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This is certify that the project report entitle ³c
  

 


  
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authentic report of the project work, prepared by  & & c9 (

under my guidance in partial fulfillment of the requisite for the award of

/ 'c#c!  ./c - c-c!!- c !" for
the year 4223 : 422;&

Date:

Place: Bangalore  & '&(& ) *c+c c'c,+  $ "

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÷, hereby declare that the Project Report titled ³ c
 


  

  
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 for the degree of / 'c#c!  ./c -
c-c!!-< has been my original work and that has not formed
the basis for the award previously of any degree, associate ship,
fellowship, or any other similar title.

Date:

Reg no:-DSBSPGDMA08028 Signature of the student

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ACKNOWLEDGEMENT

÷ would like to express our sincere gratitude to

Mr. STANY LOBO, Branch Manager of AMUL at Bangalore, who
gave us the opportunity to study the organization. ÷ would also like
to thank the Managers and staff of sales departments who provided
us with sufficient information and suggestions, which helped us in
completing this project.

÷ would also like to thank our Director Mr. R.K.

V÷ AYA SARATHY who guided us throughout the tenure of the
project. We would like to thank our project guides whose
continuous support and encouragement helped us in completing the
project

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EXECUT÷VE SUMMARY
This project was undertaken with the objective of ³Comparative analysis
of the development of brand ofAmul masti Dahi´ and analysing various
buying factors of set curd in the outlet levels. The study was conducted
at Amul ÷ndia Ltd, Bangalore branch. The customer¶s preference was
studied through using questionnaire.

A sample size of 100 respondents was taken for the study, whose
responses were studied and interpreted .The sampling design was used
convenience sampling.

To buy the product, Trust of the company was the first preference of the
consumer then schemes on the product.

Finally the whole study of the research work, the company needs to
improve the quality and the availability for awareness of Amul Masti
Dahi.

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CHAPTER CONTENTS PAGE NO.

÷NTRODUCT÷ON 7 - 22
÷ntroduction to the study
Theoretical background of the study
Need for the study

RESEARCH DES÷GN
Objective of the study 23
Scope of the study 24
Limitation of the study 27
Statement of the problem 28
Methodology 29 - 31
Plan of analysis 31

÷NDUSTRY PROF÷LE 32 - 39
Food industry 32
Advantage of ÷ndia under food industry 33
Dairy processing 35
FMCG 36
Top 10 companies in FMCG sector 39

COMPANY PROF÷LE 40 - 42
Company background 40

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Organization structure 42
List of products 42

PRODUCT PROF÷LE 43 - 50
Total market size of curd 48
Advantage of masti dahi 48
Market share 49
Major competitors 49
Brand image 49
SWOT analysis 50

ANALYS÷S AND
÷NTERPRETAT÷ON OF DATA 52 - 66
Analysis and interpretation of data
Collected from the respondent

F÷ND÷NGS 67
SUGGEST÷ONS 68 - 69
CONCLUS÷ON 70
B÷BL÷OGRAPHY 71
APPEND÷CES 72 -73

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÷NTRODUCT÷ON

Today the world economy has undergone a radical transformation in the

last two decades. The companies are emerging at the faster level. The
technology and advancement have permitted companies to widen
substantially both Markets and suppliers sources. Now as companies are
emerging with their new products, marketing has become exuberant
activity in expanding the market globally.

Marketing starts with human need and wants. ÷t is a human activity

directed at satisfying needs and wants through exchange process.

Marketing management deals with identifying and meeting human and

social needs. ÷t is basically a meeting needs profitability.

÷n other words we can say that ³it is the process of planning and
executing conception, pricing, promotion and distribution of ideas,
goods and services to create exchanges that satisfy individual and
organizational goals´. The aim of marketing is to know and understand
the customer so well, that the product and service fits him and sells
itself.

÷t acts as an instrument to lift up the standard and life style of the

economy with the help of the marketing; we are able to get the products
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at our doorstep at our choice and needs. The whole economy would be
sluggish, if marketing did not exist. Marketing is of critical importance
because it maintains stability in the economic condition.

Marketing is an existing, dynamic and contemporary field. ÷t is

recognized as the most significant activity in the society.

Marketing has a widest connection which include in its fold selling,

buying, transportation, warehousing, pricing and packaging. All these
activities geared up together to reach strong preferences for particulars
³BRAND AWARENESS´

As such today¶s companies are facing the toughest competition

everywhere marketing is playing a very important role.

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Marketing has evolved from the time man existed on earth.

Following are the phases of development of marketing.

0 


: the goods are exchanged against goods without any
other medium of exchange like money.

 $  = this was the stage where producers, instead of
buying concerned with customer preference, concentrating on the mass
production of goods for profit.


 = this stage witness major changes in all the spheres of
economic life. The selling activity becomes the dominating factor
without any efforts for the satisfaction of the consumer needs.

 >  = Customer¶s importance was satisfied but only

as a mean of disposing of goods produced, competition become stiffer.

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  = under this stage only such products are brought
and forwarded to the market which are capable of satisfying of taste and
expectation of consumer satisfaction.


  = the marketing function assumes the
managerial role to co-ordinate all the interacting business with the
objectives of planning, promotion and distribution.

$  = the companies not only care for consumer but also
for social welfare. Thus, social welfare becomes the added dimension to
the companies.

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Marketing is a societal process by which individuals and groups obtain

what they need and want through creating, offering, and exchanging
Products and services of value freely with others´.

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³Marketing (management) is the process of planning and executing the

conception, pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and organizational
goals´.

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³The aim of marketing is to make selling superfluous. The aim of

marketing is to know and understand the customer so well that the
product or service fits him and sells itself. ÷deally, marketing should
result in a customer who is ready to buy.´

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By all these definition we can derive that marketing is comprehensive

term that includes all resources and set of activities necessary to direct
and facilitate flow of goods and services from producer to consumer in
the process of distribution.

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Marketing mix is the set of marketing tool that the firm uses to pursue its
marketing objects in the target marketing. ÷t can be defined as a set of
controllable variables that firm can use to influence the buyers response
within in a given target market.

Various strategies are developed and implemented for delivering an

effective combination of wants ± satisfy features consumer within target
markets.

The marketer has to take a series of decisions on four major ingredients

frequently referred to as the marketing mix variables: product, price,
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place and promotion. However, there are others P¶s, which affect the
market situation e.g., packaging, pride, political relation, prestige, etc.

'/# 

A product is anything that can be offered to market for attention,

acquisition, use or consumption that might satisfy a want or need.

This is the most basic marketing mix tool, which stand for the firm¶s
tangible offer to the market. The example of the product can be physical
goods [e.g. pen, copy], services [e.g. Teacher], person [e.g. Abdul
Kalam], place [e.g. Delhi] and organization [e.g. Apollo].

The following questions are asked with the respect to the physical
products and service features.

What size, shape and features should the product have?

How should it be packaged?
What aspect of services is most important to customer?
What type of warranties and services program should be provided?

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' !

Price is also one of the most flexible elements of the marketing mix, in
that it can be changed quickly, unlike product features and channels
commitments.

This is critical marketing mix tool and in simple words, is the amount of
money the customer has to pay for the product or services.

÷t is decided in such a way that the firm is able to earn normal profit in
the prevailing competition.

A few of the factor involving pricing strategy are to be born in mind.

How sensitive are consumer to price differences among brands?

How large a price reduction is needed to encourage purchase
during new product introduction and sales promotion?
What size discount should be given to those who pay in cash?

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The place variables involves consideration of where and how to offer

products and services for sales. ÷t also concerned with the mechanism
for transferring goods and their ownership to consumers.

Decision and regarding:

What type of retails outlet should sell the firm¶s offering?

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Where should they be located, and how many should be there?

What arrangement is needed to distribute products to retainers?
To what extent is it necessary for the company to own or maintain
tight control over activities or forms in the channel of distribution?
What image and client should the retainer seek to cultivate?

'///-=

This tool of marketing mix deals with the various activities that the
company undertakes and promotes its products to the target marketing. ÷t
deals with sales, promotion, advertising, personal selling, public relation.

Consumer related decisions include:

What methods of promotions are best for each specific situation?

What are the most effective means for gaining consumers
attention?
What method best convey the intended message?
How often should a given advertisement be presented?

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With the opening of the market or the post liberalization period has
resulted in many companies entering the market with offering of their
goods and services.

÷n the earlier stages of economic revolution consumer had to accept what

the manufacturer has produced. But today¶s consumers are much more
educated, demanding, expect lot more to suit their ever changing life
styles. By the quality, expectations have been elevated from time to time
in order to rebuild it-self around its customer. The manufacturer should
be able to satisfy, with the type of product and services to match the
ever-changing customer requirement.

÷n developing a marketing strategy for products, the sellers have to

confront the branding decision. Brand is a major issue in product.
Customers have strong preference for particular version and brand of
basic goods and services. The manufacturers eventually learn that
market power lies with the brand name companies. Consumers buying
decision is influenced by the brand.

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÷n this competitive world, the brand plays an important role and a brand
is very prominent asset owned by an organization. Brand is endowed
with awareness, perceived quality, associations and brand loyalty. Brand
is presented as creative idea.

A brand is a promise of the seller to deliver a specific set of benefits or

attributes or services to the buyer. Brand represents a level of quality.



A brand is a symbol, a mark, a name that acts as a means of

communications which bring about an identity of a given product. A
brand in short is an identifier of the seller or the maker. A brand name
consists of words, letter or number that can be vocalized. Brand mark is
the visual representation of the brand like a symbol, design, distinctive
coloring or lettering. Brand creates a bond between the customer and a
product.



c$$   c
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$ ³a brand is defined as
a name, item, sign, symbol or special design or some combination of

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these elements that is intended to identify the goods or services of one

seller or a group of seller. A brand differentiates these products from of
competitors.

