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. A Project Report On
NEW PRODUCT LAUNCH - AMUL LACTOSE FREE MILK
AND AMUL LIQUID CREAMER
2016
Submitted to: Submitted by:
Mr. Viswajeet Kumar BALWANT SINGH
(Branch Manager Ghaziabad) FPG1517/007
(PGDM 1st Year)
I.B.A, Greater Noida

2. Page | 2

3. Page | 3

4. Page | 4
TABLE OF CONTENTS
S. No Title Page No
1 Executive Summary 6
2 Objective of the Research 7
3 Research Mythology 8
4 Company Profile 9
5 Introduction of the Company 12
6 Industry Profile 17
7 UHT PRODUCTS AND ITS IMPACT 19
8 ACHIEVEMENTS 23
9 AWARDS 24
10
AMUL IN ABROAD
25
11
PEOPLE POWER: AMUL'S SECRET OF SUCCESS
26
12
PLANTS
27
13
ORGANISATIONAL STRUCTURE
30
14
MARKETING STRATEGIES
33
15
PRODUCT PROFILE:-
1: AMUL LIQUID CREAMER
2: AMUL LACTOS FREE MILK
34
41
16
SWOT ANALYSIS
48
17
ANALYSIS
51
18
FINDINGS
62
19
LIMITATION
63
20
RECOMMENDATION AND SUGGESTION
64

5. Page | 5
21
CONCLUTION
65
22
QUESTIONNARE
66
23
BIBLIOGRAPHY
68

6. Page | 6
Executive Summary
This project was undertaken with the objective “TO CREATE NEW CUSTOMER
RELATIONSHIP TOWARDS AMUL LIQUID CREAMER AND AMUL LACTOS
FREE MILK”
In two month Summer Internship Project “- Amul - The Taste Of India” company gave
me this opportunity to do a project on launching new products “AMUL LIQUID
CREAMER AND AMUL LACTOSE FREE MILK”. I had to research and analysis of
the market share of the company and its sales promotion in the field of milk & beverages.
I divided work in three categories:
1. Understand the market portfolio regarding the behavior of customer towards -
AMUL- The Taste Of India.
2. Collecting data by directly contacting the customer and hotels in the market that
includes major field work.
3. Final stage is to create good relationship with customer and place our product
there.
In the first stage, my area of study was Bareilly city. For which I did analysis of market
and understand the behavior of customer towards Amul product.
In order to achieve this I visited hotels and Amul Parlors in Bareilly city. During my visit
to hotels I enquired which product are they currently using to prepare tea or coffee and
what cost they are paying. I convince them to use Amul Liquid Creamer as sample.
In Amul parlors also I convince them for Lactose free milk. I personally visited and
collected data place wise because for our product “Amul Lactos Free Milk” society and
people of Lactose Intolerant will affect.
Towards the end of the project I visited hotels as well as the parlors to collect feedback.
Eventually I was able to make sale of Amul liquid creamer. The feedback was collected
with the help of the questionnaire which is attached in the excel sheet.

7. Page | 7
OBJECTIVE OF THE RESEARCH
 To create awareness of people towards Amul Liquid Creamer and Amul Lactos Free
Milk
 To know the preference of Amul products with comparison to other competitive
brands.
 To know the factors which affects consumer’s buying behavior while purchase “Amul
Liquid Creamer”
 SWOT analysis of Amul Liquid Creamer and Amul Lactos Free Milk
 Ideas about to increase the sale of the “Amul Liquid Creamer and Amul Lactos Free
Milk”

8. Page | 8
RESEARCH METHODOLOGY:
INFORMATION REQUIRED:
 First, I had to know about all the competitors present in the Milk
Segment (Reputed and well established brands as well as Local brands).
 Before going for the survey I had to know the comparative packs and
prices of all the competitors existing in the market.
 Since Milk is a product that used daily hence I had to trace the market and segment it,
which mainly deals with people of various age groups.
RESEARCH METHODOLOGY:
 Collecting primary data by personally visited.
 Collecting data through questionnaire.

9. Page | 9
COMPANY PROFILE
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
Formed in 1946, 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.
Amul spurred India's White Revolution, which made the country the world's largest producer
of milk and milk products. In the process Amul became the largest food brand in India and
has ventured into markets overseas.
Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006),
is credited with the success of Amul.
About GCMMF:
Fig 1.1: GCMMF- An Overview
Source: (http://www.amul.com/m/organisation)
The GCMMF is the largest food products marketing organization of India. It is the apex
organization of the dairy cooperatives of Gujarat. It is the exclusive marketing organization
for products under the brand name of Amul and Sagar. Over the last five and a half decades,

10. Page | 10
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. (GCMMF) is India's largest food product marketing
organization with annual turnover (2014–15) US$3.4 billion. Its daily milk procurement is
approximately 14.85 million lit per day from 18,536 village milk cooperative societies, 17
member unions covering 33 districts, and 3.37 million milk producer members. More than
70% of the members are small or marginal farmers and landless laborers including a sizeable
population of tribal folk and people belonging to the scheduled castes.
It has been accorded a "Trading House" status. Many of our products are available in USA,
Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has
received the APEDA Award from Government of India for Excellence in Dairy Product
Exports for the last 16 years. For the year 2009-10, GCMMF has been awarded "Golden
Trophy" for its outstanding export performance and contribution in dairy products sector by
APEDA. In 2013-14, GCMMF took giant strides in expanding its presence in International
markets. Amul’s presence on Global Dairy Trade (GDT) platform in which only the top six
dairy players of the world sell their products, has earned respect and recognition across the
world. By selling milk powders on GDT, GCMMF could not only realize better prices as per
market demand but it also firmly established Amul in the league of top dairy players in world
trade.
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 Award in1999 in Best of All Category. In 2002 GCMMF bagged India's
Most Respected Company Award instituted by Business World. In 2003, it was awarded the
The IMC Ramkrishna Bajaj National Quality Award - 2003 - certificate of merit- for
adopting noteworthy quality management practices for logistics and procurement. GCMMF

11. Page | 11
is the first and only Indian organization to win topmost International Dairy Federation
Marketing Award for probiotic ice cream launch in 2007. For the innovations, GCMMF has
received AIMA-RK Swamy High Performance brand award 2013 and CNN-IBN Innovating
for better tomorrow award in 2014. World Dairy Innovation Awards- 2014 for Best
Marketing Campaign - "Eat Milk with Every Meal". For the tree plantation activity GCMMF
has received seven consecutive Good Green Governance award from Srishti during 2007 to
2013.
The Amul brand is not only a product, but also a movement. It is in one way, the
representation of the economic freedom of farmers. It has given farmers the courage to
dream. To hope, To live.

