Marketing

Market analysis of Amul Pro and its related Product
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A PROJECT REPORT ON
MARKET ANALYSIS OF AMUL PRO AND ITS RELATED PRODUCT

At Gujarat Co-operative Milk Marketing Federation Limited.
Submitted by: Vikugha Shohe NU/MN-29/11

In partial fulfillment of the requirement for the award of the Degree of Master of Business Administration (MBA) Nagaland University
Under the organizational guidance of

Mr. MKN DAS Gujarat Co-operative Milk Marketing Federation Limited. School of Management Studies (SMS), Nagaland University, DC Court Junction, Dimapur-797112 Nagaland
School of Management Studies(SMS)Nagaland University Page 1

DECLARATION
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I hereby declare that the project entitled Market Analysis of Amul Pro and its Related Product submitted by to Gujarat Co-operative Milk Marketing Federation Limited and Nagaland University is the bonafide work undertaken by me under the guidance of Mr .M K N Das GCMMF, Guwahati in partial fulfillment of the Master of Business Administration (MBA) and is not submitted to any other University or institution or organization for the award of any degree / diploma / certificate or published anytime before.
Signature of the student
Vikugha Shohe,NU/MN-29/11 School of Management Studies (SMS) Nagaland University Dimapur, Nagaland
School of Management Studies(SMS)Nagaland University
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EXECUTIVE SUMMARY
Project Title
: Market analysis of Amul Pro and its related products
Organisation
: Gujarat Co-operative Milk Marketing Federation Limited, Guwahati (GCMMFL)
Organizational Guide
: Mr. Apurva Mishra, Deputy Manager (sales), GCMMFL Guwahati.
Field guide University Guide Duration
: MKN Das : Dhrubajoyoti Bordoloi : 1st June to 31st July, 2012(Two Months)
Place
: Guwahati
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Market analysis of Amul Pro and its related Product PREFACE
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The Master of Business Administration programme is well structured and integrated course of business studies. The main objective of practical training at MBA level is to develop skill in student by supplementing to the theoretical study of business management in general. Summer training helps to gain real life knowledge about the industrial environment and business practices. The MBA programme provides student with a fundamental knowledge of business and organizational functions and activities, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which we come to know that what a company is and how it works. we can learn about various departmental operations being performed in the company, which would, in return, help me in the future when we enter the practical field. Training is an integral part of MBA and each and every student has to undergo the training for two months in a company and then prepare a project report on the same after the completion of training. During this whole training we got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life.
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Market analysis of Amul Pro and its related Product Acknowledgement
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Our project would not have been possible without the guidance and the help of several individuals who in one way or another contributed and extended their valuable assistance in the preparation and completion of this study. First and foremost, our utmost gratitude to Gujarat Co-operative Milk Federation Limited and Mr. Apurva Mishra, Deputy Manager (sales), Guwahati, for providing us an opportunity to undertake summer training in their esteemed organization and providing us the continuous support and guidance which was vital for the successful completion of the project. We are highly indebted to Mr. M K N Das our project guide for his guidance and constant supervision as well as for providing necessary information regarding the project and also for their support in completing the project. We would like to express my special gratitude and thanks to Sir Ditalak Mpanme (HoD) and Sir Dhrubajyoti Bordoloi (faculty guide) for their constant encouragement and support in completing my project. Our special thanks go to all the respondents of Guwahati city, for giving their attention and time in filling the questionnaire and giving us information that are the source of inputs to my project. Our thanks and appreciation also goes to my colleague in developing the project and people who have willingly helped us out with their abilities.
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CONTENTS DECLARATION BONAFIDE CERTIFICATE EXECUTIVE SUMMARY OBJECTIVES NEED FOR STUDY PREFACE ACKNOWLEDGEMENT
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CHAPTER-I GENERAL OBSERVATION OF THE ORGANISATION 1.1 1.2 1.3 1.4 1.5 CHAPTER-II INTRODUCTION THE ORGANIZATION COMPANY PROFILE PRODUCT LIST AMUL PRO
REVIEW OF LITERATURE
CHAPTER-III RESEARCH METHODOLOGY 3.1 METHODOLOGY 3.2 TYPE OF RESEARCH 3.3 LIMITATIONS 3.4 SAMPLING METHODS 3.5 RESEARCH INSTRUMENTS 3.6 TYPES OF QUESTION 3.7 SAMPLING PLAN 3.8 METHOD OF SURVEY
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CHAPTER-IV DATA ANALYSIS AND INTERPRETATION 4.1 INTRODUCTION OF AMUL PRO 4.2 ANALYSIS OF RELATED PRODUCT 4.3 DIAGRAMMATIC REPRESENTATIONS 4.4 SWOT ANALYSIS
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CHAPTER-V FINDINGS, RECOMMENDATION AND CONCLUSION 5.1 INTRODUCTION 5.2 FINDINGS 5.3 SUGGESTIONS AND RECOMMENDATIONS 5.4 CONCLUSIONS
OFFICE ADDRESSES BIBLIOGRAPHY
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CHAPTER ONE GENERAL OBSERVATION OF THE ORGANISATION
1.1, INTRODUCTION 1.2 THE ORGANIZATION OVERVIEW 1.3 COMPANY PROFILE 1.4 PRODUCT LIST 1.5 AMUL PRO
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Market analysis of Amul Pro and its related Product 1.1 INTRODUCTION
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History: In December 14th, 1946 the first milk union was formally registered. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand, Gujarat and it was chosen because it was a perfect acronym for Anand Milk Union Limited. This union was started with 250 liters of milk per day. In the year 1946 the union was known as KAIRA DISTRICT COOPERATIVE MILK PRODUCERS UNION. This union selected the brand name AMUL in 1955. The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity. Over five decades ago, the life of an average farmer in Kheda District was very much like that of his/her counterpart anywhere else in India. His/her income was derived almost entirely from seasonal crops. The income from milk buffaloes was undependable. Milk producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand often milk went sour, especially in the summer season, as producers had to physically carry milk in individual containers. Private traders and middlemen controlled the marketing and distribution system for the milk. These middlemen decided the prices and the off-take from the farmers by the season. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw-away prices. Moreover, the government at that time had given monopoly rights to Polson Dairy, which was run by a person of Parsi descent, (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply to Mumbai city in turn (about 400 kilometers away). Another problem farmers faced was that in winter the milk output of buffaloes doubled which caused prices to fall down even further. India ranked nowhere amongst milk producing countries in the world in 1946. Gradually, the realization dawned on the farmers with inspiration from then nationalist leaders Sardar Vallabhbhai Patel (who later became the first Home Minister of free India) and Morarji Desai (who later become the Prime Minister of India) and local farmer, freedom fighter and social worker Tribhovandas Patel, that the exploitation by the trader could be checked only if they marketed their milk themselves. Amul was the result of the realization that they could pool up their milk and work as a cooperative.
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(a) SETTING UP OF GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION

In 1954, Kaira District Co-operative Milk Producers Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter. In 1958, a plant to manufacture cheese and one to produce baby food were added. Subsequent years saw the addition of more plants to produce different products. In 1973, the milk societies/district level unions decided to set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was registered as a cooperative society on 9 July 1973. Plants First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk.
Second plant is at MOGAR, which engaged in manufacturing
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Section 1.02 Section 1.03 Section 1.04
Third plant is at Kanjari, which produces cattelfeed.
Fourth plant is at Khatraj, which engaged in producing cheese.
Today, twelve dairies are producing different products under the Brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no.In the world, this is matter of proud for Gujarat and whole India.
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1.2 THE ORGANISATION:
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GCMMF: An Overview
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. GCMMF markets and manages the Amul brand. From mid-1990's 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. It also entered the Pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees. In September 2007, Amul emerged as the leading Indian brand according to a survey by Synovate to find out Asia's top 1000 Brands
MISSION AND VISION OF AMUL VISION: The taste of India is to be a part of everyone's life. Its vision is
quality and unity. The union thrives hard to adopt the modern and eco friendly technologies to produce milk and milk products of international standards to make their presence prominent in the global market. MISSION: Expansion of distribution network, creative marketing, consumer
education and product innovation.
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Market analysis of Amul Pro and its related Product MISSION 2020
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In the perspective plan for the year 2020, Amul union members envisaging a capital investment of `2600 crores (` 26 billion) and a projected group sales turnover of `27000 crores (`270 billion). Kaira Union commissioned a state-of-the art paneer plant and also a whey drying plant. Sabarkantha union too is in process of commissioning a similar paneer. Mehsana union has expanded capacity to 9.61 lakhs litres per day at its dairy at Manesar near Delhi. Banaskantha union too has embarked on installing new powder plant and cattle-feed plant which shall be commissioned soon. New cattle feed plants are being put up by mehsana and valsad unions as well.
Organizational structure of GCMMF
GCMMF is a lean organization, a strategy that is believed to provide it with a cost advantage. At its headquarters in Anand, four general managers (GMs) and four assistant general managers (AGMs) assist the managing director (MD). The four AGMs look after the functions of marketing, systems, co-operative services and technical projects, respectively. The four GMs are in charge of marketing (dairy products), human resources development and marketing (Dhara and new business), finance and quality assurance, respectively. The whole country is divided into five zones, each headed by a zonal manager responsible for the sales of all products within his zone. These managers report to the MD but functionally each also reports to the various AGMs/GMs at the headquarters. There are 50 sales offices spread across the country (of which only two are in Gujarat); a sales manager heads each office and is assisted by sales officers and field salespersons. The entire country has been represented in this structure. GCMMF has one overseas office in Dubai.
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ORGANISATIONA STRUCTURE a) EXTERNAL

STATE LEVEL MARKETING FEDERATION
DISTRICT MILK PRODUCT UNION LTD.
VILLAGE MILK PRODUCT UNION LTD.
VILLAGERS
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b) INTERNAL CHAIRMAN
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MANAGING DIRECTOR
ASSISTANT GENERAL MANAGER
FINANCE DEPT.
PRODUCTION DEPT.
MARKETING DEPT.
SALES & PURCHASE DEPT.
PERSONAL DEPT.
SENIOR MANAGER
SENIOR MANAGER
SENIOR MANAGER
SENIOR MANAGER
SENIOR MANAGER
FINANCE PRODUCTION MANAGER MANAGER
MARKETING MANAGER
SALES MANAGER
PERSONAL MANAGER
ACCUNTANT
OFFICER
MARKETING EXECUTIVE
OFFICER
P.R.F
OFFICERS
SUPERVISOR
F.S.R
SALESMAN
EXECUTIVE
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1.3 COMPANY PROFILE
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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. Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2008-09): Milk collection (Daily Average 2008-09): Milk Drying Capacity: Cattlefeed manufacturing 13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million litres per day 3.05 billion litres 8.4 million litres 626 Mts. per day 3500 Mts per day
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GCMMF annual turnover
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Sales Turnover
Rs (million)
US $ (in million)
1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12
11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 80053 97742 116680
355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504 1700 2172 2500
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1.4 AMUL PRODUCT LIST:

Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozarella) Cheese,Amul Emmental Cheese, Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly Delicious Pizza Amul Gold Full Cream Milk, Amul Shakti Standardised Milk, Amul Taaza Toned Milk, Amul Slim & Trim, Amul Cow Milk Amul Gold, Amul Shakti, Amul Taaza, Amul Lite Slim-nTrim Milk, Amul Fresh Cream Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool Koko,Amul Kool Millk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink Stamina Instant Energy Drink Nutramul Malted Milk Food
Cheese Range
Fresh Milk
UHT Milk Range
Milk Powders
Milk Drink Health Drink Brown Beverage
Curd Products Pure Ghee Sweetened Milk Condensed
Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee, Amul Flaavyo Yoghurt Amul Pure Ghee, Sagar Pure Ghee Amul Mithaimate Mithaee Gulabjamuns, Amul
Mithaee Range (Ethnic Amul Shrikhand, Amul Sweets) Basundi,Avsar Ladoos Ice-cream Chocolate Confectionery
Sundae Range, probiotic,,sugarfree and probiotic & Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, Amul Bindass, Amul Fundoo
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Market analysis of Amul Pro and its related Product 1.5 AMUL PRO
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Amul Introduces Amul PRO, new Whey Protein Malt Beverage: Gujarat Cooperative Milk Marketing Federation (Amul), Indias largest food products marketing organization announced the launch of Amul PRO, its new Whey Protein Malt Beverage brand Amul, with annual sales turnover of approx Rs 12,000 crores, is the market leader in all dairy product categories. The launch of Amul PRO would be another big step forward in strengthening its Health and Nutrition portfolio. With this launch Amul plans to improve its presence in the Rs 2500 crore Milk Food Drinks market. Announcing the launch of Amul PRO, Shri RS Sodhi, Managing Director, GCMMF said that the product development team had worked extensively to bring out a product, which is superior to other key Brown Health Drinks brands, not only in nutritive value but also in taste. Amul PRO is fortified with 27 vital nutrients, whey protein and DHA. It is priced at over 20% discount to competitor brands with similar ingredients, making nutrition more affordable to consumers. The product would be introduced in an attractive glass cube jar, which is a first of its kind pack in the category and is sure to catch the attention of the consumers. Amul PRO is targeted at children between the age group of 2 years to 15 years, the period which signifies the growth phase of a child. However, given the nutritive value of the product, it expects consumers across all age groups to be users of the product. As compared with the competing brands, Amul PRO ranks higher in key nutrients like Proteins, Calcium, Potassium, Vitamin A, Vitamin D and Vitamin B2. It also contains Whey Protein, which is considered as Complete Protein as it contains all the essential amino acids. It is easy to digest and provides quick nourishment to muscles. One of the key USPs of Amul PRO is DHA or Docoashexoenoic Acid which is an essential fatty acid required for optimal development and function of brain. DHA cannot be manufactured in human body and must be obtained daily through our diets. DHA is to the brain as Calcium is to the bones. Amul, which is synonymous to quality to Indian consumers, lives upto its reputation of providing high quality products at value for money price to consumers.
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CHAPETER TWO
Review of Literature
2.1 LETERATURE SURVEY

2.2 OBJECTIVES OF STUDY 2.3 NEED FOR STUDY
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Market analysis of Amul Pro and its related Product 2.1 LITERATURE SURVEY
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Consumer behaviour is divided into three sub categories; consumption behaviour, purchase behaviour and attitude perception. The consumer behaviour differs with age-group and the lifestyle. A busy professional life left no space for exercise so a drink which contains low calorific value is a health drink. For kids health drink is a supplement with added calcium, minerals and vitamins. Milk stands apart with its strongest brand image. Encashment of Amul and mother dairy in milk segment is externally pillared on availability (Place), brand position of being pasteurized (promotion, product) and on price lesser then unbranded. Amul always portraits as a provider of milk and advertise its supply from villages. Indian health drinks market is still in its infancy due to the lack of awareness among the population. GlaxoSmithkline (GSK) with four brands - Horlicks, Boost, Viva and Maltova is the leader in Indian health drink market. Complan,from Heinz India and Cadbury India's Bournvita are also popular among the Indian health drink brands. Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs. In India, the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. American foods major H J Heinz's Indian arm Heinz India has a strong market presence with brands like Complan, Complan is ideal for convalescents and the elderly - complete nutrition when you're off your food , pregnant and nursing mothers provides vitamins and minerals necessary for good health , busy people - a satisfying lunchtime snack at home or at work , athletes - who require fluid, carbohydrate and high quality protein without the bulk of solid food. In early 1990s Cadbury re-entered the health drink market with Bournvita, the product of essential vitamins and minerals with memorable campaigns based on the 'Tan ki Shakti, Man ki Shakti'. The next big breakthrough happened in 1999 when the brand was re-launched with a new RDA Balanced Formula. The brand was re-launched with a completely new identity in 2001. Bournvita has a unique taste that combines the goodness of malt and chocolate. It gives the child physical and mental alertness resulting in a healthy body and an active mind. In 2001 Bournvita, complete with new packaging and design was re-launched. A loyalty programme, in the form of a Bournvita Nutrition Centre, dedicated to counselling mothers on her child's daily nutritional needs was opened. Cadbury Bourn vita has been advertising since the 1970s. In the early years the positioning centred on 'Good upbringing' with Bourn vita being an essential building block for children. In the 1980-82 years it was 'Goodness that grows with you'. By 1987, it had become the more aggressive 'Brought up right, Bourn vita bright'. In the last decade of the 20th Century, competition between children was becoming intense and Bournvita was there with its 'Extra energy to stay ahead'. In the 1992-95 period 'Shakti har din ke champion ki' (Energy for the everyday champion) was its payoff line. In 2000, 'Bournvita poshan, sahi poshan' (Bournvita nutrition, right nutrition) encouraged
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consumption. In the following year 'Confidence kuch kar dikhane ka' (Confidence to achieve) became the reason to buy. The current Cadbury Bournvita positioning suggests that it contains specific ingredients that augment stamina and concentration in children. According to our project, we found out that Horlicks of Glaxosmithkline emerged as the market leader in health drink sector in Guwahati, which is followed by complain. Advertisement plays and crucial role in attracting the consumer and thus helps in expanding its customer base. Horlicks with its advertisement tag line Taller, Stronger and Sharper is able to attract the kids and thus have a competitive advantage.
2.2 Objectives.
To find out the health drink available in Guwahati City To find out retail price of health drinks available in Guwahati city To find out the monthly sale of the health drinks To determine the market share in health drinks sector To determine the factors affecting the process of selection and the ultimate buying behavior of the consumers.
2.3 Need for the study

