The document outlines the history and operations of Amul, a prominent dairy cooperative in India, established in 1946 to empower farmers and provide high-quality dairy products. It details Amul's commitment to fair pricing for farmers and extensive product offerings, including milk, butter, cheese, and ice cream, leveraging state-of-the-art technology in its production processes. Additionally, it discusses the structure of the cooperative, its strategic goals, and the pivotal role it plays in India's dairy industry.

1. 1
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CHAPTER-1
INTRODUCTION

2. 2
COMPANY PROFILE OF AMUL
The Amul – Meaning
AMUL means “ priceless “ in Sanskrit . A quality control expert in Anand
suggested the brand name “AMUL” from the Sanskrit word “Amoolya”
variants, all meaning “priceless” are found in several Indian languages.
Amul products have been used in millions of home since 1946 .
 Amul butter
 Amul milk powder
 Amul ghee
 Amulspray
 Amul cheese
 Amul chocolates
 Amul Ice- cream
Today Amul is a symbol of many things . of high – quality products sold at
reasonable prices . F triumph of indigenous technology . Of the marketing
savvy of a farmers organization . And proven model for dairy development .

3. 3
MOTTO, VISION, AND QUALITY POLICY
MOTTO
The main motto of AMUL is to help farmers. Farmers were the foundation stone of AMUL. The
system works only for farmers and for consumers, not for profit. The main of AMUL is to
provide quality products to the consumers at minimum cost. The goal of AMUL is to provide
maximum profit in terms of money to the farmers.

4. 4
VISION
Vision of AMUL is to provide and vanish the problems of farmers (milk producers). The AMUL
apparition was to run the organization with co-operative of four main parties, the farmers, the
representatives, the marketers, and the consumers.
QUALITY POLICY
We the motivated and devoted work force of AMUL are committed to produce whole some and
safe foods of excellent quality to remain market leaders through deployment of quality
management system, state of art technology innovation and eco- friendly delightment of
customer and betterment of milk producer
HISTORY
In early 1940’s a farmer in Kaira district, as elsewhere in India, derived his income almost
entirely from seasonal crops. The income from milk was paltry and could not be depended upon.
The main buyers were milk traders of Polson Ltd.-a privately owned company that enjoyed

5. 5
monopoly for supply of milk from Kaira to the Government Milk Scheme Bombay. The system
leads to exploitation of poor and illiterate farmers by the private traders.
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
cooperative union, instated of supplying milk to private traders. Sardar Patel sent the farmer to
Shri Morarji Dasai in order to gain his Co-operation and help. Shri Dasai held a meeting at
‘Samrkha’ village near Anand, on January 4, 1946. He advised the farmers to from a society for
collection of the milk.These village societies would collect the milk themselves and also decided
prices for that which would be profitable for them. The district union was also from to collect the
milk from such village cooperative societies and to sell them. It was also resolved that the
government should asked to buy milk from the union.
However, the government did not seem to help farmer by any means. It gave the negative
response by turning down the demand for the milk. To respond to this action of government,
farmer of Kaira district went on a milk strike. For 15 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. Finely he decided to fulfill the farmers
demand.

