A SUMMER INTERNSHIP PROJECT REPORT

ON

MARKET SCENARIO OF AMUL PRODUCTS AND ICE CREAM SURVEY.

SUBMITTED TO

MR. BHARAT PATEL

(DEPOT INCHARGE, GCMMF)

SUBMITTED BY

KAMINI CHAUHAN

13M20

POST GRADUATE DEPARTMENT OF BUSINESS ADMINISTRATION

G.H.PATEL P.G. INSTITUTE OF BUSINESS MANAGEMENT,

SARDAR PATEL UNIVERSITY,V.V.NAGAR.

2013-2015

TRAINING PERIOD: 12TH MAY TO 25TH JUNE 2013

I. PREFACE:

The MBA programme is well structured and integrated course of business studies. The main
objective of practical training at MBA level is to develop skill in student by supplement to the
theoretical study of business management in general. Industrial training helps to gain real life
knowledge about the industrial environment and business practices. The MBA programme
provides student with a fundamental knowledge of business and organizational functions and
activities as well as an exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us theoretical

knowledge of various subjects in the college but we are practically exposed of such subjects
when we get the training in the organization. It is only the training through which I come to
know that what an industry is and how it works. I can learn about various departmental
operations being performed in the industry, which would, in return, help me in the future
when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo the training
for 2 months in a company and then prepare a project report on the same after the completion
of training.

During this whole training I got lot of experience and came to know about the management
practices in real that how it differs from those of theoretical knowledge and the practically in
the real life.

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
the best teacher.
II. ACKNOWLEDGEMENT:

With immense pleasure, I would like to present this project report on a market research work
on AMUL products for Gujarat Co-operative Milk Marketing Federation Ltd., Anand. It has
been an enriching experience for me to undergo my summer training at AMUL, which would
not have possible without the goodwill and support of the people around.

As a student of P.G. DEPARTMENT OF BUSINESS MANAGEMENT, I would like to

express my sincere thanks to all those who helped me during my practical training
programme.

I would like to give my heartily thanks to Mr. Bharat Patel- Depot in-charge at G.C.M.M.F,
who gave me such an interesting project and guided me throughout the project including
analysis and presentation of the same. Without him I would not be able to complete this
project successfully . I am very thankful to Mr. Keyur Trivedi(Sales Representative), who
helped me at every step whenever needed.

I would like to thank my faculty Dr. Raju Rathod all the guidance and support in helping me
to choose GCMMF for Summer Training. In addition I would like to give my sincere thanks
to our Director of Post Graduate Institute Dr. R P Patel, for giving us the opportunity to
undertake Summer Training in addition to the curricular activities. I would also like to thank
all my faculty members, especially Dr. Darshana Dave, our Research Methodology faculty,
who made me understand the ways of preparing a project report.

Lastly, I convey my regards to the whole staff, which made my stay at GCMMF a
memorandum part of life.
III. DECLARATION:

I hereby declare that the information contained in the report has been personally collected by
me and no one can use this information contained in it wholly or partly without the
permission of the institute.
IV. EXECUTIVE SUMMARY:

In todays competitive world while entering in the market it is very necessary to have good
knowledge of the potential of a particular market. The information regarding the activities
of competitors existing in the market so that we can plan our each activity according to that.
It is also necessary to retain the existing customers apart from attracting the new customers.
The Project is concern with the market analysis of Amul Products and Satisfaction level
among retailers and also I tried to increase awareness of Amul ice cream and to increase
Amul ice cream outlets. The project included as part of MBA Programme and the project is
done from 12th May to 25th June.

Title:
MARKET SCENARIO OF AMUL PRODUCTS AND SATISFACTION LEVEL AMONG
RETAILERS AND RETAILERS AWARENESS AND RESPONSE TOWARDS AMUL ICE
CREAM

Organization:
Gujarat Co-operative Milk Marketing Federation (GCMMF), Anand, Gujarat

Objective:

The research project was undertaken with the objective of finding out the perception
as well as performance of Amul Ice cream with respect to other brands like Havmor,
Vadilal, Krishna, Real and to seek a general feedback on peoples thinking about
Amul Ice cream. The study was conducted in balasinor, sevaliya and thermal region.
For my study, I have visited a number of retail shops where amul products are to be sold.

