A PROJECT REPORT

ON
CONSUMER BEHAVIOUR IN
AMUL (GCMMF)
A Project submitted
to
HNB Garhwal University
For
Partial fulfillment
Of
Bachelor of Business Administration
(2008-11)

PROJECT GUIDE : SUBMITTED BY :

MS. PURNIMA BORA MANORAMA SAPAM

DEPARTMENT OF MANAGEMENT BBA VTH SEM.

ENROLL -G0843159

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 CERTIFICATE

I have the pleasure in certifying that MS. SUMAN NAITHANI is a bonafide

student of MBA IIIRD Semester of GRAPHIC ERA UNIVERSITY, Dehradun.

She has completed her project work entitled “CONSUMER BEHAVIOUR IN

AMUL AT DELHI ” under my guidance.

I certify that this is his original effort & has not been copied from any other
source. This project has also not been submitted in any other Institute /
University for the purpose of award of any Diploma.

This project fulfils the requirement of the curriculum prescribed by this Institute
for the said course. I recommend this project work for evaluation & consideration
for the award of Diploma to the student.

Signature : ……………………………………
Name of the Guide :
Date : ……………………………………

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 DECLARTION

This project has been undertaken for the fulfillment of the requirement for the award of
degree of Master of Business Administration of Graphic Era University, Dehradun.
This project was executed in IVth semester on “A study of Consumer Durable Market for
Samsung Electronics Ltd” with special references to Dehradun” under the guidance of
Mr. Som Aditiya Joyal. (Faculty member Graphic Era University.)
Further I declare that the project on Samsung Electronics is based on secondary data
and not submitted for the award of any another degree or diploma.

ANKUSH GUPTA
MBA IV semester
Marketing

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 ACKNOWLEDGMENT

The authorship of a monograph is usually attributed to one person but a report on the
Internship or a project work like this one is a joint affair. I am indebted to all whom
Have directly and indirectly been of great help to me in doing and writing this
Project report.
It is well-established fact that behind every achievement lays an unfathomable
gratitude of those who have extended their support and without whom it would ever
come into existence. To them I lay the words of gratitude.

First of all, I would like to thank for the mercy of Almighty that I could successfully
complete this project. I bow my head before him. I would also like to thanks Mr.
SANDEEP CHAUDHARY for his Support and for providing me the time and inspiration
needed to detail out this project.

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 PREFACE

In the broad sense research report is necessary to make the student

of professional institutions familiar with the business environment.
This not only helps professionals to speedily accommodate
themselves in business but also to have better usage of their studies.

To be dynamic, strategic & work aggressively they need to know the

policies, procedures and trends going in the present business
environment apart from their studies. The research fulfills all these
needs.

The main source of the study is primary data collected from the
customer and retail stores.
The various modern and standard tools to achieve the objective of
the study carry out the analysis of the data.

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 CONTENTS

1) ABOUT ORGANISATION

2) THE MODERN FACE OF AMUL

3) LITERATURE REVIEW

4) AN OVERVIEW

5) AMUL’S VALUE

6) AMUL’S MISSION

7) SWOT ANALYSIS OF AMUL

8) LIST OF PRODUCTS IN MARKET

9) NUTRAMUL

10) KEY PLAYERS IN HEALTH DRINKS

11) SWOT ANALYSIS OF NUTRAMUL

12) MARKETING RESEARCH

13) OBJECTIVE OF STUDY

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14) RESEARCH METHODOLOGY

 RESEARCH DESIGN
 DATA SOURCE
 SAMPLE PROCEDURE
 SAMPLE SIZE
 FIELD WORK
 RESEARCH APPROACH
 RESEARCH INSTRUMENT

15) FINDINGS

16) CONCLUSION

17) RECOMMENDATIONS AND SUGGESTIONS

18) BIBLIOGRAPHY

19) QUESTIONNAIRE

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 OBJECTIVE OF RESEARCH

“To find out the consumer buying pattern of health drinks with
respect to Amul and Nutramul, so as to make strategy for the future
sales and promotion of Nutramul in this competitive market”.

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 ABOUT THE ORGANISATION

Formally known as GCMMF, AMUL means “priceless” in

Sanskrit. The brand name “AMUL” from the Sanskrit “Amoolya,” was
suggested by a quality control expert in Anand. Amul products have
been in use in millions of homes since 1946. Amul butter, Amul milk
powder, Amul ghee, Amul spray, Amul cheese, Amul chocolates,
Amul Shrikhand, Amul ice cream, Nutramul, Amul milk, Amul FLV
and Amulya have made Amul a leading food brand in India. Today
Amul is a symbol of many things… of high quality products sold at
reasonable prices… of the genesis of a vast cooperative network… of
the triumph of indigenous technology… of the marketing savvy of a
farmer’s organization… and of a proven model for dairy development.

50 years after it was first launched, Amul sales figures have

jumped from 1000 tons a year in 1966 to over 25000 tons a year in
1997 and sales figure of rupees 11140 millions in 1994-95 to rupees
23365 millions in 2001-02. No other brand comes even close to it. It
was all because a thumb sized girl climbed on to the hoardings and
put a spell on the masses.

For thirty odd years the Utterly Butterly girl has managed to
keep her fan following intact. So mush so that the ads are now ready
to enter the Guinness Book of World Records for being the longest
running campaign ever. The ultimate compliment to the butter came

9
when a British company launches butter and called it Utterly Butterly,
few years back.

50 years after it was first launched, Amul sales figures have

jumped from 1000 tons a year in 1966 to over 25000 tons a year in
1997. No other brand came even close to it. All because thumb sized
girl climbed on the hoardings and put a spell on the masses.

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 THE MODERN FACE OF AMUL
The nineties brought in some winds of change. Liberalization of
the countries economy was being talked about. In the Beverage
business the scene had changed from one of shortages of self
sufficiency. While everything seemed to be going well, there was a
growing realization of the need to manage effectively the ever
expanding Beverage business in tune with changing times. Would the
dairy managers be able to handle the business through the existing
systems and processes? Two factors needed attention (1) How to
cater to ever changing aspirations of the customers and, (2) How to
improve the quality of products and services that GCMMF offered.
The organization had to brace them to effect the change fast and with
as little pain as possible. Information technology had to be
incorporated in our systems and the organizations made learning
organization through perpetual training and retraining.
In 1994, to facilitate the above information GCMMF decided to
introduce the concept of Total Quality Management (TQM) with its
twin pillars of customers focus and continuous improvement. This
package entailed employee involvement, waste reduction, problem
solving techniques and improvement of the processes, together with
continuous training. Shri B.M. Vyas who had then just taken over as
the managing director of GCMMF took up this gamble and decided to
lead the organization from the front. He was ably assisted by Shri
James Joseph (now in U.S.). Six years down the line and
organization has been transformed.

11
 LITERATURE REVIEW

Consumer Behaviour in health drink

BY SIDHARTH BHARDWAJ

In one of the article I did mention about brand position. I told that
broader the brand position spectrum more the competitors you will
encompass in your brand influence circle. Moving further, I refresh
your memory with one HRM topic which I have used in brand
management.
Maslow’s Theory- As per Maslow’s hierarchy an employee moves up
in the hierarchy with time. I extended this concept to consumer
behavior but my logic is just reverse.

A consumer is attached with a brand or new innovate product for self

actualization as the time passes and the product moves towards its
generic behavior the needs of consumer shift to basic requirement. In
1980smineral water was for NRIs and high profile people but what
now; mineral water is serving the mass as healthy water for safety
requirement, no more a status symbol. Same was the case with
mobile phones. There are thousands of examples to prove this. The
level at which a brand starts in the hierarchy depends upon the level
of need for the respective product. I support my argument with an
example, In 1980s branded milk was a symbol of esteem. Now in
2007 majority of households in cities depend upon the Mother Dairy
or Amul for their daily milk supply. The point here is that as the need
of a product moves in the hierarchy so the respective brands. A brand
moves with time from top level (self actualization) to
lowest level (basic needs) of Maslow’s hierarchy. There might be
many factors that affect the movement from top level to the basic
level. I quote a few; Company pricing strategy, competitors in
industry, distribution, disposable income of consumers and life style.
According to literature, consumer behaviour is divided into three sub
categories; consumption behaviour, purchase behaviour and attitude
perception. The consumer behaviour differs with age-group and the
lifestyle. A busy professional life left no space for exercise so a drink
which contains low calorific value is a health drink. For kids health

12
drink is a supplement with added calcium, minerals and vitamins. Milk
stands apart with its strongest brand image. Encashment of Amul and
mother dairy in milk segment is externally pillared on availability
(Place), brand position of being pasteurized (promotion, product) and
on price lesser then unbranded. Amul always portraits as a provider
of milk and advertise its supply from villages. Here comes the next
sub category of consumer behaviour, purchase behaviour. One can’t
replace milk with substitute (Don’t forget the blunder of Complain).In
this case the buyer and decision-maker is house wife. Amul has only
branded the milk with a competitive advantage of its distribution.

Organised retail changing FMCG cos’ revenue

model

WITH organised retailing coming up in a big way across the country,

the revenue model of the fast moving consumer goods (FMCG) firms
is witnessing a change. The Rs 3,700-crore cooperative dairy giant
Gujarat Co-operative Milk Marketing Federation (GCMMF), which
sells Amul and Sagar brands of dairy products through 5,00,000
unorganised retailers, is now generating 3% of its total revenues from
organised retailers. The biscuit manufacturer Parle Products, which
sells its products at retail stores as well as the local paan outlets, is
also benefiting as sales to organised retail chains grows. “Our
revenues from these stores in the last two years have increased
rapidly. But it is difficult to quantify it,” says Maria Iyer of Parle
Products.

A local snacks manufacturer, Balaji Foods, has seen its revenues

from organised players shoot up to 10% from a mere 3% in the last
two years. “Earlier, neighbourhood kirana stores were the primary
purchase point. But in recent times, there is a visible shift towards
hyper markets for purchase of foodgrains and other grocery
products,” says Piyush Sinha, professor of marketing at the Indian
Institute of Management, Ahmedabad. The revenues of the
Vadodarabased Rs 200-crore Ashwin Vanaspati India, which sells the
corn oil brand Korndrop, has seen its revenues from the organised
retail stores go up to 5% from 2% of total sales in the last two years.
GCMMF has joined hands with Pantaloon, Adanis and Shubhiksha
for the supply of bulk quantity of its products. RS Sodhi, CGM of
13
GCMMF, feels that Amul is getting better mileage from the organised
retail set up as there is no one to influence the consumer behaviour
like kirana stores where shop-keeper pushes rival brands that might
be fetching better margins for him. “Amul is a trusted brand and
customers get an opportunity to use their discretion to buy it in super
stores and hyper markets,” added Mr Sodhi.

