EXECUTIVE SUMMARY

The project work is pursued as partial fulfillment of the requirement of the knowledge of industry to the student. It is undertaken as a traineeship at GCMMF (AMUL). The project is done under expert supervision and guidance Mrs.Saloni Desai .

The Project is about the study of marketing and Social Network Marketing and also the efforts done to make improvements in the customer acquisition process for better results.

At AMUL , initiall y the trainees were imparted process and product knowledge. They were given sufficient time to know about the products and also about sales and distribution channel. They had to work as brand ambassador and think of ways of improving the awareness of the products. The main aim was to increase market potenti al of AMUL fresh products. Company activit y was also one of the major sources for generating business

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INTRODUCTION ABOUT TOPIC

Looking at the current Indian marketing scenario, we can say that we are moving back in time. Philip Kotler says that in the evolution of marketing, before the marketing concept became popular, there is a selling concept which states that "customers and businesses, if left alone will ordinarily not buy enough of the organizations products. The organization must therefore undertake an aggressive selling and promotion effort" In this present scenario, it is true that companies will survive only if there is a super efficient sales force. The reasons are that increasingly every product is being commoditized and there is an increase in the power of retails, information explosion that has given the consumer an unusual power. This has ensured that without an efficient sales force companies cannot survive. Even when companies focus on sales effort, concept like segmentation should not be overlooked. For example, there has been lot of effort on increasing credit card usage in India. Credit card now comes free for life and sales people are just selling credit cards like chocolates. Is it not wise to look at whether the consumer wants a credit card? Does he like to use one? Does he have the ability to pay back? Recently a news channel showed a mutual fund agent giving discounts to a client from his brokerage. What does that mean? It simply means that we are not practicing marketing. We are just selling.... To do an effective job at creating awareness for your product or service, you need to take a step back and spend some time to address each of your offerings:

What titles within an organization would be involved in making the buying decision? For each title, what business issues that can be addressed by your offering are to the success of that individual? How can you focus your business development efforts on these issues? What media are most effective in reaching your targeted titles?

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Build Market Awareness with Promotions Promotions can be anything from sales, sales events, promotional items like gift bags. In short, a promotion is any event or action designed to increase awareness of your products and services; and as a by-product, promotions should increase customer loyalty. So, let's start our discussion of promotions by discussing customer loyalty. In business terms, "loyalty" means a customer will buy and then come back and buy again. There are three basic types of customer loyalty:

Purchased loyalty. A great example of purchased loyalty is a rewards program. You can also purchase loyalty through memberships, coupons, or rebates. Purchased loyalty occurs when customers are "paid" to be loyal. In many industries and market segments purchased loyalty is a great strategy. The problem with purchased loyalty is that customers can be "bought" from you by competitors. If a competitor offers a better deal your customers will start doing business elsewhere. Convenience loyalty. Some customers are loyal to you simply out of convenience. Convenience loyalty is great unless a competitor offers greater convenience, of course. Service and brand loyalty. Real, long-term loyalty occurs when customers are satisfied and can see no reason to buy from another company. Some customers are so satisfied with your services they cannot imagine shopping somewhere else, for example. True loyalty is the "holy grail" of business and is what every business hopes to achieve.

Promotions help you engage customers and over time turn them into long-term, loyal fans of your business. You can use promotions to purchase loyalty or to create convenience loyalty. For example, you may offer a two-for-one special on certain products; if the offer is tempting enough you may generate a number of new customers. Once the promotion is over those customers may jump ship unless you work hard to satisfy them, meet their needs, and win their business. Or say you run a dry cleaning business and you establish a pick-up and delivery service; by creating convenience loyalty you may win new customers. Satisfy their needs and they may not be able to imagine doing business anywhere else. Here are some of the more common types of promotions you can run:

Sales and discounts Discounts on orders or sales over a certain amount Buy one, get one at reduced price Free gifts with purchases Free or reduced cost shipping Memberships (with reduced prices on purchases)

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Loyalty programs that provide discounts, additional services, and other perks

