RESEARCH PROJECT REPORT

ON
MARKETING STRATEGY OF AMUL
SUBMITTED TO

IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF THE DEGREE OF

“BACHELOR OF BUSINESS ADMINISTRATION-

FAMILY BUSINESS”
Batch 2019-22
Session 2021-22

Submitted by: Supervised to:

Kushagra Jain Dr. Manisha Goswami
Student of BBA V Semester Asst. Professor -Dept. of Mgmt.
Roll No. 194600018 GLA University, Mathura

1
 CERTIFICATE

This is to certify that the summer training project report entitled “Marketing

strategy of Amul”, is submitted by Mr. Kushagra Jain, student of BBA V

Semester of “Institute of Business Management”, GLA University, Mathura,

under my supervision for the partial fulfillment for the award of the degree

of Bachelor of Business Administration, Session 2021-22, Batch 2019-22.

Place: Mathura

Date:02.12.2021

Dr.Manisha Goswami
Name & Signature of Supervisor

2
 DECLARATION

I Kushagra Jain, student of BBA (V Semester) Session 2021-22, Batch 2019-

22 hereby declare that my work entitled “Marketing strategy of Amul”, is

the outcome of genuine efforts done by me under the able guidance of Dr.

Manisha Goswami and being submitted to “Institute of Business

Management”, GLA University, Mathura as summer training project report

in partial fulfillment for the award of the degree of Bachelor of Business

Administration (BBA-FB).

Place: Mathura
Date:-02.12.2021

Name: Kushagra Jain

Course: BBA-FB (V Semester)

University Roll No:-194600018

3
 ACKNOWLEDGEMENT

Firstly, I would like to express my sincere gratitude to Prof. Anurag Singh

and Director - IBM without whose blessings my summer training project
work would not be completed.

I also want to thank our HOD - Prof. Somesh Dhamija for providing me
encouragement, motivation and moral support throughout the project work.

In addition to this I would also like to thank Dr. Manisha Goswami, Assistant
Professor IBM who supervised my project. Under his unrelated support and
guidance, my project has taken this shape.

I am equally indebted to my family and friends who always inspired and

motivated me to do something better throughout this project.

At last I would like to extend my sincere thanks to all the respondents to

whom I visited for giving their support and valuable information, which
helps me in completing my project work.

Kushagra Jain

Course – BBA-FB V sem.

University Roll No. 194600018

4
 EXECUTIVE SUMMARY

In this research the researcher has put an effort to understand the buying
behavior of theconsumers towards AMUL products.

1.In this report, the researcher has first of all given a brief review about
AMUL sector as awhole.

2.Then He has given a review of the findings of some of the researches that
has alreadybeen conducted by various researchers.

3.Then He has enumerated her research objectives.

4.Then He has given the panoramic view regarding the topic.

5.Then He has described her research methodology i.e., the sample unit,
sample size,sampling region, sampling procedure that He has used in her
report.

6.He has used stratified random sampling as her sampling procedure.

7.Then He has analyzed the data which was collected by a questionnaire.

8.Then He has concluded the findings of the survey.

9.Then finally, He has given few suggestions & recommendations

regarding the topic.

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 TABLE OF CONTENTS

SERIALNO. CONTENT PAGENO.

1.0 About the Company 7-27

2.0 Introduction to the Topic, Importance & Objectives 28-49

3.0 Research Methodology 50-56

4.0 Data Analysis & Interpretations 57-71

5.0 Findings, Conclusions, Recommendations & Suggestions 72-76

Bibliography 77

Appendix [ Questionnaire ] 78-80

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 CHAPTER-1

About The Company

7
 AMUL

'Amul (The Kaira District Co-operative Milk Producers’ Union) is an Indian

dairy cooperative society, based at Anand in the Indian state
of Gujarat.[3] Formed in 1946,[4] it is a cooperative brand managed by a
cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by 3.6 million (3.6 million) milk
producers in Gujarat, and the apex body of 13 District Milk Unions, spread
across 13,000 villages of Gujarat.[5] Amul spurred India's White Revolution,
which made the country the world's largest producer of milk and milk
products.

Kaira Union introduced the brand “Amul” for marketing its product range.
The word “Amul” is derived from Sanskrit word ‘Amulya’ which means
‘priceless’ or precious(a name proposed by then founding leader of
Agriculture College, Dr. Maganbhai Patel) was founded in 1946 through the
efforts of Tribhuvandas Kishibhai Patel. Amul's foundation was a significant
contributor to the white revolution in India.

8
Anand Milk Union Limited is an Indian Diary company. The company
headquarter is in Anand, Gujarat, India. It is an India’s largest food products
organization with a total brand turnover of USD 5.1 Billion. The company is
popularly known as ‘AMUL’, aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing quality
products which are good value for money.

The product portfolio include milk- UHT and pouch, buttermilk, ghee, butter,
sweetened condensed milk, milk powders, infant milk food, dairy whitener,
tea and coffee whitener, lassi, ice-cream, paneer-fresh and frozen, cheese,
cheese spreads, margarine, flavored milk, gulabjamun, milk shakes, malted
foods and drinks, probiotic dahi and chocolates.

9
THE STORY OF – AMUL BUTTER GIRL

In the age of social media, it's become known as real-time marketing—

brands throwing witty remarks about current events into the social flow.
But the Amul Girl has been doing her own unique, entertaining version of it
for more than half a century, commenting on pop culture in advertisements
that were immediately viral, in their own way, when they launched outdoors
53 years ago. And remarkably, the style and approach of the campaign hasn't
changed too much at all in the course of that time.
The story of India's most beloved advertising icon begins in 1966, when Dr.
Verghese Kurien—who almost singlehandedly turned India into the world's
largest milk producer—was looking for an ad campaign for Amul butter,
made by the Amul dairy co-op he'd founded a decade earlier.

10
He gave the job to daCunha Communications in Mumbai, led by Sylvester
da Cunha. At the time, advertising on TV and in magazines in India was
wildly expensive, so the agency decided to try billboards—featuring a blue-
haired girl in a red polka-dot dress who would become the country's most
famous advertising character.
The Amul Girl was sketched by art director Eustace Fernandes. Her first ad
described the product as "utterly butterly delicious," a delightfully goofy
phrase coined by Sylvester's wife, Nisha da Cunha, and a sign of pun-ny
things to come.

