38575601 Amul Project Final Copy

7/30/2019 38575601 Amul Project Final Copy

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2013

Submitted by: Uday Jain

ADOPTION OF A NEW MARKETING STRATEGY FOR

CREATING BRAND VALUE OF AMUL PRODUCTS


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A PROJECT REPORT ON

PROMOTION & FIELD WORK

ENTITLED AS

ADOPTION OF A NEW MARKETING STRATEGY FOR

CREATING BRAND VALUE OF AMUL PRODUCTS

A Project Report

Submitted in partial fulfillment of the requirements for the

Award of degree of Bachelor of Business Administration

20102013

Submittedby Guided by

(Internal Guide)

UDAY JAIN Ms.Natasha Wadhwa

BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL OFDISTANCE EDUCATION

Academic Study Center - BVIMR, New DelhiAn ISO 9001:2008 Certified Institute

NAAC Accredited Grade A University


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Student Undertaking

This is to certify that I UDAY JAIN had completed the Project titled

ADOPTION OF NEW MARKETING STRATEGY FOR

CREATING BRAND VALUE OF AMUL PRODUCTS in AMULINDIA LTD. under the guidance ofMs. Natasha Wadhwa in the partialfulfillment of the requirement for the award of degree of BBA fromBharati Vidyapeeth Deemed University, SDE, Academic Study CenterBVIMR, New Delhi. This is an original piece of work and I had neithercopied nor submitted it earlier elsewhere.

Student Name and SignatureCourse

Dated -


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Certificate

(On Academic Center Letter head)

This is to certify that the project titled ADOPTION OF NEW

MARKETING STRATEGY FOR CREATING BRAND VALUE OF

AMUL PRODUCTS is an academic work done by UDAY JAIN

submitted in the partial fulfillment of the requirement for the award of the

Degree of BBA from Bharati Vidyapeeth Deemed University SDE,

Academic Study Center BVIMR, New Delhi under my guidance and

direction. To the best of my knowledge and belief the data and information

presented by him/her in the project has not been submitted earlier.

Name and signature of Faculty Guide

Designation


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Certificate(On Academic Center Letter head)

This is to certify that the Project titled ADOPTION OF NEW

MARKETING STRATEGY FOR CREATING BRAND VALUE OF

AMUL PRODUCTS is an academic work done by UDAY JAIN

submitted in the partial fulfillment of the requirement for the award of the

Degree of Course from Bharati Vidyapeeth Deemed University, SDE,Academic Study Center BVIMR, New Delhi. . It has been completed under

the guidance of Ms.Natasha Wadhwa.

Dr. Nitin Nayak

(Director


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ACKNOWLEDGEMENT

Learning and acquiring knowledge has no leaps and bounds. It is one resource that

never gets exhausted, the more you preach, the better it gets and the more it lives

down through ages. From the day since man set has feet on earth learning process

had begun and is still evolving making life happier and memorable. One can only

lead a person to things he need to know. Experience through failures and hardship

makes a man perfect.

A sincere and heartfelt thanks to Dr. Nitin Nayak-The Director BVUSDE.

It is a great privilege thanks to express profound gratefulness and indebtedness to

my learned guide Ms.Natasha Wadhwa (Internal Guide)for encouraging me to

undertake and complete my project. Their sympathetic, accommodating, helpful

and construrctive nature remained a constraint source of inspiration for me

throughout the duration of this final project.

Name & signature of the student


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PREFACE

I hereby accept the opportunity to study the concept of employee angagement and

various avenues of it. I feel obliged, as this will be a great learning experiences as

to how to prepare research reports. Since the research report allotted is a major

project report, so the study is done on the data collected from primary and

secondary resources, and thus it is based on descriptive research methods and will

thus help to generate a new insight into the problems.

This research will also help to learn and prepare better projects and execute more

effective researches in the near future. For the purpose of analyzing the data

collected for this project, the report has been divided into the following parts:-


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EXECUTIVE SUMMARY

This project was undertaken with the objective of promotion of brand AMUL inschools & nearby area canteens . The study was conducted at AMUL India Ltd,Indore branch. The retailer's preference was studied through using questionnaire.

A sample size of 400 schools was taken for the study, whoseresponses were studied and interpreted .The sampling design was used descriptivesampling. The process of analysis was done through excel work sheets, frequency

table, percentage analysis etc.

It was found that canteen holders are having the problem in storage ofAMUL products because company does not provide refrigerator to them thats whythey do not keep AMUL products in their canteens..

To consider the stocking decision of product in retail outlet, Trust ofthe company was the first preference of the retailers then credit on the product.Retailers want to keep AMUL products but they want some facilities from the

company side.

Finally the whole study of the research work, company needs the effective

advertisement of the product in the local channel and print media for awareness of

AMUL products.


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CONTENT

Chapter I:- Introduction of Company

Overview of industry as a whole Profile of the organization Problems of the organization Competition information SWOT analysis of the organization

CHAPTER II:- Research Methodology

OBJECTIVE SCOPE OF THE STUDY MANAGERIAL USEFULLNESS OF STUDY METHODOLOGY LIMITATIONS

CHAPTER III :-Conceptual discussions

CHAPTER IV :-Data Analysis

CHAPTER V :-Conclusions & Suggestions

Appendices

Bibliography


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Organisation

GCMMF

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's

largest food product marketing organisation with annual turnover (2011-12) US$ 2.5 billion. Its daily milk procurement is approx 13 million lit (peakperiod) per day from 16,117 village milk cooperative societies, 17 member

unions covering 24 districts, and 3.18 million milk producer members.