12. Page | 12
INTRODUCTION OF COMPANY
In the year 1946 the first milk union was established. This union was started with 250 litters
of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was
known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This
union selected the brand name AMUL in 1955.
The brand name Amul means “AMULYA”. This word derived from the Sanskrit
word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had
suggested the brand name “AMUL”. Amul products have been in use in millions of homes
since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul
Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a
symbol of many things like of the high-quality products sold at reasonable prices, of the
genesis of a vast co-operative network, of the triumph of indigenous technology, of the
marketing savvy of a farmers' organization. And have a proven model for dairy development
(Generally known as “ANAND PATTERN”).
In the early 40’s, the main sources of earning for the farmers of Kaira district was
farming and selling of milk. That time there was high demand for milk in Bombay. The main
supplier of the milk was Polson dairy limited, which was a privately owned company and
held monopoly over the supply of milk at Bombay from the Kaira district. This system leads
to exploitation of poor and illiterates’ farmers by the private traders. The traders used to
beside the prices of milk and the farmers were forced to accept it without uttering a single
word.
However, when the exploitation became intolerable, the farmers were frustrated. They
collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the
freedom movement. Sardar Patel advised the farmers to sell the milk on their own by
establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel
sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai
held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the
farmers to form a society for collection of the milk.

13. Page | 13
Fig 1.2: Sardar Patel with Farmers
These village societies would collect the milk themselves and would decide the prices at
which they can sell the milk. The district union was also form to collect the milk from such
village co-operative societies and to sell them. It was also resolved that the Government
should be asked to buy milk from the union.
However, the govt. did not seem to help farmers by any means. It gave the negative
response by turning down the demand for the milk. To respond to this action of govt., the
farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk
was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk
commissioner of Bombay then visited Anand to assess the situation. Having seemed the
condition, he decided to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and district level to collect
and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese
Kurien showed main interest in establishing union who was supported by Shri
Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village
level. The Kaira district milk producers union was thus established in ANAND and was
registered formally on 14th December 1946. Since farmers sold all the milk in Anand

14. Page | 14
through a co-operative union, it was commonly resolved to sell the milk under the brand
name AMUL.
Fig 1.3: Sardar Patel suggesting to farmers
At the initial stage only 250 litres of milk was collected every day. But with the growing
awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul
collect 11 lakhs litres of milk every day. Since milk was a perishable commodity it becomes
difficult to preserve milk flora longer period. Besides when the milk was to be collected from
the far places, there was a fear of spoiling of milk. To overcome this problem the union
thought out to develop the chilling unit at various junctions, which would collect the milk and
could chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150
chilling centres in various villages. Milk is collected from almost 1073 societies.
With the financial help from UNICEF, assistance from the govt. of New Zealand
under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and
butter was planned. Dr.RajendraPrasad, the president of India laid the foundation on

15. Page | 15
November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it
open at Amul dairy on November 20, 1955.
Fig 1.4: Shri Pandit Jawaharlal Nehru open Amul dairy
Member Unions
1. Kaira District Cooperative Milk Producers' Union Ltd., Anand
2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana
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

16. Page | 16
8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad
9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch
10.Ahmedabad District Cooperative Milk Producers' Union Ltd.,Ahmedabad
11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot
12. Gandhinagar District Cooperative Milk Producers'Union Ltd., Gandhinagar
13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar
14. Amreli District Cooperative Milk Producers Union Ltd., Amreli
15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar
16.Kutch District Cooperative Milk Producers' Union Ltd., Anjar
17. Junagadh District Cooperative Milk Producers' Union Limited,Junagadh

17. Page | 17
INDUSTRY PROFILE
The World Dairy Situation:
According to a report published by International Dairy Federation (IDF) on the World Dairy
Situation 2007 the worldwide milk production is expected to grow at a slower pace in 2007-08
and is estimated at 655 million tonnes, only 9 million tonnes more than the production of
2006 – 2007. The strongest growth would be in Asia, notably in China and India. Milk
production is projected at36 million tonnes in China and 94.60 million tonnes in India. India
would continue to be the largest milk producer, followed by the US, with projected
production of 82.60 million tonnes.
Major changes are not expected in dairy products basket. World butter production increased
for two years, in 2004 and 2005 and then declined in 2006-07. It is expected to decline
again in 2007-08. Industrial cheese production is continuing to grow. The major cheese
producing regions are Europe and North America and both areas are expected to have a faster
growth rate.
The production of condensed and evaporated milks is subject to a declining trend for many
years in the developed market. It has been replaced by many other dairy products, especially
liquid milks of UHT type, coffee cream and coffee whitener including some of the non-dairy
origin.
World trade in dairy products after a period of relative stagnation, started recovery in the
second half of 2006-07 and it continued in the first half of 2007-08. The recovery is due
to prosperity resulting from economic demand. However, the bullish price situation is not
likely to continue long and would level down.
Export of butter and butter-oil recovered in 2006-07 and this recovery continued in
early2007-08.
The total volume of the world trade in cheese has accelerated and this trend is likely to
continue in the year 2008.
The outlook for the trade in dairy commodities for 2007-08 appears bright. However, since
the new market equilibrium, in respect of prices has to be found, the question is

18. Page | 18
whether international trade in dairy products will continue its growth in 2007-08 at the same
momentum as in previous years. Because of the price situation in 2007-08, one may ask
whether demand can follow the expected trends, but it would be premature to expect
stagnation in the trade. In established markets, the potential for demand to reduce slightly
can release the additional supplies, which are needed to maintain the growth of trade.

19. Page | 19
UHT PRODUCTS AND ITS IMPACT
Over the years Amul has been witnessing strong growth in this portfolio, with the segment
growing at 53%, [4] as a result of growing consumer awareness and demand for good quality
milk, the urban population has especially been showing great interest in long life UHT
products like Amul Taaza, which are packed in Tetra Pak cartons, which undergoes UHT
treatment to remove all harmful micro-organisms while retaining the nutrition in the milk.
Today Amul sells around 4-500,000 liters of UHT milk and other value added products per
day and forecast this demand to continue growing at 25%.The UHT products have enabled
Amul to position itself as the market leader in packaged milk segment by penetrating the
deeper and vast markets by maintaining long shelf life of milk, without the need of
maintaining cold supply chains.
Fig 1.5: (Amul portfolio of product)
Amul portfolio of product
Here is a detailed list of Amul’s products:
AMUL BUTTER: ‘UTTERLY BUTTERLY DELICIOUS’ AMUL BUTTER was the first
product which was officially launched by AMUL in 1945. It has been a market leader during
the last 4 decades. AMUL BUTTER is made from Butter, Common Salt, permitted natural
colour- Annatto Composition: Milk Fat 80% Moisture 16% Salt 2.5% Curd 0.8% Calorific
Value: 720 kcal/100g
Special Features: Made from fresh cream by modern continuous butter making machines.

