Вы находитесь на странице: 1из 101
CENTRAL IT COLLEGE-Guwahati Centre Code-1729 Authorized under SIKKIM MANIPAL UNIVERSITY Of Health, Medical &

CENTRAL IT COLLEGE-Guwahati

Centre Code-1729

CENTRAL IT COLLEGE-Guwahati Centre Code-1729 Authorized under SIKKIM MANIPAL UNIVERSITY Of Health, Medical &
CENTRAL IT COLLEGE-Guwahati Centre Code-1729 Authorized under SIKKIM MANIPAL UNIVERSITY Of Health, Medical &

Authorized under SIKKIM MANIPAL UNIVERSITY Of Health, Medical & Technological Sciences

Gangtok-737102

A Project Report On

A STUDY ON CONSUMER PERCEPTION ON AMUL ICE- CREAM

On “ A STUDY ON CONSUMER PERCEPTION ON AMUL ICE- CREAM ” For GCMMF LIMITED. G.S

For

GCMMF LIMITED. G.S ROAD BHANGAGHARH

GUWAHATI-781005

By

ANJAN DEKA

Reg. No- 520867999

Submitted in partial fulfillment for the award of the degree of Master of Business Administration (MBA) under Sikkim Manipal University

C E N T R A L I T C O L L E G E

Dr. R.P. Road, Dispur, Guwahati-781006

CERTIFICATE

Certified that ANJAN DEKA is a student of MBA Final semester holding University Roll No 520867999. under the roll of my College, a University Study Centre of SIKKIM MANIPAL UNIVERSITY of Health, Medical & Technological Sciences, has completed her project entitled as “A STUDY ON CONSUMER PERCEPTION ON AMUL ICE-CREAMSubmitted in partial fulfillment of the award of the degree of Master of Business Administration (MBA) of the said University.

He has worked under the supervision of our Faculty Mr. Mrinmayan Burhagohain Faculty of Management Science, Central IT College, Dispur. The Report submitted is genuine & no part of this report has been submitted anywhere for the award of any degree from any University.

He was sincere & obedient during his tenure of study having an amiable behavior & good character.

I wish him all the Best.

M. Hoque

Director

EXAMINERS CERTIFICATE

The project report of Anjan Deka A STUDY ON CONSUMER PERCEPTION ON AMUL ICE-CREAMis approved and is acceptable in quality and form

Internal Examiner

External Examiner

UNIVERSITY STUDY CENTER CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CONSUMER PERCEPTION ON AMUL ICE-CREAMsubmitted in partial fulfillment of the requirements for the degree of Masters of Business Administration of Sikkim- Manipal University of Health, Medical and technological sciences, Anjan Deka has worked under my supervision and that no part of this report has been submitted for the award of any degree, Diploma, fellowship, or any other similar title or prizes and that the work has been not published in any journal or Magazine.

Registration no: 520867999

Certified

Mr. Mrinmayan Burhagohain Faculty of Management Science

I here by declare that the project report entitled “A STUDY ON CONSUMER PERCEPTION ON

I here by declare that the project report entitled “A STUDY ON CONSUMER PERCEPTION ON AMUL ICE-CREAMsubmitted in partial fulfillment of the requirements for the degree of Masters of business Administration to Sikkim- Manipal University, India, is my original work and not submitted for the award of any degree, diploma, fellowship, or any other similar title or prizes.

Place: Guwahati

Date:

Anjan Deka

Reg. No520867999

PREFACE

The submission of Project Report is a part of the MBA Programmed of the Department of Business Administration, Central IT College (Dispur), under Sikkim Manipal University of Health, Medical & Technological Sciences, India. This Project Report is a result of 2 months

study conducted under --- “GCMMF LIMITED

The report has been prepared for the marketing Department of “AMUL” on a specifically assigned Topic

“A STUDY ON CONSUMER PERCEPTION ON AMUL ICE-CREAM

The Fact & Figure presented have been designed from primary data in the form of Questionnaires. Some secondary information collected from articles in Journals & from Internet.

All suggestions have been incorporated based on the findings of this report. Every effort has been made to present the information in a simplified form to present the information in a simplified form to aid corporate decision making.

ACKNOWLEDGEMENT

A research project of this magnitude would not have been possible without the help and guidance of few people to whom I would like to express my sincere gratitude.

At the outset I would like to express my sincere gratitude to Mr. Jayanta Madhab Goswami (Sales Manager) GCMMF LIMITED”, Guwahati for giving me an opportunity to work with such a reputed organization like AMUL. I also very grateful to Mr. M. Hoque (Director), Central IT College for allowing me to undergo training for me to work with this organization.

I also wish to offer my sincere gratitude to Mr. Mrinmayan Burhagohain, faculty member of Management Science, Central IT College for his valuable guidance in the project. Besides, I also thank wholeheartedly to my Project Guide Mr. Jayanta Madhab Goswami of “GCMMF LIMITED”. Their personal interest and guidance in spite of their busy schedule has helped me to accomplish the project.

My sincere thanks are also due to all staffs of “GCMMF LIMITED, who spared their valuable time to me for all possible assistance and guidance. I extend my sincere appreciation and thankfulness to them.

I would also like to thank all respondents, and the dealers, who spared their valuable time to respond to the questionnaire.

Finally, I would like to thank all my friends who have in various ways, help me in data collection, analysis and completion of this project.

Anjan Deka

EXECUTIVE SUMMARY

PROJECT TITLED-

A STUDY ON CONSUMER PERCEPTION ON AMUL ICE-CREAM

NAME OF THE ORGANISATION-

AMUL (Anand Milk Union Limited)

G.S. ROAD, GUWAHATI (ASSAM)

EXTERNAL GUIDE-

MR. JAYANTA MADHAB GOSWAMI GCMMF, GUWAHATI.

INTERNAL GUIDE-

MR. MRINMOYAN BURAGOHAIN FACULTY OF MANAGEMANT SCIENCE.

DURATION-

2 MONTHS

AREA OF STUDY-

CONSUMER.

PLACE-

GUWAHATI CITY, ASSAM

TYPES OF RESEARCH-

DESCRIPTIVE

DATA SOURCES:

PRIMARY, SECONDARY AND TERTIARY

RESEARCH APPROACH:

SURVEY TECHNIQUE

SAMPLE SIZE:

CUSTOMERS- 60 SCOOPING PARLOUR-2 RETAIL SHOP-2

SAMPLE TYPE:

DISTRIBUTOR-1

SIMPLE RANDOM SAMPLING

1. INTRODUCTION

For any FMCG and specially food products, customer has diversified thoughts and perceptions. For success in business now a days it is become very important to study the customer mindset and changing taste with changing time to make a better adaptability. In my studies, I have tried to make a presentation about the perception of ice-cream customer.

Amul is a leading and successful brand in India. Amul has diversified range of food products ranging from ghee, milk, ice-cream etc. I have studied the different aspects of ice-cream customers.

During my studies I have visited different scooping parlour, distributors , store house and interacted with customers and the people associated in this business . I have got a good respond and co-operation from all the people. At last, I convey my sincere thanks to all of them for their co-operation and I wish Amul to become a global brand.

AIMS AND OBJECTIVES:

1. TO STUDY NEED OF CUSTOMMER FOR THE PARTICULAR PRODUCT (ICE- CREAM)

2. TO FIND OUT CUSTOMMER AWARENESS FOR THE BRAND AMUL WITH REFERANCE TO THE PRODUCT ICE-CREAM.

3. TO FIND OUT THE BUYING BEHAVIOUR OF CUSTOMMER.

4. TO FIND OUT CUSTOMMERS AWARENESS FOR INGREDIENTS OF THE PRODUCT.

5. TO FIND OUT THE SEGMENT OF PEOPLE WHO USE THE PRODUCT FREQUENTLY.

6. TO FIND OUT THE MOST PREFFERED BRANDS OF ICE-CREAM.

7. TO STUDY THE ADVERTISING STRATEGY OF AMUL ICE-CREAM AND ITS EFFECTIVENESS

METHODOLOGY

DATA COLLECTION: DATA WILL BE COLLECTED FROM PRIMARY, SECONDARY AND TERITIARY SOURCES. BUT THE EMPHASIS WILL BE GIVEN ON PRIMARY DATA.

1. PRIMARY DATA: Primary data, which are the major source of information for the project, will be collected by way of preparation of well-structured questionnaire and personal interviews and observations will be conducted to collect the staff and candidate, through this questionnaire.

2. SECONDARY DATA: To make the study better, secondary data will also be collected y way of editorials, journals or extracts from magazines and newspapers.

3. TERITIARY DATA: A massive amount of information will be accumulated from various related websites of internet.

DATA ANALYSIS: Data Analysis will be done and is important for any project because the raw data is of no use and does not convey the awareness among the youths.

DATA REPRESENTATION: Data will be represented in cross tabular formats. The data collected through questionnaires will be arranged in a tabular form for the purpose of effective study and in depth analysis and interpretation. Use of percentage, charts, graph line etc. will be made for the study if necessary.

