Amull Buttermilk Research Analysis

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Rizvi Institute of Management Studies and Research Ziya Hasan Khan

A
Project Report On
A Study on Consumer Buying Behavior of Amul Buttermilk and To
Study the Market for the Same
For
AMUL
In partial fulfillment of the requirements of
Master of Management Studies
Conducted by
University of Mumbai
Through
Rizvi Institute of Management Studies & Research

Under the guidance of
Prof. Anjali Talreja

Submitted by

Ziya Hasan Khan
MMS
Batch: 2013 2015
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CERTIFICATE
This is to certify that Mr. Ziya Hasan Khan, a student of Rizvi Institute of Management
Studies and Research, of MMS III bearing Roll No. 118 and specializing in Marketing
has successfully completed the project titled
A Study on Consumer Buying Behavior of Amul Buttermilk and To Study the
Market for the Same
under the guidance of Prof. Anjali Talreja in partial fulfillment of the requirement of
Masters of Management Studies by University of Mumbai for the academic year 2013
2015.

_______________
Prof. Anjali Talreja
Project Guide

_______________ ___________
Prof. Umar Farooq Dr. Kalim Khan
Academic Coordinator Director
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ACKNOWLEDGEMENT
In this project I have made an honest and dedicated attempt to make the research material
as authentic as it could. And I earnestly hope that it provides useful and workable
information and knowledge to any person reading it.
During this small time frame of two months in which the project reached its completion,
there were a few people whom I would like to make a mention of and without whose help
the project would have never seen the light of the day.
I also thank to my internal guide Prof. Anjali Talreja for her timely response, support and
guidance which immensely helped in giving the project the initial direction it needed.
I would like to thank my external guide Mr.Vivek Mitra (Officer in Sales In charger
ZONE 3) who gave me a free hand as far as going about the project work was concerned.
I dedicate this project to the distributors of Mumbai city who were extremely kind and
who at times went out of the way to help me. Without their co-operation it would have
perhaps not been possible to research a few places, which I did, within the stipulated time
frame.

RESEARCH OBJECTIVE:
To know the actual sales of the product.
To understand the requirement of the product.
To determine the expansion strategies.
To understand the impact of various sale promotion strategies on product.
To understand the buying behavior of consumers w.r.t Amul Buttermilk

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PREFACE
The dairy industries companies run mainly on the factors such as availability, service
frequency, affordability, taste and marketing. Availability plays a vital role because
purchasing power is depending upon availability of that product, in case distributors and
retailers service matter a lot. Retailing includes all the activity in selling goods or service
directly to the customers or personal non business use. It overcomes the time, place and
possession gap that separates goods and service from those who needs or wants them.
Retailers as member of marketing channel perform a number of key functions. Some
functions (physical, title, promotion) constitute a forward flow of activity from the
company to the customers; other functions (ordering and payment) constitute a backward
flow from customers to the company. Still others (information, negotiation, finance and
risk taking) in both directions.

The project delvers into the workings from the distribution aspect of an FMCG
organization, in detail. AMUL, being an FMCG company, attaches a lot of significance
to the distribution aspect of its business. The distribution channel of AMUL holds a lot of
potential in affecting the demand or sales of AMUL products through delivery on time,
delivery of variety of products, the retailer-friendliness of the policies being set by the
distributors and equitable distribution of products to all the retail outlets in a particular
region, to name a few. So, In order to plan retail coverage we map out the positions of
Amul outlets, Amul parlors, and competitors outlets. This project was carried out in
Mumbai city Zone 3.

For analyzing and presenting information that is tied to geographical location, we divided
the city in different wards. By analyzing geographical representation and sales data with
spatial distribution, competitor outlets and the density of others in an area, we identify
unexplored area and plan location outlets to increase its market penetration. Using such
research we can ascertain the quality and depth of retail penetration in specific area.

