WINTER INTERNSHIP PROJECT ON A STUDY ON MARKET

COVERAGE OF AMUL PRODUCTS

SUBMITTED ON PARTIAL FULFILMENT OF BACHELOR OF BUSINESS

ADMINISTRATION PROGRAM
(SESSION 2021-2024)

SUBMITTED TO

COLLEGE

INDIAN INSTITUTE OF BUSINESS MANAGEMENT

PATNA

Submitted by: Md Ali Alim Under Guidance Of:

Registration No: 21302334114 Prof. (Dr) Jyotsna Rai

Session: 2021-2024 Associate Professor

pg. 1
 DECLARATION

This is to declare that I AISHWARYA KAMAT student of INDIAN INSTITUTE OF

BUSSINESS MANAGEMENT, Patna, Bihar pursuing BACHELOR OF BUSINESS
ADMINISTRATION batch 2021-2024, has given original data and information to the bestof
my knowledge in the project report titled A study on market coverage of Amul products is a
work carried out by me under the guidance and supervision of the (Prof.) Dr. Jyotsna Rai towards
the partial fulfilment of requirement for the BBA course.

Date: Name: MD ALI ALIM

Place: Patna (Bihar) ROLL- 76

Specialization: Marketing

pg. 2
 ACKNOWLEDGEMENT

"The pleasure that follows the successful completion of a project would remain
incomplete without a word of gratitude for the people and without whose cooperation
the achievement would remain a distant dream.

I first and foremost express my acknowledgement to Mr. Sitesh Kumar, Co-

Proprietor, M/s Vasudev Enterprises for giving me the opportunity to complete my
internship under their firm. I am also using this opportunity to express my gratitude to
everyone who supported me throughout this project on “A Study on Market Analysis
of AMUL Products at Vasudev Enterprises”. Secondly, I express my warm regards
towards Prof. (Dr.) Prof. Jyotsna Rai, Associate Professor, IIBM-Patna for her advice,
encouragement and scholarly guidance.

I am thankful to all the people who directly or indirectly helped me throughout this
work and I show my indebtedness for their aspiring guidance, invaluably constructive
criticism and friendly advice during this project work.
Finally, I am indebted to my institute, family, friends and those people whohelped me
in completing this project.

MD ALI ALIM
 TABLE OF CONTENT
Chapter Section Title PageNo.
No.

Front Page
Declaration
Acknowledgment
Executive Summary 1
1 Introduction
1.1. Industrial Profile
1.2. Company Profile
2 Objectives and Research Methodology
2.1. Research Methodology
2.2. Population and Sample
3 Theoretical Background
3.1 Consumer Buying Behaviour Concept
3.2 Consumer Behaviour
3.3 Models of Buying Behaviour
3.4 Factors Influencing Consumer Behaviour
3.5 Consumer Buying Process
3.6 Product Life Cycle Stages
3.7 SWOT Analysis
3.8 Product Types
4 Analysis
4.1 Percentage Analysis
5 Findings, Suggestions, Limitation and Conclusion
5.1 Findings
5.2 Suggestions
5.3 Limitation
5.4 Conclusion
Bibliography
Annexures
 EXECUTIVE SUMMARY

The main purpose of this internship is to know the retailers feedback about the Amul to
milk and finally to know whether the retailer in the market will keep the Amulmilk
or not. This project will help to know the market condition of Amul milk (Amul gold
&Amul Taza) by comparing it with other major brands of milk in the market. This Project
begins with the retailer’s survey. This is the particular area given by the company in which
the survey has been done.

The main objectives of the projects are to know how retailer selects a product on the basis
of their profit margin, promotions and offer, support from sales team and serviceProvided
by distributer. Understand the retailer’s satisfaction toward keeping Amul milk and
problem faced by retailer in selling of Amul milk.

In this survey, analysis is done on the basis of different parameters i.e. Margin, support
from sales team, Promotion & offer, service from distributor and satisfaction toward
Keeping Amul milk. Next step in the project is carrying different sales promotion it's
activities like posted & banners distribution to retailers & marginal offers to the Amul
Retailers & umbrella activity.

After this, order from the retailers of the same area is to be taken so that Amul milk Should
be placed in that area (Market Yard). Samples of milk will be distributed in theretail outlets
which have been used by retailers and then they place orders accordingly.

pg. 4
pg. 5
 CHAPTER-1
INDUSTRIAL PROFILE

 FMCG:- Industry Overview

1. Indian FMCG sector size poised to reach US$ 47 bn by 2013 and US$ 74 bn by 2018,
growing annually at 10-12%. By 2025, total consumption is likely to quadruple
making India the 5th largest consumer market. Organized retail is expected to grow
by 14-18% by 2015 thereby boosting FMCG growth.