6. 6
Thus their cooperative unions were forced at village and district level to collect and sell milk on
a cooperative basis, without the intervention of government. Mr. Verghese Kurien had main
interest in establishing union who was supported by Shri Tribhuvandas Patel who convinced
farmers in forming the cooperative unions at thevillage level. ‘The Kaira District Co-operative
Milk Producers’ Union’ was thus established in Anand and was registered formally under section
10 of Bombay Act VII of 1925 on December 14, 1946. Since then farmers are selling all the milk
in Anand through cooperative union. In 1955 it was commonly decided the sell milk under the
brand name ‘Amul’
A plant to manufacture balanced cattle feed was formally commissioned on October 31,
1964 by Shri Lalbahadur Shastri, the Prime Minister of India. At the request of the government
of India, a new dairy with a capacity to manufacture 40 tons of milk powder and 20 tons of butter
a day was completed in 1963. This was meant to meet the requirement of India’s defense forces.
The dairy was declared open by ShriMorarji Desai in April, 1965. in 1974, the Kaira Union setup
a plant to manufacture high-protein weaning food, chocolate and malted food at Mogar, about 8
km south of Anand.
In September, 1981, the second cattle feed plant at ‘Kanjari’ were started. The succesion
of the co-generation project on September 11, 1985, marked a milestone on the energy front
when two gas turbine generators of 1.5 MW each based on natural gas, were commissioned. On
October 31, 1992, Dr. V. Kurien chairman, National Dairy Development Board, laid the
foundation of Kaira Union’s third dairy with a processing capacity of 6.5 lakh liters of milk a
day. Work on the third dairy and cheese plant at ‘Khatraj’ with capacity for 20 Metric Ton of
cheese per day, began in February, 1994. Also in 1994, Kaira Union put up bread spread plant at
‘Mogar’ with the assistance from National Dairy Development Board.
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims
to provide remunerative returns to the farmers and also serve the interest of consumers by
providing quality products which are good value for money.

7. 7
Members: 13 district cooperative milk producers' Union
No. of Producer Members: 2.6 million
No. of Village Societies: 12,792
Total Milk handling capacity: 10.16 million litres per day
Milk collection 2.38 billion litres
Milk collection 6.5 million litres
Milk Drying Capacity: 594 Mts. per day
Cattle feed manufacturing Capacity: 2640 Mts per day
About Machinery
In AMUL – 3 production of powder, Butter and Milk are being done continuously.
These productions are done by latest machineries equipped with computer system and it
is handled by one technicians.
- The Milk pasteurizer machines belong to Alfa level company of Pune
- Powder plant machineries belong to L & T Larson and Turbo company of India
- Butter production machineries belong to S.G.company of switrzland and other
- Butter manufacturing production machineries belong to Simon Feres com.of
France

8. 8
.Sales Turnover
List of Products Marketed:
Bread spreads:
 Amul Butter
 Amul Lite Low Fat Bread spread
 Amul Cooking Butter
Cheese Range:
 Amul Pasteurized Processed Cheddar Cheese
 Amul Processed Cheese Spread
 Amul Pizza (Mozzarella) 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

9. 9
 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
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 Standardized Milk 4.5% fat
 Amul Slim & Trim Double Toned Milk 1.5% fat
 Amul Saathi Skimmed Milk 0% fat
 Amul Cow Milk

10. 10
Amul Ice creams:
 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 Sundae)
 Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Mega
bite, Cassatta)
 Utterly Delicious (Vanilla, Strawberry, Chocolate, Choc chips, Cake Magic)
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

11. 11
MILK PROCESSING BLOCK

12. 12
SUPPLY CHAIN EXPLANATION WITH DIAGRAME
DEFINITION OF VALUE CHAIN
As per the above diagram there are the first components is raw material:
In our company the raw materials are milk, powder for ice creams manufacturing, different types
of flavors for ice creams, packaging material, sugar etc. required by the company for
manufacturing. In this step GCMMF play a very important role it procures milk from villages
and for this it develops three types of system and that is societies at villge level, district level and
state level.

13. 13
Check out this vast and ever-growing range of 'tasteful' Amul delectable!
Bread Spreads
Amul Butter
Utterly Butterly
Delicious
Amul Lite
Low fat, low
Cholesterol Bread
Spread
Delicious Table
Margarine
The Delicious way to
eat healthy
Milk Drinks

14. 14
Amul Kool Amul Kool Cafe
Kool Koko
A delight to Chocolate
Lovers. Delicious
Chocolate taste
Nutramul Energy
Drink
A drink for Kids -
provides energy to suit
the needs of growing
Kids
Amul Kool Chocolate
Milk
Amul Kool Flavoured
Bottled Milk
Amul Kool Flavoured
Tetra Pack
Amul Masti Spiced
Buttermilk
Amul introduces the
Best Thirst Quenching
Drink
Amul Kool Thandai

15. 15
Powder Milk
Amul Spray Infant
Milk Food
Still, Mother's Milk is
Best for your baby
Amul Instant Full
Cream Milk
Powder
A dairy in your
home
Sagar Skimmed
Milk Powder
Which is especially
useful for diet
preparations or for
use by people on
low calorie and high
protein diet.
Sagar Tea Coffee
Whitener
Amulya Dairy
Whitener
The Richest, Purest
Dairy Whitener
Fresh Milk

16. 16
Amul Fresh Milk
This is the most
hygienic milk available
in the
market. Pasteurised .
Amul Gold Milk
Amul Taaza Double
Toned Milk
Amul Lite Slim and
Trim Milk
Amul Fresh Cream Amul Shakti Toned
Milk
Amul Calci+
Cheese

17. 17
Amul Pasteurised
Processed Cheese
100% Vegetarian
Cheese made from
microbial rennet
Amul Cheese Spreads
Tasty Cheese Spreads
in 3 great flavours.
Amul Emmental
Cheese
The Great Swiss
Cheese from Amul, has
a sweet-dry flavour and
hazelnut aroma
Amul Pizza
Mozzarella Cheese
Pizza cheese...makes
great tasting pizzas!
Gouda Cheese
For Cooking
Amul / Sagar Pure
Ghee
Made from fresh cream.
Has typical rich aroma
and granular texture.
An ethnic made by
dairies with decades of
experience.
Cooking Butter

18. 18
Amul Malai Paneer
Ready to cook paneer
to make your favourite
recipes!
Utterly Delicious
Pizza
Mithai Mate
Sweetened Condensed
Milk –
Free flowing and
smooth texture. White
to creamy color with a
pleasant taste.
Masti Dahi
Desserts
Amul Ice Creams
Premium Ice Cream
made in various
varieties and flavours
with dry fruits and
nuts.
Amul Shrikhand----
A delicious treats,
anytime.
Amul Mithaee Gulab
Jamuns
Pure Khoya Gulab
Jamums...best served
piping hot.
Amul Chocolates
The perfect gift for
someone you love.

19. 19

20. 20
Company Profile Of Mother Dairy
Mother Dairy – Delhi was set up in 1974 under the Operation Flood Programme, a wholly
owned subsidy of the National Dairy Development Board (NDDB), whose current chairman is
Dr. Amrita Patel. Currently, it is one of the largest milk (liquid/unprocessed) plants in Asia
selling more than 25 lakh litres of milk per day, thereby enjoying a market share of 66% of the
branded milk sales in Delhi. Other important markets include Mumbai, Saurashtra and
Hyderabad. Mother dairy ice-cream was launched in the year 1995 and has shown continuous
growth over the years, and today it boasts approximately 62% market share in Delhi and NCR.
It is Mother Dairy’s constant endeavour to:
(1) Ensure that milk producers and farmers regularly and continually receive market
prices by offering quality milk, milk products and other food products to
consumers at competitive prices. To ensure this Mother Dairy operates such that
the farmer gets 85% of the total cost of sales.
(2) Uphold institutional structures that empower milk producers and farmers through processes
that are equitable.
Mother Dairy is an IS/ISO 9002, IS 15000 HACCP and IS 14001 EMS certified organization.
Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board for
Testing and Calibration Laboratory (NABL)-Department of Science and Technology,
Government of India.

21. 21
Product Profile
S.No. Product Name Brand Name Items
1. Milk and its Products Mother Dairy Packaged Milk (Full Cream,
Standardised, Toned, Double Toned
Skimmed and Pro-biotic), Butter, Dahi,
Ghee, Cheese, Ice-Creams, UHT Milk,
Lassi & Flavoured Milk.
2. Edible Oils Dhara Refined Vegetable Oil, Refined
Soybean Oil, Refined Sunflower Oil,
Refined Rice Bran Oil, Kachi Ghani
Mustard Oil and Filtered Groundnut
Oil.
3. Fresh and frozen fruit and
vegetable products
Safal Fruits, Vegetables, Rice, Processed
items (jams, juices, ketchup, pulp, etc.)
Mother Dairy’s has a varied range of products. The different products categories are explained
below:
MILK:
Packaged Milk is available in 5 different variants:
1. Full Cream milk - milk fat 6%, SNF 9%
2. Standardised milk - milk fat 4.5%, SNF 8.5%
3. Toned milk - milk fat 3%, SNF 8.5%
4. Double toned milk - milk fat 1.5%, SNF 9%
5. Skimmed milk - milk fat 0.5%, SNF 8.7%
Other than packaged milk, Bulk Vended Token Milk is also available which is distributed
through vending machines installed in different regions of the city.
The high quality variant of milk is also available under the brand name ok ‘MILK’. It is thick &
completely natural, containing no preservations. It is referred with name of UHT (Ultra Heat
Treatment) Milk.

22. 22
Mother Dairy also manufactures flavoured milk under the brand name of ‘CHILLZ’. It is
available in three flavours namely Kesar Elaichi, Vanilla and Chocolate flavour.
Milk Products:
Various milk products of Mother Dairy are:
1. Mother Dairy Ghee
2. Mother Dairy Butter
3. Mother Dairy Cheese
4. Mother Dairy Dahi (Curd)
5. Mother Dairy Lassi
Except all these milk products Mother dairy also manufactures Ice Cream under two
categories namely CHILLZ and Mother Dairy Ice Cream.
PROBIOTIC:
It is the latest product range launched by Mother Dairy. It mainly contains BB-12 friendly
Bacteria which results in better digestion and absorption of nutrients. It also contains
probiotic fibre which also results in better digestion. The various products in this category
are:
1. b-Activ Probiotic Dahi
2. b-Activ Probiotic Lassi
3. b-Activ Curd
4. Nutrifit (Strawberry & Mango)
SAFAL: Range of fresh foods & vegetables, frozen vegetables, fruit pulps and fruit juices etc.

23. 23
DHARA: It has a popular range of edible oils in different types as refined soya bean oil, refined
sunflower oil and filtered ground nut oil etc.
a smile on your face.
Processing
At mother dairy, the processing of milk is done by process automation whereby state of the art
microprocessor technology is adopted to integrate and completely automate all functions of the
milk processing areas to ensure high product quality/reliability and safety. There are four ways
of milk processing –
Firstly, Clarification, in which milk is spun at very high speed, removing all dust
particles that are invisible to the naked eye.
Secondly, Standardisation which help to milk maintain uniformity by raising or lowering
its fat and SNF (solid not fat) percentage to a desired levels, so as to deliver milk to
consumers as per prescribed PFA norms.
Thirdly, it is Homogenization which improves palatability of milk and
Finally, Pasteurization, which kills all pathogenic bacteria present in the milk and thus
making it safe for consumption.
In case of packaged milk, the processing goes through only three processes (excludes
homogenization).

24. 24
Quality Control
Stringent quality control methodologies are employed in Mother Dairy.
a) The milk is tested for adulterations and quality at the time of collection from the farmers.
b) The Milk that comes from the collection points to the Mother Dairy plant is ensured to
have a temperature of not more than 7°C and is subjected to 15 product and quality
checks.
c) The Milk quality is checked repeatedly after each processing phase and the temperature is
judiciously maintained less than 5°C always.
d) Before the milk leaves the plant for the delivery/distribution outlets the milk is tested
again.
e) The temperature of milk in the delivery trucks is always maintained less than 7°C.
f) All the trucks that deliver milk have specified guidelines to bring back 100 litres of milk
after distribution. This is done in order to test the delivered milk and to ensure that the
tankers are not adulterated during distribution.
g) Since all the employed processing procedures are automated, no contamination by human
hands takes place.
h) To ensure milk freshness the collection and distribution points are always chosen such
that the travel time between them is always less than 36 hours.
Market
i. Mother Dairy markets approximately 2.8 million litres of milk daily in the markets
of Delhi, Mumbai, Saurashtra and Hyderabad.
ii. It sells 2.3 million litres of milk daily and undertakes its marketing operations
through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy.
iii. The company’s derives significant competitive advantage from its unique
distribution network of bulk vending booths, retail outlets and mobile units.
iv. The company markets an array of fresh and frozen fruit and vegetable products
under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable
shops and more than 20,000 retail outlets in various parts of the country.

25. 25
v. Fresh produce from the producers is handled at the Company’s modern
distribution facility in Delhi with an annual capacity of 200,000 MT.
vi. An IQF facility with capacity of around 75 MT per day is also operational in Delhi.
vii. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per
day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in
the international market.
viii. With increasing demand another state-of-the-art fruit processing plant has been
set up at Bangalore with fruit handling capacity of around 250 MT per day.

26. 26
Consumer Perception towards Amul & Mother Dairy Products
Export Potential
India has the potential to become one of the leading players in milk and milk product exports.
Location advantage: India is located amidst major milk deficit countries in Asia and Africa.
Major importers of milk and milk products are Bangladesh, China, Hong Kong, Singapore,
Thailand, Malaysia, Philippines, Japan, UAE, Oman and other gulf countries, all located close to
India.
Low Cost of Production: Milk production is scale insensitive and labour intensive. Due to low
labour cost, cost of production of milk is significantly lower in India.
Concerns in export competitiveness are Quality: Significant investment has to be made in milk
procurement, equipments, chilling and refrigeration facilities. Also, training has to be imparted to
improve the quality to bring it up to international standards.
Productivity: To have an exportable surplus in the long-term and also to maintain cost
competitiveness, it is imperative to improve productivity of Indian cattle.
There is a vast market for the export of traditional milk products such as ghee, paneer, shrikhand,
rasgolas and other ethnic sweets to the large number of Indians scattered all over the world

27. 27
CHAPTER-2
RESEARCH OBJECTIVES
&

28. 28
METHODOLOGY
OBJECTIVE OF THE STUDY
Amul & Mother Dairy is the market leader of dairy based food products in Delhi. Amul
is the major competitors in the market against Mother Dairy. It is important to get an idea
regarding Amul’s & Mother Dairy position in Delhi. It would not help Amul to capitalize on
existing potential but also to formulate strategies and to fill the look holes and gaps to fight the
competitive situation
The Objective also contains:
 To determine the market share of Amul & Mother dairy based product.
 To determine the consumer preferences of Amul & Mother dairy product with the help of
some parameters -quality, taste, price, packing style.
 To compare the dairy product of Amul and Mother dairy on the basis of above
parameters

29. 29
SIGNIFICANCE OF THE TOPIC
 Create the awareness in the market.
 Building confidence in retailers as well as in the customer.
 To Understand the terminologies used in market by retailers.
 Develop the usefulness in enhancing the usability of the product.
 To know different selling skills at various situation of market.
 To learn different strategies which are used by retailers in market to convince the
customers.

30. 30
RESEARCH METHODOLOGY
Methodology for a study like this is the most important part .The method of study operate by
me is totally is to increase $ to gather the more information regarding this project.
The major emphasis in such studies is on the discovery of the ideas fruitful relevant
information. As such the research design appropriate for such studies must be flexible
enough to provide opportunity for considering different aspect of a problem under study.
I collected the information regarding this project through –
I. PRIMARY DATA
II. SECONDARY DATA
Primary data is collected by the customers and Mother retailers.
Secondary data is collected by retailer & personal interview.
Since our research is descriptive type, so research design is also descriptive.

31. 31
Sample design:
Sampling is a process of obtaining information about an entire population by examining
only a part of it.
As depicted below, I have taken and 40 customers as my sample size
Sample size:
CUSTOMER: 40
Analytical tools: This study is based on collecting data by using well-connected
questionnaire for consumer from various demographic segments and also data is collected using
secondary sources. After collecting data it is arranged in the form of tables from analysis and
interpretation. Graphs and percentage analysis are the main tools used for the purpose of
interpretation.

32. 32
CHAPTER-3
DATA ANALYSIS
&
INTERPRETATION

33. 33
ANALYSIS AND INTERPRETATION OF DATA
I. Which company's dairy product you use?
Interpretation:
55 percent consumers use Amul & 30 per cent used others and last 15
percent consumer used Mother dairy products.
Mother Dairy, 15%
Amul, 55%
Other, 30%

34. 34
II. Which of the product mostly you go for?
Interpretation:
Amul Ghee used consumer 32%, Mother Dairy Ghee used 20% and
others 48%. Milk used by consumer 28% Amul, 25% Mother dairy and
others 47%. Butter used by consumer 38% Amul, 12% Mother dairy and
40% others.
32%
20%
48%
28%
25%
47%
38%
12%
50%
36%
22%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Ghee Milk Butter Cheese
Amul
Mother dairy
Others

35. 35
III. Are you satisfied with your product?
Interpretation:
80% Consumer satisfied with their products and 20 % consumer not
satisfied their products.
Yes, 80%
No, 20%

36. 36
IV. Why are you inclined to your product?
Interpretation:
Amul Quality inclined to products by consumer 60%, Mother Dairy
satisfied 40%. Brand preferred by consumer e.g. 68% Amul and 32%
Mother Dairy. Price satisfaction with consumer 70% Amul and 30% Mother
Dairy.
60%
40%
68%
32%
70%
30%
80%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Quality Brand Price Taste
Amul
Mother Dairy

37. 37
V. Do you like any change in product?
Interpretation:
All consumers satisfied with their product and some consumer change product Taste by
consumer Amul 80% and no20% and Mother with satisfied 45% and not satisfied 45%. Price by
consumer Amul 30% and no70% and Mother with satisfied 40% and not satisfied 60%. Packing
by consumer Amul 25% and no75% and Mother with satisfied 75% and not satisfied 25%.
Quality wise Amul 15% and no 85% and Mother with satisfied 60% and not satisfied 40%.
20%
80%
55%
45%
30%
70%
40%
60%
25%
75%75%
25%
15%
85%
60%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Taste Price Packing Style Quality
Amul Yes
Amul No
M.D Yes
M.D No

38. 38
FINDINGS

39. 39
Finding Of The Study
1. "The company caters to the Indian palate, which is its primary driver of success". In light
of this statement, critically examine the marketing strategies adopted by Amul & Mother
Dairy to capture a sizeable market share of the organized Dairy based food Product in
India.
2. In the modern competitive scenario, promotion is a key element in the marketing mix of a
company. Critically analyze the promotion strategies adopted by Amul India Pvt. Ltd.
What other efforts must the company take to effectively promote its products?
3. Dairy based Products contribute a major share of the revenues of Amul. Given the
competitive scenario in the Dairy Products in India, where competitors such as Mother
Dairy are introducing several innovative products, what measures must Amul take to
remain competitive? Explain in detail.

40. 40
COMPARATIVE STUDY OF AMUL AND MOTHER DAIRY PRODUCTS
Consumer
Preferences
Mother Dairy Amul
Ghee Milk Butter Cheese Ghee Milk Butter Che
ese
1. Price High High High High Low Low Low Low
2. Quality High High High High Good Good Good Good
3. Taste Better Better Better Better Good Good Good Good
4. Packing Style Better Better Better Better Best Best Best Best

41. 41
RECOMMENDATIONS

42. 42
Recommendation
1. Company should have feed back from market and consumer about the Dairy based
Products.
2. The more Flavors of Amul & Mother Dairy Products should become in the Market.
3. The company provided some small schemes for retailer also.
4. The company gives some gifts for customer also.
5. The company should associate itself with some games or tournaments like football,
cricket and so on.
6. Company should provide sponsored seminar market intelligence- Company should
maintain the healthy relationship with market distribution channel i.e. whole seller,
distributor, retailers which will boost the brand image.
7. Company should check the market real position help the trainees and other survey
organizations.
8. Company should launch its website and use new advertising channels; i.e.
♦ Trailer in cinema halls
♦ Hoardings
♦ Spencer any education scholarship or games.

43. 43
CONCLUSION

44. 44
Conclusion Of The Study
I have studied and analyzed the Dairy based food Product Market of Amul & Mother
Dairy Products at Delhi on different aspects of the markets, outlets, distribution & consumers.
The survey was conducted in various areas of Delhi with great enthusiasm. This project report
Concludes that Amul & Mother Dairy are easily available in various parts of Delhi. The
distribution channel of the Amul is much strong the most important thing, which I feel to
improve is “the availability to retailers & consumers”.
The retailers & consumers both promotes either Amul or Mother Dairy of it’s brands for
could be with regard to order processing, warehousing, inventory management &
transportation; besides that shop covering, exit from the market by the salesmen glow shine
board, schemes, incentives, prizes, gifts, discount, returning of defective goods, proper supply
should be improved.
My job was to make marketing managers aware of all the problems so that a proper
course of action is required to be undertaken.

45. 45
LIMITATIONS

46. 46
Limitation Of The Study
This survey although carried out with fullest possible efforts and devotion, the limitation of the
time, resources available and limited area chose may lead to limited representation of the
universe. The major limitations from which the study suffers are as follows.
Time Constraint:-
Time factor has been a very big limitation in the research/survey like this. The retailers
have limited time so they sometimes refuse to answer the questionnaire, also me as a surveyor
has less time to conduct the survey. So the size of the sample was restricted to Agra.
Biasness in Information:-
It was felt that retailers did not come up with true responses, in several cases the retailers
answered the questions with the help of other members and it was mostly in case of less educated
persons.
Financial Constraint:-
The financial aspect, which includes the traveling cost, cost of administrating
questionnaire and collection of data through other resources was also costly.
Constraint regarding the use of technique:-
The deeper statistical techniques such as analysis using variance, multiple regressions
etc., could not be adopted due to the constraint of time and efforts. So, simple statistical
techniques were used to analyze the data.

47. 47
BIBLIOGRAPHY

48. 48
BIBLIOGRAPHY
Market Research - Luck and Rubin
Research Methodology - C.R. Kothari
Product Management - Ramanuj Majumdar
Marketing Management - R.L. Vashney & S.L. Gupta
 www.google.com
 www.amul.com
 www.Motherdairy.com

49. 49
ANNEXURE

50. 50
QUESTIONNAIRE
CUSTOMER: ADDRESS:
NAME: INCOME:
I. Which company's dairy product you use
a) Mother b) Amul
c) Others
II. Which of the product mostly you go for?
a) Ghee b) milk
c) Butter d) cheese
III. Are you satisfied with your product?
a) Yes b) No
REASON…
IV. Why are you inclined to your product?
a) Quality b) brand
c) Price d) taste
V. Do you like any change in product
a) Yes b) no
VI. IN WHICH PARAMETER: ……………………………
a) Taste b) price
c) Packing style d) quality
RETAILER: ADDRESS:

51. 51
NAME: INCOME:
VII. In dairy products, which company product demand is higher?
a) Amul b) Mother dairy c) others
VIII. Reason……………………………………………
a) Price b) taste
c) Brand d) packing style
IX. Which product of Amul is preferred by customers?
a) Ghee b) milk
c) Cheese d) butter
e) Any other
REASON…
a) Price b) taste
c) Quality d) packing style
X. Which product of Mother dairy is preferred least by customers?
a) Ghee b) milk
c) Cheese d) butter
e) Any other
XI. Which product of amul is preferred least by customers?
a) Ghee b) milk
c) Cheese d) butter
e) Any other
XII. Which of Mother dairy is preferred least by customer?
a) Ghee b) milk
c) Cheese d) butter

52. 52
XIII. Rank the preferences of consumers for Amul $ Mother dairy.
Amul Mother dairy Others
Ghee
Cheese
Dahi
Butter
Milk
Others