SCOPES:

The area of study of this project will be in the guwahati city.

The study will mainly concentrate on the customer perception and preference on the particular product (ice-cream) of amul.

The key focus area of the study will be to assess the reason behind buying behaviour of this segment of customers. The sample of customers for my study will be around 75-100. The sample will include all the buyers of amul irrespective of age, sex and profession. The basic aim behind my study is to find out the key to make the band most proffered brand by studying the need and preference of customers.

LIMITATIONS:

1)

Time Constraint : The time for undertaking the project will be limited and needs to be completed within the stipulated period which will make it difficult for analyzing each and every sphere involved in the research.

2)

Cost Constraint: The cost involved in the research will have to be minimized because conducting research will be costly.

3)

Geographical

Constraint: It will also be one of the limitations. As to all and it will not be

4)

possible to carry it out elsewhere. Other Constraint: Every study faces this shortcoming of respondent bias. Respondents sometimes are non-responsive and their moods and behaviour are hard to predict which may not give accurate results.

FINDINGS

From dealer data analysis-

1. Among the different flavour; chocolate, strawberry sales are higher with compared to others.

2. Display influences the sale of the particular product.

3. New customers used to take opinion from sales person. They should be well trained and well behaved.

From customer data analysis-

1. Price is the determinant for the middle class ice-cream customer.

2. Customers are less brand loyal.

3. Customer used to prefer ice-cream which is in the range of Rs.-5 to Rs.-20 .

4. Due to less brand loyalty, customer used to buy product from their most convenient shop.

5. People need variety but as the sales data of dealers indicates, the sale of sugar-free ice- cream is comparatively lower. The targeted customer is still untapped.

6. People are aware of caloric value (60% customer) of ice-cream, but interestingly, they do not consider this aspect for choosing ice-cream.

7. People fond of fruit flavour of ice-cream. The future market of this type is seems to be higher, Amul should advertise these type of products.

8. Almost 60% customer think branded ice-cream are affordable for middle class and lower middle class.

9. People love ice cream in sunny days (April -June mostly).In family parties also people want ice-cream product. Dealers can contact with hotel, lodge, bibah-bhawan (rented lodge foe marriage party) for bulk supply in these occasion.

10. Amul ice-cream advertising is not very much effective one. 54% customers have never seen amul ice-cream advertising. In this field, the company needs improvement.

RECOMMENDATION FROM DEALER’S POINT OF VIEW: The display of the store should be good enough

RECOMMENDATION

RECOMMENDATION FROM DEALER’S POINT OF VIEW: The display of the store should be good enough and

FROM DEALER’S POINT OF VIEW:

The display of the store should be good enough and the sales man should be well-trained and well-behaved. Sometimes, sales man influences buying decision making process, so, they should not miss guide to retain the customer.RECOMMENDATION FROM DEALER’S POINT OF VIEW: The dealer and distribution can contact to hotels, marriage hall,

The dealer and distribution can contact to hotels, marriage hall, and conference hall for frequent bunk supply. They may float some contest, incentive program at their local level.so, they should not miss guide to retain the customer. The quality of product of the

The quality of product of the roadside vendors of should be regularly inspected. They are movable vendors and they may sale product of other brands or products at higher MRP. This may affect brand image. So, they should be properly monitored.float some contest, incentive program at their local level. The advertising like hoardings, banners should be

The advertising like hoardings, banners should be properly used.affect brand image. So, they should be properly monitored. FROM customer ’s POINT OF VIEW: The

FROM customer’s POINT OF VIEW:

The product should be available in all places. Customer of outside guwahati has demanded ice-cream parlor at their native place. The sugar-free ice-cream should be advertised to capture targeted segment. should be properly used. FROM customer ’s POINT OF VIEW: Introduce more outlets and pro-biotic varieties
ice-cream parlor at their native place. The sugar-free ice-cream should be advertised to capture targeted segment.

Introduce more outlets and pro-biotic varieties and advt about having benefits of healthy ice-cream By introducing more flavour like competitor Baskin Robin who introduced 31 flavour for 31 days of a month. i.e. different flavour for each day.

The brand image of Amul is good among buyers, company should take advantage of brand image and can print ice-cream ad in amul butter, amul milk etc high selling products.for 31 days of a month. i.e. different flavour for each day. 44% of customer have

44% of customer have come to know about amul ice-cream from amul ad. So, the advertising of customer have come to know about amul ice-cream from amul ad. So, the advertising have an impact on ice-cream customer and Amul advertise should be shown in prime time.

Like telecom sector, Amul can publish localized advertise with theme of local festival like bihu and puja, to boost sale.from amul ad. So, the advertising have an impact on ice-cream customer and Amul advertise should

CONCLUSION F irst of all, I Would like to express my sincere thanks and gratitude

CONCLUSION

CONCLUSION F irst of all, I Would like to express my sincere thanks and gratitude to

First of all, I Would like to express my sincere thanks and gratitude to Mr. Jayanta entrusted Madhab Goswami and Mr. Tapas Ganguli who entrusted me this wonderful opportunity to do a project under his guidance that eventually provided me an opportunity to learn about the importance of a Brand for a company. It is an eye- opening experience for me on the importance of “Consumer satisfaction and perception” for a Company. A company would be wise to measure customer satisfaction regularly, because one key to customer retention is customer satisfaction. From the above study I can came to the conclusions that-

a. The amul ice-cream is market leader and it have good perception among the customers about it’s quality.

b. Amul has become the most preferred food manufacturer in the country.

c. It’s success is important in such a point that it is a co-operative company and it has become an idol in this category.

d. The ice-cream market is growing fast and still a lot of potential and untapped market is available.

e. The customer mainly focuses on flavor more than brand while selecting an ice- cream.

The project will help me to understand different aspect of corporate such as branding, distribution, storage, quality maintenance and aspects of new business set-up apart from the idea of handling and satisfying customers.

PART- 1 AN OVERVIEW OF THE ORGANIZATION

PART- 1

AN OVERVIEW OF THE ORGANIZATION

. INTRODUCTION

FOOD INDUSTRY The food industry is the complex, global collective of diverse businesses that together supply much of the food energy consumed by the world population. Only subsistence farmers, those who survive on what they grow, can be considered outside of the scope of the modern food industry. The food industry includes:

Regulation: local, regional, national and international rules and regulations for food production and sale, including food quality and food safety, and industry lobbying activities

Education: academic, vocational, consultancy

Research and development: food technology

Financial services: insurance, credit

Manufacturing: agrichemicals, seed, farm machinery and supplies, agricultural construction, etc.

Agriculture: raising of crops and livestock, seafood

Food processing: preparation of fresh products for market, manufacture of prepared food products

Marketing: promotion of generic products (e.g. milk board), new products, public opinion, through advertising, packaging, public relations, etc

Wholesale and distribution: warehousing, transportation, logistics

Retail: supermarket chains and independent food stores, direct-to-consumer, restaurant, food services

ADVANTAGE OF INDIA UNDER FOOD INDUSTRY:

India is one of the largest food producers in the world

India has diverse agro-climatic conditions and has a large and diverse raw material base suitable for food processing companies

Investment requirement of around US$ 15 billion exists in the food processing sector

India is looking for investment in infrastructure, packaging and marketing

India has huge scientific and research talent pool

A largely untapped domestic market of 1000 million consumers

300

million upper and middle class consume processed food

200

million more consumers expected to shift to processed food by 2010

Well developed infrastructure and distribution network

Rapid urbanization, increased literacy, changing life style, increased number of women in workforce, rising per capita income- leading to rapid growth and new opportunities in food and beverages sector

50 per cent of household expenditure by Indians is on food items

Strategic geographic location (proximity of India to markets in Europe and Far East, South East and West Asia)

Under the food industry, Dairy product is very important part of food processing. Dairy processing is acting good role in India. Dairy Processing India ranks first in the world in terms of milk production. Indian production stands at 91 million tones growing at a CAGR of 4 per cent. This is primarily due to the initiatives taken by the Operation flood programmes in organizing milk producers into cooperatives; building infrastructure for milk procurement, processing and marketing and providing financial, technical and management inputs by the Ministry of Agriculture and Ministry of Food Processing Industries to turn the dairy sector into viable self-sustaining organized sector. About 35% of milk produced in India is processed. The organized sector (large scale dairy plants) processes about 13 million tones annually, while the unorganized sector processes about 22 million tones per annum. In the organized sector, there are 676 dairy plants in the Cooperative, Private and Government sectors registered with the Government of India and the state Governments.