20. Page | 20
Breadspreads:
• Amul Butter
• Amul Lite Low Fat Breadspread
• Amul Cooking Butter
Cheese Range:
• Amul Pasteurized Processed Cheddar Cheese
• Amul Processed Cheese Spread
• Amul Pizza (Mozarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese
• Amul Gouda Cheese
• Amul Malai Paneer (cottage cheese) • Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):
• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
• Amul Amrakhand
• Amul Mithaee Gulabjamuns
• Amul Mithaee Gulabjamun Mix
• Amul Mithaee Kulfi Mix
• Avsar Ladoos
UHT Milk Range:
• Amul Shakti 3% fat Milk
• Amul Taaza 1.5% fat Milk
• Amul Gold 4.5% fat Milk
• Amul Lite Slim-n-Trim Milk 0% fat milk
• Amul Fresh Cream
• Amul Snowcap Softy Mix
• Amul Lactose Free Milk
• Amul Milk Creamer
Pure Ghee:
• Amul Pure Ghee
• Sagar Pure Ghee
• Amul Cow Ghee

21. Page | 21
Infant Milk Range:
• Amul Infant Milk Formula 1 (0-6 months)
• Amul Infant Milk Formula 2 ( 6 months above)
• Amulspray Infant Milk Food
Milk Powders:
• Amul Full Cream Milk Powder
• Amulya Dairy Whitener
• Sagar Skimmed Milk Powder
• Sagar Tea and Coffee Whitener
Sweetened Condensed Milk:
• Amul Mithaimate Sweetened Condensed Milk
Fresh Milk:
• Amul Taaza Toned Milk 3% fat
• Amul Gold Full Cream Milk 6% fat
• Amul Shakti Standardised Milk 4.5% fat
• Amul Slim & Trim Double Toned Milk 1.5% fat
• Amul Saathi Skimmed Milk 0% fat
• Amul Cow Milk
Curd Products:
• Yogi Sweetened Flavoured Dahi (Dessert)
• Amul Masti Dahi (fresh curd)
• Amul Masti Spiced Butter Milk
• Amul Lassee
Amul Ice creams:
• Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)
• Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)
• Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black
Currant, Santra Mantra, Fresh Pineapple)
• Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
• Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite,
Cassatta)

22. Page | 22
• Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
• Amul Kulfi (pista, kesar badam, misthi dohi, matka kulfi)
• Amul Epic
Chocolate & Confectionery:
• Amul Milk Chocolate
• Amul Fruit & Nut Chocolate
Brown Beverage:
• Nutramul Malted Milk Food
Milk Drink:
• Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)
• Amul Kool Cafe
• Amul Kool Koko
• Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

23. Page | 23
ACHIEVEMENTS:
Amul: Asia’s largest dairy co-operative was created way back in1946 to make the
milk producer self-reliant and conduct milk- business with pride. Amul has always been the
trend setter in bringing and adapting the most modern technology to door steps to rural
farmers.
Amul created history in following areas:
a) First self-motivated and autonomous farmers‟ organization comprising of more
than 5000000 marginal milk producers of Kaira District.
b) Created Dairy co-operatives at village level functioning with milk collection
centres owned by them.
c) Computerized milk collection system with electronic scale and computerized
accounting system.
d) The first and only organization in world to get ISO 9000 standard for its farmer’s
co-operatives.
e) First to produce milk from powder from surplus milk.
Amul is the live example of how co-operation amongst the poor marginal farmers can
provide means for the socio-economic development of the under privileged marginal farmers

24. Page | 24
AWARDS:
Amul a co-operative society and its co-operation has led many different
awards in its favor.
Magsaysay award for community leadership presented in manila,
Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien
1964: “Padmabhusan” award given to Shri T.K. Patel
1965: “Padmshri awarded was given to V. Kurien, general manager, by
the president of India
1987: “Best Productivity” awarded by national productivity council for the
year 1985-86 awarded to Amul dairy.
1988: “Best Productivity” awarded for the second successive year 1986-87 by
the president of India, Mr. R. Venkatrao to kaira union.
1993: “ICA” Memenoto towards genuine and self sustaining co-operative
worldwide ICA regional office for Asia and pacific, New Delhi, 1996.
1999: G.B.Birla award.
Moreover the Amul union has achieved the prestigious ISO 9001-2000 and
HACCP Certificate and effects are got to obtain ISO 14000.

25. Page | 25
Amul in abroad:
Amul is going places literally. After having established its presence in China, Mauritius and
Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India’s largest milk
cooperative, is waiting to flood the Japanese market.
Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul
products are already available on shelves across several countries, including the US, China,
Australia, West Asian countries and Africa.
GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch
milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

26. Page | 26
PEOPLE POWER: AMUL'S SECRET OF SUCCESS
The system succeeded mainly because it provides an assured market at remunerative
prices for producers' milk besides acting as a channel to market the production
enhancement package. What's more, it does not disturb the agro-system of the farmers. It
also enables the consumer an access to high quality milk and milk products. Contrary to
the traditional system, when the profit of the business was cornered by the middlemen,
the system ensured that the profit goes to the participants for their socio-economic
upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a pattern and
model for emulation elsewhere.
Amul has been able to:
 Produce an appropriate blend of the policy makers farmers board of
management and the professionals: each group appreciating its rotes and
limitations,
 Bring at the command of the rural milk producers the best of the technology
and harness its fruit for betterment.
 Provide a support system to the milk producers without disturbing their agro-
economic systems,
 Plough back the profits, by prudent use of men, material and machines, in the
rural sector for the common good and betterment of the member producers and
The Union looks after policy formulation, processing and marketing of milk, provision of
technical inputs to enhance milk yield of animals, the artificial insemination service,
veterinary care, better feeds and the like - all through the village societies. Basically the
union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK
UNION LIMITED), a name which suggest THE TASTE OF INDIA.

27. Page | 27
Plants:
First plant is at ANAND,which engaged in the manufacturing of milk, butter, ghee, milk
powder, flavoured milk and buttermilk.
Fig 1.6: GCMMF- Milk Plant
Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul
Ganthia and Amul lite.
Fig 1.7: GCMMF- Milk Plant Working People

28. Page | 28
Third plant is at Kanjari, which produces cattelfeed
Fig 1.8: GCMMF Milk Collection by villagers
Source:
(https://www.google.co.in/search?q=gcmmf+khaira+industries+pics&espv=2&biw=
1366&bih=667&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi3s8al-
oHOAhXLs48KHVJYDOUQ_AUIBygC#tbm=isch&q=1st+plant+gcmmf&imgrc=5
RQoILb1WXwjvM%3A)
Fourth plant is at Khatraj, which engaged in producing cheese.

29. Page | 29
Fig 1.8: GCMMF Milk Machines
Today, twelve dairies are producing different products under the brand name Amul.
Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud
for Gujarat and whole India.

