This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's history, beginning in 1946 as a response to exploitation of milk producers. Amul was formed under the guidance of Sardar Vallabhbhai Patel and leaders like Morarji Desai and Tribhuvandas Patel. It is jointly owned by 3.6 million milk producers in Gujarat. The document outlines Amul's product portfolio and provides background on the dairy industry in India. It also gives a brief company profile, covering Amul's leadership, area served, and operational highlights.
This document provides an overview of consumer behavior and satisfaction related to Amul milk and products. It discusses the importance of understanding consumer behavior for marketing management. Consumer behavior is influenced by psychological, social, and physical factors and involves awareness, evaluation, purchase, consumption, and sharing of experiences. It notes that consumer behavior is a social process and marketing must take into account individual differences and influences. The concept of consumer behavior is introduced as the study of how individuals make decisions on spending resources. Key questions around who, how, where, when, why and how often products are bought and used are important to understand the decision making process.
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's founding in 1946 in response to exploitation of milk farmers by private traders. Amul now has over 3 million milk producer members. The document profiles Amul's organizational structure and operations, products including milk, butter, ghee, and ice cream. It analyzes the Indian and world dairy industries and Amul's role in India's White Revolution. The document also examines Amul's marketing strategies and provides profiles and analyses of new Amul Lactose Free Milk and Liquid Creamer products.
1) The document summarizes a summer training project conducted at Amul (Anand Milk Union Limited) to study consumer buying behavior with respect to Amul milk.
2) The objectives of the project were to understand consumer awareness, reasons for buying or not buying Amul milk, and analyze usage patterns.
3) Surveys were conducted at retail outlets in Nagpur to collect data and feedback from consumers on Amul milk products like Taaza, Gold, and Double Toned varieties.
Market penetration of amul beverage range products by dhruvil shahDhruvil Shah
"Market Penetration of Amul Beverage Range Products" is a Summer Internship Project Under Taken my me during May-June 2017.
In Summer, the demand of cold beverages increases. Hence, I was supposed the push the sales of Amul Beverage Range Products which include Amul kool Flavored milk, Amul Masti Buttermilk, Amul Lassi, Amul Koko & Café Can and Amul Pro Drink by increasing the retail penetration.
I was supposed to work with two distributors of Amul dairy product in North Ahmedabad and Gandhinagar. The first one is ‘Shree Pashwanath Traders’ which is located in Sabarmati, Ahmedabad and another one is ‘Ashok Marketing’ which is located in Sargasan,Gandhinagar.
The main objective of the project is to increase retail penetration of Amul beverage range products.
To find the problems in selling of Amul beverage range product and find out improvement areas.
Other objective of the project is to competitive analysis and to know how company beverage products perform in competitive market.
This document discusses a study of consumer buying behaviour towards Amul milk in Jaipur, India. The study surveyed 50 consumers to understand awareness of Amul products, factors influencing purchase decisions, and satisfaction levels. Key findings include that most customers purchase Amul milk for self-use and are satisfied with qualities like taste, price, and availability. Ease of purchasing Amul products from nearby retailers also influences consumer behaviour positively. The conclusion discusses Amul's goal to become a leading dairy marketing organization through expanding its product range and distribution network across India and neighboring countries.
This document provides an overview and history of Amul Ice Cream. It discusses how Amul was founded in 1946 as a dairy cooperative in Anand, Gujarat to eliminate exploitation of farmers by middlemen. Amul replicated this cooperative model nationwide. Amul entered the ice cream market in 1996 and has since become the top ice cream brand in India, offering over 200 products. The document outlines Amul's expansion across different Indian markets from the late 1990s onward. It also notes Amul introduced sugar-free and probiotic ice cream variants in 2007, being the first in India to do so.
The Particular File Contains Wholesome Details Of Amul Company .. Starting from its Products & Different Strategies & the Wholesome History Of Amul Company.
Amul has been a leading food brand in India since 1946. It started as a dairy cooperative in Anand, Gujarat and is jointly owned by 2.6 million milk producers. Amul products such as butter, milk powder, ghee, cheese, and ice cream are high quality and affordable. The brand is managed by the Gujarat Cooperative Milk Marketing Federation. It has the moppet girl as its mascot and the tagline "The taste of India". Amul has over 50 dairy products and holds the majority market share in categories like butter, milk powder, and cheese in India.
This document provides an overview of consumer behavior and satisfaction related to Amul milk and products. It discusses the importance of understanding consumer behavior for marketing management. Consumer behavior is influenced by psychological, social, and physical factors and involves awareness, evaluation, purchase, consumption, and sharing of experiences. It notes that consumer behavior is a social process and marketing must take into account individual differences and influences. The concept of consumer behavior is introduced as the study of how individuals make decisions on spending resources. Key questions around who, how, where, when, why and how often products are bought and used are important to understand the decision making process.
This document provides an overview of Amul, an Indian dairy cooperative based in Anand, Gujarat. It discusses Amul's founding in 1946 in response to exploitation of milk farmers by private traders. Amul now has over 3 million milk producer members. The document profiles Amul's organizational structure and operations, products including milk, butter, ghee, and ice cream. It analyzes the Indian and world dairy industries and Amul's role in India's White Revolution. The document also examines Amul's marketing strategies and provides profiles and analyses of new Amul Lactose Free Milk and Liquid Creamer products.
1) The document summarizes a summer training project conducted at Amul (Anand Milk Union Limited) to study consumer buying behavior with respect to Amul milk.
2) The objectives of the project were to understand consumer awareness, reasons for buying or not buying Amul milk, and analyze usage patterns.
3) Surveys were conducted at retail outlets in Nagpur to collect data and feedback from consumers on Amul milk products like Taaza, Gold, and Double Toned varieties.
Market penetration of amul beverage range products by dhruvil shahDhruvil Shah
"Market Penetration of Amul Beverage Range Products" is a Summer Internship Project Under Taken my me during May-June 2017.
In Summer, the demand of cold beverages increases. Hence, I was supposed the push the sales of Amul Beverage Range Products which include Amul kool Flavored milk, Amul Masti Buttermilk, Amul Lassi, Amul Koko & Café Can and Amul Pro Drink by increasing the retail penetration.
I was supposed to work with two distributors of Amul dairy product in North Ahmedabad and Gandhinagar. The first one is ‘Shree Pashwanath Traders’ which is located in Sabarmati, Ahmedabad and another one is ‘Ashok Marketing’ which is located in Sargasan,Gandhinagar.
The main objective of the project is to increase retail penetration of Amul beverage range products.
To find the problems in selling of Amul beverage range product and find out improvement areas.
Other objective of the project is to competitive analysis and to know how company beverage products perform in competitive market.
This document discusses a study of consumer buying behaviour towards Amul milk in Jaipur, India. The study surveyed 50 consumers to understand awareness of Amul products, factors influencing purchase decisions, and satisfaction levels. Key findings include that most customers purchase Amul milk for self-use and are satisfied with qualities like taste, price, and availability. Ease of purchasing Amul products from nearby retailers also influences consumer behaviour positively. The conclusion discusses Amul's goal to become a leading dairy marketing organization through expanding its product range and distribution network across India and neighboring countries.
This document provides an overview and history of Amul Ice Cream. It discusses how Amul was founded in 1946 as a dairy cooperative in Anand, Gujarat to eliminate exploitation of farmers by middlemen. Amul replicated this cooperative model nationwide. Amul entered the ice cream market in 1996 and has since become the top ice cream brand in India, offering over 200 products. The document outlines Amul's expansion across different Indian markets from the late 1990s onward. It also notes Amul introduced sugar-free and probiotic ice cream variants in 2007, being the first in India to do so.
The Particular File Contains Wholesome Details Of Amul Company .. Starting from its Products & Different Strategies & the Wholesome History Of Amul Company.
Amul has been a leading food brand in India since 1946. It started as a dairy cooperative in Anand, Gujarat and is jointly owned by 2.6 million milk producers. Amul products such as butter, milk powder, ghee, cheese, and ice cream are high quality and affordable. The brand is managed by the Gujarat Cooperative Milk Marketing Federation. It has the moppet girl as its mascot and the tagline "The taste of India". Amul has over 50 dairy products and holds the majority market share in categories like butter, milk powder, and cheese in India.
A Study of the Sales and Distribution System at AMULRAJAT GARG
- Evolution of the dairy industry in India
- Milk Production and Consumption Patterns in India
- Prevalent Business Models in the Dairy Industry
- Major Players, Operating Margins, ROCE, Prices and Ratings
- Growth Drivers, Key Risks and Porters 5 Forces Analysis
- Analysis of Sales and Distribution Systems of AMUL at distributor, retailer and hypermarket level
- Comparison of Amul with Sanchi
- Recommendations
This document provides information about Amul butter, including its marketing mix strategies. Some key points:
- Amul butter has been the market leader in India for over 4 decades, with a current 88% market share.
- Amul follows a customer-based brand identity model to build emotional connections. Its mascot of the Amul girl aims to make the brand appealing through humor and Indian culture.
- Its marketing mix includes establishing the product as a staple spread through innovative advertising campaigns. Distribution reaches both urban and rural areas nationwide.
- Historical sales data shows Amul's turnover growing steadily over the past 20 years, indicating its brand strength and market dominance in the butter category.
The document provides information about the MMS program and industrial training. It discusses how the MMS program provides both theoretical and practical knowledge in business management. Industrial training helps students gain real-world experience and knowledge about business practices. It allows students to learn about various departmental operations in an industry. Training is an integral part of the MMS program, with each student required to undergo 2 months of training in a company and then prepare a project report. The training provides valuable experience about how management practices differ in real life compared to theory. It also discusses the importance of having both theoretical and practical knowledge for one's career.
