PREFACE

The MMS programme is well structured and integrated course of business

studies. The main objective of practical training at MMS level is to develop skill

in student by supplement to the theoretical study of business management in

general. Industrial training helps to gain real life knowledge about the

industrial environment and business practices. The MMS programme provides

student with a fundamental knowledge of business and organizational functions

and activities, as well as an exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give

us theoretical knowledge of various subjects in the college but we are practically

exposed of such subjects when we get the training in the organization. It is only

the training through which I come to know that what an industry is and how it

works. I can learn about various departmental operations being performed in the

industry, which would, in return, help me in the future when I will enter the practical

field.

Training is an integral part of MMS and each and every student has to undergo

the training for 2 months in a company and then prepare a project report on the same

after the completion of training.

During this whole training I got a lot of experience and came to know about the

management practices in real that how it differs from those of theoretical

knowledge and the practically in the real life.In today‟s globalize world, where

cutthroat competition is prevailing in the market, theoretical knowledge is not

sufficient. Beside this one need to have practical knowledge, which would

help an individual in his/her carrier activities and it is true that “Experience is

best teacher”.

ACKNOWLEDGEMENT

With immense pleasure,I would like to present this project report for Gujarat Co-

operative Milk Marketing Federation Ltd. It has been an enriching experience

for me to undergo my summer training at “GCMMF”, which would not have

possible without the goodwill and support of the people around. As a student of

“Maratha Mandir Babasaheb Gawade Institute of Management Studies”, Mumbai I

would like to express my sincere thanks too all those who helped me during my

training program.

I would like to express my gratitude to all those who gave me the encouragement

to complete this project. I would like to thank my college authorities and Director

Dr Sunil Karve, for providing me the opportunity to work with the one

prestigious organization.

I would like to give my heartily gratitude to the Mr. Prakash Aute, Regional

Head(SALES), GCMMF Ltd., Mumbai for having given me the opportunity to do

my project work in the organization and lighted my way of progress with his

guidance.

My sincere and deepest thanks to Ms.Shilpa Shinde, Faculty Member of

“Maratha Mandir Babasaheb Gawade Institute of Management Studies”, Mumbai

for having spared his valuable time with me and for all the guidance given in

executing the project as per requirements.

I would like to give my special thanks to my parents, their love, support and blessing

enabled me to complete this Project work.

However, I accept the sole responsibility for any possible error of omission and

would be extremely grateful to the readers of this project report if they bring such

mistakes to my notice.

DECLARATION

I, Dnyaneshwar B. Wagh student of Masters of Management Studies MMS III of

Babasaheb Gawde Institute of Management Studies (BGIMS), hereby declare

that I have successfully completed this project on “Analysis Of Product

Development & Customer Feedback of Amul Milk In Kalyan Region” as a

part of my „Summer Internship‟. The information incorporated in this project is true

and original to the best of my knowledge.

Date: Signature

CONTENT

s

Sr.

No.

Subject Page

No.

1 EXECUTIVE SUMMARY

2 INTRODUCTION

3 INDUSTRY & COMPANY PROFILE

4 OBJECTIVE & SCOPE OF STUDY

5 RESEARCH METHODOLOGY

6 DATA PROCESSING & ANALYSIS

7 OBSERVATION & FINDINGS

8 LIMITATIONS

9 CONCLUSION

10 SUGGESTION & RECOMMENDATION

11 BIBLIOGRAPHY & WEBLIOGRAPHY

12 ANNEXURE

EXECUTIVE SUMMARY

In today‟s competitive world while entering in the market it is very necessary to

have good knowledge of the potential of a particular market. The information

regarding the activities of competitor‟s existing in the market so that we can plan

our each activity according to that. It is also necessary to retain the existing

customers apart from attracting the new customers.

The Project is concern with the market analysis of product development & customer

feedbackof Amul Prolife Lassee in Kalyan Region.The project included as part of

MMS Programme and the project is done from 1 st

May 2013 to 30th

june 2013.

1.1 Title:

“Analysis Of Product Development & Customer Feedback of Amul Prolife Lassee

In Kalyan Region”

1.2 Organization:

“Gujarat Co-operative Lassee Marketing Federation (GCMMF), Anand, Gujarat”.

1.3 Objective:

The Primary objective of study was to find size of retail network of Amul Prolife

Lassee in specific areas of Kalyan Region. In the study my intention was go

through the retail network of Amul Prolife Lassee to know retailers view about

supply chain of Amul Prolife Lassee, to know the complaints of Amul Prolife

Lassee and to find the suggestions from retailers for more penetration of Amul

Prolife Lassee in Kalyan Region.

The secondary objective was to find customer response towards Amul Prolife

Lassee. My aim was to go through the customers to know the interest of purchasing

& using Amul Prolife Lassee. Basically the study was for the demand of Amul

Prolife Lassee among the customers. And also to know the complaints on Amul

Prolife Lassee.

INTRODUCTION

2.1 CONTEXT OF THE TOPIC:

The dairy industries companies run mainly on the factors such as availability,

service frequency, affordability, taste and marketing. Availability is plays a vital role

because purchasing power is depend upon availability of that product, in case

distributors and retailers service matter a lot. Retailing includes all the activity in

selling goods or service directly to the customers or personal non-business use .A

retailer or retail store is any business enterprises whose sales volume comes

primarily from retailing.

Retailers are the part of Lassee marketing channels and perform the work of

moving goods from producers to the customers. It overcomes the time, place and

possession gap that separates goods and service from those who needs or wants them.

Retailers as member of marketing channel perform a number of key functions. Some

functions (physical, title, promotion) constitute a forward flow of activity from the

company to the customers; other functions (ordering and payment) constitute a

backward flow from customers to the company. Still others (information, negotiation,

finance and risk taking) in both directions.

The project delves into the workings from the distribution aspect of an FMCG

organization, in detail. AMUL, being an FMCG company, attaches a lot of

significance to the distribution aspect of its business. The distribution channel of

AMUL holds a lot of potential in affecting the demand or sales of AMUL products

through delivery on time, delivery of variety of products, the retailer- friendliness of

the policies being set by the distributors and equitable distribution of products to all

the retail outlets in a particular region, to name a few.

So, In order to plan retail coverage we map out the positions of Amul outlets, Amul

parlors, and competitor‟s outlets. This project was carried out in kalyan city. For

analyzing and presenting information that is tied to geographical location, we divided

the city in different wards. By analyzing geographical representation and sales data

with spatial distribution Amul outlets, competitor‟s outlets and the density of others

in an area, we identify unexplored area and plan location outlets to increase its market

penetration. Using such research we can ascertain the quality and depth of retail

Penetration in specific area.

Addition to this we carried out sales promotion activity through discount coupons.

Sales promotion consists of diverse collection of incentive tools, most short-term

designed to stimulate and/or greater purchase of a particular product by consumers or

the trade. Whereas advertise offers a reason to buy, sales promotion offers incentive to

buy. Sales promotion includes tools for consumer promotion (for example samples,

coupons, prizes, cash refund, warranties, demonstrations, contest); trade promotion

(for example buying allowance, free goods, merchandise allowances, co-operative

advertising, advertising and display allowances, dealer sales contests); sales force

promotion (for example bonuses, contests, sales rallies).

Sales promotion efforts are directed at final consumers and designed to motivate,

persuade and remind them of the goods and receives that are offered.

2.2 Promotion Tool Used:

The consumer promotion tools mean the promotion activities, which are

beneficial for consumers as well as company. Such as price discounts, samples, cash

refund, premiums, prizes, cross promotion and coupons etc. We decided to use

discount coupons. We distributed it among customers and validity kept seven days

from issued.

• The consumers are seduced to buy the product.

• It helped to increase sales volume.

• Consumer can get good quality of good in cheaper price.

• It can attract the new consumers and customers buying other brands.

• Attract brand switchers, who are primarily looking for low price, good value or

premiums.

• Turn switcher to loyal users,

• It induced to make some subsequent purchases.

• Give little permanent gain in market share

2.3 Need of Study:

Managers are always curious about the position of their company‟s products in the

market which largely depend upon the company‟s goodwill, and the position of their

brand. In order to maximize the sale and profit, company must deliver

outstanding satisfaction to the retailers, wholesaler & customers. So market survey

of retailers, wholesalers & customers, chart out the position of the company as

compared to the competitors. It helps the organization to find out the brand being

sold most by the retailers along with their stocking and also consumer buying

preferences.

2.4 Statement of The Problem:

“ ANALYSIS OF PRODUCT DEVELOPMENT & CUSTOMER FEEDBACK OF

AMUL PROLIFE LASSEE IN KALYAN REGION”

It helps to study all activities which can be used to influence large number of customers

so as to increase the sales of the Amul Prolife Lassee effectively”.

INDUSTRY& COMPANY PROFILE

3.1 Industry Profile:-

3.1.1 The World Dairy Situation:

The International Dairy Federation (IDF) just released its "World Dairy Situation 2013" report

during the IDF World Dairy Summit taking place this week in Cape Town, South Africa. A key

trend in the dairy industry the past decade has been increasing globalization. This has been

driven by both the significant demand increases in many large, emerging conomies and domestic

agricultural policy reforms and international trade agreements that facilitate greater trade.

This report notes that 2012 was a very good year for the international dairy industry, with strong

dairy markets and good weather conditions. While higher farm level prices stimulated a 2.5

percent (18.5 million metric tons) increase in milk production above 2011 levels, this was

readily absorbed by the market. Cow milk production, representing 83 percent of total milk (the

rest coming from buffalo, goats and sheep) increased in nearly every country monitored in the

report, with notably large increases in the southern hemisphere.This in turn led to increases in the

volumes of dairy products produced, especially butter and skim milk powders. However, other

products tracked in the report, including cheese, whole milk powder, liquid milks and fermented

dairy products, also experienced higher production levels.

Global per capita milk consumption increased by 1 kilogram to 107.3 kg (236.6 pounds).

Among the Regions of the world, Asia accounts for 39 percent of world dairy production

consumption, followed by Europe at 28 percent and North America at 13 percent. However, in

other regions demand is growing faster; between 2005 and 2012,

demand for dairy products grew by 26 percent in South America and by 22 percent in

Africa.World trade dairy products increased by 10 percent in 2012 to 58.2 million metric tons,

well above the average annual growth rate during of 4 percent since 2000. World cheese trade

increased 6.6 percent, with all the major dairy exporting countries seeing increased export

volumes except for New Zealand. International trade in whole milk powder was also higher, up 7

percent, with most of the increased growth going to countries in Latin America and Africa. The

largest increase in world dairy product trade was 19 percent for skim milk powders and, while

the primary destination remained South East Asia, other key markets like the Middle East, South

America and Africa saw increased imports.

The full report includes many more details about world trends in milk production, processing,

trade and consumption, as well as farm milk and wholesale dairy product prices. In addition, the

report includes detailed reports on the state of the dairy industry in 53 individual countries.

3.1.2 Indian Dairy Industry -- A Profile:

India‟s dairy sector is expected to triple its production in the next 10 years in veiw of expanding

potential for export to Europe and the West.Moreover with WTO regulations expected to come

into force in coming years all the develop countries which are among big exporters today would

have to withdraw the support and subsidy to their domestic Milk product sector. Also India

today is the lowest cost producer of per litre of Milk in the world, at 27 cents, compared with the

US‟63 cent. 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 those 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.

The urban market for Milk products is expected to grow at an accelerated pace of around

Rs.9774 crores by year 2012. This growth is going to come from the greater emphasis on the

processed food sector and also by increase in the conversation of Milk into Lassee and other

products. By 2010, the value of Indian dairy produce is expected to be Rs 10, 00,000

million.Presently the market is valued at around Rs7, 00,000mn.

3.1.3 Co – Operative Unions:

Backward integration of the process led the cooperatives to advances in animal husbandry

and veterinary practice. The system succeeded mainly because it provides an assured market

at remunerative prices for producers' Milk besides acting as a channel to market the

production enhancement package. What's more, it does not disturb the agro-system of the

farmers. It also enables the consumer an access to high 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.

