EXECUTIVE SUMMARY

 The project was carried out in two areas viz., Khadki and Kothrud.

 During the survey it was found that consumers are more loyal to local brands for flavoured
milk, to loose drinks in lassee and spiced buttermilk segment and to Cadburys in chocolate
segment.

 It was found that retailers never push anybody’s product to the customers, they give what
customers want. (With the exception of those products which offered them attracted margin)

 But retailers can change perception of consumers in case of some consumers have any
problems with the other products.

 It was also found that most of the retailers are more interested in keeping those brands that will
give them higher returns (margin).

 During the project it was found that some of the stocks reaching the retailers are usually
expired.

 Some retailers complain about unfriendly relationship with the salesman.

 It was also found that some distributors also have complaints about delay of payment from
some retailers.

1
About the company
Gujarat Cooperative Milk Marketing Federation

GCMMF: An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is an India’s largest food product
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.

Members: 12 district cooperative milk producers' Union

No. of Producer Members: 2.41 million

No. of Village Societies: 11,615
Total Milk handling capacity: 7.4 million litres per day
Milk collection (Total - 2004-05): 2.08 billion litres
Milk collection (Daily Average 2004-05): 5.71 million litres
Milk Drying Capacity: 511 metric Tons per day
Cattle feed manufacturing Capacity: 2340 Mts per day

GCMMF is India’s largest exporter of Dairy Products. It had been accorded a “Trading House” status.
GCMMF is receiving the APEDA award from government of India for excellence in dairy product
exports for the last 11 years and also is a winner of the prestigious international CIO 100 award from
IDG's CIO Magazine, USA. The 2003 CIO 100 award recognizes the organisations around the world
that excel in positive business performance through resourceful IT management and best practices.

Formed in 1946, Amul began the dairy cooperative movement in India and formed an apex
cooperative organization, Gujarat Co-operative Milk Marketing Federation ltd. (GCMMF), which

2
2.41 million milk producers in Gujarat, India jointly own today. Its products, including milk powders,
liquid milk, butter, ghee, cheese, chocolate, ice cream, pizza, mithaee, flavored milk and the Masti
brand of soup are widely used through out India and abroad and have made Amul the largest food
brand in India today with an annual turnover of some Rs 29 billion ($US 672 million) per annum.

Review of the operations

Milk procurement:

The member unions increased milk procurement by 4.5%, achieving and

average of 44.42 lac kilograms per day as compared to 39.65 lac kilograms per day in 1997-98.peak
procurement during 1998-99, touched a high of 51.88-lac kilogram in a day. But right now it has been
increased more than 70 lac ltr. per day.
Sales:

Federation co-ordinated Rs.26.1 crore in product sales to the defense services. Amul butter
registered record sales, with rupee turnover growing by 17 percent. The sales value of Amulya has
registered impressive growth with an increase of 14 percent Sale of Amul milk in Gujarat has
increased by 24 percent in value terms. Amul cheese sales value has increased by a spectacular 16
percent over the previous year. Despite a declining in the milk powder market due to adequate
availability of liquid milk in most of the country, there was sensationally increased sales valve by 21
percent, a testimony to its quality.

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

Exports:

3
 For the eleventh consecutive year, Amul have received the government of India’s APEDA
award as the nation’s largest exporter of dairy products. During the year Amul butter, ghee, shrihkand
and gulabjamuns were launched in the USA. These products also made a debut in New Zealand,
Thailand, and Iraq during the year, and received a very encouraging consumer process.

Distribution network:

The distribution network program aims at building greater member understanding

and loyalty, orienting the farmer – owners to their role, right and responsibilities while promoting the
highest level of member participation in their co-operative. During the past eight years, the member
unions of Amul have taken the member education program to 5467 village dairy co- operative
societies, reaching 464700 men and 532496 women milk producers.

Progress of dairy co-operative organization:

During the year member union continued their infrastructure investment. They
upgraded and strengthened the dairy co-operative structure by adding new village dairy co-operative.