Market penetration of amul beverage range products by dhruvil shahDhruvil Shah
"Market Penetration of Amul Beverage Range Products" is a Summer Internship Project Under Taken my me during May-June 2017.
In Summer, the demand of cold beverages increases. Hence, I was supposed the push the sales of Amul Beverage Range Products which include Amul kool Flavored milk, Amul Masti Buttermilk, Amul Lassi, Amul Koko & Café Can and Amul Pro Drink by increasing the retail penetration.
I was supposed to work with two distributors of Amul dairy product in North Ahmedabad and Gandhinagar. The first one is ‘Shree Pashwanath Traders’ which is located in Sabarmati, Ahmedabad and another one is ‘Ashok Marketing’ which is located in Sargasan,Gandhinagar.
The main objective of the project is to increase retail penetration of Amul beverage range products.
To find the problems in selling of Amul beverage range product and find out improvement areas.
Other objective of the project is to competitive analysis and to know how company beverage products perform in competitive market.
To Study the Consumer satifaction for Amul Milk in Nashk RegionYash Desai
The document provides information about Amul milk and Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), including their mission, vision, competitors, and details about GCMMF such as its annual turnover, milk procurement amounts, member unions, and product range. It discusses GCMMF's role in marketing Amul and Sagar branded products and describes some of its achievements and international exports.
This document summarizes a student's summer project presentation on a study of consumer behavior towards Amul products in Sabarkantha district, India. It includes an introduction on consumer behavior and the dairy industry. It then outlines the project's objectives, research methodology used which was a random sample of 120 consumers across 3 talukas. Key findings included high consumer satisfaction with quality but some issues with availability and price. Suggestions focused on improving product awareness, like for Amul khoa, and increasing local advertising.
This document provides a project report on studying supply chain management at Amul Satellite Dairy in Pune. It begins with an introduction that outlines the background, objectives, need and scope of the study. It then provides an overview of Amul, including its establishment in 1946, brand name, products, and cooperative structure. It describes the Pune plant, including its year of establishment, location, area, and number of milk collection centers. It outlines the dairy's key products and includes an organizational chart and description of the milk processing stages. In closing, it discusses Amul's operations and supply chain management strategy of coordinating its network and using appropriate technologies.
Amul is an Indian dairy cooperative established in 1946 that is managed by the Gujarat Cooperative Milk Marketing Federation. It collects 447,000 liters of milk daily from 3.9 million farmers and converts it into branded dairy products. Amul has a diverse product range including milk, butter, cheese, and ice cream. It follows a cooperative business model and competitive pricing strategy. Amul has a large distribution network across India and promotes its brand through digital marketing, social media, and sarcastic advertisements commenting on current events.
The document is a project report on a gap analysis of Amul ice creams in the metro market of West Bengal. It was conducted from June to August 2014. The primary objective was to analyze Amul's retail network and understand retailer views on supply chain, issues, and suggestions for better penetration. Competitors' activities were also examined. Research methods included questionnaires with retailers and secondary data from distributors. Key findings were that Amul has high awareness but average coverage, while competitors like Kwality Walls have larger market share due to policies like providing free refrigerators to retailers. The report provided an analysis of Amul and competitors in the target market.
This document is a summer internship project report submitted by Ankita Singh to SIES College of Management Studies. The report studies the market potential of Amul Slim Trim in Thane. Amul is India's largest food product marketing organization owned by the Gujarat Cooperative Milk Marketing Federation. The objectives of the research were to bridge gaps between distributors and retailers, increase awareness of new product launches, and tap into untapped markets. The research involved collecting data from distributors and visiting 25 retail outlets in different areas of Thane over 3 months. The data analyzed availability, awareness, visibility and placement of products. Strategic models like SWOT analysis, product life cycle, segmentation, targeting and positioning were used
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is managed by the Gujarat Cooperative Milk Marketing Federation and has grown to become the largest food brand in India. As of 2012, Amul had a 25% market share in the Indian dairy market and an annual turnover of $2.2 billion from procuring over 12 million liters of milk per day. Amul follows a cooperative model where milk producers control procurement, processing, and marketing through professional management.
A Study on Consumer Perception about Amul Ice CreamAslam Khan
This document provides an overview of a research project report on consumer perception of Amul ice cream compared to Vadilal ice cream in Ghaziabad, India. It includes an introduction to the topic, statements of the problem being examined, profiles of both Amul and Vadilal companies, and outlines of the report contents which will cover objectives of the study, need and scope for the study, literature review, research methodology, data analysis and findings. The project aims to understand consumer preferences and evaluate the market potential for these two ice cream brands in Ghaziabad.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat owned by 2.6 million milk producers. It pioneered the White Revolution in India that made India the largest milk producer in the world. Amul processes over 10 million liters of milk per day and earns an annual turnover of over $1 billion. It became successful due to the leadership of Dr. Verghese Kurien who established the cooperative model that empowered milk producers and increased India's milk production dramatically. Amul's brand was built on providing high quality products at affordable prices nationwide.
The document discusses the history and establishment of Amul milk in India. It details that Amul was established in 1946 as the Kaira District Co-operative Milk Producers' Union in Anand, Gujarat by dairy farmers who were frustrated by exploitation from private milk traders. Amul was formally registered as a co-operative in December 1946. It initially collected 250 liters of milk per day but has since grown significantly. Amul helped empower dairy farmers and establish a cooperative model of milk production and distribution in India. Today, Amul collects over 11 lakh liters of milk daily and has expanded its product portfolio beyond milk to include butter, ghee, cheese and other dairy products.
The document provides a history of Amul, beginning with the establishment of the Kaira District Co-operative Milk Producers Union in 1946. It details Amul's growth over the decades as it established dairy cooperatives across Gujarat. Amul is now the Gujarat Co-operative Milk Marketing Federation, with over 3 million producer members, handling nearly 14 million liters of milk per day. Amul has become one of the largest food brands in India and pioneered the white revolution to boost rural incomes. It aims to ensure milk producers receive the maximum share of consumer rupees.
Vijay Mirgule completed a summer internship project on "A Study on Effective Use of Marketing & Research Methodology for Premium Product" with Parag Milk Foods Ltd. The project involved conducting market research and customer surveys to provide feedback on Parag's premium milk brand "Pride of Cows". Vijay visited customers, offered product samples, explained product features and benefits, and registered new subscribers. He also gathered feedback from existing customers to help improve the product. Through the internship, Vijay aimed to help Pride of Cows increase sales and better understand customer requirements.
This document is an internship report submitted by Rohit Pathak analyzing Amul's product development and customer feedback. It includes an executive summary, industry profile on the food industry in India focusing on dairy processing, company profile of Amul, description of Amul Pro, research methodology used, findings, and conclusion. The main task of Rohit's internship was promoting the new Amul Pro product and making it available in stores while gathering feedback from 50 retailers on their views of the product.
A Study of the Sales and Distribution System at AMULRAJAT GARG
- Evolution of the dairy industry in India
- Milk Production and Consumption Patterns in India
- Prevalent Business Models in the Dairy Industry
- Major Players, Operating Margins, ROCE, Prices and Ratings
- Growth Drivers, Key Risks and Porters 5 Forces Analysis
- Analysis of Sales and Distribution Systems of AMUL at distributor, retailer and hypermarket level
- Comparison of Amul with Sanchi
- Recommendations
This document provides information about Amul butter, including its marketing mix strategies. Some key points:
- Amul butter has been the market leader in India for over 4 decades, with a current 88% market share.
- Amul follows a customer-based brand identity model to build emotional connections. Its mascot of the Amul girl aims to make the brand appealing through humor and Indian culture.
- Its marketing mix includes establishing the product as a staple spread through innovative advertising campaigns. Distribution reaches both urban and rural areas nationwide.
- Historical sales data shows Amul's turnover growing steadily over the past 20 years, indicating its brand strength and market dominance in the butter category.
The document provides information about the MMS program and industrial training. It discusses how the MMS program provides both theoretical and practical knowledge in business management. Industrial training helps students gain real-world experience and knowledge about business practices. It allows students to learn about various departmental operations in an industry. Training is an integral part of the MMS program, with each student required to undergo 2 months of training in a company and then prepare a project report. The training provides valuable experience about how management practices differ in real life compared to theory. It also discusses the importance of having both theoretical and practical knowledge for one's career.
Market penetration of amul beverage range products by dhruvil shahDhruvil Shah
"Market Penetration of Amul Beverage Range Products" is a Summer Internship Project Under Taken my me during May-June 2017.
In Summer, the demand of cold beverages increases. Hence, I was supposed the push the sales of Amul Beverage Range Products which include Amul kool Flavored milk, Amul Masti Buttermilk, Amul Lassi, Amul Koko & Café Can and Amul Pro Drink by increasing the retail penetration.
I was supposed to work with two distributors of Amul dairy product in North Ahmedabad and Gandhinagar. The first one is ‘Shree Pashwanath Traders’ which is located in Sabarmati, Ahmedabad and another one is ‘Ashok Marketing’ which is located in Sargasan,Gandhinagar.
The main objective of the project is to increase retail penetration of Amul beverage range products.
To find the problems in selling of Amul beverage range product and find out improvement areas.
Other objective of the project is to competitive analysis and to know how company beverage products perform in competitive market.
To Study the Consumer satifaction for Amul Milk in Nashk RegionYash Desai
The document provides information about Amul milk and Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), including their mission, vision, competitors, and details about GCMMF such as its annual turnover, milk procurement amounts, member unions, and product range. It discusses GCMMF's role in marketing Amul and Sagar branded products and describes some of its achievements and international exports.
