REPORT

On
Amul

Content

Introduction of Project.
Company profile.
Objectives of the study
Research methodology.
Research work.
Data analysis.
Findings.
Conclusion.
Recommendations.
Limitations.

Introduction of Project
In this project, we have done a survey and collected
data on the basis of a questionnaire .
As per our topic "ANYLYSING MARKET SHARE OF
AMUL POUCH MILK IN KANPUR
our main focus :- To analyse the market share of amul
pouch milk in market.
AMUL milk, the market leader in Kanpur district over
the years , had lost the market share drastically.

Company Profile
Based in Anand,Gujarat
Registered on December 14, 1946
Sourced from the sanskrit word amoolya.
Amul products have been use in millions of homes
since 1946.
Amul a leading food brand in India .

Founder Of The Amul Company

Dr Verghese Kurien, the Chairman of
the GCMMF (Gujarat Co-operative Milk
Marketing Federation Ltd), an apex
cooperative organisation, based in the
in Anand town of Gujarat, India.

White Revolution. (1966)

Verghese Kuriens Amul
experiment in Gujarat soon
blossomed into the much
larger Operation Flood, spread
over 23 states, 170 districts
and 90,000 village
cooperatives. It changed India
from an importer to the
world's largest milk producer
and exporter.

Gujarat Cooperative Milk Marketing

Federation
India's largest food products marketing organisation.
It is a state level apex body of milk cooperatives in Gujarat.
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 1973, the milk societies/district level unions decided to set up

a marketing agency to market their products.

It was registered as a co-operative society on 9 July 1973.

GCMMF Today
Members:

17 district cooperative milk

producers union (16 nominal
member)
No. of Producer Members:
3.18 million
No. of Village Societies:
16,117
Total Milk handling capacity:
10.21 million litres per day
Milk collection (Total 2011-12):
3.18 billion litres
Milk collection (Daily Average 11-12)
10.6 million litres
Milk Drying Capacity:
647 Mts. per day
Cattle feed manufacturing Capacity: 3690 Mts. per day

Sales Turnover ( 2011-12 ) :

Rs. 11668 crores

GCMMF TURNOVER

Objectives
To find Total Milk Market in Kanpur.

To analyze the Amul Milk share in Kanpur City.

To know the market share of different companies.

To know the factors which affects the buyers buying

behaviour to purchase milk.
To find the main reasons behind decrease in sale.
To find what Advertising medium most use by
competitors.

Research Methodology
Research Design :Descriptive Research Design

RESEARCH METHODS FOR COLLECTING DATA :Survey Method

Sources of Data
Questionnaires & interview of Retailers
DATA COLLECTION: Main emphasis was given to primary

data.
Primary Data Collection
Questionnaire
Personal interview

Secondary Data Collection

File records of the organization
Organization history and profile
Internet
Questionnaire in the project consists of:
Multiple choice questions
Dicthomus

DATA REPRESENTATION:
Data representation is in tabulation and graphical forms.

DATA ANALYSIS:
Data is analyzed with the help of statistical methods using

bar diagrams, pie charts etc.

LOCALITY: I have selected to perform my project in Kanpur.
In these respective Areas :Kidwai Nagar,Dada Nagar, Jajmau,CocaColaChauraha, Mall
Road, Govind Nagar,Krishna Nagar, kaka Dev .

Sampling:Sample Design: Non random sampling

Size of sample: 100

DATA ANALYSIS

What is your average Sale of milk per day?

Which brands of Milk in your shop?

Which brand provides best distribution service in milk?

Sales
Amul

Parag

NamasteIndia
15%
20%

65%

What is prefer by customer in pouch milk?

Do you satisfy with the Way of packaging?

%
yes
30%

No
70%

Are you think customer affected by the

promotional activities ?

What are the Advertising medium use by

competitors ?

Opinion about Amul Milk?

Who are the best competitors of Amul milk?

Do you think that Amul is suitable to give you

required return?
Column1
YES
30%

NO
70%

You get your delivery at right time ?

Sales
YES
28%

NO
72%

Finding
TOTAL MILK MARKET IN KANPUR

Sales Record Data

Area

NO. of
Retailer

Total sale
(crates)

Sale of Amul Before

Namaste India
launch ( crates )

Sale of Amul After

Namaste India launch
( crates )

Govind Nagar

10

87.5

81.5

60.5

Kidwai Nagar

10

55

50

42

Coca-Cola
Chauraha

Kaka Dev

100

87

57

JajMau

157

116

90

Dada Nagar

145

133

120

Mall Road

70

60

35

MARKET SHARE ANALYSIS

Reason behind decreased in share ?

Series 1
Series 1
6

Findings
Huge difference between proper demand and
supply.
Lack of promotional activities.
Leakage problem.
Late in delivery.

Conclusion
We found that the customers mainly affected by promotional
activities so Amul must come up with new promotional activities
such that people become more aware about Amul milk .

In comparison to Amul milk, the other players such as Parag,

and Namaste India provide a better availability and give

competition due to local brand .
People are mostly satisfied with the overall quality of Amul
milk, but for the existence in the local market Amul must use
aggressive selling techniques.

Contd
Its not easy to deal with the people of various
mindset.
Always be ready to do anything necessary to
makes your things done
Its all about Branding, people buy products
what they see, Brand loyalty is very low.
Finally we found that jo dikhta hai wo bikta
hai

Recommendations :
Company have to organize well defined distribution
channel.
Sales promotion and advertising to be made more frequent
for brand building.
Company should make plans for better performance to the
sales man.
Company should pay attention on the customers and
retailers suggestions and complaints about products,
service policies, price changes, advertising companies etc.
The incentive structure should be revised for the retailer to
increase the sells

Cont.
Due to increasing consciousness of customers and dealers the
company should consistently focus in developing the quality as
well as quantity of the product.
Company should gather information of competitors activities
on regular basis.

LIMITATIONS OF THE STUDY :As the research was conducted in Kanpur city its result are valid
for Kanpur city.
The study is conducted during the period of June-2012 to July2012 hence results are valid for this time period.
Only the sample of retailers was surveyed because of limited
time.
As the survey was conducted on questionnaire basis as
everything in details was not available.
The scope of the study is retracted to Amul Milk in Kanpur city
only.