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A

Project Report

On

“Study on Market Segmentation, Promotion &

Placement of Amul Products

in Pune Market for Amul India.”

Submitted By Mr.ABHISHEK S BANJARE.

(MBA BATCH 2009-10)In Partial Fulfillment for the Award of Degree of Masters in MarketingManagement

For Pune University

Institue of Business Management &Research,Pune

Year 2007-08



ACKNOWELDGEMENT

It has been great pleasure for me to work as a summer trainee in an esteemed

organization like Amul India , which made me aware of the culture followedin the organization and gave me a great exposure.

The project work has been made possible through direct and indirect co-operation of various persons for whom I wish to express my appreciationand gratitude.

I shall remain grateful to Ms………. for her incisive support and objectiveguidance during the project. I am also grateful for the kind co-operation andguidance provide by our Director Prof.Mr……. and Project GuideProf……, without which the project could not be completed successfully.

Once again I express my gratitude to Amul India, Pune for their kind co-operation.

Last but not the least I thank my parents and friends who gave me moralsupport throughout.

Thanks to you all.

(NARSIMHA MURTHY)

(KBR ENGINEERING COLLEGE)



TABLE OF CONTENTS

SR. NO. PARTICULARS PAGE NO

1. EXECUTIVE SUMMARY1-3

2. INTRODUCTION

3. RESEARCH DESIGN

4. DATA ANALYSIS

5. GRAPHICAL REPRESENTATIONOF

DATA

6. CONCLUSIONS

7. SUGGESTIONS

8. LIMITATIONS

ANNEXURES

BIBLIOGRAPHY



CHAPTER I

EXECUTIVE

SUMMARY



EXECUTIVE SUMMARY

This project was carried out for the study of placement of Amul Chocolatesand Shrikhand at Pune. This project has given us excellent chance to work intimately with the organization and it is a wonderful and overwhelmingexperience working with Amul, Pune.

The project is titled “Study on market Segmentation, PromotionPlacement of Amul Chocolate and Shrikhand in Pune Market andWholesalers and Retailers feedback for Amul India.” The basic objectivewas to have in-depth study of the main competitors of Amul India and their distribution network across Pune region.

The research methodology adopted for the accomplishment of theobjectives was interviewing the wholesalers and retailers, using a detailed

questionnnare as an instrument. The data was collected by primary andsecondary sources. Primary source of data was collectedbthrough wellstructured questionnaire which was supported by personal interview thatincluded both open ended and close ended questions. Other information wascollected through websites & company files which acted as a secondarysource of data. The survey was conducted in Pune region by choosingwholesalers & retailers as a sampling unitwith a sample size of 100 retailes& wholesalers.

The survey regarding market share shows that Amul India, leads themarket in Shrikand with competitors like Chitale, Gagangiri and Warna.But, for the chocolate market it lags behind leaders like Cadbury, Nestle etc.It shows that the retail margin is quite high for these products but thedistribution network has to built in more efficiently.



The company must undertake various promotional strategies to boostup their distribution network and at the same time must advertise their

products through various channels like newspapers, hoardings, manuals, brochures etc;.

This is the brief summary of the project presented.

CHAPTER II

INTRODUCTION

Company Profile Marketing Strategy

Channel of Distribution

Product Profile



INTRODUCTION

This project includes the study of of Amul Chocolate and Shrikhand andfeedback from wholesaler, retailer and customer.This project includes personal interview of wholesaler and retailers who salechocolate and Shrikhand in Pune District. Retailer’s and customer feedback is an important aspect in this project.

Personal interview was based on questionnaire. All the question in thequestionnaire are related to Project objective. I have achieved the projectobjective through questionnaire and their interpretation and analysis.Questionnaire includes both open ended and close ended question.

Project is related to marketing research methodology is included in project.Tabels and graph shown data interpretation and analysis.

REASONS FOR SELECTING THE TOPIC:

The objective is this project is to evaluate the the pattern of “Placement of Amul Chocolate and Shrikhand”. This topic has been selected by me to

know the whole process involved in the distribution and placement in that particular area at Pune.This also involved meeting with different retail outlets

individuals. t\This has given me exposure in the real market and to analysedthe real market situation. Another reason is to find out the opportunities thatexist in this segement. To accomplish this objectives as whole it involves



meeting with different wholesalers, retailers and customers and collectingfeedback from them.

COMPANY PROFILE

AMUL means "priceless" in Sanskrit. The brand name "Amul," from theSanskrit "Amoolya," was suggested by a quality control expert in Anand.Variants, all meaning "priceless", are found in several Indian languages.Amul products have been in use in millions of homes since 1946. AmulButter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, AmulChocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk andAmulya have made Amul a leading food brand in India. (Turnover: Rs.37.74 billion in 2005-06). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices & a vast co-operative network..

GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largestfood products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to thefarmers and also serve the interest of consumers by providing quality

products which are good value for money.

