A

DISSERTATION REPORT
ON

“MARKET STRATEGY OF MILK WITH SPECIAL

REFERENCE TO AMUL KOOL AND OTHERS
BRANDS”

SUBMITTED BY:
SYED SALMAN ALI
MBA IV SEMESTER (2009-10)
UPTU ENROLMENT- 0839970028

ACME INSTITUTE OF MANAGEMENT AND

TECHNOLOGY, BARIELLY
 ACKNOWLEDGEMENT

Any project report is not outcome of alone person.It is teamwork

and I take this opportunity to thanks all those persons who have
continuously guided me.
I wish to express my deep gratitude to Mr Rakesh Prohit who
helped me in different ways at the time of my Research Project
Report.

I express my profound sense of gratitude to my chairman Mr Gagan

Bedi who provided me such type of opportunities for getting
interacted to all the practical aspects of the marketing in such type
of big Organization.
Finally, I am indebted to my parents and my family
members who extended to help me in every aspect.
 CONTENTS

1. ACKNOWLEDGEMENT

2. CERTIFICATE

3. DECLARATION

4. EXECUTIVE SUMMARY

5. OBJECTIVE OF THE REEARCH

6. PROFILE OF MILK INDUSTRY

7. PROFILE OF GCMMF

8. FINDINGS,DATA COLLECTION
AND ANALYSIS

9. CONCLUSIONS

10. SUGGESTION

11. LIMITATIONS OF PROJECT

12. BIBLIOGRAPHY
 SUMMARY OF THE PROJECT

The topic of my project is “MARKETING STRATEGY OF AMUL

MILK WITH OTHERS IN THE CURRENT MARKET SCENERIO” in
Barielly.

Objectives of research:
• Understanding the 4 P’s of marketing in relation to Amul Kool
(flavored milk).

• Packaged flavoured milk market in Ghaziabad against the self

made milk shake.

• Brands available in the market and their average daily sales.

• The most effective media of promotion.

• Market for Amul Kool.

• Factors influencing the consumer buying behaviour.

• Factors which made consumers switch from one brand to

another.

• Expectations of consumer from flavoured milk.

• Response of the consumer regarding Amul Kool.

• Suggestion of consumers for a winning brand of flavoured milk.

• Emerging trends in the flavoured milk market.

• Ascertain the awareness level of Amul Kool and its distinct

image.

• What do retailers look before keeping branded flavoured milk in

their shop?

• Ascertain growth opportunities as well as threats.

 MARKET RESEARCH

THE NATURE AND SCOPE OF MARKETING RESEARCH

The whole approach of marketing pivots around the tenet of meeting

the consumers wants. It is essential to understand what the
consumer wants , how he/she perceives the product(service) ,what
exactly(ideally) does he/she wants to derive out of the
product(service), how does he/she make the brand choice decision,
what are the sources of information and influence processes?

In order to take the decisions further any marketer would constantly

monitor such information and obtain a continuous feedback of the
trends in the market. As such, marketing research is an effective tool
for measuring the consumers’ aspirations, trade channel behaviour,
competitive actions etc. It provides a linkage between the corporate
environment and the marketing organisation. Marketing research,
thus, may be viewed as an important tool used as an aid for the
tackling problems in marketing.
MARKETING RESEARCH – DEFINITION

Marketing research is defined as the objective and formal process

of systematically obtaining, analyzing and interpreting data for
actionable decision in marketing. This decision lays stress on two
aspects, namely, objectivity and systematic process in the collection
and analysis of data. In fact, marketing research should not be
allowed to be influenced by personal views and considerations.

COMMON USES OF RESEARCH IN MARKETING

DECISION MAKING

The following paragraph highlights some of the marketing decision

areas where marketing research is commonly used.
• Sales management
• Market Boundary
• Buyer Concentration
• Demand Projections
• Supply
• Consumer Behaviour Analysis
• Market Segmentation
• New Product Launch and Product Positioning
• Research in Sales Methods and Policies
• Advertising and Sales Promotion Research
• Marketing Audit of Company Performance
• Environment Trends
RESEARCH METHODOLOGY

According to Clifford Woody research comprises defining and

redefining the problems , formulating hypothesis or suggested
solutions, collecting , organisations and evaluating data, making
deductions making deductions and reaching conclusion and at last
carefully testing the conclusions whether they fit the formulating
hypothesis.

Research methodology is a procedure designed to the extent to

which it is planned and evaluated before conducting the inquiry and
the extent to which the method for making decisions is evaluated
before conducting the inquiry and the extent to which the method for
making decisions is evaluated. The research methodology if
scientifically developed enables the research to establish with high
degree of confidence, cause and effect relationship between the
research between the research activities and observed outcomes.
METHOD
To achieve the objective we make by use of filed research method.
Filed research methods:
• Mass observation through questionnaire.
• Personal interview

RESEARCH DESIGN
A research design is the overall plan on programme of research. It
includes an outline of what the investigator will do from writing the
hypothesis and their operational implications to the final analysis of
data.

Market research projects are designed as either (exploratory

research or conclusive research) depending upon the objective of
study.

The objective of the exploratory research is to seek new ideas and to

discover new relationship between different set factors in a way that
will permit of specific hypothesis.

To find out there hypothesis, study of secondary sources of

information, survey of knowledge persons on case studies are
conducted.
Conclusive research provides information which helps in decision
making; such research requires identifying cause and effecting
relationships. This can be done by case study and experimentation.
The present marketing research is more less an exploratory research
as its objectives are aimed to find new ideas also the information
required was obtained through methods of exploratory research. The
information has been gathered from the survey of milk consumers,
retailers, confectionary shops, dairy shops, general stores.
Overall the research which was used as a prototype for his market
research analysis is:-
i. Define research problem.
ii. Review concepts and theories.
iii. Formulate hypothesis.
iv. Design research.
v. Collection of data .
vi. Analysis of data.
vii. Interpret and reports.

SAMPLE DESIGN
It is definite plan for obtaining a sample from a population dealing
with any type of flavoured milk. The type of sampling used is random
sampling used is random sampling design (RSI). The respondent in
the sample include flavoured milk consumers and retailers.
PREPARING THE RESEARCH DESIGN
The research problem having been formulated in clear terms, the
researcher will be required to prepare a research design, i.e. he will
have state the conceptual structure within which research would be
conducted. The preparation of such design facilities research to be as
efficient as possible yielding maximum information. In other words,
the function of research design is to provide for the collection of
evidence with minimal expenditure of effort, time and money. But how
all these can be achieved depends mainly on the research purpose.
Research purposes may be grouped into four categories, viz.,

i. Exploration
ii. Description
iii. Diagnosis, and
iv. Experimentation.

A fixable research design, which provides opportunity for the purpose

of the research study, is that of exploration. But when the purpose
happens to be an accurate description of a situation or of an
association between variables, the suitable design will be one that
minimizes bias and maximizes the reliability of the data collected and
analyzed.

