A

PROJECT REPORT
ON

effectiveness of Amul Milk Marketing plan

Directorate of Distance Education,

Swami Vivekanand Subharti University

Submitted for partial fulfillment of award of

Master in Business Administration

BY STUDENT
Name Kamleshwar Jha
Enrollment No.- c 1320604266
Batch

Under the Supervision

Name of the guide
DR. FALGUNI SATSANGI

PERSONAL PROFILE
1

NAME

FATHERS NAME

MOTHERS NAME

DOB

NATIONALITY

QUALIFICATION

Course
10th
10+2
B.A.
EXPERIENCE

Kamleshwar Jha

Indian

Board/University Year

WORKING I N ADIDAS SHOES

ADDRESS

CURRICULAM VITAE

Result

CERTIFICATE
This is to certify that Varun Kumar has carried out the Project work
presented in this entitled Effectiveness of Amul Milk Marketing
3

plan and merits the award of Master in Business Administration from

Swami Vivekanand Subharti University under my supervision. The
Project embodies result of original work and studies carried out by
student himself/herself and the contents of the Project do not form the
basis for the award of any other degree to the candidate or to anyone
else.

Signature of the student

Signature of the Guide

Name of the Student : Kamleshwar Jha

Name of the Guide :

Enrollment No.

Designation :

Adddress-

Address:

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT
5

To acknowledge all the persons who had helped for the fulfillment of the
project is not possible for any researcher but in spite of all that it becomes
the foremost responsibility of the researcher and also the part of research
ethics to acknowledge those who had played a great role for the completion
of the project.
So in the same sequence at very first, I would like to
acknowledge my parents because of whom I got the existence in the world
for the inception and the conception of this project. Later on I would like to
confer the flower of acknowledgement to Dr. A.N. Singh ( Project Guide)
and other faculty members who taught me that how to do project through
appropriate tools and techniques. Because ADIDAS has trusted me and
given me a chance to do my integrated research study, I would like to give
thanks to the organization from the depth of my heart. Rest all those people
who helped me are not only matter of acknowledgment but also authorized
for sharing my success.

Kamleshwar Jha
MBA

PREFACE

PREFACE
I have great pleasure in doing my project on Human Resource Information
System in company.
Need of this project arises because summer training with project is a part of my
syllabus. Another reason is that one of the important aspect of an MBA students
career. It is basically to strengthen our knowledge with the latest technologies
and recent development.
My project title is Human Resource Information System in BHEL Jhansi
reason for choosing this particular topic is that India has also opened which
provide tremendous opportunities.
As an MBA student it is necessary to know deeply about international
marketing and its various aspects.
This project is an indispensable vide-mecum for the students who are in relation
with the international trade.
I have compiled this report with my best efforts and I hope this report will give
complete satisfaction regarding various aspects of international marketing

Kamleshwar Jha

TABLE OF CONTENTS

Executive Summery
Objective of Study
1. About Company
2. About Topic
3. Review of Literature
4. Research Methodology
a)
b)
c)
d)
e)
f)
g)

Sample Size
Sample unit/profile
Method of Sampling
Location
Parameters of Study
Tools
Limitations

5. Importance of the Study

6. Analysis & Findings
7. Recommendation
8. Conclusion
9. Appendix
o Bibliography
o Questionnaire

OBJECTIVES
To Identify the Amul Milk needs in practical working with the available
brands of milk overall market .
To Diagnose Individual family to purchase Current Strength and Promote
Sale Opportunities/Needs in relation to a set of competencies.
To Ensure each Individual family should understand his/her capacity to
Purchase Needs.
To Provide a Platform for marketing Development.
To Ensuring that each employees performance level is enhanced in due
course of time.
To determine the market share of Amul dairy based product.
To determine the consumer preferences of Amul dairy
product with the help of some parameters -quality, taste,
price, packing style.
To compare the dairy product of Amul dairy on the basis of
above parameters

10

INTRODUCTION TO AREA OF RESEARCH

Amul Milk is a popular brand in India and purchaser pay attention
product quality and cost.
Individual purchaser contribute small sums.
The big purchaser contribute in large purchasing by cost rebate and
popular scheme.
The marketing of milk refers to the individual capacity of purchasing.
Quality and cost are all various plans to enhance marketing of the
product.
The quality and costs refers to the basket of milk in which the purchaser
can attract for purchasing.
Asset class considered for purchasing.
Purchase capacity in that area.
Segment focus in class and area.
Focus on Quality and costs or both.
Marketing strategies that the product will adopt.

11

However the development program for sale is related with the growth of the
organization and with the need of public. Performance of the company is a tool
of measuring whether there is the need to provide the quality and reduce the
costs.
Need of Marketing Strrategy to enhance the sale of Amul Milk: Purchase capacity of that area.
Market outlook
Risk appetite.

Amul Milk product process: Product creation.

Product development.
Product Quality.
Product Costs .
Companys approval for new schemes.

SCOPE OF THE RESEARCH WORK

This research presents the in-depth analysis of various aspects and effectiveness
of Amul Milk Marketing plan with special reference to Amul Milk one of the
well-known and esteemed organizations in country.

12

The research consists of background, company profile, multiple products &

services offered by the company and peoples.

RESEARCH METHODOLOGY
Research methodology in which the data are collected for the research project.
Research Methodology is the attempt to validate the rationale behind the
selected research design and provide justification of why it is appropriate in
solving the selected research problem. It is the process by which we evaluate
tools that produce knowledge.
Research Design
The project is based on exploratory study based on Primary & Secondary Data.
Exploratory research is concerned with identification of the real nature of
research problem & perhaps of formulating relevant hypothesis for various
tests. The major benefit is that it is less expensive & less time consuming. For
assessing the tool used to deliver included Personal interview of respondent.
13

Method of Collecting Data

collection methods are generally of two types:
Primary Data
Secondary Data
Primary data are those which are collected for the first time and thus happen
to be original in character. The primary data is collected in the process of
questionnaire and interview of the outlets.

h have already been collected by someone else and which have been already been
passed through the statistical process.
Primary data:
1. Questionnaire method
2. Interview method
3. Observation method
Secondary data:
1. Book
2. News papers
3. Internet
4. Magazines

14

Methodology Adopted
Methods used
Through Questionnaire. While preparing the Questionnaire certain dimensions
are to be considered. These dimensions are come under following heads:
Management/Marketing
Sources of data
For the purpose of this project report data has been collected from the following
sources:
Primary sources
New Joiners in the organization
Secondary Sources
Organizations Policy Manual
Other relevant documents
Company website
Collection of data
Data is collected from

Tools used for Analysis

Bar Graphs
15

 Pie charts
Sampling &Sampling Size
The sample for research work will be distributed according to Size, zones etc.
The sample size differs from category to category. Sample will be done taking
care of cost & time constraint.

JUSTIFICATION FOR CHOOSING A PARTICULAR

RESEARCH PROPOSAL
Amul Milk

has surely emerged as a distinct, viable for purchasing

propositions and it is healthy for every organization. However this program has
not been taken into consideration by so many companies.
A large section of the business society is untouched from this.
It is one of the most prominent the Amul Milk Marketing strategies way. Those
Prominent companies which were not considering it also taking it into the
consideration.
By adopting it they can get the identification of people to purchase in
Amul Milk products and live with overall organization Amul Mlik.

16

INTRODUCTION
Marketing

Strategies

of

Amul

Milk

in

Agra.

underdeveloped countries desirous of accelerating economic

development emphasis the need of industrialization so much that
they almost forget that the development of Consumer used the
daily need products. Therefore must either precede occur
simultaneously with Milk Product Industry development growth
in Company.

Therefore requires a high degree of Industry

development to sustain a desirable rate of economic growth.

Gujarat Cooperative Milk Marketing Federation (GCMMF),
the largest food company in India,. Its flagship brand 'Amul' was
the market leader in butter, whole milk, cheese, ice cream and
dairy whitener. GCMMF was the largest cooperative movement in
17

India with 2.2 million milk producers of Gujarat organized in

10,552 cooperative societies. GCMMF collected 5 million litres of
milk per day from its shareholders who owned 3.2 million
buffaloes, one million cows and 0.3 million crossbred cows. The
Federation's

extensive

marketing

network

comprised

3000

distributors and 500,000 retailers spread across the country.

Following the recent general agreement on tariff and trade
to a globalization of markets will call for competitiveness and
efficiency in the dairy sector in terms of productivity, risk
coverage,

nutritional

qualities

and

adaptability.

The

dairy

industry will have to Asses its strength and weakness in terms of

vertical development, timely production, its processing storage,
and marketing. In dairy farming is still in its growing phase,
ongoing policy, initiative will have to suit domestic requirement. It
should also capture a potential share of the international trade.
In this endeavor, development of farm working technologies and
their assessment, assignment, and creation of awareness about
their potentials will be paramount importance.

18

19

INDIA'S DAIRY INDUSTRY:

The world's biggest dairy producing country is growing fast
and looking to become an export powerhouse despite major
quality problems...
A Note to our Readers: the following information on India's dairy
sector is reproduced from I. India is the world's largest milk
producing country and is growing fast, with an eye toward
becoming a major dairy exporter. This article is helpful reading for
anyone interested better understanding
Consumer Habits And Practices
Milk has been an integral part of Indian food for centuries.
The per capita availability of milk in India has grown from 172
gm per person per day in 1972 to 182gm in 1992 and 203 gm in
1998-99.This is expected to increase to 212gms for 1999-00.
However a large part of the population cannot afford milk. At this
per capita consumption it is below the world average of 285 gm

20

and even less than 220 gm recommended by the Nutritional

Advisory Committee of the Indian Council of Medical Research.

There

are

regional

disparities

in

production

and

consumption also. The per capita availability in the north is 278

gm, west 174 gm, south 148 gm and in the east only 93 gm per
person per day. This disparity is due to concentration of milk
production in some pockets and high cost of transportation. Also
the output of milk in cereal growing areas is much higher than
elsewhere which can be attributed to abundant availability of
fodder, crop residues, etc which have a high food value.
In India about 46 per cent of the total milk produced is
consumed in liquid form and 47 per cent is converted into
traditional products like cottage butter, ghee, paneer, khoya,
curd, malai, etc. Only 7 per cent of the milk goes into the
production of western products like milk powders, processed
butter and processed cheese. The remaining 54% is utilized for
conversion

to

milk

products.
21

Among

the

milk

products

manufactured by the organized sector some of the prominent

ones are ghee, butter, cheese, ice creams, milk powders, malted
milk food, condensed milk infants foods etc. Of these ghee alone
accounts for 85%.

It is estimated that around 20% of the total milk produced

in the country is consumed at producer-household level and
remaining is marketed through various cooperatives, private
dairies and vendors. Also of the total produce more than 50% is
procured by cooperatives and other private dairies.
While for cooperatives of the total milk procured 60% is
consumed in fluid form and rest is used for manufacturing
processed value added dairy products; for private dairies only
45% is marketed in fluid form and rest is processed into value
added dairy products like ghee, makhan etc.
Still, several consumers in urban areas prefer to buy loose milk
from vendors due to the strong perception that loose milk is
fresh. Also, the current level of processing and packaging
22

capacity limits the availability of packaged milk.

The preferred dairy animal in India is buffalo unlike the majority
of the world market, which is dominated by cow milk. As high as
98% of milk is produced in rural India, which caters to 72% of
the total population, whereas the urban sector with 28%
population

consumes 56% of total milk produced. Even in urban India, as

high as 83% of the consumed milk comes from the unorganized
traditional sector.
Presently only 12% of the milk market is represented by packaged
and branded pasteurized milk, valued at about Rs. 8,000 crores.
Quality

of

milk

sold

by

unorganized

sector

however

is

inconsistent and so is the price across the season in local areas.

Also these vendors add water and caustic soda, which makes the
milk unhygienic.
Market Size And Growth

23

Market size for milk (sold in loose/ packaged form) is estimated to

be 36mn MT valued at Rs470bn. The market is currently growing
at round 4% pa in volume terms. The milk surplus states in India
are

Uttar

Pradesh,

Punjab,

Haryana,

Rajasthan,

Gujarat,

Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu. The

manufacturing of milk products is concentrated in these milk
surplus States. The top 6 states viz. Uttar Pradesh, Punjab,
Madhya Pradesh, Rajasthan,

Tamil Nadu and Gujarat together account for 58% of national

production.
Milk production grew by a mere 1% pa between 1947 and 1970.
Since the early 70's, under Operation Flood, production growth
increased significantly averaging over 5% pa.
About 75% of milk is consumed at the household level which is
not a part of commercial dairy industry. Loose milk has a larger
market in India as it is perceived to be fresh by most consumers.
In reality however, it poses a higher risk of adulteration and
24

contamination.
The production of milk products, i.e. milk products including
infant milk food, malted food, condensed milk & cheese stood at
3.07 lakh MT in 1999. Production of milk powder including infant
milk-food has risen to 2.25 lakh MT in 2010, whereas that of
malted food is at 65000 MT. Cheese and condensed milk
production stands at 5000 and 11000 MT respectively in the
same year.

Major Players
The

packaged

milk

segment

is

dominated

by

the

dairy

cooperatives. Gujarat Co-operative Milk Marketing Federation

(GCMMF) is the largest player. All other local dairy cooperatives
have their local brands (For e.g. Gokul, Warana in Maharashtra,
Saras in Rajasthan, Verka in Punjab, Vijaya in Andhra Pradesh,
25

Aavin in Tamil Nadu, etc). Other private players include J K

Dairy, Heritage Foods, Indiana Dairy, Dairy Specialties, etc.
Amrut Industries, once a leading player in the sector has turned
bankrupt and is facing liquidation.
Packaging Technology
Milk was initially sold door-to-door by the local milkman. When
the dairy co-operatives initially started marketing branded milk,
it was sold in glass bottles sealed with foil. Over the years, several
developments in packaging media have taken place. In the early
80's, plastic pouches replaced the bottles. Plastic pouches made
transportation and storage very convenient, besides reducing
costs. Milk packed in plastic pouches/bottles have a shelf life of
just 1-2

days , that too only if refrigerated. In 1996, Tetra Packs were

introduced in India. Tetra Packs are aseptic laminate packs made
of aluminum, paper, board and plastic. Milk stored in tetra packs
and treated under Ultra High Temperature (UHT) technique can
26

be stored for four months without refrigeration. Most of the dairy

co-operatives in Andhra Pradesh, Tamil Nadu, Punjab and
Rajasthan sell milk in tetra packs. However tetra packed milk is
costlier by Rs5-7 compared to plastic pouches. In 1999-00 Nestle
launched its UHT milk. Amul too relaunched its Amul Taaza
brand of UHT milk. The UHT milk market is expected to grow at a
rate of more than 10-12% in coming years.
Regulatory Framework
The dairy industry was de-licensed in 1991 with a view to
encourage private investment and flow of capital and new
technology in the segment. Although de-licensing attracted a
large number of players, concerns on issues like excess capacity,
sale of contaminated/ substandard quality of milk etc induced
the Government to promulgate the MMPO (Milk and Milk
Products

Order) in 1992. Milk and Milk Products Order (MMPO) regulates

milk and milk products production in the country. The order
27

requires no permission for units handling less than 10,000 litres

of liquid milk per day or milk solids upto 500 tpa. MMPO
prescribes State registration to plants producing between 10,000
to 75,000 litres of milk per day or manufacturing milk products
containing between 500 to 3,750 tonnes of milk solids per year.
Plants producing over 75,000 litres per day or more than 3,750
tonnes per year of milk solids have to be registered with the
Central Government. The stringent regulations, government
controls and licensing requirements for new capacities have
restricted large Indian and MNC players from making significant
investments in this product category. Most of the private sector
players have restricted themselves to manufacture of value added
milk products like baby food, dairy whiteners, condensed milk
etc.
All the milk products except malted foods are covered in the
category of industries for which foreign equity participation upto
51% is automatically allowed. Ice cream, which was earlier
reserved

28

for manufacturing in the small-scale sector, has now been dereserved. As such, no license is required for setting up of largescale production facilities for manufacture of ice cream.
Subsequent to de-canalization, exports of some milk based
products are freely allowed provided these units comply with the
compulsory inspection requirements of concerned agencies like:
National Dairy Development Board, Export Inspection Council
etc. Bureau of Indian standards has prescribed the necessary
standards for almost all milk-based products, which are to be
adhered to by the industry.
Proposal to Amend the MMPO
A

proposal

to

raise

the

exemption

limit

for

compulsory

registration of dairy plants, from the present 10,000 litres a day

to 20,000 litres, is being considered by the Animal Husbandry
Department. The 75,000-litre limit is likely to be raised either to
100,000 litres or 125,000 litres in the amended order. The new
order would also do away with the provision for re-registration.
29

Penetration of milk products

Western table spreads such as butter, margarine and jams are
not very popular in India. All India penetration of butter/
margarine is only 4%. This is also largely represented by urban
areas, where penetration is higher at 9%. In rural areas, butter/
margarine have penetrated in 2.1% of households only. The use of
these products in the large metros is higher, with penetration at
15%.
Penetration of cheese is almost nil in rural areas and negligible in
the urban areas. Per capita consumption even among the cheeseconsuming households is a poor 2.4kg pa as compared to over
20kg in USA. The lower penetration is due to peculiar food
habits, relatively expensive products and also non-availability in
many parts of the country. Butter, margarine and cheese
products are mainly manufactured by organized sector.
Similarly, penetration of ghee is highest in medium sized towns at
37.2% compared to 31.7% in all urban areas and 21.3% in all
30

rural areas. The all India penetration of ghee is 24.1%. In relative

terms, penetration of ghee is significantly higher in North and
West, which

are milk surplus regions. North accounts for 57% of ghee

consumption and West for 23%, South & East together account
for the balance 20%. A large part of ghee is made at home and by
small/ cottage industry from milk. The relative share of branded
products in this category is very low at around 1-2%.
Milk powder and condensed milk have not been able to garner
any significant consumer acceptance in India as indicated by a
very low 4.7% penetration. The penetration is higher at 8.1% in
urban areas and lower at 3.5% in rural areas. Within urban
areas, it is relatively higher in medium sized towns at 8.5%
compared to 7.7% in a large metros.
Export Potential
India has the potential to become one of the leading players in

31

milk and milk product exports. Locational advantage : India is

located amidst major milk deficit countries in Asia and Africa.
Major importers of milk and milk products are Bangladesh,
China, Hong Kong, Singapore, Thailand, Malaysia, Philippines,
Japan, UAE, Oman and other gulf countries, all located close to
India.

Low Cost Of Production : Milk production is scale insensitive

and labour intensive. Due to low labour cost, cost of production
of milk is significantly lower in India.
Concerns in export competitiveness are Quality : Significant
investment has to be made in milk procurement, equipments,
chilling and refrigeration facilities. Also, training has to be
imparted to improve the quality to bring it up to international
standards.
Productivity : To have an exportable surplus in the long-term

32

and also to maintain cost competitiveness, it is imperative to

improve productivity of Indian cattle.
There is a vast market for the export of traditional milk products
such as ghee, paneer, shrikhand, rasgolas and other ethnic
sweets to the large number of Indians scattered all over the world
Indian (traditional) Milk Products
There are a large variety of traditional Indian milk products
such as
Makkhan - unsalted butter.Ghee - butter oil prepared by heat
clarification, for longer shelf life.Kheer - a sweet mix of boiled
milk, sugar and rice.Basundi - milk and sugar boiled down till
it thickens.Rabri - sweetened cream.Dahi - a type of curd.Lassi
- curd mixed with water and sugar/ salt.Channa/Paneer - milk
mixed with lactic acid to coagulate.Khoa - evaporated milk,
used as a base to produce sweet meats.The market for
indigenous based milk food products is difficult to estimate as
most of these products are manufactured at home or in small
cottage industries catering to local areas.
33

Consumers while purchasing dairy products look for freshness,

quality, taste and texture, variety and convenience. Products like
Dahi and sweets like Kheer, Basundi, Rabri are perishable
products with a shelf life of less than a day. These products are
therefore manufactured and sold by local milk and sweet shops.
There are several such small shops within the vicinity of
residential areas.

Consumer loyalty is built by consistent quality, taste and

freshness. There are several sweetmeat shops, which have built a
strong brand franchise, and have several branches located in
various parts of a city.
Branding Of Traditional Milk Products
Among the traditional milk products, ghee is the only product,
which is currently marketed, in branded form. main ghee brands
are Sagar, MilkMan (Britannia), Amul (GCMMF), Aarey (Mafco
Ltd), Vijaya (AP Dairy Development Cooperative Federation),
Verka ( Punjab Dairy Cooperative), Everyday (Nestle) and Farm
34

Fresh (Wockhardt).
With

increasing

urbanization

and

changing

consumer

preferences, there is possibility of large scale manufacture of

indigenous

milk

products

also.

The

equipments

in

milk

manufacturing have versatility and can be adapted for several

products. For instance, equipments used to manufacture yogurt
also can be adapted for large scale production of Indian curd
products (dahi and lassi).

Significant research work has been done on dairy equipments

under the aegis of NDDB.
Mafco Limited sells Lassi under the Aarey brand and flavoured
milk under the Energee franchise (in the Western region, mainly
in Mumbai). Britannia has launched flavored milk in various
flavors in tetra packs.
GCMMF has also made a beginning in branding of other
traditional milk products with the launch of packaged Paneer

35

under the Amul brand. It has also created a new umbrella brand
"Amul Mithaee", for a range of ethnic Indian sweets that are
proposed to be launched The first new product Amul Mithaee
Gulabjamun has already been launched in major Indian markets.
Western Milk Products
Western milk products such as butter, cheese, yogurt have gained
popularity in the Indian market only during the last few years.
However consumption has been expanding with increasing
urbanization.
Butter
Most Indians prefer to use home made white butter (makkhan)
for reasons of taste and affordability. Most of the branded butter
is sold in the towns and cities. The major brands are Amul,
Vijaya, Sagar, Nandini and Aarey. Amul is the leading national
brand while the other players have greater shares in their local
markets. The latest entrant in the butter market has been
Britannia. Britannia has the advantages of a wide distribution

36

reach and a strong brand recall. Priced at par with the Amul
brand, it is expected to give stiff competition to the existing
players. In 1999-00 the butter production is estimated at 4 lakh
MT of this only 45K MT is in the white form used for table
purposes rest all is in the yellow form.
Cheese
The present market for cheese in India is estimated at about
9,000 tonnes and is growing at the rate of about 15% per annum.
Cheese is mainly consumed in the urban areas. The four metro
cities alone account for more than 50% of consumption . Mumbai
is the largest market (accounting for 30% of cheese sold in the
country), followed by Delhi (20%). Calcutta (7%) and Chennai
(6%). Mumbai has a larger number of domestic consumers,
compared to Delhi where the bulk institutional segment (mainly
hotels) is larger.

Demand for various types of cheese in the Indian market

37

Type of cheese

% of total consumption

Processed

50

Cheese spread

30

Mozzarella

10

Flavoured/Spiced

Others

The major players are Amul, Britannia, and Dabon International

dominating the market. Other major brands were Vijaya, Verka
and Nandini (all brands of various regional dairy cooperatives)
and Vadilal. The heavy advertising and promotions being
undertaken by these new entrants is expected to lead to strong
20% growth in the segment. Amul has also become more
aggressive with launch of new variants such as Mozzarella cheese
(used in Pizza), cheese powder, etc.
The entry of new players and increased marketing activity is
expected to expand the market. All the major players are
expanding their capacities
Capacity expansion in Cheese
Company

Brands

State
38

Capacity

Dynamix

Manufactures

Group

Britannia

GCMMF

Amul

forMaharashtra 35 tons per

day
Gujarat

20 tons per
day

APDDCF

Vijaya

Andhra

10 tons per

Pradesh

day

Milk Powder
Milk powder are mainly of 2 types
_ Whole milk powder
_ Skimmed milk powder
Whole milk powder contains fat, as distinguished from skimmed
milk powder, which is produced by removing fat from milk solids.
Skimmed milk powder is preferred by diet conscious consumers.
Dairy whiteners contain more fat than skimmed milk powder but
less compared to whole milk powder. Dairy whiteners are popular
milk substitute for making tea, coffee etc. The penetration of
these products in milk abundant regions is driven by convenience
39

and non perishable nature (longer shelf life) of the product.

Dairy sector of advanced nations export milk products with a
subsidy of $ 1000 per tonne with a level of subsidy more than 60
% of the price of milk powder produced in India, this has led to
large scale imports of milk powder both in whole and skimmed
form. To protect the domestic sector from these subsidized
imports the central government has recently increased the basic
import duty on all imports of milk powder more than 10000 MT
to 60% from 15%. For imports less than 10000 MT the basic
customs duty has been left unchanged at 15%.

In 1999-00 India is estimated to have imported about 18,000

tonnes of milk powder against a total estimated production of
2.40 Lakh MTs. In 2000-01 India is expected to export 10000 MT
of skimmed milk powder due to rise in international prices to
$2300 per MT from last year's levels of $1400 per MT. These
expectations are based on the strong demand from Russia, East
40

Asia and Latin America, and also on tightening of supply in EU,

which accounts for 75% of the annual global Skimmed Milk
Powder exports.
Major Players
Milk Powder/Dairy Whiteners : Major skimmed milk brands are
Sagar (GCMMF) and Nandini (Karnataka Milk Federation), Amul
Full Cream milk powder is a whole milk powder brand.
Leading brands in the dairy whitener segment are Nestle's
Everyday, GCMMF's Amulya, Dalmia Industry's Sapan, Kwality
Dairy India's KreamKountry, Wockhardt's Farm Fresh and
Britannia's MilkMan Dairy Whitener.

Condensed Milk
The condensed milk market has grown from 9000 MT in 1998 to
11000 MT in 1999. Condensed milk is a popular ingredient used
in home-made sweets and cakes. Nestle's Milkmaid is the leading
brand with more than 55% market share. The only other
41

competitor is GCMMF's Amul.

Infant Foods
Nestle is the market leader in the segment. This is a category
where brand loyalties are very strong as mothers want the best
for their babies. Heinz is the only other significant competitor to
Nestle in this segment. Nestle's Cerelac and Nestum together have
around 80% market share and Heinz's Farex has close to 18%
share. Wockhardt is a relatively new entrant with its First Food
brand. Wockhardt also proposes to launch a new baby food
Easum containing moong (moong is one of the easily digestible
pulses). The Easum brand will directly compete with Nestle's
Nestum (made from rice).

In infant formula also Nestle's Lactogen formula and Lactogen

standard formula are the leading brands with around 75%
market

share.

Other

brands

42

are

Heinz's

Lactodex

Farex,

Wockhardt's Raptakos, and Amul's Amulspray

Major dairy products manufacturers Some of the major dairy

products manufacturers in the country:
Company

Brands

Major Products

Nestle India
Limited

Milkmaid, Cerelac, Sweetened condensed milk,

Lactogen, Milo,
malted foods, milk powder
Everyday
and Dairy whitener

Milkfood
Limited

Milkfood

SmithKline
Beecham
Limited

Horlicks, Maltova, Malted Milkfood, ghee,

Viva
butter, powdered milk, milk
fluid and other milk based
baby foods.

Indodan
Industries
Limited

Indana

Condensed milk, skimmed

milk powder, whole milk
powder, dairy milk
whitener, chilled and
processed milk

Gujarat Cooperative milk

Marketing
Federation
Limited

Amul

Butter, cheese and other

milk products

H.J. Heinz
Limited

Farex, Complan,
Glactose,
Bonniemix,

Infant Milkfood, malted

Milkfood

Ghee, ice cream, and other

milk products

43

Vitamilk
Britannia

Milkman

Flavoured milk, cheese,

Milk Powder, Ghee

Cadbury

Bournvita

Malted food

Manufacturing Process
Milk is pasteurized by treating it to high temperature for a short
time. The main aim in treating milk with high temperature is to
destroy the disease causing pathogens and to improve keeping
quality.
Separation machine is typically a high powered centrifuge. The
centrifugal force makes milk fat globules and emerges as cream
from the separator bowl. Separation of cream produces skim milk
from which several dairy products are made.
Baby food : Fresh milk, which is received from farmers/ traders,
is chilled and stored. Then MSK skimmed/ wet skimmed milk
and sugar are added in turbo mixture to achieve the desired
specifications of ingredients in the milk. This is followed by
addition
44

of vitamins and minerals. This milk which contains ingredients to

specifications is filtered, cooled, analyzed and then purified. Then
it passes through specific pasteurization and is taken to
evaporator for pre-condensing. Pre-condensate is homogenized,
cooled and stored. Cooled pre-condensate is heated and dried in
spray drier (Egron). Then sugar is added. The powder is then
passed through chemical analysis to check quality and is filled in
tins through filling machines. These tins are gassed during gas
mix and then sealed, packed and dispatched in cardboard
cartons.
Butter : Whole milk is first separated into skim milk and cream
by centrifugal force in a separator. The cream is then pasteurized
either through batch process or a continuous process. In batch
process, cream is heated to a minimum of 740 C and held at the
temperature for 30 minutes, while in continuous process it is
heated at 850 C and is held for only 15 seconds. The heat
treatment destroys bacteria, inactivates enzymes and gives the
45

cream a cooked flavour. After pasteurization, a tempering process

is applied in which cream is held at 100 C to allow rearrangement
of the fat

crystals. The cream

is then churned to produce butter.

Continuous churning converts cream into butter in a few minutes

while batch churning takes a longer time. Composition and
colour adjustment is also done at the churning stage and a salt
solution is added to give the finished butter a salty taste. About
13 litres of milk with 6% fat is required to produce 1 kg of butter.
Cheese :There are thousands of varieties of cheese in the world.
The type of manufacturing process used in the production of
cheese determines its flavour, which ranges from extremely mild
to very sharp, and its texture, which can be semi-solid to almost
stone hard. Cheese making requires four main ingredients - good
quality milk, rennet or coagulating acids, culture and salt.
Cheese is generally made from cow's milk. About 10 litres of milk
with 3% fat is required for making 1 kg of cheese. Natural Cheese
46

is made by coagulating or curdling milk, stirring & heating the

curd, draining off the whey and collecting or pressing the curd.
The desired flavour and texture is obtained by varying the
temperature, humidity and time period of the curing process.

Sweetened condensed milk is usually made from fresh milk by

adding sugar to the milk pre-warming and concentrating the
mixture in the high vacuum. The syrupy milk is then cooled so
that the lactose crystallizes as very fine crystals and then the
product is coagulated.

Future Prospects
India= = s dairy sector is expected to triple its production in the
next 10 years in view of expanding potential for export to Europe
and the West. Moreover with WTO regulations expected to come
into force in coming years all the developed countries which are
among big exporters today would have to withdraw the support
47

and subsidy to their domestic milk products sector. Also India

today is the lowest cost producer of per litre of milk in the world,
at 27 cents, compared with the U.S' 63 cents, and Japan= = s
$2.8 dollars. Also to take advantage of this lowest cost of milk
production

and

increasing

production

in

the

country

multinational companies are planning to expand their activities

here. Some of these milk producers have already obtained quality
standard certificates from

the authorities. This will help them in marketing their products

in foreign countries in processed form.
The urban market for milk products is expected to grow at an
accelerated pace of around 33% per annum to around Rs.43,500
crores by year 2005. This growth is going to come from the
greater emphasis on the processed foods sector and also by
increase in the conversion of milk into milk products. By 2005,
the value of Indian dairy produce is expected to be Rs 10,00,000
million. Presently the market is valued at around Rs7,00,000mn
48

PROFILE OF AMUL
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is
India's largest food products marketing organization. It is a state
level apex body of milk cooperatives in Gujarat which aims to
provide remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which are
good value for money.

13 district cooperative milk

producers' Union

Members:

2.6 million

No. of Producer Members:

12,792

No. of Village Societies:

Total
Milk
capacity:

10.16 million litres per day

handling

Milk collection

2.38 billion litres

Milk collection

6.5 million litres

Milk Drying Capacity:

594 Mts. per day

Cattlefeed
Capacity:

2640 Mts per day

manufacturing

49

Sales Turnover
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

LIST OF PRODUCTS MARKETED:

50

Breadspreads:
Amul Cooking Butter
Cheese Range:
Amul Shredded Pizza Cheese
Amul Malai Paneer (cottage cheese)
Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):
Amul Amrakhand
Avsar Ladoos
UHT Milk Range:
Amul Shakti 3% fat Milk
Amul Cool
Amul Shakti Toned Milk
Amul Snowcap Softy Mix
51

Pure Ghee:Sagar Pure Ghee

Amul Cow Ghee
Infant Milk Range:
Amul Infant Milk Formula 1 (0-6 months)
Amul Infant Milk Formula 2 ( 6 months above)
Milk Powders:
Sweetened Condensed Milk:
Fresh Milk:
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)
52

 Amul Masti Spiced Butter Milk

Amul Lassee
Amul Chazz
Amul Icecreams:

(Butterscotch, Rajbhog, Malai Kulfi)

(Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted

Almond)

(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)
Utterly

Delicious

(Vanila,

Chocochips, Cake Magic)

53

Strawberry,

Chocolate,

Chocolate & Confectionery:

Brown Beverage:
Milk Drink:
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron,
Cardamom, Rose, Chocolate)
Amul Kool Cafe
Health Beverage:
Amul Shakti White Milk Food
For further details, please contact:
Amul Butter Girl
Edited from an article by Mini Varma published in
The Asian Age on March 3, 1996
54

The moppet who put Amul on India's breakfast table

50 years after it was first launched, Amul's sale figures have
jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a
year in 1997. No other brand comes even close to it. All because a
thumb-sized girl climbed on to the hoardings and put a spell on the
masses.
Bombay: Summer of 1967. A Charni Road flat. Mrs. Sheela
Mane, a 28-year-old housewife is out in the balcony drying
clothes. From her second floor flat she can see her neighbors on
the road. There are other people too. The crowd seems to be
growing larger by the minute. Unable to curb her curiosity Sheela
Mane hurries down to see what all the commotion is about. She
expects the worst but can see no signs of an accident. It is her
four-year-old who draws her attention to the hoarding that has
come up overnight. "It was the first Amul hoarding that was put
up in Mumbai," recalls Sheela Mane. "People loved it. I remember
it was our favorite topic of discussion for the next one week!
Everywhere we went somehow or the other the campaign always
55

seemed to crop up in our conversation."

Call her the Friday to Friday star. Round eyed, chubby cheeked,
winking at you, from strategically placed hoardings at many
traffic lights. She is the Amul moppet everyone loves to love
(including prickly votaries of the Shiv Sena and BJP). How often
have we stopped, looked, chuckled at the Amul hoarding that
casts her sometime as the coy, shy Madhuri, a bold sensuous
Urmila or simply as herself, dressed in her little polka dotted
dress and a red and white bow, holding out her favourite packet
of butter.
For 30 odd years the Utterly Butterly girl has managed to keep
her fan following intact. So much so that the ads are now ready
to enter the Guinness Book of World Records for being the longest
running campaign ever. The ultimate compliment to the butter
came when a British company launched a butter and called it
Utterly Butterly, last year.
It all began in 1966 when Sylvester daCunha, then the managing

56

director of the advertising agency, ASP, clinched the account for

Amul butter. The butter, which had been launched in 1945, had a
staid, boring image, primarily because the earlier advertising
agency which was in charge of the account preferred to stick to
routine, corporate ads.

One of the first Amul hoardings

In India, food was something one couldn't afford to fool around
with. It had been taken too seriously, for too long. Sylvester
daCunha decided it was time for a change of image.
The year Sylvester daCunha took over the account, the country
saw the birth of a campaign whose charm has endured fickle
public opinion, gimmickry and all else.
The Amul girl who lends herself so completely to Amul butter,
created as a rival to the Polson butter girl. This one was sexy,
57

village belle, clothed in a tantalising choli all but covering her

upper regions. "Eustace Fernandez (the art director) and I
decided that we needed a girl who would worm her way into a
housewife's heart. And who better than a little girl?" says
Sylvester daCunha. And so it came about that the famous Amul
Moppet was born.

That October, lamp kiosks and the bus sites of the city were
splashed with the moppet on a horse. The baseline simply said,
Thoroughbread, Utterly Butterly Delicious Amul,. It was a matter
of just a few hours before the daCunha office was ringing with
calls. Not just adults, even children were calling up to say how
much they had liked the ads. "The response was phenomenal,"
recalls Sylvester daCunha. "We knew our campaign was going to
be successful."

58

For the first one year the ads made statements of some kind or
the other but they had not yet acquired the topical tone. In 1967,
Sylvester decided that giving the ads a solid concept would give
them extra mileage, more dum, so to say. It was a decision that
would stand the daCunhas in good stead in the years to come.
In 1969, when the city first saw the beginning of the Hare Rama
Hare Krishna movement, Sylvester daCunha, Mohammad Khan
and

Usha Bandarkar, then the creative team working on the Amul

account came up with a clincher -- 'Hurry Amul, Hurry Hurry'.
Bombay reacted to the ad with a fervour that was almost as
devout as the Iskon fever.

59

That was the first of the many topical ads that were in the offing.
From then on Amul began playing the role of a social observer.
Over the years the campaign acquired that all important Amul
touch.
India looked forward to Amul's evocative humour. If the Naxalite
movement was the happening thing in Calcutta, Amul would be
up there on the hoardings saying, "Bread without Amul Butter,
cholbe na cholbe na (won't do, won't do). If there was an Indian
Airlines strike Amul would be there again saying, Indian Airlines
Won't Fly Without Amul.
There are stories about the butter that people like to relate over
cups of tea. "For over 10 years I have been collecting Amul ads. I
especially like the ads on the backs of the butter packets, "says
Mrs. Sumona Varma. What does she do with these ads? "I have
made an album of them to amuse my grandchildren," she laughs.

"They

are

almost

part

of

our
60

culture,

aren't

they?

My

grandchildren are already beginning to realise that these ads are

not just a source of amusement. They make them aware of what
is happening around them."
Despite some of the negative reactions that the ads have got,
DaCunhas have made it a policy not to play it safe. There are
numerous ads that are risque in tone.
"We had the option of being sweet and playing it safe, or making
an impact. A fine balance had to be struck. We have a campaign
that is strong enough to make a statement. I didn't want the
hoardings to be pleasant or tame. They have to say something,"
says Rahul daCunha.
"We ran a couple of ads that created quite a furore," says
Sylvester daCunha. "The Indian Airlines one really angered the
authorities. They said if they didn't take down the ads they would
stop supplying Amul butter on the plane. So ultimately we
discontinued the ad," he says laughing. Then there was the time
when the Amul girl was shown wearing the Gandhi cap. The high

61

command came

down heavy on that one. The Gandhi cap was a symbol of

independence, they couldn't have anyone not taking that
seriously. So despite their reluctance the hoardings were wiped
clean. "Then there was an ad during the Ganpati festival which
said, Ganpati Bappa More Ghya (Ganpati Bappa take more). The
Shiv Sena people said that if we didn't do something about
removing the ad they would come and destroy our office. It is
surprising how vigilant the political forces are in this country.
Even when the Enron ads (Enr On Or Off) were running, Rebecca
Mark wrote to us saying how much she liked them."

Amul's point of view on the MR

coffee controversy
There were other instances too. Heroine Addiction, Amul's little
joke on Hussain had the artist ringing the daCunhas up to
62

request them for a blow up of the ad. "He said that he had seen
the hoarding while passing through a small district in UP. He
said he had asked

his assistant to take a photograph of himself with the ad because

he had found it so funny," says Rahul daCunha in amused tones.
Indians do have a sense of humour, afterall.
From the Sixties to the Nineties, the Amul ads have come a long
way. While most people agree that the Amul ads were at their
peak in the Eighties they still maintain that the Amul ads
continue to tease a laughter out of them.
Where does Amul's magic actually lie? Many believe that the
charm lies in the catchy lines. That we laugh because the
humour is what anybody would enjoy. They don't pander to your
nationality or certain sentiments. It is pure and simple, everyday
fun.
Our Product
63

AMUL means "priceless" in Sanskrit. The brand name "Amul,"

from the Sanskrit "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. Amul Butter, Amul Milk Powder,
Amul Ghee,

Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand,

Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India. (Turnover: Rs. 42.78 billion
in 2006-07). Today Amul is a symbol of many things. Of highquality 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' organisation.

And of a proven model for dairy development.
Check out this vast and ever-growing range of 'tasteful'
Amul delectables!
"Please click here to download the latest PRODUCT
DETAILER".
64

Bread Spreads
Amul Butter
Utterly Butterly
Delicious

Amul Lite
Low fat, low
Cholesterol Bread
Spread

Delicious Table
Margarine
The Delicious way
to eat healthy

Milk Drinks
Amul Kool

Amul Kool Cafe

Kool Koko
A delight to
Chocolate Lovers.
Delicious Chocolate
taste

Nutramul Energy
Drink
A drink for Kids provides energy to
suit the needs of
growing Kids
Amul Kool
Flavoured Bottled
M

65

Amul Kool
Flavoured Tetra
Pack

Amul Masti Spiced

Burmilk
Amul introduces
the Best Thirst
Quenching Drink

Amul Kool
Thandai

Powder Milk
Amul Spray
Infant Milk
Food
Still, Mother's
Milk is Best for
your baby

Amul Instant
Full Cream Milk
Powder
A dairy in your
home

Sagar Skimmed
Milk Powder
Which is
especially useful
for diet
preparations or
for use by people
on low calorie
and high protein
diet.

Sagar Tea
Coffee Whitener

Amulya Dairy
Whitener
The Richest,
Purest Dairy
66

Whitener
Fresh Milk
Amul Fresh Milk
This is the most
hygienic milk
available in 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

Amul Calci+

Cheese
Amul Pasteurised
Processed Cheese
100% Vegetarian
Cheese made from
microbial rennet

Amul Cheese
Spreads
Tasty Cheese
Spreads in 3 great
flavours..

67

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

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

Gouda Cheese

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

Cooking Butter

Amul Malai Paneer

Ready to cook
paneer to make
your favourite
recipes!

Utterly Delicious
Pizza

68

Mithai Mate
Sweetened
Condensed Milk Free flowing and
smooth texture.
White to creamy
color with a
pleasant taste.

Masti Dahi

Amul Ice Creams

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

Amul Shrikhand
A delicious treat,
anytime.

Amul Mithaee
Gulab Jamuns
Pure Khoya Gulab
Jamums...best
served piping hot.

Amul Chocolates
The perfect gift for
someone you love.

Amul Lassee

Amul Basundi

Desserts

Health Drink
Malted Milk Food
made from malt
extract has the
highest protein
content among
all the brown

Available in
Kesar-Almond
and Chocolate
flavours.

69

beverage
powders

I have chosen this sample size as per my capacity .

Sample size:
AREA:

RETAILER :

14

CUSTMER:

30

MARKET SHARE OF AMUL SPRAY IN % AGE (Agra)

TERRITORIES

AMUL SPRAY

Dayal Bagh Agra

1.40

Sikandra

2.80

Sadar Bazar

0.20

Kantt

2.40

Kamla Nagar

1.40

Belanganj

1.00

Ram Nagar

3.70

SALES OF BUTTER BY TERRITORY (KG) (Agra)

TERRITORIES

AMUL BUTTER
70

159

Dayal Bagh Agra

Sikandra

92

Sadar Bazar

734

kantt

355

Kamla Nagar

190.5

Belanganj

678

Ram Nagar

500

MARKET SHARE OF AMUL BUTTER IN %AGE Agra

TERRITORIES

AMUL BUTTER

Dayal Bagh Agra

3.83

Sikandra

2.21

Sadar Bazar

17.76
71

Kantt

8.49

Kamla Nagar

4.56

Belanganj

16.32

TOTAL

92.58

SALES OF DAIRY WHITE BY TERRITORY (KG)

TERRITORIES
Dayal Bagh Agra
Sikandra

AMULYA
27
6

Sadar Bazar

51

kantt

46

Kamla Nagar

Belanganj

24
72

TOTAL

589

MARKET SHARE OF DAIRY WHITE IN % AGE (Agra)

TERRITORIES

AMULYA

Dayal Bagh Agra

2.02

Sikandra

0.45

Sadar Bazar

3.72

kantt

3.34

Kamla Nagar

Belanganj

1.78

TOTAL

44.01

73

Consumer Perception towards Amul Dairy Products

Export Potential
India has the potential to become one of the leading players in
milk and milk product exports. Locational advantage : India is
located amidst major milk deficit countries in Asia and Africa.
Major importers of milk and milk products are Bangladesh,
China, Hong Kong, Singapore, Thailand, Malaysia, Philippines,
Japan, UAE, Oman and other gulf countries, all located close to
India.
Low Cost Of Production : Milk production is scale insensitive
and labour intensive. Due to low labour cost, cost of production
of milk is significantly lower in India.Concerns in export
competitiveness.
Quality : Significant investment has to be made in milk
procurement, equipments, chilling and refrigeration facilities.
Also, training has to be imparted to improve the quality to bring it
up to international standards.

Productivity : To have an exportable surplus in the long-term

and also to maintain cost competitiveness, it is imperative to
74

improve productivity of Indian cattle.

There is a vast market for the export of traditional milk products
such as ghee, paneer, shrikhand, rasgolas and other ethnic
sweets to the large number of Indians scattered all over the world

India's exports of milk products

Description

2005-06

2007-08

2008-09

(Quantity, M
T.: Value, Rs.
million)
Quantity Value
Skimmed
milk powder

Quantity Value Quantity Value

4,638.62 3,35.32 282.70

19.64 5.00

0.375
2.02

Milk and Milk8.27

Food
for
babies

2.019

111.37

4.27

Milk cream

332.23

28.04

1.00

0.084 -

Sweetened
condensed
milk

41.73

2.84

9.22

0.97

7.22

75

11.00

60.39

Whey

78.46

3.75

Ghee/Butter/ 7,895.08 431.1

Butter oil

(a) Fresh

0.10

11.50

1.01

6.00

299.97

19.2

4,352.08 2,38.95

0.342

0.013 -

(b) Processed 5.67

1.20

2.1

0.37522.10

2.19

(c) Other

66.64

8.35

36.78

0.69 24.84

4.55

TOTAL

8,72.7 -

52.4 -

2,55.6

(Source: DGCIS)

DATA ANALYSIS
AND
INTERPRETATION

I.