India has a unique pattern of production, processing and marketing/consumption of milk, which is not comparable with any large milk producing country. Approximately 70 million rural households (primarily, small and marginal farmers and landless labourers ) in the country are engaged in milk production. Over 11 million farmer are organized into about 0.1 million village Dairy Cooperative Societies (DCS)(about 110 farmers per DCS). The cumulative milk handled by DCS across the country is about 18 million kg of milk per day. These cooperatives form part of a national milk grid which links the milk producers through out India with consumers in more than 700 towns and cities bridging the gaps on account of seasonal and regional variations in the availability of milk. The Ministry of food Processing Industries is promoting organized Dairy processing sector to accomplish upcoming demands of processed dairy products and helping to identify various areas of research for future product development and quality improvement to revamp the Indian dairy export by way of providing financial assistance to the dairy processing units. 32 Units have been sanctioned financial assistance (Rs.591 lakhs) under the plan scheme of the Ministry during the year 2006-07. Major Indian and Overseas Players in the Food industry

ITC Limited

Parle Products Pvt. Ltd.

Agro Tech Foods

Amul

Perfetti India Ltd.

Cadbury India Ltd.

PepsiCo India Holdings

Nestle India Pvt. Ltd.

Britannia Industries Ltd.

Hindustan Uni Lever Limited

MTR foods limited

Godrej industries Limited

Dabur India Ltd.

COMPANY PROFILE

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. 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.

GCMMF:

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. 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. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade . 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 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 now it has fresh plans of flooding the Japanese markets .Other potential markets being considered include Sri Lanka. Dr Verghese Kurien, former chairman of the GCMMF, is recognized as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. 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.

Advisory

company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.

CRISIL,

India's

leading

Ratings,

Research,

Risk

and

Policy

Members:

13 district cooperative milk producers' Union

No. of Producer Members:

2.79 million

No. of Village Societies:

13,328

Total Milk handling capacity:

11.22 million litres per day

Milk collection (Total - 2008-

3.05 billion litres

09):

Milk collection (Daily Average

2008-09):

Milk Drying Capacity:

Cattlefeed manufacturing Capacity:

8.4 million litres

626 Mts. per day

3500 Mts per day

Sales Turnover

Rs (million)

US $ (in million)

1994-95

11140

355

1995-96

13790

400

1996-97

15540

450

1997-98

18840

455

1998-99

22192

493

1999-00

22185

493

2000-01

22588

500

2001-02

23365

500

2002-03

27457

575

2003-04

28941

616

2004-05

29225

672

2005-06

37736

850

2006-07

42778

1050

2007-08

52554

1325

2008-09

67113

1504

AN OVERVIEW OF THE ORGANISATION : Amul T y p e Cooperative Industry Dairy Founded

AN OVERVIEW OF THE ORGANISATION:

Amul

Type

Cooperative

Industry

Dairy

Founded 1946

Headquarters Anand, India

Key people

Products

Revenue

Employees

Website

Chairman, Kaira District Cooperative Milk Producers' Union Limited. (KDCMPUL)

See complete products listing.

INR (Indian Rupee) 67.11 billion, $1.33 billion USD (in 2008-09)

735 employees of Marketing Arm. However, real pool consist of 2.8 million milk producers

www.amul.com

ACHIEVEMENT:

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 to door steps to rural farmers. Amul created history in following areas:

a)First self motivated and autonomous farmersorganization 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. 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 2,922 crore last fiscal. Its products include pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

. HISTORY OF THE ORGANIZATION The Birth of Amul and development of India’s Dairy Cooperative

. HISTORY OF THE ORGANIZATION

The Birth of Amul and development of India’s Dairy Cooperative Movement

The birth of Amul at Anand provided the impetus to the cooperative dairy movement in the country. The Kaira District Cooperative Milk Producers’ Union Limited was registered on December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season. These agents arbitrarily decided the prices depending on the production and the season. Milk is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply it to Bombay city in turn. India ranked nowhere amongst milk producing countries in the world in 1946.

Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached Sardar Vallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to the producers). He sent Morarji Desai (who later became Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 liters of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages.

The Cooperative was further developed & managed by Dr. V Kurien along with Shri H M Dalaya. The first modern dairy of the Kaira Union was established at Anand (which popularly came to be known as AMUL dairy after its brand name). Indigenous R&D and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk – the first time on a commercial scale anywhere in the world. The foundations of a modern dairy industry in India were thus laid since India had one of the largest buffalo populations in the world.

The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short span five other district unions – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were organized. In order to combine forces and expand the market while saving on advertising and

avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producers’ Union Ltdprivate sector as a combined stronger force. GCMMF (AMUL) has ensured remunerative returns to the farmers while providing consumers with products under the brand name AMUL.

This was possible due to the leadership of the founder Chairman of AMUL, Tribhuvandas Patel and the vision of the father of the White Revolution, Dr. Verghese Kurien who worked as a professional manager at AMUL. Numerous people contributed to this movement which would otherwise not have been possible.

Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, is the architect of India’s White Revolution, which helped India emerge as the largest milk producer in the world.

Impressed with the development of dairy cooperatives in Kaira District & its success, Shri Lal Bahadur Shastri, the then Prime Minister of India during his visit to Anand in 1964, asked Dr. V Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India.

Operation Flood, the world’s largest dairy development programme, is based on the experience gained from the ‘Amul Model’ dairy cooperatives. The facilities at all levels are entirely farmer- owned. The cooperatives are able to build markets, supply inputs and create value-added processing. Thus, Amul Model cooperatives seem to be the most appropriate organizational force for promoting agricultural development using modern technologies and professional management and thereby generating employment for the rural masses and eradicating poverty in these undeveloped areas. India has already demonstrated the superiority of this approach.

[The Three-tier "Amul Model"

The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy Cooperative Society at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk Federation at the State level. The above three-tier structure was set-up in order to delegate the various functions; milk collection is done at the Village Dairy Society, Milk Procurement & Processing at the District Milk Union and Milk & Milk Products Marketing at the State Milk Federation. This helps in eliminating not only internal competition but also ensuring that economies of scale are achieved. As the above structure was first evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood Programme, it is known as the ‘Amul Model’ or ‘Anand Pattern’ of Dairy Cooperatives.

Responsible for Marketing of Milk & Milk Products Responsible for Procurement & Processing of Milk Responsible for Collection of Milk Responsible for Milk Production

Village Dairy Cooperative Society (VDCS)

The milk producers of a village, having surplus milk after own consumption, come together and form a Village Dairy Cooperative Society (VDCS). The Village Dairy Cooperative is the primary society under the three-tier structure. It has membership of milk producers of the village and is governed by an elected Management Committee consisting of 9 to 12 elected representatives of the milk producers based on the principle of one member, one vote. The village society further appoints a Secretary (a paid employee and member secretary of the Management Committee) for management of the day-to-day functions. It also employs various people for assisting the Secretary in accomplishing his / her daily duties. The main functions of the VDCS are as follows:

Collection of surplus milk from the milk producers of the village & payment based on quality & quantity

Providing support services to the members like Veterinary First Aid, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, conducting training on Animal Husbandry & Dairying, etc.

Selling liquid milk for local consumers of the village

Supplying milk to the District Milk Union

Thus, the VDCS in an independent entity managed locally by the milk producers and assisted by the District Milk Union.

District Cooperative Milk Producers’ Union (Milk Union)

The Village Societies of a District (ranging from 75 to 1653 per Milk Union in Gujarat) having surplus milk after local sales come together and form a District Milk Union. The Milk Union is the second tier under the three-tier structure. It has membership of Village Dairy Societies of the District and is governed by a Board of Directors consisting of 9 to 18 elected representatives of the Village Societies. The Milk Union further appoints a professional Managing Director (paid employee and member secretary of the Board) for management of the day-to-day functions. It also employs various people for assisting the Managing Director in accomplishing his / her daily duties. The main functions of the Milk Union are as follows:

Procurement of milk from the Village Dairy Societies of the District

Arranging transportation of raw milk from the VDCS to the Milk Union.

Providing input services to the producers like Veterinary Care, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, etc.

Conducting training on Cooperative Development, Animal Husbandry & Dairying for milk producers and conducting specialised skill development & Leadership Development training for VDCS staff & Management Committee members.

Providing management support to the VDCS along with regular supervision of its activities.

Establish Chilling Centres & Dairy Plants for processing the milk received from the villages.

Selling liquid milk & milk products within the District

Process milk into various milk & milk products as per the requirement of State Marketing Federation.

Decide on the prices of milk to be paid to milk producers as well on the prices of support services provided to members.

State Cooperative Milk Federation (Federation)

The Milk Unions of a State are federated into a State Cooperative Milk Federation. The Federation is the apex tier under the three-tier structure. It has membership of all the cooperative Milk Unions of the State and is governed by a Board of Directors consisting of one elected representative of each Milk Union. The State Federation further appoints a Managing Director (paid employee and member secretary of the Board) for management of the day-to-day functions. It also employs various people for assisting the Managing Director in accomplishing his daily duties. The main functions of the Federation are as follows:

Marketing of milk & milk products processed / manufactured by Milk Unions.

Establish distribution network for marketing of milk & milk products.

Arranging transportation of milk & milk products from the Milk Unions to the market.

Creating & maintaining a brand for marketing of milk & milk products (brand building).

