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15TH May 2009
This report is in the partial fulfillment of the requirement of MBA program of
ICFAI BUSINESS SCHOOL , JAIPUR . This is to be submitted to two
places :



With immense pleasure, I would like to present this project report for
Gujarat Cooperative Milk Marketing Federation Ltd., Anand (AMUL).
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 ICFAI BUSINESS SCHOOL ,JAIPUR I
would like to express my sincere thanks too all those who helped me during
my practical training program.

Words are insufficient to express my gratitude toward Mr. ASHOK MATHUR

, the branch manager AMUL, JAIPUR. I would like to give my heartily
gratitude to the organization guide, Mr. NARENDRA SINGH , Assistance
Manager (Sales), Amul India Ltd., JAIPUR for having given me the
opportunity to do my project work in the organization. and lighted my way of
progress with his guidance .

My sincere and deepest thanks to Dr SUDHIR RAJ GURU Faculty Member,

ICFAI BUSINESS SCHOOL, JAIPUR for having spared his valuable time with
me and for all the guidance given in executing the project as per

Last but not least, I would like to record my deepest sense of gratitude to
RATAN ,BHAWARand PRAVEEN SIR [sales person] and my friends for
their support and constant encouragement

However, I accept the sole responsibility for any possible error of omission and would be
extremely grateful to the readers of this project report if they bring such mistakes to my notice.

I Rohit Ranjan Thakur felt privileged to be a part of ICFAI business
school , JAIPUR. I did my summer internship training in Gujarat cooperative
milk marketing federation a FMCG sector company under the brand name
“AMUL MILK”. My project title is the “PRE LAUNCH SURVEY OF CURD IN
JAIPUR“. The project basic objectives is to estimate demand of Amul curd
before its launch in Jaipur and promoting Amul milk in Jaipur at the same

In first part of the project I was propounded with the work of promoting Amul
milk in three areas of Jaipur namely Mahesh Nagar , Raja Park , Walled
City. This promotion strategy was further divided into four parts:
A) To change the existing Amul shops to Amul shopee under scheme
B) To form new retailers accompanied with Amul shopee conversion
C) To find dealer for Amulmilk in the walled city area and
D) To find out demand of Amul milk for the dealer in walled city .
It made me capable of communicating right words at the right time to the
right person , which is very important in marketing .

In the second part, I worked on my project ie; “Pre launch Survey of Curd in
Jaipur” . Through this project I estimated demand of Amul curd. As a
methodology, I chose direct interview in the form of questionnaires to know
about consumers’ preferences. On the basis of these preferences I drew out
the factors effecting demand of curd, consumer’s nature of purchase and
how is it affected by their occupation or income .More over I estimated the
demand on the basis of competitors present demand ,which gave a fair idea
of curd demand to Amul..
There were certain limitations of the project which are as follows:

• The field of study was very vast ,

• Consumers’ socially desirable answers make a clear difference in what
they say and what actually they do.

Out of these two parts of my project I learnt two things:

• visibility is one of the area required for Amul milk to position into the
people’s mind
• Secondly, Amul should understand the expectations of people
If one wants to grow in FMCG sector one should keep the following factors in
mind that the products are easily available to the consumers, to improve the
quality of products from time to time, thirdly, the price of the product should
be low and last but not the least the visibility andthe promotional strategy
should be such that it hits people’s mind.


➢ Authorization
➢ Acknowledgement
➢ Executive Summary
➢ Industry profile
➢ Introduction of organization
♦ History 9
♦ Company profile 13

♦ Company in Jaipur
♦ Amul today 40
➢ Introduction of project
➢ Proposed methodology
➢ Survey report
♦ Data collection 43
♦ Limitations 46
♦ Analysis

♦ Demand estimation

➢ Concepts
➢ Activity done
➢ Finding and suggestions
➢ Conclusion 77

The food industry is the complex, global collective of diverse businesses that
together supply much of the food energy consumed by the world population.
Only subsistence farmers, those who survive on what they grow, can be
considered outside of the scope of the modern food industry.
The food industry includes:
Regulation: local, regional, national and international rules and regulations
for food production and sale, including food quality and food safety, and
industry lobbying activities
Education: academic, vocational, consultancy
Research and development: food technology

Financial services: insurance, credit

Manufacturing: agrichemicals, seed, farm machinery and supplies,

agricultural construction, etc.

Agriculture: raising of crops and livestock, seafood

Food processing: preparation of fresh products for market, manufacture of

prepared food products

Marketing: promotion of generic products (e.g. milk board), new products,

public opinion, through advertising, packaging, public relations, etc

Wholesale and distribution: warehousing, transportation, logistics

Retail: supermarket chains and independent food stores, direct-to-

consumer, restaurant, food services


India is one of the largest food producers in the world

India has diverse agro-climatic conditions and has a large and diverse raw
material base suitable for food processing companies

➢ Investment requirement of around US$ 15 billion exists in the food

processing sector

➢ India is looking for investment in infrastructure, packaging and


➢ India has huge scientific and research talent pool

➢ A largely untapped domestic market of 1000 million consumers

➢ 300 million upper and middle class consume processed food

➢ 200 million more consumers expected to shift to processed food by


➢ Well developed infrastructure and distribution network

➢ Rapid urbanization, increased literacy, changing life style, increased
number of women in workforce, rising per capita income- leading to
rapid growth and new opportunities in food and beverages sector

➢ 50 per cent of household expenditure by Indians is on food items

➢ Strategic geographic location (proximity of India to markets in Europe

and Far East, South East and West Asia)

➢ Under the food industry, Dairy product is very important part of food
processing. Dairy processing is acting good role in India.

Dairy Processing
India ranks first in the world in terms of milk production. Indian production
stands at 91 million tones growing at a CAGR of 4 per cent. This is primarily
due to the initiatives taken by the Operation flood programmes in organizing
milk producers into cooperatives; building infrastructure for milk
procurement, processing and marketing and providing financial, technical
and management inputs by the Ministry of Agriculture and Ministry of Food
Processing Industries to turn the dairy sector into viable self-sustaining
organized sector. About 35% of milk produced in India is processed. The
organized sector (large scale dairy plants) processes about 13 million tones
annually, while the unorganized sector processes about 22 million tones per
annum. In the organized sector, there are 676 dairy plants in the
Cooperative, Private and Government sectors registered with the
Government of India and the state Government
Products which have a quick turnover, and relatively low cost are known as
Fast Moving Consumer Goods (FMCG). FMCG products are those that get
replaced within a year. Examples of FMCG generally include a wide range of
frequently purchased consumer products such as toiletries, soap, cosmetics,
tooth cleaning products, shaving products and detergents, as well as other
non-durables such as glassware, bulbs, batteries, paper products, and plastic
goods. FMCG may also include pharmaceuticals, consumer electronics,
packaged food products, soft drinks, tissue paper, and chocolate bars.
A subset of FMCGs are Fast Moving Consumer Electronics which include
innovative electronic products such as mobile phones, MP3 players, digital
cameras, GPS Systems and Laptops. These are replaced more frequently
than other electronic products.
White goods in FMCG refer to household electronic items such as
Refrigerators, T.Vs, Music Systems, etc.
Indian FMCG Sector
The Indian FMCG sector is the fourth largest in the economy and has a
market size of US$13.1 billion. Well-established distribution networks, as well
as intense competition between the organized and unorganized segments
are the characteristics of this sector. FMCG in India has a strong and
competitive MNC presence across the entire value chain. It has been
predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from
US $ billion 11.6 in 2003. The middle class and the rural segments of the
Indian population are the most promising market for FMCG, and give brand
makers the opportunity to convert them to branded products. Most of the
product categories like jams, toothpaste, skin care, shampoos, etc, in India,
have low per capita consumption as well as low penetration level, but the
potential for growth is huge.
The Indian Economy is surging ahead by leaps and bounds, keeping pace
with rapid urbanization, increased literacy levels, and rising per capita
The big firms are growing bigger and small-time companies are catching up
as well. According to the study conducted by AC Nielsen, 62 of the top 100
brands are owned by MNCs, and the balance by Indian companies. Fifteen
companies own these 62 brands, and 27 of these are owned by Hindustan
Lever. Pepsi is at number three followed by Thums Up. Britannia takes the
fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9).
These are figures the soft drink and cigarette companies have always shied
away from revealing. Personal care, cigarettes, and soft drinks are the three
biggest categories in FMCG. Between them, they account for 35 of the top
100 brands
S. NO. Companies