It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularlyknown as 'AMUL', which aims to provide remunerative returns to the farmersand also serve the interest of consumers by providing quality products which aregood value for money. Its success has not only been emulated in India but servesas a model for rest of the World. It is exclusive marketing organisationof'Amul' and 'Sagar' branded products. It operates through 47 Sales Officesand has a dealer network of 5000 dealers and 10 lakh retailers, one of the largestsuch networks in India. Its product range comprises milk, milk powder, health

beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, andtraditional Indian sweets, etc

GCMMF is India's largest exporter of Dairy Products. It has been accorded a


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"Trading House" status. Many of our products are available in USA,Gulf Countries, Singapore, The Philippines, Japan, China andAustralia. GCMMF has received the APEDA Award from Government of Indiafor Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy' for its outstanding export

performance and contribution in dairy products sector by APEDA.

For its consistent adherence to quality, customer focus and dependability,GCMMF has received numerous awards and accolades over the years. Itreceived the Rajiv Gandhi National Quality Award in1999 in Best of AllCategory. In 2002 GCMMF bagged India's Most Respected Company Awardinstituted by Business World. In 2003, it was awarded the The IMC RamkrishnaBajaj National Quality Award - 2003 for adopting noteworthy qualitymanagement practices for logistics and procurement. GCMMF is the first and

only Indian organisation to win topmost International Dairy FederationMarketing Award for probiotic ice cream launch in 2007.

The Amul brand is not only a product, but also a movement. It is in one way, therepresentation of the economic freedom of farmers. It has given farmers thecourage to dream. To hope. To live.


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INDUSTRY PROFILE

Dairy is a place where handling of milk and milk products is done and technology

refers to the application of scientific knowledge for practical purposes. Dairy

technology has been defined as that branch of dairy science, which deals with the

processing of milk and the manufacture of milk products on an industrial scale.

The dairy sector in the India has shown remarkable development in the past decade

and India has now become one of the largest producers of milk and value-addedmilk products in the world.

The dairy sector has developed through co-operatives in many parts of the State.

During 1997-98, the State had 60 milk processing plants with an aggregate

processing capacity of 5.8 million liters per day. In addition to these processing

plants, 123 Government and 33 co-operatives milk chilling centers operate in the

State.

Also India today is the lowest cost producer of per liter of milk in the world, at 27

cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take

advantage of this lowest cost of milk production and increasing production in the

country multinational companies are planning to expand their activities here. Some

of these milk producers have already obtained quality standard certificates from the

authorities. This will help them in marketing their products in foreign countries in

processed form.


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The urban market for milk products is expected to grow at an accelerated

pace of around 33% per annum to around Rs.43, 500 crore by year 2005. This

growth is going to come from the greater emphasis on the processed foods sector

and also by increase in the conversion of milk into milk products. By 2005, the

value of Indian dairy produce is expected to be Rs 10, 00, 000 million. Presently

the market is valued at around Rs.7, 00, 000 mn

Milk Production from 1950 to 2020

1950 17 million tonnes

1996 70.8 million tonnes

1997 74.3 million tonnes

(Projected) 2020 240 million tone

Expected to reach- 220 to 250 mn2020

Indias contributes to world milk production rise from 12-15 % & it will increase

up to 30-35% (year 2020)


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The Amul Model

The Amul Model of dairy development is a three-tiered structure with thedairy cooperative societies at the village level federated under a milk union at thedistrict level and a federation of member unions at the state level.

Establishment of a directlinkage between milk

producers and consumers byeliminating middlemen

Milk Producers (farmers)control procurement,

processing and marketing Professional management


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The Amul model has helped India to emerge as the largest milk producer in theworld. More than 15 million milk producers pour their milk in 1,44,246 dairy

cooperative societies across the country. Their milk is processed in 177 DistrictCo-operative Unions and marketed by 22 State Marketing Federations, ensuring a

better life for millions.


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World's MajorMilkProducers

(Million MTs)

COUNTRY 2002-03 2003-04 (APPROX.)

India 81 84.5

Brazil 75 77

Russia 34 33

Germany 27 27

France 24 24

Pakistan 21 22

USA 71 71

UK 14 14

Ukraine 15 14

Poland 12 12

New Zealand 11 12

Netherlands 11 11

Italy 10 10

Australia 9 10


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Research and Development in Dairy Industry:

The research and development need to the dairy industry to develop and survives

for long time with better status. The various institute and milk dairy companies

R&D results provide base for todays industry growth and development. The

research and development of products of dairy, like yogurt and cheese market

research and company reports provides insights into product and market trends,

analysis opportunities, sales and marketing strategies will help local milk

Unions to develop and spread world wide through obtaining this knowledge.

Specific on market share, segmentation, size and growth in the US and global

markets are also helps industry to expand its market worldwide even small union

also.

Development ofFood Processing Industry:

The food processing industry sector in India is one of the largest in terms of

production, consumption, export and growth prospects. The government of

accorded it is a high priority, with a number of fiscal relieves and incentives, to

encourage commercialization and value addition to agriculture produce, for

minimizing harvest wastage, generating employment and export growth.

