Академический Документы
Профессиональный Документы
Культура Документы
1 | Page
Gulf and West Asia is the largest overseas market for Amul products
with UAE being the biggest buyer in the region.
RETAILING
Amul has opened utterly Delicious retail outlets across the country to
enhance visibility and brand equity while making all Amul products
available less than one roof in pleasant environment.
Parlors have been opened in Ahmedabad, Bangalore, Hyderabad, Delhi
and Mumbai. Amuls commitment is to get close to the consumer with
good quality, nutrient us ready to the food at value for money prices
will continue, with the opening of more numbers of parlors across the
country.
CO OPERATIVE DEVELOPMENT PROGRAM
During last three years Amuls members unions have implemented an
Internal Consultant Development (ICD) intervention, addressing the
needs to strengthen the business of dairy farmer's members and dairy
co-operative societies.
Recognizing that leaders are essential to face growing Challenges,
federation has initiated a chairman and secretaries orientation program,
held at Gandhi Nagar Mother dairy, which is focused on strengthening
the leadership skills and values.
TOTAL QUALITY MANAGEMENT
2 | Page
3 | Page
4 | Page
Rural
53
135
69
153
% Distribution (2001-02)
28
72
Market (Towns/Villages)
3,768
627,000
3.3
An average Indian spends around 40 per cent of his income on grocery and 8 per cent
on personal care products. The large share of fast moving consumer goods (FMCG) in
total individual spending along with the large population base is another factor that
makes India one of the largest FMCG markets.
5 | Page
2006-07
Rapid urbanisation, increased literacy and rising per capita income, have all caused
rapid growth and change in demand patterns, leading to an explosion of new
6 | Page
opportunities. Around 45 per cent of the population in India is below 20 years of age
and the young population is set to rise further. Aspiration levels in this age group have
been fuelled by greater media exposure, unleashing a latent demand with more money
and a new mindset.
7 | Page
8 | Page
9 | Page
Patel requested of Dr. Kurien was hardly to bring about such a revolution. All the
wanted was help in solving various problems with bringing into working order some
of the equipment just purchased by his co-operative, especially the chilling and
pasteurising equipment. These items of equipment malfunctioned, leading to the
rejection of large quantities of milk by the Bombay Milk Scheme.
Dr. Kurien's involvement with the Kaira District Co-operative Milk Producers' Union
Limited (KDCMPUL; the registered name of the co-operative) grew rapidly. Initially
he merely provided technical assistance in repairing, maintaining and ordering new
equipment but subsequently he became involved with the larger sociological issues
involved in organising the farmers into co-operatives and running these co-operatives
effectively. He observed the exploitation of farmers by the private milk contractors
and Poison's Dairy, and noted how the co-operatives could transform the lives of the
members. The most important feature of these co-operatives is that they run purely as
farmer's co-operatives, with all the major decisions being taken by the farmers
themselves. The co-operatives are not 'run' by a separate bureaucracy with vested
interests of its own; the farmers are truly in charge of their own decisions. Any farmer
can become a member by committing to supply a certain quantity of milk for a certain
number of days in a year and shall continue to be a member only if he keeps up this
commitment.
Each day, the farmers (or actually, in most cases, their wives and daughters) bring
their milk to the village collection centers where quantity of milk is checked in full
view of all and quality (milk fat content) is checked using a simple device, again in
full view of all. The farmers are paid in evening for the milk they supplied in the
morning, and in the morning for the evening's milk. This prompt settlement in cash is
10 | P a g e
a great attraction to the farmers who are usually cash starved. Thanks to the above
system, there are no disputes regarding quantity or quality of the milk supplied by
each farmer. It was soon realized that it was not enough to merely act as the collection
and selling for the farmers. A variety of support services were also required to enable
the farmers continue selling milk of adequate quality and to avoid disasters such as
the death of their cattle (of a family owning just one or two cattle and depending on
its/their milk for their income, death of cow could indeed be a disaster). The farmers
were progressively given new services such as veterinary care for their cattle, supply
of good quality cattle feed, education on better feeding of cattle and facilities for
artificial insemination of their cattle. All these were strictly on payment basis; none of
services were free. This experiment of organizing farmers into co-operatives was one
of the most successful interventions of India. A very loyal clientele was built up who
experienced prosperity on a scale they could not have dreamt of 10 years earlier. With
good prices paid for their milk, raising milch cattle could become a good
supplementary source of revenue to many households.
The co-operatives were expanded to cover more and more areas of Gujarat and in
each area, a network of local village level co-operatives and district level cooperatives were formed on a pattern similar to that at Anand (the so called Anand
Pattern). In 1955, KDCMPUL changed its name to Anand Milk Union Limited, which
lent itself to a catchy abbreviation, Amul, which meant priceless in Sanskrit. The word
was also easy to pronounce, easy to remember and carried a wholly positive
connotation. It became the flagship brand name for the entire dairy products made by
this union.