2. Indian rural market currently worth US$ 9 bn is expected to become a US$ 100 bn
opportunity by 2025.

3. Indian FMCG industry worth US$ 29 bn roughly constitutes 2.2% of India’s

GDP. Within the FMCG sector, Food products are the largest consumption
category.

 Dairy industry: A profile (As per Jan 20, 2011)

India is the world leader in milk production with total volume of 115 million tons. Driven
by steady population growth and rising income, milk consumption continues torise in
India. Dairy market is currently growing at an annual growth rate of around 7 per cent in
volume terms. The market size of Indian dairy industry stands at around US$ 45 billion.
Since India’s population is predominantly vegetarian, milk serves asan important part
of daily diet. Indians use milk in various preparations such as in brewing tea and coffee,
in making yogurt or curd and in preparing many Indian dishes. For most households,
milk is also a popular beverage due to its nutritional value. In India, rural households
consume almost 50 percent of total milk production. Of the share of milk sold in the

pg. 6
 domestic market, almost 50 percent is consumed in fluid form, 35 percent is consumed as
traditional products (cheese, yoghurt and milk based sweets), and 15 percent is consumed
for the production of butter, ghee, milk powder and other processed dairy products
(including baby foods, ice cream, whey powder, casein, and milk albumin). Most dairy
products are consumed in the fresh form and only a small quantity is processed for value
addition. In recent years,however, the market for branded processed food products has
expanded. Although only around 2 per cent food is processed in India, still the highest
processing happens in the dairy sector, where 35 per cent of the total produce is processed,
of which only 13 per cent is processed by the organized sector.

pg. 7
  Key facts

65per cent of the milk is sold in loose‖ form. Only 5 per cent of the milk is sold through
retail chains 70 per cent is delivered to the homes by milk agents Carton milkor
packaged milk has been growing at 24 per cent annually Most branded FMCG
companies are keen on launching flavored dairy products whose market size is pegged
at US$ 166 million

PER CAPITA AVAILABILITY OF MILK

 Year Grams per day

 2000-01 220

 2005-06 241

 2008-09 250

*Estimated, Source: Department of Animal Husbandry and dairying

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 Gujarat Cooperative Milk Marketing Federation GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food

products marketing organization. It is a state level apex body of milk cooperatives in
Gujarat which aims to provide remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which are good value for money.

CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has
assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of
GCMMF.

MEMBER’S- 13 District Cooperative Milk Producer Union

1. No. of Producer Members: 2.9 million

2. Total Milk Handing Capacity: 13.07 million Liters per day

3. Milk Collection (Total 2009-10): 3.32 billion Liters

4. Milk collection (Daily average 2009-10): 9.10 million Liters

5. Milk Drying Capacity: 647 Mts per day.

6. Cattle feed Manufacturing Capacity: 3740 Mts per da

7. No. of Village Societies: 15,322

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 COMPANY PROFILE

 Brief History of Amul

AMUL (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement
in India. Itis a brand name managed by an apex cooperative organization, Gujarat Co-
operative Milk Marketing Federation Lt. (GCMMF), which today is jointly owned by
some 2.6 million milk producers in Gujarat, India.

AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative
organization'ssuccess in the long term. It is one of the best examples of co-operative
achievement in the developing world.
"Anyone who has seen ... the dairy cooperatives in the state of Gujarat, especially the
highly successful one known as AMUL, will naturally wonder what combination of
influences and incentives is needed to multiply such a model a thousand times over in
developing regions everywhere. The Amul Pattern has established itself as a uniquely
appropriate model for rural development. Amul has spurred the White Revolution of
India, which has made India the largest producer of milk and milk products in the world.
It is also the world's biggest vegetarian cheese brand.

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an
annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer
members with a milk collection average of 10.16 million liters per day. Besides India,
Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia,
China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese
market in 1994 had not succeeded, but nowit has fresh plans of flooding the Japanese
markets. Other potential markets being considered include Sri Lanka.

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  AMUL: THE ORIGIN

The mighty Ganges at its origin is but a tiny stream in the Gangotri ranges of the Himalayas.
Similaris the story of Amul which inspired Operation Flood and heralded the 'White
Revolution' in India. Itbegan with two village cooperatives and 250 liters of milk per day,
nothing but a trickle compared tothe flood it has become today. Today Amul collects,
processes and distributes over a million liters ofmilk and milk products per day, during the
peak, on behalf of more than a thousand village cooperatives owned by half a million farmer
members.
 PROFILE OF AMUL

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit
"Amoolya" was suggested by a quality control expert in Anand. Variants, all meaning
"priceless", are founding several Indian languages. 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 Shrikant, Amul Ice cream, Nuarimol, Amul Milk
and Amulya have made Amul a leading food brand in India.(Turnover: Rs. 52.55 billion in
2007-08). Today Amul is a symbol of many things. Of high-quality products sold at
reasonable prices.

. 50 years after it was first launched, Amul's sale figures have jumped from 1000 tons a year
in 1966to over 25,000 tons a year in 1997. No other brand comes even close to it. All because
a thumb- sizedgirl climbed on to the hoardings and put a magical spell on the masse.

AMUL stands for

A-Anand
M-Milk
U-Union
L-Limited
pg. 10
 Amul (Anand milk union ltd.) is based on four hands, which are coordinated with each
other. The actual meaning of this symbol is co-ordination of four hands of different
people by whom this union is at the top position in Asia.

1. First hand is of farmers, without whom the organization would not have existed.

2. Second hand is processors, who process the row material (milk)into finished
goods.

3. Third hand is of marketer, without whom the product would have not reached the
customers Fourth hand is of customers, without whom the products would have not
carried on.

 BASIC INFORMATION

o Company Name: Amul India (Gujarat Co-operative milk marketing

federation ltd)

o Business Type: Manufacturer

o Product/Services: Infant Milk Food, Skimmed Milk Powder, Butter,

Cheese

o Address: Amul Dairy Road

o Number of Employees: 501 - 1000 People

o URL- http://www.Amul.com

o Year Established: 1973

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 North America

South America

Western Europe

Main Market: Eastern Europe

Eastern Asia

Southeast Asia

Mid East

Africa

Oceania

 MISSION

After achieving the new milestone of Rs.6,700 crores, Amul has set a new mission.
Federation chairman Parthi Bhatol has mentioned about ―Mission 2020‖. Itenvisages
that the dairy co- operative of Gujarat will have a total turnover of Rs.27000 crores by
the year 2020. They also plan to double the processing capacity of dairy plants to 20.7
million kg per day.

pg. 12
 • About Vasudev Enterprises

Vasudev Enterprises is one of the fastest-growing authorized distribution partners in

the FMCG sector in the Patna region. A distribution channel partner plays a crucial
role in the supply chain by facilitating the movement of products from manufacturing
companies to end consumers.

pg. 13
 • Key Functions Performed

1. Logistics & Warehousing- Manages the storage and transportation of FMCG

products. They have warehouses to store goods efficiently and ensure timely delivery
to retailers.

2. Order procurement- They process orders from retailers and ensure accurate and
timely delivery of products. This involves maintaining adequate inventory levels to
meet demand.

3. Market Coverage- To have a vast network and market reach, enabling FMCG
manufacturers to access a broader customer base without managing logistics.

4. Risk Moderation- To absorb certain risks associated with inventory management,

such as overstock or stockouts, allowing manufacturers to focus on production and
core business activities.

5. Market Support- They also provide marketing support by promoting products at

the retail level, managing displays, and executing promotional activities.

6. Relationship with Manufacturers- They maintain close relationships with FMCG

manufacturers. They negotiate terms, including pricing, delivery schedules, and
payment terms. Effective communication and collaboration between manufacturers
and distributors are crucial for a smooth supply chain.

7. Tackling Challenges - Channel partners face challenges such as fluctuating

demand, the need for efficient inventory management, and adapting to changes in
consumer preferences. They have to be agile to respond to market dynamics and trends.

pg. 14
pg. 15
pg. 16
 CHAPTER-2

Objectives

 Research Methodology: Research methodology is a structured and scientific

approach used to collect, analyze, and interpret quantitative or qualitative data to
answer research questions or test hypotheses. A research methodology is like a plan
for carrying out research and helps keep researchers on track by limiting the scope of
the research.

 Types of Data:
1. Quantitative data: numerical values and measurements that are analyzed

through statistical methods.

2. Qualitative data: words that are analyzed through interpretations and

categorizations.
3. Ordinal data: data that is in order on a scale, such as ratings or rankings.

4. Nominal data: data that is used to label variables without a numerical value,

such as names or categories.

5. Discrete data: data that can only take certain values, such as counts or binary

outcomes.
6. Continuous data: data that can take any value within a range, such as heights

or weights.

In research methodology, data can be classified into two main types: primary
data and secondary data. These two types of data play distinct roles in the
research process.

pg. 17
 1. Primary Data:
• Definition: Primary data refers to original data that is collected directly
fromthe source for the first time by the researcher.
• Collection Methods:
• Surveys: Conducting questionnaires, interviews, or focus group
discussions togather information directly from respondents.
• Experiments: Performing controlled experiments to collect data for
specificresearch objectives.
• Observations: Directly observing and recording information about the
phenomenon under study.
• Field Trials: Conducting trials or tests in real-world settings to collect data
onthe subject of study.