Members: 13 district cooperative milk producers' Union

No. of Producer Members: 2.6 million

No. of Village Societies: 12,792

Total Milk handling capacity: 10.16 million litres per day



Milk collection (Total - 2006-07):

2.38 billion litres

Milk collection (Daily Average

2006-07):

6.5 million litres

Milk Drying Capacity: 594 Mts. per day

Cattlefeed manufacturingCapacity:

2640 Mts per day

List of Products Marketed:

Breadspreads:

• Amul Butter • Amul Lite Low Fat Breadspread

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

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

http://www.amul.com/bread-butter.html

http://www.amul.com/bread-lite.html





• 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)• Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom) • Amul Amrakhand• Amul Mithaee Gulabjamuns • Amul Mithaee Gulabjamun Mix • Amul Mithaee Kulfi Mix • Avsar Ladoos

UHT Milk Range:

• Amul Shakti 3% fat Milk • Amul Taaza 1.5% fat Milk • Amul Gold 4.5% fat Milk • Amul Lite Slim-n-Trim Milk 0% fat milk • Amul Shakti Toned Milk • Amul Fresh Cream • Amul Snowcap Softy Mix

Pure Ghee:

• Amul Pure Ghee • Sagar Pure Ghee • Amul Cow Ghee

Infant Milk Range:

http://www.amul.com/cheese-cheddar.html

http://www.amul.com/cheese-spreads.html

http://www.amul.com/cheese-mozzarella.html

http://www.amul.com/cheese-emmental.html

http://www.amul.com/cheese-gouda.html

http://www.amul.com/desserts-shrikhand-.html

http://www.amul.com/desserts-gulabjamun.html

http://www.amul.com/desserts-jamunmix.html

http://www.amul.com/desserts-kulfi.html

http://www.amul.com/fresh-tazza.html

http://www.amul.com/fresh-gold.html

http://www.amul.com/fresh-slim.html

http://www.amul.com/fresh-cream.html

http://www.amul.com/cooking-sagar.html







http://www.amul.com/desserts-shrikhand-.html



http://www.amul.com/desserts-kulfi.html









• Amul Infant Milk Formula 1 (0-6 months)• Amul Infant Milk Formula 2 ( 6 months above)• Amulspray Infant Milk Food

Milk Powders:

• Amul Full Cream Milk Powder • Amulya Dairy Whitener • Sagar Skimmed Milk Powder • Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

• Amul Mithaimate Sweetened Condensed Milk

Fresh Milk:

• Amul Taaza Toned Milk 3% fat • Amul Gold Full Cream Milk 6% fat • Amul Shakti Standardised Milk 4.5% fat• Amul Slim & Trim Double Toned Milk 1.5% fat• Amul Saathi Skimmed Milk 0% fat• Amul Cow Milk

Curd Products:

• Yogi Sweetened Flavoured Dahi (Dessert)• Amul Masti Dahi (fresh curd) • Amul Masti Spiced Butter Milk • Amul Lassee

Amul Icecreams:

• Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi)

http://www.amul.com/powder-milkfood.html

http://www.amul.com/powder-milkpowder.html

http://www.amul.com/powder-dairy.html

http://www.amul.com/powder-skimmilk.html

http://www.amul.com/powder-coffee.html

http://www.amul.com/cooking-mithai.html



http://www.amul.com/cooking-mastidahi.html

http://www.amul.com/icecream/royal.html










http://www.amul.com/icecream/royal.html



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

• Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, FreshStrawberry, Black Currant, Santra Mantra, Fresh Pineapple)

• Sundae Range (Mango, Black Currant, Sundae Magic, DoubleSundae)

• Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,Chococrunch, Megabite, Cassatta)

• Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, CakeMagic)

Chocolate & Confectionery:

• Amul Milk Chocolate • Amul Fruit & Nut Chocolate

Brown Beverage:

• Nutramul Malted Milk Food

Milk Drink:

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

• Amul Kool Cafe

Health Beverage:

• Amul Shakti White Milk Food

http://www.amul.com/icecream/nutomania.html

http://www.amul.com/icecream/nature.html

http://www.amul.com/desserts-chocolates.html


http://www.amul.com/healthy-nutramul.html

http://www.amul.com/icecream/nutomania.html

http://www.amul.com/icecream/nature.html






MARKETING STRATEGY

In corporate planning, strategy is the grand design or a dynamic actionoriented formal general plan to accomplish components mission, basicobjectives, as well as functional objectives. It involves the choice of ageneral type of plan. The details of the program are developed in the action,

plans at large stage. Strategies provide preferred means to accomplish thedesired ends.

Marketing Strategy

Marketing Strategy is the total and unbeatable instrumental or a planshaped and desired specifically for attaining the marketing objectives of afirm. a marketing mission and objectives tell us where we want to go andmarketing strategy provides the grand design for reaching out there.

Market

Market is an atmosphere, a region, or a supra-system in which theforces of demand and supply operate directly and indirectly to bring aboutthe title of goods and services. Market is an arrangement tat providesopportunities of goods and exchange.

According to Prof.H.E.Michelle “Marketing is getting of buyers andsellers in persons, by mails, by telephones, telegraphs or other means of communications.”



Marketing It is the phase of the business activity throughout which humans wants aresatisfied by exchange of goods and services.Prof.Harry L.Hanson define “ Marketing” as process of discovering antranslating consumer needs and wants into products , services specificationscreating demands for these products and services and then, in term,expanding these demand.Philip Kotler says “marketing id=s the analysis, planning, implementationand control of programs designed to bring desired exchanges with targetaudience for the purpose of personal and mutual gain. It relies heavily on the

adaption and coordination of product, price, place and promotion for achieving response.”

Strategic Planning

According to Philip Kotler “Strategic Planning” stands for the process of developing and maintaining, a strategic fit between the organization goalsand capabilities market oppurtinuties.1.Positioning the product into the minds of customers.Competitors

A good position is :1.What makes you unique? “Strategic Planning” is the process of examininga company’s market opportunities, allocating resources to capitalize on thoseopportunities and predicting market and financial performance that are likelyto occur.



2.This consideration a benefit by your target. Both of these conditions arenecessary for a good positioning. Does your target consider this is a goodthing?