This study will help the Amul company to known the major competitors and their marketing strategy. This study is carried out to find out the factors that govern the consumers selection and buying process. This study will enhance the Amul company to have competitive advantage over other brands through the strategic and scientific analysis of the health drink market.
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CHAPTER THREE RESEARCH METHODOLOGY
3.1 METHODOLOGY 3.2 TYPE OF RESEARCH 3.3 LIMITATIONS 3.4 SAMPLING METHODS 3.5 RESEARCH INSTRUMENTS 3.6 TYPES OF QUESTION 3.7 SAMPLING PLAN 3.8 METHOD OF SURVEY
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Market analysis of Amul Pro and its related Product 3.1 METHODOLOGY
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The research was conducted from 1st June, to 31st July, 2011. The researches include meetings with the distributors, retailers, and consumers. It includes preparation of questionnaire to be answered by above section of people for knowing the competitive position of market in health drink sectors. The views of the above parties were recorded in the research as per the questionnaire been set. Primary Data: Primary data were collected using questionnaires, observation method and face-to face interview with the distributors, retailers and customers. Secondary Data: The sources for secondary data are AMULs home page (www.amul.com), companys reports and magazines.
3.2 TYPE OF RESEARCH

Descriptive and exploratory, as our project was on the market analysis on health drink sector it is essential to systematically describe its situation and the attitude consumers have towards the health drink, our attempt was to find out the types of major health drinks available in Guwahati city, their company, market share and position, as when it comes to health drinks little is known, so this project is exploratory.
3.3 LIMITATIONS
The survey was limited to Guwahati city. Sampling error might have occurred as the sampling size is very small to represent the total population. Less amount of time assigned for survey. The biasness of the retailer may cause error in the result. Communication and geographical irrelevancy.. Since the product Amul Pro is in its initiation stage it is difficult to analyze its competitiveness with other similar brands
3.4 SAMPLING METHOD

Simple random sampling and the respondent was selected on the basis of Convenience basis.
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3.5 Research Instrument:

The research instrument was the structured questionnaire formulated for the respondents. Different set of questionnaire were made for the distributors, the retailers and for the consumers. The data collected has been analyzed and interpreted using statistical tools, such as tables, percentage, pie charts.
3.6 Types of Question:

The important aspect in the designing a question is to decide which types of question are to be used. Question can be classified in various ways, they are a) Open-ended question b) Dichotomous question c) Multiple-choice Question
3.7 Sampling Plan:

Sample size: o Distributors o Customers o Retailers : : : 3 120 200 .
Geographical Area:
Guwahati:- Adabari, Maligaon, Aathgaoan, Bhoralimukh, Kumarpara, Ambari, Pan Bazaar, Fancy Bazaar, Paltan Bazaar, Ullubari, Chandmari, Noonmati , Narengi , Uzanbazar,
Guwahati Club, Zoo Road, Zoo Tinali, Ganeshguri, Bhangagar, Christian Basti, Lachit Nagar, Silpukhuri, Bamunimaiden, Rukminigaon, Chatriabari, Sarabati, Laktokia, Six Mile, Beltola, Kahilipara, Downtown, Khanapara.
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Market analysis of Amul Pro and its related Product 3.8 Method of Survey:
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Personal Interview: It is direct form of investigation, involving face-to-face communication with free feedback information. It offers a sense of participation. It is more flexible form of data collection. Use of unstructured, open-end questions is possible. Rate of refusal is low. Depth interview is possible. Complex questions can be asked. The interview can have questions to secure more information. Observation approach can be combined to verify age, status, standard information. Visual aids in the form of catalogues samples etc. can be used to get views, opinions, and attitudes of responder. Exploratory research seeks to discover new relationship, emphasis on discovery of ideas. Marketing researches devote a significant portion of their work on exploratory studies when very little is known about the problem being examined.
3.8.1 FIELD WORK- METHOD

Questionnaire was prepared keeping the objective of research in mind. Questions were asked to respondents dealing with health drinks regardless of different brands. Questionnaires conducted direct interviews in order to get accurate information. Visited different areas and each and every question was filled personally by the respondents and checked properly.
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CHAPTER 4 Analysis And Interpretation
4.1 INTRODUCTION OF AMUL PRO 4.2 ANALYSIS OF RELATED PRODUCT 4.3 DIAGRAMMATIC REPRESENTATIONS 4.4 SWOT ANALYSIS OF AMUL PRO
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MARKET ANALYSIS OF AMUL PRO AND ITS RELATED PRODUCTS 4.1 INTRODUCTION
Market analysis is a tool companies use in order to better understand the environment in which they operate. It is one of the main steps in the development of a marketing plan. The goal of a market analysis is to determine the attractiveness of a market, both now and in the future. Organizations evaluate the future attractiveness of a market by gaining an understanding of evolving opportunities and threats as they relate to that organization's own strengths and weaknesses. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. Today Amul is a symbol of many things: Of high-quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organisation. And of a proven model for dairy development.
Gujarat Co-operative Milk Marketing Federation (GCMMF), the marketer of the Amul brand of milk and dairy products, has launched a new whey protein malt beverage brand, Amul Pro in India. The launch of Amul Pro is part of the company's strategy to increase its market presence in the health and nutrition sector. The company aims to improve its market share in the INR25bn ($488.61m) Indian milk food drinks market. The new protein drink contains 27 nutrients, whey protein and docoashexoenoic acid (DHA), and it comes with a 20% discounted price tag compared to other brands in the same segment, claims the company.
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Product Details Product Name Amul PRO
Description
Malt Based Food
Packing
500g Glass Cube Jar: The glass cube jar is a unique pack in the category, giving Amul PRO a distinct advantage of standing out of the clutter on retail shelves.
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Market analysis of Amul Pro and its related Product Product specifications
Composition
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Ingredients : Malt Extract, Sugar,Milk solids, Cocoa solids, Caramel,Vitamins,Minerla,Permitted emulsifiers(E322,E476), Raiding agent (E500(ii)), DHA and salt. Nutritional information (Approx. values) Energy, kcal Energy from Fat, kcal *Source Fat, g Carbohydrate, g Added Sugar, g Dietary Fibre, g *For growth Protein, g and maintenance system of body 8.0 function 0.75 2.51 5.21 5.6 7.1 9.73 30.0 0.44 32 2.2 blood cells 244.0 vision 935 of energy 2.2 85.0 32.7 0.68 392 19.8
*Boost immune and nervous Vitamin B1 (Thiamin), mg Vitamin B2 (Riboflavin),mg Vitamin B3 (Niacin), mg Vitamin B5 (Pantothenic acid), mg Vitamin B6 (Pyridoxine), mg Nutritional Information Vitamin B12 (Cynacobalamin), mcg Vitamin B7 (Biotin), mcg Copper, mg Selenium, mcg Zinc, mg *Production of red Vitamin B9 (Folic Acid), mcg *For Vitamin A, mcg normal
*Keeps you mentally sharp, alert and physically active Iron, mg 8.02 Iodine, mcg *Development Calcium, mg Phosphorus, mg Vitamin D, mcg of bones & teeth 186 175 6.89 137
*Fight infections and protects body cells from damage Vitamin C, mg 39.2

