1

DECLARATION

I, BAL GOVIND, ROLL NO. 7121007, STUDENT OF INSTITUTE OF BUSINESS

MANAGEMENT, C S J M UNIVERSITY KALYANPUR KANPUR, STUDYING IN

MBA(BE) 4th SEMESTER HEREBY DECLARE THAT I HAVE COMPLETED THE

PROJECT ON “COMPARITIVE STUDY BETWEEN AMUL INDIA AND MOTHER

DAIRY” UNDER THE GUIDANCE OF PROJECT GUIDE PROF. S. K. SRIVASTAVA

DURING THE ACADEMIC YEAR 2017-2019.THE INFORMATION SUBMITTED IS TRUE

AND ORIGINAL TO THE BEST OF MY KNOWLEDGE.

DATE:

PLACE:

SIGNATURE:

2
 CERTIFICATE

I, PROF. S. K. SRIVASTAVA hereby certify that , MR. BAL GOVIND, ROLL NO. 7121007

of INSTITUTE OF BUSINESS MANAGEMENT, C S J M UNIVERSITY KALYANPUR

KANPUR, of MBA(BE) 4th SEMESTER has completed his project on “COMPARITIVE

STUDY BETWEEN AMUL INDIA AND MOTHER DAIRY” during the academic year

2017-2019.The information submitted is true and original to the best of my knowledge.

PROJECT GUIDE

DATE:

3
 ACKNOWLEDGEMENT

I, Bal Govind would like to express my sincere gratitude to the director of Institute of Business

Management PROF. MUKESH RANGA, our project guide PROF. S.K. SRIVASTAVA for

providing me an opportunity to do my project work on “COMPARITIVE STUDY BETWEEN

AMUL INDIA AND MOTHER DAIRY” Special thanks to library in charge, which provided

the necessary books and other data which acted as stepping stone in my project and also those

who have directly or indirectly helped me in project for their encouragement and timely help.

Last but not the least, I wish to avail myself of this opportunity, to express a sense of gratitude

and love to my friends and my beloved parents for their help and support.

SIGNATURE:

DATE:

4
 INDEX
Sr.No Topic Pg.No

Chap 1 Introduction 6-6

1.1 Overview of Amul 7-8

1.1.1 Company Profile 9-10

1.2 Overview of Mother Dairy 11-11

1.2.1 Company Profile 12-14

Chap 2 Vision/Mission statement 15-16

Chap 3 S.W.O.T analysis 17-18

Chap 4 Marketing Mix strategy of Amul and 19-27

Mother dairy
Chap 5 Product 28-28

5.1 Product range of Amul 29-33

5.2 Product range of Mother Dairy 34-39

Chap 6 Conclusion 40-41

6.1 Questionnaire 42-43

6.2 Webliograp 44-44

6.3 Bibliography 45-45

5
CHAPTER 1-INRTODUCTION TO THE COMPANY

AND

6
 1.1OVERVIEW OF THE COMPANY (AMUL)

Amul

Parent Company Amul (Anand Milk Union Limited)

Category Food Products

Sector Food and Beverages

Tagline/ Slogan The taste of India; Utterly butterly delicious

USP India’s most trusted and popular dairy products’ brand

STP

Segment People who need milk and milk products for day to day use

Target Group Lower, Middle and upper middle class families

Positioning An Indian brand producing superior quality products

Product Portfolio

1.Amul Butter
2.Amul Cheese
3.Amul Chocolates
4.Amul Ice Cream
Brands 5.Amul Kool

Competition

7
 1.Britannia
2.Nestle
3.Mother Dairy
Competitors 4.Local dairies

8
 1.1.1-COMPANYS PROFILE

AMUL

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The

word amul (अअअअ) is derived from the Sanskrit word amulya (अअअअअअ), meaning

priceless.The co-operative was initially referred to as Anand Milk Federation Union

Limited hence the name AMUL. Formed in 1946, it is a brand managed by a cooperative body,

the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly

owned by 3 million milk producers in Gujarat.

Amul spurred India's White Revolution, which made the country the world's largest producer of

milk and milk products. In the process Amul became the largest food brand in India and has

ventured into markets overseas.

Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is

credited with the success of Amul.

HISTORY

It all began when milk became a symbol of protest Founded in 1946 to stop the exploitation by

middlemen Inspired by the freedom movement The seeds of this unusual saga were sown more

t h a n 6 5 ye a r s b a c k i n A n a n d , a s m a l l t o w n i n t h e s t a t e o f G u j a r a t i n

w e s t e r n I n d i a . T h e exploitative trade practices followed by the local trade cartel

triggered off the cooperative movement. Angered by unfair and manipulative practices

followed by the trade, the farmers of the district approached the great Indian patriot

9
Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen

and form their own co-operative, which would have procurement, processing and

marketing under their control. In 1946, the farmers of this area went on a milk strike refusing to

be cowed down by the cartel. U n d e r t h e i n s p i r a t i o n o f S a r d a r P a t e l , a n d t h e

g u i d a n c e o f l e a d e r s l i k e M o r a r j i D e s a i a n d Tribhuvandas Patel, they formed their

own cooperative in 1946.This co-operative; the Kaira District Co-operative Milk Producers

Union Ltd. began with just two village dairy co-operative societies and 247 litres of

milk and is today better known

asA m u l D a i r y. A m u l g r e w f r o m s t r e n g t h t o s t r e n g t h t h a n k s t o t h e i n s p i r e d

l e a d e r s h i p o f Tribhuvandas Patel, the founder Chairman and the committed professionalism

of Dr Verghese Kurien,who was entrusted the task of running the dairy from 1950.The then

Prime Minister of India, Lal Bahadur Shastri decided that the same approach

should become the basis of a National Dairy Development

policy. He understood that the success of Amul could be attributed to four important factors. The

farmers owned the dairy; their elected

representatives managed the village societies and the district union.

A s t h e y e m p l o ye d professionals to operate the dairy and manage its business. Most

importantly, the co-operatives were sensitive to the needs of farmers and responsive to their

demands. At his instance in 1965 the National Dairy Development Board was set up

with the basic objective of replicating the Amul model. Dr. Kurien was chosen to

head the institution as its Chairman and asked to replicate this model throughout the country

1.2-OVERVIEW OF MOTHER DAIRY

10
 Mother Dairy

Parent Company National Dairy Development Board (NDDB)

Category Milk and Food Processing

Sector Food and Beverages

Tagline/ Slogan Piyo Pure

India’s very own producer of milk, milk products, beverages,

USP foods, etc. at affordable rates and of premium quality

STP

Segment People who need dairy products and other day to day food products

Target Group Middle and upper middle class families

As a foods and dairy brand that has products of high quality at

Positioning affordable price, with fair returns to the producers

Product Portfolio

1. Mother Dairy Plain Dahi

2.Dhara
Brands 3.Safal

Competition

1. Amul
2.Nestle
3.Britannia
Competitors

1.2.1-COMPANYS PROFILE

11
MOTHER DAIRY

"Mother Dairy" is the single largest brand of milk in India as well as in Asia, marketing about

4.45 million litres of milk per day. Mother Dairy commands 62% market share in the organized

sector in and around Delhi, primarily because of consistent quality and service – whatever be the

crisis - floods, transport, strike, curfew etc. Mother Dairy, Patparganj, Delhi, is presently

manufacturing & selling around 8.5 lakh litres of toned milk through bulk vending shops. Mother

Dairy, Delhi is an IS/ISO - 9001:2000 and Hazard Analysis Critical Control Points (HACCP)

and IS-14001:1996 Environment Management System (EMS) Certified organisation. Mother

Dairy was the first Dairy in the country to implement ISO-14031 (Environment Performance

Evaluation) project. The company’s Quality Assurance Laboratory is ISO/IEC- 17025:1999

certified by NABL (National Accreditation Board for Testing and Calibration Laboratory),

Department of Science & Technology, India. This provides assurance to consumer in respect of

Quality and Safety of products manufactured and marketed by Mother Dairy. The National Dairy

Development Board (NDDB) commissioned Mother Dairy in the first phase of Operation Flood

in 1974. Considering the success of Dairy industry NDDB established Fruit & Vegetable Project

in Delhi in 1988 with "SAFAL" as its umbrella brand. With a view to separating the commercial

activities from developmental activities, the NDDB merged Mother Dairy and the Fruit &

Vegetable project into a wholly owned company named Mother Dairy Fruit & Vegetable Ltd

(MDFVL) in April 2000. This becomes the holding company of Mother Dairy India Ltd (MDIL)

– a marketing company and Mother Dairy Foods Processing Ltd (MDFPL) – a processing

company. MDFPL is a multi unit company, with units at various locations in India. Mother

Dairy, Delhi is one of the units of MDFPL. The company is a highly trusted house hold name for

its wide range of milk products like Milk, Flavored Milk, Ice-Cream, Dahi, Lassi, Table Butter,

12
Dairy Whitener, Ghee etc. The application for the award is being made for Mother Dairy, Delhi

unit. Mother dairy has taken up the concept of Total Productive Maintenance (TPM)

wholeheartedly.

Mother Dairy has not only served the daily need of milk of the consumers of Delhi, it has also

extended its milk to other States like Haryana, Uttar Pradesh, Maharashtra, Andhra Pradesh &

Gujarat and is expanding its wings rapidly to serve the masses. Strategically located Mother

Dairy booths across Delhi and NCR make it convenient for you to pick up your daily

requirement of Milk, Flavored milk, Butter, Dahi, Lassi, Cheese, Chaas….mouth watering Ice

Creams. The focus is on key markets for each of the categories. In the curd category, they have

been in Delhi for a while now and launched in Mumbai just three months back. They hold a 60

per cent market share in Delhi, but it is too soon to gauge where we stand in Mumbai. Objectives

and Business Philosophy of Mother Dairy The main stakeholder of Mother Dairy was the farmer

member for whose welfare it existed. Unlike other organizations, their objective is not to

maximize the profit. They are more interested in giving the best price for the farmers for their

milk than in making a large profit. Thus they look at the price given to their suppliers as not a

cost but as an objective. Mother Dairy had, as its main objective, “carrying out activities for the

economic development of agriculturists by efficiently organizing marketing of milk and dairy

produce, agricultural produce in raw and/or processed form and other allied produce”. This was

to be done through: · Common branding · Centralized marketing · Centralized quality control ·

Centralized purchases and · Pooling of milk efficiently Mother Dairy had declared, as its

business philosophy, the following: · ensure that milk producers and farmers regularly and

continually receive market prices by offering quality milk, milk products and other food products

to consumers at competitive prices and; uphold institutional structures that empower milk

13
producers and farmers through processes that are equitable. The biggest strength of Mother Dairy

was the trust it had created in the minds of its consumers regarding the quality of its products.

NDDB and its brand Mother Dairy stood for guaranteed purity of whatever products it had

produced. Adulteration was simply not done in any of its products. In India, where such trust was

hard to come by, this could provide a central anchor for Mother Dairy’s future business plans.

For more than 40 years' Mother Dairy helping to create a national network has been adapted and

extended to other commodities and areas. Their constant effort to learn and to enrich experience

is central to their approach and capacities. In times to come, Mother Dairy shall strive to become

a leading player in the food industry in India.

CHAPTER2-VISION AND MISSION STATEMENT OF AMUL

AND MOTHER DAIRY

14
AMUL

VISION:

Amul’s vision is to provide more and more satisfaction to the farmers, their customers,

employees and distributers.

MISSION:

“we the motivated and dedicated workforce at amul are committed to produce wholesome and

safe foods of excellent quality to remain market leader through development of quality

management system, state of art technology, innovation and eco-friendly operations to achieve

delightment of customers and milk producers”

MOTHR DAIRY

VISION:

“Provide quality food and beverages to consumers at affordable prices while ensuring fairreturns

to the producers.”•

15
MISSION:

“Mother Dairy’s heritage is intrinsically linkedto the cooperative movement in India.

Withdetermination & pride we will continue to serve ourfarmers, rural India & our consumers.

Our values reflectwho we are & what we firmly believe in.”

CHAPTER 3-SWOT ANALYSIS

AMUL:

16
STRENGHT WEAKNESS

1. High brand equity and top of the mind brand

1.Low market share in chocolates segment
2. Strong network of over 3 million milk
2.Strong competition from international &
producers
domestic players in the ice cream segment
3. World’s largest manufacturer of pouched
means limited market share
milk
4. India’s largest food brand, trusted for its
quality
5. Number of popular milk products like ice
cream, ghee, butter, paneer, dahi, milk, etc.
6.Products available at affordable price
7.Market leader in butter segment
8.Responsible for white revolution in India
9. Successful advertising and marketing
campaigns
10.Strong network of Amul retail outlets, stalls
and parlours
11.A popular mascot in the Amul girl
OPPORTUNITIES THREATS

1.Introduce new products in the chocolate 1.Strong competition from international players
segment 2.Economic slowdown and inflation
2.To tap the untapped market, increase its
reach in rural markets
3.Rise in purchasing power of Indian people

MOTHER DAIRY:

17
STRENGHTS WEAKNESS

1.Limited number of Mother Dairy and Safal

1. A well-recognized brand name outlets
2. Popular subsidiary brands like Dhara, Safal, b- 2.Difficult to maintain competitive pricing
Active, etc. 3.Vegetables and milk products are perishable
3.A wide variety of products like milk, dairy
products, fruits, vegetables, groceries, edible oil,
beverages, frozen food, etc.
4. It is an IS/ ISO-9002, IS-15000 HACCP and IS-
14001 EMS certified company
5. An employee strength of 3000 people
6.Strong and efficient supply chain network
7.Procurement of milk from co-operative dairies
and vegetables from farmers, providing them with
fair prices
8.Technological advancement
9.Popular for its quality and affordable price
OPPORTUNITIES THREATS

1.Strong marketing muscle by competitors

1.Continuous demand of dairy products and other 2.Unstable economic condition in India
products by Mother Dairy 3.Other competitor brands
2.Open more number of Mother Dairy outlets
3.Market and advertise the products
4.Increase its market share by expansion in
untapped markets

18
 CHAPTER4 -MARKETING MIX STRATEGY OF AMUL AND

MOTHER DAIRY.

MARKETING MIX STRATEGY OF AMUL

Product in the marketing mix of Amul –

Amul has a very very strong product portfolio. Amul product portfolio is comprised mainly of

Dairy products. Amul butter, Amul cheese and Amul ice cream are cash cows for Amul as they

have the major market share in their product category. Amul ice cream is amongst the top 10 ice

cream brands of India.

Amul milk, Amul Paneer and Amul Dahi consumption is on the rise. In fact Amul milk has 26%

of market share in the packaged milk segment. The only disappointing performance is seen in

Amul Chocolates which are a burden for Amul and lot of push is required for the sales of the

same. This is because the chocolate market has established players like Parle, Dairy milk and

others.

The Amul family tree has the following brands – Amul Milk, Amul bread spreads, Amul

Cheese, Amul Milk, Amul kool and its variants, Amul pro, Amul ice cream, Amul Paneer, Amul

Dahi, Amul Ghee, Amul Milk powders, Amul Nutramul, Amul mithai range, Amul mithai mate,

Amul chocolates, Amul butter milk. Thus the product portfolio of Amul considering its dairy

origins is astounding. Amul has various competitors based on different products. In ice cream it

is Vadilal, Dinshaws and Havmor. In butter and milk there is mother dairy, Britannia and others.

19
However, no competitor has such a vast dairy based product portfolio as Amul. This is the major

reason that Amul has a sustainable competitive advantage over its competitors.

Price in the marketing mix of Amul –

Amul has a strategy of low cost pricing. Some may call it penetrative pricing. But penetrative

pricing strategy is used when the market has a high level of competition and a player wants to

establish itself in the market by giving low prices. However, in the case of Amul, when Amul

started, there were no national players and the dairy market was unorganized. During the

introduction stage itself, Amul had a vision to provide their products to end customers at the best

affordable rates. And the same vision is in place even today.

Today also, you will find that Amul butter, milk and cheese are available at affordable prices

keeping in mind the end customers. You may call these products costly, but the cost has nothing

to do with Amul’s strategy. Remember that transportation costs as well as storage and

distribution costs are very high in FMCG. Thus, as the cost of transportation, storage and

distribution has increased over the years, so has the cost of Amul products gone up. But

considering their value for the average India consumer, these products are still priced at an

affordable rate.

Place in the marketing mix of Amul –

Amul has a massive distribution network because its ice creams, milk, butter and cheese is found

practically everywhere. As it is a FMCG product, Amul follows the methodology of breaking the

20
bulk. The initial factory output is in bulk. Later on this bulk becomes smaller and smaller and

finally one individual slab of butter or scoop of ice cream is sold at the retail place.

There are two different channels through which Distribution happens in Amul. One is the

procurement channel which is responsible for collection of Milk through dairy co operatives. The

other is the distribution channel which is responsible for distributing the finalized product to the

end customers.

In the procurement channel, the milk is individually delivered from farmers to the co operatives.

The co operatives then collect all this milk and send the bulk to the manufacturing facility. At the

manufacturing facility, the milk is used to manufacture the finalised products.

In the distribution channel, there are carrying and forwarding agents, distributors, dealers and

retailers involved. There are also Amul shoppe’s which sell all products in the Amul product

portfolio. The distribution is as follows.

Amul >> Carrying and forwarding agent >> Distributor >> Dealer / Retailer / Amul Shoppe >>

Customer

Amul >> Modern retail

Thus there is a lot of transportation involved for all of Amul’s products. However, the

distribution channel of Amul ensures that the products reach every nook and corner of India.

Promotions in the marketing mix of Amul –

Amul is responsible for one of the most unique and longest running outdoor campaign as well as

one of the most known outdoor advertising characters – The Amul girl. We would like to take

this opportunity to specially thank Mr Eustace fernandes, the creative brain behind the sweet girl.

But we should know by now that the Amul girl is hardly sweet or cute. She is known to be the

21
most naughty advertising girl ever. Amul hoardings mainly feature the current news and are used

to take a tongue in cheek viewpoint at current happenings. However, each advertisement hits the

nail on the head.

The promotions of Amul are mainly for butter but for all the other products there is hardly any

promotions. During the launch of products, Amul is known to go ATL and advertise milk, butter

etc. The Smita Patil ad wherein Smita patil is shown as a village milk collector is one of the most

famous ads for Amul. But overall, the main advertisement is BTL through outdoor, trade

promotions, discount schemes and sales promotions.

The major reason for Amul’s absence in hardcore advertising is that Amul does not want to give

away margins in advertising its products. As per Amul, their maximum budget for advertising is

1% of the turnover. Above and beyond that will directly affect the cost of the product. And the

major reason for Amuls strong presence in the market is its excellent quality combined with the

affordable price. Thus, overall promotions will always be low for Amul except for the outdoor

advertising of Amul butter.

This concludes the marketing mix of Amul. The bottom line is that we love that an Indian brand

like Amul has reached such staggering heights and that we are a part of the time when such a

white revolution took place.

Mother Dairy sells milk and milk products (Milk, cultured products, Ice VBN.V

Marketing MIX STRATEGY OF MOTHER DAIRY

Product in the marketing mix of other dairy-

22
Mother dairy sells milk and milk products Mother Dairy sells milk and milk products (Milk,

cultured products, Ice creams, Paneer and Ghee) at a national level through its sales and

distribution networks for marketing food items. Mother Dairy sources significant part of its

requirement of liquid milk from dairy cooperatives. It is Mother Dairy’s constant endeavor to

ensure that milk producers and farmers regularly and continually receive market prices by

offering quality milk, milk products and other food products to consumers at competitive prices

and uphold institutional structures that empower milk producers and farmers through processes

that are equitable.

At Mother Dairy, processing of milk is controlled by process automation whereby state-of-the-

art microprocessor technology is adopted to integrate and completely automate all functions of

the milk processing areas to ensure high product quality/ reliability and safety. Mother Dairy

markets approximately 3.2 million litres of milk daily in the markets of Delhi, Mumbai,

Saurashtra and Hyderabad. Mother Dairy milk has a market share of 66% in the branded sector

in Delhi where it sells 2.5 million litres of milk daily and undertakes its marketing operations

through around 1400 retail outlets and over 1000 exclusive outlets of Mother Dairy.

The company derives significant competitive advantage from its unique distribution network of

bulk vending milk booths, retail outlets and mobile units. Mother Dairy ice creams launched in

the year 1995 have shown continuous growth over the years and today boasts of approximately

62% market share in Delhi and NCR. Mother Dairy also manufactures and markets a wide range

of dairy products that include Butter, Mishti Doi, Paneer, Dahi, Ghee, Cheese, UHT Milk,

Probiotic Products, Lassi & Flavoured Milk and most of these products are available across the

country. Mother Dairy has over the past 3 decades, harnessed the power of farmer cooperatives

to deliver a range of delicious products and bring a smile on your face.

23
Price in the marketing mix of mother dairy-

The Gujarat Co-operative Milk Marketing Federation may not like an intrusion on its home

territory, especially, when the opponent happens to be its rival, National Dairy Development

Board (NDDB). The Delhi-based Mother Dairy Foods Processing Ltd (MDFPL), a subsidiary of

NDDB, launched its Mother Dairy brand butter in Mumbai recently to take GCMMF's Amul

butter head-on. MDFPL has also decided to strategically price its butter lower than Amul butter

in Kolkata and the rest of Maharashtra.

Interestingly, Amul, enjoys around 86 percent share of the Mumbai butter market, keeping its

rivals Britannia and Nestle in the periphery.

However, with MDFPL entering into the price-sensitive Mumbai market with lower-priced

butter, industry sources believe that it may lead to a price war between the two Boards.

While Amul has been selling its butter at Rs 72 for a 500 gram packet and Rs 15 for a 100 gms

packet, in a strategic move Mother Dairy has launched its butter in Mumbai market at Rs 70 for

500 gms and Rs 14 for 100 gms. It also has plans to source butter from Maharashtra to cater to

the country's second largest market for table butter, Mumbai. MDFPL is looking to capture at

least 10 per cent of the butter market in Mumbai by the end of the current financial year.

"We will launch Mother Dairy Butter in rest of the Maharashtra too. We are also planning to

launch butter in Kolakata, Paul Thachil, chief executive officer (CEO), MDFPL told Business

Standard. Saying that MDFPL would not be able to even make a 'dent' in Amul's butter market in

Mumbai and entire country, G S Sodhi, chief general manager of GCMMF, said, "Amul butter

24
holds around 86-87 per cent share of the huge butter market in Mumbai. Amul does not have any

plan to reduce its prices for Mumbai or any other market as we believe in universal pricing

across the country.

Place in the marketing mix of mother dairy-

1) Milk Procurement:-

Mother Dairy sources its requirement of liquid milk from dairy c o - o p e r a t i v e s a n d

producer institutions. Milk is received from farmer cooperatives through

insulated road/rail tankers at very low temperature in order to retain its

freshness.

2) Milk distribution:-

79 tankers in the morning and 75 tankers in the evening bring in milk from

the regional collection centres. After collection the same tankers are utilized f o r

the delivery of the processed milk to the vendors and outlets. Mother

Dairy has over 820 Milk Distribution Outlets in the National Capital

R e g i o n . E a c h o f t h e s e outlets place their demand by raising an invoice one day in

advance. The demand isalso calculated using the ‘Calendar’ Scheme, in this

depending on

theprecalculateds e a s o n a l d e m a n d s t h e o u t l e t s p l a c e t h e i r o r d e r s a c c o r

d i n g l y . I n o r d e r t o s a t i s f y immediate demand, 20 to 25 tankers are provided with a

buffer stock of 500 litres each d a y s o t h a t t h e y c a n b e m o b i l i z e d t o c a t e r t h e

25
d e m a n d i n a n a r e a . T o c o o r d i n a t e i t s operations all the tankers are equipped with

HAM radios. Distribution Channels:

a) Token Distribution:

Also, termed as

“ L o h e k i b h a i n s ” ( m e t a l b u f f a l o ) , i s a n automated milk vending machine.

b) COW:

Container on Wheels or COW is a manual milk distribution program in

which cycle-rickshaws are employed for milk distribution.

c) Retailers:

The packaged milk is distributed via the retailer network throughout the city

Promotion in the marketing mix of mother dairy-

Mother Dairy believes in direct contact with the customer. It organizes

v a r i o u s s e m i n a r s f o r children from different schools, students from various

colleges and even housewives to educate and increase awareness about milk and

its products. All this is done by the Customer Information D e p a r t m e n t w h e r e i n

consumers are made aware about goodness of milk, various stages of

i t s processing, Q.A. practices and possible adulterants. C o n s u m e r s c a n t h e m s e l v e s s e e

h o w i m p u r i t i e s a n d a d u l t e r a n t s c a n b e e a s i l y d e t e c t e d i n t h e laboratories. The

company also has a Mobile Lab that tests milk in residential colonies. As far as the sales are

concerned, in order to increase their reach, Mother Dairy sells its milk both in bulk vended

and sachet forms. Various advertisements both in print and electronic media are

flowed time to time on a regular basis.

26
CHAPTER 5-PRODUCTS
AMUL

27
 MOTHER DAIRY

5.1-AMUL PRODUCT RANGE

1. AMUL MILK

Amul Gold- Pasteurised milk Amul milk meets the PFA standards for the respective type of

milk.

Packing-Poly Pack - 500ml, 1000ml, 5 Ltr *

Amul Milk is the most hygenic liquid milk available in the market. It is pasteurised in state-of-

the-art processing plants and pouch-packed to make it conveniently available to consumers.

28
Product Application-Direct consumption, Making of : Tea or Coffee, Sweets, Khoa, Curd,

Buttermilk, Ghee

Available in (Segments/Markets)

Gujarat, Delhi & NCR, Mumbai, Kolkata, Kanpur, Lucknow, Allahabad, Agra, Meerut, Aligarh,

Asansol, Nagpur, Raipur, Indore, Bhopal, Jaipur, Ajmer, Pushkar, Udaipur, Jodhpur, Pali , Pune,

Nasik

Amul Taaza- Pasteurized Milk Amul milk meets the PFA standards for the respective type of

milk.

Packin-Poly Pack - 500ml, 1000ml, 200ml, 5 Ltr *

Amul Milk is the most hygienic liquid milk available in the market. It is pasteurized in state-of-

the-art processing plants and pouch-packed to make it conveniently available to consumers.

Product Application

Direct consumption, Making of : Tea or Coffee, Sweets, Khoa, Curd, Buttermilk, Ghee

Available in (Segments/Markets)

Gujarat, Delhi & NCR, Mumbai, Kolkata, Kanpur, Lucknow, Allahabad, Agra, Meerut, Aligarh,

Asansol, Nagpur, Raipur, Indore, Bhopal, Jaipur, Ajmer, Pushkar, Udaipur, Jodhpur, Pali, Pune,

Nasik

29
2. AMUL BUTTER

Amul butter is most commonly used in every household. Amul is made from butter common salt

and permitted natural colour. It is been marketed from last from 4 decades. Amul butter

composes of fresh cream, milk fat, moisture, salt as well as curd in specific proportions. Amul is

standardized product and has BIS specifications. The calorific value is 720kcal./100g.

3. AMUL LITE: A Low Fat Low Cholesterol Bread Spread unlike Butter & Margarine, Amul

Lite is a low-fat, low-calorie & low-cholesterol bread spread, hence a healthier substitute. It

contains 26% less fat and calorie content as compared to butter or margarine.

Unlike Butter & Margarine, Amul Lite is a low-fat, low-calorie & low-cholesterol bread spread,

hence a healthier substitute. It contains 26% less fat and calorie content as compared to butter or

margarine. This product is specifically prepared for diet considering population. It isconsidered

as healthier substitutes as it contain 26% less fat and calorie. Helps to maintain slim and trim

without sacrificing. Amul lite is suitable for old age people as the heart disease chances are been

reduced. It contains Omega-6 andOmega-3. It helps to maintain healthy and cholesterol levels

are kept at minimum. This product is certified by AGMARK for quality. Tastes best with toast,

sandwiches and bread. It can also be used for topping on paranthas, paavbhaji, pulav, khichadi,

and soups and also for household baking, preparation of cake etc.

4. AMUL INSTANT FULL CREAM MILK POWDER

AMUL INSTANT FULL CREAM MILK POWDER (Spray Dried) is made from Toned Milk,

Vitamins A, and D. It composes of milk fat26%, protein 26%, carbohydrates 37%, minerals 6%,

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and minerals 6%, moisture 3%. This product is highly acceptable product made from the most

modern dairy plant through a special formulation. It meets the requirements laid down under

PFA rules for processed Cheese Spread

5. AMUL PIZZA CHEESE

Amul, the largest selling brand of Cheese in India, introduced genuine Mozzarella Cheese for the

first time. Amul Pizza Cheese has Moist, Soft, Elastic texture and has a very timely surface

sheen and when fresh, it has a slightly salty blandish taste and pleasant aroma. Because of its

stretch ability, i.e. ability to form strings when hot, this cheese is ideal for preparing Lasagna,

Veal Cutlet, Alla Parmagnia and as a topping on pizzas.. Mozzarella is an excellent source of

milk proteins and is palatable to the consumer and institutional segments. It composes of fat,

moisture and salt. The Gouda cheese is an excellent taste used for pizza toppings and is widely

used in major hotels

6. AMUL MALAI PANEER

Technologically, it is equivalent to Cream Cottage Cheese of western products. Amul Malai

Paneer is available in already cut cubes form. The best quality Malai Paneer with quality

assurance of Amul is the only national brand of Paneer available in India since 1997. It is also

exported to US, Gulf as well Singapore & Japan markets regularly.” Richer, Softer,Better"

Paneer is made out of fresh milk. Compositions of Amul Malai Paneerare higher fat content (26-

27%) and lower moisture content. This gives AmulMalai Paneer smooth, uniform texture and

softness that most consumers desire. Diced Paneer is available in three pack sizes viz. 100 g, 200

g & 1 kg pack in heat sealed poly pouches to ensure the best quality.

7. AMUL PURE GHEE-

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AMUL PURE GHEE is made from Milk Fat. The composition of Amul is milk fat 99.7% and

moisture 0.3%. the calorific value 900kcal/100g. Amul sagar pure ghee is made from fresh

cream. It has a typical rich aroma and granular texture. It is an ethnic product made by dairies

with decades of experience being a rich source of Vitamin A, D, E and K. Meets AGMARK

SPECIAL GRADE specification of the AGMARK scheme (1938)of Govt. of India.

8. AMUL MASTI DAHI-

AMUL MASTI DAHI is made from Pasteurized Toned Milk.Amul mast dahi composes of

essential nutrients such as fat 3.5% and SNF8.5%. This product is available in packaged form. It

is produced in a modern processing plant which helps to give a smooth, mild acetic acidic taste

and pleasant flavour consistently.

9. AMUL ICE-CREAMS-

AMUL ICE CREAM is made from Milk and Milk products, Sugar, Stabilizers & Emulsifiers. It

composes of milk fat, total solids, sugar, acidity, protein etc. Calories present are per 100 ml -

196.7 kcal Various verities of Ice Cream can be made from the basic mix by addition of required

amount of permissible colors and flavour. Dry fruits and nuts would be used for making

premium varieties of Ice Cream. Various flavors of Amul ice-cream are as follows:-Vanilla,

Strawberry, Pineapple, Orange, Rose, Mango, Chocolate, Honey-Dew-Melon, Tutti Frutti,

Litchi, Kesar Pista, Kaju Draksh, Butterscotch, Chocó chips, Rajbhog and Cashew Break.

10. AMUL CHOCOLATES-

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Amul chocolates is made from Sugar, Cocoa Butter,Milk Solids, Chocolate mass. The

composition is as follows Milk Fat, Sugar,Total Fat (Milk Fat + Cocoa Fat), Cocoa Solids, and

Milk Solids and meets allrequirements under the PFA for boiled sugar confectionary.

11. AMUL SHAKTI-

Amul Shakti Health Food Drink Amul Shakti is a unique combination of Milk and natural

goodness of Kesar (Saffron) & Almond. Amul Shakti, a complete food in a drink, is ideally

balanced for the nourishment and health of the entire family.It contains more of Milk Protein and

Milk Calcium which are easily digested and assimilated in the body. Amul Shakti contains

essential Amino Acids, Vitamins, Minerals and Micronutrients needed for building up internal

immunity and maintaining good health. The product is available in two flavors Kesar-Almond

and Chocolate. Amul Shakti contains essential Amino Acids,Vitamins, Minerals and

Micronutrients needed for building up internal immunity and maintaining good health.

5.2-MOTHER DAIRY PRODUCT RANGE

1. MOTHER DAIRY MILK

Most of the calcium in milk is not bound up in the fat globules that are removed when

'skimming' the milk, but rather in the water content of the milk. Removing the part of the milk

(the milk fat) with a lower percentage of calcium, increases the relative percentage of calcium in

the remaining milk.

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FULL CREAM MILK- The protein contained in milk is called 'Casein'. This protein is rich in

Calcium and is white in colour. Milk also contains fat, which adds to the whiteness. That's why

low-fat milk is less white in appearance (though you may not be able to spot the difference with

the naked eye).

White objects do not absorb much light - that means most of the light gets reflected. A tomato

looks red because it reflects red light and absorbs the other colours of the spectrum. Milk looks

white because both Casein and cream (fat) reflect light. Mother Dairy Full Cream Milk –

wholesome and healthy.

Packed with energy and nutrition that’s essential for growing kids. It makes them stronger from

within and keeps them active and healthy.

SKIMMED MILK in Skimmed Milk, as much of the fat as is possible is removed, yet it

continues to supply all the nutrients a Milk does. The young at heart would particularly find it a

tempting option to compliment with their low fat diet requirements.

Available in: Delhi & NCR , Mumbai.

2. MOTHER DAIRY BUTTER-

It’s delicious. It’s creamy. And it’s so easy to spread. Available in 100 and 500 gram packs,

Mother Dairy Butter is produced under totally hygienic conditions using Mother Dairy’s

wholesome milk. The butter available with us is salty in flavor and it can be applied to any food

item as per the customer's choice to enhance the taste. Mother Butter is creamier, tastier and

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spreads easily. It has the right amount of salt which is liked by all. It’s delicious. It’s creamy.

And it’s so easy to spread.

Mother Dairy Butter is produced under totally hygienic conditions using Mother Dairy’s

wholesome milk.

Pack size: 100g and 500g

Availability: Mother Dairy Exclusive outlets in Delhi NCR, Retail Outlets and MRFs in Delhi

NCR, Mumbai and Pune.

3. MOTHER DAIRY CHEESE SPREAD-

Mother Dairy Cheese is made from freshly collected Cow’s milk. Mother Dairy Cheese with its

great taste and creamy, soft texture lends itself well to be used in a variety of foods be it your

Sandwich or a Partha or as a chutney or dip.

4. MOTHER DAIRY CHEESE-

Mother Dairy presents yummy Cheese made from freshly collected cow's milk. With its great

taste and creamy, soft texture lends itself well to be used in a variety of foods. It's made with

calcium rich milk and each slice of Mother Dairy Cheese offers approximately 20% of a growing

child's everyday Calcium requirement. It's made with calcium rich milk and each slice of Mother

Dairy Cheese offers approximately 20% of a growing child's everyday Calcium requirement.

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Mother Dairy Cheese is made from freshly collected Cow’s milk. One slice of Mother Dairy

cube is equivalent to 125ml of Glass of Cow’s Milk.

Mother Dairy Cheese with its great taste and creamy, soft texture lends itself well to be used in a

variety of foods be it a topping for small cut vegetables or pineapples.

5. MOTHER DAIRY PANEER-

Paneer is an essential ingredient in the life of all vegetarians. It is an accompaniment to most

meals. Mother Dairy Fresh Paneer offers you a hygienic and quality product that comes with the

guarantee of a trusted brand in dairy products and hence gives you complete satisfaction of

product quality.

Pack size: 200 g ;Storage: Under Refrigeration (below 80C)

6. MOTHER DAIRY DAHI-

Absolutely delicious, with a rich and creamy texture, Mother Dairy Dahi is uniformly thick,

consistent and natural, without the use of any preservatives. Mother Dairy Dahi is made from

pasteurised standardized milk which contains 4.5 % milk fat and 10 % milk SNF. Not only does

it taste great, it also aids digestion by maintaining balanced micro flora in the intestine and

suppressing the growth of undesirable pathogenic bacteria.

Mother Dairy Set Curd is a delicious, creamy and well set curd which gives you the taste of

Homemade curd without the hassles of setting curd at home. Our curd is prepared using the best

quality standards making it hygienic.

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Pack sizes : 85g, 200g, 400g, 2kg, 5kg

Storage: Under Refrigeration (below 80C)

Ingredients: Milk, Water, Milk solids and lactic culture.

7. MOTHER DAIRY KATHIAWADI GHEE-

Mother Dairy Kathiawadi ghee is prepared from the milk collected from Saurashtra region. It

exhibits unique flavour and textural properties because of characteristic fatty acid profile.

Available in: 500 ml Poly Pouch, 1 ltr Tin.

8. MOTHER DAIRY ICE-CREAMS-

Ice Creams are tempting. Mother dairy ice creams are mouth-watering. ice creams can chill your

senses. Just what is it about Ice-creams that make the world go crazy. Taste one of our ice

creams from the range of Indian classics, Western classics in 1 Ltr Tubs and you will know how

to celebrate & enjoy with family, friends & beloveds.