Addition to this we carried out sales promotion activity through discounts and free
samples.
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INDEX
Sr.no Contents Page no.
1.
Introduction
1.1 The Birth of Amul

7-9
2.
Industry Profile
2.1 Overview of Milk Industry
2.2 Dairy Enterprise Model
2.3 Competition Analysis

10-12
12-13
14
3.
Company Profile
3.1 Anand Milk Union
3.2 GCMMF

15
15
4.
Product Profile
16-17
5.
Marketing Activity Kiosk
18
6.
Data Analysis and Interpretation
6.1 Consumer Research Data
6.2 Retailers Research Data

19-28
29-34

7.
Research Methodology
7.1 Research Design

35
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7.2 Sampling Technique
7.3 Method of Data Collection
7.4 Limitations
35
36
36
8.
Findings
37
9.
Suggestions & Recommendations
38
10.
Bibliography
38

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INTRODUCTION
The Birth of Amul

It all began when milk became a symbol of protest.. Founded in 1946 to stop the
exploitation by middlemen, Inspired by the freedom movement

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These seeds of this unusual saga were sown more than 65 years back in Anand, a small
town in the state of Gujarat in western India. The exploitative trade practices followed by
the local trade cartel triggered off the cooperative movement. Angered by unfair and
manipulative practices followed by the trade, the farmers of the district approached the
great Indian patriot Sardar Vallabhbhai Patel for a solution.
He advised them to get rid of middlemen and form their own co-operative, which would
have procurement, processing and marketing under their control.

In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the
cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji
Desai and Tribhuvandas Patel, they formed their own cooperative in 1946. This co-
operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two
village dairy co-operative societies and 247 liters of milk and is today better known as
Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of
Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr
Verghese Kurien, who was entrusted the task of running the dairy from 1950.
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The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach
should become the basis of a National Dairy Development policy. He understood that the
success of Amul could be attributed to four important factors.
The farmers owned the dairy, their elected representatives managed the village societies
and the district union, they employed professionals to operate the dairy and manage its
business. Most importantly, the co-operatives were sensitive to the needs of farmers and
responsive to their demands.
At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as
its Chairman and asked to replicate this model throughout the country.

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INDUSTRY PROFILE
INDIA is the 2nd largest in the emerging economies in the world, with a GDP growth
rate of ~6.5%, 3th largest economy in the world (based on PPP) with a GDP of US $
4.4Trillion, and according to BRIC report published by Goldman Sachs, India will be the
2 largest economy after China by the year 2035.

India, world's largest milk producer, accounting for more than 16% of world's total milk
production, is the world's largest consumer of dairy products. The total amount of milk
produced has tripled from 23 million tonnes back in 1973 to 95 million tonnes in 2008
and expected a production level of 135 million tonnes by 2015. But the projected
demand for milk by 2021-22 estimated at 180 million tonnes which implies that milk
production will be doubled.
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Milk production is growing at 3.3% while consumption is growing at 5% leaving a gap
between demand and supply. In order to meet the rapid growing demand and to increase
the milk production, Union Government has started a central scheme National Dairy Plan
Phase 1, for a period of 2011-12 to 2016 17.This scheme will be implemented with a
total investment of about 2242 crore. This scheme main objective is to help provide rural
milk producers with greater access to the organized milk processing sector and thus to
bridge the gap between the demand and supply of milk in the country.
The share of the total milk processing capacity by private sector is 44%of total installed
capacity of 73 MLPD (Million Liters per Day) in the country. Therefore, the total share
of the organized sector, both cooperatives as well as the private sector is barely 12%.
What is, therefore, disquieting is that as much as 88% share of the total milk production
is commanded by the unorganized sector. In order to attract promote Dairy Industry and
attract more investment in this sector, government has also reduced the excise duty of
16% to Zero on Dairy processing Machineries.
23
95
135
180
1973 2008 2015 2021-22
GROWTH (in millions)
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The untapped potential of the dairy sector is immense and opportunity to set up a new
dairy venture is great. And there is vast potential for the export of dairy products, as the
cost of milk production in India being the lowest.
These factors are attracting huge amount of investments in dairy processing,
manufacturing dairy processing equipment, fruit packaging equipment and equipments
for biotechnology related dairy industry.
Four dairy enterprise models
The following section presents analysis and comparisons of four dairy enterprise models
in India. Chosen for the analysis: i) a private dairy operating in Mumbai (NAGORI) ii)
The Maharashtra State Cooperative as an example of a functioning cooperative, iii) the
Gujarat Cooperative Milk Marketing Federation as an example of a strong functioning
cooperative and iv) a mutually aided cooperative society as an alternative model. Models
such as producer companies (emerging as a new generation cooperative) are still in a
developing stage.
Table 8: Model features
Private
dairy
State
cooperative
GCMMF MACS

