This project report investigates the retail gap for Amul lassi and ice cream, based on a summer internship with the Gujarat Co-operative Milk Marketing Federation. The internship revealed that retailers lacked awareness of Amul products, faced supply chain issues, and had low profit margins, which impacted sales. The report includes market analysis, marketing strategies, and recommendations to enhance Amul's distribution and sales in Ajmer city.

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A
Project report on
“To find out retail gap for amul lassi and ice cream”
Submitted to
Dezyne E‟cole College
By
Divya Agarwal
Towards the partial fulfillment of 3rd
year in
Bachelor of Business Administrative.
DEZYNE E‟COLE COLLEGE
106/10 Civil line, Ajmer. 305001

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AMUL COMPANY
DIVYA AGARWAL,
Bachelor of Business Administration
Dezyne E‟cole College
www.dezynecole.com

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Grade sheet
This project report of Miss Divya Agarwal of Bachelor of Business administration final
year programme of B.B.A has been graded as …………………………………… .
Thanking you
Principal
(seal & sign)
Dezyne E'cole College.
106/10 civil lines
Ajmer, 305001 (Raj.)
Tel: 0145-2624679

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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. Kitri Sharma (Sr. executive) and our
faculty guide „Miss Neha Baaga‟ for supporting us during the project work.
I also take this opportunity to express my ineptness 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.
Divya Agarwal

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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 45days I
worked on the topic “To find out retail gap for amul lassi and ice cream.
This project is actually focusing on awareness of people towards the ice cream and
lassi, preference of amul with comparison to other, increasing the sales of amul
and I have tried explaining the things through bar chart, diagrams.
I prepared questionnaires to do this study and after a continuous study of the market I
reach at a conclusion that retailers are not more aware with the amul products,
amul supply chain is very poor, margin percentage is too much low that‟s why
retailer are not sales the amul products . This project is a study procedure of all
activities I undertook to deal with the project topic “To find out retail gap for amul lassi
and ice cream”. And I hope I have attendant it well as per the knowledge and process.

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DIVYA AGARWA
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. Kirti Sharma.
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: 61.6% from D‟Ecole.
B.B.A 1st
Year: 58% from D‟Ecole.
12th
: 58% from K.V. Nasirabad.
10th
: 6.0 CGPA from K.V. Nasirabad.
Interest:
Dancing
Painting
Collect of music
Languageknown:
English
Hindi

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Content
1. Chapter 1
a. Introduction of management field
b. Introduction of project
c. Company profile and its products and outlets
2. Chapter 2
a. Project ct study
b. Need of study
c. Market strategy
d. Tools used while study
3. Chapter 3
a. Project analysis
b. Traditional & modern marketing
c. Market research
d. Marketing mix
e. Amul products
f. Work of internship
4.Chapter 4
a. Swot analysis
b. Recommendation
c. Suggestions
d. Limitations
e. Conclusion
f. Bibliography

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Chapter 1
 Introduction of management field
 Introduction of project
 Company profile and its products and outlets

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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 of 45 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 undergone a practical from amul India.
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, Digital Marketing,
Online Selling 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 amul
India, in 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 FIND OUT GAP BETWEEN AMUL ICE CREAM AND LASSI” 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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Introduction of Project
The dairy industries companies run mainly on the factors such as availability,
service frequency, affordability, taste and marketing. Availability is plays a vital
role because purchasing power is depends upon availability of that product, in
case distributors and retailers service matter a lot. Retailing includes all activity in
selling goods or services directly to the customers or personal non- business
use. A retailer or retail store is any business enterprises whose sales volume
comes primarily from retailing.
Retailers are the part of lassi and ice cream marketing channels and perform the
work of moving goods from producers to the customers. It overcomes the time,
place and possession gap that separate goods and services from those who
needs or wants them. Retailers as member of marketing channel perform a
number of key functions. Some functions (physical, title, promotion) constitute a
forward flow of activity from the company to the customers; other function
(ordering and payment)constitute a backward flow from customers to the
company. Still other (information, negotiation, finance and risk taking) in both
directions.
The project delves into the working from the distribution aspect of an
FMCG organization, in detail. Amul, being an FMCG company, attaches a lot of
significance to the distribution aspect of its business. The distribution channel of
AMUL holds a lot of potential in affecting the demand or sales of amul products
through delivery on time, delivery of variety of products, the retailer- friendliness
of the policies being set by the distributors and equitable distribution of products
to all the retail outlets in a particular region, to name a few.
So, in order to plan retail coverage we map out the position of amul outlets, amul
parlors, and competitor‟s outlets. This project was carried out in Ajmer city. For
analyzing and presenting information that is tied to geographical location, we divided the
city in different wards. By analyzing geographical representation and sales data with
spatial distribution amul outlets, competitor‟s outlets and the density of others in an
area, we identify unexplored area and plan location outlets to increase its market

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Penetration. Using such research we can ascertain the quality and depth of retail
penetration in specific area.
Sales promotion consists of diverse collection of incentive tools, most
short- term designed to stimulate and greater purchase of a particular product by
consumers or the trade. Whereas advertise offers a reason to buy, sales
promotion offers incentives to buy. Sales promotion includes tools for consumer
promotion (for example samples, coupons, prizes, cash refund, warranties,
demonstration, contest); trade promotion ( for example buying allowance, free
goods, merchandise allowances, co- operative advertising, advertising and
display allowances, dealer sales contests); sales force promotion(for example
bonuses, contests, sales rallies).
Sales promotion efforts are directed at final consumers and designed to
motivate persuade and remind them of the goods and receives that are offered.
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 my working in first
25 days was to sale the products on the store and rest of the days I was done the
promotional activities through canopy activation in different places.

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Company profile
The birth of amul
It all began when milk became a symbol of protest
Founded in 1946to stop exploitation by middlemen
Inspired by the freedom movement
The seeds of this unusual saga were sown more than Years back in anand, a small
town in the state of Gujarat in western india. The exploitation 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.
This cooperative, the kaira district co-operative milk producers union ltd. Began with just
two village dairy co-operative societies and 247litres of milk and is today better known
as amul dairy. Amul grew from strength to strength thanks to the inspired leadership of
tribhuvandas patel, the founder chairmen and the committed professionalism of dr
verghese kurien, who was entrusted the task of running the dairy from 1950.
Then the prime ministry of india, lal bahudur shastri decided that the same approach
should became 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 representative managed the village societies and the district union,
they employed professionals to operate the dairy and manage its business. Most
importantly , the co-operative were sensitive to the needs of farmers and responsive to
their demands.
At his instance in 1965 the national dairy development board was set up with the basic
objective of replicating the amul model. Dr kurien was chosen to head the institution as
its chairmen and asked to replicate this model throughout the country.

