Winter Internship Report

On

AMUL BUTTER MILK

Demand Estimation Of Amul Butter Milk in entire Lucknow
market and find communication strategies to increase its
penetration.

SUBMITTED TO:
Mr. Syed Tanveer

SUBMITTED BY:
YASH PANDEY
MBA-MARKETING

SEMESTER 4TH
ROLL NO- 1139870056
1

CONTENTS
Summer Training Certificate

Preface

Acknowledgement

Executive Summary

Organisation Profile

Product Profile

20

Data Interpretation and Analysis of Consumer Response on

AMUL BUTTER MILK

23

Retailers Perception towards AMUL BUTTER MILK

43

Research Methodology

48

Market potential of AMUL BUTTER MILK

51-54

Learning

55

Suggestions

56

Conclusion
Appendix :

57-58
59-61

1. Consumer Response Questionnaire

2. Recipies
Bibliography

64

PREFACE
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food
products marketing organisation. 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 quality products which are good value
for money.
CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has
assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of
GCMMF.
This project is divided into two subheads:
Consumer survey of Amul butter milk in entire Lucknow market to analyze
its demand in Lucknow market.

Understanding Retailers' Perception towards Amul butter milk in Lucknow

market.

The report embodies the result of the project entitled Demand estimation of Amul
Butter milk in entire Lucknow market and find communication strategy to increase
its penetration in Lucknow. We deem it as a matter of great fortune to get summer
training at GCMMF (AMUL), which is a pioneer name in itself spells out a Saaga
of valued managerial traditions work culture and professional cannons can make
anyone by any reason to be proud of being its part in one way or another.

The summer training was quite inspiring, satisfying, knowledge gaining and
academically rewarding.
4

ACKNOWLEDGEMENT

I hereby take the opportunity to express my profound sense of reverence and

gratitude to all of them who have helped me in successful completion of this
training. It was privileged for me to work with GCMMF (AMUL), Lucknow
during the summer training .
I wish to express my sincere gratitude to Mr. Rajeev Tripathi (Senior
Marketing Executive), Mr. Akshat (Associate Partner) and all employees of
GCMMF for their guidance and valuable support rendered to me in solving
my problems and difficulties that i faced in completion of this task .
Moreover the crux of knowledge, care and support of all who have enabled
me to gain this memorable practical experience will keep me learning all
through my life.

Regards:Yash Pandey

EXECUTIVE SUMMARY
I, the student of BHALCHANDRA INSTITUTE OF EDUCATION AND
MANAGEMENT,LUCKNOW, batch of 2012-13 conducted a detailed study on
behalf of the GUJARAT COOPERATIVE MILK MARKETING
FEDERATION LTD.
On
1) Consumer survey of Amul butter milk in Lucknow market to analyze its
demand in Lucknow market.
2) Understanding retailers perception towards Amul Butter Milk
Lucknow market.

in

The summer internship program started in AMUL (GCMMF), Lucknow Branch

from 17th JANUARY 2013 to 15th MARCH 2013(8 weeks).

My project at GCMMF would help the organisation :

To analyse the demand estimation of AMUL BUTTER MILK in Lucknow
Market .

To understand the retailers perception towards AMUL BUTTER MILK in

Lucknow Market.

ORGANISATION PROFILE

Introduction
GCMMF came into existence in year 1973 with the advent of the co-operative
movement in the milk sector. It was kicked off and made to reach at the pinnacle
by milkman of India, Dr. Verghese Kurien. It has a three tier structure starting
from the Village Level Co-operatives as first, which help in the procurement; the
District Level Unions handle transportation and processing; and the Federation, to
market the product. The Federation also handles strategic planning and investment.
Initially, at the time of inception it marketed only dairy products like liquid milk,
butter and Ghee but time to time it updates its products and diversifies in various
other products like jams, etc and also diversifies in other more novel milk products.
1.Objective
GCMMF has, as its main objective, carrying out activities for the economic
development of agriculturists by efficiently organizing marketing of milk and dairy
produce as produced by member unions, veterinary medicines, vaccines and other
animal health products, agricultural produce in raw and/or processed form and
other allied produce. This is done through:
Common branding
Centralized marketing
Centralized quality control
Centralized purchases and
Efficient pooling of milk
7

2. Functioning of GCMMF
In this Corporate Office, GCMMF plans for the products to be sold, quantity of
each product and strategy to sell the same. At present, Amul is the sole brand
marketed by GCMMF in Gujarat as well as nationally. The two areas, which are
given special attention are -'customer focus' and 'quality orientation'.

3. Business Philosophy
To serve the interests of milk producers
To provide quality product that offers the best value to consumers for monetary
gain

4. Size and Hierarchy Chart of GCMMF:

Managing Director

CGM

EXECUTIVES
(450)

GM

AGM
Manager
8

Total Employees => 750 (100%).

Executives => 450 (60%)
Field Sales Representatives => 150 (20%)

Deputy Manager

Asstt. Manager

Sr. Executive

Executive

Junior Executive

STAFF (150)

Clerks
Peons

Field Sales Representative

(150)

5. Organizational Structure of GCMMF

MD

Selection through
advertisement gh

CHAIRPERSON
Board of Directors
(Also includes nominees and invitees)
Zonal Officers
(6)

De facto members from the member

Unions and the invitees (e.g. NDDB
Chairperson)

Delhi, Mumbai, Chennai, Calcutta, Guwahati

and Ahmedabad

Branch Officers
(47)
To cover the maximum area they are
strategically placed, 2 in all states and
Corporate Office is in Anand, Gujarat

10

GCMMF is the marketing agency for AMUL. These two are inter-related but
independent in their functioning. It has about 30 lakh farmer members and 12,640
village co-operatives. These farmer members choose 17-18 members as
management committee in their village co-operative which further elects District
union representatives who have the voting rights and these representatives then
elect the chairmen of each district union who represents his/her district in the
GCMMF . These are 13 in numbers (earlier these were 12 but now Surender-Nagar
district union is also included). These members choose the chairperson. And rest
acts as board of directors. Post of Managing director is filled through
advertisement. There are 6 zonal office of the federation- four of it in the
metropolitan cities and rest two in Guwahati and Ahmedabad. And there are 47
branch offices all over India. GCMMF has one overseas office in Dubai.
Corporate office of the federation is in Anand and it has following departments
under it.

