A Project Report On

NEW PRODUCT LAUNCH - AMUL LACTOSE FREE MILK

AND AMUL LIQUID CREAMER

2016

Submitted to: Submitted by: Mr. Viswajeet Kumar BALWANT SINGH (Branch Manager Ghaziabad) FPG1517/007 (PGDM 1st Year) I.B.A, Greater Noida

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TABLE OF CONTENTSS. No Title Page No

1 Executive Summary 6

2 Objective of the Research 7

3 Research Mythology 8

4 Company Profile 9

5 Introduction of the Company 12

6 Industry Profile 17

7 UHT PRODUCTS AND ITS IMPACT 19

8 ACHIEVEMENTS 23

9 AWARDS 24

10AMUL IN ABROAD

25

11PEOPLE POWER: AMUL'S SECRET OF SUCCESS

26

12PLANTS

27

13ORGANISATIONAL STRUCTURE

30

14MARKETING STRATEGIES

33

15PRODUCT PROFILE:-1: AMUL LIQUID CREAMER

2: AMUL LACTOS FREE MILK

34

41

16SWOT ANALYSIS

48

17ANALYSIS

51

18FINDINGS

62

19LIMITATION

63

20RECOMMENDATION AND SUGGESTION

64

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21CONCLUTION

65

22QUESTIONNARE

66

23BIBLIOGRAPHY

68

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Executive Summary

This project was undertaken with the objective “TO CREATE NEW CUSTOMER

RELATIONSHIP TOWARDS AMUL LIQUID CREAMER AND AMUL LACTOS

FREE MILK”

In two month Summer Internship Project “- Amul - The Taste Of India” company gave me this opportunity to do a project on launching new products “AMUL LIQUID CREAMER AND AMUL LACTOSE FREE MILK”. I had to research and analysis of the market share of the company and its sales promotion in the field of milk & beverages.

I divided work in three categories:

1. Understand the market portfolio regarding the behavior of customer towards -AMUL- The Taste Of India.

2. Collecting data by directly contacting the customer and hotels in the market that includes major field work.

3. Final stage is to create good relationship with customer and place our product there.

In the first stage, my area of study was Bareilly city. For which I did analysis of market and understand the behavior of customer towards Amul product.

In order to achieve this I visited hotels and Amul Parlors in Bareilly city. During my visit to hotels I enquired which product are they currently using to prepare tea or coffee and what cost they are paying. I convince them to use Amul Liquid Creamer as sample.

In Amul parlors also I convince them for Lactose free milk. I personally visited and collected data place wise because for our product “Amul Lactos Free Milk” society and people of Lactose Intolerant will affect.

Towards the end of the project I visited hotels as well as the parlors to collect feedback. Eventually I was able to make sale of Amul liquid creamer. The feedback was collected with the help of the questionnaire which is attached in the excel sheet.

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OBJECTIVE OF THE RESEARCH

To create awareness of people towards Amul Liquid Creamer and Amul Lactos Free

Milk

To know the preference of Amul products with comparison to other competitive

brands.

To know the factors which affects consumer’s buying behavior while purchase “Amul

Liquid Creamer”

SWOT analysis of Amul Liquid Creamer and Amul Lactos Free Milk

Ideas about to increase the sale of the “Amul Liquid Creamer and Amul Lactos Free

Milk”

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RESEARCH METHODOLOGY:

INFORMATION REQUIRED:

First, I had to know about all the competitors present in the Milk

Segment (Reputed and well established brands as well as Local brands).

Before going for the survey I had to know the comparative packs and

prices of all the competitors existing in the market.

Since Milk is a product that used daily hence I had to trace the market and segment it,

which mainly deals with people of various age groups.

RESEARCH METHODOLOGY:

Collecting primary data by personally visited.

Collecting data through questionnaire.

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COMPANY PROFILE

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.

Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk

producers in Gujarat.

Amul spurred India's White Revolution, which made the country the world's largest producer

of milk and milk products. In the process Amul became the largest food brand in India and

has ventured into markets overseas.

Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006),

is credited with the success of Amul.

About GCMMF:

Fig 1.1: GCMMF- An Overview

Source: (http://www.amul.com/m/organisation)

The GCMMF is the largest food products marketing organization of India. It is the apex

organization of the dairy cooperatives of Gujarat. It is the exclusive marketing organization

for products under the brand name of Amul and Sagar. Over the last five and a half decades,

dairy cooperatives in Gujarat have created an economic network that links more than

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3.1 million village milk products with millions of consumers in India. Gujarat Cooperative

Milk Marketing Federation Ltd. (GCMMF) is India's largest food product marketing

organization with annual turnover (2014–15) US$3.4 billion. Its daily milk procurement is

approximately 14.85 million lit per day from 18,536 village milk cooperative societies, 17

member unions covering 33 districts, and 3.37 million milk producer members. More than

70% of the members are small or marginal farmers and landless laborers including a sizeable

population of tribal folk and people belonging to the scheduled castes.

It has been accorded a "Trading House" status. Many of our products are available in USA,

Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has

received the APEDA Award from Government of India for Excellence in Dairy Product

Exports for the last 16 years. For the year 2009-10, GCMMF has been awarded "Golden

Trophy" for its outstanding export performance and contribution in dairy products sector by

APEDA. In 2013-14, GCMMF took giant strides in expanding its presence in International

markets. Amul’s presence on Global Dairy Trade (GDT) platform in which only the top six

dairy players of the world sell their products, has earned respect and recognition across the

world. By selling milk powders on GDT, GCMMF could not only realize better prices as per

market demand but it also firmly established Amul in the league of top dairy players in world

trade.

For its consistent adherence to quality, customer focus and dependability, GCMMF has

received numerous awards and accolades over the years. It received the Rajiv Gandhi

National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's

Most Respected Company Award instituted by Business World. In 2003, it was awarded the

The IMC Ramkrishna Bajaj National Quality Award - 2003 - certificate of merit- for

adopting noteworthy quality management practices for logistics and procurement. GCMMF

is the first and only Indian organization to win topmost International Dairy Federation

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Marketing Award for probiotic ice cream launch in 2007. For the innovations, GCMMF has

received AIMA-RK Swamy High Performance brand award 2013 and CNN-IBN Innovating

for better tomorrow award in 2014. World Dairy Innovation Awards- 2014 for Best

Marketing Campaign - "Eat Milk with Every Meal". For the tree plantation activity GCMMF

has received seven consecutive Good Green Governance award from Srishti during 2007 to

2013.

The Amul brand is not only a product, but also a movement. It is in one way, the

representation of the economic freedom of farmers. It has given farmers the courage to

dream. To hope, To live.

INTRODUCTION OF COMPANY

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In the year 1946 the first milk union was established. This union was started with 250 litters

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 from 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, Amul spray, Amul Cheese, Amul

Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made

Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a

symbol of many things like of the high-quality products sold at reasonable prices, of the

genesis of a vast co-operative network, of the triumph of indigenous technology, of the

marketing savvy of 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 was

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 of the milk.

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Fig 1.2: Sardar Patel with Farmers

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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 Co-operative unions at the village

level. The Kaira district milk producers union was thus established in ANAND and was

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

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

AMUL.

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Fig 1.3: Sardar Patel suggesting to farmers

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At the initial stage only 250 litres 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 11 lakhs litres of milk every day. Since milk was a perishable commodity it becomes

difficult to preserve milk flora longer period. Besides when the milk was to be collected from

the far places, there was a fear 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 centres in various villages. Milk is collected from almost 1073 societies.

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

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

butter was planned. Dr.RajendraPrasad, 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.

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Fig 1.4: Shri Pandit Jawaharlal Nehru open Amul dairy

Member Unions

1. Kaira District Cooperative Milk Producers' Union Ltd., Anand

2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana

3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar

4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur

5. Surat District Cooperative Milk Producers' Union Ltd., Surat

6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara

7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra

8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad

9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch

10.Ahmedabad District Cooperative Milk Producers' Union Ltd.,Ahmedabad

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11. Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot

12. Gandhinagar District Cooperative Milk Producers'Union Ltd., Gandhinagar

13. Surendranagar District Cooperative Milk Producers' Union Ltd., Surendranagar

14. Amreli District Cooperative Milk Producers Union Ltd., Amreli 

15. Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar 

16.Kutch District Cooperative Milk Producers' Union Ltd., Anjar

17. Junagadh District Cooperative Milk Producers' Union Limited,Junagadh

I NDUSTRY PROFILE

The World Dairy Situation:

According to a report published by International Dairy Federation (IDF) on the World Dairy

Situation 2007 the worldwide milk production is expected to grow at a slower pace in 2007-

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08 and is estimated at 655 million tonnes, only 9 million tonnes more than the production

of 2006 – 2007. The strongest growth would be in Asia, notably in China and India. Milk

production is projected at36 million tonnes in China and 94.60 million tonnes in India. India

would continue to be the largest milk producer, followed by the US, with projected

production of 82.60 million tonnes.

Major changes are not expected in dairy products basket. World butter production increased

for two years, in 2004 and 2005 and then declined in 2006-07. It is expected to decline

again in 2007-08. Industrial cheese production is continuing to grow. The major cheese

producing regions are Europe and North America and both areas are expected to have a faster

growth rate.

The production of condensed and evaporated milks is subject to a declining trend for many

years in the developed market. It has been replaced by many other dairy products, especially

liquid milks of UHT type, coffee cream and coffee whitener including some of the non-dairy

origin.

World trade in dairy products after a period of relative stagnation, started recovery in the

second half of 2006-07 and it continued in the first half of 2007-08. The recovery is due

to prosperity resulting from economic demand. However, the bullish price situation is not

likely to continue long and would level down.

Export of butter and butter-oil recovered in 2006-07 and this recovery continued in early2007-08. The total volume of the world trade in cheese has accelerated and this trend is likely to continue in the year 2008.

The outlook for the trade in dairy commodities for 2007-08 appears bright. However, since

the new market equilibrium, in respect of prices has to be found, the question is

whether international trade in dairy products will continue its growth in 2007-08 at the same

momentum as in previous years. Because of the price situation in 2007-08, one may ask

whether demand can follow the expected trends, but it would be premature to expect

stagnation in the trade. In established markets, the potential for demand to reduce slightly

can release the additional supplies, which are needed to maintain the growth of trade.

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UHT PRODUCTS AND ITS IMPACT

Over the years Amul has been witnessing strong growth in this portfolio, with the segment

growing at 53%, [4] as a result of growing consumer awareness and demand for good quality

milk, the urban population has especially been showing great interest in long life UHT

products like Amul Taaza, which are packed in Tetra Pak cartons, which undergoes UHT

treatment to remove all harmful micro-organisms while retaining the nutrition in the milk.

Today Amul sells around 4-500,000 liters of UHT milk and other value added products per

day and forecast this demand to continue growing at 25%.The UHT products have enabled

Amul to position itself as the market leader in packaged milk segment by penetrating the

deeper and vast markets by maintaining long shelf life of milk, without the need of

maintaining cold supply chains.

Fig 1.5: (Amul portfolio of product)

Amul portfolio of product

Here is a detailed list of Amul’s products:

AMUL BUTTER: ‘UTTERLY BUTTERLY DELICIOUS’ AMUL BUTTER was the first

product which was officially launched by AMUL in 1945. It has been a market leader during

the last 4 decades. AMUL BUTTER is made from Butter, Common Salt, permitted natural

colour- Annatto Composition: Milk Fat 80% Moisture 16% Salt 2.5% Curd 0.8% Calorific

Value: 720 kcal/100g

Special Features: Made from fresh cream by modern continuous butter making machines.