AMUL’S DIVERSIFICATION STRATEGY

A Pizza For Rs 20!

GCMMF on its part would have a ready market for its cheese
products. Analysts felt that the supply of cheese products by GCMMF
at a cheaper price would enable the retailers to price pizzas lower
than that of the competitors. R S Khanna, General Manager-North
zone, said that GCMMF intended to do to pizza what it had already
done to ice cream. He said, "We want pizzas to become a mass
consumption item. And as in the case of ice cream, we will force
pizza manufacturers to slash prices. Eventually, this would expand
the market for cheese."

14
 Background

In 1996, B M Vyas, Managing Director, GCMMF, commissioned the

Indian Market Research Bureau (IMRB) to conduct a consumer survey
to identify the products consumers wanted from Amul.

Based on the findings, Amul entered into the following areas: ice
cream, curd paneer3, cheese, and condensed milk..

In 1997, Amul launched ice creams after Hindustan Lever acquired

Kwality, Milkfood and Dollops4. Positioned as the 'Real Ice-cream,'
Amul Ice cream was one of the few milk-based ice creams in the
market.
With GCMMF gradually expanding its distribution reach, Amul was all
set to strengthen its share in the ice cream segment. (Refer Exhibit III
for market share). In August 1999, Amul launched branded yoghurt in
India for the first time, when it test marketed "Masti Dahi" in
Ahmedabad first and then introduced it all over the country. "Masti
Dahi" was plain yoghurt sold in plastic cups. Each 400 gm cup was
priced at Rs 12.

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 AN OVERVIEW

Amul, formed in 1946, is a dairy cooperative movement in India. It is

a brand name managed by an apex cooperative organisation, Gujarat
Co-operative Milk Marketing Federation Ltd. (GCMMF), which today
is jointly owned by some 2.41 million milk producers in Gujarat, India.
It is based in Anand town of Gujarat and has been a sterling example
of a co-operative organization's success in the long term. The Amul
Pattern has established itself as a uniquely appropriate model for
rural development. Amul has spurred the White Revolution of India,
which has made India the largest producer of milk and milk products
in the world. It is also the world's biggest vegetarian cheese brand.

Amul's product range includes milk powders, milk, butter, ghee,

cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab
jamuns, basundi, Nutramul brand and others. In January 2006, Amul
plans to launch India's first sports drink Stamina, which will be
competing with Coca Cola's Powerade and PepsiCo's Gatorade.

Amul is the largest food brand in India with an annual turnover of US

$868 million (2005-06. Currently Amul has 2.41 million producer
members with milk collection average of 5.08 million litres/day.
Besides India, Amul has entered overseas markets such as
Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong
Kong and a few South African countries. Its bid to enter Japanese
market in 1994 had not succeeded, but now it has fresh plans of

16
flooding the Japanese markets. Other potential markets being
considered include Sri Lanka.

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: 13 district cooperative milk

producers' Union
No. of Producer Members: 2.6 million
No. of Village Societies: 12,792
Total Milk handling capacity: 10.16 million liters per day
Milk collection (Total - 2008- 2.38 billion liters

09):
Milk collection (Daily Average 6.5 million liters

2008-09):
Milk Drying Capacity: 594 Mts. per day
Cattle feed manufacturing

Capacity: 2640 Mts per day

AMUL’S VALUES

 Customer orientation
 Commitment to producers

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  Integrity
 Cooperation
 Excellence
 Leadership
 Quality
 Innovation
 Growth orientation – new products
 Belongingness
 Pride in organization
 Employee satisfaction

AMUL’S MISSION

We at GCMMF endeavor to satisfy the taste and nutritional

requirements of the customers of the world, through excellence in
marketing by our committed team.
Through cooperative networking, we are committed to offering
quality products that provide best value for money.

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 JOURNEY 2010
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 information technology integration.
The network would consist of more than 100offices, 7500 (4000
urban, 3500 rural) stockiest covering at least every taluka
headquarter town, serving nearly 10 lakh outlets with a turnover of
Rs. 37736 Million, and serving several cooperatives.
GCMMF shall also create a market for its products in
neighboring countries.

AMUL’S STRATEGIC THRUST AREAS

 Build capability of marketing fresh products

 Expand marketing of existing products

 Identify and market new products

 Rationalizing taxes

 Integration through IT

 Attract and retain quality manpower

 Integration of cooperatives with common branding

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SWOT ANALYSIS OF AMUL
STRENGTHS:

 Amul is the oldest Milk Marketing Federation in India.

 It has a large network of villages from where it collects milk.
 Amul is a reputed and well known company in India, its
products are easily recognized by the customers.
 Amul has evolved from a single product company to Multi-
product Corporation.
 Its products range is spread over a wide spectrum, from milk
and curd to ice cream and chocolate and health drinks.
 Customers will at least think of using the product once and
check its quality, as it is the product of Amul.
 Amul has the oldest ad campaign in the country.
WEAKNESSES:

 Amul is following the old traditions.

 Advertisement is not enough.
 Price is competitive as compared to other brands in the market,
but margin to the distributor is less than that of other brands.
 Amul Beverages and health drinks has been launched quite
late in Delhi as compared to the copetitors, so awareness
among the people is less about the Amuls products.
 It lacks in aggressive marketing approach, which is helping
competitors.
 Replacement of old product is not allowed
 Less scheme exit.