11

Corporate Office GCMMF

Internal
Audit

Purchase

Accounts

Commercial
Function

Marketing

Product
Management

HR

Logistics

Information
Systems

Commodities

Quality
Assuranc

Advertising

6. Five lines on which GCMMF concentrates

GCMMF

RETAIL LINE
Concentration
is on selling
the products
through
Retailing

NEW LINE

FRESH MILK

MAIN LINE

ICE CREAM

Introduction of
new products in
the market.

Liquid Milk
Market of
AMUL, also the
tetra packs of
AMUL Fresh.

Butter, Ghee,
Cheese,
AMUL
Shakti etc.

Tapping the
potential of
Indian Icecream market.

E.g. Sugar Free

Chocolates.

35% share
is of AMUL

There are five basic lines on which GCMMF works viz. Retailing, New Line,
Fresh Milk, Main Line, and Ice-cream. Through these line processes GCMMF
brings about its basic work of marketing and creating market for the AMUL
products.

1. Retail line: through this line GCMMF concentrates on selling out its
products through chain of retailers and also the availability of the products is
ensured through the functioning of this line.
2. New line: this line ensures that the new products are properly introduced
and placed in the market. This way it ensures the proper availability and
publicity of the new product.
3. Fresh Milk line: this is the most important product line for GCMMF. It
forms the largest share of the product sold by AMUL.
4. Main line: this line includes the traditional milk products being formed by
AMUL like Ghee, Cheese, Butter etc, which forms an important market for
AMUL.
5. Ice-cream: it is the line which has ensured AMUL becoming the market
leader of the Indian Ice-cream industry and enjoys a 35% share of the total
market.

13

Values
It is said strong values are substitute for formalization in the organizational
structure. Its really true as we found in GCMMF. The organization has a rich
history, the great architect being Dr. Varghese Kurien, the father of white
revolution in India. The organization has the following core values:
Customer Orientation
Commitment to Producers
Integrity
Co-operation
Excellence
Leadership
Quality
Innovation
Growth Orientation-New Products
Belongingness
Pride in Organization
Employee Satisfaction

14

Strategy
AMULs business strategy is driven by following two objectives of
Long-term, sustainable growth to its member farmers, and
Value proposition to a large customer base by providing milk and other dairy
products at a low price.

Its strategy, which evolved over time, comprises of elements described below.
Equal concern for both Suppliers and Customers: From the very early stages
of the formation of AMUL, the cooperative realized that sustained growth for the
long-term was highly dependent on matching supply and demand. This was even
more important in this case as it was dealing in highly perishable commodity
market. Further, given the primitive state of the market and the suppliers of milk,
their development in a synchronous manner was critical for the continued growth
of the industry. The organization also recognized that in view of the poor
infrastructure in India, such development could not be left to market forces and
proactive interventions were required. Accordingly, AMUL and GCMMF adopted
a number of strategies to assure such growth. For example, at the time AMUL
was formed, the vast majority of consumers had limited purchasing power and
was value conscious with very low levels of consumption of milk and other dairy
products. Thus, AMUL adopted a low price strategy to make their products
affordable and guarantee value to the consumer. The success of this strategy is
well recognized and remains the main policy of AMUL's strategy even today. The
choice of product mix and the sequence in which AMUL introduced its products
is consistent with this philosophy. Beginning with liquid milk, the product mix

has been enhanced slowly by progressive addition of higher value products while
maintaining desired growth in existing products. Even today, while competing in
the market for high value dairy products, GCMMF ensures that adequate supplies
of low value products are maintained.
On the supply side, as mentioned earlier, the member-suppliers were typically
small and marginal- farmers had severe liquidity problems. Most of them were
illiterate and had no prior training in dairy farming. AMUL and other cooperative
Unions adopted following strategies to develop the supply of milk and assure
steady growth like:
For the short term, the procurement prices were set so as to provide fair and
reasonable return.
Aware of the liquidity problems, cash payments for milk supply was made
with minimum of delay.
For the long-term, the Unions followed a multi-pronged strategy of education and
support. For example, only part of the surplus generated by the Unions is paid to
the members in the form of dividends. A substantial part of this surplus is used for
activities that promote growth of milk supply and improve yields. These include
provision of veterinary services, support for cold storage facilities at the village
societies etc. In parallel, the Unions have put in place a number of initiatives to
help educate the members.

To summarize, the dual strategy of simultaneous development of the market and

member farmers has resulted in parallel growth of demand and supply at a steady
pace and in turn assured the growth of the industry over an extended period of
time.

16

Cost Leadership: AMULs objective of providing a value proposition to a large

customer base led naturally to a choice of cost leadership position. Given the low
purchasing power of the Indian consumer and the marginal spending power, the
only viable option for AMUL was to price its products as low as possible. This in
turn led to a focus on costs and had significant implications for managing its
operations and supply chain practices.
1. Emphasis on Core Activities: In view of its small beginnings and limited
resources, it became clear fairly early that AMUL would not be in a position to be
an integrated player from milk production to delivery to the consumer.
Accordingly, it has chosen a strategy to focus on core dairy activities and rely on
third parties for other complementary needs. This philosophy is reflected in
almost all phases of AMUL network spanning R&D, production, collection,
processing, marketing, distribution, retailing etc. For example, AMUL focused on
processing of liquid milk and conversion to variety of dairy products and
associated research and development. On the other hand, logistics of milk
collection and distribution of products to customers was managed through third
parties.
However, it played a proactive role in making support services available to its
members wherever it found that markets for such services were not developed.
For example, in the initial stages, its small and marginal member farmers did not
have access to finance, veterinary service, knowledge of basic animal husbandry
etc. Thus to assure continued growth in milk production and supply, AMUL
actively sought and worked with partners to provide these required services. In
cases where such partnerships could not be established, AMUL developed the
necessary capabilities and provided the services.

