In Partial fulfillment of the Masters Program in Business Administration (MBA) in MARKETING Sikkim Manipal University

SUBMITTED BY:

UDAY KUMAR GOSWAMI

ROLL NO: 511135932 SESSION: 2011-2012

(Submitted to) CAREER POINT (0979), MATHURA (Authorized Learning Center of Sikkim Manipal University)

Acknowledgement
I take this opportunity to express my sincere gratitude to the following personalities without whose help and guidance the successful completion of my project work would have been remained a dream. I would like to take the pleasure of this opportunity to express my heartfelt gratitude to my Institute CAREER POINT, MATHURA who took personal interest and gave valuable suggestions through out my field work and completion of the project. I thank all my faculty members of MBA department for their valuable suggestions throughout my course. The importance of the moral support and good wishes of my parents and friends is external and I am very much indebted to them. Also, I would like to extend my gratitude to my institute- CAREER POINT, Mathura

UDAY KUMAR GOSWAMI

ROLL NO: 511135932

STUDENT DECLARATION

I hereby declare that the research project entitled MARKETING STRATEGY OF AMUL Submitted in partial fulfillment of Master Degree in Business Administration is of my original work and not submitted for the award of any degree, diploma, fellowship, or other similar title or prize.

SUBMITTED BY:

UDAY KUMAR GOSWAMI

ROLL NO: 511135932

Examiners Certification
The project report of UDAY KUMAR GOSWAMI MARKETING STRATEGY OF AMUL Is approved and is acceptable in quality and form.

Internal Examiner
Name: Qualification:

External Examiners
Name: Qualification

University Study Center Certificate

This to certify that the project report entitled
MARKETING STRATEGY OF AMUL Submitted in partial fulfillment of the requirement for the

degree of MASTERS OF BUSINESS ADMINISTRATION (MBA) to Sikkim Manipal University, Gangtok, India.

SUBMITTED BY

UDAY KUMAR GOSWAMI

ROLL NO: 511135932

PREFACE

This Project report has been prepared as per the requirement of my Masters of Business Administration Degree. This will also give the proper knowledge MARKETING STRATEGY OF AMUL have worked my best to keep the presentation of this Dissertation report simple and understandable. My aim is to make clear all related points of the study. While presenting the project report I am very optimistic about its relevance to the organization.

UDAY KUMAR GOSWAMI

ROLL NO: 511135932

TABLE OF CONTENTS

1.0 Introduction to the Topic... 05 2.0 About the Company....... 13 3.0 Scope of the study. 47 4.0 Research Design 49 5.0 Data Analysis & Interpretation.. 57 6.0 Findings 67 7.0 Recommendations & Suggestions 70 8.0 Conclusion. 72

8.1 Limitations of the study 74 Bibliography . 76 Appendix [Questionnaire] .. 78