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestlé India


5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8. Britannia Industries

9. Procter & Gamble Hygiene and Health Care

10. Marico Industries

The growth in rural income has been better than urban income since the
minimum support price for crops like wheat and paddy has been
substantially hiked. Even prices of pulses, rice, oilseeds and milk have
increased dramatically over the last one year. The disposable income with
the farmer is higher now,” said Rajesh Gupta, the president of DCM Shriram
Consolidated-promoted Hariyali Kisaan Bazaar.The firm runs 180 stores and
is present in Uttar Pradesh, Punjab, Haryana, Rajasthan and Maharashtra.
These stores saw a 30 to 40 per cent growth in FMCG sales and a three-
figure growth in grocery sales during the April-June quarter.
“The FMCG growth at 25 per cent in the April-June quarter (over the
corresponding period last year) is higher than earlier years. Better prices for
farm produce, the increased government spending and remittances from
workers in urban areas have contributed to higher income,” said S
Sivakumar, chief executive (agri-business), ITC. It has 23 stores in Uttar
Pradesh, Madhya Pradesh and Maharashtra.
Sivakumar added that sales of agricultural inputs have done even better.
With higher prices for the produce providing the incentive, on the one hand,
and shortage of labour spurring the use of inputs, on the other hand, there is
an increase in sales of the farm input.
Rise in food prices is not the only reason. Large retail players like Reliance,
Spencer’s and Subhiksha procure farm commodities in bulk directly from the
fields and this has cut out the middle man’s commission, which farmers used
to pay.
Moreover, farm earnings do not attract income tax. The future is set to see a
further improvement in the disposable income from agriculture due to the Rs
71,000-crore farm-loan waiver and increased government spending on
raising the farm output through schemes.
“When disposable income goes up, a part of it is spent on apparel, FMCG
and education. I feel we are going through this phase. At the same time, the
farm-loan waiver and debt-relief scheme, which became public about four
months ago, has also been factored into by farmers,
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. AMUL is the brand under this
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 and world's Largest Pouched Milk
Brand with an annual turnover of US $1050 million (2006-07). Currently
Amul has 2.6 million producer members with milk collection average of
10.16 million litres per 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
flooding the Japanese markets .Other potential markets being considered
include Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the
man behind the success of Amul. On 10 Aug 2006 Parthi G Bhatol, chairman
of the Banaskantha Union, was elected chairman of GCMMF.

CRISIL, India's leading Ratings, Research, Risk and Policy

Advisory company, has assigned its highest ratings of
"AAA/Stable/P1+" to the various bank facilities of GCMMF.

Members: 13 district cooperative milk

producers' Union
No. of Producer Members: 2.7 million
No. of Village Societies: 13,141
Total Milk handling 10.21 million litres per day
Milk collection (Total - 2.69 billion litres
Milk collection (Daily 7.4 million litres
Average 2007-08):
Milk Drying Capacity: 626 Mts. per day
Cattlefeed manufacturing 3090 Mts per day

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

Amul was formally registered on December 14, 1946. The brand name
Amul, sourced from the Sanskrit word Amoolya, means priceless. It was
suggested by a quality control expert in Anand and it was chosen because it
was a perfect acronym for Anand Milk Union Limited.
The Amul revolution was started as awareness among the farmers. It grew
and matured into a protest movement that was channeled towards
economic prosperity
Over five decades ago, the life of an average farmer in Kheda District was
very much like that of his/her counterpart anywhere else in India. His/her
income was derived almost entirely from seasonal crops. The income from
milk buffaloes was undependable. Milk producers had to travel long
distances to deliver milk to the only dairy, the Polson Dairy in Anand – often
milk went sour, especially in the summer season, as producers had to
physically carry milk in individual containers. Private traders and middlemen
controlled the marketing and distribution system for the milk. These
middlemen decided the prices and the off-take from the farmers by the
season. As milk is perishable, farmers were compelled to sell it for whatever
they were offered. Often, they had to sell cream and ghee at throw-away
prices. In this situation, the private trader made a killing. Moreover, the
government at that time had given monopoly rights to Polson Dairy, which
was run by a person of Parsi descent, (around that time Polson was the most
well known butter brand in the country) to collect milk from Anand and
supply to Mumbai city in turn (about 400 kilometers away). Another problem
farmers faced was that in winter the milk output of buffaloes doubled which
caused prices to fall down even further. India ranked nowhere amongst milk
producing countries in the world in 1946. Gradually, the realization dawned
on the farmers with inspiration from then nationalist leaders Sardar
Vallabhbhai Patel (who later became the first Home Minister of free India)
and Morarji Desai (who later become the Prime Minister of India) and local
farmer, freedom fighter and social worker Tribhovandas Patel, that the
exploitation by the trader could be checked only if they marketed their milk
themselves. Amul was the result of the realization that they could pool up
their milk and work as a cooperative

Setting up of Kaira District Co-operative Milk Producers' Union

In the early 40’s, the main sources of earning for the farmers of Kaira
district were farming and selling of milk. That time there was high demand
for milk in Bombay. The main supplier of the milk was Polson dairy
limited, which was a privately owned company and held monopoly over the
supply of milk at Bombay from the Kairadistrict. This system leads to
exploitation of poor and illiterates’ farmers by the private traders. The
traders used to beside the prices of milk and the farmers were forced to
accept it without uttering a single word.
However, when the exploitation became intolerable, the farmers were
frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who
was a leading activist in the freedom movement. Sardar Patel advised the
farmers to sell the milk on their own by establishing a co-operative union,
Instead of supplying milk to private traders. Sardar Patel sent the farmers to
Shri Morarji Desai in order to gain his co-operation and help. Shri Desai
held a meeting at Samarkha village near Anand, on 4th January 1946. He
advised the farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and would
decide the prices at which they can sell the milk. The district union was also
form to collect the milk from such village co-operative societies and to sell
them. It was also resolved that the Government should be asked to buy milk
from the union.
However, the govt. did not seem to help farmers by any means. It
gave the negative response by turning down the demand for the milk. To
respond to this action of govt., the farmers of Kaira district went on a milk
strike. For 15 whole days not a single drop of milk was sold to the traders. As
a result the Bombay milk scheme was severely affected. The milk
commissioner of Bombay then visited Anand to assess the situation. Having
seemed the condition, he decided to fulfill the farmers demand.Thus their
cooperative unions were forced at the village and district level to collect and
sell milk on a cooperative basis, without the intervention of Government. Mr.
Verghese Kurien showed main interest in establishing union who was
supported by Shri Tribhuvandas Patel who lead the farmers in forming the
Co-operative unions at the village level. The Kaira district milk producers
union was thus established in ANAND and was registered formally on 14th
December 1946. Since farmers sold all the milk in Anand through a co-
operative union, it was commonly resolved to sell the milk under the brand
name AMUL.

At the initial stage only 250 liters of milk was collected everyday. But
with the growing awareness of the benefits of the cooperativeness, the
collection of milk increased. Today Amul collect 11 lakhs liters of milk
everyday. Since milk was a perishable commodity it becomes difficult to
preserve milk flora longer period. Besides when the milk was to be collected
from the far places, there was a fear of spoiling of milk. To overcome this
problem the union thought out to develop the chilling unit at various
junctions, which would collect the milk and could chill it, so as to preserve it
for a longer period. Thus, today Amul has more than 150 chilling centers
in various villages. Milk is collected from almost 1073 societies. With the
financial help from UNICEF, assistance from the govt. of New Zealand under
the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder
and butter was planned.

Setting Up of Gujarat Cooperative Milk Marketing Federation

In 1954, Kaira District Co-operative Milk Producers’ Union 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
. Dr.Rajendra Prasad, the president of India laid the foundation on
November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister
of India declared it open at Amul dairy on November 20, 1955.


THE TASTE OF INDIA, AMUL comes from the Sanskrit word Amoolya,
means priceless. It was suggested by a quality control expert in Anand and it
was chosen because it was a perfect acronym for Anand Milk Union
Limited . AMUL was formed under the dairy cooperative movement in India
in 1946

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 . The system
succeeded mainly because it provides an assured market at remunerative
prices for producers' milk besides acting as a channel to market the
production enhancement package. What's more, it does not disturb the agro-
system of the farmers. It also enables the consumer an access to high
quality milk and milk products. Contrary to the traditional system, when the
profit of the business was cornered by the middlemen, the system ensured
that the profit goes to the participants for their socio-economic upliftment
and common good.
Looking back on the path traversed by Amul, the following features make it a
pattern and model for emulation elsewhere.
Amul has been able to:
➢ Produce an appropriate blend of the policy makers farmers board of
management and the professionals: each group appreciating its rotes
and limitations,
➢ Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment.
➢ Provide a support system to the milk producers without disturbing
their agro-economic systems,
➢ Plough back the profits, by prudent use of men, material and
machines, in the rural sector for the common good and betterment of
the member producers and
➢ Even though, growing with time and on scale, it has remained with the
smallest producer members. In that sense. Amul is an example par
excellence, of an intervention for rural change.
Organisation structure

It all started in December 1946 with a group of farmers keen to free

themselves from intermediaries, gain access to markets and thereby ensure
maximum returns for their efforts.

Based in the village of Anand, the Kaira District Milk Cooperative Union
(better known as Amul) expanded exponentially. It joined hands with other
milk cooperatives, and the Gujarat network now covers 2.12 million farmers,
10,411 village level milk collection centers and fourteen district level plants
(unions) under the overall supervision of GCMMF.

There are similar federations in other states. Right from the beginning, there
was recognition that this initiative would directly benefit and transform small
farmers and contribute to the development of society.

Markets, then and even today, are primitive and poor in infrastructure. Amul
and GCMMF acknowledged that development and growth could not be left to
market forces and that proactive intervention was required. Two key
requirements were identified.

The first, that sustained growth for the long term would depend on matching
supply and demand. It would need heavy investment in the simultaneous
development of suppliers and consumers.