Vitamin E, mg Manganese, mg *Body Sodium, mg Potassium, mg Magnesium, mg fluid
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3.7 0.49 maintenance 173 540 21
Shelf Life Storage condition Product Features
*Development of Brain DHA, mg 30 *Known functions of nutrients Amul PRO is best before 12 months from the date of manufacture when stored in a cool,dry and hygenic place. Ambient
Amul PRO is a malt based milk additive, which not only enhances milks nutritive value but also makes milk a very tasty drink for people of all ages, especially kids, who need milk and nutrition for healthy growth. It comes from the House of Amul, the brand which is known all over for providing quality products at value for money price. Key product attributes of Amul PRO are as follows:
Whey Protein: Muscle building & Immunity Whey Protein is the purest and most essential form of protein. It is easy to digest and helps muscle building and nurturing growth. Why Protein is often referred to as Fast Protein, provides quick nourishment to muscles, helping your child strengthening the immunity and stay healthy. DHA: Brain Development Docosahexaenoic Acid (DHA) is an essential fatty acid required for optimal development and function of the brain, eyes and central nervous system of a child. It plays an important role in enhancing your childs immunity by protecting it from allergies like Asthma. 27 Essential Nutrients: Complete Wellness Amul PRO contains 27 essential nutrients (proteins, vitamins and minerals) that help in boosting immune system enhance metabolism and nervous system functions and helps children be mentally sharp and physically agile.
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Product Application It's a milk additive, which means it can be consumed by adding directly to milk. It is easy to make and tasty to drink and is suitable for people across age groups, particularly kids who require adequate nourishment for proper growth Amul PRO can be consumed with both hot as well as cold milk. Available All Over India in Normal Trade and Modern Format Stores
The major player in the industries of health drinks are Glaxosmithkline Horlicks, Boost, viva, Maltova Cabdbury Bournvita Heinz India Complain
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GlaxoSmithKline is a pharmaceutical and health care company. In India it was established in the year 1924, with its mission To improve the quality of life by enabling people to do more, feel better and live longer This mission drives the company to make a real difference to the live of millions of people with commitment to effective healthcare solution. GlaxoSmithKline has two manufacturing unit in India, located at Nashik and Thane as well as a clinical development center in Bangalore GSK have a Corporate Social Responsibility program that works towards fulfilling basic healthcare, education and other developmental needs of the underserved population. With this dedication and commitment, GSK believe that the world will be better, healthier and happier. GSK is committed to developing new and effective healthcare solutions. The values on which the group was founded have always inspired growth and it will continue to do so in times to come. In Indian health drinks market GlaxoSmithKline (GSK) has four brands - Horlicks, Boost, Viva and Maltova. ABOUT HORLICKS Horlicks is the leading health drink brands in India since 1930, immediately after its launch in the country. Horlicks is sold in a number of countries across the world. In different countries, the product has different formulations in order to cater to varying consumer segments and serve different consumer needs. In India, the Horlicks available has been scientifically developed and specifically caters to the nutritional needs of the Indian diet. It helps meet the requirements of essential nutrients in children, such as iron and vitamins that aid iron absorption.
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Fun Facts about Horlicks.
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Horlicks was invented to substitute milk as baby food. In India over 2 billion cups of Horlicks are sold every year. All horlicks bottles sold in India in a year would form a chain 6 times the length of the great wall of china.
ABOUT BOOST Boost is a chocolate-flavored health food drink manufactured by GlaxoSmithKline. It was launched in 1977 in India. Brand ambassador for Boost in 1986 was the cricketer Kapil Dev. Sachin Tendulkar became the brand ambassador with his debut in 1989. Virender Sehwag joined in 2002. Later in 2008, Mahendra Singh Dhoni became the brand ambassador. The product's slogan "Boost is the secret of my energy" is ubiquitous in India. Boost is health food drink (HFD), which is positioned on the energy platform in India. Developed by the Indian R&D team in 1974, and launched in 1975-76 in Kerala, Boost has been one of the fastest growing brands in the Indian GSK Consumer portfolio. Realizing that the energy segment had a huge potential, GSK India launched the brand as the 'Vitaminised Energy Fuel' with a unique chocomalt taste. The brand was launched nationally in the early 80s and has always been targeted at 8-14 year old boys. This is the section of population most enthusiastic about sports, and also with high-energy needs, in India.
Introduction Boost is a nutritional health drink, especially for children. Boost is one of the major players in Indian Health Food Drink (HFD) market. The HFD market has two segments: white powder segment and brown segment. Boost is a malt-based milk additive with the flavor of chocolate. It is one of the chocolate-flavored health food drinks made by GlaxoSmithKline. Boost is positioned as an energy drink. The tagline "Boost is the secret of my energy" has remained a blockbuster all through these years. The tagline has highest recall among the TG. Boost is also the first HFD brand to be endorsed by a celebrity. It was launched in 1977 in India. Manufacture Boost is manufactured by GlaxoSmithKline. GlaxoSmithKline is a United Kingdom-based pharmaceutical, biological, and health care company. It also has a Consumer Healthcare
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operation comprising leading oral healthcare products, nutritional drinks, and over-thecounter medicines. The brand became national in the 1980s. Glaxo rules the Indian HFD market with a share of around 64 %. The market is ruled by Horlicks and the leader is flanked by flanker products Maltova and Viva. Market Boost is a part of Indian Health Food Drinks (HFD). HFD is targeted at children aged 518. The market is huge since this is the age group that demands some kind of energy drink. The kids are active and playing during this age and the pressure is on the home maker to keep the energy level of the kids high using some drinks. Boost was innovative not only in the promotion front but also in product improvements. In 2002, as a part of its repositioning, the brand came out with Power Boosters: which contains Copper and Biotin. It was first of its kind in this segment. Boost also innovated in packaging. Over these years, the packaging became contemporary and stylish to reflect the changing consumer preferences. This was good enough to attract children. With competitors like Bournvita, Complan, Horlicks, this brand had to attract the children and provide them with a better, healthy, tasty, and nutritional energy drink.
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Cadbury is a confectionery company owned by Kraft Foods and is the industry's secondlargest globally after Incorporated with its headquarters in Uxbridge, London, England, the company operates in more than 50 countries worldwide. CUDBURY IN INDIA
Cadbury
Founded Headquarters Key people Products 19-Jul-48 Mumbai, India Anand Kripalu, Managing Director Cadbury Dairy Milk, 5-star, Perk, Gems, Eclairs ,Oreo and Bournvita
Employees
2000
Business in India Cadbury India Ltd. is a part of Kraft Foods. Cadbury India operates in five categories Chocolate confectionery, Beverages, Biscuits, Gum and Candy. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years.
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Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, clairs, Bubbaloo, Tang and Oreo. Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a business.
In India, Cadbury began its operations in 1948 by importing chocolates. After over 60 years of existence, it today has six company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) Hyderabad and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai. Cadbury India enjoys a value market share of over 70 percent in the chocolate category and our brand Cadbury Dairy Milk (CDM) is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. In early 1990s Cadbury reentered the health drink market with Bournvita, the product of essential vitamins and minerals with memorable campaigns based on the 'Tan ki Shakti, Man ki Shakti'. The next big breakthrough happened in 1999 when the brand was re-launched with a new RDA Balanced Formula. The brand was re-launched with a completely new identity in 2001. Bournvita has a unique taste that combines the goodness of malt and chocolate. It gives the child physical and mental alertness resulting in a healthy body and an active mind. In 2001 Bournvita, complete with new packaging and design was re-launched. A loyalty programme, in the form of a Bournvita Nutrition Centre, dedicated to counseling mothers on her child's daily nutritional needs was opened. Cadbury Bournvita has been advertising since the 1970s. In the early years the positioning centered on 'Good upbringing' with Bournvita being an essential building block for children. In the 1980-82 years it was 'Goodness that grows with you'. By 1987, it had become the more aggressive 'Brought up right, Bournvita bright'. In the last decade of the 20th Century, competition between children was becoming intense and Bournvita was there with its 'Extra energy to stay ahead'. In the 1992-95 period 'Shakti har din ke champion ki' (Energy for the everyday champion) was its payoff line. In 2000, 'Bournvita poshan, sahi poshan' (Bournvita nutrition, right nutrition) encouraged consumption. In the following year 'Confidence kuch kar dikhane ka' (Confidence to achieve) became the reason to buy. The current Cadbury Bournvita positioning suggests that it contains specific ingredients that augment stamina and concentration in children.
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About Bournvita
Cadbury Bournvita is among the oldest brands in the Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. Launched in 1948, throughout its history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 60 years. The brand has been an enduring symbol of mental and physical health ever since it was launched. This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk more enjoyable.
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American foods major H J Heinz's Indian arm Heinz India has a strong market presence with brands like Complan and Glucon-D. Complan contributes 40 per cent to Heinz's sales. Heinz's most profitable products are Complan and GluconD. Even Glucon D has shed its health tag and repositioned itself as a fun drink. In 2001, Heinz launched a slew of new products - coffee flavoured Complan. Complan is ideal for convalescents and the elderly complete nutrition when you're off your food , pregnant and nursing mothers provides vitamins and minerals necessary for good health , busy people - a satisfying lunchtime snack at home or at work , athletes - who require fluid, carbohydrate and high quality protein without the bulk of solid food.
COMPLAN
Complan has been established around the world as a trusted provider of nutritional supplements for more than 50 years. Complan was first developed by Glaxo in the 1950s as a powdered food for use in hospitals. When reconstituted with water, it provided all essential nutrients and could be fed to patients through a tube, as well as by mouth. Its name is derived from COMplete PLANned nutrition.
Following its success in the hospital environment, Complan developed as a product suitable for outpatient care and eventually became available for purchase in pharmacies and shops. Complan has continued to develop over the years. Flavoured varieties were first introduced in the 1970s and the range has since expanded and also includes savoury varieties. By 1985, nutritional thinking had advanced and Complan was again reformulated to reflect this. The quantity and type of fat content was revised in line with a Department of Health report on diet
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and cardiovascular disease. There are variations in product make-up and methods of manufacture around the world. But wherever it is made, Complan consistently offers balanced nutrition in line with local nutritional requirements. Today Complan is focused on providing nutrition products suitable for all members of the family, through three core products: Complan ( balanced nutrition for the family), Casilan ( higher protein for sports performance and illness recovery) and Complan Shake (to tackle clinical malnutrition).
4.3. ANALYSIS AND COMPARISON OF HORLICKS, COMPLAN, BOURNVITA, AND BOOST HEALTH.
4.3.1.Price list of Horlicks, Complan, Bournvita and Boost.