Ice cream is rich source of vital nutrients;

Protein – growth & muscle building

Carbohydrate – provide the energy required for most functions in the body

Fat – Helps in storage of energy, production of hormones & brain development

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Calcium helps in growth and maintenance of teeth and bones and is a vital function in blood

clotting and muscle contraction.

9. MOTHER DAIRY MILK CAKE-

The rich, creamy milk gives Mother Dairy Milk Cake a real taste of wholesome goodness. Every

bite makes the next one simply irresistible. A taste that’s not only perfect to celebrate an

occasion, it’s in fact reason enough to call for one!

Pack size: 400g

Storage: Under Refrigeration (below 80C)

INGREDIENTS: Milk Solids, Sugar, Liquid Glucose and Citric Acid

10. MOTHER DAIRY NUTRI FIT-

Nutrifit is a delicious probiotic milk drink containing billions of LA5 friendly bacteria which

strengthen the body’s defenses against infections and diseases when consumed over a period of

time. Just as antibiotics fight disease causing bacteria, probiotics help increasing immunity. It

offers you taste, protection and nutrition all at the same time.

Motherdairy dairy's “Nutrifit” is a delicious probiotic fermented milk drink. Each bottle contains

live and active probiotic bacteria which help strengthen your immune system. “Nutrifit” is made

up of milk, culture, fruit and sugar. The key ingredient of “Nutrifit” is its unique probiotic

culture which imparts immunity enhancing qualities to it and the natural fruit contributes to the

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delicious taste. The probiotic bacteria of “Nutrifit” LA-5 and BB-12 can survive the hostile

conditions of the digestive system. They reach intestine in active form and bring about favorable

changes which collectively result in strengthening body’s natural defense.

CHAPTER 6-CONCLUSION

New Delhi-based milk major Mother Dairy is beefing up its presence in Mumbai — a market it

entered three years ago, and which is dominated by its arch-rival Amul. Unlike in New Delhi and

the National Capital Region where Mother Dairy has a presence via company-owned booths as

well as in allied retail outlets, it has to depend only on the latter in Mumbai.

As both national and regional brands try to outdo each other, milk distribution in the financial

capital is fierce. Besides, the market is fragmented with players, such as Amul, Mahanand,

Warna, Dwarka and Gokul, having a retail presence in excess of 13,000-15,000 outlets. In

comparison, Mother Dairy has 10,000 outlets in Mumbai till now. But, according to company

executives, it is ramping up the number of outlets.

Mumbai is among the larger consumers of milk in India. On an average, an individual in

Mumbai consumes about 200 milllitres of milk a day, second only to the north, where average

consumption is about 260-270 milllitres a day.

Milk production in India is pegged at about 122 million tonnes per annum. Of this, a processed

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milk account for 35 per cent, while unprocessed (which is the unorganised sector) is 65 per cent.

The organised national milk brands in India include Amul, Mother Dairy, Hatsun and Kwality.

Of this, Amul and Mother Dairy are promoted by cooperatives Gujarat Cooperative Milk

Marketing Federation (GCMMF) and National Dairy Development Board (NDDB), respectively.

In Delhi, Mother Dairy, which has been around for over three decades, has about 15,000 outlets,

including 3,000 booths. It has a market share in excess of 60-65 per cent across categories —

milk and dairy products. In Mumbai, the company’s share in milk (primarily, pouch milk) is

about 9-10 per cent in comparison to Amul, which is closer to 40 per cent.

But Mother Dairy leads in dairy products, such as set curd or dahi, in Mumbai, launched

simultaneously with pouch milk three years ago. Its market share in dahi in Mumbai is 20 per

cent compared to Amul’s 18-19 per cent. There are allied players in dahi too, such as Nestle,

Danone and Britannia, but Mother Dairy and Amul have a clear leg-up in the city.

Amul, too, in the last one year has kicked off a massive distribution exercise to make its dairy

products available in small towns and cities. The aim, according to R S Sodhi, managing

director, GCMMF, is to derive incremental growth from these new markets.

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 6.1QUESTIONNAIRE

NAME.................................................

AGE.....................................................

GENDER (1) M (2) F

Q.1 which brand do you like to buy?

(a) Amul (b) motherdairy (c) any other

Q.2 since how long you are using this milk brand?

(a) 1-2 year (b) 2-3 year (c) more than 5 year

Q.3 what the reasons behind your preference?

(a) taste (b) brand (c) packaging

Q.4 which variety of milk do you prefer?

(a) full cream milk (b) toned milk (c)

Q.5 except milk how many other products you are using of same brand?

(a) 3-4 (b) 4-5 (c) more than 5

Q.6 How much milk you have purchase in a day?

(a) 1-2litre (b) 2-3litre (c) more than 4 year

Q.7 Are you satisfied with the price of your prefer brands?

(a) yes (b) no

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Q.8 would you like to change in this brand?

(a) yes (b) no

If yes please mention your suggestion

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 6.2WEBLIOGRAPHY

http://www.business-standard.com/

http://www.amul.com/

http://www.motherdairy.com/MotherDairyPages/ourproducts

http://www.mindtools.com/

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 6.3BIBLIOGRAPHY

1) STARTEGIC MANAGEMENT

-MICHAEL VAZ

2) MARKETING MANAGEMENT

-PHILIP KOTLER

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