The road ahead:

Autonomy is more than a word. It is the right of co-operatives to do what they believe
they must do for their members. Sugar co-operative, employee thrift co-operative have succeeded not
because of some mythical protection, but because they kept the needs of their members uppermost. If
the have been successful, it is because they have served their members with honesty and perseverance.
The unique structure, that has created is largely a result of the first principle that of voluntary
and open membership. Co-operatives do not discriminate on the basis of gender or on the basis of
social, political and religious belief. Democratic member controls provide for decentralized decision-
making reflected in policies by and for the member. The men and women who serve as elected
representative are accountable to the membership. The basic capital of the co-operative is member
economic participation. Equitable distribution of surplus by investing in the co-operative, contribution
to reserve and benefiting the members in their way of life are all a healthy sign of the functioning of a
co-operative remaining faithful to its values and principle. Thus they strengthen the value and

4
Principle by investing in education, training and information, enriching the members and the general
public’s understanding of the principle and techniques of co-operative
Thus co-operative commit to a large extent the milk and its milk products to meet with the highest
standard of hygiene, sanitation and quality. Thus they are related to quality.

SOME OF THE MAJOR POINTS ABOUT THE COMPANY

• Rs.630 Crores Comes from only AMUL MILK.

• The company turnover is approximately Rs.3000 crore per annum.
• GCMMF produced 70 lac. Lit/day of amul milk only in Gujarat.
• In GCMMF there is 12 dairy unions.
• GCMMF head office in Anand in Gujarat.
• In India 50 branches of Amul Milk.
• There is 9% of growth of Amul Milk.
• Market share of butter is 99%.

5
ABOUT THE PRODUCT

Amul Kool Flavoured Milk

Amul kool flavoured milk is available in Seven flavours like- Mango, Kesar, Elaichi,
coffee, Strawberry, Rose, Chocolate. It is also available in bottles and tetra pack. It has
9.7% of fat.

Product Details:
• Product - Amul Kool Flavoured Milk.
• Pack - 200ml (both bottles and tetra pack).
• MRP - Rs. 10.00

Ingredients:
Toned Milk, Sugar, Contains synthetic food colours and added Nature-identified
flavouring substance.
Competitor Products:
 • Nestle Fruit Milk (Tetra Pack).
• Dabur Coconut Milk (Tetra pack).
• Godrej Sofit Milk (Tetra pack).
• Local Brands (Swad, Status, Masti Cool etc).

Facts :
• It is a low fat product.
• It contains protein with almost 70% lower calorie than soft drinks.
• Its shelf life is 180 days at ambient temperature.

Amul Lassee
Amul lassee is available in two flavours- Plain, Rose. It is only in Tetra pack.

Products Details:
• Product -Amul lassee.
• Pack - 200ml in tetra pack.
• MRP - Rs 10.00

Ingredients:
Toned Milk Dahi, Flavoured Yoghurt, Sugar and Water.
Competitor Products:
• Nestle lassee.
• Local brand Shahi lassee.
• Loose lassee.
Facts:
• Amul Lassee is refreshing delicious cool drink
• Tastes great when chilled.
• Enjoy the natural goodness.
• Its shelf life is 120 days at ambient temperature.

Amul Masti Spiced Butter Milk

Amul introduces the Best Thirst Quenching Drink which is free of Colour, Preservatives,
Acids and Sucrose Sugar. None of the other company has such type of product.

Products Details :
• Product - Amul Masti Spiced Butter Milk.
• Pack - 200ml in tetra pack.
• MRP - Rs. 5.00

Ingredients :
Milk Solids, Common Salt, Spices and Condiments, Contains Permitted Stabilizer most
importantly.
Competitor Products:
• Loose butter milk.
Facts:
• It is low fat product with lower sodium salt content.
• It contains protein with almost 50% lower calorie than soft drinks.
• The Spice and Condiments added to the product enhance its taste.
• Presently available in India only.

Amul Chocozoo Chocolate

Amul introduces the new delicious chocolate Amul Chocozoo, which is in animal shapes
like- Rabbit, Cat, Monkey, Dog, Elephant etc. It is made of high quality ingredients. This
delicious chocolate pieces will simply melt in the mouth and spread the sweet all across.

Product Details:
• Product – Amul Chocozoo Chocolate.
• Pack – 250 grms (24 Pieces).
500 grms (46 Pieces).
• MRP – Rs. 72.00 (250 grms).
Rs. 138.00 (500grms).
Rs. 3.00 per pieace.
Ingredients:
Sugar, Refined Hydrogenated Vegetable Fat, Milk Solids, Cocoa Solids and Permitted
Emsulifiers.

Competitor Products:
• Cadbury (Éclairs, Dairy Milk, Fruit & Nut etc.)
• Nestle (Eclairs, Kitkat, Munch etc.)
 • Parle
• Candico
• Others
Facts:
• The chocolate is in different animal Shapes.
• It is made of high quality.
• Its shelf life is 12 months at ambient temperature.
• It is specially made for children.