Positioning is important because you are competing with all the noises outthere for your potential fans attention. If you stand out with a unique benefit,you have a chance getting their attention. It is important to understand your

product from customer point.

CHANNELS OFDISTRIBUTION

In the field of marketing, channel of distribution indicates routes or pathways through which goods and services flow, or move from productfrom producer to the consumer. We can define formally the distributionchannel as a set of independent activities involved in the movement or the

flow of goods and services from primary producer to the ultimate consumer.

Channel Function

A marketing channel performs the work of moving goods from producer to , place and position gaps that separate goods and services from those theconsumer. It overcomes the time, place and position gaps that separategoods and services from those who want them. Member of marketingchannel perform a key functions-

They gather information about potential and current customer,competitors and other factors and forces in the marketingenvironment.

They develop and disseminate percussive communication to stimulate purchasing.

They place order with manufacturer.

they assume risks connected with carrying out channel work.



Channel Levels

A zero level channel (also called as a direct marketing channel)consists of manufacturers’s selling directly to the final customer.

A one level channel contains one selling intermediary, such as retailer. A two level channel contains two level intermediaries. In consumer

markets, these are typically wholesaler and a retailer.

A third level channel contains three intermediaries.

Consumer Marketing Channels

0 Level 1st Level 2nd Level 3rd Level

Manufacturer Manufacturer Manufacturer Manufacturer

Wholesaler

Jobber Wholesaler

Retailer Retailer Retailer

Consumer Consumer Consumer Consumer



Marketing Channel of Amul India’s Shrikhand & Ice-Cream Market :

Amul India comes under two level marketing channels, contains twointermediares-

2nd Level

Manufacturer

Distributor

Retailer

End Consumer



PRODUCT PROFILE

Amul India has a variety of milk products, starting from milk to sweetchilled Ice-creams and chocolates.

Today, Amul is a symbol of many things- of 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 of a proven model for dairy development. Their productsincludes-

• Pasteurized Butter • Processed Cheese • Pure Ghee • Shrikhand • Nutramul • Amul's Mithaee Gulab Jamuns

GCMMF is India's largest exporter of Dairy Products. It has beenaccorded a "Trading House" status. GCMMF has received the APEDAAward from Government of India for Excellence in Dairy Product Exportsfor the last 9 years.

http://www.kanandairy.com/prodbutter.html

http://www.kanandairy.com/prodprocecheese.html

http://www.kanandairy.com/prodpureghee.html

http://www.kanandairy.com/prodshrikhand.html

http://www.kanandairy.com/prodnutramul.html

http://www.kanandairy.com/prodgulabjamuns.html

http://www.kanandairy.com/prodbutter.html

http://www.kanandairy.com/prodprocecheese.html

http://www.kanandairy.com/prodpureghee.html

http://www.kanandairy.com/prodshrikhand.html

http://www.kanandairy.com/prodnutramul.html

http://www.kanandairy.com/prodgulabjamuns.html



The major export products are:

Consumer Packs

•Amul Pure Ghee

• Amul Butter • Amul Shrikhand • Amul Mithaee Gulabjamun • Nutramul Brown Beverage • Amulspray Infant Milk Food • Amul Cheese • Amul Malai Paneer • Amul UHT Milk (Long Life) • Amul Fresh Cream

Shrikhand:

Shrikand is a traditional sweet. It is the only pasteurized Shrikhand available

with smooth texture and extended shelf life. Made from most modern dairyequipment.

Amul Prolife Probiotic Wellness Ice Cream-India’s First Probiotic Ice

Cream



http://www.amul.com/desserts-shrikhand.html





http://www.amul.com/cooking-paneer.html


http://www.amul.com/fresh-flavouredpack.html













AMUL is all set to storm the Ice cream market with a new range of probiotic ice cream aimed at the total health conscious.

Proboitic means “ for life”. Probitics are defined as “live beneficialculture administered in adequate amounts which confer a beneficial healtheffect on the host”. Amul probiotic wellness ice cream have been made toconfer the health benefit of these probiotics.

Amul Probiotic wellness ice cream :

• Improves immunity• Improves digestion• Prevent gut infection

Manages traveler’s diarrhea

Available in so many flavours packed in international packings:

Amul Probiotic wellness ice cream is available in :125ml/500ml+500ml free and 1.25 litrs in 5 flavours : Vanilla withchocolate sauce/Starwberry/chocolate/shahi Anjir and fresh litchi priceranging from Rs.15(125ml) to 110(1.25litrs).



Amul Prolife Sugar Free Probiotic Wellness frozen dessert

India’s First low fat low calorie Delight

Several generations of Indian consumers have grown up eating icecreams, which traditionally is a combination of full cream milk, lot of sugar and nuts.. Now with the changing trends, life style and climatic conditions

people are becoming more and more health conscious. Keeping in mind theneed of these calorie conscious people, Amul is introducing first time in

India-Amul prolife sugar free probiotic wellness frozen dessert.

Amul Prolife sugar free Probiotic wellness dessert : LOW FAT LOW

CALORIE Amul Prolife sugar free Probiotic wellness dessert has been made byreduced fat content and sugar replaced with combination of low caloriesweetner(Fructo-oligo saccharide and sucralose).These sweetners has verylow glycemic index because they sparingly gets digested by digestiveenzymes in stomach and small intestine. Amul Prolife sugar free wellnessfrozen desserts has also been added with probiotic cultures which imparts agastrointestinal well being and health benefiting factor.

Low Fat : Amul Prolife Sugar Free delight is containing 50% less fat thanthe normal ice cream.