17

2. Managing Third Party Service Providers: Well before the ideas of core
competence and the role of third parties in managing the supply chain were
recognized and became fashionable, these concepts were practiced by GCMMF
and AMUL. From the beginning, it has recognized that the core activity for the
Unions is in processing of milk and production of dairy products. Accordingly,
the Unions focus on these activities and related technology development.
Marketing efforts (including brand development) are assumed by GCMMF. All
other activities have been entrusted to third party service providers. These include
logistics of milk collection, distribution of dairy products, sale of products
through dealers and retail stores, some veterinary services etc. It is worth noting
that a number of these third parties are not in the organized sector, and many are
not professionally managed. Hence, while third parties perform the activities, the
Unions and GCMMF have developed a number of mechanisms to retain control
and assure quality and timely deliveries. This is particularly critical for a
perishable product such as liquid milk.
3. Financial Strategy: AMULs finance strategy is driven primarily by its desire to
be self-reliant and thus depend on internally generated resources for funding its
growth and development. This choice was motivated by the relatively
underdeveloped financial markets with limited access to funds, and the reluctance
to depend on Government support and thus be obliged to cede control to
bureaucracy.
AMULs financial strategy may thus be characterized by two elements:
1. Retention of surplus to fund growth and development, and
2. Limited/ no credit, i.e., all transactions is essentially cash only.

18

For example, payment for milk procured by village societies is in cash and within
12 hours of procurement. Similarly, no dispatches of finished products are made
without advance payment from distributors etc. This is particularly important,
given the limited liquidity position of farmer/suppliers and the absence of banking
facilities in rural India. This strategy strongly helped AMUL implement its own
vision of growth and development. It is important to mention that many of the
above approaches are at variance with industry practices of both domestic and
MNC competitors of AMUL.

19

PRODUCT PROFILE
Amul buttermilk (Chhas/Tak/Mattha)
Gujarat Co-operative Milk Marketing Federation, an apex marketing organization
engaged in marketing milk and milk products under the brand names "Amul" and
"Sagar" has recently introduced a value for money productButtermilk(chaas/tak/mattha) for its thirst -quenching and nourishing qualities at
very affordable price. At present, this product is available in Gujarat, Mumbai,
Delhi, Kanpur, Kolkata, Lucknow etc., and lakhs of consumers are daily enjoying
it.
Being a tropical country, India has an extended summer, from mid march till july
where temperatures soar to as high as 45 degree centigrade. Ambient temperature
remains above 35 degree centigrade till October. However, the populace devised
means to beat the heat in a surprisingly delicious manner; it created buttermilk,
which is one of the notable natural coolents.
Buttermilk is known as "Mattha" in north India, "Tak in Maharashtra, "Chaas" in
Gujarat , "Majjiga " in Andhra Pradesh & Kannada and " Moru" in Tamil Nadu.
Being quick and easy to prepare, it has found its way in Indian diet is in millions of
homes. Chhas is flavoured with pepper, ginger, coriander, mustard seeds and curry
leaves and even onion in some parts of India. Everywhere in India, Chhas is a
healthy drink which protects against summer heat.

Characterstics of Amul butter milk :

Very low in fat.

Very low in calories.
Has very rich and useful health improving bacteria.
Rich in whey protein ideal for bone and muscles.
Rich in calcium and minerals.

20

Nutritional information: Amul butter milk:

NUTRITIONAL INFORMATION
Serving size 500 ml
Amount per 500 ml
Energy 26 kcal
Energy from Fat 9 kcal
Total Fat 1.0g
Saturated Fat 0.5g
mg
Sodium 30 mg
mcg
Total Carbohydrate 2.3 g
mcg
Added Sugar 0 g
Protein 2.1 g
mcg

Calcium 91 mg
Phosphorus 79
Thiamine 25
Riboflavin 73
Niacin 61 mcg
Folic acid 4.5

#Approx. Values
1. Amul Chhas is rich in minerals like calcium and phosphorus.
2. Amul Chhas provides water intake in body without many calories and helps
fight de-hydration during diarrhoea.
3. Beside all goodness of milk based carbohydrate and protein, it also has vitamins
(Thiamine B1, Riboflavin B2, Niacin B3, Folic acid B9.

Benefits of Amul butter milk:

Thirst-quenching
Refreshing
Appetizing
Cooling
Rejuvenating

 Soothing
Easy to digest
Therapeutic values of Amul butter milk:

21

Improve food absorption in small intestine.

Pitta Nashak, Kapha Nashak & good on acute Dirrhoea.
Excellent antidote against sun-stroke.
An aid to remove sun tan from skin.
Used to wash hair to remove dandruff.

Nutraceutical Benefits of Amul butter milk:

Longer life.
Lowers LDL, Raises HDL Cholesterol.
For fresh breath and a healthy mouth.

Uses of Buttermilk:
Take a glass full in early morning in place of Tea, Amul Buttermilk will
improve the digestive function.
Replace your soup with Amul Buttermilk, it will give you dieting
benefits.
Take a glass of Amul Buttermilk after lunch / dinner for better
digestion.
Just give Tadka to Amul Buttermilk and use it as your Dal.
Add some coriander cumin and salt to Amul Buttermilk and your guest
offering is ready.
You can prepare Besan Kadhi from Amul buttermilk.

22

Data Interpretation and Analysis :

This section includes Data Interpretation and Analysis of Consumer Response .

Q1. DO YOU CONSUME BUTTER MILK?

YES :

100%

NO :

0%

Frequency on consumption
Frequency
Consumecy Percent
Valid

300

100.0

Cumulative
Percent

Valid Percent
100.0
100.0

ANALYSIS : Out of 300 consumers, 100% of them consume Butter milk i.e
300 consumers.