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Breadspreads:

• Amul Butter

• Amul Lite Low Fat Breadspread

• 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 Fresh Cream

• Amul Snowcap Softy Mix

• Amul Lactose Free Milk

• Amul Milk Creamer

Pure Ghee:

• Amul Pure Ghee

• Sagar Pure Ghee

• Amul Cow Ghee

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Infant Milk Range:

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

• Amul Infant Milk Formula 2 ( 6 months above)

• Amulspray Infant Milk Food

Milk Powders:

• Amul Full Cream Milk Powder

• Amulya Dairy Whitener

• Sagar Skimmed Milk Powder

• 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 Ice creams:

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

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

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

Currant, Santra Mantra, Fresh Pineapple)

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

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

Cassatta)

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• Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)

• Amul Kulfi (pista, kesar badam, misthi dohi, matka kulfi)

• Amul Epic

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

• Amul Kool Koko

• Amul Kool Millk Shaake (Mango, Strawberry, Badam, Banana)

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ACHIEVEMENTS:

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:

a) First self-motivated and autonomous farmers‟ organization comprising of more

than 5000000 marginal milk producers of Kaira District.

b) Created Dairy co-operatives at village level functioning with milk collection

centres owned by them.

c) Computerized milk collection system with electronic scale and computerized

accounting system.

d) The first and only organization in world to get ISO 9000 standard for its

farmer’s co-operatives.

e) 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

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AWARDS:

Amul a co-operative society and its co-operation has led many different

awards in its favor.

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 co-operative

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.

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Amul in abroad:Amul is going places literally. After having established its presence in China, Mauritius and

Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India’s largest milk

cooperative, is waiting to flood the Japanese market.

Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul

products are already available on shelves across several countries, including the US, China,

Australia, West Asian countries and Africa.

GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch

milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

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PEOPLE POWER: AMUL'S 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 the common good and betterment of the member producers and

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

technical inputs to enhance milk yield of animals, the artificial insemination service,

veterinary care, better feeds and the like - all through the village societies. Basically the

union and cooperation of people brought Amul into fame i.e. AMUL (ANAND MILK

UNION LIMITED), a name which suggest THE TASTE OF INDIA.

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Plants:

First plant is at ANAND,which engaged in the manufacturing of milk, butter, ghee, milk

powder, flavoured milk and buttermilk.

Fig 1.6: GCMMF- Milk Plant

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

Ganthia and Amul lite.

Fig

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1.7: GCMMF- Milk Plant Working People

Third plant is at Kanjari, which produces cattelfeed

Fig

Source: (https://www.google.co.in/search?

q=gcmmf+khaira+industries+pics&espv=2&biw=1366&bih=667&source=lnms&tb

m=isch&sa=X&ved=0ahUKEwi3s8al-

oHOAhXLs48KHVJYDOUQ_AUIBygC#tbm=isch&q=1st+plant+gcmmf&imgrc=5

RQoILb1WXwjvM%3A)

Fourth plant is at Khatraj, which engaged in producing cheese.

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Fig

1.8: GCMMF Milk Machines

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

Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud

for Gujarat and whole India.

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ORGANISATION STRUCTURE

Vision

Amul vision is to provide quality food and beverages to consumers at affordable prices while ensuring fair returns to the producers

Mission

GCMMF endeavors to satisfy the taste and nutrition requirements of the customers, of the world through excellence in marketing by their committed team. Through co-operative networking, they are committed to offer quality products that provide best value for money.

Table 1:1: Sales Turn Over since 1994-2015 in million:

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

2007-08 52554 1325

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

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

2011-12 116680 2500

2012-13 137350 2540

2013-14 181434 3024

2014-15 207330 3410

Source: http://www.amul.com/m/organisation

Supply Chain Management:

Amul has a very good supply chain. It has a sound number of retailers and wholesalers.

Despite all this, the number of depot which they have in each state is low as compared to the

demand of their product. In bigger states also they have only one depot which is not sufficient

to cater to the requirements of the retailers. In order to meet the demands of the customers

Amul must increase the number of depots which they have.

Employee Strength :

Amul has employee strength of 750 of marketing arm. However, real pool of members

consists of 3.37 million milk producing members.

Three Tier Amul Model

The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy Cooperative Society at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk Federation at the State level. The above three-tier structure was set-up in order to delegate the various functions, milk collection is done at the Village Dairy Society, Milk Procurement & Processing at the District Milk Union and Milk & Milk Products Marketing at the State Milk Federation.

This helps in eliminating not only internal competition but also ensuring that economies of scale are achieved. As the above structure was first evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood Program, it is known as the ‘Amul Model’ or ‘Anand Pattern’ of Dairy Cooperatives.

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Responsible for Marketing of Milk & Milk Products Responsible for Procurement & Processing of Milk Responsible for Collection of Milk Responsible for Milk Production.

Fig 1.9: GCMMF Member Producers

Source:(https://www.google.co.in/search?q=gcmmf+khaira+industries+pics&espv=2&biw=1366&bih=667&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi3s8al-oHOAhXLs48KHVJYDOUQ_AUIBygC#tbm=isch&q=sales+revenue+gcmmf&imgrc=WTW-2l6ZnkImNM%3A)

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MARKETING STRATEGIES:

GCMMF is the marketing arm of the network and manages the physical delivery and distribution of milk and dairy products from all the Unions to customers. GCMMF is also responsible for all decisions related to market development and customer management.

Amul try to follow the strategy which is not very high in term of advertising and promotion hence they keep their budget very small. Amul use to prefer a lower price with emphasis on efficiency in advertising in this context Amul provides umbrella branding to all the products of the network.

Umbrella brand

The network follows an umbrella branding strategy. In this company try to build a brand names that are utilized by a range of different but related products.  Hence Amul follow the same it is the common brand for most product categories produced by various unions: liquid milk, milk powders, butter, ghee, cheese, cocoa products, sweets, ice-cream and condensed milk.

Amul's sub-brands include variants such as Amulspray, Amulspree, Amulya and Nutramul. The edible oil products are grouped around Dhara and Lokdhara, mineral water is sold under the Jal Dhara brand while fruit drinks bear the Safal name.

By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union conflicts but also created an opportunity for the union members to cooperate in developing products.