Food processing industry is providing backbone support to the milk industry. The

development food products by using milk can give good market opportunities to

produces milk.


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Products and Industry Status:

Among the products manufactured by organized sector are Ghee, Butter, Cheese,

Ice-Creams, Milk powders, Melted milk food, Infant food, condensed milk etc...

Some milk products like Casein and Lactose are also being manufactured lately.

Therefore, there is good scope for manufacturing these products locally.

Liberalization of the economy has led to a flood of new entrants, including MNCs

due to good prospects and abundant supply.

Investment Potential in MilkProducts:

At the present rate of growth, India is expected to overtake the US in milk

production by the year 2010, when demand is expected to be over 125.69 ml.tn.

Being largely imported, manufacture of casein and lactose has good scope in the

country.

Exports of milk products have been decentralized and export in 2005-2010 is

estimated at 71.875 cr.

Production of Milk in India: The facts and figures here shown are calculated on the

basis of percentage increases per year.


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INTRODUCTION AND HISTORY OFTHE COMPANY

In the year1946 the first milk union was established. This union was started with250 liters of milk per day. In the year1955 AMUL was established. In the year

1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK

PRODUCERS UNION. This union selected the brand name AMUL in 1955.

The brand name AMUL means AMULYA. This word derived form the Sanskritword AMULYA which means PRICELESS.

A quality control expert in Anand had suggested the brand name AMUL. AMUL

products have been in use in millions of homes since1946. AMUL Butter, AMUL

Milk Powder, AMUL Ghee, AMUL spray, AMUL Cheese, AMUL Chocolates,

AMUL Shrikhand, AMUL Ice cream,NutrAMUL, AMUL Milk and AMULya

have made AMUL a leading food brand in India. (The total sale is Rs. 6 billion in

2005). Today AMUL is a symbol of many things like of the high-quality products

sold at reasonable prices, of the genesis of a vast co-operative network, of the

triumph of indigenous technology, of the marketing savvy of affirmers'

organization. And have a proven model for dairy development (Generally known

as ANAND PATTERN)

In the early 40s, the main sources of earning for the farmers of Kaira district were

farming and selling of milk. That time there was high demand for milk in Bombay.

The main supplier of the milk was Polson dairy limited, which was a privately

owned company and held monopoly over the supply of milk at Bombay from the

Kaira district. This system leads to exploitation of poor and illiterates farmers by

the private traders. The traders used to beside the prices of milk and the farmers

were forced to accept it without uttering a single word.

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

They collectively appealed to Sardar Vallabh bhai Patel, who was a leading activistin the freedom movement. Sardar Patel advised the farmers to sell the milk on theirown by establishing a co-operative union, Instead of supplying milk to privatetraders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samar kha village near Anand,on 4th January 1946. He advised the farmers to form a society for collection of themilk.


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These village societies would collect the milk themselves and would decide theprices at which they can sell the milk. The district union was also form to collectthe milk from such village co-operative societies and to sell them. It was alsoresolved that the Government should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the

negative response by turning down the demand for the milk. To respond to this

action of govt., the farmers of Kaira district went on a milk strike. For 15 whole

days not a single drop of milk was sold to the traders. As a result the Bombay milkscheme was severely affected. The milk commissioner of Bombay then visited

Anand to assess the situation. Having seemed the condition, he decided to fulfill

the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect

and sell milk on a cooperative basis, without the intervention of

Government. Mr.Verghese Kurien showed main interest in establishing union who

was supported by Shri Tribhuvandas Patel who lead the farmers in forming the


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Co- operative unions at the village level. The Kaira district milk

producers union was thus established in ANAND and was registered

formally on 14th December 1946. Since farmers sold all the milk in Anand through

a co-operative union, it was commonly resolved to sell the milk under the brand

name AMUL.

At initial stage only 250 liters of milk was collected everyday. But with thegrowing awareness of the benefits of the cooperativeness, the collection of milkincreased. Today AMUL collect 11 lakhs liters of milk everyday. Since milk was a

perishable commodity it becomes difficult to preserve milk flora longer period.Besides when the milk was to be collected from the far places, there was a fear ofspoiling of milk. To overcome this problem the union thought out to develop thechilling unit at various junctions, which would collect the milk and could chill it,so as to preserve it for a longer period. Thus, today AMUL has more than 150

chilling centers in various villages. Milk is collected from almost 1073 societies.

With the financial help from UNICEF, assistance from the govt. of New Zealand

under the Colombo plan, of Rs. 50 millions for factory to manufacture milk

powder and butter was planned. Dr. Rajendra Prasad, the president of India laid the

foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime

minister of India declared it open at AMUL dairy on November 20, 1955.

The system succeeded mainly because it provides an assured market at

remunerative prices for producers' milk besides acting as a channel to market theproduction enhancement package. What's more, it does not disturb the agro-system

of the farmers. It also enables the consumer an access to high quality milk and milk

products. Contrary to the traditional system, when the profit of the business was

cornered by the middlemen, the system ensured that the profit goes to the

participants for their socio-economic upliftment and common good.

Looking back on the path traversed by AMUL, the following features make it a

pattern and model for emulation elsewhere.


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AMUL has been able to :-

Produce an appropriate blend of the policy makers farmers board ofmanagement and the professionals: each group appreciating its rotes andlimitations,

Bring at the command of the rural milk producers the best of the technologyand harness its fruit for betterment.

Provide a support system to the milk producers without disturbing their agro-economic systems,

Plough back the profits, by prudent use of men, material and machines, in the

rural sector for the common good and betterment of the member producers.

Even though, growing with time and on scale, it has remained with thesmallest producer members. In that sense. AMUL is an example par excellence, ofan intervention for rural change.

The Union looks after policy formulation, processing and marketing of milk,

provision of technical inputs to enhance milk yield of animals, the artificial

insemination service, veterinary care, better feeds and the like - all through the

village societies. Basically the union and cooperation of people brought AMUL

into fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which

suggest THE TASTE OF INDIA.


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AMUL PRODUCTS OUTLINE


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GCMMF Overview:

GCMMF is the Indias largest food products marketing organization. It is a state

level apex body of milk co-operatives in Gujarat, which aims to provideremunerative returns to the farmers and also serves the interest of consumers by

providing quality products, which are good value for money.

VISION:

The vision of AMUL is as follows:

To serve the interests of the milk producers To provide quality products that offer the best value to consumers for

money spent.


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SALES TURNOVER

Sales turnover of GCMMF

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 4931999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

2011-12 116680 2500


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GRAPHICAL REPRESENTATION OF

SALES TURNOVER OF GCMMF

400450 455

493 493 500 500575

616672

839

1050

1325

1504

0

200

400

600

800

1000

1200

1400

1600

sales turn over in US$ (IN MILLIONS)

Series 3


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AREAS OF OPERATIONS

Besides India, AMUL has entered overseas markets such as Mauritius, UAE, USA,

Bangladesh, Australia, China, Singapore, Hong Kong and a few South African

nations. Other potential markets being considered include Sri Lanka.

SOME FACTS:

Annual Revenues : $1.33 billion USD

Members : 13 district cooperative milk producers

No of Employees : 2.7 million

No of village societies : 13,141

Total Milk handling capacity : 10.21 million liters per day

Annual Milk Collection : 2.69 billion liters

Daily Milk Collection : 7.4 million liters

Milk Drying Capacity : 626 Mts. Per day

Cattle feed Manufacturing Capacity : 3090 Mts. Per day


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ACHIEVEMENTS

AMUL has achieved the following landmarks. AMUL is the largest food brand in India. AMUL is the world`s largest pouched milk brand. AMUL is the world`s largest vegetarian cheese brand CRISIL has assigned its highest ratings of AAA to the various bank

facilities of GCMMF.


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LOGISTICS

GCMMFS SUPPLY CHAIN


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AMUL has the largest cold chain network in India (i.e. 18000

refrigerators) as compared to any other company. The chemical

components of milk are water, SNF and solids. Milk is very perishable product so

it has to be consumed within 24 hours. In order to avoid wastage AMUL converts

the milk in to SNF and milk solids by evaporating the water, which comprises upto 60-70% of milk contents. This is possible only if the distribution channel right

from the producer to the consumer is well organized. It will be surprising to know

that AMUL makes even the Sarpanch to eat pizza i.e. it supplies pizzas even to

rural market.

Last year, they are divided the retail market into 14 specific segments to achieve

further distribution efficiency. This year our focus was on inducting distributorshaving expertise in servicing such Specific market segments. This initiative is

yielding results by way of ensuring wider availability of our product range.

The role of distributors in our business process has never been more diverse or

more important, as it is today. As a matter of fact, we consider our Distributor to be

the real Marketing Manager of our organization. To enhance business

performance of our Distributors, a workshop on Marketing and Sales Management

was designed in collaboration with a premier business school. The objective of the

entire initiative was to upgrade the knowledge of our Distributors in terms of

contemporary Business Management Practices, so that they can perform well not

only as our business partner but also as Marketing Managers. During the year, 659

Distributors have undergone this programmed in 39 locations. Cold Storage is an

extremely essential component in the Federations distribution process.

Unfortunately, availability of efficient cold storage facilities is grossly inadequate

in our country. To cope up with the increasing need of suitable cold stores closer to

our markets, we have continued our Endeavour of creating the Federations own

cold stores this year in various locations across the country. We now own 24 state

of the art cold rooms of different sizes.


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COMPETITORS PROFILE

CHITALE DAIRY

Chitale Dairy bears the quality tag of the Chitale Group. The company

manufactures and markets highly functional products. These cutting edge products

are manufactured using state-of-the-art technology and find applications in day-to-

day transactions. Chitale dairy annual turn over of over Rs. 500 crores.

KATRAJ DAIRY

Katraj was incorporated in 1960 with an intension of providing an organizedfacility of milk collection for the village level farmers situated in Pune district.

Katraj Dairy started with milk collection of about 0.30 lakh (30.000) litres in the

first year of operation and today, has steadily grown to over 3.25 lakh

(0.32million) litres per day and has a financial turnover of over Rs.150 crores

(Rs.1500 million / US$ 33 million) against AMULs annual turnover of over Rs.

52554 million / US$ 1325 million.