The first Amul billboard

The first ad was a hit, and the agency suddenly had a popular ad mascot on
its hands. The Amul Girl went on to star in five decades (and counting) of
well-loved billboards. And when the agency ran out of things to say about

11
the product, they started referencing current events, just as so many brands
do on Twitter today.
Indeed, Amul was a kind of proto-meme brand, and its own embrace of
Twitter, where it now posts all of its ads, in addition to putting them on
billboards, has been a natural extension of a half-century-long engagement
strategy.
"She became like the Michelin Man, that kind of character," Sylvester's son
Rahul da Cunha, who now runs the agency, told Muse in a phone interview
this summer—on what happened to be the 25th anniversary of the day in
1994 when he took over running the campaign from his father.
"At some point I think Dad realized that just talking about butter wouldn't
sustain itself for long. So he hit on this idea of social commentary. At a
certain point, it went from commenting on one topic a month, or every two
months, to what we do now—which is literally looking at a topic almost
every day."
Working with copywriter Manish Jhaveri and illustrator Jayant Rane, da
Cunha keeps the Amul Girl busy these days in ads that reference all kinds of
current events, from entertainment to sports to politics. The work makes
liberal use of puns—the multilingual Jhaveri has the rare skill of being able
to pun in both English and Hindi—which can be groan-inducing but is part
of the campaign's charm.

The Amul Girl herself appears in most, though not all, of the executions.
"Very often she becomes the person in the ad," says da Cunha. "Say we have
a hoarding on Trump—she will become Melania. Or if it's a Bollywood film,
she will become Aishwarya Rai or Priyanka Chopra. She's a cartoon, and she
can morph and camouflage and be a chameleon, where she becomes the topic
she comments on."

12
MISSION STATEMENT:-

GCMMF endeavour 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.

VISION STATEMENT:-

“Amul’s vision is to provide more and more satisfaction to the farmers, their
customers, employees and distributors.

13
 INTRODUCTION AND HISTORY

In the year 1946 the first milk union was established. This union was
started with 250

liters 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 form 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, Amulspray, 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 enesis 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 were 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.

14
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.

Amul(G.C.M.M.F.) 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

15
PLANTS:-

First plant is at ANAND, which engaged in the manufacturing of milk,

butter, ghee, milk powder, flavored milk and buttermilk.

Second plant is at MOGAR, which engaged in manufacturing chocolate,

nutramul, Amul

Ganthia and Amul lite

Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese.

Today, 13 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.

16
VALUE OF THE GCMMF LTD. (AMUL):-

• Customer orientation

• Co-operation

• Quality

• Belongingness

• Commitment to producers

• Excellence

• Innovation Pride in organization Integrity

• Leadership

• Growth Orientation-New Products

• Employees Satisfaction

BOARD MEMBERS
Shri Ramsinh Prabhatsinh Parmar Chairman

Shri Rajendrasinh Dhirsinh Parmar Vice-Chairman

Shri Dhirubhai Amarsinh Zala Director

Smt. Mansinh Kohyabhai Chauhan Director

Shri Maganbhai Gokalbhai Zala Director

Shri Shivabhai Mahijibhai Parmar Director

17
Shri Pravinsinh Fulsinh Solanki Director

Shri Chandubhai Madhubhai Parmar Director

Shri Bhaijibhai Amarsinh Zala Director

Shri Bipinbhai Manishankar Joshi Director

Smt. Sarayuben Bharatbhai Patel Director

Shri Ranjitbhai Kantibhai Patel Director

Shri B. M. Vyas

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

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Points Information

Product Brand
Anand Milk Union Limited
Name

Founder/Owner Gujarat Cooperative Milk Marketing Federation Ltd.

Date of
1973
Establishment

Establishment
Anand, Gujarat
Place

Revenue INR 38,550 crore (In 2018-19)

CEO R.S. Sodhi

Registered Gujarat Cooperative Milk Marketing Federation, PO Box 10, Amul

Address Dairy Road, Anand-388001, Gujarat, India

Telephone No. 91-2692-258506/ 258507/ 258508/ 258509

Fax 91-2692-240208/ 2401845

Company Status Active

Website www.amul.com

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DIRECTORS:-

Appointment
DIN Director Name Designation
Date

00409246 ALOK AGARWAL Director 31 August 1998

RAJESH KUMAR
00223718 Director 31 August 1998
AGARWAL

RAKESH KUMAR
00223246 Director 05 April 2012
AGARWAL

MUKESH KUMAR
00223645 Director 31 August 1998
AGARWAL

How was AMUL started?

What is the history of Amul? Amul was founded on 14 December 1946 in

Anand, Gujarat, India. Amul was founded as a result of revolution to help
poor dairy farmers and landless labourers. Eventually, this small
cooperative grew to become a very big Indian brand

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REWARDS AND ACHIEVEMENTS:-

GCMMF received Bronze Trophy at the Indian Marketing Awards –

2014
GCMMF – Finalist in World Beverage Innovation Awards - 2014
GCMMF received APEDA Awards for 16 years continuously
Amul wins World Dairy Innovation Awards - 2014
Amul receives Srishti Good Green Governance award for the year 2013
GCMMF Receives Prestigious CNN-IBN Innovating for a Better
Tomorrow Award
Amul wins AIMA High Performance Brand Award-2013 for brand
Amul
Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD
STANDARD Quality Award 2013
GCMMF wins the SAP Award for Customer Excellence (SAPACE)
2013 under the category of "Best Run Award in Finance"
ET-Corporate Citizen Award of the Year 2010-11 to GCMMF
Amul receives Green Globe Foundation Award
Dr. V.Kurien honoured with Life Time Achievement Award
GCMMF receives Srishti's G-Cube Award - 2010
Amul Bags International Dairy Federation Award
Amul Bags Srishti G-cube Award For Good Green Governance - 2009
Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit
Ramkrishna Bajaj National Quality Award - 2003
Qimpro Gold Standard Award - 2003
Amul - The Taste Of India (GCMMF) Receives International CIO 100
Award For Resourcefulness
Rajiv Gandhi National Quality Award - 1999

21
Types of Fresh Milk:-:
• Amul Taaza Toned Milk 3% fat .
• Amul Gold Full Cream Milk 6% fat.
• Amul Shakti Standardized Milk 3% fat .
• Amul Smart Double Toned Milk 1.5% fat

Top Amul Competitors In Ice Cream:-

1) Kwality Walls
A famous brand of ice cream, Kwality Walls, is a frozen dessert that is owned
by Hindustan Unilever, an Indian consumer goods company. It is a famous
company for producing and distributing frozen dessert in places like India,
Nepal, Bhutan, Brunei, Malaysia, and Sri Lanka.

