Amul Kushal Pal Rana

8/8/2019 Amul Kushal Pal Rana

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A

SUMMER TRAINING PROJECT REPORT

ON

ANALYSIS OF THE MARKETING STARATGIES OF AMUL

AT

Gujarat Cooperative Milk Marketing Federation

Submitted by:

Sagun

Roll No.8551629

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

THE AWARD OF DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

SESSION : 2007-2010


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SHRI RAM COLLEGE, MUZAFFARNAGAR

CONTENTS

Acknowledgement

Preface

Declaration

PART I

Company history

Company profile

Company products

Company organization


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ACKNOWLEDGEMENT

I would like to extend my sincere thanks and heart full gratitude to Mr.V. K. Choudhary

(Manager), for his constant encouragement and support during the entire duration of my

project at AMUL MARKETING STRATGIES, This Project is profusely illustrated with

diagrams, charts, graphs, figures at every stage to create a deep and long-lasting visual impact

on the reader.

I am very great thankful to Dr. B.K. Tyagi, Excutive Direactor (SRC), Dr. Sujeet Gopinathan,

Direactor (SRC) Mr. Saurabh Mittal, H.O.D. (B.B.A), Mr. Himanshu Verma (Guide) and all

the faculaty members of BBA (SRC), they has been guided instrumental in providing

valuable input at different stage, which helped me accomplish my work in a much better way.

In the end I would like to express my appreciation for the encouragement and guidance

provided by company personnel at AMUL MARKETING STRATGIES during my entire

project.

Kushal Pal Rana

Roll No 0956270015


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PREFACE

The project presented here gives a detailed analysis of Retailer penetration of AMUL pouch

milk in Kanpur market and the content being provided in terms of services to the customers.

Milk is a most perishable item and demand of that product is increase day by day so company

has to provide most frequently supply to the consumer.

I came to know about how to penetrate the product in the market threw the distribution

channels. in this process I had identify that what is the actual demand of the product and

what is the actual supply of that product in the market and what will be the effect if

1. SUPPLY(S) < DEMAND(Y)

2. SUPPLY(S) > DEMAND(Y)


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COMPNAY HISTORY

In the year1946 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-OPERATIVE MILK PRODUCERS UNION.

This union selected the brand name AMUL in 1955.

The brand name Amul means AMULYA. This word derived form 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, Amulspray, 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 40s, 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 Polson dairy limited, which was a privately owned company and

held monopoly over the supply of milk at Bombay from the Kaira district. This system leads

to exploitation of poor and illiterates farmers by the private traders. The traders used to


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beside the prices of milk and the farmers were forced to accept it without uttering a single

word.

However, when the exploitation became intolerable, the farmers were frustrated. They

collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the

freedom movement. Sardar Patel advised the farmers to sell the milk on their own by

establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel

sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai

held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the

farmers to form a society for collection of the milk.

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


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village co-operative societies and to sell them. It was also resolved that the Government

should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative

response by turning down the demand for the milk. To respond to this action of govt., the

farmers ofKaira district went on a milk strike. For 15 whole days not a single drop of milk

was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk

commissioner of Bombay then visited Anand to assess the situation. Having seemed the

condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect

and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese

Kurien showed main interest in establishing union who was supported by Shri

Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village

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

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

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


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At the initial stage only 250 liters of milk was collected everyday. But with the

growing awareness of the benefits of the cooperativeness, the collection of milk increased.

Today Amul collect 11 lakhs liters of milk everyday. Since milk was a perishable

commodity it becomes difficult to preserve milk flora longer period. Besides when the milk

was to be collected from the far places, there was a fear of spoiling of milk. To overcome this

problem the union thought out to develop the chilling unit at various junctions, which would

collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul

has more than 150 chilling centers in various villages. Milk is collected from almost 1073

societies.


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

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

butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on

November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it

open at Amul dairy on November 20, 1955.

PEOPLE POWER: AMUL'S SECRET OF SUCCESS

The system succeeded mainly because it provides an assured market at remunerative prices

for producers' milk besides acting as a channel to market the production enhancement

package. What's more, it does not disturb the agro-system of the farmers. It also enables the

consumer an access to high quality milk and milk products. Contrary to the traditional

system, when the profit of the business was cornered by the middlemen, the system ensured

that the profit goes to the participants for their socio-economic upliftment and common good.

Looking back on the path traversed by Amul, the following features make it a pattern and

model for emulation elsewhere.


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Amul (G.C.M.M.F.) has been able to:

Produce an appropriate blend of the policy makers farmers board of management and

the professionals: each group appreciating its rotes and limitations,

Bring at the command of the rural milk producers the best of the technology and

harness its fruit for betterment.

Provide a support system to the milk producers without disturbing their agro-

economic systems,

Plough back the profits, by prudent use of men, material and machines, in the rural

sector for the common good and betterment of the member producers and

Even though, growing with time and on scale, it has remained with the

smallest producer members. In that sense. Amul is an example par excellence,

of an intervention for rural change.

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

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

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

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

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


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PLANTS

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

powder, flavored milk and buttermilk.

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

Ganthia and Amul lite.