GOKUL

The Kolhapur District Co-operative Milk producers Union Ltd., Kolhapur was

established on 16th March 1963 under the Co-operative Act. It made a moderate

beginning by collecting 700 liters of Milk per day from 22 societies. Most success

stories have a humble beginning & so have been with Kolhapur District Sahakari

Dudh Utpadak Sangh Ltd.

On 16th March 1963 a spark stormed a fire to help the White Revolution revolt

heavily, when on this day came into being the Kolhapur District Sahakari DudhUtpadak Sangh Ltd with the introduction of its popular brand ofGokul Milk&

its wide range of Dairy products in to the market. Gokul milk has 6, 05,000 litres

average sales per day.


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ORGANIZATION STRUCTURE

Organization Structure is divided into two parts:

External Organization Structure Internal Organization Structure

External Organization Structure

External Organization Structure is the organization structure that affects theorganization from the out side.

State Level Marketing Federation

District Milk Product Union Ltd.

Village Milk Product Union Ltd.

Villagers


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As we know, GCMMF is unit of Gujarat Milk Marketing

Federation, which is a co-operative organization. The villagers of more than

10000 villages of Gujarat are the bases of this structure. They all make

village milk producers union, district level milk producers union and then a

state level marketing federation is established. The structure is line

relationship, which provides easy way to operation. It also provides better

communication between two stages.


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Internal Organization Structure:

The following is internal organization chart of AMUL:

Organization Structure Chart

Chairman

Managing Director

General Manager

Asst. General Manager

Finance Production Marketing S & p Personnel

Dept. Dept. Dept. Dept. Dept.


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A systematic & well-defined organizational structure plays a vital role &

provides accurate information to the top-level management. An organization

structure defines a clear-cut line of authorities & responsibilities among the

employees of GCMMF. The Organization structure of AMUL is well-arranged

structure. At a glance a person can completely come to know about the

organization structure.

AMUL is leaded by the director under him five branches viz. Factory,Marketing, Accounts, Purchase, Human Resources Department.

Factory department has a separate general manager under him there are sixbraches viz. Production, Stores, Distribution, Cold Storage, Quality, and

Deep-freezing. This department takes care of the factory work.

Marketing department has regional senior marketing manager and under himthere is a regional manager. This department takes care of the marketing

aspects of AMUL.

Accounts department takes care regarding accounts i.e. day-to-day work.Under the accountant there is one clerk.

Purchase department takes care regarding the purchase of raw materials andmany otherthings.


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IRST

PLANT is at

ANAND, which

engaged in themanufacturing of milk,

butter, ghee, milk powder,

flavored milk and buttermilk.

ECOND PLANT:-

Is at MOGAR, whichengaged in manufacturingchocolate, nutrAMUL,AMUL Ganthia and AMULlite.

F

S


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HIRD

PLANT:

is at Kanjari,

which produces cattelfeed.

OURTH PLANT: is

at KHATRAJ,which engaged in

producing cheese.

Today, twelve dairies are producing different products under the brand name

AMUL. Today AMUL dairy is no. 1 dairy in Asia and no. 2 in the world, which is

matter of proud for Gujarat and whole India.

T

F


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SWOT Analysis

Strength

1.High brand equity and top of the mind brand

2. Strong network of over 3 million milk producers3. Worlds largest manufacturer of pouched milk

4. Indias largest food brand, trusted for its quality

5.Number of popular milk products like ice cream, ghee,

butter, paneer, dahi, milk, etc.

6.Products available at affordable price

7.Market leader in butter segment

8.Responsible for white revolution in India

9. Successful advertising and marketing campaigns

10.Strong network of Amul retail outlets, stalls and

parlours

11.A popular mascot in the Amul girl

Weakness

1.Low market share in chocolates segment

2.Strong competition from international & domestic

players in the ice cream segment means limited market

share

Opportunity

1.Introduce new products in the chocolate segment

2.To tap the untapped market, increase its reach in rural

markets

3.Rise in purchasing power of Indian people

Threats

1.Strong competition from international players

2.Economic slowdown and inflation


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CHAPTER 2OBJECTIVE & SCOPE OF THE PROJECT

1. Primary Objectives :- To create awareness of AMUL BRAND & its Products. To encourage the education as well as BRAND AMUL. To reach to the hearts of the customers by doing social activities (that is a

new marketing strategy).

To get the information from canteen holders who are having or not havingAMUL products.

To find out the reasons why most of the schools do not provide canteenfacility to the students.

2. Secondary objectives :- To increase the sale. To generate and secure consumer awareness. To collect the information from school canteen holders. To organize promotional activities to improve sales.


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SCOPE OF THE PROJECT

It gives information about the size of the retail network. It gives information about the services given by distributor to their

retailer.

It gives information about the competitors products.It will serve consumer in better manner.It provides suggestions to the company to improve their products sales.It gives information about the sales promotion activities to create brand

awareness.


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___RESEARCH METHODOLOGY___

What is research?

MARKETING RESEARCH

Marketing research plays an important role in the process of marketing.

Starting with market component of the total marketing talks. It helps the firm to

acquire a better understanding of the consumers, the competition and the marketing

environment.

DEFINITION

Marketing research is a systematic gathering, recording and analysis marketing

problem to facilitate decision making. - Coundiff &

Still.

