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S.S.H.C.

JAIN INSTITUTE OF MANAGEMENT AND


RESEARCH

2014-15
A
PROJECT REPORT ON
PRODUCT PROFILE
OF
AMUL
THE TASTE OF INDIA

GUIDED BY:

SUMBITTED BY :

Mr. Ankur Bhatt

Miss Khushbu jain

Assistant Professor

M.B.A (Ist Sem.)

Dr. Hari Singh Gaur University Sagar (M.P.)


For
The Partial Fulfillment
Of Degree
Of Master Of Business Administration

DECLARATION
S.S.H.C.JAIN INSTITUTE OF MANAGEMENT AND RESEARCH
Dr. Hari Singh Gaur University Sagar (M.P.)

I , Khushbu Jain declare that the project on product profile of AMUL is my own
original work .Wherever the contribution of others are involved, every effort has been made to
indicate this clearly with due reference to the literature and acknowledgement.

To the best of my knowledge the report does not content any work which has been submitted for
the award of any degree anywhere.

Signature of the candidate


Miss. Khushbu Jain
M.B.A. (Ist. Sem.)

CERTIFICATE

S.S.H.C.JAIN INSTITUTE OF MANAGEMENT AND RESEARCH


Dr. Hari Singh Gaur University Sagar (M.P.)

This is certifying that the work entitled Product Profile of AMUL is a piece of research
work done by Khushbu Jain for the portal fulfillment to the degree of MBA (Ist.Sem) under the
guidance and supervision of Mr. Ankur Bhatt (Assistant Professor) of S.S.H.C. Jain Institute of
Management & Research Sagar. (M.P.).

For the degree of MBA is satisfactory in respect of:

Contents and the presentation or subject matter.


1) Language
2) Embodies the original work of the candidate.
3) Submission within due date.

Signature of supervisor

Signature of Examiner

Signature of Director

ACKNOWLEDGEMENT

Success is an effort b ound ed actively, involving the co-operation of all. To create


and formulate this project report, I would be thankful to the entire individual
who Served me as a true guide and epitome of knowledge. A Project usually falls
short of its expectations unless guided by the right person at the right time.
I would like to thank to Mr. Ankur Bhatt & Abhishek Saraf

Project guide f o r

anytime and every time guidance and continuous support. His experience and
methodology of providing training helps m e not to perform the desired activity
but to accomplish creativity. I also like to thank all staff members of my college who
are always very supportive for me.
Above all, I would like to thank Participants to help me to complete it

Miss. Khushbu Jain


M.B.A. (Ist. Sem.)

PREFACE

Project report is a very important part of a MBA curriculum. It provides an optimistic


iconography for Future existence through which students are able to see the real industrial
environment which gives an opportunity to relate theory with practice.
The main objective of making project report is to develop skill in student by supplement to the
theoretical study of business management in general and 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 todays globalize world, where cutthroat competition is prevailing in the market, theoretical
knowledge is not sufficient. Beside this one need to have practical knowledge, which would help
an individual in his/her carrier activities and it is true that Experience is best teacher.

Miss. Khushbu Jain


M.B.A. (Ist. Sem.)

ACKNOWLEDGEMENT
Success is an effort bounded actively, involving the co-operation of
all. To create and formulate this project report, I would be thankful to
the entire individual who Served me as a true guide and epitome of
knowledge. A Project usually falls short of its expectations unless guided by
the right person at the right time.
I would like to thank to Mr. Abhishek. Project guide f o r anytime
and every time guidance and continuous support. Her experience and
methodology of providing training helps m e not to perform the
desired activity but to accomplish creativity. I also like to thank my
parents and my family members who are always a support for me.

Above all, I would like to thank the Almighty God without


whom this

work could never have been completed.

