Study of Amul Milk Penetration in Aurangabad

(GCMMF)
AMUL MILK

15th DEC 14 TO 30th JAN 15

By- PRAVIN SUDHAKAR PARKHE

Study of Amul Milk Penetration in

Aurangabad

Summary of Project :

The project report consists of the Study of Amul Milk Penetration

and measuring brand equity of Amul and also the study of different
department of the company.
The study of different departments was done in order to understand
the role play in the branches, like Marketing Department, Human
Resource Department, investment committee department, branch
operations, Planning and Control.
Amul have its operation all over India and some countries in the world
it has provide different type of products and providing better quality
products and services to the customer.


In this project I have visited and studied the marketing department and
how to work doing in the industry of various functions I took real
experience.
And as per the need of data, I collected the relevant data and
subsequently .
This project is undertaken in order to evaluate the brand building
strategy and measuring brand equity of the company.
Analysis and interpretation of the graphs have been done in this
project. At the end of this project it covers SWOT analysis for the
company.
According to research I found that as compare to other dairy products
Companies Amul has approximately in privet sector equal market
response.

Objectives of the Project

To study the Penetration strategy of AMUL Milk in

Aurangabad.

To measure / determine the brand image,

perceptions, attitudes and behaviour of the
target audience.

To study consumer Perception towards the AMUL

products.

To measure brand equity.

Work Done

The summer internship tasks are given in phases:-

Activities

Market Survey.
Promotional Activities.
Collecting Orders for the launching day.
Launching day.
Post-launching ActivitiesHandling the Distribution Channel.
Kiosk activity.
Distribution of the discount coupons (house to house)

Data Analysis & Interpretation (Financial conditin:)

Financial conditin:

Sales Turnover

Rs (Million)

2010-11
2011-12
2012-13
2013-14

97742
116680
137350
181434

Financial Condition of Amul in million

116680
97742
80053

2010

2011

2012

Interpretation:
In the above graph shows the Amuls financial conditions are constantly
increasing from the 2012 to 2014. Besides, the continuity of the brand
of Amul in the market as compare to last couple of year more
increased, respectively.

Findings

Most of the customers feel that quality is the most

important parameter for the Brand Building and
maintaining brand.

Amul products have very good demand in small

outlets in Aurangabad because of its brand image &
Quality and one of the leading brands.
Advertising plays a very important role in influencing
the customer and maintaining a brand.

 The branding & advertising of the product needs to

be decided as perthe selling areas.
A very interesting fact about the survey was 70 % of
the dealers said that price & quality is a major
factor while selling a product , that means dealers
have problem in buying an expensive product
because of the consumer interested to buy at
reasonable price product.
Company need to focus on product design &
innovative product features.

Suggestions

Company would improve their sales services which

cause many customers to option different brand and
switching cost would not be happened.
Many outletersare not much interested to sell Amul
products because of the low margin on products if
company would give some more margins on products
it can beneficial for the company to retain customer.

 Someproducts are generally used by female so steps

will be taken to involve them in the promotional
event.
Dealers & consumer are not satisfied with product
warranty, services & schemes of Amul Company.

Learning Experience

o I got the opportunity to do the sale &marketing of

company.
o I found that the importance of brand building and
creating brand equity in customer mind.
o Project which was allotted to me that is brand
awareness and measuring brand equity of Amul
products in small outlets and it has a huge scope.

o Practical exposure aspects like management, ground

reality of working life of marketing manager & he has
to take more
o responsibility to maintaining products sales and
services.
Improved communication& soft skills for handling
situation
better and interaction, negotiation with customer.
o Helped to know what marketing is all about and
consistency to maintain brand image, loyalty, retained

Accomplishments
We first reached out to 154 retailers in the areas from
Gajanan MandirRoad, Tanaji chowk, Maheshnager,
Javahar colony, Bayjipura, Chellypura, Mondha Naka,
Kailas nagar and interacted with them so as to know
about other brands in the market which are mostly
consumed and preferred by the customers.
We came to know that the customers from Gajanan
Mandir Road,Tanaji chowk, Maheshnager,
Mondhanaka preferred FULL CREAM MILK and price
was not a matter of concern so Vikas Gold was
mostly sold in these areas.
While in Byjipura, Chellypura,

 As DevgiriMahananda, Mauli, etc are cheaper than

Vikas Gold so these brands are mostly sold in
Byjipura, Chellypura, Mondhanaka, Kaillasnager,.
Through this survey we found out that in the areas
of Gajanan Mandir Road,Tanajichowk,
Maheshnager,Javahar colony Amul Gold will be
easily approved by the consumers.
In Bayjipura, Chellypura, Javaharcolony,
Kaillasnager areas, Amul will have more
competitors who, comparatively, have cheaper
rates.
Eg : Devgiri, Mahananda, Mauli etc.