The project report by Akshay Kumar outlines his internship experience at Gujarat Co-operative Milk Marketing Federation, focusing on the market scenario for Amul fresh products. He engaged in market research, distributor interactions, and promotional activities to enhance the brand's image. The report includes insights into marketing strategies and company history, highlighting the importance of practical training in management education.

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A
Project Report On
TO STUDY MARKET SCENARIO OF AMUL FRESH PRODUCTS
Submitted to
DEZYNE E‟ COLE COLLEGE
By
Akshay kumar
Towards the partial fulfillment of 3rd
year
In
Bachelors of Business Administration
Dezyne E‟ Cole college, Ajmer
106/10 Civil lines, Ajmer- 305001
www.dezyneecole.com

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MANAGEMENT PORTFOLIO
Akshay kumar
Bachelor‟s of business administration
Dezyne E‟ Cole College
WWW.dezyneecole.com

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Acknowledgement
I would like to express my gratitude towards “Gujarat Co-operative Milk Marketing
Federation limited” for giving an opportunity to work as a summer intern for the duration
of one and half month as a part of training of our course. I express my gratitude to all
those who initiate and help in the successful completion of this project.
I express my sincere gratitude to Mr. Shailesh Kumar Garg (Sr. Territory sales
incharge) and our faculty guide „Miss. Neha Bagga‟ for supporting us during the
project work.
I also take this opportunity to express my indeptness to Mrs. Vinita Mathur
Principal “Dezyne E-Cole College, Ajmer” for her corporation and affectionate
encouragement. I also thank to my all faculty member for their suggestions and advices.
Also I am thankful to my parents and family members who are my constant
source of inspiration in every field of life and due to them I am whatever I am today.
Thanking you.
With regards.
Akshay kumar

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Grade sheet
This project report of Mr. Akshay kumar of bachelor of business administration final year
programme of B.B.A has been graded
Thanking you
Principal
(Seal & Sign.)
Dezyne E'cole College.
106/10 civil lines
Ajmer, 305001 (Raj.)
Tel: 0145-2624679

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Synopsis
This project was undertaken as my summer internship at Gujarat co-operative Milk
Marketing Federation limited during the internship period of 45 days. I worked on the
topic “To study the market scenario for Amul fresh products”.
The project actually focused on:-
 I went with distributers early in the morning 4:00 AM to know how
distribution channel works, and when distributer deliver their product to
retailer, I have record the quantity & quality of milk, and also record
delivery time & shop opening time.
 I spent on various marketing activities like I had visited near about 50-60
retail shops to know their view towards Amul milk.
 I had record details of Amul retailers and collect details about the
competitors (Saras, Payas, Sheer etc).
 Introduced new product (cow milk).
 I had distributing the cow milk as free sampling to the peoples.
 I had also do a selling activity.
And I have tried explaining the things through Bar charts, graphs and diagrams.
I prepared questionnaires to do this study and after a continuous study of the market I
reached to create a new image of Amul milk in the eye of other brand supporters and
consumers. After all they move towards Amul milk and feel fully satisfied and fulfill their
needs and wants.
This project is the study procedure of all activities I undertook to deal with “To study
the market scenario for Amul fresh product” and I hope I have attendant it well as
per the knowledge and process.

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Training certificate

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Akshay Kumar
Bachelors of Business Administration
www.dezyneecole.com 09829024839
Profile:
I am a student of bachelors of business
administration wanted to achieve good
position I my career. To achieve my
goals Dezyne E'cole has helped me in
developing my skills and knowledge and
made me industry ready as per today‟s
era.
Experience:
45 days summer internship to learn
marketing skills at Gujarat Co-
operative Milk Marketing Federation
ltd, AMUL India. Under the guidance
of Mr.Shailesh Garg (Sr. territory
sales incharge).
Skills:
Good knowledge in computer skills MS
Word, Excel and PowerPoint.
Good command in management skills,
organization Behavior, Business law,
Management Accounting, Business
research, Quality Management, Micro
&Macro Economics, Industrial relation &
law.
Specialization: Accounting with subject
like Business Taxation, Auditing and
Corporate Accounting.
Education:
B.B.A 3rd
Year: Pursuing from D‟Ecole.
B.B.A 2nd
Year: 62 % from D‟Ecole.
B.B.A 1st
Year: 63.5% from D‟Ecole.
12th
: 50% from K.V. Nasirabad.
10th
: 6.2 CGPA from K.V. Nasirabad.
Interest:
Dancing
Riding
Languageknown:
English
Hindi

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CONTENT
Chapter: 1 9
 Introduction of management 10-11
 Introduction of project
 Marketing
12
13-15
 Introduction of company
 Founder & C.E.O of Amul
 History of the company
 Company profile
 Company product
16
17
18-19
20-30
31-34
Chapter: 2 35
 Distribution 36-38
 Promotion 39-40
 Personal selling 41-42
Chapter: 3 43
 Consumer behaviour 44-46
 Marketing research 47-50
 Research methodology 51-54
 Data analysis & interpretation 55-68
Chapter: 4 69
 SWOT analysis 70
 Suggestions 71
 Scope, purpose and significance of project 72
 Limitation of the project 73
 Conclusion 74
 Reference and bibliography 75

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Chapter- 1
1)Introduction of management
2)Introduction about the project
3)Introduction about company profile

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INTRODUCTION OF MANAGEMENT
As per the studying criteria of three years of bachelors degree of management field
every student has to undergo a practical training of45 days. According to the interest of
the student the training is a vocational training in the organization to learn more about
the working scenario of an organization and a project by the person whom one is posted
during the training period. I had under go a practical from Gujarat Co-operative Milk
Marketing Federation Limited.
In the present scenario the practical training is an essential part of management stream.
It helps an individual to visualize the management practices in the theoretical aspects in
which we have learnt Business information system, Purchase Management,
Business Research, Quality Management etc.
After the completion of training period every student have to make a training report to
showcase my work, which I had done in an organization in my training period. The
project report contain the chapters likewise, Company profile, market scenario of
milk etc.
This project work is based on the above subjects whom we learn in our three year
degree program.
A project report is divided into two major parts the first is Primary parts which gives a
brief study about Company profile, Product Classification etc.
The second part is Secondary Part which gives a brief study about Research Tools,
Market Study, Objectives of Study, and Introduction of management etc.
These are the aspects which I have discussed in my internship project work at Gujarat
Co-operative Milk Marketing Federation Limited. Ajmer, for 45 days.
This is the annual report which presents the aspects of the practical training taken by
me. The criteria on which I had undertaken my training and present my project work is
“To study the market scenario Amul fresh products” for understanding the efficient
and better functioning of the organizations and for taking an practical knowledge about
the effective working of the organization to enhance and boost up my skill set.