11 | P a g e
In 1954, Amul 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-for the first time in the world, these products were made from
buffalo milk. Subsequent years saw the addition of more plants to produce different
products. Starting from a daily procurement of 250litres in 1946, Amul had become a
milk giant with a large procurement base and a product mix that had evolved by
challenging the conventional technology.
In his visit to Anand in 1965, the then Prime Minister of India, Lal Bhadur Shastri,
was impressed by what he saw-a system that procured, processed and delivered high
quality milk to distant markets cost efficiently. Shastri could also see the difference
that the income from milk had made to the standard of living of farmers in the area.
What impressed him the most was that Amul had done all this without Government
assistance in market contrast to number of Government sponsored dairy programmes
that were doing poorly in terms of procuring and marketing good quality milk and
boosting farmer's incomes. Shastri asked Dr. Kurien to replicate Anand's success all
over India.
A pattern similar to the Anand Pattern was to be built in otherstates of India. This was
carried out under a programme launched by the Government of India, entitled
"Operation Flood". The operation was a body formed by the Government of India
with this specific objective co-ordinated by the National Dairy Development Board
(NDDB), a body formed by the Government of India with this specific objective.
12 | P a g e
COMPANY PROFILE
GUJARAT
COOPERATIVE
MILK
MARKETING
FEDERATION
GCMMF: AN OVERVIEW
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food
products marketing organization. It is a state level apex body of milk cooperatives in
Gujarat which aims to provide remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which are good value for money.
Members:
12
district
cooperative
milk
producers' Union
No. of Producer Members:
2.28 million
11,132
and dairy produce, veterinary medicines, vaccines and other animal health products,
agricultural produce in raw and/or processed form and other allied produce.
GCMMF aims to market the dairy and agricultural products of co-operatives through:
Common branding
Centralized marketing
Centralized quality control
Centralized purchases, and
Efficient pooling of milk
GCMMF has declared that its business philosophy is as follows:
To serve the interests of milk producers and
To provide quality products that offer the best value to consumers for money
spent
PLANTS :
First plant is at ANAND, which engaged in the manufacturing of
milk, butter, ghee, milk powder, flavored milk and buttermilk.
14 | P a g e
15 | P a g e
Today, twelve dairies are producing different products under the brand
name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the
world, which is matter of proud for Gujarat and whole India.
SALES :
The total sales and growth pattern of Amuls products during 11years
have been shown by this diagram.
18 | P a g e
21 | P a g e
to cater to the same market. This is going to give us more and more
competitive advantage.
In Federation, our distributor is considered to be the real Marketing
Manager. To update them with modern marketing concept a workshop
on
Marketing
and
Sales
Management
is
being
conducted
in
22 | P a g e
&
Fisheries,
(DP
Section),
Ministry
of
Agriculture,
23 | P a g e
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.
BOARD OF DIRECTORS
Gujarat co-operative Milk Marketing Federation Limited, Anand, India registered
under Gujarat co-operative societies Act-1961.
Dr. V. Kurien (Chairman)
B. M. Shrlvyas (Managing Director)
26 | P a g e
Representative
Dr. Amrita Patel (National Dairy Development Board, Anand)
Registrar
Sri R. M. Joshi (Co-operative Society Gujrat State, Gandhi Nagar)
Bankers
Bank of Baroda, State Bank of India
Kaira District Central Co-operative Bank Ltd.
Auditors
S. R. Batliboi & Co. (Chartered Accountant)
The list of all Chairmen of various Co-operatives is given on next page.
27 | P a g e
CHAIRMAN
Sri Ramesh Bhai P. Patel
Sri B. B. Bambhania
29 | P a g e
30 | P a g e
Bread Spreads:
Amul Butter
Amul Lite
Utterly
Butterly
Delicious
Bread Spread
Amul Spray
Cream Milk
Powder
A dairy in your
baby
home
Sagar Skimmed
Milk Powder
Whitener
Powder Milk:
Which is especially
useful for diet
preparations or for
use by people on
low calorie and
high protein diet.
Amulya Dairy Whitener
The Richest, Purest Dairy Whitener
Fresh Milk:
31 | P a g e
Fresh Cream
Chocolate Milk
Flavoured Milk
Cheese:
32 | P a g e
Amul Pasteurized
Amul Cheese
Processed Cheese
Spreads
100% Vegetarian
Tasty Cheese
Spreads in 3 great
microbial rennet
flavors.
Amul Emmental
Amul Pizza
Cheese
Mozzarella
Cheese
Pizza
has a sweet-dry
cheese...makes
aroma
Gouda Cheese
For Cooking:
33 | P a g e
Amul / Sagar
Cooking Butter
Pure Ghee
Made from fresh
cream. Has typical
rich aroma and
granular texture.
An ethnic product
made by diaries
with decades of
experience.
Amul Paneer
Utterly Delicious
Ready to cook
Pizza
paneer to make
your favorite
recipes!
Mithai Mate
Masti Dahi
Sweetened
Condensed Milk Free flowing and
smooth texture.