Advantages:
• Relevance: Data collected is specific to the research objectives.
• Control: Researchers have control over the data collection process.
• Freshness: Primary data is new and has not been previously analyzed.

Disadvantages:
• Cost: Collecting primary data can be time-consuming and expensive.
• Bias: Researchers' biases may influence the data collection process.
• Logistics: It may be challenging to gather primary data from certain
populations or in certain contexts.

2. Secondary Data:
• Definition: Secondary data refers to existing data that has been collected by
someone else for a different purpose but is utilized by the researcher for their
own analysis.
pg. 18
 • Published Sources: Books, journals, articles, and reports.
• Government Publications: Census data, economic reports, and other
government publications.
• Educational Institutions: Data from academic research, theses, and
dissertations.
• Commercial Sources: Market research reports, industry analyses, and business
databases.

Advantages:
• Time and Cost Efficiency: Secondary data is readily available, saving time and
resources.
• Large Datasets: Access to extensive datasets that may not be feasible to collect
in primary research.
• Historical Analysis: Allows for the study of trends and changes over time.

Disadvantages:
• Relevance: The available data may not precisely meet the researcher's needs.
• Accuracy: Quality and accuracy of the data may be questionable.
• Lack of Control: Researchers have no control over the data collectionprocess,
leading to potential issues of reliability.

1. Research Design

This study employs a quasi-experimental design to assess the impact of a

wellness program on employee productivity. The design includes both pre- and
post-intervention measurements and involves a comparison group.

2. Population and Sample

Population: The target population consists of all employees working in theXYZ

Corporation.

pg. 19
 Sample Selection:

Intervention Group: A random sample of 100 employees participating in the

wellness program.

Comparison Group: Another random sample of 100 employees who do not

participate in the wellness program.

Descriptive Research:

Purpose: To describe the characteristics or behavior of a

phenomenon.Examples: Surveys, case studies, content analyses

Exploratory Research:

Purpose: To explore a new or unfamiliar topic, generating insights for further

research.

Examples: Interviews, focus groups, literature reviews.

Explanatory Research:

Purpose: To identify the cause-and-effect relationships between

variables. Examples: Experiments, quasi-experiments, causal-
comparative studies.

pg. 20
 Theoretical Background

pg. 21
 CHAPTER-3

THEORETICAL BACKGROUND

3.1 Consumer Buying Behavior Concept:

The aim of marketing is to meet and satisfy the target consumer's needs & wants. The
field of consumer behavior studies how individuals, groups and organizations select,
buy, use and dispose of the goods, services, ideas or experiences to satisfy their needs
and desires. Understanding consumer behavior and knowing the customer is not
simple; customer may say one thing and do another thing. They may not be in touch
with their deeper motivations. Consumer behavior is very complex and dynamic too
constantly changing and therefore managements need to adjust with the change
otherwise the market may be lost.

3.2 Consumer Behavior:

Consumer behavior explains how the individual consumer, groups of the consumer
and organization select, buy, use and dispose of goods, and services tosatisfy their
needs and wants.

3.3 Models of the Buying Behavior:

Different models of buying behavior will help the organization to understand the
buying behavior of consumers. There are No. of items. But the basic aim behindthose
consumption activities is to satisfy that needs & wants of the consumers. An
understanding of needs and processes that influence consumer behavior. If such a need
can help the marketer in his risk.

pg. 22
 Economical model:

Consumers have certain amount of purchasing power, and a set of needs and taste,he
will allocate his expenditure over different products at given prices rationally so as to
maximize utility.

Learning model:

This model refers to the consumer's formation and satisfaction of needs and tastes.
They postulate that living organisms have both innate needed (primary drives like
hunger, thrust, and sex) and learned needs (like fear, guilt).

Psychoanalytical model:

According to psychologists the consumers who are concerned with personality,human

needs and motives aerate at conscious as well as sub-conscious level.

Sociological model:

Humans learn their behavior from their culture, subculture, social class reference
groups& group leaders.

3.4 FACTORS INFLUENCING CONSUMER BEHAVIOR

Factors influencing consumer behavior are internal needs, motives, perception and
attitude as well as external- family, social group, cultural, economic, business
influences, etc.

Economics Factors

An economics factor of buying behavior is undisplay it assumes that Consumers are

economics. When are they following the principle of maximization of utilitybased on
the law of diminishing Managerial utility? As economic when, consumerevaluates
rationally the alternative in terms of cost and value received. They try to maximize
their utility or satisfaction while spending them scarce resources of time, energy and
money.

pg. 23
 1. Psychological Factors

Psychology has contributed much to the markets to understand the buyer's psychology
explains how consumers learn about a product and how they can recall from the
memory. The development of buying habits, this includes the following factors:

 Motive:
A buying motive is the reason why a person buys a particular product. It is the driving
force behind buying behavior and may be based on psychological or psychological
want marketers are in rested in patronage motives such as store loyalty and brand
loyalty.