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Content of management
The following subjects which I have learnt in the field of management during my
bachelor‟s period.
B.B.A PART 1ST
 Environmental Science &
MGMT.
 English comprehension
 Principle of business MGMT.
 Business Mathematics
 Basics of accounting
 Organization behaviour
 Business statistics – I
 Computers for management
 Business regulatory
framework
 Micro economics
B.B.A PART 2nd
 Macro economics
 Cost accounting
 Business statistics –II
 Functional management
 Business communication &
managerial skills
 Company law
 Business research
 Purchase management
 Quality management
 Office management
B.B.A PART 3rd
 Computerized financial
accounting
 Business information system
 Business environment
 Management accounting
 Industrial relation & law
 Sales and salesmanship
 Business taxation
 Auditing
 Corporate accounting
 Summer training & viva-voce

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INTRODUCTION OF PROJECT
My project is basically based on marketing, selling and promotional activities. In which I
have learnt how to product sale, promote etc. and I have promotes the Amul milk to
costumers and retailers, I also do a canopy activity in which I have sell the mil in Ajmer.
This is made to learn on the job by way of association with a business organization. This training
should help us to develop a perspective of wholesome management of business activities. This
would enable us to appreciate the importance of different business activities and see how
different business activities are interrelated. So that I will have to submit a summer training
report on the organization, that I was undergo the training and make a presentation before a
panel faculty members.
Basically I was done my summer internship in marketing field, in this field first 15 days I have
learnt how to distributes the milk to the retailers, than I have collects information regarding
Amul milk from retailers and customers and I promotes the new product.
My internship was done in Gujarat Co-operative Milk Marketing Federation Limited.
Jaipur, but I have got the Ajmer location.
Summer training period: - 45 days(15 May 2016 to 30 June 2016) in Ajmer

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Marketing
Introduction
Marketing management refers to management of all the activities related to the market.
Traditionally there was no difference between selling and marketing but modern age is
the age of globalization where consumers play a very important role and marketing
strategies also have become very important.
“Marketing is the business process by which products are matched with the
markets and through which transfers of ownership are effected”.
Marketing management
Marketing management means management of all the activities related to marketing or
in other words we can say, it refers to planning, organising, Directing and controlling the
activities which result in exchange of goods and services.
Marketing management involve following activities:
1. Choosing a target market: The activities of marketing management begin by
finalising the target market for example, target market for medicine manufacturer
is hospitals, doctors, chemist shops etc.
2. Growing customers in target market: After choosing a target market the next
step in marketing process is to take step to increase number of customers by
analyzing the needs, wants and demand of the customers and giving due
importance to the satisfaction of customers.
3. Creating superior value: the next step in marketing management process is to
create some special value in the products to make your product better than
competitor‟s product. Special value can be added by offering various schemes
for example, giving free insurance with car.

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Marketing concept
The marketing concept concentrates on the need of the customers. This concept
says that product should be designed and produced keeping in mind the need of
the customer and try to satisfy the need better than the competitor so according
to marketing concept the customers satisfaction is the pre-condition for realising
firms goals and objectives. Under marketing concepts firms don‟t sell what they
have but they produce and sell what customers want.
Following are the pillars of the marketing concept or process of marketing
concept:
i. Identification of market or customers who are chosen as the target market.
ii. Understanding the needs and wants of the customers in target market.
iii. Developments of products or services for satisfying the need of the target
market.
iv. Satisfying the need of target market better than the competitors.
v. Doing all this at a profit.
The firms adopting marketing concept give importance to two important market
forces. These are customers and competitor as the firms keep a close eye on the
needs and wants of customers and try to satisfy these needs better than their
competitors.
Marketing mix
“marketing mix is the term used to describe the combination of the four inputs
which constitute the core of a company‟s marketing system, the product, the
price structure, the promotional activities and the distribution system”.
: William J. Stanton

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Elements of marketing mix (4 P‟s )
The four main element of marketing mix as classified by McCarthy are:
1. Product
 Product mix
 Branding
 Trade mark
 Packaging
 labeling
3. Place
 Channels of
distribution.
 Channel
levels
 Factors of
determining
choice of
channels
 Physical
distribution



2. Price
 Fixing price
 Price
strategies
4. Promotion
 Advertising
 Sales
promotion
 Publicity
 Personal
selling
 Public
relations

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Type Cooperative
Industry Dairy/FMCG
Founded 1946
Headquarters Anand, Gujarat, India
Key people Chairman, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF)
Products Milk, Paneer, Butter, Amul Taaza, Amul
Masti
Revenue 23000 Cr. (2015-16)
Number of
employees
750 employees of Marketing Arm.
However, real pool consist of 3.6 million
milk producer members
Slogan The Taste of India
Website www.amul.com

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Founder of AMUL
Dr. Verghese Kurien
Veeghese Kurien was a renowned Indian social entrepreneur
and is best known as the “Father of the white Revolution”, for
his „billion litre idea‟- the world‟s biggest agricultural
development programme.
Born: November 26, 1921, Kozhikode
Died: September 9, 2012, Naidiad
Awards: Padma Vibhushan, World Food Prize
Education: College of engineering, Guindy, Michigan State University, Loyola College,
Chennai, University of Madras
Current CEO of AMUL
Mr. R S Sodhi
An alumni of the 1st
batch of the institute of rural
management, Anand & B.E. (Agri.) from Udaipur, he has
been associated with GCMMF since last 31 years.
Shri Sodhi has a rich experience in dairy sector and has
handled various responsibilities in marketing, sales, HR
&Co-opertive development functions of GCMMF.