Benefits:

Has low fat and calorie content: hence reduces obesity

Contains no added sugar

Improves immunity and digestion

Prevent gut infection and manages traveler’s diarrhea

Available in so many flavours packed in international packings:Amul Prolife Sugar free wellness delight is available in :125ml/500ml+500ml free and 1.25 litrs in 5 flavours : Vanilla with



chocolate sauce/Starwberry/chocolate/shahi Anjir and fresh litchi priceranging from Rs.18(125ml) to 120(1.25litrs).

Amul Chocos

Amul has launched pure milk chocolate bars, the Badam bar chocolateswhich are completely made of Badam and the Fruit & Nut chocolate bars.

Fruit & Nut Chocolates

Best Impression

“First Impression is the Best Impression” – this Fruit & Nut Bar is packagedin a pleasant dark ink blue color (a trademark color for all bar chocolates?)on the upper half and a nice-looking yellow color at the bottom shiningwrapper with colorful prints of nuts and dry fruits which makes itsappearance very special and catchy !

Nutty

As the name suggests, the chocolate is rich in dry fruits and crusty nutswhich makes eating this crispy and crunchy choco bar a very delightful

experience.

Creamy

Rich in chocolate cream, jus’ running your already mouth-watering tongueon this yummy chocolate flavor itself is exceptionally enjoyable ! Thechocolate bar is entirely made of chocolate flavor without wafers, but thenuts and fruits make it very crunchy and youthful !

Ingredients

This Completely Choco Bar is made up of sugar, cocoa butter, milk solids,chocolate mass, cocoa mass and permitted preservatives and has been



carefully manufactured meeting all the requirements under the PFA for Boiled sugar confectionary.

Amul India (Gujarat Co-operative Milk Marketing Federation Ltd.)

We are pleased to introduce our organization Gujarat Co-operative Milk Marketing Federation Ltd(GCMMF) as India's largest food productsmarketing organisation with annual sales turnover of Rs.2881 crores(US $650 million). We manufacture and market a wide range of dairy products inIndia and abroad under the brand names of Amul and Sagar. GCMMF has19 affiliated dairy plants with a total milk handling capacity of 6.7 millionlitres per day. The total milk drying capacity is 510 MT per day. GCMMF isalso the largest exporter of dairy products from India.

We manufacture and market a wide range of dairy products in India andabroad under the brand names of Amul and Sagar. The product categoriesare Infant Milk Food, Skimmed Milk Powder, Full Cream Milk Powder,Dairy Whitener, Table Butter, Cheddar Cheese, Mozzarella Cheese,Emmental Cheese, Cheese Spreads, Gouda cheese, Ghee, SweetenedCondensed Milk, Chocolates, Malted Milk Food, Blended Breadspreads,Fresh milk, UHT(Long life) Milk, Ice-ream and ethnic Indian sweets. Eachof our products is a market leader in India.

GCMMF is the largest exporter of dairy products from India. We export our products in consumer packs and bulk to USA, Singapore, UAE, Australia,Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lankaetc. On a regular basis. We have won 9 awards consecutively from APEDA,Govt of India.



Basic Information

Company Name: Amul India (Gujarat Co-operative Milk Marketing Federation Ltd.)

Business Type: Manufacturer

Product/Service: Infant Milk Food,Skimmed Milk Powder,Butter,Cheese(Cheddar,Mozzarella,Emmental,Gouda),Cheesespreads,Ghee,CondensedMilk,Chocolates,malted milk food,Breadspreads,fresh milk,UHT milk,Ice-cream.

Company Address: Amul Dairy Road, Anand, Gujarat, India

No. of Total Employees: 501 - 1000 People

Ownership & Capital

Year Established: 1973

Legal Representative/BusinessOwner:

B M Vyas

Trade & MarketMain Markets: North America, South America, Western

Europe, Eastern Europe, Eastern Asia,Southeast Asia, Mid East, Africa, Oceania,China



Total Annual Sales Volume: Above US$100 Million

Factory Information

No. of R&D Staff: Above 100 People

Contract Manufacturing: OEM Service Offered

Amul "Utterly Delicious" Parlours



Amul has recently entered into direct retailing through "Amul UtterlyDelicious" parlours created in major cities Ahmedabad, Bangalore, Baroda,Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create a large chainof such outlets to be managed by franchisees throughout the country. Wehave created Amul Parlours at some prominent locations in the country,which are run by the company or its wholesale dealers:

1. Delhi Metro Rail Corporation 2. The Somnath Temple 3. National Institute of Design

4. Infosys Technologies in Bangalore, Mysore & Pune5. Wipro campus in Bangalore6. Ahmedabad Municipal Corporation7. Surat Municipal Corporation8. Delhi Police9. Gujarat State Raod Transport Corporation

"Amul Utterly Delicious" parlours are an excellent business opportunity for investors, shopkeepers and organizations. In order to come closer to thecustomer, we have decided to create a model for retail outlets, which would

be known as "Amul Preferred Outlets"(APO).

We welcome you to meet the Top Retailers for Amul. Currently online areChennai and Calcutta. We will keep adding the different locations across thecountry as the information comes in.