Providing support services to the Milk Unions & members like Technical Inputs, management support & advisory services.

Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions.

Establish feeder-balancing Dairy Plants for processing the surplus milk of the Milk Unions.

Arranging for common purchase of raw materials used in manufacture / packaging of milk products.

Decide on the prices of milk & milk products to be paid to Milk Unions.

Decide on the products to be manufactured at various Milk Unions (product-mix) and capacity required for the same.

Conduct long-term Milk Production, Procurement & Processing as well as Marketing Planning.

Arranging Finance for the Milk Unions and providing them technical know-how.

Designing & Providing training on Cooperative Development, Technical & Marketing functions.

Conflict Resolution & keeping the entire structure intact.

We move to the year 2008. The dairy industry in India and particularly in the State of Gujarat looks very different. India for one has emerged as the largest milk producing country in the World. Gujarat has emerged as the most successful State in terms of milk and milk product production through its cooperative dairy movement. The Kaira District Cooperative Milk Producers’ Union Limited, Anand has become the focal point of dairy development in the entire region and AMUL has emerged as one of the most recognized brands in India, ahead of many international brands.

Today, we have around 176 cooperative dairy Unions formed by 1,25,000 [quantify] dairy cooperative societies having a total membership of around 13 million farmers on the same pattern, who are processing and marketing milk and milk products profitably, be it Amul in Gujarat or Verka in Punjab, Vijaya in Andhra Pradesh or a Nandini in Karnataka. This entire

process has created more than 190 dairy processing plants spread all over India with large investments by these farmers’ institutions. These cooperatives today collect approximately 23 million kgs. of milk per day and pay an aggregate amount of more than Rs.125 billion to the milk producers in a year.

Impact of the "Amul Model"

The effects of Operation Flood Programme are more appraised by the World Bank in its recent evaluation report. It has been proved that an investment of Rs. 20 billion over 20 years under Operation Flood Programme in 70s & 80s has contributed in increase of India’s milk production by 40 Million Metric Tonne (MMT) i.e. from about 20 MMT in pre- Operation Flood period to more than 60 MMT at the end of Operation flood Programme. Thus, an incremental return of Rs. 400 billion annually have been generated by an investment of Rs. 20 billion over a period of 20 years. This has been the most beneficial project funded by the World Bank anywhere in the World. One can continue to see the effect of these efforts as India’s milk production continues to increase and now stands at 90 MMT. Despite this fourfold increase in milk production, there has not been drop in the prices of milk during the period and has continued to grow.

Due to this movement, the country’s milk production tripled between the years 1971 to 1996. Similarly, the per capita milk consumption doubled from 111 gms per day in 1973 to 222 gms per day in 2000. Thus, these cooperatives have not just been instrumental in economic development of the rural society of India but it also has provided vital ingredient for improving health & nutritional requirement of the Indian society. Very few industries of India have such parallels of development encompassing such a large population.

These dairy cooperatives have been responsible in uplifting the social & economic status of the women folk in particular as women are basically involved in dairying while the men are busy with their agriculture. This has also provided a definite source of income to the women leading to their economic emancipation.

The three-tier ‘Amul Model’ has been instrumental in bringing about the White Revolution in the country. As per the assessment report of the World Bank on the Impact of Dairy Development in India, the ‘Anand Pattern’ has demonstrated the following benefits:

The role of dairying in poverty reduction

The fact that rural development involves more than agricultural production

The value of national ‘ownership’ in development

The beneficial effects of higher incomes in relieving the worst aspects of poverty

The capacity of dairying to create jobs

The capacity of dairying to benefit the poor at low cost

The importance of commercial approach to development

The capacity of single-commodity projects to have multi-dimensional impacts

The importance of getting government out of commercial enterprises

The importance of market failure in agriculture

The power & problems of participatory organisations

The importance of policy

Achievements of the "Amul Movement"

1. The phenomenal growth of milk production in India – from 20 million MT to 100 million MT in a span of just 40 years - has been made possible only because of the dairy cooperative movement. This has propelled India to emerge as the largest milk producing country in the World today.

2. The dairy cooperative movement has also encouraged Indian dairy farmers to keep more animals, which has resulted in the 500 million cattle & buffalo population in the country - the largest in the World.

3. The dairy cooperative movement has garnered a large base of milk producers, with their membership today boasting of more than 13 million member families.

4. The dairy cooperative movement has spread across the length and breadth of the country, covering more than 125,000 villages of 180 Districts in 22 States.

5. The dairy cooperatives have been able to maintain democratic structure at least at the grass-root level with the management committee of the village level unit elected from among the members in majority of the villages.

6. The dairy cooperatives have also been instrumental in bridging the social divide of caste, creed, race, religion & language at the villages, by offering open and voluntary membership.

7. The dairy cooperatives have been successfully propagating the concepts of scientific animal husbandry & efficiency of operations, which has resulted in low cost of production & processing of milk.

8. The movement has been successful because of a well-developed procurement system & supportive federal structures at District & State levels.

9. Dairy Cooperatives have always been proactive in building large processing capacities, which has further propelled growth of milk production.

10. The dairy cooperatives are among those few institutions in India, which still cherish a strong Cooperative identity, values and purpose. They still boast of idealism & good will of members and employees.

11. The dairy cooperatives have removed the poor farmers of India from the shackles of agents & middlemen and provided an assured market for their produce. As these are the institutions run by farmers themselves, it has also resulted in fair returns to the members for their produce

12. Dairy cooperatives have been able to create a market perception of honesty & transparency with their clean management

Achievements of GCMMF

2.8 million milk producer member families

13,759 village societies

13 District Unions

8.5 million liters of milk procured per day

Rs. 150 million disbursed in cash daily

GCMMF is the largest cooperative business of small producers with an annual turnover of Rs. 53 billion

The Govt. of India has honoured Amul with the “Best of all categories Rajiv Gandhi National Quality Award”.

Largest milk handling capacity in Asia

Largest Cold Chain Network

48 Sales offices, 3000 Wholesale Distributors, 5 lakh retail outlets

Export to 37 countries worth Rs. 150 crores

Winner of APEDA award for nine consecutive years

Amul Brand Building

GCMMF (AMUL) has the largest distribution network for any FMCG company. It has nearly 50 sales offices spread all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers.

AMUL is also the largest exporter of dairy products in the country. AMUL is available today in over 40 countries of the world. AMUL is exporting a wide variety of products which include Whole and Skimmed Milk Powder, Cottage Cheese (Paneer), UHT Milk, Clarified Butter (Ghee) and Indigenous Sweets. The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and [SAARC] SAARCneighbours, Singapore, The Philippines, Thailand, Japan and China.

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

Products

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, flavoured milk, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade .

In August 2007, Amul introduced Kool Koko, a chocolate milk brand extending its product offering in the milk products segment. Other Amul brands are Amul Kool, a low calorie thirst quenching drink; Masti Butter Milk; Kool Cafe, ready to drink coffee and India's first sports drink Stamina.

Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy Federation Marketing Award for 2007.

Mascot

Since 1967 Amul products' mascot has been the very recognisable "Amul baby" (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul.The mascot was

first used for Amul butter. But in recent years in a second wave of ad campaign for Amul products, she has also been used for other product like ghee and milk.

Advertising

used for other product like ghee and milk . Advertising An Amul butter ad on Pakistan's

An Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in between George Fernandes and Atal Behari Vajpayee. Its advertising has also started using tongue-in-cheek sketches starring the Amul baby commenting jovially on the latest news or current events. The pun in her words has been popular. Amul outdoor advertising uses billboards, with a humorous take on current events and is updated frequently. The Amul ads are one of the longest running ads based on a theme, now vying for the Guinness records for being the longest running ad campaign ever with Smokey Bear. Sylvester da Cunha was the managing director of the advertising agency, ASP, that created, in 1967, the campaign.

The main theme of amul banner is always recent topic. The topic may be sport, politics, bollywood or any other.