Brand(GLS) Qty 200 grams 500 grams Horlicks 1 Kg 200 grams Junior Horlicks Women Horlicks Gold horlicks Viva Boost 500 grams 330 grams 500 grams 500 grams 450 grams MRP 80 171 310 90 190 180 162 162 171
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BRAND
QTY 500 gm
MRP 218 109 136 265 112 220 120 220 218
complan Chocolate
200 gm 200 gm
Complan Memory
500 gm 175 gm
Complan Pista Badam
400 gm 200 gm
Complan Kesar Badam Complan Straw Berry
400 gm 500 gm
4.3.2. Which is the best health drinks in term of nutritional?
Per 100 gm Protein (gm)
Complan 18
Horlicks 11 13.94 2 741 280 Rs. 138 18
Bournvita 7 84 2 100 205 Rs. 138 50
Boost 7.5 83 3.564 577.5 Rs. 135 25
Carbohydrate (gm) 62 Fat (gm) Calcium (mg) Phosphorous (mg) Price per 500 gm Drinks (no.) per 11 800 780 Rs. 154
pack 15
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Verdict :As per the nutritional value, Complan is better than other drinks. But when it comes to price Horlicks scores high as its nutritional value is higher compare to Bournvita and Boost whose price are same as that of Horlicks. But in terms of Drinks per pack Bournvita of Heinz with 50 leads the other brands .
4.3.3. Brand which is the most popular and commonly known by the people
Product Horlicks Complan Bournvita Boost Others
Responses 57 31 19 9 4
others 3% Boost 8% Bournvita 16%
Responses
Horlicks 47%
Complan 26%
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Verdict: In this Horlicks is the most popular and commonly known by the people which is
followed by Complan.
4.3.4Factors leading to brand preference