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  Lack of new technology in research and development.
OPPORTUNITIES:

 There is a huge opportunity in Beverages market.

 Mother Dairy is available since Same years in the market, and it
has dominated this industry, so people need change.
 If Amul provide a better taste and quality then it can swap most
of the customers of Mother Dairy with least effort.
 Customers always believe that there is a chance of
improvement.
 Beverages are basic necessity for daily use; everyone needs it
daily for one or other reason.
 Average consumption of milk is 1 liter in each house.
 People Left the tradition drinks (soda) and Like the Beverages
Milk.
THREATS:
 There is a very tough competition with other brands.
 Better image of competitor in particular segment.
 Competitors are dominating Beverage in the market, quality
wise and price wise.
 Market is price sensitive.
 People are using Mother Dairy and other brands since so many
years, so it is difficult for them to suddenly change the brand
and taste that has already been developed. So it is really
difficult to convince them.

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 LIST OF PRODUCTS IN MARKET

AMUL means "priceless" in Sanskrit. The brand name "Amul," from

the Sanskrit "Amoolya," was suggested by a quality control expert in
Anand. Variants, all meaning "priceless", are found in several Indian
languages. Amul products have been in use in millions of homes
since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray,
Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,
Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (Turnover: Rs. 37.74 billion in 2005-06). Today Amul is
a symbol of many things. Of high-quality products sold at reasonable
prices. Of the genesis of a vast co-operative network. Of the triumph
of indigenous technology. Of the marketing savvy of a farmers'
organisation. And of a proven model for dairy development.

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Check out this vast and ever-growing range of 'tasteful' Amul
delectables

Bread Spreads

Amul Butter Amul Lite

Utterly Butterly Low fat, low Cholesterol
Delicious Bread Spread
Delicious Table
Margarine
The Delicious way to
eat healthy

Beverage Range

Amul Kool Amul Kool Café

Kool Koko Nutramul Energy Drink

A delight to Chocolate A drink for Kids -
Lovers. Delicious provides energy to suit
Chocolate taste the needs of growing
Kids

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 Amul Kool Chocolate Amul Kool Flavoured
Milk Bottled Milk

Amul Kool Flavoured Amul Masti Spiced

Tetra Pack Buttermilk
Amul introduces the
Best Thirst Quenching
Drink

Powder Milk

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 Amul Spray Infant Milk Amul Instant Full
Food Cream Milk Powder
Still, Mother's Milk is A dairy in your home
Best for your baby

Sagar Skimmed Milk Sagar Tea Coffee

Powder Whitener
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

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 Amul Fresh Milk Amul Gold Milk
This is the most
hygienic milk available
in the market.
Pasteurised in state-of-
the-art processing
plants and pouch-
packed for convenience.

Amul Taaza Double Amul Lite Slim and

Toned Milk Trim Milk

Amul Fresh Cream Amul Shakti Toned

Milk

Cheese

Amul Pasteurised Amul Cheese Spreads

Processed Cheese Tasty Cheese Spreads
100% Vegetarian in 3 great flavours..

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Cheese made from
microbial rennet

Amul Emmental Amul Pizza Mozzarella

Cheese
The Great Swiss
Cheese from Amul, has
a sweet-dry flavour and
hazelnut aroma
Cheese
Pizza cheese...makes
great tasting pizzas!

Gouda Cheese

   

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For Cooking

Amul / Sagar Pure Cooking Butter

Ghee
Made from fresh cream.
Has typical rich aroma
and granular texture. An
ethnic product made by
diaries with decades of
experience.

Amul Malai Paneer Utterly Delicious Pizza

Ready to cook paneer to
make your favourite
recipes!

Mithai Mate Masti Dahi

Sweetened Condensed
Milk - Free flowing and
smooth texture. White to
creamy color with a
pleasant taste.

Desserts

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 Amul Ice Creams Amul Shrikhand
Premium Ice Cream A delicious treat,
made in various anytime.
varieties and flavours
with dry fruits and nuts.

Amul Mithaee Gulab Gulab Jamun Mix

Jamuns
Pure Khoya Gulab
Jamums...best served
piping hot.

Amul Chocolates Amul Lassee

The perfect gift for
someone you love.

Amul Basundi  

NUTRAMUL
NUTRAMUL MALTED MILK FOOD is made from malt extract, milk solids,
sugar, cocoa powder, emulsifying agents, sodium bicorbonate and added flavour.

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Composition:
 Fat 6.5%
 Carbohydrates 70%
 (Starch, sugar)
 Moisture 2%
 Protein 11.5%
 Cocoa 8%
Special Features:
Amul's Nutramul has the highest protein content among all the brown
beverage powders sold in India and is the only one in India with BIS
certification mark.
Product Specification:
Carries BIS certification mark IS: 1806-1975 Type II.

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 KEY PLAYERS IN HEALTH DRINKS MARKET

1. HORLICKS

'The Great Family Nourisher'

Horlicks is the leading Health Food Drink in India and as the 'Most
Trusted Drinks Brand' (Economics Times Survey, 2004) in India,
enjoys more than half of the Health Food Drink market.

Although it has been a popular brand in the Indian market since the
1930s, Horlicks underwent a revamp in 2003 to further increase its
relevance. The modern & contemporary Horlicks offers 'pleasurable
nourishment' with a delicious range of flavours including Vanilla,
Toffee, Elaichi and Chocolate.

