Distributors 20395 %

Other suppliers 11 5 %

40


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INTERPRETATION:

Almost all retailers said that they purchased milk from Amul distributors.

6) Retailers satisfaction with Amul distributor.

(Out of 269 retailers 214 were buying Amul milk.).)


Answer No. of

respondents

Percentage

Yes 154 72 %

No 60 28 %

41


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Yes

72%

No28%

Yes

No

INTERPRETATION:

Graph shows that most of the retailers were satisfied with the service

provided by the Amul distributors.

7) Awareness among retailers about different Sales Promotional activities for

Amul Milk.

(Out of 269 retailers only 214 were buying Amul milk.)



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44 25 0

201 203

125

170 189 214

13 1189

050

100

150

200

250

Aware Not aware

INTERPRETATION:

The graph shows that retailers were un-aware about the sales promotion

activity that Amul carried out, but some respondents were aware about various

activities.

Most of the retailers were aware about advertisement and coupons scheme

during festivals.

Credit facility and free samples were not provided to single retailers.


Activities Aware Not aware

Price off 44 170

Free samples 25 189

Credit facility 0 214

Advertisement 201 13

P-O-P Displays 203 11

Coupons 125 89

43


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8) Consumers remarks for Amul milk.

(Out of 269 retailers 214 were buying Amul milk.)

214

125

196

0 50 100 150 200 250

Good quality

Clear packaging date

Availability

RESPODENTS

INTERPRETATION:

The question asked to the retailers where the Amul milk is being sale, and

tried to collect feedback of customers about Amul milk.


ATTRIBUTE RESPONDENTS

Good quality 214

Clear packaging date 125

Availability 196

44


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Few of the customers were having complaints about the clear date of

packaging and availability.

Customers were happy with quality of milk.

9) Ratings from retailers for attributes of Amul milk.

(Out of 269 retailers only 214 were questioned as they buying Amul milk.)

Attribute

Rating QualityBrand

imageAvailability Packaging Margin

Very good 147 169 112 74 0

Good 41 31 49 86 0

Average 21 14 13 21 0

Bad 5 0 40 33 0

Very bad 0 0 0 0 214

Total 214 214 214 214 214

147169

112

74

0

41

31

49

86

0

2114

13 21

0

5 0

40 33

0

0 0 0 0

214

0

50

100

150

200

250

Quality Brand image Availability Packaging Margin

Very bad

Bad

Average

Good

Very good



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INTERPRETATION:From the above graph it can be concluded that

QUALITY: Most of the retailers were satisfied with Amul milk quality.

BRAND IMAGE: The graph shows that Amul is having good brand image.

AVAILABILITY: Most of the retailers were not satisfied with the Amulmilk distribution.

PACKAGING DATE: Most of the retailers were not satisfied about notprinting of packaging date and they were facing a problem regarding same.

MARGIN: All retailers were not satisfied with the margin policy given byAmul.

DATA ANALYSIS FOR SALES PROMOTION ACTIVITY

We carried sales promotion activity at places of Raipur city

1. Tagore Nagar

2. Rajendra Nagar

3. Mahavir Nagar

4. Shyam Nagar

5. Budha Para

6. Sunder Nagar

Store name Sales(Packets)

Taaza Gold Slim N Trim Curd

Om Provision 100 10 0 15

Jai Mata Di 60 0 10 20

Shri Sai Provision 80 0 0 20

Kalavati Provision 60 5 10 10

Novelty Fancy 80 20 20

Rajendra Provision 240 50 40 35



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INTERPRETATION:The researcher got same (trend) data and same response from the consumers for the

areas. So I come out with following observation and results

In case of jai mata di and kalavati provision retail outlet they were not

interested in Amul milk selling but now they are selling 60 packets of milk

daily. And they said if response will remain same they will increase milk

order.



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Chapter 5

LIMITATIONS OF THE RESEARCH

The survey is limited only for 25 wards.