Page | 35

PRODUCT PROFILEAmul Liquid Creamer:

Figure 1.10: Amul Creamer

INTRODUCTION

To cater to dynamic consumer needs, new product development has always been an

important area of focus for GCMMF Ltd. We believe in launching futuristic products by

analysing changing consumer lifestyles and gauging windows of opportunity well in

advance. Amul Liquid Creamer is another revolutionary product in Amul’s portfolio. It is

the best offering from GCMMF in terms of technology, product, packaging and

experience for our customers.

Before going forward, let us first understand what our new product is, what is its market

and how is it different from other substitutes?

What is Amul Liquid Creamer?

Amul Liquid Dairy Creamer is creamy milk with 25% total solids (9% fat and 16% SNF).

This makes it ideal for making rich and delectable coffee, tea and other dairy beverages.

UHT treated Amul Liquid Dairy Creamer has a shelf life of 180 days and can be stored in

ambient conditions. It comes in packs of 10gm each single use pack.

Page | 36

It is purely dairy based and does not contain any non-dairy fats. Thus, you get all the

goodness and freshness of milk with the convenience of single use packs that can be

stored at ambient conditions.

What is the market for Amul Liquid Dairy Creamer?

Emerging from the on-the-go lifestyle of today’s working population is a need for tasty

and hygienic food in convenient packaging. Catering to this need, Amul has introduced

its Liquid Dairy Creamer that allows you to make rich, creamy and delectable tea, coffee

and other dairy based beverages on the go.

Office, home or hotel a cup of tea/coffee made from this revolutionary product will

refresh you and spare you from the hassle of mixing dairy powders or arranging cooking

ware for using fresh milk. Thus, Amul Liquid Dairy Creamer allows you to enjoy your

tea/coffee hassle free!

What is the nutritional content of Amul Liquid Creamer?

Amul Liquid Dairy Creamer is a dairy based UHT whitener with 25 % total milk solids.

Figure 1.11 Nutritional of Amul Creamer

Page | 37

How is Amul Liquid Creamer different?

Many creamers available in the international market are synthetic combination of oils,

sugars, and milk solids. Usually these are partially hydrogenated soybean oil that contains

trans-fat. These are known to promote inflammation.

TARGET CONSUMERS

Domestic Airlines: Such as Air India, Indigo

International Airlines: Such as Air Asia, Jet Airways

Flight Kitchens: Such as TajSATS Air Catering, Sky Chef

Star Hotels: In metros and tourist destinations such as Goa, Kerala, Agra, Rajasthan

Other Hotels: Which provide in-room facility to prepare tea and coffee

Premium Trains: Rajdhani & Shatabdi

Offices: Any office that has a source of hot water such as an electric kettle for

preparing tea/coffee can be a target for Amul Liquid Dairy Creamer

DISTRIBUTION CHANNELS

Institutional WDs: Will need special focus from WDs to reach this segment;

preferably WDs catering to institutions such as Railway WDs for Kool

Cash & Carry: To reach HoReCa segment

Ship Chandler: Who specialise in supplies for ships, particularly in Mumbai, Cochin

& Chennai

MARKETING MIX

Page | 38

Amul is the market leader in UHT milk category and consumers have experienced

innovative products like Amul Slim n Trim Milk, Amul Calci+ Milk, Amul Fresh Cream,

Amul Whipping Cream, Amul Lactose Free Milk and other such products. Catering to the

on-the-needs of our customers, Amul Liquid Dairy Creamer is a product of the future and

a natural extension of the existing portfolio of the UHT range from Amul.

Product: Amul Liquid Dairy Creamer is manufactured in state-of-art manufacturing

facility of AmulFed Dairy, Gandhinagar. It is ultra-heat treated milk with 25% total

solids (9% fat and 16% SNF). Following the heat treatment this creamer is packed

aseptically in 10 gm cups with easy to remove foil seal. Other salient features of the

product are as follows:

o Goodness of real milk

o Thick and creamy texture

o 180 days of shelf life

o Single use 10 gm cups

o Easy to open peel-off foil

o No added sugar

o High miscibility compared to other substitutes

o Attractive/affordable price

o Ambient storage conditions required

o Available in 400 cups X 10 gm configuration cases (Material Code:

TDMCP15)

Price: Aligned to Amul’s business philosophy, our new offering - Amul Liquid Dairy

Creamer will also be a value for money proposition:

Price to WD WD Margin Price to Trade Margin MRP

Page | 39

% Trade %

Rs. 1.89 5% Rs. 2.00 11% Rs. 2.25

Place: Being a unique product, the distribution of Amul Liquid Dairy Creamer would

require focussed efforts for placement in the following channels:

o Direct Distribution through institutional WDs to airlines, railways, hotels,

offices and ship chandeliers

o MFS (Modern Format Stores): Visibility to generate trials

o A Class Outlets: Outlets frequently visited by SEC A&B consumers

Promotion: Amul Liquid Dairy Creamer is a niche product, thus targeted

o Promotion on online groceries

o Display at MFS (Cash & Carry)

o Digital media activities

o Print ads in newspapers and high end magazines

o Sampling at hotels and offices

COMPETITORS IN INDIAN MARKET

We have only one competitor – D’lecta Milke` - in the Indian market. This is available in

five star hotels such as ITC and is distributed either directly or through MFS (cash and

carry). In the international market, there are a lot of liquid beverage whiteners such as

Nestle’s Coffee Mate,

Hershey’s Delight. However, many of them are non-dairy creamers containing vegetable

fat. D’lecta, however, is a dairy based creamer.

Page | 40

Comparison at a Glance

Key Parameters D’lecta Amul

Pack Configuration 7mlX400 10gm (~9.5ml)X400

Price to Institutions Rs. 2.40 per pc Rs. 2.00 per pc

Shelf Life 180 days 180 days

THUS, AMUL IS OFFERING HIGHER QUANTITY AT LOWER PRICE VIS-À-

VIS COMPETITION

Page | 41

SELLING STORY

Page | 42

AMUL LACTOS FREE MILK

INTRODUCTION :

New product development has always been an important area of focus for GCMMF Ltd.

since its inception. We at GCMMF have always been innovating and improving our

products in terms of quality, novelty, appearance as well as packaging.

