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1
AREA OF RESEARCH
We would like to research on perception of AMUL in the minds of the
consumers. Since Amul has a presence in almost all dairy products we think it
should look at becoming a food brand rather than just a dairy brand. This
project will involve primary as well as secondary research.
SECONDARY RESEARCH
About the Dairy Sector in India
India's dairy industry has long been the largest and one of the most primitive
in the world. Suddenly, however, Indian dairying is being engulfed by change
from all directions. Consumer demand is surging, mainly because India's
economic growth (at 7 percent annually) has lately been about three times as
rapid as its population growth (1.8 percent). Milk consumption has more than
doubled since 1980, to a projected 74 million tons in 1998. But per capita
consumption is still only about two-thirds of the World Health Organization's
recommended minimum.
INDIA HAS ALLOWED private businesses to enter milk marketing in the 1990s.
Previously, this was an area reserved for cooperatives. Private investment
has doubled the country's milk-processing capacity, and companies are
eagerly exploring new products (like ice cream and cheese) and new market
outlets (such as fast-food restaurants). Last year, India partially liberalized
imports of processed cheese. It's not a major consumer item yet, but India
will soon be forced by its obligations under the World Trade Organization to
permit more dairy product imports. For 20 years, India has said it could not
permit imports because of a "balance of payments crisis." In recent years,
however, India's exports have risen by as much as 20 percent per year, and
the WTO is insisting on expansion of imports.
INDIAN DAIRY FARMERS face a tough challenge in further boosting milk
production. High-quality feed is scarce and getting rapidly more expensive as
demand rises. Meanwhile, the country's 11,000 centers for artificial
insemination perform 4 million inseminations per year, trying to produce
cattle that can tolerate the country's high heat, humidity and pest pressure—
and still produce high milk yields. Most of the semen is from Holstein and
Brown Swiss bulls. India approved limited sales of bovine growth hormone
last year, in a few states and only for buffaloes. Half of India's milk is from its
buffalo (not to be confused with American bison). The BGH increased milk
yields by 10 percent to 20 percent per animal.
THE ICE CREAM industry, which was formerly reserved for small businesses,
has been opened to all comers. A few multinationals and lots of Indian
companies are pursuing this sector of the "recreational food" market. Fast-
food restaurants are demanding more Western-style cheeses such as
cheddar and mozzarella. Processors are trying to produce them, but costs are
high and quality is still poor. To date, India has permitted virtually no dairy
imports except modest amounts of nonfat dry milk to supplement domestic
milk during the hot summer "lean season" for India's own dairying. (Hotels
are allowed to bring in small amounts of Western cheese for tourists.)
2
THE DAIRY INDUSTRY has so far been run primarily to benefit the small dairy
farmers with one to three cows, who carry their milk in buckets to a local milk
cooler owned by their dairy cooperative. Feed will remain scarce and
expensive. India wants not only more milk but more cotton, more sugar,
more peas and more edible beans. They all require land and water, which are
scarce in densely populated India. Three-fourths of the Hindus say they will
eat meat (though not beef) when they can afford it. And meat is also
resource-expensive.
THE BIGGEST CHANGE of all for India's dairying is the country's newly positive
attitude toward economic growth. For most of the years since Mahatma
Gandhi came to power in the 1940s, India was staunchly committed to his
ascetic brand of socialist nationalism. Economic growth had a low priority. In
recent years, however, satellite-fed community TV sets have been bringing
the 20th century to rural India and setting off a social revolution.
ECONOMIC liberalization began only in 1991, but during the last election, all
27 of the registered political parties were publicly committed to double-digit
rates of industrial growth. India's economic growth is still erratic, partly
because of its big, monsoon-dependent agriculture. But a bigger hindrance is
continued resistance to economic reforms by bureaucrats and the labor
movement. India's export mix is still too narrow and is heavily focused on
textiles and computer software. But with India's new thirst for economic
growth and its membership in the World Trade Organization, its per capita
income will rise over time. Growth of dairy imports will start small and in
nontraditional products like Western-style cheeses and ice cream mixes. Over
time, however, India's dairy imports could become very substantial,
especially if WTO farm trade rules are liberalized.
The Indian Dairy Advantage
• Size: India is possibly the largest contributor of milk and milk products
to the world.
3
India as compared to $15.5 in New Zealand and $33 in USA and EU
countries.