ABOUT THE PROJECT

Project “ Marketing strategy for Amul Flavoured Milk, Lassee, Spiced Butter Milk,
Chocozoo Chocolate in Pune” is the study of the interpretation of the perception of the
target market. It also consists of understanding of dairy industry, setting up distribution
network, sales planning implementation and monitoring for Amul Milk products. This
project aimed at obtaining a better market share for the Amul Milk Products, which is
AMUL Flavoured Milk, Lassee, Spiced Butter Milk and Chocozoo Chocolate by
GCMMF Ltd. Which stand for Gujarat Co-operative Milk Marketing Federation Ltd.

We have covered the areas of two different distributors, they are:-

1. Renuka Enterprises at khadki.
2. Krishna Agencies at kothrud.

With the lot of brands hitting the market the customers will have more choice and there
will be a stiff competition among the milk manufacturers. These milk product’s
manufacturers are adopting various marketing strategies to remain in the market, to
protect and to grab the market share.

To generate market stimulation these manufacturers have started campaigning the brands
targeting the current and potential buyers through massive communication, Advertising
on Television and print media, local cable Network is also playing a big role in the
advertising for local brands
The project is undertaken with the aim to plan and analyze the performance of the Amul
milk products segment in Pune market. The project also provides the essential
information regarding the customers, retailers etc., area of their dissatisfaction and the
area to focus, so as to achieve the good market share. The project will also enable the
company in improving the promotional activities to capture the good and huge market
share.

OBJECTIVE

Primary objective

Study of market perception of Amul flavour Milk, Lassee, Spiced Butter Milk,
Chocozoo vis-à-vis its competition in Pune.

Secondary objective

• Understand the buying behavior of consumers about these products.

• Understand the retailing aspect about these products.

SCOPE
The study gives an insight on what kind of consumers use Flavour milk,
Lassee, Spiced butter milk, Chocozoo. It involves studying the reasons for likes /dislikes
towards these Products. This involves studying the purchase and consumption behavior
of respondents’ consumers in specific to these Products. The study also gives insight on
the retailing aspect for these Products with relation to the factors motivating the retailers
to sell these Products in Particular to specific Brand.

METHODOLOGY

Once the project was assigned to me, I started by preparing a questionnaire.

The purpose of the survey was to discover answers to the questions through
application of a scientific procedure. The main aim of the survey was to find out
the truth, which is hidden and which has not been discovered yet.
The survey involves collection of secondary and primary data. In primary data we
collect the information on the basis of two questionnaires , one for the customer
and the second is designed for the retailers to get the perspective from all the
angles.

Step 1. SECONDARY DATA was collected using World Wide Web resources.
This involved searching all the information about the competitior products in terms of
image created, product range, attributes and pricing.

Step 2. CONSUMER PRIMARY DATA This data was collected through a survey
using a questionnaire where the basic purpose was to understand buying habits and
perception of consumers and customers towards these products.

Sample size : 250

Target Area : Paud road, Karve nagar, Aundh, Khadki, F.C.road, J.M.road, Kothroad,
Range hills, Deccan, Deep bungalow chowk, Bhusari colony, Baner , Pashan.

Step 3. RETAILING PRIMARY DATA This data was collected through a survey
using a questionnaire method for the retailers like the Locality Store, General Stores- Big
and Small, Supermarkets, Chemists in Pune.

Sample size : 100

Target Area : Paud road, Karve nagar, Aundh, Khadki, F.C.road, J.M.road, Kothroad,
Range hills, Deccan, Deep Bungalow chowk, Bhusari colony, Baner , Pashan.
Step 4.
• To find out the responses of retailers and consumers for the products and the
company.
• To find out the requirements of advertising through different media for the
products .
• To find out the expectations and perceptions of retailers and the consumers
towards the company.
• To find out the retailer and the consumer satisfaction with distribution.
• To assess the consumer and retailer buying behavior.
• To identify the areas of consumer and retailer dissatisfaction.
• To estimate the level of brand awareness and brand perception.

Step 5. Analysis of the data as per the questionnaire pattern, on all the given parameters.

Step 6. To recommend suggestion for improving sales of Amul Kool, Lassee, Spiced
Butter Milk and Chocozoo Chocolate

Limitation:
The collected information and the conclusion drawn are based on the observation made
during the project.
Time constraint is another factor, since the duration of the project was only two months.