Amul Lactose Free Milk is not just another arrow in the quiver of new products of

GCMMF. It is the best offering from GCMMF in terms of technology, product,

packaging and experience for our customers.

Before going forward, let us understand what are lactose, lactose intolerance and lactose

free milk.

Figure 1.12 Lactos Free Milk

What is Lactose?

Lactose is a sugar (carbohydrate) present in the milk and is the primary source of energy

that comes from milk. Lactose is basically made up of two smaller sugars called Glucose

Page | 43

and Galactose. Lactose makes up around 2-8% of the milk (by weight) and is the major

constituent of SNF (solid not fat) in milk.

Infants nurse on their mothers to drink milk, which is rich in lactose. The intestine

secretes the enzyme called lactase to digest it. This enzyme cleaves the lactose molecule

into its two subunits, the simple sugars glucose and galactose, which can be readily

absorbed. Since lactose occurs mostly in milk, in most mammals, the production of

lactase gradually decreases with maturity due to a lack of constant consumption.

What is Lactose Intolerance?

Lactose intolerance, also called lactase deficiency and hypolactasia, is the inability to

digest lactose, a sugar found in milk and to a lesser extent dairy products.

Lactose intolerant individuals have insufficient levels of lactase, the enzyme that helps in

breaking down of lactose into glucose and galactose, in their digestive system. In most

cases this causes symptoms which may include abdominal bloating and cramps,

flatulence, diarrhea, nausea, rumbling stomach, or vomiting after consuming significant

amounts of lactose. Some studies have produced evidence that milk consumption by

lactose intolerant individuals may be a significant cause of inflammatory bowel disease.

Most mammals normally cease to produce lactase (resulting in non digestion of lactose),

becoming lactose intolerant, after weaning, but some human populations have developed

lactase persistence (resulting in continued digestion of lactose), in which lactase

production continues into adulthood. The frequency of lactose intolerance ranges from

5% in Northern European countries (England, Scotland, Ireland, Scandinavia, and

Iceland) to 71% in Italy (Sicily) to more than 90% in most African and Asian countries.

Causes of Lactose Intolerance:

Lactase deficiency has a number of causes and is classified as one of three types:

• Primary lactase deficiency is genetic, only affects adults and is caused by the

absence ofa lactase persistence gene. It is the most common cause of lactose

intolerance as a majority of the world's population lacks these genes.

Page | 44

• Secondary, acquired, or transient lactase deficiency is caused by an injury to the

smallintestine, usually during infancy, from acute gastroenteritis, diarrhea,

chemotherapy, intestinal parasites or other environmental causes.

• Congenital lactase deficiency is a very rare, genetic disorder that prevents lactase

expression from birth. It is particularly common in Finland. People with congenital

lactase deficiency cannot digest lactose from birth, and therefore cannot digest breast

milk.

• Lactose intolerance is not an allergy, because it is not an immune response, but rather

a problem with digestion caused by lactase deficiency. Milk allergy is a separate

condition, with distinct symptoms that occur when the presence of milk proteins

trigger an immune reaction.

How do I know if I have lactose intolerance?

Common symptoms of Lactose intolerance are abdominal bloating and cramps,

flatulence, diarrhea, nausea, rumbling stomach, or vomiting. If you feel sick after

drinking a glass of milk one time, you probably do not have lactose intolerance. But if

you feel sick every time you have milk, ice cream, or another dairy product, you may

have lactose intolerance. Sometimes people who have never had problems with milk or

dairy products suddenly have lactose intolerance. This is more common as you get older.

Symptoms of the most common type of lactose intolerance—adult lactose intolerance—

often starts during the teen or adult years and continue for life. If you think you might

have lactose intolerance, talk it over with your doctor. Your doctor can make sure that

your symptoms are caused by lactose intolerance and not by another problem.

Diagnosis of Lactose Intolerance:

To assess lactose intolerance, intestinal function is challenged by ingesting more dairy

products than can be readily digested. Clinical symptoms typically appear within 30

minutes, but may take up to two hours, depending on other foods and activities.

Hydrogen Breath Test is the most common and accurate test to detect lactose intolerance.

How can you prevent lactose intolerance?

Page | 45

Lactose Intolerance is a condition rather a disease and there is no treatment in strict sense.

However it can be prevented by measures like lactose reduced / free food as well as

modification in your diet in consultation with your physician.

Sweetening Index of Lactose:

Sweetening index is a scale to determine the sweetness of a substance in which sucrose

(common table sugar) is given an index of 1 and rest of the substances are valued in

relation to sucrose wherein higher the index sweeter the substance. Given below is the

sweetening index of Lactose along with some common substances.

Substance Sweetening Index

Fructose (common sugar present in most of 1.70the fruits and gives sweetness to the fruits)

Sucrose (common table sugar) 1.00

Glucose 0.75

Lactose 0.15

Honey 1.10

Maple Syrup 1.00

Saccharin (artificial sweetener) 300

Aspartame (artificial sweetener) 180

We can see that Lactose is one of the least sweet substances among the generally

available sweet substances. Since Lactose is the major sugar in milk, we do not find the

milk to be sweet.

Why is Lactose Free Milk sweeter than the normal Milk?

During processing of milk, lactose in the milk is broken down into glucose and galactose.

Hence the content of glucose in the milk becomes high. Since sweetening index of

glucose is five times that of lactose, the milk tastes sweeter without adding any

sweetening substance.

How is lactose intolerance different from milk allergy?

Page | 46

Lactose intolerance is not an allergy, because it is not an immune response, but rather a

problem with digestion caused by lactase deficiency. Milk allergy is a separate condition,

with distinct symptoms that occur when the presence of milk proteins trigger an immune

reaction.

