INTRODUCTION

Company Profile: AMUL (Anand Milk Union Limited) was formed in

1946. It is a brand managed by cooperative body, the Gujarat Cooperative Milk
Marketing Federation Ltd (GCMMF). It’s head office is in Amul Dairy Road,
Gujarat – 388001, India. Over the last few decades of its working time, GCMMF
Ltd. has created a large no. of economic network that links millions of milk
consumers in India.

In Guwahati (Assam), Bormotoria - 781036, GCMMF Ltd has its branch

office where I did my internship.

Objective Accomplished During the Internship Period

1. Surveyed for estimating the existing retail selling of Amul milk, Amul dahi,
Amul meetha dahi and their sale and tried to get the feedback about
meetha dahi and its problem in distribution.
2. Distribution of Amul Meetha Dahi free samples.
3. Detail Survey in the sweet shops who are using milk and found potential
outlets for Amul milk and tried to converted them into amul.
4. Surveyed in the 8 (eight) given societies and found the existing outlets
nearby; selling milk, targeting potential outlet, build awareness and
converting households to buy amul.

Research Methodology
Type of research design – Exploratory Research

Data collection Method: Primary Data & secondary data.

Qualitative Research: in depth interview

 Objective no. 1

Title: To find the existing retails selling Amul milk,dahi,meetha dahi

and their sale and get the feedback about meetha dahi and problem in
distribution.

Sample Selection
1) Target Population: All Amul milk retailers in the selected area.
2) Accessible Population: Six Mile, Guwahati , VIP road, Guwahati &
Zoo Road, Guwahati
3) Sample Size: 35 Amul outlets (in Six Mile & VIP Road) &
21 Amul outlets in Zoo road
4) Sampling Unit: Amul Fresh Product
5) Sampling Method: Interview and questionnaire respectively.

Work done in Six Mile & VIP Road:

1. Time period for this task: 15th May 2019
2. This was the task we did on the very first day of our internship.
3. The task was done in groups. So, I along with my two group members
went to the market area of Six mile and VIP Road.
4. We surveyed and seen that almost 35 retails were there selling Amul
products. The mainly sold products include:
 Amul  Condens  Amulya
Tazza ed Milk  Amul
 Amul  Amul Chococh
Milk Kool ip
 Amul  Amul  Amul
Sparay Cheese Vanilla
 Amul  Amul Royale
Dahi Butter  Amul
 Amul  Amul Asli
Paneer Fresh Guava
Cream
  Amul  Amul  Amul
Kashmiri Pujabi Memory
Kulfi Kulfi Milk
 Amul
Lassi.
Work Done in Zoo Road:

 Visited all of the Amul outlets in the selected area.

 Talked to the retail owner.

 Tried to build a healthy customer relationship with the company.

Responses:

Amul Outlets Visited 21

Outlets Keeping Dahi 9
Outlets Keeping Meetha Dahi 7
Outlets Keeping Milk & Meetha Dahi 7
Outlets Keeping Milk & Dahi 9
Outlets Keeping Milk , Dahi & Meetha Dahi 7
Total Dahi Outlets 9
Total Meetha Dahi Outlets 7
Total Milk Outlets 19

Challenges while performing this activity:

• Study was limited to areas around the Zoo Road, Guwahati.

• Sample size of the study is restricted to only up to 21 outlets.

• Because of the new to the city, I faced a little language communication

problem with the retailers.

• For this reason, retailers hesitate to provide correct response.

• Research is based only on qualitative studies, so, no quantitative

application can be measured.
Key Learnings:

Despite all the challenges, I have learned some valuable lessons while
performing the survey.

1. Learned about the strengths, weaknesses, opportunities and threats of

AMUL Company.
 Strength: Low Price & Good brand image
 Weakness: No replacement & No separate delivery unit
 Opportunity: Product offering – can offer variety of product
like powder milk, milk pouch. Existing market is not fully
tapped and the company can increase presence by
penetrating further.
 Threat: There is no brand loyalty in milk market, the
consumers can change their brand anytime.
2. Despite this, I have learned how I can improve my communication with
the common consumer.
 Objective 2

Title: To distribute Meetha Dahi free samples in given area.

Sample Selection

1) Target Population: All Amul milk consumer in the selected shop.

2) Accessible Population: Kalpashree Store , Hem Baruah Rd, Pan Bazaar,
Guwahati, Assam 781001
3) Sample Size: 3 Crates of AMUL MEETHA DAHI.
4) Sampling Unit: Amul Meetha Dahi

Work done:
1. Time period for this task: 24th May 2019 ;
Morning: 7AM – 11 AM
Evening: 3PM – 5 PM
2. The new launched fresh product by AMUL, The MEETHA DAHI, was in
need of promotion among the consumers of Guwahati.
3. Promotional activity: I was assigned to distribute free samples of AMUL
Meetha Dahi among the customers coming at Kalpashree stores (Hem
Baruah Rd, Pan Bazaar, Guwahati, Assam 781001).
4. I have selected the customers who were already a regular consumer of
other Amul product like Amul pouch milk, Amul masti etc.
5. World Milk Month: All over the world, 1st June is celebrated as world milk
day & the whole June month is celebrated as world milk month. I have
given information about the month and provided benefits of having daily
consumption of milk.
 Challenges faced during the task:

1. Trust issue: As we have not given any identity card or batch by the
company some customers were confused whether to take the sample
or not as they have a sceptic attitude towards me.
2. Some simply denied to take it for free.
3. Some are cynical about the product to be expired, so denied to take.
But I properly explained them about the free distribution and then
they agreed and took the sample.

