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
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