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The amul model of dairy development is a three- tiered structure with the dairy
cooperative societies at the village level federated under a milk union at the district level
and a federation of member unions at the state level.
Establishment of a direct linkage between milk producers and consumers by eliminating
middlemen.
Milk producers (farmers)control procurement, processing and marketing professional
management

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The amul model has helped India to emerge as the largest milk producer in the world.
More than 13million milk producers pour their milk in 1, 28,799 dairy cooperative
societies across the country. Their milk is processed in 176 district co-operative unions
and marketed by 22 state marketing federation, ensuring a better life for million
Gujarat cooperative milk marketing federation ltd.(GCMMF), is India‟s largest food
product marketing organization with annual turnover(2010-1011)us$2.2billion. its daily
milk procurement is approx 12million lit(pear period)per day from 15,712village milk
cooperative societies ,17 members unions covering 24 districts, and 3 million milk
producer members.
It is the apex organization of the dairy cooperative of Gujarat, popularly known as
“amul”, which aims to provide remuneration returns to the farmers and also serve the
interest of consumers by providing quality products which are good value for money. Its
success honor only been
emulated in India but serves as a
model as a model for rest of the
world. It is exclusive marketing
organization of „amul‟ and „sugar‟
branded products. It operates
through 47 sales officers and has
a dealer networked of 5000dealers
and 10lakh retailers, one of the
largest such networks in India. Its
products range comprises milk,
milk powder, health beverages,
ghee butter, cheese, pizza
cheese, ice-cream, paneer,
chocolate, and traditional Indian sweets, etc.
GCMMF is Indian‟s largest exporter of dairy products. It has been accorded a “trading
house “status. Many our products are available in USA, gulf countries Singapore.
The Philippines, Japan, china and Australia. GCMMF has received the APEDA awards
from government of India for excellence in daily products exports for the last 13 years.
For the year 2009-2010, GCMMF has been awarded “golden trophy” for its outstanding
export performance and contribution in dairy products sector by APEDA.
For its consistent adherence to quality, customer focus and dependability, GCMMF has
received numerous awards and accolades over the years. It received the Rajiv Gandhi
national quality awards in 1999 in best of all categories. In 2002 GCMMF bagged India‟s

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most respected company award instituted by business world. In 2003, it was awarded
the IMC ram krishna Bajaj national quality award -2003 for adopting noteworthy quality
management practices for logistics and procurement. GCMMF is the first and only
Indian organization to win topmost international dairy federation marketing award for
probiotic ice-cream launch in 2007.
The amul member is not only a product, but also a movement. It is in way, the
representation of the economic freedom of farmers. It has given farmers the courage to
dream.

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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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Our members unions
1. Kaira district cooperative milk producers‟ union ltd., anand
2. Mehsana district cooperative milk producers‟ union ltd.,anand
3. Sabarkantha district cooperative milk producers‟ union ltd., himatnagar
4. Banaskantha district cooperative milk producers‟ union ltd., palanpur
5. Surat district cooperative milk producers‟ union ltd. Surat
6. Baroda district cooperative milk producers‟ union ltd., vadodara
7. panchmahal district cooperative milk producers‟ union ltd., godhra
8. valsad district cooperative milk producers‟ union ltd., valsad
9. Ahmadabad district cooperative milk producers‟ union ltd., Ahmadabad
10.bharuch district cooperative milk producers‟ union ltd., bharuch
11.Rajkot district cooperative milk producers‟ union ltd., Rajkot
12.Gandhinagar district cooperative milk producers‟ union ltd., Gandhinagar
TURNOVER RS(million) US$(million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616

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2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-2010 80053 1700
2010-11 977 2172
The product range bread spreads amul butter, amul lite, delicious table margarine
cheese range amul pasteurized processed cheddar cheese, and amul processed
cheese spread, amul pizza (mozaella) cheese
Amul emmental cheese, amul Gouda cheese, amul malai paneer (cottage cheese),
utterly delicious pizza
Fresh milk amul gold full cream milk 6%fat, amul shakti standardized milk 4.5%fat, amul
tazza toned milk 3%fat, amul slim &trim , amul cow milk
UHT milk range amul gold 4.5%fat milk, amul Shakti 3%fat milk, amul tazza 1.5% fat
milk, amul lite slim-n-trim milk, amul fresh cream
Milk powder amul full cream milk powder, amulya dairy whitener, sagar skimmed milk
powder, amul spray infant milk food, sagar tea and coffee whitener
Milk drink amul kool flavored milk, amul kool cafa, amul kool koko, amul kool milk
shaake, amul kool shaake, amul kool chocolate milk, nutramal energy drink
Health drinks stamina instant energy drink
Brown beverage nutramul malted milk food
Curd products amul masti dahi (fresh curd) , amul masti spiced butter milk , amul lassi ,
amul flaavyo yoghurt
Pure ghee amul pure ghee, sagar pure ghee
Sweetened condensed milk amul mithaimate
Mithaee range (ethnic sweets) amul shrikhand, amul mithaee gulabjamuns, amul
basundi, avsar ladoos
Ice-cream sundae range, probiotic, sugar free and probiotic
Chocolate & confectionery amul milk chocolate , amul fruit & nut chocolate, amul
chocozoo, amul bindass, amul fundoo