TABEL OF CONTENTS
CERTIFICATE
DELCARATION
PREFACE
CERTIFICATION OF THE SURVEYED INSTITUTION
ACKNOWLEDGEMENT
CHAPTER -1
INTRODUCTION
HISTORY
CHAPER -2
OBJECTIVES
RESEARCH METHODOLOGY
CHAPTER 3
SWOT ANALYSIS
CHAPTER 4
DATA ANLAYSIS AND INTERPRETATION
CHAPTER 5
FINDINGS
SUGGESTIONS
CONCLUSION
LIMITATION
BIBLIOGRAPHY
APPENCES
QUESTIONNAIRE

PHOTO GALLERY

Introduction & History:


In the year 1946 the first Milk union was established. This union was started with 250 liters
of Milk per day. In the year 1955 AMUL was established. In the year 1946 the union was
known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union
selected the brand name AMUL in 1955.
The brand name Amul means AMULYA. This word derived form the Sanskrit word
AMULYA which means PRICELESS. A quality control expert in Anand had suggested
the brand name AMUL. Amul products have been in use in millions of homes since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,
Amul Shrikhand, Amul Ice cream, Nutramul, Amul Prolife Product, Amul Pro and Amulya
have made Amul a leading food brand in India. (The total sale is Rs. 2 billion in 2012). Today
Amul is a symbol of many things like of the high-quality products sold at reasonable prices,
of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the
marketing savvy of a farmers' organization.
And have a proven model for dairy development (Generally known as ANAND
PATTERN).
In the early 40s, the main sources of earning for the farmers of Kaira district were farming
and selling of Milk. That time there was high demand for milk in Bombay. The main supplier
of the milk was Polson dairy limited, which was a privately owned company and
held monopoly over the supply of milk at Bombay from the Kaira district. This system leads
to exploitation of poor and illiterates farmers by the private traders. The traders used to
beside the prices of milk and the farmers were forced to accept it without uttering a single
word.

However, when the exploitation became intolerable, the farmers were frustrated. They
collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom
movement. Sardar Patel advised the farmers to sell the Milk on their own by establishing a
co- operative union, Instead of supplying Milk to private traders. Sardar Patel sent the farmers
to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at
Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society
for collection ofthe Milk

These village societies would collect the milk themselves and would decide the prices at
which they can sell the Milk. The district union was also form to collect the Milk from such
village co-operative societies and to sell them. It was also resolved that the Government
should be asked to buy Milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative response
by turning down the demand for the milk. To respond to this action of govt., the farmers of
Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to
the traders. As a result the Bombay milk scheme was severely affected. The milk
commissioner of Bombay then visited Anand to assess the situation. Having seemed the
condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect and sell
milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien
showed main interest in establishing union who was supported by Shri Tribhuvandas Patel
who lead the farmers in forming the Cooperative unions at the village level. The Kaira district
milk producers union was thus established in ANAND and was registered formally on 14th
December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was
commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 liters of milk was collected every day. But with the growing
awareness of the benefits of the cooperativeness, the collection of milk increased. Today

Amul collect 9.4 million liters of milk every day. Since milk was a perishable commodity it
becomes difficult to preserve milk for a longer period. Besides when the milk was to be
collected from the far places, there was a fear of spoiling of milk. To overcome this problem
the union thought out to develop the chilling unit at various junctions, which would collect
the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more
than 150 chilling centers in various villages. Milk is collected from almost 1500 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand under the
Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was
planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15,
1954. Shri Pandit

Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on
November 20, 1955.

Amul Secret Of Success:

The system succeeded mainly because it provides an assured market at remunerative prices
for producers' milk besides acting as a channel to market the production enhancement
package. What's more, it does not disturb the agro-system of the farmers. It also enables the
consumer an access to high quality milk and milk products. Contrary to the traditional
system, when the profit of the business was cornered by the middlemen, the system ensured
that the profit goes to the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a pattern and
model for emulation elsewhere.
Amul has been able to:
Produce an appropriate blend of the policy makers farmers board of management and the
professionals: each group appreciating its rotes and limitations.