This brand is created by combining two formerly separate independent

companies that were taken over by Unilever, Kwality of India and Wall’s of
Great Britain. The brand with the red and white heart symbol on their pack
spreads the taste and happiness across the globe for people of all ages.

The main strength of this brand is that Kwality Walls produces ice cream that
caters to each and every need and occasion of customers. The Cornetto and
Feast are much liked by young adults while Paddle Pop is liked by kids.
Another strength is the deep pockets of HUL to back up the brand.

HUL positions each of the variations of Kwality Walls to make sure that they
look good as per various segments. The pricing provided by this brand is
feasible and affordable for all. Due to their strong backing of HUL and their
wide range of products, Kwality Walls is considered as a top Amul
competitor.

22
2) Baskin Robbins
A strong Amul competitor, Baskin Robbins was founded in the year 1945. It
is the largest specialty store chain and the company is headquartered in
Massachusetts, United States. The company has popular for their 31 flavors
which are significant in their logo.

It also means that a flavor for each day of a month. But, at present, there are
about 1000 flavors across the globe. It currently has their operations in about
50 countries and has about 7,500 stores. The company focuses on customer
satisfaction and introduces new products that they will like. This brand is a
global brand and is available in many places around the world. The company
has set up many franchises which are also a reason for their expansion. The
main strength of this brand is the availability of various flavors.

The ice creams of Baskin Robbins are prepared with great care with good
ingredients and flavor that is liked by all. These ice creams stores can be seen
easily available and are almost found in many places. Due to their
great customer service and keeping up with the trend, Baskin Robbins is
considered as a top Amul competitor.

3) Havmor
Also a top Amul competitor, Havmor was established in the year 1944 when
a young engineer of British Airways, Satish Chona planned to establish a
popup ice cream shop in Pakistan. He started this as a part-time project to
support the financial conditions of his family. Over the years it became a
popular local ice cream brand.

Later in the year 1947, after independence, the business was shifted to
Ahmedabad, India. Havmor has a wide range of product basket that consists
of more than 160 types of ice cream flavors which are ready to eat. The ice
creams are prepared from pure milk and good quality ingredients. The main
strength of this company is their strong brand name with a great customer
base.

23
In Gujarat, this ice cream holds the second position with great loyal
customers. This brand has a variety of products which started as an ice cream
but now it is progressively operating a food business as well. Due to their
great experience and product portfolio, Havmor is considered as one of the
top Amul competitors.

4) Vadilal
A popular ice cream, Vadilal was established in the year 1907 and
headquartered in Ahmedabad. It is involved in manufacturing and processing
of ice cream and flavored milk and exporting them. The company’s main
business segments are ice cream, processed food, and others. In the ice cream
segment, it produces ice cream and frozen dessert.

During the initial years of its establishment, it started with a soda foundation
which was headquartered in Ahmedabad. Over the years, it grew into a
popular company and has emerged into the biggest company which produces
about 50 flavors in about 250 packs in form of ice creams and frozen food.
Their ice creams are available in cones, cups, candies, family pack, an
economy pack. The main strength of this brand is a clear understanding and
projecting about selling frozen dessert.

Vadial accepts the fact that its ice cream contains vegetable oil. This
company has seen in at bad times and has been a great fighter against its
competitors. Due to their various promotional schemes and diversification,
Vadilal is considered as one of the top Amul competitors.

Advertisement report

5) Dinshaws
A top Amul competitor, Dinshaws is a popular brand of ice cream that spans
across India. It was established by two brothers Dinshaw and
ErachshawRana. Their focus on the quality of ice creams thereby innovating
new flavors which were truly wonderful.

24
The success in the production of ice cream gave rise to expand their business
to several dairy products. The Dinshaws ice creams are available across
India. The ice creams are prepared with at most care with the best ingredient.
The process includes mixing some delicious flavors and make sure the best
quality of ice cream is delivered.

From the fine range of ice creams to great flavors like Vanilla and Chocolate,
this brand has great ice creams for all. Due to their great quality and taste,
Dinshaws is considered as a top Amul competitor.

6) Mother Dairy
Mother Dairy is a famous dairy company that was founded in the year 1974.
It is an Indian company that produces and sells milk, milk products, and other
edible products. Mother Dairy is a subsidiary of the National Dairy
Development Board (NDDB). This brand has seen to establish itself as a
noteworthy occurrence in the market of Indian dairy.

The brand is quite popular in Delhi and NCR region. The main strength of
this company is its existence in many sectors. It deals with milk and milk
products which include ice cream, ghee, paneer and other dairy products.
Over the years since its production, this brand has established a high trust
among customers.

The customers are satisfied with their products and the company mainly
focuses on the sentiments and demands of Indian customers. Due to their
various products in this brand, Mother Dairy is considered one of the top
Amul competitors.

7) Arun Ice Cream

A well-known brand of ice cream, Arun ice cream is most commonly known
as Hatsun brand. As compared to other ice parlors, Arun ice cream opened
their store in suburban and even in rural areas. This way, Arun ice cream
became popular and its taste was liked by many customers. The ice creams
of this brand cater to various people’s taste.

25
It has exclusive products for kids like the ice cream bars. The company keeps
on introducing new flavors most of the season to ensure that the customer
will have something new when they go to an Arun ice cream parlor. It
provides a great service to customers through their franchise. It has almost
70 mouth-watering ice cream flavors.

Due to their high-quality products with good attractive packaging, Arun ice
cream is considered as one of the top Amul competitors.

8) Other Regional Players

Ice Cream market has many regional players. This is because of the
low barriers to entry in this segment. Furthermore, the segment has
production and raw material as the bottlenecks. So individual dairies also
take part in ice cream manufacturing. As a result, a huge bulk of the market
flows to regional players.

9) Britannia
A famous Indian food products company, Britannia is headquartered in
Karnataka, India. The company was founded in the year 2002. The Britannia
dairy is involved in producing, marketing, and selling various dairy products.