Time period of the project was 8 weeks, which may not be enough tounderstand the whole market.

Sample size (269) of project was too small as compare to total area covered.

Respondent hesitate to give true response to question.



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Chapter 6

FINDINGS OF THE RESEARCH

The main findings are as follows:

Amul has the highest share in liquid milk market of Raipur.

Keeping the population of Raipur in mind brand awareness for amul milk is

very high, and the minimum per capita consumption of milk is 250 ml.

The potential of the pouch milk in Raipur city is 2,50,000 litres per day.

Amul sales 70,000 liters of pouch milk and all the other brands sale 30,000

liters of milk per day so the remaining 1,50,000 litres is the potential of amul.

The USP of the Amul Milk is Quality and Brand image.

Word of Mouth is found to be the most effective tools of the marketing.

The percentage of customers reliability is very high in the product.

Due to goodwill the distributors are interested to work with the company.

It was found that the retailers stock more than the demand of the product in

the morning hours, so that the product can be available for the consumer the

whole day.

All retailers get Amul milk from company selected distributors.

Inspite of delays in the supply of the product some or the either day the

consumers were consuming amul milk only, because it provides the best

quality product.

All retailers were familiar with sales promotion activities undertaken by

Amul.



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Retailers are interested in selling amul milk but at the same time are not that

much happy with the margin provided by amul . but they selling amul milk

because there is consumer pool for amul milk.

Company avails the product at the retail point according to the demand of

retailers for the evening hours in the peak seasons too.

Retailers are in doubt that they will get amul milk on time or not because the

amul milk comes from Nagpur so there can be any happening on the transit.

Chapter 7

SUGGESTIONS AND RECOMMENDATIONS

The main Suggestions and Recommendations are as follows:

The remaining potential level which is 150,000 litres can be covered by the

company by expansion of the market so that the new developing colonies and

the upcoming new Raipur area. can be covered.

Milk purchasing decisions are more decided by women rather than male,

because she act as a invigilator, execute her decision and influence the same to

the purchase while ascertaining the quality, freshness and price. Hence, I

suggest GCMMF to concentrate more on the women and men suggestions for

designing the marketing strategy, because womens role in the house is

dominant, even in the various decisions.

Occupation of the user influences the purchase decisions. The particular

occupation plays a vital role in deciding the product or services. Women

segment are influencing more on milk. Therefore, an occupation is the factor

influencing the product.

Income of the people decides the purchasing power. The high income prefers

to purchase product with the quality, freshness, thickness, etc. and vice versa.

So I suggest Amul to concentrate also on low income segment to capture



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market and position themselves in the minds of the customer with required

quantity and quality milk.

Since Amul is having loyal customers and therefore should concentrate more

on this factor through various potential programmes such as campaign,

premium packs, offers etc., this helps to increase the loyalty towards the Amul

products.

Customer is influential, hence I suggest Amul to look after the dealers issue

with due care.

The retailers are the main linkage between the company and the consumers so

the company must also keep in mind the requirements of the retailers as well

as the consumers too.

Chapter 8

CONCLUSION

From the survey conducted it is observed that Amul milk has a good market

share.From the study conducted the following conclusions can be drawn. In order

the dreams comes into reality and for turning liabilities into assets one must

have to meet the needs of the customers.

The factors considered by the customer before purchasing milk are freshness,

taste, thickness and availability.

Finally I conclude that, majority of the customers are satisfied with the Amul

milk and Milk products because of its good quality, reputation, easyavailabilities , if slight modification in the marketing programme such as

dealers and outlets, promotion programmers, product lines etc., definitely

company can be as a monopoly.

Amul has also to take care of its competitors into consideration and more importantlyits customers before making any move.