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AWARDS
GCMMF receives srishti‟s g-cube award – 2010
White revolution turns a shade greener by plantation of 235lakhs trees by GCMMF
(amul).
Four years ago, the 17milk unions affiliated with Gujarat cooperative milk marketing
federation (GCMMF) decided to launch a mass tree plantation programmer involving
each and every member milk producer. In last four years, milk producers of amul have
planted around 235lakhs tree saplings in Gujarat.
This initiative of farmers has been recognized nationally and internationally. GCMMF
(amul), has won srishti‟s G-cube (G3- Good green governance) awards 2010in “service
category” for fourth consecutive times. This “amul green” movement has also been
awarded by international dairy federation for best environment initiative in the
“sustainability category”. Entire programme is initiated & executed by 30 lakh milk
producer farmer members of the dairy cooperatives in 15,000villages of the state. Each
member takes oath to plant saplings and ensure that it grows in to a tree.
Milk producers of Gujarat are not only producing milk, but by this green initiative, they
are demonstrating their concern & commitment for betterment of environment.
(on behalf of GCMMF, SHRI RAVEEN CHAUDARY (AGM(SALES),Delhi zone & shri
himanshu rathod, manager(ADMN &CS) received the award from sh.salman khurshid,
minister of water resources, on 22nd
April , 2011)
Amul Bags international dairy federation awards

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When we are about to celebrate swarnim Gujarat, amul has brought one more laurel not
only for Gujarat , but for whole of India.
At a celebratory gala dinner at the knight‟s hall, resident palace, Salzburg, Austria on
28april 2010, attended by over 150 dairy industry representatives from all over the world
Mr. Richard doyle, president , international dairy federation , presented an award to shri
parthibhai bhatol, chairman, and DR. S.T.Dasai, general manager ( cooperative
services and administrative), GCMMF (Gujarat cooperative milk marketing federation
ltd. ). The award was given to GCMMF (Amul) for the best environmental initiative in the
“sustainability category” during the 4th
global dairy conference held from 27th
April to 29th
April 2010 at Salzburg congress centre, Austria.
IDF, every year given dairy innovation awards to its members in various categories like
brand and products, nutrition and health, sustainability, packaging, ingredients and
marketing.
The inaugural awards programme attracted over 170 entries from 29countries in 12
categories, designed to reward and champion innovation and excellence in the global
dairy industry.
The award has been given to amul by IDF for its environmental initiative for tree
plantation . as a first step on 15th
August 2007 the milk producers of more than 15,000
village dairy cooperative societies planted 18.9 lakh tree saplings across 19 districts of
Gujarat, after the flag hoisting ceremony. Initially “one member, one tree plantation “was
the basis . inspired by the thumping success, they carried out similar exercise on 15th
August 2008 on “one member ,three tree plantation “ basis , in which 52.74lakh tree
saplings were planted.
In the year 2009, the milk producer members again conducted mass tree plantation
drive on Independence Day. After the flag hoisting, each member took an oath to look

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after the sapling till it grows into a tree. Upgrading the green movement, they planted
around 84.04lakh saplings on “ one member, five tree plantation “ basis. Hence in the
last three years milk producers of amul have planted around 155.68 lakh tree saplings.
Amul has been in the forefront of white revolution through milk cooperative movement
since independence. Now, by receiving this award, it has shown the resolve of the milk
producers towards betterment of our environment through tree plantation.
The award was on GCMMF (amul) in recognition of the untiring efforts of its milk
producing members and the employees of the dairies for their commitment for
betterment of environment.
Srishti G-cube awards for good green governance – 2009
Amul has bagged the prestigious Srishti G-cube awards for good green governance in
the service category. At a glittering function held at New Delhi on April 22, 2010 H.E.
shri muralidhar chandrakant bhandare, hon‟ble governor of
Orissa presented the award. Shri D.K.bhatnagar, Asst.
Manager (Admn. & personnel ), New Delhi received the
award on behalf of the Gujarat co-operative milk marketing
federation (marketing body of amul ) the apex marketing
federation of 13 district milk unions of Gujarat
SRISHTI GREEN CUBE AWARDS are annual awards for
good green governance for going extra step beyond
required compliance. The awards are positioned as “ thank
you notes “from our society at large and to present the
winners as examples for their peers to follow.
Amul has been in the forefront of white revolution through milk cooperative movement
since independence. Now, by receiving this award, it has shown the resolve of the milk
producers towards betterment of our environment through tree plantation.
The award was on GCMMF(Amul) in recognition of the untiring efforts of its milk
producing members and the employees of the dairies for their commitment for
betterment of environment.
Amul pro-biotic ice-cream gets no. I award at world dairy summit

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Sh VK Singh ,IAS, managing director, Punjab cooperative dairy federation accepting
2007 IDF marketing award from Sh Jim begg, president, international dairy federation
for amul profile probiotic ice cream on 3rd
oct 2007 at world dairy summit, Dublin,
Ireland. Sh VK Singh had kindly accepted award on behalf of GCMMF.”
It‟s another triumph for brand amul. After emerging as India‟s topmost brand, it has
gone to win one of the world‟s most prestigious awards – the international dairy
federation marketing award (2007) for amul pro-biotic ice- cream launch.
Announcing the award on October 03, at Dublin, Ireland on the occasion of the world
dairy summit, Mr. jim begg the IDF president commented “ these campaigns are
excellent examples of the best practices in branded and generic marketing from around
the world. In markets around the world that are volatile and highly competitive, dairy
products have a role in health balanced diets, and these campaigns have demonstrated
the ability of well planned and executed marketing investment.”
GCMMF is the first and only Indian organization to receive the 2007 IDF marketing
award which covered three categories – nutri- marketing, innovation and marketing
communication. Amul pro-biotic ice-cream received the award in the nutri-marketing
category.
According to Shri B.M.Vyas , managing director , GCMMF , “we launched amul pro-
biotic ice-cream as well as amul pro-biotic sugar free ice-cream , due to the constraints