OBSERVATIONS AND FINDINGS

The post analysis findings have been enumerated in the same flow/sequence in which the
questionnaire was administered.
Consumer Findings

1. 34% of the consumers admitted to Quality being the reason for buying the
existing brand of Milk products. Brand Name seemed to be second by consumers
who seemed Brand conscious and market aware.

Reason for buying particular brand

13%
23% Brand name
5%
Quality
Price
22%
Recommendation
37% Pervious Usage

2. Knowledge regarding these products.

 Knowledge about these products

17% 23%

Convenience
Hygenic
Longer self life

60%

3. The respondents mostly liked the quality and the convenience aspect of these
products.

Factors liked about these products

100
80
60 Series1
40
20
0
t%
y

e
e
l it

nc

st
ic

fa
ua

ta
pr

ie

n
Q

en

ow
nv

kn
co

4. Factors considered important while selecting a Brand.

 Preferences for various factors

80
70
60
50
40 Series1
30
20
10
0

y
nt

s
if e
e

lit

ze
am

st

ic

te

fL
bi
Pr
Ta

Si
on

la
N

el
tc

ai

et
d

Sh
an

Av

ck
Fa
Br

Pa
5. When asked about willingness to pay extra for guaranteed hygienic and pure Milk
Products, 82% of the consumers are ready to pay extra.

Willingness to pay extra for Guranteed

hygienic and pure milk products

18%

yes
no

82%

Consumer view about Amul Flavoured Milk

6. A major chunk of the 250 respondents interviewed used cold drinks. After that
consumers majority used Amul Kool. Close next was Nestle Fruit Milk, Godrej
Sofit Milk, and then local brands (Swad, Masti Cool, Status).

Brands used

38% 35%

Amul
Local Brands
6% Nestle
14% Godrej
7% Dabur coconut milk

7. The Local Brands of Flavoured Milk.

Local Brands
4%
12%

37%
Status
Swad
17%
Masti cool
Govind
chetran

30%
Consumer view about Amul Spiced Butter milk
8. Amul has introduced Masti Spiced Butter milk, which is free of color
preservatives, acids and sucrose sugar. None of the other company has such type
of product. This product captured 76% market of Butter Milk.

Brand used

24%

amul
loose butter milk

76%

Consumer view about Amul Lassee

9. Major percentage of respondents used Local lassee. After that people prefer
Nestle than Amul.
 B r a n d s u s e d in la s s e e

11%
22%

A m ul
67%
N es t le
L o c a l B ra n d s

10. Local Brands of used were:

Local Brands of lassee

34%
46%

Sahi lassee
Govind
7% 13% Grinar
loose lassee

Consumer view about Amul Chocozoo Chocolate

11. Amul introduces the new delicious chocolate Amul Chocozoo, which is in animal
shapes like- Rabbit, Cat, Monkey, Dog, and Elephant etc. It is made of high
quality ingredients. It specially made for children only.
 3% Brand Use d
6% 7%
Am u l
17% C a d b u ry
N e s tle
P a rle
c a n d ico
67%

12. The respondents mostly liked the Taste and Quality aspect of this product.

F a c to rs lik e d a b o u t c h o c o z o o
100 Ta s te

80
Q ua lity
60
A va ila b ility
40
P ric e
20
0

Retail Findings

1. Brands stocked by retailers (for Amul Kool): -

 Brands stored

8% amul + nestle +godrej + dabur

26%
16% amul +nestle+ local brands
amul +local brands
10% amul + nestle
13% 27% amul
local brands

2. Brands stocked by retailers (for Amul Lassee): -

Brand Stored
Amul+Nestle+ Local
16% Brands
Amul+Nestle
6% 34%
7% Amul + Local Brands

Amul
27% 10%
Local Brands

3. Brands stocked by retailers (for Amul Butter Milk): -

Brand stored
Amul

Loose
butter milk
40%

60%

4. Reason for stocking Brands: -

 Reason for stocking Brands
10% Margins obtained

5% Good relationship with

35% salesman
Long term association
20% with brand
Consumer demand- high
take off
8% Display Schemes
22%
Consumer schemes
offered

5. Brand asked by Name: -

Brands asked by name

150
100
50
0
Amul Nestle Dabur Godrej Local
brands

6. Highest selling Brand by the retailers view: -

Highest selling Brands

29%

44% Amul
Nestle
Godrej
20% Local Brands
7%

7. In case of non- availability of a particular Brand according to the retailers, most

consumers look around for themselves and then decide a brand.
 In c a s e o f n o n a v a ila b lity o f a cbora
n snu m
d e r lo o k s fo r o t h e r
o p t io n s in y o u r s t o re

C ons um er as k s y ou to
9% 5% re c o m m e n d a n o t h e r b ra n d

C o n s u m e r a s k s fo r b ra n d w it h
5 2 % s c h e m e o n it
34%
C o n s u m e r le a ve s t h e s t o re t o
fin d t h e b ra n d e ls e w h e re

8. When asked whether the retailers themselves recommend any particular brands,
89% said that they did recommend Brands, especially in case of non – availability
or scheme on a particular brand.