4
PRIMARY RESEARCH
It is important to find out the brand image of Amul in people’s
minds, in terms of the GCMMF co-operation and also in terms of which
products they associate most with, Amul. A questionnaire will have to be
formulated based on this and students will form our target audience. Even
though the product launches will be on a national level we will be restrict our
sample size to only Mumbai.
1.Method of questioning
5
SAMPLING
There are 7 steps involved in the sampling process
6
Findings and Observations:
A) 1. Which brands these items do you consume?
MILKPOWDER
MILK
POWDER
3% 2%
1% 8% NON-USER
NON-USER 86% UNBRANDED
UNBRANDE NESTLE
D 1% AMUL
OTHERS
NESTLE 8% 86%
AMUL 3%
OTHERS 2%
100
%
7
MILK
BUTTER
MANY 2%
UNBRANDED 57%
GOKUL 11% 1% 15%
NESTLE 8% NESTLE
AMUL 11% BRITANNIA
AMUL
OTHERS 11%
84%
100
%
BUTTER
NESTLE 1%
BRITANNIA 15%
AMUL 84%
100
%
Consumers
11% 2% MANY
11% UNBRANDED under study
GOKUL prefer
8% NESTLE
11%
57%
AMUL
unbranded
OTHERS milk.
Unbranded
milk is used
by 57% of
the people.
All other brands are at power with Amul and Gokul at 11%.
Followed by Nestlé, consumed by 8%.
2% of those surveyed also use multiple brands.
8
GHEE
GHEE
GH
NON-USER 17% NON-USER
5% 7% 17%
UNBRANDED 15% UNBRANDED
15%
HOMEMADE 30% 15% HOMEMADE
SAGAR
SAGAR 11%
AMUL
AMUL 15% 11%
AAREY
AAREY 5% 30% OTHERS
OTHERS 7%
100%
CHEESE
CHEESE
NON-USER 9%
NON-USER
MANY 6% 8% 7% 9% 6% MANY
BRITANNIA 19% 19% BRITANNIA
AMUL 51% AMUL
KRAFT 8% 51% KRAFT
OTHERS
OTHERS 7%
100
%
51% of the people singled out Amul cheese to all others.
Britannia lags behind by a large margin and is used by 19%.
9% do not use cheese. Only 8% use the big brand Kraft.
7% use other brands and 6% switch between brands.
CONDENSEDMILK
CONDENSED
MILK 25%
2%
NON-USER
NESTLE
AMUL
NON-USER 73% 73%
NESTLE 25%
AMUL 2%
100
%
ICE CREAMS
ICE CREAMS
MANY 15%
100
%
People preferred Walls most as compared to
Amul consumed by 26% and Local brand Naturals consumed by only
6%.
15% do not have a specific favorite, while 7% liked other brands.
14% of those surveyed do not eat Ice Cream at all.
CHOCOLATES
CHOCOLATES
MANY 24%
100
%
10
24% of those surveyed were unable to pick a favorite.
ECLAIRS/TOFFEES
ECLAIRS
100
%
SHRIKHAND
SHRIKHAND
OTHERS 4%
AMUL 30%
100
%
PIZZA
PIZZA
11
23% were non users of pizzas while 12% have other brands.
PANEER
PANEER
D 38%
GOKUL 1%
AMUL 10%
100
%
DAHI
NON-USER 25%
OTHERS 5%
UNBRANDED 4%
AMUL 20%
HOMEMADE 46%
100
%
46%
12
A)2(i) In what quantity do you consume the
products?
MILKPOWDER
MILK POWDER
SMALL 13
29%
MEDIUM 9 42% SMALL
MEDIUM
LARGE 8 LARGE
29%
30
CHEESE
CHEESE
SMALL 11 20%
36%
SMALL
MEDIUM 13 MEDIUM
LARGE
LARGE 6 44%
30
BUTTER
BUTTER
SMALL 7
MEDIUM 9 25%
SMALL
LARGE 14 46%
MEDIUM
30 LARGE
29%
ICECREAMS
ICE CREAMS
SMALL 12 24%
40%
MEDIUM 11 SMALL
MEDIUM
LARGE 7 LARGE
30 36%
MILK
MILK
18%
SMALL 5 47% SMALL
MEDIUM 11 MEDIUM
LARGE
LARGE 14 35%
30
CONDENSEDMILK
CONDENSED MILK
SMALL 27
4% 7%
MEDIUM 1
SMALL
LARGE 2 MEDIUM
LARGE
30
89%
14
GHEE
GHEE
28% 27%
SMALL 8
SMALL
MEDIUM 14 MEDIUM
LARGE 8 LARGE
30 45%
Little under half the people surveyed (45%) use Medium quantities of
Ghee.