Q2. WHAT TYPE OF BUTTER MILK DO YOU USE?

HOME MADE :

4.3%

LOOSE :

8%

PACKED :

87.7%

23

Frequency of Type_BM

Valid

Home made
Loose
Packed
Total

Frequency
13
24
263
300

Percent
4.3
8.0
87.7
100.0

Cumulative
Valid Percent Percent
4.3
4.3
8.0
12.3
87.7
100.0
100.0

Pie chart on type BM

ANALYSIS : Out of 300 consumers, 4.33 % of consumers drink home made

butter milk, 8% drink loose butter milk, and 87.67% drink pouched butter
milk.

24

Q3. HAVE YOU HEARD ABOUT AMUL BUTTER MILK IN POUCH?

Yes : 100%
No : 0%
Frequency on awareness

Valid

Frequency
300

Percent
100.0

Cumulative
Valid Percent Percent
100.0
100.0

ANALYSIS : Out of 300 of consumers, 100% of them are aware about Amul
butter milk .

Q4. HAVE YOU TRIED IT ?

Yes : 100%
No : 0%
Frequency on trial

Valid

Frequency
300

Valid
Percent Percent
100.0
100.0

Cumulative
Percent
100.0

ANALYSIS : Out of 300 consumers, 100% of them have

tried Amul Butter Milk.

25

Q5. IN WHAT FORM DO YOU USE AMUL BUTTER MILK?

RECIPIES :

7%

SAME FORM : 93%

Frequency on usage form

Valid

Recipies
Same
Form
Total

Frequency
21

Percent
7.0

Valid
Percent
7.0

279

93.0

93.0

300

100.0

100.0

Cumulative Percent
7.0
100.0

Pie chart on usage form

ANALYSIS : Out of 300 consumers, 7 % of them used to make recipies from

Amul butter milk and 93% of them use it in same form.

26

Q6. WHAT ARE THE ATTRIBUTES DO YOU LOOK IN BUTTER MILK?

A. FRESHNESS :

67%

B. CONVENIENCE :

14%

C. PRICE FACTOR :

11%

D.EASY AVAILABILTY : 8%

Frequency on attributes in butter milk

Frequency Percent

Valid
percent

201

67

67

B.CONVEN 42
IENCE

14

14

C.PRICE FACTOR 33

11

11

D.EASY
AVAILABILITY

Valid
A.FRESHNESS

24

27

Pie chart on attributes

ANALYSIS : Out of 300 consumers , 67% of people look freshness as an

attribute of AMUL BUTTER MILK, 14% of them look Convenience, 11% of
them look price factor , and 8% of them look Easy availability as an attribute
of AMUL BUTTER MILK.

28

Q7. HOW MUCH BUTTER MILK DO YOU AND YOUR FAMILY

CONSUME?
0.5 LITRE : 85.0%
1

LITRE : 11.3%

LITRE : 3.7%

Frequency on Quantity_ Consumption

Frequency
Valid 0.5L 255
1L 34
2L 11
Total 300

Percent
85.0
11.3
3.7
100.0

Pie chart on quantity consumption

Valid Percent
85.0
11.3
3.7
100.0

Cumulative Percent
85.0
96.3
100.0

29

ANALYSIS : Out of 300 consumers, 85% of them drink 0.5 litre Amul butter
milk, 11.3% drink 1 litre, & 3.7% of them drink 2 litres of Amul butter milk.

Q8. HOW OFTEN YOU CONSUME BUTTER MILK ?

A .DAILY:

59.3 %

B.EVERY ALTERNATE DAY: 13.3 %

C .ONCE IN A WEEK:

8.0 %

D.OCCASIONALLY:

19.3 %

Frequency On Consumption

Valid A

B
C
D

Frequency
178
40
24
58

Valid
Percent Percent
59.3
59.3
13.3
13.3
8.0
8.0
19.3
19.3

Cumulative Percent
59.3
72.7
80.7
100.0

Total 300

100.0

100.0

Pie chart on consumption

30

ANALYSIS: Out of 300 consumers, 59.33% of them use to drink A. DAILY,

13.3 % of them drink B. EVERY ALTERNATE DAY, 8.0% drink C. ONCE
IN A WEEK and 19.33 % of them drink D. OCCASIONALLY.

Q9. WHEN DO YOU PREFER IT TO PURCHASE?

A. MORNING :

88.3%

B. AFTERNOON : 3.7 %
C. EVENING

D. NOT FIXED :

7.0 %
1%

Frequency on purchase time

Frequency
Valid Afterno

11
on
Evening 21

Valid
Percent Percent

Cumulative Percent

3.7

3.7

3.7

7.0

7.0

10.7

Mornin
g
Not
fixed
Total

265

88.3

88.3

99.0

1.0

1.0

100.0

300

100.0

100.0

31

Pie chart on purchase time

ANALYSIS : Out of 300 consumers, 88.3 % of them

purchase in morning, 3.7 % of them purchase in afternoon,
7 % of them purchase in evening and 1% of them purchase
of Amul butter milk is not fixed.

Q10. WHAT IS THE POINT OF PURCHASE?

A. HOME DELIVERY : 0.7 %
B. RETAIL OUTLET : 86.7 %
C. PARLOUR BOOTH : 12.7 %

32

Frequency on point of purchase

Valid Home

delivery
Parlour
booth
Retail
outlet
Total

Frequency

Percent

Valid Percent

.7

.7

.7

38

12.7

12.7

13.3

260

86.7

86.7

100.0

300

100.0

100.0

Pie chart on point of purchase

Cumulative Percent

ANALYSIS : Out of 300 consumers, 86.67% of them

purchase Amul butter milk from RETAIL OUTLET, 12.67% of
them purchase from PARLOUR BOOTH, AND 0.7% of them
purchase it from HOME DELIEVERY.