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of the cold chain which is a pre-requisite for ice-cream distribution. In a country like india
where we have waterborne diseases like diarrhea, eating a spoonful or two of pro-biotic
ice-cream would keep the family healthy and strong. The product was launched with this
in view. We were the first in the country to introduce pro-biotic ice-cream and pro-biotic
sugar free ice-cream. We are happy that our efforts have been globally recognized by
bestowing the prestigious IDF marketing award”.
In January 2007, for the best time in india and the world GCMMF introduced the amul
range of pro-biotic and sugar free ice-cream aimed at the health- conscious and
diabetics. Probiotics are live beneficial culture which, when administered in adequate
amounts, confer a beneficial health effect on the host. They help in digestion, especially
of milk sugar(lactose). They improve the immune system, build stronger bones and are
effective in controlling travelers‟ diarrhea. They alos help in the prevention of formation
and growth of colon cancer.
GCMMF was the first organization in the country to launch pro-biotic food. In order to
educate consumers and trade about the benefits of pro-biotic ice-cream , GCMMF ran
extensive advertising and direct marketing campaigns during the year.
GCMMF was the first organization in the country to launch pro-biotic food. In order to
educate consumers and trade about the benefits of pro-biotic ice-cream , GCMMF ran
extensive advertising and direct marketing campaigns during the year.
Ramkrishna Bajaj National quality award – 2003
The Gujarat co-operative milk federation ltd. Has emerged as the top scorer in the
service category of the prestigious IMC ramkrishna Bajaj national quality award -
2003.the certificate of merit was presented at a glittering ceremony held at Mumbai on
march 11 by the governor of the reserve bank of india , Dr. y. v .reddy.
According to Shri B.M.Vyas , managing director , GCMMF, this recognition has once
again reiterated GCMMF „S commitment to quality and excellence. The biggest
strength of GCMMF is the trust it has created in the minds of consumers regarding the
quality of its products. GCMMF and its brand amul stand fir guaranteed purity for
whatever products it producers, he added.
GCMMF has bagged this award for adopting noteworthy quality management practices
for logistics and procurement. Over the years, it has established an efficient supply
chain that penetrates even the remotest corners of the country. The information system
of the federation is comprehensive and includes details on product quality, delivery

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performance, supplier quality, disaster recovery and all essential commercial areas ,
the citation reads.
The ramkrishna Bajaj national quality award is based on framework and principles
almost similar to the Malcolm baldrige award that is given by the president of the United
States to businesses – manufacturing and service, small and large – and to education
and healthcare organizations that apply and are judged to be outstanding in seven
areas: leadership, strategic planning, customer and market focus, information and
analysis, human resource focus, process management, and business result.
Mr. B M Vyas receives the qimpro gold standard award – 2003
In 2003, shri B.K. Vyas, managing director received QIMPRO gold standard 2003 award
are awards for the leader adopting world class quality models. Qimpro awards are
recognized by the ASQ and the institute of quality assurance, UK.

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International CIO 100 award for resourcefulness
AMUL – THE TASTE OF INDIA (GCMMF)RECEIVES INTERNATIONAL CIO
100AWARD FOR RESOUREFULNESS
GCMMF is a winner of the prestigious international CIO 100 award from IDG‟S CIO
magazine, USA. THE 2003 CIO 100 Award recognizes the organizations around the
world that excel in positive business performance through resourceful IT management
and best practices.
This CIO international IT excellence award has recognized the cooperative movement &
its leadership under the “ Amul “ brand, initiated by Dr. V Kurien, milkman of India,
whose main motto is to build Indian society economically & literally strong through

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innovative cooperative resourceful network, so as to provide quality service & products
to the end consumers and good returns to the farmer members.
This awards has also given direction that IT need to be encouraged & adopted more &
more at grass root level and bridge the digital divide through proper training, re- training
so as to bring radical change & benefit to the Indian society.
It has also recognized the managing director, Mr. B M Vyas , who has taken IT initiative
by setting the direction “GCMMF as IT company in food business” . it has also inspired
all the employees of GCMMF enterprise to sustain the challenges as a “change agent”
by excelling their IT skills in order to transform the people around them towards IT
integration (e-vision)on both the ends of supply chain(village level farmer to end
consumer). This award also motivated the each & every member dairy, Amul‟s
wholesale
Distributors, retailers, transporters and suppliers who have supported whole–heartedly
the IT initiative of GCMMF.
The Gujarat co-operative milk marketing federation (GCMMF) has been honoured at the
CIO 100 symposium & award ceremony on august 19, 2003, at the broad moor in
colorade springs, Colorado, US. Shri subbarao hedge, head of IT had been to USA and
received the said award on behalf of GCMMF
Rajiv Gandhi national quality award – 1999
After creating ripples in the market whether it be with a RS. 20/- pizza or with a” real”
ice-cream, Amul has done it again. But this time, it is not only for new product launches

30. 30
or giving a tough fight to best of the food companies in extremely competitive segment,
it has now topped as the winner of the “best of all” Rajiv Gandhi national quality award
for the year, 1999.
The award which is considered equivalent of Malcolm baldrige national quality award of
USA and European quality award, is the most prestigious award which recognizes
achievement of an organization in terms of excellence in business result, business
processes, customer satisfaction as well as societal and environment impact.
GCMMF, the apex marketing body of well known amul , sugar and dhara brands of
products is a cooperative federation of more than 2million milk producers of Gujarat.
Pioneered by Dr. verghese kurien, the father of white revolution, GCMMF is today
nation‟s largest food company with an annual turnover exceeding Rs 2300crores.
Looking at the emerging trends of liberalization and impact of WTO, The GCMMF
proactively embarked upon total quality management as a change management
initiative to strengthen all its functional processes to effectively combat emerging
competition. It undertook successfully a number of TQM initiatives like kaizen,
housekeeping, small group activities, and hoshin kanri (policy deployment)across the
organization.
Realizing that unless the TQM initiatives are accepted by the business partners, the
same would remain ineffective. As a very unique measure amul extended all the TQM
initiative to its business partners whether it was the farmer producer in the village or a
wholesale distributor in a metro town or its most sophisticated production unit.
Shri B.M. Vyas, managing director, who championed this movement realized way back
1994 that with emerging competition, doing business would become more exciting yet
extremely competitive which would require at times not only a whole set of new skills
and competencies but quick adaptability to change without much stress or turbulence.
The initiation of TQM was to work with the well known quality management initiatives
which have proven to be effective elsewhere to create a culture of transparency,
openness and leadership in the organization.
Employees of GCMMF have done more than 1.60lakhs kaizen since May, 1995 which
has impacted in bringing in a culture of continuous improvement. The housekeeping
initiatives have helped keeping the offices/warehouses neat, clean and more productive,
be it be the office premises or the godowns or even computers. More than 150 SGAs
(small group activity) have been carried out in cross functional groups to address the
problem and pain areas of the organization, be it an issue of sales, marketing, HR or IT.
The organization has implemented a customized ERP for seamless integration interface
with its dealers be it for placing order for buying its products, sharing information or for
tracking logistic of dispatch/receipt of goods.