Don't forget about point-of-sale promotions. Once a customer is in your store or on your website, work hard to help them understand the value of making additional purchases. Since marketing to new customers is typically six to seven times more expensive than marketing to existing customers, make sure you work hard to satisfy and market to customers once they are in your store or on your website. Promotional Items Unlike direct advertising, promotional items are intended to enhance and extend awareness of your business or services. (For example, giving customers shirts with your company logo is a form of advertising, but certainly not a direct form of advertising.) The goal of promotional products is to increase your company presence. Most companies use items like shirts, caps, coffee mugs, note pads, umbrellas, any item that is useful, not likely to be thrown away, and can clearly display your logo or other branding. If you choose the right items, your customers could gladly become walking billboards for your company, as long as they feel good about wearing or using the item. Over the years, Amul's advertising philosophy had been "to be simple, fresh and innovative". The clean, emotion-based ads refrained from using hi-tech special effects, and aimed at maintaining the perfect balance between the traditional and the modern... Looking Ahead The liberalization of the dairy industry in 1991 had seen a number of multinational players like Britannia, Le Bon, Dabon and Hi-Life enter the sector.

Analysts wondered whether a co-operative with limited financial means could stand up to the might of these MNCs, and if its low pricing strategy would continue to stay relevant. MNCs like Pizza Hut, Domino's, Hindustan Lever Limited and Cadbury had also become competitors. Amul had proved its detractors wrong and firmed up ambitious growth plans.. Many business gurus are saying that, customers are the god or king of the market. It can be understood from the fact that the customer is not the king as the companies want the consumer to be loyal. The real fact is that no company regard customer as the king. Everyone in the market cares about the money. Marketing is creating and exchanging goods of value between company objectives are achieved in that process. So what is happening now is this exchange process. Marketers tried to attract customers by treating them well and thus came the cliche customer is the

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After realizations of the big issue Amul stated to make the marketing and sales promotion strategy to overcome the problem. Amul is the largest co-operative movement in India with 2.2 million milk producers organized in 10,552 co-operative societies in 2003-2004. The country's largest food company, Amul, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. Amul follows a unique business model, which aims at providing 'value for money' products to its consumers, while protecting the interests of the milk-producing farmers who are its suppliers as well as its owners. Despite being a farmers' co-operative, Amul has given multinationals a run for their money. In butter, cheese and saturated fats, Amul has remained the undisputed market leader since its inception in 1955, by offering quality products at competitive prices. In other categories, Amul has nullified its late mover disadvantage through aggressive pricing, better quality, innovative promotion, and superior distribution

A retailer or retail store is any business enterprises whose sales volume comes primarily from retailing. Growth Matrix defined by Ansoff. Market penetration occurs when a company enters/penetrates a market with current products. The best way to achieve this is by gaining competitors' customers (part of their market share). Other ways include attracting non-users of your product or convincing current clients to use more of your product/service (by advertising etc). It was found that due to weak distribution and lack of awareness ofAmul fresh products was the major cause to the low selling of Amul milk and fresh products. Finally the whole study of the research work, the company needs the effective advertisement of the product in the local channel and print media for awareness of Amul milk and fresh products in the Mumbai.

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Promotion Tool Used

Kiosk activity

The consumer promotion tools mean the promotion activities, which are beneficial for consumers as well as company. Such as price discounts, samples, cash refund, premiums, prizes, cross promotion and coupons etc. We decided to perform in-shop activity. According to the plan we establish in-shop in some of the retail shops in area at the distance of around 100 m away from each other. We sold milk out there for 3 days at discount prices.

Some discounting offer provided by Amul on fresh product.

1 rs off on 500 gm milk pouch

5 rs off on newky launched probiotic lassi

15 rs off on 5 kg dahi pack for hotels

These are some offer are availed for customer in Mumbai while kiosk activity for push up newly launched probiotic lassi and dahi.

The output of this activity we got is as follows:

The consumers are seduced to buy the product. It helped to increase sales volume. Consumer can get good quality of good in cheaper price. It can attract the new consumers and customers buying other milk brands. Attract brand switchers, who are primarily looking for low price, good value or premiums. Turn switcher to loyal users, It induced to make some subsequent purchases. Give little permanent gain in market share.

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Other tool adopted by Amul for promotion

Hoardings

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These type of display board is placed on highways .these attractive board are change every week with new theme of advertising,

Retailer name board and poster

Amul is provided to retailer advertising board with retailer shop name plate and provided poster for advertise

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Scope of the study

The scope of study is to understand the problem faced by the company about Amul fresh product in Mumbai . With the help of this project GCMMF can increase their sales by analyzing the feedback given by the interviewer GCMMF can also analyze the pricing strategy followed by the rivals. By this study company will get the information about current competitive position of the Amul fresh product in the market.