Number of farmers involved

150 000

224 000

2 700 000

Average liters milk procured per
day

700 000

322 000

60 000

Liters of milk processed at dairy
plant per day

10 200 000

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As previously noted, cooperatives have been successful only in some parts of the country.
This is largely because the cooperative law falls under the state policy and is formulated
differently in different states. In states such as Gujarat, where the model succeeds, the
cooperative is headed by elected managers and managed by professionals. In many other
states, civil servants manage the cooperative, which results in a lot of government
interference in the day-to-day functioning and leads to a lack of democracy and hence no
sense of ownership or responsibility at the village level.

Three key differences distinguish the Gujarat (GCMMF) cooperatives from the other
states: i) an oversight board elected by farmer members; ii) professionals employed by
the cooperatives to manage the cooperatives and iii) the cooperatives have autonomy and
freedom in their operating policies from interference by government and politicians.
Changing from the cooperative model to the society model has many associated
bureaucratic problems. To overcome the hassles, the concept of producer companies was
introduced as a way of transforming cooperatives to work more efficiently as
representatives of farmers.
0
5
10
15
20
25
30
35
40
45
Farm Level Unorganised Organised Sector
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Major Competitors
Amul is a well known brand with a wide product range in FMCG giving a tough
competition to its competitors. The following are the major competitor in some of its
product range.

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COMPANY PROFILE
Amul (Anand Milk Union)
Formed in 1946, is a dairy cooperative movement in India. It is a brand name managed
by an apex cooperative organization, 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
It 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 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.

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.

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 marketing 1994 had not succeeded, but now it has fresh plans
of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.

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PRODUCT PROFILE

Nutritional Information*
Amount per 200 ml
Energy, kcal 26
Energy from Fat, kcal 9
Total Fat, g 1
Saturated fat,g 0.5
Cholesterol, mg 3
Total Carbohydrate, g 2.3
Added Sugar, g 0
Protein, g 2.1
Calcium, mg 91
Sodium, mg 30
Phosphorous, mg 79
Thiamine, mcg 25
Riboflavin, mcg 73
Niacin, mcg 61
Folic acid, mcg 4.5
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Unlike carbonated soft drinks, Amul Masti Spiced Buttermilk is 100% Natural and
Sucrose Free without any color or preservative added. It is a low fat product with lower
sodium salt content. It contains protein with almost 50% lower calorie than soft
drinks. The spices and condiments added to the product enhance its taste and flavor.

Scientific bacterial culture in Amul Buttermilk improves digestion. It is conventionally
packed in pouches and easily available at Amul Milk outlets spread all over major cities
of India. Buttermilk is traditionally known as "Chhash" (Gujarat & MP), "Mattha" (UP &
Delhi), "Tak" (Maharastra), and Ghol" (Bengal).

Product Application
Take a glass full in early morning in place of Tea; Amul buttermilk will improve the
digestive function. Replace your soup with Amul Buttermilk; it will give you dieting
benefits. Take a glass of Amul Buttermilk after lunch / dinner for better digestion. Just
give "Tadka" to Amul Buttermilk and use it as your "Dal". Add some coriander cumin
and salt to Amul Buttermilk and your guest offering is ready. You can prepare Besan
Kadhi from Amul buttermilk.

Pricing of Product
Amul Buttermilk - PLAIN RS 11
Amul Spiced Buttermilk MASALA RS 5
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MARKETING THE KIOSK WAY
A massive KIOSK activity was carried out across zone 3 from the period of 15
th
may to
15
th
July. The activity includes selling and promotion of Amul Spiced Buttermilk at
special offer.
The offer was buy 2 pouch of Amul Spiced Buttermilk (Rs 5/pouch) and get 1 free, Buy 5
pouch and get 2 pouches free followed by buy 7 pouch and get 3 pouches free.