Brands recommended by retailers

11%

yes
no

89%

9. Reason for shifting from Amul to Other Brands: -

 C o n su m er sh ifted fro m am u l to o th er b ra n d s

50
40
30 S eries 1
20
10
0

ste
ck

lity
e
ic

m
Pr
sto

Ta
ab
Na

ail
d

d
Ol

Av
an

n-
Br

No

Retailers view about Amul Chocozoo Chocolate

10. Brands stocked by retailers.

Brand stored
5%
21%
48%
Amul+Cadbury+
Nestle+Parle
Cadbury+Nestle+
26% Parle
Amul+Cadbury

Amul

11. Reason for not stocking brands.

 L o w ta k e -o ff c o n s u m e r
R e a s o n fo r n o t s to c k in g B ra ndde m
s and
18% 25% R e la tio n s h ip is s u e s
w ith s a le s m e n /D is t.
P ric e n o t S u it a b le to
5% m a rk e t p ric e s

37%
C o m p e titio n o ffe r a re
15%
m o re a t tra c tive
it n e e d s re frig e ra tio n

12. Highest selling Brand in chocolates.

Highest Selling Brand

1%
5% 11%

22% Amul
Cadbury
Nestle
Parle
Candico
61%

ANALYSIS
With the help of the above research work and fact collection it was analyzed that though
the Amul Milk Products like Amul flavoured Milk, Lassee, Spiced Butter Milk,
Chocozoo Chocolate have a high potential and a large market to be captured but still
they are lacking in the acceptability among the consumers due to few loop holes in their
marketing strategies.

PRODUCT:-

Its quality is good but still many consumers are unaware about its fat contents; most of
the consumers do not have knowledge about Amul Lassee and Chocozoo Chocolate. So
there is a need of consumer awareness through effective advertising and promotional
campaign, which is very useful to enhance its sales.

PRICE:-

The margin of the retailers should be increased for these products. If the company goes
for a price reduction of these products, they can target the lower class segment, as it’s a
price sensitive market. The corporate belt can boost their sales in terms of increasing
customer base and in turn can provide them large volume sales.

PLACE: -

The product should reach the shelf of the retailer on time so that other brands
should not capture the market & super markets. ‘A’ class retail outlets should be given
more emphasis. At present distribution channel is not efficient. Efficient & effective
distribution channel has to be formed, which will cut costs & will be helpful in
distributing these products at each and every nuke & corner of the city at stipulated
delivery time. Efficient & effective distribution channel means, there should be sufficient
number of distributors to be appointed for a particular zone or area, so that the reach &
availability problem can be reduced. It adds value to the service parameters also, as in
today’s market scenario service & quality pays i.e. every one is looking for best service
with a value for money.

PROMOTION: -
 As Amul is marketing driven co-operative federation, they already have
come up with hoardings, banners and advertisements. But still some effective
promotional drive is needed, which can produce better results in terms of sales.

There should be a need of promoting these products through retail shops by

offering them some promotional schemes, eg - a high volume seller will get gift vouchers
or coupons on which they can get a cash discount or any Amul product worth of the
coupon cost.

Company should publicize its milk products by sponsoring some shows or

events, can go for ad campaigns by placing their ads in health magazines and news papers
& put their stalls in front of each retail shop and can offer consumers a free sample to
develop the taste and to change their perception about it’s taste and quality.

Perception Analysis
Retailers observations
Non-stockiest of these products

“The margin is very less”

“Lassee is so thin”

“Chocozoo needs refrigeration”

“No replacement”

“No schemes”

“Supplying old stock”

Stockiest of these products

“Health conscious people buy this for all purpose”

“Brand Name”

“Good personal relations with distributor”

“Chocozoo chocolate is different from others”

“More demand of chocozoo is by children”

“It has different flavours for flavoured Milk”

Other observations

• Awareness level among retailers for Amul Flavoured Milk, Lassee, Spiced
Butter Milk, Chocozoo Chocolate is average.
• There is no packaging available for lower segments, as they are more price
conscious.
• In organized sector only Amul, Nestle, Godrej and Cadbury are major players.