Thirdplant is at Kanjari, which produces cattelfeed.

Fourthplant is at Khatraj, which engaged in producing cheese.

Today, 13 dairies are producing different products under the brand name Amul. Today Amul

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

whole India.


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COMPANY PROFILE

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products

marketing organization. It is a state level apex body of milk cooperatives in Gujarat which

aims to provide remunerative returns to the farmers and also serve the interest of consumers

by providing quality products which are good value for money.

The seeds of our Gujarat Co-operat ive milk marketing federation were sown

in November 1973 with the simple intention of ensuring a fair return to t i le

producers. The intention was to receive all the milk offered by them.

The intention was to help member unions develop adequate production and

processing facilities. The intention was to process all the milk received.

The intention was to develop a product -mix that would promote sustained

growth. The intention was to offer consumers quali ty products of fair prices

and to do so by achieving economics of scale and costs. The intention was to

create and expend a milk grid to maximize the availability of liquid milk.

The intention was that milk Co-operatives would play an ever increasing role

in the rura l economy, providing gainful employment to large number of

producers.

The intention was to raise producer awareness that they could mange their

own affairs through Co-operat ives that they control led. The intention was to


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create a structure owned by farmers that would, with t ime, be the farmers

best friend.

The intention was to establish a marketing and distribution system that would

reach every corner of the country with our products.

And the intention was that the highest levels of consumer confidence would

be reposed in the brands called Amul and

Saga(In the chocolate unit camp co chocolate is sold under Amul brand name)

It is ful ly made for the consumer by the consumer. In the Amul (G.C.M.M.F.)

Company there are 17-lakh farmers of Gujarat are shareholders of Amul. This

company collect the milk from there share holders about 30-lakh Liters per

day in the pure from at 13- places in the Gujarat. This company has three tier

of system.

Village Co-operative

Member union.

Federation (G.C.M.M.F Ltd.)


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In the sense of three t ier of system company collects the milk from vil lage

Co-opera tive by there 17-lakh farmer (Share holders) a t the 13- member

union in Gujarat for the separation in the form of Liquid and Gel.

After the processing of the milk this member union send the products to the

federat ion division for marketing behind the brand G.C.M.M.F. Ltd. and in

the field products are sold under the brand name of Amul and Sagar.

COMPANY DREAM

Achieve 50% market share.

Outlet of strategic points.

Placement of point of purchase in 100% outlets.

52554 Rs (million) & 1325 US $ (in million) Tur n ov er by

2007-08 and 1000 Crores turnover by 2010.


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TQM POLICY

In 1994 federation had embarked on the TQM(Total Quality Management) .In 1999 it

received Rajiv Gandhi National Quality Award for the year.

More than 25000 Kaizens (Small improvement in work areas) where made by the

federation indifferent areas. Workshops on SQC(Statistical Quality Control) have been

conducted across the member dairies to achieved total quality in the production process.

More than 225 Amul Quality circles have been created though the length and

breadth of the country. These efforts are the secrets of Amul top quality product.


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VALUE OF THE GCMMF LTD. (AMUL)

Customer orientation

Co-operation

Quality

Belongingness

Commitment to producers

Excellence

Innovation Pride in organization Integrity

Leadership

Growth Orientation-New Products

Employees Satisfaction


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OPERATION FLOOD

The transi t ion of the Indian milk industry from a si tuat ion of net import to

that of surplus has been led by the efforts of National Dairy Development

B oa rd s O pe ra ti on F lo od . P ro gr am me d u nd er t he a eg is o f t he f or me r

Chairman of the board Dr.V.Kurian.

Launched in 1970, Operat ion Flood has led to the modernizat ion of Indias

dai ry sector and created a s t rong network for procurement process ing and

distribution of milk by the co-operative sector.

Per capita availability of milk has increased from 132 gm per day in 1950 to

over 220 gm per day in 1998.

The main thrust of Operation Flood was to organize dairy co-operative in the

milk shed areas of the v i l lage , and to l ink them to the four Metro c i t ies ,

which are the main markets for milk. The efforts undertaken by NDDB have

not only led to enhance.

Production, improvement in methods of processing and developing of a

strong marketing network, but have also led to the emergence of dairying as

an important source of employment and income generation in the rural areas.

I t has also led to an improvement in yields, longer lactat ion periods,

shorter calving intervals, etc through the use of modern breeding techniques.

Establishment of milk collect ion centers and chil l ing centers has enhanced

life of raw milk and enabled minimization of wastage due to spoilage of milk.


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Operat ion F lood has been one of the wor lds larges t da i ry developments

programmed and looking at the success achieved in India by adopting the co-

opera tive route , a few other countries have a lso repl ica ted the model of

Indias White Revolution.

What does the Indian Dairy Industry has to offer to Foreign Investors? India

is a land of opportunity for investors looking for new and expanding markets.

Dairy food process ing holds immense potent ia l for h igh re turns . Growth

prospects in the dairy food sector are termed healthy, according to various

studies on the subject.

The basic infrastructural elements for a successful enterprise are in place.

key elements of free market system

raw material (milk) availability

an established infrastructure of technology

supporting manpower


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An entrepreneurs participation is likely to provide attractive returns on the

investment in a fast growing market such as India.