White to creamy
color with a
pleasant taste.
Masti Soups
Desserts:
34 | P a g e
Amul Shrikhand
Premium Ice
A delicious treat,
Cream made in
anytime.
various varieties
and flavors with
dry fruits and nuts.
Amul Mithaee
Gulab Jamuns
Pure Khoya Gulab
Jamums...best
served piping hot.
Kulfi Mix
Amul Chocolates
The perfect gift for
someone you love.
Healthy Drink:
35 | P a g e
Nutramul
Malted Milk
Food made from
malt extract has the
highest protein
content among all
the brown beverage
powders sold in
India.
36 | P a g e
Amul Butter
Cheese Range:
Amul Amrakhand
37 | P a g e
Pure Ghee:
Milk Powders:
Fresh Milk:
Curd Products:
Amul Lassee
39 | P a g e
Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi,
Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)
Cassatta
Health : Isabcool
Amul clairs
Brown Beverage:
Milk Drink:
41 | P a g e
BACKGROUND
Current business scenario is passing through a marketing era. Consequently there is
faster business development because of liberalization and improving economic
environment. At present companies are struggling to improve their market dominance
and visibility. In order to survive during present competitive environment companies
are trying to grab a larger market share.
Growing liberalization and business favorable environmental changes have brought
about enormous business opportunities for the companies. In various sectors and
commodities, share the business is growing.
As a student of marketing management it is advisable to understand the various
interactive marketing forces. One of the significant indicator understanding the
influence of marketing forces on companies is the market share achieved by a
company. Therefore the project undertaken has given me an opportunity to study the
creation of market share of AMUL in India.
AMUL PASTEURISED BUTTER
The largest selling brand of butter in India made from fresh cream. Marketed since
last four decades. It is made in the most modern, state of the art plant and meets
AGMARK standards. Considered as a basic and essential requirements by
housewives, it is used to enhance the taste of various dishes like Dosas, Parathas,
Omelettes, Pizzas, Pav Bhaji and on Bread.
It is available in different packs:100 gm
500 gm
110 x 9.1 gm
200 gm
42 | P a g e
The only genuine Mozzarella cheese made with state of the art technology, for
the first time in India.
Due to its stretch ability, its ideal as a pizza topping.
When baked along with pizzas, it melts uniformly and spreads evenly.
It is available in: 250 gm
AMUL CHEESE POWDER
Not only is it the only brand of cheese available in India, it is also the only form of
cheese which doesnt require refrigeration.
Being high in fat, protein and mineral content, it is very nutritious.
Thanks to a slip on lid, the tin can be reused for storing other ingredients.
Cheese powder is the most convenient form of using cheese. It can impart the desired
cheesy flavour to any dish such as Soup, Salads, Baked dishes, Pastas, Dosas etc.
It is available in : 200 gm
AMUL MALAI PANEER
The first branded and frozen paneer. Made from rich Amul milk to make it extra
malaidar.
It is available in: 100 gm
200 gm
1 kg
AMUL NUTRAMUL
44 | P a g e
It has the highest protein content among brown beverage powders in India. Makes hot
and cold milk beverages for children and adults. It confirms to BIS Quality standards.
It is available in: 500 gm
AMUL MITHAEE
Made from fresh khoa, Maida and sugar to give it a softer, smoother and richer
texture. The highest standards of hygiene are maintained at our state of the- art
plant. Available in Easy Open tins, which are convenient and can be opened
anytime, anyplace.
It is available in: 500 gm
1 kg
45 | P a g e
Its low calorie, high protein content is ideal for diet preparations. Also used for
making curd and lassi. The product remains fresh since it is vacuum packed.
It is available in: 200 gm
500 gm
1 kg
AMUL CHOCOLATE
In a range of variety of flavors, they make an ideal gift or treat for someone you love.
It is the only chocolate, which comes in an attractive cardboard foil packaging. It is
the first milk chocolate similar to real Swiss chocolates and melts at mouth
temperature.
It is available in: Milk, fruit & Nut 20 gm
Milk Slab 18 gm
Badambar 35 gm
AMULSPRAY
It reconstitutes into the most wholesome, nutritive milk for infants. Marketed in India
since 30 years and is Indias single largest selling infant food brand.
It is available in: 200 gm
500 gm
1 kg
AMUL PURE GHEE
46 | P a g e
Made from fresh cream, it is rich and ideal for Indian food preparations like Parathas,
Dosas, Idlis and for making sweets. Meets AGMARK special grade quality standard.
Attractive multi color packing catches the attention of all segments of consumers.
It is available in: 500 gm
1 ltr
1 kg
2 kg
5 kg
AMUL MILK POWDER
High in fat content its ideal for reconstituting milk, in tea and coffee and for making
curd, lassi and Indian desserts. It is vacuum packed so that it remains fresh for a long
time.