Second, that effective management of the network and commercial viability

would require professional managers and technocrats. To implement their
vision while retaining their focus on farmers, a hierarchical network of
cooperatives was developed, which today forms the robust supply chain
behind GCMMF's endeavors. The vast and complex supply chain stretches
from small suppliers to large fragmented markets.
Management of this network is made more complex by the fact that GCMMF
is directly responsible only for a small part of the chain, with a number of
third party players (distributors, retailers and logistics support providers)
playing large roles.

Managing this supply chain efficiently is critical as GCMMF's competitive

position is driven by low consumer prices supported by a low cost
system.The Union looks after policy formulation, processing and marketing
of milk, provision of technical inputs to enhance milk yield of animals, the
artificial insemination service, veterinary care, better feeds and the like - all
through the village societies.

Type Cooperative

Founded 1946

Anand, India

Chairman, Gujarat Co-

operative Milk Marketing
Key people
Federation Ltd. (GCMMF)

Industry Dairy

See complete products


$1.33 billion USD (in 2007-


2.41 million milk


Website www.amul.com
List of Products Marketed:

• 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 Mithaee Kulfi Mix
• Avsar Ladoos
UHT Milk Range:
• Amul Shakti 3% fat Milk
• Amul Taaza 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:
• Amul Mithaimate Sweetened Condensed Milk
Fresh Milk:
• Amul Taaza Toned Milk 3% fat
• Amul Gold Full Cream Milk 6% fat
• Amul Shakti Standardised 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 Flavoured Dahi (Dessert)
• Amul Masti Dahi (fresh curd)
• Amul Masti Spiced Butter Milk
• Amul Lassee
Amul Icecreams:
• Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
• Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza,
Roasted Almond)
• Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh
Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
• Sundae Range (Mango, Black Currant, Sundae Magic, Double
• Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta)
• Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake
Chocolate & Confectionery:
• Amul Milk Chocolate
• Amul Fruit & Nut Chocolate
Brown Beverage:
• Nutramul Malted Milk Food
Milk Drink:
• Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom,
Rose, Chocolate)
• Amul Kool Cafe
Health Beverage:
• Amul Shakti White Milk Food
please look at Annexure 5 for product details and view .

• Commitment to Quality
• Value for money
• The generation of awareness
• The fostering of loyalty
• Development of strong brand identity

Ice cream Chocolates Shrikhand Fresh Milk Cheese
Power Breadspread
1996 1973 1980 1956 1962

Fat Free Cheese

Nutrauamul Gulabjamun UHT Range Amulspray
Dessert Spread
1973 1997 1980/99 1968
2002 1986

Gulabjamun Condensed
Softy Mix Eclairs Amul WMP Paneer
mix Milk
2001 2001 1960 1997
1999 1996

Amul Shakti Kulfi Mix Buttermilk Amulya pizza Cheese

2003 2001 1998 1987 1998

Amul IMF Emmental

Chocozoo Laddoo fresh Curd
1&2 Cheese
2005 2004 1999
2001 1999

Flavoured Instant
Basundi Frozen Pizza
2005 2002
2001 2002

Khoa Fresh Cream Gouda Cheese

2006 2002 2002

Kool Cafe

Amul has recently entered into direct retailing through "Amul Utterly
Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda,
Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create a large chain
of such outlets to be managed by franchisees throughout the country. We
have created Amul Parlours at some prominent locations in the country,
which are run by the company or its wholesale dealers:
1. Delhi Metro Rail Corporation
2. The Somnath Temple
3. National Institute of Design
4. Infosys Technologies in Bangalore, Mysore & Pune
5. Wipro campus in Bangalore
6. L.J. College, Ahmedabad
7. Ahmedabad Airport
8. Surat Municipal Corporation
9. Delhi Police
10. Gujarat State Raod Transport Corporation
11. Jubilee Mission Medical College, Trichur, Kerala
12. Sanjay Gandhi Hospital Parlour, Amethi
13. Indian Institute of Management, Kolkata
14. Cafe Amul, MDG, Gandhinagar
"Amul Utterly Delicious" parlours are an excellent business opportunity for
investors, shopkeepers and organizations. In order to come closer to the
customer, we have decided to create a model for retail outlets, which would
be known as "Amul Preferred Outlets"(APO).
You can create your own Amul Parlour within your premises/ shop. All you
have to do is e-mail us at parlour@amul.coop or write to us at :
Retail Cell
Gujarat Co-operative Milk Marketing Federation Ltd.
Amul Dairy Road, Anand- 388001
Ph: (02692) 258506,7,8&9
To have a better idea please go through the following:
1. The criteria for selection of APOs would be -
a. Visibility - How prominent is the location of your shop?
b. Shop area: 100 - 300 sq. ft.
c. Good Business potential
d. Exclusive Amul outlet - no other products
e. Willingness to sell the entire range of Amul Products
f. Creditworthiness and past business experience

2. On your inquiry - our Field force would visit your site. He/She would fill
the APO proposal form with your passport size photograph. You would
i. Shops and Establishment license
ii. Layout of the shop and frontage - The layout of the shop
designed by a local architect/local contractor.
iii. 2 Passport size photographs

2. Renovation Work of the Shop to give it a standard look - would be done

to meet the design and specifications at your cost. The cost of
renovation of a typical shop would normally be between Rs. 60,000 to
Rs. 1 lac.

3. Branding- The APOs would be branded as "Amul Utterly Delicious". The

cost of the signage fabrication and installation would be borne by
GCMMF office operating in your region.

4. Equipment- You would require the following equipment:

a. 1or 2 deep freezers can be purchased through Hamara Apna
Deep Freezer Scheme
b. 1 Refrigerator through Hamara Apna Refrigerator Scheme
c. 1 pizza oven
d. 1 Chest Milk Cooler for Pouch Milk

2. Security Deposit- You would be required to furnish an interest free

refundable security deposit of Rs. 25,000 to us. An amount of Rs.
5000/- would be deducted towards refurbishing the signage, in the
event of closure of APO before 3-year of operation.
3. Supplies- The delivery of products would be done through our
wholesale dealers

4. We feel that the shop has good potential, and needs support in the
initial days, we can offer additional margins upto maximum of 1% on
dairy products and 2% on Ice cream. The additional margin shall be
target based and shall be given in kind. The support at best would be
given only for he first year of business.

5. Agreement- An agreement bringing us together would be signed.


Under this head AMUL used to do lot of sponsorship shows they use lot of
medium like
News papers
T v shows
And many more to create awareness in the public and to make proper
relation with customer
After product sell by taking feedbacks.


This is the award for topper in tenth class through this they use to make
customer relation and brand recognition .

Amul takes immense pleasure in presenting ‘The Amul Vidya Shree Award’,
India’s first of its kind award that recognises and rewards Standard X toppers
across India.

The awards are:

• Trophy
• Citation
• A Cash Award of Rs.1,000/-
• The winner will be featured in one of India’s leading newspaper and
will get national recognition.
Since 1967 [8] Amul products' mascot has been the very recognisable "Amul
baby" (a chubby butter girl usually dressed in polka dotted dress) showing
up on hoardings and product wrappers with the equally recognisable tagline
Utterly Butterly Delicious Amul.The mascot was first used for Amul butter.
But in recent years in a second wave of ad campaign for Amul products, she
has also been used for other product like ghee and milk.
Amul Butter Girl
Edited from an article by Mini Varma published in The Asian
Age on March 3, 1996
The moppet who put Amul on India's breakfast table
50 years after it was first launched, Amul's sale figures have
jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in
1997. No other brand comes even close to it. All because a thumb-sized girl
climbed on to the hoardings and put a spell on the masses.
Bombay: Summer of 1967. A Charni Road flat. Mrs. Sheela Mane, a 28-year-
old housewife is out in the balcony drying clothes. From her second floor flat
she can see her neighbours on the road. There are other people too. The
crowd seems to be growing larger by the minute. Unable to curb her
curiosity Sheela Mane hurries down to see what all the commotion is about.
She expects the worst but can see no signs of an accident. It is her four-year-
old who draws her attention to the hoarding that has come up overnight. "It
was the first Amul hoarding that was put up in Mumbai," recalls Sheela
Mane. "People loved it. I remember it was our favourite topic of discussion
for the next one week! Everywhere we went somehow or the other the
campaign always seemed to crop up in our conversation."
Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at
you, from strategically placed hoardings at many traffic lights. She is the
Amul moppet everyone loves to love (including prickly votaries of the Shiv
Sena and BJP). How often have we stopped, looked, chuckled at the Amul
hoarding that casts her sometime as the coy, shy Madhuri, a bold sensuous
Urmila or simply as herself, dressed in her little polka dotted dress and a red
and white bow, holding out her favourite packet of butter.
For 30 odd years the Utterly Butterly girl has managed to keep her fan
following intact. So much 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 when a British
company launched a butter and called it Utterly Butterly, last year.
It all began in 1966 when Sylvester daCunha, then the managing director of
the advertising agency, ASP, clinched the account for Amul butter. The
butter, which had been launched in 1945, had a staid, boring image,
primarily because the earlier advertising agency which was in charge of the
account preferred to stick to routine, corporate ads.
In India, food was something one couldn't afford to fool around with. It had
been taken too seriously, for too long. Sylvester daCunha decided it was
time for a change of image.
The year Sylvester daCunha took over the account, the country saw the birth
of a campaign whose charm has endured fickle public opinion, gimmickry
and all else.
The Amul girl who lends herself so completely to Amul butter, created as a
rival to the Polson butter girl. This one was sexy, village belle, clothed in a
tantalising choli all but covering her upper regions. "Eustace Fernandez (the
art director) and I decided that we needed a girl who would worm her way
into a housewife's heart. And who better than a little girl?" says Sylvester
daCunha. And so it came about that the famous Amul Moppet was born.
That October, lamp kiosks and the bus sites of the city were splashed with
the moppet on a horse. The baseline simply said, Thoroughbread, Utterly
Butterly Delicious Amul,. It was a matter of just a few hours before the
daCunha office was ringing with calls. Not just adults, even children were
calling up to say how much they had liked the ads. "The response was
phenomenal," recalls Sylvester daCunha. "We knew our campaign was going
to be successful."
For the first one year the ads made statements of some kind or the other but
they had not yet acquired the topical tone. In 1967, Sylvester decided that
giving the ads a solid concept would give them extra mileage, more dum, so
to say. It was a decision that would stand the daCunhas in good stead in the
years to come.
In 1969, when the city first saw the beginning of the Hare Rama Hare
Krishna movement, Sylvester daCunha, Mohammad Khan and Usha
Bandarkar, then the creative team working on the Amul account came up
with a clincher -- 'Hurry Amul, Hurry Hurry'. Bombay reacted to the ad with a
fervour that was almost as devout as the Iskon fever.
That was the first of the many topical ads that were in the offing. From then
on Amul began playing the role of a social observer. Over the years the
campaign acquired that all important Amul touch.
India looked forward to Amul's evocative humour. If the Naxalite movement
was the happening thing in Calcutta, Amul would be up there on the
hoardings saying, "Bread without Amul Butter, cholbe na cholbe na (won't
do, won't do). If there was an Indian Airlines strike Amul would be there
again saying, Indian Airlines Won't Fly Without Amul.
There are stories about the butter that people like to relate over cups of tea.
"For over 10 years I have been collecting Amul ads. I especially like the ads
on the backs of the butter packets, "says Mrs. Sumona Varma. What does
she do with these ads? "I have made an album of them to amuse my
grandchildren," she laughs. "They are almost part of our culture, aren't they?
My grandchildren are already beginning to realise that these ads are not just
a source of amusement. They make them aware of what is happening
around them."
Despite some of the negative reactions that the ads have got, DaCunhas
have made it a policy not to play it safe. There are numerous ads that are
risque in tone.
"We had the option of being sweet and playing it safe, or making an impact.
A fine balance had to be struck. We have a campaign that is strong enough
to make a statement. I didn't want the hoardings to be pleasant or tame.
They have to say something," says Rahul daCunha.
"We ran a couple of ads that created quite a furore," says Sylvester
daCunha. "The Indian Airlines one really angered the authorities. They said if
they didn't take down the ads they would stop supplying Amul butter on the
plane. So ultimately we discontinued the ad," he says laughing. Then there
was the time when the Amul girl was shown wearing the Gandhi cap. The
high command came down heavy on that one. The Gandhi cap was a symbol
of independence, they couldn't have anyone not taking that seriously. So
despite their reluctance the hoardings were wiped clean. "Then there was an
ad during the Ganpati festival which said, Ganpati Bappa More Ghya
(Ganpati Bappa take more). The Shiv Sena people said that if we didn't do
something about removing the ad they would come and destroy our office. It
is surprising how vigilant the political forces are in this country. Even when
the Enron ads (Enr On Or Off) were running, Rebecca Mark wrote to us
saying how much she liked them."
There were other instances too. Heroine Addiction, Amul's little joke on
Hussain had the artist ringing the daCunhas up to request them for a blow
up of the ad. "He said that he had seen the hoarding while passing through a
small district in UP. He said he had asked his assistant to take a photograph
of himself with the ad because he had found it so funny," says Rahul
daCunha in amused tones. Indians do have a sense of humour, afterall.
From the Sixties to the Nineties, the Amul ads have come a long way. While
most people agree that the Amul ads were at their peak in the Eighties they
still maintain that the Amul ads continue to tease a laughter out of them.
Where does Amul's magic actually lie? Many believe that the charm lies in
the catchy lines. That we laugh because the humour is what anybody would
enjoy. They don't pander to your nationality or certain sentiments. It is pure
and simple, everyday fun.
Currently Amul is iin the Guinness Book Of World Records. Although there
seems to be no competition for this mascot, Amul Corporation is still doing
further research to confirm their cla


Amul had set up its Virtual Parlour in Second Life (http://www.amul.com) and
made live and on line on 27th December 2007. The space is built on 1024
sq. M (approx. 1 Acre) of land on India island in Second Life. It comprises a
number of circular sub-areas, starting with the entrance point, which is the
common point of teleport for all users entering this space. There is a ‘media
area, several product display areas, as well as a constantly rotating stream
of AMUL topicals ads, several displays, which are all also video enabled.
This Amul Virtual Parlour celebrated X’mas on 25th December, 08 by
decorating the Parlour and doing various activities. A large number of people
visited this parlour on that day.
Talk to us:
Head Gujarat Cooperative Milk
Office Marketing Federation,
PO Box 10, Amul Dairy
Road, Anand 388 001,
Gujarat, India
Phon (+91) (2692) 258506,
e nos 258507, 258508, 258509
Fax (+91) (2692) 240208,
no. 240185
Email: Corporate:

Product Feedback:

Milk Powders: Amulya:

milkpowders@amul.com amulya@amul.com

Infant Milk Formula I & II: babycare@amul.com

Butter: Amullite:

butter@amul.com amullite@amul.com

Ghee: Cheese Range:

ghee@amul.com cheese@amul.com

Indian Sweets: Shrikhand:

mithaee@amul.com shrikhand@amul.com
Milk: milk@amul.com Icecreams:


Chocolates: Nutramul:

chocolates@amul.com nutramul@amul.com

Pizza: Paneer:

pizza@amul.com paneer@amul.com



They use the online feedback form for different product so that they may
get regular Feedback from the customer and in this way they improve in
their product and try to further connected with customer .


Amul :Asia‟s largest dairy co-operative was created way back in 1946 to
make the milk producer self-reliant and conduct milk- business with pride.
Amul has always been the trend setter in bringing and adapting the most
modern technology to door steps to rural farmers.
Amul created history in following areas:

a)First self motivated and autonomous farmers‟ organization comprising of

more than 5000000 marginal milk producers of Kaira District.

b) Created Dairy co-operatives at village level functioning with milk

collection centres owned by them.

c) Computerized milk collection system with electronic scale and

computerized accounting system.

d)The first and only organization in world to get ISO 9000 standard for its
farmers co-operatives.
e)First to produce milk from powder from surplus milk.

Amul is the live example of how co-operation amongst the poor marginal
farmers can provide means for the socio-economic development of the
under privileged marginal farmers.


A devastating earthquake (Richter scale – 7.9) hit Gujarat on 26th January

2001. The epicenter of the quake was located in Kutch district. It caused
death of thousands of people, tens of thousands were injured, hundreds of
thousands were rendered homeless and damage of billions of Rupees was

GCMMF formed a specific organization named “Amul Relief Trust” (ART)

under the Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50
Millions for reconstruction of the school buildings damaged in the 2001
earthquake in the Kutch area.

The Trust reconstructed 6 schools damaged by the above earthquake at a

cost of Rs. 41.1 millions in Kutch area. Four of these schools started re-
functioning from the last two academic sessions and the other two schools
from the current session.

A school reconstructed by Amul Relief Trust in the earthquake affected

Ratadia Village in Mundra Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected
Devpar Village in Mandvi Taluka of Gujarat


During the last eight years, our Member Unions are implementing Internal
Consultant Development Programme for developing self leadership among
member producers and thereby enabling them to manage their dairy
business efficiently, leading to their overall development. During the year,
Member Unions conducted workshops on Vision Mission Strategy for primary
milk producer members and Village Dairy Cooperatives. Facilitated by
specially trained consultants, 894 Village Dairy Cooperative Societies have
conducted their Vision Mission Strategy Workshops, prepared their Mission
Statements and Business Plans for the next five years. Till today total 5,322
village dairy societies have prepared their five year Business plans. The
programme has prompted milk producers to initiate activities at villages
such as Clean Milk Production, Water Management, Planned Animal
Breeding, Animal Feed management, Improved Member Services
Management, Information Technology, Integration and Networking, which
has very far-reaching and long-term effects on the milk business.

As a part of the Breeding Services Improvement Programme, during the year

Member Unions have continued implementation of the module of
Improvement in Artificial Insemination Services and imparted training to 226
Core groups at the village level. In order to increase an awareness about the
dairy industry scenario and impart leadership skills to the Chairmen and
Secretaries of the Village Dairy Cooperatives, Member Unions in
collaboration with Federation, are conducting Chairmen and Secretaries’
Orientation Programme at Mother Dairy, Gandhinagar. During the year 924
Village Dairy Cooperative Societies have been covered under this
programme involving 1,796 Chairmen and Secretaries of the Village Dairy

During the year, our Member Unions continued to encourage increased

participation of women milk producers in the Dairy Cooperative Societies. To
develop their skills and enhance leadership qualities, Member Unions
organized Self Managing Leadership Programme at Prajapita
Brahmakumaris, Mount Abu for 1,100 women resource persons along with
Chairmen and Secretaries of 250 village dairy societies.