Bring at the command of the rural Milk producers the best of the technology and harness
its fruit for betterment.
Provide a support system to the Milk producers without disturbing their agro-economic
systems.
Plough back the profits, by prudent use of men, material and machines, in the rural
sector for thecommon good and betterment of the member producers.

Even though, growing with time and on scale, it has remained with the smallest
producer members. In that sense, Amul is an example par excellence, of an
intervention for rural change.

The Union looks after policy formulation, processing and marketing of Milk, provision of
technical inputs to enhance Milk yield of animals, the artificial insemination service,
veterinary care, better feeds and the like - all through the village societies. Basically the
union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK
UNION LIMITED), a name which suggest THE TASTE OF INDIA.
Amul (Anand Milk union ltd.) is based on four hands, which are coordinated with each
other. The actual meaning of this symbol is co-ordination of four hands of different people
by whom this union is at the top position in Asia.
First hand is of farmers, without whom the organization would not have existed.
Second hand is of processors, who process the row material (Milk) into finished goods.
Third hand is of marketer, without whom the product would have not reached the
customers. Fourth hand is of customers, without whom the products would have not carried
on.

Internal Organization Structure:

The following is internal organisation chart of Amul:


Organization Structure Chart
Chairman

Managing Director

General Manager
Ass. General Manager

Finance
Dept.

Production
Dept.

Marketing
Dept.

Senior
Manag
er

Senior
Manager

Senior
Manager

Senior
Manager

S
Ma
na

Financ
Manag
er

Productio
Manager

Marketing
Manager

Sales
Manager

Pers
Ma
nag

Officer

Marketing
Executive

Officer

Supervisor

F.S.R.

Accountant

Officers

Sales & Purchase


Dept.

Salesmen

Personnel
Dept.

P.R.F.

Executive

Advertising by Amul:

Amul has two agencies that look after its entire range of products namely FCB Ulka and Da
cunha.

FCB Ulka looks after a broad range of products namely, Amul Lite Breadspread, Amul
Shrikhand, Amul Chocolates, Amul Paneer, Amul SnowCap Softy Mix Ice cream,
Amul/Sagar Ghee, Amul Infant Milk Formula 1 & 2, Sagar Tea and Coffee whitener,
Amul Spray Infant Milk Food, Amul Mithaee, Amul Gulab Jamun, Amulya Dairy
Whitener, Mithaimate Sweetened Condensed Milk, Amul Ice cream, Sagar Skimmed Milk
Powder and Amul Whole Milk Powder.

Da Cunha looks after the Amul butter. Da Cunha also prepares the very popular Amul butter
billboard campaigns, which we see at various locations. Over and above the Amul butter, Da
Cunha also looks after the Amul Cheese, Cheese spread, Gouda Cheese, Emmental Cheese,
Masti Dahi and Butter, Amul Slim-n-Trim, Amul Taaza and Amul Gold (all different brands
of Milk), Amul Fresh Cream, Amul Chocolate Milk, Amul Fresh Milk and Nutramul. FCB
Ulka also looks after the corporate campaign.

Sales Turnover:
Sales turnover of GCMMF from 1994 to 2012 :-

Sales Turnover

Rs (million)

US $ (in million)

1994-95

11140

1995-96

13790

1996-97

15540

1997-98

18840

1998-99

22192

1999-00

22185

2000-01

22588

2001-02

23365

2002-03

27457

2003-04

28941

2004-05

29225

2005-06

37736

2006-07

42778

2007-08

52554

2008-09
2009-10

67113
80053

1
5
0

2010-11

97742
4

2011-12

116680

2013-14

181434

1
4

Some Facts:

Members:

13 District Cooperative Milk


Producers' Unions

No. of Producer Members

3.03 million

No. of Village Societies

15,712

Total Milk handling capacity

13.67 million litres per day

Milk collection (Total - 2010-

3.45 billion litres

11)
Milk collection (Daily Average

9.2 million litres

(2010-11)
Milk Drying Capacity

647 Mts. per day

Cattlefeed manufacturing

3690 MTS per day

Capacity
Sales Turnover (2010-11)

Rs. 9774 Crores (US $ 2.2


billion)

Achievement & Awards:


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:
First self motivated and autonomous farmers organization comprising of more than
5000000 marginal Milk producers of Kaira District.

