This seminar report discusses the milk industry and Amul company in India. It provides background on the large consumer market in India and increasing urbanization. It then describes Amul's product range and competitive situation. The report analyzes primary data on customer preferences and concludes with suggestions for Amul, such as targeting wives through lucky draws and providing better packaging for summer.

1. Seminar Report
NARESH
"To understand Marketing Potential”
Submitted by: Submitted to:
SSDFF Mrs. HJGJJ
MBA Sam II
2023

2. INDUSTRY & COMPANY PROFILE
 Industry Background
 Competitive Situation
 Company Background
 Organization Chart
 Product Range
 Balance Sheet/ Financial Position

3. INDUSTRY BACKGROUND – HISTORICAL
PERSPECTIVE
 India with a population of 103 crores is potentially is
one of the largest consumer market in the world. With
urbanization and development of economy tastes and
interests of the people changes according as advanced
nations.
 Marketing is about winning in the new environment.
It is about understanding what consumer wants and
supplying it more attractively than other competitors

4.  The consumer market can be identified as the market of
products and services that are purchased by individuals
as house- hold of their personal consumption and at
times for institutional use. Milk is a typical consumer
product purchased by individual and institution for
culinary use, .the milk market is facing a cut throat
competition and many companies are floating the
market with their products in different brand names In
such a situation different factors that influence the
customer choice for milk are taste quality, image, easy
availability and products cost of advertisement.

5.  Most Indians prefer to use white milk for reasons of
taste and affordability .the major brands are Amul,
Vijaya, Sagar, Nandini and Aarey. Amul is the leading
national brand while the other players have great
shares in their local markets.
 Amul Gold is Long Life standardized milk. It is fresh
and only fresh milk, which has been processed
with a technology called UHT (Ultra High
Temperature), hence also known as UHT milk.
Notwithstanding popular misconception, UHT
technology does not involve any use of preservatives.
The UHT treatment .

6. COMPETITIVE SITUATION
 Agro foods pvt. Ltd
 Nestle ltd
 Dynamix dairy industry ltd
 Amul India
 Britannia ltd

7. THE PROJECT PROFILE
 Why this project was undertaken
 Problem environment
 The problems being faced
 What does company expect to do by solving the
problem

8. ANALYSIS
 Primary data tabulation & interpretation
 Interpretation & findings.
 Conclusions.
 Suggestions

9. SUGGESTIONS /Appendix
 As wives are the influencer Amul must try to grab the
opportunity to attract them by providing them with
lucky draws and recipe booklet.
 As scorching summers are coming the Milk producing
industries must provide with best packing in order to
attract non-potential consumers or low-income level
group, because they don’t have storage facilities such
as refrigerator.