Some of such amul ads are:

politics, bollywood or any other. Some of such amul ads are: Judge pronounces terrorist Ajmal Kasab

Judge pronounces terrorist Ajmal Kasab guilty

-

ads are: Judge pronounces terrorist Ajmal Kasab guilty - Forthcoming Bollywood release 'Kites' Victory of

Forthcoming Bollywood release 'Kites'

Kasab guilty - Forthcoming Bollywood release 'Kites' Victory of 'Chennai Super Kings' over 'Mumbai

Victory of 'Chennai Super Kings' over 'Mumbai Indians' in the finals of IPL3 championship

SPECIAL FEATURES:

SPECIAL FEATURES: List of Products Marketed: Breadspreads: ∑ Amul Butter ∑ Amul Lite Low Fat Breadspread

List of Products Marketed:

Breadspreads:

Amul Butter

Amul Lite Low Fat Breadspread

Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread

Amul Pizza (Mozarella) Cheese

Amul Shredded Pizza Cheese

Amul Emmental Cheese

Amul Gouda Cheese

Amul Malai Paneer (cottage cheese)

Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

Amul Amrakhand

Amul Mithaee Gulabjamuns

Amul Mithaee Gulabjamun Mix

Amul Mithaee Kulfi Mix

Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk

Amul Taaza 1.5% fat Milk

Amul Gold 4.5% fat Milk

Amul Lite Slim-n-Trim Milk 0% fat milk

Amul Shakti Toned Milk

Amul Fresh Cream

Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee

Sagar Pure Ghee

Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above)

Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder

Amulya Dairy Whitener

Sagar Skimmed Milk Powder

Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat

Amul Shakti Standardised Milk 4.5% fat

Amul Slim & Trim Double Toned Milk 1.5% fat

Amul Saathi Skimmed Milk 0% fat

Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert)

Amul Masti Dahi (fresh curd)

Amul Masti Spiced Butter Milk

Amul Lassee

Amul Icecreams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

Chocolate & Confectionery:

Amul Milk Chocolate

Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

Amul Kool Cafe

Amul Kool Koko

Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

Health Beverage:

Amul Shakti White Milk Food

DEPARTMENTAL STUDY:

DEPARTMENTAL STUDY :

Distribution of ice-cream products in Guwahati:

Gujrat plant
Gujrat plant
Distribution of ice-cream products in Guwahati: Gujrat plant Cool-house in sansari (near guwahati) MILAP CHAND HIRALAL
Cool-house in sansari (near guwahati)
Cool-house in
sansari (near
guwahati)
Gujrat plant Cool-house in sansari (near guwahati) MILAP CHAND HIRALAL DISTRIBUTOR CITADEL CORPORATION
Gujrat plant Cool-house in sansari (near guwahati) MILAP CHAND HIRALAL DISTRIBUTOR CITADEL CORPORATION
MILAP CHAND HIRALAL DISTRIBUTOR
MILAP CHAND
HIRALAL
DISTRIBUTOR
CITADEL CORPORATION DISTRIBUTOR
CITADEL
CORPORATION
DISTRIBUTOR

The distributor distribute in scooping parlours, retail-shops and roadside vendors.

AMUL SCOOPING PARLOUR:

An owned or a leased air-conditioned shop of 300 sq.ft. at a prominent location

An estimation for set-up amul scooping parlour:

Refundable Brand Deposit

Renovation & interiors

Equipment

Working Capital

Rs. 100,000/- Rs. 75,000/- Rs. 150,000/- Rs. 25,000/-

Total

Approximate Figures

Rs. 350,000/- *

Equipments Required

 

Cost in

Equipments

Rs.

Scooping Cabinet with SS bowls

30,000

Waffle Cone Machine

13,000

Mixer/Grinder

3,000

Cone Holder/Toppings Tray for placing Sauces, Nuts etc.

1,000

Visi-Coolers

28,000

Deep-Freezers - 2 Nos.

50,000

POS Machine

25,000

Total Cost

150,000

ROI - Indicative Statement

 

Total in Rs.

Sales (Value per month)

150,000

Gross Margins Earned

75,000

Less: Electricity

5,000

Less: Rentals

20,000

Less: Manpower

10,000

Net Profit per month

40,000

Operation

The franchisees shall be supplied with pre-packed Amul Ice-Creams/Amul products in different varieties and volumes as per their requirement through authorized wholesale distributors. The franchisees shall purchase necessary toppings, sauces and consumables from approved vendors/brands. The products to be sold from these parlours would be as per the recipes and prices approved by Amul.

Agreement

An agreement would be executed between the franchisee and GCMMF Ltd. as per the standard draft finalized by GCMMF Ltd.

PIC:PRODUCT DISPLAY IN A SCOOPING PARLOUR LOCATED IN G.S ROAD

PIC:PRODUCT DISPLAY IN A SCOOPING PARLOUR LOCATED IN G.S ROAD

PIC: DISPLAY OF SCOOPING PARLOUR

PIC: DISPLAY OF SCOOPING PARLOUR

Amul scooping parlour draws good response from the customers.

Amul scooping parlour draws good response from the customers. In guwahati, amul scooping parlours is earning

In guwahati, amul scooping parlours is earning handsome profit. The success story is due to Amul brand name and higher profit margin in ice-cream.

Roadside vendors:

Roadside vendors: These are movable shop. they use to sale product in places of higher gathering

These are movable shop. they use to sale product in places of higher gathering like in front of shopping mall, in front of park, movie hall, in front of zoo and near any function like bihu stage etc. they move from place to place to draw customer.

These are usually low cost ice-cream ranging from Rs-10/ while minimum range in scooping parlour is Rs-10/.

Retail-shops:

Retail-shops: These are shops who sale other products of different commodities along with sales amul products

These are shops who sale other products of different commodities along with sales amul products including Amul ice-cream.

These shop can be used as publicity media for Amul ice-cream by product leaf-let display…

SCOOPING

 

Roadside vendors

Retail-shops

 

PARLOUR

 

Exclusive store, sales only Amul products.

Movable store, sales only Amul product

Sale

Amul

along

with

other brands.

 

Sale

all

ranges

of

Sale only ice-cream

Sale

all

ranges

of

product

manufactured

product

manufactured

by

amul

like

amul

by

amul

like

amul

paneer,

amul

pizza,

paneer,

amul

pizza,

butter etc.

 

butter

etc

along

with

 

other brand also

Highest

investment

Lower investment

Lower investment

 

required.

 

ORGANISATION STRUCTURE OF AMUL

STORAGE OF AMUL ICE-CREAM:

Ice-cream storage is important aspect of quality maintenance. Ice-cream product should be monitored carefully through out the production to delivery to the customers. The store house temperature is upto 0 to (-) 15 degree (minus). The transportation of product also done in cold storage.

The transportation of product also done in cold storage. PIC: AMUL ICE-CREAM STRE-HOUSE AND MAINTAINANCE ETC.

PIC: AMUL ICE-CREAM STRE-HOUSE AND MAINTAINANCE ETC.

The products arrive from gujrat plant to guwahati in cold storage. Products are unloaded carefully and moved to godown in deep fridge. The whole process is carefully monitored by dedicated Amul workers nad employee.

Competitors:

Baskin-Robbins is a global chain of ice cream parlors founded by Burt Baskin and Irvine Robbins in 1953, from the merging of their respective ice cream parlors, in Glendale, California. It claims to be the world's largest ice cream franchise, [1] with more than 5,800 locations, 2,800 of which are located in the United States. Baskin-Robbins sells ice cream in over 30 countries, including Nepal, Canada, Japan, Mexico, The Dominican Republic, Bahrain, The United Kingdom, the United Arab Emirates, Egypt, Saudi Arabia, Australia, the Philippines, Thailand, Indonesia, Malaysia, China, Bangladesh, South Korea, India, Sri Lanka, Pakistan, Panama and the Republic of China (Taiwan). [citation needed] The company is headquartered in Canton, Massachusetts. [2]

The Baskin-Robbins ice cream parlors started as separate ventures from Burt Baskin and Irv Robbins, owning Burt's Ice Cream Shop and Snowbird Ice Cream respectively. Snowbird Ice Cream featured 21 flavors, a novel concept for the time. When the separate companies merged in 1953, this concept grew to 31 flavors. [3]

Baskin-Robbins is known for its "31 flavors" slogan. The idea for having 31 flavors came from the Carson-Roberts advertising agency (which later became Ogilvy & Mather) in 1953, along with the slogan "Count the Flavors. Where flavor counts." 31 was also more than the 28 flavors then famously offered at Howard Johnson's restaurants. In addition, the number 31 was chosen so a customer could have a different flavor every day of the month (assuming a 31 day month). Burt and Irv also believed that people should be able to sample flavors until they found one they wanted to buy hence the iconic small pink spoon. During a now famous promotion, Amy Boggioni led a group of three who finished 31 scoops of all 31 flavors in under 31 minutes.

MOTHER DIARY:

A emerging brand mainly operating in Delhi, Mumbai, U.P etc. but it has shown rapid growth and prospective competitor of Amul.

has shown rapid growth and prospective competitor of Amul. T y p e Cooperative Industry Dairy

Type

Cooperative

Industry

Dairy

Founded 1974

Headquarters Delhi, India

Sanjay Sinha, CEO, Mother Dairy

Key people

India Ltd Mr. Sunil Bansal CEO

Hortilculture SBU

Products

MILK, ICE-CREAM ETC

Employees

2500

Website

www.motherdairy.com

Kwality Ice Cream

Kwality Ice Cream is the pioneer in the Indian ice-cream manufacturing industry and in 1956 became the first company in the country to use imported technology for manufacturing ice-cream on a commercial scale. As the ice-cream industry exploded in India, in 1995 Kwality Group joined hands with Hindustan Lever Limited and then there was no looking back. The Indian consumer market was introduced to “KWALITY WALLS” – the result of a collaboration between global brand Walls and the leading Indian ice-cream brand Kwality. Though the two giants eventually parted ways, the collaboration made Kwality a household name and created deep in roads for the brand in the consumer market.