This document summarizes a student's summer project presentation on a study of consumer behavior towards Amul products in Sabarkantha district, India. It includes an introduction on consumer behavior and the dairy industry. It then outlines the project's objectives, research methodology used which was a random sample of 120 consumers across 3 talukas. Key findings included high consumer satisfaction with quality but some issues with availability and price. Suggestions focused on improving product awareness, like for Amul khoa, and increasing local advertising.
This document provides a project report on studying supply chain management at Amul Satellite Dairy in Pune. It begins with an introduction that outlines the background, objectives, need and scope of the study. It then provides an overview of Amul, including its establishment in 1946, brand name, products, and cooperative structure. It describes the Pune plant, including its year of establishment, location, area, and number of milk collection centers. It outlines the dairy's key products and includes an organizational chart and description of the milk processing stages. In closing, it discusses Amul's operations and supply chain management strategy of coordinating its network and using appropriate technologies.
Amul is an Indian dairy cooperative established in 1946 that is managed by the Gujarat Cooperative Milk Marketing Federation. It collects 447,000 liters of milk daily from 3.9 million farmers and converts it into branded dairy products. Amul has a diverse product range including milk, butter, cheese, and ice cream. It follows a cooperative business model and competitive pricing strategy. Amul has a large distribution network across India and promotes its brand through digital marketing, social media, and sarcastic advertisements commenting on current events.
The document is a project report on a gap analysis of Amul ice creams in the metro market of West Bengal. It was conducted from June to August 2014. The primary objective was to analyze Amul's retail network and understand retailer views on supply chain, issues, and suggestions for better penetration. Competitors' activities were also examined. Research methods included questionnaires with retailers and secondary data from distributors. Key findings were that Amul has high awareness but average coverage, while competitors like Kwality Walls have larger market share due to policies like providing free refrigerators to retailers. The report provided an analysis of Amul and competitors in the target market.
This document is a summer internship project report submitted by Ankita Singh to SIES College of Management Studies. The report studies the market potential of Amul Slim Trim in Thane. Amul is India's largest food product marketing organization owned by the Gujarat Cooperative Milk Marketing Federation. The objectives of the research were to bridge gaps between distributors and retailers, increase awareness of new product launches, and tap into untapped markets. The research involved collecting data from distributors and visiting 25 retail outlets in different areas of Thane over 3 months. The data analyzed availability, awareness, visibility and placement of products. Strategic models like SWOT analysis, product life cycle, segmentation, targeting and positioning were used
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat. It is managed by the Gujarat Cooperative Milk Marketing Federation and has grown to become the largest food brand in India. As of 2012, Amul had a 25% market share in the Indian dairy market and an annual turnover of $2.2 billion from procuring over 12 million liters of milk per day. Amul follows a cooperative model where milk producers control procurement, processing, and marketing through professional management.
A Study on Consumer Perception about Amul Ice CreamAslam Khan
This document provides an overview of a research project report on consumer perception of Amul ice cream compared to Vadilal ice cream in Ghaziabad, India. It includes an introduction to the topic, statements of the problem being examined, profiles of both Amul and Vadilal companies, and outlines of the report contents which will cover objectives of the study, need and scope for the study, literature review, research methodology, data analysis and findings. The project aims to understand consumer preferences and evaluate the market potential for these two ice cream brands in Ghaziabad.
Amul was formed in 1946 as a dairy cooperative in Anand, Gujarat owned by 2.6 million milk producers. It pioneered the White Revolution in India that made India the largest milk producer in the world. Amul processes over 10 million liters of milk per day and earns an annual turnover of over $1 billion. It became successful due to the leadership of Dr. Verghese Kurien who established the cooperative model that empowered milk producers and increased India's milk production dramatically. Amul's brand was built on providing high quality products at affordable prices nationwide.
The document discusses the history and establishment of Amul milk in India. It details that Amul was established in 1946 as the Kaira District Co-operative Milk Producers' Union in Anand, Gujarat by dairy farmers who were frustrated by exploitation from private milk traders. Amul was formally registered as a co-operative in December 1946. It initially collected 250 liters of milk per day but has since grown significantly. Amul helped empower dairy farmers and establish a cooperative model of milk production and distribution in India. Today, Amul collects over 11 lakh liters of milk daily and has expanded its product portfolio beyond milk to include butter, ghee, cheese and other dairy products.
The document provides a history of Amul, beginning with the establishment of the Kaira District Co-operative Milk Producers Union in 1946. It details Amul's growth over the decades as it established dairy cooperatives across Gujarat. Amul is now the Gujarat Co-operative Milk Marketing Federation, with over 3 million producer members, handling nearly 14 million liters of milk per day. Amul has become one of the largest food brands in India and pioneered the white revolution to boost rural incomes. It aims to ensure milk producers receive the maximum share of consumer rupees.
Vijay Mirgule completed a summer internship project on "A Study on Effective Use of Marketing & Research Methodology for Premium Product" with Parag Milk Foods Ltd. The project involved conducting market research and customer surveys to provide feedback on Parag's premium milk brand "Pride of Cows". Vijay visited customers, offered product samples, explained product features and benefits, and registered new subscribers. He also gathered feedback from existing customers to help improve the product. Through the internship, Vijay aimed to help Pride of Cows increase sales and better understand customer requirements.
This document is an internship report submitted by Rohit Pathak analyzing Amul's product development and customer feedback. It includes an executive summary, industry profile on the food industry in India focusing on dairy processing, company profile of Amul, description of Amul Pro, research methodology used, findings, and conclusion. The main task of Rohit's internship was promoting the new Amul Pro product and making it available in stores while gathering feedback from 50 retailers on their views of the product.
Study of customer satisfaction for selected milk products at Desi Farms , PuneDurgeshRaje1
The document discusses the dairy industry in India. It provides background on the growth of the dairy industry in India, noting that India is now the largest producer of milk in the world. It discusses the key players in the formal and informal dairy sectors. The formal sector is dominated by cooperatives, while the informal sector consists of village milk vendors. It also discusses factors affecting competitiveness in the dairy industry, including demand conditions, market structure, factor conditions, and the role of government. Overall, the document provides a comprehensive overview of the dairy industry in India, its history, current structure, challenges and opportunities for further growth.
This document provides an overview of the dairy industry in India and the company Mother Dairy. It discusses the size and growth of the Indian dairy market. It then describes Mother Dairy's history, objectives, products, and operations in Hyderabad. Mother Dairy markets milk and other dairy products in Hyderabad through a network of agents using an outsourced logistics system. The document appears to provide background information in preparation for a study or project on Mother Dairy's milk sales through its card system in Hyderabad.
This project report provides a summary of a study conducted on the sales and distribution of Amul milk in the Pune market. It discusses the dairy industry in India and Amul's history, objectives of the study, research methodology, data collection and analysis. Key findings include that Amul faces tough competition from brands like Chitale and Katraj, with Chitale having the largest market share. Awareness of Amul milk is average among retailers and consumers, but acceptance is low. It is concluded that Amul milk has high potential but low acceptance compared to competitors that customers regularly use. The report recommends that Amul undertake promotional strategies to boost distribution and increase advertising through various channels.
Mr. Alok Gupta, manager of AMUL's Kanpur branch, is worried because AMUL has lost significant market share to a new competitor, Namaste India milk. AMUL was previously the dominant packaged milk brand in Kanpur with over 86% market share. Market surveys found that many customers switched to Namaste India because they believe it has better quality than AMUL. Retailers also report higher margins and better supply for Namaste India. Mr. Gupta must decide whether AMUL should change its strategy or continue its current approach to address the threat from Namaste India.
Case on Market Competition and promotional Strategies. The Case describes how a new brand can compete with the market leader and what should be done by the market leader to be on top of the market.
1) The dairy industry in India is experiencing rapid growth and transformation, with both established players and new startups innovating and expanding their product ranges, especially in value-added products like yogurt and flavored milk.
2) Major players like Amul, Nestle, and Danone are investing heavily in new processing facilities and value-added products to capitalize on the shift in demand toward more convenient, nutritious options.
3) While the liquid milk market remains important, particularly for large cooperatives, the highest margins and most opportunities for differentiation are in value-added products, driving many players to focus on categories like cheese, yogurt, and milk-based beverages.
Dairy Industry in India: Represent the Growth of Value Added ProductsIMARC Group
The report provides a comprehensive analysis of dairy market in india with insight the value added dairy products like UHT milk, flavored milk, flavored yoghurts, probiotic dairy products, etc that are currently growing at 20-25% annually. Link to report: http://www.imarcgroup.com/dairy-industry-in-india
This document provides an overview of Sumul Dairy or the Surat District Co-operative Milk Producers' Union Ltd. It discusses the dairy's history beginning in 1951, operations including milk procurement, production processes, and distribution channels. It also describes the various departments within Sumul Dairy including human resources, marketing, production, and quality management.
The document provides information about Surat District Co-operative Milk Producer's Union Ltd (SUMUL), including:
1) It was established in 1951 to support milk producers in Surat and is part of the Gujarat Co-operative Milk Marketing Federation.
2) It collects milk from farmers, tests quality, processes the milk and sells products like milk, butter, ghee across Surat.
3) It has grown significantly over the years in terms of milk procurement, production and sales.
This document provides an overview of the global dairy industry. Some key points:
- Worldwide milk production is projected to grow slightly to 655 million tonnes in 2008-09, with strongest growth in Asia, particularly China and India.
- India is the largest milk producer globally.
- Butter and whole milk powder production is increasing, while skim milk powder production is declining.
- World trade in dairy products increased in 2007-08 and the recovery continued into 2008-09, with growth in trade of butter, cheese and whole milk powder.
