This document analyzes Amul butter and Amul lite compared to competitors based on consumer preferences. It summarizes Amul's operations and market share. A survey of 114 consumers found that most preferred Amul butter for bread spreading but many switched to other brands due to unavailability. The document recommends that Amul improve availability of products, promote alternatives to competitors, and address supply issues to increase sales.

1. Analysis of Amul butter / Amul lite & Its competitors on the
basis of consumer preference.

2. GCMMF overview
 Year of Establishment - 1973
 Members - 17 District Cooperative Milk Producers' Unions
 No. of Producer Members - 3.18 Million
 No. of Village Societies - 16,914
 Total Milk handling capacity per day - 16.8 Million liters per day
 Milk Collection (Total - 2012-13) - 4.66 billion liters
 Milk collection (Daily Average 2012-13) - 12.7 million liters Sales
Turnover -(2012-13) - 13,735 Cr

3. AMUL MODEL
Establishment of a direct
linkage between milk
producers and consumers
by eliminating middlemen
Milk Producers
(farmers) control
procurement, processing
and marketing
Professional management

4. OBJECTIVE
• To study the Perceptual difference between Amul
butter/Amul lite and its substitute.
• To improve the existing communication of Amul
butter and Amul Lite to enhance the sale volume.

5. RESEARCH METHODOLOGY
• PRIMARY METHOD- The primary data refer to original information
gathered for specific purpose to provide , relevant and accurate
information according to the need of the problem
• QUANTITATIVE – In this method interviewer administered
questionnaire face to and then Data analysis method is used using the
pie chart.
• QUALITATIVE- This involve more control over the cause and effect,
when compared to a survey. In experiments we try to measure the
effect of one or more variable.

6. Sampling
• Sampling Unit
It refers to the individuals who are to be surveyed
in the study and it includes adult male and female,
users and non users of butter
• Sampling Size
It refers to the number of people surveyed for the
topic in the study 114 has been surveyed and
response drawn.

7. PRODUCT PORTFOLIO
AMUL BUTTER- AMUL LITE- DELICIOUS-
(Utterly butterly delicious ) (the lightest ) (the delicious way to eat healthy)
WD-11.63%
RETAILER-8.4%
WD-19.23%
RETAILER-15.68
WD-26.72%
Retailer-22%

8. AMUL LITE Nutritional Information(Amount per 100 g)
 Energy, kcal-535 -------------------------------635
 Energy from Fat, kcal--------------------------530-630
 Total Fat, g---------------------------------------59-70
 Saturated fat, g-----------------------------------30-35
 Mono unsaturates , g----------------------------22-26
 Poly unsaturates , g------------------------------6-7
 Conjugated Linoleic acid (CLA), mg---------300
 Cholesterol, mg----------------------------------2.5
 Total Carbohydrates, g-------------------------1
 Added Sugar, g----------------------------------0
 Sodium, mg--------------------------------------650
 Added Vitamin A, mcg-------------------------900
 Added Vitamin D, mcg-------------------------5

9. AMUL BUTTER Nutritional Information Amount per 100 g
 Energy, kcal-------------------------------------722
 Energy from Fat, kcal--------------------------720
 Total Fat, g---------------------------------------80
 Saturated fat, g----------------------------------51
 Cholesterol, mg---------------------------------180
 Sodium, mg--------------------------------------836
 Total Carbohydrate, g--------------------------0
 Sugar, g-------------------------------------------0
 Protein, g-----------------------------------------0.5
 Vitamin A, mcg----------------------------------65

10. DELICIOUS Nutritional Information*
Amount per 100 g
 Energy, kcal - 729
 Energy from Fat, kcal - 729
 Total Fat, g - 80
 Saturated fat,g - 41
 Cholesterol, mg - 0
 Added Sugar, g - 0
 Sodium, mg - 980
 Added Vitamin A, mcg - 900
 Added Vitamin D, mcg - 5
Margarine is characterized by a physical consistency similar to butter
and is commonly known as butter-substitute. Margarine is prepared
exclusively from vegetable oils and fats

11. Butter & Margarine
 Butter has been a dietary staple for centuries.
 It is made by churning the fatty portion of cow’s milk until it
turns into the final product… butter
 Margarine is made from vegetable oils, so it contains no
cholesterol. Margarine is also higher in "good" fats —
polyunsaturated and monounsaturated — than butter is. These
types of fats help reduce low-density lipoprotein (LDL), or
"bad," cholesterol when substituted for saturated fat.