The activity was carried across different distributors and retailers point. The activity
resulted into massive boost in sales in that particular region. Within the period of 15
th

may to 29
th
may around 35 crates were sold.
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DATA ANALYSIS AND ITERPRETATION
Consumer Research Data
Q.1 Gender

Interpretation According to the survey total sample size of 100 includes 43 male
respondents and 57 female respondents. This show female population plays greater role
in purchase decision.
0 20 40 60 80
Male
Female
Gender
Male
Female
Sr. No. GENDER NO. OF RESPONDENTS
1 Male 39
2 Female 61
TOTAL 100
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Q.2 What would you prefer?

Interpretation According to the survey, consumer perception about the Buttermilk is
narrow as majority of them would prefer homemade buttermilk (68%) rather than going
for packaged buttermilk (32%).
This perception of consumer can be changed over a period of time with the help of sale
promotion activity which will make them induce TRAIL.
68%
32%
Preference
Homemade Buttermilk
Packaged Buttermilk
Sr. No. PREFERENCE NO. OF RESPONDENTS

1

Homemade Buttermilk

68

2

Packaged Buttermilk 32
TOTAL 100
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Q.4 Have you ever tried Amul Buttermilk (Chaas)? If yes than are you continue
using it on day to - day basis?

Interpretation According to the survey, Majority of the population had tried Buttermilk
in past and out of the majority there are many potential prospect who are still a regular
users who can become future sales.
For this there is a need of creating more and more awareness about the Amul Buttermilk.
0%
20%
40%
60%
80%
100%
Yes
No
Continuos
Usage
Yes
No
Continuos Usage
Sr. No.
RESPONSE
NO. OF
RESPONDENTS
CONTINUOS
USAGE

1 Yes

81

52

2

No 19

48
TOTAL 100 100
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Q.5 Which of the following brands of buttermilk have you heard of? (Select all that
apply.)

0%
20%
40%
60%
80%
100%
Danone
Amul
Gokul
Aarey Buttermilk
Britania
Others
Brand Awareness
Sr. No. BRANDS % OF RESPONDENTS
1 Danone 28%
2 Amul 90%
3 Gokul 24%
4 Aarey Buttermilk (Aarey
center) 48%
5 Britannia 13%
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Interpretation - According to the survey, the brand awareness of Amul Buttermilk is
highest among the competitors in the market. This is plus point for the brand as other
brands from same parent Co. (GCMMF) gives Amul Buttermilk more visibility and
exposure.
Co. should use this opportunity by giving free samples of Amul Buttermilk (200ml) with
other products.

Q.6 Reason for discontinuing the Consumption of Amul Buttermilk
(Select all that apply)
Sr. No. REASONS % OF RESPONDENTS
1 Taste 58%
2 Price 13%
3 Quality 64%
4 Availability 48%
5 Other reason
(please specify) 23%
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Interpretation According to the survey carried on to 100 sample shows that the reason
for discontinuing the consumption of Amul Buttermilk is QUALITY and TASTE of the
Product.
Most of the people didnt like the taste, with that in mind they thought the reason for bad
taste is because of poor quality of milk substance. Also the availability of the product is
not there @Distributor or Retailer point.
Co. should tackle it by improvising on the taste and quality of product. Add new flavors
to the category and make sure the delivery to the retailers/distributors point is on time and
in sufficient capacity to meet the requirements of that particular zone.

28%
7%
31%
23%
11%
RESPONSE
Taste Price Quality Availability Other reasons
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Q.8 Will you consume buttermilk in seasons other than summer?

Interpretation According to the survey, we come to know about the consumption
pattern of consumer. Around 59% of the sample will like to consume Buttermilk other
than summer season.
But almost half of the sample size will stick to summer as their preferable season for
consumption. The above response shows that Buttermilk as a product is seasonal in
nature and max sales will happen only in summer.
0 10 20 30 40 50 60
YES
NO
RESPONSE
Sr. No. RESPONSE NO. OF RESPONDENTS
1 YES 57
2 NO 43
TOTAL 100
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Q.9 What would you prefer?
Carbonated Soft drinks 500ml for Rs 35
Amul Buttermilk 500 ml for Rs 10

Interpretation According to the survey conveyed on sample of 100 people shows that
consumer will prefer Amul Buttermilk over Carbonated Soft drinks when given chance to
choose between two. This shows that consumer is very cautious related to the health
factor.
So company can take advantage of this scenario and convey message showing benefit of
choosing Amul Buttermilk over Carbonated Soft drinks.
21%
79%
RESPONSE
Carbonated Soft
drinks
Amul Buttermilk
Sr.
No. PREFERENCE
NO. OF
RESPONDENTS
1 Carbonated Soft drinks 500ml for Rs 35 21
2 Amul Buttermilk 500 ml for Rs 10 79
TOTAL 100
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Q.10 If Amul Buttermilk is available in new Jeera (Cumin Seed) flavor would you
like to try it?