- The outlook for 2008-09 global dairy trade remains positive but growth may slow due to high prices found in new market equilibrium.
The dairy industry in India is the largest in the world. While India has traditionally been a producer and consumer of liquid milk, the demand for value-added dairy products (VADPs) like cheese is growing rapidly due to urbanization, rising incomes and changing consumer preferences. Cheese production and consumption in India is lower than other countries historically but is growing at 20-25% annually in urban areas as more companies enter the market offering different cheese varieties. Higher margins of 12-18% in VADPs compared to 4-5% in liquid milk are driving companies to expand into cheese and other dairy products. The cheese market is seen as one of the most promising segments for future growth and profits in the Indian dairy industry.
Leadership of indian coop dairy industryAmit Gupta
The document discusses the Indian dairy cooperative industry, its growth driven by Operation Flood from 1971-1996, and current issues and challenges in the context of globalization. Key points:
1) Operation Flood led to the development of a 3-tier cooperative structure that provided farmers an assured market and established linkages between rural milk production and urban demand.
2) It helped transform the dairy industry and greatly increase milk production and farmers' incomes, establishing India as the world's largest milk producer.
3) However, the cooperative system now faces issues such as rising costs, competition from the private sector following trade liberalization, and the need to focus on value-added products to benefit farmers.
Leadership Of Indian Coop Dairy IndustryAmit Gupta
A Tribute to the Milkman of India,Dr V.Kurien who passed away recently-tracing the history of Amul innovation & competitiveness of Indian dairy industry
Leadership Of Indian Coop Dairy IndustryAmit Gupta
The document discusses the Indian dairy cooperative industry, its growth driven by Operation Flood from 1971-1996, and current issues and challenges in the context of globalization. Key points:
1) Operation Flood led to the development of a 3-tier cooperative structure that provided farmers an assured market and established linkages between rural milk production and urban demand.
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Amul SIP Project
1. 1
A PROJECT REPORT
ON
“MARKET DEVELOPMENT OF AMUL POUCH MILK:
CLUSTER APPROACH”
AT
Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF)
AMUL
PREPARED BY
ANIRBAN GHOSH
BENGAL INSTITUTE OF BUSINESS STUDIES
MBA
(2016 – 2018)
UNDER THE GUIDENCE OF
MR. KOUSHIK CHAKRABORTY
(BRANCH MANAGER, AMUL)
MR. KAUSTUV MUKHERJEE
(INTERNAL FACULTY GUIDE)
2. 2
CONTENTS
1
ACKNOWLEDGEMENT
1
2
EXECUTIVE SUMMARY OF THE PROJECT
2
3
INTRODUCTION
3
4
OVER VIEW OF THE INDUSTRY
4 - 7
5
COMPANY PROFILE
8 - 15
6
OBJECTIVE OF THE PROJECT
16 - 17
7
RESEARCH METHODOLOGY
18 - 36
8
DATA ANALYSIS
37 - 48
9
SWOT ANALYSIS OF AMUL
49
10
OBSERVATION AND FINDING
50 - 52
11
SUGGESTION AND RECOMMENDATION
53 - 54
12
CONCLUSION
55
13
BIBLIOGRAPHY
56
14
APPENDIX ( QUESTIONNAIRE )
57 - 61
3. 3
ACKNOWLEDGEMENT
A successful completion of job is based upon the chain of factors combining together to make an
integral outcome. The cooperation of the factors mixed with sincere effort can lead to best
performance. My project is also no exception to this. So it becomes necessary to mention this
before I start writing my project report.
I take this opportunity to express my deep sense of gratitude to all those who have contributed
significantly by sharing their knowledge and experience in the completion of this project work.
I would like to place on record, my sincere gratitude to Miss. Moupiya Sarkar (Regional HR
Manager, of Amul) for selecting and providing me the golden opportunity to do my Summer
Internship Programme with Amul.
I would like to express my sincere gratitude to Mr. Koushik Chakraborty (Branch Manager,
Amul) who has extremely helped me and guided me as a whole and giving me the support to
complete my project.
I would like to express my sincere gratitude to my internal faculty guide from Bengal Institute of
Business Studies, Mr. Kaustuv Mukherjee for his extreme support and guidance in completing
the project.
Last but not the least; I convey my warm regards to all the territory sales in charge, distributors,
sales person, retailers, multivendor who have directly or indirectly helped me for my project.
4. 4
EXECUTIVE SUMMARY
A project report has been prepared on “DEVELOPMENT OF AMUL POUCH MILK:
CLUSSTER APPROACH.” from AMUL.
This project is focused on these main factors:
Comprehensive analysis of problems of Amul milk in the Retail market and multivendor
market
Competitive analysis with other competitors in the Retail market and multivendor market.
Customer preference survey for Amul milk and other Brands.
I have visited various key outlets of retail market and multivendor market at different region of
south kolkata to find out the problems of Amul milk based on several parameters like scheme or
cash preference, service satisfaction, delivery satisfaction.
A competitive study against the competitors was done based on several parameters like service
satisfaction, distributor’s margin, scheme provider, to understand the current scenario of Amul
milk and the competitors’ brand in the market, and a customer survey was conducted to know
about their preferences and needs and also conducted for umbrella promotion for promoting.
This project was done to find out the key issues of Amul milk as well as competition mapping with
other brands and provide strong recommendation to the company which can be implemented to
obtain a better result. Some recommendations for Amul to retain the leading positions are :-
Packaging should be improved to avoid spoiling problem and leakage problem.
Scheme is one of the biggest issue for Amul milk in distributor’s market which has to be
solved providing a better solution to the distributor.
Less profit margin for both distributors and retailers, so this problem will be solved to
arrange a quarterly meeting with distributor and retailers differently.
Distribution channel by the distributors must be clear to maintain a uniform dealer margin,
and do not change distributor frequently because he is the only one person who act as a
connecting link between company and retailers.
5. 5
INTRODUCTION
Milk industry in India in the organized sector produces around 70% of the total production, the
balance 30% being contributed by the other brand. Dairy farms produced about 730 million tonnes
of milk in 2011, from 260 million dairy cows. India is the world's largest producer of milk, and is
the leading exporter of skimmed milk powder, yet it exports few other milk products. The ever
increasing rise in domestic demand for dairy products and a large demand-supply gap could lead
to India being a net importer of dairy products in the future. The United States, India, China and
Brazil are the world's largest exporters of milk and milk products.
A survey was conducted to understand the current market scenario of Amul milk on retail basically
key accounts which have high sale volume and distributor market. A company will run for a long
time to solve its problems. This survey based on find out the problems from retailers and
distributors of Amul, deep analysis of the reasons of those problems and provides recommendation
about the ways to solve those problems. Figures are represented by pie chart for clear
understanding the result of the project.
A company will retain their position to analyze their competitors’ activities also. Amul has others
competitors also but one of the major competitors is Red Cow and Mother Dairy. Red Cow the
FMCG milk brand has already entered the market and became one of the major competitors of
Amul milk. Another survey about the competition of Amul against the other milk brands was
conducted to understand the preference of retailers and distributors between Amul and other milk
brand based on some parameters, analysis of the reason of preference and providing
recommendation that how Amul can improve those issues to increase their market share. All the
figures are represented graphically for clear understanding about the result.
Some questions were asked to customers, retailers, and distributors for their preference for Amul
and other milk brands prepared a graphical representation about the report with proper
recommendation.
The main aim of the project is to provide genuine information about the current market scenario
about Amul itself and its competitors and providing strong recommendation based on the retailers,
distributors and customers point of view. It helps Amul to hold their leading position in the market.
6. 6
MILK INDUSTRY IN INDIA
Today, India is ‘The Oyster’ of the global dairy industry. It offers opportunities in large
number to entrepreneurs worldwide, who wish to capitalize on one of the world’s largest
and fastest growing markets for milk and milk products.
The Indian dairy industry is rapidly growing, trying to keep pace with the galloping
progress around the world. It may transfer technology, sign joint ventures or use India as a
sourcing center for regional exports.
India’s dairy sector is expected to triple its production in the next 10 years in view of
expanding potential for export to Europe and the West. Moreover with WTO regulations
expected to come into force in coming years all the developed countries which are among
big exporters today would have to the support and subsidy to their domestic milk products
sector.
Also India today is the lowest cost producer of per liter of milk in the world. Also to take
advantage of this lowest cost of milk production and increasing production in the country
multinational companies are planning to expand their activities here. Some of these milk
producers have already obtained quality.
India has the credit of being the largest producer as well as the biggest consumer of milk
in the world. It also has the world’s largest dairy herd (comprised of cows and buffalos).
In 2010-11, livestock generated output worth INR 2,075 billion (at 2004-05 prices) which
comprised 4% of the GDP and 26% of the agricultural GDP.
India’s milk production accounts for 16% of total global output.
A budgetary outlay of INR 31,560 Crore is recommended by the working group for 12th
Five Year Plan of Planning commission of India for animal husbandry and dairy sector to
achieve growth rate of 6%.
In the past 20 years, milk production in India has doubled and has reached the 116.2 million
tons a year thus becoming India’s No. 1 farm commodity.
The current market size of dairy Industry is INR 2.6 trillion and is estimated to grow up to
INR 3.7 trillion by next 10 years.
7. 7
Operation Flood has led to the modemization of India’s dairy sector and created a strong
network for procurement processing and distribution of milk by the co-operative sector.
Per capita availability of milk has increased from 132 gm. per day in 1950 to over 220 gm.
per day in 1998.
The main trust of operation flood was to organize dairy co-operatives in the milk shed areas
of the village, and to link them to the metro cities, which are the main market for pouch
milk.
Today’s per capita consumption has been increased up to 290 gm. per day (2012-12).