30. Page | 30
ORGANISATION STRUCTURE
Vision
Amul vision is to provide quality food and beverages to consumers at affordable
prices while ensuring fair returns to the producers
Mission
GCMMF endeavors to satisfy the taste and nutrition requirements of the customers, of the
world through excellence in marketing by their committed team. Through co-operative
networking, they are committed to offer quality products that provide best value for
money.
Table 1:1: Sales Turn Over since 1994-2015 in million:
Sales Turnover Rs (million) US$ (in 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
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700

31. Page | 31
Sales Turnover Rs (million) US$ (in million)
2010-11 97742 2172
2011-12 116680 2500
2012-13 137350 2540
2013-14 181434 3024
2014-15 207330 3410
Source: http://www.amul.com/m/organisation
Supply Chain Management:
Amul has a very good supply chain. It has a sound number of retailers and wholesalers.
Despite all this, the number of depot which they have in each state is low as compared to the
demand of their product. In bigger states also they have only one depot which is not sufficient
to cater to the requirements of the retailers. In order to meet the demands of the customers
Amul must increase the number of depots which they have.
Employee Strength:
Amul has employee strength of 750 of marketing arm. However, real pool of members
consists of 3.37 million milk producing members.
Three Tier Amul Model
The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy
Cooperative Society at the village level affiliated to a Milk Union at the District level
which in turn is further federated into a Milk Federation at the State level. The above
three-tier structure was set-up in order to delegate the various functions, milk collection is
done at the Village Dairy Society, Milk Procurement & Processing at the District Milk
Union and Milk & Milk Products Marketing at the State Milk Federation.
This helps in eliminating not only internal competition but also ensuring that economies
of scale are achieved. As the above structure was first evolved at Amul in Gujarat and
thereafter replicated all over the country under the Operation Flood Program, it is known
as the ‘Amul Model’ or ‘Anand Pattern’ of Dairy Cooperatives.
Responsible for Marketing of Milk & Milk Products Responsible for Procurement &
Processing of Milk Responsible for Collection of Milk Responsible for Milk Production.

32. Page | 32
Fig 1.9: GCMMF Member Producers
Source:(https://www.google.co.in/search?q=gcmmf+khaira+industries+pics&espv=2&bi
w=1366&bih=667&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi3s8al-
oHOAhXLs48KHVJYDOUQ_AUIBygC#tbm=isch&q=sales+revenue+gcmmf&imgrc=
WTW-2l6ZnkImNM%3A)

33. Page | 33
MARKETING STRATEGIES:
GCMMF is the marketing arm of the network and manages the physical delivery and
distribution of milk and dairy products from all the Unions to customers. GCMMF is also
responsible for all decisions related to market development and customer management.
Amul try to follow the strategy which is not very high in term of advertising and
promotion hence they keep their budget very small. Amul use to prefer a lower price with
emphasis on efficiency in advertising in this context Amul provides umbrella branding to
all the products of the network.
Umbrella brand
The network follows an umbrella branding strategy. In this company try to build a brand
names that are utilized by a range of different but related products. Hence Amul follow
the same it is the common brand for most product categories produced by various unions:
liquid milk, milk powders, butter, ghee, cheese, cocoa products, sweets, ice-cream and
condensed milk.
Amul's sub-brands include variants such as Amulspray, Amulspree, Amulya and
Nutramul. The edible oil products are grouped around Dhara and Lokdhara, mineral
water is sold under the Jal Dhara brand while fruit drinks bear the Safal name.
By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union
conflicts but also created an opportunity for the union members to cooperate in
developing products.

34. Page | 34
PRODUCT PROFILE
Amul Liquid Creamer:
Figure 1.10: Amul Creamer
INTRODUCTION
To cater to dynamic consumer needs, new product development has always been an
important area of focus for GCMMF Ltd. We believe in launching futuristic products by
analysing changing consumer lifestyles and gauging windows of opportunity well in
advance. Amul Liquid Creamer is another revolutionary product in Amul’s portfolio. It is
the best offering from GCMMF in terms of technology, product, packaging and
experience for our customers.
Before going forward, let us first understand what our new product is, what is its market
and how is it different from other substitutes?
What is Amul Liquid Creamer?
Amul Liquid Dairy Creamer is creamy milk with 25% total solids (9% fat and 16% SNF).
This makes it ideal for making rich and delectable coffee, tea and other dairy beverages.
UHT treated Amul Liquid Dairy Creamer has a shelf life of 180 days and can be stored in
ambient conditions. It comes in packs of 10gm each single use pack.

35. Page | 35
It is purely dairy based and does not contain any non-dairy fats. Thus, you get all the
goodness and freshness of milk with the convenience of single use packs that can be
stored at ambient conditions.
What is the market for Amul Liquid Dairy Creamer?
Emerging from the on-the-go lifestyle of today’s working population is a need for tasty
and hygienic food in convenient packaging. Catering to this need, Amul has introduced
its Liquid Dairy Creamer that allows you to make rich, creamy and delectable tea, coffee
and other dairy based beverages on the go.
Office, home or hotel a cup of tea/coffee made from this revolutionary product will
refresh you and spare you from the hassle of mixing dairy powders or arranging cooking
ware for using fresh milk. Thus, Amul Liquid Dairy Creamer allows you to enjoy your
tea/coffee hassle free!
What is the nutritional content of Amul Liquid Creamer?
Amul Liquid Dairy Creamer is a dairy based UHT whitener with 25 % total milk solids.
Figure 1.11 Nutritional of Amul Creamer

36. Page | 36
How is Amul Liquid Creamer different?
Many creamers available in the international market are synthetic combination of oils,
sugars, and milk solids. Usually these are partially hydrogenated soybean oil that contains
trans-fat. These are known to promote inflammation.
TARGET CONSUMERS
 Domestic Airlines: Such as Air India, Indigo
 International Airlines: Such as Air Asia, Jet Airways
 Flight Kitchens: Such as TajSATS Air Catering, Sky Chef
 Star Hotels: In metros and tourist destinations such as Goa, Kerala, Agra, Rajasthan
 Other Hotels: Which provide in-room facility to prepare tea and coffee
 Premium Trains: Rajdhani & Shatabdi
 Offices: Any office that has a source of hot water such as an electric kettle for
preparing tea/coffee can be a target for Amul Liquid Dairy Creamer
DISTRIBUTION CHANNELS
 Institutional WDs: Will need special focus from WDs to reach this segment;
preferably WDs catering to institutions such as Railway WDs for Kool
 Cash & Carry: To reach HoReCa segment
 Ship Chandler: Who specialise in supplies for ships, particularly in Mumbai, Cochin
& Chennai
MARKETING MIX
Amul is the market leader in UHT milk category and consumers have experienced
innovative products like Amul Slim n Trim Milk, Amul Calci+ Milk, Amul Fresh Cream,
Amul Whipping Cream, Amul Lactose Free Milk and other such products. Catering to the