Their dairy products include cheese, butter, dairy whiteners, milk, and ghee.
Britannia is considered as the only company in India that offers bakery
products at feasible rates and because of this, it has a large customer base.
This brand is visible in many segments like the biscuit, cakes, rusk, and dairy
products. It has a huge product portfolio with great market recognition
and distribution.

It is considered as a market leader in bakery products. It offers healthy food

products for the biscuit, rusk and a wide range of dairy products like cheese,
curd etc. Due to their brand value and their products, Britannia is considered
one of the top Amul competitors.

26
10) Nestle
Nestle is a popular food processing company that is headquartered
in Switzerland. It is a great food processing company in the world. The
several products of Nestle are bottled water, baby food, medical food,
breakfast cereals, coffee, tea, ice cream, dairy products, confectionery, frozen
food, snacks, and pet foods. The company has about 447 factories which are
operated in about 196 countries having approximately 339,000 employees.

Nestle is focused on improving the quality of food by providing various

factors like wellness, health, and nutrition in their food products. They
provide the healthy and great taste that caters to all the stages of a consumer’s
life and at all time of the day. The company has been continually in various
research for giving innovative food and beverages. Due to their well-known
products and their quality, Nestle is considered one of the top Amul
competitors.

11) Mother Dairy

Mother Dairy is a famous dairy company that was founded in the year 1974.
It is an Indian company that produces and sells milk, milk products, and other
edible products. Mother Dairy is a subsidiary of the National Dairy
Development Board (NDDB).

The company sells milk and various milk products like ice creams, paneer,
and ghee. The company sources major part of its milk requirement from dairy
cooperatives. The company processes milk which is controlled by
automation. It makes use of microprocessor technology to integrate all
functions of milk processing to make sure that the products are of high-
quality.

27
 CHAPTER-2
Introduction On The
Topic/Company/Organization
Importance and Objectives

28
INTRODUCTION TO PROJECT

The project presented here gives a detailed analysis of Retailer penetration

of AMUL pouch milk in Kanpur market and the content being provided in
terms of services to the customers.

Milk is a most perishable item and demand of that product is increase day
by day so company have to provide most frequently supply to the
consumer.

I came to know about how to penetrate the product in the market threw the
distribution channels. in this process I had identify that what is the actual
demand of the product and what is the actual supply of that product in the
market and what will be the effect if:-

1. SUPPLY(S) < DEMAND(Y)

2. SUPPLY(S) > DEMAND(Y)

29
OBJECTIVES:-

To know how they can maximize their sale.

To know how to increase number of outlets (retailers) in the
city of Kanpur.
To know about retailer as well as consumer satisfaction level.
To know what retailer wants from any company.
To know the behavior of the distributor for the retailer side.
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly
known as 'AMUL',which aims to provide remunerative returns to the
farmers and also serve the interest of consumers by providing quality
products which are good value for money.

Social Objectives: Amul has an objective to supply goods with best of

quality and purity at very reasonable rates. It helped to reduce malpractices
carried out by merchants and milk traders. Its White revolution made a huge
contribution to the alleviation of poverty and famine levels from levels that
were dangerously low.

National Objectives: Amul has helped India to increase its production

of milk by 40 million metric tonnes and become the country with the most
milk production all over the world To increase the foreign exchange of the
country by exporting the milk products To produce products according to
national

30
PROMOTION:-

ADVERTISING
fresh and innovative".
The clean, emotion-based ads.
Amul ads -creative, apt for the current situation.
The Amul ads are one of the longest running ads based on same theme
vying for the Guinness records
1% of its turnover on promotions.

31
 VISION AND MISSION OF AMUL

Vision:- Amul ‟s vision is to provide more and more satisfaction to the

farmers, employees and distributers.

Mission:-We at GCMMF (Gujarat Co-operative milk Marketing

Federation) endeavor to satisfy the tasteand nutritional requirements of the
customers of the world, through excellence in marketing byour committed
team. Through co-operative networking, we are committed to offering
quality products that provide best value for money.”

Amul continued,

However, it has not always been so straightforward. Amul was set up to deal
with the many problems which are faced by the millions of small dairy farmers
in India.

When it formed many farmers were isolated and had difficulty in getting milk
to a market before it went off whilst others found it hard to dispose of all their
milk. Some were being squeezed by middlemen and found themselves at the
mercy of loan sharks or working as casual labourers with no security. Indeed,
the ‘Amul Pattern’ has been promoted as a model for rural development which
emphasises secure livelihoods, regular employment, empowerment of women,
education of children as well as diversification and income generation for
farmers.
Amul considers this a more sustainable basis for the development of India’s
economy, and especially the eradication of poverty, that the current growth in
call centres and other forms of outsourcing that have mushroomed in India in
recent years.

In recognition of its success the government even set up an agency to help

others replicate the Amul model. However, this has led to fears of the
government taking over elements of co-operative business. This has been
fiercely resisted by co-operatives which are committed to independence and
autonomy
32
LIMITATIONS:-

Limited time available for interviewing the respondents. As a result of this

it was not possible to gather full information about the respondents.

When I interviewed children, old-women and old man they are not able
give answers according to the questionnaire due to absence of main
retailer.

As summer training is going under summer season so sometimes people are

less interested in filling up questionnaire.

Sometimes the problem which I face is Non-cooperative approach rude

behavior of retailer about the ADA and company problem for which I have
to make them understand.

If the respondents answer does not falls between amongst the options given
then it will turn up to be a biased answer.

33
COMPANY STRUCTURE:-

13 district cooperative milk producers Union.

No. of Village Societies:- 13,141
No. of Village:- 6.4 lack
No. of Farmers:- 70 lack
Dairy plant:- 30
Manufacturing plant:- 13
Sales office:- 47
Depot (warehousing):- 48
APO’s:- 3000
WD’s:- 3000
ADA:- 2200

Producing milk 1.5 crore lit/day

Use in milk: .35 lack lit/day
Use in milk product 1.15 crore Lit/day
Total Milk handling capacity: 6.7 million liters per day

Milk collection (Total – 2001-02): 1.67 billion liters

(2002-2003): 1.86 billion liters
(2003-2004): 1.94 billion liters

Milk collection (Daily Average

(2001-2002): 4.59 billion liters
(2002-2003): 5.08 billion liters
(2003-2004): 5.23 billion liters
(2006-07): 7.68 billion liters

34
ORGANISATION
(MARKETING DIVISION)

35
PROBLEM ENVIRONMENT:-
As topic of the project was “RETAILER PENETRATION AMUL MILK IN
KANPUR”.

A Critical Analysis, the problem environment was as follows :

How to increase number of outlets in the city of Kanpur. As here

the number of outlets was less.
Sales Maximization: Amul is not getting the sale which it should get.
Distribution Pattern: As to analyze it.