Today, Kwality is not just a brand – it is the ice-cream associated with the Indian summer; it’s the first choice in ice-cream for any child or adult during the scorching Indian summers. Kwality ice-creams are trusted not only for their rich, creamy flavors, but also for their trusted quality and nutritious food value.

are trusted not only for their rich, creamy flavors, but also for their trusted quality and
PART- 2 PROJECT OVERVIEW

PART- 2

PROJECT

OVERVIEW

INTRODUCTION:

The food industry is the complex, global collective of diverse businesses that together supply much of the food energy consumed by the world population. Only subsistence farmers, those who survive on what they grow, can be considered outside of the scope of the modern food industry.

GCMMF is India's largest food products marketing organization

milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time - primarily due to the price differential and the brand

name. Amul has become the market leader in this food industry in India. As other products like butter, ghee, milk, paneer; ice-cream of amul also got huge customer response.

It is a state level apex body of

CONSUMER OF ICE-CREAM AND THEIR BUYING BEHAVIOUR:

The ice-cream can be neither treated as luxury product nor basic need of the customer. Generally the targeted segment customers are middle class, upper middle class and upper class. So, the diverse range of customer has lot of determinants for choosing a particular brand or product. Different factor influence their buying behaviour. Hence, the consumer buying behaviour is complex and in this project different aspect of consumer buying behaviour is studied. According to Philip Kotler, complex buying behaviour involves a three step process. First, the buyers develop beliefs about the product. In amul, the brand image is very good among the customer. So, due to good brand image the customers develop an automatic goodwill about the product. Second, he or she develop attitudes about the product. Here, as the product is ice-cream; the developments of attitude depends mostly on

flavour, taste, price

the product to make it first choice of the customer, this project has been prepared.

Third, he or she makes a thoughtful choice. To convert their belief about

Many products are brought under conditions of low involvement and the absence of significant brand difference. Consumer has little involvement in this product category. They go to the store and reach for the brand. With the products, consumer behaviour does not pass through the normal sequence of belief, attitude and behaviour. Consumer do not search extensively for information, evaluate characteristics, and make a decision on which brand to buy. Ice-cream is also of same category where the buying decision does not involve brand study and different attribute of the brands. But, when the customer is keep buying the same brand, it is due to habit not brand loyalty Hence, the dealers, parlor and roadside vendor should try for make a habit of buying amul ice-cream among the segmented customers.

Special flavor of Amul:

Special flavor of Amul:

AIMS AND OBJECTIVES:

TDATA COLLECTION: DATA WILL BE COLLECTED FROM PRIMARY, SECONDARY AND TERITIARY SOURCES. BUT THE EMPHASIS WILL BE GIVEN ON PRIMARY DATA.

4. PRIMARY DATA: Primary data, which are the major source of information for the project, will be collected by way of preparation of well-structured questionnaire and personal interviews and observations will be conducted to collect the staff and candidate, through this questionnaire.

5. SECONDARY DATA: To make the study better, secondary data will also be collected y way of editorials, journals or extracts from magazines and newspapers.

6. TERITIARY DATA: A massive amount of information will be accumulated from various related websites of internet.

DATA ANALYSIS: Data Analysis will be done and is important for any project because the raw data is of no use and does not convey the awareness among the youths.

DATA REPRESENTATION: Data will be represented in cross tabular formats. The data collected through questionnaires will be arranged in a tabular form for the purpose of effective study and in depth analysis and interpretation. Use of percentage, charts, graph line etc. will be made for the study if necessary.

SCOPES:

The area of study of this project will be in the guwahati city.

The study will mainly concentrate on the customer perception and preference on the particular product (ice-cream) of amul.

The key focus area of the study will be to assess the reason behind buying behaviour of this segment of customers. The sample of customers for my study will be around 75-100. The sample will include all the buyers of amul irrespective of age, sex and profession. The basic aim behind my study is to find out the key to make the band most proffered brand by studying the need and preference of customers.

LIMITATIONS:

2)

Time Constraint : The time for undertaking the project will be limited and needs to be completed within the stipulated period which will make it difficult for analyzing each and every sphere involved in the research.

5)

Cost Constraint: The cost involved in the research will have to be minimized because conducting research will be costly.

6)

Geographical

Constraint: It will also be one of the limitations. As to all and it will not be

7)

possible to carry it out elsewhere. Other Constraint: Every study faces this shortcoming of respondent bias. Respondents sometimes are non-responsive and their moods and behaviour are hard to predict which may not give accurate results.

3. METHODOLOGY

A.

DATA COLLECTION:

I.

Primary data:

Primary data were collected from the people through

II.

questionnaire interview personal observation etc. Secondary data: Secondary data were collected from relevant document, book-lets, etc.

III.

Tertiary data: Internet.

Primary data was collected with the help of Pre framed Questioner is shown in the Appendix of this report. The questionnaire was framed with the needed information in mind. The questionnaire contains Structured and Unstructured questions. Structured questions are Multiple- choice questions, Ranking questions. Unstructured questions are open questions.

B. DATA REPRESENTATION:

Collected data are presented in suitable diagrammatic representation tabulation, graphs, bar diagram, pie diagram etc.

ANALYSIS

DEALER DATA ANALYSIS:

SALES ANALYSIS IN THE MONTH OF FEB’2010 TO GET AN IDEA OVER CUSTOMMER PREFERENCES:

The sale of product is counted in two different package called block and gallon. One block is consisting of two litters and one gallon is equals to 5 liter of ice-cream. The parlors used to scoop from the block and gallon for retail sale.

Sale of block in different flavour in the month of February in Maruti collection. (One of the leading outlet of amul in guwahati)

Sale of blocks:( 1 block= 2 lit)

FLAVOUR

NO OF BLOCK SALE

Chocolate

8

Sahi-anjir

8

Strawberry

11

Swirl- chocolate

13

Sugarfree-anjir

NIL

Sugar free chocolate

1

Cake-chocolate

3

Cake-strawberry

6

Exotica (fruit salsa)

4

2 in 1

13

NO. OF B L OC K S AL E 14 12 10 8 6 4
NO. OF
B L OC K
S AL E
14
12
10
8
6
4
2
0
F lavours
NO. OF B LOC K
S ALE
C hocolate
S hahi-anjir
trawberry
S S wirl-c S
hoc
S uger
fre fre C olate
njir
e c k C hoc e-chocola E
uger
olate
e a
a a xotica
te s alsa 2 ) in 1
s trawberry
ke-
(fruit
frequenc y of
s ale

Fig: graphical representation of sales of no. of block in the month of feb”2010 in Maruti Collection

INTERPRETATION: Among the different flavour; chocolate, strawberry sales are higher with compared to others. People are less interested in sugar free ice-cream. People like the fruit flavors of ice-cream and the sale of fruit flavour is increasing day by day (according to the sales man).

Sale of scoop:

Flavour

No.of scoop

sale

tutti-frutti:

48

chocolate/choco-chips:

186

strawberry:

64

afgan dry-fruit:

55

Spanish-saffron with cream ball:

33

Orange-fruit:

14

alphanso-mango:

45

Butter scotch:

156

Kaju:

28

Sahi-anjir:

30

Tender-coconut:

15

Honey banana:

24

Vanilla:

126

Black-current:

120

2 in 1:

73

Kesar pista:

76

Sugar free coconut:

22

Now , let have a look on the price-list of some of the best-selling of flavour:

FLAVOUR

PRICE(SINGLE SCOUP)

VANILLA

20

ORANGE FRUTI

25

STRAWBERRY

20

CHOCO-CHIPS

30

2 IN 1

20

BUTTER SCOTCH

25

HONEY BANANA

30

SAHI-ANJIR

30

TUTI FRUTI

25

KAJU DRAKH

30

AFGAN DRY FRUIT

30

TENDER COCONUT

30

SPANISH SAFFRON WITH CREAM BALLS

30

MANGO

30

BLACK CURRENT

30

SUGAR FREE SAHI-ANJIR

30

SUGAR FREE CHOCOLATE

30

KESAR PISTA

30

Customer feedback:

(1) Which flavour of ice-cream you like most?

FLAVOUR

NO.OF CUSTOMERS’ FIRST CHOICE

PERCENTAGE

VANILLA

16

25%

STRAWBERRY

8

12%

BUTTER SCOTCH

16

25%

KESAR PISTA

8

13%

CHOCOLATE

6

9%

FRUIT FLAVOUR

8

13%

OTHERS

2

3%

TOTAL

64

100%

8 13% OTHERS 2 3% TOTAL 64 100% INTERPRETATION: It is seen that, price has been

INTERPRETATION: It is seen that, price has been a deciding factor to middle class for choosing the flavour. Apart from this, strawberry, vanilla and butter scotch have been the most preferred choice of customer. One more interesting finding is that , most of people who are not regular customer used to ask the sales person about the flavour and their buying decision is to lot a extent depends on the comment of the sales-man. Usually, people prefer single scoop of ice- cream. Another, important fact is that, the display influenced buying decision, specially for the roadside vendors who used to sale in different place

(2) How you choice ice-cream?