      (

A brand is name, term, sign, symbol or design or combination of them.

÷ntended to identify the goods or services of one seller or group of
sellers and to differentiate them from those of competitors.

'  0 

÷n today¶s world brand name come to create, identify to distinguish one

product from another.

The following point to pin down its precise role.

Brand is a massive asset: Brand is an intangible asset, because it is

impossible to duplicate brand name.

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Brand is a promotional tool: The product differentiation is done by

a brand through sales promotion.

Brand is a weapon to protect market: A consumer has tried and

liked a product; the brand enables him to identify the product and
repeat the purchase.

Brand is antidote for middle men¶s survival: The class of middle

man always tends to go for a successful brand.

Brand is a means of identification of customers: Brand is the

easiest way of identifying product or services by customers.

A brand can convey the consumers through six levels as shown below:

c 
= a brand first brings to mind certain attributes for a

particular product.

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0
= consumers are buying benefits of the product which

brand.

)
= the brand tells about values which say same thing about
the product values.

 = the brand represents a different culture.


= a brand project a personality which can be person,

animal or object.

#
 = the brand suggests its own target audience to use the
product.

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Aware of brand, when its presence is registered in the mind of

consumers. The level of awareness can range from mere recognition to
recall to top of mind to dominant. The company is spending money to
keep brand in consumer¶s memory.

Strong brand awareness means easy acceptance of new products. Brand

with strong awareness can brought and sold to create brand name with
enduring strength.

An organization can put its customer awareness, identify and develop it

further to build strong brand. ÷t is enhanced by creating a brand loyalty
and establishing brand identity of a product.

Brand awareness is asset which brand managers create and enhance to

build brand equity. ÷t is related to the nature and features of product. it
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leads to brand strength which is constituted by measuring the variable

like leadership, stability, market, geographic trend, support, protection
etc««.

Creating brand awareness with the use of advertising, promotion event

management etc« a different brand has different kinds of awareness
which retains recognition.

Brand awareness satisfies a need of the consumer. A consumer as aims,

ambitions, motivation drives and desire. Consumer feels more powerful
when he uses the brand. Satisfaction or preference for a brand shows
how loyal the consumer is likely to the brand.

Now a day¶s consumers are experience with brand awareness for

different products, where the consumers¶ expectations levels are
increased towards brand.

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To get better understanding of the brand image.

To do the comparison of AMUL MAST÷ DAH÷ with other

To make one¶s action plan with company¶s objective.

To know the brand image MAST÷ DAH÷.

To know the consumers attitude and demand towards the brand.

To know the consumers reaction towards brand in terms of price,

offers & schemes

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The study plays a very important role in market research. ÷t also

helps to understand and identify the human action towards
brand&

The information thus gathered by conducting a systematic

market research would help to find out the brand awareness of
the consumers.

This study is mainly focused towards people of Bangalore who

belongs to different age group and resides in different localities,
in order to find out their preference given to particular brand.

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Today customers are facing a growing range of choice in the different

brands of products and services. They are making their choice on the
basis of their perceptions of brand, quality service and value.

Companies need to understand the rapid growth of local market place.

Where, the companies should choose brand name with an eye to their
global reach.

This study is not concerned only with brand awareness but deals also
with other facts. ÷t includes a wide preview of

From where did they come to know about the product?

Did they feel that the brand is important to purchase?
÷f given, would they like to purchase same brand product again?
Did they feel that the branded product matches their expectations?
How the brands influence the market?
How relevant the brand towards trend?
Are they satisfied with the brand, price, quality etc«.?
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These questions will help in understanding better, what factor influence

the people about brand awareness?

The marketers have realised that they have to take technical decisions
concerning the brand to cater to the need of the consumers to develop
brand identify and brand position.

The company must understand how their consumers perceive brand,

quality and how much they expect.

Therefore, it becomes very necessary to understand, analyse and

evaluate the brand awareness in the systematic manner and act
accordingly for existence.

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The study is restricted to some areas of Bangalore city.

The findings of the study are based on the assumption that the
respondents divulged correct information.

The study is relevant only to present situation and not to future.

Bias and unwillingness of certain respondents to answering some

questions may hinder the study.

Some of the respondents were not fully co-operative and some of

them were annoyed to fill up the questionnaire.

The study may not be applicable over a period of time.

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÷n this fast changing economy, it has become necessary to know how

much market power lies with the brand name. The study of comparative
analysis of brand awareness is essential in marketing planning.