• Chennai

http://www.amul.com/chennai/index.html

http://www.amul.com/chennai/index.html



• Kolkata • Nasik • Jalgaon • Aurangabad • Delhi • Raipur • Jodhpur • Udaipur • Pune • Siliguri / Durg • Kota

THE TOP 10 COMPANIES IN FMCG SECTOR

S. NO. Companies

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestlé India

4.GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

http://www.amul.com/kolkata/index.html

http://www.amul.com/nasik/index.html

http://www.amul.com/jalgaon/index.html

http://www.amul.com/aurangabad/index.html

http://www.amul.com/delhi/index.html

http://www.amul.com/raipur/index.html

http://www.amul.com/jodhpur/index.html

http://www.amul.com/udaipur/index.html

http://www.amul.com/pune/index.html

http://www.amul.com/siliguri/index.html

http://www.amul.com/kota/index.html

http://www.naukrihub.com/india/fmcg/top-companies/hindustan-unilever.html

http://www.naukrihub.com/india/fmcg/top-companies/itc-limited.html

http://www.naukrihub.com/india/fmcg/top-companies/nestle.html

http://www.naukrihub.com/india/fmcg/top-companies/gcmmf.html

http://www.naukrihub.com/india/fmcg/top-companies/dabur.html

http://www.naukrihub.com/india/fmcg/top-companies/asian-paints.html

http://www.amul.com/kolkata/index.html

http://www.amul.com/nasik/index.html

http://www.amul.com/jalgaon/index.html

http://www.amul.com/aurangabad/index.html

http://www.amul.com/delhi/index.html

http://www.amul.com/raipur/index.html

http://www.amul.com/jodhpur/index.html

http://www.amul.com/udaipur/index.html

http://www.amul.com/pune/index.html

http://www.amul.com/siliguri/index.html

http://www.amul.com/kota/index.html

http://www.naukrihub.com/india/fmcg/top-companies/hindustan-unilever.html

http://www.naukrihub.com/india/fmcg/top-companies/itc-limited.html

http://www.naukrihub.com/india/fmcg/top-companies/nestle.html

http://www.naukrihub.com/india/fmcg/top-companies/gcmmf.html

http://www.naukrihub.com/india/fmcg/top-companies/dabur.html

http://www.naukrihub.com/india/fmcg/top-companies/asian-paints.html



7. Cadbury India

8 Britannia Industries

9.Procter & Gamble Hygiene and Health

Care

10. Marico Industries

http://www.naukrihub.com/india/fmcg/top-companies/cadbury.html

http://www.naukrihub.com/india/fmcg/top-companies/britannia.html

http://www.naukrihub.com/india/fmcg/top-companies/procter-gamble.html


http://www.naukrihub.com/india/fmcg/top-companies/marico-industries.html

http://www.naukrihub.com/india/fmcg/top-companies/cadbury.html

http://www.naukrihub.com/india/fmcg/top-companies/britannia.html



http://www.naukrihub.com/india/fmcg/top-companies/marico-industries.html



Product Profile

Amul is the largest co-operative movement in India with 2.2 million milk producers organised in 10,552 co-operative societies in 2003-2004. Thecountry's largest food company, Amul, is the market leader in butter, wholemilk, cheese, ice cream, dairy whitener, condensed milk, saturated fats andlong life milk. Amul follows a unique business model, which aims at

providing 'value for money' products to its consumers, while protecting theinterests of the milk-producing farmers who are its suppliers as well as itsowners. Despite being a farmers' co-operative, Amul has givenmultinationals a run for their money. In butter, cheese and saturated fats,Amul has remained the undisputed market leader since its inception in 1955,

by offering quality products at competitive prices. In other categories, Amulhas nullified its late mover disadvantage through aggressive pricing, better quality, innovative promotion, and superior distribution.

Amul's Business Model

Amul followed a unique business model, which aimed at providing 'valuefor money' products to its consumers, while protecting the interests of themilk-producing farmers who were its suppliers as well as its owners. As

milk was a perishable item, the farmer suffered a loss if it was not sold before the end of the day.

Amul bought all the milk offered by the milk producer, made timely payment, and shared with the producers the profit generated from marketingthe milk and milk products under the Amul brand name. This arrangementoffered an incentive to the milk producers to increase production and usemodern dairy techniques to enhance productivity, while lowering costs.GCMMF decided to sell all its products under the Amul brand name. Thisenabled GCMMF to spend just 1% of its turnover on advertising campaignas against 6-7% that would be spent on promoting multiple brands. A few

products like ghee, milk and baby foods were also sold under the 'Sagar' brand name for the local market and were not advertised nationally. Amulwas the market leader in butter, ghee, cheese, and dairy whitener right fromthe start. Amul remained focused on three basic business principles: becustomer driven; adapt quickly to the changing environment; anticipate



change and act today to meet tomorrow's challenges. While entering new product categories, Amul's game plan was to attack existing players throughaggressive pricing, better quality, and superior distribution.

Amul retained a competitive edge in the market by offering quality productsat competitive prices. Right from the early years, Amul focused on buildinga strong distribution network. Amul also followed a strategy of forgingalliances with other co-operatives across the country to help it in the criticalfunctions of procurement and manufacturing. Apart from keeping capitalcosts low, these alliances proved critical in the case of low-shelf life

products like milk and curd. The ability to outsource products from other co-operatives helped GCMMF keep its wage cost low. Its wage costs in 2000-01 were 0.8% of sales, as compared to 5% in case of Hindustan Lever

Limited (HLL). .......