Created Dairy co-operatives at village level functioning with Milk collection centers
owned by them.

Computerized Milk collection system with electronic scale and


computerized accounting system.

The first and only organization in world to get ISO 9000 standard for its farmers
co-operatives.

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.

AWARDS:Amul a co-operative society and its co-operation has led many different awards in its
favour.

Amul wins World Dairy Innovation Awards - 2014

Amul receives Srishti Good Green Governance award for the year 2013

GCMMF Receives Prestigious CNN-IBN Innovating for a Better Tomorrow

Award
Amul wins AIMA High Performance Brand Award-2013 for brand Amul
Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD
STANDARD Quality Award 2013
GCMMF wins the SAP Award for Customer Excellence (SAPACE) 2013 under

the category of "Best Run Award in Finance"


ET-Corporate Citizen Award of the Year 2010-11 to GCMMF
Amul receives Green Globe Foundation Award
Dr. V.Kurien honoured with Life Time Achievement Award
GCMMF receives Srishti's G-Cube Award - 2010
Amul Bags International Dairy Federation Award
Amul Bags Srishti G-cube Award For Good Green Governance - 2009
Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit
Ramkrishna Bajaj National Quality Award - 2003
Qimpro Gold Standard Award - 2003
Amul - The Taste Of India (GCMMF) Receives International CIO 100 Award For

Resourcefulness
Rajiv Gandhi National Quality Award - 1999

List of Products Marketed:-

Bread spreads
Amul Butter
Amul Lite Low Fat Bread spread
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), Frozen, Refrigerated and Tinned
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
Pure Ghee
Amul Pure Ghee

Sagar Pure Ghee


Amul Cow Ghee
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
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 Product Powder

PLANTS
First plant is at ANAND, which engaged in the manufacturing of Milk, butter, ghee, Milk
butter etc.

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


Amul Ganthia and Amul lite.

Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese

Objectives of Project:
The main objective of the Study can be listed as follows
A. Primary Objective
1 To find size of retail network of Amul Prolife Probiotic Product
Kalyan Region.
2 To find the problems faced by retailers in selling and storing.
3 To collect the information about the competitors.
4. To find the problems regarding distributors.
B. Secondary Objective
1. To organize sales promotional activities to improve Product selling.
2. To generate and secure consumer awareness.
4.2 Scope of Project:
The study carried out in Kalyan Region so its scope is mainly limited to
Kalyan Region.
It gives information about the size of the retail network.
It gives information about the services given by distributor to their
retailer.
It gives information about the competitors products.
It will serve consumer in better manner.

Research Methodology:
The research was conducted from 4th october, to 30th december, 2014. The research includes
meetings with the retailers, consumers and dealers. It included preparation of the
questionnaire to be answered by above people for knowing the competitive position of Amul
Product in the market. The views of the above parties were recorded in the research as per the
questionnaire set by us.

5.1.1 Research Approach:

The objective was to know the competitive position of Amuls Productin the market thus in
order to successfully conduct the research the unbiased opinion of the above parties was
desirable. Thus we conducted the research as the representative of Amul company and
sometimes the representatives of the other company like Mother Dairy or Gowardhan in
order to have an unbiased opinion of the concerned persons and it worked to achieve our
goal.
5.1.2 Research Instrument:

The research instrument was the structured questionnaire formulated for the respondents. The
questionnaire was different for the retailers and dealers and for the consumers there was a
different set of questionnaire. There were also the area maps.
5.1.3 Types of Question:
The second 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.
Questionnaire contains following type information-

1. Open-ended question

2. Dichotomous question

3. Multiple-choice Question

Both the questionnaire consists of all three types of question. Mostly all questions are
multiple type questions. Dichotomous question are few in number. There is only one openended type question.