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History of the company
The story of AMUL inspired „Operation Flood‟ and heralded the „White Revolution‟ in
India. It began with two village cooperatives and 250 liters of milk per day,
nothing but a trickle compared to the flood it has become today. Today Amul collects
processes and distributes over a million liters of milk and milk products per day, during
the peak, on behalf of more than a thousand village cooperatives owned by half a
million farmer members. Amul has become a symbol of the aspirations of millions of
farmers; creating a pattern of liberation and self-reliance for every farmer to follow.
The brand name Amul means “AMULYA”. This word derived form the Sanskrit
word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had
suggested the brand name “AMUL”. Amul products have been in use in millions of
homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and
Amulya have made Amul a leading food brand in India. (The total sell is Rs. 6 billion in
2005). Today Amul is a symbol of many things like of the high-quality products sold at
reasonable prices, of the genesis of a vast co-operative network, of the triumph of
indigenous technology, of the marketing savvy of a farmers‟ organization. And have a
proven model for dairy development (Generally known as “ANAND PATTERN”).
The „AMUL revolution‟ started as awareness among the farmers grew and matured
into a protest movement. Over four decades ago, the life of a farmer in Kaira District
was very much like that of his counterpart anywhere else in India. His income was
derived almost entirely from seasonal crops. The income from milch buffaloes was
undependable. Private traders and middlemen controlled the marketing and distribution
system for the milk. As milk is perishable, farmers were compelled to sell it for whatever
they were offered. Often, they had to sell cream and ghee at throwaway prices. In this
situation, the one who gained was the private trader.
Gradually, the realization dawned on the farmers that the exploitation by the trader
could be checked only if marketed their milk themselves.
In order to do that they needed to form some sort of an organization. This realization is
what led to the establishment of the Kaira District Cooperative Milk
Producers‟ Union Limited (popularly known as Amul) which was formally registered on
December 14, 1946.
Currently AMUL has 2.28 million producer members with milk collection average of5.08
million liters/day.

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Today AMUL is a symbol of many things. (High-quality products sold at reasonable
prices, genesis of a vast co-operative network and a proven model for dairy
development). The Kaira Union began pasteurizing milk for the Bombay Milk Scheme in
June 1948.
Main business
AMUL is mainly into the business of marketing, and distributing the
milk and milk products manufactured by its member dairies. Besides creating urban
employment in dairy plants, marketing, transporting and distribution, it has helped to
provide farmers with a sustainable rural employment program. AMUL has always tried
to be a step ahead of the market. It has always been a model to which other
cooperatives have looked up as an example and inspiration as well as one from which
many have benefited. AMUL is one of the first major organizations 13.
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD
In India to have a website. This site has been used both to develop an Intranet of AMUL
distributors as well as a cyber-store for consumers, one of the first examples of e-
commerce activity in India.

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Company profile
Every day Amul collects 447,000 litres of milk from 2.12 million farmers (many illiterate),
converts the milk into branded, packaged products, and delivers goods worth Rs 6 crore
(Rs 60 million) to over 500,000 retail outlets across the country.
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.

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Managing this supply chain efficiently is critical as GCMMF‟s competitive position is
driven by low consumer prices supported by a low cost system.
Developing demand
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.
Introducing higher value products
Beginning with liquid milk, GCMMF enhanced the product mix through the progressive
addition of higher value products while maintaining the desired growth in existing
products.
Despite competition in the high value dairy product segments from firms such as
Hindustan Lever, Nestle and Britannia, GCMMF ensures that the product mix and the
sequence in which Amul introduces its products is consistent with the core philosophy of
providing milk at a basic, affordable price.
The distribution network
Amul products are available in over 500,000 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.
Umbrella brand
The network follows an umbrella branding strategy. Amul is the common brand for most
product categories produced by various unions: liquid milk, milk powders, butter, ghee,
cheese, cocoa products, sweets, ice-cream and condensed milk.

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Amul‟s sub-brands include variants such as Amulspray, Amulspree, Amulya and
Nutramul. The edible oil products are grouped around Dhara and Lokdhara, mineral
water is sold under the Jal Dhara brand while fruit drinks bear the Safal name.
By insisting on an umbrella brand, GCMMF not only 22ocused22li avoided inter-union
conflicts but also created an opportunity for the union members to cooperate in
developing products.
Managing the supply chain
Even though the cooperative was formed to bring together farmers, it was recognised
that professional managers and technocrats would be required to manage the network
effectively and make it commercially viable.
Coordination
Given the large number of 22ocused22lized and entities in the supply chain and
22ocused22lized responsibility for various activities, effective coordination is critical for
efficiency and cost control. GCMMF and the unions play a major role in this process and
jointly achieve the desired degree of control.
Buy-in from the unions is assured as the plans are approved by GCMMF‟s board. The
board is drawn from the heads of all the unions, and the boards of the unions comprise
of farmers elected through village societies, thereby creating a situation of interlocking
control.
The federation handles the distribution of end products and coordination with retailers
and the dealers. The unions coordinate the supply side activities.
These include monitoring milk collection contractors, the supply of animal feed and
other supplies, provision of veterinary services, and educational activities.
Managing third party service providers
From the beginning, it was recognised that the unions‟ core activity lay in milk
processing and the production of dairy products. Accordingly, marketing efforts
(including brand development) were assumed by GCMMF. All other activities were
entrusted to third parties. These include logistics of milk collection, distribution of dairy
products, sale of products through dealers and retail stores, provision of animal feed,
and veterinary services.
It is worth noting that a number of these third parties are not in the organized sector,
and many are not professionally managed with little regard for quality and service.

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This is a particularly critical issue in the logistics and transport of a perishable
commodity where there are already weaknesses in the basic infrastructure.
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 union.
The most impressive aspect of this large-scale roll out is that improvement processes
are turning the village societies into individual improvement centers.
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.

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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 process.
Farmers now have better access to information on the output as well as support
services while providing a better planning tool to marketing personnel.
Achievements:
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 seller 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 farmer‟s organization comprising of more
than 5000000 marginal milk producers of Kaira District.
b) Created Dairy co-operative at village level functioning with milk collection centers
owned by them.
c) Computerized milk collection system with electronic scale and computerized
accounting system.

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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.
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 market.
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 Africa.