28% use Large quantities while 27% use Small quantities in their
homes.
CHOCOLATES
CHOCOLATES
21%
SMALL 12 40%
SMALL
MEDIUM 12 MEDIUM
LARGE 6 LARGE
30 39%
Chocolates are
enjoyed by 40% of those surveyed in Small amounts.
39% consume them in Medium amounts and the remaining 21% in
Large quantities.
ECLAIRS /TOFFEES
ECLAIRS /
TOFFEES
6%
SMALL 21 24%
SMALL
MEDIUM 7 MEDIUM
LARGE 2 LARGE
70%
30
MOZARELLA /
PIZZA CHEESE
SMALL 12 17%
40%
MEDIUM 13 SMALL
MEDIUM
LARGE 5 LARGE
30 43%
SHRIKHAND
SHRIKHAND
SMALL 16 16%
SMALL
MEDIUM 9 MEDIUM
53% LARGE
LARGE 5 31%
30
GULABJAMUN
GULAB JAMUN
SMALL 18 7%
MEDIUM 10 32% SM
M
ALL
EDIUM
LARGE 2 61% LARGE
30
16
PIZZA
PIZZA
MEDIUM 13 SMALL
MEDIUM
LARGE 9 LARGE
30 43%
PANEER
PANEER
SMALL 12 17%
39%
SMALL
MEDIUM 13 MEDIUM
LARGE 5 LARGE
44%
30
DAHI
DAHI
SMALL 13 19%
42%
MEDIUM 12 SMALL
MEDIUM
LARGE 5 LARGE
39%
30
17
A) 2(ii) How frequently do you consume the products?
MILK POWDER
MILK POWDER
DAILY 6 21%
WEEKLY 9 36% DAILY
FORTNIGHTLY 4 WEEKLY
FORTNIGHTLY
1
29% MONTHLY
MONTHLY 1 14%
3
0
BUTTER
BUTTER
DAILY 16 13%
WEEKLY 5 DAILY
19%
FORTNIGHTLY 6 WEEKLY
52% FORTNIGHTLY
MONTHLY 3
MONTHLY
30 16%
MILK
MILK
DAILY 28 4% 2%
0%
WEEKLY 1 DAILY
FORTNIGHTLY 1 WEEKLY
MONTHLY 0 FORTNIGHTLY
30 MONTHLY
94%
18
GHEE
GHEE
1
DAILY 3 18%
WEEKLY 7 DAILY
43%
FORTNIGHTLY 5 WEEKLY
16% FORTNIGHTLY
MONTHLY 5
MONTHLY
3 23%
0
43% use Ghee daily, 23% weekly, 16% fortnightly & 18% monthly.
CHEESE
CHEESE
14% 8%
DAILY
DAILY 3 Cheese is preferred by most on a weekly
WEEKLY
1 basis (44%). FORTNIGHTLY
WEEKLY 3 34%consume it fortnightly, 44%
34% MONTHLY
1 14% monthly, while only 8% have it
FORTNIGHTLY 0 everyday.
MONTHLY 4
3
CHOCOLATES
0
CHOCOLATES
11% 13%
DAILY 4 DAILY
1 WEEKLY
FORTNIGHTLY
WEEKLY 2 37%
39% MONTHLY
1
FORTNIGHTLY 1
MONTHLY 3
3
0
ICE CREAMS
ICE CREAMS
Only 13% of those surveyed have chocolate
everyday.
DAILY 1 3%
WEEKLY 8 33% 28% DAILY
1
WEEKLY
FORTNIGHTLY 1 FORTNIGHTLY
MONTHLY
1 19 36%
MONTHLY 0
3
0
39% have it on a weekly basis, while 37% fortnightly & 11% monthly.
Ice Cream is consumed by 3% on a daily basis.
28% have it weekly, 36% have it fortnightly and 33% have it monthly.