37. Page | 37
on-the-needs of our customers, Amul Liquid Dairy Creamer is a product of the future and
a natural extension of the existing portfolio of the UHT range from Amul.
 Product: Amul Liquid Dairy Creamer is manufactured in state-of-art manufacturing
facility of AmulFed Dairy, Gandhinagar. It is ultra-heat treated milk with 25% total
solids (9% fat and 16% SNF). Following the heat treatment this creamer is packed
aseptically in 10 gm cups with easy to remove foil seal. Other salient features of the
product are as follows:
o Goodness of real milk
o Thick and creamy texture
o 180 days of shelf life
o Single use 10 gm cups
o Easy to open peel-off foil
o No added sugar
o High miscibility compared to other substitutes
o Attractive/affordable price
o Ambient storage conditions required
o Available in 400 cups X 10 gm configuration cases (Material Code:
TDMCP15)
 Price: Aligned to Amul’s business philosophy, our new offering - Amul Liquid Dairy
Creamer will also be a value for money proposition:
Price to WD
WD Margin
%
Price to
Trade
Trade Margin
%
MRP
Rs. 1.89 5% Rs. 2.00 11% Rs. 2.25
 Place: Being a unique product, the distribution of Amul Liquid Dairy Creamer would
require focussed efforts for placement in the following channels:

38. Page | 38
o Direct Distribution through institutional WDs to airlines, railways, hotels,
offices and ship chandeliers
o MFS (Modern Format Stores): Visibility to generate trials
o A Class Outlets: Outlets frequently visited by SEC A&B consumers
 Promotion: Amul Liquid Dairy Creamer is a niche product, thus targeted
o Promotion on online groceries
o Display at MFS (Cash & Carry)
o Digital media activities
o Print ads in newspapers and high end magazines
o Sampling at hotels and offices
COMPETITORS IN INDIAN MARKET
We have only one competitor – D’lecta Milke` - in the Indian market. This is available in
five star hotels such as ITC and is distributed either directly or through MFS (cash and
carry). In the international market, there are a lot of liquid beverage whiteners such as
Nestle’s Coffee Mate,
Hershey’s Delight. However, many of them are non-dairy creamers containing vegetable
fat. D’lecta, however, is a dairy based creamer.
Comparison at a Glance

39. Page | 39
Key Parameters D’lecta Amul
Pack Configuration 7mlX400 10gm (~9.5ml)X400
Price to Institutions Rs. 2.40 per pc Rs. 2.00 per pc
Shelf Life 180 days 180 days
THUS, AMUL IS OFFERING HIGHER QUANTITY AT LOWER PRICE VIS-À-
VIS COMPETITION

40. Page | 40
SELLING STORY
Fortified with
goodness of real milk
Easy to use with peel
off foil seal
Convenient single use
10 gm cups
Easy miscibility
compared to other
substitutes
UHT treated with
shelf life of 180 days
Can be stored in
ambient conditions
Attractive/affordable
price
Thick creamy texture
ideal for making
delectable coffee, tea
and other beverages
Hassle free fresh
tea/coffee: No
cooking ware
required

41. Page | 41
AMUL LACTOS FREE MILK
INTRODUCTION:
New product development has always been an important area of focus for GCMMF Ltd.
since its inception. We at GCMMF have always been innovating and improving our
products in terms of quality, novelty, appearance as well as packaging.
Amul Lactose Free Milk is not just another arrow in the quiver of new products of
GCMMF. It is the best offering from GCMMF in terms of technology, product,
packaging and experience for our customers.
Before going forward, let us understand what are lactose, lactose intolerance and lactose
free milk.
Figure 1.12 Lactos Free Milk
What is Lactose?
Lactose is a sugar (carbohydrate) present in the milk and is the primary source of energy
that comes from milk. Lactose is basically made up of two smaller sugars called Glucose
and Galactose. Lactose makes up around 2-8% of the milk (by weight) and is the major
constituent of SNF (solid not fat) in milk.

42. Page | 42
Infants nurse on their mothers to drink milk, which is rich in lactose. The intestine
secretes the enzyme called lactase to digest it. This enzyme cleaves the lactose molecule
into its two subunits, the simple sugars glucose and galactose, which can be readily
absorbed. Since lactose occurs mostly in milk, in most mammals, the production of
lactase gradually decreases with maturity due to a lack of constant consumption.
What is Lactose Intolerance?
Lactose intolerance, also called lactase deficiency and hypolactasia, is the inability to
digest lactose, a sugar found in milk and to a lesser extent dairy products.
Lactose intolerant individuals have insufficient levels of lactase, the enzyme that helps in
breaking down of lactose into glucose and galactose, in their digestive system. In most
cases this causes symptoms which may include abdominal bloating and cramps,
flatulence, diarrhea, nausea, rumbling stomach, or vomiting after consuming significant
amounts of lactose. Some studies have produced evidence that milk consumption by
lactose intolerant individuals may be a significant cause of inflammatory bowel disease.
Most mammals normally cease to produce lactase (resulting in non digestion of lactose),
becoming lactose intolerant, after weaning, but some human populations have developed
lactase persistence (resulting in continued digestion of lactose), in which lactase
production continues into adulthood. The frequency of lactose intolerance ranges from
5% in Northern European countries (England, Scotland, Ireland, Scandinavia, and
Iceland) to 71% in Italy (Sicily) to more than 90% in most African and Asian countries.
Causes of Lactose Intolerance:
Lactase deficiency has a number of causes and is classified as one of three types:
• Primary lactase deficiency is genetic, only affects adults and is caused by the
absence ofa lactase persistence gene. It is the most common cause of lactose
intolerance as a majority of the world's population lacks these genes.
• Secondary, acquired, or transient lactase deficiency is caused by an injury to the
smallintestine, usually during infancy, from acute gastroenteritis, diarrhea,
chemotherapy, intestinal parasites or other environmental causes.