Interpretation According to the survey, it shows that people are looking forward for
new variants of Amul Buttermilk.
Co. should definitely come up with new variants and flavors.
0
20
40
60
80
100
YES
NO
RESPONSE
Sr. No. RESPONSE NO. OF RESPONDENTS
1 YES 81
2 NO 19
TOTAL 100
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Q.11 How much the following attributes matters you while purchasing Packet
Buttermilk? Justify your attribute by rating it.

Sr.no

PREFERENCE

% OF RESPONDENTS

1.

Taste or Flavor

98%

2.

Durability (Shelf
life)

35%

3.

Price

77%

4.

Qty

54%

Taste or Flavor
Price
Durability (Shelf
life)
Qty
98%
77%
35%
54%
RESPONSE
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Interpretation According to the survey Taste and Flavor of the product makes highest
priority for consumer. Therefore there should be continuous improvisation in product
attributes. Other factor like price is secondly preferred priority.
In case of Amul Buttermilk the product is smartly priced so there is no need of any
change in price
RETAILERS RESEARCH DATA
TARGET GROUP
REATAIL SHOP
AREA
MAHIM to VILE PARLE (ZONE 3)
Q.1. Do you have cooling facility in your store?
Yes No

Sr. No.
RESPONSE NO. OF RESPONDENTS
1
YES 68%
2
NO 29%
TOTAL 100%
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Interpretation According to the survey around 70% of the retailers have cold facility
whereas 30 % dont have any support of cold storage.
So for a Retailer to keep dairy product (such as Buttermilk) it is must to have cold
storage.
So for this reason my 30% of the total population is not tapped because of absence cold
storage facility.

Response
69%
29%
YES NO
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Q.3 Which Brand of Buttermilk does you keeps?

10%
27%
20%
35%
3%
5%
Assorment Mix
Danone
Amul
Gokul
Aarey Buttermilk (Aarey center)
Britannia
Others
Sr. No.
BRANDS
NO. OF RESPONDENTS (out of
40)
1 Danone 4
2 Amul 11
3 Gokul 8
4 Aarey Buttermilk (Aarey
center) 14
5 Britannia 1
6 Others 2
TOTAL 40
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Interpretation According to survey most of the retailers keep Aarey Co. Buttermilk,
after that Amul ranks 2
nd
in the race.
When reason asked most of the retailers said they get good margin on Aarey product and
they get lowest margin on Amul products.
Also consumer are more familiar with Aarey products , most of the retailers said.

Q.4 Any problem related to the product (Amul Buttermilk)? If yes please specify?

9
2
Problem
YES NO
Sr. No.
RESPONSE
NO. OF RESPONDENTS (11 out
of 40)
1 YES 9
2 NO 2
TOTAL 11
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Interpretation - Most of the retailers have problem with Amul Buttermilk, which is not
good for the brand like Amul.
The problems were as follows:-
Margin related Problems
Replacement of damaged products
Dumping of old batch production, of which the expiry date is near.
Late delivery

32%
19%
30%
19%
Problems
Issues related to Amul Buttermilk
Late delivery Dumping of old stock Replacement Margin
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Q.5 Which variants of Amul Buttermilk if more economical for you? Please specify
the reason.
200ml - Pouch pack Spiced Buttermilk
500ml - Pouch pack Plain Buttermilk