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Product mix
A product mix consists of all the product lines and items that a particular seller offers for
sale. A company‟s product mix has four important dimensions: width, length, depth and
consistency.
 Product mix Width refers to how many different product lines the company
carries. AMUL has 4 different product lines namely milk and milk products,
chocolate and ice-cream, wet products and dry products.
 Product mix Length refers to the total number of items in the mix. In the milk and
milk products line there are 14 different products, while in ice-cream and
chocolate range there are 21 products and in wet and dry products line there are
20 and10 different products respectively.
 Product line Depth refers to how many variants are offered of each product in the
line.
 Product line Consistency refers to how closely relate the various product lines
are in the end use, production requirements, distribution channels or some other
ways. Although the products vary in many ways there is still product line
consistency in AMUL. All the products of AMUL are marketed through same
channels of distribution.
Market segmentation
Market segmentation is the act of sub dividing a market into distinct sets of customers to
merit attention. Targeting these customers for marketing by evaluating, selecting, and
concentrating becomes a corollary segmentation. Market segmentation assumes
importance in the context of intense competition market is bombarded with. A market
consists of buyers, and buyers differ in one or more ways. They may differ in their
wants, resources, locations, products requirements. These variables have to be
considered in the process of segmentation.
There are different levels of market segmentation. They are mass marketing, segment
marketing, niche marketing and micro marketing. Markets can be segmented on the

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geographical basis, demographical basis, psychological basis, behavioral basis and
loyalty status.
Market targeting
After segmenting the market, company evaluate the various segments and decides how
many and which once to target.
Generally the market is targeted in two ways:-
 Undifferentiated marketing
 Differentiated marketing
Amul uses undifferentiated marketing strategy for targeting its customer as far as its
milk and milk product line is concerned. While the company implements differentiated
marketing strategy for targeting its customer for the other product line that are ice cream
and chocolates, wet products and dry products. Differentiated marketing means market
coverage strategy in which a firm decides to target to several market segment and
design separate offers for each. Amul targets its customers according to the segments
like geographic and demographic.
Packaging
Packing includes the activities of desingning and producing the container for the
product. Packaging has become the potent marketing tool. Well design packages can
create convenience and promotional value various factor contribute to packaging
growing use as a marketing tool.
 Self service
 Consumer influence
 Company and brand image
 Innovation opportunity
Packaging of the products of AMUL varies according to the nature of the product. As
most of the product are perishable in nature special care is taken in packing them. MILK
AND MILK PRODUCT are packed in plastic bags or containers, while ICE-CREAM AND
CHOCOLATES are packed in cardboard packing. The company maintains the standard
prescribed by BIS, with regard to packing these products are then packed in cartoons,
for greater safety measures and for transporting them to the market.

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Labeling
Labeling printed information that appears on or with package, is also a part of
packaging. Labels may range from simples tags attach to products to complex graphics
that are part of the package label identifies describe and promotes the product through
attractive graphics. The label might carry only the brand name or great deal of
information of pitchers. Even if the seller prefers the simple label the law may require
additional information.
The labels of the product of AMUL are attractively design it contains all the information
as per statutory requirement. Information like name of product, brand name, logo, date
of packing and manufacturing, expiry date, price, code number, integrands, storage and
usage instructions, weight, manufactures and marketers names, logo showing „PURE
VEG‟ etc appears on the label of the products.
Marketing research
Marketing research is a method of getting facts to be used by the executive in
formulating policies and plans it enables a manufacture or producer to know what the
customers want, at what time and what quantity. It is an organised attempt to reduce
market risk. His principle task of marketing research is to widen the basis of facts upon
which business plan be laid. Marketing research shows changes from time to time, if
any.
Amul conducts basically two type of market research one is for products and another for
the advertising conducted by the company. This research result serve as an input in
future decision making. The company basically collects feedback from the customers,
about the effectiveness of its advertising campaign and liking of the product specially in
case of new product launch.
New product development
It means development of original product or product improvement or modification or new
brands through research and developments efforts. New product development has
become more difficult with the passage of time, due to shortage of new idea, keen
competition, government and environmental constents. It is an expensive affair which
involves lots of crucial decision making.
A number of decisions are taken by Amul with regards to launch plans and strategies for
the new product, which are as under:

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 Deciding the target customers
 Designing the promotional campaign
 Deciding the price
 Market analysis
 Deciding the sales force to be employed
 Deciding the marketing mix
 Deciding whether to launch the product across the country or in the selected
area.
 Appointing distributers
 Conducting market research
Product life cycle stages
A product passes through distinct stages during its life in market, each posing different
challenges, opportunities and problems. Profits rise and fall at different stages of the
product life cycle. There are 4 different stage of product life cycle, namely
1. Introduction stage
2. Growth stage
3. Maturity stage
4. Decline stage
Different products of Amul are in different stages in product life cycles
Products like milk, butter, chocolates and cheese are in the maturity stage, while ice-
cream, chocolates and shrikhand are still in the growth stage. On the other hand,
products like milk powders, infant food, frozen food items and mix are in introduction
stage.
The company adopts aggressive selling techniques for those products which are in the
introductory stage, while very less promotional programmes are carried out for those
products which are in the growth and maturity stage.

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Division of marketing department
Head office
Zonal office
Depot office
Carrying forwarding agents
Wholesale dealers
Retailers
Cutomers

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Amul products
A vast variety of products are offered by Amul which are as follows:
Bread spreads
 Amul butter
 Amul Lite low fat breadspread
 Amul cooking butter
Cheese range
 Amul pasteurized processed cheddar cheese
 Amul processed cheese spread
 Amul shredded pizza cheese
 Amul emmental cheese
 Amul gouda cheese
Mithai range (ethnic sweets)
 Amul Shrikhand
 Gulab jamun
 Amul Kheer
 Amul Basundi
Milk range
 Amul Gold
 Amul Cow milk
 Amul Tazza
 Amul Tazza (double tonned)
 Amul slim-n-trim
Pure Ghee
 Amul pure Ghee
 Sagar pure Ghee
 Amul Cow Ghee
Curd products
 Amul masti Dahi (fresh curd)
 Amul Butter Milk
 Amul Lassi

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z

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Chapter: 2
Here in this chapter I have prepared the following
pages on what was the study is to be done myself in
45 days and after working whom did I am submitting
the work and in which location I have done activities.
The activities done by me is:
1. Distribution
2. Promoting
3. Selling

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Distribution
Distribution is one of the four elements of the marketing mix. Distribution is the
process of making a product or service available for the customers or business
user that needs it. This can be done directly by the producer or service provider,
or using indirect channels with intermediaries.
Function of distribution
1) Sorting: Distributer produce goods from various manufacturers and then
they do sorting i.e., repack them according to quality, quantity or price.
2) Accumulation: Distributer maintains a large stock of goods so that there
is smooth supply of goods without any delay.
3) Variety/ Assortment: Distributer maintains variety of goods. They procure
goods from various manufacturers and assemble them at one place so
that consumer can fulfill his requirement by visiting one place only.
4) Packing: Generally distributer buys the goods in bulk and then they
repack them in small lots.
5) Promotion: Although promotion techniques are generally used by
producers but distributer also offer some promotional tools to attract the
customers. For example, discount.
6) Negotiation: Distributer negotiate with manufacturer as well as
customers on price, quality and guarantee. They help in transfer of
ownership.
Types of distribution:
i. Zero level/ direct channel: It is a case when firms sell their products
directly to customers without adopting any intermediary. Common types of
direct channels are:
 Direct sale by appointing salesmen
 Through mail order house
 Through internet
 Through teleshopping