India has always been the largest producer (an estimated 400 million litre per day currently) and
consumer of milk in the world. But it remained a boring market largely because the per capita
consumption was low, and most of the milk was consumed in its basic, liquid form, or at best as
ghee and some butter.
Over the past few years, though, a couple of things have changed to make the market vastly more
attractive to new players. One, as global dairy consumption stagnates or even dips, Indian
consumption is going up. India's per capita consumption of milk at 97 litres a year is way below
that of western countries like the US, which boasts per capita consumption of 285 litres per year,
or the EU, which consumes 281 litres per capita per year. But while Indian per capita demand is
going up 4.5 per cent year-on-year, global per capita consumption is growing at an anaemic 1.5
per cent, and in some countries in the West it may actually be falling, points out T. Nandakumar,
Chair-man, National Dairy Development Board (NDDB).
50%
15%
25%
10%
Amul Metro Redcow Motherdairy
8. 8
In sharp contrast, our own dairy farmers who were part of the Amul Cooperative movement, were
insulated from the sharp fluctuation in the global dairy scenario due to our long-term emphasis on
consumer marketing and brand building. While dairy farmers world-wide were reeling from global
slump in farm gate milk prices, our Amul family farmer-members went on to receive a 30%
increase in the price of milk they poured into the cooperatives during last three years. The coming
months present a golden opportunity for us with a rapidly improving dairy market scenario and an
increase in demand expected for our entire basket of dairy products including fresh liquid milk.
The Government’s demonetization policy has had a positive impact on our business. It helped us
encourage our farmer-members to open bank accounts and link these with dairy cooperatives so
that cashless payments for milk can be transferred directly to their accounts. Rural India is home
to more than two-thirds of the country’s population. Technology is a great enabler for financial
inclusion, and the path to rural empowerment lies in digitalization.
The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should
become the basis of a National Dairy Development policy. He understood that the success of Amul
could be attributed to four important factors. The farmers owned the dairy, their elected
representatives managed the village societies and the district union, they employed professionals
to operate the dairy and manage its business. Most importantly, the co-operatives were sensitive
to the needs of farmers and responsive to their demands.
55%
20%
15%
10%
Segmentation of Amul milk
Taaza Slim n Trim Gold Skati
9. 9
BRIEFPROFILEOFTHEPLAYERSINTHEINDUSTRY:-
The Birth of Amul:-
It all began when milk became a symbol of protest
Founded in 1946 to stop the exploitation by middlemen
Inspired by the freedom movement
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the
state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel
triggered off the cooperative movement. Angered by unfair and manipulative practices followed
by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai
Patel for a solution. He advised them to get rid of middlemen and form their own co-operative,
which would have procurement, processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperative in 1946.
MainproductsproducedbyAmulindustriesare:-
Amul's product range includes milk powders, milk, butter, ghee, cheese, dahi, yoghurt,
buttermilk, chocolate, ice cream, cream, biscuit , shrikhand, paneer, gulab jamuns, flavoured
milk, basundi, Amul's sugar-free Pro-Biotic Ice-cream and others.
10. 10
COMPANY PROFILE
AMUL INDUSTRIES LIMITED
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. Formed in
1950, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in
Gujarat.
The Company's principal activity is the manufacture and sale of milk, chocolate, ice cream and
dairy products.
Over view of the Company: -
Name: - Amul
Type: - Cooperative
Industry: - Dairy/FMCG
Headquarters: - Anand, Gujarat, India
Area Served: - Multinational
Product: - Milk, Chocolate, Ice Cream and Dairy
Chairman: - Verghese Kurien
11. 11
History:-
Amul cooperative registered on 14 December 1946 as a response to the exploitation of marginal
milk producers by traders or agents of the only existing dairy, the Polson dairy, in the small city
distances to deliver milk, which often went sour in summer, to Polson. The prices of milk were
arbitrarily determined. Government had given monopoly rights to Polson to collect milk from
Kaira and supply it to Bombay city.
Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai
Patel under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form
a cooperative and supply milk directly to the Bombay Milk Scheme instead of Polson (who did
the same but gave them low prices). He sent Morarji Desai to organise the farmers. In 1946, the
milk farmers of the area went on a strike which led to the setting up of the cooperative to collect
and process milk. Milk collection was decentralized, as most producers were marginal farmers
who could deliver, at most, 1–2 litres of milk per day. Cooperatives were formed for each
village, too.
The cooperative was further developed and managed by Dr.Verghese Kurien with H.M. Dalaya.
Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the
world) and a little later, with Kurien's help, making it on a commercial scale, led to the first
modern dairy of the cooperative at Anand, which would compete against established players in
the market. Kurien's brother-in-law K.M. Philip sensitized Kurien to the needs of attending to the
finer points of marketing, including the creation and popularization of a brand. This led to the
search for an attractive brand name. In a brainstorming session, a chemist who worked in the
12. 12
dairy laboratory suggested Amul, which came from the Sanskrit word "amulya", which means
"priceless" and "denoted and symbolised the pride of swadeshi production”.
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to
Anand's neighborhood in Gujarat. Within a short span, five unions in other districts – Mehsana,
Banaskantha, Baroda, Sabarkantha and Surat – were set up. To combine forces and expand the
market while saving on advertising and avoid competing against each other, the GCMMF, an
apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which
had the brand name Amul with it since 1955, transferred it to GCMMF.
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.[13]
Technological developments at Amul have subsequently spread to other parts of India.
The GCMMF is the largest food products marketing organisation of India. It is the apex
organisation of the dairy cooperatives of Gujarat. It is the exclusive marketing organisation for
products under the brand name of Amul and Sagar. Over the last five and a half decades, dairy
cooperatives in Gujarat have created an economic network that links more than 3.1 million
village milk products with millions of consumers in India. Gujarat Cooperative Milk Marketing
Federation Ltd.
Overseas:-
For the Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets milk
products under the Amul brand, is aggressively focusing on taking the brand to overseas markets.
In fact, Amul products are now available in shelves across several countries including the US,
China Australia, West Asian countries and those in Africa.
With an eye on both consumer (which includes products such as cheese, butter, ghee and
shrikhand) and commodity (skim milk and butter oil) exports, GCMMF is targeting export
revenues of about Rs. 200 crore this year.
"Exports of milk products from India have become lucrative now. With most countries having
reduced subsidies on milk products as per the WTO guidelines, milk products from India have
become competitive in international markets. Earlier, international prices were lower than Indian
13. 13
prices. For our consumer products, we are targeting markets which have a large population of
non-resident Indians," Mr R.S. Sodhi, Head Marketing, GCMMF, said.
On the commodity exports front, GCMMF has tied up with dairies in other countries. Most of the
exports of skim milk and butter oil are to neighbouring countries, West Asia, Africa,
Afghanistan, China and Singapore.
Interestingly, China is emerging as a lucrative market for milk products exports. "China is a net
importer of milk products. Also, the per capita consumption of dairy products in China is one-
fourth of that in India with demand growing at 33 per cent," Mr Sodhi said.
However, exporting to the European countries is still a tough task due to the number of non-tariff
barriers in place.
India is the world's largest producer of milk with production growing at 4.5 per cent annually.
The Milk King:-
With Amul stepping into the market, tricity customers will have more options to buy quality milk
at competitive rates. Earlier, Verka --- being the biggest player in the organised sector --- used to
dictate milk prices but now with another option available, prices would remain under
control.Competition will ensure quality, say experts.
Dairy farmers all smiles
Dairy farmers are likely to get better procurement price for their produce. It will also give a
much-needed boost to the dairy industry.
Amul pays Rs 565 per kg fat along with bonus to its suppliers, while Verka pays around Rs 520.
“Verka will have to improve its quality and increase its procurement rates to retain suppliers. As
of now, Amul is not procuring directly from dairyfarmers and is banking on contractors for
supply. But once they start procurement from dairy farmers, it would definitely make things
difficult for Verka,” said a former chairman of Verka milk plant.
Amul made its first plant functional in Batala in Gurdaspur district in November 2014. Most of
its procurement is being done from Batala from where the milk is sent for packaging to a plant in
Khamano in Fatehgarh Sahib district.
14. 14
Growth and Profitability:-
Dairy major Amul on Saturday reported an 18 per cent increase in turnover at Rs. 27,085 crore
for the last fiscal on an across-the-board sales increase.
Gujarat Co-operative Milk Marketing Federation (GCMMF), which markets Amul brand of milk
and dairy products, had posted a turnover of Rs. 22,972 crore.
The turnover of GCMMF has increased by about 3.5 times in the last seven years.
"We have achieved volume sales growth in all product categories," said R S Sodhi, Managing
Director, and GCMMF.
Pouch milk, the highest turnover product, has shown volume growth in double digits while
products like butter, ghee, ice cream, UHT milk, flavoured milk, paneer and fresh cream have
also registered a double-digit growth.
Sodhi asserted that there was no negative impact of demonetisation on its business.
He added that member unions of GCMMF have opened more than 12.5 lakh new bank accounts
for milk producer members and their almost entire payment is channelized
GCMMF has been achieving a compound annual growth rate (CAGR) of more than 20 per cent
for the last seven years because of higher milk procurement, continuous expansion in terms of
adding new markets, launching of new products and adding new milk processing capacities
across India.
Amul plans to step up its milk processing capacity to 380 lakh litres per day, from the current
300 lakh litres, in the next three years, said Jethabhai Patel, Chairman, GCMMF.
15. 15
Business:-
Joint Venture:-
Shares of Escorts Ltd were trading higher 4% at Rs. 139 on BSE Today. The Company in pact
with Amul Industries for manufacturing specialised tractors. Steeltrac is a specialised tractor
which is complimentary to general purpose tractors which can efficiently operations like
inter- weeding for farmers growing row- crops.