• There are other many brands are available in pune market -some of them, (for
Flavoured milk there are Nestle, Godrej, Dabur and different Local Brands), (For
 Lassee there are Nestle and different Local brands), (For Chocozoo there are
Cadbury, Nestle and Parle).
• According to findings Local Brands is the market leader for Flavoured Milk and
Lassee, and Cadbury for Chocolate.
• In case of non-availability of particular brand most retailers suggested another
brand to the consumer. In this case the brand with the scheme, which benefited
him, was the one usually suggested.
• A few retailers had problems with the Amul distribution. They had complaints
regarding the expiry date of the stock.
• It was observed that at most places, which sold Amul products the POP was not
present.
• The stocking of these products by the retailers is less due to:
o Less demand by consumers.
o No replacement policy.
o Flaw in distribution channel.
o No promotional schemes being offered to retailers.
o Display material not provided to each retailer.
o No proper implementation of given schemes.
o The margin is low and there is various added cost to retailers.
o There isn’t any advertisement for these products.

Consumer observations
Non- users of these products

“Lassee does not taste good and also thin”

“Chocozoo is costly”

“Old stock”

“Listening first time from you”

Users of these products

“It is healthy and it’s Indian Amul”

“Amul is all about Quality and we trust hygienic packaging.”

“Tetra pack is very convenient”

“We trust only branded products”

Other observations

• Consumers’ preference for purchasing of these Products is mainly based on

quality, taste, availability, freshness and taste respectively.
• Of the respondents in the elder age bracket they wanted no-fat milk because of the
digestive problems.
• Awareness level among the consumers is around 70-80%, but still only around
10% consumers are consuming these Products. Because they got these products
very late as per their Manufacturing Date.
• Artificial taste.
• Consumer wants only Plain Lassee and available Lassee is so thin.
CONCLUSION AND RECOMMENDATIONS
CONCLUSION

It was concluded that the Amul milk products i.e. Amul Flavoured Milk, Lassee,
Spiced Butter Milk and Chocozoo Chocolate, though are known to its customers &
consumers , but still their acceptance is favorably low as compared to other local
brands present in the market. Therefore, measures in terms of reach & availability and
efficient sales promotion are to be undertaken to enhance sales and acceptability
among the end user. There is very low awareness regarding Amul Lassee and
Chocozoo Chocolate among the consumers. So, there should be proper advertisement
and sales promotion activities by the company to capture good market share for these
products and to enhance their awareness level, which is very low among the
consumers and also retailers.

RECOMMENDATIONS
For Consumer Market

• POP should be available in retail stores so that consumers know about the
availability of the product.
• Few cooking websites could be asked to promote these products.
• Amul should have better presence especially in the places where different local
Brands seem to be leading in sales.
• In areas where Amul is the leader should never be out of stock.
• Amul should have better visibility in order to increase the awareness and make
use of the local media like dailies, radio and T.V. (specially during the daily
program at night since most of the buying influence i.e. the housewives observe
ads during this time).
• Amul should have a quality check done to see if the taste can be improved.
• More use of promotional activities should happen.
• Amul should organize food events and competitions in which Milk products
should be required to be used.
• Sampling should also be done in a big way especially for those areas where
different local brands and Cadbury has a strong hold.
• Use of hoardings will help to create awareness.
• Amul products should have proper visibility at the outlets.
• Company should provide gifts, with their products to attract the customers.
• Positioning should be done emphasizing on the convenience attribute.
• “Amul Milk Products are hygienic” type of statements need to be communicated
through its advertisements
For Retailer Market