43. Page | 43
• Congenital lactase deficiency is a very rare, genetic disorder that prevents lactase
expression from birth. It is particularly common in Finland. People with congenital
lactase deficiency cannot digest lactose from birth, and therefore cannot digest breast
milk.
• Lactose intolerance is not an allergy, because it is not an immune response, but rather
a problem with digestion caused by lactase deficiency. Milk allergy is a separate
condition, with distinct symptoms that occur when the presence of milk proteins
trigger an immune reaction.
How do I know if I have lactose intolerance?
Common symptoms of Lactose intolerance are abdominal bloating and cramps,
flatulence, diarrhea, nausea, rumbling stomach, or vomiting. If you feel sick after
drinking a glass of milk one time, you probably do not have lactose intolerance. But if
you feel sick every time you have milk, ice cream, or another dairy product, you may
have lactose intolerance. Sometimes people who have never had problems with milk or
dairy products suddenly have lactose intolerance. This is more common as you get older.
Symptoms of the most common type of lactose intolerance—adult lactose intolerance—
often starts during the teen or adult years and continue for life. If you think you might
have lactose intolerance, talk it over with your doctor. Your doctor can make sure that
your symptoms are caused by lactose intolerance and not by another problem.
Diagnosis of Lactose Intolerance:
To assess lactose intolerance, intestinal function is challenged by ingesting more dairy
products than can be readily digested. Clinical symptoms typically appear within 30
minutes, but may take up to two hours, depending on other foods and activities.
Hydrogen Breath Test is the most common and accurate test to detect lactose intolerance.
How can you prevent lactose intolerance?
Lactose Intolerance is a condition rather a disease and there is no treatment in strict sense.
However it can be prevented by measures like lactose reduced / free food as well as
modification in your diet in consultation with your physician.
Sweetening Index of Lactose:

44. Page | 44
Sweetening index is a scale to determine the sweetness of a substance in which sucrose
(common table sugar) is given an index of 1 and rest of the substances are valued in
relation to sucrose wherein higher the index sweeter the substance. Given below is the
sweetening index of Lactose along with some common substances.
Substance Sweetening Index
Fructose (common sugar present in most of
1.70
the fruits and gives sweetness to the fruits)
Sucrose (common table sugar) 1.00
Glucose 0.75
Lactose 0.15
Honey 1.10
Maple Syrup 1.00
Saccharin (artificial sweetener) 300
Aspartame (artificial sweetener) 180
We can see that Lactose is one of the least sweet substances among the generally
available sweet substances. Since Lactose is the major sugar in milk, we do not find the
milk to be sweet.
Why is Lactose Free Milk sweeter than the normal Milk?
During processing of milk, lactose in the milk is broken down into glucose and galactose.
Hence the content of glucose in the milk becomes high. Since sweetening index of
glucose is five times that of lactose, the milk tastes sweeter without adding any
sweetening substance.
How is lactose intolerance different from milk allergy?
Lactose intolerance is not an allergy, because it is not an immune response, but rather a
problem with digestion caused by lactase deficiency. Milk allergy is a separate condition,
with distinct symptoms that occur when the presence of milk proteins trigger an immune
reaction.

45. Page | 45
Market of Lactose Free Milk
Europe is the leading market for Lactose Free Milk and its products where a large number
of people are Lactose Intolerant. It is estimated that 20-25% of Indian population is
lactose intolerant. Though, currently a niche segment in India, this market has huge
potential in long term.
LAUNCH OBJECTIVES
• To add new consumers to Amul Portfolio
• To tap demand of lactose free milk and make the goodness of milk available to all
• To create consumer awareness about lactose intolerance and generate trials of Amul
Lactose Free Milk
MARKETING MIX
Amul is the market leader in UHT milk category and consumers have experienced
innovative products like Amul Slim n Trim Milk, Amul Calci+ Milk, Amul Fresh Cream,
Amul Whipping Cream, Amul Basundi and other such products. Amul Lactose Free Milk
is natural extension of the existing portfolio of the UHT range from Amul.
Product: Amul Lactose Free Milk is manufactured in state-of-art manufacturing facility
of Amul Fed Dairy, Gandhi nagar. Enzyme Lactase is added to normal ultra heat treated
milk at very high precision so that the natural lactose present in milk is broken down in to
glucose and galacatose. Following which the lactase treated milk is packed aseptically to
given Amul Lactose Free Milk. Hence Amul Lactose Free Milk is any normal milk
devoid of lactose.
Amul Lactose Free Milk is first of its kind in India. It is milk without lactose so that
lactose intolerant can enjoy milk. It has all the goodness of milk like protein, vitamins,
calcium and other minerals. A lactose intolerant person who has not been consuming
milk and hence has not been getting nutrition from milk may now get nourishment
from Milk.
Other salient features of Amul Lactose Free Milk are:

46. Page | 46
• Available in attractive, easy to use portion pack of 250ml in Tetrapack
• Pack with functionality of re-cap prevents spillage and multiple time use
• 250ml pack with re-cap gives easy carrying and handling experience to consumers
especially during travel
• Shelf life of 120 days
• Storage in ambient condition – no refrigeration required
• No need to boil
• Case configuration: 32 x 250ml (Material Code: LFMCP01)
Pricing: Economically priced. Like any Amul product, it is value for money.
 MRP: Rs. 25
 Trade Margin: 10% on MRP (Rs. 2.50 per pack)
 WD Margin: 4% on MRP (Rs. 1.00 per pack)
Placement (Target Outlets): we need to focus on following outlets for placement of
Amul Lactose Free Milk.
 MFS (Modern Format Stores)
o Visibility to generate trials
 A Class Outlets
o Outlets frequently visited by SEC A&B consumers
 Chemist Outlets
o To reach lactose intolerant consumers
Target Consumer: People who have been suffering from indigestion after consuming
milk are the prime target consumer of Amul Lactose Free Milk. Milk is an important
source of nutrition and absence of milk from daily diet causes loss of valuable nutrition.
A lactose intolerant person who has not been consuming milk and hence has not been
getting nutrition from milk may now get nourishment from Milk.

47. Page | 47
Promotion: Amul Lactose Free Milk will currently cater to niche market segment; hence
the promotion of the product has to be very direct and specific. We have planned for
following activities for promotion.
Launch on online grocery websites
Exclusive launch on www.amazon.in and www.bigbasket.com
Display in MFS
Doctor’s contact
o Sampling at major meets of medical practitioners
PoP material – Leaflets and Dangler
Promotion through online grocery websites
Promotion on digital Media
Print Ads
SELLING STORY
First of its kind in India
Milk without Lactose so that Lactose Intolerant can enjoy milk
Milk without Lactose still having all the goodness of milk like protein, vitamins,
calcium and other minerals
A lactose intolerant who has not been consuming milk and hence has not been getting
nutrition from milk may now get nourishment from Milk
Available in attractive, easy to use portion pack of 250ml in Tetrapack at a very
attractive value for money price point of Rs. 25 per pack
Pack with functionality of re-cap prevents spillage and multiple time use
250ml pack with re-cap gives easy carrying and handling experience to consumers
especially during travel
Storage in ambient condition – no refrigeration required
No need to boil till pack is opened

48. Page | 48
SWOT ANALYSIS
STRENGTHS:
1. High brand equity and top of the mind brand.
2. Strong network of over 3 million milk producers.
3. World’s largest manufacturer of pouched milk.
4. Products available at affordable price.
5. Market leader in butter segment.
6. Responsible for white revolution in India.
7. Strong network of Amul retail outlets, stalls and parlors.
8. Amul Lactose free milk enjoys first mover advantage.
9. Amul Milk Creamer is an innovative product and a better replacement to milk powder
with very low costs and high quality.
WEAKNESSES:
1. There are various big players in the chocolate market, which acts as major competitors
restricting their growth in chocolate sector.
2. Amul Creamer faces its weakness because of the strong hold of milk powder in the
market, and the limited target customer base is reluctant to put its faith in the product.
3. Amul Lactose Free Milk faces challenge due to lack of awareness of its health benefits
among the customers and pricing issues.
4. Strong competition from international & domestic players in the ice cream segment
means limited market share.