In order to strengthen the knowledge and skill base of young girls and
women of the villages about milk production management and to motivate
them to implement scientific milch animal breeding, feeding and
management methods for their animals, the Federation, with technical
collaboration and resources of the Anand Agriculture University, has initiated
an animal husbandry programme for women resource persons of the
Member Unions. During the year, 464 women resource persons have been
trained under this programme.

As envisaged last year, our Member Unions have successfully initiated

Fertility Improvement Programme in their milkshed area, to improve fertility
of milch animals. During the year Member Unions have implemented this
programme in 892 villages.

With a mission of planting one tree per member, our Member Unions
celebrated the 60th year of Independence on 15th August, 2007 in a unique
way. Our 18 lakh members have planted one sapling each across 19 districts
of Gujarat and demonstrated their commitment towards preserving and
contributing to the improvement of the environment.

Amul in abroad:

Amul is going places. Literally. After having established its presence in China,
Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation
(GCMMF), India‟s largest milk cooperative, is waiting to flood the Japanese

Then, GCMMF is also looking at Sri Lanka as one of its next export
destinations. Amul products are already available on shelves across several
countries, including the US, China, Australia, West Asian countries and

GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include
pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and
buttermilk. It 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.
Amul is available today in over 40 countries of the world. They are exporting
a wide variety of products. The major markets are the US, West Indies,
countries in Africa, the Gulf region, and our Saarc neighbours, Singapore,
Philippines, Thailand, Japan and China. They have demonstrated that if a
level playing field is granted, Indian dairy products are successful in the
global market. Growth in consumer pack exports has been creditable and
they have consolidated their exports.
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
Many of our products are now available in the USA, Gulf Countries and

Pricing strategy
At the time Amul was formed, consumers had limited purchasing power, and
modest consumption levels of milk and other dairy products. Thus Amul
adopted a low-cost price strategy to make its products affordable and
attractive to consumers by guaranteeing them value for money.


First plant is at ANAND, which engaged in the manufacturing of milk,

butter, ghee, milk butter etc
Second plant is at MOGAR, which engaged in manufacturing chocolate,

nutramul, Amul Ganthia and Amul lite. Third plant is at Kanjari, which
produces cattelfeed.

plant is at Khatraj, which engaged in producing cheese.
Today, twelve dairies are producing different products under the brand
name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world,
which is matter of proud for Gujarat and whole India.

Amul products are available in over 500,000 PLUS retail outlets across India
through its network of over 3,500 distributors. There are 47 depots with dry
and cold warehouses to buffer inventory of the entire range of products.
GCMMF transacts on an advance demand draft basis from its wholesale
dealers instead of the cheque system adopted by other major FMCG
companies. This practice is consistent with GCMMF's philosophy of
maintaining cash transactions throughout the supply chain and it also
minimizes dumping.
Wholesale dealers carry inventory that is just adequate to take care of the
transit time from the branch warehouse to their premises. This just-in-time
inventory strategy improves dealers' return on investment (ROI). All GCMMF
branches engage in route scheduling and have dedicated vehicle operations
Establishing best practices

A key source of competitive advantage has been the enterprise's ability to

continuously implement best practices across all elements of the network:
the federation, the unions, the village societies and the distribution channel.

In developing these practices, the federation and the unions have adapted
successful models from around the world. It could be the implementation of
small group activities or quality circles at the federation. Or a TQM program
at the unions. Or housekeeping and good accounting practices at the village
society level.

More important, the network has been able to regularly roll out improvement
programs across to a large number of members and the implementation rate
is consistently high.
For example, every Friday, without fail, between 10.00 a.m. and 11.00 a.m.,
all employees of GCMMF meet at the closest office, be it a department or a
branch or a depot to discuss their various quality concerns.

Each meeting has its pre-set format in terms of Purpose, Agenda and Limit
(PAL) with a process check at the end to record how the meeting was
conducted. Similar processes are in place at the village societies, the unions
and even at the wholesaler and C&F agent levels as well.

Examples of benefits from recent initiatives include reduction in

transportation time from the depots to the wholesale dealers, improvement
in ROI of wholesale dealers, implementation of Zero Stock Out through
improved availability of products at depots and also the implementation of
Just-in-Time in finance to reduce the float.

Kaizens at the unions have helped improve the quality of milk in terms of
acidity and sour milk. (Undertaken by multi-disciplined teams, Kaizens are
highly focussed projects, reliant on a structured approach based on data
gathering and analysis.) For example, Sabar Union's records show a
reduction from 2.0% to 0.5% in the amount of sour milk/curd received at the

The most impressive aspect of this large-scale roll out is that improvement
processes are turning the village societies into individual improvement
Technology and e-initiatives

GCMMF's technology strategy is characterized by four distinct components:

new products, process technology, and complementary assets to enhance
milk production and e-commerce.
Few dairies of the world have the wide variety of products produced by the
GCMMF network. Village societies are encouraged through subsidies to
install chilling units. Automation in processing and packaging areas is
common, as is HACCP certification. Amul actively pursues developments in
embryo transfer and cattle breeding in order to improve cattle quality and
increases in milk yields.
GCMMF was one of the first FMCG (fast-moving consumer goods) firms in
India to employ Internet technologies to implement B2C commerce.
Today customers can order a variety of products through the Internet and be
assured of timely delivery with cash payment upon receipt.
Another e-initiative underway is to provide farmers access to information
relating to markets, technology and best practices in the dairy industry
through net enabled kiosks in the villages.
GCMMF has also implemented a Geographical Information System (GIS) at
both ends of the supply chain, i.e. milk collection as well as the marketing


As AMUL products are old and is available at almost every place in INDIA
specially Butter but
Nov 27 2007 Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF)
has launched Amul Fresh Milk in Jaipur. Which was another add up in the
path of white revolution. They touched several area of Jaipur though Saras
was the leader of the market still this company never let down . They are
going to introduce curd which was a big failure when they earliar introduced
it in pouch . so ultimately they stopped the supply . Now in the summer curd
is hot item to sell off and people are asking for the stuff ,so now they will
further introduce it. Amul in Jaipur is at nascent stage so we can say that
particularly milk and curd of AMUL is under cash stage of BCG MATRIX

Under this BCG MATRIX If I will take two product performance in

jaipur :-

1] Amul curd
It is under nascent stage so it will be in question mark stage which says
that the product is at the introduction stage of product life cycle .
2] Amul milk

It is under growth stage but with low market share so it will come under
question mark though it is now two years of its launch but its taking
time to come out of this stage because of competitor Saras which is giving a
good fight .

Amul – today

The Gujarat Cooperative Milk Marketing Federation (GCMMF), the country's

largest milk marketing federation, had a turnover of Rs 5,255 crore during
2007-08 and this would grow to Rs 6,000 by the end of this fiscal. The
largest milk brand in Asia, today Amul is the largest exporter of dairy
products in the country. Amul is today available in over 40 countries. It is
exporting a wide variety of products. The major markets are the US, West
Indies, countries in Africa, the Gulf region, the Saarc neighbors, Singapore,
the Philippines, Thailand, Japan and China, according to B M Vyas, managing
director, GCMMF. In an interview to Financial Express, Vyas said, "We have
demonstrated that if a level-playing field is provided, Indian dairy products
are successful in the global market. Growth in consumer pack exports has
been creditable and we have consolidated our exports."

From conventional milk products like paneer and cheese, the brand has
evolved over over time and now caters to the wellness market as well with
its sugar-free and probiotic milk products. According to Vyas, the company is
continuously introducing innovative products that meet the aspirational
needs of the consumers. Amul has introduced a range of milk-based
products such as flavoured milk, buttermilk, yoghurt, probiotic products and
energy drinks.

Although if you analyze the household expenditure of Indian homes, the bulk
of the money is spent on milk and products like butter, ghee,curd, cheese,
and a very small amount on items like ice creams and pizzas. However, it is
important for us to register our presence in the entire food basket of the
Indian household where and dairy product is involved. Our recent forays into
pizzas, paranthas is through our Amul parlours, which are one-stop shops for
all our products. We have plans for creating a large chain of such outlets to
be managed mainly by franchisees throughout the country. Currently, we
have 1,500 parlours and plan to open 10,000 of them by 2010.

Amul liquid milk contributes as much as Rs 2,000 crore to GCMMF's sales.

Apart from this, direct sale by District Cooperative Milk Producers Unions
accounts for another Rs 1,500 crore. With the introduction of pouch milk in
towns like Jaipur, Kanpur, Lucknow, Bhopal and Pune, besides the metros of
Delhi, Kolkata and Mumbai, Amul liquid milk has crossed the boundaries of
During 2007, the 13-member unions of GCMMF took a revolutionary step
forward by integrating liquid milk marketing operations in all districts of
Gujarat under the common brand name of Amul. Consequently, Amul has
now emerged as the largest milk brand in Asia.

Amul is an institution covering 13,000 villages benefiting 2.7 million farmers.

"We would want this coverage to expand further with more farmers to join
the Amul umbrella nationally. Coming to business, we would be handling
more than twice the quantity of milk and our sales turnover would be nearly
Rs 20,000 crore in the next five years."