The realistic side of the problems is: -

Many companies are aiming for high satisfaction because customers

who are just satisfied still it find it easy to switch when better offer
comes along. Those who are highly satisfied are much less ready to
switch. High satisfaction creates an emotional bind with the brand not
just a rational preference. The result is highly customer loyalty. Hence
an attempt has been made to identify the customer attitude and
satisfaction on Amul Masti Dahi.

The project has mainly been taken up to do the comparative analysis of

the brand awareness, buying motive. Apart from this, it is to understand
the new opportunity in the market for the improvement of brand
awareness and sales towards the product.

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Data i
the information collected from various sources. ÷t is

concerned with gather accurate and proper knowledge about the problem
that is in hand. Formally there are two types of gathering information
namely primary data and secondary data.

 $$
=

Two methods have been used to collect the relevant data, which are
essential for the study, they are:

 
  = Data is collected to obtain desired information through
structured questionnaire.

$  = ÷t is compiled through books, magazines, newspaper

and internet etc«

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 =

A small selection of the large group which is taken for interviewing is

called sampling. A sample is taken representative and adequate which
gives proper information.

÷n order to study ³brand awareness towards Amul masti dahi´ the

following sampling plan was adopted.



9=

A sample size of hundred was taken in order to carry the study.


 =

For this survey the target population consisted of people residing in

various localities of Bangalore between the age group 20-70 who uses
Amul masti dahi. ÷nstrument of data collection is questionnaire.


 $=

A simple random technique was adopted to select the representative

sample from the sampling unit.

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  $$

Data for this study is collected from both primary and secondary data.
The primary data is collected through a structured questionnaire which
was prepared to interview the respondents.

The secondary data was collected through discussion with officials of

the company to get general information; data was also collected from
newspaper, books, magazines, company records and internet etc«

.c- /8 c-c.+ 

The data is collected from both primary and secondary sources and also
been tabulated in the form of tables and drawn in to graphs depicting the
various finding significantly. The data collected through questionnaire
are analysed in detail and divided in to various categories of preferences
and conclusion are drawn on the possible changes are causes for brand
preference and market share is given based on the research study.

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-#'+ '/8 .!

8// -#'+

The food industry is the complex, global collective of diverse businesses

that together supply much of the food energy consumed by the world
population.
Only subsistence farmers, those who survive on what they grow, can be
considered outside of the scope of the modern food industry.

The food industry includes:

': local, regional, national and international rules and

regulations for food production and sale, including food quality and food
safety, and industry lobbying activities

!$: academic, vocational, consultancy

'
 $  
: food technology

8$
 $
= insurance, credit

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$ : agrichemicals, seed, farm machinery and supplies,

agricultural construction, etc.

c $ : raising of crops and livestock, seafood

8  $

: preparation of fresh products for market, manufacture

of prepared food products

 >: promotion of generic products (e.g. milk board), new

products, public opinion, through advertising, packaging, public
relations, etc
@
  
 : warehousing, transportation, logistics

': supermarket chains and independent food stores, direct-to

consumer, restaurant, food services

c)c-c! /8 - c #-!' 8// -#'+:

÷ndia is one of the largest food producers in the world
÷ndia has diverse agro-climatic conditions and has a large and diverse
raw material base suitable for food processing companies

÷nvestment requirement of around US$ 15 billion exists in the food

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processing sector

÷ndia is looking for investment in infrastructure, packaging and

marketing

÷ndia has huge scientific and research talent pool

A largely untapped domestic market of 1000 million consumers

300 million upper and middle class consume processed food

200 million more consumers expected to shift to processed food by

2010

well developed infrastructure and distribution network

Rapid urbanization, increased literacy, changing life style,

increased number of women in workforce, rising per capita
income- leading to rapid growth and new opportunities in food and
beverages sector

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50 per cent of household expenditure by ÷ndians is on food items

Strategic geographic location (proximity of ÷ndia to markets in

Europe and Far East, South East and West Asia)

Under the food industry, Dairy product is very important part of

food processing. Dairy processing is acting good role in ÷ndia.

   $



Dairy is a place where handling of milk and milk products is done and
technology refers to the application of scientific knowledge for practical
purposes. Dairy technology has been defined as that branch of dairy
science, which deals with the processing of milk and the manufacture of
milk products on an industrial scale.

÷ndia ranks first in the world in terms of milk production. ÷ndian

production stands at 91 million tones growing at a CAGR of 4 per cent.
This is primarily due to the initiatives taken by the Operation flood
programmes in organizing milk producers into cooperatives; building

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infrastructure for milk procurement, processing and marketing and

providing financial, technical and management inputs by the Ministry of
Agriculture and Ministry of Food Processing ÷ndustries to turn the dairy
sector into viable self-sustaining organized sector. About 35% of milk
produced in ÷ndia is processed. The organized sector (large scale dairy
plants) processes about 13 million tones annually, while the unorganized
sector processes about 22 million tones per annum. ÷n the organized
sector, there are 676 dairy plants in the Cooperative, Private and
Government sectors registered with the Government of ÷ndia and the
state Government.

