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A PROFECT REPORT ON
AMUL FED DAIRY

SUBMITTED TO:-

Chimanbhai patel institute of

business administration
Under the guidance of

Mr. kamal patel

Submitted by :-
Name :- aditya kher
Division:- A
Roll no :- 32
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PREFACE

As a BBA student, we are supposed to write a report on 'AMUL' in order to

gain practical experience in the field of management.

The main goal of this is to get understanding of various management tools.

We have covered different concepts, impacts, and consequences surrounding

Amul in our project report.

Creating this project report has helped us to gain a better understanding of the
topic
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ACKNOWLEDGEMENT

I wish to express my sincere gratitude to

MR. Kamal patel professor for providing an opportunity to do this
outstanding project on amul dairy .

I also thanks MR. Kamal patel for guiding and encouraging me in finishing
the assignment and also for making us the visit to the industry

-ADITYA KHER
- BBA SEM 2
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SR.NO PARTICULARS

A INDIAN DAIRY INDUSTRY :

A PROFILE

B COMPANY PROFILE

C PRODUCTION DEPARTMENT

D MARKETING STRATEGIES

E FINANCE DEPARTMENT

F HUMAN RESOURCE
MANAGEMENT

G SWOT ANANLYSIS

H CONCLUSION

I REFERENCE

J AMUL DAIRY PRODUCT

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INDIAN
DAIRY
INDUSTRY
:A
PROFILE
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India’s modern dairy sector has expanded rapidly. India is recognized as a

biggest and fastest growing market in the world for milk and milk products.
India's dairy market is multi-layered. It's shaped like a pyramid with the base
made up of a vast market for Chocolate. The bulk of the demand for Chocolate
is among the Rural areas whose requirement is large.

India’s dairy sector is expected to triple its production in the next 10 years in
view of expanding potential for export to Europe and the West; so all the
countries are looking at Indian dairy industry markets for exports. As per
GATT agreement the export subsidy is reduced. Because of this India is
expecting major changes in dairy industry of North America, Europe and
Australia. It may also get some advantage in this situation. After reduction in
subsidies given by other countries India would be able to compete with their
products efficiently on price in international markets. At present India has a
negligible export to international markets.

Both public and private sector have contributed to the dairy industry growth in
India. Government dairy distributes 90% of its milk in sachets or in containers
while remaining 10% is marketed as butter, ghee etc. On contrary, private
sector only markets 20% of milk and remaining 80% of milk is made into
preparations suitable for exports. Amul have Chocolate as their main product.

Though India is No. 1 in milk production, it is unfortunate that we are

importing milk products from other countries. Since we do not have good
technology for production of skim milk powder we are forced to import them
from Europe and New Zealand
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COMPANY
PROFILE
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History of the company

The story of AMUL inspired 'Operation Flood' and heralded the 'White
Revolution' in India. It began with two village cooperatives and 250 liters of
milk per day, nothing but a trickle compared to the flood it has become today.
Today Amul collects processes and distributes over a million liters of milk and
milk products per day, during the peak, on behalf of more than a thousand
village cooperatives owned by half a million farmer members. Amul has become
a symbol of the aspirations of millions of farmers; creating a pattern of
liberation and self-reliance for every farmer to follow.

The ‘AMUL revolution’ started as awareness among the farmers grew and
matured into a protest movement. Over four decades ago, the life of a farmer in
Kaira District was very much like that of his counterpart anywhere else in
India. His income was derived almost entirely from seasonal crops. The income
from milch buffaloes was undependable. Private traders and middlemen
controlled the marketing and distribution system for the milk. As milk is
perishable, farmers were compelled to sell it for whatever they were offered.
Often, they had to sell cream and ghee at throwaway prices. In this situation,
the one who gained was the private trader. Gradually, the realization dawned on
the farmers that the exploitation by the trader could be checked only if
marketed their milk themselves.

In order to do that they needed to form some sort of an organization. This

realization is what led to the establishment of the Kaira District Cooperative
Milk Producers' Union Limited (popularly known as Amul) which was formally
registered on December 14, 1946.

Currently AMUL has 2.28 million producer members with milk collection
average of 5.08 million liters/day.

Today AMUL is a symbol of many things. (High-quality products sold at

reasonable prices, genesis of a vast co-operative network and a proven model
for dairy development). The Kaira Union began pasteurizing milk for the
Bombay Milk Scheme in June 1948.
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MAIN BUSINESS

AMUL is mainly into the business of marketing, transporting and distributing

the milk and milk products manufactured by its owners. Besides creating urban
employment in dairy plants, marketing, transporting and distribution, it has
helped to provide farmers with a sustainable rural employment program.
AMUL has always tried to be a step ahead of the market. It has always been a
model to which other cooperatives have looked up as an example and
inspiration as well as one from which many have benefited. AMUL was one of
the first major organizations in India to have a website. This site has been used
both to develop an intranet of AMUL distributors as well as a cyber-store for
consumers , one of the first examples of e-commerce activity in India.
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MISSION STATEMENT

“We at GCMMF (Gujarat Co-operative milk Marketing Federation) endeavor

to satisfy the taste and nutritional requirements of the customers of the world,
through excellence in marketing by our committed team. Through co-operative
networking, we are committed to offering quality products that provide best
value for money.”

As viewed by the employees mission plays a very important role in effective

working of the organization. Amul has recently started making members and
employees aware of the mission statement of the organization, but at certain
levels people are not aware about it. Amul should try to disseminate its mission
statement to member & employee so that they can contribute their best for
attainment of mission & objectives of Amul.
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VALUES

AMUL cherish following values:

• Customer orientation
• Commitment to producers
• Integrity
• Co-operation
• Excellence
• Leadership
• Quality
• Innovation
• Growth orientation
• Belongingness
• Pride in the organization
• Employee satisfaction
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SALES TURNOVER
Members 12 district cooperative milk
producers' Union

No. of Producer Members 2.5 million

No. of Village Societies 11,962

Total Milk handling capacity 9.91 million litres per day

Milk collection (Total - 2007-08) 2.28 billion litres

Milk collection (Daily Average 2007-08) 6.3 million litres

Milk Drying Capacity 511 metric Tons per day

Cattle feed manufacturing Capacity 2340 Mts per day

PARTICULAR RESULT

The annual sales turnover of AMUL in last 9 years is as follows, which itself is
the proof of hugeturnover and the success and profitability of the company.

Sales turnover Rs(million) Us $ (in

million)

1994-95 11140 355

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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 43280 975

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Production
department
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About products

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the
Sanskrit "Amoolya," was suggested by a quality control expert in Anand.
Variants, all meaning "priceless", are found in several Indian languages. Amul
products have been in use in millions of homes since 1946. Amul Butter, Amul
Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India. (Turnover: Rs. 37.74 billion in 2005-06).
Today Amul is a symbol of many things. Of high-quality products sold at
reasonable prices. Of the genesis of a vast cooperative network. Of the triumph
of indigenous technology. Of the marketing savvy of a farmers' organisation.
And of a proven model for dairy development.
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Products

Amul Milk. Mithai mate

Bread Spreads. Gouda cheese
Cheese. basundi
Paneer Flavoured milk
Dahi. Amul kool
Beverage Range. fries
Ice Cream. bun
Ghee healthy drinks
Butter lassee
Fresh cream butter cookies
Malai paneer fruity bread
Dairy whitner jeera toast
Shrikhand milk bread
Gulab jamun wheat bread
Lite pizza base
Pizza cheese kesar peda
Milk powder cookies
Choclate kaju katri
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MARKETIN
G
STRATEGI
ES
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DIVISION OF MARKETING DEPT

HEAD OFFICE

ZONAL OFFICE

DEPOT OFFICE

CARRYING & FORWARDING AGENTS (C & F)

WHOLESALE DEALERS

RETAILERS

CONSUMERS
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MARKET RESEARCH

Market research is a method of getting facts to be used by the executives in

formulating policies and plans. It enables a manufacturer or producer to know
what the customers want, at what time and what quantity. It is an organized
attempt to reduce market risk. He principle task of marketing research is to
widen the basis of facts upon which business plans can be laid. Marketing
research shows changes from time to time , if any.

AMUL conducts basically two types of market research. One is for products and
another for the advertising conducted by the company. These research results
serve as an input in future decision making. The company basically collects
feedback from the customers, about the effectiveness of its advertising
campaign and liking of the product especially in case of new products
launched. It tries to find out by conducting a survey in a target market whether
or not the product is liked by the consumers and ask for their suggestions for
improvement. However AMUL is not much into conducting research before the
launch of the product. Most of its research is done only once when the product
is already launched in the market. It doesn’t have any separate department for
this purpose but its sales agents themselves do the work of research for the
company. Yet the results are almost comparable to those conducted by
professionals.
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NEW PRODUCT DEVELOPMENT

New product development means development of original product or product

improvement or modification or new brands through Research & Development
efforts .New product development has become more difficult with the passage of
time, due to shortage of new ideas, keen competition, government and
environmental constraints .It is an expensive affair which involves lot of crucial
decision making. A number of decisions are taken by AMUL with regards to
launch plans and strategies for the new product , which are as under:

• Deciding the target customers

• Designing the promotional campaign

• Deciding the price

• Market analysis

•Deciding the sales force to be employed

• Deciding the marketing mix

• Deciding whether to launch the product across the country or in the selected
area

• Appointing distributors

• Conducting market research

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PRODUCT LIFE CYCLE STAGES

A product passes through distinct stages during its life in market,

each posing different challenges, opportunities and
problems .Profits rise and fall at different stages of the product life
cycle. There are four different stages of product life cycle, namely

1. INTRODUCTION STAGE

2. GROWTH STAGE

3. MATURITY STAGE

4. DECLINE STAGE

Different products of AMUL are in different stages in the product

life cycle.

Products like milk, butter, chocolate and cheese are in the maturity
stage, while ice-creams , chocolates and shrikhand are still in the
growth stage. On the other hand, products like milk powders, infant
food, frozen food items and mix are in introduction stage.

The company adopts aggressive selling techniques for those

products which are in the introductory stage, while very less
promotional programmes are carried out for those products which
are in the growth or maturity stage.
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PRODUCT MIX

A product mix consists of all the product lines and items that a particular seller
offers for sale. A company’s product mix has four important dimensions :
width, length ,depth and consistency.

Product mix width refers to how many different product lines the company
carries. AMUL has 4 different product lines namely milk and milk products,
chocolate and ice-cream, wet products and dry products.

Product mix length refers to the total number of items in the mix . In the milk
and milk products line there are 14 different products, while in ice-cream and
chocolate range there are 21 products and in wet and dry products line there
are 20 and 10 different products respectively.

Product line depth refers to how many variants are offered of each product in
the line .

Product line consistency refers to how closely related the various product lines
are in the end use, production requirements, distribution channels or some
other ways . Although the products vary in many ways there is still product line
consistency in AMUL. All the products of AMUL are marketed through same
channels of distribution.
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PACKAGING

Packing includes the activities of designing and producing the container for the
product. Packaging has become the potent marketing tool. Well designed
packages can create convenience and promotional value. Various factors
contribute to packaging growing use as a marketing tool:

• SELF SERVICE

• CONSUMER AFFLUENCE

• COMPANY AND BRAND IMAGE

• INNOVATION OPPORTUNITY

Packaging of the products of AMUL varies according to the nature of the

product. As most of the products are perishable in nature special care is taken
in packing them. MILK AND MILK PRODUCTS are packed in plastic bags or
containers, while ICE-CREAMS AND CHOCLATES are packed in cardboard
packing. The company maintains the standards prescribed by BIS, with regards
to packing. These products are then packed in cartoons, for greater safety
measures and for transporting them to the market.
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LABELING

Labeling printed information that appears on or with the package, is also a part
of packaging. Labels may range from simples tags attached to products to
complex graphics that are part of the package. Label identifies describes and
promotes the product through attractive graphics. The label might carry only
the brand name or great deal of information or pictures. Even if the seller
prefers a simple label the law may require additional information.

The labels of the products of AMUL are attractively designed. It contains all the
information as per statutory requirements. Information like name of product,
brand name, logo, date of packing & manufacturing, expiry date, price, code
number, ingredients, storage and usage instructions, weight, manufacturer’s
and marketer’s name, logo showing “ PURE VEG ” etc appears on the label of
the products

BRANDING

A brand is a name, term, sign, symbol or design or a combination of these used

to identify a product or company. A trademark is a legally recognized brand.
Branding has become so strong that today hardly anything goes unbranded.
Today GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD
customers view a brand as an important part of the product and branding adds
value to a product. Brand names help customers identify products that might
benefit them and also tells the buyer something about the product quality. To
the sellers brand name and trademark provides legal protection for unique
product features that otherwise might be copied by the competitors and it also
helps them to segment markets. A brand name is selected keeping in view the
product and its benefits, the target market and proposed marketing strategies.
Decisions about branding are taken at the Head Office at Anand. AMUL means
“priceless” in Sanskrit. The brand name “AMUL” from the Sanskrit
“Amoolya” was suggested by a quality control expert in Anand. Variants, all
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meaning “priceless”, are found in several languages of India. AMUL

manufactures and markets its products under two brand names AMUL and
SAGAR Information Technology (IT) has played a significant role in
developing the Amul brand. The installation of 3000 Automatic Milk Collection
System Units (AMCUS) at Village Societies to capture member information,
milk fat content, the volume collected and amount payable to each member has
proved invaluable in ensuring fairness and transparency throughout the whole
Amul organization
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UMBRELLA BRAND

The network follows an umbrella branding strategy. Amul 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.
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INFORMATION
TECHNOLOGY
INTEGRATION
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Amul is bolstering its brand identity as a farmers' co-operative through the

Internet based "amul.coop" URL and e-mail addresses. This will continually
remind the world's consumers that they are a cooperative, and proud of it. This
identity gives Amul a vital business advantage and facilitates Amul brand
penetration across the world. It also strengthens their co-operatives by bringing
their members together and closer to consumers.

Technology and e-initiatives

GCMMF's technology strategy is characterized by four distinct components:

new products, process technology, and complementary assets to enhance milk
production and e-commerce.

Few dairies of the world have the wide variety of products produced by the
GCMMF network. Village societies are encouraged through subsidies to install
chilling units. Automation in processing and packaging areas is common, as is
HACCP certification. Amul actively pursues developments in embryo transfer
and cattle breeding in order to improve cattle quality and increases in milk
yields.

GCMMF was one of the first FMCG (fast-moving consumer goods) firms in
India to employ Internet technologies to implement B2C commerce.

Today customers can order a variety of products through the Internet and be
assured of timely delivery with cash payment upon receipt.

Another e-initiative underway is to provide farmers access to information

relating to markets, technology and best practices in the dairy industry through
net enabled kiosks in the villages.

GCMMF has also implemented a Geographical Information System (GIS) at

both ends of the supply chain, i.e. milk collection as well as the marketing
process.

Farmers now have better access to information on the output as well as support
services while providing a better planning tool to marketing personnel.
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PRICING

The amount of money charged for a product or service or the sum of the values
that consumers exchange for the benefit of having or using the product or
service is called its price. A company’s pricing decisions are affected by both
internal factors like company’s objectives, marketing mix strategy, cost and
organizational considerations and external factors like nature of the market
and demand, competition and other environmental elements.

While deciding the price of its products AMUL takes into consideration all the
below mentioned factors, this is true for all the products.

• Cost of raw materials

• Cost of labour

• Profit margin of distributors

• Various administrative and manufacturing overheads

• Prices of the competitors

• Demand and supply position in market

• Fair return to the farmers

AMUL believes that the company with largest market share will enjoy lowest
cost and highest long run profit to become the market leader. They set prices as
low as possible.
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FINANCE DEPARTMENT

Any organization, whether it is small or large scale, clears with financing every
businessman keeps separate records of financial matters. Finance and account
department of the business depends upon the financial policy of the firm.
Financial management is mainly concerned with finding out rational basis
through answering following three questions.
What total value of funds should be invested in the business?
What specific assets should the business require?
How should the required funds be raised?
The scope of financial management comprises traditional approach on
procurement of funds rather than its allocation and use. While modern
approach covers not only acquisition but also allocation and utilization of
funds.
The firm may have any objectives but financial management has the objectives
of profit maximization or weather maximization. Keeping in mind this
particular objectives only major 3 decision are taken that are:
Investment Decision

 Financing Decision
 Dividend Policy Decision
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FINANCIAL PLANNING

Planning is pre-requisite for managing any little things too. When we think
about fund, financial planning comes at first. Financial planning answers the
following questions: -

 What should be funds requirements?

 How should procure funds?
 From where to procure the funds?
 How to utilize the fund at maximum level?
Head office deals with the arrangement of raising the funds and provides funds
required by any of four plants.
In AMUL, they make weekly forecast of funds in which requirement of each
department is mentioned. After that the proposal is sent to head office and got
sanction from there.
So, financial planning has a significant place for making decision of
requirement and utilization of funds.
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WORKING CAPITAL

Management of working capital usually involve management or administration

of current assets namely cash and marketable securities, account receivable and
inventories and also administration of current liabilities. The quantum of
working capital in business is dependent on various factors. Such as type of
business, turnover of inventories, term of purchase and sale, size of the business
unit, process of manufacturing, seasonal variations etc. the present company is
engaged in manufacturing of capital goods. Therefore naturally there is a high
amount of working capital required.

CASH

The cash is needed for various purposes in business. They may be speculative,
transitive and precautionary motives. The management of cash requires cash
planning. It is a technique to plan & control the use of the cash. Cash is the
most liquid current asset. Finance manager has to do cash planning. Manager
the cash flows decide optimum balance of cash and invest the surplus cash in
marketable securities.
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ACCOUNT RECEIVABLE

Trade credit is considered as an essential marketing tool, acting as a bridge for

movement of goods through production and distribution stage to customer stage
to customers trade credit creates receivables involves credit policy, monitoring
accounting receivables. A firm may follow a latent or a straight credit policy.
Before following establishing any credit policy finance manager has to evaluate
the effect of policy in terms of cost and benefits.

INVENTORIES

P a g e | 37Inventories constitute the most significant part of current assets of a

large majority of companies. The inventories are in form of raw material, work
in process and finish goods. The management of inventories is necessary to
maintain a large size of inventory for efficient and smooth production and sales
operations and to maintain the minimum investment in inventories is not
desirable. The latest and modern techniques like economic order quantity are
used in the company for management of the inventories.
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HUMAN
RESOURCE
MANAGEME
NT
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The dairy industry is moving forward by leaps and bounds. Aided and supported by extensive
R&D, emergence of new state of the art Dairy plants, training programs conducted by NDDB
and quality control measures that make sure the end consumer gets optimum value for
money.

In vitro maturation-in vitro fertilization work in progress at the Centre for

Biotechnology, Bombay

Each new dairy plant is a step forward. An added advantage to an industry

looking towards the future.
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The National Dairy Development Board - the accolades for the progress of the
dairy industry rest squarely on it's collective shoulders.
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The screw compressor room of the refrigeration plant at the 30 TPD Power
plant, Meerut, the first of it's kind in the country.

An embryo transfer laboratory at Sabarmati Ashram Gaushala working to

implement the latest technology so that small farmers have access tot he best
breeds in the business.
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LABOUR WELFARE SCHEME INPERF

► Facilities

MEDICAL ASSISTANCE SCHEME:

The society has a comprehensive medical benefit scheme for its employees. The
employee and his dependent family members are eligible for reimbursement of
medical expenses in respect of any ailment, disease, injury, or disability suffered
by them. For routine medical treatment the ceiling is as under:

In case of chronic diseases, specialized treatments, hospitalization, pathological

and radiological tests special medical sanctions are given at actual

We have full fledged dispensaries at our factories manned by doctors, nurses

and paramedical staff who provide Medicare facilities to the employees and
their dependents. Besides this, most of the good hospitals and nursing homes in
the vicinity are on the approval panel of AMUL, where the employees and their
dependent family members can be referred for treatment, according to
requirement.

Employees and their family members are periodically examined and the report
is given to them with doctor’s suggestions for remedial action.
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CANTEEN:
Canteens have been provided at our factories, which provide lunch, tea and
snacks. Canteen management committees consisting of the employees also
monitor the menus, cleanliness, quality of food. Canteen Subsidy is paid @ 7%
of the basic pay to officers and @ 5% of basic pay to workmen
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TRANSPORT FACILITIES :
AMUL is providing bus facility to its employees for coming to their workplace at
our factories.

Sales promotion ans advertisement

There is no necessary for direct advertisement in the market because the
product itself is the advertisement for dairy. There are several part of AMUL
dairy so it advertised its product by the television and posters etc. The product of
“Amul” and “Mother” symbol has been approved by the government it does not
means that Amul dairy can not do anything increasing sales. They take part in
the industrial exhibition minimum two times per day.
They also advertised for the after the service of the dairy which are the best in
the dairy and available very less and cheaper rate in other competitors. Dairy is
advertised its product by autorikshow and cycle. Dairy is promoted the worker
to increase the productivity and motivation.
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SWOT
ANALYSI
S
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The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’
far outweigh ‘weaknesses’ and ‘threats’. The strengths and opportunities are
fundamental and weaknesses and threats are transitory.

STRENGTHS:

• Demand profile: Absolutely optimistic.

• Margins: Quite reasonable.

• Flexibility of product mix: Tremendous. With balancing equipment, you can

keep on adding to your product line.

• Availability of raw material: Abundant. Presently, more than 80 per cent of

chocolate produced is flowing into the unorganized sector, which requires
proper channelization.

• Technical manpower: Professionally-trained, technical human resource pool,

built over last 30 years.
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WEAKNESSES:
• Perishability:
Pasteurization has overcome this weakness partially. Which gives chocolate
long life. Surely, many new processes will follow to improve chocolate quality
and extend its shelf life.
• Lack of control over yield:
Theoretically, there is little control over chocolate yield. However, increased
awareness of developments like embryo transplant, artificial insemination and
properly managed animal husbandry practices, coupled with higher income to
rural milk producers should automatically lead to improvement in chocolate.
• Logistics of procurement:
Woes of bad roads and inadequate transportation facility make milk
procurement problematic. But with the overall economic improvement in India,
these problems would also get solved.
• Problematic distribution:
Yes, all is not well with distribution. But then if ice creams can be sold virtually
at every nook and corner, why can’t we sell other dairy products too? Moreover,
it is only a matter of time before we see the emergence of a cold chain linking
the producer to the refrigerator at the consumer’s home!

• Competition:
With so many newcomers entering this industry, competition is becoming
tougher day by day. But then competition has to be faced as a ground reality.
The market is large enough for many to carve out their niche.

OPPORTUNITIES:
Value addition:

There is a phenomenal scope for innovations in product development,

packaging and presentation. Given below are potential areas of value addition:
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• Steps should be taken to introduce value-added products like shrikhand, ice

creams, paneer, khoa, flavored milk, dairy sweets, chocolates etc. This will lead
to a greater presence and flexibility in the market place along with opportunities
in the field of brand building.

•Addition of cultured products like yoghurt and cheese lend further strength -
both in terms of utilization of resources and presence in the market place.

• A lateral view opens up opportunities in milk proteins through casein,

caseinates and other dietary proteins, further opening up export opportunities.

• Yet another aspect can be the addition of infant foods, geriatric foods and
nutritional.

Export potential:

Efforts to exploit export potential are already on. Amul is exporting to

Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the new treaty,
opportunities will increase tremendously for the export of agricultural products
in general and dairy products in particular.

THREATS:
Milk vendors, the un-organized sector:

Today chocolate vendors are occupying the pride of place in the industry.
Organized dissemination of information about the harm that they are doing to
producers and consumers should see a steady decline in their importance.
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CONCLUSI
ON
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This is the vision of the future which the company sees for itself:
‘‘AMUL will be an outstanding marketing organization, with specialization in marketing
of food and dairy products, both fresh and long life with customer focus and information
technology integration.
The network would consist of over 100 offices, 7500 stockists covering at least every
taluka head quarter town, servicing nearly 10 lakh outlets with a turnover of Rs.10,000
Crore, and serving several co-operatives.
AMUL shall also create a market for its products in the neighboring countries.”

POTENTIAL FOR FURTHER GROWTH

Of the three A's of marketing – availability, acceptability and affordability, Indian
dairying is already endowed with the first two. People in India love to drink milk and eat
chocolate. Hence no efforts are needed to make it acceptable. Its availability is not a
limitation either, because of the ample scope for increasing milk production. It leaves the
third vital marketing factor affordability. How to make milk and its product affordable for
the large majority with limited purchasing power? That is essence of the challenge. One
practical way is to pack chocolate in small quantities of sachets. Already, the big
chocolate has given way to single - use sachets which are more economical. Another
viable alternative is to sell small quantities of chocolate in mini - sachets, adequate for
one or two person.

REFERENCES
•Principles of Marketing –

Philip Kotler & Gary Armstrong, 2000.

• Marketing Management –

Philip Kotler, 2000.

• Product management—

S.A.Chunawala, 1999.
• Research Methodology
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C.R. Kothari

• www.amul.com

• www.gcmmf.org

• www.indiandairy.com

• www.nddb.com