There are several research designs, such as, experimental and non-
experimental hypothesis testing. Experimental designs can be either
informal designs (such as before-and-after without control, after only
with control, before-and-after with control) or formal designs (such as
completely randomized block design, Latin square design, simple and
complex factorial designs), one of which the researcher must select
for his own project.
DETERMINING THE SAMPLE DESIGN
All the items under consideration in any field of inquiry constitute a
‘universe’ or ‘population’. A cockpit enumeration of all the items in
‘population’ is known as a census inquiry when all the items are
covered no element of chance is left and highest accuracy is
obtained. But in practice this both may be true. Even the slightest
element of bias in such an inquiry will get larger and larger as the no.
of observation increases. Moreover, there is no way of checking the
element of bias or its extent except through a re-survey or use of
sample checks. Besides, this type of inquiry is not possible in practice
in many circumstances. For instance, blood testing is done only on
sample basis. Hence, quite often we select only few items from the
universe for study purpose. The items so selected constitute what is
technically called a sample.
The researcher must decide the way of selecting a sample or what is
popularly known as the sample design. In other words, a sample
design is a definite plan determined before any data are actually for
obtaining a sample from a given population. Samples can either be
probability samples or non-probability samples. With probability
samples each element has a known probability of being included in
the sample but in non-probability sampling the researcher is not
allowed to determine this probability. Probability samples are those
based on simple random sampling, stratified, cluster/area sampling
whereas non-probability samples are those based on convenience
sampling, judgement sampling and quota sampling techniques. A
brief description of the sample designs is as follows:
SIMPLE RANDOM SAMPLING

This type of sampling is also known as chance sampling or probability

sampling where each and every item in the population has an equal
chance of inclusion in the samples and each and every item in the
population has an equal chance of inclusion in the samples, in case
of finite universe, has the same probability of being selected. For
example, if we have to select a sample of 300 items from a universe
of 15,000 items, then we can put the name for numbers of all the
15,000 slips of paper and conduct a lottery. Using the random
numbers tables is another method of random sampling. To select the
sample, each item is assigned a number from 1 to 15,000. Then, 300
five digits random numbers are selected from the table. To do this we
select random measurements, or the days, with the help of which
they examine the truth contained in the hypothesis.
But in the case of a survey, data can be collected by any one or more
of the following ways:
a. By observation: - This method implies the collection of
information by way of investigator’s own observation, without
interviewing the respondents. The information obtained relates
to what is currently happening and is not complicated by either
the past behaviour or future intentions or attitudes of
respondents. This method is no doubt an expensive method
and the information provided by this method is also very
limited. As such this method is not suitable in inquiries where
large samples are concerned.
 b. By mailing or questionnaires: - The researcher and
respondents do not come in contact with each other if this
method of survey is adopted. Questionnaires are mailed to the
respondents with a request to return after completing the
same. It is most extensively used in various economic and
business surveys. Before applying this method, usually a Pilot
Study for testing the questionnaire is conducted which reveals
the weaknesses? If any, of the questionnaire.
Questionnaire to be used must be prepared very carefully so that
may prove to be effective in collecting information.
ANALYSIS OF DATA

After the data have been collected, the researcher turns to the task of
analyzing them. The analysis of data requires a number of closely
related operations such as establishment of categories, the
application of these categories to raw data through coding, tabulation
and then drawing statistical inferences. Coding operations usually
done at this stage through which these categories of data are
transformed into symbols that may be tabulated and counted. Editing
is the procedure that improves the quality of the data for coding. With
coding the stage is ready for tabulation. Tabulation is a part of the
technical procedure that improves the quality of the data is put in the
form tables.

Analysis work after tabulation is generally based of the computation

of various percentages, coefficients, etc., by applying various well
defined statistical formulas. In the process of analysis, relationships
of differences supporting or conflicting with original or new hypothesis
should be subject to tests of significance to determine with validity
data can to include any conclusion(s).
 COLLECTION OF DATA THROUGH QUESTIONNAIRES

This method of data collection is quite popular, particularly incase of

big inquiries. It is being adopted private researchers, and workers,
and private and public organizations and even government. In this
method a questionnaire is sent (usually by post) to the persons
concerned with a request to answer the question and return the
questionnaire.
The method of collecting data wise mailing the questionnaires to
respondents is the most extensively employed in various economy
and business surveys. The merits claimed on behalf of this method
are as follows:
1. There is low cost even when the universe is large and is
widely spread geographically.
2. It is free from the bias of the interviewer; answers are in
respondent’s own words.
3. Respondents have adequate time to give well thought out
answers.
4. Respondents, who are not easily approachable, can also be
reached conveniently.
5. Large samples can be made use of and thus the results can
be made more dependable and reliable
The main demerits of this system can be listed here:
1. Low rate of return of the duly filled in questionnaires; bias due
to no response is often indeterminate.
2. It can be used only when respondents are educated and
cooperating.
3. The control over questionnaire may be lost once it is sent.
4. There is built in flexibility because of the difficulty of amending
the approach once questionnaires have been dispatched.
5. There is also possibility of ambiguous replies or omissions are
difficult.
6. It is difficult to know whether willing respondents are truly
representative.
7. This method is likely to be slowest of all.
 DATA COLLECTION

DATA COLLECTION INSTRUMENTS:-

The instruments used to collected are as follows:-
1. Questionnaire
2. Oral Discussion
DATA TYPE
Two types of data have been collected for analysis.
PRIMARY DATA
It has been collected with the helps of structured non-disguised
questionnaire which were personally administered to respondent.
Both closed and open ended questions were used to get the
designed information. Questionnaires were designed for both
consumers and retailers. Important scales and ranking methods were
used for collecting the primary data.

SECONDARY DATA
It has been collected with the help of Internet and oral discussion. It is
used for a brief history of liquid milk industry.
SAMPLING DESIGN
It was a non-probability convenience sampling.
 THE INDIAN MILK INDUSTRY

INTODUCTION
The basic strength of the Indian economy is agriculture on which
seventy percent of the population depend for their livelihood. And a
part of it is the Indian dairy industry.

INDIAN DAIRY INDUSTRY IN 1940s

• Inferior quality of locally marketed milk.
• Heavy dependence on imports.
• Unorganised production and processing.
• The rich dairying heritage being eroded.

FORMATION OF NATIONAL DAIRY DEVELOPMENT

BOARD

The National Dairy Development Board was created to promote,

finance and support producer-owned and controlled organizations.
NDDB's programmes and activities seek to strengthen farmer
cooperatives and support national policies that are favourable to the
growth of such institutions. Fundamental to NDDB's efforts are
cooperative principles and the Anand Pattern of Cooperation.
DAIRY COOPERATIVES
Dairy Cooperatives account for the major share of processed liquid
milk marketed in the country. Milk is processed and marketed by 170
Milk Producers' Cooperative Unions, which federate into 15 State
Cooperative Milk Marketing Federations. Liquid milk it accounts for 90
per cent of the revenue of cooperatives. The MNCs and private
players, which were earlier only into milk products, are now seriously
getting into the liquid milk sector. They realise that money is in liquid
milk. Whoever has access to cheap milk eventually wins the battle in
the products business. You can go and buy standard marketing,
brand building expertise.

The challenge for cooperatives is not to be competitive to export but

to be competitive to expand their market (for liquid milk) which has a
limited purchasing power. Those that are buying milk today are not
going to be buying much more. Cooperatives have to bring the price
down for those who cannot afford it. And only if they do it will it
ensure that imports don’t come in. The real challenge is how to bring
prices down, how to reduce costs at the village level, in areas like
transportation. Every paisa now counts.