31. 31
One of the unique initiatives has been in terms of involvement of its wholesale dealers
in a common platform to address issues of market/customers. All the wholesale dealers
from across the country have visited anand in a unique programme caller “AMUL
YATRA”. In the next phase, the organization has already started inviting the salesmen
of these wholesale dealers for this programme. It also intends to invite the top retailers
of various cities/ towns to anand. The purpose is not as much to orient them to
GCMMF‟S business plan, but to inculcate a super-ordinate goal in their heart that when
they are associated with AMUL, they are working for a modest milk producer in the rural
hinterland of the country and that is what true progress is about. GCMMF has more
than 200Amul quality circles in the country where all the above wholesale dealers meet
in group on every third Saturday of the month to discuss their business , quality
initiatives and also pain areas. This had impacted tremendously not only in
communication but also in improving the transparency in the organization.
GCMMF has also embarked upon for last 4 year,‟hoshin kanri‟ a ployment initiative
where more than 100 officers/heads participate
twice in a year to review its business goals/
processes and implement new initiatives. These are
further cascaded to the wholesale dealers in
different territories in a two day exercise called
vision mission strategy (VMS) workshop. These
initiatives have resulted common understanding of
goals, eliminating communication barrier.
The initiative of TQM six years back has made the
organization efficient whether it be in launch of
brands, or in implementing ERP‟s or expanding its
distribution network. More striking feature of
GCMMF‟s TQM experience is the integration of its
business linkages at the village level to the forward linkage through its sales
officers/wholesale dealers in the market.
In a glittering function organized at vigyan bhawan, New Delhi on 12th
November, 2001
Shri shanta Kumar, hon‟ble minister of consumer affairs, food and public distribution
gave away the awards to Shri B.M. Vyas, MD of GCMMF.
Vidya awards
Amul vidya shree award (STD 10)
Amul takes immense pleasure in presenting „the amul vidya shree award‟, India‟s first of
its kind award that recognizes and rewards standard X toppers across India.
The awards are:
Memento
Citation
A gift hamper of books

32. 32
The winner will be featured in one of India‟s leading newspaper and will get national
recognition.
Term and conditions:
Application for awards must be made by the principal of the school as per the
application form.
To be eligible for the amul vidya shree award, the student must have passed Std. 10 in
the academic year 2010-11 at the state or central board examinations in any medium
and must have scored the highest aggregate marks in the school.
Online application entries should be done by 31st
august, 2011.
From the entries received, students scoring the highest aggregate marks will be
selected for the awards.
The decision of GCMMF ltd., anand will be final in all matters as regards this award.
Amul takes immense pleasure in presenting „The Amul Vidya Shree Award‟, India‟s first
of its kind award that recognizes standard X toppers across India.
List of products marketed –
Bread spreads
 Amul better
 Amul lite low fat bread spread
 Amul cooking butter
Cheese range
 Amul processes cheese spread
 Amul pizza(mozzarella)cheese
 Amul shredded pizza cheese
 Amul emmental cheese
 Amul gouda cheese
 Amul malai paneer(cottage cheese), frozen,refrigerater and tinned
 Utterly delicious pizza
Mithaee range (ethnic sweet)
 Amul shrikhand( mango,saffron,almond pistachio,cardamom)
 Amul amrakhand
 Amul mithaee gulabjamuns
 Amul mithaee gulabjamun mix
 Amul ladoos
Pure ghee
 Amul pure ghee
 Sagar pure ghee
 Amul cow ghee
UHT Milk range
 Amul shakti 3%fat milk

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 Amul tazza 1.5%fat milk
 Amul gold 4.5%fat milk
 Amul lite slim-n-trim milk 0% fat milk
 Amul shakti toned milk
 Amul fresh cream
 Amul snowcap softy mix
Infant milk range
 Amul infant milk formula 1(0-6 months)
 Amul infant milk formula 2 (6months above)
 Amulspray infant milk food
Milk powder
 Amul full cream lassee powder
 Amulya dairy whitener
 Sagar skimmed lassee powder
 Sagar tea and coffee whitener
Fresh milk
 Amul tazza toned milk 3% fat
 Amul gold full cream milk 6% fat
 Amul shakti standardized milk 4.5%fat
 Amul slim & trim double toned milk 1.5%fat
 Amul saathi skimmed milk 0% fat
 Amul cow milk
 Sweetened condensed milk
Curd products
 Yogi sweetened flavored dahi(dessert)
 Amul masti dahi( fresh curd)
 Amul butter milk
 Amul lassee
 Amul prolife lassee
Amul ice-creams
 Royal treat range (rajbhog,cappuchino,chocochips,butterscotch,tutti frutti)
 Nut-o-mania range(kaju drakshi, kesar pista, roasted almond, kesar carnival,
badshahi badam kulfi, shista pista kulfi)
 Utsav range(anjir,roasted almond)
 Simply delicious range(vanilla, strawberry,pineapple,rose,chocolate)
 Nature‟s treat(alphanso mango,fresh litchi,anjir, fresh strawberry, black current)
 Sundae range(mango, black current, chocolate, strawberry)
 Millennium ice cream(chocobar,mango dolly, raspberry, dolly,shahi badam
kulfi,shahi pista kulfi,mawa malai kulfi, green pista kulfi)
 Cool candies(orange,mango)
 Cassatta
 Tricone cones(butterscotch,chocolate)
 Megabite almond cone
 Frostik – 3layer chocolate bar

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 Fundoo range – exclusively for kids
 Slimscoop fat free frozen dessert(vanilla,banana,mango,pineapple)
 Health isabcool
Chocolate & confectionery
 Amul prolife lassee chocolate
 Amul fruit & nut chocolate
Brown beverage
 Nutramul malted milk food
 Amul pro
Lassee drink
 Amul kool flavoured lassee
Health beverage
 Amul shakti white milk food
Ready to serve soups
 Masti tomato soup
 Masti hot & sour soup
Recently launched
 Amul ganthiya

35. 35

36. 36
Chapter 2
 Project ct study
 Need of study
 Market strategy
 Tools used while study

37. 37
Project study
“Marketing in Amul Company”
“the activity set of institution and processes for creating, communicating,
delivering and exchanging offerings that have value for customers, clients,
partners and society at large” is called marketing.
There are 5 different concept of marketing. Each of which vary in the
function that they deal with, for example – production concept deals with production and
selling concept deals with selling. Each of the concepts was developed as per the need
of the market. As the market changed, so did the concepts of marketing.
All 5 concepts of marketing and what they represent:-
1. Production concept
2. Product concept
3. Selling concept
4. Marketing concept
5. Societal marketing concept
The Marketing strategy of Amul covers various aspects of the business right from
segmentation and targeting to the overall mission and vision of the company and the
various parameters which the company executes to become the top brand that it has in
the market.