With revitalized packaging synergistic with the new brand personality,

it is a favourite with both mothers for its nourishment and kids for its
great taste and variety.

31
Horlicks is sold in a number of countries across the world. In different
countries, the product has different formulations in order to cater to
varying consumer segments and serve different consumer needs.

In India, the Horlicks available has been scientifically developed and

specifically caters to the nutritional needs of the Indian diet. It helps
meet the requirements of essential nutrients in children, such as iron
and vitamins that aid iron absorption. From the available data, it has
been seen that children in India are not getting enough of these
vitamins and minerals from their daily diet. Research shows that
these nutrients are very important for school age children for their
attention, concentration and memory as well as their physical
performance and growth. Thus, Horlicks is a beneficial supplement
for children to aid not only their growth, but also enhanced attention
and concentration. In fact, we have established this through a large
clinical trial among school going children.

Horlicks is the name of a company and a malted milk hot drink

claimed to promote sleep when drunk at bedtime. It is manufactured
by GlaxoSmithKline in the United Kingdom, India and Jamaica.

India is by far the biggest market for Horlicks, where it has

traditionally been marketed as "The Great Family Nourisher." New
products have been developed specifically for India, such as
alternative flavours and special formulations for young children and
breast-feeding mothers. Claims by GlaxoSmithKline India in 2005
that Horlicks encourages growth and alertness in children have,
however, caused some controversy. Horlicks in India is one of the
most trusted brands as independently measured by leading
32
publications. Horlicks is available in many different variants in India.
The traditional Horlicks is positioned as the "Great Family Nourisher"
and is used by families. Junior Horlicks 1-2-3 is a large extension
available in award winning packaging is specially designed for pre-
school children. Horlicks is also available as biscuits. In 2005,
Horlicks Lite was also introduced targeting mature consumers and
does not contain any cholesterol or added sucrose.

In the UK, GlaxoSmithKline attempted a rebrand of the product in

2004 for younger consumers by redesigning the packaging and
publicising its consumption at a number of trendy London venues
such as the Groucho Club.

In some countries, such as the Philippines and Malaysia, Horlicks

was also sold as milky-chocolate-flavored disks in paper packets,
which were then eaten as candy.

In Hong Kong, Horlicks is known better as a café drink than a

sleeping aid. It is served at cha chaan tengs as well as fastfood
shops such as Café de Coral and Maxim's Express. It can be served
hot or cold, and is usually sweetened with sugar. It is almost always
made with warm milk, and ice is added to it if a cold drink is desired.

The product's name has entered the vernacular as a substitute for

the profanity "bollocks." This was exploited by the company in a
1990s advertising campaign, in which a harassed housewife exclaims
"Horlicks" in a context where a stronger term could have been
expected, thus widening the term's exposure and usage for a while.

The term was used in July 2003 by British Foreign Secretary Jack

33
Straw ("a complete Horlicks") to describe irregularities in the
preparation and provenance of a dossier regarding weapons of mass
destruction in Iraq.

A combination of chocolate drink and Horlicks is commonly referred

to as Choclix.

34
2.CADBURY BOURNVITA
Cadbury was incorporated in India on July 19th, 1948 as  
a private limited company under the name of Cadbury-
Fry (India). Cadbury Bournvita was launched during the
same year.
It is among the oldest brands in the Malt Based Food /
Malt Food category with a rich heritage and has always
been known to provide the best nutrition to aid growth
and all round development.
Throughout it's history, Cadbury Bournvita has
continuously re-invented itself in terms of product,
packaging, promotion & distribution. The Cadbury
lineage and rich brand heritage has helped the brand
maintain its leadership position and image over the last
50 years.
Journey:

The brand has been an enduring symbol

of mental and physical health ever since
it was launched in 1948. It is hardly
surprising then, that Bournvita enjoys a
major presence in the Malt Food market.
Given its market share of 17%, Cadbury Bournvita
reaches across hundreds of cities, towns and villages
through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of

35
emotional importance to nourishment while bringing up
their children. However, children always look out for the
tastiest option to make their daily dose of milk more
enjoyable.

Cadbury now offers two options to capture this appeal:

Cadbury Bournvita, with its popular chocolate taste, and
its latest offering, Cadbury Bournvita 5 Star Magic,
leveraging the rich chocolate and caramel flavour of
Cadbury 5 Star.

Cadbury Bournvita advertising has moved with the times

to reflect the changing needs of the consumers.

During the '70s the communication centered on 'Good

upbringing' and Bournvita became an essential building
block for childhood. "Goodness that grows with you" was
the campaign idea that communicated this thought.

In the 80's the focus shifted from 'Upbringing' to

'Intelligence' with the more aggressive "Brought up right,
Bournvita bright" campaign, which was very successful
during its time.
36
In the early '90s all brands in the category provided
purely physical benefits like nourishment, energy and
growth. It was at this time that Bournvita decided to raise
the bar by promising physical and mental benefits. This
resulted in the famous Tan Ki Shakti, Man Ki Shakti
Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving

mindsets of the new age consumers, Cadbury Bournvita
is about arming consumers with Confidence to take on
physical and mental challenges that nobody else can,
resulting in one of the most successful advertising
campaigns which is based on 'Real Achievers who have
grown up on Bournvita'.