It is available in: 500 gm
47 | P a g e
48 | P a g e
49 | P a g e
PROBLEMS FACED
STATEMENT OF RESEARCH PROBLEM
Marketing research implies the collection of data and implementing it for the purpose
of making marketing decision. In general sense making research consist in the use of
logical methods for scientific enquiry for the identification and solution of any
marketing problem.
Marketing research is a systematic problem analysis, model building and fact finding
for the purpose of important decisions making and control in the marketing of goods
and service
Marketing research is a search of knowledge
The above definitions on marketing research indicate clearly that all research
activities carried, on the condition with management of marketing task, its purpose is
to aid marketing control.
While conversation people were not showing interest in Amul because of low
awareness and as a new entrant in the market.
50 | P a g e
51 | P a g e
52 | P a g e
PROJECT DEFINITION
My project is directed to study the share of AMULs products in the market. Basically
it is a survey approach and I have tried my level best to collect data and genuinely
applied it to obtain my project goal, and proudly I present it before you.
Indian business scenario is improving. Different commodities are contributing to
increasing business volume. In this process companies are struggling hard to increase
their commodity market share and further down their company market share. In food
industry also there is intense competition and different food industries are making
deliberations to improve their market share. AMUL is one of them, so I have selected
AMUL to study its market share in India by studying small samples of market in the
city of Kanpur where I put up. I have carried out surveys through questionnaires and
interviews with the company retailers in the working of my project.
AMUL has many competitors and in the cutthroat competitive scene of todays
market it has to fight tough against them to maintain its no. 1 position especially in
dairy products.
I have also studied the consumer perception about AMUL products and also the
competitors products.
53 | P a g e
COOPERATIVE DEVELOPMENT
During the last six years, our Member Unions have been implementing Internal
Consultant Development (ICD) intervention for developing self-leadership among
member producers thereby enabling them to manage their dairy business efficiently
leading to their overall development.
During the year, Member Unions continued to implement the module on Vision
Mission Strategy (VMS) for primary milk producer members & Village Dairy
Cooperatives. Facilitated by specially trained consultants, 1081 Village Dairy
Cooperative Societies (VDCS) have already conducted their Vision Mission Strategy
Workshops, prepared their Mission Statements & Business Plans for next five years.
Member unions review this business plan every year under VMS annual revisit
programme and facilitate VDCS to prepare action plan for next year to propel the
momentum gained through VMS.
The VMS module has prompted milk producers to initiate activities at villages such as
Water management, Planned Animal Breeding, Animal Feed management, Improved
member services management, Information Technology Integration and Networking,
which have very far-reaching and long-term effects on the milk business. This
planned management of milk production at milk producers level and planned VDCS
management will not only help producer members to increase economic returns from
their milk business but also help VDCS management to face competition.
Continuing the Cleanliness drive at village level, Member Unions have identified &
imparted training to 8505 Core groups comprised of milk producers and Management
of the VDCS till March 2006. To enhance the level of Cleanliness this year 5803
VDCS celebrated Red Tag Day on the 2nd of October and the Unions also awarded
the best performing VDCS.
54 | P a g e
I am pleased to inform you that our exports have grown at over 13 percent during the
year. The year ended with an export turnover of Rs 134.23 crores which is the highest
ever by any Indian dairy products exporter. Consumer products as well as bulk
powders have contributed equally to the growth. Lower subsidies in EU have helped
our powders compete better in the international market. This has shown that our
future in International market shall be brighter as subsidies are reducing slowly.
POUCH MILK
Amul pouch milk continued to be the largest contributor to our turnover with annual
sales of about Rs. 900.00 crores (Rs. 9.00 billion) during 2005-06 as against Rs.
626.00 crores (6.26 billion) during previous year implying a growth of about 31
percent.
During the year 2005-06, we have introduced pouch milk in Kanpur, Lucknow and
Bhopal markets and the response received from consumers is overwhelming. We are
also planning to focus on distribution expansion and consumer awareness in the
existing metro markets of Kolkata, Delhi and Mumbai. Our objective in launching
milk in pouches in these and other markets across the country is two-fold. Firstly,
Amul as a brand has a very strong association with liquid milk in the consumers
mind. Thus, launch of liquid milk always prepares the ground for penetration of other
dairy products in these markets. This leads to market expansion. Secondly, it has been
empirically proved that all cooperative milk brands gain from this market expansion.
No cooperative has lost sales consequent to launch of Amul Milk in its market. Thus,
our objective in launching milk across India is also to strengthen the cooperative
movement while precluding market takeovers by Multi National Corporations. It is
also of significance that we have been following the practice of local procurement of
milk in all markets. Needless to say, it leads to higher demand and better returns for
56 | P a g e
57 | P a g e
Maharani Contest entered a successful second year with the objectives of making
women aware of the entire range of our products. Amul Chef of the Year Contest was
instituted during the year with the objective of making hotel chefs our brand
ambassadors for institutions. With the objective of increasing the visibility of our
products at retail outlets, our successfully continued the Taste of India Display
Contest scheme during the year. This event has generated a lot of excitement and
involvement among retailers across India.