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ANNEXURE

QUESTIONNAIRE

(Retailer Survey)

Name of the shop: __________________________________________________

Retailer Name: ____________________________________________________

Address: __________________________________________________________

1) Do you stock Amul milk?

a) Yes

b) No

2) If yes, what is the size of Amul milk packets do you preferred to store?

a) 200 ml

b) 500 ml



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c) 1 Ltr

d) 5 Ltr.

3) If No, Why?

a. Absence of packaging date

b. Low margin

c. No replacement for leakage

d. Low distribution

4) Which is the most preferable brand of packaged milk that you stock?

Amul

Sanchi

Dinshaws

Apna

Others

5) From where do you get Amul milk?

a) Distributors

b) Other suppliers

6) Are you satisfied with Amul distributor?



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The Taste of India

a) Yes

b) No

7) Do you know which Sales promotional activities does the company

undertake for Amul milk?

a) Price off d) Free samples

b) Credit facility e) Coupons

c) Advertisement f) P-O-P Displays

8) Are you interested in distribution of Amul milk?

a) Yes

b) No

9) What is consumers expectation from Amul milk?

a) Good quality

b) Packaging

c) Availability



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10) Give your ratings to following attributes of Amul milk.

Very good Good Average Bad

Very bad

a) Quality

b) Brand image

c) Availability

d) Packaging

e) Margin

AREA COVERED:

Tagore Nagar Rajendra Nagar

Mahavir Nagar Shyam Nagar

Budha Para Sunder Nagar

Pachpedi Naka Vallabh Nagar

Priyadarshni Colony ---



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PRODUCT PROFILE

Milk is the natures perfect food for all ages. It has almost all the vital nutrients

need for the growth and well being of human body. Milk is the richest

natural source of calcium and essential amino acids, which is good for

bone formation. It is particularly beneficial for people recovering from

sickness, for sportsmen, for old people, for pregnant women and for



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growing girls and boys. The doctor recommends a minimum daily

intake of 250 ml or more for every person.

Normal cow milk has 4% Fat and buffalo has 7% Fat. There is another important

constituent of milk is Solids Non Fat (SNF). This (or SNF as it is commonly called)

comprises of proteins, minerals, carbohydrates and vitamins. For mil to be

nutritionally balanced, it has to contain both Fat and Solids Not Fat in proportion.

The PFA act lays down standards of Fat and SNF for various types of milk, as

follows:

FAT SNF

1. Toned milk (Amul Taaza) 3.0% Min 8.5% Min

2. Full Cream Milk (Amul Gold) 6.0% Min 9.0% Min

3. Cow Milk (Amul Cow Milk) 3.5% Min 9.0% Min

Amul Milk is available in Raipur and surrounding areas in Toned, Full cream and

cow milk varieties. Amul Milk strictly confirms to PFA standards . In facts we keep

our standards higher so as to abundantly comply with the legal requirements and to

provide wholesome nutritive food to our consumers.

This means when you are buying Amul Milk you are sure to get the natures perfect

food for your family. You are sure to get your full 500 ml. in every pack. You are

sure of getting milk, which has longer life because of superior bacteriological quality

and state of art processing technology

The loose milk available from local vendors often does not confirm to PFA standards.

It often has less Fat and less Solid Non Fat then required. Remember that if your milk

contains 0.5% less Fat or SNF, you are paying up to one rupee per pouch extra.



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Besides, it is not uncommon to find artificial preservatives, which are not permitted

by law being added to loss milk.

If you are buying cheap loose milk or even pouch milk, think again! By

compromising on the quality of milk, you may be depriving your children of essential

life-building proteins and nutrients that only pure and high quality Amul Milk will

give.