Which company's dairy product you use

76

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

II.

Which of the product mostly you go for?

77

Interpretation :
Amul Ghee used consumer 32%, Parag Ghee used 20% and
others 48% . Milk used by consumer 28% Amul, 25% Parag and
others 47%. Butter used by consumer 38% Amul, 12% Parag and
40% Others.

III.

Are you satisfied with your product?

78

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

79

IV.

Why are you inclined to your product?

Interpretation :
Amul Quality inclined to products by consumer 60%, Parag
satisfied 40%. Brand preferred by consumer eg. 68% Amul and
32% Parag. Price satisfaction with consumer 70% Amul and 30%
Parag.

80

V.

Do you like any change in product

Interpretation :
All consumer satisfied with their product and some
consumer change product Taste by consumer Amul 80% and
no20% and Parag with satisfied 45% and not satisfied 45%. Price
by consumer Amul 30% and no70% and Parag with satisfied 40%
and not satisfied 60%. packing

by consumer Amul 25% and

no75% and Parag with satisfied 75% and not satisfied 25%.
Quality wise Amul 15% and no 85% and Parag with satisfied 60%
and not satisfied 40%.

81

RETAILER Analysis
I.

In dairy products, which company product demand is

higher?

Interpretation :
50per cent consumers demand for Amul dairy products &
30 per cent consumer preferred others branded products and last
20 percent consumer prefered Parag dairy products.

82

II.

Reason

Interpretation :
Amul dairy products Packing Style wise by consumer 80%,
Parag preferred 20%. Brand preferred by consumer eg. 70% Amul
and 30% Parag. Taste preferred by consumer 68% Amul and 32%
Parag. Price wise by consumer 60% Amul and 40% Parag.

83

III.

Which product of Amul is preferred by customers

Interpretation :
All consumer Preferred with their product and some
consumer change product Taste by consumer Amul 80% and
no20% and Parag with Preferred 45% and not Preferred 45%.
Price by consumer Amul 30% and no70% and Parag with
Preferred 40% and not Preferred 60%. packing

by consumer

Amul 25% and no75% and Parag with Preferred 75% and not
Preferred 25%. Quality wise Amul 15% and no 85% and Parag
84

with Preferred 60% and not Preferred 40%.

FINDINGS
1. "The company caters to the Indian palate, which is its
primary driver of success". In light of this statement,
critically examine the marketing strategies adopted by Amul
Dairy to capture a sizeable market share of the organized
Dairy based food Product in India.
2. In the modern competitive scenario, promotion is a key
element in the marketing mix of a company. Critically
analyze the promotion strategies adopted by Amul India Pvt.
Ltd. What other efforts must the company take to effectively
promote its products?
3. Dairy based Products contribute a major share of the
85

revenues of Amul. Given the competitive scenario in the

Dairy Products in India, where competitors such as Parag
Dairy are introducing several innovative products, what
measures must Amul take to remain competitive? Explain in
detail.

SUGGESTION AND RECOMMENDATIONS

1.

Company should have feedback from market and

consumer about the Dairy based Products.

2.

The more Flavour of Amul Dairy Products should

become in the Market.

3.

The company provided some small schemes for

retailer also.

4.

The company gives some gifts for customer also.

86

5.

The company should associate itself with some

games or tournaments like football, cricket and so on.

6.

Company should provide sponsored

seminar

market intelligenci- Company should maintain the healthy

relationship with market distribution channel i.e. whole
seller, distributor, retailers which will boost the brand
image.
7.

Company should check the market real position

help the trainees and other survey organizations.

8.

Company should launch its website and use new

advertising channels;

i.e. Trailer in cinema halls

Hoardings
Spencer any education scholarship or games.

87

CONCLUSION

88

I have studied and analyzed the Dairy based food Product Market of Amul Dairy
Products at Agra on different aspects of the markets, outlets, distribution & consumers. The
survey was conducted in various areas of Agra city with great enthusiasm. This project report
Concludes that Amul Dairy are easily available in various parts of Agra. The distribution
channel of the Amul is much strong the most important thing, which I feel to improve is
the availability to retailers & consumers.

The retailers & consumers both promotes either Amul Dairy

of its brands for could be with regard to order processing,
warehousing, inventory management & transportation; besides
that shop covering, exit from the market by the salesmen
glow shine board,
returning

of

schemes, incentives, prizes, gifts, discount,

defective

goods, proper

supply should

be

improved.
My job was to make marketing managers aware of all the
problems so that a proper course of action be required to be
undertaken.

BIBLIOGRAPHY
Market Research

- Luck and Rubin

89

Research Methodology

- C.R. Kothari

Product Management

- Ramanuj Majumdar

Marketing Management

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

www.amul.com
www.Paragdairy.com

QUESTIONNAIRE
CUSTOMER:

ADDRESS:

90

NAME:
I.

INCOME:
Which company's dairy product you use

a) Parag
II.

c) others

Which of the product mostly you go for?

a) Ghee

III.

b) Amul

b) milk

c) butter

d) cheese

Are you satisfied with your product?

a) Yes

b) No

REASON:
IV.

Why are you inclined to your product?

a) quality

V.

b)

brand

c) price

d) taste

Do you like any change in product

a) yes

b) no

IN WHICH PARAMETER:
a) Taste

b) price

c) packing style
91

d)

quality

RETAILER:

ADDRESS:

NAME:

INCOME:

I.

In dairy products, which company product demand

is higher?
a) Amul

II.

b) Parag dairy

c) others

Reason
a) price

b)taste

c)brand

d)

packing

style
III.

Which product of Amul is preferred by customers

a) ghee

b) milk

c) cheese

d) butter

e) any other
REASON:..
a) Price

b) taste

c) quality

92

d) packing style

IV.

Which product of Parag dairy is preferred least by customers?

a) ghee

b) milk

c) cheese

d) butter

e) any other
V.

Which product of amul is preferred least by customers?

a) ghee

b) milk

c) cheese

d) butter

e) any other
VI.

Which

of

Parag

dairy

is

preferred

least

customer?
a) ghee

b) milk

c) cheese

e) any other

93

d) butter

by

VII. Rank the preferences of consumers for Amul & Parag dairy.
Amul

Parag dairy

Ghee
Cheeze
Dahi
Butter
Milk
Others

94

Others