FACTORS PRICE QUALITY BRAND IMAGE AVAILIBILITY TOTAL RESPONSES 13 80 20 7 120
AVAILIBILITY 6% BRAND IMAGE 16%
RESPONSES
PRICE 11%
QUALITY 67%
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4.3.5 Consumer preference of flavour

flavour choco vanila strawberry kesar badam Elachi others total preference 35 28 23 14 15 5 120
others 4%
preference
Elachi 13% choco 29%
kesar badam 12%
strawberry 19%
vanila 23%
Verdict : most of the most purchases was done by the mothers and it is such that Choco flavour is most preferred as because children prefer mostly choco, followed by vanilla. Strawberry,kesar badam, elachi.
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4.3.5. Consumption of health drinks in terms of Age .
Age Group(in Yrs)
No of Respondent
3 to 15
47
16 to 30
27
31 to 45
13
46 to 65
10
65 above
23
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Responses
36-65 7% 65 above 14% 3- 15 yrs 58%
16-65 yrs 21%
Verdict: Age group which consume health drink the most is 3-15 years of age i.e 58%
4.3.6. Factors influencing the purchase decision.
Factors Advertisement Family and Friends Packaging Availability Others
Responses 41 21 24 28 6
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Others 5% Availability 23%
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Advertisement 34%
Packaging 20%
Family and Friends 18%
Verdict: Advertisement plays a crucial role in the purchase decision. Availability and
packaging also are the factors influencing the purchase decision.
4.3.7 Brand awareness of Amul pro
AWARE YES NO
RESPONSE 9 111
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RESPONSE
YES 7%
NO 93%
Verdict: here 93% of respondent is unaware of Amul Pro,because of low advertisement of the product.
4.3.8 Would consumers try on Amul Pro

AMUL PRO YES NO NOT SURE RESPONSE 75 26 19
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RESPONSE
NOT SURE 16% NO 22%
YES 62%
Verdict: here in this people are willing to Try on Amul pro as Amul mean quality to them.
4.3.9 Would people try on Amul Pro if available in market

AMUL PRO YES NO NOT SURE TOTAL RESPONSE 75 26 19 120 Page 50
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RESPONSE
NOT SURE 19% NO 26% YES 75%
Verdict: here 75% agreed to try on Amul pro because of the Popularity and their trust in the Company and also because Amul product have quality and are relatively cheaper compared to other brands.
4.4 SWOT ANALYSIS OF AMUL WITH RESPECT TO AMUL PRO
Strength 1. Amul has a strong brand image among the customers. Consumers believe whatever Amul provides is of good quality. 2. Amuls market visibility is very high.
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Weakness 1. Promotional activity of Amul pro is not at all up to the desired level. 2. Amul pro is yet unknow to consumers although Amul company is a household name Opportunity 1. Amul pro can take a significant market share, due to its brand image and consumer trust. Threats 1. Competitors such as Horlicks,Bournvita,complan,boost,Maltova can be a major thread to Amul pro.
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CHAPTER 5
Conclusion
5.1 FINDINGS 5.2 SUGGESTIONS 5.3 RECOMMENDATION 5.4 CONCLUSION
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5.1 SUMMARY OF FINDINGS.
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According to the study conducted Horlicks is the leading health food drink in Guwahati and also the most trusted food drinks. The price list of almost all the health beverages are same, so it is difficult to differentiate product based on its market price. The study reveals that promotional activities and brand positioning is a crutial purchase trigger and has strong impact on consumer psychic. 5.2 Suggestions Since there is high competition in health drinks sector, it is crucial that Amul establishes itself in health drink sector through innovative promotion and marketing strategy of Amul pro. Since kids are the most loyal consumers in terms of health drinks sector it is essential that the product suits their taste Proper and innovative advertisement can help to increase the sale and market acceptance of the amul pro. Special packaging can also enhance the potential of Amul pro. Every retailer should try to increase the sale of company product, the retailer should be given pre-determined target to sell Amul pro. The company should try to segment the product in order to cover all age groups. The company should visit the market at regular intervals, this will help them to know the existing market condition and thus add value to the company. Strong focus should be made on the quality of the product concerning its nutritional and health value. Consumer scheme such as free cups or bowls can be done
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5.3 Recommendations. Since there is a high competition in health drinks sectors it is necessary that amul pro establish itself through innovative promotion and marketing strategy. Since children are the most loyal consumer interms of health drink it is important that amul pro should suite their taste. Amul pro should be made available in all shopping malls like vishal, Big Bazar,pantaloons etc. 5.4 Limitations The survey was limited to Guwahati city. Sampling error might have occurred as the sampling size is very small to represent the total population. Less amount of time assigned for survey. The biasness of the retailer may cause error in the result. Communication and geographical irrelevancy.. Since the product Amul Pro is in its initiation stage it is difficult to analyze its competitiveness with other similar brands.
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CONCLUSION
Market of health drinks in Guwahati city is flourishing rapidly with different brands like Horlicks, Bournvita, Complan, Boost and Amul, etc. Health drinks market hold an immense potential. It requires good brand image and availability. Gujarat Co-operative Marketing Federation is one of the best milk marketing federations in India and abroad. In the market, brand image of GCMMF is very effective and trustworthy as because the products from Amul is taken as guaranteed for the quality. Hence it poses a great potential to capture the health drinks market with their product Amul pro. Therefore, to conclude our experience as a summer trainee at GCMMF it reveals that health drinks has huge potential in the Guwahati market so Amul should take the right step to stand in the market.
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BIBLIOGRAPHY:
BOOKS
Research Methodology, Methods and Techniques (Second Revised Edition) by C.R Kothari. RESEARCH METHODOLOGY ( second edition) by Kumar Ranjit
Marketing Management, Pearson education, Tenth edition by Philip Kotler.
INTERNET ( 1st June to 31st July)