Then I visited to those retailers who sells ice creams of various brands, while conducting my
survey I observed that some of the retailers are not doing the business with amul i.e. They are
not selling the amul ice creams.

Then I asked to those retailers about the reasons of not doing the business with amul. I have
analysed their problems and tried to solve them. Through the detailed and transparent
conversation I convinced them to sell the amul ice cream. And now they are happily doing
business with amul.

Through this action market share of amuls competitors viz-a-viz havmore, vadilal, real &
Krishna has gone down and that of amul have been increased.

I also met a retailer who was selling the ice cream of competitors brands. I suggested him to
start selling amul ice cream. I explained him various business policies of amul and what are
procedures to be followed by amul to open an AMUL APO.

He agreed and accepted the offer to open an amul APO.

During my internship I have also done a survey on amul products.I took the responses about
201 respondents through a structured questionnaire provided by the organisation.Through this
data I got to know the market share of amul milk, ice cream and dairy products. This
information also helps the organisation to know where there is the maximum selling of amul
products and where there is minimum selling. They can know various reasons about the
deficiencies. This data can also help them to launch various schemes and they can know
where to launch these schemes.In all this data will be helpful for future research.

The sample size of 201 respondents was taken in balasinor, sevaliya and thermal region to
study their interest and satisfaction level towards AMUL Products The sampling design used
was Exploratory and the sampling technique used was Convenient sampling. The process of
analysis was done through Excel work sheets, percentage analysis etc.

It was found that retailers prefer Amul products over other brands, although Havmor is
providing good competition in the various milk products category like ice cream. Amul still
leads in milk, milk powder, and butter milk category. Consumers prefer Amul over other
brands in these products. People have no doubts regarding quality, taste and flavor aspects of
Amul products. Whereas on the part of parlor owners, they feel that adequate supply of
certain flavors does not reach them on time from the distributors.

Finally, Amul needs to keep working and improving so as to maintain its market leader
position. It needs to constantly innovate with new flavors and try and maintain its market
share.
 CONTENT

CHAPTER:1

THE PROJECT PROFILE

1 Introduction to Organization
2 G.C.M.M.F.: An Overview
3 Business philosophy of G.C.M.M.F.
4 Historical background of G.C.M.M.F.
5 List of products marketed by G.C.M.M.F.
6 Information about Amul Ice cream
7 Features of Amul Ice cream

CHAPTER:2
RESEARCH METHODOLOGY

1 Research Objectives
2 Scope of Study
3 Research Design
4 Research Duration
5 Sample Design
6 Size of Sample
7 Data Collection Method
8 Data Collection Tools
9 Data Analysis Technique
10 Area of Survey
11 Sampling Unit

CHAPTER:3
THE PROJECT-AMUL PRODUCTS

1 Data Analysis and Interpretation

2 Field work method used for data collection
3 Findings and Limitations
4 Suggestions
5 Conclusion

Appendix

Retailer census

Bibliography
 Chapter 1-THE PROJECT PROFILE

1. INTRODUCTION TO THE ORGANIZATION:

Gujarat Cooperative Milk Marketing federation Ltd. (GCMMF)

NAME OF THE COMPANY : Gujarat Co-operative Milk Marketing Federation Ltd.

HEAD OFFICE: Amul Dairy Road, Anand-388 001, Gujarat.

DEPOTS: 45.

BRAND NAME: Amul.

ZONAL OFFICES: New Delhi, Chennai, Kolkata, Mumbai, Ahmedabad,

Guwahati

FORM OF ORGANIZATION: Co-operative sector.

GCMMF endeavors to satisfy the taste and nutritional requirements of the customers of the
world, through excellence in marketing by their committed team of professionals. Besides
through co-operative networking, they strive endlessly to offer quality products that provide
best value for money.

2. GCMMF: AN OVERVIEW

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which
aims to provide remunerative returns to the farmers and also serve the interest of consumers
by providing quality products which are good value for money. Gujarat Cooperative Milk
Marketing Federation Ltd (GCMMF) is the largest Organisation in FMCG industry engaged
in marketing of milk & milk products under the brand names of AMUL and SAGAR with an
annual turnover exceeding Rs 5000 crores. GCMMF is a unique organization. It's a body
created by Farmers, managed by competent professionals serving a very competitive and
challenging consumer market. It is a true testimony of synergistic national development
through the practice of modern management methods.