India is a developing country. Therefore, the focus is India. However, if there

was a need to export in order to attain equilibrium in the domestic market, it
would be under Amul brand in consumer packs only and that too to cater to
the Taste of India.

India is the largest milk producer in the world and GMCCF is the largest food
products marketing organization in India. We are confident that Amul would
emerge as the world's largest food products organization in the not too
distant future. It is now present in following countries.

Afghanistan Iraq R Russia

Algeria I Saudi Arabia
A Angola Sierra Leone
Australia J Japan Singapore
Korea South Africa
Bahrain K Kuwait S
Sri Lanka
Bangladesh Sudan
Benin L Laos
B Bhutan Madagascar
Botswana Malaysia Taiwan
Brunei Maldives Tanzania
Mauritius T
Cambodia Myanmar Thailand
C China

D Dubai Nepal UAE

N New Zealand U Uganda

Nigeria UAE
E Ethiopia
O Oman V Vietnam

F Fiji P Pakistan W West Indies

G Gambia Philippines Y Yemen

H Hong Kong Q Qatar Z Zanzibar


Marketing research plays an important role in the process of marketing.

Starting with market component of the total marketing talks. It helps the
firm to acquire a better understanding of the consumers, the competition
and the marketing environment

“Marketing research is a systematic problem analysis, model

building and fact finding for the purpose of important decision
making and control in the marketing of goods and services.

– Phillip Kotler.

I am doing my project on the survey of curd before its launch .In this project
I will do market research rather a customer survey through questionnaire
.Before making questionnaire I searched for factors which may effect the
launch of curd .curd is a item which is readily perished so people who use it
is in the habbit of using it fast more over how much they give value to other
brands in case of different attributes like texture,whiteness,taste,packaging ,
flavor etc. So by putting these things into the mind I proposed a
questionnaire and ultimately I filled those questionnaire by 15 respondents
till now and on the basis of them I will analyze a interim report that which
way will the questionnaire further go .

After analyzing them I will try to proposed a way that how much demand
will be their and which competitor have greater value in which attributes and
AMUL should follow that way to capture the market .

In these questionnaire I mainly covered areas of Jaipur like wall city ,Shyam
nagar ,malvia nagar ,vidyadhar nagar,vivek nagar,vaishali, Mahesh nagar,
Raja park , Mansarovar .which is covering almost all the sides like north
,south,east and west of jaipur .A map view is there in annexure6
In this questionnaire I have taken occupation of the persons so that in
further analysis I can check out for relevancy of curd consumption and
occupation and many more .

After drawing questionnaire I first check the relevancy of question by doing

pilot test .I took some of the questionnaire and make it filled by people
around to get proper feedback and hange the questions ,options as required
.As learning from change is a regular process so while making questionnaire
filled I use to check my mistakes further.


Marketing starts with identifying customer needs and ends with satisfying
them through a coordinated set of activities that also allows a firm to
achieve its own goals. When launching a product one needs access to quick
and insightful consumer based data to give the foray a greater chance of
success. Failure to grasp the specific needs of a new market can be costly,
both financially and in terms of damaged corporate image. In a volatile,
ever-changing market, mistakes can mean wasted costs in advertising,
distribution and production expenses, as well as damage to brand name and

Under interim report I will use proposed methods of questionnaire survey

after this I will further use pie chart and histogram etc on the questionnaire
get the relevant analytical information .After filling of entire questionnaire I
will further analyze it with factor analysis or chi-square as required .


With the help of questionnaire consists of list of questions to be asked from

the respondents and the space provided to record the answer / responses.
Questionnaire can be used for the personal interviews, focus groups, mails
and telephonic interviews. This becomes a medium of data collection The
choice among these alternatives is largely determined by the type of
information to be obtained and by the type of respondents from whom it is
to be obtained.
The common factor in all varieties of the questionnaire method is this
reliance on verbal responses to question, written or oral.

Questionnaire in the project consists of:

 Multiple choice questions

 Dicthomus


Questions of this type offer the respondents an alternative to choose the

right answer among others. It is faster, time saving and less biased. It also
simplifies the tabulating process


These are the questions which are Boolean in nature. These answers are
straightforward and respondents have to answer them in a straight way.
That means the answer can only be either ‘Yes” or ‘No’.


Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
cluster sampling and convenience sampling.


Here the whole area is divided into some geographical area and a definite
number of consumers were to be surveyed. Areas divided are shown in
annexture 3.


This type of sampling is chosen purely on the basis of convenience and

according to convenience. I have visited Raja Park, vivek vihar ,vidhyadhar
nagar, shyam nagar, mansarovar, wall city, janta colony, shastri nagar,
vaishali , Mahesh nagar and few more.

Jaipur had a population of around 3,324,219 in the year 2007. I will take it in
round figure of 40 lakhs in 2009.then I will do the survey research further. In
this whole population 53% male and 47% is female as per the census report

1] Sampling Technique : Non probability sampling

(A non probability
sampling technique is
that in which each
element in the
population does not have an
chance of getting

2] Sample Unit : People who buy curd available

in retail outlets, superstores, etc

3] Sample size :
200 respondents

4] Method : Direct interview through questionnaire

and Chi
square analysis, bar graph, pie chart,
demand estimation

5] Data analysis method : Graphical method.

6] Area of survey : JAIPUR

7] Timing of survey : 9.00 am to 12.30 pm and

5.00 pm to
8.00 pm


Basic limitations of my study are:

• Respondent may not take it seriously and the questionnaire will remain
half fill
• Respondents may become bias and may not give righteous
• Sample chosen may not represent population properly
• People may not give time to fill the questionnaire and may think it as a
• In this researcher has to fully depends on respondents ,self report
• Respondent may sometime give socially desirable answers which may
not be able to clarify his/her true desire
• Sometimes there is gap between what people says and what they
actually do.

Sample of Questionnaire is given there in the ANNEXURE 1


On the basis of questionnaire I have analyze the response of 200

respondents and try to put analysis in tabular form . In this I will deal with
questions one by one .


YES 200 says
NO 0 says


So each one of the 200 respondent consume milk according to [Graph:1]

that means maximum people in Jaipur consume milk .
a)Milk Booth b) General store
c) Milk Vendor d) self

under this question out of 200 respondent 137 goes for milk booth where as
21 goes for general store . 30 goes for milk vendors and another 12 goes for
self or purchase from mandi.


According to [Graph:2] that maximum people in Jaipur purchase milk from

general store as it is convenient to buy and rest buy it from milk booths this
means that number of milk booth are also in abundance



Out of 200 respondents all says that they purchase milk daily


According to [Graph:3] one can conclude that in Jaipur all most all people
daily purchase milk
a) less than 1 ltr b) 1 to 2 ltr
c) 2 to 4 ltr d) more than 4 ltr

We can see that out of 200 respondent 63 purchase less than 1 ltr where as
82 purchase between 1 to 2 ltr , 47 purchase between 2 to 4 ltr and 8
respondent purchase more than 4 ltrs


From the given data we can say from [Graph:4] that maximum person in the
Jaipurpurchase at least half liter milk daily so if we want to calculate the total
monthly sales we can say that it can be find out by putting percentage like
in 200 respondent 63 are purchasing half liter and 82 are purchasing 1 to 2
ltr where as 47 are purchasing 2 to 4 ltr and 8 are purchasing more than 4




Out of 15 respondents maximum percentage goes for drinking in 1500 total

930 goes to drinking where as tea and coffee is on second by 355 and curd
making and other like horlics etc comes under 100 to 105 . on the other side
sweet making remains only 10

[Graph :5]

the above [table:5] one can draw a conclusion that consumers in Jaipur have
a consumption pattern in which they drink milk at most then it is used for
tea and coffee and then for rest.



Out of 200 respondent 7 says no that they don’t use curd where as rest say
yes .


This [Graph:6] says that maximum people in Jaipur consume curd .

a) Home Made
b) Outside

out of 200 respondent 147 says outside where as 7 says that they don’t use
curd and rest 46 says home made .


According to [Graph:7] respondents response maximum people in Jaipur go

for outside curd and one fourth of population goes for home made curd.


a) Packed
b) loose


The [Graph:8] shows that out of 147 respondents who selected outside curd
the 123 takes packetedand 24 takes loose curd in Jaipur .
a) Nestle b) Mother Dairy
c) lotus d) Saras

out of 200 respondent 110 opted for Saras, 5 opted for nestle and 7 opted
for mother dairy and in rest 1 respondents opted for lotus ,where as rest 7
respondent don’t consume curd .


So according to above [Graph:9] report on 123 respondent who are taking

packeted curd 89% that is maximum people in Jaipur prefer saras,6% with
mother dairy ,1% with lotus and 4% with nestle we can say that Saras is
most favorite curd of Jaipur people .


a) Daily b) Twice a week
c) Thrice a week d) Once in two weeks

Out of 123 respondents ,24 respondents are daily purchasing curd where as
31 of them are purchasing it twice a week and maximum people purchasing
it thrice a week ie; 48 .
And 20 respondents purchasing it once in one or two week .

From the above [Graph:10] response we can say that maximum of the
people who is opting for packed curd go for thrice and twice a week .


outof total 24 respondents of loose curd purchaser 9 purchases in once in

one or two week where as 7 purchases daily and 4 purchases twice and rest
4 purchases thrice a week .