Interpretation According to the survey, majority of the retailers across zone 3 prefer
keeping 200ml Spiced buttermilk as compared to 500ml - plain buttermilk.
Reason given:-
200ml Spiced Buttermilk
Size of the product It is easy to hold and store, save space.
Margin The margin on this product is 0.50 paise/pouch and which
sells out very fast.
Which is good as compared to 500 ml pack which has 0.85
paise/pouch margin?
Easy to Display It is easy to display the product as a sample.
Most frequently asked This variant of Amul Buttermilk is most frequently asked
by the customer as it is ready to serve drink.
68%
32%
Response
500ml - Pouch pack Plain Buttermilk
200ml - Pouch pack Spiced Buttermilk
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RESEARCH METHODOLOGY

Research methodology is the way to systematically solve the problem. In it we study the
various steps that are generally adopted by a researcher in studying his research problem
along with the logic behind them. Thus, When we talk about research methodology we
not only talk of the research methods but also consider the logic behind the methods we
used in the context of our research study and explain why we are using a particular
method or technique and why we are not using others so that research results are capable
of being evaluated either by the researcher himself or by others.

RESEARCH DESIGN
A sample size of 100 consumers and 40 retailers was taken into consideration..
The survey was conducted in the area Mumbai Zone 3 (includes Vile parle to
Mahim)

Sampling techniques:
A quota sampling technique was adopted because the sample audience was made out of
potential purchasers of the product. The sample was carefully drafted. A lot of care was
taken when designing the questionnaire and also when collecting information
Primary data
The primary data consists of information obtained from the retailers, distributors and
through consumer interaction.
Secondary data
The secondary data is obtained from the information already published in research
articles , books and newspaper. The websites like Amul.Com ,Scribd. Com , Wikipedia ,
PTI , etc were also useful.
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Methods of Data Collection
The source of the data collected for the research is both primary data and secondary data
Primary Data:
By Observation Method:
By Personal Interviews: The data was also collected by pitching consumers at retailers
and distributors place across Zone 3. Each consumer was asked questions with the help
of tool (questioner). Though the Questioner was close-ended but it made consumers think
for a while when responding.
When it comes to retailers the data was collected by visiting the Retail outlets across
Zone 3 by seeing the displayed Amul products in that stores.
The data was collected on the following parametrs:
Price (Margins).
Visibility.
Shelf Life.
Discounts Offered.

Limitations
The research was carried out for 2 months which proved to the insufficient to tap
the accuracy of the study.
Time factor has been a very big limitation in the research survey like this.
Restriction w.r.t location on study. We cannot expand our research to other
geographical location.

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FINDINGS

1.With respect to the above study and the findings thereby, the product (Amul
Buttermilk) is working on regional pattern i.e. Amul Buttermilk Sales is highest in Vile
Parle and Sanatacruz where as in Mahim it is very low.

2. The awareness of the product is very low amongst consumers.

3. Amul Buttermilk as a Product is somewhat seasonal in nature. In summers the sales are
at peak.

4. There were about 4 out of 10 local unorganized Buttermilk sellers who were selling
buttermilk in plain glass bottle with no brand name.
5. Study shows that Aarey Buttermilk is the biggest competitor for Amul Buttermilk,
where as Danone is also few steps behind in the race and Gokul has gained competitive
position as well.
6. According to the survey it is founded that, Aarey Co. pays highest markup.
7. According to Survey, Aarey co. has best after sales service (like return of defective
pouch, customer grievances) followed by Amul and Gokul.
8. Majority of the dealers are not satisfied with the profit margin of Amul.
9. Sales promotion scheme had boosted the sales of Amul Buttermilk in certain region.

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SUGGESTIONS & RECOMANDETION
1. Company should improve its sales and distribution in order to tackle the problem
related to late delivery.
2. Company should distribute free samples more often for making brand popular among
people.
3. Company should introduce new variants and flavors.
4. Distributors and Retailers desire more advertisement to be done through local
newspaper and cable TV ads. To make consumers aware about the product.
5. Company should increase the margins of retailers.
6. Company should target middle class or semi-middle class customers. Also target
according to the cultural group.

BIBLOGRAPHY
www.Amul.com/home/product/63chbjduij/jv
www.mma.com/ysis
www.Notca.com/researchdata/ydncid/$hd/km
www.economictimes.com/archives/13/sjdjdamul?

Amull Buttermilk Research Analysis

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Amull Buttermilk Research Analysis

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Rizvi Institute of Management Studies and Research Ziya Hasan Khan

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