33

Q11. IF YOU CONSUME AMUL BUTTER MILK , HOW DO YOU

RATE IT ON FOLLOWING PARAMETERS? (GIVING IT POINTS
FROM 1 TO 10 ) 1 BEING LOWEST AND 10 BEING
HEIGHEST?
A. FRESHNESS :
rating.

8 is given by max. People, so 54.8%

Frequency on rating freshness

Frequency

Percent

Valid
Percent

Cumulative Percent

Valid

Missi
ng
Total

4
5
6
7
8
9
10
Total
Syste
m

3
7
13
54
164
41
17
299

1.0
2.3
4.3
18.0
54.7
13.7
5.7
99.7

.3

300

100.0

1.0
2.3
4.3
18.1
54.8
13.7
5.7
100.0

1.0
3.3
7.7
25.8
80.6
94.3
100.0

Pie chart on rating freshness

34

ANALYSIS: Out of 300 consumers, 54.85 % of people giving 8 points to rate

freshness as a parameter of Amul butter milk. i.e, 164 people.
B. TASTE : 8 is given by max. People, so 54.3% rating.
Frequency on rating taste

Valid 3

Frequency
1

Valid
Percent Percent
.3
.3

Cumulative Percent
.3

4
5
6
7
8
9
10

2
7
17
44
163
51
15
Total 300

.7
2.3
5.7
14.7
54.3
17.0
5.0
100.0

.7
2.3
5.7
14.7
54.3
17.0
5.0
100.0

1.0
3.3
9.0
23.7
78.0
95.0
100.0

Pie chart on rating taste

35

ANALYSIS : Out of 300,54.3% of people give 8 points to

rate taste as a parameter of Amul butter milk.(163)

C. QUALITY
rating.

: 8 is given by max . people, so 46.3%

Frequency on rating quality

Frequency
Valid 4
2
5
7
6
25
7
50
8
139
9
60
10
17
Total 300

Valid
Percent Percent
.7
.7
2.3
2.3
8.3
8.3
16.7
16.7
46.3
46.3
20.0
20.0
5.7
5.7
100.0
100.0

Cumulative Percent
.7
3.0
11.3
28.0
74.3
94.3
100.0

Pie chart on rating quality

ANALYSIS : Out of 300, 46.33 % of people , rate quality as a parameter of

amul butter milk(139 people).
36

D. PRICE : 8 is given by max people, so 27% rating.

Frequency on rating price

Valid 3

Frequency
2

Percent
.7

Valid
Percent
.7

Cumulative Percent
.7

4
5
6
7
8
9
10

6
23
64
72
81
47
5
Total 300

2.0
7.7
21.3
24.0
27.0
15.7
1.7
100.0

2.0
7.7
21.3
24.0
27.0
15.7
1.7
100.0

2.7
10.3
31.7
55.7
82.7
98.3
100.0

Pie chart on rating price

ANALYSIS : Out of 300, 27% of people, rate price as a

parameter of Amul butter milk (81 people).
37

Q12. DO YOU ALWAYS GET AMUL BUTTER MILK AS AND WHEN

REQUIRED FROM NEIGHBOURING SHOP?
A. YES : 98.7 %
B. NO

: 1.3 %

Frequency on availability in shop

Frequency
Valid NO 4
YES 296
Total 300

Percent
1.3
98.7
100.0

Valid
Percent
1.3
98.7
100.0

Cumulative Percent
1.3
100.0

Pie chart on Availability_Shop

ANALYSIS : Out of 300 consumers, 98.7% of them tell that it is available in

shops, and 1.3% tell not available.
38

Q13. ARE YOU WILLING TO PURCHASE IT?

A. YES : 99.7 %
B. NO : 0.3 %
Frequency of wilingness before price

Frequency
Valid NO 1
YES 299
Total 300

Valid
Percent Percent
.3
.3
99.7
99.7
100.0
100.0

Cumulative Percent
.3
100.0

Pie chart on Willingness_Before_Price

ANALYSIS : Out of 300 consumers , 99.7 % of them are willing to purchase

Amul butter milk means 100 % of them are willing to purchase.
39

Q14. IF YES, PRICE OF AMUL BUTTER MILK IS RS.7 FOR HALF LITRE
, ARE YOU WILLING TO PURCHASE IT?
A. YES : 96.3 %
B.

NO :

3.7 %

Frequency on willingness after price

Frequency
Valid NO 11
YES 289
Total 300

Valid
Percent Percent
3.7
3.7
96.3
96.3
100.0
100.0

Cumulative Percent
3.7
100.0

Pie chart on willingness after price

ANALYSIS: Out of 300, 96.3% of people are willing to purchase it, and 3.7 of
them are not willing to purchase it.
40

Q15. WHAT IS THE MOST APPROPRIATE SOURCE OF AD IN YOUR

OPINION ?

A. NEWSPAPER : 39%
B. MAGZINES : 7.3%

C. TELEVISION : 19.7%
D. HOARDINGS : 13%
E. OTHERS

: 21%

Frequency on ads
Percent
13.0

Valid
Percent
13.0

Cumulative Percent
13.0

Magazine
22
s
Newspape
117
r
Other
63
Television

7.3

7.3

20.3

39.0

39.0

59.3

21.0

21.0

80.3

59

19.7

19.7

100.0

Total

300

100.0

100.0

Frequency
Valid Hoardings 39

41

Pie chart on ads

ANALYSIS : Out of 300 consumers, 39% of them are using newspapers as

source of advertisements for knowing about Amul butter milk,21% of them
are using other source,19.67% of them are using TV, 13% of them are using
hoardings and 7.33% of them are using magazines.

42

RETAILERS PERCEPTION TOWARDS AMUL BUTTER MILK

This section includes following things : The extra demand work, that we have done with distributers of AMUL
means increase of demand of Amul butter milk in different areas of
Lucknow market.
Retailer's Survey Sample:150 Retailers
Area of Survey in Lucknow city :Indira Nagar, Nishatganj, Rajajipuram, Chowk, Gomti Nagar, Charbagh,
Aminabad.