IN TOTAL adding loose and packet curd data we get

146 respondents out of which

Daily purchase done by  31 people

Twice a week done by 35 people

Thrice a week done by 52 people

Once in two or one week 29 people


a) 100 ml b) 200 ml
c) 400 ml d) 500ml or more

Out of 146 respondents 71 are going for 200 ml curd pack 33 optedfor
400ml and rest 42 opted for 500 ml plus curd.

So from above [Graph:11] I can find out approximate quantity of purchase

of curd in Jaipur in a week as 200 ml is daily purchased by 31 people out of
146 so we can find it in a table format below

Table show the frequency of purchase and Quantity :

200 ml curd 400 ml curd 500 ml plus

DAILY 15 11 6
THRICE IN 19 18 13
ONCE IN ONE 16 7 6


a) Daily = 15 people * 7days* 200ml + 11 people *7 days*400ml + 6

people*7 days*500ml

Total = 72800 ml per week ……………………………………………………


b) Twice a week = 14 people*2 days*200ml + 13 people *2 days * 400 ml +

9 people *2 days * 500ml

Total = 25000 ml per week ………………………………………………………………


c) Thrice in a week = 19 people *3 days*200ml + 18 people*3 days* 400ml

+ 13 people*3 days* 500ml

Total = 52500 ml per week ………………………………………………………………


d) once in two or one week =16 people*1day*200ml + 7

people*1day*400ml +6 people*1 days*500ml

Total = 9000 ml per week …………………………………………………………………

Adding 1,2,3 and 4 we get total demand in a week

GRAND TOTAL  72800+25000+52500+9000 = 159300 ml OF CURD

PER WEEK FROM 147 respondents.


A] Out of 146 there are 34 students in outside curd under which 61% student
opted for 200 ml

Another 14% student opted for 500 ml where as rest 25% opted for 400 ml .

B] Now out of 146 there are 49 service persons in outside curd under which
42% opted for 200ml curd ,another 32% opted for 400ml curd and rest 26%
goes for 500 ml curd.

C] out of 146 there are 63 business man ,25% of them goes with 500ml
,34% opted for 200 ml and rest 41% goes for 400ml curd.

On the basis of two information from questionnaire I want to check my

hypothesis that is



[Alternate hypothesis] H1 : OCCUPATION EFFECTS NATURE OF


In this alternate hypothesis is my assumption I come to assume it with the

help of two information

1] occupation of people filling questionnaire

2] question no 11 which ask that how much curd on an average one

So to get actual picture of the scene I thought of using chi square test. You
can use χ2 tests to determine whether hypothesized results are verified by
an experiment.


200 400 ml 500 ml plus COLUMN


student 27 8 9 44
service 28 16 11 55
business man 8 4 13 25
RT 63 28 33 124









FE is mentioned below

200ml 400ml 500ml plus

[expected] [expected] [expected]
22.35 9.94 11.71
Service person
27.94 12.42 14.64
Business man
12.7 5.65 6.65


Just to over come any problem in the equation due to positive and negative
sign the square of the difference between actual frequency and expected
frequency is taken into consideration .
4.64 21.52 0.96
-1.94 3.76 0.37
-2.71 7.34 0.62
0.06 0.003 0.0001
3.58 12.82 1.03
-3.64 13.25 0.9
-4.7 22.09 1.73
-1.65 2.72 0.48
6.35 40.32 6.06
CALCULATED χ2 12.1501

A TOTAL is nothing but calculated χ2 [ chi square]

χ2 calculated = 12.15

Now we have to find χ2 tabulated for that we have to follow following

• We will look for degree of freedom ie; df = (no of column-1)*(no. of
rows -1) so no of column =3 and no of rows = 3 ,so df = (3-1)*(3-1) ,
df = 4.
• After getting df we will take average confidence level 95% that means
significance level will be .05 ie; α= .05

• Now with the help of α and df we will look into chi square table and we
will find the tabulated χ2 value which will be 9.488

χ2 tabulated  9.488

After getting both χ2 tabulated and χ2 calculated we will have two options

1 χ2 calculated lies under tabulated Ifχ>9.48,rejctoH



2  χ tabulated lies under calculated Cal
From the given value of χ2 tabulated  9.488 and χ2calculated  12.51 we
come to conclusion that χ2 tabulated lies under χ2 calculated it is shown in
the figure below .where red denote 0.05 significance level .


rain plays spoils sports

student 27 8 9
service person 28 16 11
business man 8 4 13
RT 63 28 33
22.35 9.94 11.71
27.94 12.42 14.64
12.7 5.65 6.65
4.64 21.52 0.96
-1.94 3.76 0.37
-2.71 7.34 0.62
0.06 0.003 0.0001
3.58 12.82 1.03
-3.64 13.25 0.9
-4.7 22.09 1.73
-1.65 2.72 0.48
6.35 40.32 6.06







According to above question Saras curd gets maximum marks where as lotus
is the minimum. And under packed curd nestle and mother dairy is having
little say in 200 respondent

From the above [Graph:12] one can conclude that which brand is best in
curd regarding its attribute in Jaipur and one should look for that touches
which make that brand best regarding all attribute.



Out of 200 respondents 181 says yes and rest 19 says no under this 7
persons are included which donot consume curd .


With the view of [Graph:13] in case of curd Jaipur is full of brand

switchers. People may shift to any curd if they like it .



In this [Graph: 14] out of 200 respondents 197 says yes and 10% says no ,
that means maximum people are not brand loyal ,they may shift easily if
they get good stuff more over most of the people who is opting for
homemade curd says no to Amul curd or any other curd.

[Graph: 14]

More over in Jaipur Amul is heartily accepted hence if properly launching of

Amul curd is done there will be no hassles in its purchase.


As Amulis facing great competition from Saras . So I find Saras as a best
platform for estimation of demand of curd .
At first curd market should be classified :

1] Branded curd

2] loose curd

3] Homemade curd

1: Branded curd :  I have surveyed 40 booths of saras and found that

average curd sale is around 35 cup per day of 200ml .

There are about 3500 saras dairy booths in whole

Jaipur so this means that average sale of curd from Saras
booths are around 24500 liter .
Then there are retail shops selling curd like nestle , mother
dairy, lotus etc so its average sale is around 25 cups and lets
assume that total retail selling branded curds is around 2000
then total selling of curd from them are 10000 liter . So an
average sale of branded curd in Jaipur is 34500 ltr.

2: loose curd : loose curd market are more in the area like wall city
,Mahesh nagar backward areas. They sell curd around 30
liter .I have surveyed 15 shops where loose curd is sold out
in wall city in open dairy and sweet shops in huge way.

Its difficult to count loose curd market so if I assume that its

around 1000 shops of loose curd in jaipur then sale will be
around 30000 liter.

3: Homemade curd: As average consumption of milk in Jaipur is 10 lakhs

liter and an average 2% of milk is used for making curd so
total homemade curd will be 20,000 liter.

Hence total size of curd market will be “branded curd + loose curd +
homemade curd “ ie; [1+2+3]  34500+30000+20000
= 84000 liter per day.

If I look up to demand estimation of AMUL curd I can say that from the
branded curd market the demand of Saras booth curd and other retail curd
will be the area for Amul curd then later it can take over other areas of curd
market .

According to me demand for Amulcurd will be around 24500 to 34500 liter

.Earlier it may take some time to capture the branded curd market so it may
not be getting around 20000kg but market has potential.

AMUL SHOPPEE CONCEPT: Under this concept of AMUL the
retailer or the whole seller who is in business with AMUL is converted in an
exclusive shoppee for company’s product i.e. milk specifically. For which the
proprietor has to make a security deposit with GCMMF Ltd. and has to meet
some basic requirements after fulfillment of which the shop is declared as an
exclusive AMUL SHOPPEE.

This concept is to provide additional margin to the proprietor (the whole

seller or the retailer) in order to increase AMUL’s annual sales volume, and
to increase its market share.
Types of shoppees :
✔ Shoppee with a deposit of Rs.1100: Under this type the
interested party has to make a deposit of Rs.1100 with GCMMF Ltd. And
after filling the application form the shop is declared as “AMUL

COMPANY PROVIDES: 1) A hoarding in the name of AMUL.

2) A stand board in the name of

3) A glow sign board in the name of


4) Gets the shop painted.

✔ Shoppee with a deposit of Rs.3000: Under this type the

interested party has to make a deposit of Rs.3000 instead of Rs.1100
with GCMMF Ltd. And after filling the application form the shop is
declared as “AMUL SHOPPEE”

COMPANY PROVIDES: 1) A hoarding in the name of AMUL.

2) A stand board in the name of AMUL.

3) A glow sign board in the name of


4) Gets the shop painted.

5) A storage box(CABINET) to store the

milk crates worth Rs2200.

The ownership of the box(CABINET) is transferred to the party after one year
from the conversion of the shop into AMUL SHOPPEE. Also company
promises to change the box if it results in breakage or damaged by itself.

Requirements for a Shoppee: 1) The shop should definitely

be opened before 6 in

2) The shop should give at
least a business of 10 crates

In a day. i.e. a minimum of

10 crates should be sold

In a day from that

particular shop.