Market of Lactose Free Milk

Europe is the leading market for Lactose Free Milk and its products where a large number

of people are Lactose Intolerant. It is estimated that 20-25% of Indian population is

lactose intolerant. Though, currently a niche segment in India, this market has huge

potential in long term.

LAUNCH OBJECTIVES

• To add new consumers to Amul Portfolio

• To tap demand of lactose free milk and make the goodness of milk available to all

• To create consumer awareness about lactose intolerance and generate trials of Amul

Lactose Free Milk

MARKETING MIX

Amul is the market leader in UHT milk category and consumers have experienced

innovative products like Amul Slim n Trim Milk, Amul Calci+ Milk, Amul Fresh Cream,

Amul Whipping Cream, Amul Basundi and other such products. Amul Lactose Free Milk

is natural extension of the existing portfolio of the UHT range from Amul.

Product: Amul Lactose Free Milk is manufactured in state-of-art manufacturing facility

of Amul Fed Dairy, Gandhi nagar. Enzyme Lactase is added to normal ultra heat treated

milk at very high precision so that the natural lactose present in milk is broken down in to

glucose and galacatose. Following which the lactase treated milk is packed aseptically to

given Amul Lactose Free Milk. Hence Amul Lactose Free Milk is any normal milk

devoid of lactose.

Amul Lactose Free Milk is first of its kind in India. It is milk without lactose so that

lactose intolerant can enjoy milk. It has all the goodness of milk like protein, vitamins,

Page | 47

calcium and other minerals. A lactose intolerant person who has not been consuming

milk and hence has not been getting nutrition from milk may now get nourishment

from Milk.

Other salient features of Amul Lactose Free Milk are:

• Available in attractive, easy to use portion pack of 250ml in Tetrapack

• Pack with functionality of re-cap prevents spillage and multiple time use

• 250ml pack with re-cap gives easy carrying and handling experience to consumers

especially during travel

• Shelf life of 120 days

• Storage in ambient condition – no refrigeration required

• No need to boil

• Case configuration: 32 x 250ml (Material Code: LFMCP01)

Pricing: Economically priced. Like any Amul product, it is value for money.

MRP: Rs. 25

Trade Margin: 10% on MRP (Rs. 2.50 per pack)

WD Margin: 4% on MRP (Rs. 1.00 per pack)

Placement (Target Outlets): we need to focus on following outlets for placement of

Amul Lactose Free Milk.

MFS (Modern Format Stores)

o Visibility to generate trials

A Class Outlets

o Outlets frequently visited by SEC A&B consumers

Chemist Outlets

o To reach lactose intolerant consumers

Page | 48

Target Consumer: People who have been suffering from indigestion after consuming milk are the prime target consumer of Amul Lactose Free Milk. Milk is an important source of nutrition and absence of milk from daily diet causes loss of valuable nutrition. A lactose intolerant person who has not been consuming milk and hence has not been getting nutrition from milk may now get nourishment from Milk.

Promotion: Amul Lactose Free Milk will currently cater to niche market segment; hence the promotion of the product has to be very direct and specific. We have planned for following activities for promotion.

Launch on online grocery websites

Exclusive launch on www.amazon.in and www.bigbasket.com

Display in MFS

Doctor’s contact

o Sampling at major meets of medical practitioners

PoP material – Leaflets and Dangler

Promotion through online grocery websites

Promotion on digital Media

Print Ads

SELLING STORY

First of its kind in India

Milk without Lactose so that Lactose Intolerant can enjoy milk

Milk without Lactose still having all the goodness of milk like protein, vitamins, calcium and other minerals

A lactose intolerant who has not been consuming milk and hence has not been getting nutrition from milk may now get nourishment from Milk

Available in attractive, easy to use portion pack of 250ml in Tetrapack at a very attractive value for money price point of Rs. 25 per pack

Pack with functionality of re-cap prevents spillage and multiple time use

250ml pack with re-cap gives easy carrying and handling experience to consumers especially during travel

Storage in ambient condition – no refrigeration required

No need to boil till pack is opened

Page | 49

SWOT ANALYSIS

STRENGTHS:

1. High brand equity and top of the mind brand.

2. Strong network of over 3 million milk producers.

3. World’s largest manufacturer of pouched milk.

4. Products available at affordable price.

5. Market leader in butter segment.

6. Responsible for white revolution in India.

7. Strong network of Amul retail outlets, stalls and parlors.

8. Amul Lactose free milk enjoys first mover advantage.

9. Amul Milk Creamer is an innovative product and a better replacement to milk powder with very low costs and high quality.

WEAKNESSES:

1. There are various big players in the chocolate market, which acts as major competitors restricting their growth in chocolate sector.

2. Amul Creamer faces its weakness because of the strong hold of milk powder in the

market, and the limited target customer base is reluctant to put its faith in the product.

3. Amul Lactose Free Milk faces challenge due to lack of awareness of its health benefits

among the customers and pricing issues.

4. Strong competition from international & domestic players in the ice cream segment

means limited market share.

Page | 50

OPPORTUNITIES:

1. There is a lot of potential for growth and development as huge population stay in rural

market where other companies are not targeting.

2. Rise in purchasing power of Indian people.

3. Use digital marketing tools to increase customer base

4. The lactose free food market is completely open without competition. Hence, it’s a great

opportunity to seize the maximum market share of this segment.

THREATS:

1. The major threat is from other companies which hold the majority share of consumers

in Indian market i.e. Cadbury and Nestle.

2. There exists no brand loyalty in the chocolate market and consumers frequently shift to

other brands.

3. Growing prices of milk and transportation costs.

4. Strong presence of milk powder and its cheap prices pose a threat to Amul Milk

Creamer.

5. Presence of products like Amul Lassi, Amul Kool and its big product portfolio in the

beverage sector is itself a threat for Amul Lactose Free Milk.

6. Economic slowdown and inflation.

Page | 51

Analysis

Q-1: Which product you are using currently for making a tea or coffee?

Nestle Creamer Amul Milk Parag Milk Mother Dairy Other0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

25%

40%

0%

20%

15%

Which product you are using currently for making a tea or coffee?