Key learning:

Through this task I came to learn-

1. Earlier I studied only in theory about free sample distribution. But
this task gave me a practical experience.
2. My communication skills has enhanced a lot.
3. I learnt how to approach people and convince them.
4. This task help me to learn the art of marketing a product.
 Objective 3

Title: To survey in the sweet shops who are using milk and to find
potential outlets for amul milk and to try to convert them into amul.

Sample Selection
1) Target Population: All Amul milk retailers in the selected area.

2) Accessible Population: Rajgarh Road, Guwahati

3) Sample Size: 36 Sweet Shop & Restaurants

4) Sampling Unit: Amul Fresh Product

5) Sampling Method: Interview and questionnaire respectively.

Work done:
1. Time period for this task: 4th June 2019 – 10th June 2019
2. Visited all the sweet shops and restaurants in the selected area.
3. Talked to the owner of the shop and tried to gather information.
4. Given all the necessary information about the Amul products and tried
to convince them to take more and more Amul product for their shop.
5. Responses can be summarised below:

No. of Shop Visited 36

Shops that are already using Amul Milk 30

No. of potential outlets that can be converted to Amul 5

No. of outlets convinced to take Amul 3

Challenges faced during the task:
1. Because of the new to the city, I faced a little language communication
problem with the retailers.
2. Some shop owner did not cooperate with us as they thought, it was just
a wastage of time.
3. There was no way to assess the reliability of the sweet shop and
restaurants. So, whatever they said had to be assumed true.
4. Interpretation of the data may vary from person to person depending on
the individual’s understanding of the product feature of the company.

Key learnings:

Despite all the challenges, I have learned some valuable lessons while
performing the survey.

Understood the sales and distribution process of the Amul fresh product.

AMUL Distribution Model

The AMUL Model of dairy development is a three tiered structure with
the dairy cooperative societies at the village
level federated under a milk union at the
district level and a federation of member union
at the state level.
# Establishment of a direct linkage between
milk producers and consumers by eliminating
middleman.
# Milk producers (Farmers) control
procurement, processing and marketing.
 Objective 4

Title: To survey in 8 societies and to find existing outlet nearby

selling milk, targeting potential outlet, and to build awareness and
converting households to AMUL.

Sample Selection
1) Target Population: All Milk Consumers in the selected area.

2) Accessible Population: Zoo Road, Guwahati ,Randomly Selected 8(eight)

Household Apartments

3) Sample Size: 293 households in 8 apartments on the selected area.

4) Sampling Unit: AMUL Milk Pouch.

5) Sampling Method: Interview and questionnaire respectively.

Work done:
1. Sales Promotion Activity: World Milk Month: All over the world, 1st June
is celebrated as world milk day & the whole June month is celebrated as
world milk month. I have given information about the month and
provided benefits of having daily consumption of milk.

2. Visited all of the 8 (eight) societies and the available retail outlets
nearest to them.

3. Talked to the Hawkers providing milk to the particular society.

4. Tried to build a healthy customer relationship with the company.

5. We approach to every household society in the target papulation.

6. We talked to about 24 outlets and found approximately 90% of outlets

are already having Amul Milk in their shop. And still J&K Enterprise (Zoo
road , by-lane 5) and Jogen Kalita (owner of JK Store (Zoo road, R.G.B.
Road)) got convinced , and now they are taking Amul milk from local
distributor, for their shop. We convinced some of the retailers to keep
full stock of the most sold products.
 7. Responses:

Societies Visited No. of Current Volume No. of outlets I

Household strength have convinced
(in litres) to take AMUL
(Approx...) Milk for their
Shop
1. Gharana 50 30-35 2
Enclave
2. Star 90 40 1
Apartment
3. Pragjyotish 80 35 _
Apartment
4. Prakash 80 35 - 40 1
Chowdhury
Housing
Complex
5. Krine Vista 40 18 - 20 _

6. Dona 60 25 - 30 _
Presidency
7. Royal Heritage 96 50 1
8. Spanish 198 100 _
Garden
Total No. of outlets I have convinced to take AMUL Milk for 5
their Shop

Challenges faced during the survey:

1. Amul don’t provide cold freezers as their competitors like Kwalitywalls
provide.
2. Availability and low profit margin is one of the reason for customers and
retailers to switch to other brands.
 CONCLUSION
On complete analysis of all the responses, it is concluded that
Amul parlours, outlets and all other AMUL fresh products has good reputation
in the market and it has 100% satisfied customer but lack proper distribution
and marketing.
Very few distributors are, in a particular area, which not only is resulting
in improper distribution but also resulting in monopoly of these distributors.
The position of AMUL Fresh Product can be uplifted in the market by sound
marketing and proper distribution channel which results in delivery on time.
Amul has a good reputation and name because of existence in the market for
so many years especially through the name of “Amul Taaza”.
Within short span of time Amul has launched so many products which
are still lacking promotion and availability.
Amul has customer driving power but is not able to retain customer due
to unavailability of the newer products. It’s been great experience working
with Amul and doing promotional activity for new products of “Amul Meetha
Dahi” and other fresh Product.
The market survey has helped me a lot in understanding forward
integration of Amul to link directly with the customer.
It has helped me in not only knowing the business potential of Amul as a
brand through its sales in parlours, outlets, sweet shops but also knowing Amul
in leap and bound like knowing its pattern of distribution, depth of the Amul
products, margin associated with Amul products, business structure of Amul
etc..