Along wi th an expor t potent ia l in the Middle East , S ingapore , Malaysia ,

Indonesia, Korea, Thailand, Hong Kong and other countries in the region.

Among several areas of potential participation by NRIs and foreign investors.


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PRODUCTS

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

"Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning

"priceless", are found in several Indian languages. Amul products have been in use in

millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray,

Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk

and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 67.11 billion in

2008-09). Today Amul is a symbol of many things. Of 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' organisation. And of a proven

model for dairy development.

Bread Spreads

Amul ButterUtterly ButterlyDelicious

Amul LiteLow fat, lowCholesterol BreadSpread

Delicious TableMargarineThe Delicious way to

eat healthy

Milk Drinks

Amul Kool Millk Shaake Amul Kool
http://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkool.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-butter.htmlhttp://www.amul.com/bread-lite.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/bread-delicious.htmlhttp://www.amul.com/amulkoolmillkshaake.htmlhttp://www.amul.com/amulkool.html


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Amul Kool Cafe Kool KokoA delight to ChocolateLovers. DeliciousChocolate taste

Nutramul Energy DrinkA drink for Kids -

provides energy to suit theneeds of growing Kids

Amul Kool ChocolateMilk

Amul Kool FlavouredBottled Milk

Amul Kool FlavouredTetra Pack

Amul Masti SpicedButtermilkAmul introduces the Best

Thirst Quenching Drink

Amul Lassee

Amul Kool Thandai

Powder Milk

Amul Spray Infant MilkFoodStill, Mother's Milk isBest for your baby

Amul Instant Full CreamMilk PowderA dairy in your home
http://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkoolcafe.htmlhttp://www.amul.com/amulkoolkoko.htmlhttp://www.amul.com/nutramulenergymilk.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-chocolate.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavoured.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-flavouredpack.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/fresh-masti.htmlhttp://www.amul.com/desserts-lassee.htmlhttp://www.amul.com/amul-thandai.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkfood.htmlhttp://www.amul.com/powder-milkpowder.htmlhttp://www.amul.com/powder-milkpowder.html


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Sagar Skimmed MilkPowderWhich is especially usefulfor diet preparations or foruse by people on low

calorie and high proteindiet.

Sagar Tea CoffeeWhitener

Amulya Dairy WhitenerThe Richest, Purest DairyWhitener

Fresh Milk

Amul Fresh MilkThis is the most hygienicmilk available in themarket. Pasteurised instate-of-the-art processing

plants and pouch-packedfor convenience.

Amul Gold Milk

Amul Taaza DoubleToned Milk

Amul Lite Slim andTrim Milk

Amul Fresh Cream Amul Shakti TonedMilk

Amul Calci+ Amul Buttermilk

Cheese
http://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/fresh-amulbuttermilk.htmlhttp://www.amul.com/fresh-amulbuttermilk.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-skimmilk.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-coffee.htmlhttp://www.amul.com/powder-dairy.htmlhttp://www.amul.com/fresh-fmilk.htmlhttp://www.amul.com/fresh-gold.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-tazza.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-slim.htmlhttp://www.amul.com/fresh-cream.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/fresh-shakti.htmlhttp://www.amul.com/amulcalciplus.htmlhttp://www.amul.com/fresh-amulbuttermilk.html


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Amul Pasteurised ProcessedCheese100% Vegetarian Cheesemade from microbial rennet

Amul Cheese SpreadsTasty Cheese Spreads in 3great flavours..

Amul Emmental CheeseThe Great Swiss Cheesefrom Amul, has a sweet-dryflavour and hazelnut aroma

Amul Pizza MozzarellaCheesePizza cheese...makes greattasting pizzas!

Gouda Cheese

For Cooking

Amul / Sagar PureGheeMade from freshcream. Has typicalrich aroma andgranular texture.An ethnic productmade by dairieswith decades ofexperience.

Cooking Butter

Amul Malai Paneer

Ready to cookpaneer to makeyour favouriterecipes!

Utterly Delicious Pizza
http://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-pizza.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-cheddar.htmlhttp://www.amul.com/cheese-spreads.htmlhttp://www.amul.com/cheese-emmental.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-mozzarella.htmlhttp://www.amul.com/cheese-gouda.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-sagar.htmlhttp://www.amul.com/cooking-butter.htmlhttp://www.amul.com/cooking-paneer.htmlhttp://www.amul.com/cooking-pizza.html


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Mithai MateSweetenedCondensed Milk -Free flowing andsmooth texture.

White to creamycolor with a

pleasant taste.

Masti Dahi

Pro-biotic Dahi

Desserts

Amul Ice CreamsPremium Ice Creammade in variousvarieties and flavourswith dry fruits andnuts.

Amul ShrikhandA delicious treat,anytime.

Amul Mithaee GulabJamunsPure Khoya GulabJamums...best served

piping hot.

Amul ChocolatesThe perfect gift forsomeone you love.

Amul Basundi Amul Yogi Yoghurt

Health Drink
http://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-probioticdahi.htmlhttp://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/desserts-yogi-yoghurt.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-shrikhand.htmlhttp://www.amulicecream.in/http://www.amul.com/cooking-probioticdahi.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mithai.htmlhttp://www.amul.com/cooking-mastidahi.htmlhttp://www.amul.com/cooking-probioticdahi.htmlhttp://www.amulicecream.in/http://www.amul.com/desserts-shrikhand.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-gulabjamun.htmlhttp://www.amul.com/desserts-chocolates.htmlhttp://www.amul.com/desserts-basundi.htmlhttp://www.amul.com/desserts-yogi-yoghurt.html


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NutramulMalted Milk Food madefrom malt extract has thehighest protein contentamong all the brown

beverage powders soldin India.

Amul Shakti Health FoodDrinkAvailable in Kesar-Almond and Chocolateflavours.
http://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/healthy-nutramul.htmlhttp://www.amul.com/health-toned.htmlhttp://www.amul.com/health-toned.html


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BOARD MEMBERS

Shri Ramsinh Prabhatsinh Parmar Chairman

Shri Rajendrasinh Dhirsinh Parmar Vice-Chairman

Shri Dhirubhai Amarsinh Zala Director

Smt. Mansinh Kohyabhai Chauhan Director

Shri Maganbhai Gokalbhai Zala Director

Shri Shivabhai Mahijibhai Parmar Director

Shri Pravinsinh Fulsinh Solanki Director

Shri Chandubhai Madhubhai Parmar DirectorShri Bhaijibhai Amarsinh Zala Director

Shri Bipinbhai Manishankar Joshi Director

Smt. Sarayuben Bharatbhai Patel Director

Shri Ranjitbhai Kantibhai Patel Director

Shri B. M. Vyas

Managing Director

G.C.M.M.F

Shri Deepak Dalal District Registrar

Shri Rahul Kumar Managing Director


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Amul products have been in use in millions of homes since 1946.

Amul Butter

Amul Milk Powder

Amul Ghee

Amulspray

Amul Cheese

Amul Chocolates

Amul Shrikhand

Amul Ice cream

Nutramul

Amul Milk


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AMUL(G.C.M.M.F.) POUCH MILK

GOLD TAZA BUTTER

MILK

S.N

O

1LIT 500ML 1LIT 500ML 200ML 500ML

1 ADA RATE PER

CRATE

(12 LITs)

Rs314.40 Rs314.40 Rs254.40 Rs254.4

0

Rs258.0

0

Rs126.00

2 ADA MARGIN Rs 5.16 Rs 5.16 Rs 5.16 Rs 5.16 Rs 5.16 Rs 6.00

3 CRATES VOLUME 12LITs 12LITs 12LITs 12LITs 12LITs 12LITs

4 RETAILERS PRICING Rs26.20 Rs 13.10 Rs21.20 Rs10.60 Rs4.30 Rs5.505 MARKET

PRICE(M.R.P)

Rs27.00 Rs13.50 Rs22.00 Rs11.00 Rs4.50 Rs6.00


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Present Amul (G.C.M.M.F.) Pouch Milk & Price

Constituents of milk

Fat Water SNF

True FatsSubstances associated

with fat

Lecithine Cholesterol CaroteneVitamins

A,D,K&E

Lactose Proteins

&otherMinerals Minor Constituents

Phosphates,Citrates Pigments Vi

.


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PASTEURIZATION:

It is the process of heating milk to 70 degree Celsius for 15 second and then cooling

down. It removes all the harmful bacteria from milk, which is not done in loose milk.

Types of Fresh Milk:

Amul Taaza Toned Milk 3% fat .

Amul Gold Full Cream Milk 6% fat.

Amul Shakti Standardized Milk 3% fat .

Amul Smart Double Toned Milk 1.5% fat .


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AMUL BUTTER MILK

Serving size 500ml

Energy 26 Kcal

Energy from fat 9 Kcal

Total fat 1 gm

Saturate fat 0.5 gm

Sodium 30 mg

Total carbohydrate 2.3 gm

Added sugar .0 gm

Protein 2.1 gm

Calcium 91 gm

Phosphorus 79 mg

Thiamine 25 mcg

Riboflavin 73mcg

Niacin 61 mcg

Folicacid 4.5mcg

AMUL GOLD

Serving size 500ml

Energy 87Kcal


Total fat 6gm

Saturate fat 3.7 gm

Cholesterol 16 mg


Added sugar .0 gm

Protein 3.3 gm

Calcium 150 gm

Phosphorus 130 mg

Sodium 50 mg

Thiamine 42 mcg

Riboflavin 120 mcg

Niacin 100 mcg

Folic acid 7.5 mcg

Vit A(Retinol) 65mcg

AMUL TAZA

Serving size 500ml

Energy 58 Kcal


Total fat 3 gm

Saturate fat 1.9 gm

Cholesterol 8 mg


Added sugar .0 gm

Protein 3.1 gm

Calcium 150 gm

Phosphorus 130 mg

Sodium 50 mg

Thiamine 42.5 mcg

Riboflavin 120 mcg

Niacin 100 mcg

Folic acid 7.5 mcg

Vit A(Retinol) 32 mcg


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COMPANY STRUCTURE

Gujarat Coopera tive Milk Marke ting Federat ion (G.C.M.M.F) i s Ind ia s

largest food products marketing organization. It is a state level apex body of

mi lk coopera t ives in Gujara t which a which a ims to provide remunerat ive

returns to the farmers and also serve the interest of consumers by providing

quality products which are good value for money.

13 district cooperative milk producers Union.

No. of Village Societies: 13,141

No. of Village: 6.4 lack

No. of Farmers: 70 lack

Dairy plant: 30

Manufacturing plant: 13

Sales office: 47

Depot (warehousing): 48

APOs: 3000

WDs 3000

ADA 2200

Producing milk 1.5 crore lit/day

Use in milk: .35 lack lit/day

Use in milk product 1.15 crore Lit/day


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Total Milk handling capacity: 6.7 million liters per day

Milk collection (Total 2001-02): 1.67 billion liters

(2002-2003): 1.86 billion liters


Milk collection (Daily Average






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ORGANISATION

(MARKETING DIVISION)

MANAGING DI

GENERAL MA

ASSISTANT G

MANAG

ASST.GEN

MANAG

(ZONAL H


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PROBLEM ENVIRONMENT

As topic of the project was RETAILER PENETRATION AMUL MILK IN KANPUR.

A Critical Analysis, the problem environment was as follows :

How to increase number of outlets in the ci ty of Kanpur. As here the

number of outlets was less.

Sales Maximization: Amul is not getting the sale which it should get.

Distribution Pattern: As to analyze it .

PROBLEM BEING FACED:

Problem being faced are as follows:

As the dist r ibution channel of the Amul i s not up to the mark,

they are facing tough competi t ion from local companies, which

are providing prompt services.


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DISTRIBUTION NETWORK

GCMMF Ltd. (Amul) has very strong and wide distr ibution network

which spread all over India and foreign countries.

The federation operate and efficient distribution infrastructure

consist ing of 47 sales off ices, catering to 2300 ADA,s(Area del ivery agent)

distributors and 5 lakhs retailers.

Federation also co- ordinate a unique programme called "AMUL YATRA"

for a lmos t eve ry federat ion s tock ing for exposing the federat ion

philosophy of the culture of co-operat ion al l well as operat ional system

and progress.

The federat ion also invited distr ibutors, salesman from al lover the

c ou nt ry t o A na nd f o r a t ra in in g p r og ra m f oc us ed o n t he f e de ra ti on

philosophy and developing their selling skills


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DISTRIBUTION NETWORK CHART

HEAD OFFICE

ZONAL OFFICE

DEPOT

DISTRIBUTORS

RETAILORS

ENDUSER

Head Office:-

Amul Dairy Road

P.O. Box- 10

Anand -388001


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DOMESTIC MARKETING:

For domestic marketing the federation has divided the whole country into six

zones. They are -----------

H.O ANAND ZONE

DELHI ZONE

MUMBAI ZONE

CHENNAI ZONE

CALCUTTA ZONE

GUHATI

Federation's Head office is in Ahmadabad:


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SALES OFFICES:

Asansole Jaipur

Agartala Jammu

Bannerol Jorhat

Bhayandra Kozhikode

Cochin Kanpur

Coimbatore Kundli

Cuttak Nagpur

Dimapur Naini Daman

Mohali Patna

Ghaziabad Pune

Guwahati Port Blair

Gorakhpur Parwanoo

Hubli Raipur

Hyderabad Ranchi

Indor Sambalpur

Imphal Shillong

Vishakhapatanam Varanasi

OVERSEAS OFFICE:

Dubai, U.A.E.

MOTHER DAIRY (Village-ghat )


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INTRODUCTION TO THE TOPIC

This report gives the help to the marketers for analyzing the different competitors in the

chocolate industry. These are the following some importance of this research report as under:

1) This report is useful for the researchers who are willing to do research on the Cadbury

chocolate and its present competitors in the market.

2) This report shows the problems associated with the Cadbury industry in the market as

it helps in removing these problems.

3) This report can be useful as a secondary data for chocolate industry.

4) This report helps in knowing the current and future scenario of confectionary

industry.

5)This report helps in knowing market position of different confectionary industry..


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MARKETING RESEARCH

Marketing research plays an important role in the process of marketing. Starting

with market component of the total marketing talks. It helps the firm to acquire a better

understanding of the consumers, the competition and the marketing environment.

DEFINITION

Marketing research is a systematic gathering, recording and analysis marketing problem

to facilitate decision making.

- Coundiff Still.

Marketing research is a systematic problem analysis, model building and fact finding for the

purpose of important decision making and control in the marketing of goods and services.

-

Phillip Kotler.


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MAIN STEPS INVOLVED IN MARKETING RESEARCH

Defining the Marketing Problem to be tackled and identifying the market research problem

involved in the task.

(1) Define the problem and its objectives.

(2) Identify the problem.

(3) Determine the information needed.

(4) Determine the sources of information.

(5) Decide research methods.

(6) Tabulate, Analyze and interpret the data.

(7) Prepare research report.

(8) Follow-up the study.

(1) DEFINE THE PROBLEM AND ITS OBJECTIVES :-

This includes an effective job in planning and designing a research project that will provide

the needed information. It also includes the establishment of a general framework of major

marketing elements such as the industry elements, competitive elements, marketing elements

and company elements.


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(2) IDENTIFY THE PROBLEM :-

Identifying the problem involves getting acquainted with the company, its business, its

products and market environment, advertising by means of library consultation and extensive

interviewing of companys officials.

(3) DETERMINING THE SPECIFIC INFORMATION NEEDED :-

In general the producer, the manufacturer, the wholesaler and the retailer try to find out four

things namely:-

What to sell

When to sell

Where to sell

How to sell


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(4) DETERMINE THE SOURCES OF INFORMATION :-

Primary Data:- Primary data are those which are gathered specially

for the project at hand, directly e.g. through questionnaires &

interviews. Primary data sources include company salesman,

middleman, consumers, buyers, trade associations executives & other

businessman & even competitors.

Secondary Data:- These are generally published sources, which have

been collected originally for some other purpose. Source are internal

company records, government publication, reports & publication,

reports & journals, trade, professional and business associations

publications & reports.

DECIDE RESEARCH METHODS FOR COLLECTING DATA :-

If it is found that the secondary data cannot be of much use, collection of primary data

become necessary. Three widely used methods of gathering primary data are

A) Survey

B) Observation

C) Experimentation


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A. SURVEY METHOD :-

In this method, information gathered directly from individual respondents, either through

personal interviews or through mail questionnaires or telephone interviews.

B. OBSERVATION METHOD :-

The research data are gathered through observing and recording their actions in a marketing

situation. This technique is highly accurate. It is rather an expensive technique.

C. EXPERIMENTAL METHOD :-

This method involves carrying out a small scale trial solution to a problem, while at the same

time, attempting to control all factors relevant to the problem. The main assumption here is

that the test conditions are essentially the same as those that will be encountered later when

conclusions derived from the experiment are applied to a broader marketing area.


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THE PANEL RESEARCH:-

In this technique the same group of respondents is contacted for more then one occasion; and

the information obtained to find out if there has been any in their taste demand or they want

any special quality, color, size, packing in the product.

a) Preparation of questionnaire

b) Presetting of questionnaire

c) Planning of the sample

TABULATE, ANALYSIS AND INTERPRET THE DATA :-

The report must give/contain the following information:-

a) The title of research.

b) The name of the organization for which it has been

conducted.


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c) The objectives of research.

d) The methodology used.

e) Organization and the planning of the report

f) A table of contents along with charts and diagrams used in the reports

g) The main report containing the findings

h) Conclusion arrived at end recommendations suggested

i) Appendices (containing questionnaire / forms used sample design,

instructions.)


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RESEARCH DESIGN

1. RESEARCH PROBLEM

Increase the awareness level ofAMUL .

Seek the general perception of retailer towards AMUL MILK.

To find the performance ofAMUL MILKvis--vis other Brands.

To know the retailer psychology and their behaviour towards AMUL

MILK.

2. RESEARCH OBJECTIVES & RELATED SUB OBJECTIVES

To know the relationship of sales with the retailer.

To know awareness of people towards Amul milk.

To know in which area of segment Amul milk are mostly like/preferred.

To know which area is not responding the Amul sale up to the mark.

To know the preference ofAmul milkwith comparison to

Other competitive brands.

To know the factors which affects buyers buying behaviour

to purchase milk.


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INFORMATION REQUIREMENT

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

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

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

Prices of all the competitors existing in the market.

Since milk is a product that basic need of every people and family. It is

most perishable item in FMCG .So know about the basic information

regarding to milk. Hence I had to trace the market and segment it,

which mainly deals with various type of retailer which may be big or

small.

As milk is different product, the main information needed is the

various types of milk available in the market, their calorific value and

various other facts. They can be termed as :

4. CHOICE OF RESEARCH DESIGN ALTERNATIVES & CHOICE

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful

to classify marketing research on the basis of the fundamental objectives of the research.

Consideration of the different types, their applicability, their strengths, and their weakness

will help the student to select the type best suited to a specific problem.


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The two general types of research are:

EXPLORATORY RESEARCH

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.

Marketing researches devote a significant portion of their work on exploratory studies when

very little is known about the problem being examined.

CONCLUSIVE RESEARCH

Conclusive studies attempts to determine the frequency with which something occurs or the

relationship between two phenomenons. Usually conclusive studies assume certain under

underlying characteristics of the market or have some precise statement of research

questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of, television

commercials, or why they buy particular brands of cars, the natural procedure is to ask them.

Thus, the questionnaire method has come to be the more widely used of the two data

collection method. Many consumers are now familiar with the telephone caller who greets

them with We are making a survey, and then proceeds to ask a series of questions. Some

interviews are conducted in person, others by telephone, and others by mail. Each of these

has its special advantages and disadvantages and limitations. The questionnaire method in

general, however, has a number of pervasive advantages and disadvantages. Discussion of

particular variations will be more meaningful if these characteristics of the general methods

are brought out first.


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A questionnaire consists of list of questions to be asked from the respondents and the space

provided to record the answer / responses. Questionnaire can be used for the personal

interviews, focus groups, mails and telephonic interviews. The choice among these

alternatives is largely determined by the type of information to be obtained and by the type of

respondents from whom it is to be obtained.

The common factor in all varieties of the questionnaire method is this reliance on verbal

responses to question, written or oral.

Questionnaire in the project consists of:

Multiple choice questions

Dicthomus

MULTIPLE CHOICE QUESTIONS:

Questions of this type offer the respondents an alternative to choose the right answer among

others. It is faster, time saving and less biased. It also simplifies the tabulating process.

OPEN END QUESTIONS:

In this type respondents are free to answer in their own words and express the ideas they

think are relevant, such questions are good as first questions or opening questions. They

introduce the subject and obtain general reaction.


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DICTHOMUS:

These are the questions which are Boolean in nature. These answers are straightforward and

respondents have to answer them in a straight way. That means the answer can only be either

Yes or No.

6. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole population. The

sample design used in this project is two state sampling i.e. Cluster and convenience. In the

probability sampling methods, each items in the sample is chosen one at a time from a

complete list of universe elements. In marketing research practice, it will sometimes be more

expedient to select clusters or groups of universe elements, rather than to choose sample

items individually.

Sampling methods in which universe elements are chosen in groups ---- rather than

individually -- are called cluster-sampling methods. They are widely used in the sampling of

human populations. When no complete universe listing exists, a type of sampling is called

area sampling may be the only practically feasible form of probability sampling.


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METHODLOGY

SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole population. The

sample design used in this project is whole Kanpur (U.P) sampling i.e. cluster sampling and

convenience sampling. The whole city was divided into some geographical areas like

East Kanpur.

West Kanpur

North Kanpur.

South Kanpur

and I have chosen Kidwai Nagar and Keshav Nagar . The total sample size was 100.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite number of retailers

were to be surveyed.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and according to

convenience. I visited that are which is situated in main market and there I got easily

maximum number of retail outlets. Kidwai Nagar etc.


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SAMPLING

1. Sampling Technique :Non probability sampling

(A non probability samplitechniqis

that in which each element inthe

Population does not have a equal

chance of getting selected)

2. Sample Unit : Retailer who sold the pouch milk

in retail outlets, superstores, etc

3. Sample size : 100 respondents (South Kanpur)

4.Direct interview through : Questionnaire.

5. Data analysis method : Graphical method.

6. Area of Sample : Kidwai Nagar & Keshav Nagar.

7. Timing of survey : 6:00 am to 10:00 am

8. Reported time in office : 3:00 pm to 5:00 pm


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FIELD WORK-METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

Questions were asked to respondents as regards to there willingness to purchase

Chocolates.

The help of questionnaires conducted direct interviews, in order to get accurate

information.

Collect the information threw the DMR(Daily Market Report)

In order to get correct information I had to approach retailer in entire Kanpur.

1. East Kanpur.

2. West Kanpur.

3. South Kanpur.

4. North Kanpur.

I visited as many respondents as I can and asked them their real likings and disliking

about any milk and also got an idea, whats the retailer wants to the company and

how a milk market should be?

It is really a Herculean task to understand Retailer behavior.

People were not willing to answer, when they were contacted between 11:00 am to

8:00 pm, the time when most of the people have not open the shop in early morning.


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LIST OF LOCATIONS COVERED

1. Kedranchal Colony

2. Yashoda Nagar

3. Keshav Nagar

4. Barra-6

5. Gulmohar Vihar

6. Dabuali

7. Basant Bihar

8. Krishna Nagar

9. Shyam Nagar

10. P.A.C. Road

11. Govind Nagar

12. Kidwai Nagar

13. Babupurwa

14. Saket Nagar

15. R.B.I. colony

16. Nobasta.

17. Bekanganj

18. Koylanagar

19. Bhavaninagar

20. P-road


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List of Retailer in Sample Area:

Annapurna Provision Store.

Shivam General Store.

Prabhat Provision Store.

Shukla Provision Store.

Mahesh General Store.

Aman Store.

Maa Annapurna General Store.

Gopalji General Store.

Prakash General Store.

Bajpai Provision Store.

Anand General Store.

Maa Veshnav Provision Store.

Virendra General Store.

Suneel Provision Store.

Piyush Provision Store.

Shyama General Store.

Baba Anandesvar Dugdh Bhandar.

Shanti Provision Store.


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Prabhat General Store.

DATA ANALYSIS INTERPRETION

What is your average sale per month?

RUPEES

INFRENCE: -

It was found that 45% retailers are selling (0-1,000) Rs. Milk 30% (1,000-2,000) Rs. 20%

(2,000-3,000) Rs. and 5% are selling more than 3,000 Rs. milk per day.


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Which brands of Milk have in your shop?

INFRENCE:-

It was found that 40% retailers are selling only Amul milk , 15% only Parag ,3% only

verifresh and 42% are selling more than one brand of milk.

Those retailers who were not selling pouch milk when we asked that you are

interested in selling Amul pouch milk.