37
3. COMPLAN

Complan Foods is a British company that makes powdered milk

energy drinks. The drinks are available in original, vanilla, banana,
strawberry, chocolate, chicken, vegetable, oats and soon to be
launched beef flavors. It is known for the very high calories. It may
not be suitable for people with lactose intolerance. Complan is also
one of the most widely recognized brands in India. With a heritage of
over 30 years, the brand today stands as the gold standard in
nutrition for children. Coined from the words “Complete” and
“Planned”, the product is a combination of 23 vital nutrients that is
necessary for the overall development of growing children. The USP
apart from these 23 vital nutrients is the protein content, which is
100% milk protein.

History

Complan is one of the most popular milk food drinks available in

India and is owned by Heinz foods. Complan was first introduced by
Glaxo in the United Kingdom, as an essential nutritional supplement
for soldiers at the frontlines during the Second World War. It was
introduced to India in 1964 by Glaxo Laboratories who marketed it
through doctors as a convalescence drink. In 1969, Complan went
OTC though image perceptions continued to be ethical. Hence, from
1969 to 1973 the product advertising was focused on the ‘Goodness
of Complan’ as a means to compensate dietary deficiencies.

38
 The brand’s next major milestone occurred in 1975. In order to expand the user base, it
was decided to establish Complan as an ideal nutritional supplement for growing
children. Thereafter, Complan has gone on to become the most trusted brand for
children’s nutrition in India.“I’m a Complan Boy, I’m a Complan Girl” remains one of the
most well loved and instantly recalled jingles even today.

4. BOOST
'Boost is the secret of winning energy!'

Introduction

Boost is India’s leading malt-based Health Food Drink in a chocolate

flavour. It was developed by the company’s R&D team in 1974 and
launched in 1975-76. Its success characterizes the manner and skill
with which GlaxoSmithKline Consumer Healthcare has responded to
the changing contours of this product segment in recent times.

Boost has a market share of 13% countrywide amongst all Health

Food Drinks (HFD), while in South India – the biggest region for the
category – it commands a market share of 24%.
The Firsts!

 Boost is the first HFD to have used celebrity endorsement to

convey its energy proposition and has thereby successfully
differentiated itself from other brands. It has been successfully
endorsed by India’s most famous cricket stars, particularly
those with a humungous following among children. Kapil Dev,
the most charismatic cricketer of his time flagged this off in the
1980s. The baton passed to Sachin Tendulkar in the 1990s.
Sachin has remained steadfast in his support for Boost with the
explosive Virender Sehwag joining the Little Master as brand

39
 ambassador in 2001.
 Boost was the first brand to introduce yellow granules in its
formulation as part of the ‘Power Boosters TM’ relaunch in
November 2002.
 It is also the first brand in this segment to have developed a
‘shrink-sleeved’ packaging way back in 1999. In recognition of
this, Boost has won the prestigious World Star award for its
packaging.

Continuous Innovation

With the brand philosophy being to continuously innovate and

pioneer changes, in line with the changing market dynamics and
ongoing consumer feedback, Boost has been restaged in May 2005.
The brand now offers:

 an even better product - with the addition of Advanced Energy

BoostersT
 a more sporty, more convenient bottle structure – now in
plastic
 exciting new graphics
 compelling advertising with a high visual appeal that depicts
the winning energy we all aspire to have.

SWOT ANALYSIS OF NUTRAMUL

40
S – Strength
1 Most portentous (11.5%) in health drink available in market
2 Low cost
3 Percentage of fat is very low , because today’s customer is
health consus

W – Weakness

1 Weak distribution channel

2 Less promotional activity
3 Packaging problem
4 Test is not good
5 Less awareness
6 Dealer are not interested in keeping the product

O – Opportunity

1 Less price & good for health that is why opportunity may
comes into the market
2 Amul is a big brand & now customers or consumers are very
sensitive about brand & price
3 Now the customers or consumers are very conscious about his
health that is why they always want to know about these type of
product which having less fat.
4 Customers & Consumers are accepting it but slowly into the

41
 market

T – Threat

1 Competitor has better distribution channel than Amul

2 The product quality of Horlicks and complan is better than
Nutramul
3 Horlicks promotional activity is too good
4 Company marketing people & distributors are visit to the market
properly
5 They take quick action against any complain

42
 MARKETING RESEARCH

The American marketing association defines marketing research as

follows:
“Marketing Research is the functional links to the customers,
consumers & public to marketing through information. Information
used to identify and define marketing opportunities and problems;
generate, define and evaluate marketing actions; monitor marketing
performance and improve understanding of marketing process.”
Marketing Research specifies the information requires
addressing these issues, designing the method for collecting
information, managing and implementing the data collecting process,
analyzing the result and communicating the findings and their
implementations.

OBJECTIVE OF RESEARCH

“To find out the consumer buying pattern of health drinks with
respect to Nutramul, so as to make strategy for the future sales and
promotion of Nutramul in this competitive market”.

43
RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the

research problem. It may be understood as a science of studies how
research is done scientifically. Research methodology has many
dimensions.

The purpose of methodology is to describe the process

involved in the research work. This includes the overall research
design, the data collection process, the sampling process, the field
survey, and analysis procedure.

RESEARCH DESIGN

Research Design consists of three parts:

1. Exploratory Research
2. Descriptive Research
3. Causal Research
An exploratory research focuses on the discovery of idea and is
generally based on secondary data. It is preliminary investigation that
does not have a rigid design. This is because a researcher engaged
in an exploratory study that may have to change his focus as a result
of new ideas and relationship among the variables.