PRODUCT LIST

Milk DrinksAmul Kool

Amul Kool Cafe

Bread SpreadsAmul Butter

Utterly ButterlyDelicious

Amul Lite

Low fat, lowCholesterol BreadSpread

Delicious Table Margarine

The Delicious way toeat healthy

http://www.amul.com/amulkool.html

http://www.amul.com/amulkoolcafe.html



http://www.amul.com/bread-delicious.html













Kool Koko

A delight to ChocolateLovers. DeliciousChocolate taste

Nutramul Energy Drink

A drink for Kids - provides energy to suitthe needs of growing

Kids

Amul Kool Chocolate Milk Amul KoolFlavoured BottledMilk

Amul Kool Flavoured Tetra Pack Amul Masti Spiced Buttermilk

Amul introduces theBest Thirst QuenchingDrink

Powder Milk Amul Spray Infant Milk Food

Still, Mother's Milk is

Best for your baby

Amul Instant Full Cream MilkPowder

A dairy in your home

Sagar Skimmed Milk Powder

Which is especiallyuseful for diet

preparations or for use

by people on lowcalorie and high proteindiet.

Sagar Tea CoffeeWhitener

http://www.amul.com/amulkoolkoko.html

http://www.amul.com/nutramulenergymilk.html

http://www.amul.com/fresh-chocolate.html

http://www.amul.com/fresh-flavoured.html




http://www.amul.com/fresh-masti.html

































Amulya Dairy Whitener

The Richest, PurestDairy Whitener

Fresh Milk Amul Fresh Milk

This is the mosthygienic milk availablein the market.Pasteurised in state-of-the-art processing

plants and pouch- packed for convenience.

Amul Gold Milk

Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk

Amul Fresh Cream Amul Shakti Toned Milk

CheeseAmul Pasteurised ProcessedCheese

100% VegetarianCheese made frommicrobial rennet

Amul Cheese Spreads

Tasty Cheese Spreadsin 3 great flavours..


http://www.amul.com/fresh-fmilk.html






http://www.amul.com/fresh-shakti.html




























Amul Emmental Cheese

The Great SwissCheese from Amul, has

a sweet-dry flavour andhazelnut aroma

Amul Pizza Mozzarella Cheese

Pizza cheese...makesgreat tasting pizzas!

Gouda Cheese

For CookingAmul / Sagar Pure Ghee

Made from freshcream. Has typical richaroma and granular texture. An ethnic

product made bydiaries with decades of experience.

Cooking Butter

Amul Malai Paneer

Ready to cook paneer to make your favouriterecipes!

Utterly DeliciousPizza

Mithai Mate

Sweetened CondensedMilk - Free flowingand smooth texture.White to creamy color with a pleasant taste.

Masti Dahi





http://www.amul.com/cooking-butter.html


http://www.amul.com/cooking-pizza.html

























DessertsAmul Ice Creams

Premium Ice Creammade in various

varieties and flavourswith dry fruits and nuts.

Amul Shrikhand

A delicious treat,anytime.

Amul Mithaee Gulab Jamuns

Pure Khoya GulabJamums...best served

piping hot.

Gulab Jamun Mix

Amul Chocolates

The perfect gift for someone you love.

Amul Lassee

Amul Basundi

Health Drink Nutramul

Malted Milk Foodmade from maltextract has thehighest proteincontent among allthe brown beverage

powders sold in

Amul Shakti Health FoodDrink

Available in Kesar-Almond andChocolate flavours.

http://www.amul.com/desserts-icecream.html





http://www.amul.com/desserts-lassee.html

http://www.amul.com/desserts-basundi.html


http://www.amul.com/health-toned.html























India.

Scope of the work

The project will extend its periphery in proving information about present practices capabilities, vulnerabities, and future directions of Amul’s. It alsohelps in understanding the market of Pune city.

Understanding domestic marketing and product strategies along with thestudy of capabilities of competitors and prices quoted by them.Quality , service, and pricing factor of products are also an important part of the study.

Objective of the Project

To study the market share ofAmul in Pune region.

To study the competitor market offerings.

To make a compartive study of Amul products with the other’s.

To study the service provided to the retailers of different brands.



To study the penetration of Amul products viz. Shrikhand andchocolate in Pune region.

Research Methodology

Research, particularly in social science contains endless word spinning andtoo many quotations; end result though may be far from expectations. Incontext of planning and development it is to be noted that it significant liesin quality than quantity.

Therefore, eventually proper attentation has to be paid to designing andadhering to appropriate methodology throughout so as to improve the qualityof the research.

Research type:

This type of result is Descriptive research .Descriptive Researchincludes surveys and fact finding enquiries of different kinds. The major



purpose of Descriptive Research is description of the state of affairs, as itexists at present.

Research Design:

The survey was conducted for the Amul products where aquestionnaire was filled from the retailers, wholesaler and consumers. The

population and the samples were evenly divided in such a manner so as toextract the best possible results within the given limitation.

Sampling Design:

The survey was conducted within a selected part of Pune region bydividing the sample evenly. The whole of Pune region was divided based onthe number of wholesalers and retailers.

Sampling Unit: Retail outlets.

Sample Size: 950 retail outlets.

Areas Covered: NDA, Uttamnagar, Manikbaug, Suncity, Wadgoan, Pimpri Nighidi, Vallabhnagar, Ajemera, Pradhikiran, Paudroad, Warje 1 & 2,Karvenagar, Kothrud.

Method of Data collection:

There are several method of data collection available but,one of themost common method is-questioannare method,same was found appropriatefor this research , for the reason thatQuestionnaire are one of the most commonly used methods.

• It is cost-effective.

• It is time-effective.

The questionnaire was designed by us and also with the help of panelmembers of Amul.

Determination of sources of Data collection:



A list of retailers were generated area wise and later on contactedindividually.

Sampling procedures:

The procedure employed for conducting the survey is on random basis.

The database was referred for carrying out the survey. First the areasto be covered were decided and then the respondents were contacteddirectly.

As the respondents filled the sheets, his/her view relating to hisexpectation was also noted. This was done with the aim to gather theinformation, which would provide related and relevant insights as towhat did the customer expect.