ECLAIRS/TOFFEES
ECLAIRS/TOFFEE
S
20%
DAILY 9 31% DAILY
WEEKLY 9 WEEKLY
FORTNIGHTLY 6 FORTNIGHTLY
20%
MONTHLY
MONTHLY 6 29%
3
0
CONDENSED MILK
CONDENSED
MILK
4%0%
4%
DAILY 1 DAILY
WEEKLY 0 WEEKLY
FORTNIGHTLY 1 FORTNIGHTLY
2 MONTHLY
MONTHLY 8 92%
3
0
20
Almost all condensed milk users make use of it only on monthly basis.
A mere 4% have it monthly while the remaining have it Fortnightly.
MOZARELLA/PIZZA CHEESE
MOZZARELLA
0% 10%
DAILY 0 38% DAILY
WEEKLY 3 WEEKLY
1 FORTNIGHTLY
FORTNIGHTLY 6 MONTHLY
52%
1
MONTHLY 1
3
0
SHRIKHAND
SHRIKHAND
DAILY 0 0%4%
WEEKLY 1 DAILY
1 40% WEEKLY
FORTNIGHTLY 2 FORTNIGHTLY
56%
1 MONTHLY
MONTHLY 7
3
0
GULAB JAMUN
GULAB JAMUN
4% 7%
DAILY 1
DAILY
WEEKLY 2
WEEKLY
1 FORTNIGHTLY
53% 36%
FORTNIGHTLY 1 MONTHLY
21
1
MONTHLY 6
3
0
PIZZA
PIZZA
25% 8%
DAILY 0 18% DAILY
WEEKLY 7 WEEKLY
1 FORTNIGHTLY
FORTNIGHTLY 6 MONTHLY
49%
MONTHLY 7
3
0
PANEER
PANEER
DAILY 3 6% 10%
DAILY
1 31%
WEEKLY
WEEKLY 6
FORTNIGHTLY
FORTNIGHTLY 9
53% MONTHLY
MONTHLY 2
3
0
12% 4%
DAHI 47%
DAILY
WEEKLY
FORTNIGHTLY
37% MONTHLY
22
1
DAILY 4
1
WEEKLY 1
FORTNIGHTLY 4
MONTHLY 1
3
0
23
A) 2(iii)On what occasions are the products
consumed?
MILK POWDER
MILK POWDER
7%
1
REGULARLY 3 43% REGULARLY
OCCASIONALLY
1 BOTH
50%
OCCASIONALLY 5
BOTH 2
3
0
MILK
MILK
REGULARLY 24 16%
OCCASIONALLY 1 4%
REGULARLY
BOTH 5 OC C ASIONALLY
30 BOTH
80%
People prefer Milk to its powered form with a whooping 80% using it
regularly.
Only 4% use it occasionally while 16% use it both regularly &
occasionally.
BUTTER
BUTTER
REGULARLY 23
16%
OCCASIONALLY 2 6%
REGULARLY
BOTH 5 OCCASIONALLY
30 BOTH
78%
24
78% of the people surveyed use butter on a Regular basis.
6% Occasionally while 16% use it both Regularly & Occasionally.
GHEE
GHEE
1 17%
REGULARLY 8 REGULARLY
OCCASIONALLY 7 OC C ASIONALLY
BOTH 5 24% 59% BOTH
3
0
CHEESE
CHEESE
1 15%
REGULARLY 4 REGULARLY
48%
1 OC C ASIONALLY
OCCASIONALLY 1 BOTH
37%
BOTH 5
3
0
Goes well on Bread for Breakfast, Cheese lovers (48%) use it regularly.
37% use it occasionally while 15% use it both Regularly &
Occasionally.
ICE CREAMS
CONDENSED MILK
CONDENSED MILK
REGULARLY 1 7% 4%
2 REGULARLY
OCCASIONALLY 7 OCCASIONALLY
BOTH 2 BOTH
3 89%
CHOCOLATES
CHOCOLATES
11%
1
REGULARLY 5 REGULARLY
OC C ASIONALLY
1 50%
39% BOTH
OCCASIONALLY 2
BOTH 3
3
0
1 20%
REGULARLY 2 41%
REGULARLY
1 OCCASIONALLY
BOTH
OCCASIONALLY 2
39%
BOTH 6
3
0
MOZARELLA/PIZZA CHEESE
MOZZARELLA
5% 17%
REGULARLY 5
REGULARLY
2 OC C ASIONALLY
OCCASIONALLY 4 BOTH
BOTH 1 78%
3
0
SHRIKHAND
SHRIKHAND
4% 16%
REGULARLY 5
2 REGULARLY
OC CASIONALLY
OCCASIONALLY 4 BOTH
BOTH 1
80%
3
0
27
80% of the Shrikhand lovers eat it on an Occasional basis.
Only 16% have it Regularly.
GULA B JA MUN
GULAB JAMUN
REGULARLY 3 4% 11%
2 REG ULARLY
OCCASIONALLY 6 O C C A SIO NA LLY
BOTH 1 B OTH
3 85%
0
PIZZA
PIZZA
REGULARLY 4
17% 14%
2
OCCASIONALLY 1 REGULARLY
BOTH 5 OC C ASIONALLY
BOTH
3
0 69%
14%
REGULARLY
PANEER OC C ASIONALLY
27% 59%
BOTH
28
1
REGULARLY 8
OCCASIONALLY 8
BOTH 4
3
0
DA HI
DAHI
2 21%
REGULARLY 1 R EG ULA R LY
OCCASIONALLY 3 O C C A S IO NA LLY
BOTH 6 9%
B OTH
3 70%
0
Q1) What are the first few words that come to your
mind when I say ‘Amul’ ? (In order of recall ,1
being the highest)
a) First choice of Word/ Phrase
29
Words/ Phrases Total Percentage
BUTTER 10 31.91%
CHEESE 4 13.83%
MILKY 3 9.57%
GHEE 1 4.26%
OTHERS 2 5.32%
30
high level of association between butter as a product and Amul as a
brand.
Butter is followed by cheese and the phrase "Utterly Butterly
Delicious", wherein 27% of the respondents mentioned either of these two
as the first word/phrase that came to their mind when asked about amul.
This shows that Butter and Cheese are the 2 most popular products of
Amul.
This is followed by the words 'Milky' and 'Milk Products' suggesting that
17% of the respondents associate Amul with Milk Products or use the word
Milky to describe Amul.
Ghee of Amul has high recall and closely follows on the heels of butter
and cheese. 4% of the respondents mentioned ghee as the first thing that
came to their mind when they were asked about amul.
Similarly another 4% of the respondents mentioned other products of
amul as an answer to the above question. 3% of the respondents
mentioned the phrase' Taste of India", and another 3% spoke about good
quality products. The Amul girl was mentioned by another 3% of the
respondents. It can also be seen that the Amul advertising campaign has
had quite a bit of an impact on the people, mind this is evident from the
fact that overall 20% of the respondents mentioned phrases from the
advertising campaign ( Taste of India, Utterly Butterly Delicious, Amul Girl)
for the above question.
31
b) Second choice of word/ Phrase
CHEESE 6
BUTTER 5
UTTERLY BUTTERLY DELICIOUS 5
AMUL GIRL 4
MILKY 2
ICECREAM 2
GOOD QUALITY 2
TASTE OF INDIA 1
DAIRY PRODUCTS 1
ESTABLISHED BRAND 1
GHEE 1
Total respondents 30
32
As clearly seen from the above graph, the phrase “Utterly Butterly
Delicious” has the highest frequency of occurrence as the second
word/phrase that comes to mind when asked about Amul. Also as the
second choice, respondents recalled cheese more often than butter, which
is opposite of what the case was in the first choice.
Amul girl continues to have a high recall.
ADS 6
MILKY 6
BUTTER 4
INDIAN 4
CHEESE 5
UTTERLY BUTTERLY DELICIOUS 3
GOOD QUALITY 1
DAHI 1
Total respondents 30
33
d) Fourth choice of word/phrase
AMUL PRODUCTS 7
ADS 7
REFRIGERATED PRODUCTS 4
DR. V KURIEN 2
MILK PRODUCTS 4
GOOD QUALITY 4
GUJARAT 2
total respondents 30
In case of the fourth choice Amul products take the lead. Followed by
advertisements and the phrase “refrigerated products” to describe what
came to their mind when asked about amul.
34
C) Which words or phrases can you use to describe
Amul as a brand?
35
D) What do you feel is unique about it as compared to
other brands?
WORDS/
PHRASES Total
QUALITY 7
PRICE 5
TASTE 4
ADS 3
INDIAN 3
BRAND EQUITY 3
AVAILABILITY 2
VARIETY 1
RELIABILITY 1
OTHERS 1
Total respondents 30
1 2 3 4 5
Ice cream 4 6 7 2 11
cones
Ghee 8 6 5 8 3
Pizza 4 4 7 6 9
Cheese 7 5 7 9 2
Toffee/Chocola 7 9 4 5 5
tes
1st preference:
2nd preference:
37
3 rd preference:
4th preference:
38
5 th prefercne:
39
This graphs shows that those surveyed have mixed preference.