CARRYING THE COOPERATIVE MOVEMENT FORWARD
Since its inception in 1946, the movement called Amul has represented and
championed the interests and aspirations of millions of voiceless farmers. It has
brought stability to their household incomes with something to fall back upon when
income from cultivation and other sources fail to meet expectations. It has given
economic independence to rural women thus empowering them to feed and educate
her children, including the girl child. Further, all these have been done at a minimal
level of investment. The difference that two milch buffaloes or cows can bring to the
livelihoods of an impoverished rural household given an assured market and fair
returns for the produce is probably more significant than any other rural
employment programme. Amul has been able to achieve this. Amul also provides
wholesome nutrition at value for money prices to urban consumers who would
otherwise only know either unscrupulous purveyors of cheap products of suspect
quality or avaricious multinationals hell bent upon extracting every possible rupee of
rent from the food economy of the country.
We must realise that today, we are the flag bearers of a uniquely successful
experiment of a movement that not only provides stability to marginal farm
incomes, but also nurtures and lends security to the socio-economic future of the
nation. In this light, it becomes our sacred duty to nurture and take forward this
movement. This can be achieved only when we display unbroken solidarity and
58 | P a g e
cooperate among ourselves to further this noble cause. We must never forget that we
have actively taken this onerous responsibility upon our shoulders. It is not something
that has been thrust upon us. This makes it all the more important for us to show that
together, we can do justice to this great movement inspired by Sardar Vallabhbhai
Patel and shaped by Sri. Tribhuvandas Patel and Dr. Verghese Kurien. However, we
must be on constant guard against parochial interests that may try to pull us down.
Our efforts in this regard will be surely rewarded if we remember that the cause we
are serving is much loftier than any short-term interest that a feeble mind may conjure
up. Cooperation is our domain, and we must take it as poet Rabindranath Tagore
would have put it, Where the world has not been broken up into fragments
By narrow domestic walls Where words come out from the depth of truth
Where
tireless
striving
stretches
its
arms
towards
perfection
Where the clear stream of reason has not lost its way Into the dreary desert sand of
dead habit Where the mind is led forward by thee Into ever-widening thought and
action I feel confident that the movement that was built upon untold dedication,
sacrifices, vision and perseverance cannot but continue upon its brilliant path of
success. Today, Amul has become a by-word for a successful cooperative movement
the world over. Our member farmers have reposed their faith in us. We owe it to them
to justify their faith.
59 | P a g e
MARKET SCENARIO
Kanpur city is divided into 5 major consumption zones.
East Zone
Lal Bangla
Civil Lines
Gwaltoli
Khalasi Line
West Zone
Govind Nagar
Fazalganj
Shastri Nagar
Kidwai Nagar
Barra
Central Zone
Naveen Market
Swaroop Nagar
Arya Nagar.
Gumti No. 5
P Road
McRobert Ganj
North Zone
60 | P a g e
Kalyanpur
Vikas Nagar
Nawabganj
Azad Nagar
Sharda Nagar
Company Bagh
South Zone
Mall Road
Birhana Road
Cantonment
Shivalya
Meston Road
Ghanta Ghar
61 | P a g e
Sara Traders.
Ahead overseas
Butter House
Vaishnavi Enterprises
Sachan Enterprises
Shudh Milk
S. Whakle Enterprises
Katiyar Transport
K.K. Traders
S. Whakale
Deepak Enterprises
Shivay Agency
Maa Vaishnavi
Aman Agency
Chaurasia Agency
Rajendra Enterprises
62 | P a g e
K.K. Traders
Appu Distirbutors
Arunesh Marketing
Maa Katayayni
perceptions of its benefits relative to its costs. The sub drivers of value equity are
quality price and convenience of product. I had used these three terms when we
Marketed MUNNA and first day I take 4 crate order of supply where as a found to
take order only 3 crate.
Brand Equity
When we take about Amul, there is no doubt to the Brand, Brand image of the product
very good is our customer mind because I found all sub drivers of Brand equity is
63 | P a g e
customer brand awareness customer attitude to ward the brand and customer
perception.
Relationship Equity
Today is age of competition every customer wants that better. That mean If we talk
about FMCG products the stickiness of customer to a special product is very less I
want to share this incase of Amul, when I started my summer training our supply was
not quick good because some political distortion is Rajisthan. Because of supply
problem we had lost our lovely customers.
PRODUCT LAUNCHING
During my summer training Amul Milk recently increased its product line with a
products Amul gold 200 ml Amul packet .
1.
Munna
Supply Chain
The main thing of supply chain is distribution.
Company
Distributor
Whole Seller
Retailer
Customers / Consumers
The most important part of supply chain is retailers because they are direct related to
the customer. A retailers can push customer to purchase a particular product by
different way.
When we talk about our know product munna a retailer get less margin than any other
product of Amul milk so a retailer chiefly not push customer to purchase product. It
may be possible that any other reason why our product not succeed as expectation.
Promotion
A very basic thing of promotion of product is to aware customer to our product for
which a retailer would be pushed by customer to sell our product not a customer
would be pushed.
65 | P a g e
66 | P a g e
Turnover
Rs (million)
US $ (in million)
1994-95
11140
355
1995-96
13790
400
1996-97
15540
450
1997-98
18840
455
1998-99
22192
493
1999-00
22185
493
2000-01
22588
500
2001-02
23365
500
2002-03
27457
575
2003-04
28941
616
2004-05
29225
672
2005-06
37736
850
2006-07
42778
1050
2007-08
52554
1225
2008-09
67113
1504
2009-10
80053
1700
67 | P a g e
SWOT ANALYSIS
Strength:1.
2.
3.
4.
5.
6.
Weakness:1.
2.
3.
4.
The brand is more known for butter than its other products.
5.
6.
7.
Older age groups show more loyalty to the brad as compared to younger
age groups.
68 | P a g e
OPPORTUNITY:1.
2.
3.
Amul must try to cash its strong brand image in rural population.
4.
THREATS:1.
With the entry of international players in market, the game will be harder
to win.
2.
3.
69 | P a g e
Distributor /
Whole Sale
Consumer
Price Rs.
27.80
11.70
28.80
16.50
30.00
17.00
4.90
5.30
6.00
24.20
25.20
26.00
11.40
12.80
13
4.20
4.80
5.50
5.90
6.50
7.00
Parag
Parag
Retailer Price Rs
Consumer Price Rs
27.20
28.00
14.10
15.50
23.20
24.50
10.50
11.00
4.20
5.00
70 | P a g e
RESEARCH METHODOLOGY
71 | P a g e
RESEARCH METHODOLOGY
A.
correct decision, minimizing the risk and uncertainty through rational and scientific
decision making. Better and fruitful decision result from the right information about
consumer, retailers, competitors and others. Thus, in this way management can be
regards as the game of handling information. If the manager fails to handle the
information effectively, be is unable to make the required decision correctly and result
will be mismanagement.
Marketing Research is usually conducted to achieve the following objective.
1.
2.
3.
72 | P a g e
4.
To forecast sales
Marketing research help in sales forecasting and marketing planning. The
researcher makes forecast on the basic of from customer and distribution
media.
5.
competitor firms.
73 | P a g e
RESEARCH PROCESS
Develop the
Research Plan
Data Collection
Data Analysis
74 | P a g e
METHOD OF STUDY
Since we know that Amul has a very vast market share in pouch milk Industry and it
is good for the company that the other company presence as well as local made pouch
milk is very less in present.
In future company wants to maintain of share in this segment. It will emphasize
mainly to areas.
1.
Competition Analysis
2.
Secondary Data.
2.
Primary Data.
Secondary data are data that were collected for another purpose and already exist
somewhere. Primary data are data gathered for a specific purpose on for a specific
project. No prior study or research on this topic has been conducted and the data,
which are needed for this research, was not available.
So, when the data do not exist or is inaccurate Incomplete, or unreliable, the
researcher will have to collected, the researcher will have to collect primary data.
In lack of any prior study or research on the topic, main data form was primary, and
for dong same, we have collected primary data by adopting there ways.
75 | P a g e
1.
OBSERVATION
Fresh data can be gathered by observing the relevant factors and settings.
Observational research is an important method of research because it is the best way
to gain an in depth understanding of the relationship between people and product is by
watching them in the process of buying and using products.
Many large
observe and often videotape consumer in stores, malls and their own homes i.e. to
engage in ethnographies research under this method the information is sought by way
off investigators own direct observation without asking from the respondent. The
main advantage of this method is that subjective bias eliminated, if the observation is
done accurately. Study being of descriptive nature makes it more suitable as compared
to other method. Observer is free to use his own wisdom and understanding of the
subject.
By watching people observational researcher gain a better understanding of what a
product symbolized to a consumer and greater insight into the bond between people
and product that is the essence of brand loyalty.
Observational research also provides valuable input into product advertising.
2.
QUESTIONNAIRE
Surveys are bets suited for descriptive research. Companies undertake survey to learn
people's knowledge beliefs, preferences and satisfaction, and to measure their
magnitudes in the general population.
If researcher wishes to ask consumer about their preferences, they can do so in person
by mail or by telephone. Each of these surveys methods has certain advantages and
disadvantages that the researcher must weigh in selecting the method of contact.
76 | P a g e
The one good way of doing survey is by mailing Questionnaire, mail surveys are
conducted by sending Questionnaire directly to individuals at their home or by
personal contact.
A questionnaire consists of a set of questions presented to respondents. Because of its
flexibility the questionnaire is by for the most common instrument used to collect
primary data. As we known that preparing a questionnaire is a very intellectual
process and it should be developed carefully.
So, in order to minimize the possibilities or biasness, we have taken both types of
question i.e. close ended and open ended questions.
Close ended questions specify all the possible answer and provide answers that are
easier to interpret and tabulate.
Open ended questions allow respondents to answer in their own words and often
reveal more about what they think.
3.
UNSTRUCTURED INTERVIEW
As the term indicates the type of interview is unstructured. In this form of interview
the question to be asked by the respondents, is not predetermined.
And the interview proceeds according to responses given by the respondents. This
form of interview is useful when the reaction of respondent vary.
This method is also a time saving method as only relevant question are asked.
Changes are the environment level of the respondent's knowledge skill intelligence etc
can be taken into consideration.
SAMPLE PLAN
77 | P a g e
After deciding on the method of study tool we have designed a sampling plan. As we
know that the sampling plan is an integral component of research design. Specifically
it addressed there questions whom to survey (the sample unit).
SAMPLING UNIT
Deciding whom to survey requires that the universal of boundaries of the market from
which data is sought be defined so that an appropriate sample can be selected.
Interviewing the correct target marketing or potential target marketing is basic to the
validity of the study.
It is therefore, for doing same the whole city of Kanpur was sampling unit for the
research. Because of budgetary and time constraints, the area was kept limited.
AREA COVERED
1-Gwaltoli
2- Kahalasiline.
SAMPLE SIZE
The size of the sample is dependent on both, the size of the budget and the degree of
confidence that we wanted to place in the findings. The large the sample the more
likely that response will reflect the total universe under study. It is interesting to note,
however that a small sample can often provide highly reliable findings depending on
the sample procedure adopted The exact number, needed to achieve a specific level of
confidence in the accuracy of the findings can be completed with a mathematical
formula.
Large sample give more reliable results than small samples. However, it is not
necessary to sample the entire target population or even a substantial portion to
achieve reliable results. Sample of less than 1% of a population can after provide
goods reliability, with a credible sampling procedure.
We have taken sample size as
78 | P a g e
Gwaltoli
40 outlets
Khalasiline
40 outlets
Sample procedure
To obtain a representative sample a non probability sample of population got. I had
been given a pre-decided area to have been covered.
CONTACT METHODS
Telephone Interview: Since Telephone interviewing is the best method for gathering
information quickly; and interviewer is
also able to clarify questions if do not understand them. So I made contact with the
outlet which had this facility.
PERSONAL INTERVIEW
Personal interview is the most versatile Method the interviewer can know what are
liking and disliking of respondent and what are real problem in consuming product.
Since Amul product such type of product in which more chance to dissatisfaction of
customer so here very necessary to know problems of retailer as well as customers by
making direct contact or face to face interaction.
COLLECT THE INFORMATION
During my summer training I had done field work for collecting information. Since
most of milk purchasing or milk selling came in morning and evening session so I had
to go morning 5.00 am and evening 4.00 pm. to collect information.
It is therefore in order to get accuracy of findings, we have taken a sample size of 80
for the purpose.
79 | P a g e
DATA ANALYSIS
The milk market of India are and large controlled and governed by the
GMCCFL COMPANY, Parag. Except these two there is a weak and
limited participation is felt by the very fresh.
Subjects the relationships existing in the proposed data sets Statistical
tests of the significance in order to establish the validity of this
relationship wither to support or reject the research hypothesis.
Data's processing involves:
(1) Editing:
It is process of examine the collected raw data with a view of
deteclomissions and correct them.
(2)Coding:
It is process of assigning numerals or other symbols to answer.
(3) Classification:
It is an arranging of data according to points of similarities and
dissimilarities.
(4) Tabulation:
It is the counting of the number of place failing into each class. It can
be simple or cross-tabulations.
80 | P a g e
1.
a.
c.
b.
d.
5000-10000 Rs.
More than 30000Rs
35% Shop Retailers per month sales 0-5000 Rs, 20% Shop Retailers per month Sales
5000-10000 Rs, 30% Shop Retailers per month Sales 10000-20000 Rs and 10% Shop
Retailer per month Sales More then 30000 Rs.
81 | P a g e
Amul
b.
Parag
c.
Verifesh
d.
Others
45% Shop Retailers have Amul brand own shop, 35% Shop Retailers have Parag
brand own shop, 5% Shop Retailers have Verifresh brand own shop and 15% Shop
Retailer have Other Brand own shop.
82 | P a g e
3.
a.
Amul
b.
Parag
c.
Verifesh
d.
Others
83 | P a g e
4.
a.
Good
c.
Excellent
b.
Very Good
60% Customer opinion about Amul gold milk is Good, 30% Customer opinion about
Amul gold milk is Very Good and 10% Customer opinion about Amul gold milk is
Excellent.
84 | P a g e
5.
a.
Amul
b.
Parag
c.
Verifresh
d.
Other
Average customer demand for Amul is 40%, 33% Customer prefer Parag, 5%
customer prefer to use Verifresh and 22% Customer Demand for others Brand milk.
85 | P a g e
6.
a.
Good
c.
Excellent
b.
Very Good
60% Retailers are saying Amul Milk is Good, 37% Retailers are saying Very Good
and 3% Retailers are saying Excellent.
86 | P a g e
7.
a.
b.
Verifresh
87 | P a g e
8.
a.
Amul
b.
Parag
c.
Verifresh
d.
Other
40% Amul provides best distribution service, 35% parag, 5% Verifresh and 20%
Others Provide distribution service.
88 | P a g e
9.
a.
b.
Comany
45% Shop Retailers like distribution service and 55% shop retailer like company
service.
89 | P a g e
10.
a.
Morning
c.
Evening
b.
After noon
90 | P a g e
11.
a.
b.
No
80% Retailers are saying No one Problem in Amul Gold milk and 20% are says yes.
91 | P a g e
12.
a.
Amul
c.
Roli
b.
Parag
55% Retailers are using Amul Milk, 35% Parag and 10% Roli.
92 | P a g e
13.
a.
Amul Gold
b.
Amul Taaza
c.
Amul Chil
d.
Batter Milk
47% Amul Gold, 32% Amul Taaza, 11% Amul Chil and 10% Batter Milk.
93 | P a g e
35% Shop Retailers per month sales 0-5000 Rs, 20% Shop Retailers per
month Sales 5000-10000 Rs, 30% Shop Retailers per month Sales 1000020000 Rs and 10% Shop Retailer per month Sales More then 30000 Rs.
45% Shop Retailers have Amul brand own shop, 35% Shop Retailers have
Parag brand own shop, 5% Shop Retailers have Verifresh brand own shop and
15% Shop Retailer have Other Brand own shop.
60% Customer opinion about Amul gold milk is Good, 30% Customer opinion
about Amul gold milk is Very Good and 10% Customer opinion about Amul
gold milk is Excellent.
Average customer demand for Amul is 40%, 33% Customer prefer Parag, 5%
customer prefer to use Verifresh and 22% Customer Demand for others Brand
milk.
60% Retailers are saying Amul Milk is Good, 37% Retailers are saying Very
Good and 3% Retailers are saying Excellent.
94 | P a g e
40% Amul provides best distribution service, 35% parag, 5% Verifresh and
20% Others Provide distribution service.
45% Shop Retailers like distribution service and 55% shop retailer like
company service.
80% Retailers are saying No one Problem in Amul Gold milk and 20% are
says yes.
55% Retailers are using Amul Milk, 35% Parag and 10% Roli.
47% Amul Gold, 32% Amul Taaza, 11% Amul Chil and 10% Batter Milk.
95 | P a g e
1.
2.
3.
They have to co-operate those retailers who have a less demand in shop
and try to pass the various attractive schemes of the company.
4.
Were the mil van does not reach the side location there should be small
distribution by other means.
5.
96 | P a g e
SUMMARY
If we go through the SWOT analysis of Amul as a whole then we will find out it has a
very good standing at market place and Amul also has very good corporate image
among present companies and. It should cash his image by effective using of
marketing mix.
The research which we have conducted we found that if Amul wants to stand in top
position he has to maintain himself in some areas.
Advertising frequency
Customer Relationship
As we have found in our research that Amul has good market share in pouch milk, as
compared to other competitors.
However, Amul has very good brand image and corporate image too. But still Amul is
not able to cash all the opportunity, which exists in the market.
97 | P a g e
ANNEXURE
QUESTIONNAIRE
Name of Retailer: ......................................................................
Name of Retail Shop: ....
Address:
Contact No: .
1. What is your average sales per month?
(a)
0 -5000 Rs.
(c)
10000-20000 Rs.
(b)
(d)
5000-10000 Rs.
more than 30000 Rs.
(b)
Parag
(c) verifresh
(d)
Others
(b) Parag
(c) Verifresh
(d) Others
(c) Excellent
(b) Parag
(c) Verifresh
(d) Others
98 | P a g e
(c) Excellent
(b) Verifresh
(b) Parag
(c) Verifresh
(d) Others
(b) Company
(b) No
Amul
b.
Parag
c. Roli
Amul Gold
b.
Amul Taaza
c.
Amul Chil
d.
Batter Milk
99 | P a g e
14.
What does think about supply of Amul is it timely or late. It comes before Parag
or not?
..........................................................................................................................................
..........................................................................................................................................
15.
..........................................................................................................................................
..........................................................................................................................................
100 | P a g e
BIBLIOGRAPHY
REFERENCE BOOKS:
Marketing Research (Author - G C Beri)
(Published by Tata McGraw Hill Publishing Co. LTD., New
Delhi)
Third Edition(2002)
Marketing Management (Author Rajan Saxena)
(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)
Second Edition(2001)
Marketing Management (Author- Philip Kotler)
(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)
Ninth Edition
Research Methodology (Author Bhandrai)
Print 2004, second edition
MAGAZINES :
Times of India
Business Today
WEBLIOGRAPHY:
1. www.amul.com
2. www.anulindia.com
101 | P a g e