Tools for the Data Collection:For the collection of primary data one to one interview method with

the help of well structured questionnaire with both open and closed endedquestions were used.The survey of all retailers was conducted and their responses were taken down carefully with the help questionnaire.

Tools for Data Analysis:For the purpose of analyzing the data statistical tools such as weighted

average method and percentage analysis were used.For better understandingthe raw data tools like bar graphs and pie charts were used.

Limitations:

The sample size: The biggest limitation of the research is the widearea of Pune region. Only 30% of the entire area was considered for the research.

The survey was done in Pune city; hence if generalizations are to bemaid for other cities, some deviations might occur.



RESEARCH DESIGN

Identify the Problem“To study the market segmentation, promotion & placement of amul

chocolate & shrikhand in une market”

Designing of Research ProcedureProcedure employed for survey is on random basis.

Areas to be covered were desided and the respondents werecontacted directly.

Expectations and views were noted as the respondents fillend in their



Defining Methods of Data Collection

Primary Data Secondary Data

Questionnaire Prepared Collection of Data from websites,

Surveyed 950 retail outlets

Analyzing and tabulating the Data1. For analyzing of Data, statistical tools such as weighted average

method and percentage analysis were used

2. Also, Data was tabulated with the help of Bar charts and Pie diagrams.

A

Interpretation of Data

Findings1.Amul India has a market share of around 5% inChocolate industry for which the competitorsincludes leaders like Cadburys & Nestle.2.For Shrikhand market, Amul has a market shareof 30% which includes tough competition withchitle, warna & Gagangiri.3.The distribution Network of Amul India has to

be more efficient as compared top others.4.The Trade margin for Amul products is quite



GRAPHICALREPRESENTATION OF DATA

The data is obtained by administering the questionnaire to the selectedsamples and the results are calculated on the basis of the data thus collected.

Suggestions

1.Should increase the awareness of Amul productsthrough advertising in various media.2.The Retail margin for thede products should beincreased so that that more number of retailers willhave Amul products.



The da`ta is supported by graphs and charts for easy understanding.

PIE DIAGRAM SHOWING THE MARKET SHARE OF

CHOCOLATES IN PUNE REGION

Fig.1

MARKET SHARE OF CHOCOLATES IN PUNE REGION

OTHERS

18%

`

CADBURY

48%

NESTLE

18% AMUL

16%

AMUL NESTLE CADBURY OTHERS



Competitors Market Share(%)

Cadbury 48

Nestle 18

Amul 16

Others 18

Explanation:From the fig.1, we can see that, Amul faces a tough competiton eith theleaders from chocolate industry like Cadbury & Nestle. Cadbury leads themarket of Chocolates with a market share of 48% and Amul with a share of mere 16%.

PIE DIAGRAM SHOWING THE MARKET SHARE OF

SHRIKHAND IN PUNE REGION

Fig.2

Market Share of Shrikhand in Pune Region

Gagangiri

10%

Warna

20%

Chitale

40%

Amul

30%

Amul Chitale Warna Gagangiri



Competitors Market Share(%)

Amul 30

Chitale 40

Warna 20

Gagangiri 10

Explanation:From the fig.2, it shows the market share of shrikhnad in Pune region. Thefig. clearly reflects that the share of Amul Shrikhand holds a good positionafter Chitale. The market share is about 30% of Amul, 40% of Chitale , 20%of Warna & 10% of Gagangiri.

BAR CHART SHOWING THE DEALER MARGIN FOR


Fig.3Cadbury, 8%

Nestle, 5.86%

Amul, 4%

Others, 10.00%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

Cadbury Nestle Amul Others

DEALER'S MARGIN FOR CHOCOLATES IN PUNE REGION

Cadbury

Nestle

Amul

Others

z



Competitors Dealers’s Margin

Amul 4

Nestle 6

Cadbury 9

Others 10

EXPLANATION:

From the fig.3, it reflects that the dealer margin is quite low for AmulChocolates as compared to Nestle & Cadbury with a dealer margin of 6 and9 points respectively.


SHRIKHAND IN PUNE REGION

Fig.4

Amul, 9.4Chitale, 8.77

Gagangiri, 10.02

0thers, 11

0

2

4

6

8

10

12

Amul Chitale Gagangiri 0thers

DEALER MARGIN OF SHRIKHAND IN PUNE REGION

Amul

Chitale

Gagangiri

0thers



EXPLANATION:From the Fig.4, it shows the dealer margin for Shrikhand market in Puneregion.



Fig.5

Retailers Margin for Chocolates in Pune region

Cadbury, 12

Nestle, 11.2

Amul, 11.23

Others, 17.94

0 2 4 6 8 10 12 14 16 18 20

Cadbury

Nestle

Amul

Others

Cadbury Nestle Amul Others

z



EXPLANATION:From the Fig.5, it shows the dealer margin for Chocolates market in Puneregion.

OBSERVATIONS ANDFINDINGS

On the analysis of data following were the findings



In the survey of each outlet I found that availability of AmulShrikhand is more than other brand.

The service provided by Amul to retailer is very good comparing withother brand.

The quality of Amul Chocolate and Shrikhand is very good comparingwith other brands.

Amul Shrikhand sales is more than any other brand.

At most of the outlets, employees are not satisfied even dealers also.According to them, Amul only takes action for customer satisfaction,but for the outlets employee’s satisfaction, Amul tries to avoid it.

In retail outlets customers focus on quality of products and not onservice given by them.

Customer trust on brand of product and name of company while

purchasing the product.