12. COMPARISON (100GM)
AMUL BUTTER AMUL LITE DELICIOUS
POINT OF PARITY Added sugar 0 Added sugar 0 Added sugar 0
POINT OF
DIFFERENCE
Milk FAT, Min : 80% Milk FAT, Min : 10% NOT AVAILABLE
Cholesterol 180 mg Cholesterol 2.5 mg Cholesterol 0
Total fat 80gm Total fat 50-79 Total fat 80gm
Saturated fat 51g Saturated fat 30-35 Saturated fat 41g
Energy calorie 722 Energy calorie
535-635
Energy calorie
729

13. Users
Users 96
Non users 18
users
84%
nonusers
16%

14. % OF Male & Female
39%
61%
MALE FEMALE
Male 45
Female 69

15. INCOME DISTRIBUTION
31%
32%
30%
7%
<=25k 25k-50k 50k-75k 75k-1lcs

16. Education
51%
25%
24%
POST GRADUATION UNDER GRADUATION INTERMIDIATE
POST GRADUATION 58
UNDER GRADUATION 29
INTERMIDIATE 27

17. How often you buy/use butter?
Regular user 35
Occasional user 61
regular
36%
occasional
64%

18. which brand you prefer?
16%
63%
17%
4%
sudha amul nutralite others

19. % Of People Using Amul butter/Amul lite/delicious
75%
12%
13%
AMUL BUTTER AMUL LITE DELICIOUS
AMUL BUTTER 46
AMUL LITE 7
DELICIOUS 8

20. Why you have chosen Amul butter/Amul lite/delicious
71%
11%
16%
2%
BREADSPREAD OTHERS LOW CHOLESTROL LOW FAT

21. What do people prefer while purchasing butter.
21%
32%
40%
7%
AVAILABILITY QUALITY TASTE PRICE

22. Why are you switching amul with other brand
6%
17%
6%
71%
others quality price unavailability

23. SWOT ANALYSIS
STRENGTH WEAKNESS
OPPORTUNITY THREAT

24. STRENGTH
 Best quality of product associated with strong
brand
 Trusted by consumers
 Creative advertisement
 Good demand in market

25. WEAKNESS
 Supply is less than demand
 Low visibility of Amul lite and other products
responsible for unawareness of these product amongst
consumers.
 After sale services is not to the mark.

26. OPPORTUNITY
 Market Supply of small packs (10gm)
 Spreading awareness about its Lite product for calorie
conscious consumers can help it to restrict and reduce
the market of Nutrilite
 Sufficient and regular supply of product in market
 Focus on expanding category penetration and
enlarging consumer base of the product category

27. THREAT
 Mother dairy has entered into the market of Patna
 Health cautious people are unaware about Lite and hence
prefer Nutralite
 Some consumers are strongly associated with Sudha as it is
easily available.

28. CONCLUSIONS
• In my survey 55% of the people were student. We can see
through the analysis that maximum of the students prefer
butter because it is a readymade item for them.
• Amul is enjoying the highest market share of 63%, whereas
on the second position is Nutralite followed by Sudha.
• 71% of people switch Amul because of unavailability.
• In the market of Patna the major competitor brand available
in the bread spread is Nutralite, and Sudha as Sudha has an
easy reach to consumers through its dairy parlors.

29. • GCMMF is unable to fulfill the demand in peak season
(festival and auspicious day) when demand is high.

30. RECOMMENDATIONS
• Wall painting can be done to increase awareness for Amul
lite and margarine products.
• Small pack of 10gm has less supply which should be
increased as it is easy to use and easy to carry. Like children
can carry them in lunch box, people can carry while
travelling, they can be served in resultants’ as an option
pack for those who want extra butter.
• More Amul parlors should be opened in Patna to increase
visibility manifold and ensure an easy access to consumers.
• Amul lite and delicious should be promoted as other options
in bread spread to compete Nutralite.

31. • Promotional event organization will help to make product visible.
Even like run for health on occasion of festival season is
recommended.
• More and more retailers should be encouraged to keep Amul lite and
delicious to ensure easy availability to consumers.
• Projector films may be shown to the villagers emphasizing on the
quality of Amul butter. This would help in convincing the people &
creating a favorable attitude towards Amul butter.
• Suggestions & complaints made by retailers & consumers should be
given due Attention to provide maximum satisfaction. This could
create and impression that Amul cares for them.
• Supply shortage should be monitored regularly to ensure adequate
supply so that consumer don’t switch to other brand

32. THANK YOU