Recently the Indian cooperative movement got a much needed facelift. With competition snapping at

its heels, the sector which has been governed by arcane laws until the recent past will see a special

provision inserted in the companies Act, 1956. All the cooperative unions

will be re- christened cooperative companies; they will come under the purview of the registrar of

companies, instead of the registrar of cooperatives. Dairy cooperatives account for the major

share of processed liquid milk marketed in the country. Milk is processed and marketed by

170 Milk producer‟s cooperative unions, which federate into 15 state co-operative Milk

marketing federations.

The dairy board's programmes and activities seek to strengthen the functioning of dairy co-

operatives, as producer-owned and controlled organizations. NDDB supports the

development of dairy co-operatives 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 Co-operative Federation Ltd (APDDCF)

• Bihar State Co-operative Milk Producers Federation Ltd (COMPFED)

• Gujarat co-operative 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 Sahkari 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 (LASSEEFED)

• Rajasthan Cooperative Dairy Federation Ltd (RCDF)

• Tamilnadu Cooperative Milk Producers Federation Ltd (TCMPF)

3.1.4 The Dairy Cooperative Network

• Includes 176 milk unions

• Operates in over 338 districts

• Covers nearly 1,08,574 village level societies

• Is owned by nearly 13 million farmer members.

Apart from making India self sufficient in Milk, these dairy co-operatives have established

our country as the largest Milk-producing nation in the world.

3.2 The Organization:

3.2.1 Introduction & History:

In the year 1946 the first Milk union was established. This union was started with 250 liters

of Milk per day. In the year 1955 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 Sanskrit word

“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 since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul

Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Prolife

Lassee, Amul Pro and Amulya have made Amul a leading food brand in India. (The total

sale is Rs. 2 billion in 2012). 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 a farmers' organization.

And have a proven model for dairy development (Generally known as “ANAND

PATTERN”).

In the early 40‟s, 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 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 co- operative union, Instead of supplying Milk to private traders. Sardar

Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri

Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the

farmers to form a society for collection ofthe Milk

These village societies would collect the milk themselves and would decide the prices at

which they can sell the Milk. The district union was also form to collect the Milk from

such village co-operative societies and to sell them. It was also resolved 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 milk scheme 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 Cooperative 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 the initial stage only 250 liters of milk was collected every day. But with the growing

awareness of the benefits of the cooperativeness, the collection of milk increased. Today

Amul collect 9.4 million liters of milk every day. Since milk was a perishable commodity it

becomes difficult to preserve milk for a longer period. Besides when the milk was to be

collected from the far places, there was a fear of spoiling of milk. To overcome this problem

the union thought out to develop the chilling 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 1500

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.

3.2.2 Amul Secret Of Success:

The system succeeded mainly because it provides an assured market at remunerative prices

for producers' milk besides acting as a channel to market the production 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.

Amul has been able to:

Produce an appropriate blend of the policy makers farmers board of management and

the professionals: each group appreciating its rotes and limitations.

Bring at the command of the rural Milk producers the best of the technology and 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 thecommon good and betterment of the member producers.

Even though, growing with time and on scale, it has remained with the smallest

producer members. In that sense, Amul is an example par excellence, of an

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.

Amul (Anand Milk union ltd.) is based on four hands, which are coordinated with each

other. The actual meaning of this symbol is co-ordination of four hands of different

people by whom this union is at the top position in Asia.

First hand is of farmers, without whom the organization would not have existed.

Second hand is of processors, who process the row material (Milk) into finished goods.

Third hand is of marketer, without whom the product would have not reached the customers.

Fourth hand is of customers, without whom the products would have not carried on.

3.2.3 GCMMF 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.

Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the largest Organisation

in FMCG industry engaged in marketing of Milk & Milk products under the brand

names of AMUL and SAGAR with an annual turnover exceeding Rs 97.74 billion.

GCMMF is a unique organisation. It's a body created by Farmers, managed by

competent professionals serving a very competitive and challenging consumer market. It

is a true testimony of synergistic national development through the practice of modern

management methods.

3.2.4 Vision:

GCMMF will be an outstanding marketing organization, with specialization in marketing of

food and dairy products both fresh and long life with customer focus and IT integrated. The

network would consist of over 100 offices, 7500 stockiest covering at least every

Taluka. Head quarter servicing nearly 10 lakh outlets with a turnover of Rs.10,000 Cr and

serving several co-operatives. GCMMF shall also create markets for its products in

neighboring countries.

3.2.5 Mission:

We at GCMMF endeavor to satisfy the taste and nutritional requirements of the customer of

the world through excellence in the marketing by our committed team. Through co-

operative networking, we are committed to offering quality product that provides best value

for money.

3.2.6 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 the organization

from the out side.

State Level Marketing Federation

District Milk Product Union Ltd.

Village Milk Product Union Ltd.

Villagers

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.

• Internal Organization Structure:

The following is internal organisation chart of Amul:

Organization Structure Chart

Chairman

Managing Director

General Manager

Ass. General Manager

Finance Production Marketing Sales & Purchase Personnel

Dept. Dept. Dept. Dept. Dept.

Senior Senior Senior Senior S

e

n

i

o

r

Manager

Manager Manager Manager Manager

Financ

e

Productio

n

Marketing Sales Pers

onn

el Manager

Manager Manager Manager Manager

Accountant Officer Marketing Officer P.R.F.

Executive

Officers Supervisor F.S.R. Salesmen Executive

3.2.7 Production Function:

Explosion of the production technology and changes in technical field is going to bring out

revolution in the industry sector which eventually gives stand to study and favors the come

backing subject i.e. production and management.

Production and operation management is planning, organizing, staffing, directing and

controlling of all the production system those portion of organization that convert

inputs into products and services. In general production system takes raw material,

personnel, machines, buildings and other resources and produce products and services.

The core of production system is its conversion subsystem where in workers; raw materials

are used to convert inputs into products and services. This production department is at

heart of the firm, as it is able to produce low cost products and superior quality in timely

manners.

Thus, there arises enormous need of giving due importance to this department as a whole

and a strong concrete base being foundation pillars of a manufacturing organization, if the

intention is to succeed domestically and globally.