Objectives of the study Primary objectives:

1)To know the awareness level among the retailers for the Amul fresh product. Secondary objective: 1)To estimate the market potential and perception towards Amul Fresh product. 2. To find out the frequency of consumption of Amul fresh product 3. To do market analysis in order to study the usage pattern and buying behavior of Amul fresh product. 4. To know about promotional schemes adopted by Amul . 5. To study the consumer preference about different milk companies.

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Research methodology
When we talk of research methodology, we not only talk of the research methods but also the comparison of the logic behind the methods, we used in this context of our research study and explain why we are using a particular method or technique and why using the others. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done systematically. In this, we study the various steps that are generally adopted by researcher in studying his research problem along with the logic behind them. BUSINESS SECTOR In order to study about awareness and promotion of Amul in Mumbai I decided to take fresh product. Under fresh product following products were included: Amul tazza milk Amul tones milk Amul gold milk Amul probiotic lassi Amul masti dahi Amul butter milk

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Data collection:Data Collection is an important aspect of any type of research study. Inaccurate data collection can impact the results of a study and ultimately lead to invalid results.. The data serve as the bases or raw material for analysis. Data collection is a term used to describe a process of preparing and collecting data - for example as part of a process improvement or similar project. The purpose of data collection is to obtain information to keep on record, to make decisions about important issues, to pass information on to others. Primarily, data is collected to provide information regarding a specific topic. Data is collection is done by both primary as well as secondary sourses.

Primary data collection It is collected by personal interview of various retailer,distributor, consumer and personal manager working in the organization .

Secondary data collection From news papaers,website,magazines.

Research design

The research is descriptive type and accordingly design is formulated so that precise and relevant information may be gathered Data collection tools Strutured questionnaire Dmr and order sheet Sample size The target will be to interview atleast 50 customers

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Industry Profile
Indian dairy Industry - a profile Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike. Indias 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. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn Background India with 134mn cows and 125mn buffaloes, has the largest population of cattle in the world. Total cattle population in the country as on October'00 stood at 313mn. More than fifty percent of the buffaloes and twenty percent of the cattle in the world are found in India and most of these are milch cows and milch buffaloes. Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 70,000 village dairy cooperatives across the country. The cooperative societies are federated into 170 district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 72mn dairy farmers. In terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 1999-00 is estimated at 78mn MT as compared to 74.5mn MT in the previous year. This production is expected to increase to 81mn MT by 2000-01. Of this total produce of 78mn cows' milk constitute 36mn MT while rest is from other cattle. While world milk production declined by 2 per cent in the last three years, according to FAO estimates, Indian production has increased by 4 per cent. The milk production in India accounts for more than 13% of the total world output and 57% of total Asia's
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production. The top five milk producing nations in the world are India ,USA, Russia, Germany and France Although milk production has grown at a fast pace during the last three decades (courtesy: Operation Flood), milk yield per animal is very low. The main reasons for the low yield are

Lack of use of scientific practices in milching. Inadequate availability of fodder in all seasons.

Production of milk in India Year 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 Production in million MT 78.3 80.6 84.4 86.2 88.1 92.5 97.1 102.6 107.9 112.2 116.4 121.8 127.9

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World's major milk producers 2010 (Million MTs) Country India USA Russia Germany France Pakistan Brazil UK Ukraine Poland New Zealand Netherlands Italy Australia
Production (106 kg/y) 116,040 85,859 32,562 28,691 24,218 34,362 27,716 13,237 11,610 12,467 15,217 11,469 12,836 9,388

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Company profile AMUL

Type: Co-operative Founded in 1946 Headquaters:Anand, India Industry: dairy Federation: Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Products: milk and related products Revenue: $1 billion Employee: 2.41 million milk producer Slogan: The Taste of India Gujarat Cooperative Milk Marketing Federation The Gujarat Cooperative Milk Marketing Federation Ltd, Anand (GCMMF) is the largest food products marketing organization of India. It is the apex organization of the Dairy Cooperatives of Gujarat. This State has been a pioneer in organizing dairy cooperatives and our success has not only been emulated in India but serves as a model for rest of the World. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 2.8 million village milk producers with millions of consumers in India and abroad through a cooperative system that includes 13,141 Village Dairy Cooperative Societies (VDCS) at the village level, affiliated to 13 District Cooperative Milk Producers Unions at the District level and GCMMF at the State level. These cooperatives collect on an average 7.5 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes.