5.1.4 Phrasing of Question:

In questionnaire, I try to phrase the question in logical way. For example I arrange question
in sequence as personal information, awareness data, usage data, and finally related to
reason and satisfaction.
. 1.5 Sampling
Plan: Sample size
The sample size was as follows:
SR. NO.

RESPONDENT

TOTAL NUMBER

1.

Retailers

169

2.

Consumers

95

3.

Distributors

Sampling Technique:

A stratified sampling technique was used. A different Stratum for different t ype of respondent
within every stratum the respondents was selected as per convenience basis.

5.1.6 Method of Survey: 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, income, status, standard information.
Visual aids in the form of catalogues samples etc. can be used to get views, opinions, and
attitudes of responder.

5.2.1 All Product Was Conducted For Survey :-

Composition:

Toned Product, Sugar / Salt, Fruit Pulp Compound, Stabilizer , Active


Probiotic Culture
Nutritional Information
60 kcal/100 ml
Special Features:
Tasty, Healthy and refreshing treat for all age people
Contains live Probiotic Bacteria which helps digestion and improve immunity.
Made with special culture to give a smooth, mild, acidic taste.
It is made from natural ingrediants.
Available in 4 flavours namely Rose, Jeera (Cumin), Mango, Pineapple.

Product Specification:
Amul Prolife Product meets the PFA standards for the respective type of Product.

Pricing of the Product

Price to distributor

Rs 13.50

Price to Retailer

Rs. 14.30

MRP

Rs 15.00

Shelf life :
Best before 10 days from packaging of product.
Storage Condition :
Keep under Refrigeration below 8 C.
How the survey conducted
To approach the outlets with the following requirements in mind.

At Approach:

What type of shop it is? (hotels, amrutulya, bakery, restaurant, general stores, super
market)
Does it stock Amul products?

What other brands available in the shop

Secondary Level:

Whether it sells Product ?

If yes, whether it sells Amul Prolife Product ?

Whether the company provides any promotional support ?

Territory Level:

Does he sell local Product or not ?

Which is the most selling Product in the market ?

Who supplies Product to your shop ?

Does the delivery of Product is on time ?

What is the mode of payment credit or cash ?

Others:

Types of schemes given to him.

Addendum:

Outlets may include institutions, general stores, mithai shops, super market, canteens,

juice bars, ice-cream corners etc.

These sectors were chosen because the company believed that these segments could be

the best potential buyers for this product.

DATAP ROCESSINNG
& ANALYSIS

6.1 Data Analysis For Retailers:1) Number of retailers stocking Amul Prolife Product.

Ans
wer
Yes

No.
of
55

Per
cent
20%

No

114

80%

Yes 33%

Yes
No

No 67%

Interpretation:
The above graph indicates that only 1/3rd of the retailers are selling Amul Prolife Product.
It shows that Amul Prolife Product brand is not popular among the retailers.

2) Reasons for Amul Prolife Product not stored by retailers.


(Out of 169 retailers 114 were not buying Amul Prolife Product.)

No.

of

Answer
Less shelf life

responden
6

Low margin

75

No replacement

20

No distribution

13

No distribution

13

No replacement
20
Low margin

75

Less shelf life

10

20

30

40

50

60

70

80

No. of respondents

Interpretation:

From above graph it is clear that half of the retailers were not satisfied with Amul
replacement and margin policy.

Some retailers responded about absence of packaging date.

Very less retailers complained about distribution network

3) Preference of retailers to Product brand.


BRANDS

RESPONDE
NTS

Amul

15
Aarey
77
Denon
45
Gokul
6
Others
26

Others

26

Gokul

Denon

45

Aarey

77

Amul

15

10

20

30

40

50

RESPODENT
.
Interpretation:

60

70

80

90

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

Some retailers also prefers Denon and others brands.