At the heart of the Indian dairy revolution stands the Indian farmer
with two to five animals who produces some of the cheapest milk in
the world by feeding his animals’ mostly agricultural waste like straw.
If he expands his operations and herd and starts buying costly feed
he will lose his competitiveness. So how will milk production rise
without raising costs? By taking the cooperative dairy revolution to
where it is still weak, the east and north-east of the country. This will
help fight poverty there, raise their own purchasing power for milk and
keep feeding the dairy sector with a rising supply of liquid milk at the
globally competitive Indian costs for another ten years. If you wish to
run your business professionally and competitively you have to first
benchmark your costs and stabilised quality at a very high level.
That’s the tough part. Then you hire a brand consultant, evolve a
brand strategy and get marketing experts to run the promotions and
do the selling. The key elements are an expanding supply of cheap
milk and attention to quality.

The Dairy Board's programmes and activities seek to strengthen the

functioning of Dairy Cooperatives, as producer-owned and controlled
organizations. NDDB supports the development of dairy cooperatives
by providing them financial assistance and technical expertise,
ensuring a better future for India's farmers.

Over the years, brands created by cooperatives have become

synonymous with quality and value. Brands like Amul (GCMMF),
Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka),
Milma (Kerala) and Gokul (Kolhapur) are among those that have
earned customer confidence.

Some of the major Dairy Cooperative Federations include:

Andhra Pradesh Dairy Development Cooperative Federation Ltd

(APDDCF)
 Bihar State Cooperative Milk Producers’ Federation Ltd
(COMPFED)
Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF)
Haryana Dairy Development Cooperative Federation Ltd.
(HDDCF)
Himachal Pradesh State Cooperative Milk Producers’ Federation
Ltd (HPSCMPF)
Karnataka Cooperative Milk Producers’ Federation Ltd (KMF)
Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)
Madhya Pradesh State Cooperative Dairy Federation Ltd
(MPCDF)

Maharashtra Rajya Sahakari Maryadit Dugdh Mahasangh

(Mahasangh)

Orissa State Cooperative Milk Producers’ Federation Ltd

(OMFED)
Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)
Punjab State Cooperative Milk Producers’ Federation Ltd
(MILKFED)
Rajasthan Cooperative Dairy Federation Ltd (RCDF)
Tamilnadu Cooperative Milk Producers’ Federation Ltd (TCMPF)
West Bengal Cooperative Milk Producers’ Federation Ltd.
(WBCMPF)
THE BIRTH OF AMUL
• Linked to the freedom movement of India.
• Founded in 1946 to stop the exploitation of milk producers at
the hands of middlemen.
• A Co-operative movement – member control on milk
production, processing and marketing.
• A humble beginning with two village societies and 247 litres of
milk.
THE GROWTH OF AMUL
• Co-operative movement spread like wild fire in the state.
• Rapid increase in milk procurement.
• Identification of Bombay liquid market.
• Investing in manufacturing plants that produce milk powder,
butter, cheese and condensed milk.
• Launch of “Amul” as a brand.

FORMATION OF GUJARAT COOPERATIVE MILK MARKETING

FEDERATION LTD [GCMMF]
Formed 1973
No. of Cooperative Unions 12
No. of Dairy plants 19
Capacity 6,595 Thousand Litres per Day
It is Apex Marketing Federation of 12 District Milk Unions in Gujrat to
operate own marketing and distribution networks pan India and
abroad

Address:
Gujarat Cooperative Milk Marketing Federation Ltd., Amul Dairy Road
Anand, Gujarat, India 388 001, Tel: +91-2692-241621 & 23
Web : www.amul.com

COMPETITORS OF AMUL :

PARAS(VED RAM & SONS)

MADHUSUDAN

MOTHER DAIRY

AMRIT FOOD

GOPALJEE(G.K.DAIRY)

UMANG(J.K.DAIRY)

PARAM

RAMLAL

MADHUBAN

COMPETITORS OF AMUL KOOL:-

GAGAN FLAVOURED MILK ,THE PRODUCT OF

AMRIT FOOD (A DIVISION OF AMRIT VANASPATI CO.LTD.)

NESTLE PACKEDGED FLAVOURED MIlk

AMUL KOOL BUSINESS DETAILS

WHAT IS AMUL KOOL ?

AMUL KOOL
SUGAR
TOND MILK
(15%)
SOLID NOT FAT
FAT
FAT
VITAMINS C

CARBOHYDERATE

CALCIUM

PROTEINS

IRON

LACTOSE

Amul Kool is a high value food. It supplies body building Proteins,

bone forming Calcium, and health giving Vitamins and furnishes
energy giving Carbohyderate,Natural identical flavour giving a
natural taste and Milk Fat in an easily digestible and assimilable for
Health.

DIFFERENCE BETWEEN AMUL KOOL AND GAGAN

Constituents AMUL KOOL GAGAN

ENERGY 184 Cal. 180 Cal.

COLOUR & NATURAL

FLAVOUR IDENTICAL SYNTHETIC FOOD
FLAVOUR COLOURS & ADDED
FLAVOURS
MILK USED TOND MILK DOUBLE TOND
MILK

TYPES OF MILK USED:

Variation in different types of milk is due to the difference in their Fat

and SNF content.

TYPE OF MILK FAT % SNF %

DOUBLE TOND MILK 1.5 9.0

 TOND MILK 3.0 8.5

AMUL IN DELHI:

Delhi National Capital Region (NCR), among the biggest milk markets
in the country, is dominated by Mother Dairy currently. Amul and
NDDB's non-compete agreement has prevented the former from
launching its liquid milk in the Delhi market till 2003.

With the non-compete agreement having run out this year, Amul fresh
milk was launched in Delhi last month in two variants — full cream
and toned — priced at par with that of Mother Dairy at Rs 18 and Rs
14 per litre, respectively. Amul is bringing its milk into Delhi through
one of its district co-operative unions, the Gujarat-based Mehsana
Union. The milk will be packed at Kwality Dairy in Ballabgarh, leased
out to Amul for this purpose. Amul will use the same distribution
network as butter and cheese to retail Amul Milk in Delhi. According
to Mr R.S. Sodhi, Amul’s marketing head; Amul will not use skimmed
milk powder in its milk.

GCMMF officials say the company's milk capacity has already

touched 80,000 litres per day (LPD) and have plans to take it to 3
LPD. Amul is now selling through 2,500 retail outlets and will increase
this to 7,500 apart from covering outlets which are selling Amul
butter.

The Delhi market comprises 40 lakh litres currently and is dominated

by Mother Dairy, which sells 10 lakh LPD. The other organised sector
players are Paras Dairy, which sells 3 lakh LPD, state-owned Delhi
Milk Scheme (2.5 lakh LPD), Gopaljee (1-1.5 lakh LPD) and Britannia
30-40,000 LPD.

In just a fortnight, Amul milk has taken the Indian capital by storm,
rapidly eating into the market share of long time players like Mother
Diary and Paras. Who cares if it was rivalry or business strategy that
made the Gujarat Cooperative Milk Marketing Federation (GCMMF)
enter the capital with Amul milk to take on state-owned Mother Dairy
in its home turf? From the response, Delhiites seem to be lapping up
Amul’s pouches of full cream and toned milk in unimagined
quantities.

In just two weeks of entering the market, Amul is beginning threaten

the virtual monopoly of Mother Dairy and Paras. “We did not expect
to reach 70,000 litres daily supply in little over two weeks,” said R.S.
Khanna, a GCMMF official here.

“We had expected to go up gradually and had made arrangements

for pasteurisation and packaging of just 60,000 litres per day at
Kwality Dairy’s unit in Faridabad, which we have leased,” Khanna
said. But in less than one week, Amul notched the mark of 50,000
litres per day. GCMMF is bringing milk to Delhi through one of its
district co-operative unions, located at Mehsana, around 700 km from
the capital.

The fresh milk is transported through insulated containers of between

12,000 to 20,000 litres capacity at two degree centigrade. After the 24
to 30 hours journey by road, the milk is processed and packaged at
Mehsana before being distributed in the Indian capital. “The
packaged milk is being sold through 2,500 retail outlets, which we
hope to raise to 7,500 as we soon as we are able increase the
supplies to 100,000 litres.

“In two months our target is to raise supplies to 200,000 litres per
day,” he added. The official admitted that the idea of entering the
Delhi market had originated in August when the state and central
governments approached the GCMMF to help tide over an acute milk
shortage. “Having helped to bridge the demand supply gap, we
decided to come in with fresh milk supply, which does not contain any
milk powder and is creamier and of richer quality compared to most
other milk supplied in the city because it has more fat and solid non-
fats like protein and minerals,” said Khanna. At over five million litres
a day, Delhi is one of the biggest markets for milk in the country. Of
the supplies from the organised sector, Mother Dairy has been the
undisputed leader with 1.8 million litres daily sales through package
and vending machines. The other big names are Paras, Param,
Gopaljee and Umang. Now Amul milk has arrived to eat into the
share of other players in the market on the strength of its quality and
brand equity.
 PROFILE OF

GCMM

Gujarat Cooperative Milk Marketing Federation

GCMMF: An Overview

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.

Members: 12 district cooperative milk

producers' Union
No. of Producer Members: 2.36 million
No. of Village Societies: 11,333
Total Milk handling capacity: 6.9 million litres per day
Milk collection (Total - 2003-04): 1.81 billion litres
Milk collection (Daily Average 4.97 million litres
2003-04):

Milk Drying Capacity: 511 metric Tons per day

Cattlefeed manufacturing 2340 Mts per day
Capacity:

Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616

AMUL KOOL :
‘Nature’s finest flavoured milk is here’

GCMMF launched Amul Kool in Delhi and NCR in 2004 to cater the
demand of consumers and to fill in the gap between demand and
supply. It reaches consumers within hours of it being packed at the
right temperature to ensure that it retains all its natural goodness.

Treasure of Natural Goodness

Amul Kool is highly nutritious and contains proteins, minerals,

carbohydrates and vitamins i.e. SNF as it is commonly called. Amul
Kool also contains natural fat and natural SNF as it is from natural
source and does not contain milk powder.

Quality Standards

Amul Kool strictly conforms to quality standards of Prevention of

Foods & Adulteration Act (PFA). This means when one buy Amul
Kool he/she is sure to get:

• Nature’s perfect food for the health of your family

• Milk which has longer because of its superior bacteriological
quality and the state of the art processing technology.
• The right quantity as mentioned on the packs
• Consistent quality and ample quantity throughout the year even
during festive and lean session.
• The accurate taste which is mentioned on the bottle or pack.
 KOOL

FAT ENERGY QUANTITY MRP per

Amul Kool 9.7% 184 cal. 200ml. Rs. 10/-

Gagan 8.9% 180cal. 200ml. Rs. 10/-

NESTLE ----------- 200cal. 200ml. Rs.15/-

List of Products Marketed:

Cheese Range:

• Amul Pasteurized Processed Cheddar Cheese

• Amul Processed Cheese Spread
• Amul Pizza (Mozarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese

UHT Milk Range:

• Amul Taaza 3% fat Milk

• Amul Gold 4.5% fat Milk
 • Amul Slim-n-Trim 0% fat milk
• Amul Chocolate Milk
• Amul Fresh Cream
• Amul Snowcap Softy Mix
• Amul Taaza Double Toned Milk

Infant Milk Range:

• Amul Infant Milk Formula 1 (0-6 months)

• Amul Infant Milk Formula 2 ( 6 months above)

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 3% fat
• Amul Smart Double Toned Milk 1.5% fat
GCMMF – BUSINESS PHILOSOPHY

• To serve the interests of milk producers.

• To provide quality products to consumers – value for money.

INDUSTRY STANDING

• India’s largest food products marketing organisation with an

annual turnover of over Rs. 2700 crores.
• Market’s popular brands Amul and Sagar.
• India’s largest exporter of dairy products.
• India’s largest “cold chain” network.
• No.1 market share holder in India for Butter, Cheese, Ice-
cream, Dairy Whitener, Condensed Milk, UHT Milk, and Baby
Food.
• Presently marketing pouch liquid milk in five states namely,
Gujrat, Maharashtra, Chattisgarh, Rajasthan, Delhi and Madhya
Pradesh.
OUR VALUES

• Customer Orientation.
• Commitment to Producers.
• Belongingness.
• Co-operation.
• Pride in Organisation.
• Employee Satisfaction.
• Integrity.
• Excellence.
• Leadership.
• Quality..

MISSION STATEMENT

We, at GCMMF, endeavour to satisfy the taste and nutritional

requirements of the world, through excellence in marketing through
our committed team.

Trough co-operative network, we are committed to offering quality

products that provide best value for money.
GCMMF – JOURNEY 2005

GCMMF will be an outstanding marketing organisation with

specialization in marketing of food and dairy products, both fresh and
long life, with customer focus and information technology integration.
The network would consist of over 100 sales offices, 7500 stockists
covering atleast every taluka headquarter town, servicing nearly n1
million retail outlets with a sales turnover of Rs.10,000 crores (100
Billion), and serving several cooperatives.

GCMMF shall also create markets for its products in the neighbouring
countries.
 Facts on 30th Annual General Body Meeting

Adopted at their meeting held on 8th June, 2004 for presentation

at the 30th Annual General Body Meeting

As Amul was founded on a sound business model: providing

quality products to consumers at an affordable price. The Pundits
have described our model as "value for money" and it has been
adopted by a number of companies. While imitation may be
flattery, most other organisations fail to understand that "value for
money" is not just about low prices - it means offering the best
quality products at the most reasonable price. As a cooperative,
our faith requires that we safeguard the interest of both our major
stakeholders the farmers - and the consumers whose loyalty is
essential to our continued success.

MILK PROCUREMENT
Total milk procurement by Member Unions averaged 51.13 lakh
kilograms per day, a marginal decline from 52.35 lakh kilograms
per day, achieved in 2002-2003. However, the good monsoons
experienced during last year and the better procurement prices on
offer are expected to encourage higher milk production and
procurement in the current year.

SALES

During the year, your Federation's sales registered a growth of 5

percent increase to reach Rs. 2,881.96 crores including consignment
sales of Rs.62.95 crores. The dairy line grew by about 18% despite
the loss of a sizable edible oil business. In 2004-05, the sale of Amul
Milk in pouches increased by 34 percent in value terms. A notable
development in the area of liquid milk in pouches has been the
successful launch of Amul Milk in the Delhi market during November
2003. Within under 60 days of launch, achieved sales of 1 lakh liters
per day. UHT Milk has grown in both value and volume terms by 60
percent, which shows that it has really come upon the high growth
stage. Despite intense competition, sales value of Amul Butter grew
by 19 percent and that of milk powders has firmed up further. The
sales of the Amul Cheese range increased by 13 percent. Products
like Flavoured Milk, Amul Fresh Cream, Paneer, Mithaimate, Softy
Mix, and fresh curd demonstrated their potential to become dominant
brands

DISTRIBUTION

During the year, the major development on the distribution front

was the development and alignment of four distribution highways-
those of Fresh Products, Chilled Products, Frozen Products and
Ambient Products. This is a significant achievement because it
allows us to develop synergies among all our product lines and to
leverage these highways to introduce and distribute new products
as per market demand. I take pleasure in declaring that no other
organization in India has been able to develop this kind of channel
synergy so far.
Another major initiative undertaken during the year was the Time-
based Military Technique (TMT) of distribution. This has been
deployed to effect a nationally synchronized mass distribution of
products with the objective of achieving total channel penetration
on a single day. Most of our products launched or re-launched
through this technique have seen significant gains in distribution
and availability.

After Distributor Salesmen in the previous year and Distributors in

the year before last, it was the turn of the top Retailers across the
country to participate in the Amul Yatra Programme. It is
conducted by your Federation to bring our channel partners face
to face with our cooperative institutions, activities, culture and
achievements through a guided tour in and around Anand. A total
of 114 Distributor Salesmen and 482 top retailers from across the
country participated in the Amul Yatra this year. With the opening
of several new milk markets and 3 separate Milk Sales Offices at
Mumbai, New Delhi and Boisar, the number of Milk Area Delivery
Agents has increased. 95 Milk Area Distribution Agents also
visited Anand for Amul Yatra. Distributors have further enhanced
their infrastructures in terms of installation of cold storage
arrangements, enhanced bank guarantee limits with Federation
and introduced good quality delivery vehicles. An objective
evaluation was done in the form of distributor renewal and
Performance appraisal.
INFORMATION TECHNOLOGY INTEGRATION

The Federation has further advanced our technological

leadership by implementing a Virtual Private Network (VPN) with
secured fiber optic connectivity which, with deployment of the
"Amul Online ERP" System, will facilitate electronic transactions
between member unions and the Federation offices, providing a
seamless and smooth flow of information that enhances
operational efficiency. The Federation now enjoys a significant
advantage in rapid reaction to changing business demands.

Your Federation is bolstering our brand identity as a farmers' co-

operative through the Internet based "amul.coop" URL and e-mail
addresses. This will continually remind the world's consumers that
we are a cooperative, and proud of it. This identity gives us a vital
business advantage and facilitates Amul brand penetration across
the world. It also strengthens our co-operatives by bringing our
members together and closer to consumers.

COOPERATIVE DEVELOPMENT PROGRAMME

During the last four years, Member Unions have implemented an

Internal Consultant Development (ICD) intervention focused on
developing leadership among member producers, helping them to
better manage their dairy business.

During the year, Member Unions continued to implement the

module on Vision Mission Strategy (VMS) for primary milk
producer members and Village Dairy Cooperatives. Facilitated by
specially trained consultants, 1,073 Village Dairy Cooperative
Societies (VDCS) have conducted Vision Mission Strategy
Workshops, and have prepared Mission Statements and Business
Plans for the next five years. The VMS module has prompted milk
producers to initiate activities at villages that have far-reaching
effects on the milk business.
The success of the program has led to Member Unions focusing
on implementing this VMS module and developing Business
Plans for all VDCS, thus strengthening them to face the fierce
competition ahead.

With the objective of encouraging professional management by

Milk Producers and dairy cooperative societies, Member Unions
have initiated Members' Business Development Programme
(MBDP). During the last three years, 2,483 villages and 1,53,108
milk producers participated in the programme. This has resulted in
introduction of new scientific animal husbandry management
methods on a significant scale.

A Chairmen and Secretaries' Orientation Programme is being

conducted at Mother Dairy, Gandhinagar. Member Unions,
supported by your Federation, carry out this program to increase
awareness regarding the dairy industry scenario and to develop
leadership skills among Chairmen and Secretaries. During the
year, 5,797 chairmen and secretaries from 2,944 Village Dairy
Cooperative Societies participated in the program.

An ongoing emphasis of Member Unions has been to encourage

increased women milk producers' participation in their Dairy
Cooperative Societies. To develop and enhance leadership skills
and qualities, Member Unions organised three Self Managing
Leadership (SML) workshops at Prajapita Brahmakumaris, Mount
Abu which attracted the participation of 3,100 women resource
persons along with the Chairmen and Secretaries of 750 VDCS.
 WHAT THE FUTURE HOLDS

As there is a steady increase in consumer expectations. Product

and service quality is rapidly becoming the minimum threshold for
consumer acceptance. To achieve and maintain competitive
advantage, innovation in product design and delivery are
increasingly essential. Innovation must now define us as an
organization.There must innovate at each stage in our value chain
- production, procurement, processing, marketing and branding.

Innovation cannot be mandated or forced out of people. It is

everywhere a function of the quality of people and environment.
Need to have enough skilled people working in a self-actuating
environment to produce innovation. In these times of increasing
market opportunities, to devise more effective ways of attracting
and retaining skilled human resources. It is to be realized that just
as the market is expanding for our products, so it is opening up
new opportunities for the skilled people that we need to tap the
market. Further, it does not suffice merely to retain skilled human
resources. It is also necessary to provide them an adequately
self-motivating work environment that draws out the best out of
them on a sustained basis.

From the year 1994, our unions have been engaged in the
practice of third party validation of its practices. Since then, we
have been awarded the ISO 9002:2000, the HACCP, the ISO
14001 and similar marks of our excellence in milk procurement
and processing. The importance of standardization of our village
society election processes lies in their instrumentality in throwing
up genuine and visionary leaders. It determines the future of the
cooperative movement.
 FINDINGS,DATA COLLECTION AND
ANALYSIS

QUESTIONNAIRE FOR CONSUMER

Sample Size: 500 consumers

1. Which Flavoured milk do you buy?
A. Branded : 330
B. Loose : 130
C. Both : 40
 BOTH

8%

26% 1
LOOSE
2
3
66%
BRANDED

BRAND NO. OF CONSUMERS

AMUL KOOL 150
GAGAN 180
ANALYSIS
• The area covered Ghaziabad is in the vicinity of New Delhi, the
capital of India; branded things and even fresh milk is in great
demand among literate consumers.
• People are conscious of hygienic products and people of Rs.
10000+ income group have a general inclination for branded
packaged Flavoured milk because it is believed that loose milk
is generally not safe to consume.
• We found that 66% of our respondents use branded milk and
26% people use loose milk.
• Moreover 8% of respondents have indicated that they use both
branded and loose milk.
 2.Do you know that Amul has launched its flavoured milk in
bottle & tetrapack?
Yes : 325
No : 175
If yes have you tried Amul –Yes : 178(out of 325)

NO, 35%
1
2
YES, 65%

ANALYSIS
• We found that people are aware of Amul’s flavoured milk and
Amul has good reputation among the consumers. GCMMF Ltd.,
is considered to be one of the best companies in the dairy
products category in FMCG sector.
• When GCMMF Ltd declared that it is going to launch flavoured
milk in Delhi the consumers accepted it in leaps and bound.
People perceive Amul as the triumph of indigenous technology.
• People perceive Amul’s dairy product as Nature’s perfect food
for the health of their family.

3.How do you come to know about Amul Kool?

A. T.V. : 125
B. BANNERS : 115
C. Radio : 25
 D. NEWSPAPER : 75
E. Friends : 115
F. P.O.P. : 45

P.O.P, T.V.ADD.
9% 25%
Friends,
23%

NEWSPA BANNER
Radio,
PER, S 23%
5%
15%

 It is very important for a company to know that medium of

promotion is most effective on the consumers and which is
reachable to the consumers. Regarding this 15% people says
that they came to know about Amul Kool through newspaper.
Those who got the information from Banners 23%, radio 5%,
t.v.25% , friends 23%, pop 9% .Advertisement has emerged as
the best way to reach way to reach into the customer mind.
Means in today era advertisement plays important role in
building image. The collected by us is also says that
advertisement is big factor for spreading the awareness of
consumers. The outcome is that a good spending in
advertisement generally pays in the long run.

4. What first come to your mind about Amul Kool?

 • A good brand.
• Good in taste.
• A leading brand in the Indian market.
• Reliability.
• Purity.
• Trustworthiness.
• Value for money.
• Good for health and health conscious people.
• Powder based milk.
• Real taste and mazaa.
• it is an old timetested brand on which one can rely.
• Must be very good because its other products are
excellent and AMUL has its own identity.

5. What all flavours of Amul Kool do you know?

ELAICHI : 93
ROSE : 42
OTHER : 15
 OTHER
9%

29% 1
2
3
62%

ROSE
ELACHI

• Throughout the survey it was found that people who consume

flavoured milk are more aware of flavours. 93 people out of 150
or 62% of respondents were aware of elachi and 42 people or
29% of respondents were aware of rose.

• 15 respondents (9%) said that are using other flavours. Many

consumers also purchased various kind of flavours according to
the requirements.

6. Please give the 1st rank to the following brand as per

your choice?
A. Amul : 170 , B. Gagan : 185
c.Nestle : 105, D. Other :40

other40, 8%
Amul 170,
Nestle, 105, 34% 1
21% 2
3
4
Gagan 185,
37%
Only rank cannot help to winning the market. While in winning the
market a Company needs to have good quality as well as availability
and the right price supported by proper advertisement support and
since Amul is fulfilling these requirements it is the best in dairy
products since 1946. That’s why after launch of flavoured milk in the
short period of time Amul is rising progressively to become the
market leader in the area covered those who tried Amul Kool once
they became the permanent customer of Amul Kool. 34% or 170
consumer says that Amul Kool is number 1 and there is good
amount who says that Amul Kool is number2 brand {140}. But till the
survey Gagan has the highest percentage 37% and Nestle is at third
place.

7. Please tell if you have switched from one brand to

another?

From Switch No. of Reason

over to respondents
Gagan Amul 45 Gagan quality was declining
so tried Amul & liked it.Amul
Kool has good taste.
 Amul Gagan 42 Easy availability.

• Flavoured milk is daily consumable commodity and considered

to be a nutritious diet. So whenever customer found any
unacceptable degradation in quality as well as adulteration they
switch over to another brand.
• An interesting point which we found during our survey is that
now people are not stable on any particular brand. If they do
not find good quality in there flavoured milk they can for another
brand where they find good quality and which is easily
available.
• Because of it quite a no. of consumers of brands such as
Gagan and Local flavoured milk has switched over to Amul
Kool because Amul is providing good quality, easily available,
good taste purity than their rivals. Moreover Amul does not use
synthetic milk as well as harmful chemicals in its flavoured milk.

8. What do you look while buying flavoured milk? (I, II, III, IV,
V)
What factors do you consider before purchasing your
brand?

Availability : 160
Quality : 130
Taste : 95
 Price : 60
Purity : 55

PURITY
11% AVAILIBILITY 1
12% 32%
PRICE 2
3
4
TASTE19%
5
26%
QUALITY

We found that in the success of flavoured milk in market,

availability and quality plays an important role. Other factors like
taste, price, purity are although less significant. In the study
32% of the respondents said that for them availability is the
most important factor. They go to the confectionary store or
dairy shop of their colony and if the product is not available how
can they buy. 26% of the respondents
said that for them, quality is the main concern. Those who
preferred taste, price and purity were 19%, 12%, 11%
respectively. Consumers go the confectionery shop which is
nearest to their doorsteps so they generally compromise with
that one.
 9. Who influences your buying decision?
A. Family : 200
B. Brand Name : 100
C. Advertisement : 100
D. Retailer : 50
E. Others : 50

Others, 10%
1
Retailers,
10% Family, 40% 2
3
Advertisement
4
, 20%
Brand Name, 5
20%

When we ask to the consumer about their buying decision those who
said that their decision of purchase for a particular brand of milk is
influenced by members in the family were 40% and 20% said that
they are influenced by brand name.
Similarly 20% of our respondents said they were motivated by
advertisement and the claims made by companies.
Retailers influenced 10% and others factors 10%.
Regarding family we found that usually mothers and wives usually
decide which brand to purchase according to their affinity for a
particular taste.

10.Where do you buy Flavoured milk?

A. Confectionary : 170
B. Home delivery : 140
C. Booths : 100
D. Dairy shops : 90

Dairy
Shop,
18% Confection 1
ery, 34%
2
Booths, 3
20%
Home 4
Delivery,
28%

Confectionary stores usually keep a no. of other daily use eatables

and commodities and consumers think it to be very convenient to
purchase their daily bread as well as their brand of flavoured milk and
34% of our respondents said that they buy flavoured milk from their
colony or town confectionary stores.
In the urban areas of Ghaziabad a no. of vendors give home delivery
of flavoured milk and other products therefore the people who didn’t
have time usually preferred home delivery.

11.Whether Amul Kool is available whenever you go to your

shop?
Yes ‫ڤ‬ No □
Yes : 78
Can’t say : 25

Cant say,
24%

1
2
Yes, 76%

 that part we tried to know about availability of Amul Kool and

there was surprising answer. Amul kool has covered the area in
the short span of 10-12 months.
 78%people say that they find the Amul Kool available from
where purchases the milk which means Amul distribution is
good.
 But much work is yet to be done to penetrate even deeper into
the market and making new customers.
The quantity of Amul kool consumed generally depended on the size
of a family and the frequency of intake and the various types of
usage. Students who lived in hostels and private flats used Amul Kool
regularly for energy .

13. When do you buy Amul Kool ?

Afternoon : 225
Evening : 185
Both

Both
18%
1
Afternoon
45% 2
3
Evening
37%

We found that 45% of our respondents went to purchase Amul Kool

in afternoon and 37% people went in evening. 18% went both in
afternoon and evening. We found that most people preferred going
to their milk or confectionary shop in the afternoon for drinking kool
and also the home delivery vendors mostly gave their services in the
afternoon.
14. What should be the feature in the winning brand according
to you?

 easy availability near your home.

 Quality.
 scheme for consumers.
 reasonable spending on promotion for creating brand
awareness.
 should be in good in taste.
 should never compromise in quality.
 efficient distribution.
 brand fulfilling the needs of the 3c’s-challenges, competition
and
consumers.
 making arrangement for home delivery to cater to the needs of
the
consumers who have scarcity of time
 an effective brand ambassador.
 packaging of international standard.
 longer shelf life.
 excellent brand equity.

15. Any other suggestion for Amul milk?

 Increase publicity because awareness is low.

 Open retail outlet should be open like other seller.

 Always pay attention to quality to avoid any controversy like

that of CADBURY.
 Add more vitamins to Amul Kool and make adds to propagate

this message.
 Should keep regular check on taste because it is a key factor in

molding the buyer’s decision behavior.

 QUESTIONNAIRE FOR RETAILERS
Sample Size : 200 Retailers
1.For how long you are in this business?
0 – 5 yrs : 22 retailers
6 – 10 yrs : 60
11 – 15 yrs : 70
16 – 20 yrs : 34
21 and more : 14

21yrs&
more, 7% 1 - 5 yrs,
11% 1
16-20yrs,
2
17%
6 - 10 yrs, 3
30% 4
11-15 yrs,
5
35%

 35
% of the retailers are doing business from 11 to 15 years.

And they formed the highest group of this category.

  30
% of the retailers are doing business from 6 to 10 years.
 17
% of the retailers are doing business from 16 – 20 years.
 11
% of the retailers are doing business from 0 – 5 years.
 7
% of the retailers are doing business from 21 years and more
.
2. Which brands you are selling?
Amul Mother Dairy
Paras Gopaljee ‫ڤ‬
Others …………………
Amul Kool Yes – 84 No-- 116

YES
42% 1
NO 2
58%

 We found that 47% of the retailers kept Amul Kool.

3.If selling Amul, since how long you are selling Amul Kool?
 Almost all the retailers who kept Amul Kool were keeping it
since its launch . They were satisfied with the growing demand
 of Amul Kool and said it showed a fair retention power among
consumers. Quite a good no. of consumers tried Amul Kool and
became loyal to Amul Kool.

4. Give average daily sales and distribution (1.Very good

2.Good 3.Fair) of these brands?
Amul……Amrit food ……
Gopal ji ……………………Nestle ……………other………
Other
13%
1
NESTLE AMUL
2
9% 41%
3
GOPALJI 4
AMRIT 5
17%
FOOD
20%

 From the survey of our respondents we found that Amul



 had the largest sale at retailers visited by us. It stood at
the staggering figure of 41% of total sales.
 Second place was occupied by Amrit food and stood at
20% market share.
 Gopalji stood at 17%.
 Nestle at 9% only.
 Other brands occupied 13% of the sales.
 Regarding distribution we came to know that Amrit food
distributors were giving the best service.
 5.Does consumer approach you to keep Amul Kool?
Yes No Yes
24%

Yes: 24 1
2

No : 76 No
76%

 Most of the retailers didn’t give satisfactory answer to this

question. Only 100 retailers said consumers approach them to
keep Amul Kool. But due to low demand and unavailability of
refrigerators they are unable to keep Amul Kool.

6. Are consumers switching over to Amul Kool ?

Yes No
Yes: 94 No : 106
Yes
47% 1
No 2
53%

 94 retailers (47%) were of the opinion that consumers were

switching over to Amul Kool. They were satisfied with the
growing demand of Amul Kool and said it showed a fair
 retention power among consumers. Quite a good no. of
consumers tried Amul and became loyal to Amul.

7. How is the response from the consumer? Give scaling for

Amul Kool.
Excellent to Poor
Note: only 90 retailers gave answer to this question.
Excellent: 05 V. Good: 19 Good: 27
Fair: 25 Poor: 14

Excellent
Poor 6%
15% 1
V.Good
2
21%
3
Fair
27% 4
Good
5
31%

 6% or 5 retailers said that response from consumer was

excellent.
 21% or 19 retailers said that response from consumer was v.
good.
 31% or 27 retailers said that response was good.
 Fair and poor ranking stood at 27% and 15% respectively.
9. Which brand do you usually push to the consumer in case

he does not demand any specific brand and why?

…………………………
A. Brand which has highest margin : 82
B. Old Stock : 22
C. Not specific : 96

A. highest
C.Not
margin 1
specific
41% 2
48%
3
B.Old
stock 11%

 41% of the retailers said that they push the brand which has the
highest margin. Retailers are chiefly considered with margin
and goods and commodities which can be sold.
 11% of the retailers said that if any customer doesn’t give any
specific choice of brand then they give the brand which is of the
old stock.
 48% of the retailers said that this is not specific and they give
any brand.

10. If not selling Amul Kool, then will you like to keep them?
Yes : 92
No : 108
 Yes
46% yes
No no
54%

 Thus we see that 46% of the shopkeeper who were keeping not
keeping Amul Kool said they are interested in keeping Amul
Kool.
 54% of the retailers said they are interested because of poor
demand and of non-availability of refrigerators and of the risk
involved in Amul Kool business because unsold stock is not
returnable.
11. What all you look while keeping Amul Kool on your shop
please rank? (I,II,III,IV,V)

A. Margin : 68
B. Service : 40
C. Behaviour of sales man : 08
D. Brand Name : 06
E. Trade scheme : 06
F. Consumer Demand : 72

Margin
36% 34% Service
Sales Man
Brand Name
3% Trade Scheme
20% Consumer Dem and
3%
4%

 Thus one can see that the main thing which the shopkeepers
are concerned is margin. 34% of the retailers said that for them
margin is the main concern and they look margin before
keeping any brand in their shop.
 20% said that for them service of the distributor, his punctuality
in coming to the shop in morning and evening on time is the
topmost concern.
 36% said that for them consumer demand for a particular
product or brand is the main concern and they keep anything
for which there is consumer demand.
  Salesman behaviour, brand name, trade scheme stood at 4%,
3%, 3% respectively.

12. Any suggestions?

 Increase margin and credit period.
 Provide signboards and freezers.
 Ensure punctuality in service of distributors.
 GCMMF Ltd. should increase ad spending in electronic and
print media to back up sales.
 Policy for the retailers should be flexible, and there should be
provision for return of unsold milk.
 Trade scheme for traders should be launched at regular interval
of time.
 GCMMF Ltd. should also investigate into the working of
distributors.
 Provision for maintenance of freezers at the cost of GCMMF
Ltd. and mechanic when it needs repair.
 Trade scheme for retailers should be not be discontinued.
 For success distribution should be good supported by regular
ads and good margin to shopkeeper.
 Ensure longer shelf life if possible without making any
compromise with quality and don’t use harmful chemicals
 CONCLUSION
AND
RECOMMENDATIONS

Peter Drucker has observed that company’s first task is “to create
customers”. Earlier GAGAN was the pioneer of the market. At
present condition, we cannot say GAGAN is the unchallengeable
market leader, and fully successful to create customers. Other
unorganized sector have made their potentially widely. They are able
to position successfully in the current by attracting potential.

Customers form an expectation of value and act on it. A buyer’s

delight is the function of the products perceived performance and the
customers’ expectation.

Recognizing that high satisfaction leads to high customer loyalty

quality value and service are totality of features and characteristics of
a product that bear on its ability to satisfy stated or implied needs.
Total quality is the key to value creation and customers delight.

Hence GCMMF LTD. should take necessary action to continue

bringing quality product. First, it should participate in formulating
strategies and policies designed to help the company win through
total quality excellence. Second, they must deliver marketing quality
along side production quality and value. Each marketing activity
marketing research, advertising, customer service and so on must be
performed to high standards.
 RECOMMENDATIONS

GCMMF Ltd. and its Amul Kool are not doing as well in the
Ghaziabad market compared to Delhi market though they have a
good marketing strategy followed by strong marketing peoples. In this
period of 8 weeks I scanned the flavoured market of Ghaziabad.

I found that the brand awareness of Amul Kool is not to the point or
as expected to be in Ghaziabad.

 So awareness level of the consumers about Amul Kool should

be improved by installing more canopies and hoarding and
ensure that every colony has a hoarding and a retailer selling
Amul Kool. Big banners and billboards should be installed on
main roads.

 Amul must also come up with booths like that of Mother Dairy to
reduce costs and deliver quality and fresh Amul kool to
customers.

 Amul must launch promotional schemes for customers as well

to increase sales as well as to be in news.
 SWOT ANALYSIS

Strength
 Amul has well built image of excellence and innovation
supported of triumph of Indian dairy technology.
 It has well logistic and channel network.
 Well trained and educated marketing staff.
 Quality of milk is good and it doesn’t use powder in making
milk.
 It ensures that only cow and buffalo milk is used by collecting
milk from milk cooperatives of Gujrat.
 Demand is absolutely optimistic.
 Abundant availability of raw material.

Weakness
 Retailers say they are not satisfied by trade schemes.
 Equal importance is not given by distributors to all retailers and
confectionary stores. They neglect some retailers.
 All is not well with distribution in Ghaziabad.
 With so many companies in this industry, competition is
becoming tougher day by day. But then competition has to be
faced as a ground reality. The market is large enough for many
to carve out their niche.
 Amul is not able to replace its expired items but the competitors
are doing so.
Opportunities
“Failure is never final, and success never ending.” Dr. Kurien bears
out this statement perfectly. He entered the industry when there ere
only threats. He met failure head-on, and now he clearly is an
example of ‘never ending success’! If dairy entrepreneurs are looking
for opportunities in India, the following areas must be tapped:
 Value Addition: There is a phenomenal scope for innovations in
product development, packaging and presentation. Steps can
be taken to introduce Amul Kool with addition of essential extra
elements for health conscious people.
 By increasing the margin to the retailer Amul Kool can reach to
the more retailers as well as consumers.
 By solving the replacement problem it can maximize the
attention of retailers about selling the product.
Threats
 Entry of MNC’s is a serious threat to Amul Kool and other
Indian companies.
 Modifying the distribution channels is a challenge for Amul
Kool.
To acess in the tribal area and grow the demand in this area is
also a threat for the Amul.

The Indian dairy industry, following its delicensing, has been

attracting a large of entrepreneurs. Their success in dairy depends on
factors such as efficient yet economical procurement network,
hygienic and cost-effective processing facilities and innovativeness in
the market place. All the needs to be done is : to innovate, convert
products into commercially exploitable ideas. All the time keep
reminding yourself: Benjamin Franklin discovered electricity, but it
was the man who invented the meter that really made the money!
 SUGGESTIONS FOR IMPROVING THE
MARKET SHARE OF AMUL KOOL

I have found that the market share of amul kool is not as well as
other competitors.due to some ignorance it is not doing well as
it should be in the current market secnerio.
It should adopt some trend which I have feeled in the market which
can increase the sale of amul as well as amul kool,are as follows:-
at first,it should modify it distribution channels which are not doing as
it should be.
1. Advertisement & sales promotion should be conducted by the
company so that the consumers can be more attentive to the
product.If it is possible than sales can be increased.

2. The area of distributor should be defined clearly so that they

can work in their area with more potential.

3. The salesman should be qualified and very much responsible

for their work because if they cannot have attractive
personality how can they convince about the features of the
products effectively and efficiently.

4. Amul should allot some more distributor because the market

has more potential but due to lack of distribution facility some
retailers are not satisfied by the supply of the product.
5. The company should make direct communication with the
retailers so that retailers can give the feedback to the
company about the market to the company.And on the basis
of that company can take the effective decision in time.
6. The should conduct the regular survey of the particular
product so that they can know the taste and desires of the
consumers and the strategy of the competitors.

7. The company should cover the retailers who are far from the
main road or market place,now a it is not covered by the
salesman or the staffs.It can grow up the market share,
because the competitors cover it very well.

8. The company should give the credit facility to the retailers so

that the small retailers can easily get the product.And they
can pay without stress.the competitors are providing this
facility

9. If it is possible to replace the products which are of no use the

co.should replace it easily.the competitors is ahead of Amul
about providing this facility.

10. The company should give advertisement on radio,as well as

in newspapers regularly as reminder for the consumers.

11. The company should organize AMUL DAY to educate the

potential customers as well as retailers

 LIMITATIONS OF RESEARCH

Every research is conducted under some boundations and

thisresearch is not an exception. Limitations of this project are-
The sample size of 500 consumers are too small to project the
opinion of consumer regarding a particular brand and also degree of
success of a particular brand.
There might have been tendencies among the respondents to amplify
or filter their responses under the testing conditions.
Since the study involved sampling method, ‘Drop in’ or ‘Go through’
error might have crept in.

Since the results have been drawn on the basis of the information
provided by the respondents, chances of error might have crept in.
 BIBLIOGRAPHY

MAGAZINES:
• Business Today
• Business World
NEWSPAPER:
• Economic Times
• Business Standard
• The Financial Express
BOOKS:
• Research Methodology by C.R. Kothari
• Consumer Behaviour by Gupta and Pal
• Marketing Management by Philip Kotler,
WEBSITES:
• www.amul.com
• www.parasdairy.com
• www.motherdairy.com
• www.rediff.com/money
• www.ask.com
• www.google.com
• www.domain-b.com
 DECLARATION

I , Syed Salman Ali a student of MBA IV semester of Acme Institute of

Management and Technology, Barielly, 2009-10 bearing UPTU enlorment
no.0839970028 hereby declare that the Research Project Report titled “ To
study the marketing strategy of Amul milk and others in current
market scenario” is the outcome of my work and the same has not been
submitted by any university/ Institute for the award of any degree or any
Professional diploma.

Date:

----------------------------
(Syed Salman Ali)