 Perception:
Perception causes the behavior in a certain way perception influences this behavior.
It gives direction to the taken by the behavior. It is the meaning we haveon the basis of
our past dependence.

 Learning:
Learning refers to changes in behavior brought about by practice or experience.
Almost every timing one does, or timing is learned product features such as price
quality services, brand, packing, etc. Act as hints influencing consumer's response.

 Attitude:
Attitude is a state of mind of fillings it includes a per disposition to behave in source
way. Attitude core very important in explaining a buyer’s behavior. A changein
attitude leads to changes purchasing attitude and modify buyer behavior knowledge of
consumer attitude can product redesigning packages and developingand evaluating.

pg. 24
 Personality:

In general perception attitude belief leads collectively to a consistent response by the

individual to his environment. This consistent pattern or behavior is termed as
personality and its primary teachers are self-concept role and level of consciousness.

2. Social Factors

This includes the following factors:

 Family:
Most consumers belong to a family group. The family can exert considerable influence
in shaping the pattern of consumption and indicating the decision-making role,
personal value attitude and buying habits have been shaped by family influences.

 Reference Group:
The small group to which the buyer belongs influence buyer behavior. A human being
is considered as a social animal spending much of his or her life in group situations,
group norms direct attention of its member to a new style of a product.

 Social Class:
As a predictor of consumption patterns marketing management is familiar with social
classes consumers, buying behavior is determined by the social class to which they
espiers rather than by their income belong. Proudly speaking we have distant social
classes' upper, middle and lower classes usually stress rationality, exhibit sense of
choice making whereas consumers of lower classes have essentially no rational
purchases and show limited sense of choice making. The three social classes will have
differences in the stress they patronize.

3. Cultural factors:

Culture, subculture & social class are primary important in buying behavior.
 Culture: -
culture is the most fundamental determinant of a person's wants and behavior. The
growing child acquires a set of values, perceptions, preferences and behaviors through

pg. 25
 his or her family and other key instructions.

 Sub-culture: -
Each subculture consists of smaller subcultures that provides more specific
identification and socialization for their members. Subculture includes nationality,
religion, racing groups and geographic regions.

3.5 CONSUMER BUYING PROCESS

Let's see the customer buying process by which it satisfies its needs and wants. Thereis
no. of stages involved in the customer buying process. The steps involved in the
customer buying process can be explained as below.

1. CONSUMER BUYING PROCESS

2. PROBLEM REORGANIZATION

3. INFORMATION SEARCH

4. EVALUATION OF ALTERNATIVE

5. PURCHASE DECISION

(1) Problem Reorganization:

The buying process starts with that problem reorganization or need. The need can arise
by internal or external stimuli. The interval stimuli involve general needs of theperson
like hunger, thrust etc. and the person will be motivated to satisfy that need. And the
need that will be aroused by external stimuli.

The marketer should try identifying the circumstances that raise the need of the
customer. The marketer should collect the information from the different sources, and
it can develop marketing strategies that increase the customer interest.

pg. 26
 (2) Information Search:

There is no. of sources for collecting information. Once the person will beused. He will
try to collect more and more information from different sources for collecting the
information are.

Personal source - (family, friends, neighbors)

Commercial source - (advertising, salesperson, displays) Public source- (massmedia,

consumer rating, organization) Experimental source - (hoardings, examining using
the product)

(3) Evaluation of Alternative:

At this stage the consumer will evaluate the different alternatives available to him.This
is very difficult stage in the buying process.

(4) Purchase Decision:

How the buyer will take the decision whether he should buy the products and services
or not. This is also important step in the buying process.

(5) Post Purchase Behavior:

After purchasing the goods or services the persons will experience some degree of
satisfaction. If the person is satisfied, then he will use the same product next time and
if. He will not be satisfied then he will not go for the same.

pg. 27
 3.6 PRODUCT LIFE CYCLE STAGES

A product passes through distinct stages during its life in the market, each posing
different challenges, opportunities and problems. Profits rise and fall at different
stages of the product life cycle. There are four different stages of the product life
cycle, namely.

1. INTRODUCTION STAGE

2. GROWTH STAGE

3. MATURITY STAGE

4. DECLINE STAGE

Different products of AMUL are in different stages in the product life cycle. Products
like milk, butter, chocolate and cheese are in the maturity stage, while ice-creams,
chocolates and Shri Khand are still in the growth stage. On the other hand, products
like milk powders, infant food, frozen food items and mix are in the introduction
stage.

The company adopts aggressive selling techniques for those products which are in the
introductory stage, while very less promotional programmers are carried out for those
products which are in the growth or maturity stage.

pg. 28
 3.7 SWOT ANALYSIS

STRENGTH:

Largest milk producer in the world A huge base of around 11 million farmers
Traditional emphasis on consumption
Amul has a strong growth as its turnover for previous year increased by almost 18%
and growth revenue by 67% making it the world thirteenth largest dairy organization
With Amul’s products being popular and being in the market for a while now, it has
developed its brand name and their customers are very loyal to thecompany.
Although Amul’s distribution network is wide and dispersed, it has managed to
maintain its quality throughout the world. The credit also goes to the fact that Amulhas
a very strong supply chain. Their diverse and wide range of products is alsoone of its
strengths.
The global mascot (Amul girl) used in their advertising is their icon throughout the
world.

a. Corporate Image.
b. Diversified product line.
c. Dedicated work force.
d. Totally integrated operation
e. Good for sightedness and long-term vision.
f. Low capital cost

pg. 29
 WEAKNESS:

1. Supply is not regular.

2. Distribution of Amul pouch milk is not proper in some of areas.

3. Co-ordination of company or retailer is not proper.

4. Weak management support and less effective customer care‖ said someretailers.

5. With too many international brands in competition with Amul, it now finds it
difficult to control its cost of operations. And thus, is facing huge competition,
especially in international markets.

6. Amul introduced its chocolate a while back, but it has not been able to gain the
acceptance that it was aiming for.

7. The shelf life for most dairy products is limited which makes the company
vulnerable to losses.

8. Despite the distribution being strong, it is still not dispersed to rural areas.Amul
invests very low in terms of advertising.

pg. 30
 OPPORTUNITIES:

1. With liberalization, new avenues of exploiting an open market economy are being
open up.

2. Being the oldest co-operative society using their brand name as already being leader
in dairy products, the other competitors are very far behind AMUL.

3. New product from Amul i.e. Amul preferred outlet (APO) can be very successful in
the market as we receive better response from Distributors as well retailers and
consumers.

4. Must take the advantage of priority given to the Dairy industries by the Govt. in
terms of loan.

THREATS:

1. With globalization and liberalization various global brands are started to peakin.

2. Competition from other Co-operative and local industries are present in the
market.

3. The milk curdling problem allows the competitors to penetrate the market which
is previously covered by the Amul. The milk from Softe plant is responsible for
that as a retailer cannot bear huge loss. Some serious problem found is of the late
delivery of milk in area like R.K Puram. Sometime distributor’s attitude and rude
behavior is responsible for decrease in sales.

pg. 24
 3.7 PRODUCT TYPES

 PRODUCT RANGE
Vast varieties of products are offered by AMUL which are as follows:
a. BREADSPREADS
b. Amul Butter
c. Amul Lite Low-Fat Bread spread.
d. Amul Cooking Butter

• CHEESE RANGE
a. Amul Pasteurized Processed Cheddar Cheese
b. Amul Processed Cheese Spread
c. Amul Pizza (Mozzarella) Cheese
d. Amul Shredded Pizza Cheese
e. Amul Emmental Cheese
f. Amul Gouda Cheese
g. Amul Malai Paneer (cottage cheese)
h. Frozen and Tinned Utterly Delicious Pizza

• MITHAEE RANGE (ETHNIC SWEETS)

a) Amul Shri Khand (Mango, Saffron, Almond Pistachio, Cardamom)
b) Amul amra Khand
c) Amul Mithai Gulab jamuns
d) Amul Mithai Gulab jamun Mix.
e) Amul Mithai Kulfi Mix

• MILK RANGE
a) Amul Taza 3% fat Milk
b) Amul Gold 4.5% fat Milk
c) Amul Slim-n-Trim 0% Fat milk
d) Amul Chocolate Milk

pg. 25
 e) Amul Fresh Cream
f) Amul Snowcap Softy Mix
g) Amul Taza Double Toned Milk

• PURE GHEE
a) Amul Pure Ghee
b) Sagar Pure Ghee
c) Amul Cow Ghee

• INFANT MILK RANGE

a) Amul Infant Milk Formula 1 (0-6 months)
b) Amul Infant Milk Formula 2 ( 6 months above)
c) Amul spray Infant Milk Food

 MILK POWDERS
a) Amul Full Cream MilkPowder
b) Amulya Dairy Whitener
c) Sagar Skimmed MilkPowder
d) Sagar Tea and CoffeeWhitener