BUYING DECIDING FACTOR

NO. OF

PERCENTAGE

RESPOND

FLAVOUR

40

61%

PRICE

16

24%

BRAND

8

12%

ADVERTISEMENT

2

3%

OTHERS

0

0%

TOTAL

66

100%

2 3% OTHERS 0 0% TOTAL 66 100% INTERPRETATION: For the ice-cream customers, flavour and

INTERPRETATION: For the ice-cream customers, flavour and taste is more important than brand loyalty. Price is an important factor while the advertising of amul ice-cream have less impact on customer buying behaviour.

(3)how much usually you can afford for buying an ice-cream?

PRICE(Rs)

NO. OF RESPONDANTS

PERCENTAGE

5 to 20

28

38%

20

to 50

22

30%

50

to 100

20

27%

More than 100

4

5%

TOTAL

74

100%

27% More than 100 4 5% TOTAL 74 100% INTERPRETATION: From this question, I have tried

INTERPRETATION: From this question, I have tried to analyze the buying capacity of customer. Customer usually prefers the low range ice-cream. Ice-cream can’t be treated as luxury need of customer.

(4)Which season you buy more ice-cream?

SEASONS

SALES

PERCENTAGE

JAN-MARCH

8

11%

APRIL-JUNE

32

42%

JULY-SEPTEMBER

16

21%

OCT-DECEMBER

4

5%

ALL SEASON

16

21%

TOTAL

76

100%

4 5% ALL SEASON 16 21% TOTAL 76 100% INTERPRETATION: To determine the peak-season of ice-cream

INTERPRETATION: To determine the peak-season of ice-cream this question will help. It is seen that April-June is the peak-season and company need to advertise mostly during this season.

(5) From where you buy ice-cream most often?

Buying habbits of customers

No.

Percentage

From restaurant

6

11%

From specific ice-cream parlor

32

59%

From road side vendor

16

30%

Others

0

0%

TOTAL

54

100%

16 30% Others 0 0% TOTAL 54 100% INTERPRETATION: the specific parlor and road side vendor

INTERPRETATION: the specific parlor and road side vendor are most preferred market that customer used to buy ice-cream product due to availability and variety. The company can allot more such shop for market penetration.

(6) How many brand of ice-cream do you know?

No of brand known

No of respondent

Percentage

1

8

14%

2-4

32

57%

None

0

0%

more than 4

16

29%

TOTAL

56

100%

0 0% more than 4 16 29% TOTAL 56 100% INTERPRETATION: The major brand available is

INTERPRETATION:

The major brand available is the market are: Amul, Kwality, Red-Ribbon, Baskin Robin, Big- One and some other local brands. The brand awareness plays limited role in the selection of ice- cream product, as the customers are not brand-loyal to only a particular brand. The availability of brand in their locality is the major factor for the buyers.

Brand knowledge of ice-cream customer is limited to usually 2-4 brand.

(7) Have you seen advertisement of Amul Ice-Cream?

OPENION

NO. OF

RESPONDENTS

yes

24

no

27

TOTAL

51

you seen advertisement of Amul Ice-Cream? OPENION NO. OF RESPONDENTS yes 24 no 27 TOTAL 51
PIC: AMUL ADVERTISEMENT INTERPRETATION: in television media as well as hoardings (outdoor). Amul have telecasted

PIC: AMUL ADVERTISEMENT

INTERPRETATION:

in television media as well as hoardings (outdoor). Amul have telecasted their advt. in some reality show which is definitely helpful to draw segmented customer. Amul should make its advertisement in sports events like IPL, cricket match etc to draw huge publicity. Amul’s unique advertising method is it’s hoardings. Amul changes its hoardings in every week and the topics of hoardings are related to recent topic/news. This is unique and contemporary. This is amul’s traditional advertising and it has got many acclaimed.

Amul advertising is limited to few T.V program. Amul used to advertise

(8) Which brand of ice-cream you like most?

INTERPRETATION: Amul, most preferred brand of ice-cream in India . As I was interrogating with only Amul customer , so I got all the vote for amul. The limitation of my survey was only to the amul customer , so I could not determine the most preffered ice-cream brand in guwahati.

9) how many flavour do you know?

FLAVOR

RESPOND NO.s

PERCENTAGE

2

10

19%

3 to 5

18

34%

less than two

10

19%

moe than 5

15

28%

TOTAL

53

100%

10 19% moe than 5 15 28% TOTAL 53 100% INTERPRETATION: people usually knows more than

INTERPRETATION:

people usually knows more than 3 flavour.

10) Are you aware of the calorie present in your ice-cream?

RESPOND

NO.s

PERCENTAGE

yes

30

59%

no

21

41%

TOTAL

51

100%

yes 30 59% no 21 41% TOTAL 51 100% INTERPRETATION: ice-cream. Almost 60% of ice-cream customer

INTERPRETATION:

ice-cream.

Almost 60% of ice-cream customer knows about the calorie present in

11) Do you consider the amount of calorie present in ice-cream while you buy it?

RESPONDS

NO.s

PERCENTAGE

yes

17

34%

No

33

66%

TOTAL

50

100

yes 17 34% No 33 66% TOTAL 50 100 INTERPRETATION: though people’s awareness of caloric

INTERPRETATION: though people’s awareness of caloric present in ice-cream is high (almost 60%) but interestingly, they did not consider it while buying the product.

12) do you like zero-sugar ice-cream?

RESPOND

NO.s

PERCENTAGE

yes

27

53%

no

24

47%

TOTAL

51

100%

yes 27 53% no 24 47% TOTAL 51 100% INTERPRETATION: People need variety but as the

INTERPRETATION: People need variety but as the sales data of dealers indicates, the sale of sugar-free ice-cream is comparatively lower. The targeted customer is still untapped.

13) When you preferred ice-cream most?

   

PERCENTAGE

at birthday/marriage party

16

37%

on workplace

4

9%

on sunny day

16

36%

after dinner

8

18%

TOTAL

44

100%

after dinner 18% at birthday/marriage party 37% on sunny day on workplace 36% 9%
after dinner
18%
at
birthday/marriage
party
37%
on sunny day
on workplace
36%
9%

INTERPRETATION: People love ice cream in sunny days (April -June mostly).In family parties also people want ice-cream product. Dealers can contact with hotel, lodge, bibah-bhawan (rented lodge foe marriage party) for bulk supply in these occasion.

14) Have you ever ordered huge volume of ice-cream for your family party like birthday/marriage etc?

INTERPRETATION: In this question, it is seen that the respondent of parlours have mostly ordered in bunk for their family party, while the customer of roadside vendor have rarely ordered in bunk. This may indicate that it is still away from the lower class and lower-middle class people due to price beyond their budget.

15) How often do you buy ice-cream?

RESPONDS

NO.s

PERCENTAGE

every day

0

0%

once in a week

16

43%

in every month

17

46%

occasionally

4

11%

TOTAL

37

100%

46% occasionally 4 11% TOTAL 37 100% INTERPRETATION: Customer used to buy in every week and

INTERPRETATION: Customer used to buy in every week and at least in every month

16) Do you like fruit flavour of ice-cream?

RESPOND

NO.S

yes

32

no

19

of ice-cream? RESPOND NO.S yes 32 no 19 INTERPRETATION: immense. Company should advertise this

INTERPRETATION:

immense. Company should advertise this category product for more sale.

More than 60% likes fruit flavour. The potential of sale of fruit flavour is

17) Where you prefer ice-cream out-lets?

RESPOND

NO.s

near school/college

4

in multiplex/hall

18

in marketplace

18

all the above

20

18 in marketplace 18 all the above 20 INTERPRETATION: People like to have ice-cream product at

INTERPRETATION: People like to have ice-cream product at their convenient place. Students need it near their campus etc. Amul should work on availability of ice-cream product at customer’s convenient.

18) do you think branded ice-cream are affordable for middle class and lower middle class?

RESPOND

NO.s

PRECENTAGE

yes

30

59%

no

21

41%

TOTAL

51

100

yes 30 59% no 21 41% TOTAL 51 100 INTERPRETATION: 60% people thinks that it is

INTERPRETATION: 60% people thinks that it is convenient for customers.

19) How did you come to know that amul has ice-cream product also?

RESPONDS

NO.s

NO.s IN PERCENTAGE

seeing advertisement

22

44%

seeing outlets

21

42%

from friends

7

14%

Others

0

0%

TOTAL

50

100

from friends others 0% 14% seeing advetisement 44% seeing outlets 42%
from friends others
0%
14%
seeing
advetisement
44%
seeing outlets
42%

INTERPRETATION: Amul ice-cream parlor, movable vendors and advertising is the main ingredients for the success of amul ice-cream .