43

List of distributors
NAME OF ADA

MOBILE NO.

Area

ADITYA ENTERPRISES,
AGARWAL BANDHU,
AHEAD TRADERS,
AKASH ENTERPRISES,
ANAND ENTERPRISES,
ANJANISUT Dist,
ASHIRWAD Ent,

9889782429 /9125232581
9956124248 / 8127954801
9236888863
9415576693
9453602600
9415545283
9335388466 /9839211542

BALRAJ ENTERPRISES,
DISHA DISTRIBUTORS,
FAROOQ
ENTERPRISES,

9936298607/9305620222
9335221247 /9453439757
9335712006/9919364711
9580002272
9696904337/9839744359/
9044276824
9648507619 /9235140120
9453379595
9336651841/9455135356
9389372096
9450367196

Rahim Nagar, Khurram Nagar

Rajajipuram
Aashiyana
Rajajipuram, Saadatganj
Indira Nagar
Point ADA
Vikas nagar
Geetapalli,
Sujanpura,
Adarshnagar
Jankipuram

GVS ENTERPRISES,
HARI OM TRADERS,
J.P. AGENCY,
KRISHNA
ENTERPRISES,
M.NAIM ENTERPRISES,
MAHAVEER
ENTERPRISES,
NARAYAN AGENCIES,
NEW WEL COME,
OM ENTERPRISES,
PANKAJ AGENCY,
R.B. DISTRIBUTER,
RADHEY AGENCY,
RAJAN DAIRY,
RAMLAKHAN
ENTERPRISES,
SEEMA ENTERPRISES,
SHRIBALAJI
MARKETING,
SILKI NAMKEEN,
SINGH MILK POINT,
SIRAJULHAQ
ENTERPRISES,
SRI SAI MARKETING,
VIJAY ENTERPRISES,

/
Daliganj
LDA
Chinhat
Aliganj
/
Chowk
RDSO,Para

9451408806
9415522303
9936750939
9305271943/ 9305271447
9307994243 /9336447735
9415003280/ 9839188092
9935305678
9335712006/9919364711/
9580002272

Aliganj
Gomtinagar
Telibagh
Gomtinagar
Alambagh
LDA
Aliganj

9305271943/ 9305271447
9305658291 /9415021853

Gomtinagar
Aliganj

9305949206/ 9453237964
9935849110/9198777775
9336919177
9044844913

Indira Nagar

9935489263 /9335043599
9415023591 /9335249946
9450847908/ 9450360456

Aminabad, LKO City

/
Jankipuram Ext
Alambagh
Charbagh
Hazratganj
Point ADA

VISHNU TRADERS,

9305150968
9235101812
44

/
Nishatganj

List of some of the retailers of Amul

1 . Lav kush general store

Indira Nagar

2. Balaji general store

Indira Nagar

3. Neha provision store

Indira Nagar

4. Lucky general store

Indira Nagar

5. Jitendra milk booth

Indira Nagar

6. Sri narayan store

Indira Nagar

7. Laado bakers

Indira Nagar

8. Ashish general store

Indira Nagar

9. Gurunanak bakers

Indira Nagar

10. Darvesh general store

Indira Nagar

11. Ranjeet general store

12. Munna general store

Nishatganj
Nishatganj

13. Sarvan general store

Nishatganj

14. Rama counter

Nishatganj

15. Ateek general store

Nishatganj

16. Meena general store

Nishatganj

17. Big bakers

Nishatganj

18. Sarin general store

Nishatganj

19. Verma general store

Nishatganj

20. Riyaz general store

Nishatganj

21. K.K.provision store

Rajajipuram

22. Chanchal general store

Rajajipuram

23. Prem general store

Rajajipuram

24. Pintu general store

45

Rajajipuram

25. Lamba general store

Rajajipuram

26. Raj general store

Rajajipuram

27. Srimadhur general store

Rajajipuram

28. Bake n con

29.Anandi genereral store

Rajajipuram
Rajajipuram

30.Kripa bakeri

Rajajipuram

31.Sahuji

Chowk

32.Family traders

Chowk

33.Sonu general store

Chowk

34.Anand APO

Chowk

35.Uzair general store

Chowk

36.Rajeev Gupta

Chowk

37.Shagun

Chowk

38.Pankaj general store

Chowk

39.Shiv general store

Chowk

40.Titu general store

Chowk

41.Vishal

Gomtinagar

42.Vinayak

Gomtinagar

43.Mohanji general store

Gomtinagar

44.Amar store

Gomtinagar

45.Goyal general store

Gomtinagar

46.Shikhar general store

Gomtinagar

47.Shayam general store

Gomtinagar

48.Ram Lakhan

Gomtinagar

49.Disha dairy

Gomtinagar

50.Dhoodhvala parlour

46

Daily Overall demand of AMUL butter milk in Lucknow market:

Around 25 thousand litres.

Daily Area wise demand of Amul butter milk:

Indira Nagar : 40 crates
Nishatganj : 7 crates
Rajajipuram : 18 crates
Chowk : 10 crates
Gomtinagar : 35 crates
Charbagh : 10 crates

Extra demand increased by us in above areas :

Indira Nagar: 40 + 5 crates = 45
Nishatganj : 7 + 2.5 crates = 9.5
Rajajipuram : 18 + 3 crates = 21
Chowk : 10 + 2 crates = 12
Gomtinagar : 35 + 3 crates = 38
Charbagh : 10 + 2 crates = 12

Gomtinagar

47

RESEARCH METHODOLOGY

This section include following things :

1. Research Objectives
2. Research Design
3. Research Duration
4. Sampling Design
5. Size of Sample
6. Data Collection Method
7. Data Analysis Method
8. Area of Survey
9. Sample Unit
10. Research technique

48

Research Objectives
1. To estimate the market potential ,demand & perception

towards

Amul Butter Milk.