4) Sources from where retailers get Amul Prolife Product


(Out of 169 retailers only 55 were buying Amul Prolife Product.)
An
sw
Distributor
s
Other
suppliers

No.
respondent
52
3

of

Percentage
95 %
5%

Interpretation:

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

5) Retailers satisfaction with Amul distributor.


(Out of 169 retailers only 55 were buying Amul Prolife Product)
Answer
Yes

No.
respondent
34

No

21

of

Percentage
62 %
38 %

No
38
%

Yes
Yes

No

62%

Interpretation:

Graph shows that most of the retailers were satisfied with the service provided by the Amul
distributors.

6) Interest of retailers in wholesale distribution of Amul Prolife Product.

Answe
r
Yes

No. of
respondents
27

No

Percenta
ge
16 %

142

84 %

Ye
s
16
%

Yes
No

N
o
84
%

Interpretation:

Graph represents the interest of the retailers to start Amul Prolife Product distribution .The
questions asked to increase the retail coverage.

Most of the retailers were not interested.

Only 16% of the retailers were ready to start Amul distribution.

7) Awareness among retailers for Amul Parlor (APO) and its benefits.
(Out of 169 retailers only 118were questioned as they had large store.)

Answe
r
Yes
No

No. of
respondents
70
48

Percenta
ge
59 %
41 %

No
41
%

Yes
No
Yes
59
%

Interpretation:

APO is the outlet where you get Amul Prolife Product and Product products and it helps to
increase the market share. This question asked to the retailers who were strong enough in

capital.

From graph it can be interpreted that the awareness about APO is very low.

8) Consumers expectation from Amul Prolife Product.


(Out of 169 retailers only 55 were buying Amul Prolife Product.)
ATTRIBUTE

RESPONDE
NTS
7

Good quality
Shelf life

23

Availability

25

Availability

25

Shelf life

23

Good quality

10

15

20

25

30

RESPO
DENT

Interpretation:

The question asked to the retailers where the Amul Prolife Product is being sale, and
tried to collect feedback of customers about Amul Prolife Product.

More customers were having complaints about the clear date of packaging and availability.

Some customers were not happy with quality of Product.

Observation Findings:Retailers: (super market, grocery shops, ets)


Retailers are not interested because they dont
have storage facility but if company provides
them such facility they will be sale Amul Prolife
Product.
Because of low profit margin almost all
retailers are not interested in Amul Prolife
Product selling.
The 200 ml glass are no available to the
retailers for selling.
On question, why retailers are not interested in
selling of Amul Prolife Product, it is found they
were not happy with margin, availability and
replacement and taste of the Product.
Retailers were selling different brands. Because
they were able to receive more margin from non
popularized brand that they could not from well
known brands.
All retailers get Amul Prolife Product from
company selected distributors.
Measurable amount of retailers were not happy
with the distributors, because of frequent change
in distributors and late delivery of Product.

All retailers were familiar with sales promotion


activities undertaken by Amul. But more of
the activities were not communicated by
distributors. So it shows that distributors are
taking the
advantage of such activities.
Some questions were asked with view to
convert retailers into distributors, but due to low
margin they denied that.

Retailers were not interested to start APO


because to start APO one required large amount
investment i.e. near about 2 Lakhs and with this it
is mandatory to sale only Amul products, so most
of the retailers did not show interest in APO.

Limitations:-

This report had to work under several constraints


and limitations. Some of the key limitation are.
1. The survey is limited only for ten wards.

2. Time period of the project was 8 weeks, which


may not be enough to understand the whole
market.

3. Convenient sampling was used as the mode of


conducting the research.

4. The sample size of the taken was small,


therefore it can be said that the chosen sample is
not the representative of the whole population and
this hindered quantitative research.
5. The psychology and temperament of a
respondent

play

significant

role.