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ii. Indirect channel:
a) One level channel: In this only one intermediary is adopted i.e., retailer.
Firms directly supply the product to retailer who sells the product direct to
the customers.
b) Two level channel: This is most commonly used distribution path where
two intermediaries are adopted by firms to sell the products i.e., the
wholesaler and retailer. The manufacturer sells the goods in bulk to
wholesaler who sells in small lot to retailers who supply it to ultimate
customers.
Manufacturer Customers
Manufacturer Retailer Customer
s
Manufacturer Wholesaler Retailer Customers

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Now I have explain what I am do in distribution area, firstly I have choose the two level
of distribution channel in this channel the manufacturer was in Gujarat here they
supplies the milk to different areas like Jaipur, Ajmer etc. In each area like in Ajmer
there are 4 distributers of Amul MIlk manufacturer will supply milk in huge quantity
After that , I have distribute the milk to the available Amul outlets as a distributer.
Before delivers the milk I have collect information regarding quantity and quality of milk
from distributer then according to demand carats of milk shift to distributing van then
supply the milk to retailers. And retailers will directly sale the customers. After delivery
I am submitting the record of all retailers to the distributer.

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Promotion
It is no longer enough for a business to have great products. Lots of business
have those too. Customers need to know about a great product and be persuaded to
buy. That is the role of promotion.
Promotion is term used frequently in marketing and is one of the market
mix element. It refers to raising customer‟s awareness of a product or brand,
generating sales and creating brand loyalty. It is one of the four basic elements of
the marketing mix, which includes the four P‟s: price, product, place and
promotion.
Purpose
There are following objectives of promotion. These are:
 To inform current and potential customers about the existence of
product.
 To explain the potential benefits of using the product.
 To persuade customers to buy the product.
 To increase demand of product.
 To differentiate a product from the competitor.
 To develop and sustain a brand.
 To reassure customers that they have made the right choice.
The purpose of a promotion and thus its promotional plan can have a wide range,
including: sales increases, new product acceptance, creation of brand equity,
positioning, competitive relations, or creating of a corporate image.
Tools of promotion
 Advertising
 Public relations and sponsorship
 Personal selling
 Direct marking
 Sales promotion
Promotional methods
The way in which promotion is targeted is traditionally split into two types:

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1. Above the line promotion: paid for communication in the independent media
e.g. advertising through T.V, Banners etc. though it can be targeted, it could be
seen by anyone outside the target audience. Advertising is the main methods of
above the line promotion.
2. Below the line promotion: promotional activities where the business has direct
control e.g. direct mailing and money off coupons. It is aimed directly at the target
audience.
In promotional activity, I have promoted the new product of Amul that is COW
MILK. In the local market of Ajmer, where I am going shop to shop and give a
sample of cow milk and explains the features of milk, profit margin, offers etc. in
promotion I am using such tools to promote milk, I do a advertise with pasting
banners outside the those place where people moves more in day like park,
hospitals, bus-stand and on the wall of shopkeepers. I have also do a canopy
activity where we have promotes the milk to customers, and also distributing cow
milk as a free sample to peoples.

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Personal selling
Personal selling means selling personally. This involves face to face interaction
between seller and buyer for the purpose of sale.
The personal selling does not mean getting the prospects to desire what seller wants
but the concept of personal selling is also based on customer satisfaction.
Features of personal selling
1. Personal interaction: In personal selling the buyers and sellers have face to
face interaction. This closeness allows both the parties to observe each other‟s
action closely.
2. Two way communications: In personal selling the sellers give information
about the product, the same time the buyer get a chance to clarify his doubts. It
is suitable for sale of complex products where buyer wants to interact with the
manufacturer.
3. Better response: When seller is personally explaining the utilities of product to
the customers then customer do pay some attention and listen to the information.
4. Relationship: when the seller and buyer come together this may improve
relation between the customer and seller. Salespersons normally make friendly
relations with the customers.
5. Better convincing: Personal selling is most effective form of promotion because
with this the sales person can convince the buyer by demonstrating the use of
product and making changes in the product according to the need of customer.
Role of personal selling
Personal selling plays a very important role in marketing of goods and services. It is
important tool for businessmen, customers and society.
1. Importance to businessmen: Personal selling is an important tool to increase
the sale. It is important for businessman due to following reasons:
 Effective promotion tool
 Flexible tool

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 Minimum wastage of efforts
 Consumer attention
 Relationship
 Personal support
 Very effective to introduce new product
2. Importance to customers: Personal selling is very important from customer‟s
point of view, as customers can get required information about the product from
customers. Customers are benefits by personal selling in the following ways:
 Helps in identifying needs
 Latest market information
 Expert advice
 Induces customers
3. Importance to society: Personal selling bring following positive effects for
society:
 Converts latest demand into effective demand.
 Employment opportunities
 Career opportunities
 Mobility of sales persons
 Product standardization
In the field of personal selling I have sold the new product of the company that is
COW MILK with the help canopy activity, in that area I am targeting those people who
not buying Amul milk I explains the features of milk and explains with comparison with
other brand. The trainer of my training is giving him one carat of milk, and then I have
sells the whole milk available in carat. The location of my activity is Adarsh Nagar,
Ajmer. After selling I have report to Mr. Shubham Ghod and submit the amount.

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Chapter 3
1. Consumer behavior
2. Marketing research
3. Research methodology
4. Data analysis and interpretation
4.1. On the basis retailers
4.2. On the basis customers

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Consumer behaviour
 It is defined as all psychological, social and physical behavior of potential
customers as they become aware, evaluate, purchase, consume and tell to
others about product and services.
 Buying behaviour involves both individuals (psychological) and group process.
 Where behaviour is reflected from awareness right through post purchase
evaluation indicating satisfaction and non satisfaction, from purchaser.
 Buyer behaviour includes communication, purchasing and consumption
behaviour.
 Consumer behaviour is basically social in nature hence the social factors
play important roles in shaping buying behaviour.
 Buyer behaviour includes both customers and industrial behaviour.
“Hence consumer behaviour is an orderly process whereby the consumers
interact with the environment for making a purchase decision on products”.
Consumer behaviour and marketing management
Marketing management work around consumer which is actually the market for them:
 Understanding their behavior is very vital in every segment to play marketing
activities accordingly.
 Both industrial and individual customers are vital in marketing management.
Concept and need for studying in consumer behavior
Consumer behavior can be said to be the study of how individual make decision on how
to spend their available resources (time, money, effort) on various consumption related
items. This simple definition of consumer behavior tells the market to resolve every
activity around the ultimate consumers and gauge their behavior by specially focusing
on:
 Who buys products or services?
 How do they buy product or services?
 Where do they buy them?
 How often then buy them?