44
 A descriptive study is undertaken when the researcher wants to
know the characteristics of certain group such as age, sex,
educational level, income, and occupation etc.

A casual research is undertaken when the researcher is

interested in knowing the cause and effect relationship between two
or more variables. Such studies are based on reasoning along well-
tested lines.

45
DATA SOURCE

Data is generally of two types:

1. Primary data
2. Secondary data
Primary Data are those data specially collected for problem in
hand. In this study data were collected from primary sources in
personal interview of retailers and interaction with consumers by
survey method.

These methods of data collection are quite popular. These are

the major methods of data collection in the research study.

Secondary Data are those data, which are collected for some
purpose other than helping and solving the problem in hand.

Sources of secondary data are:

 Old reports
 Company records
 Magazines
 Company web site (http://www.amul.com)

46
Sample Procedure:

How should the respondents be chosen? To get the most

feasible and accurate result, simple random probability sampling
method was adopted for direct interview of retailers and cluster
sampling was used to communicate the consumers from different
apartments of different Market for the survey.

In simple random probability sampling, probability of being

chosen as a sample unit for each unit in the population is equal. Each
sample unit from the population is chosen randomly. Probability of
being chosen as a sample unit depends upon the population size and
no. of sample units to be chosen.

While in cluster (area) sampling the population is divided into

mutually exclusive groups (such as city blocks, sectors etc.), and the
researcher draws a sample of the groups using random sampling.
Sometimes researcher again draws sample units of respondents from
the selected groups, it is known as two step area sampling.

Sample Size:
450 questionnaires

47
Field Work:
The field work for research and sales and promotion was
conducted during June 25th 2014 to July 25th 2014 nearly spread all
over the Delhi

This exercise involved face to face interview with customers

and survey of the different outlets & retailers. Survey was based on
questionnaire and direct response of the customer and the dealers.

I have covered the following spots in Delhi for the survey and
promotion of Nutramul

 Vishal Mega Mart

 Local Distributors

48
RESEARCH APPROACH

Primary data can be collected in various ways: through observation,

focused group, surveys, behavioral data, and experiments. During
this research data have been collected using survey method. Survey
method is best suited for descriptive research. Companies undertake
surveys to learn about people’s knowledge, beliefs, preferences, and
satisfaction, and to measure these magnitudes in the general
population.

RESEARCH INSTRUMENT:

Questionnaire is most common research instrument in collecting

primary data during marketing research. A questionnaire consists of a
set of questions presented to respondents. Because of its flexibility,
the questionnaire is by far the most common instrument used to
collect primary data.

49
 Many finding are graphically presented on consecutive pages:

Graph 1. Percentage of people using any health drink

Yes 88%
No 12%

The graph shows that about 88% of the surveyed people use health
drink and rest 12% are not using any short of health drink. This data
indicates that health drink market is a huge market and is having a
great opportunity to increase market share.

50
Graph 2.Consumption of Health Drink in a Month
Quantity % Number
0.5 kg 14 % 56
1 kg 56 % 222
2 kg 22 % 87
More than 2 kg 8% 32

Generally people are using one kg health drink in a month as can be

observed from the above given graph. Near about 22% people are
using two Kg and a very small segment is using more than 2 Kg
health drinks in a month. Therefore company should go for the
production of one Kg and half Kg jar and refill packets.

51
BRAND HORLICKS BOURNVITA COMPLAN BOOST NUTRAMUL OTHERS

% USE 38 34.7 12.3 8 2.8 4.2

Graph 3. Preference of health drinks.

BRAND PREFERENCE
Nutramul
3%
Others
Boost 4%
8% Horlicks
Complan 38%
12%

Bournvita
35%

Horlicks and Bournvita are the market leader in health drink segment
as indicated by the data and the graph with a market share of 38%
and 35 % respectively. As compared Nutramul is having a very small
share in the health drinks segment i.e. only about 3%.

52
Graph4. Age profile of the consumer

Age Group % Use

0-5 18 %
5-15 54 %
15-25 23 %
More than 25 5%

Teenagers are the major consumer of health drink with a

consumption of about 54%. Youngster between 15yr to 25yr is also
having a good demand for health drinks. So the company should
target the teenagers and the youngster as compared to others.

53
Graph 5. Awareness about Nutramul.

Aware 9%
Unaware 91%

0% 0%
Aware
9%

Not Aware
91%

The awareness about Nutamul in market is very less i.e. 9% as

compared to the competitors.

54
Graph6. Nutramul is being used by consumer.

About only 3 % of the people surveyed have ever used nutramul.

Though this amount is quite less as compared to their competitor, but
in introductory phase it is good enough.

55
Graph 7. Qualitative analysis of health drinks

This graph gives the qualitative analysis of health drinks on a five

point scale basis. It gives the qualitative analysis in terms of nutrition,
taste, cost, packaging, and availability.

56
Graph8. Sales of Health drinks in big

Sales of health
Drinks in the month of Jan 2009

Horlicks
Nutramul
Boost
Bournvita
Complan

Horlicks 35.6%, Nutramul 4.8%, Boost 7.03%, Bournvita

37.47%, Complan 14.92%

The above given data shows that the Horlicks and Bournvita are the
market leaders in the modern trade market.