49. Page | 49
OPPORTUNITIES:
1. There is a lot of potential for growth and development as huge population stay in rural
market where other companies are not targeting.
2. Rise in purchasing power of Indian people.
3. Use digital marketing tools to increase customer base
4. The lactose free food market is completely open without competition. Hence, it’s a great
opportunity to seize the maximum market share of this segment.
THREATS:
1. The major threat is from other companies which hold the majority share of consumers
in Indian market i.e. Cadbury and Nestle.
2. There exists no brand loyalty in the chocolate market and consumers frequently shift to
other brands.
3. Growing prices of milk and transportation costs.
4. Strong presence of milk powder and its cheap prices pose a threat to Amul Milk
Creamer.
5. Presence of products like Amul Lassi, Amul Kool and its big product portfolio in the
beverage sector is itself a threat for Amul Lactose Free Milk.
6. Economic slowdown and inflation.

50. Page | 50
Analysis
Q-1: Which product you are using currently for making a tea or coffee?
Figure: 1.13
Interpretation: In figure 1.13 it shows that 40% of respondents are using Amul Milk for
making a tea or coffee. So it determines that our main competitor for “Amul Liquid Creamer”
is our own product “Amul milk”. And 25% are using Nestle powdered milk, 20%
respondents are using mother dairy milk and rest 15% respondents are using buffalo milk.
25%
40%
0%
20%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Nestle Creamer Amul Milk Parag Milk Mother Dairy Other
Which product you are using currently for
making a tea or coffee?
Series1

51. Page | 51
Q-2: Did you use Amul Liquid Creamer?
Figure 1.14
Interpretation: Figure 1.14 shows that 100% respondents are used our Amul Liquid Creamer
as sample. I gave them 10 samples to for use.
100%
0%
0%
20%
40%
60%
80%
100%
120%
yes no
Did you use Amul Liquid Creamer?
Did you use Amul Liquid
Creamer?

52. Page | 52
Q-3:-Did you find creamer is better as compared with powdered milk?
Figure 1.15
Interpretation: Figure 1.15 shows that, the 60% respondents are declared that Creamer is
better as compared with powdered milk but they are not satisfied with the quantity of the
Amul Creamer.
60%
40%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Did you find creamer is better as compared
with powdered milk?
Did you find creamer is better as
compared with powdered milk?

53. Page | 53
Q-4: Are you satisfied with our Amul Liquid Creamer?
Figure 1.16
Interpretation: Figure 1.16 shows that the 40% respondents are satisfied with Amul Liquid
Creamer and 60% respondents are not satisfied.
Satisfied people are using two packet of Amul Liquid Creamer for making their tea of coffee.
40%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Are you satisfiedwith our Amul Liquid
Creamer?
Are you satisfied with our Amul
Liquid Creamer?

54. Page | 54
Q-5: How is creamer served in the hotel?
Figure 1.17
Interpretation: Figure 1.17 shows that 65% respondents in hotels demand tea and coffee
morning, , 15% respondents like to drink tea after dinner, 10% respondents like to drink tea
with snack, as per collected data.
65%
10% 10%
15%
0%
10%
20%
30%
40%
50%
60%
70%
Breakfast After Lunch With Snack After Dinner
How is creamer served in the hotel?
How is creamer served in the
hotel?

55. Page | 55
Q-6: Experience with Amul Liquid Creamer?
Figure 1.18
Interpretation: Figure 1.18 shows that almost 35% respondents like Amul Liquid Creamer.
They like the idea for making a tea of coffee is good by creamer, 30% says it’s very good for
making a tea or coffee.
0%
30%
35% 35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Excellent Very good Good Fair
Experience with Amul Liquid Creamer?
Experience with Amul Liquid
Creamer?

56. Page | 56
Q-7: Rate Amul Liquid Creamer ( 1: poor, 2: Fair, 3: Neutral, 4: Very good, 5: Excellent )?
Figure 1.19
Interpretation: Figure 1.19 shows that 30% respondents says that the taste of creamer
is poor, 25% respondents says that the taste of creamer is Neutral, 25% respondents
says that the taste of creamer is very good, and 15% of respondents says that taste
wise Creamer is fair, 5% respondents says that this is excellent.
Poor Fair Neutral Very good Excellent
1-Taste 30% 15% 25% 25% 5%
30%
15%
25% 25%
5%
0%
5%
10%
15%
20%
25%
30%
35%
1-Taste

57. Page | 57
Figure 1.20
Interpretation: Figure 1.20 shows that 55% of respondents rate as miscibility of product is
fair, 35% of respondent’s rate as Neutral, 5% rate as very good, and 5% of respondents rate
as excellent.
Poor Fair Neutral Very good Excellent
2-Miscibility 0% 55% 35% 5% 5%
0%
55%
35%
5% 5%
0%
10%
20%
30%
40%
50%
60%
2-Miscibility

58. Page | 58
Figure 1.21
Interpretation: Figure 1.21 shows that 55% of respondent’s rate price wise is fair as compared
with powdered milk, 20% loyal customer’s rate price wise is very good, 5% of respondent’s
rate price wise is excellent.
Poor Fair Neutral Very good Excellent
3-Price 0% 55% 5% 20% 5%
0%
55%
5%
20%
5%
0%
10%
20%
30%
40%
50%
60%
Rate Amul Liquid Creamer:3-Price

59. Page | 59
Figure 1.22
Interpretation: Figure 1.22 shows that, 40% of respondents rate creamer quantity is poor,
20% of respondents rate creamer quantity is fair, 20% of respondents rate creamer
quantity is neutral, 10% loyal customers rate creamer quantity is very good, 10% of
respondents rate creamer quantity is excellent.
Poor Fair Neutral Very good Excellent
4-Quantity 40% 20% 20% 10% 10%
40%
20% 20%
10% 10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
4-Quantity

60. Page | 60
Q-8: Is the Customer are satisfied with Amul Liquid Creamer product?
Figure 1.23
Interpretation: Figure 1.23 shows that, 60% of respondents are not satisfied with the tea
made by creamer, and 40% respondents are satisfied.
40%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Is the Customer are satisfied with Amul Liquid
Creamerproduct?
Is the Customer are satisfied
with Amul Liquid Creamer
product?