The turnover of GCMMF (AMUL) during 2008-09 was Rs. 67.11 billion. It markets the products, produced by the district milk unions in 30 dairy plants, under the renowned AMUL brand name. The combined processing capacity of these plants is 11.6 million litres per day, with four dairy plants having processing capacity in excess of 1 million Litres per day. The farmers of Gujarat own the largest state of the art dairy plant in Asia Mother Dairy, Gandhinagar, Gujarat which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily. During the last year, 3.1 billion litres of milk was collected by Member Unions of GCMMF. Huge capacities for milk drying, product manufacture and cattle feed manufacture have been installed. All its products are manufactured under the most
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hygienic conditions. All dairy plants of the unions are ISO 9001-2000, ISO 22000 and HACCP certified. GCMMF (AMUL)s Total Quality Management ensures the quality of products right from the starting point (milk producer) through the value chain until it reaches the consumer. Ever since the movement was launched fifty-five years ago, Gujarats Dairy Cooperatives have brought about a significant social and economic change to our rural people. The Dairy Cooperatives have helped in ending the exploitation of farmers and demonstrated that when our rural producers benefit, the community and nation benefits as well. The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed simply as a business enterprise. It is an institution created by the milk producers themselves to primarily safeguard their interest economically, socially as well as democratically. Business houses create profit in order to distribute it to the shareholders. In the case of GCMMF the surplus is ploughed back to farmers through the District Unions as well as the village societies. This circulation of capital with value addition within the structure not only benefits the final beneficiary the farmer but eventually contributes to the development of the village community. This is the most significant contribution the Amul Model cooperatives has made in building the Nation. Mission 2020 Vision: Liberate our farmers from economic oppression and lead them to prosperity. Mission: Dairy co-operatives of Gujarat turnover of Rs 27000crores by the year 2020. Objective: To ensure that the maximum share of the consumers rupee goes back to the milk producers

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HISTORY
The Kaira District Co-operative Milk Producers' Union was registered on December 14, 1946 as a response to exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat). Milk Producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand. Often milk went sour as producers had to physically carry the milk in individual containers, especially in the summer season. These agents arbitrarily decided the prices depending on the production and the season. Milk is a commodity that has to be collected twice a day from each cow/buffalo. In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply it to Bombay city in turn. India ranked nowhere amongst milk producing countries in the world because of its limitations in 1946 British Raj. Angered by the unfair and manipulative trade practices, the farmers of Kaira District approached SardarVallabhbhai Patel (who later became the first Deputy Prime Minister and Home Minister of free India) under the leadership of the local farmer leader Tribhuvandas Patel. Sardar Patel advised the farmers to form a Cooperative and supply milk directly to the Bombay Milk Scheme instead of selling it to Polson (who did the same but gave low prices to the producers). He sent Morarji Desai (who later became Prime Minister of India) to organize the farmers. In 1946, the farmers of the area went on a milk strike refusing to be further oppressed. Thus the Kaira District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized, as most producers were marginal farmers who were in a position to deliver 1-2 litres of milk per day. Village level cooperatives were established to organize the marginal milk producers in each of these villages.

The Cooperative was further developed and managed by Dr. V Kurien along with Shri H M Dalaya. The first modern dairy of the Kaira Union was established at Anand. Indigenous research and development and technology development at the Cooperative had led to the successful production of skimmed milk powder from buffalo milk the first time on a commercial scale anywhere in the world.

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The success of the dairy co-operative movement spread rapidly in Gujarat. Within a short span five other district unions Mehsana, Banaskantha, Baroda, Sabarkantha and Surat were organized. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producers Union Ltd. which had established the brand name Amul in 1955 decided to hand over the brand name to GCMMF (AMUL).

Dr. Verghese Kurien, the World Food Prize and the Magsaysay Award winner, was the architect of Indias White Revolution, which helped India emerge as the largest milk producer in the world. Impressed with the development of dairy cooperatives in Kaira District and its success, Shri LalBahadurShastri, the then Prime Minister of India during his visit to Anand in 1964, asked Dr. V K urien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India.