Some

respondents are more sensitive as against others


who are more tolerant. A change in the
composition of the respondents can affect the
answers adversely or favorably.
6. Respondents may not have been true in
answering various questions and may be biased to
certain other questions.
7. Out of the whole research and analysis, only
four major brands could be highlighted, leaving
aside the other non-popular brands.
8. The questionnaire mostly contained multiple
choice questions,
therefore
many
respondents did not give a proper thought before
up the questions, and some even ticked things,
which were not applicable. Therefore, all this
increased the bias.

9. The sample size of Retailers / Wholesalers


was very small and therefore response from
them dose not reflect the exact view because
they may to biased.

Conclusion:-

Amul means different things to different people.


To a Product producer A life enriching experience
To a consumer Assurance of having wholesome Product
To a mother A reliable source of nourishment for her child
To the country Rural development and self reliance
As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Product, Butter, Cheese & Ice-Cream which are its main/core
products. But in case of local market like Kalyan the Amul Prolife Product is not a popular
product as compared to other Amul Products. With the help of research, company can find out its
week points in Product product and can increase its market share through rectify mistakes.
People have believed in Amuls product and they will accept it also if effective actions were
taken.

The survey resulted into following conclusions :

Amul must come up with new promotional activities such that people become aware about
Amul Prolife Product .

Quality is the dominating aspect which influences consumer to purchase Amul product, but
prompt availability of other Product brands and aggressive promotional activities by others

influences the consumer towards them and also leads to increase sales.

In comparison to Amul Prolife Product, the other players such as Mother dairy, Gowrdhan,Gokul
& Mahananda provide a better availability and give competition to the hilt.

People are mostly satisfied with the overall quality of Amul Prolife Product, but for the existence
in the local market Amul must use aggressive selling techniques.

Suggestions & Recommendation:The AMUL products market has reached Maturity stage in India large no. of Co-operatives
having a variety of product range has entered the market, thus there is one way for Amul to
sustain their Product business in the market by delivering outstanding satisfaction to their
retailers, so that they can take interest in selling of Amul Prolife Product products. This can
be done as follows

Company should increase shelf life of the product.

Amul has a relatively good distribution network, but still company is not able to fulfill
the demand of outlet in the peak season when demand is very high. Here company should
consider on the supply of product in the peak season.

Supply should be regular to all the outlets including those that lie in the pocket roads and
not just in the outlets which lie on the easily accessible routes.

200 ml Product glass should make available to retailers for selling, because lower
income family has intention to buy.

Provide reasonable Margin to retailers as compared to competitors, this motivates them


to promote companys products.

Improve delivery schedule to provide products on time for the retailers about who
claimed that Amul Prolife Product is not available to them on time.

Incentives & schemes should be given to the retailers and some scrutiny should be
follow to check the scheme get being communicated properly by distributors or sales
person.

Provide consistent service to retailers as this will help gain company goodwill in
the market.

Do not change distributor frequently, because he is the only person who act as a
connecting link between company and retailers.

Do not place more than one distributor in same market area.

Try to minimize bank deposits for APO, which help to retailer think to start.

Though the customers are asking for Branded Product is very few but Amul should
invest more money in Brand promotion and marketing in Kalyan, it will be beneficial for
the company in the long run as well as in the short run.

For Brand promotion and marketing of Amul Prolife Product in Kalyan it should
introduce a mascot for the Amul Prolife Product as it already has for Amul Butter i.e. The
Amul Butter Girl in order to gain a good position in the mind of customers. This will also
help in easy Brand differentiation and Recognition.
Also advertising on the television, Radio Mirchi and Sponsorship of the events, Trade

Fairs will be a better choice.

The study of Product market reveled that there is no Mergers and Acquisition in the
Product industry. Amul should go for Mergers and Acquisition and try to acquire the local
players in the Kalyan market like Mother dairy,Mahananda and Gowardhan etc. It will help
the company in increasing its Dealers network, Market share, Customer base etc. It
will also save time of establishing a new manufacturing unit.