 SWEETENED CONDENSED MILK

a) Amul Mithai mate Sweetened Condensed Milk

 FRESH MILK
a) Amul Taza Toned Milk 3% fat.
b) Amul Gold Full Cream Milk 6%fat
c) Amul Shakti Standardized Milk 3% fat.
d) Amul Smart Double Toned Milk 1.5%

 CURD PRODUCTS
a) Amul Masti Dahi (fresh curd)
b) Amul Butter Milk
c) Amul Lassi
pg. 26
  AMUL ICECREAMS
a) Royal Treat Range (Raj Bhog, Cappuccino, Choco chips, Butterscotch, Tutti Frutti)
b) Nut-o-Mania Range (Kaju Dakshi, Kesar Pista, Roasted Almond, Kesar Carnival,
Badshahi Bada kulfi, Sista Pista Kulfi)
c) Utsav Range (Anjir, Roasted Almond)
d) Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate)
e) Nature's Treat (Alphonso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black
Currant)
f) Sundae Range (Mango, Black Currant, Chocolate, Strawberry)
g) Millennium Ice-cream (Cheese with Almonds, Dates with Honey)
h) Milk Bars (Choco bar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi
Pista Kulfi, Mawa, Mala Kulfi, Green Pista Kulfi)
i) Cool Candies (Orange, Mango)
j) Cassata
k) Tricone Cones (Butterscotch, Chocolate)

 CHOCOLATE & CONFECTIONERY

a) Amul Milk Chocolate
b) Amul Fruit & Nut Chocolate
c) Amul Eclairs

 BROWN BEVERAGE
a) Nuarimol Malted Milk Food
b) MILK DRINK
c) Amul Shakti Flavored Milk

pg. 30
pg. 31
 CHAPTER-4

4.1 Percentage analysis:

Q-1. Are you aware of AMUL Company's product?Table; 1

Graph; 1

Comment:
About 100% of respondents are aware of AMUL. Company's Product. It means in
Surat cityevery respondent is aware about AMUL Company's Product.

pg. 32
 Q-2. Which type of product are you aware of?Table; 2

Gragh:2

Comments:

As the above chart showed that most of the respondents are aware about AMUL Ice-
cream andAMUL milk & Ghee.

pg. 33
 Q-3. From where do you come to know about AMUL’s
products?Table: 3

Graph: 3

Comments: -

As above chart, it is clear that more respondents come to know about AMUL product
throughNewspaper & T.V Advertise.

pg. 34
Q-4. Do you prefer AMUL product?
Table: 4

Graph:4

Comments: -

As above chart says that in Surat city around 92% respondent buy AMUL. Product and 8%
respondent are not buying AMUL Product.
Q-5. From where do you purchase AMUL product?Table; 5

Graph: 5

Comments: -

From above chart it is clear that most of the customer are purchase an AMUL product
throughLOCAL Shop and then AMUL Retailer outlets.
 Q-6. (If Retail outlets) On which basis, do you purchase AMUL products from Retail
Outlets?

Table: 6

Graph: 6

Comments:
As above chart showed that each feature of AMUL contains more than 50%
significance, so it becomes necessary to consider each feature throaty at the time of
production.
Q-7. (If Local Shop) On which basis, do you purchase AMUL products from LocalShop?

Table: 7

Graph:7

Comments: -

From the analysis of the above chart, it is clear that the respondents purchasing from
the local shop are considering the features of fresh products and availability more than
cleanness, proper information & proper support.
Q-8. If no, then why you are not preferring AMUL products?Table; 8

Graph:8

Comments:

As it is suggested by the above chart that in the area of taste & availability AMUL is
the best.But in the area of Price & Quality still some improvements are needed.
Q-9. At the time of purchasing AMUL Product which features are important for
you?Table:9

Graph 9.

Comments: -
From the above chart it is clear that the respondents of AMUL are Quality conscious
and by evaluating the views of AMUL respondents it comes to know that AMUL
costumers are not that much interested in schemes provided by AMUL. It is clear that
more than 50% of the respondents are interested in various varieties provided by the
AMUL products and the respondents are mostly interested in the taste provided by
AMUL products and the AMUL respondents are giving priority to the availability of
AMUL products by more than 2/3 part. So,it becomes necessary for AMUL to supply
the AMUL products in all its target markets.
Q-10. Do you want any extra features to be added to the AMUL products?Table; 10

Graph 10:

Comments: -

From the above chart 30% respondent say to add feature in AMUL Product and other
70%respondent say that not to add any feature in AMUL Product
Q-11. Would you like to recommend others for purchasing AMUL Company's Product?
Table; 11

Graph 11

Comments: -

As above chart it is clear that most of the respondent recommend others for purchasing
AMULCompany's product.
LIMITATIONS & CONCLUSION
 CHAPTER-5

FINDINGS AND SUGGESTIONS

 FINDINGS

1. Out of total respondents, 100% of respondents are aware AMUL Company's

Product.