61. Page | 61
Q-9: Do you think packaging of Amul Liquid Creamer is good?
Figure 1.24
Interpretation: Figure 1.24 shows that 100% respondents liked the packaging of Amul Liquid
Creamer.
100%
0%
0%
20%
40%
60%
80%
100%
120%
Yes No
Do you think packaging of Amul Liquid
Creameris good?
Do you think packaging of Amul
Liquid Creamer is good?

62. Page | 62
Findings
 Amul Liquid Creamer is good as compared with powdered milk, people who they are
using powdered milk are now using Amul Liquid Creamer.
 Creamer served all time in the hotels (in morning, with snack and at night).
 Out of 100% respondents’ 40% people are satisfied and 60% of people are not
satisfied with Amul Liquid Creamer.
 Overall experience with Amul Liquid Creamer is, 35% people are says that creamer is
good, 35% says that creamer is fair, 30% says that this is very good.
 100% people say that Amul Liquid Creamer packaging is good.
 By collected data from the hotels by questionnaire I found that Amul milk is the
competitor of Amul Liquid Creamer.

63. Page | 63
LIMITATION
1): First of all I would like to abroad the problem with these products that these are good but
in market the people are not aware about the product.
2): People want price less product Lactose Free Milk is costly product
3): Supply of Amul is not good
4): Hotel’s are very disappointed with Amul distributer supply
5): Shortage of Amul products

64. Page | 64
SUGGESTIONS AND RECOMMENDATIONS:
The observations and conclusions have led to following recommendations and suggestions:
1. Amul Lactose Free milk is a new product in the market introduced first time in India. So its
pricing has to be less compare to other milk beverages.
2. Lactose free milk will take time to get a place in India as customers are less known of the
lactose intolerance. There is a need of strong advertisement on national level. So that people
can get aware of it. More focus should be laid on creating awareness among the customers
about its health benefits.
3. Amul Milk Creamer is good and it would be take a good placed in hotels and restaurants as
well.
5. Amul has to re-think on pricing strategy of Creamer as its pricing is higher than powder
packets & Nestle creamer. It needs to check its margins with the wholesalers and retailers.
6. Amul Milk Creamer needs to keep its pricing at par with milk powder initially to establish
a customer base.
7. Amul should try to improve its replacement policy and make it somewhat liberal as there
have been a lot of complaints about replacement policy of Amul.

65. Page | 65
CONCLUSION:
Today, Amul is one of the leading companies in the dairy sector of the country. What
started as a motive to provide dairy services at affordable prices to the customers is today
a brand that speaks for itself; be it its products, its marketing, advertising or bringing up
the current social issues in the country. Its vast product line and huge customer base has
always helped it keep its market share intact.
Amul Lactose Free milk is not able to prove a successful product because of the lack of
knowledge of its health benefits among the dealers as well as customers. In Bareilly there
is no scope of Amul Lactose free milk because people are not aware about the product
features. The store keeper is ready to store Lactose Free Milk but customers are not ready
to buy this costly product. We hope Lactose Free Milk take place in future.
Amul Liquid Creamer has shown a promising potential as a replacement for milk powder.
But during its marketing, several issues have come up to the surface. First of all, the
targeted places are not happy with Amul’s services. The hotels have clearly shown
disappointment for Amul’s service. Issues like demand-supply gap and company’s focus
in retail sector have been the major reasons for the hotels not trusting the brand. Among
others, the hotels have direct tie-ups with the competitors and claim to be receiving better
services. However, major hotels have said that the milk powder has been giving them
satisfactory response and therefore are reluctant to shift to Amul Milk creamer.

66. Page | 66
Survey on Amul Liquid Creamer
FEEDBACK QUESTIONNAIRE OF AMUL LIQUID CREAMER
Amul Liquid Dairy Creamer is creamy milk with 25% total solids (9% fat and 16% SNF). This
makes it ideal for making rich and delectable coffee, tea and other dairy beverages. UHT
treated Amul Liquid Dairy Creamer has a shelf life of 180 days and can be stored in ambient
conditions. It comes in packs of 10gm each single use pack. It is purely dairy based and does
not contain any non-dairy fats. Thus, you get all the goodness and freshness of milk with the
convenience of single use packs that can be stored at ambient conditions.
Name: ____________________ Hotel Name: ________________________ Mo-No:
_______________________
Designation of respondent: _____________________________
Q-1: Which product you are using currently for making a tea or coffee?
a) ______________________________
Q-2: Did you use Amul Liquid Creamer?
a) Yes ( ) b) No ( )
Q-3: Did you find creamer is better as compared with powdered milk?
a) Yes ( ) b) No ( )
Q-4: Are you satisfied with our Amul Liquid Creamer?
a) Yes ( ) b) No ( )
Q-5: How is creamer served in the hotel??
a) At-breakfast ( ) b) after lunch ( ) c) with snack ( ) d) after dinner ( )
f) all time ( )
Q-6: Experience with Amul Liquid Creamer?
a) Excellent ( ) b) very good ( ) c) good ( ) d) fair ( )
Q-7: Rate Amul Liquid Creamer ( 1: poor, 2: Fair, 3: Neutral, 4: Very good, 5: Excellent )?
a) Taste ( )
b) Miscibility ( )
c) Price ( )
d) Quantity ( )
Q-7: Is the Customer are satisfied with Amul Liquid Creamer product?
a) Yes ( ) b) No ( )
Q-8: Do you think packaging of Amul Liquid Creamer is good?
a) Yes ( ) b) No ( )
Q-9: Any suggestions for our Product (Amul Liquid Creamer)?
_________________________________________________________________________
_________________________________________________________________________

67. Page | 67
Date: ___/___/______
Signature:

68. Page | 68
BIBLIOGRAPHY
BOOKS & JOURNALS–
 Kotler Philip, “Marketing Management” New Delhi, Prentice Hall of India,
2009(13th edition)
OTHERS –
 Internet
 Magazines
 Questionnaire
INTERNET
[1] https://en.wikipedia.org/wiki/Amul
[2] http://www.amul.com/m/about-us
[3] http://www.amul.com/m/organisation
[4] http://articles.economictimes.indiatimes.com/2013-09-10/news/41937635_1_uht-
milk-tetra-pak-ultra-high-temperature
[5] http://www.amul.com/files/pdf/WDIW-action_at_amul.pdf
[6] http://www.ijser.org/researchpaper%5CA-CASE-STUDY-OF-AMUL-
COOPERATIVE-IN-INDIA-IN-RELATION-TO-ORGANIZATIONAL-
DESIGN-AND-OPERATIONAL-EFFICIENCY.pdf
[7] http://www.marketing91.com/marketing-mix-of-amul/
[8] http://www.amul.com/
[9] http://www.amul.com/products/Amul_Lactose_Free_Milk%20.php
[10] http://www.amul.com/m/press_release
[11] http://www.amul.com/m/action-at-amul
[12] http://www.amul.com/m/brands