AMUL PRODUCTS

AMUL TAAZA

Product DetailsProduct Name : Amul TaazaDescription Pasteurized Milk Amul milk meets the PFA standards forthe respective type of milk.Packing Poly Pack - 500ml, 1000ml, 200ml, 5 Ltr ** In selected markets onlyProduct SpecificationsComposition Fat (%) 3.0 min

SNF (%) *8.5 min



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Nutritional Information*

Serving Size : 200 mlAmount per : 100 ml

Energy : 58 kcalEnergy from FAT : 27 kcalTotal FAT : 3 gSaturated FAT : 1.9 gCholesterol : 8 mgTotal Carbohydrate : 4.7 gAdded Sugar : 0 gProtein : 3.1 gCalcium : 150 mgPhosphorus : 130 mgSodium : 50 mg Thiamine : 42.5 mcgRiboflavin : 120 mcgNiacin : 100 mcgFolic Acid : 7.5 mcgVit. A(Retinol) : 32 mcg*Approx. valuesShelf Life : 48 Hours from the date of packing if kept underrefrigeration below 8CStorage condition : Under Refrigeration (Below 8C)Product Features :

Amul Milk is the most hygenic liquid milk available in the market. Itis pasteurised in state-of-the-art processing plants and pouch-packed to make it conveniently available to consumers.Product ApplicationDirect consumption, Making of : Tea or Coffee, Sweets, Khoa, Curd,Buttermilk, Ghee



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AMUL GOLD

Product DetailsProduct Name : Amul GoldDescription : pasteurized milk Amul milk meets the PFAstandards for the respective type of milk.Packing : Poly Pack - 500ml, 1000ml, 5 Ltr ** In Selected markets onlyProduct SpecificationsComposition FAT(%) 6.0 min

SNF (%)* 9.0 min



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Nutritional Information*

Serving Size : 200 mlAmount per : 100 ml

Energy : 87 kcalEnergy from FAT : 54 kcal Total FAT : 6 gSaturated FAT : 3.7 gCholesterol : 16 mgTotal Carbohydrate : 5.0 gAdded Sugar : 0 gProtein : 3.3 gCalcium : 150 mgPhosphorus : 130 mgSodium : 50 mgThiamine : 42 mcgRiboflavin : 120 mcgNiacin : 100 mcgFolic Acid : 7.5 mcgVit. A(Retinol) : 65 mcg

*Approx. valuesShelf Life 48 Hours from the date of packing if kept underrefrigeration below 8CStorage condition Under Refrigeration (Below 8C)

Product FeaturesAmul Milk is the most hygenic liquid milk available in the market. Itis pasteurised in state-of-the-art processing plants and pouch-packed to make it conveniently available to consumers.Product ApplicationDirect consumption, Making of : Tea or Coffee, Sweets, Khoa, Curd,Buttermilk, Ghee



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AMUL SLIM N TRIM

Product Details

Product Name : Amul Slim and Trim Milk

Description : Skimmed Long Life Milk

Packing : 1000 ml

Product Specifications

Composition : Skimmed Milk, Vitamin A&D

Nutritional Information

Serving Size : 200ml

Serving per pack : 5

Energy : 70 Calories

Energy from fat : 1.5 calories

% Daily Value*

Total Fat, 0.2 g : 0.3

Saturated Fat, 0.1g : 0.6

Sodium 100 mg : 4.6

Total Carbohydrate 10 g : 3.3

Protein, 7g : 14

Calcium 300 mg : 61

Added Vitamin A : 500 IU

Added Vitamin D : 40 IU



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Not a significant source of Dietary fiber, Vitamin C & Iron.

*Percent daily Values (DV) are based on a 2000 calorie diet.

Shelf Life 180 days when stored in cool and dry place

Storage condition : Ambient

Product Features

Zero Cholestrol

Virtually zero bacteria

No need to boil

Cut open and drink

No need to refrigerate till open

Stays fresh for 2 days after opening if kept in refrigerator

No powder or water added

No preservative / chemical

Easy to carry and use while traveling

Tamper evident packing

Best quality milk from Gujarat

Product Application

Excellent for : People with Heart & Blood Pressure related

problems

Health & weight conscious People

People undergoing Fitness sessions.