2. Out of total respondents, 51.35% respondents buy AMUL product through.

3. From the analysis it is clear that the respondents purchasing from the local shopare
considering the features of fresh products and availability more than cleanness, proper
information & proper support.

4. As it is suggested by that at the side of taste & availability AMUL is the best. But
in the area of Price & Quality still some improvements are needed.
 SUGGESTION

1. It is clear that the respondents of AMUL are Quality conscious. So, if it is possible
AMULshould concentrate on the quality of its production.

2. By evaluating the survey, it is clear that the respondents are mostly interested in the
taste provided by AMUL products. AMUL should concentrate on its product's taste
more than anyother features.

3. It specifies that the AMUL respondents are giving priority to the availability of
AMULproducts by more than 2/3 part. So, it becomes necessary for AMUL to supply
the AMUL products in all its target markets.

4. According to my Study, Quality product should be produced and now a day's price
is an important factor for common man. So, the company should concentrate on these
both mentionedfactors.
 LIMITATION

1. Market Competition: Amul operates in a competitive market, and the emergence of

newcompetitors or changes in existing ones could affect its market share and profitability.

2. Fluctuating Milk Prices: Amul's business heavily relies on milk, and fluctuations in
milk prices can impact production costs and profit margins, making it challenging to
maintain stablepricing for their products.

3. Supply Chain Issues: Issues in the supply chain, such as disruptions in the procurement
or distribution process, can affect the timely availability of raw materials or finished
products.

4. Dependency on Dairy Sector: As Amul is primarily focused on dairy products, any

adverse developments in the dairy industry, like disease outbreaks affecting cattle or
regulatory changes, may pose risks to the company.

5. Global Economic Conditions: Economic downturns or unfavorable economic

conditions in key markets could lead to reduced consumer spending on non-essential items,
impacting Amul'ssales.

6. Changing Consumer Preferences: Shifts in consumer preferences towards alternative

products or dietary trends may require Amul to adapt its product offerings to stay
competitive.

7. Regulatory Challenges: Regulatory changes, especially in the food and dairy industry,
canintroduce compliance challenges and may require adjustments to production processes.
 CONCLUSION

Consumers were interested in quality or customer-oriented products rather than having the
brand image. Ice-cream, Shri Khand, milk, Kool, lassi etc. Are consumed mostly because
its quality good and dairy product. Amul was the market leader and local ice-cream vendors
acquired the second position in terms of market share. So, trying to increase advertising
and lackof availability in the rural area is the main weakness for the company. The brand
awareness forAmul new products was very less in Theobroma compared to Himmat Nagar
taluka. It is a weakness for the company. In today’s time quality, price, availability are the
major factors considered for the customer when buying a particular brand.
 BIBLIOGRAPHY

Marketing Management Philip Kotler, The Millennium Edition, Prentice Hall of India Private
Limited, New Delhi.

Periodical: Business World

Research Methodology: C.R. Kothari, 2nd edition. S.N Murty and U Bhojanna

Websites:
i. www.google.co.in

ii. www.wikipedia.com

iii. www.amul.com.

iv. www.scribd.com

V. www.dairy.com
 ANNEXURES
QUESTIONAIRE

Q-1. Are you aware of AMUL company’s product?

Yes ( ) No ( )

Q-2. Which types of products are you aware of?

Ghee ( ) Amul Milk ( )

Amul Pizza ( ) Amul Ice Cream ( )

Others ( )

Q-3. From where did you come to know about Amul’s product?

Newspaper ( ). T.V. Advertisement ( )

Radio ( ) Others ( )

Q-4. Do you prefer AMUL product?

Yes ( ) No ( )

Q-5. From where do you purchase AMUL product?

Local Shop ( ) Amul Retailers ( )

Others ( )
Q-6. (If retail outlets) on which basic you are purchasing AMUL products from
retail outlets?

Cleanliness ( ) Proper Information ( )

Proper Support ( ) Sold Fresh Products ( )

Availability ( )

Q-7. ( If local shops) on which basic you are purchasing AMUL products from
local shop?

Cleanliness ( ). Proper Information ( )

Proper Support ( ) Sold Fresh Products ( )

Availability ( )

Q-8.If no, then why you are not preferring Amul products?

Price ( ) Quality ( )
Taste ( ). Availability ( )

Q-9. At the time of purchasing AMUL products which features are important
for you?

High Importance ( ). Medium Importance ( )

Low Importance ( )
Q-10. Do you want any extra features to be added to the AMUL product?

Yes ( ) No ( )

Q-11. Would you like to recommend others for purchasing AMUL company’s
product?

Yes ( ) No ( )