• Operating Analysis-

Amul‟s only source of raw material is Village Milk societies. Milk is brought from such

village Milk societies every morning and evening. This Milk is then sent to the dairy

plant. In the dairy plant the Milk is processed i.e. it is made free from germs.

· Milk Processing

The entire process of Milk can be divided into following steps:

Steps:

Milk Processing Chart:

Collection of Raw-Milk

Purchasing And Standardizing Process

Separation Process

Quality Check

Packaging

Process

Cold Storage

Electronic Milk Test

Methyline Blue Reduction Test

3.2.8 Distribution Network:

Most producers work with marketing intermediaries to bring their products to market. The

marketing intermediaries make up a marketing channel also called distribution channel.

Distribution channels are sets of interdependent organizations involved in the process of

making a product or service available for use or consumption.

The Head Office of GCMMF is located at Anand. The entire market is divided in 5 zones.

The zonal offices are located at Ahmedabad, Mumbai, New Delhi, Kolkata and Chennai.

Moreover there are 49 Depots located across the country and GCMMF caters to 37 Export

markets.

A zero level of channel also called a direct marketing channel consists of a manufacturer

selling directly to the final customers. A one level channel; contains one selling intermediary

such as retailer to the final customers. A two level channel two intermediaries are typically

wholesaler and retailer. A three level channel are typically wholesaler, retailer and jobber in

between.

GCMMF has an excellent distribution. It is its distribution channel, which has made it so

popular. GCMMF‟s products like Milk and Milk products are perishable. It becomes that

much important for them to have a good distribution.

Distribution Chart

Products

Agents

Wholesaler

Retailer

Consumer

We can see from above figure that GCMMF distribution channel is simple and clear.

The products change hands for three times before it reaches to the final consumer.

First of all the products are stored at the Agents end who are mere facilitators in the

network. Then the products are sold to wholesale dealers who then sell to retailers

and then the product finally reaches the consumers.

3.2.9 Managing Competition:

The Indian market is dominated by a large number of small local and regional players. There

are an estimated 150 manufacturers in the organized segment, which accounts for 30-35%

of sales and about 1000 units in the unorganized segments of the market. In the

organized segment the significant brands are Kwality Walls , Vadilal, Havmor, Mother

dairy and Baskins & Robbins. GCMMF is facing very tough competition from both in and

outside India.

Amul combats competition from its competitors by providing quality products at a price

which its customers value. Along with good quality products and reasonable price the

packaging is also very good. Most of its products are available in many flavors. Excellent

advertising backs its products and helps GCMMF (AMUL) to leave its competitors a tough

time. Also Amul has come out with Amul Parlours to cater to various segments of

customers. Amul has a very strong Brand Image in the Domestic market. Many products are

exported by GCMMF.

3.2.10 Advertising by Amul:

Amul has two agencies that look after its entire range of products namely FCB Ulka and Da

cunha.

FCB Ulka looks after a broad range of products namely, Amul Lite Breadspread, Amul

Shrikhand, Amul Chocolates, Amul Paneer, Amul SnowCap Softy Mix Ice cream,

Amul/Sagar Ghee, Amul Infant Milk Formula 1 & 2, Sagar Tea and Coffee whitener,

Amul Spray Infant Milk Food, Amul Mithaee, Amul Gulab Jamun, Amulya Dairy

Whitener, Mithaimate Sweetened Condensed Milk, Amul Ice cream, Sagar Skimmed

Milk Powder and Amul Whole Milk Powder.

Da Cunha looks after the Amul butter. Da Cunha also prepares the very popular Amul butter

billboard campaigns, which we see at various locations. Over and above the Amul butter, Da

Cunha also looks after the Amul Cheese, Cheese spread, Gouda Cheese, Emmental Cheese,

Masti Dahi and Butter, Amul Slim-n-Trim, Amul Taaza and Amul Gold (all different

brands of Milk), Amul Fresh Cream, Amul Chocolate Milk, Amul Fresh Milk and Nutramul.

FCB Ulka also looks after the corporate campaign.

3.2.11 Sales Turnover:

Sales turnover of GCMMF from 1994 to 2012 :-

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

1994-95 11140 3

5

5 1995-96 13790 4

0

0 1996-97 15540 4

5

0 1997-98 18840 4

5

5 1998-99 22192 4

9

3 1999-00 22185 4

9

3 2000-01 22588 5

0

0 2001-02 23365 5

0

0 2002-03 27457 5

7

5 2003-04 28941 6

1

6 2004-05 29225 6

7

2 2005-06 37736 8

5

0 2006-07 42778 1

0

5

0

2007-08 52554 1

3

2

5

2008-09

2009-10

2010-11

2011-12

67113

80053

97742

116680

1

5

0

4

1

7

0

0

2

1

7

2

2

5

0

0

3.2.12 Areas of Operation:

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.

3.2.13 Some Facts:

Members: 13 District Cooperative Milk

Producers' Unions

No. of Producer Members 3.03 million

No. of Village Societies 15,712

Total Milk handling capacity 13.67 million litres per day

Milk collection (Total - 2010-

11)

3.45 billion litres

Milk collection (Daily Average

(2010-11)

9.2 million litres

Milk Drying Capacity 647 Mts. per day

Cattlefeed manufacturing

Capacity

3690 MTS per day

Sales Turnover (2010-11) Rs. 9774 Crores (US $ 2.2

billion)

3.2.14 Achievement & Awards:

Amul: Asia‟s largest dairy co-operative was created way back in1946 to make the Milk

producer self-reliant and conduct Milk- business with pride. Amul has always been the trend

setter in bringing and adapting the most modern technology to door steps to rural farmers.

Amul created history in following areas:

First self motivated and autonomous farmers “organization comprising of more than

5000000 marginal Milk producers of Kaira District”.

Created Dairy co-operatives at village level functioning with Milk collection centers

owned by them.

Computerized Milk collection system with electronic scale and computerized

accounting system.

The first and only organization in world to get ISO 9000 standard for its farmers co-

operatives.

