Make-up Project of S&D

PROJECT REPORT ON
“Analytical Study of Sales & Distribution of Amul Milk”

PREFACE
This Make-up project has given me the basic study about the field work in the
marketing sector. The main objective of this practical training at the PGDM level
is to develop skill in student by supplement to the theoretical study of business
management in general. This make-up project helped in to gain real life knowledge
about the business practices. This programme provided with a fundamental
knowledge of business and organizational functions and marketing activities, as
well as an exposure to strategic thinking of management.
Professorhas given me the theoretical knowledge about the sales & distribution in
the college but we are practically exposed of such subject when I have been this
project work to do practical experience as of being a finance student.
This project is an integral work of PGDM and which has to be completed within a
month and then prepare a final report on the same after the completion on the work
done.
During this whole project I got a lot of experience and came to know about the
marketing practices in real that how it differs from other FMCG products thoseof
theoretical knowledge and the practically in the real life.
In today’s globalized world, where cutthroat competition is prevailing in the
market practical knowledge is very much to know about the markets for other
students also. Besides this one project has given practical knowledge, which helped
me a lot in my career activities from other specialization and it is true that
“Experience is best teacher”.

TABLE OF CONTENTS
Sr.
No.
Subject Page No.
1 EXECUTIVE SUMMARY 4
2 INTRODUCTION 6
3 INDUSTRY & COMPANY PROFILE 10
4 OBJECITVE & SCOPEOF STUDY 32
5 RESEARCH METHODOLOGY 34
6 DATA PROCESSING & ANALYSIS 40
7 OBSERVATION & FINDINGS 57
8 LIMITATIONS 60
9 CONCLUSION 62
10 SUGGESTION& RECOMMENDATION 64
11 BIBLIOGRAPHY & WEBLIOGRAPHY 67
12 ANNEXURE 69

This project is carried out for the study of placement of Amul Milk in Pune. This
project has given me an excellent chance to work indirectly with the organization
and it is a wonderful and overwhelming experience of working with Amul Milk,
Pune.
The project is titled “Analytical study on Sales & Distribution of Amul Milk in
Pune Market and Wholesalers and Retailers feedback for Amul India.” The basic
object was to have the depth study of the main competitors of Amul India and their
distribution network across Pune region.
The research methodology adopted for the accomplishment of the objectives was
interviewing the wholesalers and retailers using a detailed questionnaire as an
instrument. The data was collected by primary and secondary sources. Primary
sourceof data was collected through well-structured questionnaire which was
supported by personnel interview that included both open ended and close ended
questions. Other information was collected through websites & company files
which acted as a secondarysourceof data. The survey was conducted in Pune
region by choosing wholesalers & retailers as a sampling unit with a sample size of
100 retailers & wholesalers.
The survey regarding market share shows that Amul India, has tough competition
in the market of milk with competitors like Chitale, Katraj. But as per the finding
Chitale is the market leader and having more market share. Awareness of the Amul
dairy milk among the retailers as well as consumers is average but acceptanceis
low. The sales is totally depends on the reatilers.
This data analysis has been done area wise. It gives about the competitors of Amul
dairy milk. It gives information regarding their market share.
It is concluded that Amul dairy milk i.e. full cream milk and cow milk has a high
potential in the market and it is the known to its customers but still acceptance is
comparatively low as other competitors present in the market, because perception
of customers continuously using other brand and they do not want to switch over
other brands.
So, he company must undertake various promotional strategies to boostup their
distribution network and at the same time must advertise their products through
various channels like newspapers, hoardings, manuals, media etc.

Context
The dairy industry companies run mainly on the factors suchas availability,
service frequency, affordability, taste and marketing. Availability plays a vital role
because purchasing power is depend upon availability of that product, in caseof
distributors and retailers service matters a lot for the sale of the product. Retail
includes all the activity in selling goods and services directly to the consumers or
non-personal use. A retalers or retail store is any business enterprise whose sales
volume comes primarily from retail business.
Retailers are the part of milk marketing channels and the work of moving goods
from producers to consumers. Retailers are the member of marketing channel as
prime functions. Some functions are the flow of activity from producerto
consumer and other function are backward as consumer to producers which are as
a form of feedback. Distribution channels of Amul hold the potentials in affecting
the demand or sales of Amul products through delivery on time, variety of
products, friendly relation between retailer and distributor for the equitable
distribution of all products.
So, in order to plan coverage all Amul outlets, Amul Parlors, and
competitors’ outlets or shops. For analyzing and presenting information
which are being under the desired geographical location. By analyzing
the different location and sales data with spatial distribution of Amul outlets and
competitors outlets or stores and theirs density in the area of sales. Using such
research I can ascertain the quality and depth of retail penetration in specific area.
Sales promotion consists of diverse collection of tools to analyse the greater
purchase of a particular productby consumer or the trade market. Sales promotion
includes tools for consumer promotion (samples, coupons, prizes, cash refunds,
and warranties contest), trade promotion (buying allowance, free goodies, and
merchandise allowance, advertising and dealer sales contests), sales force
promotion (bonuses, contest).
Sales promotion efforts are directed at final consumers and designed to motivate,
persuade and remind them of the goods and receives that are offered.

Promotion ToolUsed:
The consumer promotion tools mean the promotion activities, which are beneficial
for consumers as well as company. Such as price discounts, samples, cash refund,
premiums, prizes, cross promotionand coupons etc. We decided to use discount
coupons. Wedistributed it among customers and validity kept seven days from
issued.
• The consumers are seduced to buy the product.
• It helped to increase sales volume.
• Consumer can get good quality of good in cheaper price.
• It can attract the new consumers and customers buying other milk brands.
• Attract brand switchers, who are primarily looking for low price, good value
or premiums.
• Turn switcher to loyal users,
• It induced to make some subsequent purchases.
• Give little permanent gain in market share.
Indian Dairy Industry -- A Profile:
India’s dairy sectoris expected to triple its productionin 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 develop countries
which are among big exporters today would have to withdraw the support and
subsidy to their domestic milk product sector. Also India today is the lowest cost
producerof per litre of milk in the world, at 27 cents, compared with the US’63
cent. Also to take advantage of this lowest costof milk production and increasing
production in the country multinational companies are planning to expand their
activities here. Some of those 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 around33% per annum to
around Rs.83, 500 crores by year 2010. This growth is going to come from the
greater emphasis on the processedfood sectorand also by increase in the

conversation of milk into milk products. By 2010, the value of Indian dairy
produceis expected to be Rs. 10, 00,000 million. Presently the market is valued at
around Rs7, 00,000mn.
Some of the major dairy cooperative federations include:-
 Andhra PradeshDairy Development Co-operative Federation Ltd (APDDCF)
 Bihar State Co-operative Milk Producers Federation Ltd (COMPFED)
 Gujarat co-operative Milk Marketing Federation Ltd (GCMMF)
 Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)
 Himachal Pradesh State Cooperative Milk Producers Federation Ltd
(HPSCMPF)
 Karnataka Cooperative Milk Producers Federation Ltd (KMF)
 Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)
 Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)
 Maharashtra Rajya Sahkari Maryadit Dugdh Mahasangh (Mahasangh)
 Orissa State Cooperative Milk Producers Federation Ltd (OMFED)
 Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)
 Punjab State Cooperative Milk Producers Federation Ltd (MILKFED)
 Rajasthan Cooperative Dairy Federation Ltd (RCDF)
 Tamilnadu Cooperative Milk Producers Federation Ltd (TCMPF)
The Dairy Cooperative Network
 Includes 170 milk unions
 Operates in over 338 districts
 Covers nearly 1, 08,574 village level societies
 Is owned by nearly 12 million farmer members.
Apart from making India self-sufficient in milk, these dairy co-operatives have
established our country as the largest milk-producing nation in the world.

Introduction & History
In the year 1946 the first milk union was established. This union was started with
250 liters of milk per day. In the year 1955 AMUL was established. In the year
1946 the union was known as KAIRA DISTRICT CO-OPERATIVEMILK
PRODUCERS’ UNION. This union selected the brand name AMUL in 1955.
The brand name Amul means “AMULYA”. This word derived from the Sanskrit
word “AMULYA” which means “PRICELESS”. A quality control expert in Anand
had suggested the brand name “AMUL”. Amul products have been in use in
millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,
Amul spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,
Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.
(The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things
like of the high-quality products sold at reasonable prices, of the genesis of a vast
co-operative network, of the triumph of indigenous technology, of the marketing
savvy of a farmers' organization. And have a proven model for dairy development
(Generally known as “ANAND PATTERN”).
In the early 40’s, the main sources of earning for the farmers of Kaira district were
farming and selling of milk. That time there was high demand for milk in Bombay.
The main supplier of the milk was Polsondairy limited, which was a privately
owned company and held monopoly over the supply of milk at Bombay from the
Kaira district. This system leads to exploitation of poorand illiterates’ farmers by
the private traders. The traders used to beside the prices of milk and the farmers
were forced to acceptit without uttering a single word.
However, when the exploitation became intolerable, the farmers were frustrated.
They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist
in the freedom movement. Sardar Patel advised the farmers to sell the milk on their
own by establishing a co-operative union, Instead of supplying milk to private
traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-
operation and help. Shri Desai held a meeting at Samarkha village near Anand, on
4th January 1946. He advised the farmers to form a society for collection of the
milk.
These village societies would collect the milk themselves and would decide the
prices at which they can sell the milk. The district union was also form to collect

the milk from such village co-operative societies and to sell them. It was also
resolved that the Government should be asked to buy milk from the union.
The Kaira Union started Pasteurizing milk for the Mumbai milk scheme in June
1948. An assured market proved a great incentive to milk producers of the district
by the end of 1948, more than 400 farmers joined in more village’s societies and
quality of milk handled by union increases from 250 to 5000 liters per day.
As the movement spread in the district, it was found that the Bombay Milk Scheme
could not absorb the extra milk collected by the Kaira union in summer when the
production on an average was 2.5 times more than summer. Even by 1953, the
farmers’ embers have no assured market for the extra milk produced in summer.
The remedy was to setup a plant to process milk into products like butter and milk
powder. A 5 million rupees plant to manufacture milk powderand butter was
completed in 1955. In 1958 the factory was expanded to manufacture sweetened
condensed milk. Two year later a new wing was added for manufacture of 2500
tons of roller derived baby food and 600 tons of cheese per year. This cheese was
based on the formula developed with the assistance of Central Food Technology
Research Institute (CFTRI), Mysore. It was the first time in world that baby food
and cheese where made by buffalo milk on a large commercial scale. Another
milestone was the completion as a project to manufacture balanced cattle food. The
plant was donated by OXFAM under the freedom from hunger campaign of the
FAO.
To meet the requirement for defense the Kaira Union was asked by the government
on India in1963 to setup additional drying capacity. A new dairy capable of
producing 40 tons of milk powderand 20 tons of butter a day was speedily
completed. It was declared open in 1965. Since then Amul has covered any miles
on the road of success. Its members success ofthe federation can be estimated
from the fact the income of the rural household of the Kaira district is being
derived from dairying.
Now federation in India’s largest food products marketing organization. It is a state
level apex bodyof milk cooperative, Gujarat. More than 12 districts cooperative
milk producers union are its members, which include 11,132 villages societies.
Federation has helped for the products they produce. More than 2.28 millions
producers are beneficent of the unions.
Thus their cooperative unions were forced at the village and district level to collect
and sell milk on a cooperative basis, without the intervention of Government. Mr.
Verghese Kurien showed main interest in establishing union who was supported by
Shri Tribhuvandas Patel who lead the farmers in forming the Cooperative unions at
the village level. The Kaira district milk producers union was thus established in
ANAND and was registered formally on 14th December 1946. Since, farmers sold

all the milk in Anand through a co-operative union, it was commonly resolved to
sell the milk under the brand name AMUL.
At the initial stage only 250 liters of milk was collected every day. But with the
growing awareness of the benefits of the cooperativeness, the collection of milk
increased. TodayAmul collect 11 lakhs liters of milk every day. Since milk was a
perishable commodity it becomes difficult to preserve milk for a longer period.
Besides when the milk was to be collected from the far places, there was a fear of
spoiling of milk. To overcome this problem the union thought out to develop the
chilling unit at various junctions, which would collect the milk and could chill it,
so as to preserve it for a longer period. Thus, today Amul has more than 150
chilling centers in various villages. Milk is collected from almost 1073 societies.
Amul Secret of Success:
The system succeeded mainly because it provides an assured market at
remunerative prices for producers' milk besides acting as a channel to market the
production enhancement package. What's more, it does not disturb the agro-system
of the farmers. It also enables the consumer an access to high quality milk and milk
products. Contrary to the traditional system, when the profit of the business was
cornered by the middlemen, the system ensured that the profit goes to
the participants for their socio-economic upliftment and common good.
Looking back on the path traversed by Amul, the following features make it a
pattern and model for emulation elsewhere.
Amul has been able to:
 Producean appropriate blend of the policy makers’ farmers’ board of
management and the professionals: each group appreciating its roles and
limitations.
 Bring at the command of the rural milk producers the best of the technology
and harness its fruit for betterment.
 Provide a support system to the milk producers without disturbing their
agro-economic systems.
 Plough back the profits, by prudent use of men, material and machines, in
the rural sector for the common good and betterment of the member
producers.
 Even though, growing with time and on scale, it has remained with the
smallest producermembers. In that sense, Amul is an example par
excellence, of an intervention for rural change.

The Union looks after policy formulation, processingand marketing of milk,
provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through the
village societies. Basically the union and cooperationof people brought Amul into
fame i.e. AMUL (ANAND MILK UNION LIMITED), a name which suggest
“THE TASTE OF INDIA”.
Amul (Anand milk union ltd.) is based on four hands, which are coordinated with
each other. The actual meaning of this symbol is co-ordination of four hands of
different people by whom this union is at the top position in Asia.
 First hand is of farmers, without whom the organization would not have
existed.
 Second hand is of processors,who process the row material (milk) into
finished goods.
 Third hand is of marketer, without whom the product would have not
reached the customers.
 Fourth hand is of customers, without whom the products would have not
carried on.

Information Technology Integration
At an early stage, federation recognized the IT excellence was essential to
retaining our comparative edge. In the coming year federation will implement
Virtual Private Network (VPN) connectivity to facilitate on line information
exchange with business partners and monitoring production and sales in order
to improve quality of services and an optimization of resources across supply
points. As recognition of IT excellence federation has been selected for
international CIO 100 award. Federation has incorporated the cooperative logo
to its website www.amulcoop.com, which has enhanced the Amul brand across
world, giving then another vital business.
Exports
Export turnover of federation has grown up by 17% in terms of volume, total
exports being more than 400 crore. Due to the subsidies allowed by European
unions the international process were very low as a result export turnover in
values terms has declined by 6%.
The union not only takes the responsibility of collecting and marketing the
surplus milk but also provides members with every provisions that is required
to enhance production. Thus Kaira union has full fledge machinery geared to
provide animal health care and breeding facilities. The union has 16 mobile
veterinary dispensaries are managed by fully qualified staff. All the visages are
visited by monthly on predetermined day, to provide animal health care. A
24hrs emergency service is available at a fee of Rs.35 for members and Rs.100
for non-members. All the mobile vans are equipped with radio set.
The union runs a semen production center where it maintains high pedigreed
Surti buffalo, free in a bulls, jursy bulls etc. balanced feed concentrate is
manufactured in unions cattle feed plant and sold to the members through
societies at cost.
After discussing the origin and the activates of the federation now let’s have a
look on the current position of the federation at various ends.
Milk Procurement
Total milk production by the members has reached an average of 52.35 lakh
kilogram per day from 47.32 in 2001-02.

Sales
Total sales for the year 2002-03 were 2745.75 crores including consignment sales
of Rs.404.53 crores. During last year Amul ice-cream achieved second sales, with
volume growth by 29%. UHT milk was a bonanza productwhose growth was 56
percent in volume terms.
Despite of intense competition and a market recession, sales of Amul Butter grew
by 7 percent and milk powderremains steady. This growth is particularly pleasing
as it demonstrates its ability to resist MNC competition. New products like
pannier, mithai mate, softy mix demonstrated their potential to become dominant
brands.
Amul’s long life UHT milk has received a good responsein UAE with 50 tons per
month of UHT is imported and sold. Amul is exploring the possibility of launching
Amul ice cream in gulf, the market demand for pizzas is also being surveyed.
Amul butter is also in demand in foreign maket currently around 250 tons of butter
is imported per annum. Amul ghee being in foreign market from years records a
close to 500 tons per annum.
Retailing
Amul has opened utterly delicious retail outlets across the country to enhance
visibility and brand equity while making all Amul products available less than one
roof in pleasant environment.
Parlors have been opened in Ahmedabad, Bangalore, Hyderabad, Delhi, and
Mumbai. Amuls commitment is to get close to the consumer with good quality,
nutrients us ready to the food at value for money prices will continue, with the
opening of more numbers of parlors across the country.
Total Quality Management
In 1994, federation had embarked on the TQM (Total Quality Management). In
1999 it received Rajiv Gandhi Quality Award for the year.
More than 25000 Kaizen’s (small improvement in work areas) were made by the
employees of the federation in different areas. Workshops on SQC (Statistical
Quality Control) have been achieved total quality in the productionprocess.

GCMMF Overview:
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food
products marketing organization. It is a state level apex bodyof 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 .Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the
largest Organization in FMCG industry engaged in marketing of milk & milk
products under the brand names of AMUL and SAGAR with an annual turnover
exceeding Rs.5000 crores. GCMMF is a unique organization. It's a bodycreated by
Farmers, managed by competent professionals serving a very competitive and
challenging consumer market. It is a true testimony of synergistic national
development through the practice of modern management methods.
Vision:
GCMMF will be an outstanding marketing organization, with specialization in
marketing of food and dairy products bothfresh and long life with customer focus
and IT integrated. The network would consist of over 100 offices, 7500 stockiest
covering at least every Taluka. Head quarter servicing nearly 10 lakh outlets with a
turnover of Rs.10,000 Cr and serving several co-operatives. GCMMF shall also
create markets for its products in neighboring countries.
Mission:
We at GCMMF endeavor to satisfy the taste and nutritional requirements of the
customer of the world through excellence in the marketing by our committed team.
Through co-operative networking, we are committed to offering quality product
that provides bestvalue for money.

Organization Structure:
Organization Structure is divided into two parts:
 External Organization Structure
 Internal Organization Structure
° External Organization Structure
External Organization Structure is the organization structure that affects the
organization from the outside.
State Level Marketing Federation
District Milk Product Union Ltd.
Village Milk Product Union Ltd.
Villagers
As we know, GCMMF is unit of Gujarat Milk Marketing Federation, which is a
co-operative organization. The villagers of more than 10000 villages of Gujarat are
the bases of this structure. They all make village milk producers union, district
level milk producers union and then a state level marketing federation is
established. The structure is line relationship, which provides easy way to
operation. It also provides better communication between two stages.

 InternalOrganizationStructure
The following in internal organisation chart of Amul:
Organization Structure Chart
Chairman
Managing Director
General Manager
Asst. General Manager
Finance Production Marketing Sales & Purchase Personal
Dept. Dept. Dept. Dept. Dept.
Senior Senior Senior Senior Senior
Manager Manager Manager Manager Manager
Finance Production Marketing Sales Personnel
Manager Manager Manager Manager Manager
Accountant Officer Marketing Officer P.R.F.
Executive
Officers Supervisor F.S.R. Salesmen Executive

Production Function:
Explosion of the production technology and changes in technical field is going to
bring out revolution in the industry sectorwhich eventually gives stand to study
and favors the come backing subject i.e. production and management.
Production and operation management is planning, organizing, staffing, directing
and controlling of all the production system those portion of organization that
convert inputs into products and services. In general productionsystem takes raw
material, personnel, machines, buildings and other resources and produceproducts
and services.
The core of productionsystem is its conversion subsystemwhere in workers; raw
materials are used to convert inputs into products and services. This production
department is at heart of the firm, as it is able to producelow costproducts and
superior quality in timely manners.
Thus, there arises enormous need of giving due importance to this department as a
whole and a strong concrete base being foundation pillars of a manufacturing
organization, if the intention is to succeed domestically and globally.

• Operating Analysis-
Amul’s only sourceof raw material is Village Milk societies. Milk is brought from
such village milk societies every morning and evening. This milk is then sent to the
dairy plant. In the dairy plant the milk is processed i.e. it is made free from germs.
 Milk Processing
The entire process ofmilk can be divided into following steps:
Steps:
Milk Processing Chart:
Collection of Raw-Milk
Electronic Milk Test
Methylene Blue Reduction
Test
Purchasing and Standardizing Process
Separation Process
Quality Check
Packaging Process
Cold Storage

Distribution Network:
Most producers work with marketing intermediaries to bring their products to
market. The marketing intermediaries make up a marketing channel also called
distribution channel. Distribution channels are sets of interdependent organizations
involved in the process ofmaking a product or service available for use or
consumption.
The Head Office of GCMMF is located at Anand. The entire market is divided in
5 zones. The zonal offices are located at Ahmedabad, Mumbai, New Delhi,
Kolkata and Chennai. Moreover there are 49 Depots located across the country and
GCMMF caters to 13 Export markets.
A zero level of channel also called a direct marketing channel consists of a
manufacturer selling directly to the final customers. A one level channel; contains
one selling intermediary such as retailer to the final customers. A two level channel
two intermediaries are typically wholesaler and retailer. A three level channel are
typically wholesaler, retailer and jobber in between.
GCMMF has an excellent distribution. It is its distribution channel, which has
made it so popular. GCMMF’s products like milk and milk products are
perishable. It becomes that much important for them to have a good distribution.
Distribution Chart
Products
Agents
Wholesaler
Retailer
Consumer

We can see from above figure that GCMMF distribution channel is simple and
clear. The products change hands for three times before it reaches to the final
consumer. First of all the products are stored at the Agents end who are mere
facilitators in the network. Then the products are sold to wholesale dealers who
then sell to retailers and then the product finally reaches the consumers.
Managing Competition:
The Indian market is dominated by a large number of small local and regional
players. There are an estimated 150 manufacturers in the organized segment, which
accounts for 30-35% of sales and about 1000 units in the unorganized segments of
the market. In the organized segment the significant brands are Kwality Walls,
Vadilal, Amul, Havmor, Mother dairy and Baskins &Robbins. GCMMF is facing
very tough competition from both in and outside India.
Amul combats competition from its competitors by providing quality products at a
price which its customers value. Along with good quality products and reasonable
price the packaging is also very good. Mostof its products are available in many
flavors. Excellent advertising backs its products and helps GCMMF (AMUL) to
leave its competitors a tough time. Also Amul has come out with Amul Parlors to
cater to various segments of customers. Amul has a very strong Brand Image in the
Domestic market. Many products are exported by GCMMF.
Advertising by Amul:
Amul has two agencies that look after its entire range of products namely FCB
Ulka and DaCunha.
FCB Ulka looks after a broad range of products namely, Amul Lite Bread spread,
Amul Shrikhand, Amul Chocolates, Amul Paneer, Amul Snowcap Softy Mix Ice
cream, Amul/Sagar Ghee, Amul Infant Milk Formula 1 & 2, Sagar Tea and Coffee
whitener, Amul Spray Infant Milk Food, Amul Mithaee, Amul Gulab Jamun,
Amulya Dairy Whitener, Mithaimate Sweetened Condensed Milk, Amul Ice
cream, Sagar Skimmed Milk Powder and Amul Whole milk Powder.
Da Cunha looks after the Amul butter. Da Cunha also prepares the very popular
Amul butter billboard campaigns, which we see at various locations. Over and
above the Amul butter, Da Cunha also looks after the Amul Cheese, Cheese
spread, Gouda Cheese, Emmental Cheese, Masti Dahi and Buttermilk, Amul Slim-
n-Trim, Amul Taaza and Amul Gold (all different brands of milk), Amul Fresh
Cream, Amul Chocolate Milk, Amul Fresh Milk and Nutramul.
FCB Ulka also looks after the corporatecampaign.

Sales Turnover:
Sales turnover of GCMMF from 1994 to 2015:-
Sales Turnover Rs (million) US$ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172
2011-12 116680 2500
2012-13 137350 2540
2013-14 181434 3024
2014-15 207330 3410
Area of Operation:
Besides India, Amul has entered overseas market such as Mauritius, UAE,
USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South
Africa nations. Others potential market being considered include Sri Lanka.

Some Facts:
Year of Establishment 1973
Member 17 District Cooperative Milk Producer’s Unions
No. of ProducerMember 3.37 Million
No. of Village Societies 18,536
Total Milk handling capacity per day 24 Million liters per day
Milk Collection (Total – 2014-15) 5.42 billion liters
Milk Collection (Daily Average 2014-15) 14.85 million liters
Cattle Manufacturing Capacity 6340 Mts. Per day
Sales Turnover – (2014-15) Rs. 20733 crores (US $ 3.4 Billion)
Achievement & Awards:
Amul: Asia’s largest dairy co-operative was created way back in1946 to make the
milk producer self-reliant and conduct milk- business with pride. Amul has always
been the trend setter in bringing and adapting the most modern technology to door
steps to rural farmers.
Amul created history in following areas:
First self-motivated and autonomous farmers “organization comprising of
more than 5000000marginal milk producers of Kaira District”.
Created Dairy co-operatives at village level functioning with milk collection
centers owned by them.
Computerized milk collection system with electronic scale and computerized
accounting system.
The first and only organization in world to get ISO 9000 standard for its
farmer’s co-operatives.
First to producemilk from powderfrom surplus milk. Amul is the live
example of how co-operation amongst the poormarginal farmers can
provide means for the socio-economic development of the under privileged
marginal farmers.

AWARDS:-
Amul a co-operative society and its co-operation has led many different awards in
its favor.
Magsaysay award for community leadership presented in manila.
Philippines to Shri Tribhuvandas Patel, Shri D N Khurody and Shri V.
Kurien
1964: “Padmabhusan” award given to Shri T.K. Patel
1965: “Padmshri” awarded was given to V. Kurien, general manager, by the president of India.
1987: “Best Productivity” awarded by national productivity council for the year 1985-86
awarded to Amul dairy.
1988: “Best Productivity” awarded for the second successive year 1986-87 by the president
of India, Mr. R. Venkatrao to kaira union.
1993: “ICA” Memenoto towards genuine and self-sustaining cooperative worldwide ICA
regional office for Asia and pacific, New Delhi, 1996.
1999: G.B.Birla award. Moreover the Amul union has achieved the prestigious ISO 9001-2000
and HACCP Certificate and effects are got to obtain ISO 14000.
1999: Best of All" Rajiv Gandhi National Quality Award for the year.
2003: The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the top scorer
in the service category of the prestigious IMC Ramkrishna Bajaj National Quality Award.
2006-07: GCMMF has bagged award for excellent performance in exports of dairy products
from Agricultural and Processed Food Exports Development Authority (APEDA).
2007: Amul Pro-Biotic Ice-cream Gets No. 1 Award at World Dairy Summit.

List of Products Marketed:-
Breadspreads
 Amul Butter
 Amul Lite Low Fat Breadspread
 Amul Cooking Butter
Cheese Range
 Amul Pasteurized Processed CheddarCheese
 Amul Processed CheeseSpread
 Amul Pizza (Mozzarella) Cheese
 Amul Shredded Pizza Cheese
 Amul Emmental Cheese
 Amul Gouda Cheese
 Amul Malai Panner (cottage cheese), Frozen, Refrigerated and Tinned
 Utterly Delicious Pizza
Mithaee Range (Ethnic sweets)
 Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)
 Amul Amrakhand
 Amul Mithaee Gulabjamuns
 Amul Mithaee Gulabjamun Mix
 Amul Mithaee Kulfi Mix
 Avsar Ladoos
Pure Ghee
 Amul Pure Ghee
 Sagar Pure ghee
 Amul Cow ghee

UHT Milk Range
 Amul Shakti 3% fat Milk
 Amul Taaza 1.5% fat Milk
 Amul Gold 4.5% fat Milk
 Amul Lite Slim-n-Trim Milk 0% fat Milk
 Amul Shakti Toned Milk
 Amul Fresh Cream
 Amul Snowcap Softy Mix
Infant Milk Range
 Amul Infant Milk Formula 1 (0-6 months)
 Amul Infant Milk Formula 2 (6 months above)
 Amulspray Infant Milk Food
Milk Powders
 Amul Full Cream Milk Powder
 Amulya Dairy Whitener
 Sagar Skimmed Milk Powder
 Sagar Tea and Coffee Whitener
FreshMilk
 Amul Taaza Toned Milk 3% fat
 Amul Gold Full Cream Milk 6% fat
 Amul Shakti Standardized Milk 4.5% fat
 Amul Slim & Trim Double Toned Milk 1.5% fat
 Amul Saathi Skimmed Milk 0% fat
 Amul Cow Milk
SweetenedCondensedMilk
Amul Mithaimate Sweetened Condensed Milk

Curd Products
 Yogi Sweetened Flavored Dahi (Dessert)
 Amul Masti Dahi (fresh curd)
 Amul Butter Milk
 Amul Lassee
Amul Ice creams
 RoyalTreat Range (Rajbhog, Cappuchino, Chocochips,Butterscotch, Tutti
Frutti)
 Nut-o-Mania Range (Kaju Drashi, Kesar Pista, Roasted Almond, Kesar
Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi)
 Utsav Range ( Anjir, Roasted Almond)
 Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate)
 Nature’s Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry,
Black Currant)
 Sundae range (Mango, Black Currant, Chocolate, Strawberry)
 Millennium Ice cream(Cheese with Almonds, Dates with honey)
 Milk Bars (Chocobar, Mango Dolly, RaspberryDolly, Shahi Badam Kulfi,
Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)
 CoolCandies (Orange, Mango)
 Cassatta
 Tricone Cones (Butterscotch, Chocolate)
 Megabite (Almond Cone)
 Frostik – 3 layer chocolate bar
 Fundoo Range – exclusively for kids
 SlimScoopFatFree Frozen Dessert (Vanilla, Banana, Mango, Pineapple)
 Health – Isabcool
Chocolate & Confectionery
 Amul Milk Chocolate
 Amul Fruit & Nut Chocolate

Brown Beverage
 Nutramul Malted Milk Food
Milk Drink
 Amul Kool Flavored Milk
Health Beverage
 Amul Shakti White Milk Food
Ready to Serve Soups
 Masti Tomato Soup
 Masti Hot & Sour Soup
RecentlyLaunched
 Amul Ganthiya

PLANTS
Firstplant is at ANAND, which engaged in the manufacturing of milk, butter,
ghee, milk butter etc.
Secondplant is at MOGAR, which engaged in manufacturing chocolate,
nutramul, Amul Ganthia and Amul lite.

Third Plant is at Kanjari, which produces cattle feed.
Fourth Plant is at Khatraj, which engaged in producing cheese.

Objectives of Project:
The main objective of the Study can be listed as follows
A. Primary Objective
1. To find size of retail network of Amul Taaza and Amul Gold in
specific areas of Pune city.
1. To find the problems faced by retailers in selling and storing.
2. To collect the information about the competitors.
B. SecondaryObjective
1. To organize sales promotional activities to improve milk selling.
2. To generate and secure consumer awareness.
Scope of Project:
The study carried out in Pune city so its scopeis mainly limited to Pune city.
 It gives information about the size of the retail network.
 It gives information about the services given by distributor to their retailer.
 It gives information about the competitors’ products.
 It will serve consumer in better manner.
 It provides suggestions to the company to improve their products sales.
 It gives information about the sales promotion activities to improve the
milk sale.

Research Methodology:
The research was conducted from 28th June, to 28th July, 2015. The research
include meetings with the retailers, consumers and dealers. It included preparation
of the questionnaire to be answered by above people for knowing the competitive
position of Amul in the milk market. The views of the above parties were recorded
in the research as per the questionnaire set by us.
Research Approach:
The objective was to know the competitive position of Amul in the milk market
thus in order to successfully conduct the research the unbiased opinion of the
above parties was desirable. Thus I conducted the research as the representative of
Amul Company and sometimes the representatives of the other company like
Chitale or Katraj in order to have an unbiased opinion of the concerned persons
and it worked to achieve our goal.
Research Instrument:
The research instrument was the structured questionnaire formulated for the
respondents. The questionnaire was different for the retailers and dealers and for
the consumers there was a different set of questionnaire. There were also the area
maps.
Types of Question:
The second important aspect in the designing a question is to decide which types of
questionnaire to be used. Question can be classified in various ways. Questionnaire
contains following type information-
1. Open-ended question
2. Dichotomous question
3. Multiple-choice Question

Both the questionnaire consists of all three types of question. Mostly all questions
are multiple type questions. Dichotomous question are few in number. There is
only one open-ended type question.
Phrasing of Question:
In questionnaire, I try to phrase the question in logical way. For example I arrange
question in sequence as personal information, awareness data, usage data, and
finally related to reason and satisfaction.
Sampling Plan:
Sample Size:
The sample size was as follows:
Sr. No. RESPONDENT TOTAL NUMBER
1. Retailers 169
2. Consumers 95
3. Distributors 4
Sampling Technique:
A stratified sampling technique was used. A different Stratum for different type
of respondent within every stratum the respondents was selected as per
convenience basis.

Method of Survey:
Personal Interview:
It is direct form of investigation, involving face-to-face communication with free
feedback information. It offers a sense of participation. It is more flexible form of
data collection. Use of unstructured, open-end questions is possible. Rate of refusal
is low. Depth interview is possible. Complex questions can be asked. The
interview can have questions to secure more information. Observation approach
can be combined to verify age, income, status, standard information. Visual aids in
the form of catalogues samples etc. can be used to get views, opinions, and
attitudes of responder.
Product for Which Survey Was Conducted:-
Composition:
Variety Fat (%) SNF (%)*
Amul Gold (Whole Milk) 6 9
Amul Taaza (Toned Milk) 3 8.5
*Every 100 parts of SNF (Solid Not Fat) contains 56 parts of carbohydrates, 34
parts of protein and 9 parts of minerals.

Product Specification:
Amul milk meets the PFA standards for the respective type of milk.
Pricing of the Milk
Amul Gold:
Price to distributor : Rs. 25.37
Price to Retailer : Rs. 26.00
MRP : Rs.27.00
Amul Taaza:
Price to distributor : Rs. 20.57
Price to Retailer : Rs. 21.00
MRP : Rs. 22.00
Area of Operation:
The areas of operation were the research was done are as follows:
 Hadapsar
 Ghorpadi
 Kothrud
 Fatima Nagar
 Baner
 Aundh

How the survey conducted
To approach the outlets with the following requirements in mind
At Approach:
 What type of shop it is? (Hotels, amrutulya, bakery, restaurant, general
stores, super market)
 Does it stockAmul products?
 What other brands available in the shop
SecondaryLevel:
 Whether it sells milk?
 If yes, whether it sells Amul milk?
 Whether the company provides any promotional support?
Territory Level:
 Does he sell local milk or not?
 Which is the most selling milk in the market?
 Who supplies milk to your shop?
 Does the delivery of milk is on time?
 What is the mode of payment credit or cash?
Others:
 Types of schemes if him.
 What are the uses of milk?
Addendum:
 Outlets may include institutions, general stores, mithai shops, supermarket,
canteens, juice bars, ice-cream corners etc.
 These sectors were chosen because the company believed that these
segments could be the best potential buyers for this products.

Data Analysis for Retailers:-
1. Number of retailers stocking Amul milk.
Answer No. of respondents Percentage
Yes 55 20%
No 114 80%
Interpretation:
 The above graph indicates that only 1/3rd of the retailers are selling Amul
milk.
 It shows that Amul milk brand is not popular among the retailers.
Yes
33%
No
67%
Yes
No

2. Size of Amul milk packets retailers preferred to store.
(Out of 169 retailers only 55 were buying Amul milk.)
Answer No. of respondents
250ml 0
500ml 32
1 Ltr 23
5 Ltr 0
Interpretation:
 The above graph shows that most of the retailers preferred to stored 500ml
and 1 ltr pouchof Amul milk as per the customer demand.
 In case of 5 Ltr. Pouch there was no customers demand.
 250 ml pouches were not available to retailers.
0
32
23
0
0 5 10 15 20 25 30 35
250 ml
500 ml
1 ltr
5 ltr
No. of respondents
No. of respondents

3. Reasonsfor Amul milk not stored by retailers.
(Out of 169 retailers 114 were not buying Amul milk.)
Answer No. of respondents
Absence of packaging date 6
Low margin 75
No replacement for leakage 20
No distribution 13
Interpretation:
 From the above graph it is clear that half of the retailers were not satisfied
with Amul replacement and margin policy.
 Some retailers responded about absenceof packaging date.
 Very less retailers complained about distribution network.
6
75
20
13
0 10 20 30 40 50 60 70 80
Absence of packaging date
Low margin
No replacement for leakage
No distribution
No. of respondents
No. of respondents

4. Preference ofretailers to milk brand
Brands Respondents
Amul 15
Chitale 77
Katraj 45
Gokul 6
Others 26
Interpretation:
 The above graph that the Chitale is most preferable brand in all.
 Some retailers also prefers Katraj and other brands.
15
77
45
6
26
0 10 20 30 40 50 60 70 80 90
Amul
Chitale
Katraj
Gokul
Others
Respondent

5. Sources from where retailers get Amul milk
(Out of 169 retailers only 55 were buying Amul milk)
Distributors 52 95%
Other suppliers 3 5%
Interpretation:
 Almost all retailers said that they purchased milk from Amul distributors.
Distributors, 95%
Other suppliers,
5%
Distributors
Other suppliers

6. Retailer’s satisfactionwith Amul distributors.
(Out of 169 retailers only 55 were buying Amul milk)
Yes 34 62%
No 21 38%
Interpretation:
 Graph shows that most of the retailers were satisfied with the service
provided by the Amul distributors.
Yes, 62%
No, 38%
Yes
No

7. Awareness among retailers about different Sales Promotionalactivities
for Amul milk.
Activities Aware Not aware
Price off 37 18
Free samples 13 42
Credit facility 16 39
Advertisement 49 6
P-O-P Displays 41 14
Coupons 50 5
Interpretation:
 The graph shows that retailers were aware about the sales promotion activity
that Amul carried out, but some respondents were unaware about various
activities.
 Most of the retailers were aware about advertisement and coupons scheme
during festivals.
 Credit facility and free samples were not provided to single retailers.
37 13 16 49 41 50
18
42
39
6
14
5
0
10
20
30
40
50
60
Price off Free samples Credit facility Advertisemnet P-O-P Displays Coupons
Aware Not aware

8. Interest of retailers in wholesale distribution of Amul milk.
Yes 27 16%
No 142 84%
Interpretation:
 Graph represents the interest of the retailers to start Amul milk
distribution. The questions asked to increase the retail coverage.
 Most of the retailers were not interested.
 Only 16% of the retailers were ready to start Amul distribution.
Yes
16%
No
84%
Yes
No

9. Awareness among retailers for Amul Parlors (APO) and its benefits.
(Out of 169 retailers only 118 were questioned as they had large store.)
Answer No. of respondent Percentage
Yes 70 59%
No 48 41%
Interpretation:
 APO is the outlet where we get Amul milk and milk products and it helps to
increase the market share. This question asked to the retailers who were
strong enough in capital.
 From graph it can be interpreted that the awareness about APO is very low.
Yes, 59%
No, 41%
Yes
No

10. Interest of retailers in opening an Amul Parlor(APO).
(Out of 169 retailers only 118 were questioned as they had large store.)
Answer No. of respondent Percentage
Yes 15 13%
No 103 87%
Interpretation:
 The graph represents that very less number of retailers were instead to
start APO.
Yes
13%
No
87%
Yes
No

11. Consumers’expectationfrom Amul milk.
Attribute Respondents
Good quality 7
Clear packaging date 23
Availability 25
Interpretation:
 The question asked to the retailers where the Amul milk is being sale
and tried to collect feedback of customer about Amul milk.
 More customers were having complaints about the clear date of
packaging and availability.
 Some customers were not happy with quality of milk.
7
23
25
0 5 10 15 20 25 30
Good quality
Clear packaging date
Availability
Respondents

12. Ratings from retailers for attributes of Amul milk.
(Out of 169 retailers only 55 were questioned as they buying Amul milk.)
Attribute
Rating
Quality Brand Availability Packaging Margin
Very good 37 48 34 5 0
Good 13 7 15 2 0
Average 5 0 0 48 0
Bad 0 0 6 0 0
Very bad 0 0 0 0 55
Total 55 55 55 55 55
Interpretation:
From the above graph it can be concluded that.
 Quality: most of the retailers were satisfied with Amul milk quality.
 Brand Image:the graph show that Amul is having good brand image.
 Availability: most of the retailers were satisfied with Amul milk distribution.
 Packaging Date:most of the retailers were not satisfied about not printing of
packaging date and they were facing a problem regarding same.
 Margin:all retailers were not satisfied with the margin policy given by Amul.
37
48
34
5
0
13
7
15
2
0
5
0
0
48
0
0 0
6
0
0
0 0 0 0
55
0
10
20
30
40
50
60
Quality Brand Availbility Packaging Margin
Very Good Good Average Bad Very bad

Data Analysis for Customers:-
1. Number of customers purchasing Amul milk.
Yes 30 32%
No 65 68%
Interpretation:
 The above graph indicates that only 32% of the customers are purchasing
Amul milk.
 It shows that Amul milk brand is not popular among the customers.
Yes
No

13. Ratings from customers for attributes of Amul milk.
(Out of 95 customers only 30 were questioned as they buying Amul milk.)
Attributes
Rating Quality
Brand
image Availability Packaging Price
Very good 18 25 16 5 6
Good 9 5 9 2 13
Average 3 0 0 15 11
Bad 0 0 5 8 0
Very bad 0 0 0 0 0
Total 30 30 30 30 30
Interpretation:
From the above graph it can be concluded that
 Quality: most of the customers were satisfied with Amul milk quality.
 Brand Image:the graph shows that Amul is having good brand image.
 Availability: most of the customers were not satisfied with Amul milk
distribution.
 Packaging Date:most of the customers were not satisfied about not printing of
packaging date and they were facing a problem regarding same.
 Price: some customers were not satisfied with the price given by Amul.
18
25
16
5 6
9
5
9
2
13
3
0
0
15
11
0 0
5
8
00 0 0 0 0
0
5
10
15
20
25
30
35
Quality Brand name Availabilty Packaging Price
Very good Good Average Bad Very bad

14. Preference ofretailers to milk brand.
Brands Respondents
Amul 15
Chitale 44
Katraj 11
Gokul 8
Others 17
Interpretation:
 The above graph shows that the Chitale is most preferable brand in all.
 Some customers also prefers Katraj and other brands.
15
44
11
8
17
0
5
10
15
20
25
30
35
40
45
50
Amul Chitale Katraj Gokul Others
Respondents

Data Analysis for Sales Promotion Activity:-
I have carried sales promotion activity at two places of Pune city
1. Kothrud
2. Baner road
Store name Sales(Ltr)
Initially Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Sai 0 10 5 5 5 5 5 5
Vaishali 0 15 15 15 15 15 15 15
New
hanuman
5 20 15 15 15 15 15 15
Hanuman 15 30 25 25 25 25 25 25
Durga 5 10 10 8 8 8 8 8
Interpretation:
 Most of the retail outlets were not interested in Amul milk selling, but after
launching coupons scheme, not only sales shootup by considerable amount
initially but also remain constantfor next year.
 In case of Sai and Vaishali retail outlet they were not interested in Amul
milk selling but now they are selling 20ltr of milk daily. And they said if
responsewill remain same they will increase milk order.
0
10
5 5 5 5 5 5
0
15 15 15 15 15 15 15
5
20
15 15 15 15 15 1515
30
25 25 25 25 25 25
5
10 10
8 8 8 8 8
0
5
10
15
20
25
30
35
Initially Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
Sales (Ltr)
Sai Vaishali New hanuman Hanuman Durga

Observation Findings:-
Retailers:(super market, grocery, shops etc.)
 Retailers are not interested because they don’thave storage facility but if
company provides them such facility they will be sale Amul milk.
 Because of low profit margin almost all retailers are not interested in
Amul milk selling.
 The 250 ml and 5Ltr milk pouchare no available to the retailers for selling.
 On question, why retailers are not interested in selling of Amul milk, it is
found they were not happy with margin, availability and replacement of leak
pouches.
 Retailers were selling different brands. Because they were able to receive
more margin from non-popularized brand that they could not from well-
known brands.
 All retailers get Amul milk from company selected distributors.
 Measurable amount of retailers were not happy with the distributors, because
of frequent change in distributors and late delivery of milk.
 All retailers were familiar with sales promotion activities undertaken by
Amul. But more of the activities were not communicated by distributors. So
it shows that distributors are taking the advantage of such activities.
 Some questions were asked with view to convert retailers into distributors,
but due to low margin they denied that.
 Retailers were not interested to start APO because to start APO one required
large amount investment i.e. near about 2 Lakhs and with this it is
mandatory to sale only Amul products,so mostof the retailers did not show
interest in APO.
 I found that customers were complaining about the packaging especially
packaging date because Amul do not print packaging date on pouch.
 When question came to retailers ratings towards Amul milk rating most of
the most respondents complaining about profit margin and packaging date.
 During campaign it is found that the mindset of consumers towards Chitale
milk is very high and hence it has become a milk market player. As from the
sales chart it is clear that the sales of Chitale pouchmilk is 50% more than
Amul pouch milk.
 Retailers also demand for the replacements for the damage due to the
spoilage of milk that they have to bear when the Amul milk gets spoiled
after the purchase.

End Users: (Households)
 Consumers’ preference for purchasing of liquid milk is mainly based on
quality, taste, availability, home delivery, and freshness respectively.
 Awareness level among the consumers is around 75% to 80% but still only
around 15% consumers are consuming Amul milk.
 Consumers have a perception that Amul milk is unfresh and having lots of
cuddling problems.
 The packaging of Amul milk is not popular among the customers as
compared to other milk brands available in the market.
Bulk Users: (sweet shops, restaurants, hotels, canteens etc.)
 The awareness level of Amul milk in bulk users is around 90% but only 10%
are using Amul milk.
 The preference of purchasing milk by the bulk users is mainly quality, price
and timely availability.
 The reason for not using milk by the bulk users are:
1. Higher price that is not meeting the competitors rate as bulk user are very
price sensitive.
2. In sweet marts mawa generation is less and there is a complaint about
cuddling of milk.
3. In case of canteen contract come of them prefer credit purchasing which is
against company’s norms and policies.

Limitations:-
This report had to work under several constraints and limitations. Some of the key
limitation are.
1. The survey is limited only for six wards.
2. Time period of the project was 4 weeks, which may not be enough to
understand the whole market.
3. Convenient sampling was used as the mode of conducting the research.
4. The sample size of the taken was small, therefore it can be said that the
chosen sample is not the representative of the whole population and this
hindered quantitative research.
5. The psychologyand temperament of a respondent play a significant role.
Some respondents are more sensitive as against others who are more
tolerant. A change in the composition of the respondents can affect
the answers adversely or favorably.
6. Respondents may not have been true in answering various questions and
may be biased to certain other questions.
7. Out of the whole research and analysis, only three major brands could be
highlighted, leaving aside the other non-popular brands.
8. The questionnaire mostly contained multiple choice questions, therefore
many respondents did not give a properthought before up the questions, and
some even ticked things, which were not applicable. Therefore, all this
increased the bias.
9. The sample size of Retailers / Wholesalers was very small and therefore
responsefrom them does not reflect the exact view because they may to
biased.

Conclusion:-
As we know that Amul is very big organization and market leader in dairy
products. It has maximum market share in Milk, Butter, and Cheese & Ice-Cream
which are its main/core products. But in case of local market like Pune the Amul
milk is not a popular product as compared to other Amul products. With the help
of research, company can find out its week points in Milk product and can increase
its market share through rectify mistakes. People have believed in Amul’s product
and they will accept it also if effective actions were taken.
The survey resulted into following conclusions:
 Amul must come up with new promotional activities such that people
become aware about Amul Milk like Amul Tazza & Gold.
 Quality is the dominating aspect which influences consumer to purchase
Amul product, but prompt availability of other Milk brands and aggressive
promotional activities by others influences the consumer towards them and
also leads to increase sales.
 In comparison to Amul Milk, the other players such as Chitale, Katraj,
Gokul & Krushnai provide a better availability and give competition to the
hilt.
 People are mostly satisfied with the overall quality of Amul Milk, but for the
existence in the local market Amul must use aggressive selling techniques.

Suggestions & Recommendation:-
The Milk products market has reached Maturity stage in India large no. of Co-
operatives having a variety of product range has entered the market, thus there is
one way for Amul to sustain their milk business in the market by delivering
outstanding satisfaction to their retailers, so that they can take interest in selling of
Amul milk products. This can be doneas follows:
 Company should start printing packaging date on milk pouch.
 Amul has a relatively good distribution network, but still company is not
able to fulfill the demand of outlet in the peak season when demand is very
high. Here company should consider on the supply of product in the peak
season.
 Supply should be regular to all the outlets including those that lie in the
pocketroads and not just in the outlets which lie on the easily accessible
routes.
 250 ml milk pouchshould make available to retailers for selling, because
lower income family has intention to buy small pouchmilk.
 Provide reasonable Margin to retailers as compared to competitors, this
motivates them to promote company’s milk and milk products.
 Improve delivery schedule to provide products ontime for the retailers about
who claimed that Amul milk is not available to them on time.
 Incentives & schemes should be given to the retailers and some scrutiny
should be follow to check the scheme get being communicated properly by
distributors or sales person.
 Provide consistent service to retailers as this will help gain company
goodwill in the market.
 Do not change distributor frequently, because he is the only personwho act
as a connecting link between company and retailers.
 Do not place more than one distributor in same market area.
 Try to minimize bank deposits for APO, which help to retailer think to start.
 Though the customers are asking for Branded milk is very few but Amul
should invest more money in Brand promotion and marketing in Pune, it
will be beneficial for the company in the long run as well as in the short run.
 For Brand promotion and marketing of Amul milk in Pune it should
introduce a mascot for the Amul milk as it already has for Amul Butter i.e.
The Amul Butter Girl in order to gain a good position in the mind
of customers. This will also help in easy Brand differentiation and
Recognition.

 Also advertising on the television, Radio Mirchi and Sponsorship of the
events, Trade Fairs will be a better choice.
 The study of milk market reveled that there is no Mergers and Acquisition in
the milk industry. Amul should go for Mergers and Acquisition and try to
acquire the local players in the Pune market like Chitale, Katraj and Gokul
etc. It will help the company in increasing its dealer’s network, Market
share, Customer base etc. It will also save time of establishing a new
manufacturing unit.
 Research revealed that there is no awareness among the consumers
regarding the Amul milk in Pune. So it is advisable to the company to
conduct various consumer awareness programs like distributing of
pamphlets outside the big shopping malls, giving presentations in schools
and colleges about the Amul Milk by telling them about the qualities
of milk. By this we can able to reach to a large number of people at one time
only as there will students along with their teachers and other staff
members of the schooland colleges.
 The pamphlets should be printed in such a way that it not only advertise
about the milk but also provides information about how to preserve the milk
in different conditions.
 In order to attract the ladies segment the pamphlets should have some
recipes on the other side of it.
 Some brand ambassador like M S Dhoni, Hrithik Roshan or Vriendra
Sehwag may be used. That will help customers to acceptthe product more
quickly.
 Special offers should be there for dealers, retailers and consumers at the time
of festivals.
 Discount coupons should be given to the consumers in order to buy more
milk.
 If adding preservatives in the milk keeps the milk for longer times then
Amul should also add some preservatives in the milk as people not only see
quality but also sees the time duration i.e. how much times we can store the
milk.
 In order to push the milk to the customers the profit margin should be
increased.
 Company should improve its distribution channel and should increase the
number of distributors.
 Company should take care of retailers by solving their problems and should
call back by appointing separate company representatives.
 Timely visit should be given to the retail shops.

Books:
I. Marketing Management (12th Edition) – Philip Kotler
II. Research Methodology – C.R. Kothari
Websites:
I. www.google.com
II. www.wikipedia.com
III. www.amul.com
IV. www.marketsearch.com
V. www.dairy.com

QUESTIONNAIRE:-
(Retailer Survey)
Name of the shop:…………………………………
Retailers Name: ……………………………………
Address:……………………………………………
1) Do you stockAmul milk?
a) Yes
b) No
2) If yes, what is the size of Amul milk packets do you prefer to store?
a) 250 ml
b) 500 ml
c) 1 Ltr
d) 5 Ltr
3) If no, Why?
a. Absence of packaging date
b. Low margin
c. No replacement for leakage
d. Low distribution
4) Which is the most preferable brand of packaged milk that you stock?
 Amul
 Chitale
 Katraj
 Gokul
 Others

5) From where do you get Amul milk?
a. Distributors
b. Other suppliers
6) Are you satisfied with Amul distributors?
a. Yes
b. No
7) Do you know which sales promotional activities does the company
undertake for Amul milk?
a. Price off d. Free samples
b. Credit facility e. Coupons
c. Advertisement f. P-O-P displays
8) Are you interested in distribution of Amul milk?
a. Yes
b. No
9) Are you aware of Amul Parlor (APO) and its benefits?
a. Yes
b. No
10) Are you interested in opening an Amul Parlor (APO)?
a. Yes
b. No
11) What is consumer’s expectation from Amul milk?
a. Good quality
b. Packaging
c. Availability

12) Give your ratings to following attributes of Amul milk.
a) Quality
b) Brand image
c) Availability
d) Packaging
e) Margin

Questionnaire:-
(Customer survey)
Name of the shop: …………………………………
Retailer name: ……………………………………..
Address:…………………………………………....
1) Do you know about Amul?
Yes No
2) What are the products ofAmul you use frequently?
Butter Cheese Shrikhand Milk Powder
Dahi Milk Ice-cream Butter Milk
3) Do you regularly get the Amul Milk?
Yes No
4) Which brands milk do you like most?
Amul Katraj Chitale Gokul
Other (Specify)………….…….
5) Do you know about Amul Gold and Taaza?
Yes No

6) How is the taste of Amul Gold?
Poor Satisfactory Excellent
7) How is the taste of Amul Taaza?
Poor Satisfactory Excellent
8) What about the price of Amul milk?
Low Average High
9) How is the packing of Amul milk?
Poor Good Excellent
10) Do you like the home delivery scheme of Amul milk?
Yes No
11) Give your ratings to following attributes of Amul milk.
a. Quality
b. Brand image
c. Availability
d. Packaging
e. Price
12) Any suggestion about Amul milk:

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