www.amul.com www.amuldairy.com www.glaxosmithklin.in www.cudbury.com www.heinzindia.com www.managementparadise.com www.google.com www.marketresearch.com http://www.amul.com/m/organisation
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Market analysis of Amul Pro and its related Product QUESTIONNAIRE
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DATE:Dear Sir/ Madam We are MBA student from School of Engineering Technology and Management (SETAM), NAGALAND UNIVERSITY. We are conducting a research study on Nutritional drinks in Guwahati city as a partial fulfillment of the requirements of the degree of Master of Business Administration (MBA). Your kind co-operation in furnishing the required information on the topic will enable us to complete the project in time. we solicit your kind co-operation in this regard, the information, which you furnished, will be kept confidential, and use strictly for academic purpose only.
Ahyulo kent and Vikugha Shohe
SETAM, NAGALAND UNIVERSITY
a. Name of Retailer______________________________________________________ b. Address _____________________________________________________________ c. Name of proprietor ____________________________________________________ d. Contact No ___________________________________________________________
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Q.) Please choose the product that you are dealing and fill up the rows and column.
Profit % Trade price
Product
Qty
MRP
Tax %
Horlicks
Complan
Bournvita
Boost
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Market analysis of Amul Pro and its related Product SCHEDULE FOR CONSUMERS
RESPONDENTS PROFILE NAME: ________________________ SEX : M/F
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AGE 10- 20 20-30 30-40 40& Above MARTIAL STATUS: MARRIED UNMARRIED PROFESSION _________________________ADDRESS____________________________
(Please tick the appropriate boxes) 1. When it comes to health drink which brand comes to your mind first? 2. Why do you prefer a particular brand? Price Quality Brand image Availability
3. Which flavor do you prefer ? a) Choco c) Elachi e) Strawberry Others. (pliz specify) b) Vanilla d) Kesar badam
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Market analysis of Amul Pro and its related Product 4. Why do you prefer a particular brand? a) Price c) Brand image b) Quality d)Availability
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5. For which group do you purchase. a) 3-15 b) 16-30 c) 31-45 d) 46-65 e) 65 above 6. What influences your buying decision a) Advertisement b) Family and friends c) Packaging d) Availability e) Others(please specify) 7. Are you aware of the health drink Amul Pro that AMUL is about to launch a) Yes b) No
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Market analysis of Amul Pro and its related Product 8. Would you try on Amul pro if available and comment a) Yes b) No c) May be
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Comment( ...................................) 9. Do you think Amul pro would be a success and comment a) Yes b) No
Comment( .........)
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Market analysis of Amul Pro and its related Product

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MARKET ANALYSIS OF AMUL PRO AND ITS RELATED PRODUCT

Submitted by: Vikugha Shohe NU/MN-29/11

Under the organizational guidance of

Market analysis of Amul Pro and its related Product

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Signature of the student

School of Management Studies(SMS)Nagaland University

Market analysis of Amul Pro and its related Product

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: Market analysis of Amul Pro and its related products

: Gujarat Co-operative Milk Marketing Federation Limited, Guwahati (GCMMFL)

: Mr. Apurva Mishra, Deputy Manager (sales), GCMMFL Guwahati.

Field guide University Guide Duration

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Market analysis of Amul Pro and its related Product PREFACE

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School of Management Studies(SMS)Nagaland University

Market analysis of Amul Pro and its related Product Acknowledgement

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School of Management Studies(SMS)Nagaland University

Market analysis of Amul Pro and its related Product

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School of Management Studies(SMS)Nagaland University

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OFFICE ADDRESSES BIBLIOGRAPHY

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CHAPTER ONE GENERAL OBSERVATION OF THE ORGANISATION

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(a) SETTING UP OF GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION

Second plant is at MOGAR, which engaged in manufacturing

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Section 1.02 Section 1.03 Section 1.04

Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

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education and product innovation.

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Organizational structure of GCMMF

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ORGANISATIONA STRUCTURE a) EXTERNAL

DISTRICT MILK PRODUCT UNION LTD.

VILLAGE MILK PRODUCT UNION LTD.

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ASSISTANT GENERAL MANAGER

SALES & PURCHASE DEPT.