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 Why do they buy them?
 How often they use them?
This question will help in understanding better what factors influences the decision
making process of the customers. The decision making process identifies the number
of people who are involve in this process and describe the role to them like user,
decides, influences and buyers.
It is believed that consumers or customers make purchase decision on the basis receipt
of a small number of selectivity chosen pieces of information. Thus it will be very
important to understand what and how much them to evaluate the goods and services
offering.
Factors influencing buying behavior
1. Individual factor
2. Cognitive thinking process: Perception, Attitudes, Needs.
3. Personal characteristics: Demography, Life styles, personal trades
4. Environmental factors
5. Culture: Values, believes, Sub-cultural
6. Social class: social class, society
7. Influence groups: Family, opinion leaders, reference group
8. Situational variables: Purchase occasion, market communication,
shopping behavior, price, sales influence.
Consumer‟s satisfaction
All business firms have realized that marketing is a core element of management
philosophy and the key to it success lies in focusing more and more on the customers.
That is, it will be the customer who will decide where the firm is heading. Thus the
challenge before the marketer is to ensure that they should satisfy every customer.
Satisfaction is an important element in the evaluating stage. Satisfaction refers to the
buyers state being adequately rewarded in a buying situation for the scarifies he has
made one the customer purchase and use the product they may then become either
satisfied or dissatisfied
The result of satisfaction to customers from the purchase of the product or services is
that more favorable post purchase attitude. Higher purchase intention and brand loyalty
to be exhibited that the same behavior is likely to be exhibited in a similer purchasing

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situation. The term „consumer‟ is a typically used to refer to someone who regularly
purchase from a particular store or company.
Customers are people who are happy with the product and serviced and are willing to
come back and pay for it again.
Consumer research
Consumer research is the methodology used to study consumer behavior research
offer set diverse to identify consumer needs it is used to identify both felt and unfelt
needs, to learn how consumers. Perceive product and brand and stores what their
attitudes are before and after promotional campaigns and how and why they make their
consumption decision.

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Marketing Research
Marketing research:-
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.
Definition
“Marketing research is a systematic gathering, recording and analysis marketing
problem to facilitate decision making.”
- Coundiff & Still.
“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.
Main steps involved in marketing research
Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.
(1) Define the problem and its objectives.
(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.

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(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.
1) Define the problem and its objectives: - This includes an effective job in planning
and designing a research project that will provide the needed information. It also
includes the establishment of a general framework of major marketing elements such as
the industry elements, competitive elements, marketing elements and company
elements.
2) Identify the problem :- Identifying the problem involves getting acquainted with the
company, its business, its products and market environment, advertising by means of
library consultation and extensive interviewing of company‟s officials.
3) Determining the specific Information needed: - In general the producer, the
manufacturer, the wholesaler and the retailer try to find out four things namely:-
(1) What to sell
(2) When to sell
(3) Where to sell
4) Determine the sources of information:-
Primary Data: - Primary datas are those which are gathered specially for
the project at hand, directly – e.g. through questionnaires & interviews. Primary data
sources include company salesman, middleman, consumers, buyers, trade
association‟s executives & other businessman & even competitors.

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Secondary Data: - These are generally published sources, which have
been collected originally for some other purpose. Source are internal company
records, government publication, reports & publication, reports & journals, trade,
professional and business associations publications & reports.
5) Decide Research methods for collecting data: - If it is found that the secondary
data cannot be of much use, collection of primary data become necessary. Three widely
used methods of gathering primary data are :-
A) Survey
B) Observation
C) Experimentation
A) Survey Method: - In this method, information gathered directly from individual
respondents, either through personal interviews or through mail questionnaires or
telephone interviews.
B) Observation Method: - The research data are gathered through observing and
recording their actions in a marketing situation. This technique is highly accurate. It is
rather an expensive technique.
C) Experimental Method: - This method involves carrying out a small scale trial
solution to a problem, while at the same time, attempting to control all factors relevant to
the problem. The main assumption here is that the test conditions are essentially the
same as those that will be encountered later when conclusions derived from the
experiment are applied to a broader marketing area.
D) The Panel Research:- In this technique the same group of respondents is contacted
for more than one occasion; and the information obtained to find out if there has been
any in their taste demand or they want any special quality, color, size, packing in the
product.
a) Preparation of questionnaire

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b) Presetting of questionnaire
c) Planning of the sample
6) Tabulate, Analysis and Interpret the Data:-
The report must give/contain the following information:-
a) The title of research
b) The name of the organization for which it has been Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i) Appendices (containing questionnaire / forms used sample design, instructions.)
7) Follow-up the study :-
The researchers, in the last stage, should follow up this study to find if his
recommendation are being implemented and if not, why

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Research methodology
Research problem
 Seek the general perception of consumer towards Amul milk.
 To know the consumer psyche and their behaviour towards Amul milk.
Objectives of the research
 To find out the scenario of Amul milk in the retail outlets.
 Awareness of people towards Amul milk.
 To know which advertisement tool is mostly preferred by people.
 To know the preference of Amul milk with comparison to other competitive
brands.
 To find out the factors that influences the stocking decisions of retailers of Amul
milk.
Information requirement
 First, I had to know about all the competitors present in the milk segment.
 Before going to the survey I had to know the comparative packs and prices of all
the competitors existing in the market.
 Since Milk is a product that used daily hence I had to trace the market and
segment it, which mainly deals with people of various age groups.
 The main information needed is the various types of brands available in the
market, their calorific value and various other facts.
Research design
A research design specifies the methods and procedures for conducting a particular
study. It is a map or blue print to which the research is to be conducted. Descriptive
research design has been considered as a suitable methodology for present study and
for data analysis.