Vision:

GCMMF will be an outstanding marketing organization, with specialization in marketing

of food and dairy products both fresh and long life with customer focus and IT integrated.
The network would consist of over 100 offices, 7500 stockiest covering at least every Taluka.
Head quarter servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Cr and serving
several co-operatives. GCMMF shall also create markets for its products in neighboring
countries.

Mission:

We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customer
of the world through excellence in the marketing by our committed team. Through co-
operative networking, we are committed to offering quality product that provides best value
for money.

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 litters per day
Milk collection (Total - 2010-11): 3.45 billion litters
Milk collection (Daily Average 9.2 million litters
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)

Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172

3. BUSINESS PHILOSOPHY OF GCMMF:

The main stakeholder of GCMMF is the farmer member for whose welfare GCMMF exists.
GCMMF states that its main objective is the 'carrying out of activities for the economic
development of agriculturists by efficiently organizing marketing of milk 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.

The biggest strength of GCMMF is the trust that it has created in the minds of its consumers
regarding the quality of its products. Amul stands for guaranteed purity of whatever products
it produces. None of its products are adulterated.

4. HISTORICAL BACKGROUND OF GCMMF:

In the 1940s, in the district of Kaira in the State of Gujarat, India, a unique experiment was
conducted that became one of the most celebrated success stories of India. At that time , In
Gujarat, milk was procured from farmers by private milk contractors and by a private
company, Polsons Dairy in Anand, the headquarters of the district. The company had a
virtual stranglehold on the farmers, deciding the prices both of the procured as well as the
sold milk. The company arranged to collect milk, chill it and supply it to the Bombay Milk
Scheme, which supplied milk to the metropolis of Bombay, and to cities in Gujarat.

Polson exploited its monopoly fully and the farmers were forced to accept very low prices for
their products, and the decisions of the company regarding the quality and even the quantity
of the milk supplied by the farmers were final.
In 1946, under inspiration from a leading freedom fighter, Mr. Vallabhbhai Patel (who
belonged to Gujarat and who later became the Home Minister of the Central Government),
Mr. Tribhuvandas Patel, a local farmer, freedom fighter and social worker, organized the
farmers into co-operatives, that would procure milk from the farmers, process the milk and
sell it in Bombay including to the Bombay Milk Scheme.

In 1949, purely by chance, a dairy engineer, named Dr. Varghese Kurien, who had just
completed his studies in dairy engineering in the U.S.A., came to India and was posted by the
Government of India to a job at the Dairy Research Institute at Anand. Settling down in
Anand was hardly a part of his career plans. But a meeting with Tribhuvandas Patel changed
his life and changed Indias dairy industry.

What Mr. Patel requested to Dr. Kurien was hardly to bring about such a revolution. Allhe
wanted was some help in fixing some problems with commissioning some of the equipment
just purchased by his co-operative, especially the chilling and pasteurizing equipment. These
items of equipment malfunctioned, leading to the rejection of large quantities of milk by the
Bombay Milk Scheme.

Dr. Kuriens involvement with the Kaira District Co-operative Milk Producers Union
Limited or KDCMPUL (that was the name of the co-operative registered) grew very rapidly
from merely providing technical assistance in repairing, maintaining and ordering new
equipment to the larger sociological issues involved in organizing the farmers into co-
operatives and running these co-operatives effectively.

He observed the exploitation of farmers by the private milk contractors and Polsons and how
the co-operatives could transform the lives of the members. The most important feature of
these co-operatives was that they were run purely as farmers co operatives, with all the major
decisions being taken by the farmers themselves. The co-operatives were not run by a
separate bureaucracy with its own vested interests: the farmers were truly in charge of their
own decisions. Any farmer could become a member by committing to supply a certain
quantity of milk for a certain number of days in a year and would continue to be a member
only if he kept up this commitment.

Each day, the farmers (or, actually, in most cases, their wives and daughters) would bring
their milk to the village collection centers where the milk would be checked for the quantity
in full view of all, and the quality (the fat content) would be checked through a simple
hydrometer, again in full view of all.

The farmers would be paid in the evening for the milk supplied by them in the morning, and
in the morning for the evening milk. This prompt settlement in cash was a great attraction to
the farmers who were usually cash starved.