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It id defined as all psychological, social and physical behavior of potential
customers as they become aware, evaluate, purchase, consumer, and tell to other
about product and services.
Need of the study
 To know the customer needs
 Take feedback about the brand
 To know the current brand image
 To know the availability of the product

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Marketing strategy
Segmentation, targeting, positioning in the Marketing strategy of Amul – The
segmentation of Amul is the mass population and in general, people of all different age
groups and demography enjoying Amul products. This is because Amul is not only
present in Ice cream, but also in Milk, Butter, Cheese and other such products. As it has
a very deep product portfolio, it does not differentiate in its customers but uses a mass
marketing principle. And till date, this principle has worked very well for the marketing
strategy of Amul. Similarly, the target audiences are the regular middle class people.
This is because higher end customers do have a lot of high end products as an
alternative in ice cream. However, for other products like Butter and cheese, both high
end and low end customers are the target. In terms of positioning, Amul has top of the
mind positioning because it is the first brand which comes in mind when talking of Ice
cream, milk, cheese, butter or any other milk based products.
We use promotional tools and data collection method for study and we work on it in
field. We take guidance from Mr. KIRTI SHARMA
And report him the daily working of 45 days at internship. Our field of working are
AMUL INDIA at AJMER,. There I interact with the retailer which were N numbers,
and take the conclude study by unstructured questions.

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PROMOTIONAL TOOL USED AT INTERNSHIP IS “RETAILER SURVER”
FOR DATA COLLECTION WE USED
 SURVEY METHOD THROUGH FACE TO FACE
 DIRECT INTRACT WITH RETAILER

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To ask (many people) a question or a series of questions in
order to gather information about what most people do or think
about something, to look at and measure and examine all parts of
(something).
A field of applied statistics, survey methodology studies the sampling
of individual units from a population and the associated survey data
collection techniques, such as questionnaire construction and
methods for improving the
number and accuracy of
responses to surveys.

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CHAPTER – 3
g. Project analysis
h. Traditional & modern marketing
i. Market research
j. Marketing mix
k. Amul products
l. Work of internship

43. 43
Project analysis
The management process through which goods and
services move from concept to the customer. It includes
the coordination of four
Elements called the 4 P's of marketing:
(1) Identification, selection and development of a product.
(2) Determination of its price.
(3) Selection of a distribution channel to reach the
customer's place.
(4) Development and implementation of a promotional
strategy.
For example, new Apple products are developed to include improved applications and
systems, are set at different prices depending on how much capability the customer
desires, and are sold in places where other Apple products are sold.
In order to promote the device, the company featured its debut at tech events and is
highly advertised on the web and on television.
Marketing is based on thinking about the business in terms of customer needs and their
satisfaction. Marketing differs from selling because "Selling concerns itself with the
tricks and techniques of getting people to exchange their cash for your product. It is not
concerned with the values that the exchange is all about. And it does not, as marketing
invariable does, view the entire business process as consisting of a tightly integrated
effort to discover, create, arouse and satisfy customer needs." In other words, marketing
has less to do with getting customers to pay for your product as it does developing a
demand for that product and fulfilling the customer's needs.

44. 44
Businesses use various marketing tools to communicate information, stimulate
customer interest and motivate action. An integrated marketing approach applies
several tactics to engage customers and build business.
Traditional Marketing
Traditional marketing is a rather broad category that incorporates many forms of
advertising and marketing. It's the most recognizable types of marketing, encompassing
the advertisements that we see and hear every day. Most traditional marketing
strategies fall under one of four categories: print, broadcast, direct mail, and telephone.
 Print: Includes advertisements in newspapers, newsletters, magazines,
brochures, and other printed material for distribution.
 Broadcast: Includes radio and television commercials, as well as specialized
forms like on-screen movie theatre advertising.
 Direct mail: Includes fliers, postcards, brochures, letters, catalos, and other
material that is printed and mailed directly to consumers.
 Telemarketing: Includes requested calling and cold calling of consumers over
the phone.

45. 45
Because it encompasses so many different strategies, nearly every company
selling a product or service uses one or more types of traditional marketing as
part of an overall advertising strategy. For the most part, this form of advertising
depends on the company's available marketing budget.
Mid-sized companies and large corporations are most likely to use TV
commercials. Advertising on television is usually the most expensive form of
marketing, with prices depending on the time slots and programming content.
Bigger companies also use direct mail more often, as the design, printing, and
mailing expenses can add up to substantial amounts. Mid-sized and large
businesses often use all forms of traditional marketing in one way or another.
Entrepreneurs and small businesses, who may have limited marketing budgets,
most often use print marketing in newspapers or newsletters to advertise to local
customers. Many also place local radio advertisements. Some use direct mail,
and a few may employ limited telemarketing.
While network television commercials are usually out of the budget range for
smaller companies, local cable programming has made television advertising
more accessible for these types of businesses, with costs running as low as $15
for a 30-second spot, plus production expenses

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MORDEN MARKETING
Modern Marketing is a holistic, adaptive methodology that connects brands with real
customers and drives business results by blending strategy, creative, technology,
and analysis.
Yet the fundamentals of marketing planning remain the same. Regardless of the
channels available we need to research customer needs, develop winning brand
propositions for different target segments and communicate them effectively. Using
analytics and attribution to understand how different communications touch point
influence prospects to support their purchase.
 Identifying – how can we define groups of customers as market segments and
personas?
 Anticipating – How can we use market research to identify changing and future
customers‟ needs and wants?
 Satisfying – how can we assess the drivers of customer satisfaction which
encourage customer loyalty and recommendations?
 Profitably – how do we select the right mix of services and marketing
communications using different channels to maximize our return-on-investment?