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GCMMF Today
GCMMF is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing affordable quality products. GCMMF markets and manages the Amul brand. From mid-1990s Amul has entered areas not related directly to its core business. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time primarily due to the price differential and the brand name. It also entered the pizza business, where the base and the recipes were made available to restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupees.

Year of Establishment Members No. of Producer Members No. of Village Societies

1973 17 District Cooperative Milk Producers' Unions (16 Members & 1 Nominal Members) 3.18 Million 16,914

Total Milk handling capacity per day 16.8 Million litres per day Milk Collection (Total - 2012-13) 4.66 billion litres

Milk collection (Daily Average 201212.7 million litres 13) Cattlefeed manufacturing Capacity Sales Turnover -(2012-13) 5890 Mts. per day Rs. 13735 Crores (US $ 2.54 Billion)

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Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 80053 97742

US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504 1700 2172

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The Three-tier "Amul Model"

Establishment of a direct linkage between milk producers and consumers by eliminating middlemen

Milk Producers (farmers) control procurement, processing and marketing

Professional management

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AWARDS:
Amul a co-operative society and its co-operation has led many different awards in its favor. Magsaysay award for community leadership presented in manila, Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien 1964: Padmabhusan award given to Shri T.K. Patel 1965: Padmshri awarded was given to V. Kurien, general manager, by the president of India 1987: Best Productivity awarded by national productivity council for the year 198586 awarded to Amul dairy. 1988: Best Productivity awarded for the second successive year 1986 -87 by the president of India, Mr. R. Venkatrao to kaira union. 1993: ICA Memenoto towards genuine and self sustaining co-operative worldwide ICA regional office for Asia and pacific, New Delhi, 1996. 1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO 9001-2000 and HACCP Certificate and effects are got to obtain ISO 14000.

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PRODUCT PROFILE
List of Products Marketed by Amul Breadspreads: Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter Cheese Range: Amul Pasteurized Processed Cheddar Cheese Amul Processed Cheese Spread Amul Pizza (Mozarella) Cheese Amul Shredded Pizza Cheese Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer (cottage cheese) Utterly Delicious Pizza Mithae Range (Ethnic sweets): Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) Amul Amrakhand Amul Mithaee Gulabjamuns Amul Mithaee Gulabjamun Mix Amul Mithaee Kulfi Mix Avsar Ladoos UHT Milk Range: Amul Shakti 3% fat Milk Amul Taaza 1.5% fat Milk Amul Gold 4.5% fat Milk Amul Lite Slim-n-Trim Milk 0% fat milk Amul Shakti Toned Milk Amul Fresh Cream Amul Snowcap Softy Mix

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Pure Ghee: Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Infant Milk Range: Amul Infant Milk Formula 1 (0-6 months) Amul Infant Milk Formula 2 ( 6 months above) Amulspray Infant Milk Food Milk Powders: Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener Sweetened Condensed Milk: Amul Mithaimate Sweetened Condensed Milk Fresh Milk: Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Curd Products: Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Masti Spiced Butter Milk & Amul Lassee

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Amul Icecreams:

Royal Treat Range Butterscotch, Rajbhog, Malai Kulfi Nut-o-Mania Range Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond Nature's Treat Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple Sundae Range Mango, Black Currant, Sundae Magic, Double Sundae Assorted Treat Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta Utterly Delicious Vanila, Strawberry, Chocolate, Chocochips, Cake Magic

Chocolate & Confectionery: Amul Milk Chocolate Amul Fruit & Nut Chocolate Brown Beverage: NutrAmul Malted Milk Food

Milk Drink: Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate) Amul Kool Cafe Health Beverage: Amul Shakti White Milk Food & Amul Gold
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AMUL FRESH PRODUCT MARKETED IN MUMBAI

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Amul and competition

Competitions for amul fresh product in Mumbai

Milk

BRITANIA

GOKUL

AMUL
WARNA MOTHER DAIRY

Dahi

MAHANANDA

KRISHNA

GOKUL

AMUL
WARNA MOTHER DAIRY

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Butter milk

WARNA

AMUL

GOKUL

Lassi
GOKUL

WARNA

AMUL

MOTHER DAIRY

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SWOT Analysis of Amul fresh products