Marketing research is a systematic problem analysis, model building and fact

finding for the purpose of important decision making and control in the marketing

of goods and services.

-Phillip Kotler.


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LIMITATIONS OF THE PROJECT

In every project work there is some kind of limitations which affect the accuracy

of work. Same in this project work some of the limitations are faced which are as

following:

Timing for the promotion was very limited i.e. from 10 am to 12 am (only 2hours).

Data of schools was not available. Students of previous XII class were not available in the school and even

schools dont have there contact numbers (current contact numbers) so some

of them could not approached.

In canteen survey the sample become very less because most of the schoolsdont have canteen within the school campus.


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CHAPTER -3

MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research

problem involved in the task.

(1) Define the problem and its objectives.(2) Identify the problem.(3) Determine the information needed.(4) Determine the sources of information.(5) Decide research methods.(6) Tabulate, Analyze and interpret the data.(7) Prepare research report.(8) Follow-up the study.(1) Define the problem and its objectives :- This includes an effective job

in planning and designing a research project that will provide the neededinformation. It also includes the establishment of a general framework ofmajor marketing elements such as the industry elements, competitiveelements, marketing elements and company elements.

(2) Identify the problem :- Identifying the problem involves gettingacquainted with the company, its business, its products and marketenvironment, advertising by means of library consultation and extensiveinterviewing ofcompanys officials.

(3) Determining the specific Information needed :- In general theproducer, the manufacturer, the wholesaler and the retailer try to find outfour things namely :-(1) What to sell(2) When to sell(3) Where to sell(4) How to sell


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(4) Determine the sources of information :-

(a) Primary Data: - Primary data are those which are gathered specially for theproject at hand, directly e.g. through questionnaires & interviews. Primary datasources include company salesman, middleman, consumers, buyers, tradeassociations executives & other businessman & even competitors.

(b) Secondary Data: - These are generally published sources, which have beencollected originally for some other purpose. Source are internal company records,government publication, reports & publication, reports & journals, trade,

professional and business associations publications & reports.

(5) Decide Research methods for collecting data :- If it isfound that the secondary data cannot be of much use, collection of Primary data

become necessary. Three widely used methods of gathering primary data are

A) Survey

B) Observation

C) Experimentation

A) Survey Method :- In this method, information gathered directly fromindividual respondents, either through personal interviews or through mail

questionnaires or telephone interviews.

B) Observation Method :- The research data are gathered through observing

and recording their actions in a marketing situation. This technique is highly

accurate. It is rather an expensive technique.

C) Experimental Method :- This method involves carrying out a small scale

trial solution to a problem, while at the same time, attempting to control all factorsrelevant to the problem. The main assumption here is that the test conditions are

essentially the same as those that will be encountered later when conclusions

derived from the experiment are applied to a broader marketing area.


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D) The Panel Research :- In this technique the same group of

respondents is contacted for more then one occasion; and the information

obtained to find out if there has been any in their taste demand or they want any

special quality, color, size, packing in the product.

a) Preparation of questionnaireb) Presetting of questionnaire

c) Planning of the sample

(6) Tabulate, Analysis and Interpret the Data :-The report must give/contain the following information:-a) The title of research

b) The name of the organization for which it has been conducted.c) The objectives of research.d) The methodology used.e) Organization and the planning of the reportf) A table of contents along with charts and diagrams used in the

reports.g) The main report containing the findingsh) Conclusion arrived at end recommendations suggestedi)Appendices (containing questionnaire / forms used sample design,

instructions.)

(7) Follow-up the study: - The researchers, in the last stage, should follow up

this study to find if his recommendation are being implemented and if not, why?


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WHAT IS PROMOTION:-

Promotion is one out of four basic instruments of marketing that has the purpose to

inform about other instruments of marketing mix and to contribute to sales increase onthe long term. The promotion is always serving to specific goal. These goals can be

public informing, demand increasing, product differentiation, and product value

increasing or sales stabilizing. Usually the promotion is targeting more than one goal.


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Advertising is communication with current and potential customers andconsumers, done through paid mass media. The channels of communicationcan be TV, radio, Internet, billboards, etc.

Public Relationship (PR) is communication toward public, but is turnedmore to reputation and image of the company, than to its products. The PRactivity can be a press conference, TV interview with companyrepresentative, press article about donation of the company to charity orabout latest environmental project.

Personal Sales is a way of promotion activity where sales representative isdirectly contacting the customer. This person-to-person contact has the goalof direct promotion of the product and conclusion of sales.

Sales Promotion represents a set of different promotional activities that hasthe goal of animating customers for purchasing. This can be value offer(discount), quantity offer (2+1), prize drawings, merchandising, directcontact by animators in retail outlet, etc.

The approach to promotion can be different. The push strategy is transferring thesupply pressure downstream through sales channels.


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Setting the Promotion Mix

When deciding how to properly utilize the marketing communications mix tomeet your marketing objectives, it is important to consider the relative strengthsand weaknesses of each component of the mix. Further, you must always defineyour total budget first (generally defined in the Marketing and/or Business Plan)and then decide upon the best way to leverage the different elements of the mix tomaximize the return on your investment. You will balance the various parts of themix to not only create an integrated approach to your marketing communications

but you must also devote enough resources for eachcomponent to be successful.