40
F) If Amul was to get into new Products or business
what do you think it would be best suited for?
41
G ) Launching of new products by Amul
The overall feedback has been tabulated above, the details of each product
and its segregation in terms of housewives and teenagers is done below.
HEALTHBEVERAGES
Health Beverages/Malted food
drink Maybe
19%
Yes No Maybe No
68 13 13% Yes
68%
Total % % 19%
As far as health beverages or malted food drinks were concerned 68% of the
sample size was for the idea as compared to 13% who were against the idea
and 19% who said maybe.
For the launch of Indian sweets or mithai the sample size was equally divided
with 50% of the sample being for it, 31% being against it and 19% resorting
to a maybe.
JAMS
Jams
Maybe
Ye N
22% Yes
s o Maybe 38%
Total 38 40 22
No
40%
38% were for Amul launching jams whereas 40% were against it and 22%
were neither for nor against it, therefore we see that most of the sample size
would not favor the launch of Amul jams.
42
Biscuits/Cookies
BISCUITS / COOKIES
Ye N
s o Maybe
Maybe
Total 49 29 22
22%
Yes
49%
No
29%
49% of the people said that they would like Amul to get into the
biscuits/cookies segment whereas 29% were completely against it and 22%
were indecisive about it.
Soups SOUPS
Ye N
s o Maybe Maybe Yes
Total 18 63 19 19% 18%
No
63%
The idea of Amul launching soups was highly rejected with 63% saying a
‘no’,19% saying a ‘maybe’ and only 18% saying a ‘yes’.
Yes
80%
Probably because of it’s close association with milk, lassi/chaas met with a
highly favourable response with 80% recommending the launch of it,11% not
being too sure and only 9% rejecting the idea.
43
COFFEEPOWDER
Coffee Powder
Ye N
Maybe
s o Maybe 19%
Yes
25%
Total 25 56 19
No
56%
Only a quarter of the sample size were for Amul launching coffee
powder,56% were against it while 19% were indecisive.
Atta ATTA
Ye N
Maybe
s o Maybe Yes
16%
Total 27 57 16 27%
No
57%
27% of the sample were for the launch of ‘atta’ by Amul, while 57% and 16%
said ‘no’ and ‘maybe’ respectively.
KETCHUP/ SAUCE
Ketchup/Other sauces
Ye N Maybe
s o Maybe 18%
Yes
Total 31 51 18 31%
No
51%
51% of the people did not think that Amul should launch ketchup and other
sauces ,18% said ‘maybe’ while more than 50% were against the idea.
NOODLES
Maybe Yes
21% 18%
Noodles
Ye N 44
s o Maybe No
Total 18 61 21 61%
Noodles and Amul was not a good combination for our sample audience as
61% rejected the idea while 21% said maybe and only 18% said yes.
Pickles PICKLES
Ye N
s o Maybe Maybe
Yes
Total 32 49 19 19%
32%
No
49%
Close to half our sample did not favour Amul launching pickles while 19% said
maybe and 32% said yes.
PACKAGED SNACKS
Maybe
15% Yes
Packaged Foods 40%
Ye N
s o Maybe 45
No
Total 40 45 15 45%
As far as ready to eat and packaged foods were concerned the sample were
size was more or less equally divided with 40% saying a ‘yes’ 45% saying a
‘no’ and 15% saying a
‘maybe’.
Potential Products
No of Agreeable Respondents
90
80
70
60
50
40
30
20
10
0
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46
Overall Analysis:-
2. Butter and Amul seem to be synonymous with each other. Also Amul
has built a reputation and image over the years of providing good
quality milk products therefore any product that is associated with milk
is likely to be more easily accepted.
4. Amul pizza cheese, éclairs and paneer have very low awareness levels
but those who have tried the products are happy with them implying
that the quality is good therefore awareness should be built around
these products so that Amul can exploit these segments.
47
CONCLUSION
trend in this field. It is found during the survey that dealers plays
48
Thus, I have gathered lots of information and Experience through
future
49
BIBLIOGRAPHY
Inc., 1982.
JOURNALS :-
of different companies
\>
2) News - Papers.
Web-Site
1) www. amulindia.com
2) www.butter.com
50