First to produce Milk from powder from surplus Milk. Amul is the live example of

how co- operation amongst the poor marginal farmers can provide means for the

socio-economic development of the under privileged marginal farmers.

AWARDS:-

Amul a co-operative society and its co-operation has led many different awards in its favour.

Magsaysay award for community leadership presented in manila.

Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V. Kurien

1964: “Padmabhusan” award given to Shri T.K. Patel

1965: “Padmshri” awarded was given to V. Kurien, general manager, by the president of India.

1987: “Best Productivity” awarded by national productivity council for the year 1985-86

awarded to Amul dairy.

1988: “Best Productivity” awarded for the second successive year 1986-87 by the

president of India, Mr. R. Venkatrao to kaira union.

1993: “ICA” Memenoto towards genuine and self sustaining cooperative worldwide ICA

regional office for Asia and pacific, New Delhi, 1996.

1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO 9001-

2000 and HACCP Certificate and effects are got to obtain ISO 14000.

1999: Best of All" Rajiv Gandhi National Quality Award for the year,

2003: The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the top

scorer in the service category of the prestigious IMC Ramkrishna Bajaj National Quality

Award.

2006-07: GCMMF has bagged award for excellent performance in exports of dairy

products from

Agricultural and Processed Food Exports Development Authority (APEDA).

2007: Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit.

2008: Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit.

2009: Amul Bags Srishti G-cube Award For Good Green Governance.

2010: GCMMF receives Srishti's G-Cube Award.

Dr. V.Kurien honoured with Life Time Achievement Award.

Amul receives Green Globe Foundation Award.

2011-12: ET-Corporate Citizen Award of the Year 2010-11 to GCMMF

2013: GCMMF wins the SAP Award for Customer Excellence (SAPACE) 2013 under the

category of "Best Run Award in Finance"

3.3 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 (Mozarella) Cheese

• Amul Shredded Pizza Cheese

• Amul Emmental Cheese

• Amul Gouda Cheese

• Amul Malai Paneer (cottage cheese), Frozen, Refrigerated and Tinned

• 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

Pure Ghee • Amul Pure Ghee

• Sagar Pure Ghee

• Amul Cow Ghee

UHT Milk Range

• Amul Shakti 3% fat Milk

• Amul Taaza 1.5% fat Milk

• 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

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 Lassee Powder

• Amulya Dairy Whitener

• Sagar Skimmed Lassee Powder

• Sagar Tea and Coffee Whitener

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

• Sweetened Condensed Milk

Amul Mithaimate Sweetened Condensed Milk

Curd Products

• Yogi Sweetened Flavored Dahi (Dessert)

• Amul Masti Dahi (fresh curd)

• Amul Butter Milk

• Amul Lassee

• Amul Prolife Lassee

Amul Ice creams

• Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)

• Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar

Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi)

• Utsav Range (Anjir, Roasted Almond)

• Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate)

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

Currant)

• Sundae Range (Mango, Black Currant, Chocolate, Strawberry)

• Millennium Ice cream (Cheese with Almonds, Dates with Honey)

• Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi

Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)

• Cool Candies (Orange, Mango)

• Cassatta

• Tricone Cones (Butterscotch, Chocolate)

• Megabite Almond Cone

• Frostik - 3 layer chocolate Bar

• Fundoo Range - exclusively for kids

• SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple)

• Health Isabcool

Chocolate & Confectionery

• Amul Prolife Lassee Chocolate

• Amul Fruit & Nut Chocolate

Brown Beverage

• Nutramul Malted Milk Food

• Amul Pro

Lassee Drink

• Amul Kool Flavoured Lassee

Health Beverage

• Amul Shakti White Milk Food

Ready to Serve Soups

• Masti Tomato Soup

• Masti Hot & Sour Soup

Recently launched

• Amul Ganthiya

PLANTS

First plant is at ANAND, which engaged in the manufacturing of Milk, butter, ghee, Milk butter etc.

Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul,

Amul Ganthia and Amul lite.

Third plant is at Kanjari, which produces cattelfeed.

Fourth plant is at Khatraj, which engaged in producing cheese

.

.

OBJECTIVE& SCOPE

OF THE STUDY

4.1 Objectives of Project:

The main objective of the Study can be listed as follows

A. Primary Objective

1

.

To find size of retail network of Amul Prolife Probiotic Lassee

in specific

o

f Kalyan Region.

2

.

To find the problems faced by retailers in selling and storing.

3

.

To collect the information about the competitors.

tt

4. To find the problems regarding distributors.

B. Secondary Objective

1. To organize sales promotional activities to improve Lassee selling.

2. To generate and secure consumer awareness.

4.2 Scope of Project:

The study carried out in Kalyan Region so its scope is mainly limited to Kalyan

Region.

• 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 improve

the lassee sale.

RESEARCH

METHODOLOGY

5.1 Research Methodology:

The research was conducted from 2nd

May, to 30th

July, 2013. The research include

meetings with the retailers, consumers and dealers. It included preparation of the

questionnaire to be answered by above people for knowing the competitive position of Amul

in the Lassee market. The views of the above parties were recorded in the research as per the

questionnaire set by us.

5.1.1 Research Approach:

The objective was to know the competitive position of Amul in the Lassee market thus in

order to successfully conduct the research the unbiased opinion of the above parties was

desirable. Thus we conducted the research as the representative of Amul company and

sometimes the representatives of the other company like Mother Dairy or Gowardhan in

order to have an unbiased opinion of the concerned persons and it worked to achieve our

goal.

5.1.2 Research Instrument:

The research instrument was the structured questionnaire formulated for the respondents. The

questionnaire was different for the retailers and dealers and for the consumers there was a

different set of questionnaire. There were also the area maps.

5.1.3 Types of Question:

The second important aspect in the designing a question is to decide which types of question

are to be used. Question can be classified in various ways.

Questionnaire contains following type information-

1. Open-ended question

2. Dichotomous question

3. Multiple-choice Question

Both the questionnaire consists of all three types of question. Mostly all questions are

multiple type questions. Dichotomous question are few in number. There is only one

open-ended type question.

5.1.4 Phrasing of Question:

In questionnaire, I try to phrase the question in logical way. For example I arrange

question in sequence as personal information, awareness data, usage data, and finally

related to reason and satisfaction.