PROBLEM BEING FACED:

Problem being faced are as follows:

As the distribution channel of the Amul is not up to the mark,
they are facing tough competition from local companies, which are providing
prompt services.

36
DISTRIBUTION NETWORK:-

GCMMF Ltd. (Amul) has very strong and wide distribution

network which spread all over India and foreign countries.

The federation operate and efficient distribution infrastructure

consisting of 47 sales offices, catering to 2300 ADA,s(Area delivery
agent) distributors and 5 lakhs retailers.

Federation also co- ordinate a unique programme called "AMUL YATRA"

for almost every federation stocking for exposing the federation
philosophy of the culture of co-operation all well as operational
system and progress.

The federation also invited distributors, salesman from allover the

country to Anand for a training program focused on the federation
philosophy and developing their selling skills

37
Sales Office:-

➢ Asansole Jaipur
➢ Agartala Jammu
➢ Bannerol Jorhat
➢ Bhayandra Kozhikode
➢ Cochin Kanpur
➢ Coimbatore Kundli
➢ Cuttak Nagpur
➢ Dimapur Naini Daman
➢ Mohali Patna
➢ Ghaziabad Pune
➢ Guwahati Port Blair
➢ Gorakhpur Parwanoo
➢ Hubli Raipur
➢ Hyderabad Ranchi
➢ Indor Sambalpur
➢ Imphal Shillong
➢ Vishakhapatanam Varanasi

OVERSEAS OFFICE:

➢ Dubai, U.A.E.
➢ MOTHER DAIRY
➢ Village-ghat

38
COMPANY DREAM:-

Achieve 50% market share.

Outlet of strategic points.
Placement of point of purchase in 100% outlets.
52554 Rs (million) & 1325 US $ (in million) Turn over by 2007-08 and 1000
Crores turnover by 2010.

TQM POLICY:-

In 1994 federation had embarked on the TQM(Total Quality Management)

In 1999 it received Rajiv Gandhi National Quality Award for the year.

More than 25000 Kaizen’s (Small improvement in work areas) where made
by the federation indifferent areas. Workshops on SQC(Statistical Quality
Control) have beenconducted across the member dairies to achieved total
quality in the production process.

More than 225 Amul Quality circles have been created though the
length and breadth of the country. These efforts are the secrets of Amul
top quality product.

39
VALUE OF THE GCMMF LTD. (AMUL):-

• Customer orientation

• Co-operation

• Quality

• Belongingness

• Commitment to producers

• Excellence

• Innovation Pride in organization Integrity

• Leadership

• Growth Orientation-New Products

• Employees Satisfaction

40
OPERATION FLOOD:-

The transition of the Indian milk industry from a situation of net

import to that of surplus has been led by the efforts of National
Dairy Development Board’s Operation Flood. Programmed under the
aegis of the former Chairman of the board Dr.V.Kurian.
Launched in 1970, Operation Flood has led to the modernization
of India’s dairy sector and created a strong network for procurement
processing and distribution of milk by the co-operative sector.
Per capita availability of milk has increased from 132 gm per day in 1950 to
over 220 gm per day in 1998.
The main thrust of Operation Flood was to organize dairy co-operative in the
milk shed areas of the village, and to link them to the four
Metro cities, which are the main markets for milk. The efforts undertaken
by NDDB have not only led to enhance.

Production, improvement in methods of processing and developing of a

strong marketing network, but have also led to the emergence of dairying as
an important source of employment and income generation in the rural areas.
It has also led to an improvement in yields, longer lactation periods,
shorter calving intervals, etc through the use of modern breeding techniques.
Establishment of milk collection centers and chilling centers has
enhanced
life of raw milk and enabled minimization of wastage due to spoilage of milk.
Operation Flood has been one of the world’s largest dairy
developments programmed and looking at the success achieved in India by
adopting the co-operative route, a few other countries have also
replicated the model of India’s White Revolution.

41
What does the Indian Dairy Industry has to offer to Foreign Investors? India
is a land of opportunity for investors looking for new and expanding markets.
Dairy food processing holds immense potential for high returns.
Growth
prospects in the dairy food sector are termed healthy, according
to various studies on the subject.The basic infrastructural elements for a
successful enterprise are in place.

key elements of free market system:-

• raw material (milk) availability
• an established infrastructure of technology
• supporting manpower

An entrepreneur’s participation is likely to provide attractive returns on the

investment in a fast growing market such as India.
Along with an export potential in the Middle East, Singapore,
Malaysia, Indonesia, Korea, Thailand, Hong Kong and other countries in the
region.
Among several areas of potential participation by NRIs and foreign investors.

42
DIVERSE PRODUCT MIX:-

Amul Butter,
Milk Powder,
Ghee,
Amulspray,
Cheese,
Chocolates,
Shrikhand,
Ice cream,
Nutramul,
Milk and Amulya

43
MARKET SHARE:-

AMUL Ice cream is among the Asia’a top 10 Ice cream brands.

In a short span of 6 years, Amul Ice Cream has become No.1 Ice Cream brand
in the country.

Amul ice cream is now the only national brand and other Ice Cream brands
are regional.

Our position in the market: Amul No.1 brand in India: Amul has achieved a
market share of38% (4.5 times larger than nearest competitor).

44
45
SWOT Analysis of Amul:-
STRENGTHS OF AMUL

LARGE CUSTOMER BASE:-

Amul provides quality products and it helped the cooperative society to
attract both rural and urban demographic. It gives the company a unique
competitive edge over competitors. That’s how the brand has created a
large database of customers in various markets across India.

QUALITY PRODUCTS:-
It’s the quality products and services that have allowed Amul to maintain
trusting relations with its customers over the years. The brand has also
developed professional relations with government health and safety
departments. In fact, the appreciation from such departments increases the
credibility of the company.

