1. ANALYSIS OF PRODUCT DEVELOPMENT
Pailan College Of Management &
ROLL NO: 15605010074
REGISTRATION NO: 101562010007
With immense pleasure, I would like to present this project report
on ANALYSIS OF PRODUCT DEVELOPMENT of AMUL. As
a student of “Pailan college of Management and Technology”
Kolkata I would like to express my sincere thanks to all those who
helped me during my training program. I would like to express my
gratitude to all those who gave me the encouragement to complete
this project. I would like to thank my college authorities and
Marketing Faculty Mr. Deepanjan Dutta for providing me the
opportunity to work with the one prestigious organization.
I would like to give my special thanks to my parents, friends and
their love, support and blessing enabled me to complete this
Project work. 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
I, Apratim Banarjee student of Bachelor in Business
Administration (SEM -VI) of Pailan College of
Management And Technology, hereby declare that I have
successfully completed this project on “Analysis Of
Product Development of Amul Product in Kolkata
Region” as a part of my “Final Semester Assignment”. The
information incorporated in this project is true and original
to the best of my knowledge.
4. Table of Contents
TOPIC PAGE NO
Executive Summary. 01
Industry Profile. 02
Major Indian Players and
overseas in the
Company Profile 08
5. Executive summary
The project was taken into consideration for the
promotion and the marketing of the amul new
product i.e “AMUL PRO”.
The main task assigned to us by our mentors where to
make the product available in each and every stores.
It also focuses on the competitors product like
bournvita Horlicks, boost etc.
6. INDUSTRY PROFILE
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
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.
7. Marketing: promotion of generic products (e.g. milk board), new
products, public opinion, through advertising, packaging, public
Wholesale and distribution: warehousing, transportation, logistics.
Retail: supermarket chains and independent food stores, direct-to-
consumer, restaurant, food services.
India ranks first in the world in terms of milk production.
Indian production stands at 91million 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
tons annually, while the unorganized sector processes about
22 million tonnes 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
India has a unique pattern of production, processing
and marketing/consumption of milk, which is not
comparable with any large milk producing country.
8. Approximately 70 million rural households (primarily,
small and marginal farmers and landless labourers) in the
country are engaged in milk production. Over 11
million farmer are organized into about0.1 million
9. Major Indian Players and overseas in the
Parle Products Pvt. Ltd.
Agro Tech Foods.
Amul India Ltd.
Cadbury India Ltd.
PepsiCo India Holdings.
Nestle India Pvt. Ltd.
Britannia Industries Ltd.
Hindustan uni lever limited mtr foods limited.
Godrej industries limited.
Dabur India Ltd.
10. COMPANY PROFILE
Amul (Anand Milk Union Limited),
formed in 1946, is a dairy cooperative movement in India. It
is a brand name managed by an apex cooperative
organisation, Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by
some 2.6 million milk producers in Gujarat, India. It is based in
Anand town of Gujarat and has been a sterling example of a
co-operative organization's success in the long term.
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 .
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 whichaims
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's product range includes milk powders, milk, butter, ghee,
cheese, curd, chocolate, ice cream, cream, shrikhand, paneer,
gulabjamuns, basundi, Nutramul brand and others.
11. In January 2006, Amul plans to launch India's first sports
drink Stamina which will be competing with Coca Cola's
Power ade and Pepsi Co'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 marketing1994 had not
succeeded, but now it has fresh plans of flooding the Japanese
markets. Other potential markets being considered include
Dr. Verghese Kurien, former chairman of the GCMMF, is
recognised as the man behind the success of Amul. On 10 Aug
2006 Parthi Bhatol, chairman of the Banaskantha Union,
was elected chairman of GCMMF.
Amul: Asia’s largest dairy co-operative was created way back
in1946 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‟ organizatio
n 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.
15. Yogi Sweetened Flavored Dahi (Dessert)
Amul Masti Dahi (fresh curd)
AmulMasti Spiced Butter Milk
Amul Ice creams:
Royal Treat Range (Butterscotch, Rajbhog, MalaiKulfi)
Nut-o-Mania Range (KajuDraksh, KesarPista Royale, Fruit Bonanza,
Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh
Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)
Sundae Range (Mango, Black Currant, Sundae Magic, Double
Assorted Treat (Chocó bar, Dollies, Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta)
Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake
Chocolate & Confectionery:
Amul Milk Chocolate
Amul Fruit & Nut Chocolate
Nutramul Malted Milk Food
16. Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom,
Amul Kool Cafe
Amul Kool Koko
Amul Kool Milk Shaake (Mango, Strawberry, Badam, Banana)
AMUL PRO: Malt based food.
Amul is a well known brand with a wide product range in
FMCG giving a tough competition to its competitors. The following
are the major competitor in some of its product range:
Sr. No Product Competitors
1 Butter Nestle
2 Cheese Britannia
3 Milk Britannia
4 Curd Nestle
5 Ice Creams Kwality Walls
6 Chocolates Cadbury
8 Ghee Britannia
9 Infant Food Nestle
10 Dairy whitener Nestle
I have studied and analyzed the dairy based food product
market of amul on different aspects of the markets, outlets,
distribution and consumers.
According to me the growth of any product whether it could
be food based product or anything depends upon how we do
proper branding of that product and also the promotion
which plays a very vital role in attracting customers.
The main goal should be to attract customer and to retain
them so that the loyalty maintains in future as well.
Besides this quality is the dominating aspect which
influences consumer to purchase Amul product, but prompt
availability of other brands and aggressive promotional
activities by others influences the consumer towards them
and also leads to increase sales.
The following websites were consulted while
doing the project
Name: - ______________________________________________
Age: - _________________ Gender: - _________________
Contact No.: - _________________________
1) Which do you consume?
a. Pouch milk
b. Loose milk
2) Are you satisfied with the milk you are consuming?
3) What do you like?
a) Quality b) Taste
c) Price d) Availability
4) Do you get milk pouch at...?
b) From retailer
21. 5) Total consumption of milk in a day?
a) Pouch milk in litre……
b) Loose milk in litre……
6) Your monthly expenditure in milk (in Rs.)?
a) 100-200 b) 200-300
c) 300-400 d) 400-500
e) Above 500
7) In pouch milk which brand do you prefer?
a) AMUL b) Sanchi
c) Dinshaw d) Venus
8) Why you prefer this brand/ due to…………..
a) Quality b) Taste
c) Price d) Availability
9) If you buy AMUL milk pouch which pack you purchase?
a) AMUL Gold
b) AMUL Taaza
c) AMUL Slim & Trim
10) What is the reason for buying/ not buying AMUL?
11) What are your suggestion/ expectations from AMUL?
22. 12) How do you scale your pouch milk?
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT