This document provides background information on Amul, an Indian dairy cooperative. It discusses how Amul was founded in 1946 in response to exploitation of milk farmers by traders in Anand, Gujarat. Amul was developed under leaders like Sardar Vallabhbhai Patel and Dr. Verghese Kurien to give fair prices to farmers. It highlights how Amul chose its name, meaning "priceless" in Sanskrit, and discusses its growth into the largest dairy brand in India through cooperative unions across Gujarat. The document also provides brief details on Amul's products and marketing slogans like "The Taste of India".

1. 1
A
Project Report On
“To Find Out Retail Gap for Amul Kool
Flavoured Milk”
Submitted to
Dezyne E’cole College
By
Mohita Mudgal
Toward the partial fulfilment of 3rd year in
Bachelors of Business Administration
Dezyne E’cole College
106/10, Civil Lines, Ajmer- 305001

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Gujarat Co-Operative Milk Marketing
Federation Ltd (GCMMF)
Mohita Mudgal
Bachelor of Business Administration
Dezyne E’cole College, Ajmer

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Acknowledgement
I would like to express my gratitude towards Amul India for giving me an
opportunity towards as a summer intern for the duration of one and half
month as a part of training of our course. I express my gratitude to all
those who initiated and help me in the successful completion of this
project.
I express my sincere gratitude to Mr. Ashok Mathur manager of Amul
India Company in Jaipur and our facility guide Miss Neha Bagga for
supporting us during the project work.
I also take this opportunity to express my in depth indebtedness to Mrs.
Vinita Mathur principal “Dezyne E‟cole College, Ajmer” for her co-
operation and affectionate encouragement. I also thank to my all facility
members for their suggestion and advice.
Also I am thankful to my parents and family members how are my
constant source of inspiration in every field of life and due to them I am
whatever I am today.
Thanking You
With regards
Mohita Mudgal

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Grade Sheet
Dezyne Ecole College
106/10 Civil Lines
Ajmer, 305001(Raj.)
Tel.-0145-2624679
This project report of Ms. Mohita Mudgal of Bachelor of Business
Administration (BBA) IIInd
year program of BBA has been graded as
....................................... .
Thanking You
Principal
(Seal & Signature)

5. 5

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Synopsis
This project was undertaken as my summer internship at Gujarat co-
operative Milk Marketing Federation limited during the internship
period of 45 days. I worked on the topic “To study the market scenario
for Amul fresh products”.
The project actually focused on:-
 I study on various marketing activities like I had visited near
about 70 retail shops to know their view towards Amul
Beverage.
 I had record details of Amul retailers and collect details about
the competitors.
 Take Knowledge about Introduced new product in marketing.
 I had also do a selling activity.
And I have tried explaining the things through Bar charts, graphs and
diagrams.
I reached to create a new image of Amul milk in the eye of other brand
supporters and consumers. After all they move towards Amul milk and
feel fully satisfied and full fill their needs and wants.
This project is the study procedure of all activities I undertook to deal
with “To study the market scenario for Amul fresh product” and I
hope I have attendant it well as per the knowledge and process.

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Mohita Mudgal
Profile:-
To be successful manager we need to focus on the
way of communication and all the aspect of human
behaviour. I think Dezyne E‟cole to make me a
skilled person and make me ready for the industry.
Skill:-
 Ambitions hard working, energetic and well
disciplined
 Confident and Innovative
 Positive thinking, self-motivated and flexible
 Good communication skills and soft spoken
 Good oral and written skills
Interest:-
 Singing
 Dancing
 Listening music
Language:-
 Hindi
 English
Experience:-
 Internship at a Gujarat Corporative Milk
Market Federation Limited (Amul) for one
and half month
 Doing project regarding management
Email id : Dezyneecole@gmai.com
Website : www.dezyneecole.com
Phone : 0145-2624679
Education:-
Bachelor‟s Of Business Administrative
(BBA)
Dezyne E‟ Cole College, Ajmer
(2014-2017)
12th
Savitri Girls sr. sec. School, Ajmer
(2013-2014)
10th
Savitri Girls sr. sec. School, Ajmer
(2011-2012)

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Content
 Chapter – 1
1. Introduction of Management filed
2. Company profile
3. Background History of Amul
4. Amul Product
 Chapter – 2
5. Project Study
6. Retail
7. Amul Beverage Product
 Chapter – 3
8. Objective of the study
9. Channel of Distribution
10. Retail Survey
11. Unstructured Questionnaire
12. Consumer Behaviour
13. Market Segmentation
14. Sampling Area
 Chapter – 4
15. SWOT Analysis
16. Limitations of the study
17. Conclusion
18. Bibliography

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Chapter-1
 Introduction of Management
Field
 Company Profile
 Background history of Amul
 Amul Products

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Introduction of Management
As per the studying criteria of three years of bachelors degree of
management field every student has to undergo a practical training of45
days. According to the interest of the student the training is a vocational
training in the organization to learn more about the working scenario of
an organization and a project by the person whom one is posted during
the training period. I had undergo a practical from Gujarat Co-operative
Milk Marketing Federation Limited (Amul).
In the present scenario the practical training is an essential part of
management stream. It helps an individual to visualize the management
practices in the theoretical aspects in which we have learnt Business
Research, Business Communication, Sales and Salesmanship,
Organisation Behaviours, etc.
After the completion of training period every student have to make a
training report to showcase my work, which I had done in an
organization in my training period. The project report contain the
chapters likewise, Company profile, Retail gap etc.
This project work is based on the above subjects whom we learn in our
three year degree program.
A project report is divided into two major parts the first is Primary parts
which gives a brief study about Company profile, Product
Classification etc.
The second part is Secondary Part which gives a brief study about
Research Tools, Market Study, Objectives of Study, and
Introduction of management etc.
These are the aspects which I have discussed in my internship project
work at Gujarat Co-operative Milk Marketing Federation Limited
(Amul) Ajmer for 45 days.
This is the annual report which presents the aspects of the practical
training taken by me. The criteria on which I had undertaken my training

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and present my project work is “To Find Out Retail Gap for Amul Kool
Flavoured Milk” for understanding the efficient and better functioning of
the organizations and for taking an practical knowledge about the
effective working of the organization to enhance and boost up my skill
set.

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Introduction of the Company
The Amul Plant at Anand showing the
Milk Silos.
Amul spurred India’s White Revolution, which made the company the
world‟s largest producer of milk and milk products. In the process Amul
become the largest food brand in the India and has ventured market
overseas.
Dr. Verghese Kurien, founder-chairman of
the Gujarat Co-operative Milk Marketing
Federation (GCMMF) for more than 30
years (1973-2006), is credited with the
success of Amul.

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Type Cooperative
Industry Dairy/FMCG
Founded 1946
Headquarters Anand, India
Key People Chairman, Gujarat Cooprative Milk Marketing Federation Ltd.
(GCMMF)
Products See complete products listing
Revenue US$ 3.4 billion (2014-15)
No. of Employees 750 employees of marketing arm and 3.6 million milk producer
members.
Parent GCMMF[1]
Slogan The Taste of India
Website www.amul.com
The Gujarat Cooperative Milk Marketing Federation is the largest food
products marketing organisation of India. It is the apex organisation of
the dairy cooperative of Gujarat. It is the exclusive marketing
organisation for products under the brand name of Amul and Sagar.
Over the last five and a half decades, dairy cooperative in Gujarat have
created an economic network that link more than 3.1 million village milk
products with millions of consumers in India. Gujarat Cooperative Milk
Marketing Federation Ltd. (GCMMF) is Indian‟s largest food product
marketing organisation with annual turnover (2014-15) US $ 3.4 billion.
Its dairy milk procurement is approx14.25 million lit per day from 18536
village milk cooperative societies, 17 member unions covering 33
districts, and 3.37 million milk producer members. More than 70% of the
members are small or marginal farmers and landless labourers including

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a sizeable population of tribal folk and people belonging to the
scheduled castes.
Amul ranks 15 in global dairy rankings
Gujarat Corporative Milk Marketing Federation (GCMMF) which markets
Amul brand of milk and dairy products has risen to the rank of 15
amongst the top dairy organisation of the world according to a recent
survey by International Farm Comparison Network
(IFCN), a leading, Global dairy knowledge organisation. Two year back,
Amul had ranked 20 in the list.
According to a GCMMF press release here, “This has been the fastest
rise by any top-ranking dairy organisation across the globe. Just two
years back (in 2012), Amul was ranked 20 in the list of top global dairy
organisation.
GCMMF TODAY
GCMMF is India‟s largest food products marketing organisation. It is a
state level apex body of milk cooperatives in Gujarat, which aims to
provides remunerative returns to the farmers and also serve the interest
of consumers by to providing affordable quality products. GCMMF
markets and manages Amul brand. From mid-1990s Amul has entered
areas not related directly to its core business. Its entry into ice cream
was regarded has successful due to the large market share it was able
to capture within a short period of time- primarily due to the price
differential and the brand name. It also entered the pizza business,
where the base and the recipes were made available to restaurant
owners who could price it has low as 30 rupees per pizza when the other
players were charging upwards of 100 rupees.

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Amul The Taste of India
In 1994 Shri Kanon Krishna of Advertising
and Sales Promotion (ASP) Advertising
Agency, Mumbai once asked Federation
Officer “Why should Amul hire us when there
are 525 other advertising agencies around in
India?” “It is”, he replied his own question,
“because we go the extra mile”, He went on
to explain that in search of a corporate slogan and logo for Amul he had
to bring in “taste” and the “diverse” nature of our country. To catch a
glimpse of this or a slice of India as it were, he used to go to Matunga in
Mumbai, which had denizens from many states, on Sundays.
The earlier clips of the campaign when Amul, The Taste of India went on
air tried to connect Amul with "food" and "taste" and fix it in the viewers'
mind before the campaign went on to promote a variety of Amul
products.
The need for a new corporate Amul logo was being increasingly felt
because the Federation dairies began making more and more different
dairy products. And the polka dotted dress wearing cute girl after all
covered only Amul Butter, even though at that time, Butter was our
flagship product, and in many ways still is.
It took many sittings of ASP Advertising with Dr Kurien and other
Federation Officers to finally approve the Taste of India logo with its red
and green background. In the last meeting Dr Kurien asked Shri Kanon
Krishna, "But how will this insignia look on my products?" Shri Krishna
said, excuse me, and sipped down his jersey to display the bright "Amul,
The Taste of India" emblazoned on a white "T" shirt that he wore. Yes,
he had come prepared. He distributed some more "T" shirts to the
officers present. So fond did Dr Kurien become of this logo that he would
ask in the meetings with other ad agencies covering different other
products, "Have you included The Taste of India" in your Artwork?"

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When people driving by the Federation Office at Anand at night look at
the shining Taste of India neon sign, they may not know that after going
the extra mile for Federation and giving it an unforgettable logo, its
author died at the age of 48 after serious cardiac problems.
The Taste of India – these four
words are more than what the
common man may think of these
– a mere slogan. Advertising
people call this corporate
positioning. But jargon apart
these four words lend meaning
to Amul's never ending crusade;
they reinforce Amul's commitment of taking quality food products right
down to the rural man, products, the common man otherwise would
have never afforded. It was Amul that first made chocolate affordable to
the 'aam admi', then followed the same with Ice Cream, pizza and a
gamut of value added products. Who would have thought that a tailor in
Azamgarh or a travelling salesman in Barabanki, UP would be digging
into a cup of Amul Ice Cream on a hot summer day?

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Background History
Amul-operative registered on 14 December 1946 as a response to the
exploitation of marginal milk producers by traders or agents of the only
existing dairy, the Polson dairy, in the small city distances to deliver
milk, which often went sour in summer, to Polson. The prices of milk
were arbitrarily determined. Moreover, the government had given
monopoly rights to Polson to collect milk from mikka and supply it to
Bombay city.
Angered by the unfair trade practices, the farmers of Kaira approached
Sardar Vallabhbhai Patel under the leadership of local farmer
leader Tribhuvandas K. Patel.
He advised them to form a
cooperative and supply milk
directly to the Bombay Milk
Scheme instead of Polson (who
did the same but gave them low
prices). He sent Morarji
Desai to organise the farmers.
In 1946, the milk farmers of the
area went on a strike which led
to the setting up of the
cooperative to collect and process milk. Milk collection was
decentralized, as most producers were marginal farmers who could
deliver, at most, 1–2 litres of milk per day. Cooperatives were formed for
each village, too.
The cooperative was further developed and managed by Dr.Verghese
Kurien with H.M. Dalaya. Dalaya's innovation of making skim milk
powder from buffalo milk (for the first time in the world) and a little later,
with Kurien's help, making it on a commercial scale, led to the first
modern dairy of the cooperative at Anand, which would compete against
established players in the market. Kurien's brother-in-law K.M. Philip
sensitized Kurien to the needs of attending to the finer points of
marketing, including the creation and popularization of a brand. This led
to the search for an attractive brand name. In a brainstorming session, a

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chemist who worked in the dairy laboratory suggested Amul, which
came from the Sanskrit word "amulya", which means "priceless"
and "denoted and symbolised the pride of swadeshi production.”
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's
dairy soon spread to Anand's neighbourhood in Gujarat. Within a short
span, five unions in other districts – Mehsana, Banaskantha, Baroda,
Sabarkantha and Surat – were set up. To combine forces and expand
the market while saving on advertising and avoid competing against
each other, the GCMMF, an apex marketing body of these district
cooperatives, was set up in 1973. The Kaira Union, which had the brand
name Amul with it since 1955, transferred it to GCMMF.
In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality
Award.
Adding to the success, Dr. Madan Mohan Kashyap (faculty Agricultural
and Engineering Department, Punjab Agricultural University Ludhiana),
Dr. Bondurant (visiting faculty) and Dr Feryll (former student of Dr
Verghese Kurien), visited the Amul factory at Anand as a research team
headed by Dr. Bheemsen & Shivdayal Pathak (ex-director of the Sardar
Patel Renewable Energy Research Institute) in the 1960s. A milk
pasteurization system at the Research Centre of Punjab Agricultural
University (PAU) Ludhiana was then formed under the guidance of
Kashyap. The technological developments at Amul have subsequently
spread to other parts of India.

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Milk, The inspiration behind a revolution
Over six decades ago the life of a farmer in Kaira
was very much like that of farmers anywhere else
in India. His income was derived almost entirely
from seasonal crops. Many poor farmers faced
starvation during off-seasons. Their income from
milch buffaloes was undependable. The milk
marketing system was controlled by contractors
and middlemen. As milk is perishable, farmers
were compelled to sell their milk for whatever they
were offered. Often they had to sell cream and
ghee at a throwaway price.
They were in general illiterate. But they could
see that the system under which contractors
could buy their produce at a low price and
arrange to sell it at huge profits was just not fair.
This became more noticeable when the
Government of Bombay started the Bombay Milk
Scheme in 1945. Milk had to be transported 427
kilometers, from Anand to Bombay. This could
be done only if milk was pasteurized in Anand.

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After preliminary trials, the Government of Bombay
entered into an agreement with Polsons Limited to
supply milk from Anand to Bombay on a regular
basis. The arrangement was highly satisfactory to
all concerned – except the farmers. The
Government found it profitable; Polsons kept a
good margin. Milk contractors took the biggest cut.
No one had taken the trouble to fix the price of milk
to be paid to the producers. Thus under the
Bombay Milk Scheme the farmers of Kaira District were no better off
ever before. They were still at the mercy of milk contractors. They had to
sell their milk at a price the contractors fixed. The discontent of the
farmers grew. They went in deputation to Sardar Patel, who had
advocated farmers‟ co-operatives as early as 1942
Sardar Patel reiterated his advice that
they should market their milk through a
co-operative society of their own. This co-
operative should have its own
pasteurization plant. His advice was that
the farmers should demand permission to
set up such a co-operative. If their
demand was rejected, they should refuse
to sell their milk to middlemen.
Sardar Patel pointed out that in undertaking
such a strike there should be some losses to
the farmers as they would not be able to sell
their milk for some time. If they were prepared
to put up with the loss, he was prepared to
lead them. The farmers‟ deputation readily
accepted his proposal.

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Sardar then sent his trusted deputy, Mr.
Morarjibhai Desai, to Kaira District to
organize milk co-operative – and a milk strike
if necessary. Mr. Desai held a meeting in
Samarkha village on January 4, 1946. It was
resolved that milk producers‟ co-operative
societies should be organized in each village
of Kaira District to collect milk from their member-farmers. All the milk
societies would federate into a Union which would own milk processing
facilities. The Government should undertake to buy milk from the Union.
If this wasn‟t done, the farmers would refuse to sell milk to any milk
contractor in Kaira District.
The Government turned down the demand.
The farmers called a „milk strike‟. It lasted
15 days. Not a drop of milk was sold to the
milk merchants. No milk reached Bombay
from Anand, and the Bombay Milk Scheme
almost collapsed. After 15 days the milk
commissioner of Bombay, an Englishman,
and his deputy visited Anand, assessed the situation and accepted the
farmers‟ demand.
This marked the beginning of the Kaira
District Co-operative Milk Producers‟ Union
Limited, Anand. It was formally registered on
December 14, 1946. Its objective was to
provide proper marketing facilities for the
milk producers of the district. The Union
began pasteurizing milk in June 1948, for the
Bombay Milk Scheme – just a handful of farmers in two village co-
operative societies producing about 250 liters a day.

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An assured market proved a great
incentive to the milk producers in the
district. By the end of 1948, 432
farmers had joined village societies,
and the quantity of milk handled by the
Union had increased to 5000 liters a
day. In the early stages, rapid growth
brought in its wake serious problems.
Their solution provided the stimulus for
further growth. For example, as the co-operative movement spread in
the district, it was found that the Bombay Milk Scheme could not absorb
the extra milk collected by the Union in winter, when buffaloes yielded an
average of 2.5 times their summer yield. Thus by 1953, the farmer-
members had no regular market for the extra milk produced in winter.
They were again forced to sell a large surplus at low rate to middlemen.
The only remedy was to set up a plant to process the extra milk into
products like butter and milk powder. The logic of this step was readily
accepted by the Government of Bombay and the Government of India,
except for a few doubting Thomases. The government of India helped
the Union to get financial help from UNICEF and assistance from the
Government of New Zealand under the Colombo Plan. Technical aid
was provided by F.A.O. A Rs.50 – lakh factory to process milk powder
and butter was blueprinted. Its foundation stone was laid by the then
President of India the late Dr. Rajendra Prasad on November 15, 1954.
The project was completed by October 31, 1955, on which day the late
Pandit Jawaharlal Nehru, the then Prime Minister of India, declared it
open. The new dairy provided a further fillip to the co-operative
movement among milk producers. The union was thus enabled to
organize more village co-operative societies and to handle more and
more milk each year. This event also brought a breakthrough in dairy
technology as the products were made processing buffalo milk for the
first time in the world. Kaira Union introduced the brand “Amul” for
marketing its product range. The word “Amul” is derived from Sanskrit
word „Amulya‟ which means „priceless‟ or precious‟. In the subsequent
years Amul made cheese and baby food on a large commercial scale
again processing buffalo milk creating a history in the world.

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The only remedy was to set up a plant to
process the extra milk into products like butter
and milk powder. The logic of this step was
readily accepted by the Government of
Bombay and the Government of India, except
for a few doubting Thomases. The
government of India helped the Union to get
financial help from UNICEF and assistance
from the Government of New Zealand under the Colombo Plan. Technical
aid was provided by F.A.O. A Rs.50 – lakh factory to process milk powder
and butter was blueprinted. Its foundation stone was laid by the then
President of India the late Dr. Rajendra Prasad on November 15, 1954. The
project was completed by October 31, 1955, on which day the late Pandit
Jawaharlal Nehru, the then Prime Minister of India, declared it open. The
new dairy provided a further fillip to the co-operative movement among milk
producers. The union was thus enabled to organize more village co-
operative societies and to handle more and more milk each year. This event
also brought a breakthrough in dairy technology as the products were made
processing buffalo milk for the first time in the world. Kaira Union introduced
the brand “Amul” for marketing its product range. The word “Amul” is derived
from Sanskrit word „Amulya‟ which means „priceless‟ or precious‟. In the
subsequent years Amul made cheese and baby food on a large commercial
scale again processing buffalo milk creating a history in the world.

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Amul Products
“A product is anything that can be offered to a market for
attention, acquisition, use, or consumption that might satisfy a want or
need “
A product is anything that satisfies a need or wants and can be
offered in the exchange. A product can be goods, service or idea.
Without product there is no marketing. This includes product variety,
quality, product design, and brand name, sizes, warranties. AMUL
produces and sell the product i.e. milk; it has to plan its product very
carefully so that the consumer gets only good quality products.
Raw Milk
Pasteurization
Condensed Packaged Milk Dried

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Condensed Products
Ghee
 Ghee is very healthy for our body
 Ghee is good source of energy and
provides vitality to human body
 One spoon a day of ghee keeps you fit
and strong in this fast life where we
need to be active and energetic always
Fresh Cream
 Amul fresh cream has been
processed to give smooth, consistency and makes
mouth watering preparation
 Amul fresh cream sterilized at high
temperature and packed aseptically to give safe, rice
cream which stays fresh until opened
Butter
 Amul is synonymous with butter in india
 Several generation of Indian consumers
have grown up with the taste of Amul
butter for the six decades
 Utterly butterly delicious taste of Amul
butter is must on breakfast table of almost
every Indian Household

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Packaged Milk Product
Ice Cream
Amul ice-cream self life is 9 months.
Amul entered the processed foods
industry to optimise utilisation of its
extensive cold chain network. It
currently caters to the domestic and
export markets with products such as
frozen pizza etc.
Beverages
Amul Kool Milk Shaake comes with four
awesome flavours which are Banana,
Mango, Strawberry and Badam. The price of
this is Rs. 22 for 220 ml can. These are also
in tetra pack in three flavours which are
Mango, Banana and Strawberry. The price of
this is Rs. 15 for 180 ml tetra brick. It is rich
in nutrients and is the healthiest drink against
any other soft drinks.

27. 27

28. 28
Chapter- 2
 Project Study
 About Retail Gap
 Amul Beverage
Range/Flavoured Milk

29. 29
Project Study
As an Intern, I had done my internship of 45 days from Gujarat Co-
operative Milk Marketing Federation Limited (Amul),Ajmer. The
internship period was started from 15-05-16 to 30-06-16. I had worked
under the guidelines of Mr. K.T. Sharma. The study has been
conducted for gaining particular knowledge about the “To Find Out Retail
Gap for Amul Kool Flavoured Milk” of Amul, that how Amul works for the
betterment of their performance. During the period of Internship, I had
ban manage things regarding the Retail gap. The study helped me to
know that why the retail is necessary in the organization. As a intern it
was a great experience and opportunity for because it helped in
developing my skills of knowledge regarding relationship between
retailer or product and also helped me to understand the working criteria
of the company.

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Retail
 Retail is the sale of the goods and services from individuals or
business to the end – user.
 Retails are part of an integrated system could the supply chain.
 A retails purchase goods or products in large quantities from
manufactures directly or through a wholesale, and then sells
smaller quantities to the consumer for a profit.
 Retailing can be done in either fixed.
Type of Retailers
Based on
Brand
Based on
Ownership
Single Brand
Multi Brand
Organized Big
Bazaar Reliance,
Wallmart
Unorganized Local
Kiranawala

31. 31
Phases in the Evolution of Retail sector
Weekly markets, village and rural melas
 Source of entertainment and commercial exchange
Convenience stores, mom-and-pop/kirana shops
 Neighborhood stores/convenience
 Traditional and pervasive reach
PDS outlets, khadi stores, cooperatives
 Government supports
 Availability/low costs/distribution
Exclusive brand outlets, hypermarkets and supermarkets, deparment
stores and shopping malls
 Shopping experience/efficiency
 Moden formats/international

32. 32
Amul Beverage Range/ Milk Drinks
 Amul Kool Milk Shaake
Amul Kool Milk Shaake comes with four
awesome flavours which are Banana,
Mango, Strawberry and Badam. The price
of this is Rs. 22 for 220 ml can. These are
also in tetra pack in three flavours which are
Mango, Banana and Strawberry. The price
of this is Rs. 15 for 180 ml tetra brick. It is
rich in nutrients and is the healthiest drink
against any other soft drinks.
 Amul Kool
Amul Kool is very tasty and healthy drink and come with five
flavours which are Kesar, Elaichi, Rose, Mango and
strawberry. Available in 200 ml glass bottle, 200 ml tetra
pack, 250 ml can and 1 litre tetra pack.
 Amul Kool Cafe
Amul Kool Cafe is toned milk flavoured with
coffee. It is very good and convenient for parties,
picnics, etc. Available in 200 ml glass bottle, 200
ml tetra pack, 250 ml can.

33. 33
 Amul Kool Koko
Amul Kool Koko is a chocolate flavour milk.
Available in 200 ml glass bottle, 250 ml can, 200 ml
tetra pack.
 Nutramul Energy Drink
This is an energy drink and available in 200 ml
glass bottle
 Amul Kool Chocolate Milk
It is chocolate flavoured milk and is available 200
ml and 1 litre tetra pack.
 Amul Kool Flavoured Bottle Milk
Amul Kool Flavoured Bottle Milk comes in four
flavours which are Elaichi, Kesar, Rose and
Badam. It is very delicious and healthy drink. It is
also available in 200 ml tetra pack.

34. 34
 Amul Kool Flavoured Tetra Pack
Amul Kool Flavoured Tetra Pack comes in four
flavours which are Elaichi, Kesar, Rose and Bdam.
It is very delicious and healthy drink. It is also
available in 200 ml pet bottle and glass bottle.
 Amul Masti Spiced Butter Milk
Amul Masti Spiced Butter Milk is a 100% natural
drink and free from artificial colour, preservative,
acids and sugar. It is available in 200 ml tetra, 500
ml and 1 litre tetra. The price of this is Rs. 8, Rs.
15, Rs. 30 respectively.
 Amul Kool Lassee
Amul Kool Lassee is refreshing milk natural drink. It can
be served at any convenient price like partics, picnic
and during hot summer.
 Amul Kool Thandai
Amul Kool Thandai is also flavoured milk flavoured of
traditional Thandai. It is available in 200 ml glass
bottle, 200 ml and 1 litre tetra pack.

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 Amul Stamina Can
Amul Stamina Can is an energy drink which contains
electrolytes, vitamin c, minerals, calcium, milk proteins.
It is essential for body growth and muscle building. It is
available in 200 ml tetra pack and 250 ml can.
 Amul Prolife Probiotic Lassee
Amul Prolife Probiotic Lassee is a flavoured
drinking yogurt made up of natural ingredients. It
comes in four flavours which are Rose, Cumin,
Mango and Pineapple.
 Amul Prolife Butter Milk
Amul Prolife Butter Milk contains probiotic bacteria which help in
improving immunity and digestion. It is natural drink and very good
for health.
Amul‟s products shelf life is 6 months (180 days). In Augest 2007, Amul
introduced Kool Koko; a chocolate brand extending its product offering is
the Milk products segment. Other Amul brand are Amul Koo, a low-
calorie thirst quenching drink; Masti Butter Milk; and Kool Cafe, ready to
drink Coffee.

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Chapter-3
 Objective of study
 Channel of Distribution
 Retailer Survey
 Unstructured Questionnaire
 Consumer Behaviour
 Market Segmentation
 Sampling Area

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Objectives of Study
 To know the retailers response and satisfaction towards the Amul
Products.
 To know the expectation of customer towards the Amul Products.
 To know what people think about the Amul Beverage Products.
 To know the present status with other similar products.
 To know the Consumer Behaviour
 To know the availability of the product

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Channel of Distribution
The part through which goods and services travel from the vendor to the
consumer or payments for those products travel from the consumer to
the vendor. A distribution channel can be as short as a direct
transactions from the vendor to the consumer, or may include several
interconnected intermediaries along the way such as wholesales
distributors agents and retailer.
Producer
Retailer Agent
Ultimate
Buyer

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Retailer Survey
Quality survey can get you quality response, in turn increasing the
quality of scurvies the you of a to you customers. You can use this
template to gather information from your customer based. If we have
missed out any thing you can easily customize the templates and add
your own question to the survey.

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Unstructured-Questionnaire
Q-1 Do you sale Amul products?
The Mostly Retailers Sales Amul product .
Q-2 Which types of products keep for sale?
Retailers Keep every type of Product expected Amul Ice Cream.
Q-3 Which beverages mainly demanded by the customers?
The Most Demandable Product of Amul is Amul Flavoured Milk.
Q-4 You are satisfy by the chain of supply of Amul?
Only 2 or 3 Retailers are Satisfy with the supply of amul product.
Q-5 Any problem regarding to the product or services?
 Packaging problem
 Supply problem

41. 41

42. 42

43. 43
Consumer Behaviour
 It is defined as all psychological, social and physical behaviour of
potential, customers as they become aware, evaluate, purchase,
consume and tell to other about product and services.
 Buying behaviour involves both individual and group process.
 Buying behaviour is reflected from awareness right through
post purchase evaluation indicating satisfaction and non
satisfaction from purchaser.
 Buyer behaviour includes communication, purchasing and
consumption behaviour.
 Consumer behaviour is basically social in nature hence the
social factors play important roles in soaping buying behaviour.
 Buyer behaviour includes both customer and industrial
behaviour.
“Hence consumer behaviour is an orderly process whereby the
consumer interacts with the environment for making a purchase
decision on products.”
Consumer Behaviour and Marketing Management
 Marketing managements work around customers which is actually
the market for them.
 Understanding there behaviour is very vital in every segment
to plan marketing activities accordingly.
 Both industrial and individual customers are vital in
marketing management.
Diversity of customer behaviour
 Customer and consumer words are referred as synonyms but the
difference exists.
 Customer- the purchaser of product or service may or may not be
the end user.

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 Consumer- the end user may or may not be the purchaser.
 New age of business demands differentiation of customers by
individual difference in customer expectations preferences and
influences.
 Firms need to go into deep of consumer behaviour to analysis and
act to achieve objectives.
Concept and need for studying consumer behaviour
Consumer behaviour can be said to be the study of how individual
make decision on how to spend their available resource (time,
money, effort) on various consumption related items this simple
definition of consumer behaviour tells the market to resolved every
activity around the ultimate consumers and gauge their behavioural
by specially focusing on
 Who buys products or services?
 How do they buy products or services?
 Where do they buy them?
 How often they buy them?
 Why do the buy them?
 How often they use them?
These questions will help in understanding better what factors influence
the decision making process of the costumers. The decision making
process identifies the number of people who are involve in the process
and describes a role to them like users, decides, influences and buyers.
It is believe that consumers and customer make purchase decision on
the bases of receipt of a small number of selectively chosen pieces of
information. Thus it will be very important to understand what and how
must them to evaluate the goods and services of rings.
Consumer decision making process
 Stimuli-need, reasons, influences gathering information
 Information processing-process, analyze information what product
 Decision making- on the base of analysis, decision to go for
 Response-response to buy without any prejudice

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 For industrial buyers the process is almost similar only with
addition off buy, modified buy or new task.

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Market Segmentation
Market segmentation is a marketing concept which divides the complete
market set up into smaller subsets comprising of consumers with a
similar taste, demand and preference.
Market segmentation is the process of dividing an entire market up into
different customer segments. Targeting or target marketing then entails
deciding which potential customer segments the company will focus on.
Marketing segmentation always comes before targeting, which helps a
company be more selective about who they are marketing their products
to. Marketing segmentation and targeting are equally important for
ensuring the overall success of a company.
Segmentation involves finding out what kinds of consumers with different
needs exist. In the auto market, for example, some consumers demand
speed and performance, while others are much more concerned about
roominess and safety. In general, it holds true that “You can‟t be all
things to all people,” and experience has demonstrated that firms that
specialize in meeting the needs of one group of consumers over another
tend to be more profitable.
Positioning
Positioning involves implementing our targeting. For example, Apple
Computer has chosen to position itself as a maker of user-friendly
computers. Thus, Apple has done a lot through its advertising to
promote itself, through its unintimidating icons, as a computer for “non-
geeks.” The Visual C software programming language, in contrast, is
aimed a “techies.”

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Michael Treacly and Fred Wireman suggested in their 1993 book The
Discipline of Market Leaders that most successful firms fall into one of
three categories:
 Operationally excellent firms, which maintain a strong competitive
advantage by maintaining exceptional efficiency, thus enabling the
firm to provide reliable service to the customer at a significantly
lower cost than those of less well organized and well run
competitors. The emphasis here is mostly on low cost, subject to
reliable performance, and less value is put on customizing the
offering for the specific customer. Wal-Mart is an example of this
discipline. Elaborate logistical designs allow goods to be moved at
the lowest cost, with extensive systems predicting when specific
quantities of supplies will be needed.
 Customer intimate firms, which excel in serving the specific needs
of the individual customer well. There is less emphasis on
efficiency, which is sacrificed for providing more precisely what is
wanted by the customer. Reliability is also stressed. Nordstrom‟s
and IBM are examples of this discipline.
Technologically excellent firms, which produce the most advanced
products currently available with the latest technology, constantly
maintaining leadership in innovation. These firms, because they work
with costly technology that need constant refinement, cannot be as
efficient as the operationally excellent firms and often cannot adapt their

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products as well to the needs of the individual customer. Intel is an
example of this discipline.
Behavioural Segmentation
The loyalties of the customers towards a particular brand help the
marketers to classify them into smaller groups, each group comprising of
individuals loyal towards a particular brand.
 Attitude towards the product – Negative or Positive
Geographic Segmentation
Geographic segmentation refers to the classification of market into
various geographical areas.
 City – Ajmer

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Sampling Areas
Ram Ganj, Nari Shala, Veshali Nagar, Shubhash Nagar, Nasirabad
Road, Jaipur Road, Ram Nagar, St. Stephen Choraya, etc....

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Chapter - 4
 SWOT Analysis
 Limitation
 Conclusion
 Bibliography

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SWOT Analysis
 Strength
1. Good Market Share in Flavoured Milk – Amul has good share in
the market in flavoured milk. It covers 65% of the total market for
such kind of beverage.
2. Excellent Brand Equity – Amul has excellent brand equity over
other similar producers. The total sales of 51% share of total
market.
3. Excellent Quality Management – Amul is ISO 9001 certified which
has various quality checks. Over all it has various step of quality
check of the product so that best of it should be received by the
customers.
4. Rural Presence – Amul not only covers the urban or metro cities
but also has an accessibility to the customers of rural areas. So
“The Taste of India” is true as India contains more of villages than
cities.
 Weakness
1. Packaging Problem – The flavoured milk covers in glass bottles
which are not of quality more over there is always a threat to the
customer as it is highly brittle.
2. Demand and Supply Problem – In the duration of my internship I
enquired many retailers who were not satisfied with the distribution
system.

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3. Cost of Operation – Since the retailer have to remind the producer
or whole seller again and again the cost of them in terms of money
and labour is very high.
 Opportunity
1. Exports – The product has a good opportunity in teams of exports
of the good so as to capture more potential buyer and hence more
profit margins due to more customers and volume sale.
2. Increase in purchasing power implies more demand.
 Threats
1. Increase Competition - Many players, local or international are
entering the flavoured milk thereby taking away share of water
from Amul.
2. Demonetisation – Economic slowdown due to recent
demonetisation had an adverse affect on the sale prospects of
Amul.

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Limitation
It is my 1st
internship project so due to curiosity I put my whole efforts on
this project But still or certain limitation while doing the work some of the
limitation are:
1. One of the biggest limitation with this project work is the time factor.
2. There might have been tendencies among the respondents to
amplifying or filter their responses under the testing.
3. In the some case the retailer was not giving the proper reply. He/she
might think that this is only wastage of time or this might create some
problem etc.
4. Unavailability of some information due to the lack of awareness of
consumer in the area.

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Conclusion
The past months of my internship have been very instructive for me.
AMUL INDIA has offered me opportunities to learn and develop myself
in many areas. I gained a lot of experience, especially in the Marketing
field. A lot of the tasks and activities that I have worked on during my
internship are familiar with what I‟m studying at the moment. I worked in
many areas where I did different work. This gave me the chance to find
out which areas I want work in after my education. The area that I found
most interesting is marketing & communication. By developing a
marketing plan, I had to do lots of research where I had to find the best
way of marketing. I learned many things about viral marketing by using
and learning about social media tools.
As a bonus, I got to experience the event marketing process. I learned
how the marketing and promotional activities occur. I also learned how
the administrational process occurs by maintaining contact with the
venue, vendors.
During my One and a half month of internship, I want to actively
contribute to the company‟s objectives by applying the knowledge I
obtained during my education such as the important aspects of
communication including marketing communication, advertising, PR,
media, written communication, information, organisation and
management.
During my One and a half month internship, I want to improve my
English language by working along with my colleagues and
communicating with the clients of the internship company.
I realized that the marketing for a product is very essential in the
process of positioning in the market of a product to the selling of it.
The products are selling on the basis of region and the area of market.
Overall we say that if we are in modern world with it the marketing
should also be modern marketing.

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Bibliography
Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000.
Marketing Management -- Philip Kotler, 2000.
Product management—S.A.Chunawala, 1999.
Research Methodology - - C.R. Kothari
www.amul.com
www.gcmmf.org
www.indiandairy.com
www.nddb.com