. 1.5 Sampling

Plan: Sample size

The sample size was as follows:

SR. NO. RESPONDENT TOTAL NUMBER

1. Retailers 169

2. Consumers 95

3. Distributors 4

Sampling Technique:

A stratified sampling technique was used. A different Stratum for different type of

respondent within every stratum the respondents was selected as per convenience basis.

5.1.6 Method of Survey: Personal Interview:

It is direct form of investigation, involving face-to-face communication with free feedback

information. It offers a sense of participation. It is more flexible form of data collection.

Use of unstructured, open-end questions is possible. Rate of refusal is low. Depth interview

is possible. Complex questions can be asked. The interview can have questions to secure

more information. Observation approach can be combined to verify age, income, status,

standard information. Visual aids in the form of catalogues samples etc. can be used to get

views, opinions, and attitudes of responder.

5.2.1 Product for Which Survey Was Conducted:-

Composition:

• Toned Lassee, Sugar / Salt, Fruit Pulp Compound, Stabilizer ,

Active Probiotic Culture

Nutritional Information

• 60 kcal/100 ml

Special Features:

• Tasty, Healthy and refreshing treat for all age people

• Contains live Probiotic Bacteria which helps digestion and improve immunity.

• Made with special culture to give a smooth, mild, acidic taste.

• It is made from natural ingrediants.

• Available in 4 flavours namely Rose, Jeera (Cumin), Mango, Pineapple.

Product Specification:

Amul Prolife Lassee meets the PFA standards for the respective type of Lassee.

Pricing of the Lassee

Price to distributor : Rs 13.50

Price to Retailer : Rs. 14.30

MRP : Rs 15.00

Shelf life :

Best before 10 days from packaging of product.

Storage Condition :

Keep under Refrigeration below 8° C.

5.3.1 Area of Operation:

The areas of operation were the research was done are as follows:

• Khadak pada.

• Birla College.

• Aadharwadi.

• Karnik Road.

• Station Road.

• Rambaug.

• Tilak Chowk

• Shahad.

• Pournima Talkies

• Patri Pool Road.

How the survey conducted

To approach the outlets with the following requirements in mind.

At Approach:

• What type of shop it is? (hotels, amrutulya, bakery, restaurant, general stores, super

market)

• Does it stock Amul products?

• What other brands available in the shop

Secondary Level:

• Whether it sells Lassee ?

• If yes, whether it sells Amul Prolife Lassee ?

• Whether the company provides any promotional support ?

Territory Level:

• Does he sell local Lassee or not ?

• Which is the most selling Lassee in the market ?

• Who supplies Lassee to your shop ?

• Does the delivery of Lassee is on time ?

• What is the mode of payment credit or cash ?

Others:

• Types of schemes given to him.

Addendum:

• Outlets may include institutions, general stores, mithai shops, super market, canteens,

juice bars, ice-cream corners etc.

• These sectors were chosen because the company believed that these segments could be

the best potential buyers for this product.

DATAP ROCESSINNG

& ANALYSIS

Yes

33%

6.1 Data Analysis For Retailers:-

1) Number of retailers stocking Amul Prolife Lassee.

Answer

No. of

respon

dents

Percentage Yes 55 20%

No 114 80%

Yes

No

No

67%

Interpretation:

• The above graph indicates that only 1/3rd

of the retailers are selling Amul Prolife Lassee.

• It shows that Amul Prolife Lassee brand is not popular among the retailers.

2) Reasons for Amul Prolife Lassee not stored by retailers.

(Out of 169 retailers 114 were not buying Amul Prolife Lassee.)

Answer No. of responden

ts Less shelf life 6

Low margin 75

No replacement 20

No distribution 13

No distribution 13

No replacement 20

Low margin 75

Less shelf life

0 10 20 30 40 50 60 70 80

No. of respondents

Interpretation:

• From above graph it is clear that half of the retailers were not satisfied with Amul

replacement and margin policy.

• Some retailers responded about absence of packaging date.

• Very less retailers complained about distribution network

3) Preference of retailer‟s to Lassee brand.

BRANDS

RESPONDE

NTS Amul

15

Aarey

77

Denon

45

Gokul

6

Others

26

Others 26

Gokul 6

Denon 45

Aarey 77

Amul 15

0 10 20 30 40 50 60 70 80 90

.

Interpretation:

RESPODENT

• The above graph shows that the Aarey is most preferable brand in all.

• Some retailers also prefers Denon and others brands.

4) Sources from where retailers get Amul Prolife Lassee

(Out of 169 retailers only 55 were buying Amul Prolife Lassee.)

An

swer

No. of respondent

s

Percentage

Distributor

s

52 95 %

Other

suppliers

3 5 %

Interpretation:

• Almost all retailers said that they purchased Lassee from Amul distributors.

5) Retailer‟s satisfaction with Amul distributor.

(Out of 169 retailers only 55 were buying Amul Prolife Lassee)

Answer No. of respondent

s

Percentage

Yes 34 62 %

No 21 38 %

No

38%

Yes

62%

Yes

No

Interpretation:

• Graph shows that most of the retailers were satisfied with the service provided by the Amul

distributors.

6) Interest of retailers in wholesale distribution of Amul Prolife Lassee.

Answer

No. of respondents

Percentage

Yes 27 16 %

No 142 84 %

Yes

16%

Yes

No

No

84%

Interpretation:

• Graph represents the interest of the retailers to start Amul Prolife Lassee distribution .The

questions asked to increase the retail coverage.

• Most of the retailers were not interested.

• Only 16% of the retailers were ready to start Amul distribution.

61

7) Awareness among retailers for Amul Parlor (APO) and its benefits.

(Out of 169 retailers only 118were questioned as they had large store.)

Answe

r

No. of respondents

Percenta

ge

Yes 70 59 %

No 48 41 %

No

41%

Yes

No

Yes

59%

Interpretation:

• APO is the outlet where you get Amul Prolife Lassee and Lassee products and it helps to

increase the market share. This question asked to the retailers who were strong enough in

capital.