3) The shop should have a

refrigerator or a deep freezer.

Margin Structure: The Company provides

same kind of margin to both
types of shoppee.

The company provides Rs.2.40/crate extra (additional margin) along with

Rs.7.80/crate (fixed margin). These margin given are on PER CRATE basis.
And 1 crate consists of 12 liters of milk.

Rs.2.40 is given in parts i.e. Rs.1.20 out of this would be given at every
month and the remaining Rs.1.20 would be given at the yearend basis. For
its tabulation the company provides with a MONTHLY SALES CARDin which
the quantity is recorded and the payment is made as and when required.

This means the company provides with 20p/liter extra margin with
65p/liter fixed margin. And of 20p , 10p is given at month end and left 10p
is given away at the year end.

AREA DELIVERY AGENT CONCEPT: Area delivery agent is nothing

but the distributor of AMUL products in a particular area. Under this concept
we were given the task to search for a distributor (ADA) in the wall city area
of jaipur.

This task was given to us as there was no ADA in wall city as such and
the distribution of AMUL was nil in this area.

Types of AREA DELIVERY AGENTs: There are basically two kinds

of ADA :

✔ The ADA.
✔ The Point ADA.

The ADA: ADA can be considered as big distributors who generally take
cares of the whole area to which it is assigned. It has the full knowledge of
all the retailers presently working in that area. The ADA manages the supply
of the product of the company to retailers in order to reduce the obstacles
and to carry on with sales with any halts. When a new ADA is assigned, he
surveys the whole area with the area executive of the company in that area.

The retailers in that area can give orders to ADA and the ADA passes
the orders to company and the demanded quantity of product is delivered to
the ADA and the ADA further distributes it to the retailers and collects the

Requirements for an ADA : 1). A security of Rs. 15000. (DD in

favor of GCMMF Ltd.)
2). A bank guarantee of worth Rs.
3). Otherbasic requirements.

The Point ADA: Point ADA can be said as the level down to the ADA.
Point ADA is assigned in the area if the area is too big for the ADA to cover
so there can be many Point ADA under the ADA.

The Point ADA takes the orders from the retailers and further passes
on to the ADA or directly to the company what so ever be the need.

The Point ADA can be said as the small distributor for the particular

The Point ADA looks after only 2-4 streets in a particular area and
reports to the company and rest of the area is covered by other Point ADA or
the ADA itself.

Requirements for Point ADA 1). A security of Rs. 5000. (DD in

favor of GCMMF Ltd.)
2). A bank guarantee of worth Rs.
3). Otherbasic requirements.
Margin Structure: The margin is equal for both the ADA as well as the
Point ADA.
Both are given with Rs. 12.96/crate basis if they sell
out milk from their outlet itself. i.e. they get Rs. 1.08/liter basis.
If they provide some crates to the retailers for sale and
some they sell by themselves then they get Rs. 5.16/crate basis i.e. Rs.
0.43/liter basis.
Rest Rs. 7.80/carte they have to pass on to the
retailers as retailer’s normal margin. i.e. they get Rs. 0.65/liter basis.


Under this head I have done basically three activities which was given by
Company to do in the different areas of Jaipur .I have being given an area of
Raja park and Mahesh nagarwhere I have to know the problems of milk
shopkeepers ,make some new milk retailer and to sell existing Amul milk
shop – schemes, under which they will be converted into AMUL SHOPEE .
Converting Amul retailer to Amul Shopee :

This a scheme launch by the company to capture the market by giving profit
to the retailers.under this scheme there are two options :

1] 1100/- rs scheme :

2] 3000/- rs scheme

These scheme is used to increase the commission of milk retailers. Any milk
retailer generally get 7.80 paisa per carat [ 1 carat = 12 liter].After taking
this scheme retailer gets 2.40 paisa increment over normal profit of 7.80
paisa and ultimately total profit rises to 10.20 paisa. This is the common
feature of this scheme in both and for that they have to deposit 1100/- rs or
3000/- rs which is refundable too.

The only difference between 1100/- and 3000/- scheme is that in 3000/-
scheme retailer will get an ironbox worth rupees 2200/- for putting carat
capacity upto 10 carats.

In both area we have visited almost 150 and more shops and converted 23
shopees over all and I also turned lot of retailer shop into milk retailer of
amul. sample of amul shopee form and monthly sales card is available in
annexure 2and 3 .
Search for Area Distributer

This was our second activity under which we have to find out area distributer
who will sell at least 20 to 25 carats of his own and can sell 10 to 15 carats
by giving it to retailers. In this work I have to search the area called Wall city
of Jaipur .Area under this was fully backward and old style . there is a sample
of area delivery agent form in Annexure 4
Under area distributer person is getting more profit than retailer if he sell by
his own .The distributer will get 7.80 paisa and 5.16 paisa extra on per
carat sell that means approximately 13 rs per carat. Still people are not
ready to take up this Job because of three reasons :

1] eligibilitycriteria under which dealer have to pay 5000/- rs Demand Draft

and bank guarantee of 20000/- rs

2] Saras have a greater share of market and other companies like gauras,
prabhu ji ,lotus are there to further capture maximum market share and
without proper demand no retailer will take a risk of becoming dealer of any
third company except Saras.

3] biasness about company Amul in the mind of retailers that earliar it was
launched in this area but didn’t get success.

Under this activity I havevisited around 40 to 50 shops which have

potential and knowledge of milk business . myjourney is still on with a aim to
grab dealer so that I may add more to company. For further information
regarding Activity done in Amulplease look into annexure 8


• Visibility of the product is required .As today few people know that
Amul is there in the milk market and it has a product milk and curd .

• Aggressive promotional strategy is required ,more use of different

communication channels are required which was less in Jaipur .

• Availability of the product is most important factor . if product is good

and it has a market value but it is not present in the market then there
is no use of other activities to support sales So supply shortage should
be checked .

• Jaipur is full of brand switchers in the case of curd ,so Amul got an
opportunity to capture the market of curd from Sarasa major player of
the curd and milk market. By providing best of the thing required by
people in the curd market

• There is two sector of people one who don’t use curd and second is
people who prefer homemade curd .As they are good in numbers .If
one want to make them customer one has to go for value addition in
the curd by two ways :

1 - This can be done by providing extra benefits of house hold with the
curd or vice a versa .

2 – One can also provide different flavours in the curd which will lure
people of those sectors also to consume ,not as a curd but as ice
cream sort of thing .

• Maximum people in Jaipur consume milk for Drinking , where as walled

city as a area where maximum part of milk is consumed for tea or
coffee purpose.

• Student or service person from outside are one sector which uses
packet curd maximum, where as people living here and having their
home here itself prefer for homemade curd .


This project was a 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 .How to convince one for better
job .

Learnt how to sell ,how things work in Fast moving Consumer goods .having
perishable nature of these product one need a excellent distribution network
and carefully select market because these product if transferred to far area
then cost attached to the product will make it un competitive .

Milk marketing is full game of Branding .if branding of a product is done then
the following things has to be taken into consideration like availability of
product ,continuous change in the product as required by consumers and
third is price of the product according to satisfaction level of the people and
last but not the least is the visibility of product and a promotional strategy
to hit, people’s mind.

Ultimately I must say that I am privileged to work in the company like Amul
and get such a real time exposure of FMCG company .
AREA : _____________________________________________________________________




a)Milk Booth b) General store
c) Milk Vendor d) self




a) less than 1 ltr b) 1 to 2 ltr
c) 2 to 4 ltr d) more than 4 ltr






a) Home Made
b) Outside


a) Packed
b) loose


a) Nestle b) Mother Dairy
c) lotus d) Saras


a) Daily b) Twice a week
c) Thrice a week d) Once in two weeks
a) 100 ml b) 200 ml
c) 400 ml d) 500ml or more












Amul Kool Millk Shaake Amul Kool

Amul Kool Cafe Kool Koko

A delight to Chocolate Lovers.
Delicious Chocolate taste

Nutramul Energy Drink Amul Kool Chocolate

A drink for Kids - provides Milk
energy to suit the needs of
growing Kids
Amul Kool Flavoured Amul Kool Flavoured
Bottled Milk Tetra Pack

Amul Masti Spiced Amul Kool Thandai

Amul introduces the Best Thirst
Quenching Drink

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


Amul Calci+

Amul Pasteurised Amul Cheese Spreads
Processed Cheese Tasty Cheese Spreads in 3 great
100% Vegetarian Cheese made flavours..
from microbial rennet
Amul Emmental Cheese Amul Pizza Mozzarella
The Great Swiss Cheese from Cheese
Amul, has a sweet-dry flavour and Pizza cheese...makes great tasting
hazelnut aroma pizzas!

Gouda Cheese

For Cooking
Amul / Sagar Pure Ghee Cooking Butter
Made from fresh cream. Has
typical rich aroma and granular
texture. An ethnic product made
by dairies with decades of

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

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

Amul Mithaee Gulab Amul Chocolates

Jamuns The perfect gift for
Pure Khoya Gulab someone you love.
Jamums...best served
piping hot.

Amul Lassee Amul Basundi

Health Drink
Nutramul Amul Shakti Health
Malted Milk Food Food Drink
made from malt Available in Kesar-
extract has the Almond and
highest protein Chocolate flavours
content among all
the brown beverage
powders sold in