RECOGNIZED BRAND:-
Amul is a famous and well-recognized brand in India because of the
creative baby promotional campaign. It appeals to the emotions of the
customers. When customers are emotionally attached to a certain brand,
then they remember the brand name while shopping. Only a limited number
of brands have achieved that status.

MARKET LEADER:-
According to an estimate, the growth of ice cream and milk-based products
of Amul has increased more than 30% and 20% respectively for the past
year. It has allowed the company to achieve over 1/3rd ice cream market
share in the Indian market. In other words, we can say that the cooperative
brand is a market leader.

46
WEAKNESSES OF AMUL :-
EXPANSION ISSUES:-
It’s no doubt Amul offers a diverse product portfolio to its customers. But
some of its products haven’t succeeded during the expansion phase. Like
chocolate couldn’t achieve the same success as ice cream.

INCREASING COST:-
Amul has a vast structure spread over 13 districts and 13000 villages of
Gujarat, and it increases the cost the operational cost. That’s why the
cooperative company keeps on changing its prices whenever the farm union
decides because of the daily expenses and variable costs.

SUPPLY CHAIN:-
Although Amul has a vast network it doesn’t have a proper mechanism of
the supply chain. The inconsistent and unpredictable nature of the supply
chain makes the business very risky.

LAWSUITS:-
Amul used a condescending tone in its marketing and promotional
advertisement in 2017. However, HUL (Hindustan Unilever Limited) did
take notice of the company’s arrogant marketing approach and filed a
lawsuit against Amul. The court gave the verdict in favor of HUL and
ordered the cooperative society to shut down its disparaging marketing
campaign immediately.

OPPORTUNITIES AVAILABLE TO AMUL:-

CHOCOLATES:-
As we know that Amul has launched chocolate. Now, the company should
invest more resources for the improvement of the product up to the
international, and launch a better marketing campaign to target new
customers.

47
GLOBAL MARKET:-
The global market is full of new opportunities. Especially the neighboring
Asian countries would have great growth potential. Amul should shift its
focus into those markets and expand it there. It would help the company to
increase its sale and revenue stream.

INCREASING MILK CONSUMPTION:-

Amul is heavily relying on the Indian market as its main source of sale of
revenue. The sale of the company’s products is lower in the EU and
the US market. However, the milk consumption rate is increasing in those
markets, the expansion in those markets would increase customers’ market
share.

THREATS AMUL HAS TO FACE:-

PANDEMIC:-
The pandemic of covid-19, lockdown, social distancing, and economic crisis
has very badly impacted the buying power of ordinary users. People have
already limited their spending to basic necessities. If things aggravate, it
would impact the company’s growth.

BAD PRESS:-
The lawsuit and other scandals have brought a lot of bad press to negatively
highlight Amul’s image in the market. If it keeps happening like this, it would
impact the company’s sales and profitability.

COMPETITORS:-
Havmor, London Dairy, Baskin Robins, Mother Dairy, and Kwality Walls
are some of the main competitors of Amul. Their presence in the market is
making it difficult for the cooperative brand to sell its products. When the
company launches any marketing campaigns, it increases the operational
cost. It’s a loss-loss situation for the company.

48
CONCLUSION: AMUL SWOT ANALYSIS :-
After an in-depth study of the swot analysis of Amul, we have realized that
Amul is indeed the world’s leading dairy products producing company. The
increasing cost, competitors, bad press, lawsuits, and a pandemic are some
of the main challenges. Amul should utilize its resources to expand its
customers’ market and profitability.

49
 CHAPTER-3
Research Methodology

50
 MARKETING RESEARCH:-
Marketing research plays an important role in the process of marketing.
Starting with market component of the total marketing talks. It helps the firm
to acquire a better understanding of the consumers, the competition and the
marketing environment.

DEFINITION:-
“Marketing research is a systematic gathering, recording and analysis
marketing problem to facilitate decision making.”

- Coundiff Still.
“Marketing research is a systematic problem analysis, model building and
fact finding for the purpose of important decision making and control in the
marketing of goods and services.

MAIN STEPS INVOLVED IN MARKETING

RESEARCH:-

Defining the Marketing Problem to be tackled and identifying the

market research problem involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.

51
(1)DEFINE THE PROBLEM AND ITS OBJECTIVES :-
This includes an effective job in planning and designing a research project
that will provide the needed information. It also includes the establishment
of a general framework of major marketing elements such as the industry
elements, competitive elements, marketing elements and company elements.

(2)IDENTIFY THE PROBLEM :-

Identifying the problem involves getting acquainted with the company, its
business, its products and market environment, advertising by means of
library consultation and extensive interviewing of company’s officials.

(3)DETERMINING THE SPECIFIC INFORMATION

NEEDED :-
In general the producer, the manufacturer, the wholesaler and the retailer try
to find out four things namely:-
What to sell
When to sell
Where to sell
How to sell

(4)DETERMINE THE SOURCES OF INFORMATION :-

Primary Data:- Primary data are those which are gathered specially for
the project at hand, directly – e.g. through questionnaires & interviews.
Primary data sources include company salesman, middleman, consumers,
buyers, trade association’s executives & other businessman & even
competitors.

Secondary Data:- These are generally published sources, which

have been collected originally for some other purpose. Source are
internal company records, government publication, reports &
publication, reports & journals, trade, professional and business
associations publications & reports.

52
DECIDE RESEARCH METHODS FOR COLLECTING
DATA :-
If it is found that the secondary data cannot be of much use, collection of
primary data become necessary. Three widely used methods of gathering
primary data are:-

A) Survey
B) Observation
C) Experimentation

A.SURVEY METHOD :-
In this method, information gathered directly from individual respondents,
either through personal interviews or through mail questionnaires or
telephone interviews.

B. OBSERVATION METHOD :-

The research data are gathered through observing and recording their actions
in a marketing situation. This technique is highly accurate. It is rather an
expensive technique.

C. EXPERIMENTAL METHOD :-

This method involves carrying out a small scale trial solution to a problem,
while at the same time, attempting to control all factors relevant to the
problem. The main assumption here is that the test conditions are essentially
the same as those that will be encountered later when conclusions derived
from the experiment are applied to a broader marketing area.