• From graph it can be interpreted that the awareness about APO is very low.

8) Consumer‟s expectation from Amul Prolife Lassee.

(Out of 169 retailers only 55 were buying Amul Prolife Lassee.)

ATTRIBUTE

RESPONDE

NTS Good quality 7

Shelf life 23

Availability 25

Availability 25

Shelf life 23

Good quality 7

0 5 10 15 20 25 30

RESPODENT

Interpretation:

• The question asked to the retailers where the Amul Prolife Lassee is being sale, and

tried to collect feedback of customers about Amul Prolife Lassee.

• More customers were having complaints about the clear date of packaging and availability.

• Some customers were not happy with quality of Lassee.

OBSERVATION

&

FINDINGS

7.1 Observation Findings:-

7.1.1 Retailers: (super market, grocery shops, ets)

• Retailers are not interested because they don‟t have storage facility but if company provides

them such facility they will be sale Amul Prolife Lassee.

• Because of low profit margin almost all retailers are not interested in Amul Prolife Lassee

selling.

• The 200 ml glass are no available to the retailers for selling.

• On question, why retailers are not interested in selling of Amul Prolife Lassee, it is found

they were not happy with margin, availability and replacement and taste of the lassee.

• Retailers were selling different brands. Because they were able to receive more margin from

non popularized brand that they could not from well known brands.

• All retailers get Amul Prolife Lassee from company selected distributors.

• Measurable amount of retailers were not happy with the distributors, because of frequent

change in distributors and late delivery of Lassee.

• All retailers were familiar with sales promotion activities undertaken by Amul. But more of

the activities were not communicated by distributors. So it shows that distributors are taking the

advantage of such activities.

• Some questions were asked with view to convert retailers into distributors, but due to low

margin they denied that.

• Retailers were not interested to start APO because to start APO one required large amount

investment i.e. near about 2 Lakhs and with this it is mandatory to sale only Amul products, so

most of the retailers did not show interest in APO.

• Retailors are not able to sell the product within shelf life of the product,Amul Prolife has only

10 shelf life.

• When question came to retailers ratings towards Amul Lassee rating most of the

most respondents complaining about profit margin and product life.

• Retailers also demand for the replacements for the damage due to the spoilage that they

have to bear when the Amul Prolife Lassee gets spoiled after the purchase.

7.1.2 End Users: (House holds)

• Consumer‟s preference for purchasing of is mainly based on quality, taste, availability, home

delivery and freshness respectively.

• Awareness level among the consumers is very less therefore around 15%

consumers are consuming Amul Prolife Lassee.

• Consumers have a perception that Amul Prolife Lassee is unfresh and is having lots of

cuddling problem.

7.1.3 Bulk Users: (sweet shops, restaurants, hotels, canteens etc).

• The awareness level of Amul Prolife Lassee in bulk users is around 70% but only 10% are using

Amul Prolife Lassee.

• The preference of purchasing Lassee by the bulk users is mainly quality, price and timely

availability.

• The reasons for not using Lassee by the bulk users are :

1. Higher price that is not meeting the competitors rate as bulk user are very price sensitive.

2. In case of canteens contract some of them prefer credit purchasing which is against

company‟s norms and policies.

LIMITATIONS

Limitations:-

This report had to work under several constraints and limitations. Some of the key limitation are.

1. The survey is limited only for ten wards.

2. Time period of the project was 8 weeks, which may not be enough to understand the

whole market.

3. Convenient sampling was used as the mode of conducting the research.

4. The sample size of the taken was small, therefore it can be said that the chosen sample is not

the representative of the whole population and this hindered quantitative research.

5. The psychology and temperament of a respondent play a significant role. Some

respondents are more sensitive as against others who are more tolerant. A change in the

composition of the respondents can affect the answers adversely or favorably.

6. Respondents may not have been true in answering various questions and may be biased to

certain other questions.

7. Out of the whole research and analysis, only four major brands could be highlighted,

leaving aside the other non-popular brands.

8. The questionnaire mostly contained multiple choice questions, therefore many

respondents did not give a proper thought before up the questions, and some even ticked things,

which were not applicable. Therefore, all this increased the bias.

9. The sample size of Retailers / Wholesalers was very small and therefore response from

them dose not reflect the exact view because they may to biased.

CONCLUSION

Conclusion:-

Amul means different things to different people.

To a Lassee producer – A life enriching experience

To a consumer – Assurance of having wholesome Lassee

To a mother – A reliable source of nourishment for her child

To the country – Rural development and self reliance

As we know that Amul is very big organization and market leader in dairy products. It has

maximum market share in Lassee, Butter, Cheese & Ice-Cream which are its main/core

products. But in case of local market like Kalyan the Amul Prolife Lassee is not a popular

product as compared to other Amul Products. With the help of research, company can find out

its week points in Lassee product and can increase its market share through rectify mistakes.

People have believed in Amul‟s product and they will accept it also if effective actions were

taken.

The survey resulted into following conclusions :

Amul must come up with new promotional activities such that people become aware about

Amul Prolife Lassee .

Quality is the dominating aspect which influences consumer to purchase Amul product, but

prompt availability of other Lassee brands and aggressive promotional activities by others

influences the consumer towards them and also leads to increase sales.

In comparison to Amul Prolife Lassee, the other players such as Mother dairy,

Gowrdhan,Gokul & Mahananda provide a better availability and give competition to the hilt.

People are mostly satisfied with the overall quality of Amul Prolife Lassee, but for the existence

in the local market Amul must use aggressive selling techniques.

.

SUGGESTIONS

& RECOMMENDATION

Suggestions & Recommendation:-

The Lassee products market has reached Maturity stage in India large no. of Co-

operatives having a variety of product range has entered the market, thus there is one way

for Amul to sustain their Lassee business in the market by delivering outstanding

satisfaction to their retailers, so that they can take interest in selling of Amul Prolife

Lassee products. This can be done as follows

• Company should increase shelf life of the product.

• Amul has a relatively good distribution network, but still company is not able to fulfill

the demand of outlet in the peak season when demand is very high. Here company

should consider on the supply of product in the peak season.