The stock opened at Rs. 134.35 as against the previous close of Rs. 134 on BSE. It has hit a
high of Rs. 140 and a low of Rs. 134 on BSE today.
Total traded quantity on the counter stood at over 1.85 lk shares on BSE.
Meanwhile, the benchmark BSE Sensex is trading at 28,879 up 97 points.
Dairy Products:-
Dairy products contribute close to 30% to Amul’s revenue. Britannia trades and markets dairy
products, and its dairy portfolio grew to 57% in 2000-01 and by 30% in 2001-02. Amul holds an
equity stake in Dynamix Dairy and outsources the bulk of its dairy products from its associate. Its
main competitors are Nestlé India, the National Dairy Development Board (NDDB), and Britannia
Industry Ltd.
Milk’s:-
The company's factories have an annual capacity of 36, 50, 00000 liters. The brand names of milks
include Amul Taaza, Amul Slim n Trim, Amul Gold, Amul Shakti, and Amul Tea Special.
Amul Taaza, the mass market brand, realized 55% of Amul milk revenues in 2006.
16. 16
Out of the 400 million litres of milk that India produces per day, 160 million litres per day (48 per
cent) is retained by the producers for their own consumption. The surplus milk that is available for
sale is around 240 million litres per day (52 per cent) and out of that only 70 million litres per day
is being used by the organised sector - consisting of co-operatives such as Amul, Mother Dairy
(wholly-owned subsidiary of NDDB) and Nandini (a brand owned by the Karnataka Cooperative
Milk Producers Federation (KMF), as well as private sector players such as Nestle and Danone.
Over 170 million litres of the surplus milk continues to be with the unorganised sector, comprising
traditional doodhwalas. In value terms, the Indian milk economy is worth Rs 5 lakh crore, growing
at a CAGR of 15-16 per cent, out of which the organised milk economy is worth Rs 80,000 crore.
Over 80 per cent of milk consumption in India is that of liquid milk and over 55 per cent of the
revenue of large co-operatives, such as Amul and Nandini, comes from selling liquid milk. There
are still limited takers for value-added dairy products such as cheese, yogurts or flavoured milk,
but this is where much of the action is taking place today simply because of its higher margins,
and the ability to differentiate and introduce new products. Equally, the fact that the milk
cooperatives did not tap this market until the multinationals came in made it an area where the
competition was relatively equal.
17. 17
Awards and recognition:-
GCMMF (Amul) won the World Dairy Innovation Awards-2014 of Best Marketing
Campaign for its “Eat Milk with Every Meal” campaign. The finalists and winners in the
World Dairy Innovation Awards 2014 were announced on 17 June 2014 at the 8th Global
Dairy Congress in Istanbul, Turkey. Sh K. M Jhala, Chief General Manager, received the
award.
Gujarat Cooperative Milk Marketing Federation Ltd. received Forbes India Leadership
Awards 2015 in the category of "Conscious Capitalist for the Year". Shri R S Sodhi,
Managing director, GCMMF received this prestigious award at a sparkling event held in
Mumbai on 30th
September, 2015.
GCMMF (Amul) won the 12th BML Munjal Award - 2017 for “Business Excellence
through Learning and Development” in the Manufacturing - Public/Co-operative
Sector category. The Award & Citation were received by our MD from Shri Prakash
Javadekar, Hon’ble Union Minister of Human Resource Development during the
Mindmine Summit, and an Annual Flagship event of Hero Enterprise, held in New Delhi
on 20th April, 2017.
18. 18
OBJECTIVE OF THE PROJECT
Amul industry in India in the organized sector produces around 70% of the total production, the
balance 30% being contributed by the others milk brands.
During the last seven years, Amul’s milk procurement prices to its farmer-members more than
doubled from Rs. 24.30 per liter for buffalo milk (Rs. 337 per kg fat) in 2009-10 to Rs. 49 per
liter (Rs. 680 per kg fat) in 2016-17. Since the cooperative’s total milk procurement also doubled
during this period, from 90.9 lakh liters per day to 176.5 lakh liters per day, this effectively
increased the income of its dairy farmers, four-fold in the last seven years.
Amul is currently procuring around 150 lakh liters of milk daily from around 35 lakh milk
producer members from over 18,500 villages.
This project is focused on the five main factors of a company, these are : -
Comprehensive analysis of problems of Amul milk in the Retail market.
Comprehensive analysis of problems of Amul milk in the Distributors market.
Competitive analysis with other competitors in the Retail market.
Competitive analysis with other competitors in the Distributors market.
Customer preference survey for Amul milk and other milk brands.
I have done the first part of the project based on some parameters which are very effective to find
out the problems of Amul pouch milk in the retail market and distributors market. Those
parameters and the importance of the parameters are:-
Preference for incentives: Amul does not has its own point and cash or schemes system
as their incentives. Some of the shopkeepers want scheme and some of them want extra
pouch packets in every caret. This problem has to be recovered to maintain a healthy
relation with the shopkeepers.
Delivery: A survey was conducted to understand the delivery related problems in retail
and multivendor market. It is very important problem and it has to be recovered very fast
because if delivery of the ordered products are not placed within time then availability of
the product goes down which results decrease of, to off take and market share.
The segment of pouch milk which consists of high rate of customer demand but low
rate of delivery system: A Survey was conducted in retail market to understand that which
segment of pouch milk has higher demand but lower availability.
19. 19
Second part of the project is the most important part that is customer survey. Customer survey
plays a vital role in case of market survey for a company and competition mapping against
another company. Customers are the key player for a company to retain in the market. A survey
was conducted for getting the result of customers need and objection about the products of a
company. This survey was conducted based on the customer preference of a company based
on several parameters and reasons of their buying. Customer survey is one of the important
tools to understand the current market scenario for the company. Those parameters and the
importance of the parameters are :
Customer preference survey between Amul milk and Others milk brand: A customer
preference survey was conducted between Amul pouch milk and others milk brand. Amul
pouch milk holds majority of the market share and others milk brand holds 30% of the
region revenue.
Reasons for buying:-
Price: Price is one of the most important parameter for buying a product because a FMCG
like pouch milk, customers use daily basis so they focus on the price for the affordability
of the product.
Quality: A survey was conducted on the basis of the quality of the product. This survey
has been conducted to understand that how does quality of a product affect on the point of
purchase. It depends on the contain of the products which a customer can see and gather
the idea of the quality of the product.
Brand value: Brand is basically a name. In case of Amul milk which itself carries its brand
value. Customers trust the brand so they buy the products. Amul pouch milk and others
milk brands have different brand of milk still people believe that in case of milk its Amul
rather than others.
Taste: Taste is also an important parameter for consumer choice. Switching of customer
from one brand to another due to change of taste. Consumer expectations have highlighted
the strong links between what consumers expect from the product and their resulting
perception of liking.
Variety: Drinking is varied means drinking a variety of milk from each milk groups daily.
Here socio economic classification also plays a vital role because every company has his
different types of milk like Toned, D ouble Toned, Standard, and Tea special products.
20. 20
RESEARCH METHODOLOGY
Introduction:-
The process used to collect information and data for the purpose of making project decision is
called research methodology. The methodology may include interactions, surveys, and other
research techniques and could include both present and historical information. This project was
conducted through interactions of shopkeepers based on some parameters in questionnaire form
and customer survey was conducted to understand the preference of customers.
Mechanics:-
Place:-
The survey was conducted to the outlets of retail market and different shops of wholesale
multivendor market.
I visited to the different outlets of South Kolkata for retail market survey to collect the data.
I visited to the different shops of multivendor, Distributors market at Lake Gardens,
Jadavpur, New Alipore, Dhakuria, Haltu, etc. for the survey.
Lake Gardens, Jadavpur
21. 21
Sample size: -
I have visited more than 150 outlets and for the consumer preference my sample size is 120
including retail and distributors or ADA market.
Time of completion of project:-
Total days of completion of project is 70 days.
Presentation of data:-
At first the primary data are accumulated from the shopkeepers and the customers.
Secondary data are used for industry and company over view.
The data are presented statistically with the help of Microsoft Excel.
Comprehensive analysis of Amul pouch milk in Retail market:-
Date=
5/05/20
17 to
13/05/2
017 ADA Name= Papun Stores
Location= Lake Gardens, Jodhpur Gardend, Poddarnagor,
Katjunagor, Vikramgarh
O/L
Name Location
Contact
Person
Contact
No.
Type of
Shop
Classificat
ion Milk Type Milk Brand
Jhimli
Stores
Jodhpur
Garden
Jhimli
Chatterje
e
9831622
14
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
Quick
Courier
Service
Jodhpur
Garden
Dipak
Saha
9831553
231
Grocery
TM(200/50
0/5K
DTM(300/5
00) FC(500)
D(200/400/
1K)
35. 35
Competitive analysis between Amul milk and others brand milk under another
distributors:-
Retail List
ADA: Anurag Enterprize FFR:
SL.