2. To find out the frequency of consumption of Amul Butter Milk.
3. To know the awareness & problem among the retailers for the Amul
Butter Milk.
4. To do market analysis in order to study the usage pattern and buying
behavior of Amul Butter Milk.
5. To know the awareness level of the consumers for the Amul Butter
Milk.

Research Design
Exploratory Research Design

Research Duration
Approximately 8 weeks

Sampling Design
Convenience Basis

49

Size of Sample
150 Retailers 300 Consumers
Data colletion method
Primary data
(Direct Interview through Questionnaire)

Data analysis method

Graphical method
(Frequency table and pie chart)

Area of survey
Lucknow city

Sampling unit
Retail shops and consumers

Research techniques
Alpha smoothing

50

MARKET POTENTIAL OF AMUL BUTTER MILK

This section include following things: Family size consumption.
Area wise consumption.
Socio-economic class consumption.
Total population consumption (including Per capita consumption).
1.Family size consumption :
Frequency table

Valid 2

3
4
5
6
7
8
9
10
11
12
13
15
16
18
20

Frequency
22
26
84
90
37
10
14
1
3
2
5
1
1
1
1
2

Valid
Percent Percent
7.3
7.3
8.7
8.7
28.0
28.0
30.0
30.0
12.3
12.3
3.3
3.3
4.7
4.7
.3
.3
1.0
1.0
.7
.7
1.7
1.7
.3
.3
.3
.3
.3
.3
.3
.3
.7
.7

Cumulative Percent
7.3
16.0
44.0
74.0
86.3
89.7
94.3
94.7
95.7
96.3
98.0
98.3
98.7
99.0
99.3
100.0

Total 300

100.0

100.0
51

ANALYSIS : Families having 4-5 members are maximum Amul butter milk
consumers. Their consumption is around 28-30%.
2.Area wise consumption :
Frequency table

Valid Aminabad

Frequency
10
30
20
55
20
47
81
14
10

Charbagh
Chowk
Daliganj
Gomti Nagar
Indira Nagar
Jankipuram
Rajajipuram
Rakabganj
Sanjay gandhi
13
puram
Total
300

Pie chart on area wise consumption

Valid
Percent Percent
3.3
3.3
10.0
10.0
6.7
6.7
18.3
18.3
6.7
6.7
15.7
15.7
27.0
27.0
4.7
4.7
3.3
3.3

Cumulative Percent
3.3
13.3
20.0
38.3
45.0
60.7
87.7
92.3
95.7

4.3

4.3

100.0

100.0

100.0

52
ANALYSIS : Jankipuram people are good consumers of Amul butter milk
about 27%,People of Indira Nagar and Daliganj are also good consumers of
butter milk.
3.Socio-economic class consumption :
Frequency table

Valid UPPER

MIDDLE
MIDDLE
POOR
Total
Pie chart on SEC

Frequency

Percent Valid Percent

Cumulative Percent

126

42.0

42.0

42.0

159
15
300

53.0
5.0
100.0

53.0
5.0
100.0

95.0
100.0

ANALYSIS : Most of the consumers of AMUL butter milk belongs to middle

class (53%). Rest of them belongs to upper middle class (42%).None of them
belong to A class i.e rich. 5% of them belongs to poor class, i.e D class.
53

4.Total population consumption:

Total population of Lucknow city : 28,00000. Out of them 53% of people belongs
to C class. 42% of them belongs to B class and 5% of them belongs to D class.

Per Capita consumption :

Taking the data of 300 consumers of our survey,
Total family members =1535
Total quantity consumption = 178 litres
So, total Per Capita consumption = 0.115961 litres
Total population consumption = 28,00000 * 0.115961 = 3, 24,690.8 litres.
So , Total population consumption of butter milk in Lucknow is around 3,24, 690.8
litres.

54

LEARNING

My Summer Internship Programme (SIP) proved to be a very fruitful lesson for

me. I learnt a lot during my Summer Training at AMUL INDIA. By doing it, i got
an opportunity to apply the theroretical concepts of Management to real life of
Corporate World. The demand analysis and market estimation of Amul butter milk
has been very helpful in enhancing my analytical skills. Since my SIP is even
related to face to face conversation with consumers, so it has definitely increased
my confidence level, convincing power and quarry handling .

 To learn about the working of GCMMF.

Able to know how a commodity market works.

Learn how to deal with consumers and retailers.

Learn the demand process .

Learn how to make profit at very low margin product.

Learn the mindset up of consumers & retailers.

Learn the consumer behaviour.

55

SUGGESTIONS
On the basis of the findings of my study, I want to give following
recommendations to the organisation:-

There should be increase in the market of AMUL butter milk.

 Good and timely distribution of butter milk.

Price is high, try to decrease it.

Should improve the quality and try to launch spicy nature of butter milk.

Commission rate of retailers should increase.

Should advertise more of this product.
Good stock of AMUL butter milk in APOs.
Regular inspection of it, so to prevent it from sourness.
Should check on regular basis that there should be no problems among
retailers with distributors.
Evening supply should improve.
Try to give more schemes to distributors in order to increase sale .

Improve distribution line and channel of distribution of butter milk.

56

CONCLUSIONS

 From the survey it was found that most families upto 5 members, usually
drink Amul butter milk (30%).

The price of the product is high as compare to its competitor PARAG.

Spicy nature butter milk along with plain should be there in market.

Generally people buy the product because of better quality and brand name.

100 % people are aware about this product in Lucknow city.

Advertisement should be given to increase the level of awareness and sale of

the product.

From the consumers view, people buy this product more,if quality,taste,
availability and supply will improve.

From the retailers view, their commission if increase, they will try to
increase its sale.
57

The ratio of male : female of butter milk consumption is more, i.e 82.7% :
17.3%.

 During the survey it was found , most of the people who consume Amul
butter mik belongs to middle class, i.e 53%.
During the survey it was also found that Jankipuram people used to consume
more butter milk than any other area people, i.e 27%.
Lastly the SIP requires high patience level and sustained effort.