• Supply should be regular to all the outlets including those that lie in the pocket roads

and not just in the outlets which lie on the easily accessible routes.

• 200 ml lassee glass should make available to retailers for selling, because lower

income family has intention to buy.

• Provide reasonable Margin to retailers as compared to competitors, this motivates

them to promote company‟s products.

• Improve delivery schedule to provide products on time for the retailers about who

claimed that Amul Prolife Lassee is not available to them on time.

• Incentives & schemes should be given to the retailers and some scrutiny should be

follow to check the scheme get being communicated properly by distributors or sales

person.

• Provide consistent service to retailers as this will help gain company goodwill in the

market.

• Do not change distributor frequently, because he is the only person who act as a

connecting link between company and retailers.

• Do not place more than one distributor in same market area.

• Try to minimize bank deposits for APO, which help to retailer think to start.

• Though the customers are asking for Branded Lassee is very few but Amul should invest

more money in Brand promotion and marketing in Kalyan, it will be beneficial for the

company in the long run as well as in the short run.

• For Brand promotion and marketing of Amul Prolife Lassee in Kalyan it should

introduce a mascot for the Amul Prolife Lassee as it already has for Amul Butter i.e. The

Amul Butter Girl in order to gain a good position in the mind of customers. This will also

help in easy Brand differentiation and Recognition.

• Also advertising on the television, Radio Mirchi and Sponsorship of the events, Trade

Fairs will be a better choice.

• The study of Lassee market reveled that there is no Mergers and Acquisition in the

Lassee industry. Amul should go for Mergers and Acquisition and try to acquire the local

players in the Kalyan market like Mother dairy,Mahananda and Gowardhan etc. It will

help the company in increasing its Dealers network, Market share, Customer base etc. It

will also save time of establishing a new manufacturing unit.

• Our Research revealed that there is no awareness among the consumers regarding the

Amul Prolife Lassee in kalyan. So it is advisable to the company to conduct various

consumer awareness programs like distributing of pamphlets outside the big shopping

malls, giving presentations in schools and colleges about the Amul Prolife Lassee by

telling them about the qualities of Lassee. By this we can able to reach to a large number

of people at one time only as there will students along with their teachers and other staff

members of the school and colleges.

• The pamphlets should be printed in such a way that it not only advertise about the

Lassee but also provides information about how to preserve the Lassee in different

conditions.

• In order to attract the ladies segment the pamphlets should have some recepies on the

other side of it.

• Some brand ambassador like M S Dhoni, Hrithik Roshan or Vriendra Sehwag may be

used.

That will help customers to accept the product more quickly.

• Special offers should be there for dealers, retailers and consumers at the time of diwali

and holi.

• Discount coupons should be given to the consumers in order to buy more Lassee.

• If adding preservatives in the Lassee keeps the Lassee for longer times then Amul

should also add some preservatives in the Lassee as people not only see quality but also

sees the time duration i.e. how much times we can store the Lassee.

• In order to push the Lassee to the customers the profit margin should be increased.

• Company should improve its distribution channel and should increase the number

of distributors.

• Company should take care of retailers by solving their problems and should call back

by appointing separate company representatives.

• Timely visit should be given to the retail shops.

BIBLIOGRAPHY

AND WEBLIOGRAPHY

Books:

i Marketing Management (12th

Edition) – Philip Kotlar

ii. Research Methodology – C. R. Kothari

Websites:

i. www.google.co.in

ii. www.wikipedia.com iii. www.amul.com.

iv. www.marketresearch.com v. www.dairy.com

ANNEXURE

QUESTIONNAIRE:- (Retailer Survey)

Name of the shop :

Retailer Name :

Address :

1) Do you stock Amul Prolife Lassee?

a) Yes b) No

2) If No, Why?

a. Low shelf life

b. Low margin

c. No replacement for leakage

d. Low distribution

3) Which is the most preferable brand of packaged Lassee that you stock?

• Amul

• Mother dairy

• Gowardhan

• Mahananda

• Others

4) From where do you get Amul Prolife Lassee?

a) Distributors

b) Other suppliers

5) Are you satisfied with Amul distributor?

a) Yes

b) No

6) Do you know which Sales promotional activities does the company undertake for Amul

Lassee?

7) Are you interested in distribution of Amul Prolife Lassee?

a) Yes

b) No

8) Are you aware of Amul Parlor (APO) and its benefits?

a) Yes

b) No

9) Are you interested in opening an Amul Parlor (APO)

a) Yes

b) No

a

)

Price off d) Free

samples b

c

)

Credit facility

Advertisement

e) Coupons

f) P-O-P

Displays

10) What is consumer‟s expectation from Amul Prolife Lassee?

a) Good quality

b) Packaging

c) Availability

11) Give your ratings to following attributes of Amul Prolife Lassee.

Very good Good Average Bad Very bad

a) Quality

b) Brand image

c) Availability

d) Packaging

e) Margin

QUESTIONNAIRE:-

(Customer survey)

Name of the shop :

Retailer Name : _

Address :

1) Do you know about Amul?

Yes No

2) What are the products of Amul you use very frequently?

Butter Cheese Shrikh

and

Lassee

P

o

w

d

e

r

Dahi Lassee Ice-

C

r

e

a

m

Butter

L

a

s

s

e

e

3) Do you regularly get the Amul Prolife Lassee?

Yes No

4) Which brand‟s Lassee do you like most?

Amul Gokul Mother

dairy

\

5

)

Other (Specify)……………………..

Do you know about Amul Prolife Lassee?

Yes No

7) How is the taste of Amul Prolife Lassee?

Poor Satisfactory Excellent

8) What about the price of Amul Prolife Lassee?

Low Average High

9) How is the packing of Amul Prolife Lassee?

Poor Good Excellent

10. Do you like the home delivery scheme of Amul Prolife Lassee?

Yes No

11. Give your ratings to following attributes of Amul Prolife Lassee.

Very good Good Average Bad Very bad f)

Quality

g) Brand image h) Availability i) Packaging

j) Price

6

)

How is the taste of Amul Prolife

Lassee?

Poor Satisfactory

Excellent

12. Any suggestion about Amul Prolife Lassee: