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CHAPTER-1

INTRODUCTION

1

COMPANY PROFILE OF AMULThe Amul – Meaning

AMUL means “ priceless “ in Sanskrit . A quality control expert in Anand suggested the brand name “AMUL” from the Sanskrit word “Amoolya” variants, all meaning “priceless” are found in several Indian languages. Amul products have been used in millions of home since 1946 . Amul butter Amul milk powder Amul ghee Amulspray Amul cheese Amul chocolates Amul Ice- cream Today Amul is a symbol of many things . of high – quality products sold at reasonable prices . F triumph of indigenous technology . Of the marketing savvy of a farmers organization . And proven model for dairy development .

2

MOTTO, VISION, AND QUALITY POLICY

MOTTO

The main motto of AMUL is to help farmers. Farmers were the foundation stone of AMUL. The

system works only for farmers and for consumers, not for profit. The main of AMUL is to

provide quality products to the consumers at minimum cost. The goal of AMUL is to provide

maximum profit in terms of money to the farmers.

3

VISION

Vision of AMUL is to provide and vanish the problems of farmers (milk producers). The AMUL

apparition was to run the organization with co-operative of four main parties, the farmers, the

representatives, the marketers, and the consumers.

QUALITY POLICY

We the motivated and devoted work force of AMUL are committed to produce whole some and

safe foods of excellent quality to remain market leaders through deployment of quality

management system, state of art technology innovation and eco- friendly delightment of

customer and betterment of milk producer

HISTORY

In early 1940’s a farmer in Kaira district, as elsewhere in India, derived his income almost

entirely from seasonal crops. The income from milk was paltry and could not be depended upon.

The main buyers were milk traders of Polson Ltd.-a privately owned company that enjoyed

4

monopoly for supply of milk from Kaira to the Government Milk Scheme Bombay. The system

leads to exploitation of poor and illiterate farmers by the private traders.

However, when the exploitation became intolerable, the farmers were frustrated. They

collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom

movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a

cooperative union, instated of supplying milk to private traders. Sardar Patel sent the farmer to

Shri Morarji Dasai in order to gain his Co-operation and help. Shri Dasai held a meeting at

‘Samrkha’ village near Anand, on January 4, 1946. He advised the farmers to from a society for

collection of the milk.These village societies would collect the milk themselves and also decided

prices for that which would be profitable for them. The district union was also from to collect the

milk from such village cooperative societies and to sell them. It was also resolved that the

government should asked to buy milk from the union.

However, the government did not seem to help farmer by any means. It gave the negative

response by turning down the demand for the milk. To respond to this action of government,

farmer of Kaira district went on a milk strike. For 15 days not a single drop of milk was sold to

the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner

of Bombay then visited Anand to assess the situation. Finely he decided to fulfill the farmers

demand.

5

Thus their cooperative unions were forced at village and district level to collect and sell milk on

a cooperative basis, without the intervention of government. Mr. Verghese Kurien had main

interest in establishing union who was supported by Shri Tribhuvandas Patel who convinced

farmers in forming the cooperative unions at thevillage level. ‘The Kaira District Co-operative

Milk Producers’ Union’ was thus established in Anand and was registered formally under section

10 of Bombay Act VII of 1925 on December 14, 1946. Since then farmers are selling all the milk

in Anand through cooperative union. In 1955 it was commonly decided the sell milk under the

brand name ‘Amul’

A plant to manufacture balanced cattle feed was formally commissioned on October 31,

1964 by Shri Lalbahadur Shastri, the Prime Minister of India. At the request of the government

of India, a new dairy with a capacity to manufacture 40 tons of milk powder and 20 tons of butter

a day was completed in 1963. This was meant to meet the requirement of India’s defense forces.

The dairy was declared open by ShriMorarji Desai in April, 1965. in 1974, the Kaira Union setup

a plant to manufacture high-protein weaning food, chocolate and malted food at Mogar, about 8

km south of Anand.

 In September, 1981, the second cattle feed plant at ‘Kanjari’ were started. The succesion

of the co-generation project on September 11, 1985, marked a milestone on the energy front

when two gas turbine generators of 1.5 MW each based on natural gas, were commissioned. On

October 31, 1992, Dr. V. Kurien chairman, National Dairy Development Board, laid the

foundation of Kaira Union’s third dairy with a processing capacity of 6.5 lakh liters of milk a

day. Work on the third dairy and cheese plant at ‘Khatraj’ with capacity for 20 Metric Ton of

cheese per day, began in February, 1994. Also in 1994, Kaira Union put up bread spread plant at

‘Mogar’ with the assistance from National Dairy Development Board.

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products

marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims

to provide remunerative returns to the farmers and also serve the interest of consumers by

providing quality products which are good value for money.

6

Members: 13 district cooperative milk producers' Union

No. of Producer Members: 2.6 million

No. of Village Societies: 12,792

Total Milk handling capacity: 10.16 million litres per day

Milk collection 2.38 billion litres

Milk collection 6.5 million litres

Milk Drying Capacity: 594 Mts. per day

Cattle feed manufacturing Capacity: 2640 Mts per day

About Machinery

In AMUL – 3 production of powder, Butter and Milk are being done continuously.

These productions are done by latest machineries equipped with computer system and it

is handled by one technicians.

- The Milk pasteurizer machines belong to Alfa level company of Pune

- Powder plant machineries belong to L & T Larson and Turbo company of India

- Butter production machineries belong to S.G.company of switrzland and other

- Butter manufacturing production machineries belong to Simon Feres com.of

France

7

.Sales Turnover

List of Products Marketed:

Bread spreads:

Amul Butter

Amul Lite Low Fat Bread spread

Amul Cooking Butter

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread

Amul Pizza (Mozzarella) Cheese

Amul Shredded Pizza Cheese

Amul Emmental Cheese

Amul Gouda Cheese

Amul Malai Paneer (cottage cheese)

Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

Amul Amrakhand

Amul Mithaee Gulabjamuns

Amul Mithaee Gulabjamun Mix

Amul Mithaee Kulfi Mix

Avsar Ladoos

UHT Milk Range:

Amul Shakti 3% fat Milk

Amul Taaza 1.5% fat Milk

8

Amul Gold 4.5% fat Milk

Amul Lite Slim-n-Trim Milk 0% fat milk

Amul Shakti Toned Milk

Amul Fresh Cream

Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee

Sagar Pure Ghee

Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 ( 6 months above)

Amulspray Infant Milk Food

Milk Powders:

Amul Full Cream Milk Powder

Amulya Dairy Whitener

Sagar Skimmed Milk Powder

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 Standardized Milk 4.5% fat

Amul Slim & Trim Double Toned Milk 1.5% fat

Amul Saathi Skimmed Milk 0% fat

Amul Cow Milk

9

Amul Ice creams:

Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted

Almond)

Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black

Currant, Santra Mantra, Fresh Pineapple)

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Mega

bite, Cassatta)

Utterly Delicious (Vanilla, Strawberry, Chocolate, Choc chips, Cake Magic)

Chocolate & Confectionery:

Amul Milk Chocolate

Amul Fruit & Nut Chocolate

Brown Beverage:

Nutramul Malted Milk Food

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)

Amul Kool Cafe

10

MILK PROCESSING BLOCK

11

SUPPLY CHAIN EXPLANATION WITH DIAGRAME

DEFINITION OF VALUE CHAIN

As per the above diagram there are the first components is raw material:

In our company the raw materials are milk, powder for ice creams manufacturing, different types

of flavors for ice creams, packaging material, sugar etc. required by the company for

manufacturing. In this step GCMMF play a very important role it procures milk from villages

and for this it develops three types of system and that is societies at villge level, district level and

state level.

12

Check out this vast and ever-growing range of 'tasteful' Amul delectable!

Bread Spreads

Amul ButterUtterly Butterly Delicious

Amul LiteLow fat, low Cholesterol Bread Spread

Delicious Table MargarineThe Delicious way to eat healthy

Milk Drinks

Amul Kool Amul Kool Cafe

Kool KokoA delight to Chocolate Lovers. Delicious Chocolate taste

Nutramul Energy DrinkA drink for Kids - provides energy to suit the needs of growing

13

Kids

Amul Kool Chocolate Milk

Amul Kool Flavoured Bottled Milk

Amul Kool Flavoured Tetra Pack

Amul Masti Spiced ButtermilkAmul introduces the Best Thirst Quenching Drink

Amul Kool Thandai

Powder Milk

Amul Spray Infant Milk FoodStill, Mother's Milk is Best for your baby

Amul Instant Full Cream Milk PowderA dairy in your home

Sagar Skimmed Sagar Tea Coffee

14

Milk PowderWhich is especially useful for diet preparations or for use by people on low calorie and high protein diet.

Whitener

Amulya Dairy WhitenerThe Richest, Purest Dairy Whitener

   

Fresh Milk

Amul Fresh MilkThis is the most hygienic milk available in the

market. Pasteurised .

Amul Gold Milk

Amul Taaza Double Toned Milk

Amul Lite Slim and Trim Milk

Amul Fresh Cream Amul Shakti Toned Milk

15

Amul Calci+

Cheese

Amul Pasteurised Processed Cheese100% Vegetarian Cheese made from microbial rennet

Amul Cheese SpreadsTasty Cheese Spreads in 3 great flavours.

Amul Emmental CheeseThe Great Swiss Cheese from Amul, has a sweet-dry flavour and hazelnut aroma

Amul Pizza Mozzarella CheesePizza cheese...makes great tasting pizzas!

Gouda Cheese   

16

For Cooking

Amul / Sagar Pure GheeMade from fresh cream. Has typical rich aroma and granular texture. An ethnic made by dairies with decades of experience.

Cooking Butter

Amul Malai PaneerReady to cook paneer to make your favourite recipes!

Utterly Delicious Pizza

Mithai MateSweetened Condensed Milk –

Free flowing and smooth texture. White to creamy color with a pleasant taste.

Masti Dahi

Desserts

17

Amul Ice CreamsPremium Ice Cream made in various varieties and flavours with dry fruits and nuts.

Amul Shrikhand----A delicious treats, anytime.

Amul Mithaee Gulab JamunsPure Khoya Gulab Jamums...best served piping hot.

Amul ChocolatesThe perfect gift for someone you love.

18

Company Profile Of Mother Dairy

Mother Dairy – Delhi was set up in 1974 under the Operation Flood Programme, a wholly

owned subsidy of the National Dairy Development Board (NDDB), whose current chairman is

Dr. Amrita Patel. Currently, it is one of the largest milk (liquid/unprocessed) plants in Asia

selling more than 25 lakh litres of milk per day, thereby enjoying a market share of 66% of the

branded milk sales in Delhi. Other important markets include Mumbai, Saurashtra and

Hyderabad. Mother dairy ice-cream was launched in the year 1995 and has shown continuous

growth over the years, and today it boasts approximately 62% market share in Delhi and NCR.

It is Mother Dairy’s constant endeavour to:

(1) 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. To ensure this Mother Dairy operates such that

the farmer gets 85% of the total cost of sales.

(2) Uphold institutional structures that empower milk producers and farmers through processes

that are equitable.

Mother Dairy is an IS/ISO 9002, IS 15000 HACCP and IS 14001 EMS certified organization.

Moreover, its Quality Assurance Laboratory is certified by National Accreditation Board for

Testing and Calibration Laboratory (NABL)-Department of Science and Technology,

Government of India.

19

Product Profile

S.No. Product Name Brand Name Items

1. Milk and its Products Mother Dairy Packaged Milk (Full Cream,

Standardised, Toned, Double Toned

Skimmed and Pro-biotic), Butter, Dahi,

Ghee, Cheese, Ice-Creams, UHT Milk,

Lassi & Flavoured Milk.

2. Edible Oils Dhara Refined Vegetable Oil, Refined

Soybean Oil, Refined Sunflower Oil,

Refined Rice Bran Oil, Kachi Ghani

Mustard Oil and Filtered Groundnut

Oil.

3. Fresh and frozen fruit and

vegetable products

Safal Fruits, Vegetables, Rice, Processed

items (jams, juices, ketchup, pulp, etc.)

Mother Dairy’s has a varied range of products. The different products categories are explained

below:

MILK:

Packaged Milk is available in 5 different variants:

1. Full Cream milk - milk fat 6%, SNF 9%

2. Standardised milk - milk fat 4.5%, SNF 8.5%

3. Toned milk - milk fat 3%, SNF 8.5%

4. Double toned milk - milk fat 1.5%, SNF 9%

5. Skimmed milk - milk fat 0.5%, SNF 8.7%

Other than packaged milk, Bulk Vended Token Milk is also available which is distributed

through vending machines installed in different regions of the city.

The high quality variant of milk is also available under the brand name ok ‘MILK’. It is thick &

completely natural, containing no preservations. It is referred with name of UHT (Ultra Heat

Treatment) Milk.

20

Mother Dairy also manufactures flavoured milk under the brand name of ‘CHILLZ’. It is

available in three flavours namely Kesar Elaichi, Vanilla and Chocolate flavour.

Milk Products:

Various milk products of Mother Dairy are:

1. Mother Dairy Ghee

2. Mother Dairy Butter

3. Mother Dairy Cheese

4. Mother Dairy Dahi (Curd)

5. Mother Dairy Lassi

Except all these milk products Mother dairy also manufactures Ice Cream under two

categories namely CHILLZ and Mother Dairy Ice Cream.

PROBIOTIC:

It is the latest product range launched by Mother Dairy. It mainly contains BB-12 friendly

Bacteria which results in better digestion and absorption of nutrients. It also contains

probiotic fibre which also results in better digestion. The various products in this category

are:

1. b-Activ Probiotic Dahi

2. b-Activ Probiotic Lassi

3. b-Activ Curd

4. Nutrifit (Strawberry & Mango)

SAFAL: Range of fresh foods & vegetables, frozen vegetables, fruit pulps and fruit juices etc.

21

DHARA: It has a popular range of edible oils in different types as refined soya bean oil, refined

sunflower oil and filtered ground nut oil etc.

a smile on your face.

Processing

At mother dairy, the processing of milk is done 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. There are four ways

of milk processing –

Firstly, Clarification, in which milk is spun at very high speed, removing all dust

particles that are invisible to the naked eye.

Secondly, Standardisation which help to milk maintain uniformity by raising or lowering

its fat and SNF (solid not fat) percentage to a desired levels, so as to deliver milk to

consumers as per prescribed PFA norms.

Thirdly, it is Homogenization which improves palatability of milk and

Finally, Pasteurization, which kills all pathogenic bacteria present in the milk and thus

making it safe for consumption.

In case of packaged milk, the processing goes through only three processes (excludes

homogenization).

22

Quality Control

Stringent quality control methodologies are employed in Mother Dairy.

a) The milk is tested for adulterations and quality at the time of collection from the farmers.

b) The Milk that comes from the collection points to the Mother Dairy plant is ensured to

have a temperature of not more than 7°C and is subjected to 15 product and quality

checks.

c) The Milk quality is checked repeatedly after each processing phase and the temperature is

judiciously maintained less than 5°C always.

d) Before the milk leaves the plant for the delivery/distribution outlets the milk is tested

again.

e) The temperature of milk in the delivery trucks is always maintained less than 7°C.

f) All the trucks that deliver milk have specified guidelines to bring back 100 litres of milk

after distribution. This is done in order to test the delivered milk and to ensure that the

tankers are not adulterated during distribution.

g) Since all the employed processing procedures are automated, no contamination by human

hands takes place.

h) To ensure milk freshness the collection and distribution points are always chosen such

that the travel time between them is always less than 36 hours.

Market

i. Mother Dairy markets approximately 2.8 million litres of milk daily in the markets

of Delhi, Mumbai, Saurashtra and Hyderabad.

ii. It sells 2.3 million litres of milk daily and undertakes its marketing operations

through around 14,000 retail outlets and 845 exclusive outlets of Mother Dairy.

iii. The company’s derives significant competitive advantage from its unique

distribution network of bulk vending booths, retail outlets and mobile units.

iv. The company markets an array of fresh and frozen fruit and vegetable products

under the brand name SAFAL through a chain of 400+ own Fruit and Vegetable

shops and more than 20,000 retail outlets in various parts of the country.

23

v. Fresh produce from the producers is handled at the Company’s modern

distribution facility in Delhi with an annual capacity of 200,000 MT.

vi. An IQF facility with capacity of around 75 MT per day is also operational in Delhi.

vii. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per

day, a 100 percent EOU, setup in 1996 at Mumbai supplies quality products in

the international market.

viii. With increasing demand another state-of-the-art fruit processing plant has been

set up at Bangalore with fruit handling capacity of around 250 MT per day.

24

Consumer Perception towards Amul & Mother Dairy Products

Export Potential

India has the potential to become one of the leading players in milk and milk product exports.

Location advantage: India is located amidst major milk deficit countries in Asia and Africa.

Major importers of milk and milk products are Bangladesh, China, Hong Kong, Singapore,

Thailand, Malaysia, Philippines, Japan, UAE, Oman and other gulf countries, all located close to

India.

Low Cost of Production : Milk production is scale insensitive and labour intensive. Due to low

labour cost, cost of production of milk is significantly lower in India.

Concerns in export competitiveness are Quality: Significant investment has to be made in milk

procurement, equipments, chilling and refrigeration facilities. Also, training has to be imparted to

improve the quality to bring it up to international standards.

Productivity: To have an exportable surplus in the long-term and also to maintain cost

competitiveness, it is imperative to improve productivity of Indian cattle.

There is a vast market for the export of traditional milk products such as ghee, paneer, shrikhand,

rasgolas and other ethnic sweets to the large number of Indians scattered all over the world

25

CHAPTER-2

RESEARCH OBJECTIVES

&

METHODOLOGY

26

OBJECTIVE OF THE STUDYAmul & Mother Dairy is the market leader of dairy based food products in Delhi. Amul is

the major competitors in the market against Mother Dairy. It is important to get an idea regarding

Amul’s & Mother Dairy position in Delhi. It would not help Amul to capitalize on existing

potential but also to formulate strategies and to fill the look holes and gaps to fight the

competitive situation

The Objective also contains:

To determine the market share of Amul & Mother dairy based product.

To determine the consumer preferences of Amul & Mother dairy product with the help of

some parameters -quality, taste, price, packing style.

To compare the dairy product of Amul and Mother dairy on the basis of above

parameters

27

SIGNIFICANCE OF THE TOPIC

Create the awareness in the market.

Building confidence in retailers as well as in the customer.

To Understand the terminologies used in market by retailers.

Develop the usefulness in enhancing the usability of the product.

To know different selling skills at various situation of market.

To learn different strategies which are used by retailers in market to convince the

customers.

28

RESEARCH METHODOLOGYMethodology for a study like this is the most important part .The method of study operate by

me is totally is to increase $ to gather the more information regarding this project.

The major emphasis in such studies is on the discovery of the ideas fruitful relevant

information. As such the research design appropriate for such studies must be flexible

enough to provide opportunity for considering different aspect of a problem under study.

I collected the information regarding this project through –

I. PRIMARY DATA

II. SECONDARY DATA

Primary data is collected by the customers and Mother retailers.

Secondary data is collected by retailer & personal interview.

Since our research is descriptive type, so research design is also descriptive.

29

Sample design:

Sampling is a process of obtaining information about an entire population by examining

only a part of it.

As depicted below, I have taken and 40 customers as my sample size

Sample size: CUSTOMER: 40

Analytical tools : This study is based on collecting data by using well-connected

questionnaire for consumer from various demographic segments and also data is collected using

secondary sources. After collecting data it is arranged in the form of tables from analysis and

interpretation. Graphs and percentage analysis are the main tools used for the purpose of

interpretation.

30

CHAPTER-3

DATA ANALYSIS

&

INTERPRETATION

31

Mother Dairy, 15%

Amul, 55%

Other, 30%

ANALYSIS AND INTERPRETATION OF DATA

I. Which company's dairy product you use?

Interpretation:

55 percent consumers use Amul & 30 per cent used others and last 15 percent consumer used Mother dairy products.

32

32%

20%

48%

28%25%

47%

38%

12%

50%

36%

22%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Ghee Milk Butter Cheese

AmulMother dairyOthers

II. Which of the product mostly you go for?

Interpretation:

Amul Ghee used consumer 32%, Mother Dairy Ghee used 20% and others 48%. Milk used by consumer 28% Amul, 25% Mother dairy and others 47%. Butter used by consumer 38% Amul, 12% Mother dairy and 40% others.

III. Are you satisfied with your product?

33

Yes, 80%

No, 20%

Interpretation:

80% Consumer satisfied with their products and 20 % consumer not satisfied their products.

IV. Why are you inclined to your product?

34

60%

40%

68%

32%

70%

30%

80%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Quality Brand Price Taste

AmulMother Dairy

80%

55%

70%

60%

75%75%

85%

60%60%

70%

80%

90%

Interpretation:

Amul Quality inclined to products by consumer 60%, Mother Dairy satisfied 40%. Brand preferred by consumer e.g. 68% Amul and 32% Mother Dairy. Price satisfaction with consumer 70% Amul and 30% Mother Dairy.

V. Do you like any change in product?

35

Interpretation:

All consumers satisfied with their product and some consumer change product Taste by

consumer Amul 80% and no20% and Mother with satisfied 45% and not satisfied 45%. Price by

consumer Amul 30% and no70% and Mother with satisfied 40% and not satisfied 60%. Packing

by consumer Amul 25% and no75% and Mother with satisfied 75% and not satisfied 25%.

Quality wise Amul 15% and no 85% and Mother with satisfied 60% and not satisfied 40%.

36

FINDINGS

Finding Of The Study

37

1. "The company caters to the Indian palate, which is its primary driver of success". In light

of this statement, critically examine the marketing strategies adopted by Amul & Mother

Dairy to capture a sizeable market share of the organized Dairy based food Product in

India.

2. In the modern competitive scenario, promotion is a key element in the marketing mix of a

company. Critically analyze the promotion strategies adopted by Amul India Pvt. Ltd.

What other efforts must the company take to effectively promote its products?

3. Dairy based Products contribute a major share of the revenues of Amul. Given the

competitive scenario in the Dairy Products in India, where competitors such as Mother

Dairy are introducing several innovative products, what measures must Amul take to

remain competitive? Explain in detail.

38

COMPARATIVE STUDY OF AMUL AND MOTHER DAIRY PRODUCTS

Consumer Preferences

Mother Dairy Amul

Ghee Milk Butter

Cheese

Ghee

Milk Butter

Cheese

1. Price High High High High Low Low Low Low

2. Quality High High High High Good Good

Good Good

3. Taste Better

Better

Better Better Good Good

Good Good

4. Packing Style Better

Better

Better Better Best Best Best Best

39

RECOMMENDATIONS

Recommendation

40

1. Company should have feed back from market and consumer about the Dairy based

Products.

2. The more Flavors of Amul & Mother Dairy Products should become in the Market.

3. The company provided some small schemes for retailer also.

4. The company gives some gifts for customer also.

5. The company should associate itself with some games or tournaments like football,

cricket and so on.

6. Company should provide sponsored seminar market intelligence- Company should

maintain the healthy relationship with market distribution channel i.e. whole seller,

distributor, retailers which will boost the brand image.

7. Company should check the market real position help the trainees and other survey

organizations.

8. Company should launch its website and use new advertising channels; i.e.

♦ Trailer in cinema halls

♦ Hoardings

♦ Spencer any education scholarship or games.

41

CONCLUSION

42

Conclusion Of The StudyI have studied and analyzed the Dairy based food Product Market of Amul & Mother

Dairy Products at Delhi on different aspects of the markets, outlets, distribution & consumers.

The survey was conducted in various areas of Delhi with great enthusiasm. This project report

Concludes that Amul & Mother Dairy are easily available in various parts of Delhi. The

distribution channel of the Amul is much strong the most important thing, which I feel to

improve is “the availability to retailers & consumers”.

The retailers & consumers both promotes either Amul or Mother Dairy of it’s brands for

could be with regard to order processing, warehousing, inventory management &

transportation; besides that shop covering, exit from the market by the salesmen glow shine

board, schemes, incentives, prizes, gifts, discount, returning of defective goods, proper supply

should be improved.

My job was to make marketing managers aware of all the problems so that a proper

course of action is required to be undertaken.

43

LIMITATIONS

Limitation Of The Study

44

This survey although carried out with fullest possible efforts and devotion, the limitation of the

time, resources available and limited area chose may lead to limited representation of the

universe. The major limitations from which the study suffers are as follows.

Time Constraint:-

Time factor has been a very big limitation in the research/survey like this. The retailers

have limited time so they sometimes refuse to answer the questionnaire, also me as a surveyor

has less time to conduct the survey. So the size of the sample was restricted to Agra.

Biasness in Information:-

It was felt that retailers did not come up with true responses, in several cases the retailers

answered the questions with the help of other members and it was mostly in case of less educated

persons.

Financial Constraint:-

The financial aspect, which includes the traveling cost, cost of administrating

questionnaire and collection of data through other resources was also costly.

Constraint regarding the use of technique:-

The deeper statistical techniques such as analysis using variance, multiple regressions

etc., could not be adopted due to the constraint of time and efforts. So, simple statistical

techniques were used to analyze the data.

45

BIBLIOGRAPHY

46

BIBLIOGRAPHY

Market Research - Luck and Rubin

Research Methodology - C.R. Kothari

Product Management - Ramanuj Majumdar

Marketing Management - R.L. Vashney & S.L. Gupta

www.google.com

www.amul.com

www.Motherdairy.com

47

ANNEXURE

QUESTIONNAIRE

48

CUSTOMER: ADDRESS:

NAME: INCOME:

I. Which company's dairy product you use

a) Mother b) Amul

c) Others

II. Which of the product mostly you go for?

a) Ghee b) milk

c) Butter d) cheese

III. Are you satisfied with your product?

a) Yes b) No

REASON…

IV. Why are you inclined to your product?

a) Quality b) brand

c) Price d) taste

V. Do you like any change in product

a) Yes b) no

VI. IN WHICH PARAMETER: ……………………………

a) Taste b) price

c) Packing style d) quality

RETAILER: ADDRESS:

NAME: INCOME:

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VII. In dairy products, which company product demand is higher?

a) Amul b) Mother dairy c) others

VIII. Reason……………………………………………

a) Price b) taste

c) Brand d) packing style

IX. Which product of Amul is preferred by customers?

a) Ghee b) milk

c) Cheese d) butter

e) Any other

REASON…

a) Price b) taste

c) Quality d) packing style

X. Which product of Mother dairy is preferred least by customers?

a) Ghee b) milk

c) Cheese d) butter

e) Any other

XI. Which product of amul is preferred least by customers?

a) Ghee b) milk

c) Cheese d) butter

e) Any other

XII. Which of Mother dairy is preferred least by customer?

a) Ghee b) milk

c) Cheese d) butter

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XIII. Rank the preferences of consumers for Amul $ Mother dairy.

Amul Mother dairy Others

Ghee

Cheese Dahi Butter MilkOthers

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