Thanks to the above mechanism, there were 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 agents
for the farmers. A variety of support services were required to enable the farmers to continue
selling their milk of adequate quality and to avoid disasters such as death of their cattle (for a
family owning just one or two cattle and depending on its milk for their income, death of
cattle could indeed be a disaster). The farmers were progressively given new services such as
veterinary care for their cattle, supply of cattle feed of good quality, education on better
feeding of cattle and facilities for artificial insemination of their cattle. All these were strictly
on payment basis: none of the services were free.

This experiment of organizing farmers into co-operatives was one of the most successful
interventions in India. A very loyal clientele was built up who experienced prosperity on a
scale they could not have dreamt of ten years earlier, since with good prices paid for their
milk, raising milk 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 co-operatives were formed on a
pattern similar to that at Anand (the so called Anand pattern). KDCMPUL became better
known by the brand name of the products marketed by it (Amul) than by the name of the co-
operative itself.

Amul meant priceless in Sanskrit. It was also a word easy to pronounce, easy to remember
and carry a wholly positive connotation. This became the flagship brand for all the dairy
products made by this Union.

In 1954, KDCMPUL built a plant to convert surplus milk produced in the cold seasons into
milk powder and butter. In 1958, a plant to manufacture cheese and one to produce baby food
were added. Subsequent years saw the addition of more plants to produce different products.

In 1973, the milk societies/district level unions decided to set up a marketing agency to
market their products.

This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF). It was
registered as a co-operative society on 9 July 1973. It had, as its members (ordinary
shareholders), the district level milk unions. Starting from a daily procurement of 250 liters
per day in 1946 had become a milk giant with the milk procurement at about 15 million liters
per day by 2010 with 12 dairy plants all over the State of Gujarat.
5. LIST OF PRODUCTS MARKETED BY G.C.M.M.F. :
AMUL PRODUCTS MARKETED:

BREADSPREADS:
Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter

CHEESE RANGE:
Amul Pasteurized Processed Cheddar Cheese
Amul Processed Cheese Spread
Amul Pizza (Mozarella) Cheese
Amul Shredded Pizza Cheese
Amul Emmental Cheese
Amul Gouda Cheese
Amul Malai Paneer (cottage cheese)
Utterly Delicious Pizza

MITHAEE RANGE (ETHNIC SWEETS):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
Amul Amrakhand
Amul Mithaee Gulabjamuns
Amul Mithaee Gulabjamun Mix
Amul MithaeeKulfi Mix
Avsar Ladoos
UHT MILK RANGE:
Amul Shakti 3% fat Milk
AmulTaaza 1.5% fat Milk
Amul Gold 4.5% fat Milk
Amul Lite Slim-n-Trim Milk 0% fat milk
Amul Shakti Toned Milk
Amul Fresh Cream
Amul Snowcap Softy Mix

PURE GHEE:
Amul Pure Ghee
Sagar Pure Ghee
Amul Cow Ghee

INFANT MILK RANGE:

Amul Infant Milk Formula 1 (0-6 months)
Amul Infant Milk Formula 2 ( 6 months above)
Amulspray Infant Milk Food

MILK POWDERS:
Amul Full Cream Milk Powder
Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener

SWEETENED CONDENSED MILK:

AmulMithaimate Sweetened Condensed Milk

FRESH MILK:
AmulTaaza Toned Milk 3% fat
Amul Gold Full Cream Milk 6% fat
Amul Shakti Standardized Milk 4.5% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
Amul Saathi Skimmed Milk 0% fat
Amul Cow Milk

CURD PRODUCTS:
Yogi Sweetened Flavored Dahi (Dessert)
Amul Masti Dahi (fresh curd)
Amul Masti Spiced Butter Milk
Amul Lassee

AMUL ICECREAMS:
Royal Treat Range(Butterscotch, Rajbhog, MalaiKulfi)
Nut-o-Mania Range(Kaju Draksh, Kesar Pista Royale, Fruit Bonanza,
Roasted Almond)
Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh
Strawberry,Black Currant, Santra Mantra, Fresh Pineapple)
 Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
Assorted Treat (Chocobar, Dollies, Frostik,
Ice Candies, Tricone, Chococrunch,Megabite, Cassatta)
Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