8 

Products which have a quick turnover, and relatively low cost are known
as Fast Moving Consumer Goods (FMCG). FMCG products are those
that get replaced within a year. Examples of FMCG generally include a
wide range of frequently purchased consumer products such as toiletries,
soap, cosmetics, tooth cleaning products, shaving products and
detergents, as well as other non-durables such as glassware, bulbs,
batteries, paper products, and plastic goods. FMCG may also include
pharmaceuticals, consumer electronics, packaged food products, soft
drinks, tissue paper, and chocolate bars.

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A subset of FMCGs is Fast Moving Consumer Electronics which

include innovative electronic products such as mobile phones, MP3
players, digital cameras, GPS Systems and Laptops. These are replaced
more frequently than other electronic products.
White goods in FMCG refer to household electronic items such as
Refrigerators, TVs, Music Systems, etc.

 8  $

The ÷ndian FMCG sector is the fourth largest in the economy and has a
market size of US$13.1 billion. Well-established distribution networks,
as well as intense competition between the organized and unorganized
segments are the characteristics of this sector. FMCG in ÷ndia has a
strong and competitive MNC presence across the entire value chain. ÷t
has been predicted that the FMCG market will reach to US$ 33.4 billion
in 2015 from US $ billion 11.6 in 2003. The middle class and the rural
segments of the ÷ndian population are the most promising market for
FMCG, and give brand makers the opportunity to convert them to
branded products. Most of the product categories like jams, toothpaste,
skin care, shampoos, etc, in ÷ndia, have low per capita consumption as
well as low penetration level, but the potential for growth is huge.

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The ÷ndian Economy is surging ahead by leaps and bounds, keeping

pace with rapid urbanization, increased literacy levels, and rising per
capita income.
The big firms are growing bigger and small-time companies are catching
up as well. According to the study conducted by AC Nielsen, 62 of the
top 100 brands are owned by MNCs, and the balance by ÷ndian
companies. Fifteen companies own these 62 brands, and 27 of these are
owned by Hindustan Lever. Pepsi is at number three followed by Thums
Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7),
Coca-Cola (8) and Parle (9). These are figures the soft drink and
cigarette companies have always shied away from revealing. Personal
care, cigarettes, and soft drinks are the three biggest categories in
FMCG. Between them, they account for 35 of the top 100 brands

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,! / 62 /c- ! - 8  ! /'

÷ Hindustan Unilever Ltd.

÷ ÷TC (÷ndian Tobacco Company)

÷ Nestlé ÷ndia

÷  8 c#."

÷ Dabur ÷ndia

÷ Asian Paints (÷ndia)

÷ Cadbury ÷ndia

÷ Britannia ÷ndustries

÷ Procter & Gamble Hygiene and Health Care

÷ Marico ÷ndustries

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,! c! /8 - c< c#. comes from the Sanskrit word

Amoolya, means priceless. ÷t was suggested by a quality control expert
in Anand and it was chosen because it was a perfect acronym for c
> # .
. AMUL was formed under the dairy cooperative
movement in ÷ndia in 1946.

The c
   has established itself as a uniquely appropriate
model for rural development. Amul has spurred the White Revolution of
÷ndia, which has made ÷ndia the largest producer of milk and milk
products in the world.
÷t is also the world's biggest vegetarian cheese brand. 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. ÷t 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.

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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:

ž Produce an appropriate blend of the policy makers farmers board of

management and the professionals: each group appreciating its rotes and
limitations,

ž Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment.

ž Provide a support system to the milk producers without disturbing

their agro-economic systems,

ž 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

ž Even though, growing with time and on scale, it has remained with
the smallest producer members. ÷n that sense, Amul is an example of par
excellence, of an intervention for rural change.

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÷t all started in December 1946 with a group of farmers keen to free

Them selves from intermediaries, gain access to markets and thereby
ensure maximum returns for their efforts.
Based in the village of Anand, the Kaira District Milk Cooperative
Union (better known as Amul) expanded exponentially. ÷t joined hands
with other milk cooperatives, and the Gujarat network now covers 2.12
million farmers, 10,411 village level milk collection centers and fourteen
district level plants (unions) under the overall supervision of GCMMF.
There are similar federations in other states. Right from the beginning,
there was recognition that this initiative would directly benefit and
transform small farmers and contribute to the development of society.
Markets, then and even today, are primitive and poor in infrastructure.
Amul and GCMMF acknowledged that development and growth could
not be left to market forces and that proactive intervention was required.
Two key requirements were identified.
The first, that sustained growth for the long term would depend on
matching supply and demand. ÷t would need heavy investment in the
simultaneous development of suppliers and consumers.

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Second, that effective management of the network and commercial

viability would require professional managers and technocrats. To
implement their vision while retaining their focus on farmers, a
hierarchical network of cooperatives was developed, which today forms
the robust supply chain behind GCMMF's endeavors. The vast and
complex supply chain stretches from small suppliers to large fragmented
markets. Management of this network is made more complex by the fact
that GCMMF is directly responsible only for a small part of the chain,
with a number of third party players (distributors, retailers and logistics
support providers) playing large roles.
Managing this supply chain efficiently is critical as GCMMF's
competitive position is driven by low consumer prices supported by a
low cost system. 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.

.
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=

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Amul Butter
Amul Lite Low Fat Bread spread
Amul Cooking Butter

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 '=

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

 ' !$

"=

Amul Shrikhand (Mango, Saffron, AlmondPistachio,Cardamom)
Amul Amrakhand
Amul Mithaee Gulabjamuns
Amul Mithaee Gulabjamun Mix
Amul Mithaee Kulfi Mix
Avsar Ladoos

#, > '=

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 Shakti Toned Milk

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Amul Fresh Cream

Amul Snowcap Softy Mix

  =
Amul Pure Ghee
Sagar Pure Ghee
Amul Cow Ghee

 > '=

Amul ÷nfant Milk Formula 1 (0-6 months)
Amul ÷nfant Milk Formula 2 (6 months above)
Amulspray ÷nfant Milk Food

> 
=
Amul Full Cream Milk Powder
Amulya Dairy Whitener
Sagar Skimmed Milk Powder
Sagar Tea and Coffee Whitener

 
 >=

Amul Mithaimate Sweetened Condensed Milk

8 
 >=
Amul Taaza Toned Milk 3% fat

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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

   $
=
Yogi Sweetened Flavoured Dahi (Dessert)
Amul Masti Dahi (fresh curd)
Amul Masti Spiced Butter Milk
Amul Lassee

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=
'   ' (Butterscotch, Rajbhog, Malai Kulfi)

-55 ' (Kaju Draksh, Kesar Pista Royale, Fruit

Bonanza Roasted Almond)

- A
  (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh

Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

 ' (Mango, Black Currant, Sundae Magic, Double

Sundae)

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    (Chocobar, Dollies, Frostik, ÷ce Candies, Tricone,

Chococrunch, Megabite, Cassatta)
#  $
(Vanilla, Strawberry, Chocolate, Chocochips,
Cake Magic)

$ B $ =
Amul Milk Chocolate
Amul Fruit & Nut Chocolate

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Nutramul Malted Milk Food

>  >=
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron,
Cardamom, Rose, Chocolate)
Amul Kool Cafe

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Amul Shakti White Milk Food

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Dahi is popular in ÷ndian diet through ages. Dahi is the product made by
coagulation of milk with the help of lactic acid fermentation by
advantageous bacteria. Dahi is more preferred from of all the nutrients
of milk in pre-digested form.
Amul Masti Dahi is made from standardized milk with 4.5% fat and
8.5% SNF which gives creamy compact body and texture. Fat content is
50 % more than other brands. ÷t is made in the most hygienic way with
state of art modern processing plant. ÷t is made with special culture
called ³Direct Vat set Culture´ (DVC), they are RST and CHN-11
contains mixer of acid producing and flavour producing organism to
give smooth, mild acidic taste and pleasant flavour consistently. Amul
Masti Dahi is available in convenient and attractive reusable plastic
cups. Which are sealed with tamper proof aluminium seals to avoid any
adulteration. This curd is available in two different packs sizes 200 gm
and 400 gm cups

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Per capita consumption of milk is 225ml per person per day. Out of this,
25% of milk is converted into curd. So consumption of curd is 50 gm per
person per day. So for town with 100,000 population market potential
for curd is 5 MT/Day.
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MRP 12 20

WD Price 10.24 16.65

Margin 6.35 % 7.24 %

Trade 10.85 % 17.86 %

price
Margin 10.62 % 12 %


  

Rich sources of calcium good for growing kids, women and figure
conscious people.
Probiotic food - contains live bacteria that improves digestion,
strengthen immune system (resistance to disease), cure food
poisoning, restores original micro flora of human system.

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÷n all the market , where the company had launched Masti Dahi , its
market share is more than 80 % except in south.

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Nestle is the major competitor with presence in north and south
markets.
Regional competitors
Mother Dairy in Delhi
Mahananda in Mumbai
Nandini , Aavin , Heritage and Nilgiri in South.
÷n Gujarat , Masti Dahi is the only packed curd in the market.

0 

÷t tastes good.
Delicious to eat.
Preferred by the entire family.
Has convenient packaging.
Good for health.
Popular Brand.

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@/ Analysis of c#. c c, =5

 

Low price: - The prices of Amul curd are comparatively low as

compared to other companies.

Good brand image: - ÷t manufactures only milk and milk products,

which is purely vegetarian thus providing quality confidence in the
minds of the customers.

÷ndian brand:-The Company is having ÷ndian origin thus creating

feeling of oneness in the mind of the customer.

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÷mproper supply.

No replacement

.
No separate delivery unit
.
No commercial refrigeration supply
.

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Distribution channel is not properly hooked up.

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Expansion:-The company has the potential to expand the product

to the remote area of Bangalore, since the curd market is at
growing stage with very less competitor so by introducing new
brand & intensive advertisement, their can be a very good scope in
future.

Product offering:-Can offer wide variety of dahi under the

umbrella of amul masti dahi.

Existing market is not fully tapped & the company can increase
presence by penetrating further.

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The major threat is from other company who hold the majority
share of upper class consumer in the present market.eg-NESTLE.

There is no any brand loyalty in the curd market and the consumer
can change their brand.

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On the basis of questionnaire ÷ have analysed the response of 100 customers where
the questionnaire was filled up by the customers and had tried to put analysis in
graphical form.

Are you aware of AMUL MAST÷ DAH÷?

 6
Awareness No. of Respondents
Yes 92
No 08

c-c.+  c- -!''!c /-&

The above table analysis the awareness of customers towards AMUL MAST÷ DAH, wherein
92% of the respondents are aware of it and 08% are not aware of this product

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Nestle 56
Britannia 14
Amul 22
Other 08

c-c.+  c- -!''!c /-&

The above table analysis the most preferred brand of the respondents,wherein 56 % of the
respondents prefers Nestle. Amul is the second taste of the customers with 22% market share.
Britannia is with 14% where as other brand like Nandini, Heritage are the consumers last taste.

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F& What make you to buy that brand?

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Price 07
Quality 63
Availability 16
Brand image 14

c-c.+  c- -!''!c /-&

The above table analysis shows the decision making factor for the customers to buy set curd.
Most of the customers go according to the quality 63% of the respondents can not compromise
with the quality. 16% take the product which is easily available, where as 14% looks at the brand
and 7% are conscious about the price..

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4. ÷f the preferred brand is not available, will you purchase AMUL

MAST÷ DAH÷?

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Customer response No. of Respondents
Yes 56
No 44

c-c.+  c- -!''!c /-&

The above table analysis shows that 56% of the respondents thinks that Amul Masti Dahi is the
best alternative for them in the absence of their preferred brand, whereas 44% customers cannot
compromise with their brand.

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5.From where do you buy set curd?

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Grocery 35
Super Market 57
Bakery 08

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The above table analysis the place of buy set curd. 35% of the respondents buy the set curd from
Grocery shop, wherein 57 % of the respondents buy from the super market and 8% buy from
bakery.

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6. ÷s the opinion towards brand influence your purchase?

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- 17

c-c.+  c- -!''!c /-&

The above table analysis the affect of schemes on the purchase plan of the respondents, wherein
69 % of the respondents decide their purchase according to the schemes and 31% of the
respondents are not attracted towards tae schemes.

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7. Has the brand AMUL influence your purchase?

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÷nfluence of Amul Brand No. of Respondents
Yes 64
No 36

c-c.+  c- -!''!c /-&

The above table analysis the influence of Amul brand, wherein 64 % of the respondents are fully
influenced by the Amul brand, whereas 36% likes the product of different brand.

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8. Do you think AMUL MAST÷ DAH÷ is better than other brand?

 3
Customer response No. of Respondents
Yes 28
No 72

c-c.+  c- -!''!c /-&

The above table analysis the customer response towards the superiority of MAST÷ DAH÷ over
other brands wherein 28 % of the respondents says that AMUL DAH÷ is the best, whereas 72%
do not think so

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Yes 79
No 21

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The above table analysis the affect of advertisement in developing the brand, where 79% of the
respondents are agreed that advertisement is necessary in developing the brand, whereas 21% of
the respondents do not think that the product need advertisement.

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Television 63
Print media 12
Hoarding 18
Radio 07

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The table and graph shows that 63% of the respondents believe that television is the best source
of advertisement, whereas 12% believe that print media is the best source of advertisement at
low cost. 18% suggested for hoarding and 7 % for radio to develop the brand.

  62

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Yes 72
No 28

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The above table analysis the need of advertisement for promoting AMUL DAH÷, where 72%
says that the product needs advertisement for promotion and 28%of the respondents do not think
that the product needs any advertisement.

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Yes 69
No 31

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The above table analysis the affect of schemes on the purchase plan of the respondents, wherein
69 % of the respondents decide their purchase according to the schemes and 31% of the
respondents are not attracted towards tae schemes.

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Less than 400 gm 14
400 gm ± 800 gm 27
800 gm ± 2 kg 43
More than 2 kg 16

c-c.+  c- -!''!c /-&

The table and the graph show the consumption of set curd of 100 families in a week. 14% of the
family consumes less than 400 gm of curd, whereas 27% families consumes 400 gm to 800 gm
of set curd, above all of that 43% consumes 800 gm to 2 kg and only 16% of families consumes
less than 2 kg of curd.

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Less than 15k 02
15k ± 25k 29
25k ± 50k 42
More than 50k 27

c-c.+  c- -!''!c /-&

The above table analysis the monthly family income of the respondents, wherein 29% of the
respondents have a family monthly income is in between 15,000-25,000, 42% of the respondents
falls in 25,000-50,000 bracket, 27% above 50,000 and 2% below 15,000.

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Male 28
Female 72

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The above table shows that out of the total respondents surveyed 28 % of the respondents were
male and 72% of the respondents were females.

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High brand awareness 92%

On the basis of customer survey report most of the respondent was

from middle and higher middle class.

Nestle curd is rolling almost three times more than Amul Masti
Dahi because of its quality, availability and more number of
product range.

Housewife is the key decision maker 72%

Most of the respondents buy the products based on the quality

Nestle is the market leader

Brand loyalty plays an important role for purchasing the product

Most of the respondent have expressed that proper advertisement is

necessary to create demand in the market.

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#! /-

Since the set curd is consumed by upper class and upper middle
class, company must go for the verities of products like sugar free
curd for old age people, slim curd for teen age with different
flavour.

Company should provide commercial refrigeration supply to keep

the product in set form

The product needs advertisement to create the brand value.

Availability of the product in the shop is the most important factor.

There is always a complaint from the distributors regarding supply
shortage from the company which can be checked by centralizing
the distribution channel .in such case if the distributors does not
have proper stock to supply the product in the required retail shop
then the problem can be solved by taking it from the other
distributor of the Amul company which is nearby to their place.

There is no doubt that Amul curd is a brand name, but it should

create brand identity.

m
 

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Company should provide expiry replacement facility to the

retailers, which will keeping the stock

Supply should be regular to all the outlets including those that lie
in the pocket roads and not just in the outlets which lie on the
easily accessible routes.

Amul has a relatively good distribution network, but still company

is not able to fulfill the demand of outlet in the peak season when
demand is very high. Here company should consider on the supply
of product in the peak season.

Only fresh product should be supply in the outlet. The main cause
of the supply of fresh product is that customer always wants fresh
product. They don¶t want to take 3 or 4 days old product.

m
 

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/- .# /-

This project was of great importance to me, ÷ have learnt a lot in this
project, As we know that Amul is a very big organization and market
leader in dairy products. ÷t has maximum market share in Milk, Butter
and Cheese, which are its main/core products but curd industry is also a
profitable industry and the company cannot ignore it. With the help of
research, company can find out its week points in curd and can increase
its market share through rectify mistakes. Finally ÷ hearby conclude by
saying that ÷ was really privileged to work in the company like Amul
and had got such a real time exposure of FMCG company.

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0 0. /'c,+=
MARKET÷NG MANAGEMENT AUTHOR (PH÷L÷P KOTLER)

PR÷NC÷PLES OF MARKET÷NG C.A SONTAKK÷

BAS÷C MARKET PR÷NC÷PLE AND MARKET÷NG TOM CANNON

PUBL÷SHED BY CASELL PUBL÷SHERS LTD.

@!0. /'c,+=
WWW.Wikipedia.Org

www.Amul.com

www.google.com

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Dear Sir/ Madam,


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Are you aware of AMUL MAST÷ DAH÷?

a) Yes b) No

2. Which brand of set curd do you use most?

a) Nestle b) Britannia c) Amul d) other

3. What make you to buy that brand?

a) Price b) quality c) Availability d) brand

4. ÷f the preferred brand is not available, will you purchase AMUL

MAST÷ DAH÷?
a) Yes b) No

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5. From where do you buy set curd?

Grocery b) super market c)bakery

6. ÷s the opinion towards brand influence your purchase?

a) Yes b) No

7. ÷s the opinion towards brand influence your purchase?

a) Yes b) No

8. Has the brand AMUL influence your purchase?

a) Yes b) No

9. Do you think AMUL MAST÷ DAH÷ is better than other brand?

a) Yes b) No

10. Whether advertisement plays a very vital role in developing the

brand?
a) Yes b) No

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11. ÷f yes which media?

a) Television b) Print media c) Hoarding d) Radio

12. Does the company need more advertisement to promote MAST÷

DAH÷?
a) Yes b) No

13. Does the various schemes affect your purchase plan?

a) Yes b) No

14. What is the weekly consumption of set curd of your family?

< 400 gm b) 400gm ± 800gm c) 800gm ± 2kg d) > 2kg

15. What is your monthly family income?

< 15 k b) 15k ± 25k c) 25k ± 50k d) > 50k

Any other suggestions««««««««««««««

««««««««««««««««««««««««
Name Age
Gender Family ÷ncome
Contact E- mail ÷D

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