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INFRENCE:-

It was found that 64% retailers are ready to sell Amul milk and 36% are not ready to sell

Amul milk.


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Customer opinion about Amul Milk?

INFERENCE:-

It was found that customer opinion for Amul milk is good 38%, 54% very

good and 8% excellent.


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Which brand provides best distribution service in milk?

INFRENCE:-

It was found that 40% retailer are satisfy with the distribution of Amul milk,48% are satisfy

with the distribution of Parag and 12% are satisfy with the distribution of verifresh .

Who are best competitor of Amul milk?


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INFRENCE :-

It was found that Amul is facing 86% competition from Parag and 14% from Verifresh .

To whom do you like to deal?


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INFRENCE :-

It was found that 65% are like to deal with distributor and rest of them like to deal with

company.

Which time is preferred for the order


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INFRENCE :-

It was found that 32% retailer preferred at afternoon and 68% at morning For the

order.


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Is there any problem regarding the Amul milk?

INFRENCE :-

It was found that 66% retailer had not a problem regarding Amul milk and rest of them

had problem.

What do you prefer to pouch milk?


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CONCLUSION

As we know that Amul (G.C.M.M.F.) is very big organization and market leader

in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its

main/core products. As we know Amul is a co-operative organisaion but milk industry is a

profitable industry we cant ignore it. With the help of research, company can find out its

week points in milk segment and can increase its market share through rectify mistakes.

People have believed in Amuls product and they will accept its fresh milk also if effective

actions were taken.

The survey resulted into following conclusions :

Amul must come up with new promotional activities such that people become more

aware about Amul milk .

In comparison to Amul milk, the other players such as Parag, and Verifresh provide

a better availability and give competition to the hilt due to local brand .

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


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LIMITATIONS

Limited time available for interviewing the respondents. As a result of this it was not

possible to gather full information about the respondents.

When I interviewed children, old-women and old man they are not able give answers

according to the questionnaire due to absence of main retailer.

As summer training is going under summer season so sometimes people are less

interested in filling up questionnaire.

Sometimes the problem which I face is Non-cooperative approach rude behavior of

retailer about the ADA and company problem for which I have to make them

understand.


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If the respondents answer does not falls between amongst the options given then it

will turn up to be a biased answer.


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RECOMMENDATION

In order to maintain and increase the sales in the city of Kanpur, the following

recommendations regarding Amul milk; particularly regarding advertisement,

distribution, promotional policies, etc, are hereby suggested:

Amul should provide the ice box for those retailer they dont have fridge but they

have good demand of milk , due to ice box there sale is less

First and foremost Amul should take proper action in order to improve the service of

distribution networks therefore retailer get the supply on time(not before the time and

not after the time).

Though Amul milk advertisements are rarely shown on television yet many people

could recall it as per the data of research. It shows that there is only need to give

advertisement only to rememorize customers. Because Amul has very strong brand

name.

Company should work in the packaging of milk therefore short out the leakage

problem.


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Company should provide only 10 lit/crate milk therefore short out the leakage

problem.

Company should reduce Rs1.00 in 1 Lit packaging therefore consumer will purchase

the 1lit milk pack in comparison to competitor brand.


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QUESTIONNAIRE

I am a student of PGDM(BM) from ASMS INSTITUTE OF INTERNATIONAL

BUSINESS AND RESEARCH PUNE

Conducting a survey on Retailer Penetration Amul Milk in Kanpur.

QUESTIONNAIRE

Name of Retailer:

Name of retail shop

Address:

ContactNo:


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1. What are your average sales per day?

(a) 0-1000Rs.

(b) 1000-2000 Rs.

(c) 2000-3000Rs.

(d) More than 3000 Rs.

2. Which brands of Milk have you in your shop?

(a) Amul

(b) Parag

(c) Verifresh

(d) More than one

3. Which brand is preferred by customer?

(a) Amul (b) Parag

(c) Verifresh (d) Others

4. Customers opinion about Amul Milk?

(a) Good (b) Very good (c) Excellent

5. Those retailers who were not selling pouch milk when we asked that

you are interested in selling Amul pouch milk.


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(a) Yes (b) No

6. Average customer demand of different brands of Milk?

(a) Amul (b) Parag

(c) Verifresh (d) Others

7. Distribution of Amul Milk?

(a) Good (b) Very Good (c) Bad

8. Who are best competitors of Amul milk?

(a) Parag (b) Verifresh

9. Which brand provides best distribution service?

(a) Amul (b) Parag (c) Verifresh

10. To whom do you like to deal?

(a) Distributors (b) Company

11. Which time do you prefer for order?

(a) Morning (b) Evening


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12. Is there any problem regarding the Amul milk?

(a) Yes (b) No

13. What do you prefer to pouch milk?

(a)Quantity (b) Price

(c)Taste (c) Availability

THANK YOU

_________________

______________

____________


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BIBLIOGRAPHY

1. www.amul.com

2. www.amuldairy.com

3. www.marketresearch.com

4. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
http://www.webexhibits.org/http://www.marketresearch.com/http://www.webexhibits.org/http://www.marketresearch.com/

Amul Kushal Pal Rana

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