57
 FINDINGS

Now a days the customers are very sensitive about price & brand. It
is very difficult to sift them from one brand to other. It is a good
product into the market. It is good for health purpose. The customers
& consumers are recognizing it but its progress is very slow, the
reason being the lack of awareness.
1 It having the brand image of Amul associated with it.
2 It is cheaper product but customers are not aware about the
product.
3 It is not easily available everywhere
4 Promotional activities are not sufficient
5 It is not find in different flavor
6 Distribution network is not too good
7 Replacement facility is not good
8 Proper display were not found at many places.

58
 CONCLUSION

Conclusion is an important section, which has a pivotal role in any

project without which it is incomplete.

 After a deep research we found - Indian customers or

consumers are very sensitive about the price, test of
the product & they are very sensitive about brand too.
It is very difficult to shift them on one to another brand.
Gone are the day’s customers or consumers were
dependent upon the manufacturers. Whatever they
were producing that were accepted by the customers
or consumers but now the customers or consumers &
the manufacturers relations are vise versa.
Manufacturers produce the product as per demand of
the customer or consumer, according to the liking or
disliking of the consumers.

 Our research shows that the health drink market is one

of the most opportunistic markets as about more than
ninety percent of the people served are using health
drink. As amul is a well known brand in market, it can
easily help the Nutramul to capture the health drinks in
short span of time.

 Research also reflects that the awareness and

59
 availability are the key factor for being the market
leader as in case of Horlicks and Bournvita. But this is
where Nutramul is lagging behind their competitors and
are not able to make people aware about their product.
Availability of Nutramul is also very low; as a result
customers are not able to get this product and they are
not aware of this product.

 Other than this- taste, cost, nutrition and packing also

plays an important role in sales of health drinks.
Analysis shows that the packaging of Nutramul is not
good enough to attract the target consumers like
teenagers and youngster which affects its sales.

 In terms of cost, Nutramul is the market leader as its

cost is far less with respect to the competitors. And the
taste and nutrition is competitive in market.

60
RECOMMENDATIONS AND SUGGESTIONS
 Advertisement of the product is very necessary as it is directly
proportional to the awareness of the product. The
advertisement should target the prospective consumers like
children, youngsters, army persons etc. Promotional activity
should be increased (banners, good posters, advertisement on
TV etc) and separate advertisement of Nutramul should be
done.
 Availability of the Nutramul is very poor and is restricted up to
modern trade markets till now. But as we know that about 90%
of the market is unorganized. So Amul should try to penetrate
the organized as well as unorganized market to provide the
Nutramul in reach of customers.

 Packaging of the Nutramul should also be improved as it is not

able to attract the prospective consumers. The packets and jars
should be attractive and useful.

 Nutramul should be available in different shapes, sizes like ½

Kg. 1Kg. 2Kg etc, flavor and it should also be available in jars
and poly packs.

 Distribution channel should be proper so that they can supply

the products at given time.
 Replacement policy should be proper in the company and
replace the product.

61
 Distributors should be trained to interact with the retailers and
solve their problems related to Nutramul and other products
also, so that the brand image of Amul can be maintained.

 Free gifts like cosco balls, badminton etc should be provided to

attract the children.

 Quality problems should be reduce

 Sale of the other product should also be associated with

Nutramul for eg sales of Amul butter can be associated
Nutramul.

 Customer satisfaction and feedback should be considered in R

& D.

 Hoarding, banners, below line advertisement etc. should also

be done to make people aware of Nutramul.

 Gifts and discount should be given to the retailers as their

performance appraisal.

 Survey should be conducted periodically for new features and

innovations.

62
 BIBLIOGRAPHY

 
BOOKS:

 Marketing Research   by  Ramanuj Majumdar

 Consumer Behaviour   by  Gupta and Pal
 Marketing Management   by  Philip Kotler

 WEBSITES:

 www.amul.com
 www.motherdairy.com
 www.economictimes.com
 www.sify.com/finance
 www.business-standard.com
 www.rediff.com/money
 www.ask.com
 www.google.com

63
 QUESTIONNAIRE
Name:-
Address:-
Mobile No. :-

1. Do you/your family consume health drink?

I. Yes II. No

2. Quantity consumed in one month?

I. ½ kg II 1 Kg III 2 Kg IV. More than 2
Kg

3. Which health drink do you prefer most?

I. Complan II. Boost III. Bournvita
IV. Horlicks V. Milo VI. Nutramul

4. Why do you prefer health drink?

I Nutrition II Taste III Energy IV Children
demand

5. Which quality you prefer most in health drink?

I Nutrients II Flavor III Energy IV Cost

64
6. Age of the consumer?
I. 0-5 yr II 5-15 yr III 15- 25yr IV More than
25 yr

7. Do you know about ‘Nutramul’ health drink under the brand Amul?
I. Yes II. No
8. Have you ever used ‘Nutramul’?
I. Yes II. No

9. Which feature of ‘Nutramul’ you liked most?

I Nutrients II Taste/ Flavor III Packaging IV Cost

10. How much point you will assign to different attribute of following
health drink, on five point scale ?

Horlicks Nutramul Boost Bournvita Complan

Nutrition
Taste
Cost
Packaging
Availability

65
11. Are you satisfied with the availability/distribution channel of
Nutramul?
I. Yes II. No

12. What changes would you like to bring in Nutramul?

………………………………………………………………………………
13. How consumer awareness about Nutramul can be increased?

………………………………………………………………………………

………………………………………………………………………………

14 Any suggestion about Nutramul……………………………………

………………………………………………………………………………

DATE:
PLACE:

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