Reaches large, geographically dispersed audiences, oftenwith high frequency; Low cost per exposure, thoughoverall costs are high; Consumers perceive advertised

goods as more legitimate; Dramatizes company/brand; Builds brand image; maystimulate short-term sales; Impersonal, one-way communication; Expensive

Most effective tool for building buyers preferences,convictions, and actions; Personal interaction allows forfeedback and adjustments; Relationship-oriented; Buyersare more attentive; Sales force represents a long-term

commitment; Most expensive of the promotional tools

May be targeted at the trade or ultimate consumer; Makesuse of a variety of formats: premiums, coupons, contests,

etc.; Attracts attention, offers strong purchase incentives,dramatizes offers, boosts sagging sales; Stimulates quickresponse; Short-lived; Not effective at building long-term brand preferences.


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Highly credible; Very believable; Many forms:news stories, news features, events and

sponsorships, etc.; Reaches many prospects missed viaother forms of promotion; Dramatizes company or

product; Often the most under used element in the promotionalmix;Relatively inexpensive (certainly not 'free' as many people think--there arecosts involved)

Many forms: Telephone marketing, direct mail, onlinemarketing, etc. Four distinctive characteristics: Nonpublic,Immediate, Customized, Interactive; Well-suited to

highly-targeted marketing efforts.

When deciding upon your unique marketing communications mix, you shouldalso consider the Product Life Cycle. Here are some general guideline as to howand when to emphasize different parts of the mix according to the stages of atypical product life cycle.


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Product Life Cycle

Pre-Introduction: Light advertising, pre-introduction publicity

Introduction: Heavy use of advertising, public relations for awareness, salespromotion for trial

Growth: Advertising, public relations, branding and brand marketing, personalselling for distribution

Maturity: Advertising decreases, sales promotion, personal selling, reminder &persuasion

Decline: Advertising and public relations decrease, limited sales promotion,personal selling for distribution

Next let's briefly walk through each of the various parts of the marketingcommunications mix.


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WORKINGS

RESEARCH DESIGN FOLLOWED:- Descriptive Research is the

research method used because descriptive studies embrace a large proportion of

market research. The purpose is to provide an accurate snapshot of some aspect of

the market environment. Descriptive research is more rigid than exploratory

research and seeks to describe users of a product, determine the proportion of the

population that uses a product, or predict future demand for a product. As opposed

to exploratory research, descriptive research should define questions, people

surveyed, and the method of analysis prior to beginning data collection. In other

words, who, what, where, when, why, and how aspects of the research should be

defined.


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CHAPTER-4

SAMPLING

SAMPLING TECHNIQUE USED

In this project the technique of sampling used was Judgment sampling. Judgment

sampling involves the choice of subjects who are most advantageously placed or in

the best position to provide the information required.

SAMPLE UNIT

In this project case sample were schools and canteens & the aim was to promote

AMUL product.

SAMPLE SIZE: 400 schools.


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METHOD OF DATA COLLECTION

Information was collected by personally contacting retailers & school principles

through interviews.

ANALYSIS AND STATISTICAL TECHNIQUE USED

Types of data analysis techniques used in the project:

- Tabular analysis.- Graphical analysis.- Percentage analysis.


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DATA ANALYSIS & INTERPRETATIONWe have categorized schools in three segments which are as

following:

Government schools

Private schoolsAccording to my survey I have following findings


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ANALYSIS

1).How many different school categories in Indore?

Interpretation: According to my survey in my project coverage there are two categories of

schools Eg. government & private schools.

In that categories there are 35% of the total schools are government & rest65% are private schools.

35%

65%

SCHOOLSGOVT SCHOOL PRIVATE SCHOOL


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2). How many schools having canteen?

Interpretation:

Out of the total number of schools surveyed 78% are not havingcanteen and 22% are having the canteen within the school campus.

22%

78%

CANTEEN

HAVING CANTEEN

NOT HAVING CANTEEN


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1.In those canteens how many use AMULproduct?

Interpretation:

out of those 22 % of schools, which are having canteen, only 20% of thecanteens are having AMUL products , rest are not maintaining the range of

AMUL products.

use amul product

20%

not use amul

product

80%

Amul product


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2.Availability of AMUL product near byschools?

Interpretation:

This graph is giving the information about the availability of AMUL products at

the near by shops , This shows:

AMUL products are available at the 67% of the shops rest are not keepingAMUL products in their shop.

0%

10%

20%

30%

40%

50%

60%

70%

YES NO

AMUL PRODUCT 67% 33%

67%

33%

AMUL PRODUCT

YES

NO


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3). AMUL vs. other brands products usage in schools and near by area?

Interpretation:

This graph is giving the information about the usages of AMUL products at the

near by shops , This shows:

AMUL products are used in only 37% of the schools and by the people nearby schools. So that it can be interpreted that other brands are having a strong

market share in comparison with AMUL.

37%

63%

0% 10% 20% 30% 40% 50% 60% 70%

Amul

Others

Amul Others

Series 1 37% 63%

products

Amul

Others


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CHAPTER-5

FINDINGS OF THE RESEARCH

According to my survey only 20% to 30% of the total schools arehaving canteen facility.

None of the government schools is having canteen in theirpremises.

In that 20-30% schools only 30 to 35% canteens are having AMULproducts.