Series1

Figure: 1.13

Interpretation: In figure 1.13 it shows that 40% of respondents are using Amul Milk for

making a tea or coffee. So it determines that our main competitor for “Amul Liquid Creamer”

is our own product “Amul milk”. And 25% are using Nestle powdered milk, 20%

respondents are using mother dairy milk and rest 15% respondents are using buffalo milk.

Page | 52

Q-2: Did you use Amul Liquid Creamer?

yes no0%

20%

40%

60%

80%

100%

120%

100%

0%

Did you use Amul Liquid Creamer?

Did you use Amul Liquid Creamer?

Figure 1.14

Interpretation: Figure 1.14 shows that 100% respondents are used our Amul Liquid Creamer

as sample. I gave them 10 samples to for use.

Page | 53

Q-3:-Did you find creamer is better as compared with powdered milk?

Yes No0%

10%

20%

30%

40%

50%

60%

70%60%

40%

Did you find creamer is better as compared with powdered milk?

Did you find creamer is better as compared with powdered milk?

Figure 1.15

Interpretation: Figure 1.15 shows that, the 60% respondents are declared that Creamer is

better as compared with powdered milk but they are not satisfied with the quantity of the

Amul Creamer.

Page | 54

Q-4: Are you satisfied with our Amul Liquid Creamer?

Yes No0%

10%

20%

30%

40%

50%

60%

70%

40%

60%

Are you satisfied with our Amul Liquid Creamer?

Are you satisfied with our Amul Liquid Creamer?

Figure 1.16

Interpretation: Figure 1.16 shows that the 40% respondents are satisfied with Amul Liquid

Creamer and 60% respondents are not satisfied.

Satisfied people are using two packet of Amul Liquid Creamer for making their tea of coffee.

Page | 55

Q-5: How is creamer served in the hotel?

Breakfast After Lunch With Snack After Dinner0%

10%

20%

30%

40%

50%

60%

70%65%

10% 10%15%

How is creamer served in the hotel?

How is creamer served in the hotel?

Figure 1.17

Interpretation: Figure 1.17 shows that 65% respondents in hotels demand tea and coffee

morning, , 15% respondents like to drink tea after dinner, 10% respondents like to drink tea

with snack, as per collected data.

Page | 56

Q-6: Experience with Amul Liquid Creamer?

Excellent Very good Good Fair0%

5%

10%

15%

20%

25%

30%

35%

40%

0%

30%

35% 35%

Experience with Amul Liquid Creamer?

Experience with Amul Liquid Creamer?

Figure 1.18

Interpretation: Figure 1.18 shows that almost 35% respondents like Amul Liquid Creamer.

They like the idea for making a tea of coffee is good by creamer, 30% says it’s very good for

making a tea or coffee.

Page | 57

Q-7: Rate Amul Liquid Creamer ( 1: poor, 2: Fair, 3: Neutral, 4: Very good, 5: Excellent )?

Poor Fair Neutral Very good Excellent0%

5%

10%

15%

20%

25%

30%

35%

30%

15%

25% 25%

5%

1-Taste

Figure 1.19

Interpretation: Figure 1.19 shows that 30% respondents says that the taste of creamer

is poor, 25% respondents says that the taste of creamer is Neutral, 25% respondents

says that the taste of creamer is very good, and 15% of respondents says that taste

wise Creamer is fair, 5% respondents says that this is excellent.

Page | 58

Poor Fair Neutral Very good Excellent0%

10%

20%

30%

40%

50%

60%

0%

55%

35%

5% 5%

2-Miscibility

Figure 1.20

Interpretation: Figure 1.20 shows that 55% of respondents rate as miscibility of product is

fair, 35% of respondent’s rate as Neutral, 5% rate as very good, and 5% of respondents rate

as excellent.

Page | 59

Poor Fair Neutral Very good Excellent0%

10%

20%

30%

40%

50%

60%

0%

55%

5%

20%

5%

Rate Amul Liquid Creamer: 3-Price

Figure 1.21

Interpretation: Figure 1.21 shows that 55% of respondent’s rate price wise is fair as compared

with powdered milk, 20% loyal customer’s rate price wise is very good, 5% of respondent’s

rate price wise is excellent.

Page | 60

Poor Fair Neutral Very good Excellent0%

5%

10%

15%

20%

25%

30%

35%

40%

45%40%

20% 20%

10% 10%

4-Quantity

Figure 1.22

Interpretation: Figure 1.22 shows that, 40% of respondents rate creamer quantity is poor, 20% of respondents rate creamer quantity is fair, 20% of respondents rate creamer quantity is neutral, 10% loyal customers rate creamer quantity is very good, 10% of respondents rate creamer quantity is excellent.

Page | 61

Q-8: Is the Customer are satisfied with Amul Liquid Creamer product?

Yes No0%

10%

20%

30%

40%

50%

60%

70%

40%

60%

Is the Customer are satisfied with Amul Liquid Creamer product?

Is the Customer are satisfied with Amul Liquid Creamer product?

Figure 1.23

Interpretation: Figure 1.23 shows that, 60% of respondents are not satisfied with the tea made by creamer, and 40% respondents are satisfied.

Q-9: Do you think packaging of Amul Liquid Creamer is good?

Page | 62

Yes No0%

20%

40%

60%

80%

100%

120%

100%

0%

Do you think packaging of Amul Liquid Creamer is good?

Do you think packaging of Amul Liquid Creamer is good?

Figure 1.24

Interpretation: Figure 1.24 shows that 100% respondents liked the packaging of Amul Liquid

Creamer.

Findings

Page | 63

Amul Liquid Creamer is good as compared with powdered milk, people who they are

using powdered milk are now using Amul Liquid Creamer.

Creamer served all time in the hotels (in morning, with snack and at night).

Out of 100% respondents’ 40% people are satisfied and 60% of people are not

satisfied with Amul Liquid Creamer.