58

APPENDIX
Consumer Response On Amul Butter Milk

This section includes

following things :

Consumer response on Amul Butter Milk. It includes

Questionnaire based on Consumer response.

Sample of questionnaire
Name: ................................................. Date:..................
FamilySize: .................... Area: .................................................
Telephone: ............................ Socio Economic Class: .......................................
Sex: Female.............. Male...............
Consumer response:Q1. DO YOU CONSUME BUTTER MILK?
A. YES............. B. NO.........................
Q2. WHAT TYPE OF BUTTER MILK DO YOU USE?
A. HOME MADE.......... B. AVAILABLE IN MARKET........
C.POUCH BUTTER MILK..........
Q3. HAVE YOU HEARD ABOUT AMUL BUTTER MILK IN POUCH?
A. YES..................... . B. NO...................
Q4. HAVE YOU TRIED IT?
A. YES ........................ B.NO..............................

59

Q5. IN WHAT FORM DO YOU USE AMUL BUTTER MILK?

A. USE TO MAKE RECEPIES....................................... B.
CONSUME.................

DIRECTLY

Q6. WHAT ARE THE ATTRIBUTES DO YOU LOOK IN BUTTER MILK?

A.
FRESHNESS..........
B.
CONVENIENCE...................
C.
PRICE
FACTOR.................. D. EASY AVAILABILTY......................................
E. OTHERS...........................................
Q7. HOW MUCH BUTTER MILK DO YOU AND YOUR FAMILY
CONSUME?
A.0.5LITRE........
B.1LITRE...........
C.1.5LITRE...........................
D.
OTHERS................
Q8. HOW OFTEN YOU CONSUME BUTTRE MILK ?
A. DAILY.............. B. EVERY ALTERNATE DAY.................. C. ONCE IN A
WEEK...................D. OCCASIONALLY..........................................
Q9. WHEN DO YOU PREFER IT TO PURCHASE?
A. MORNING........................ B. AFTERNOON.........................
C. EVENING...............................D. NOT FIXED..............................
Q10. WHAT IS THE POINT OF PURCHASE?
A. HOME DELIVERY.................. B. RETAIL OUTLET..................
C. PARLOUR BOOTH...........D.OTHERS................................
Q11. IF YOU CONSUME AMUL BUTTER MILK HOW DO YOU RATE IT ON
FOLLOWING PARAMETERS(GIVING IT POINTS FROM 1 TO 10 ) 1 BEING
LOWEST AND 10 BEING HEIGHEST?
A. FRESHNESS.................... B. TASTE...................... C. QUALITY...................
D. PRICE............
60

Q12. DO YOU ALWAYS GET AMUL BUTTER MILK AS AND WHEN

REQUIRED FROM NEIGHBOURING SHOP?
A.
YES............... B. NO..................

Q13. ARE YOU WILLING TO PURCHASE IT?

A. YES................. B. NO..................
Q14. IF YES, PRICE OF AMUL BUTTER MILK IS RS.7 FOR HALF LITRE
,ARE YOU WILLING TO PURCHASE IT?
A. YES.................. B. NO.................
Q15. WHAT IS THE MOST APPROPRIATE SOURCE OF AD IN YOUR
OPINION ?
A. NEWSPAPER.................... B. MAGZINES..........................
C. TELEVISION................ D. HOARDINGS........................
E. OTHERS........................
THANK YOU FOR YOUR RESPONSE

61

RECIPIES:
Masala Chaas (Spiced Butter Milk)

Ingredients:- 4cups Amul Chaas;1/2tsp salt -or adjust to your taste a bunch of
cilantro (dhania)-chopped; 8-10 fresh mint leaves;1/2tsp cumin seeds 2 green
chillies -chopped;1/2tsp mango powder (aamchur)-optional.
Method of preparation:- Add the chopped cilantro , mint leaves ,cumin , green
chillies and Amchur powder to a blendet . Add 1/2cup water and blend to form a
smooth paste. Now add salt to Amul Chaas and mix thoroughly. Garnish with some
mint leaves , and serve.
Preparation Time: 10 min

Serves: 2 big glass

Buttermilk Rasam
Ingredients:- 2 cups butter milk ;1onion ;3 green chillies; curry leaves; 1/2 tsp
fenugreek seeds;1 tsp mustard seeds;1tspcumin seeds;1 tsp fennel seeds;1/2 tsp
turmeric powder ; salt to taste;1tbsp oil.
Method of preparation:- Cut onion into 4 divisions . Heat oil in pan and add
fenugreek seeds ,mustard seeds, cumin seeds , fennel seeds until they splutter . Add
this to butter milk along with finely chopped green chillies, onions, curry leaves,
turmeric powder, salt. Good for digestion.
Preparation Time: 10 min

Serves: 3 Persons

62

Minty Chaas

Ingredients:- 2 cups amul chaas;Adrak-cut into small pieces;1/4 cup mint;lemon

-1/4piece; sugar-1/2 cup
For Serving:
Chaat masal-1tbsp ;mango pieces-2tbspgrated
Method of preparation:- Boil mint ,adrak,sugar in water. Strain the mint and let
the juice cool. Good for health due to adrak and mint.
Preparation Time: 10 min

Serves: 1 big glass

Lemony Chhas
Ingredients:- 2 cups Amul Chhas;2tbsp lemon juice; salt to taste;cumin powder, a
big pinch.
Method of preparation:- Take chilled chhas into glass . Squeeze a big of lemon
and mix in salt . Sprinkle cumin powder before serving .note: Roast cumin seeds
before turning them into powder.
Preparation Time: 10 min

Serves: 1 big glass

63

BIBLIOGRAPHY

1. Research Methodology by C.R. Kothari

2. www.amul.com
3. www.indiadairy.com
4. www.indiamart.com
5. www.wikipedia.org
6. www.socialreserchmethods.net
7. www.spss.com

64