No. Name of Outlet
Contact
Number Address Type(Outlet/Vendor)
Sale of
Amul
Milk(lit)
Sale of
other
Milk(lit)
1
Pampa Stores 9474663367
Jodhpur
Colony
Pan Shop 45 lt
15 lt
2
Maa Laksmi
Stores 8240143996
Jodhpur
Colony Small Grocery 37 lt 10 lt
3
Shree Guru
Bhander 9051834270
Lake
Gardens Grocery 39.5 lt 20 lt
4
Jai Maa Kali
Bhander(North) 9903834759
Lake
Gardens Grocery 32.5 lt
5
Jai Maa Kali
Bhander(South) 9674416305
Lake
Gardens Grocery 25 lt 10 lt
6 S. N. Saha 9038057794 Jodhpur Grocery 19 lt
7 Proyojon 9830061556
Lake
Gardens
Station
Milk Center + Home
Delivery 150 lt 30 lt
8
Basu Dev
Bhander 24224580
Lake
Gardens Grocery 15 lt
9
Satyanarayan
Bhander 9874307012
Lake
Gardens Grocery 15 lt
10 Suresh Stores 9681811876
Jodhpur
Colony Grocery 72.5 lt 10 lt
11 Bapi Tea 9007222579
Lake
Gardens
(Super
Market) Tea Shop 122.5 lt 55 lt
12
New Shri
Krishna
Bhander 9883250936
Lake
Gardens Grocery 25 lt
13
Jagadish
Mondal 7044791268 Swiss Park
Grocery + Home
Delivery 130 lt 65 lt
37. 37
35 Saha S T 7890655303
Lake
Gardens Grocery 74 lt
36 Babu 9831541653
P.A. Shah
Road
Vendor (Home
Delivery) 41.5 lt
37 Sambhu 7890678447
P.A. Shah
Road
Vendor (Home
Delivery) 47 lt
38 R.N Lal 9051451040
Lake
Gardens Grocery 15 lt
39 L.N Bhagat 9903558871
Lake
Gardens Grocery 42 lt
40 Parbati Stores
Lake
Gardens Grocery 12.5 lt
41 Krishna Stores 7685360167
Jodhpur
Gardens Confectionery 30 lt
43 Barnali
P.A. Shah
Road Grocery 20 lt
44 Utkal Pan Shop 8450092781
P.A. Shah
Road Pan Shop 80 lt
45 Kali Bhander 9330943260
P.A. Shah
Road CIT
Market Grocery 45 lt 20 lt
46 Mini Stores 9007918965
H.P Dutta
Lane Grocery 12.5 lt
47 Raja Stores 9903392009
Anjuman
Aara Brgum
Row Pan + Cigerett Shop 21 lt
48 New Sansarik
Anjuman
Aara Brgum
Row Grocery 14 lt
49 Babun Stores 9831153505
Anjuman
Aara Brgum
Row Grocery 13 lt
50 Rakamari 9831719774 R.P Colony Grocery 10 lt
51 Bharat Stores 9836540177
Golf Club
Road Small Grocery 30 lt
52 Bapi Stores 9051796619
Golf Club
Road Small Grocery 23.5 lt
53 Matri Bhander 7278959252 R.P Colony Grocery 50 lt
54
Annapurna
Stores 9748949961
Lake
Gardens
Super
Market Grocery 20 lt
55
Basu Deb
Bhander
Lake
Gardens
Super
Market Grocery 12.5 lt 5 lt
38. 38
56 Matri Bhander 9874484411
Lake
Gardens
Super
Market Grocery 25 lt 10 lt
57
Taraknath
Stores 9883104170
Lake
Gardens Grocery 10 lt 3 lt
58
Goutam Pan
Shop 9903777714 CIT Market Pan + Cigerett Shop 10 lt
59
Hari Om
Bhander
24224006 Lake
Gardens Grocery 20 lt
60
Lakshmi Store 24170570
Lake
Gardens Grocery 10 lt 5 lt
61
Munna Store 9831553212
Lake
Gardens Tea Shop 5 lt 2.5 lt
62
New Lakhsmi
Narayan
9831278931 Lake
Gardens Grocery 29 lt 15 lt
2741.5
780
Ratio( ltrs)
Amul Total Others Total
Anurag Enterprise (Bapi Daa)
39. 39
DATA ANALYSIS
“MARKET DEVELOPMENT OF AMUL POUCH MILK: CLUSTER APPROACH”
It all began when milk became a symbol of protest
Founded in 1946 to stop the exploitation by middlemen
Inspired by the freedom movement
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperative in 1946.
The analysis and interpretation of the data involves the analyzing of collected data and
interpreting it with pictorial presentation such as bar charts and pie charts.
1. Which milk do you consume?
Options No. of respondent % of respondent
Pouch milk 70 95%
Loose milk 10 5%
Both 0 0%
88%
12% 0
% of Respondent
Pouch Milk Loose Milk Both
40. 40
2. Customer’s monthly expenditure in milk (in Rs.)
Response No. of Respondent % of respondent
500-1000 50 70%
1000-1500 20 25%
1500 above 10 5%
63%
25%
12%
% of Respondent
500-1000 1000-1500 1500 above
41. 41
3. Reasons for switching Amul to others brand.
Quality Taste Price Not
available
Others
18 10 15 3 3
0
10
20
30
40
50
60
Quality Taste Price Not Available
53
40
10
7
42. 42
4. Are you satisfied with the milk that you are consuming?
Response No. of Responded % of Responded
Yes 55 68.75%
No 25 31.25%
68.75%
31.25%
% of Responded
Yes No
43. 43
5. Do you think that the price of the product is higher than the competitor’s product?
Response No. of Responded % of Respondent
Strongly Agree 25 41.67%
Strongly Disagree 10 16.67%
Agree 20 33.33%
Neither 5 8.33%
41.67%
16.67%
33.33%
8.33%
% of Respondent
Strongly Agree Strongly Disagree Agree Neither
44. 44
6. If you buy Amul pouch milk, then which pack u purchase?
a) Amul Taaza
b) Amul Slim n Trim
c) Amul Gold
d) Amul Shakti
Respose No. of Responded % of Responded
Taaza 45 56.25%
Gold 20 25%
Slim n Trim 10 12.50%
Shakti 5 6.25%
56.25%
25%
12.50%
6.25%
% of Responded
Taaza Gold Slim n Trim Shakti
45. 45
7. Preference of Retailers to milk brand.
Brands Respondants
Amul 20
Red Cow 16
Metro 14
Mother Dairy 13
0
2
4
6
8
10
12
14
16
18
20
Amul Red Cow Metro Mother Dairy
20
16 14 13
Respondants
46. 46
8. Ratings from customers for attributes of Amul milk.
Rating Quality Brand Image Availability Packaging Price
Very Good 18 25 16 5 6
Good 9 5 9 2 13
Average 3 0 0 15 11
Bad 0 0 5 8 0
Very Bad 0 0 0 0 0
Total 30 30 30 30 30
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very Good Good Average Bad Very Bad Total
18 9
3
0 0
30
25
5
0
0 0
30
16
9
0
5
0
30
5
2
15
8
0
30
6
13 11
0
0
30
Attributes Ratings
Quality Brand Image Availability Packaging Price
47. 47
9. Data Analysis for Umbrella Promotion:-
Store name Sales(ltr)
Initially Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
Netai Saha 0 10 5 5 5 6 8
Swapna 5 15 15 15 15 7 6
Tulsi Bhander 7 5 20 15 15 10 17
Sinha Tea Co. 10 30 25 25 25 12 13
Debraj Saha 15 10 10 8 8 15 11
Netai Saha
Swapna
Tulsi Bhander
Sinha Tea Co.
Debraj Saha
0
5
10
15
20
25
30
Initially Day 1
Day 2
Day 3
Day 4
Day 5
Day 6Sales(ltr)
Netai Saha Swapna Tulsi Bhander Sinha Tea Co. Debraj Saha
48. 48
10. Interest of retailers for new outlet opening for Amul milk.
Answer No. of respondents % of Responded
Yes 28 16.47%
No 142 83.53%
Interpretation:-
Graph represents the interest of the retailers to open new outlet for Amul milk.
The question asked to increase the retail coverage
Most of the retailers were not interested.
Only 16.47% of the retailers wants to take Amul milk.
16.47%
83.53%
% of Responded
Yes No
49. 49
11. Interest of retailers in opening an Amul Parlor (APO).
Answer No. of Respondent % of Respondent
Yes 15 13%
No 103 87%
Interpretation:-
The Graph shows that very less number of retailers were ready to open
APO
13%
87%
% of Respondent
Yes No
50. 50
12. Customer’s expectation from Amul Milk.
Interpretation:-
The question asked to the retailers where the Amul milk is being sale, and
tried to collect feedback of customers about Amul milk.
More customers were having complaints about the spoiling and increasing
milk expiry date.
Some customers were not happy with quality of Amul Milk.
Attributes Respondents
Good Quality 55
Spoiling 42
Validity 43
Respondents
Good Quality Spoiling Validity
55
42 43
RESPONDENTS
51. 51
SWOT ANALYSIS OF AMUL
Strengths:-
The Company is having Indian origin thus creating feeling of oneness in the mind
of the customers.
If manufactures only milk and milk products, which is purely vegetarian thus
providing quality confidence in the minds of the customers.
It is aiming at rural segment, which covers a large area of loyal customers, which
other companies had failed to do.
People are quite confident for the quality products provided by Amul.
Amul has its base in India with its butter and so can easily promote chocolates
without fearing of loses.
Weaknesses:-
There are various competitive players in the chocolate market, which acts as
major competitors restricting their growth.
Leakage problem in pouch milk. No schemes are provided by the company to the
distributors and the retailers also.
There is a huge problem in distribution channel in India.
Less profit margin compared to the others milk brands.
Opportunities:-
There is a lot of potential for growth and development as huge population stay in
rural market where other companies are not targeting.
The milk market is at growth stage with very less competition, so by introducing
new brand and incentive advertising there can be a very good scope in future.
Threats:-
The major threats is from other companies who hold the majority share of
consumers in Indian market i.e. Red Cow, Metro, and Mother Dairy.
There exists no brand loyalty in the milk market and consumers frequently sfit
their brands.
The biggest threats for Amul milk is Reliance milk entering in milk market.