CHOCOLATE & CONFECTIONERY:

Amul Milk Chocolate
Amul Fruit & Nut Chocolate

BROWN BEVERAGE:
Nutramul Malted Milk Food

MILK DRINK:
A m u l K o o l F l a v o u r e d M i l k ( M a n g o , S t r a w b e r r y, S a f f r o n , C a r d a m
o m , R o s e , Chocolate)
AmulKool Cafe
AmulKool Koko
AmulKoolMillkShaake (Mango, Strawberry, Badam, Banana)

HEALTH BEVERAGE:
Amul Shakti White Milk Food

EXPORTS PRODUCTS:

GCMMF is India's largest exporter of Dairy Products. It has been accorded

a "Trading House" status. GCMMF has received the APEDA Award from
Government of India for Excellence in Dairy Product Exports for the last 11 years.

The major export products are:

CONSUMER PACKS

Amul Pure Ghee

Amul Butter
Amul Shrikhand
Amul Mithaee Gulabjamun
Nutramul Brown Beverage
Amul Cheese
Amul Malai Paneer
Amul UHT Milk (Long Life)
Amul Gold Milk
Amul Taaza Double Toned Milk
Amul Lite Slim and Trim Milk
Amul Fresh Cream

BULK PACKS
Amul Skimmed Milk Powder
Amul Full Cream Milk Powder
6. Information about Amul Ice cream
Today ice creams are equally popular among children and grown-ups. Eating ice creams have
become an occasion for celebration. In India alone, the organised ice cream industry has a
turnover of around Rs. 1000 Cr. and the market is witnessing a booming growth rate of 12-
15% annually.

Per capita consumption of ice creams in India is around 250 ml compared to 23 litres in the
US, 18 litres in Australia, 14 litres in Sweden and 800 ml even in neighbouring Pakistan. This
presents a huge opportunity for organised players in the ice cream industry.

7. Features of Amul Ice cream

Amul - The leader in Ice Creams

Since its launch in 1996, Amul Ice Creams have consistently combated
competition like Kwality Walls, Mother Dairy and other brands. The
customers have shown huge faith in the quality of Amul Ice Creams and
today its the No. 1 ice cream brand of the country.

Nearly 4 times as large as its nearest competitor, it is now the only

national brand. Amul has been able to write such a success story because
of the quality of its products, economic pricing and the belief consumers have in the brand.

Amul Ice Creams - Melting point for taste buds

While growing at a phenomenal pace, Amul has always

taken care to offer delectable flavours to all age groups
across the society. Over the years, Amul has added diverse
flavours to its range of ice creams so that one can have
variety of choices.

Amul offers a selection of almost 220 products with flavours

ranging from exotic Honey Banana to Kesar Pista and many
more. Apart from the delicious individual novelties Amul
also has ice creams for the health conscious. In January 2007, Amul introduced Sugar Free &
Prolife Probiotic Wellness Ice Cream which was a first in India.

Amul Scooping Parlours

Seize the opportunity to partner with Indias leading Ice Cream Brand

Today people like to spend quality time with their family outside the
home. With increasing income they love to spoil themselves with a
variety of choices.

Keeping up with the latest trend Amul has started Ice Cream
Scooping Parlours across the country. One can enjoy world class ice
creams, Sundaes, shakes and other ice cream concoctions in a cozy and nice ambience at
these parlors. Its fun time for the entire family.

Currently Amul has Scooping Parlours across the country including Mumbai, Chennai, Delhi,
Bangaluru, Thane, Pune, Kolkata, Nagpur, Ahmedabad and Coimbatore. Apart from these,
there are more Amul Scooping Parlours coming up in different parts of the country.

These Parlours have been well received by customers and are doing upbeat business.

Some of the recipes on offer at these Parlours are:

 Simply Delicious Ice Cream Scoops
Double and Triple Sundaes
Double Swirl/Magic Swirl
Thick Shakes

Amul Kool Drinks

The recipes on offer at these Scooping Parlours are designed by Amul. The maximum retail
price of the products is pre-determined by Amul. The disposables and consumables are also
standardized by Amul and supplied by parties approved by Amul.

Amul, now offers an excellent business opportunity to entrepreneurs who can become
franchisees of the Amul Scooping Parlours and be a part of the growing ice cream industry
with Indias most popular brand. You can earn extremely attractive returns even with a
relatively moderate investment.

Amul Ice Cream: Present Status:

AMUL Ice cream is among the Asiaa top 10 Ice cream brands.

In a short span of 6 years, Amul Ice Cream has become No.1 Ice Cream brand in the
country. Amul ice cream is now the only national brand and other Ice Cream brands
are regional.

Our position in the market: Amul No.1 brand in India: Amul has achieved a market
share of 38% (4.5 times larger than nearest competitor).

Amul Ice-cream : "Real Milk Real Ice-cream"

The punch line for Amul Ice Cream is Real Milk Real Ice Cream as we offer the best
quality product made of real milk and milk fats and not vegetable oil (frozen
dessert). Recipe used for Amul Ice Cream is on the line of Super Premium Ice Cream i.e.
35% creamier and tastier than any other ice cream available in India.

Best Ingredients: All ingredients used in our ice creams are of the best quality eg.

General practice followed by our

Ingredient AMUL
competitors

Mango Alphonso Others use Totapuri mango

Mango

Draksh Afghani Others use local sour draksh

 (Raisins) Draksh

Milk Fresh Milk Others use vegetable oil for frozen

and Milk fats dessert or old skimmed milk
powder/ age old white butter for ice
cream

Micro Bacterial Quality:

Legal
AMUL
Particulars requirement Competitors
standard
(As per BIS)

Coliform / <90 / gm Nil coliform 100 to 10000 /gm

gm count

lacs / gm to
SPC / gm 250000 / gm We try to keep anything
10000/gm or
less

No Differentiation in Quality between Consumer & Bulk Packs:We do not

compromise on quality of the products offered, may it be consumer product or bulk
packs. All the products have same quality standards in terms of fat, over run, total
solids etc. It is our objective to give our customer uniform experience anywhere they
consume Amul Ice Cream.

State of the Art Manufacturing Facilities: Amul Ice Cream is manufactured in state
of the art plants certified by ISO & HACCP.

Probiotic Range: We are the first company in the India to introduce probiotics in ice
cream, for which IDF (International Dairy Federation) has awarded GCMMF the Best
Innovation in Nutri Marketing Category.

SUGAR FREE Range: We have introduced SUGAR FREE Ice Cream in Bulk Pack
to cater this segment. We are the first who made this ice-cream especially for diabetic
Patient Who feel Guilt while others are eating Ice-cream in Marriages.
 CHAPTER-2 RESEARCH METHODOLOGY

1. RESEARCH OBJECTIVES:
To find out the consumption level of Amul products.
To know the awareness level among the retailers for the Amul products.
To analyze which Amul products are being sold more in the market.
To do market analysis in order to study the usage pattern and buying behavior of
Amul products.
To find out the causes of not buying the Amul products.
To increase the ice cream outlets.
To find out the causes of not buying Amul ice cream.
To find the performance of Amul ice cream compare to other brands.
To know the satisfaction level of delivery system among retailers.

2. SCOPE OF STUDY:

The study carried is out in Balasinor, thermal, sevaliya town, so its scope is mainly
limited to Balasinor, thermal, sevaliya town.

It gives information about the size of the retail network.

It gives information about the services given by distributors to their retailers.
It gives information about the competitors products.
It provides suggestions to the company to improve their products sales.
It gives information about the sales promotion activities to improve the sale.

3. RESEARCH DESIGN:

Despite the difficulties of establishing an entirely satisfactory classification system, it is

helpful to classify marketing research on the basis of the fundamental objectives of the
 research. Consideration of the different types, their applicability, their strengths and
weakness will help student to select the type best suited to a specific problem.

The two general types of research are:

Exploratory research:

It seeks to discover new relationship, emphasis on discovery of ideas. Marketing

researches devote a significant portion of their work on exploratory studies when very
little is known about the problem being examined.

Conclusive research:
Conclusive studies attempts to determine the frequency with which something occurs or
the relationship between two phenomenons. Usually conclusive studies assume certain
under underlying characteristics of the market or have some precise statement of research
questions/ hypotheses.

4. RESEARCH DURATION:
Time duration is approximately 6 weeks.

5. SAMPLING DESIGN:
Sampling Technique is the convenience sampling. There was any individual retailor
shop involved in different kinds of acceptation toward the Amul products.

6. SIZE OF SAMPLE:
201 Retail shops were covered.

7. DATA COLLECTION METHOD:

Primary Sources:
To collect primary data from retailers questionnaires were used. Questionnaire was
provided by Gcmmf organisation, the standard format given by organisation.

Secondary Sources:

Secondary data collected from different websites. This secondary data formed the
conceptual background for the project. This secondary data was compared with the
primary data collected in area.

8. DATA COLLECTION TOOLS:

Information was collected by personally contacting retailers through interviews, visit.

9. DATA ANALYSIS TECHNIQUES:

Type of data analysis techniques used in project are:
Tabular Analysis
Graphical Analysis
Percentage Analysis

10. AREA OF SURVEY:

 The respondents of Balasinor, sevaliya and thermal were surveyed.

11. SAMPLING UNIT:

Retail shops

Chapter-3

1 DATA ANALYSIS AND INTERPRETATION

market share of ice cream:

Earlier there were only 12 outlets of Amul ice cream in balasinor,sevaliya thermal region, but
now total 20 outlets of Amul ice cream. I went to competitors outlets, try to convince them to
keep amul ice cream.

Market share of ice cream

20% 22%

10%
17%

30%

havmore vadila amul krishna others

As per the above mentioned data and chart, we can interpret that there is 25 percent share of
ice cream. It was almost equal to that of havmore It was low and not acceptable. Retailers
were having problem because there was a week distribution network, lack of effective
communication, stock was not there whenever it was needed and last but not the least there
was limited variety of flavors available at low cost which the people demanded.

Market share of ice cream

20% 22%

10%
17%

30%

havmore vadila amul krishna others

After the problem analysis and through the solutions and data it can be concluded that there is
a 5% increase in market share of Amul, meanwhile there is also a decrease in market share of
its competing brands also.

Wholesaler distributors:

WD
RETAILER SHOP Percent
sarvoday agency 137 68.2
vidhi agency 64 31.8
100.
Total 201
0

Total 201 respondent, in that 137 respondent of balasinor is under sarvoday agency and 64
respondent of thermal and sevaliya town is under vidhi agency.

Category
 category
80 74
70
60 53
50
40
30 21
20 15 11 14
7 5
10 1
0

There are 37% market share of kirana store,26% market share of general store, 10% market
share of chemist,7%market share of ice cream parlour, 5% market share of bakery
confectionary, 4% market share sweet shop, 7% market share of pan plus and 3% market
share of gift shop.

Name_of_Wd * Dealing_with_Amul

Dealing_with_Amul
Yes No Total
sarvoday agency 80 56 136
Name_of_Wd
vidhi agency 51 13 64
Total 131 69 200

As From above table, 80 respondent out if 136 respondent of sarvoday agency are dealing
with Amul and 51 out of 64 respondent of Vidhi agency dealing with Amul.

Category*dealing with amul

Dealing_with_Amul
Yes No Total
Kirana 54 20 74
General store 40 13 53
Chemist 6 14 20
Ice cream parlour 8 7 15
Category balery/confectionery 9 2 11
sweet shop 2 5 7
pan plus 7 7 14
APO 5 0 5
Gift shop 0 1 1
Total 131 69 200

Above table shows that total which category dealing with amul.
 Total Market share of Amul product:

Amul product Amul product

Milk; 5814000
6000000
4000000 Dairy
Dairy; 1358800 Dairy; 18%
Ice cream; 407700
turnover per month 2000000 Ice cream
Ice cream; 5% Milk
0

Milk; 77%
Amul product

As shown in above graph, there are total 18% market share of dairy product, 5% market share
of amul ice cream and 77% market share of Amul milk.

2.FIELD WORK-METHOD USED FOR DATA COLLECTION:

Questions were asked to respondents as regards to their willingness to purchase Amul

products.

The help of questionnaires conducted direct interviews, in order to get accurate

information.

In order to get correct information I had to approach retailers

I visited as many respondents as I can and asked them their real likings about any
Amul product.

It is really a Herculean task to understand Consumer Behavior, as the definition

suggest,Consumer behavior is a physical activity as well as decision process
individual engaged in when evaluating, acquiring, using and disposing goods and
services.
In order to collect accurate information I visited different retail stores in balasinor,
sevaliya and thermal town every question was filled personally by the respondents
and checked properly.
People were not willing to answer, when they were contacted between 1.00 pm to
5.00 pm, the time when most of the people take rest during the scorching heat.

2 FINDINGS AND LIMITATIONS FOR AMUL PRODUCTS:

Scope of study is to help in comprehensive analysis of Amul products. It also tends to
different retail stores views about the important aspect of the company with reference to
different products.

From the study I have also got the information about Amul products in balasinor,sevaliya and
thermal region. It also gives information about the level of satisfaction from the outlets
towards the Amul products. By the findings through the analysis and interpretation which I
have done with different retail stores, I would like to say that there were some problems and
issues in these stores regarding AMUL products.

LIMITATIONS:

Limited time available for interviewing the respondents. As a result of this it was not
possible to gather full information about the respondents.
As summer training is going under summer season so sometimes people are less
interested in filling up questionnaire.
Non-cooperative approach and rude behavior of the respondents.
If the respondents answer does not fall between the options given then it will turn up
to be a biased answer.
Sometimes outlets owner did not give proper knowledge and time about my queries.

FINDINGS:

The prices of some Amul products like milk, dahi, ghee are as par compare to other
brands of products.
The logistic involved for making products available to the final customers are
temposor trucks depend upon the order by distributor.

The consumer level of acceptance towards Amul product is very high.

During the survey it was found that still there are a large number people who have not
tasted Amul products yet.
Lake of Awareness among retailers about Amul products.
As I found that the main product of Amul is Milk and company firstly wants to
capture maximum market share in milk market, after it Amul is concentrating upon
butter & cheese. So it is not concentrating upon other items.
There is lack of Sales Promotional Activities i.e. extra weight, quiz contest etc.
I find the main thing is that Amul brand name has very good image in consumers
mind and they consider it as Pure & Good Product.
 4 SUGGESTIONS :

In order to maintain and increase the sales, the following recommendations regarding Amul
products; particularly regarding advertisement, distribution, promotional policies, etc, are
hereby suggested:
First and foremost Amul should take proper action in order to improve service,
because although being on a top slot in Butter and milk supplies it does not get the
same sales in other products, which it should get.
Company should use brand ambassador which attracts each age segment i.e.
SaniaMirza, MahendrasinghDhoni, Amitabh Bacchan, etc.
Amul should give local advertisements apart from the advertisements given at the
national level. Local advertisement must mention the exclusive Amul shops of the
city.
Company should introduce sales promotion schemes like free weight, cutting knife,
contest, free gifts etc.
The company needs to improve their packaging material quality. Packaging is one of
the main areas of disagreement with the ice cream because the packaging of the ice
cream creates problem with caring and forwarding.
 5 CONCLUSION:

I concluded that Amul has a very good image in the eye of its customer, has a very good
brand name. But one thing I come to know that its distribution channels in not good in some
wardens because of which retailers has to face many problem.

I also saw that the price of some of the Amul products is high as compare to its
competitor products and hence Amul competitors are able to attract consumer towards their
product.

Another thing is that Amul dont give the replacement offers to the retailers and because of
which retailers are very much dissatisfied.

This project was of greater importance to me. I have learnt a lot in this project. This project
shows me the way to work in the market, how to communicate with different type of people
and how to convince one for better job. Ultimately I must say that I am privileged to work in
the company like G.C.M.M.F. and get such a real time exposure of FMCG Company.
 BIBLIOGRAPHY:

Books and magazines:

Marketing Research- ByNareshMalhotra, 13th edition, referred pages- 7-18, 33-50, 78-
114, 170-211.
Marketing Management- By Philip Kotler, Kevin Lane Keller, AbrahmKoshy,
MithileshwarJha, 13th edition, Publisher- Pearson, Referred pages- 4-17, 20-21, 24-27,
88-100, 144-165, 200-214, 250-266, 486-503, 518- 526.

Through net surfing:

www.amul.com
www.amuldairy.com
www.marketresearch.com
www.amulproducts.in/about_history.html
www.amul.com/products/amulpro.php
toi.amul.com/amulscoopingparlours.html
http://www.amulicecream.in/
http://www.amulicecream.in/amul_partner2.html