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Sampling design
The sampling design used was convenience sampling, which is a non-probability
sampling method. The convenience factors were the availability and approachability of
the respondents.
Population
All types of outlets that stock and sell Amul milk in the market. The outlets have been
classified onto as follows:
 Convenience stores: all kinds of shops including bakeries.
 Eateries: all kinds of eating joints.
 Grocery
Place of study
1. Aadarsh nagar
2. Raja circle
3. Paal bichla
4. CRPF
5. Kundan nagar
6. Paltan bajar
7. Topthda
8. Bhopa ka baada
9. Shastri nagar
10.Police line
11.Bus stand
12.Makhupura bypass
13.Vigyan nagar
14.John ganj
15.Veshali nagar

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Limitation of the research
The limitations of the research were as follows:
 Lack of proper experience on the part of the researcher in conducting such
studies in the past.
 Time frame required was not enough to survey more number of outlets.
Analysis techniques
Quantitative analysis is performed using the data collected at each outlet to estimate
the presence of Amul milk.
Tools utilized:
 Percentage analysis
 Graph chart
 Bar chart
Sampling
1. Sampling technique: Non probability sampling.
(A non probability sampling technique is that in
which each element in the population does not
have an equal chance of getting selected)
2. Sample unit : Amul milk available in retail outlets.
3. Sample size : 45 outlets
4. Method : Direct interview through questionnaire.
5. Data analysis method: Graphical method.
6. Area of survey : Ajmer

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Field work: Method used for data collection
 Questionnaire was prepared keeping the objective of research in mind.
 Questions were asked to respondents as regards to their willingness to purchase
and sale of milk.
 The help of questionnaires conducted direct interview, in order to get accurate
information.
 I visited as many respondents as I can and asked them their real likings about
any milk and also got an idea
 In order to collect accurate information I visited to garden, parks and outlets,
each and every question was filled personally by the respondents and checked
properly.
Amul milk
Product Name Type FAT Solid
natural
FAT
GOLD Full cream
milk
6% 9%
COW MILK Pasteurised
cow milk
3.5% 8.5%
TAZZA Tonned milk 3% 8.5%
SLIM & TRIM Double
tonned milk
1.5% 9%

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DATA ANALYSIS & INTERPRETATION
I have analyses the data on two bases:-
 Retailers based
 Consumers based
1. Retailers based data: In this field I have collect information and data from retailers.
I had research on the various points like:
 Type of outlets visited for the purpose of research.
 Preferences level of AMUL milk in retails outlets.
 Preferences level of SARAS milk in retails outlets.
 Preferences level of OTHER milk in retails outlets.
 Which company milk have retails sold most.
 Outlets share of various milk.
2. Consumer based data: In this field I have collect information from
customers. The following points are as under,
 Brand awareness
 Customer choice
 Influencing factors effecting purchase of the milk
 Awareness about Amul milk attributes
 Preferred consumption location
 Product trial
 Consumer perception about the product

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Retailers based data analysis and interpretation:
1. Type of outlets visited for the purpose of research.
Convenience
stores
Eatery Grocery Total
Outlets 25 12 8 45
The above table shows that out of 45 outlets surveyed, there were 25 convenience
stores, 12 eatery and 8 are grocery.
Of all the outlets surveyed, 55% are convenience stores, 27% are eatery and
18% are grocery.
55%
27%
18%
Retail outlets
Convenience stores
Eatery
Grocery

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2. Preferences level of Amul milk in retail outlets.
The above table shows that the Amul milk is preferred by 28 outlets in the
comparison of 45 outlets.
The graph defines that Amul milk is preferred by 62% outlets while others 38%
outlets are not preferred Amul milk.
Type
Amul milk
Total
Yes No
Convenience
stores
20 5 25
Eatery
6 6 12
Grocery
2 6 8
Total 28 17 45
62%
38%
Prefrenceslevel of Amul milk
Yes
No

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3. Preferences level of Saras milk in retail outlets.
Type
Saras Milk
Total
Yes No
Convenience
store
11 14 25
Eatery 4 8 12
Grocery 3 5 8
Total 18 27 45
The above table shows that the Saras milk is preferred by 18 outlets in the
comparison of 45 outlets.
The graph defines that Saras milk is preferred by 40% outlets while others
60% outlets are not preferred Saras milk.
18
27
0
5
10
15
20
25
30
yes no
Pefrenceslevel of Saras milk
yes
no

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4. Preferences level of other milk in retail outlets.
The above table shows that the other milk is preferred by 20 outlets in the
comparison of 45 outlets.
The graph defines that other milk is preferred by 45% outlets while others
55% outlets are not preferred other milk.
0
5
10
15
20
25
Yes No
outlets
Prefrenceslevel of other milk
Yes
No
Type
Other Milk
Total
Yes No
Convenience
store
7 18 25
Eatery 8 4 12
Grocery 5 3 8
Total 20 25 45

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5. Which company milk do you sell most?
Amul Saras others Total
Outlets 22 18 5 45
The table shows that the sell of Amul product is higher in 22 outlets while Saras in 18
and other in 5 outlets of 45 outlets.
Here chart represents the higher sell of product of the company where Amul is higher in
49% outlets where as Saras in 40% outlets and other in 11%.
22
18
5
Amul
Saras
Other
Most sell of companyproduct

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6. Outlets share of various milk in Ajmer.
Amul Saras Others
Outlets 35 32 20
The table defines that in 45 outlets, 35 are those outlets where Amul milk is available.
32 are those where Saras milk and other in 20 outlets.
From the graph it is clear that Amul has outlets share of 40%, Saras has 37% outlets
share and 23% outlets are other.
40%
37%
23%
Outlet share of various milk
Amul
Saras
Others

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Consumer based data collection
Number of respondent covered:- 90
1. Brand awareness
Con
sum
ers
are
muc
h more aware about almost all the brands.
Above the following data shows the out of 90 respondents. 90 people is aware from
Amul and Saras milk, 75 persons are knows the Mother dairy milk, 60 peoples are
knows the Payas milk and only 45 are knows the milk of Sheer.
Brand People aware
Amul 90
Saras 90
Mother dairy 75
Payas 60
sheer 45
0
10
20
30
40
50
60
70
80
90
100
Amul Saras Mother dairy Payas Sheer
People awareness
Amul
Saras
Mother dairy
Payas
Sheer

63. 63 | P a g e
2. Customer choice
Brand People respond (in %)
Amul 37
Saras 35
Mother dairy 16
Sheer 9
payas 3
Customers given highest preference to brand Amul that means it has greatest customer
choice or people refer to have Amul milk rather then go for other milk. Amul‟s biggest
competitors are Saras in Ajmer location.
0
5
10
15
20
25
30
35
40
respnnce(in%)
Brands
customerwillingness
amul
saras
mother dairy
sheer
payas