Overall experience with Amul Liquid Creamer is, 35% people are says that creamer is

good, 35% says that creamer is fair, 30% says that this is very good.

100% people say that Amul Liquid Creamer packaging is good.

By collected data from the hotels by questionnaire I found that Amul milk is the

competitor of Amul Liquid Creamer.

LIMITATION

Page | 64

1): First of all I would like to abroad the problem with these products that these are good but in market the people are not aware about the product.

2): People want price less product Lactose Free Milk is costly product

3): Supply of Amul is not good

4): Hotel’s are very disappointed with Amul distributer supply

5): Shortage of Amul products

SUGGESTIONS AND RECOMMENDATIONS:

Page | 65

The observations and conclusions have led to following recommendations and suggestions:

1. Amul Lactose Free milk is a new product in the market introduced first time in India. So its

pricing has to be less compare to other milk beverages.

2. Lactose free milk will take time to get a place in India as customers are less known of the

lactose intolerance. There is a need of strong advertisement on national level. So that people

can get aware of it. More focus should be laid on creating awareness among the customers

about its health benefits.

3. Amul Milk Creamer is good and it would be take a good placed in hotels and restaurants as

well.

5. Amul has to re-think on pricing strategy of Creamer as its pricing is higher than powder

packets & Nestle creamer. It needs to check its margins with the wholesalers and retailers.

6. Amul Milk Creamer needs to keep its pricing at par with milk powder initially to establish

a customer base.

7. Amul should try to improve its replacement policy and make it somewhat liberal as there

have been a lot of complaints about replacement policy of Amul.

CONCLUSION:

Page | 66

Today, Amul is one of the leading companies in the dairy sector of the country. What

started as a motive to provide dairy services at affordable prices to the customers is today

a brand that speaks for itself; be it its products, its marketing, advertising or bringing up

the current social issues in the country. Its vast product line and huge customer base has

always helped it keep its market share intact.

Amul Lactose Free milk is not able to prove a successful product because of the lack of

knowledge of its health benefits among the dealers as well as customers. In Bareilly there

is no scope of Amul Lactose free milk because people are not aware about the product

features. The store keeper is ready to store Lactose Free Milk but customers are not ready

to buy this costly product. We hope Lactose Free Milk take place in future.

Amul Liquid Creamer has shown a promising potential as a replacement for milk powder.

But during its marketing, several issues have come up to the surface. First of all, the

targeted places are not happy with Amul’s services. The hotels have clearly shown

disappointment for Amul’s service. Issues like demand-supply gap and company’s focus

in retail sector have been the major reasons for the hotels not trusting the brand. Among

others, the hotels have direct tie-ups with the competitors and claim to be receiving better

services. However, major hotels have said that the milk powder has been giving them

satisfactory response and therefore are reluctant to shift to Amul Milk creamer.

Survey on Amul Liquid Creamer

Page | 67

FEEDBACK QUESTIONNAIRE OF AMUL LIQUID CREAMER

Amul Liquid Dairy Creamer is creamy milk with 25% total solids (9% fat and 16% SNF). This makes it ideal for making rich and delectable coffee, tea and other dairy beverages. UHT treated Amul Liquid Dairy Creamer has a shelf life of 180 days and can be stored in ambient conditions. It comes in packs of 10gm each single use pack. It is purely dairy based and does not contain any non-dairy fats. Thus, you get all the goodness and freshness of milk with the convenience of single use packs that can be stored at ambient conditions.

Name: ____________________ Hotel Name: ________________________ Mo-No: _______________________

Designation of respondent: _____________________________Q-1: Which product you are using currently for making a tea or coffee? a) ______________________________Q-2: Did you use Amul Liquid Creamer? a) Yes ( ) b) No ( )Q-3: Did you find creamer is better as compared with powdered milk? a) Yes ( ) b) No ( )Q-4: Are you satisfied with our Amul Liquid Creamer? a) Yes ( ) b) No ( ) Q-5: How is creamer served in the hotel?? a) At-breakfast ( ) b) after lunch ( ) c) with snack ( ) d) after dinner ( ) f) all time ( )

Q-6: Experience with Amul Liquid Creamer? a) Excellent ( ) b) very good ( ) c) good ( ) d) fair ( )Q-7: Rate Amul Liquid Creamer ( 1: poor, 2: Fair, 3: Neutral, 4: Very good, 5: Excellent )? a) Taste ( ) b) Miscibility ( ) c) Price ( ) d) Quantity ( )

Q-7: Is the Customer are satisfied with Amul Liquid Creamer product? a) Yes ( ) b) No ( ) Q-8: Do you think packaging of Amul Liquid Creamer is good? a) Yes ( ) b) No ( )

Q-9: Any suggestions for our Product (Amul Liquid Creamer)? _________________________________________________________________________ _________________________________________________________________________

Date: ___/___/______ Signature:

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BIBLIOGRAPHY

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BOOKS & JOURNALS–

Kotler Philip, “Marketing Management” New Delhi, Prentice Hall of India,

2009(13th edition)

OTHERS –

Internet

Magazines

Questionnaire

INTERNET

[1] https://en.wikipedia.org/wiki/Amul

[2] http://www.amul.com/m/about-us

[3] http://www.amul.com/m/organisation

[4] http://articles.economictimes.indiatimes.com/2013-09-10/news/41937635_1_uht-milk-tetra-pak-ultra-high-temperature

[5] http://www.amul.com/files/pdf/WDIW-action_at_amul.pdf

[6] http://www.ijser.org/researchpaper%5CA-CASE-STUDY-OF-AMUL-COOPERATIVE-IN-INDIA-IN-RELATION-TO-ORGANIZATIONAL-DESIGN-AND-OPERATIONAL-EFFICIENCY.pdf

[7] http://www.marketing91.com/marketing-mix-of-amul/

[8] http://www.amul.com/

[9] http://www.amul.com/products/Amul_Lactose_Free_Milk%20.php

[10] http://www.amul.com/m/press_release

[11] http://www.amul.com/m/action-at-amul

[12] http://www.amul.com/m/brands

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