Retailers are not interested because they dont have storage facilitybut if company provides them such facility (refrigerator, etc)

they will be selling AMUL products.

Retailers were selling different brands. Because they were able toreceive more margin from non popularized brand that they could

not from well known brands.

In the part of education promotional activity 80-90% of the totalschools supported AMUL for its program.


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CONCLUSION

As we know that Amul is very big organization and market leader in dairy

products. It has maximum market share in Milk, Butter and Cheese, which are itsmain/core products. So, there is a need to understand the real maket conditions.

Competition will never end so let's not avoid it but face it confidently,

" For a chief executive, unless he knows where he is going no one can take him there" .

What's the use of Marketing & Advertising if it does not reach the right people

and yield desired results? Therefore it is necessary for every individual who has

something to sell but no one to buy, to detect the problem areas and try to solve

them. But for this, knowing the right problem is extremely essential otherwisehitting the target in dark means nothing.

Therefore, it is rightly said that a "well defined problem is half done". Once you

know your drawbacks only then you can correct it. Therefore, to know your

drawbacks you need to conduct a survey and get information right from the

ultimate users of your product. They should be asked to bring out your

drawbacks. This will help you to not only know your pitfalls but also what your

customers want and their likes and dislikes and while doing so build a goodrapport with your customers. While conducting such surveys you can also

advertise your products among those customers who are not much aware of it.

" There are three ways of doing a thing- the wrong way, the right way and our way"

whichever may be your way the ultimate aim is to achieve the results and

implement them to maximize customer satisfaction we all know competition is

intense then why not take it positively so that it helps us to improve our product

quality, makes customers loyal to us, helps us know our shortcomings and

rectify them. The best way to overcome your competitors is to give your

customers what they expect or probably more than that.


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To know the customers expectations towards Amul, I had conducted a

market Research, which helped me to know the satisfaction, awareness and

liking among customers for the products of AMUL and analyse the situation and

provide them suggestion to improve the situation.

These suggestions if implemented would definitely yield results and

" Ul timately the resul ts matter , how and who does it is immater ial" .

SUGGESTION & RECCOMANDATIONS

According to the research retailers or canteen holders are havingthe problem in storing of AMUL products.

As I found that AMUL is having very less awareness of itschocolates so according to me more advertisement & promotional

activities should be adopted.

As we know that in this project our target was to promotion of ourbrand in schools, so what I found is that there are very less

numbers of schools is their in Indore who are having canteen.

Maul should open their outlets nearby areas of schools & canteensbecause high demand is there of beverages in this segment.

Maul has a very wide range of products but only some of theproducts like flavored milk, AMUL cool milk, cheese, butter etc...

Have got the good consumers awareness rest of the products is not

known to the customers.


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As Maul is distributing gifts like AMUL VIDHYA BHUSHAN(for 12

thclass topers) & AMUL VIDHYA SHREE (for 10

th class

topers), according to me some more exciting gifts should be givento toppers.

Some programs should be organized by AMUL in such schools.Eg.

Birthdays, so that more and more students can remember AMUL

Brand for a longer time.

Some state level competition can be organized for giving thispromotion campaign more exposure and it should be among the

toppers the toppers of the list.

Company should arrange some kind of training programs in theschools so that online registration can be encouraged, it will save a

lot of time and efforts.


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ANNEXURE

QUESTIONNAIRE FOR THE RETAILER

Respected Sir/Madam,

1.Name of the school?

2. How many students in school?

3. Do u have canteen in your school?YES NO

4. If yes, do you use AMUL products?YES NO

5. If yes, do you use AMUL milk?YES NO

6. Do you use AMUL chocolate?YES NO

7. Do you use AMUL cool?YES NO


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8. Do you use AMUL pizza?YES NO

9. Do you use lassi?YES NO

10.Do you use butter milk?YES NO

11.Do you use AMUL ice cream?YES NO

12.If no , If company provides discount for you will you purchase AMULproducts?

YES NO

13.Rank the following criteria from ( 14 ), where 1 is the most important and4 is the least important, which influences your stocking decision?

Credit _______ Distribution channel efficiency ______

Discount _______ Trust of the company _______

14.Remarks :-


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BIBLIOGRAPHY

1. www.amul.com2. www.amuldairy.com3. www.google.com4. www.marketresearch.com5. www.dairy.com6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )7. www.quickmba.com8. www.nddb.org9. www.indianexpres.com10.www.thehindubusinessline.com11.www.business-standard.com12.www.icmrindia.org13.www.blogger.com14.www.wikipedia.com15. Works of students who did summer training at GCMMF
http://www.webexhibits.org/http://www.google.com/http://www.marketresearch.com/http://www.quickmba.com/http://www.nddb.org/http://www.indianexpres.com/http://www.thehindubusinessline.com/http://www.thehindubusinessline.com/http://www.business-standard.com/http://www.business-standard.com/http://www.icmrindia.org/http://www.icmrindia.org/http://www.blogger.com/http://www.blogger.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.blogger.com/http://www.icmrindia.org/http://www.business-standard.com/http://www.thehindubusinessline.com/http://www.indianexpres.com/http://www.nddb.org/http://www.quickmba.com/http://www.marketresearch.com/http://www.google.com/http://www.webexhibits.org/

38575601 Amul Project Final Copy

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