47. 47
6 modern concepts of marketing
A) Production concept: – The companies which use the production concept generally
focus too narrowly on their own activities because according to this concept the
companies think that consumer will buy the product which comes in the market.
b) Product concept: – As per this concept companies give importance to the features
or the quality of the product because in long run the product exists only with the quality
it is giving to the consumer.
c) Selling concept: – it is not sufficient for the manufacturer to make the goods and
wait for the customers. Thus, according to this concept it is very important to inform the
consumer about the product which can be done through different ways of promotion.

48. 48
d) Marketing concept: – consumer now a day is treated as “GOD”. So it is very
important for the manufacturer to produce the product which the consumer wants, so
that consumer get satisfaction and manufacturer earns profit.
e) Consumer concept:- now not only marketing concept is sufficient rather the
companies are using consumer concept which means to give attention to individual
consumer it can be done through one to one marketing.
f) Societal marketing concept: – this concept means that company should not only
work for the consumer but also for the society. So the company should make balance
between company‟s profits, consumer wants and society welfare.
MARKET RESEACH
Market research is any organized effort to gather information about target markets or
customers. It is a very important component of strategy. The term is commonly
interchanged with marketing research; however, expert practitioners may wish to draw a
distinction, in that marketing research is concerned specifically about marketing
processes, while market research is concerned specifically with markets.
Market research is one of the key factors used in maintaining competitiveness over
competitors. Market research provides important information to identify and analyze the
market need, market size and competition. Market-research techniques encompass
both qualitative techniques such as focus groups, in-depth interviews, and ethnography,
as well as quantitative techniques such as customer surveys, and analysis of secondary
data.
Market research, which includes social and opinion research, is the systematic
gathering and interpretation of information about individuals or organizations

49. 49
using statistical and analytical methods and techniques of the applied social sciences to
gain insight or support decision making.
Market research is a way of getting an overview of consumers' wants, needs and
beliefs. It can also involve discovering how they act. The research can be used to
determine how a product could be marketed.
We believe that modern Indian retail rests on the strength of two pillars- scale and
efficiencies. Our retail thrust focussed on four principal verticals of food, fashion,
general merchandise and home. There 4 categories together account for 65% of the
consumption in the country and represent mass consumer aspirations.

50. 50
The marketing mix is a business tool used in marketing and by marketers. The
marketing mix can be used when determining a product or brand‟s offer, and is often
associated with the four Ps.
In our project the 4 P‟s are:-
 Product – product related to amul furnishing like better,milk,ice-cream,lassi,ghee,
dahi ect.
 Price – price are fluctuate with occasionally and their demand and supply.
 Place- amul India, at Anand.
 Promotion- through
If any of the 4 Ps were problematic or were not in the marketing factor of the business,
the business could be in trouble, and so other companies may appear in the
surrounding of the company, so the consumer demand on its products will decreases.
At internship of starting 15 days
we do the selling work at retailer to
retailer, collect orders of ice-
cream and interact with the
retailer. For this we take the
information and brief description
about the product.
My work of selling is at ice-
cream and lassi of AMUL.

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Amul product

52. 52

53. 53
Comparison between different ice-cream
AMUL HAVMOR VADILAL
Amul deals in many
products like ice cream,
chocolate , milk etc.
It deals only in ice-cream It deals only in ice-
cream.
Amul shelf life is 9month. its shelf life is 2-
3months.
Its shelf life is 2month.
Amul storage condition
keep under 18degree
temperature.
It keep under 15-20
degree temperature.
It keep under 25-
35degree temperature.
Amul turnover is
23000crore.(yr 2015-16)
Havmor turnover is 260
croce.
Vadilal turnover is 750-
800crore.
Sugar 8g and protein 2g. Sugar 29.66g and
protein 4.68g.
Sugar 14.0g and protein
2.3g.

54. 54
Research methodology
Objective –
 To know awareness of people towards amul products.
 To know the preference of amul products with comparison to other competitive
brands.
 To study various factors such as quality, price, ect.
 Increase the sales of the amul.
 Sampling unit/ area - vaishali nagar , Ram nagar , shastri nagar .

55. 55
CHAPTER – 4
m. SWOT ANALYSIS
n. RECOMMENDATION
o. SUGGESTIONS
p. LIMITATIONS
q. CONCLUSION
r. BIBLIOGRAPHY

56. 56
SWOT ANALYSIS
SWOT is an acronym for strengths, weaknesses, opportunities, and threats and is a
structured planning method that evaluates those four elements of
a project or business venture. A SWOT analysis can be carried out for a company,
product, place, industry, or person. It involves specifying the objective of the business
venture or project and identifying the internal and external factors that are favourable
and unfavourable to achieve that objective. Some authors credit SWOT to Albert
Humphrey, who led a convention at the Stanford Research Institute in the 1960s and
1970s using data from Fortune 500 companies. However, Humphrey himself did not
claim the creation of SWOT, and the origins remain obscure. The degree to which the
internal environment of the firm matches with the external environment is expressed by
the concept of strategic fit.
 Strengths: characteristics of the business or project that give it an advantage
over others
 Weaknesses: characteristics of the business that place the business or
project at a disadvantage relative to others
 Opportunities: elements in the environment that the business or project could
exploit to its advantage
 Threats: elements in the environment that could cause trouble for the
business or projet.
Identification of SWOTs is important because they can inform later steps in planning to
achieve the objective. First, decision-makers should consider whether the objective is
attainable, given the SWOTs. If the objective is not attainable, they must select a
different objective and repeat the process.

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o Strengths-
 Good quality and packing.
 Amul is one top of the mind brand.
 Launched sugar free ice-cream
 Weaknesses
 Limited market share.
 Supply chain is not good.
 Opportunities
 Tip-up with food chain, restaurants.

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 Mobile vans for better visibility.
 Threats
 Competitor
 Local ice-cream.
STRENGTHS
Strengths are the factors that are going to help you get better results.
Your company will do well if you can base your strategy around these
things. Strength is an internal factor. This means you can control it.
Things like resources, investment, and skilled labor are considered as
strengths. In SWOT analysis in marketing, you will consider the following
things as your strength:
 Brand recognition – If your company is well known by the people then it can
act as strength for your marketing strategy. You can use its name and
recognition to advertise your products for sale.
 Locationsof the business – If your company or shop is located in the city
centre then you are likely to have a very good business. It makes it convenient
for your customers to be able to visit your shop. This is a big strength that you
may have over your competitors.
 Specialistin marketing expertise – When you have an expert
in marketing then you can develop a marketing strategy quite easily. He/she will
have the required experience to form strategies based on experience. This is a
massive boost when doing a SWOT analysis in marketing.
 Introducing somethingnew – What better way to capture the market than
providing newer products? If your firm can come up with new ideas, then your
marketing strategy will be based on innovation and novelty.
WEAKNESSES
Weaknesses are also internal factors that will derail you from making
progress. When doing a SWOT analysis in marketing, you need to
consider which things will make your marketing strategy look weak and
unconvincing. The following factors can be called weaknesses:

59. 59
 Poor distribution – If you have a poor distribution channel for your products
then you are likely to suffer. If the customers are not getting your products on
time or even on the market, then that‟s an obstacle for your marketing strategy.
 Not distinguishablefeature – You cannot stand out in the market if your
products are no different from the rest of the competitors. You need to have your
own signature or an identity.
 Lack of online presence – In the modern era, online marketing is a key way
to grab the customer‟s attention. If you are not doing enough online, then you
cannot succeed well.
OPPORTUNITIES
SWOT analysis in marketing will look at almost everything as an
opportunity. This is because you never know what events or situations
you can use as a marketing weapon. Things such as:
 Advancementin technology – If your company buys newer technology.
Or they come across newer ways to produce goods then that can be termed as
an opportunity. This will help the company to strategize on a different way.
 Increase in demand – A situation may arise when the demand for your
goods may increase both locally and internationally. If that happens, then you
need to seize the opportunity. You can advertise the fact that your good are
wanted abroad and thus create a brand name for yourself. This is smart
marketing.
 SocialEvents – Nothing increases the demand for certain goods like social
events. Gift items become hot in demand during Christmas. Fireworks are sold
every minute day before New Year‟s Eve. So when such an opportunity is
opened up, the marketing strategy should be to take full advantage of the
situation. Offer those discounts and other benefits so that your product is sold
more.
THREATS
While doing a SWOT analysis in marketing, you have to be very careful
regarding the situations that will hamper your marketing strategy. These
situations are known as threats. Threats develop come out of nowhere.
So it is better to identify them as soon as possible. That way the SWOT
analysis in marketing will have a contingency plan to thwart the threat.
The following conditions can be considered as a threat:

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 Competitorslower price -This has to be the toughest threat to deal with. If
your competitor lowers the price of their product, then there are very few things
you can do about it. People are always likely to go for things that are less
expensive. However if your SWOT analysis in marketing has this noted down,
then you are likely to have a backup plan for it. Offering better quality or
promotional offers may help.
 Changes in consumerchoice – If your consumers all of a sudden decide
to change their choice then you are likely to be in trouble. Fashion trends are
always going to change, and this becomes a threat if you are producing the same
kind of goods or services.
 Economiccondition – Inflation, exchange rates, taxes and so on are all
economic factors. If these things change too often, then your company will be
affected in the negative way. Doing a SWOT analysis in marketing will require
you to keep such things on mind and come up ways to avoid them.

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RECOMMENDATIONS
AMUL INDIA is a great learning company for interns. AMUL INDIA is a LARGE STORE
and helps interns improve and develops their skills. I would recommend AMUL INDIA to
keep hiring interns with different educational background, to help build and improve the
company with the knowledge they gained from their studies.
The part that I found most interesting during my internship is the social media. During
my studies I mostly learned how to use the communication tools for promotional
activities. Even when describing the use of internet during projects. The communication
tools TV, radio and magazine are of course effective if you have the necessary budget.
But at AMUL I learned you can promote good and services creatively by just using the
social media tools.
 AMUL is a store where all the home FMCG products are available.
 They maintain the standard of quality in each and every product of AMUL.
 The staff of AMUL should very skilled and experienced.
The one best positive point of the AMUL is they give a very healthy environment
to the employees for their work and to the customers for shop.

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Facts and finding
o Retailers are not more aware with the amul ice-cream and lassi.
o Supply chain is very poor.
o Margin percentage is low.

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LIMITATIONS
It is my first internship project so due to curiosity i put my whole efforts on this project.
But still are certain limitations while doing the work.
Some of the limitations are:-
 One of the biggest limitations with this project work is the time factor.
 There might have been tendencies among the respondant to amplifying or filter their
responses underthe testing.
 In some cases, the customers was not giving the proper reply. He/she might think
that this is only wastage of time or this might create some problem etc.
 Unavailibilty of some information due to the lack of awareness of customers in these
area.

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CONCLUSION
The past months of my internship have been very instructive for me. AMUL INDIA has
offered me opportunities to learn and develop myself in many areas. I gained a lot of
experience, especially in the Marketing field. A lot of the tasks and activities that I have
worked on during my internship are familiar with what I‟m studying at the moment. I
worked in many areas where I did different work. This gave me the chance to find out
which areas I want work in after my education. The area that I found most interesting is
marketing & communication. By developing a marketing plan, I had to do lots of
research where I had to find the best way of marketing. I learned many things about
viral marketing by using and learning about social media tools.
As a bonus, I got to experience the event marketing process. I learned how the
marketing and promotional activities occur. I also learned how the administrational
process occurs by maintaining contact with the venue, vendors.
During my One and a half month of internship, I want to actively contribute to the
company‟s objectives by applying the knowledge I obtained during my education such
as the important aspects of communication including marketing communication,
advertising, PR, media, written communication, information, organisation and
management.
During my One and a half month internship, I want to improve my English language by
working along with my colleagues and communicating with the clients of the internship
company.
I realized that the marketing for a product is very essential in the process of positioning
in the market of a product to the selling of it.
The products are selling on the basis of region and the area of market.
Overall we say that if we are in modern world with it the marketing should also be
modern marketing.

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BIBLIOGRAPHY
There are many sources of data collection it should be with the help of internet or from
direct to the respondant or by taking from the emplooyes of amul company because the
data are of primary data and secondary data.
The sources are:-
www.google.com
www.wikipedia.com
www.marketing.in
Books of Marketing
 Sales and salesmenship
 Marketing reseach
 Business communication and managiral skill
Retailer of amul