SWOT ANALYSIS:

STRENGTHS

WEEKNESS

Good brand name

Less brand loyal customer in its segment

Less advertising

Goodwill of customer towards the product

Variety product

Unavailability of product in semi urban and rural market

Less sale in some variety like sugar free etc.

Availability

Quality of the products

OPPURTUNITY

TREAT

Untapped rural and urban market

New market entry.

No of Competitor increasing.

Future demand of low calorie and sugar free ice-cream product

Customer range .(middle class to upper class)

Customer’s changing taste.

More outlets of competitor

BCG Matrix: Due to immense growth rate and high market capture, amul ice- cream is

BCG Matrix:

Due to immense growth rate and high market capture, amul ice- cream is definitely in the “STAR” position of BCG Matrix.

FINDINGS

From dealer data analysis-

4. Among the different flavour; chocolate, strawberry sales are higher with compared to others.

5. Display influences the sale of the particular product.

6. New customers used to take opinion from sales person. They should be well trained and well behaved.

From customer data analysis-

11. Price is the determinant for the middle class ice-cream customer.

12. Customers are less brand loyal.

13. Customer used to prefer ice-cream which is in the range of Rs.-5 to Rs.-20

14. Due to less brand loyalty, customer used to buy product from their most convenient shop.

15. People need variety but as the sales data of dealers indicates, the sale of sugar-free ice- cream is comparatively lower. The targeted customer is still untapped.

16. People are aware of caloric value (60% customer) of ice-cream, but interestingly, they do not consider this aspect for choosing ice-cream.

17. People fond of fruit flavour of ice-cream. The future market of this type is seems to be higher, Amul should advertise these type of products.

18. Almost 60% customer think branded ice-cream are affordable for middle class and lower middle class.

19. People love ice cream in sunny days (April -June mostly).In family parties also people want ice-cream product. Dealers can contact with hotel, lodge, bibah-bhawan (rented lodge foe marriage party) for bulk supply in these occasion.

20. Amul ice-cream advertising is not very much effective one. 54% customers have never seen amul ice-cream advertising. In this field, the company needs improvement.

RECOMMENDATION-

FROM DEALER’S POINT OF VIEW:

The display of the store should be good enough and the sales man should be well-trained and well-behaved. Sometimes, sales man influences buying decision making process, so, they should not miss guide to retain the customer.RECOMMENDATION- FROM DEALER’S POINT OF VIEW: The dealer and distribution can contact to hotels, marriage hall,

The dealer and distribution can contact to hotels, marriage hall, and conference hall for frequent bunk supply. They may float some contest, incentive program at their local level.so, they should not miss guide to retain the customer. The quality of product of the

The quality of product of the roadside vendors of should be regularly inspected. They are movable vendors and they may sale product of other brands or products at higher MRP. This may affect brand image. So, they should be properly monitored.float some contest, incentive program at their local level. The advertising like hoardings, banners should be

The advertising like hoardings, banners should be properly used.product of other brands or products at higher MRP. This may affect brand image. So, they

FROM customer’s POINT OF VIEW:

The product should be available in all places. Customer of outside guwahati has demanded ice-cream parlor at their native place. The sugar-free ice-cream should be advertised to capture targeted segment. FROM customer ’s POINT OF VIEW: Introduce more outlets and pro-biotic varieties and advt about having
ice-cream parlor at their native place. The sugar-free ice-cream should be advertised to capture targeted segment.

Introduce more outlets and pro-biotic varieties and advt about having benefits of healthy ice-cream By introducing more flavour like competitor Baskin Robin who introduced 31 flavour for 31 days of a month. i.e. different flavour for each day.

The brand image of Amul is good among buyers, company should take advantage of brand image and can print ice-cream ad in amul butter, amul milk etc high selling products.for 31 days of a month. i.e. different flavour for each day. 44% of customer have

44% of customer have come to know about amul ice-cream from amul ad. So, the advertising of customer have come to know about amul ice-cream from amul ad. So, the advertising have an impact on ice-cream customer and Amul advertise should be shown in prime time.

Like telecom sector, Amul can publish localized advertise with theme of local festival like bihu and puja, to boost sale.from amul ad. So, the advertising have an impact on ice-cream customer and Amul advertise should

CONCLUSION-

First of all, I Would like to express my sincere thanks and gratitude to Mr. Jayanta Madhab Goswami and Mr. Tapas Ganguli who entrusted me this wonderful opportunity to do a project under his guidance that eventually provided me an opportunity to learn about the importance of a Brand for a company. It is an eye- opening experience for me on the importance of “Consumer satisfaction and perception” for a Company. A company would be wise to measure customer satisfaction regularly, because one key to customer retention is customer satisfaction. From the above study I can came to the conclusions that-

a. The amul ice-cream is market leader and it have good perception among the customers about it’s quality.

b. Amul has become the most preferred food manufacturer in the country.

c. It’s success is important in such a point that it is a co-operative company and it has become an idol in this category.

d. The ice-cream market is growing fast and still a lot of potential and untapped market is available.

e. The customer mainly focuses on flavor more than brand while selecting an ice- cream.

The project will help me to understand different aspect of corporate such as branding, distribution, storage, quality maintenance and aspects of new business set-up apart from the idea of handling and satisfying customers.

I wish Amul to be a global brand (it has already starts business in gulf countries etc) and earn laurels in abroad also. T he days of my project will be memorable for me for the practical exposer and for this I will be always wish Amul to be a reputed global brand.

PART- 3

PART- 3

APPENDIX

THE QUESTIONNAIRE

APPENDIX THE QUESTIONNAIRE Dear Respondent, I am a student of MBA study in Central IT College

Dear Respondent, I am a student of MBA study in Central IT College (a unit of ERD Foundation) Under “SIKKIM MANIPAL UNIVERSITY”. As a part of our course curriculum I am undergoing my project on “A study on consumer perception on amul ice- cream”, in Guwahati”. Your kind co-operation in this regard will help me in ultimate fulfillment of my project and its objectives. I assure all information provided by you are meant for academic purpose and will be strictly confidential.

THANKING YOU

ANJAN DEKA

1)which flavor of ice-cream you like most?

a) vanilla b)strawberry C)butterscotch d)kesar-pista d)chocolate e)fruit flavor f)others

2)how you choose your ice-cream? a)considering flavor b) considering price c) considering brand d) considering advt. e)others

3)how much you can usually afford for an ice-cream? a)0-20 b)20-50 c) 50-100 d) more than 100

4) which season you buy more ice-cream?

a) Jan-march b)April -June c)july_sep d)oct-dec

5) from where you buy ice-cream most often?

a) from restaurant b)from specific ice-cream parlor c) from road-side vendors d) others

6)how many brand of ice-cream you know? a)1 b)2-4 c)none d) more than 4

7) have you seen any advt of amul ice-cream?

a)yes b)no

8)which brand of ice-cream you like most?

a) amul b) kwality c) red-ribbon d)others

9)how many flavor of ice cream do you know? a)2 b)3-5 c)less than 2 d)more than 5

10) are you aware of calorie present in your ice-cream?

a) yes b) no

11)do you consider the calorie present in ice-cream when you buy it?

a) yes b)no

12) do you like to have zero sugar ice-cream? A0yes b) no

13) when you want ice-cream most?

a) at birthday party / marriage party

b)on workplace. c)on sunny day d)after dinner

14)have you ever ordered huge volume of ice-cream for your family party like birthday / marriage?

a) yes b) no

15)how often do you buy ice cream?

a) every day b) once a week c) in every month d) occasionally

16) do you like fruit flavor ice-cream? a)yes b) no

17) where you prefer ice-cream outlets?

a) near school /college b) in multiplex/hall c) in marketplace d) all the above

18) do you think branded ice-cream are affordable for middle class and lower middle class?

a) yes b) no

19) how you come to know that amul has ice-cream products? a)seeing advt b) seeing outlets c)from friends d)others

20) do you like to give some advice for amul ice cream or about it’s positive and negative points?

…………………………………………………………………………………………

……………………………………………………………………………………

……………………………………………………………………………………………

………………………………………………………………………………………………. …………………………………………………………………………………………… RESPONDANTS NAME- PHONE NO-

EMAIL-

PLACE-

RESPONDANTS NAME- PHONE NO- EMAIL- PLACE-
1. Marketing Management Indian Background By C. N. Sontakki 2. Marketing Management By Philip Kotler

1. Marketing Management Indian Background By C. N. Sontakki

2. Marketing Management By Philip Kotler

3. Business Today (Magazine)

REFERENCES

1. www.amul.com

2. www.google.com

3. http://www.ibisworld.com/samples/industry/default.aspx?cid=1

4. http://www.indiadairy.com/ind_swot.html

5. http://www.oppapers.com/search_results.php?action=search&query=amul+ice-

cream

6. http://www.scribd.com/doc/19978355/Amul-ppt-Presentation-Largest-Food-Brand-

in-India-Asia

7. http://www.slideshare.net/ResearchOnIndia/ice-cream-market-india-sample-

1677552