• Amul should have a system by which it can take care of its delivery problems
so that it can take care of problems arising from stocks close to the expiry
dates.
• Timely visits should be given to the retail shops. Representatives should take
feedback regarding the supplies and quality issues.
• Company should supply their product as per manufacturing date.
• Amul should offer more incentives to the retailers mostly for the display
because many respondents look around for alternative themselves. Hence
Amul has to be more visible.
• More sales –More incentive concept should be apply.
• The salesman should be able to solve issues related to sales, supplies and
stocks amicably.
• Need of more communication between retailer and salesman.
• Should provide replacement of the spoiled products to the retailers.
• Should improve its distribution channel & chain by increasing the no. of
distributors.
• Should come up with a PUSH strategy, as some promotional schemes are
being offered to retailers.
• There should be proper check & control over the implied schemes given to the
retailers.
• Should provide display materials to each & every retailers. It will help in
creating brand awareness among retailers.
• Company should provide volume discounts and more profit margins to attract
retailers as well as distributors, which will make them to increase their sales.
• Evening stall in front of high volume sale retail outlets, gym etc.
• The Amul representatives must go and meet the retailers’ counterparts
regularly and keep them updated on the uses of milk products.
• Amul should make sure that it is always available to the retailers. Also it must
make sure that there is always timely service offered to the retailers.
• Company can increase the numbers of Amul Milk Parlour, in which it can
serve its milk products of different flavours & taste. This will increase its milk
consumption and people will find a suitable shopping mart for dairy products.
• Should try to build good Personal Relationship with the Retailers, as they
are the only person who is responsible for changing the perception and create
awareness & demand among the consumers.
Consumer Questionnaire

Respondent Name
Address
Tel No.

1. Your family consist of how many members?

_________________________________________ _

2. Are Milk products consumed regularly in your house?

Yes NO

3. Do you use Branded products?

Yes No

4. Which Brand do you use?

Amul Nestle Godrej Cadbury Others

5. What type of packaging do you buy Branded milk in?

Pouch Bottle Tetrapak Carton

6. At what rate do you buy this particular brands?

7. What made you buy this particular products?

Quality Price Brand Name
Pervious usage Recommendation Home delivery.

8. What do you know about Branded milk products?

Safe & Pure
Convenient
Hygienic

9. Which brand of products are you aware of ?

Flavoured Milk
Lassee
Tak
Chocolate

10. Have you tried above mentioned Amul’s products?

Yes No

11. If not, why?

 12. What did you like about Amul milk products?
Quality Price Brand Name
Pervious usage Taste Known Fat%

13. Is there anything you did not like about Amul milk products?

14. Are you using this brand regularly?

Yes No

15. If not, why?

__________________________________________________________________

16. If you go to the store to buy ________ milk product and it is not available what
would you do?
Look for the same pack in another Brand.
Leave and go to another store for the same Brand

17. Would you be wiling to pay a little extra for guaranteed hygienic and pure
products?
Yes No

18. Have you seen the Amul’s Advertisement on TV?

Yes No

19. If yes, what do you remember about it?

20. Would you be willing to use Amul’s Milk products?

Yes No

21. Do you think the products should be available in any other pack sizes?
Yes No

22. If yes, which pack sizes?

_________________________________________________________________
_

Notes:
Retailer Questionnaire

Name of Store
Type of Store
Address
Tel No

1. What are the Brands of Milk products that are stocked in the store?

Brand
Amul
Nestle
Godrej
Dabur
Local brands
Parle
Cadbury
Candico

2. What are the reasons for stocking brands?

Margins Obtained
Display Schemes
Long term association with brand
Good relationship with salesman
Consumer Schemes offered
Consumer Demand High Take-off

3. On an average how many milk product-purchasing customers visit your store

every day?
Less than 10 Between 10-15 Between15-20 More than 15

4. What are the margins offered to you for each of the brands that you stock?

Brand Margin
Amul
Nestle
Godrej
Dabur
Local brands
Parle
Cadbury
Candico
5. Do you stock Amul’s Milk products?
Yes No

6. If not, why?

Low take off consumer demand

Relationship issues with salesman
Price not suitable to market prices
Competition offers are more
attractive
Old stock

7. Do consumers ask for brands by name?

Yes No

8. Of the brands given below, which brands do consumers ask for by name?
Amul Nestle Godrej Dabur Parle

Others
9. Have consumers come to your store and asked for Amul’s milk products?
Yes No

10. Has it happened that a consumer has come into your store and asked for a brand
and it has not been available?
Yes No

11. If not, what normally happens?

The consumer looks for other options in

your store
The consumer asks you to recommend
another brand
The consumer looks at the brands in
your store and decides himself on an
alternative
The consumer leaves the store to find
the brand elsewhere

12. Do you recommend any brand to consumers?

Yes No

13. If yes, which one?

14. Do you think these products should be available in any other pack sizes?
Yes No

15. Which is the highest selling brand?

16. Why do you think __________ is the highest selling Brand?

Quality Price Brand Name

17. Have any Amul customers switched to any other brand?

18. If yes, why?

Quality Price Brand Name Schemes

Pervious usage Recommendation Home delivery.