Retailers feedback

The survey we carried out among 950 retailers for Amul Chocolates andShrikhand was a great success in finding some important feedback. The



survey we carried out was a face to face interview with retailers andcustomer.

Pricing

• Many retailers want more margins on Amul’s Chocolate andShrikhand.

• Some said that the price should be in round figures.

• Some said the price should be less.

Product Quality

• Majority of the people said that the quality of Amul Chocolate and

Shrikhand is very good.They don’t have any problem regarding this.

• Many said that Amul should maintain its quality in coming years.

CONCLUSIONS



Amul India sells quality products like Amul milk, Amul shrikhand,Amul Chocolates, Amul Ice-cream and Amul butter which are a brandin itself. So, its widely favoured with the consumers.

Consumers get good quality, good product, good brand & good

service at their door-step at an affordable price. From the survey, it shows that the Shrikand market is favourable for

Amul rather than Chocolate market as it facess stiff competition withthe leaders in chocolate industry like Cadbury & Nestle.

The dealer margin is quite low as compared to other competitors.

Also, the distribution network of Amul India is quite efficient.



Recommendations

It is said that the ‘line to perfection never exists’, in a way it suggests

that continuos improvement and development is essential to atleast near tothe ‘Perfection’.

To help a plant grow it must be suitably watered, sunlight snd soil,which best suit its kind, similarly the organization too, to see that its effortsget results, must provide with proper attention for the development of thecompany.

After analyzing the data collected during the survey, followingimprovements can be made in future.

1. Replacement facility should be made available for all the products.

2. Promotional activities like, Wall paintings, Flex boards shouldmake available for more product awareness.

3. Efficient distribution must be followed.4. Promotinal activities should be undertaken.5. To create awarness for the products, different modes of publicities

should be used such as Neon sign, Hoardings, Danglers.6. Dealers should offer some attractiuve commissions for generating

regular supply of Amul Chocolates and Shrikhand.



Limitations

1. The sample size was too small when we take the universe into theconsideration, which is very big.

2. The survey was done in a part of Pune city hence if generalizationsare to be made for whole city, sime deviations might occur.

3. Though the data is collested in a best possible way but still in nomwaythe above figures depict the performance of the company.

4. The sample selected wasdone on random basis and taken from fewselected areas that are supposed to represent the whole population.Hence some deaviations mught be there when the same is applied tothe whole universe.

5. Retailers did not provide the real data for the study.6. Retailers are scattered all over Pune city and its very difficult to locate

and contact each of them.7. The big retailer are not ready to fill up the questionnaire.8. Feedback may not be very reliable owing to difference in opinion.



QUESTIONNAIRE FOR WHOLESALERS

WHOLESALER(WD) 1. 2. 3. 4.

WD Name

Location

Which Chocolate sellMore?

1. Milk Chocolate

2.Fruit n Nut3.Fundoo4.Bindass5.Almond bar 6.Chocozoo7.Sugar free8.Rejoice

At what time is theDemand of Chocolates more?

1.Festival

2.Holiday

3.School open

What kind of tradeSupport would increaseThe sale?

1.Chocolate2.Shrikhand

What else can weDo to increase the sales?



QUESTIONNAIRE FOR CONSUMERS

CONSUMER 1. 2. 3. 4.

Name

Location

Which is your chocolate?

Have you eaten AmulChocolate?

If yes did you like the

Taste?Which flavour do youLike the most?

1.Milk Chocolate2.Fruit n Nut3.Fundoo4.Bindass5.Almond6.Chocozoo7.Sugar free8.Rejoice

Do you gift chocolates?

When would you likeTo eat chocolates?

Is chocolate easilyAvailable in your Locality?

Would you like to buy

Amul chocolates?

Which Shrikhand do youEat?

Have you eaten Amul Shrikhand?

Which flavour do youLike the most?



1.Kesar 2.Badam 3.Pista 3.Elaichi 4.Mango

Is Shrikhand availableIn your locality?

QUESTIONNAIRE FOR RETAILERS

RETAILERS 1. 2. 3. 4.

Retailer Name

Location

Do you keep Amul Chocolates?

If yes the, which chocolate sellmore?

1. Milk Chocolate 2.Fruit n Nut 3.Fundoo 4.Bindass 5.Almond bar 6. Chocozoo 7.Sugar free 8.Rejoice

At what time is demand of chocolates more?

1.Festival 2.Holiday 3.School open

Which age group people buy thechocolates more?

1. 4-10 yrs 2. 11-20 yrs 3. 20-35yrs 4. Above 35yrs

Do you keep Amul Shrikhand?

What are the retailer margin for?

1. ChocolateA)Cadbury B)Nestle C)Others

2. Shrikhand

A)Warna B)Chitale C)Gagangiri D)Others

Trade schemes on

A) Chocolates B) Shrikhand



What kind of trade would Increasethe sell?

1. Chocolates 2.Shrikhand

BIBLIOGRAPHY

Books referred :1.Marketing management --------- Philip Kotler,

Millennium Edition(1998)Prentice Hall Publication, INDF,New Delhi – 110001

2.Reserch Methodology ----------- C. R Kothari,Second Edition,Twenty First Re-print, 1998Wishwa Prakashan,

New Delhi.

3.Marketing research -------------- David Lucky and Ronald RubinPrentice Hall of India Private Ltd;1997(Ninth Edition)

4. Information supplied by the company.(Company manuals & files)

5. Websites -------------------------- www.amul.com www.google.com

http://www.amul.com/

http://www.google.com/

http://www.amul.com/

http://www.google.com/

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