53
THE PANEL RESEARCH:-
In this technique the same group of respondents is contacted for more then
one occasion; and
the information obtained to find out if there has been any in their taste
demand or they want any special quality, color, size, packing in the product.
a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample

RESEARCH DESIGN:-

1. RESEARCH PROBLEM:-

Increase the awareness level of AMUL .

Seek the general perception of retailer towards AMUL MILK.
To find the performance of AMUL MILK vis-à-vis other Brands.
To know the retailer psychology and their behaviour towards AMUL
MILK

2. RESEARCH OBJECTIVES & RELATED SUB

OBJECTIVES:-

To know the relationship of sales with the retailer.

To know awareness of people towards Amul milk.
To know in which area of segment Amul milk are mostly like/preferred.
To know which area is not responding the Amul sale up to the mark.
To know the preference of Amul milk with comparison to
Other competitive brands.

54
3. INFORMATION REQUIREMENT:-

First, I had to know about all the competitors present in the Amul 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.

4. CHOICE OF RESEARCH DESIGN

ALTERNATIVES & CHOICE:-

Despite the difficulty of establishing an entirely satisfactory classification

system, it is helpful to classify marketing research on the basis of the
fundamental objectives of the research.

Consideration of the different types, their applicability, their strengths, and

their weakness will help the student to select the type best suited to a specific
problem.

The two general types of research are:

EXPLORATORY RESEARCH:-

Exploratory research seeks to discover new relationship, emphasis on

discovery of ideas.
Marketing researches devote a significant portion of their work on
exploratory studies when very little is known about the problem being
examined.

CONCLUSIVE RESEARCH:-

Conclusive studies attempts to determine the frequency with which

something occurs or the relationship between two phenomenons. Usually
conclusive studies assume certain under underlying characteristics of the
market or have some precise statement of research
questions/hypothesis.

55
5. RESEARCH INSTRUMENT USED - DETAILS
& WHY?

If one wants to know what type of dentifrice people use, what they think of,
television commercials, or why they buy particular brands of cars, the natural
procedure is to ask them.

Thus, the questionnaire method has come to be the more widely used of the
two data collection method. Many consumers are now familiar with the
telephone caller who greets them with “We are making a survey”, and then
proceeds to ask a series of questions. Some interviews are conducted in
person, others by telephone, and others by mail. Each of these has its special
advantages and disadvantages and limitations. The questionnaire method in
general, however, has a number of pervasive advantages and disadvantages.
Discussion of particular variations will be more meaningful if these
characteristics of the general methods are brought out first.

A questionnaire consists of list of questions to be asked from the respondents

and the space provided to record the answer / responses. Questionnaire can
be used for the personal interviews, focus groups, mails and telephonic
interviews. The choice among these alternatives is largely determined
by the type of information to be obtained and by the type of respondents from
whom it is to be obtained.

The common factor in all varieties of the questionnaire method is this

reliance on verbal responses to question, written or oral

56
 CHAPPTER-4
DATA ANALYSIS
&
INTERPRETATION

57
Here, I visited different places for getting information
about Amul:-

1.Educational Qualification:-

INTERMEDIATE 11.1%
GRADUATION 42.4%
POST-GRADUATION 14.1%
OTHERS 32.3%

INTERPRETATION:-
According to research
11.1% are intermediate
42.4% are graduated
14.1% are post graduated
32.3% are others

58
2.Occupation:-

STUDENT 57%
EMPLOYEE 18%
BUSINESSMAN 13%
OTHERS 12%

INTERPRETATION:-
According to research
57% People are students
18% are employees
13% are businessman
12% are others

59
3.Do you know Amul ?

YES NO
98% 2%

INTERPRETATION:-
According to the research
98% Peoples know the brand Amul
32.7% Peoples don’t know the brand Amul

60
4. Do you use any Amul products?

YES 72.7%
NO 1%
SOMETIMES 26.3%

INTERPRETATION:-
According to research
72.7% people use product of Amul
1% people don’t use Amul products
26.3% people may use or may not use Amul products

61
5.Knowledge Source of Amul Products:-

TELIVISION 57.6%
NEWSPAPER 10.1%
SOCIAL MEDIA 24.2%
OTHERS 8.1%

INTERPRETATION:-
According to research
57.6% peoples knowledge source of Amul products is television.
24.2% people’s knowledge source of Amul products is social media
10.1% people’s knowledge source of Amul products is newspaper
8.1% Amul knowledge source is from Others

62
6.Monthly Spending on Patanjali Products

LESS THAN RS 500 14%

RS 500-1000 31%
RS 1000-2000 32%
2000&MORE 23%

INTERPRETATION: -
14% peoples spend less than 500 on Amul products monthly.
31% peoples spend up to 1000 on Amul products monthly.
32% peoples spend up to 2000 on Amul products monthly.
23% peoples spend more than 2000 on Amul products monthly.

63
7.Opinion about Amul products pricing

COSTLY 12%
REASONABLE 87%
CHEAP 1%

INTERPRETATION: -
According to research
87% peoples say Amul products are Reasonable.
12% peoples say Amul products are costly.
1% peoples say Amul products are cheap.

64
8.Reasons for preferring Amul over other products

Trustworthy 24%
Quality 48%
Reasonable price 13%
Brand loyalty 13%
others 2%

INTERPRETATION:-
According to the research
24% peoples say Amul is trustworthy.
13% people’s reason for prefer Amul is fits my budget.
48% people’s reason for prefer Amul is quality.
13%. people’s reason for prefer Amul brand loyalty.
2% peoples not prefer Amul products.

65
9.How many members in your family use Amul products

0 0%
1 20%
2 19%
More than 2 61%

INTERPRETATION: -
According to the research
0% peoples having 0 family members use Amul products.
19% peoples having 2 family members use Amul products.
20% peoples having 1 family member use Amul products.
61%people having more than 2 members use Amul products

66
10.Do you think packaging affects the sale volume

AGREE 39.4%
DISAGREE 1.1%
STRONGLY AGREE 43.4%
STRONGLY DISAGREE 1.1%
NEUTRAL 15.2%

INTERPRETATION: -
According to research
43.4% peoples strongly agree that packaging affects the sales volume.
39.4%peoples agree that packaging affects the sales volume.
15.2%peoples neutral on that packaging affects the sales volume.
1.1% peoples disagree that that packaging affects the sales volume.
1.1%peoples strongly disagree that that packaging affects the sales volume

67
11.Do you believe that Branded products are better than
local products:-

YES 41.8%
NO 5.1%
SOMETIMES 53.1%

INTERPRETATION: -
According to research
41.8%peoples think that branded products are better than local brands
products.
5.1% peoples don’t think that branded products are better than local brands
products.
53.1%peoples think that branded products maybe better than local brands
products.

68
12.Product quality:-

AVERAGE 14.1%
GOOD 30.3%
VERY GOOD 33.3%
EXCELLENT 22.2%

INTERPRETATION: -
According to the research
33.3%peoples say Amul are very good
14.1%peoples say Amul products are average.
30.3%peoples say Amul products are good.
22.2%peoples say Amul products are excellent.

69
13.Will you recommend Amul products to others:-

YES 95.9%
NO 4.1%

INTERPRETATION: -
According to the research
95.9% peoples recommend Amul products to others.
4.1%peoples don’t recommend Amul products to others.

70
14.Overall satisfaction level:-

71
 CHAPTER – 5
CONCLUSIONS, SUGGESTIONS
AND
LIMITATIONSOF THE STUDY

72
 FINDINGS

The collected data during the research of marketing strategy of Amul.

Some findings can be drawn which help to the readers to get understanding
about the marketing And branding strategy followed by the brand Amul.
These marketing and Branding strategy directly or indirectly beneficial for
the company.
The findings are given below:-
• The most of the Indian peoples are known the brand Amul and the products
in which the company deals and also almost every person well known that
the company is Indian.
• In Indian about half of the population use the Amul products and one third
population Of country don’t use Amul products and about fifteen percentage
of population don’t whether they use Amul product or not.
• The customers of Amul don’t know the competitors of the company
because of quality products manufactured by the Amul brand.
• The most of the customers of the Amul monthly spending is less than 500
and about Fifteen percentage customers monthly spending is over 1000 but
less than 2000 and about ten percentage peoples monthly spending is more
than 2000.
• The one third of the customers finds that the Amul products are costly and
almost half of the customers says that the Amul products are reasonable.
• The half customers of Amul buy products of its even the prices increases
and 20 percentage customers don’t buy and 20 percentage of customers not
sure that they buy or don’t buy Amul products.

73
 CONCLUSION

As per the study on the marketing strategies of AMUL, the conclusion given
are as follows-
• Amul is largest daily need company in India and also successful in creating
the brand name and most of the Indian people are aware about the name of
the company and the products made by the company.
• The most of the peoples of India knows that the founder of the company is
“Tribhuvandas Patel”and the headquarters of the company is in
Anand,Gujarat,India
• There are various Amul products in market but some products are more
popular as compared to others like Amul ice-cream, amul milk, etc.
• Amul plays a crucial role for brand prefences by the customers and for
Creating a positive image in customer mind and capturing image in mind
So easily recall the brand when customer intention to buy.
• The advertisement of Amul products seen television .
• IF the the prices of Amul products increases then almost half of the peoples
will remain buy the Amul products.
• The one strategy followed by the Amul is that they van sell different
products with similar name that is Amul so mouth publicity helps in
increasing in sales of the company.

74
 CONCLUSION

As we know that Amul (G.C.M.M.F.) is very big organization and market

leader in dairy products. It has maximum market share in Milk, Butter and
Cheese, which are its main/core products. As we know Amul is a co-
operative organisaion but milk industry is a profitable industry we can’t
ignore it. With the help of research, company can find out its week points in
milk segment and can increase its market share through rectify mistakes.

People have believed in Amul’s product and they will accept its fresh milk
also if effective actions were taken.

The survey resulted into following conclusions :

Amul must come up with new promotional activities such that people
become more aware about Amul milk .

In comparison to Amul milk, the other players such as Parag, and Verifresh
provide a better availability and give competition to the hilt due to local
brand.

People are mostly satisfied with the overall quality of Amul milk, but
for the existence in the local market Amul must use aggressive selling
techniques

75
 SUGGESTIONS

In order to maintain and increase the sales in the city of Kanpur, the
following recommendations regarding Amul milk; particularly regarding
advertisement, distribution, promotional policies, etc, are hereby suggested:

Advertise Individual Products

Maintain it’s high quality to survive cut-throat competition

Use a celebrity brand ambassador

Continue sponsoring high TRP-TV shows

Provide free samples with associated products

Open outlets in every cities and in big cities the outlets is more than two

In village area also company name is well known because the advertising
channel of Amul products.

Company should work in the packaging of milk therefore short out the
leakage problem.

76
 REFRENCES

Websites:-

https://www.amul.com/
https://www.amul.com/m/talk-to-us
http://www.amuldairy.com/
https://en.wikipedia.org/wiki/Amul
https://www.globaldairytrade.info/en/gdt-events/gdt-events-sellers-and-
products/amul/

77
 ANNEXURE

QUESTIONNAIRE ON AMUL:-
Dear Respondent,
This is being conducted for academic purposes and the researcher would be
grateful if you could provide answers to the questions below.
1. Do you know Amul
a. Yes
b. No

2. Do you use any Amul products?

a. Yes
b. No
c. Sometimes

3. Knowledge Source of Amul Products

a. Television
b. News paper
c. social media
d. Others

4. Monthly Spending on Amul Products

a. Less than Rs.500/-
b. Rs.500/- to Rs.1,000/-
c. Rs.1,000/- to Rs.2,000/
d. Rs.2,000/-& above

78
5. Opinion about Amul Product’s Price
a. Costly
b. Reasonable
c. Cheap

6. Reasons for Preferring Amul over other Brands

a. Trustworthy
b. Reasonable
c. Quality
d. Brand Loyalty

7. How many members in your family use Amul products?

a.0
b.1
c.2
d. More than 2

8. Will you use Amul if it will increase the price of its products?
a. Yes
b. No

9. Do you think packaging affects the sales volume

a. Strongly agrees
b. Agree
c. Neutral
d. Disagree
e. Strongly disagrees

79
10. Do you believe that branded products are better than local brands
products?
a. Yes
b. No

11. Product quality

a. Very-Good
b. Average
c. Good
d. Excellent

12. Do you recommend Amul products to others?

a. Yes
b. No

13. Overall satisfaction level?

a. 1
b. 2
c. 3
d. 4
e. 5

80