52. 52
OBSERVATION AND FINDING
Retailers:-
Retailers are not interested because they don’t have storage facility but if
company provides them such facility they will be sale Amul milk.
Because of low profit margin almost all retai8lers are not interested in Amul milk
for selling.
On questions, why retailers are not interested in selling Amul pouch rather than
increasing the product, it is found they were not happy with the margin,
replacement, and it gets spoil.
Retailers were selling different brands, because they were able to receive more
margin from non-popularized brand that they could not form well-known brands.
All retailers get Amul pouch milk from company selected distributors.
When question came to retailers rating towards Amul pouch milk, most of the
responded complaining about profit margin and product life.
Retailers also demand for the replacement for damage due to spoilage,
leakage that they have to bear when the Amul pouch milk gets spoil or leakage.
End Users (House Holds):-
Consumer’s preference for purchasing is mainly based on quality, taste,
availability, home delivery and freshness respectively.
Awareness level among the consumers are very high but because of low quality
(as per consumers) Amul milk product’s demand is very less.
Consumers have a perception that Amul milk is become day by day unfresh and
creating lots of cuddling problem.
Bulk Users (Multivendor, Sweet Shops):-
In sweet Shop the awareness level of Amul pouch milk is 95% but it is hard to
find that max to max only 3% are consuming Amul pouch milk.
The preferences of purchasing Amul pouch milk by bulk by the multivendor users
are mainly quality, demand, and timely availability.
Higher price that is not meeting the competitors rate as bulk user are very price
sensitive.
53. 53
BCG Matrix of Amul:-
Question Mark:- High Growth, Low market share. Most business start of as a question
mark. Question mark have potential to become after and eventually cash cow but can also
become a dog.
Star:- High growth, High market share. Star is leaders in business. They also require
heavy investment to maintain its market share. Attempts should be made to hold the
market share otherwise the star will become a Cash Cow.
Cash Cow:- Low growth, High market share. Its generate more cash than required. It
extract the profit by investing as little cash as possible. They are located in an industry
that is mature, not growing or declining.
Dog:- Low growth, Low market share. Dogs are the cash traps. Dogs do not potential to
bring in much cash. Number of dogs in the company should minimized. Business is
situated at a declining stage.
Dog
MarketGrowthRate
Relative Market Share
54. 54
The 3 C’s Model:-
Competitors:-
Defending against Red Cow, Mother Dairy, Metro and others milk brands.
Aggressive moves against Nestle, Kwality, and Britannia.
Company:-
Largest milk brands in Asia.
More than 3 milk brands.
Market leaders in every products.
Very strong supply chain.
Quality with affordability.
Customer:-
Customers are extremely satisfied.
Moved from loose milk to packaged milk.
Ready to try more products.
Improves socio-economy conditions.
Company
55. 55
SUGGESTION & RECOMMENDATION
The price of Amul milk products is high as compared to other brands of same quality (as
per fat percentage). So the price should be decreased to increase the sale.
The G.C.M.M.F should launch beneficial schemes for the retailers and distributors also.
Increase the product quality for customer satisfaction and also increase the expiry date(if
possible).
Do not place more than one distributor in same market area.
Try to minimize bank deposits for APO, which help to retailer think to start.
Do not change distributor frequently because he is the only one person who act as a
connecting link between company and retailers.
Company should take care of retailers by solving their problems and call back them by
the company representative.
Amul has a relatively good distribution network, but still company is not able to fulfill
the demand of outlet in the peak season when demand is very high. Here company should
consider on the supply of product in the peak season.
The study of milk market reveled that there is no Mergers and Acquisition in the
milk industry. Amul should go for Mergers and Acquisition and try to acquire the local
player’s inthe Pune market like Chitale, Katraj and Gokul etc. It will help the company in
increasing itsDealers network, Market share, Customer base etc. It will also save time of
establishing a new manufacturing unit.
If adding preservatives in the milk keeps the milk for longer times then Amul should also
add some preservatives in the milk as people not only see quality but also sees the time
duration i.e. how much times we can store the milk.
In order to push the milk to the customers the profit margin should be increased.
56. 56
Limitations:-
This report had to work under several constraints and limitations. Some of the key limitation are:
The survey is limited only for six wards.2.
Time period of the project was 8 weeks, which may not be enough to understand the
whole market.3.
Convenient sampling was used as the mode of conducting the research.4.
The sample size of the taken was small, therefore it can be said that the chosen sample is
not the representative of the whole population and this hindered quantitative research.5.
The psychology and temperament of a respondent play a significant role. Some
respondents are more sensitive as against others who are more tolerant. A change in the
composition of the respondents can affect the answers adversely or favorably.6.
Respondents may not have been true in answering various questions and may be biased to
certain other questions.7.
Out of the whole research and analysis, only three major brands could be highlighted,
leaving aside the other non-popular brands.8.
The questionnaire mostly contained multiple choice questions, therefore many
respondents did not give a proper thought before up the questions, and some even ticked
things, which were not applicable. Therefore, all this increased the bias.9.
The sample size of Retailers / Wholesalers was very small and therefore response from
them does not reflect the exact view because they may to biased.
57. 57
CONCLUSION
Amul means different things to different people
.
To a milk producer – A life enriching experience to a consumer – Assurance of having
wholesome milk to a mother – A reliable source of nourishment for her child to the country
– Rural development and self-reliance
As we know that Amul is very big organization and market leader in dairy products. It has
maximum market share in Milk, Butter, and Cheese & Ice-Cream which are its main/core
products. But in case of local market like Kolkata the Amul milk is not a popular product as
compared to other Amul Products. With the help of research, company can find out its week
points in Milk product and can increase its market share through rectify mistakes. People have
believed in Amul’s product and they will accept it also if effective actions were taken.
The survey resulted into following conclusions:-
Amul must come up with new promotional activities such that people become aware
about Amul Milk like Amul Tazza & Gold.
Quality is the dominating aspect which influences consumer to purchase Amul product,
but prompt availability of other Milk brands and aggressive promotional activities by
others influences the consumer towards them and also leads to increase sales.
In comparison to Amul Milk, the other players such as Red Cow, Mother Dairy, and
Metro and some others milk provide a better availability and give competition to the hilt.
People are mostly satisfied with the overall quality of Amul Milk, but for the existence in
the local market Amul must use aggressive selling techniques.
59. 59
APPENDIX (QUESTIONNAIRE)
Questionnaire for Customer interaction:-
Date- Customer Feedback of Milk
ADA Name=
Location-
S.L. No.
Customer
Name
Contact
No.
Address
Current
Brand
Quality
(pouch)
Why
this
Brand
Previous
Brand
Reason For
Switching
/Another
Feedback
60. 60
QUESTIONNAIRE FOR CUSTOMER SURVEY
Q1) Do you prefer pouch milk or milk supplied by local milkman?
-If pouch milk, why?
-If local milkman, why?
Q2) Is pouch milk available in your locality?
a) Yes b) No
-If yes, which brands?
-If no, why?
Q3) Do you use pouch milk for household purpose?
a) Yes b) No
Q4) How frequently do you use pouch milk?
a)Everyday b) Occasionally
Q5) Which age group(s) consume milk at home?
a)Newborn b)Children
c)Teenagers d)Elders
Q6) Quantity of pouch milk used?
a)Less than 1ltr b) 1ltr-2ltrs
c)2ltrs-5ltrs d) more than 5ltrs
61. 61
Q7) Purpose for which it is used?
a)Making tea b) Making Curd
c)Normal Consumptions d) Others
Q8) Brand used?
a)Amul b)Mother Dairy
c)Metro d)Others
Q9) Why using this brand?
a)Trust factor b)Taste factor
c)Price factor d)No reasons
Q10) Used since when?
a)Less than 1 year b)1-2 years
c)2-5 years d)More than 5 years
Q11) Are you satisfied with this brand?
a)Yes b)No
Q12) Previously used brand/ if any?
a)Yes b)No
Q13) Reason for Switching?
a)Quality b)Taste Preference
c)Price d)Availability
62. 62
Q14) If you buy Amul milk, where do you prefer to buy it from?
a)Retailers b)Amul Preferred Outlet
Q15) Which variant(s) of Amul milk do you buy?
a)Double Toned b)Toned
c)Full Cream
Q16) If any offer given by other brand, will you switch?
a)Yes b)No
Q17) Is Amul Milk available in your locality in both morning and evening?
a)Yes b)No
Q18) Rank your preferred brands of milk from most preferred to least preferred:
a)Amul
b)Mother Dairy
c)Metro
d)Haringhata
e)Thakers
Q19) Does retailer suggest any specific brand to you when you go to buy milk? If yes, which
brand?
a)Amul
b)Mother Dairy
c)Metro
d)Haringhata
e)Thakers
Any complaint or feedback?
63. 63
QUESTIONNAIRE FOR DISTRIBUTORS MARKET AND KEY ACCOUNTS
FOR COMPETITIVE STUDY BETWEEN AMUL MILK AND OTHERS BRAND
I. WHICH COMPANY IS BETTER FOR STOCK SATISFACTION?
AMUL ( ) OTHERS ( )
II. WHICH COMPANY IS BETTER REGULAR SERVICE PROVIDOR?
AMUL ( ) OTHERS ( )
III. WHICH COMPANY HAS HIGH DAMAGE RELATED ISSUE?
AMUL ( ) OTHERS ( )
IV. WHICH COMPANY IS BETTER SCHEME PROVIDOR?
AMUL ( ) OTHERS ( )
V. WHICH COMPANY’S MILK HAVE CONSUMER PREFERENCE?
AMUL ( ) OTHERS ( )
STORE NAME:-
REGION:-
DATE:-