Swot Analysis of AMUL . Strengths
Amul has the reputation of being the largest food brand in India Amul provides high quality product at low price It provides a varied range of dairy product Grading and packaging of all its products meets international standards Its signature product is the pasteurized milk pouches which ranks as the top in its segment Amul has a robust distribution network: Amul products are available in over 500,000 retail outlets across India through its network of over 3,500 distributors Amul being an Indian company creates a feeling of oneness in the mind of the customers Weaknesses It faces a potential high risk due to its highly complex supply chain system There are various big players in the dairy product market, which acts as major competitors restricting their growth and expansion opportunities It suffers with an improper distribution channel . It has recently reduced its expenditure on promoting and advertising its products through T.V. and hoardings. This might reduce its brand visibility and reduce its sales.

Opportunities Ability and capability to penetrate international markets and globalization of its products There is a lot of potential for growth and development as huge population stay in rural market where other companies are not targeting It should promote Tie-ups with various Food chains. Threats It has threats from its Competitors like Hindustan Lever and Britannia,mahananda,Gokul. Growing price of milk and milk products may reduce its volume of sales and profit margin It may face serious issues on capitalizing on its foreign exchange reserve due to the prohibition exerted on its exports of milkpowder There exists no particular brand loyalty in the chocolate market as consumers frequently shift their brands due to changing tastes and preferences. New companies entering in the Indian domestic market like Fantasie fine may pose issues and lot of problems for Amul

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PEST ANALYSIS OF AMUL P: Political Since the budget range is decontrolled, no political effects are envisaged. E: Economic The Increasing per capita income of the whole population is resulting a higher disposable income to the consumer as the purchasing power parity is also rising steadily. The Growing middle class of cities and urbanization of the general population as a whole Low cost of production and economies of large scale production and operating at optimal capacity. S: Social Per capita consumption of the entire dairy product consumers is expected to increase in the future The health-conscious appeal to the society by providing Lower cholesterol in its products than Mithais (sweet meat) There is perception that AMUL is costomer loyal brand. T: Technological Will have to reinforce and raise the standard of technology employed to international levels once India is a free economy New and varied diversified products Process innovation and technology E-commerce to facilitate promotion and enhance consumer reach

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DATA ANALYSIS AND INTERPRETATION

Ques no 1 TABLE 4.1

Are you Aware about Amul products?

RESPONDED YES NO

No of Responded 45 5

% of Responded 90 10

GRAPH 4.1

Sales

YES NO

INTERPRETATION Out of 50 consumers 90% (45) people aware about the Amul products 10% (5) were not aware about Amul

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Ques no 2- Are you satisfy with the quality of Amul?

TABLE 4.2

RESPONSE YES NO

NO. % OF RESPONDED OF Responded 32 64 18 36

GRAPH 4.2

YES

NO

INTERPRETION: Out of 50 consumers 64% of the consumers satisfy with the quality of Amul fresh product and 36% not satisfy with quality.

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Ques no 3- Are you satisfy with supply of Amul products? TABLE4. 3

Responsed YES NO

No. Of responded 27 13

% Of consumers 54 26

GRAPH NO 4.3

Sales

YES NO

Interpretion: Out of 50 consumers 54% consumers satisfy with the supply of Amul products and 26 % of the consumers are not satisfied with that.

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Ques no 4- While purchasing milk products what are the PURCHASING FACTORs: which affect the sale most

Factors Quality Brand image Price Easy availability

`
45 40 35 30 25 20 15 10 5 0 Quality

No. of Respondents 20 15 10 5

Percentage % 40 30 20 10

Brand image

Price

Easy availability

TABLE 4.4

Interpretation: 40% of respondents buying AMUL products for its Good Quality, 30% of respondents use for its Brand Name,20% of its Price consideration, 10% of its easy availability of respondents buying AMUL product
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Ques no 5
TABLE 4.5

Do you use Amul products?

Responded Yes No

NO.OF Responded 35 15

% OF Responded 70 30

GRAPH 4.5

Sales

YES NO

Interpretation: Out of 50 consumers 35 (70%) consumer use Amul products and 15 (30%) Consumer not use Amul products

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Ques no .6- Are you satisfied with price of AMUL products?

TABLE 4.6

Response Yes No

No. of responded 41 9

% OF Responded 82 18

Graph 4.6

YES

NO

Interpretation: Out of the 50 consumers 82% of consumers satisfy with Amul price and 18% disagree with AMUL. This is the area which has to be worked by Amul management. For increasing the sale of the product.

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QUES NO 7- CONSUMER OPINION TOWARDS PRODUCT?

The following are the data obtained related to AMUL Milk.

TABLE NO 4.7

Ratings Excellent Good Average Poor

No. of Respondents 15 25 7 3

Percentage (%) 30 50 14 6

GRAPH NO 4.7

50 40 30 20 10 0 Excellent Good

Average

Poor

percentage

Interpretation: 25% of the respondents rated that AMUL Milk & Milk products are Excellent. 48% of the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of the respondents rated that AMUL Milk & Milk products are Poor.

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Ques no 8 - does amul products give value for the money in return ? Consumers always think while paying price to the products such as how much we are paying towards products and how much we are getting. This data is gathered to know what value they are receiving from the AMUL Milk.

Response Yes No

No. of Respondents 38 12

Percentage (%) 76 24

YES

NO

Interpretation: 76% of the respondents feel that they get the value for money they paid. Only 24% of the respondents feel that they are not getting the value for money what they paid. From the above table we can conclude that majority of the respondents are agreed that they are getting the value for money they paid.

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Ques no 9 -Have any Common Complaints: in Amul products? A customer cantered organization makes it ways for its customer to deliver suggestion and complaints. Many firms provide form for collecting feedback on products and some time customer complaints and suggestion about products. In this survey, common problems raised by the customer or not. Table no 4.9

Opinions Yes No

No of respondents 10 40

% of respondent 20 80

YES

NO

Interpretation: Only 20% of the respondents said that that there is problem is AMUL Milk & Milk products. 80% of the respondents said that no problems in AMUL Milk & Milk products. When those 10 respondents who are unhappy have one common complaint, poor display of products at retailers.

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Ques no 10 Are you satisfied with AMUL?

RESPONSE YES NO

NO. % OF RESPONDED OF CONSUMERS 47 94 3 6

YES

NO

INTERPRETION: Out of 50 (94%) of consumers satisfy with Amul and (6%) of consumers not satisfy with Amul.

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Ques 11 in your opinion what are ideas about to increase the sale of the Amul? Price should be decreased Change in the taste Improvement in the advertisement system Other ideas Table no 4.11

Opinions

No of Responded 8

% of Responded 16 20 60 4

price decreased 10 Change in the taste Improvement in the 30 advertisement system 2 Other ideas

70 60 50 40 30 20 10 0 price decreased Change in the taste Improvement in the advertisement system Other ideas

Graph no 4.11

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Ques no .12- influence to other consumer to buy products: Post experience & benefits will help organization in obtaining the additional sale. In this connection feedback its act as an influence to others to adopt the product the user survey has conducted to identify what an extent user recommends to others.

Recommended Yes No

No. of Respondents 32 18

Percentage (%) 64 36

Graph no

YES

NO

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INTERPRETATION:
64% of the respondents were satisfies with the AMUL Milk. 36% of the respondents were not satisfies with the AMUL Milk.

Ques.no.13. Which promotional activity induce to you buy the Amul product 1)TV 2)Newspapers and Magzines 3)Hoarddings and Banners RESPONSE TV No. of Responded 12 % Of consumers 24 20 56

NEWS PAPERS AND 10 MAGZINES Hoardings and Banners 28

Sales

Newspaper and magazine Hoardings and banners

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FINDINGS:First I would like to present my survey findings. The main findings of my survey are as follows: Out of 50 consumers 90% (45) people aware about the Amul products 10% (5) were not aware about Amul Out of 50 consumers 35 (70%) consumer use Amul products and 15 (30%) consumer not use Amul products Out of 50 consumers 54% consumers satisfy with the supply of Amul products and 26 % of the consumers are not satisfied with that. 40% of respondents buying AMUL products for its Good Quality, 30% of respondents use for its Brand Name,20% of its Price consideration, 10% of its easy availability of respondents buying AMUL products Out of 50 consumers 64% of the consumers satisfy with the quality of GHEE and 36% not satisfy with quality. Out of the 50 consumers 82% of consumers satisfy with Amul price and 18% disagree with AMUL. This is the area which has to be worked by Amul management. 25% of the respondents rated that AMUL Milk & Milk products are Excellent. 48% of the respondents rated as good, 22% of the respondents rated as Average Quality. 05% of the respondents rated that AMUL Milk & Milk products are Poor. We can conclude that majority of the respondents rated AMUL Milk & Milk products are of Good Quality

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 76% of the respondents feel that they get the value for money they paid. Only 24% of the respondents feel that they are not getting the value for money what they paid. It is concluded that majority of the respondents are agreed that they are getting the value for money they paid. Only 20% of the respondents said that that there is problem is AMUL Milk & Milk products. 80% of the respondents are said that no problems in AMUL Milk & Milk products. From the above table we can conclude that majority of the respondents were satisfied with the AMUL products

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Suggestions and Recommendations

The following steps can be taken in the field of promotion: Using electronic and print media for information dissemination: In recent days, there has been lots of new highlighting adulteration of food products that is making people sceptical about packed food products. Special programs highlighting supply chain of milk producers cooperatives can be screened and telecasted on TV from time to time .news highlighting achievement of milk plant can also be published in news papers which will help in creating favourable image for verka products. Toll free telephone for customer feedback: Presently verka products have a telephone number printed on their packs but this is not toll free. A toll free number should be there and printed in such a colour or font that is easily differentiable from the rest of the text on the pack. For improving pricing Strategies of companies: 1) Introduction of coupon system; Milk is the commodity that is daily bought and consumed within households. It is cumbersome for consumers to make payment daily as change for currency is not available at times. There are offered candies in return for change which many of the consumers do not Like. This problem can be solved by introducing milk coupon which can be bought from agencies. Coupon system has been successfully implemented by several individual distributors in their respective areas. It is needed to be implemented in entire city.

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2) Pricing in round figures: Milk sellers often do not have fifty paisa coin or change with them so they often sell milk at higher prices .this problem can be curbed by keeping the prices in whole number multiple of rupee. People buying milk using coupons can be this discount of fifty paisa. This will Encourage more people to for milk coupon. 1) There have been a lot of complaints about replacement policy of Amul. Amul should try to improve its replacement policy and make it somewhat liberal. 2) Promotion activities should take into consideration in two different ways a) Company should associate themselves with social events, b) Company should use electronic as well as print media for their advertisement

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Conclusion

There is an ample scope for ice cream making companies do progress in this lus green environment.

The market size is increasing day by day and the demand for new flavors are arising. The companies like HLL, Cream Bell, Vadilall, and Mother Dairy are trying to capture more market share with their new ideas and plan. As per Amul is concern the company should become liberal on his policies. Amul market share in old Mumbai is high but for maintaining the growth rate it should give the retailers more facilities for opening of new outlets and running successfully.

The company also needs a proper distribution network for availability of products at demand.

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QUESTIONNAIRE

NamePlace - _______________________________________________

Ques no 1 -

Are you Aware about Amul products? Yes NO

Ques no - 2

Do you use Amul products? YES NO

Ques no 3- Are you satisfy with supply of Amul products?

YES

NO

Ques No 4- While Purchasing Milk Products What Are The PURCHASING Factors: Which Affect The Sale Most?

QUALITY PRICE

BRAND IMAGE EASY AVAILABILITY

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Ques no 5 - Are you satisfied with the quality of Amul? YES NO

Ques no6- Are you satisfied with price of AMUL products? YES Ques no7-Opinion towards Product? EXCELLENT POOR AVERAGE GOOD NO

Ques no 8 -Does Amul products give VALUE FOR THE MONEY in return? YES NO

Ques no 9 -Have any Common Complaints: in Amul products? YES Ques no 10 are you satisfied with AMUL? YES NO NO

QUES NO 11- In Your Opinion What Are Ideas About To Increase The Sale Of The Amul Price should be decreased Change in the taste Improvement in the advertisement system Other ideas

QUES NO 12- Influence To Other To Buy Products? YES NO

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Bibliography
Principles of Marketing -- Philip Kotler& Gary Armstrong, 2000. Marketing Management -- Philip Kotler, 2000. Product managementS.A.Chunawala, 1999. Research Methodology - - C.R. Kothari www.amul.com www.gcmmf.org www.indiandairy.com www.nddb.com

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