Available in (Segments/Markets)

Amul Taaza is available in India as well as other country like UAE / Bahrain

/ Kuwait/ Oman / Hong Kong / Sri Lanka / USA / Malaysia / Singapore /

Qatar/ New Zealand



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Milk Drinks

Amul Kool Millk

Shaake

Amul Kool

Amul Kool Cafe Kool KokoA delight to Chocolate

Lovers. Delicious

Chocolate taste

Nutramul EnergyDrinkA drink for Kids - provides

energy to suit the needs ofgrowing Kids

Amul KoolChocolate Milk

Amul KoolFlavoured Bottled

Milk

Amul KoolFlavoured Tetra

Pack

Amul Masti Spiced

ButtermilkAmul introduces the Best

Thirst Quenching Drink

Amul Kool Thandai

64
http://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/amul-thandai.html


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Powder Milk

Amul Spray InfantMilk FoodStill, Mother's Milk is Best

for your baby

Amul Instant FullCream Milk

Powder

A dairy in your home

Sagar Skimmed

Milk PowderWhich is especially useful

for diet preparations or

for use by people on low

calorie and high proteindiet.

Sagar Tea Coffee

Whitener

Amulya DairyWhitenerThe Richest, Purest Dairy

Whitener

Fresh Milk

Amul Fresh MilkThis is the most hygienic

milk available in the

market. Pasteurised in

state-of-the-art processing

plants and pouch-packed

for convenience.

Amul Gold Milk

Amul Taaza Double

Toned Milk

Amul Lite Slim

and Trim Milk

Amul Fresh Cream Amul ShaktiToned Milk

http://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-dairy.htmlhttp://www.amul.com/powder-dairy.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/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/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/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-dairy.htmlhttp://www.amul.com/powder-dairy.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.html


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Cheese

Amul Pasteurised

Processed Cheese100% Vegetarian Cheesemade from microbial rennet

Amul Cheese Spreads

Tasty Cheese Spreads in 3great flavours..

Amul Emmental

CheeseThe Great Swiss Cheese from

Amul, has a sweet-dry flavour

and hazelnut aroma

Amul Pizza Mozzarella

CheesePizza cheese...makes great

tasting pizzas!

Gouda Cheese

For Cooking

Amul / Sagar PureGheeMade from fresh cream. Hastypical rich aroma and

granular texture. An ethnic

product made by dairies with

decades of experience.

Cooking Butter

Amul Malai Paneer

Ready to cook paneer to makeyour favourite recipes!

Utterly Delicious Pizza

Mithai MateSweetened Condensed Milk -

Free flowing and smooth

texture. White to creamy color

with a pleasant taste.

Masti Dahi

http://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.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/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-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/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-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/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-mithai.htmlhttp://www.amul.com/cooking-mastidahi.html


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The Taste of India

Desserts

Amul Ice CreamsPremium Ice Cream made invarious varieties and flavours

with dry fruits and nuts.

Amul ShrikhandA delicious treat, anytime.

Amul Mithaee GulabJamunsPure Khoya Gulab

Jamums...best served piping

hot.

Amul ChocolatesThe perfect gift for someone

you love.

Amul Lassee Amul Basundi

Health Drink

NutramulMalted Milk Food made

from malt extract has thehighest protein content

among all the brownbeverage powders sold in

India.

Amul ShaktiHealth Food DrinkAvailable in Kesar-Almond

and Chocolate flavours.

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/healthy-nutramul.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/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.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.html


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The Taste of India

BIBILOGRAPHY

Product Brochure

Personal interview of retailers

Marketing Management Philip Kotler

Periodical: Business World



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The Taste of India

Websites:-

www.google.com

www.wikipedia.com

www.amul.com
http://www.google.com/http://www.wikipedia.com/http://www.amul.com/http://www.google.com/http://www.wikipedia.com/http://www.amul.com/

Documents

Potential of Amul Milk in Raipur City( BALLABH CHANDAK )