Our Research revealed that there is no awareness among the consumers regarding the
Amul Prolife Product in kalyan. So it is advisable to the company to conduct various
consumer awareness programs like distributing of pamphlets outside the big shopping
malls, giving presentations in schools and colleges about the Amul Prolife Product by
telling them about the qualities of Product. By this we can able to reach to a large number
of people at one time only as there will students along with their teachers and other staff
members of the school and colleges.

The pamphlets should be printed in such a way that it not only advertise about the
Product but also provides information about how to preserve the Product in different
conditions.

In order to attract the ladies segment the pamphlets should have some recepies on the
other side of it.

Some brand ambassador like M S Dhoni, Hrithik Roshan or Vriendra Sehwag may be
used.
That will help customers to accept the product more quickly.

Special offers should be there for dealers, retailers and consumers at the time of diwali
and holi.

Discount coupons should be given to the consumers in order to buy more Product.

If adding preservatives in the Product keeps the Product for longer times then Amul
should also add some preservatives in the Product as people not only see quality but also
sees the time duration i.e. how much times we can store the Product.

In order to push the Product to the customers the profit margin should be increased.

Company should improve its distribution channel and should increase the number
of distributors.

Company should take care of retailers by solving their problems and should call back by
appointing separate company representatives.

Timely visit should be given to the retail shops.

Books:

i Marketing Management (12th Edition) Philip Kotlar


ii. Research Methodology C. R. Kothari

Websites:

i.

www.google.co.in

ii.

www.wikipedia.com

iii. www.amul.com.
iv.

www.marketresearch.com

v.

www.dairy.com

QUESTIONNAIRE:- (Retailer Survey)

Name of the shop :


Retailer Name

Address

1) Do you stock Amul Prolife Product?


a) Yes

b) No

2) If No, Why?
a. Low shelf life
b. Low margin
c. No replacement for leakage
d. Low distribution
3) Which is the most preferable brand of packaged Product that you
stock?

Amul
Mother dairy
Gowardhan
Mahananda
Others

4) From where do you get Amul Prolife Product?


a) Distributors
b) Other suppliers
5) Are you satisfied with Amul distributor?
a) Yes
b) No
6) Do you know which Sales promotional activities does the company undertake for Amul

Product?
a

Price off

d) Free

Credit facility

e) Coupons

Advertisement

f) P-O-P

7) Are you interested in distribution of Amul Prolife Product?

a) Yes
b) No
8) Are you aware of Amul Parlor (APO) and its benefits?
a) Yes
b) No
9) Are you interested in opening an Amul Parlor (APO)
a) Yes
b) No

10) What is consumers expectation from Amul Prolife


Product? a) Good quality
b) Packaging
c) Availability
11) Give your ratings to following attributes of Amul Prolife Product.
Very good
a) Quality
b) Brand image
c) Availability
d) Packaging
e) Margin

Good

Average

Bad Very bad

QUESTIONNAIRE:(Customer survey)

Name of the shop :


Retailer Name

:_

Address

1)

Do you know about Amul?


Yes

2)

No

What are the products of Amul you use very frequently?


Butter

Cheese

Shrikh

Product

and

P
o

Dahi

3)

Ice -

Do you regularly get the Amul Prolife Product?


Yes

4)

Produ
ct

No

Which brands Product do you like most?


Amul

Gokul

Mother

Butter

\
Other (Specify)..
5 Do you know about Amul Prolife Product?
Yes No

6 ) How is the taste of Amul Prolife


Product?
Poor

7)

How is the taste of Amul Prolife Product?

Poor Satisfactory
8)

Excellent

What about the price of Amul Prolife Product?

Low Average
9)

factory

High

How is the packing of Amul Prolife Product?

Poor Good

Excellent

10.

Do you like the home delivery scheme of Amul Prolife Product?

Yes

No

11.

Give your ratings to following attributes of Amul Prolife Product.

Very good Good


Quality
g) Brand image h) Availability i) Packaging
j)

Price

Average Bad

Very bad f)

12.

Any suggestion
Product:

about

Amul

Prolife

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