19. Which brand scores better in terms of:

Attributes Brand
Amul Nestle Cadbury
Brand name
Visibility
Marketing activities
Quality
Pricing

Notes:
ANNEXTURES

CONSUMER STATISTICS

1. Reason for buying particular brands No. Of Respondents

Brand name 58
Quality 94
Price 54
Recommendation 12
Pervious Usage 32

2. Knowledge about these products. No. Of Respondents

Convenience 70
Hygienic 180
Longer self life 50

3. Factors liked about these product No. Of Respondents

Quality 90
Price 60
Convenience 75
Taste 60
Known fat% 15

4. Factors Considered while selecting a brand

for milk No. Of Respondents

Brand Name 70
Taste 50
Price 40
Fat content 30
Availability 30
Shelf Life 20
Packet Sizes 10
 5.Willingness to use Amul Milk No. Of Respondents
Products

Yes 187
No 41

STATISTICS FOR AMUL FLAVOURED MILK

6.Brands of flavoured milk No. Of Respondents

Amul 88
Local Brands 35
Nestle 18
Godrej 14
Dabur coconut milk 95

STATISTICS FOR SPICED BUTTERMILK

7. Local Brands of flavoured milk No. Of Respondents

Status 91
Swad 76
Masti cool 43
Govind 29
chetran 11

STATISTICS FOR AMUL LASSEE

8. Brand Used No. Of Respondents

Amul 189
Loose butter milk 61

9. Brands used in lassee No. Of Respondents

Amul 28
Nestle 55
Local Brands 167

10. Local Brands of lassee No. Of Respondents

Sahi lassee 68
Govind 27
Grinar 14
loose lassee 93
STATISTICS FOR AMUL CHOCOZOO CHOCOLATE

11. Brands Used No. Of respondents

Amul 18
Cadbury 166
Nestle 42
Parle 14
candico 8

12. Factors liked about Chocozoo No. Of

respondents

Quality 65
Price 24
Availability 36
Taste 96
RETAILERS STATISTICS

1. Brands Store by retailers (for Amul kool)

Brand stored No. Of stores

Amul + Nestle +Godrej +Dabur 23

Amul + Nestlé + Local brands 44
Amul + Local brands 76
Amul + Nestle 37
Amul 27
Local Brands 72

2. Brands Stored by retailers(for Amul Lassee)

Brand Stored No. Of stores

Amul+Nestle+ Local Brands 51
Amul+Nestle 33
Amul + Local Brands 48
Nestle + Local Brands 31
Amul 37
Local Brands 67

3. Brands Stored by retailers (for Amul Spice Butter

milk)

Brand Stored No. Of stores

Amul 97
Loose butter milk 66

4. Reasons for stocking brands No of Stores

Margins obtained 35
Good relationship with salesman 8
Long term association with brand 22
Consumer demand- high take off 20
Display Schemes 5
Consumer schemes offered 10

5. Which Brands are asked for by name No. Of stores

Amul 67
Nestle 35
Dabur 12
Godrej 9
Local brands 99
6. Highest selling Brand No. of stores

Amul 54
Nestle 37
Godrej 13
Local Brands 85

7. In case of non availability of brand No. Of stores

Consumer looks for other options in your store 48

Consumer asks you to recommend another 31
brand
Consumer asks for brand with scheme on it 8
Consumer leaves the store to find the brand 5
elsewhere

8. Do you recommend any Brand to consumers

Yes 75
No 9

9. Why have the consumers shifted from Amul To other

Brands

Old stock 44
Price 22
Brand Name 1
Non-Availability 28
Taste 5
RETAILERS STATISTICS FOR AMUL CHOCOZOO
CHOCOLATE

10. Brand store No. Of store

Amul+Cadbury+Nestle+Parle 48
Cadbury+Nestle+Parle 26
Amul+Cadbury 21
Amul 5

11. Reasons for not stocking Brands No. Of stores

Low take-off consumer demand 25

Relationship issues with salesmen/Dist. 5
Price not Suitable to market prices 15
Competition offer are more attractive 37
it needs refrigeration 18

12. Highest selling Brand No. Of stores

Amul 18
Cadbury 98
Nestle 36
Parle 8
Candico 2
BIBLIOGRAPHY

World Wide Websites

www.amul.com

www.indiadairy.com

Books

Principles Of Marketing – By Philip Kotler

Marketing Research – By Kothari