64. 64 | P a g e
3. Influencing factors effecting purchase of the milk
Factors Responses
Quality 40
Price 33
Availability 11
Taste 6
Majority of consumers consider quality and price of the milk while buying milk. In the
cities like Ajmer people are educated and skilled so they prefer first quality than price.
Quality
44%
Price
37%
Availability
12%
Taste
7%
Sales

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4. Awareness about Amul milk attributes
Majority of customers are not aware about the Amul milk special features. Only 35.55% people know
that Amul milk is a real milk not a artificial milk. Thus company should work on this area. They should
increase customer knowledge about the product so that it can increase product value in the market.
0
10
20
30
40
50
60
Awared
Not awared

66. 66 | P a g e
5. Preferred consumption location
Place Responses in numbers
Home 60
Other 30
Maturity of consumers in Ajmer prefer to have Amul milk at their own home there are
67% consumers use milk for their own, and rest 33% customers are used for other
purpose.
0
10
20
30
40
50
60
Home Others
preferredconsumptionlocation
Home
Others

67. 67 | P a g e
6. Product trial
almost all the respondent had Amul milk at least once in their life. Majority of them are
regular customer. This shows the popularity of the product and customer awareness
about the brand AMUL in Ajmer.
0
10
20
30
40
50
60
70
80
90
yes no
consumption of Amul milk
yes
no

68. 68 | P a g e
7. Consumer perception about the product
Opinion Responses in numbers
Excellent 35
Good 30
Average 20
Not good 5
Very bad 0
The overall response about the milk is positive and customer feel Amul as an excellent
product. This show the good market reputation and customer likeness about the
product. It also reflects the good image of the brand AMUL.
0
5
10
15
20
25
30
35
40
Excellent Good Average Not good Very bad
consumer perception
Excellent
Good
Average
Not good
Very bad

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Chapter 4
1. SWOT analysis
2. Suggestions
3. Scope of the project
4. Purpose and significance of the project
5. Limitations
6. Conclusion
7. References and bibliography

70. 70 | P a g e
SWOT Analysis
Strength
 Largest food brand in India
 High quality, low price
 World‟s largest pouched milk brand
 Enhanced milk production capacity
 Vast resources
 Advanced technical equipment manpower capacity
 Increasing purchase power
Weakness
 Risks of highly complex supply chain system
 Lack of proper infrastructure, warehousing, trained manpower
 Irregularity
 No supply as per demand
Opportunity
 Increase the penetration in international markets
 Innovation in product development, packaging and presentation
 Presence only in vegetation food market, cannot launch non-veg.
Threats
 Threat of competitors
 Ban on export of milk powder
 Growing price of milk and milk products

71. 71 | P a g e
Suggestions
In order to maintain and increase the sales in the city of Ajmer, the following
recommendations regarding “AMUL MILK”, promotional policies are hereby suggested:
1. Amul has a relatively good distribution network, but still company is not able to
fulfill the demand of outlet in areas like their competitor has their company outlet.
Here company should consider on the supply of product in the peak season.
2. Supply should be regular to all the outlets including those that lie in the pocket
roads and not just in the outlets which lie on the easily accessible routes.
3. Provide reasonable margin to retailers as compared to competitors, this motivates
them to promote company‟s milk.
4. Improve delivery schedule to provide products on time for the retailers about who
claimed that Amul milk is not available to them on time.
5. The price of the product is so high. So the price should be decreased to increase
the sale of the product.
6. Major problem is Amul expiry of the product less than 2 days so ratailers are not
keeping that product.
7. There is a great demand from retailers side that the company should offer greater
profit margins. As the profit margin in Amul dairy product is less as compared to
the competitor‟s brand, retailers are switch in giving their preferences to the
competitor‟s brand that is offering maximum margins to them.
8. Orders by the retailers should be executed in a proper manner to avoid irregular
availability.
9. Relationship with retailers and company should be kept under a close watch.
10.Salesmen should be given the responsibility to handle the retailer‟s grievances.

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Scope of the project
1. The study was carried out in Ajmer, so its scope is mainly restricted to Ajmer.
2. It gives the information about the size of the retail network.
3. It gives information about the services given by the distributer to their retailers.
4. It gives information about the competitor‟s product.
5. It will help in serving consumers in a better way.
6. It will help in giving useful suggestions to the company to improve their product
sales.
Purpose and significance of the project
1. To promote the new product in the market.
2. To find out ways to make the customer aware of the company products.
3. To educate the retailers about the company‟s products and the benefits that the
customers and they are going to derive out of it.
4. To understand the fat composition and the shelf life of various products offered
by company
5. To understand the pricing and schemes offered on various products.
6. To reduce price discrimination in the market from the distributer.

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Limitations of project
This project was work under several constants and limitations some of the key
limitations are as follows:
1. The research was limited to few sectors only.
2. Time period of the project was limited, which may not be enough to
understand the whole market.
3. Convenient sampling was used as the mode of conducting the research.
4. Sample size taken was small and as a result it can be concluded that the
chosen sample is not the representative of the whole population.
5. The physiology and the temperament of the retailer play a significant role.
Some respondent are more sensitive as against others who are more
tolerant. A change in the composition of the retailer can affect the outcome
adversely or favorably.
6. Retailers may not have been true in answering various questions and may
be biased at time.
7. The sample size of retailers was limited and therefore response from them
does not reflect the exact view

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Conclusion
Majority of the customers are satisfied with the Amul milk and milk product because of its
good quality, reputation, easy availabilities.
From the survey conducted it is observe that Amul milk has a good market share.
From the study conducted the following conclusions can be drawn. In order to dreams
comes into reality and for turning liabilities into assets one must have to meet the needs
of the customers
The factors considered by the customer before purchasing milk are freshness, thickness
and availability.
Finally I conclude that, maturity of customers are satisfied with the Amul milk and milk
products because of its good quality, reputation, easy availability. Some customers are
not satisfies with the Amul milk because of high price, lack of dealer services, spoilage
and low shelf life etc. therefore, if slight modification in the marketing program such as
dealers and outlets, promotion programmers, product lines etc. definitely company can be
as a monopoly and strong market leader.
Amul has also to take care of its competitor into consideration and more importantly its
customers before making any move.

75. 75 | P a g e
References and bibliography
1. Business studies textbook ( Dhanpat Rai & Co.)
2. Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000.
3. Marketing Management -- Philip Kotler, 2000.
4. Research Methodology - - C.R. Kothari
5. www.amul.com
6. www.indiandairy.com
7. www.wekipedia.com
8. www.google.com